The rising price of fresh food is causing British shoppers to turn to the frozen aisle to save money, as annual food bills are set to increase by an additional £1,378.
According to research conducted by free-from ready meal brand Kirsty’s, 75% shoppers are now buying more frozen products than ever before, with 71% of shoppers stating that buying frozen meals is saving them money.
According to UK shoppers, other reasons for this switch to buying frozen is that the food lasts longer (77%), it’s cheaper (60%) and that it makes for less fresh food waste (39%).
The average weekly food shop has now risen by £26.50, almost three times the national living wage, and the rising price of fresh food is worrying 87% of Brits as the cost-of-living crisis starts to impact shopping habits.
In addition, Kristy’s found that those who follow a free-from diet or suffer from an intolerance have been affected the most by rising inflation and fresh food prices.
26 million people in the UK suffer now from a food allergy or intolerance, an increase of 6 million since last year. Their average weekly shop increased by £37 – approximately 40% more than those on a standard diet.
“The cost-of-living crisis is having a huge impact on shopping habits, and whilst shoppers still like the convenience of chilled meals when making choices for their evening meal, but when it comes to the weekly shop, we are seeing more shoppers than ever buying frozen,” founder of Kirsty’s, Kirsty Henshaw said.
“The increases in costs are also obviously impacting food manufacturers, earlier this year we were prompted to start making frozen meals because of a global free-from manufacturer deciding to no longer serve the UK due to spiraling transport costs.”
Henshaw continued: “Even though we are still heavily affected by rising ingredients and labour prices, owning our UK factory allows us to offer better value for customers.
“These are exceptional times, and we want to continue to help offer a good choice of quality free-from food to UK shoppers, especially those who have a free-from diet or suffer from a food intolerance.”
The news comes as the price of everyday items continues to soar, with the cost of a typical kid’s packed lunch rising by as much as 70% and families eating less oven-cooked meals to save on energy.
