By Maria Leticia Gomes
Copyright walesonline
Supermarket Iceland says consumers could save up to £1,500 a year by making a straightforward change in their shopping habits. A study carried out by the UK high street chain, in partnership with Censuswide, suggests that swapping some fresh items for frozen alternatives can not only reduce expenses but also provide longer shelf life and improved sustainability. Furthermore, frozen foods such as fish, meats, fruits, and vegetables can often offer superior nutritional benefits compared to their fresh equivalents. Nutrition expert Rhiannon Lambert said: “The surge in frozen food purchases in the USA reflects a growing preference for convenience, cost-effectiveness, and sustainability. “With similar economic pressures and a growing focus on reducing food waste in the UK, this trend is likely to resonate with consumers here as well.” Recent studies by Iceland reveal that 44% of UK consumers are unaware that certain frozen goods are not only more affordable but also nutritionally richer than fresh options, reports the Express . Around 64% of British shoppers also agree that there needs to be better education about the benefits of choosing frozen products. Rhiannon said: “In some cases, opting for frozen produce instead of fresh provides greater cost savings and equal, or superior, nutritional value. “A large proportion of food waste in UK households comes from fresh items like vegetables, salads, fruits and bakery items like bread. “Shifting to frozen options could not only help to reduce waste but also helps households save money while maintaining a nutritious diet.” Research from Iceland also highlights that 93% of Brits concur that if they could save as much as £1,500 during 2025 by switching to frozen food on certain products, they would. To reach this target, for instance, you could replace four fresh cod fillets priced at £12.22 per kg with their frozen equivalents at £10.63 per kg, saving you £1.59 per kg. Similarly, swapping skin-on salmon fillets (£19.79 per kg) for frozen salmon fillets (£10.30 per kg) could save you £9.49 per kg.
