Orders for organic food are being cancelled and tap water is getting preference over bottled water as cash strapped shoppers are observing austerity to combat the severe credit crunch.

Shoppers who had been considering frozen food as a downmarket ghastly option and preferred fresh food as best are now turning back to frozen food to cut back waste and save money for other essentials as well.

Sainsbury’s have to double up supply of roast dinner platters and frozen peas since last year while sales of garlic bread shot up by 40%. Sales of frozen raw prawns saw unprecedented increase of 400% year on year basis.

According to the market research conducted by TNS Worldpanel, discounters Aldi and Lidl recorded fastest growth as they reserve more space for storage of frozen food than bigger competitors. Glasgow based, 300-strong frozen-food grocer Farmfoods, registered 18% increase in sales on last year while Iceland’s sales were up 12%.

According to Michael Hughes of Verdict Research, there is revival of demand for frozen food partly due to its portrayal as healthy food and partly due to its cost economy and extended shelf life.

Sainsbury’s director, Mike Coupe, explains that sales of frozen foods, such as ready meals and pizzas has taken off because it has better value in pence per gram and keeps better with minimum waste.

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