The Harrisburg, Pennsylvania-headquartered National Frozen & Refrigerated Foods Association (NFRA) has unveiled findings from a new study that reveal how consumers are discovering and purchasing frozen foods in 2025. Social platforms like YouTube, Facebook, TikTok 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, Brands that show up with relatable content online and a strong in-store presence will stay top of mind and cart,” said Kate Landis, NFRA’s senior director of marketing.
Key consumer insights follow below.
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
• The figure 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
How to Connect with Frozen Food Shoppers
• 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 touch points 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,” said Landis.
