European Consumers Increasingly Choose Frozen Foods to Combat Waste

In recent years, a significant shift in consumer behavior has been observed across Europe, with an increasing number of individuals opting for frozen food products as a strategy to minimize food waste. According to a recent survey conducted by Nomad Foods, the parent company of well-known frozen food brands such as Birds Eye and Findus, approximately 47% of European consumers reported that they choose frozen items to contribute to waste reduction efforts (Nomad Foods, 2025). This phenomenon is underscored by the alarming statistic that nearly 59 million tons of food waste are generated annually within the European Union, as reported by the European Consumer Organisation (ECO, 2025).

The rationale behind this growing preference for frozen foods lies in their ability to extend the shelf life of products, thereby reducing the likelihood of spoilage. "Freezing food preserves it for longer periods, which is crucial in mitigating waste and the associated environmental impact of food production and disposal," explains Dr. Sarah Johnson, an environmental economist at the University of Cambridge. She emphasizes that food waste not only represents a loss of edible goods but also entails the waste of resources such as water, labor, and energy that go into food production (Johnson, 2023).

The environmental implications of food waste are profound. According to Ben Ashmore, Head of External Affairs at FareShare, an organization dedicated to redistributing surplus food, food waste contributes to approximately 18 million tons of greenhouse gas emissions annually in the UK alone (Ashmore, 2023). "Freezing surplus food allows us to reduce both waste and emissions while simultaneously aiding individuals in need by providing them with nutritional options," he adds.

The survey results reveal varying levels of acceptance of frozen foods across different European countries. The UK leads with nearly 60% of consumers reporting a preference for frozen products as a means of reducing waste. In Italy, the figure is 50%, followed by France at 49%, Sweden at 43%, and Germany at 44% (Nomad Foods, 2025). While a smaller percentage of the population recognizes the broader sustainability benefits of frozen foods—such as improved food chain efficiency—these numbers indicate a growing awareness of the link between food waste and sustainability.

David Pettet, Head of Sustainability at Nomad Foods, notes, "The freezer is evolving from a mere storage solution to a pivotal element of a more efficient, sustainable, and nutritious lifestyle" (Pettet, 2025). This shift is reflective of a broader trend where sustainability is becoming a central consideration in consumer purchasing decisions.

Moreover, efforts are underway to make the freezing process itself more eco-friendly. A coalition, launched at COP28 in 2023 and named the Move to -15°C Coalition, aims to revise the standard temperature for frozen food storage. Notable participants include major players like Maersk, Iceland, and Morrisons, who are advocating for a temperature of -15°C instead of the traditional -18°C, which has been shown to reduce energy consumption by 10% without significantly affecting food quality (Campden BRI, 2023).

In conclusion, the increasing trend of purchasing frozen foods as a strategy to combat food waste in Europe highlights a significant shift in consumer attitudes towards sustainability. As awareness of environmental issues grows, it is likely that the demand for frozen food will continue to rise, prompting further innovations in both product offerings and storage practices. This trend not only benefits consumers by providing a more efficient food supply but also plays a crucial role in addressing the urgent challenge of food waste and its environmental consequences.