The National Frozen & Refrigerated Foods Association (NFRA) has released a new consumer insights report revealing how Americans are discovering and purchasing frozen foods in 2025.
According to the study, while in-store promotions remain the most influential driver of purchases across generations, platforms like TikTok, YouTube, and Instagram are reshaping the way younger consumers engage with frozen food.
“Today’s consumers are turning to digital platforms for real-life meal inspiration—and frozen foods continue to deliver,” said Kate Landis, NFRA Senior Director of Marketing. “Brands that show up with relatable content online and a strong in-store presence will stay top of mind and cart.”
The report paints a picture of a shifting landscape where traditional and digital touchpoints coexist. Nearly half of all shoppers—47%—still rely on in-store displays and signage to discover new food products, and 40% turn to recommendations from family and friends. Yet social media is rapidly gaining ground. YouTube is used by 29% of shoppers for food ideas, followed by Facebook at 25%, TikTok at 21%, and Instagram at 18%.
Generational differences underscore the importance of targeted digital strategies. Half of Gen Z consumers turn to TikTok for food inspiration, compared with just 5% of Baby Boomers. YouTube, by contrast, remains a cross-generational mainstay.
Social media’s influence on frozen food trial is increasingly pronounced. Thirty-six percent of all consumers say content on social platforms has influenced their frozen food purchases—a number that jumps to 50% among Gen Z and 49% among Millennials. Among the most persuasive content formats are brand advertisements (41%), influencer reviews (25%), grocery hauls (25%), and food challenges (24%).
Consumer sentiment around frozen foods is also evolving. Seventy-three percent of shoppers say frozen foods allow them to prepare affordable and tasty meals, and 69% view them as supportive of healthy eating habits. More than half—52%—say in-store discounts often encourage them to try new frozen products.
The implications for brands and retailers are clear: an integrated approach is essential. Reaching today’s frozen food shopper means creating content that aligns with the behaviors of platform-specific audiences and working with influencers who emphasize real-life solutions, including value and convenience. At the same time, the study affirms the continuing strength of traditional promotions in-store, suggesting that the most effective strategies will bridge both digital and physical environments.
“This research gives our industry a clear look at how shoppers are discovering frozen foods—and how we can meet them with the right message, in the right place,” Landis added.
Find out more at: https://www.nfraweb.org