7th Sep 2009 - 00:00
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Abstract
According to new research, 9% of Britons are purchasing more frozen food than they were six months ago and 10% are eating more food from the freezer.
The research, carried out for the Food and Drink Federation's (FDF) Frozen Food group by Insight Track Ltd, also found that 81% of respondents who buy branded frozen food do so as it has a good taste and flavour and 78% buy it as it is good quality.
Also, 81% of consumers either agreed or strongly agreed that frozen foods are versatile and convenient.
Norman Soutar, chairman of the Frozen Food Group, and managing director of William Jackson Food Group, said: "The frozen food market is changing in line with consumer needs and tastes whilst retaining its fundamental store cupboard benefits of convenience, choice and availability.
"This research reinforces what frozen food manufacturers have suspected for some time: consumers are shopping smarter - they know that the freezing process locks in nutrients and vitamins and that the versatility of frozen food means it is easily incorporated into making great tasting meals."
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