Fresh versus Frozen, which Brits prefer which?

YouGov
October 23, 2020, 1:08 PM UTC

A new YouGov Profiles study compares Brits who prefer fresh foods, and those who opt for frozen

Frozen foods offer longevity and convenience, but others prefer their foods fresh. YouGov Profiles lets us explore which Brits prefer each type, who they might be, and where their attitudes on foods differ.

Overall, a quarter (25%) of Brits definitely agree with the statement that “fresh food is better than frozen”, while at the other end of the scale, 3% say they definitely disagree with the statement.

Breaking these two groups down by age shows that older Britons tend to say that they disagree and that frozen foods are better than fresh, while younger adults are more likely to think fresh foods are better. For example, 30% of adults who prefer fresh foods are aged 25-39, compared to 19% of those who prefer frozen and fall into the same age bracket.

Alternatively, 47% of Brits who prefer frozen over fresh are aged over 55, while only 33% of those who prefer fresh are of the same age.

When it comes to gender, there is a slight split among Brits who prefer fresh foods, with 53% being male and 47% being female. For adults who prefer frozen, the gap is more substantial, with 61% of the adults who disagreed with the original statement that fresh foods are better being female, compared to 39% who are men.

YouGov Profiles also shows that adults who prefer frozen are also much more likely to say that frozen foods offer better value for money (68%) than those who opt for fresh foods (49%).

Profiles also shows the half (52%) of Brits who prefer fresh foods are still willing to stock up on frozen foods when they are on sale compared to 63% of those who prefer frozen foods who say they do the same. 

Brits who say frozen foods are better are also more likely to say that frozen foods have fewer preservatives (37%) compared to those who prefer fresh (25%), as well being less likely to avoid shops that don’t offer fresh foods (36%) compared to half (51%) of Brits who prefer fresh and would do so.

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