For Immediate Release
Kate Landis
717-657-8601
[email protected]
New NFRA research reveals how nutrition, convenience, and family appeal are redefining refrigerated foods
HARRISBURG, Pa. (June 16, 2025) — New research from the National Frozen & Refrigerated Foods Association (NFRA) shows that shoppers have a strong and growing connection to the refrigerated aisle—especially when it comes to health, quick meal solutions, and everyday family staples. The study highlights a key shift: consumers are open to trying more refrigerated products, particularly when guided by smart promotions, clear messaging, and easy inspiration. With the right in-store prompts and strategy, brands and retailers have a significant opportunity to drive discovery and boost engagement in one of the most trusted sections of the store.
According to the study, 77% of adults associate refrigerated products with high-quality ingredients, and 70% believe they support health or wellness goals. Yet 49% of shoppers report sticking with the same products each trip, limiting exposure to new formats, flavors, or brands. The findings indicate that simple, familiar tactics—like coupons, in-store sampling, recipe inspiration, and improved signage—can have an outsized impact in motivating shoppers to explore beyond their staples.
“Consumers already see real value in refrigerated foods—now they’re looking for more ideas, more variety, and more ways to make them work for their lifestyle,” said Tricia Greyshock, NFRA President & CEO. “This research shows us that when brands and retailers connect with shoppers on convenience and inspiration, they unlock real opportunity.”
Additional findings from the study include:
- 50% of shoppers say discounts would encourage them to try new refrigerated items
- 42% say the same about in-store sampling
- 29% cite recipe or meal inspiration as a motivating factor
To help meet this need, NFRA offers a suite of consumer resources through its Easy Home Meals brand, including curated recipe collections, time-saving tips, and seasonal meal ideas—all designed to spark inspiration and drive trial across the refrigerated and frozen aisles. These solutions align directly with the top motivators highlighted in the study, empowering consumers to build meals with convenience, nutrition, and variety. To learn more and leverage these resources, visit www.easyhomemeals.com.
While shoppers feel confident in the health benefits of the category, they’re eager for even more variety—especially in global flavors, snackable formats, and kid-friendly options. Items like cottage cheese and snack kits, in particular, were called out by younger shoppers as categories ripe for reinvention.
“The refrigerated aisle is evolving fast—from simple sides and snacks to full meal solutions,” Greyshock added. “With the right mix of innovation and education, brands can meet consumers where they are—and help them go further.”
The national survey was conducted by Morning Consult on behalf of NFRA in May 2025 among 2,204 U.S. adults. Full findings and strategic recommendations are available exclusively to NFRA members.
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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.
