In its second annual report, Conagra outlined five mega trends impacting the frozen food category, including modern health, elevated in-home experiences, global cuisine, bites and minis and spice and heat. Global cuisine and bites and mini are two returning trends from the 2024 report.
The second annual report unpacks emerging consumer behaviors and how demographics are influencing the frozen food aisle, explained Bob Nolan, senior VP of demand science at Conagra during a media briefing.
“Some of the behaviors might be ubiquitous across all generations, but some might be unique to emerging behaviors. We do think that when we look at millennials, and especially Gen Z, understanding what they eat today and how they eat today will be how everyone eats tomorrow,” Nolan elaborated.
GLP-1 spurs frozen food innovation, as minis tap into portion control
As part of modern health trend, GLP-1 drugs like Ozempic and WeGovy are not only changing how much consumers are eating but what they are eating either directly or indirectly, Megan Bullock, director of predictive science at Conagra, shared during a media briefing.
Frequently, consumers on GLP-1 drugs are searching for single-serve and portion-controlled meals that are nutrient dense with high fiber and protein.
Congara released a line of products with its “On Track” badge, designed to complement GLP-1 treatment. Earlier this year, Nestlé USA released its own line of GLP-1 support products, Vital Pursuits, designed to support weight management.
However, GLP-1-support products are not just designed for those on the drug but serve as a mean to support healthy eating even if a consumer goes off the drug, Bullock explained.
“Not all folks who go on the drug stay on the drug, but they are still looking for solutions to keep them on track right in this healthy eating lifestyle to maintain that weight that they have lost on the drug,” she elaborated.
Additionally, consumers on GLP-1 drugs are gravitating towards mini or bite-sized formats — Congara’s third trend for 2025 — which is a more than $2.4 billion industry with frozen seafood and chicken bites leading growth and mini sweet options and egg bites emerging as a go-to breakfast item.
“We are seeing really strong growth for frozen appetizers among GLP-1 consumers, probably because they might microwave, or air fry a couple of dumplings and call that their dinner,” Bullock said.
Global cuisines and swicy flavors expand frozen options
Younger consumers are also driving demand for a variety of global cuisines like Indian, Thai, Mediterranean and Cajun, in convenient and smaller formats, including boa buns, street tacos, samosas, empanadas and dumplings, Bullock said. The frozen global street food was worth $543.5 million, growing 26% year-over-year, according to Circana data ending Oct. 2024.
Similarly, Gen Z consumers are 48% more likely to buy spicy frozen meals compared to the overall consumer base, according to Circana data, year ending Nov. 3. Buffalo remains the leading spice, but hot honey increased volume sales by 74% in the year ending Oct. 20, per Circana data.
Spice profiles like gochujang, gochugaru, chili crisp and dishes like spicy dan dan noodles and spicy beef bulgogi are rising in social media mentions, Bullock said.
“Sweet Thai chili is one that continues to do well because I think it is a little bit more approachable, especially for the folks who have not kind of built up that tolerance for super, super hot spices,” Bullock added.
