Trends: "Frozen food to remain category ‘heavyweight’ for months and years to come, suggests AFFI study"

Although the study is obviously self-serving, it's being promoted by the American Frozen Food Institute, the underlying realities of frozen vs. fresh, especially in the case of vegetables, is becoming pretty well known.
Unless you are eating your fresh veg within a day or two, the frozen variety will retain more nutrients than their precursor flora. Due to the flash freezing techniques developed over the last couple decades your peas may be ready for packaging within 12 hours of being picked. That's not to disparage the namesake of the inventor, they are among the innovators* but the point is, these aren't your grandfather's frozen foods.

From Food Navigator:

The survey was conducted between April 10 and 14 by 210 Analytics, and included a national sample of 1,200 US consumers between the ages of 18 and 75.

The vast majority (86%) of US shoppers reported buying frozen food items since early March when the pandemic hit the country, according to the report​​.

After sales in mid-March surged to 94% over sales from the same time last year, overall frozen food sales dropped in April 2020, but are still approximately 30% to 35% above the same period last year.
“This includes an equal share of frequent frozen food buyers, as well as consumers who don’t consider themselves regular purchasers,”​ said 210 Analytics principal and founder Anne-Marie Roerink.

The survey revealed that 7% of consumers who rarely, or never purchased frozen foods pre-pandemic are now buying frozen foods....

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*From December 2019's "The father of the modern frozen food industry (still innovating!)":

....And from the Independent, December 4:
Birds Eye launches fragrance for men

 

'We wanted to treat fans to something special from 

our iconic Captain,' says frozen food brand

Frozen food company Birds Eye has launched a new fragrance for men with its iconic mascot, Captain Birdseye, fronting the campaign.

The company might be known for its fish fingers rather than its fragrance offerings, but that hasn’t stopped the brand from taking care over its debut eau du toilette, which carries notes of grapefruit and mandarin.

According to the brand, the fragrance was inspired by the “hypnotic and evocative power of the high seas” and has been created to remind wearers of the “fresh ocean breeze”....MORE

HT on the Eau d'Captain: FT Alphaville commenter