The National Frozen & Refrigerated Foods Association (NFRA) unveiled findings this week from a new study that reveals how consumers are discovering and purchasing frozen foods in 2025. Social platforms like TikTok, YouTube and Instagram are now key sources of inspiration for younger shoppers, while traditional in-store promotions remain the most effective tool for influencing purchase decisions across all demographics.

“Today’s consumers are turning to digital platforms for real-life meal inspiration—and frozen foods continue to deliver,” said Kate Landis, NFRA senior director of marketing. “Brands that show up with relatable content online and a strong in-store presence will stay top of mind and cart.”

Key consumer insights include:

Where Shoppers Get Food Information:

• 47% rely on in-store displays and signage.
• 40% turn to family and friends.
• Social platforms are gaining ground: YouTube (29%), Facebook (25%), TikTok (21%), Instagram (18%).

Generational Digital Divide:

• 50% of Gen Z use TikTok for food inspiration vs. just 5% of Boomers.
• YouTube remains strong across all age groups.

Social Media’s Role in Frozen Food Trial:

• 36% of all consumers say social media influences their frozen food purchases.
• That climbs to 50% for Gen Z and 49% for Millennials.
• Most persuasive content: brand ads (41%), influencer reviews (25%), grocery hauls (25%), and food challenges (24%).

Attitudes Toward Frozen Foods:

• 73% say they can make affordable and tasty meals with frozen foods.
•  69% believe frozen foods can support healthy eating.
• 52% say in-store discounts encourage them to try new frozen products.

To connect with today’s frozen food shopper:

•  Create platform-specific content—especially on TikTok, YouTube, and Instagram.
• Partner with real-life influencers who focus on flavor, value, and quick meal solutions.
• Double down on in-store promotions—still the most powerful trial driver across generations.
• Bridge digital and physical touchpoints for a unified shopper experience.

“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,” Landis added.

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.