Consumer-driven innovation, evolving dairy habits and target campaigns focused on value, convenience and sustainability are revitalizing the frozen and refrigerated dairy categories, according to data from National Frozen & Refrigerated Foods Association (NFRA).
As inflation raised prices across grocery stores, consumers shifted their perception of value with 40% of shoppers buying more frozen products to manage rising food prices and focus on more nutritious offerings, according to NRFA’s report which surveyed 2005 US adults from Nov. 7-12, 2024.
Frozen food sales for 2024 totaled $84.4 billion, with $6.8 billion generated in July alone, according to data from the American Frozen Foods Institute retail market insights report, as reported by FoodNavigator-USA.
Consumers are seeking nutrient-dense dairy products, with more than half (52% and 51%) of shoppers buying milk and cheese, respectively, and 48% of shoppers buying yogurt. Yogurt and cottage cheese, which catapulted to fame via social media, are seen as protein-rich options with 81% of consumers building their baskets around these staples.
Frozen wins in portion control options
Frozen’s pre-portioned options also resonate with consumers, with 66% of shoppers using pre-portioned foods to support health goals, NFRA said.
Dorot Gardens’ pre-portioned, flash-frozen garlic and herbs provide consumers with convenience in the kitchen, in addition to having a two-year shelf life, as previously reported by FoodNavigator-USA.
Mini options also are growing in the frozen category as consumers taking GLP-1 drugs like Ozempic and WeGovy seek nutrient-dense, single-serve and portion-controlled meals containing fiber and protein.
Breakfast finds a home in the frozen aisle
Consumers also are drawn to frozen breakfast options to pack in nutrients in a heat-and-eat format, such as frozen pancakes, waffles and French toast, per Circana’s Future of Morning report.
Last year, frozen and plant-based breakfast brand Evergreen launched its waffle-forward breakfast sandwich Waffles ‘N’ Bites, expanding further into the snackable quick breakfast. Each 100% whole grain waffle contains a full serving of fruits and vegetables, up to 40 grams of protein from cage-free eggs and meat and prebiotic fiber, according to the company.
Mason Dixie, maker of frozen breakfast sandwiches, features a line of comfort food-inspired meat, cheese and egg sandwiches featuring waffles, biscuits, croissants, muffins and pancakes. The brand uses 100% animal protein (chicken or pork sausage or bacon), cheddar cheese and whole eggs.
Younger consumers gravitate towards the convenience, global flavors of frozen meals
Frozen foods are influencing younger consumers with 86% of Gen Z and Millennials relying on the category to explore global flavors and 88% prioritizing meals that can be prepared in under 45 minutes, according to NFRA.
Overall, 76% of consumers are drawn to the frozen aisle to try international cuisines and flavors, per the survey. Younger consumers also are drawn to the frozen aisle for new global flavors with 54% of Gen Z and 51% of millennials visiting these sections in store, NFRA states.
