Iceland is forecasting that 2025 will be the year frozen food sees “transformative growth” in the UK, as British shoppers are expected to follow the trend set by their American counterparts.
Frozen food sales in the US surged by 54% towards the end of 2024, and the frozen food specialist’s chief commercial officer Paul Dhaliwal believes the UK will mirror this shift, driven by rising costs and the increasing demand for sustainable and cost-effective grocery options.
Iceland’s latest research revealed that 44% of UK consumers are unaware that frozen fish, meat, fruit, and vegetables can often be more affordable and nutritious than fresh alternatives. While 64% of consumers expressed a desire for more education on the benefits of frozen food, as awareness continues to grow.
Frozen products, according to Iceland, often retain higher nutritional value compared to their fresh counterparts, leading health-conscious consumers to opt for frozen alternatives.
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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.”
He added: “Retailers have a clear opportunity to shift consumer perceptions and unlock the full potential of this category.”
The forecast comes as Iceland launched its largest-ever deals event earlier this month, aimed at helping UK families ease financial pressures during January.
The frozen food supermarket has expanded its £1 or less range to now include over 1,000 products, alongside the return of its £10 for 10, buy 2, get 1 free and half-price must-haves in store and online.
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