Canadians embrace the convenience and nutritional benefits of frozen vegetables, survey reveals

Nearly half purchased frozen vegetables last month, while 85 per cent have purchased them in the past year

BROSSARD, Que., Feb. 19, 2024 – To kick off the first-ever National Frozen Veggie Week (Feb. 19-23), Nortera, a North American leader in vegetable processing, released today the results of a survey on Canadians’ relationship with frozen vegetables. The survey revealed that 85 per cent of Canadians enjoyed these convenient, nutritious options over the past year, and nearly half (48 per cent) say they purchase them at least once a month.

“As we celebrate Frozen Veggie Week, we’re thrilled to see Canadians embrace the versatility and benefits of frozen vegetables,” says Christian Malenfant, Vice President for Strategic Initiatives, Corporate Communications & ESG at Nortera. “When you purchase frozen vegetables, you’re getting locally grown produce that’s harvested at its peak freshness and flash-frozen to preserve their essential nutrients.”

Main factors motivating the purchase of frozen vegetables
The Omnibus survey conducted by Léger* also explored the main reasons why Canadians, who have purchased frozen vegetables in the past, are purchasing them.

• Long Shelf Life: 51 per cent of respondents appreciate the fact that frozen vegetables last for several months in the freezer.
  • The percentage of those who chose this factor as their main reason, by province: Manitoba/Saskatchewan (33 per cent); British Columbia (27 per cent); Ontario (26 per cent); Alberta (22 per cent); Quebec (18 per cent); and Atlantic Canada (16 per cent).
• Convenience: 37 per cent of respondents purchase frozen veggies for their practicality, helping to save time in the kitchen.
  • 26 per cent of Quebecers, 24 per cent of Ontarians, 13 per cent of Albertans, and 11 per cent of Canadians in the Atlantic provinces chose this factor as the main reason.
• Year-Round Availability: 34 per cent of respondents primarily buy frozen veggies as they are available even out of season.
  • 22 per cent of respondents aged 55+ indicated this as their primary reason (significantly higher than other age groups); 18 per cent of Quebec respondents, 16 per cent of Ontario respondents and 16 per cent of Manitoba and Saskatchewan respondents chose this factor as the main reason.
• Saves Money: 27 per cent of respondents say they buy them primarily to save money, as the price of frozen veggies remains stable throughout the year.
  • 20 per cent of respondents aged 18 to 34 and 20 per cent of those aged 35 to 54 chose this factor as their main reason. Only nine per cent of older Canadians aged 55+ (a significantly lower percentage than other age groups) chose this factor as their primary reason for buying frozen vegetables.
• Reduces Food Waste: 23 per cent of respondents say they primarily purchase frozen veggies because they help reduce food waste.
  • 33 per cent of respondents from Atlantic Canada chose this factor as the main reason.
• They are just as nutritious as fresh (17 per cent) and tasty (five per cent).

Changing Trends
Faced with soaring food prices, a third of Canadians (33 per cent) who have previously purchased frozen vegetables say they are now buying them more frequently because of the increase in grocery costs. This trend is statistically more marked among 18-34-year-olds (42 per cent), respondents who have children at home (42 per cent) and 35-54-year-olds (38 per cent).

“The results from the survey affirm the essential role frozen vegetables play in Canadian kitchens, providing a nutritious and convenient solution for households across the country,” says Mario Lalancette, Executive Director of the Quebec Produce Marketing Association. “Frozen Veggie Week is a fantastic initiative that brings attention to the frozen vegetable aisle and all the culinary possibilities it contains.”

Which vegetable iced out the competition?
Green peas are the most commonly purchased frozen vegetable in Canada, accounting for 14.2 per cent** of all frozen veggies purchased. These versatile green veggies not only top the charts but are a culinary canvas for a variety of easy, delicious recipes from soups to pasta dishes. The next most popular choices are corn, mixed veggies and broccoli.

Frozen-veggies.ca
To celebrate Frozen Veggie Week, Nortera is launching www.frozen-veggies.ca, a hub for nutritious and delicious recipes, simple tips for incorporating more vegetables into your diet, and information about the benefits of choosing frozen.

Benefits of choosing frozen vegetables:

• Convenient and Nutritious: Frozen vegetables offer a convenient, nutritious solution to elevate your daily meals.
• Peak Freshness: Harvested at their peak, green peas are flash-frozen within two hours to preserve essential nutrients.
• Local Support: Choosing frozen veggies supports local farmers, with the majority grown right here in Canada, notably in Quebec, Ontario and Alberta.
• Economical Choice: Buying frozen veggies is an economical choice, offering great value and reducing food waste.
• Year-Round Access: Enjoy your favourite vegetables year-round, supporting local farmers even when fresh produce is out of season.

“The enthusiasm of consumers for frozen vegetables is a source of pride for producers who are working on the development and marketing of vegetables destined for processing. This initiative helps to highlight the benefits of consuming frozen vegetables, which are high-quality products that not only represent a convenient and healthy option, but also have a positive impact on the local economy. We support this promising trend for the food industry and the work of local agricultural producers,” says Pascal Forest, President of the Quebec Vegetable Processing Producers.

Frozen Veggie Week is an initiative by Nortera, in collaboration with the Quebec Vegetable Processing Producers and the I Love Fruits and Veggies Movement.

About NORTERA
With annual sales of $1.15 billion, Nortera is fulfilling its mission to contribute to the well-being of society through access to the richness of vegetables. The company’s products are found on tables in North America because of its commitment to providing consumers with healthy, sustainable food. Nortera operates 13 processing plants in Canada and the United States, dedicated to preparing canned and frozen vegetables.

In addition to producing major private labels and retail brands, Nortera also markets its own brands, including Arctic Gardens and Del Monte in Canada, and employs about 3,500 people in North America.