Total sales in the United States have dropped 5% from 2008 to 2013 i.e. from $8.48 billion to $8.04 billion in 2013. In the recent survey carried out by PSB explored the perception of frozen foods and found out what frozen food consumers look like and why consumers might be turning away from the convenience of frozen foods. This survey highlights the fact that heavy consumers of frozen foods are more health conscious than those who do not regularly consume frozen foods and they are generally more discerning about the products they consume. Know more about this survey by visiting http://www.psbresearch.in/winning-knowledge/index.aspx

1. © 2014 PENN SCHOEN AND BERLAND ASSOCIATES LLC.
Are Frozen Foods Getting the
Cold Shoulder from Consumers?
PSBRESEARCH.COM
¹Mintel
1
In recent years, frozen food sales in the US have declined. Total sales in the United States dropped 5% from 2008 to
2013 from $8.48 billion to $8.04 billion in 2013¹. In the most recent PSB Pulse Poll, we explore perception of frozen
foods and find out what frozen food consumers look like and why consumers might be turning away from the
convenience of frozen foods.
While you might think frequent consumers of frozen foods have low standards of quality and health, we have found
the opposite to be true. Heavy consumers of frozen foods are more health conscious than those who do not
regularly consume frozen foods and they are generally more discerning about the products they consume.
We divided the respondents up into 2 groups based on frequency of frozen food consumption:
1. Frozen Foodies: Consumers who eat a variety of frozen foods multiple times a week
2. Frozen Rejecters: Consumers who rarely or never eat frozen food
Frozen Foodies engage in healthier habits across the board.
 Frozen foodies are more than twice as likely to say they very carefully watch what they eat than Rejecters
 They are also significantly more likely to read ingredient labels before purchasing food and are more
concerned about eating foods with ingredients they do not recognize then Rejecters
 Foodies are nearly 20% more likely to purchase organic foods and more than 4x more likely to purchase
organic personal care and cleaning products, than Rejecters
 Foodies are also more likely to regularly shop at farmers markets and are more likely to shop at stores
such as Whole Food and Trader Joe’s
 You are more likely to find a Foodie in the gym than a Rejecter. Foodies are more likely to exercise at
least 3x per week (66%) than Rejecters (45%) - they are also more likely to have a gym membership
 They are also more likely to say they are “in great shape” and “in very good health” than Rejecters
 While very few say they wear an activity tracker such as a FitBit, Foodies are the most likely to wear one
Frozen food enthusiasts are even more conscious of the environment. They are significantly more likely to:
 Recycle
 Bring reusable bags to the grocery store
 Compost
30% of Frozen Foodies say they eat more frozen food than they did 3 years ago. Does this mean that Frozen Foodies
are a new type of frozen food consumer? We’ll be sure to continue to track this group to see how they move in
relation to the frozen food market.

2. © 2014 PENN SCHOEN AND BERLAND ASSOCIATES LLC. 2
Key Data
Q: How carefully do you watch what you eat? (Showing Very Carefully)
Q: How often do you read the ingredients on the label before purchasing food?
Frozen Foodies Frozen Rejecters
Always or almost always 54 40
Sometimes 36 39
Rarely 8 14
Never 2 7
Q: Which of the following do you purchase regularly? Please select all that apply.
Frozen Foodies Frozen Rejecters
Organic food 43 24
Organic cleaning
products
26 6
Organic personal care
products
20 6
31
13
Frozen Foodies Frozen Rejecters

3. © 2014 PENN SCHOEN AND BERLAND ASSOCIATES LLC. 3
None of these 47 73
Q: How often do you shop at a local farmer’s market? How often do you shop at a chain store such as Whole Foods or
Trader Joe’s? (Showing weekly or monthly)
Q: How often do you exercise?
Frozen Foodies Frozen Rejecters
3 or more times per week 66 45
1-2 times a week 18 25
A few times a month 7 10
I don't exercise 10 19
Q: Do you consider yourself…?
Frozen Foodies Frozen Rejecters
In great shape 13 4
In good shape 60 60
Not in good shape 23 32
In very bad shape 5 4
57 59
20
36
Farmer's Market Whole Foods/Trader Joe's
Frozen Foodies
Frozen Rejecters

4. © 2014 PENN SCHOEN AND BERLAND ASSOCIATES LLC. 4
Q: Do you consider yourself generally to be…?
Frozen Foodies Frozen Rejecters
In very good health 20 10
In good health 65 70
Not in very good health 13 18
In very bad health 2 1
Q: Do you regularly wear an activity tracker such as a Fitbit?
Frozen Foodies Frozen Rejecters
Yes 9 4
No 91 96
Q: Do you…?
Q: What is the main reason you purchase less frozen food than you used to?
91
65
24
82
48
11
Recycle (Sometimes +
Always)
Use reusable bags
(Sometimes + Always)
Compost (Yes)
Frozen Foodies
Frozen Rejecters

5. © 2014 PENN SCHOEN AND BERLAND ASSOCIATES LLC. 5
About the PSB Pulse Poll:
This study was fielded July 7-8, 2014. N=800 interviews with US general population consumers. Margin of error is
±3.46 overall and larger for subgroups. The PSB Pulse Poll is fielded monthly and covers business issues ranging
from business news to public policy issues affecting business to new product categories and business trends. If you
have a question or topic you’d like to explore, please contact us at PSBPulse@ps-b.com to learn more.
About Penn Schoen Berland:
Penn Schoen Berland (PSB), a member of Young & Rubicam Group and the WPP Group, is a global research-based
consultancy that specialises in messaging and communications strategy for blue-chip political, corporate and
entertainment clients. PSB’s operations include over 200 consultants and a sophisticated in-house market research
infrastructure with the capability to conduct work in over 90 countries. The company operates offices in Washington,
D.C., New York, London, Seattle, Los Angeles, Dubai, Delhi, Miami, The Dominican Republic and Denver. More at
www.psbresearch.com.
For further information, please contact:
Jessica Mailloux
Penn Schoen Berland
Tel: 202-962-3055
Email: jmailloux@ps-b.com
www.psbresearch.com
I don't think
frozen food is as
healthy as fresh
food
28%
It is just as easy to
make fresh food
quickly
18%
It is too expensive
32%
I don't like the
taste of frozen
foods
12%
Other
10%
I don't think frozen food is as
healthy as fresh food
It is just as easy to make fresh
food quickly
It is too expensive
I don't like the taste of frozen
foods
Other