Study Reveals Health Fears Fuel Consumer Resistance to Frozen Foods

Concerns surrounding health and perceived freshness issues continue to hinder consumer adoption of frozen foods, despite their advantages in reducing food waste, lowering carbon emissions, and providing affordable nutrition. A recent study published in the British Food Journal delves into why resistance remains high, even as sustainable and convenient eating options become increasingly popular. The research highlights that many consumers doubt the nutritional quality of frozen products, which fuels health-related fears and discourages purchases.

Dr. Muhammad Waqas, lead researcher from Portsmouth Business School at the University of Portsmouth, explained, "While frozen foods can match the nutritional value of fresh options, consumer beliefs often don't align with this. These misconceptions not only decrease sales but also lead to negative discussions, further entrenching skepticism."

The study employed a two-stage approach, beginning with qualitative interviews to identify core consumer concerns, followed by larger-scale testing of these insights. Results indicate that trustworthy, positive information about the health and environmental benefits of frozen foods can significantly mitigate negative perceptions, particularly when communicated effectively and emphasizing affordability.

Despite the global food sector's substantial growth—reaching an estimated value of $9.36 trillion in 2023—frozen foods still face skepticism. Only about 43% of consumers believe commercial foods are healthy, and trust in food producers remains low, especially among younger demographics. Notably, nearly half of 16- to 24-year-olds in the UK prefer fresh over frozen foods.

Using the framework of innovation resistance theory, the researchers suggest that consumer rejection of frozen foods stems from deep-rooted beliefs about health and quality rather than mere habits or convenience. Key drivers of resistance include fears about freshness and nutrition, which not only hinder sales but also generate negative word-of-mouth that damages brand reputation.

The study underscores that correcting misconceptions through credible communication—highlighting the health and sustainability benefits—can help shift perceptions. Professor Yüksel Ekinci from the University of Portsmouth emphasized the importance of transparency and trust in marketing frozen foods, advocating for messages that focus on healthfulness and environmental impact.

Ultimately, the researchers argue that overcoming these barriers is essential for unlocking the full market potential of frozen foods, which are projected to contribute significantly to the global economy by 2026. They call for innovative marketing strategies that leverage trusted voices to promote the genuine benefits of frozen products, contributing to a more sustainable and equitable food system.

Source: https://medicalxpress.com/news/2025-05-consumer-resistance-frozen-foods-driven.html