Seara capitalises on frozen food surge

By Bethan Grylls

- Last updated on GMT

Frozen chicken has seen an uptick in popularity. Credit: Getty/Photosiber
Frozen chicken has seen an uptick in popularity. Credit: Getty/Photosiber

Related tags Business Trends

Current economic volatility has been having a big impact on consumer purchasing habits, driving the popularity of frozen foods, says leading UK poultry supplier Seara.

A survey of 2,000 British adults conducted by the pollster Opinium on behalf of Zipzero found that a quarter of UK shoppers say they are buying more frozen food​.

Notably, frozen chicken has proven to be the most popular food item consumers are turning to. Consumer insight at Kantar UK shows that the demand for frozen chicken rose by 5.9% in the first quarter of 2023. Moreover, according to the broader market projections, the global frozen chicken market is expected to reach an estimated $109.77bn by 2029, rising at 5% CAGR.

The British Frozen Food Federation’s (BFFF) chief executive, Rupert Ashby​, recently recognised the changing market behaviours too.

“The cost-of-living crisis has had a significant impact on consumer spending habits over the winter months, which has likely driven sales of frozen food,”​ he said. “However, I am confident that many consumers will now regularly return to the frozen aisle during their weekly shop as more people experience the exceptional quality and taste of frozen food.”

Poultry supplier Seara has recorded a 20% growth in demand for its frozen poultry products in the last five years. While the Brazilian food processing sees 90% of households in Brazil bringing its frozen products home, it also remains a leader in chicken breast exports to the UK, with 66% of British families choosing the brand.  

The Brazilian company has grown year on year and now boasts over 60 production plants, with more than 60,000 employees and nine offices across the globe. It currently exports to more than 150 countries globally, across retail, food servicing, processing factories and distribution channels.

“We supply chicken that is 100% sustainably sourced, vegetarian-fed, carefully farm-raised and free from artificial hormones”​ said Marcelli Ganzarolli Ferreira, Seara Meats’ international sales and marketing lead for Europe. “And the health benefits of this high-quality protein are well proven, which is why we can see consumers increasingly opting for frozen chicken. They get more value out of their grocery shopping, and they do that with products that are tasty, healthy and, above all, of the best quality.”

Despite its size, across Seara’s 3,000 integrated properties supplying the European market, the majority are small suppliers. Seventy-one have only one or two poultry houses, and most rely on family labour. In this way, Seara says it is helping small family farms across Brazil to supply hundreds of thousands of small food businesses and family-run restaurants and take-aways across Europe.

Meanwhile, Zizzi is continuing to expand its frozen range​.

Related topics Frozen COVID-19

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