Frozen foods are no longer a backup plan; they are a cornerstone of how Americans plan, shop for, and prepare meals. New data from the Power of Frozen in Retail report – unveiled by AFFI at its Annual Frozen Food Convention (AFFI-CON) – reveals a powerful shift in consumer behavior, with important implications for manufacturers, retailers, and the entire frozen food industry.
Below are top insights and analysis from report author Anne-Marie Roerink (210 Analytics), presented at the 2026 AFFI-CON. Â
A Meal Planning Essential
“Core frozen food consumers plan meals around frozen — it’s not just an emergency option.” – Anne-Marie Roerink
The latest Power of Frozen in Retail report shows that frozen foods are being used with greater intention. Today, 77% of shoppers are buying frozen foods with a specific meal or day in mind, up from 71% in 2023. Frozen has clearly evolved from a “just in case” option to an essential part of weekly routines.
At the same time, more shoppers are turning to frozen food multiple times per week. Core frozen users now account for 40% of all shoppers, up from 35% in 2019. This is due in part to frozen food meeting the needs of today’s busy families. The top three purchase drivers reported by shoppers reinforce this shift: ease of preparation (33%), price (30%), and taste (27%).
Reducing Food Waste and Stretching Food Dollars
“As consumers focus on preventing food waste, frozen foods have a built-in advantage.”
Amid ongoing economic pressure, consumers are changing how they shop and cook, including preparing more meals at home, meal planning, and prioritizing food waste reduction. Frozen foods uniquely support all three behaviors.
One of frozen food’s greatest advantages is its ability to minimize waste. While shoppers are making more frequent grocery trips to avoid spoilage in fresh foods, frozen foods offer flexibility and longevity without sacrificing quality. That benefit resonates: 37% of consumers say they rely on frozen foods specifically to reduce food waste while still putting nutritious meals on the table.
A Bright Future for Better-for-You
“Frozen fits today’s wellness mindset — nutritious, convenient, and aligned with how people actually eat.”
The Power of Frozen in Retail also underscores growing consumer interest in health, wellness, and sustainability. Nearly all shoppers (96%) believe the frozen food aisle has better-for-you options. This aligns with AFFI research among Registered Dietitian Nutritionists (RDNs), 92% of whom agree that frozen foods offer a variety of nutritious meal solutions.
Today’s shoppers are increasingly seeking high protein options, vegetables and plant-forward meals, and products that align with their values, including reduced waste and energy efficiency. Frozen foods are well positioned to meet these expectations, offering nutrition locked in at peak freshness while supporting efficient use of resources across the supply chain.
Importantly, two-thirds of shoppers now combine frozen and fresh ingredients within the same meal, choosing the best option for taste, nutrition, convenience, and value. Whether adding frozen vegetables to a stir-fry, topping a homemade dessert with frozen berries, or rounding out a home cooked meal, frozen ingredients and meals play a central role in eating habits.
Learn More
Explore more insights from The Power of Frozen in Retail in the AFFI press release and infographic. The full report is free for AFFI members and available for purchase for non-members at https://affi.org/insights/. Media inquiries can be sent to AFFI Acting Vice President of Communications, Carol Blake. The Power of Frozen in Retail report is a partnership with AFFI and FMI – the Food Industry Association. Research was conducted and presented by Anne-Marie Roerink of 210 Analytics.
