A majority of Americans are buying frozen food during the COVID-19 pandemic, and the trend is not expected to slow anytime soon.
In mid-March, there was a 95 percent surge in retail frozen food sales due to coronavirus panic-buying, according to the American Frozen Food Institute. While the increase was not as strong in April, overall frozen food sales still rose between 30 and 35 percent, AFFI and research firm 210 Analytics found.
Since early March, 86 percent of Americans said they have bought frozen food including entrees, vegetables, and pizza.
“This includes an equal share of frequent frozen food buyers, as well as consumers who don’t consider themselves regular purchasers,” 210 Analytics Principal and Founder Anne-Marie Roerink said.
Much like overall frozen food sales, frozen seafood sales in U.S. grocery stores continued their double-digit weekly increases since mid-March.
Frozen seafood sales soared 37.7 percent to nearly USD 1.4 billion (EUR 1.3 billion) for the week ending 2 May, according to Nielsen data provided to SeafoodSource.
Frozen crab sales surged nearly 180 percent for the week, while scallop sales spiked 145.5 percent and lobster sales increased 143 percent. Other big gainers for the week included: catfish, cod, crayfish, haddock, mahi, mussels, shrimp, and whiting.
In good news for seafood suppliers, the surge in demand for frozen foods is not expected to wane anytime soon.
Fifty percent of consumers who have purchased frozen foods since COVID-19’s onset say they will purchase a lot more (18 percent) or somewhat more (32 percent) in the next few months, AFFI and 210 Analytics found.
“This study suggests frozen will remain a category heavyweight for months and years ahead as the category attracts new and returning customers who are relying on a variety of frozen foods to provide much-needed convenience and satisfaction,” AFFI President and CEO Alison Bodor said.
Notably, 7 percent of consumers who previously, rarely, or never purchased frozen foods pre-pandemic are now buying them.
“This is a tremendous expansion of the category that could have long-term implications,” Roerink said. “This includes Gen Z buyers, as well as Baby Boomers who left the category during the TV dinner era – returning now to find newer, tastier products.”
In addition, loyal customers are buying more frozen food and trying new items. Seventy percent of loyal frozen food shoppers are buying more than usual and 68 percent are trying new brands and products.
Photo courtesy of Sergey Ryzhov/Shutterstock
