Frozen treats are becoming an everyday household staple in the US as consumers increasingly view them as an affordable alternative to eating dessert away from home, according to new research from the National Frozen & Refrigerated Foods Association (NFRA).
The survey found that nearly three-quarters of American adults believe keeping ice cream and frozen novelties at home provides a convenient dessert option while also costing less than visiting a restaurant or dessert shop. In addition, 72% of respondents said frozen treats are just as suitable for snacking as they are for after-dinner desserts.
“Frozen treats give people an easy way to create a small moment of enjoyment at home,” said Tricia Greyshock, president and CEO of NFRA. “It might be a bowl of ice cream after dinner, a fruit pop on a hot afternoon or a favorite novelty tucked away for the end of a long day. What matters is that it feels special without requiring a lot of planning or expense.”
While summer remains the strongest seasonal driver of frozen treat purchases, the research suggests consumers are increasingly buying these products as part of their regular grocery shopping habits rather than for specific occasions. Hot weather was cited by 43% of respondents as the primary reason for purchasing frozen treats, while 35% said they buy them for an easy dessert at home. Promotional offers influenced 31% of shoppers, 29% purchased them at the request of another household member, 25% were replenishing a favorite product and 23% said an in-store display prompted the purchase.
The findings also indicate that consumers are placing greater value on quality and portion control than on serving size. Seven in 10 respondents said they would rather enjoy a smaller portion of a frozen treat they genuinely like than a larger serving of one they enjoy less. Two-thirds said they are more likely to keep frozen desserts at home when they are available in formats that are easy to serve or share, reflecting growing demand for products such as mini cones, snack-sized bars and other portion-controlled options.
Interest in product innovation also remains strong. According to the survey, 64% of consumers would be willing to try limited-time or seasonal flavors, while 63% expressed interest in new formats such as bites, cones, bars and sandwiches. Mini or snack-sized products appealed to 60% of respondents, while fruit bars, pops and sorbets attracted 59%. The same proportion showed interest in products inspired by restaurant desserts or food trends, and 49% said they would consider high-protein frozen treats.
Brand familiarity continues to play a significant role in purchasing decisions. Sixty-five percent of respondents said they are more willing to try a new frozen treat if it comes from a brand they already know, while 66% want nutritional information that is easy to compare across products. Consumers also expressed interest in clearer labeling related to serving sizes, ingredients, sugar content, protein and dietary preferences.
The survey further found that nearly half of respondents would like healthier frozen treat options to be easier to locate in stores, while 58% said shelf tags or aisle signage would help them identify suitable products more quickly.
According to NFRA, the findings underscore the growing role of frozen desserts as an affordable indulgence that combines convenience, variety and portion flexibility, making them a regular feature in American freezers throughout the year.
Find out more at: https://nfraweb.org/