Frozen Foods A look at the UK s frozen food habits in conjunction with The Grocer

Transcription

1 Frozen Foods A look at the UK s frozen food habits in conjunction with The Grocer

2 32% of the British public consider frozen food to be worse than fresh food, rising to a peak of 3 amongst those aged year olds. However, the jury is still out for the majority with 6 in 10 perceiving them to be neck-and-neck. Opinions of Frozen Food Better than fresh food 8% 32% Worse than fresh food 60% About on par with fresh food Q1. What s your opinion of frozen food in general? Base: All respondents (2007)

3 The main reason why the 32% people consider frozen food to be worse than fresh food is that the quality is perceived to be lower. Reasons Why Frozen Food is Worse Than Fresh Food Lower quality 57% I'm a scratch cook! 33% Frozen food is dodgy.. look at the horsemeat scandal! 17% Frozen food packaging is often damaged or frosted over The food I like to eat isn't available frozen Not much choice of products Frozen food is heavy and inconvenient to take home The way it is displayed in store is unwelcoming Lack of decent brands to choose from The labelling on frozen food isn't very good/clear The freezer section of the store is too cold The food is too cheap... I'd be embarrassed to serve it in my home! Frozen food is old fashioned Other 6% 5% 5% 8% 7% 10% 10% 13% 12% Q3. If worse, why? Base: All respondents who said frozen food is worse (635)

4 For the 8% who thought frozen food was better than fresh food, around half perceived it to be fresher or more nutritious, more convenient and creates less waste Reasons Why Frozen Food is Better Than Fresh Food Frozen food is fresher 50% More convenient 47% Avoids food wastage 46% Freezing preserves nutritional value better 45% Better value for money 43% Higher quality 2 More choice of products 24% Other 2% Q2. If better, why? Base: All respondents who said frozen food is better (162)

5 30% of Brits turn their nose up at frozen food saying It is not for people like me!. 15% buy frozen food online to avoid the hassle Attitudes and Behaviour Towards Frozen Food Those from the South West were significantly more likely than other regions to perceive frozen food as being for other people The practicalities of buying frozen food do not bother me 6 Frozen food is for people like me and my family 70% I buy frozen food online and get it delivered because it takes the hassle out of it I don t buy frozen food 15% Frozen food is for other people, it s not really my thing 30% I avoid buying frozen food in store because it s heavy, impractical and has begun to thaw by the time I get home Up to 27% of year olds buy frozen food online for convenience. 8% Q4. Which ONE of these statements do you most agree with? Q5. Thinking of the practicalities of buying frozen food, which of the following statements apply to you? Base: All respondents (2007)

6 43% claimed that nothing would encourage them to buy more frozen food! For those who are open to the idea, it is products such as complicated puddings, you can t cook yourself and high quality, diet specific ready meals that see the greatest levels of interest. Which of the following premium product developments would encourage you to buy more frozen food? Complicated puddings you can t cook yourself: 2 High quality, diet specific ready meals: 21% Complicated patisserie style products: 17% Premium Meat: 16% Unusual fruit and vegetables: 15% Exotic meat: 12% Other: 2% Nothing would encourage me to buy more frozen food: 43% Q6. Which of the following premium product developments would encourage you to buy more frozen food? Base: All respondents who buy frozen food (1836)

7 Appendix Approach & Demographics Harris Interactive 7

8 Approach and Panel We conducted an online omnibus survey with 2,007 adults aged 16+ across England, Scotland, and Wales between 3 rd -12 th February 2015 The Harris Global Omnibus interviews members of the general public who have opted in and voluntarily agreed to participate in online research studies. Through careful recruitment and management, we are able to rapidly survey large numbers of the general population and accurately represent the views of the nation. We have over 400,000 active panellists in the UK and our panel is used solely for market and opinion research. Members are contacted at random and invited to take part in a survey. Harris Interactive 8

9 Omnibus Audience a representative sample The results of the study were weighted to best reflect the size and shape of the population of Great Britain This means that the results in this report reflect an audience that is as true as possible of the population with the same age, gender and regional profile. The audience profile is detailed below. Of course not everyone in GB has internet access, but online panel research results are considered to be extremely accurate. In fact, according to the British Polling Council, Harris Interactive was the most accurate online polling company during the last UK elections in 2010: Gender 4 51% 35% 17% Age 12% 1 17% Harris Interactive 9 N/A 5% 12% 4% 17% Region 12% 14%

10 For Further Information please contact : Lucia Juliano Head of Consumer & Retail Research LJuliano@harrisinteractive.co.uk Harris Interactive