Nomad Foods, the owner of brands such as Birds Eye, iglo, and Findus, has launched its first annual ‘Frozen in Focus’ report that highlights while the lasting appeal of frozen food convenience continues to be a draw for many, it seems that as lifestyles and attitudes evolve, people are warming to the frozen aisle for a wider range of reasons.
The research shows that almost a third of people (29%) are using the freezer more now than five years ago, with 59% stating they cannot live without it, and a third (35%) craving a larger freezer. Such is the appreciation, nearly half (44%) describe the kitchen appliance as ‘underrated’.
The study of 7,500 adults across Europe shows that demand for bigger freezers is greatest among younger consumers, with 41% of 18-24 and 25–34-year-olds wanting more freezer space.
The impact of new technology and a desire to live more sustainably is also driving change. A renewed focus on cutting food waste is boosting frozen foods’ popularity, with almost half of consumers (47%) saying the appliance helps them discard less.
Studies from the University of Reading and the National Library of Medicine show that frozen fruit and vegetables can preserve nutrients better than fresh produce, and this recognition is contributing to the shift in how consumers see frozen food.
“We’re proud to introduce our first annual Frozen in Focus report, highlighting evolving consumer needs and the trends driving them to the frozen aisle,” said Stéfan Descheemaeker, Chief Executive of Nomad Foods.
“The innovations over the last decade have inspired consumers to start looking at frozen food differently. The freezer is no longer just a place to store food; it’s becoming the cornerstone of a more efficient, sustainable, and nutritious lifestyle. While challenges remain in overcoming outdated perceptions, our research indicates a growing understanding that frozen food is essential for a healthy, convenient, and affordable future. We’re committed to driving this awareness and unlocking the full potential of frozen in the years to come.”
Almost two-thirds of people (63%) recognise that frozen food can be as nutritious as fresh, while just under half (39%) of consumers appreciate how using frozen food allows them to cook meals using seasonal produce that cannot be sourced all year round. More than half (51%) of consumers are now grocery shopping according to available freezer space. Appliances like air fryers and smoothie makers are promoting a desire for more freezer capacity, with around one in eight consumers (13%) saying their purchase of a new gadget has prompted them to buy more frozen food.
Social media is also playing a role, with roughly one in seven (14%) of those aged 18-24 saying they have picked up tips on how to make the most of frozen food from TikTok.
