HARRISBURG,
Pa., (May 6, 2025) – The National Frozen & Refrigerated Foods Association
(NFRA) today unveiled findings from a new study that reveal how consumers are
discovering and purchasing frozen foods in 2025. Social platforms like TikTok,
YouTube, and Instagram are now key sources of inspiration for younger shoppers,
while traditional in-store promotions remain the most effective tool for
influencing purchase decisions across all demographics.
“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.”
Key
Consumer Insights
Where
Shoppers Get Food Information:
·
47% rely on in-store displays and signage.
·
40% turn to family and friends.
·
Social platforms are gaining ground: YouTube
(29%), Facebook (25%), TikTok (21%), Instagram (18%).
Generational
Digital Divide:
·
50% of Gen Z use TikTok for food inspiration vs.
just 5% of Boomers.
·
YouTube remains strong across all age groups.
Social
Media’s Role in Frozen Food Trial:
- 36% of all consumers say
social media influences their frozen food purchases. - That climbs to 50% for Gen Z
and 49% for Millennials. - Most persuasive content:
brand ads (41%), influencer reviews (25%), grocery hauls (25%), and food
challenges (24%).
Attitudes
Toward Frozen Foods:
- 73% say they can make
affordable and tasty meals with frozen foods. - 69% believe frozen foods can
support healthy eating. - 52% say in-store discounts
encourage them to try new frozen products.
What
This Means for Brands & Retailers
To connect with today’s frozen food shopper:
- Create platform-specific
content—especially on TikTok, YouTube, and Instagram. - Partner with real-life
influencers who focus on flavor, value, and quick meal solutions. - Double down on in-store
promotions—still the most powerful trial driver across generations. - Bridge digital and
physical touchpoints for a unified shopper experience.
“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.
Full research findings and strategic
recommendations are available to NFRA members.
###
About
National Frozen & Refrigerated Foods Association (NFRA)
NFRA
is a non-profit trade association representing all segments of the frozen and
refrigerated foods industry. NFRA sponsors national promotions ReDiscover Dairy
& Frozen (January), March Frozen Food Month, June Dairy Month and Summer
Favorites Ice Cream & Novelties (June/July); and provides consumer
information such as food safety guidelines, meal preparation tips, recipes and
sweepstakes opportunities through its Easy Home Meals consumer website and
social media properties. To learn more, visit nfraweb.org.
