Frozen FoodsA look at the UK’s frozen food habits in conjunction with The Grocer

32%

60%

8%

32% of the British public consider frozen food to be worse than fresh food, rising to a peak of 39% amongst those aged 25-34 year olds. However, the jury is still out for the majority with 6 in 10 perceiving

them to be neck-and-neck.

Q1. What’s your opinion of frozen food in general?Base: All respondents (2007)

Better than fresh foodWorse than fresh food

About on par with fresh food

Opinions of Frozen Food

57%

33%

17%

13%

12%

10%

10%

9%

8%

7%

6%

5%

5%

9%

The main reason why the 32% people consider frozen food to be worse than fresh food is that the quality is perceived to be lower.

Reasons Why Frozen Food is Worse Than Fresh Food

Lower quality

I'm a scratch cook!

Frozen food is dodgy.. look at the horsemeat scandal!

Frozen food packaging is often damaged or frosted over

The food I like to eat isn't available frozen

Not much choice of products

Frozen food is heavy and inconvenient to take home

The way it is displayed in store is unwelcoming

Lack of decent brands to choose from

The labelling on frozen food isn't very good/clear

The freezer section of the store is too cold

The food is too cheap... I'd be embarrassed to serve it in my home!

Frozen food is old fashioned

Other Q3. If worse, why?Base: All respondents who said frozen food is worse (635)

For the 8% who thought frozen food was better than fresh food, around half perceived it to be fresher or more nutritious, more convenient and creates less waste

Reasons Why Frozen Food is Better Than Fresh Food

Frozen food is fresher

More convenient

Avoids food wastage

Freezing preserves nutritional value better

Better value for money

Higher quality

More choice of products

Other

50%

47%

46%

45%

43%

29%

24%

2%

Q2. If better, why?Base: All respondents who said frozen food is better (162)

30% of Brits turn their nose up at frozen food saying ‘It is not for people like me!’. 15% buy frozen food online to avoid the hassle

70%

30%

Frozen food is for people like me and my family

Frozen food is for other people, it‘s not really my thing

The practicalities of buying frozen food do not bother me

I buy frozen food online and get it delivered because it takes the hassle

out of it

I don’t buy frozen food

I avoid buying frozen food in store because it’s heavy, impractical and has begun to thaw by the time I get home

69%

15%

9%

8%

Attitudes and Behaviour Towards Frozen Food

Those from the South West were significantly more likely than other regions to perceive frozen

food as being for other people

Q4. Which ONE of these statements do you most agree with?Q5. Thinking of the practicalities of buying frozen food, which of the following statements apply to you?

Base: All respondents (2007)

Up to 27% of 25-44 year olds buy frozen food online for convenience.

Other:2%

43% claimed that nothing would encourage them to buy more frozen food! For those who are open to the idea, it is products such as complicated puddings, you can’t cook yourself

and high quality, diet specific ready meals that see the greatest levels of interest.

Nothing would encourage me to buy more frozen

food:

43%

Premium Meat:

16%

Which of the following premium product developments would encourage you to buy more frozen food?

Q6. Which of the following premium product developments would encourage you to buy more frozen food?Base: All respondents who buy frozen food (1836)

Complicated puddings you can’t cook yourself:

29%

High quality, diet specific ready meals:

21%

Complicated patisserie style products:

17%

Unusual fruit and vegetables:

15%

Exotic meat:

12%

Appendix –Approach & Demographics

7© Harris Interactive

• We conducted an online omnibus survey with 2,007 adults aged 16+ across England, Scotland, and Wales between 3rd-12th February 2015

• The Harris Global Omnibus interviews members of the general public who have opted in and voluntarily agreed to participate in online research studies. Through careful recruitment and management, we are able to rapidly survey large numbers of the general population and accurately represent the views of the nation.

• We have over 400,000 active panellists in the UK and our panel is used solely for market and opinion research. Members are contacted at random and invited to take part in a survey.

Approach and Panel

© Harris Interactive 8

Omnibus Audience – a representative sample

12%

9%

4%

9%

9%17%

9%

5%

14%

12%

© Harris Interactive 9

• The results of the study were weighted to best reflect the size and shape of the population of Great Britain

• This means that the results in this report reflect an audience that is as true as possible of the population with the same age, gender and regional profile. The audience profile is detailed below.

• Of course not everyone in GB has internet access, but online panel research results are considered to be extremely accurate. In fact, according to the British Polling Council, Harris Interactive was the most accurate online polling company during the last UK elections in 2010: http://www.britishpollingcouncil.org/press100508.html

N/A

Gender Age

Region

49% 51%

12%

17%

19%17%

35%16 - 2425 - 3435 - 4445 - 5455+

Lucia Juliano | Head of Consumer & Retail Research | LJuliano@harrisinteractive.co.uk079 89 39 22 51 | 0161 242 1365 | 0161 242 1360

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© Harris Interactive