Frozen food to challenge chilled says John Davidson

Cold Chain Federation member JS Davidson earmarks frozen food to challenge chilled as shoppers look to cut food costs and reduce waste.

The landscape of frozen food is changing, with the cost-of-living crisis accelerating a shift in consumer buying habits.

Once seen as a budget-friendly but potentially lower-quality alternative to fresh produce, the frozen food industry is now enjoying a mass resurgence, with the British Frozen Food Federation (BFFF) revealing that two in five shoppers are purchasing more frozen food than they did just a year ago.

Data from market research giants Kantar, has also highlighted that in the 52 weeks running up to March 2024, retail sales in the frozen food market sat at £8.5 billion, nearly a 12 per cent increase on the year prior.

According to John Davidson, Managing Director of temperature-controlled specialists JS Davidson, the preconception that the freezer has become an afterthought of the kitchen, housing nothing more than a box of fish fingers, a bag of peas, or last month’s forgotten leftovers, is significantly wide of the mark.

Instead, John affirms that in the face of this new wave of interest, both frozen food manufacturers and temperature-controlled storage specialists such as JS Davidson are witnessing significant market growth in response to market demand.

John commented: “It’s no secret that the cost-of-living crisis has led to a sizeable dent in the average household’s budget. To tackle this issue, there’s been a growing shift in consumers veering away from fresh produce, and instead favouring more cost-effective frozen food products.

“What’s interesting is that while inflation has gradually eased this year, there’s been a conscious realisation among British buyers that there isn’t really a need to revert back to their old shopping habits. From what we’re hearing from our customers, is that consumers have become more aware about food waste, which aligns with wanting to cut their weekly food costs and make more value-for-money choices when they’re at the supermarket.

“This position isn’t just isolated to shoppers either. If you look at it through the lens of the manufacturer, frozen food is much more cost effective in production and distribution as its extended shelf life provides much greater flexibility across the supply chain against its fresh counterparts – which need to be distributed and sold quickly to avoid spoiling.”

Frozen food has certainly long been a staple part of the shopping list in many households due to its convenience, cost-effectiveness, and ability to reduce food waste. However, despite this, the nutritional value of frozen food has been a topic of debate.

This preconception however is far from the truth, says John Davidson. Advances in freezing technology and food preservation have significantly improved the nutritional value of frozen foods, with modern freezing methods helping to lock-in the nutrients, flavour and texture.

“Recent studies and advancements in food technology all point towards the fact that frozen food can retain much of its nutritional value, challenging the idea that it is inherently less healthy than fresh options”, John added.

“While cost has primarily accelerated this switch to frozen, quality and taste still remain high on the agenda for consumers, so manufacturers have invested a significant amount in ensuring their products meet current demand and expectations of UK shoppers – who are increasingly seeking value without compromising on taste and health.

“These are undoubtedly exciting times and as a business we are well placed to meet the rising demand.  We are continuing to invest in new processes to enhance efficiency and productivity whilst never losing sight of ensuring we continue to operate in a sustainable manner.”

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