The figures for the 5 September show that frozen sale are almost PS 900m more than the 52 week ended June 2019,, with an additional 217 tons of volume since pre-pandemic. However, the market has seen a decline in frozen sales due to the reopening hospitality and shoppers returning to smaller shopping baskets and frequent shopping trips.
Over the 12-weeks ended 5 September total grocery sales were down 2.7%, fresh and chilled sales were down 1.2% and frozen fell by 3.6%. Seven of the nine categories of frozen products monitored showed value and volume growth, with meat, poultry and frozen vegetable seeing slight declines.
Richard Harrow is chief executive at the BFFF and insists that frozen food sales are still strong despite the decline.
” The latest figures can be expected as more people eat out and shop more frequently. He said that he believes current supply chain problems and consumers stocking up for Christmas sooner than usual will result in an increase in frozen sales in November ,”.
“Since 2019 the frozen category has seen value growth of +14.2% and volume growth of +10.4%. When compared to 2019 value growth of frozen is ahead of both total grocery (+13.1%) and fresh and chilled (+12.4%) so the outlook remains positive.”
He added: “Whilst the market is returning to normal, we are still seeing growth of shopper numbers across the total category and frozen has attracted over 400k more shoppers than in 2019. The latest Kantar data shows that we have retained on average 50% the extra shoppers gained in 2020..
“Frozen has always been recognised as a great value option, but value is now combined with innovation as companies work to develop high-quality frozen free-from products, sustainable packaging solutions and plant-based meals. People of all ages are looking for healthy and sustainable foods, so the frozen aisle will continue attracting new customers .”