A new report shows frozen foods gaining popularity in US kitchens as changing meal habits drive demand for convenience and longer shelf life.
The latest Power of Frozen in Retail report, released jointly by the American Frozen Food Institute (AFFI) and FMI – The Food Industry Association, highlights a growing trend: frozen food is no longer just a backup option, but a central part of meal planning for many American households.
According to Adrienne Seiling, COO and head of strategic initiatives at AFFI, frozen food has evolved into a smart choice for modern consumers. “People are turning to frozen products to try new cuisines, minimize food waste, and ensure nutritious meals,” she said. “As discussions around the future of nutrition continue, it’s clear that frozen foods deserve renewed attention.”
Key findings from the report include:
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Core frozen food consumers are on the rise. The share of shoppers using frozen foods every few days or daily has grown to 40%, up from 35% in 2019. Nearly one-third of consumers plan to increase their frozen food purchases, marking the highest purchase intent seen in recent years. Additionally, 77% of shoppers now buy frozen foods with specific meals or days in mind, up from 71% in 2023, signaling that frozen is an integral part of meal planning.
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Frozen foods support budgets and reduce waste. Many consumers are leveraging frozen options to manage economic pressures while cooking at home, planning meals, and reducing food waste. About 37% of shoppers specifically use frozen foods to help limit waste.
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Meeting modern family needs. Shoppers appreciate the convenience of frozen foods and report satisfaction with taste, quality, and health-oriented options. Ease of preparation, affordability, and flavor are the top drivers for purchasing. Moreover, 96% of consumers recognize that the frozen aisle offers healthier choices, and 71% are exploring new frozen items they haven’t tried before.
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Frozen complements fresh, rather than replacing it. About 76% of households now combine fresh and frozen ingredients in the same meals. Frozen foods are not seen as an alternative to fresh produce, but as a complement that enhances flexibility and meal planning.
These insights align with the 2025-2030 Dietary Guidelines for Americans, which encourage increased intake of fruits, vegetables, and nutrient-rich foods. Frozen products offer a practical way for busy families to meet these nutritional goals.
The report also provides practical guidance for grocery retailers, showcasing merchandising strategies to drive engagement and trial, including cross-merchandising fresh and frozen products and positioning items to meet health-focused shopping goals.
Andrew Brown, senior manager of industry relations at FMI, notes: “Shoppers seeking value are willing to invest in health, convenience, and enjoyable meals—all of which can be delivered through the frozen food aisle. Retailers can strengthen loyalty by showing how frozen options help families eat well, save time, and reduce waste.”
The 2026 edition of the report was presented at AFFI-CON in San Diego, the frozen food industry’s leading annual event, which brought together over 1,700 professionals across the supply chain to discuss business development and the category’s future.
The study, conducted by 210 Analytics with supplemental Circana sales data, surveyed 1,560 frozen food consumers in October 2025 who are responsible for at least half of their household grocery shopping. Sponsors of the report included Del Carmen Foods, Hillphoenix, Seenergy Foods Limited, The Mushroom Company, and Wawona Frozen Foods. Full access to the report, including detailed insights and data, is available.
About AFFI
The American Frozen Food Institute is a national trade association representing all segments of the frozen food supply chain. AFFI advocates for the industry, provides a platform for leadership, and works to ensure frozen foods remain essential in the marketplace.
About FMI – The Food Industry Association
FMI represents the broader food industry, connecting retailers, producers, and service providers to advance a safe, healthy, and efficient food supply. The association supports collective efforts across the value chain to enhance the consumer experience.
News Courtesy : PR Newswire