The new Ice Age – how more freezer space became cool

• Nomad Foods releases multi-market ‘Frozen in Focus’ report on frozen food trends
• Study shows 35% of consumers want a bigger freezer at home
• 63% believe frozen food can be as nutritious as fresh
• 39% value frozen food for enabling seasonal cooking year-round

 

WOKING, England - June 25^th, 2025 – Nomad Foods, Europe’s leading frozen food company whose popular brands include Birds Eye, Ledo, iglo, Findus and Frikom, has today launched its first annual Frozen in Focus report, featuring a major new multi-market study, highlighting how more than a third (35%) of consumers crave a larger freezer at home.

While the lasting appeal of frozen food convenience continues to be a draw for many, with 51% of consumers stating it saves them time, it seems that as lifestyles and attitudes evolve, people are warming to the frozen aisle for a wider range of reasons.^[1]

The research shows that almost a third of people (29%) are using the freezer more now than five years ago, with 59% stating they cannot live without it. Such is the appreciation, nearly half (44%) describe the kitchen appliance as ‘underrated’.

The study of 7,500 adults across Europe shows that demand for bigger freezers is greatest among younger consumers, with 41% of 18-24 and 25–34-year-olds wanting more freezer space.

The impact of new technology and a desire to live more sustainably is also driving change. A renewed focus on cutting food waste is boosting frozen foods’ popularity with almost half of consumers (47%) saying the appliance helps them discard less.

Studies from the University of Reading^[2] and the National Library of Medicine^[3] show that frozen fruit and vegetables can preserve nutrients better than fresh produce and this recognition is contributing to the shift in how consumers see frozen food.

“We’re proud to introduce our first annual Frozen in Focus report, highlighting evolving consumer needs and the trends driving them to the frozen aisle,” says Stéfan Descheemaeker, Chief Executive Officer, Nomad Foods. “The innovations over the last decade have inspired consumers to start looking at frozen food differently. The freezer is no longer just a place to store food; it's becoming the cornerstone of a more efficient, sustainable, and nutritious lifestyle. While challenges remain in overcoming outdated perceptions, our research indicates a growing understanding that frozen food is essential for a healthy, convenient, and affordable future. We're committed to driving this awareness and unlocking the full potential of frozen in the years to come.”

Almost two thirds of people (63%) recognise that frozen food can be as nutritious as fresh, while just under half (39%) of consumers appreciate how using frozen food allows them to cook meals using seasonal produce that cannot be sourced all year round. More than half (51%) of consumers are now grocery shopping according to available freezer space. ^[4]

Appliances like air fryers and smoothie makers are promoting a desire for more freezer capacity with around one in eight consumers (13%) saying their purchase of a new gadget has prompted them to buy more frozen food. ^[5]

Social media is also playing a role, with roughly one in seven (14%) of those aged 18-24 saying they have picked up tips on how to make the most of frozen food from TikTok.

With almost one in ten consumers (9%) either stating that they don’t know what’s in their freezer (7%) or unsure of whether they know or not (2%), there are clearly missed opportunities to save on time, food and money.

To find out more about the Frozen in Focus report, please see here: www.nomadfoods.com/frozeninfocus 

ENDS

Nomad Foods Media Contacts:

Oliver Thomas
Head of Corporate Affairs
oliver.thomas@nomadfoods.com
+44 7568 108744

Will Hanley
Corporate Affairs Manager
william.hanley@nomadfoods.com
+44 7851 256304

About Nomad Foods

Nomad Foods (NYSE: NOMD) is Europe’s leading frozen food company. The company's portfolio of iconic brands, which includes Birds Eye, Findus, iglo, Ledo and Frikom, have been a part of consumers' meals for generations, standing for great tasting food that is convenient, high quality and nutritious. Nomad Foods is headquartered in the United Kingdom. Additional information may be found at www.nomadfoods.com.

Editor’s note:

All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2088 adults. Fieldwork was undertaken between 25th - 28th April 2025. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).

^{[1] YouGov Data, Nomad Foods, May 2025
[2] University of Reading, Gunter Kuhnle, Professor of Nutrition and Food Science, Keshavan Niranjan, Professor of Food Bioprocessing, University of Reading, April 2023
[3] National Library of Medicine, Ali Bouzari , Dirk Holstege, Diane M Barrett, Vitamin retention in eight fruits and vegetables: a comparison of refrigerated and frozen storage, Comparative Study, January 2015
[4] YouGov Data, Nomad Foods, May 2025
[5] YouGov Data, Nomad Foods, May 2025}