The impact of COVID – a diet of cake and lasagne!

CFA’s analysis of chilled food sales for 2021 reveals the impact of COVID on the UK’s eating habits. Lockdown restrictions, and the general uncertainty, appeared to have increased an appetite for comfort food – leading to a diet of more cake and chilled prepared meals.

The total value of the UK chilled prepared food market for 2021 was £14.4 billion (excluding some categories of foods for which data are no longer available) – an increase of 7 per cent on 2020.

Sales of chilled ready meals were up by 22 per cent on 2019, with chilled cakes showing strong growth, being up by 13 per cent. However, sales of prepared mixed tray salads and chilled prepared fruit were also up (by 19 and 13 per cent respectively) showing a strong recovery from the COVID[1]induced decline of 2020. Perhaps reflecting the nation’s desire for a diet to lose those lockdown pounds.

The lockdown closure of many workplaces and offices inevitably lead to a decline in prepared sandwiches and wraps during 2020, with the market down by around £1bn. However, the sector showed strong signs of recovery last year with sandwich sales up by 18 per cent and wraps up by 33 per cent.

CFA Director General Karin Goodburn MBE takes up the story: “The consequences of the necessary restrictions on our movements and lifestyles are starkly revealed in our eating choices since 2020. While many households explored home baking, the convenience of chilled ready meals was clearly still a draw. And, with dining out off the agenda, people have perhaps enjoyed more ‘special occasion’ foods, such as cakes, at home. There is no doubt that the chilled food industry suffered during 2020. However, we’re encouraged by these figures, with most food categories showing increased, or stable, sales, and to note that the industry shows strong overall market growth, particularly in 2021. It is good news for the 100,000 people who rely on the industry for their livelihoods and for the many millions of people who enjoy the exciting range of chilled foods currently available.”

A full breakdown of the market data, commissioned from Kantar, is available here.

Photo credit: Greencore