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UK frozen food sales boom

Newark, UK: Sales of frozen foods in the UK are up by 5.2% on last year according to the latest market data from the British Frozen Food Federation.

The biggest area of growth in volume has been in frozen meat and poultry, up by 5.5%, said Brian Young, director general of British Frozen Food Federation.

Young said: “The sector has increased in volume by almost 2% in just 12 weeks.  Christmas could be the driving factor in this boom as people stock up on turkey and other festive meats.  It’s very reassuring to see that the category that has suffered decline in recent months has now picked up.”

Other success stories from figures supplied by Kantar Worldpanel include frozen fish, which has seen a 4.7% increase in value and a 3.4% increase in volume on 2010.

Young said: “Celebrity endorsement and product innovation has helped to bolster the frozen fish sector.  I predict that this growth will continue well into the summer months when fish is typically most popular.

“Frozen vegetables are also in demand as consumers continue to understand that they offer high vitamin content and a ‘fresher than fresh’ taste.”  Strong volume growth shows sales have increased in this category by 2.8%.

Continuing to dominate the pre-prepared category, frozen pizza sales are up 3.6% on 2010 with a value increase of 4.9%.  Young said: “Manufacturers have really demonstrated that they understand the needs of consumers.  A range of pizzas developed in-line with traditional take-away and restaurant alternatives has helped to grow this category.”