Frozen food to see ‘meteoric rise’ in 2025, Iceland predicts

Iceland has forecast a rise in the popularity of frozen food, which will become a “big focus” in 2025 as British shoppers follow trends seen across America. 

According to new research from the supermarket, frozen food sales in America rose by 54% towards the end of last year, with the UK expected to follow suit amid rising household costs and a higher demand for sustainable, cost-effective groceries. 

It also found that 64% of UK consumers are calling for greater education on frozen food benefits, while 44% were unaware that frozen fish, meat, fruit, and vegetables can be “more affordable” and “often retain higher nutritional value than fresh alternatives”.

Iceland cited research from the University of Reading, which found that freezing processes preserve essential vitamins and minerals in fruits and vegetables, with some instances showing a higher nutrient retention than fresh produce, which may lose nutrients over time due to transport and storage.

Paul Dhaliwal, CCO at Iceland Foods, 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. Retailers have a clear opportunity to shift consumer perceptions and unlock the full potential of this category.”

Iceland has partnered with one of the UK’s leading nutritionists, Rhiannon Lambert (BSc, MSc, RNutr), to investigate the trend. 

She said: “The surge in frozen food purchases in the USA reflects a growing preference for convenience, cost-effectiveness, and sustainability. With similar economic pressures and a growing focus on reducing food waste in the UK, this trend is likely to resonate with consumers here as well.

“In some cases, opting for frozen produce instead of fresh provides greater cost savings and equal, or superior, nutritional value. Frozen fruits and vegetables are typically flash-frozen at peak ripeness, locking in their nutritional content. A large proportion of food waste in UK households comes from fresh items like vegetables, salads, fruits and bakery items like bread. Shifting to frozen options could not only help to reduce waste but also helps households save money while maintaining a nutritious diet.”