The aim of this study was to analyse the frozen food demand among consumers in Izmir, one of the three biggest provinces in Turkey. The study used a questionnaire survey of 271 randomly selected consumers; data was collected between December 2006 and February 2007. Heckman models were used for demand estimates. From demand estimates, price elasticity was found to be -0.53 for potatoes, -0.49 for peas, -0.28 for green beans, -0.80 for strawberries and -0.69 for cherries. The study calculated price premium that consumers would be willing to pay for consuming frozen food. It was found that consumers would pay an 82% price premium for frozen peas; 108% for frozen strawberries; and 130% for frozen cherries. It was found that consumers were not willing to pay a price premium for frozen potatoes or frozen green beans.