Frozen Produce Sales Jump After Dramatic Shift In Public Perception

Frozen fruits and vegetables are driving a resurgence in frozen food purchasing, with shoppers increasingly won over by the category’s growing value, quality, and variety, coupled with its convenience, nutrition, and sustainability, according to a new report.

Ocado Retail has reported an 18% year-on-year rise in sales of frozen product, with almost half of UK adults (47%) buying more frozen items than a year ago, particularly younger consumers. 

Key growth areas include frozen fruit (up 23%) and vegetables (up 38%), with standout products such as Ocado’s frozen strawberries (+85%) and PACK’D organic broccoli florets (+97%). 

Frozen herbs, pastries, and sauces are also performing strongly, reflecting a growing trend toward using frozen ingredients to cook from scratch, Ocado said in a press release.

Ocado said frozen herb sales are up 31%, while Ocado Own Range frozen coriander and chopped garlic have risen by 46% and 21% respectively.

Moving Into The Mainstream 

The UK's frozen fruit and vegetable market is worth just under £750 million, according to Kantar’s 52-week data ending June 15, 2025. Of that total value, frozen vegetables account for the largest portion at £549 million.

The category is growing in popularity among shoppers as a way to eat and cook more efficiently, sustainably, and healthily, supported by ongoing innovation in the frozen food sector.

Consumer perceptions surrounding frozen food have “shifted dramatically” in the UK, Ocado noted. 

Shoppers today appreciate the convenience, quality, variety, and value offered by frozen foods, plus the opportunity to eat naturally and reduce food waste.

Ocado Retail finds that almost three quarters (73%) of UK adults believe the quality of frozen food has improved, 80% notice more choice, and 75% say frozen foods save them time. 

Ocado Retail’s Nicola Waller said frozen food has emerged as a core part of modern meal planning, combining quality and value with the opportunity for food waste reduction. 

“Frozen food is seeing a real resurgence as shoppers are discovering that it offers reassuringly good value and quality, as well as unmatched convenience,” Waller explained. 

“It’s no longer just a backup option or last resort for rainy days – frozen products are helping households reduce food waste, making cooking more manageable without compromising on taste.”

The survey of 2,084 UK adults was conducted in September by Ocado Retail in partnership with Savanta.