Health goals, cost savings drive surge in frozen food purchases, survey finds

USA – Health and economic considerations are key drivers of frozen and refrigerated food purchases among US consumers, as highlighted by a recent survey conducted by the National Frozen & Refrigerated Foods Association (NFRA). 

According to the report, 75% of consumers cited cost savings as a primary reason for choosing frozen foods, while 66% indicated that pre-portioned ingredients support their health goals.

The survey, conducted from November 7-12 last year, gathered insights from 2,005 adults, including 1,002 parents of children under 18. 

A significant 77% of parents reported that pre-portioned foods are essential to achieving their family’s health aspirations. 

Yogurt, in particular, has gained popularity as a healthy alternative to traditional snacks, with half of the respondents confirming its increased consumption.

Economic pressures and busy schedules have further driven the reliance on frozen foods. 

Seventy-five percent of participants said they frequently use frozen food in the morning to save time, while 78% of families highlighted bulk purchases as a means to manage budgets and minimize food waste. 

Tricia Greyshock, president and CEO of NFRA, acknowledged these challenges, stating that New Year’s resolutions can be difficult to maintain amidst financial constraints and demanding routines.

January appears to be a pivotal month for parents, with 52% saying they use this time to organize their freezing and refrigeration spaces for the year ahead. 

The survey also revealed that over half of respondents view ice cream as an essential freezer staple, underscoring its role in consumer purchasing habits.

Paralleling these findings, research from food and beverage giant Cargill points to similar trends in Europe. 

58% of European consumers expressed a willingness to try new ice cream flavors, with younger cohorts, including Gen Z and Millennials, increasingly turning to frozen foods to explore global cuisines and enhance their culinary experiences. 

According to the report, 88% of younger consumers prioritize meals that can be prepared in under 45 minutes, valuing time efficiency alongside flavor variety.

NFRA’s year-over-year data reflects consistent growth in frozen food purchases, showing an upward trend from 2023. 

These findings highlight a clear connection between consumer health objectives and budget awareness, particularly as economic pressures intensify and interest in nutrition and wellness grows. 

Milk and cheese were reported as the most cost-effective frozen commodities, with yogurt following closely behind. 

Additionally, 58% of respondents emphasized their intention to embrace healthier eating habits as part of their New Year’s resolutions, further illustrating the dual focus on health and savings driving the frozen food market.