The National Frozen & Refrigerated Foods Association (NFRA) released findings from its most recent comprehensive consumer behavior study, revealing shifts in how Americans grocery shop. The research, conducted in partnership with Morning Consult, surveyed 2,200 U.S. adults and analyzed behaviors and purchase motivators.

“Convenience, inspiration, and sustainability are shaping shopping behaviors, providing exciting opportunities for retailers and manufacturers to engage customers through personalized marketing, digital tools, and innovative merchandising,” said Tricia Greyshock, NFRA president & CEO. "NFRA remains committed to delivering these insights to help drive growth in the frozen and refrigerated food industry." 

Below are the significant insights:

Health and Quality Drive Dairy Purchases

• Hormone-free and antibiotic-free attributes are critical, with 62% of respondents highlighting their importance when selecting dairy products. In contrast, only 47% emphasized the importance of organic labeling.
• Health benefits such as probiotics and high protein content were a leading motivator for trying new dairy products (33%), followed by discounts (29%) and personal recommendations (28%).

Promotions Spark Interest in Frozen Foods

• Special offers, discounts, or promotions were the top motivator (34%) for purchasing frozen products, followed by curiosity about new flavors (28%) and recommendations (28%).
• Taste remains a key deciding factor, influencing frozen food purchases across categories, including frozen vegetables, meats, and snacks.

Consumer Behavior in Grocery Shopping

•  When shopping in-store, nearly half (48%) of consumers navigate directly to familiar sections, with 46% browsing aisles for inspiration.
• Online grocery shoppers rely heavily on search functions (37%) and category browsing (36%), with 24% referring to past orders for convenience.

Recipe Exploration as a Driver for New Product Trials

• Over half (52%) of consumers explore new recipes to add variety, often finding inspiration from online recipe websites (42%) and social media platforms (40%).
• Consumers expressed interest in grocery stores enhancing meal inspiration with sections featuring ready-to-eat ideas (71%) and themed recipe displays (62%).

Generational Preferences

• Gen Z and Millennials are more likely to leverage apps or online resources when grocery shopping, while Baby Boomers prefer traditional navigation methods like store signage or printed recipes.
• Younger generations also place more value on innovative packaging and trendy food attributes when making purchasing decisions.

Sustainability and Ethical Sourcing Matter

• Attributes such as environmentally friendly packaging (58%) are increasingly significant, reflecting a growing consumer demand for sustainable food options.

These findings underline the importance of health-conscious messaging, promotional campaigns, and meal-planning resources in driving consumer engagement in the frozen and refrigerated food categories. Retailers and manufacturers have opportunities to connect with shoppers through personalized marketing, technology-driven tools and enhanced in-store experiences.

About National Frozen & Refrigerated Foods Association (NFRA)
NFRA is a non-profit trade association representing all segments of the frozen and refrigerated foods industry. NFRA sponsors national promotions ReDiscover Dairy & Frozen (January), March Frozen Food Month, June Dairy Month and Summer Favorites Ice Cream & Novelties (June/July); and provides consumer information such as food safety guidelines, meal preparation tips, recipes and sweepstakes opportunities through its Easy Home Meals consumer website and social media properties.