Frozen food seems to have become a conscious choice, as a new survey reveals that nearly half of European consumers are buying frozen goods to minimise waste, potentially helping to reduce the 59 million tonnes of food waste generated in Europe every year.
Conducted by Nomad Foods, the survey of 7,500 adults across five European countries highlights a significant shift in consumer attitudes. According to Nomad Foods CEO Stéfan Descheemaeker, the freezer is becoming ‘the cornerstone of a more efficient, sustainable, and nutritious lifestyle’, with the company now primarily selling vegetables and proteins.
A staggering 88% of Europeans say they value healthiness in food choices, with 67% recognising that frozen food is just as nutritious as fresh products. Nearly 60% of UK consumers prefer buying frozen food, with similar trends across Europe and the US. According to Statista, frozen ready meals now dominate the market globally, vastly outselling chilled alternatives.
How does it work?
The environmental benefits are clear. Frozen food’s longer shelf life means less waste. According to Nomad Foods, flash-freezing vegetables immediately after harvest locks in peak nutrients and prevents degradation. Logically, more frozen products mean less waste, which leads to lower production, less packaging, fewer trips to the market, and reduced emissions across production and transport. For producers, this also means using less fuel, water, land, labour, and fertilisers.
However, challenges remain. Less labour could mean fewer jobs. And while food waste generates methane, freezers require energy to operate. Researchers are working on more energy-efficient models, with calls to raise standard freezer temperatures from -18 °C to -15 °C – a step that is part of broader COP28 efforts to reduce the environmental footprint of household appliances.
FareShare, a charity redistributing surplus food, has emphasised that freezing can significantly cut greenhouse gas emissions by extending the life of surplus food. As the organisation’s Head of External Affairs, Ben Ashmore, told Euronews: ‘In 2021 and 2022 combined, food waste accounted for around 18 million tonnes of greenhouse gas emissions in the UK. By redistributing surplus food and making it longer-lasting through freezing, we can reduce food waste, cut emissions, and help people in need.’
More practical than sustainable?
Though only 7–15% of consumers explicitly link frozen food to sustainability, its growing popularity is driven by practicality: convenience, time-saving, waste reduction, and the ability to cook seasonal food year-round. TikTok influencers are fuelling the trend, promoting new gadgets like air fryers, perfectly adapted for quick meals, as well as frozen fruits and vegetables for smoothies and other time-saving hacks.
According to the study, this in turn gives consumers more time to spend on housework, watching TV, relaxing, and enjoying moments with family and friends.
‘As consumers juggle busy lives and tighter budgets, frozen food is offering a new way to balance the pressures of the modern world,’ says Steve Challouma, Chief Marketing Officer at Nomad Foods. He adds that ‘taste remains the top driver, but health and nutrition are becoming much more important. The freezer offers convenient, affordable and sustainable solutions for today’s European consumers.’
Looking ahead, clear and transparent nutrition labelling with internationally recognised standards will be key to building consumer trust and shaping future choices.
