• At the end of 2025, the European frozen fruit and vegetable market demonstrates remarkable resilience, navigating macroeconomic challenges and climate change while aligning with consumer demands for affordable and sustainable nutrition.
According to Euromonitor, Eastern Europe was valued at $2,64 billion in 2025, up 4,4% year-on-year, reflecting a more balanced maturation of the sector. Western Europe continues to dominate, with a market valued at $12,88 billion, up 3,7%, offering ample opportunities for regional innovation and expansion. These figures highlight a total frozen food market in Europe reaching $102,84 billion, with annual growth projections of 5,26% through 2030.
Regional disparities persist, but indicate significant potential for convergence. In 2025, average per capita spending on frozen fruits and vegetables reached $8,5 in Eastern Europe, compared to $24,8 in the West – a difference that highlights the ample room for growth in emerging markets, where rapid adoption of frozen products could bridge the nutritional and economic gap. This trend is amplified by a European frozen fruit market estimated at $9,33 billion in 2025, with a CAGR of 4,98% through 2033, driven by plant-based diets and demand for healthier options. ready-to-eat.
The American market with influences in the European one
In the United States, the bipartisan SHOPP Act, reintroduced in March 2025 in both houses of Congress, marks a decisive step towards democratizing access to healthy frozen products. The proposal aims to update USDA policies to include frozen fruits and vegetables in government support programs, allowing access to nutritious foods for millions of low-income households. The advantages of freezing – extended shelf life, low cost and constant availability – are seen as practical solutions to reduce waste and promote balanced diets, without generating additional costs for federal programs. Although still in its early stages, this law could indirectly influence European trends, stimulating exports and quality standards.
The consumption of fresh fruit and vegetables in the EU is expected to remain stable or slightly increase until 2035, according to the European Commission’s projections, fuelled by public campaigns highlighting the benefits of a plant-rich diet. By 2035, average consumption of fresh oranges is estimated at 13,3 kg per capita, while apples will reach 14,7 kg, with an annual increase of 0,4%, thanks to innovative varieties adapted to consumer preferences. Peaches and nectarines remain at around 6,1 kg, and tomatoes at 15,2 kg, with a growing preference for snack varieties, reflecting a shift towards convenient options. These developments complement the role of frozen products, which offer year-round accessibility without compromising on nutrients.
Production under pressure
Southeastern Europe, a pillar of regional production, experienced major challenges in 2024 due to the prolonged heat wave and extreme rainfall, which reduced the fruit harvest by almost 10%, to 2,65 million tons, and the vegetable harvest by 2%.
In Hungary, apple production fell by 40% and sweet corn by 18%, while Croatia reported a 25% decline in vegetables. However, fruit exports increased slightly to 389.000 tonnes, with Hungary leading the way thanks to melons, while vegetable exports stabilized at 238.000 tonnes, with Romania the only country with a slight increase, especially in cucumbers destined for the German market. Imports increased marginally, dominated by bananas and tomatoes, leading to a worsening negative trade balance.
The degree of self-sufficiency has decreased to 64% for fruit and 78% for vegetables, but remains high, indicating resilience. For 2025, trends are stabilising: the total EU vegetable harvest reached 62,2 million tonnes in 2024, with an increase of 6%, led by Spain (14,8 million tonnes), Italy (13,9 million) and France (5,8 million), suggesting a regional recovery in the South-East through investments in climate resilience.
The consumer dictates the trend
European consumers' perceptions of frozen foods evolved positively in 2025, according to the report "Frozen in Focus" by Nomad Foods, based on a survey of over 7.500 respondents from the UK, France, Germany, Italy and Sweden. Almost 63% believe that frozen produce is as nutritious as fresh, and 21% recognise the superiority of quick freezing in preserving nutrients, especially in vegetables such as peas. However, scepticism persists among 18-24 year olds, with only 28% in Germany accepting nutritional equivalence.
Convenience reigns supreme: 42% of adults incorporate frozen foods into meals two to four times a week, and 41% of 25-34 year olds want larger freezers. Innovations such as Birds Eye’s Steamfresh ranges or Findus’ seafood offerings integrate global flavours and high fibre content, boosted by the popularity of convection ovens – present in 61% of UK households.
Sustainability is becoming a key driver: almost half of Europeans choose frozen foods to reduce food waste – 59% in the UK –, capitalizing on the long shelf life, the absence of preservatives and the use of aesthetically imperfect ingredients, such as the range "UGLIES" from BelvivaWith 59 million tonnes of food wasted annually in the region, freezing is emerging as a key ally in achieving environmental goals. Platforms like TikTok, the UK’s 12th largest online food retailer, are making frozen recipes and air fryer hacks go viral, turning the freezer into a symbol of modern food resilience.
In conclusion, by the end of 2025, the frozen food sector in Europe is shaping up as an integrated solution to the current pressures of inflation, climate anxiety and fast-paced lifestyles. With Nomad Foods forecasted to grow organically by 1-3% and a total market expanding to $132,88 billion by 2030, opportunities abound for producers, distributors and consumers. Aligning with nutritional, regulatory and sustainability trends will define the future trajectory, positioning frozen food not just as an alternative, but as a pillar of a healthy and responsible European diet.
Study conducted based on data Euromonitor, Nomad Foods.
Article written by Gabriela Dan, Editor-in-Chief Arta Albă
Read on White Art and: European biscuits under scrutiny: a quarter exceed acrylamide limit
