This article is part of our Frozen digital feature.

Brits’ perceptions of frozen food have worsened over the past year, despite campaigns to change their views for the better.

Exclusive research for The Grocer reveals 39% of Brits believe frozen food isn’t as good as fresh food, a seven percentage point increase from last year, when just 32% believed this.

Of the 2,014 Brits polled by Harris Interactive, only 8% believed frozen food to be better than fresh food, while 53% believe it to be on par.

“On the whole we have seen a dip in the number of respondents saying that frozen food isn’t as good as fresh food from this time last year. Perceived lack of quality continues to be the biggest barrier to frozen foods,” explains Tania Page, interim sector head of CPG & retail at Harris Interactive.

“Not surprisingly, it is those from the younger age group that are perhaps most critical of frozen food and are most likely to feel it’s not on a par or as good as fresh food. It feels like there is still low awareness of some of the benefits of frozen food – such as locking in nutrients and saving waste – within this younger age group.”

Those aged 16 to 24 are much more likely to think this, with 57% agreeing frozen is worse than fresh, an opinion which decreases with age – only 28% of Brits over 55 agreed.

They may think frozen is inferior, but 63% still eat it as part of a main meal on a weekly basis, with frozen veg consumed most often, followed by chips or potatoes, pizza and then desserts.

And while lower-quality perceptions of frozen food remains an issue, messages about its environmental benefits and value for money are seeping through. Half of Brits believe using frozen food instead of fresh helps them save money and 57% agree it helps them avoid food waste.

Nearly half would like to see a wider selection of frozen foods available and a third believe the way it is displayed in store is unappealing.

Thinking about all the different types of frozen food you eat, how often do you eat frozen foods as part of a main meal or as part of a dessert?
  As a main meal As a dessert
AT LEAST WEEKLY 63% 42%
     Once a day 8% 5%
     Once every 2-3 days 20% 9%
     Once 4-6 days 15% 9%
     Once a week 20% 19%
AT LEAST MONTHLY 17% 23%
     Once every two weeks 9% 11%
     Once a month 7% 12%
     Less than once a month 13% 25%
     Never 8% 10%
Which of the following types of frozen food do you eat most often? 
  Total Male Female 16-24 25-34 35-44 45-54 55+
Frozen vegetables 22% 18% 25% 9% 14% 23% 24% 27%
Frozen chips or potatoes 21% 19% 22% 18% 25% 20% 21% 19%
Frozen pizza 13% 16% 10% 22% 22% 16% 8% 6%
Frozen desserts (eg ice cream, cakes etc) 12% 12% 11% 12% 9% 11% 13% 13%
Frozen meat and poultry 11% 12% 10% 14% 12% 11% 10% 10%
Frozen ready meals 10% 11% 8% 15% 9% 8% 10% 8%
Frozen fish and seafood 10% 8% 11% 3% 6% 8% 10% 14%
Frozen fruit 2% 2% 3% 5% 2% 2% 2% 2%
Frozen rice or pasta 1% 1% 1% 1% 2% 1% 1% 0
Which of the following statements best reflects your attitudes towards frozen food?
  Total Male Female 16-24 25-34 35-44 45-54 55+
Frozen food is generally better than fresh food 8% 9% 6% 13% 12% 7% 5% 5%
Frozen food is on a par with fresh food 53% 49% 58% 30% 42% 50% 58% 67%
Frozen food is on a par with fresh food 39% 43% 36% 57% 46% 43% 37% 28%
What is the main reason you believe frozen food is generally better than fresh food?
  Total Male Female 16-24 25-34 35-44 45-54 55+
Frozen food is fresher and preserves the food’s nutritional value better 32% 31% 32% 23% 19% 37% 20% 57%
Frozen food lasts longer and avoids wastage 22% 17% 29% 23% 24% 13% 29% 24%
Frozen food is more convenient 19% 21% 17% 25% 21% 14% 30% 12%
Frozen food is cheaper 15% 18% 11% 24% 18% 19% 13% -
Frozen food is better quality 12% 12% 10% 6% 18% 17% 9% 7%
What is the main reason you feel frozen food isn’t as good as fresh food? 
  Total Male Female 16-24 25-34 35-44 45-54 55+
I tend to just cook from scratch 31% 25% 38% 13% 16% 31% 42% 47%
I think frozen food tends to be lower-quality food 26% 29% 22% 35% 33% 29% 21% 15%
It’s not as fresh 22% 25% 19% 24% 23% 21% 24% 20%
I don’t trust the quality of frozen food 9% 10% 9% 16% 13% 7% 3% 9%
There’s not much choice of products with frozen food 3% 4% 2% 5% 3% 2% 5% 2%
The food I like to eat isn’t available frozen 3% 3% 3% 2% 5% 3% 2% 2%
There’s a lack of decent brands of frozen food to choose from 2% 2% 2% 1% 3% 2% 2% 1%
The food is too cheap… I’d be embarrassed to serve it in my home! 1% 1% 2% 1% 1% 4% - 0
Frozen food is inconvenient to take home - it’s heavy to carry and defrosts too quickly 1% 1% 2% 2% 1% 0 0 2%
Frozen food is old fashioned 1% 2% 0 0 2% 1% 1% 1%
To what extent do you agree or disagree with the statements below?  
  Using frozen food as opposed to using fresh food helps me save money Using frozen food as opposed to fresh food helps me avoid wasting food Frozen food is better quality than fresh food I would like to see a wider selection of frozen foods available I trust the quality and content of the frozen food goods I think frozen food has a negative image Frozen food is becoming more popular Frozen food is old fashioned I would like to see more premium brands of frozen food available
AGREE 51% 57% 13% 46% 54% 38% 49% 10% 43%
Strongly agree 18% 22% 3% 16% 15% 6% 15% 2% 12%
Slightly agree 34% 35% 10% 30% 39% 32% 34% 8% 31%
Neither agree nor disagree 33% 28% 46% 42% 33% 35% 43% 33% 46%
DISAGREE 16% 15% 41% 12% 13% 26% 8% 57% 11%
Slightly disagree 11% 8% 26% 9% 9% 17% 7% 29% 8%
Strongly disagree 5% 6% 15% 4% 4% 9% 2% 28% 4%
Thinking about the frozen food section/aisle in supermarkets and grocery stores, to what extent do you agree or disagree with the statements below?
  The way frozen food is displayed in store is unappealing The freezer section of the store is too cold and discourages me from browsing The labelling on frozen food isn’t very clear Frozen food packaging is often damaged or frosted over The frozen food section feels like a neglected area of the supermarket
AGREE 28% 22% 20% 36% 26%
     Strongly agree 5% 4% 3% 6% 5%
     Slightly agree 23% 18% 17% 29% 20%
     Neither agree nor disagree 38% 30% 38% 32% 34%
DISAGREE 34% 48% 42% 32% 40%
     Slightly disagree 22% 25% 28% 20% 25%
     Strongly disagree 12% 23% 14% 12% 14%

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