Frozen food is shedding its reputation as a fallback option and increasingly becoming central to how American households plan meals, according to new market data released at AFFI-CON.
The American Frozen Food Institute and FMI – the Food Industry Association this week published the fourth edition of the Power of Frozen in Retail report, concluding that frozen products are moving from the margins of the grocery basket to a more deliberate role in weekly meal strategies. The findings come as debate over food affordability, nutrition and household budgets intensifies across the US.
“The Power of Frozen in Retail report shows that frozen food is not a fallback but a smart strategy for today’s consumers,” said Adrienne Seiling, chief operating officer and head of strategic initiatives with AFFI. “Consumers are using frozen to explore new cuisines, reduce food waste and put nutritious meals on the table. As the food industry and policymakers alike focus on the future of nutrition in our country, they should take note – it’s time for fresh thinking about frozen!”
The report indicates that so-called core frozen food users—those who purchase items every few days or daily—now account for 40% of shoppers, up from 35% in 2019. Nearly 30% of consumers surveyed said they plan to increase their frozen food purchases, the strongest buying intent recorded in several years. Some 77% of respondents reported buying frozen products with a specific meal or day in mind, compared with 71% in 2023, suggesting that frozen is increasingly embedded in structured meal planning.
Affordability and waste reduction appear to be significant drivers. As economic concerns persist, more households are cooking at home and looking for ways to plan meals more efficiently. The survey found that 37% of consumers use frozen food specifically to help reduce food waste, underscoring its role as a budget-management tool.
At the same time, frozen food is benefiting from shifting perceptions around quality and health. Shoppers cited ease of preparation, price and taste as the top purchase drivers. Meanwhile, 96% of respondents said the frozen aisle offers better-for-you options, and 71% indicated they are seeking frozen products they have not previously tried, pointing to openness to innovation within the category.
Rather than viewing fresh and frozen as competing choices, many households are blending the two. The report found that 76% of consumers combine fresh and frozen ingredients in the same meal, suggesting that freezers and refrigerators are increasingly complementary rather than substitutes.
The findings follow the release of the 2025-2030 Dietary Guidelines for Americans, which encourage higher consumption of fruits, vegetables and nutrient-dense foods. Industry groups argue that frozen options can play a practical role in meeting those goals, particularly for time-constrained families.
Beyond consumer behavior, the report offers guidance for retailers looking to drive category growth. It highlights merchandising strategies such as cross-merchandising frozen items alongside fresh produce and creating displays aligned with specific health objectives, aimed at encouraging trial and repeat purchases.
“Shoppers seeking value are willing to pay more for health, convenience, enjoyment and entertainment—which can all be found in the frozen food aisle,” said Andrew Brown, senior manager of industry relations at FMI. “Food retailers can build loyalty with shoppers by showcasing the ways frozen food options can help families eat well, save time, waste less, and provide quality meals that families will enjoy.”
The 2026 edition of the Power of Frozen in Retail report was unveiled at AFFI-CON, held this year in San Diego, where more than 1,700 professionals from across the frozen food supply chain gathered for business meetings and strategic discussions. The study was conducted by 210 Analytics with a Circana sales data overlay and is based on a national survey carried out in October 2025 among 1,560 frozen food consumers responsible for at least 50% of their household grocery shopping.
Find out more at: https://www.affi.org