Consumer resistance to frozen foods driven by health fears, new study finds
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Updates every hour. Last Updated: 31-Oct-2025 20:11 ET (1-Nov-2025 00:11 GMT/UTC)
Concerns over health and freshness are keeping many shoppers from embracing frozen foods, a new study suggests - despite their potential to reduce food waste, cut carbon footprints, and offer affordable nutrition.
The research, published in the British Food Journal, explores why consumer resistance to frozen food remains stubbornly high, even as global demand for sustainable and convenient food options grows. The study found that anxieties around nutritional quality and freshness fuel health concerns, which in turn drive resistance to buying frozen products.
Self-reporting is one of the primary ways that dietitians, medical doctors, and researchers assess people’s diets and their health effects. While useful, self-reporting, often through dietary records or questionnaires, creates a risk of inaccurate data.
To address these limitations, researchers analyzed metabolites (molecules like amino acids and peptides created during or after metabolic processes) in blood and determined that they have potential as objective biomarkers to evaluate the foods we consume.