Unlocking Convenience: Why Frozen Food is Booming as Shoppers Seek Value

Frozen food is making a big comeback, and it’s not just about convenience anymore. A recent report from the Frozen Food Institute showed that retail sales hit an impressive $8.3 billion in January. Frozen meals and desserts are leading the charge, but meat and poultry are really driving growth. Competition for freezer space is heating up, especially with the rise of private-label frozen foods, which saw a 3.8% sales increase in the first half of 2025.

One major reason people are turning to frozen options is inflation. As grocery prices rise, many see frozen foods as a smart choice. A September 2025 survey revealed that 39% of respondents buy more frozen items because they last longer. Interestingly, 51% of Gen Z shoppers view this as a way to “hack” inflation.

Guy Yehiav, president of SmartSense by Digi, highlights that frozen food is transitioning from a backup option to a go-to choice for younger generations. He points out, “For them, it’s not just about saving money; it’s about practicality.”

Yet concerns about food safety remain a challenge. Yehiav notes that 30% of people have stopped buying a frozen food brand due to a recall. Retailers are aware of this and are adding healthier, innovative options to their freezer departments.

One exciting example is Evergreen, a frozen waffle brand founded in 2020. It has quickly made its way into nearly 8,500 stores, earning $9.3 million in sales last year. Founder Emily Groden believes this growth reflects a renaissance in the frozen food aisle. “People are looking for quality, not just convenience,” she said. Her brand’s success shows that shoppers want tasty options they can stock up on without worrying about waste.

Another brand shaking things up is Jesse and Ben’s, known for their frozen fries made with avocado oil. Co-founder Jesse Konig notes the shift in perception about frozen foods is on the rise. The company has recently expanded its presence in Whole Foods, reaching over 1,500 stores.

Experts agree that young shoppers are key to this growth trend. Yehiav suggests frozen food brands must build trust and reliability to win loyal customers. The frozen aisle is evolving, and consumers are ready to embrace it if brands meet their expectations.

As shopping habits change, the frozen food sector seems poised for an exciting future. This dynamic is worth watching as brands strive to innovate and adapt to what today’s consumers want—delicious, convenient, and safe food options.

For more on the frozen food market trends, check out the Frozen Food Institute’s insights.

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