Frozen foods, long considered a fallback option for busy households, are becoming central to how Americans plan, shop for and prepare meals.
New data from the Power of Frozen in Retail report, unveiled by AFFI at its annual Frozen Food Convention, points to a marked shift in consumer behavior with implications across the food industry.
The report shows that frozen foods are now purchased with greater intention. Some 77% of shoppers say they buy frozen items with a specific meal or day in mind, up from 71% in 2023. What was once a “just in case” purchase has increasingly become a staple of weekly meal planning.
Frequency of use is rising as well. Core frozen food users now represent 40% of all shoppers, up from 35% in 2019. The trend reflects the product category’s alignment with the needs of time-constrained households. Shoppers cite ease of preparation, price and taste as the primary drivers of purchase, at 33%, 30% and 27%, respectively.
The shift comes as consumers adjust to ongoing economic pressures by cooking more meals at home, planning ahead and seeking to reduce food waste. Frozen foods, with their longer shelf life and portion flexibility, are well positioned to support those habits. According to the report, 37% of consumers say they rely on frozen foods specifically to cut down on waste while still preparing nutritious meals.
Health and sustainability considerations are also reshaping demand. Nearly all shoppers, 96%, say the frozen aisle offers better-for-you options. Separate research conducted by AFFI among Registered Dietitian Nutritionists found that 92% believe frozen foods provide a wide range of nutritious meal solutions.
At the same time, consumer preferences are evolving toward higher-protein offerings, plant-forward meals and products that align with broader values such as reduced waste and energy efficiency. Frozen foods, which are typically preserved at peak freshness, are increasingly viewed as compatible with those priorities while also supporting more efficient supply chains.
Rather than replacing fresh food, frozen products are often used alongside it. Two-thirds of shoppers report combining frozen and fresh ingredients within the same meal, selecting each based on convenience, taste and value. Whether incorporated into quick weeknight meals or used to supplement home cooking, frozen foods are assuming a more prominent role in the modern American diet.
Find out more at: https://affi.org/