Frozen Food Category Gains Prominence in Retail

New report shows frozen foods are now a core part of meal planning for many consumers

Published on Feb. 23, 2026

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A new report from the American Frozen Food Institute and FMI reveals that frozen food has become a key part of meal planning for American households, with 40% of shoppers now using frozen foods daily or every few days, up from 35% in 2019. The report highlights how frozen food aligns with consumers' top priorities around value, waste reduction, and health, with 37% of shoppers using frozen to cut down on food waste and 96% believing the frozen aisle offers better-for-you options.

Why it matters

As consumers face ongoing economic pressures, the growing prominence of frozen foods in meal planning reflects how the category is providing value, convenience, and nutritious options that align with shoppers' needs. This shift presents opportunities for retailers to better showcase frozen solutions and build loyalty by addressing consumer demands around time savings, waste reduction, and meal quality.

The details

The fourth edition of the Power of Frozen in Retail report, unveiled at AFFI-CON, shows that purchase intent for frozen foods is also increasing, with 30% of consumers planning to buy more in the coming months. Additionally, 77% of shoppers say they purchase frozen items with a specific meal or day in mind, highlighting the category's role in structured meal planning. The report also found that households are increasingly mixing fresh and frozen ingredients, with three out of four consumers combining the two in the same meal.

  • The Power of Frozen in Retail report was unveiled at AFFI-CON 2026, which attracted more than 1,700 frozen food industry professionals to San Diego.
  • The research was conducted by 210 Analytics with a Circana sales data overlay, surveying 1,560 primary grocery shoppers in October 2025.

The players

American Frozen Food Institute (AFFI)

A trade association representing the frozen food industry, which commissioned the Power of Frozen in Retail report.

FMI

A trade association representing the food industry, which co-authored the Power of Frozen in Retail report.

Adrienne Seiling

Chief operating officer and head of strategic initiatives at AFFI.

Andrew Brown

Senior manager of industry relations at FMI.

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What they’re saying

“The report shows that frozen food is not a fallback but a smart strategy for today's consumers.”

— Adrienne Seiling, Chief operating officer and head of strategic initiatives at AFFI

“Shoppers seeking value are willing to pay more for health, convenience, enjoyment and entertainment, which can all be found in the frozen food aisle.”

— Andrew Brown, Senior manager of industry relations at FMI

The takeaway

As consumers face ongoing economic pressures, the growing prominence of frozen foods in meal planning reflects how the category is providing value, convenience, and nutritious options that align with shoppers' needs. This shift presents opportunities for retailers to better showcase frozen solutions and build loyalty by addressing consumer demands around time savings, waste reduction, and meal quality.