For Immediate Release
Kate Landis
717-657-8601
[email protected]
New research reveals how shoppers balance convenience, health, and value in today’s grocery aisles.
HARRISBURG, Pa. (September 18, 2025) — Cheese, eggs, and yogurt in the fridge — along with frozen entrées, fruits, veggies, snacks, and appetizers — continue to anchor America’s grocery carts. Shoppers say taste and value guide nearly every choice, while conveniences like quick prep or resealable packaging make it easier to branch out and try something new. The findings highlight how frozen and refrigerated foods remain everyday solutions, from busy weeknight dinners to quick snacks and family favorites.
“These findings show how frozen and refrigerated foods make everyday life easier,” said Kate Landis, Senior Director of Marketing at the National Frozen & Refrigerated Foods Association (NFRA). “Whether it’s grabbing staples families trust or discovering a new flavor, these aisles deliver options that are convenient, nutritious, and exciting. That’s what makes them such an essential part of how we shop and eat today.”
What Shoppers Are Saying
- Staples Take Center Stage: Cheese and eggs remain the most-reached-for items, both for stocking up and quick grabs.
- Frozen Saves the Day: Entrées, veggies, and pizzas deliver easy meals when time is tight.
- Taste is Non-Negotiable: Flavor is the top reason shoppers say a product is worth it, with price close behind.
- Craving New Flavors: Interest in international options is growing across the frozen and refrigerated aisles.
- Health Meets Habit: Most adults call themselves health-conscious, but many still lean on their favorite go-tos.
More Than Just What’s on the List
The survey points to a simple truth: frozen and refrigerated foods are woven into everyday routines, but they also have room to surprise. Families depend on staples like cheese, eggs, yogurt, frozen fruits and veggies, snacks, and appetizers, yet promotions, new packaging, and innovative flavors create moments of discovery in the aisles. Together, the categories offer a balance of comfort and inspiration that fits the way Americans shop and eat today.
“There’s clearly demand for choices that fit into busy lives while helping families feel good about what they’re eating,” Landis added. “That balance of comfort and discovery is what makes these aisles so exciting right now.”
Seasonal Solutions for Busy Schedules
As families navigate back-to-school routines and prepare for holiday gatherings, frozen and refrigerated foods offer flexible options for every occasion. From quick weeknight dinners to effortless party appetizers, these aisles provide the building blocks for stress-free meals and entertaining.
NFRA’s Easy Home Meals brand supports families with recipes, meal-planning tips, and seasonal ideas that make the most of frozen and refrigerated staples – from 15-minute family dinners to make-ahead holiday dishes. Find recipes and inspiration at EasyHomeMeals.com.
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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. To learn more, visit nfraweb.org.
