New research from Iceland Foods suggests that British shoppers will be following in the footsteps of their American counterparts and making frozen a big focus in 2025.
Frozen food sales in America increased by 54% towards the end of last year, and Iceland’s Chief Commercial Officer, Paul Dhaliwal, expects the UK to follow suit as households face rising costs and demand for sustainable and cost-effective grocery options grows.
The frozen food retailer’s research revealed that almost half (44%) of consumers in the UK are unaware that frozen fish, meat, fruit, and vegetables can be more affordable and nutritious than fresh alternatives. With 64% of consumers calling for greater education on frozen food benefits, the retailer is forecasting that 2025 will be the year the category sees transformative growth in the UK.
Dhaliwal said: “There is no doubt that American trends influence the direction of travel for retail in the UK and we’re seeing similarities with the UK’s growth of frozen food over the past year. It would be no surprise to us to see a similar meteoric rise, with 2025 being the year of frozen.
“Our research highlights the potential of frozen food in the UK this year. With growing financial pressures, frozen products offer significant savings, reduced waste, and better nutritional value in many cases. Retailers have a clear opportunity to shift consumer perceptions and unlock the full potential of this category.”
