Fresh vs. frozen: The battle for sales

Dig into our Future of Fresh report.

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Fresh vs. frozen

The pandemic, rising inflation, and supply chain challenges are driving a shift from fresh food sales to frozen food sales, according to Deloitte’s “Fresh vs Frozen” survey. In this Consumer Speaks podcast, we explore trends in consumer preferences, discussing the impact of economic trends at work, holiday trends, and three factors driving consumer buying behavior when deciding between fresh and frozen foods.

Podcast host Sam Loughry, Deloitte & Touche LLP’s US Audit & Assurance partner, leads the discussion with Jim Mills, National Agribusiness Audit leader and Audit & Assurance partner at Deloitte & Touche LLP, and Alejandro Mendez, California Agribusiness co-leader and Audit & Assurance managing director at Deloitte & Touche LLP. Together, they break down shifting consumer preference from fresh to frozen food and offer suggestions on how food suppliers and retailers can lean into the changes.

Analysis of the data from our 2021 consumer survey reveals the top three reasons why a preference for frozen vs. fresh food may be rising among consumers.

Future of fresh series

The food value chain is evolving along with new consumer behaviors and expectations, data and technologies, societal food waste challenges, industry competition, and unforeseen disruption. Our collection of insights aims to help grocery retailers, food service providers, and food suppliers realize the untapped potential in the future of fresh.

About consumer speaks

On the Consumer Speaks accounting and reporting podcast series, you’ll hear from our Deloitte leaders and professionals as they share their experiences and insights on timely topics across the automotive, consumer products, retail, wholesale and distribution, transportation, hospitality, and services industries. Stay informed on the hottest topics facing these industries and how they can affect your business.

Subscribe today and visit the Consumer Speaks library for the full collection of episodes.

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