Heading into March, National Frozen Food Month, we asked more than 1,000 U.S. grocery shoppers about their thoughts and buying habits around frozen foods and found they have mixed feelings about these products’ quality and nutrition compared to their fresh counterparts — but about half agree frozen foods are “a good value.”
Cost, Convenience and Quality Perceptions Drive Frozen Food Choices
Among the other key findings in our “What’s Hot in the Frozen Food Aisle” report:
- Nearly one-third of surveyed grocery shoppers say they have purchased less frozen foods since inflation began affecting food prices. Looking ahead to the next three to six months, most (71%) expect no near-term change in the quantity they buy and one in 10 expect to buy more.
- Among shoppers who are planning to purchase more frozen foods, popular categories include convenient meal solutions, such as pizza and breakfast foods, and frozen versions of products people often buy fresh, such as fruit, vegetables and meat and meat substitutes.
- Only one-third of respondents agree frozen foods are the same or better quality as their fresh counterparts. But when it comes to fruits and vegetables specifically, more than half believe frozen are the same or better quality as canned — and nearly as many agree they’re as nutritious as fresh. Still, only one-fourth of shoppers believe frozen dinners, snacks and entrees are as nutritious as freshly made.
- More than four in 10 agree frozen foods are less costly than their fresh counterparts and a similar percentage agree they are “less wasteful.”
- Most frozen foods shoppers agree: These products are a great option if you don’t know how to cook something from scratch and are more convenient than their fresh alternatives.
- More than half of surveyed shoppers are likely to buy value-priced frozen products and store brands, while about four in 10 are as likely to buy a premium brand.
- By daypart, shoppers are most often choosing frozen foods for dinner during a typical shop, followed by lunch and snack time.
These insights reflect evolving consumer and retail industry trends around convenience, affordability, and nutritional perception—especially in high-traffic grocery categories like frozen foods.
