The consumption of frozen fruit does not form part of the mainstream eating habits of Chinese consumers. Although it is a growing consumer trend, frozen fruit consumption still remains a niche consumer product. However, there are some high-end supermarkets that offer frozen durian for sale. The demand for frozen durian is low during the peak durian production season which is from April to September. During this period Chinese consumers prefer to consume fresh durian fruit. However, during the off season when fresh durian is not readily available, the demand for frozen durian increases.