The National Frozen & Refrigerated Foods Association (NFRA) this week 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 needs.

• 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.

“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 president & CEO. “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.”

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.