Fieldfare explores how fine food retailers can encourage more shoppers to engage with the category.
Frozen food is no longer just about convenience. Shoppers are turning to the category for quality, sustainability, and choice. With 74% of consumers now agreeing that frozen food can be just as good as fresh[1], it’s becoming a staple in shoppers’ baskets. But how can fine food retailers’ hero frozen food so more customers engage with the category rather than walk straight past it?
With greater flexibility and control over their store layouts, independent retailers are well placed to rethink their frozen strategy to create opportunities for shoppers to explore and discover products. Drawing on our 40 years of experience in frozen, here’s how they can elevate their approach to increase engagement and drive sales.
Beyond the traditional aisle
Where the freezer is placed in-store can directly influence shoppers to engage with frozen products. Independent retailers, free from the constraints of traditional store layouts or pre-set customer journeys, have the flexibility to position freezers in a way that makes frozen a key draw for shoppers. Moving freezers away from the conventional frozen section and integrating them into areas where shoppers naturally browse will capture the attention of consumers who might typically overlook frozen foods, and prompt them to consider frozen as an intentional part of their meal planning and shopping.
To reinforce the perception of frozen as high-quality, freezers can be placed alongside their fresh counterparts or premium ready meal options. Booths Knutsford store is a prime example of this thoughtful layout as our fish freezer sits alongside the store’s fresh fish counter. This shift can also increase spontaneous discovery and purchase, helping frozen become a go-to rather than an afterthought.
Promoting sustainability and personalisation
One of the biggest frustrations for frozen shoppers is the limitation of pre-set portion sizes - over a third (38%) of shoppers consider being able to choose the right amount / portion of food to be a priority when shopping[2]. Moreover, 49% of our customers have admitted to altering the main meal and 17% opt for something entirely different when dining together[3], underscoring how it’s difficult for fixed portions to meet the varying needs of customers. With the average UK household consisting of just over two people, fixed portions often force shoppers to purchase more than they need. Our ‘scoop your own’ concept allows customers to buy as much, or as little as they need, complementing the traditional ready-meal offering by providing an alternative that meets the needs of different household sizes and preferences. Whether catering for one, a family meal, or a gathering, shoppers have full control over portion sizes, enhancing convenience and reducing food waste.
Delivering a premium experience
High-quality, premium-branded freezers with clear signage, bright and inviting displays and helpful cooking instructions make shopping for frozen a more engaging and accessible experience, rather than feeling like an impersonal bulk-buy necessity. Fieldfare is creating inviting and interactive freezer setups to help retailers transform the perception of frozen foods from a functional purchase to an exciting part of the shopping journey, increasing overall spend in store.
By revitalising their frozen section, fine food retailers can enhance shopper engagement by positioning frozen has a premium and essential part of their offering to unlock new sales opportunities.
Need help making your frozen offering stand out? Get in touch and we can have a chat about how Fieldfare’s unique ‘scoop your own’ loose frozen foods concept can help boost your customer engagement and sales in your store. We work with retailers to transform their frozen sections with:
- Curated award-winning products that are tailored to your store’s demographic and complementary to your existing range
- Free eye-catching merchandising and branding to draw shoppers in
- Ongoing support and freezer maintenance to keep your displays looking their best
- Regular range reviews to keep your frozen offer fresh and relevant
Become a Fieldfare stockist today: https://field-fare.com/become-a-fieldfare-stockist/
[1] https://www.thegrocer.co.uk/category-reports/frozen-food-gets-its-skates-on-category-report-2025/701476.article
[2] Research conducted by Fieldfare. * Total sample size: 2,150 adults. Fieldwork was undertaken between 14th - 15th February 2024. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
[3] Research conducted by Fieldfare. * Total sample size: 2,150 adults. Fieldwork was undertaken between 14th - 15th February 2024. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
