#United States #Social Media #Harrisburg #Frozen Foods #NFRA

Exploring the Future of Frozen Food Choices

Introduction

The National Frozen & Refrigerated Foods Association (NFRA) has recently released a compelling study that uncovers how consumers are currently discovering frozen food options. This research not only emphasizes the increasing influence of social media platforms like TikTok and Instagram on younger shoppers but also underlines the enduring significance of traditional in-store promotions across all demographics.

Key Findings

The Role of Social Media in Discovery

The study reveals that today’s consumers, particularly Gen Z and Millennials, are turning to digital platforms for meal inspiration. With 50% of Gen Z respondents saying they utilize TikTok for food ideas, it's evident that social platforms have become vital in shaping contemporary eating habits. This contrasts sharply with only 5% of Baby Boomers finding similar inspiration through TikTok, highlighting a distinct generational divide in media consumption.

In-Store Influences Remain Strong

Despite the rise of social media, in-store experiences still dominate the way shoppers gather food-related information. An impressive 47% of participants rely on in-store displays and promotional signage to inform their purchasing decisions. This reinforces the notion that tactile, real-world interactions remain impactful and necessary in influencing consumer behavior.

Social Media's Impact on Purchasing Decisions

Interestingly, the research indicates that 36% of consumers admit their frozen food purchases are swayed by social media. When broken down by generation, this figure climbs to 50% for Gen Z and 49% for Millennials. Key drivers for these decisions include engaging content such as brand advertisements, influencer reviews, and grocery haul videos that resonate with these younger audiences.

Consumer Attitudes Towards Frozen Foods

The research also provides insight into consumer perspectives on frozen food. A significant 73% of respondents believe that frozen foods can help them prepare affordable and tastes meals, while 69% acknowledge that these options can contribute to a healthy diet. Additionally, 52% indicated that discounts in-store entice them to explore new frozen products. This suggests a positive sentiment towards frozen foods, which brands can leverage for marketing campaigns.

Recommendations for Brands and Retailers

The NFRA's findings portray a clear picture of how to effectively connect with modern frozen food consumers. Brands are recommended to:

• - Develop content tailored to specific platforms like TikTok, YouTube, and Instagram, taking into account the preferences of younger demographics.
• - Collaborate with relatable influencers who focus on themes such as taste, value, and quick meal solutions, as this can enhance brand visibility and credibility.
• - Maintain strong in-store promotions which have proven to be the most effective way to encourage product trials across varying age groups.
• - Create synergies between digital communications and physical shopping experiences to ensure a cohesive journey for consumers.

Conclusion

Overall, this research presents invaluable insights into how consumers are navigating their frozen food choices in 2025. By understanding these dynamics, brands can better position themselves to meet consumer needs and preferences effectively. As Kate Landis, NFRA's Senior Director of Marketing, stated, “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.”

For brands and retailers aiming to thrive in this competitive landscape, the balance between strong online presence and impactful in-store experiences remains crucial. For further in-depth findings and strategic recommendations, NFRA members are encouraged to visit www.nfraweb.org.