The National Frozen & Refrigerated Foods Association (NFRA) in the United States has released new research revealing how the rise of GLP-1 weight loss medications is reshaping frozen food shopping habits. Conducted in partnership with Morning Consult, the study found that GLP-1 users are increasingly prioritizing high-protein, low-carb, and portion-controlled frozen foods, creating new opportunities for retailers and manufacturers to meet evolving consumer need.
“As more Americans turn to GLP-1 medications for weight management, their grocery shopping habits are shifting — bringing frozen foods into the spotlight as a go-to solution for convenience, nutrition and portion control,” said Tricia Greyshock, NFRA’s president and chief executive officer. “Brands that lean into these trends with high-protein innovations, clear nutritional messaging, and pre-portioned packaging will be best positioned to connect with this rapidly growing consumer segment.”
These insights are especially timely as NFRA celebrated Frozen Food Month in March — a national promotion designed to spotlight the innovation, versatility, and value of frozen foods. Through its Easy Home Meals consumer brand, NFRA is sharing health-forward recipes, high-protein meal inspiration and shopping tips to help consumers make informed choices in the supermarket frozen food aisle.
Ways GLP-1 Users are Reshaping the Frozen Food Category
• Smaller Portions, Bigger Impact: A majority (78%) of GLP-1 users report eating smaller portions since starting the medication, with 69% actively seeking healthier food options.
• High-Protein Preference: Nearly half (46%) of GLP-1 users say high-protein content makes them more likely to purchase a frozen food product.
• Shifting Grocery Baskets: GLP-1 users are increasing their purchases of frozen fruits (44%) and vegetables (40%) while reducing impulse buys and larger meal portions.
Demand for Innovation: An overwhelming 80% of GLP-1 users express interest in trying frozen food products specifically designed to align with their dietary needs.
How Brands Can Engage Health-Conscious Consumers
With a growing demand for frozen foods that support weight management and nutrition goals, brands can tap into this segment by:
• Prioritizing high-protein and low-carb innovation to meet the needs of GLP-1 users.
• Leveraging influencer partnerships to drive awareness and showcase meal inspiration.
• Optimizing digital marketing strategies to highlight health-forward frozen options on social platforms.
• Utilizing in-store promotions and clear labeling to help shoppers easily identify products that align with their dietary preferences.
“As consumer needs continue to evolve, frozen food brands have an incredible opportunity to meet demand with solutions that fit modern health and lifestyle trends,” said Greyshock.
