Frozen Food: A Seasonal Imperative for Retail & Foodservice at Christmas and New Year
As the Christmas and New Year period approaches, retail and foodservice businesses across the UK and Europe face one of the most critical trading windows of the year. Traditionally a season of increased consumer spending, indulgent dining and elevated expectations, the festive break also brings heightened operational pressures — from supply chain volatility and labour shortages to unpredictable consumer behaviour. In this environment, frozen food is not a peripheral category: it is a strategic asset, offering reliability, margin protection, convenience and clear competitive advantage for retailers, restaurants, takeaways and foodservice operators.
This article explores why frozen food matters more than ever during the holiday season, drawing on recent UK and European market data to illustrate trends, consumer drivers and structural opportunities. It also highlights how partnerships with dependable suppliers — such as On The Rocks — can make the difference between missed sales and sustainable growth.
Market Growth Shows Long-Term Momentum for Frozen Food
The frozen food sector across Europe and the UK has been growing steadily, reflecting deeper shifts in consumption patterns. According to industry forecasts, the European frozen food market was valued at around USD 102.84 billion in 2025 and is projected to reach approximately USD 132.88 billion by 2030, driven by convenience demand, innovation and expanded retail channels. The sector is expected to sustain a compound annual growth rate (CAGR) of about 5.26% through the period. Meanwhile ready-to-eat and ready-to-cook frozen products continue to gain market share, supported by online platforms and broader availability in both supermarkets and non-traditional channels. 
In terms of regional positioning, the UK accounts for a substantial share of the European frozen food market, supported by strong frozen product adoption and well-developed retail infrastructure. One forecast suggests that the UK may represent nearly 19.7% of the broader European frozen food market in 2035, highlighting its importance as a core market. 
These figures are supported by ongoing changes in consumer behaviour: for example, data from Ocado Retail shows that frozen product sales grew by 18% year-on-year, with nearly half of UK adults increasing their frozen purchases because of perceived quality, time savings and reduced waste. A majority of respondents also noted that they see frozen food as adding convenience and meal planning flexibility — key advantages during busy festive periods. 
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Why Frozen Food Gains Traction in the Festive Period
Christmas and the New Year are unique trading periods. Unlike other spikes in demand, the festive break is defined by:
- Intense household meal preparation for large gatherings.
- Heightened pressure on labour and supply chains in foodservice.
- Significant consumer focus on convenience and value.
- Elevated spending on treats and indulgent products.
Despite economic headwinds — including rising food prices and cost-of-living pressures — consumers continue to allocate significant spending to food categories that deliver convenience without compromising quality. For instance, in December 2024 UK supermarket sales reached record highs with grocery spending hitting historic levels, including notable increases in perennial festive food items. 
Frozen food aligns with these behavioural and economic realities in several ways:
Reliable shelf life: Frozen products hold longer than fresh alternatives, reducing waste. This is particularly valuable during Christmas when households and businesses buy in bulk and plan menus well in advance.
Operational simplicity: Frozen products drastically reduce preparation time, an advantage for foodservice operators, especially those facing labour shortages or high peak-season demand.
Broad category appeal: From ready meals and sides to desserts and indulgent treats such as ice cream or frozen cheesecake, the frozen aisle offers products that meet diverse needs across age groups and use occasions.
Sustainable consumer choice: Consumer surveys across Europe show that many buy frozen foods to reduce waste — in the UK nearly 60% of consumers said frozen items help them throw away less food, a key consideration for budget-conscious Christmas planning. 
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Frozen Products and Christmas Shopping Patterns
Historically, traditional fresh food — such as turkey, fresh vegetables and pastries — has dominated Christmas dinner preparations. Yet recent cost data shows that fresh items have increased significantly in price year-on-year, with some festive staples rising faster than inflation. This has led some households to rethink their shopping baskets, seeking value and reduced waste through alternative categories. 
In this context, frozen food provides a compelling counter-narrative. Products such as frozen sides (roast potatoes, parsnips, peas), frozen poultry, and ready meals offer predictable quality without the spoilage risk of perishable goods. In the dessert category, premium frozen desserts — including ice cream tubs, frozen cheesecakes and other indulgent formats — become powerful drivers of incremental spending. Seasonal specials and limited-edition flavours can further boost appeal, tapping into consumer desire for festive treats.
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Ice Cream and Frozen Desserts: Not Just Summer Foods
One of the most consistent misperceptions in the food industry is that ice cream is a summer category. However, both retail and foodservice data point to strong winter demand, especially during Christmas and New Year. Family traditions, warm-cold dessert pairings, and indulgent consumption occasions help sustain ice cream sales year-round. Premium tubs and dessert accompaniments often see spikes in December, particularly when positioned alongside classic festive desserts such as puddings and pies.
Premium frozen dessert offerings have also expanded significantly across Europe, with more than 150,000 stores increasing their frozen dessert range to meet demand — including online grocery platforms that have grown category depth.  This expansion reflects broader consumer preferences for indulgence, quality and convenience.
For foodservice operators, frozen desserts like ice cream and cheesecakes are high-margin add-ons that require minimal labour to serve, yet significantly boost average order values — a critical advantage during high Labour Cost periods.
Retailer and Foodservice Operational Pressures at Christmas
Although Christmas traditionally boosts sales, recent market reports indicate that Christmas performance can vary widely year to year. Official data from ONS showed a decline in food store volume sales around certain recent Christmas periods, reflecting economic pressures and shifting consumer behaviour. 
For retailers and foodservice operators, this unpredictability underscores the need for category diversification. Relying solely on fresh produce and traditional goods can leave businesses vulnerable to supply disruption and margin compression. Frozen products provide stability. They allow businesses to plan inventory with greater certainty, reduce waste (a significant cost in fresh categories) and align supply with demand more predictably.
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European Market Trends Beyond the UK
Across Europe, demand for frozen food is similarly rising. The market as a whole was valued at over USD 102 billion in 2025 and is forecast to expand to nearly USD 133 billion by 2030, with convenience and ready meals driving much of the growth.  Countries in continental Europe show diverse drivers: Germany’s strong consumer base supports frozen convenience products, France’s sophisticated culinary culture underpins premium frozen categories, and Nordic countries emphasise sustainable, health-oriented frozen lines. 
Sustainability also influences European purchasing decisions. Nearly half of consumers surveyed in a multi-market study reported buying frozen foods to reduce waste and extend food life — a behaviour that aligns with domestic budgeting and environmental consciousness. 
These continental trends offer insights into UK market strategies. For example, premium frozen categories and sustainable product positioning often resonate with consumers in both markets, opening opportunities for cross-market learnings and product innovation.
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Strategic Actions for Retailers and Foodservice Operators
For businesses seeking to capitalise on Christmas and New Year demand, several strategic priorities emerge:
- Category breadth: Offer a balanced frozen range from essential sides to premium desserts to capture a wide range of festive occasions.
- Stock reliability: Work with suppliers who provide consistent availability, particularly in peak weeks when supply chains are most stressed.
- Promotional timing: Align frozen product promotions with key shopping events (e.g., pre-Christmas shopping windows, Boxing Day deals) to drive incremental sales.
- Cross-sell opportunities: Position frozen desserts alongside warm desserts or meal kits to enhance basket value.
- Operational integration: Use frozen products to reduce peak period labour pressures and spoilage risk, freeing staff capacity for higher-value service tasks.
Reliable supply partners are essential to execute these strategies effectively. On The Rocks, as an example of a supplier that emphasises product reliability, transparent pricing and tailored ordering support, plays a vital role for retailers and foodservice operators navigating the complexities of seasonal demand.
Frozen Food as a Strategic Asset During Christmas Pressures
Christmas brings unique pressures to both retail and foodservice supply chains. Fresh food availability becomes increasingly unpredictable, delivery routes become more congested, and staffing shortages intensify. Consumers, however, expect the opposite: consistency, availability, and the ability to shop at the last minute without encountering stock-outs.
Frozen food plays a critical role in alleviating these pressures. It provides operators with higher stock security, reduces spoilage risk, and enables tighter cost control during an already margin-sensitive period. The British Retail Consortium has noted that frozen categories have become essential for reducing operational volatility during peak trading periods, especially for small independents without the infrastructure of major grocery chains (BRC, 2024).
On The Rocks, for example, operates a model designed around rapid final-mile fulfilment, seven-day delivery availability, and high stock-holding of essential frozen lines. This approach ensures that small retailers and foodservice businesses can maintain consistent product availability even during periods of high demand. By holding larger volumes centrally and reducing delivery overheads through route optimisation, the company has maintained below-market price increases, creating an example of how supplier discipline directly benefits operators.
Inflation, Margin Pressure, and the Role of the Supplier
The ONS has reported food inflation peaking at nearly 19 percent in 2023, with frozen categories also affected by rising input costs across logistics, energy, and manufacturing (ONS, 2023). Many suppliers responded with aggressive price increases exceeding ten percent. Smaller businesses—already facing shrinking margins—felt these increases acutely.
A supplier’s pricing philosophy therefore becomes critical. On The Rocks implemented a cost-reduction strategy that avoided passing inflation directly onto customers, maintaining price increases below five percent at a time when many wholesalers exceeded double digits. This was achieved through reductions in non-essential expenses such as printed catalogues and promotional material, the adoption of digital communication methods, improved route planning, and operational efficiencies that reduced waste.
For retailers and foodservice operators, partnership with suppliers who prioritise margin protection becomes a significant strategic advantage. A supplier committed to price stability, product consistency, and rapid replenishment helps operators maintain profitability even when the wider market becomes unstable. This partnership model is particularly valuable during Christmas, when tight labour availability, high customer expectations, and compressed trading windows amplify the impact of every operational decision.
The Central Role of Frozen Desserts in Christmas Retail and Foodservice
Frozen desserts play a unique and powerful role in the festive period. They offer high perceived value, low operational complexity, longer shelf life, and strong emotional resonance with consumers. Viennetta remains one of the most iconic examples of nostalgia-driven festive dessert purchasing. Cheesecake, particularly New York-style and mixed-berry variants, sees consistent demand across the entire festive window. Frozen profiteroles, sponge puddings, and family-size ice cream tubs also remain core staples of Christmas purchasing behaviour.
These products satisfy key festive needs: convenience, indulgence, shareability, and reliability. For retailers, they drive footfall and basket size. For takeaways and restaurants, they present opportunities to increase average transaction value, simplify dessert preparation, and reduce labour dependency.
On The Rocks has observed that customers who maintain a strong frozen dessert range during December outperform those who scale back. Consistent stock availability of recognisable brands and popular formats leads to repeat purchase behaviour. The emotional association between festive experiences and familiar desserts means that consumers return to these items year after year, reinforcing demand.
Frozen Food as a Value Proposition for Households
The Christmas period places significant financial strain on households. With the UK’s cost-of-living pressures continuing to affect discretionary spending, consumers look for products that provide both quality and value. Frozen food meets these expectations by offering predictable portioning, reliable product consistency, and reduced waste.
ONS household expenditure data shows that UK consumers increasingly turn to frozen items during periods of economic pressure, especially for larger family meals and bulk purchases (ONS, 2024). Frozen products reduce risk for households that are managing tight budgets during the festive period. This shift in consumer behaviour has direct implications for retailers and foodservice businesses: offering well-priced, high-quality frozen options is a way to attract budget-conscious consumers without diluting brand perception.
On The Rocks’ focus on price stability and range curation aligns with this consumer dynamic. By maintaining a competitive winter product range, the company supports retailers and takeaway operators in meeting holiday demand without forcing consumers to absorb disproportionate price increases.
Frozen Savoury and Snacking During the Festive Season
Beyond desserts, savoury frozen lines also play an essential role during Christmas. Party foods, appetisers, sides, and centre-of-plate items contribute significantly to holiday sales. Products such as loaded potato skins, breaded appetisers, pizzas, chicken strips, and snack boxes experience growth as consumers host gatherings or seek convenient meal solutions during the busy festive schedule.
Takeaways and fast-casual outlets also benefit from this behaviour. High-demand frozen lines allow kitchens to operate efficiently during periods when fresh preparation becomes more difficult due to staffing shortages or unpredictable footfall. Frozen items provide consistency and rapid service during peak trading hours, reducing bottlenecks that often occur during Christmas week.
On The Rocks supports these needs by supplying high-turnover savoury lines that maintain quality during rapid preparation. This product consistency is essential for takeaways and restaurants that rely on strong customer satisfaction during the busiest period of the year.
Conclusion
The frozen food category has transcended its historical role as a convenient backup option to become an essential contributor to festive season performance. As UK and European markets grow and consumer preferences evolve, the strategic importance of frozen food for Christmas and New Year trading becomes increasingly clear. Retailers and foodservice operators who embrace this category — supported by dependable supplier partnerships — can strengthen resilience, improve margins, and capture a greater share of seasonal spending. Continued growth forecasts and changing consumer habits reinforce frozen food’s place in future festive planning.
