As millions of Americans begin tackling their New Year’s resolutions, new research reveals the frozen and dairy aisles in supermarkets and other grocery stores are becoming important destinations for achieving health, budget and convenience goals. According to a survey commissioned by the National Frozen & Refrigerated Foods Association (NFRA), 66% of consumers in the United States say pre-portioned ingredients help them meet health goals, while 75% cite cost savings as a top reason for shopping in frozen and refrigerated aisles – signaling a continued shift in buying and eating habits.
The findings are part of NFRA’s ReDiscover Dairy & Frozen campaign, which encourages consumers to revisit the frozen and refrigerated food aisles to rediscover familiar favorites, explore new innovations, and find exciting ways to make meal prep easier and more enjoyable.
“New Year’s resolutions can be tough to maintain, especially when juggling busy schedules and tight budgets,” said Tricia Greyshock, president and chief executive officer of the Harrisburg, Pennsylvania-headquartered NFRA. This survey highlights the ways frozen and dairy items can offer practical, delicious snacking and meal options that make it easier to eat healthfully, save money, and deliver meals on the table efficiently.”
Smart Solutions for Today’s Families
Parents are emerging as sophisticated category shoppers, with 77% using pre-portioned ingredients to meet family health goals. The research reveals clear strategic planning:
• 52% use January to reorganize their freezer and refrigerator spaces for the year ahead
• 50% have switched to yogurt from traditional snacks for healthier choices
• 75% rely on frozen options to streamline busy morning routines
• 78% leverage bulk buying for budget management while reducing waste
Generation-Defining Changes
Beyond simple convenience, younger consumers (Gen Z and Millennials) are revolutionizing how frozen products are used:
• 86% turn to frozen foods to explore global flavors and expand their culinary horizons
• 88% prioritize meals that can be prepared in 45 minutes or less
• Year-over-year data shows sustained growth in frozen food purchases among Gen Z and Millennials, up from 2023 levels
Health and Value Convergence
The research demonstrates how health goals and budget consciousness are increasingly linked:
• 66% of Americans rely on pre-portioned ingredients to support health goals
• 67% cite bulk buying as key to managing budgets while reducing food waste
• The most popular, budget-friendly essentials are milk (52%), cheese (51%) and yogurt (48%, with notably higher adoption among parents at 55%)
Meeting Modern Lifestyles
Time optimization remains crucial, with consumers seeking solutions that fit their busy lives:
• 58% prioritize healthful eating as part of their “New Year, New You” goals
• 42% of parents specifically seek time-saving snack or meal options for school morning routines
• 49% have increased frozen food purchases due to rising costs, showing practical adaptation to economic pressures
Survey Methodology
The NFRA commissioned Atomik Research to conduct an online survey of 2,005 adults throughout the United States, including 1,002 parents of children under 18. Conducted from November 7-12, 2024, he survey has a margin of error of +/- 2 percentage points at a 95% confidence level.
