Introduction: The Evolution of Frozen Food Perceptions
Frozen foods are no longer just an emergency option—they’ve become an integral part of the modern South African diet. With busy schedules, evolving health priorities, and budget considerations shaping consumer choices, frozen foods are gaining traction. Insights from YouGov Profiles shed light on the key trends driving demand, from convenience to value perceptions. This blog explores how frozen foods are adapting to meet the needs of today’s consumers.
Fresh vs. Frozen: Consumer Preferences Remain Divided
80% of South Africans believe fresh food is better than frozen food, according to YouGov Profiles. Fresh food is often associated with superior taste, texture, and nutritional value, making it the preferred choice for many.
However, frozen food brands are bridging this gap by emphasising innovations that preserve freshness and nutrients. With advancements in flash-freezing technology, frozen fruits, vegetables, and proteins are now marketed as equally nutritious as their fresh counterparts. By addressing these misconceptions, brands can position frozen foods as a practical and reliable alternative.
The Preference for Fresh and Shelf-Stable Alternatives
Beyond fresh food, YouGov Profiles reveals that 31% of South Africans prefer shelf-stable options over frozen foods. This preference is tied to convenience, longer storage capabilities, and ease of preparation.
To challenge this perception, frozen food companies can focus on promoting their products’ longer shelf life while maintaining quality. Offering ready-to-cook frozen meals that combine freshness with ease of preparation could also attract consumers who prioritise convenience without compromising on taste.
Stocking Up on Frozen Foods During Sales
According to YouGov Profiles, 29% of South Africans tend to stock up on frozen foods when they’re on sale. Price sensitivity remains a key driver for many households, with sales providing an opportunity to buy in bulk.
Retailers can capitalise on this behaviour by running regular promotions and offering bundle deals on popular frozen food items. Highlighting discounts through targeted marketing campaigns can also encourage consumers to explore new products while sticking to their budgets.
Brand Loyalty in Frozen Food Consumption
Brand loyalty plays an important role in the frozen food category, with 24% of South Africans admitting that they always stick to the same brands ( YouGov Profiles). Familiarity and trust are critical factors, especially in a market where consumers are cautious about quality and taste.
For newer brands, the challenge lies in breaking this loyalty. Offering free samples, introductory discounts, and highlighting unique selling points—such as sustainability or locally sourced ingredients—can help them carve out a space in this competitive market.
Consumers Stick to Familiar Frozen Food Types
When it comes to variety, 21% of South Africans state they always buy the same types of frozen foods and tend not to experiment, according to YouGov Profiles. While this indicates a steady demand for staple products, it also presents a challenge for brands looking to introduce new offerings.
Encouraging experimentation through recipe inspiration, limited-edition flavours, or sampling events can help break this cycle. Showcasing versatile uses of frozen products in everyday cooking can also inspire consumers to explore beyond their usual choices.
Frozen Foods and the Perception of Additives
Interestingly, 22% of South Africans believe that frozen foods have fewer preservatives and additives, YouGov Profiles reports. This perception positions frozen foods as a healthier choice compared to shelf-stable options, which often rely on preservatives.
Brands can leverage this belief by focusing on transparency in ingredient sourcing and labelling. Highlighting “clean label” credentials, such as no artificial additives or preservatives, can further strengthen consumer trust and drive preference.
Consumers Stick to Familiar Frozen Food Types
When it comes to variety, 21% of South Africans state they always buy the same types of frozen foods and tend not to experiment, according to YouGov Profiles. While this indicates a steady demand for staple products, it also presents a challenge for brands looking to introduce new offerings.
Encouraging experimentation through recipe inspiration, limited-edition flavours, or sampling events can help break this cycle. Showcasing versatile uses of frozen products in everyday cooking can also inspire consumers to explore beyond their usual choices.
Value Perception of Frozen Foods
For 20% of South Africans, frozen foods offer better value for money than fresh food, according to YouGov Profiles. This perception stems from the longer shelf life, reduced food waste, and cost-effectiveness of bulk purchases.
Brands can emphasise this value proposition by highlighting the cost savings associated with frozen foods. Marketing campaigns that compare the price and longevity of frozen versus fresh products can reinforce this advantage, particularly among budget-conscious consumers.
Convenience vs. Time Constraints in Frozen Food Consumption
Convenience remains a top priority for modern consumers, yet 11% of South Africans state they don’t have time to defrost frozen foods and prefer products that can be cooked or eaten directly from frozen, YouGov Profiles reveals.
To meet this need, brands are innovating with ready-to-cook or microwaveable frozen meals. Products that require minimal preparation time are particularly appealing to busy families and professionals. Highlighting these features in packaging and advertising can attract time-strapped shoppers looking for quick solutions.
Conclusion: The Future of Frozen Foods in South Africa
Frozen foods are no longer just about convenience—they’re about meeting the evolving needs of South African consumers. From cost-effectiveness to health-conscious options, the frozen food market is adapting to align with changing lifestyles.
By leveraging insights from YouGov Profiles, brands can better understand consumer preferences and address challenges like misconceptions about freshness and limited variety. Through innovation, transparency, and targeted marketing, frozen food brands can position themselves as essential players in the modern South African kitchen.
Methodology:
Profiles: Segmentation and media planning tool. YouGov Profiles makes it simple to find and understand the audience that matters most to you. With data collected daily, it gives you the power to build and customise a portrait of your consumers’ entire world with unrivalled granularity. More than 12,500 variables are available in South Africa.
Dataset: 2024-11-10
Nationally representative sample of South African adults with access to the internet, aged 18+
n ~ 5393
