New research from Iceland Foods indicated 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 CCO, 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 latest research revealed that almost half (44%) of UK consumers 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.
Paul Dhaliwal, chief commercial officer at Iceland Foods, 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.”
Frozen products, including fish, meat, fruit, and vegetables, often retain higher nutritional value than fresh alternatives, prompting a rise in health-conscious consumers opting for frozen options.
Iceland has partnered with one of the UK’s leading nutritionists, Rhiannon Lambert (BSc, MSc, RNutr), to investigate the trend. She said: “The surge in frozen food purchases in the USA reflects a growing preference for convenience, cost-effectiveness, and sustainability. With similar economic pressures and a growing focus on reducing food waste in the UK, this trend is likely to resonate with consumers here as well.
“In some cases, opting for frozen produce instead of fresh provides greater cost savings and equal, or superior, nutritional value. Frozen fruits and vegetables are typically flash-frozen at peak ripeness, locking in their nutritional content.
“A large proportion of food waste in UK households comes from fresh items like vegetables, salads, fruits and bakery items like bread. Shifting to frozen options could not only help to reduce waste but also helps households save money while maintaining a nutritious diet.”
Recent studies also confirm that frozen foods can be just as nutritious as fresh produce, offering a valuable alternative for consumers seeking convenient and affordable options. Research from the
University of Reading has revealed that freezing processes preserve essential vitamins and minerals in fruits and vegetables, with some instances showing a higher nutrient retention than fresh produce, which may lose nutrients over time due to transport and storage.
