Consumers in the US are returning to the frozen food aisle, reveals a new report by the NPD Group.
According to market research firm’s daily tracking o US consumers’ eating behaviors, last year frozen foods were included in USD9.8bn eating occasions in home, up 2% from a decade ago, an increase that represents billions of meals.
“Demographic shifts, like Millennials moving into the busiest times of their lives juggling spouses, kids, and a career are fueling a greater needed for the convenience that frozen foods offer. Manufacturers are also doing their part in increasing interest in frozen foods by innovating around contemporary food values and emerging flavor trends to provide convenience,” said David Portalatin, NPD food industry adviser.
NPD also notes that another growth driver in the frozen food category is that 80% of meals and other eating occasion occur at home. Americans are primary turning to frozen foods as a main meal heat-and-eat solution. Dinner is the prime meal where frozen foods come into play to save time. Frozen vegetables and chicken are among the top frozen foods used in dinner meals. What’s more, frozen entrees at dinner are forecast to continue to grow over the next four years, according to NPD’s Future of Dinner study. The report also reveals that breakfast is another area where frozen foods are growing with frozen waffles, breakfast sandwiches and fruit being among the most popular.
“Consumers have always realized that frozen foods offer convenience and time savings. Now they also realize that frozen food is nutritional and offers the same kind of health benefits as fresh food does,” explains Portalatin.