Frozen food categories consumers believe are worth paying more for UK 2017

This statistic illustrates the frozen food categories shoppers feel are worth paying slightly more for in the United Kingdom (UK) in 2017, by product. The largest share of consumers would be willing to pay more for ice cream at 47 percent, followed by frozen fish at 33 percent. It seems that consumers are looking for higher quality frozen food products in these categories, with this trend especially evident among younger shoppers.