NFRA Survey Finds Price As Biggest Factor In Grocery Decisions

Frozen foods see increased adoption as Americans seek to curb food costs.

Published on Feb. 25, 2026

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According to a survey by the National Frozen & Refrigerated Foods Association, 78% of consumers cite price as the biggest factor in their grocery decisions, driving increased adoption of frozen foods as Americans look to save money on meals. Convenience and health benefits are also driving the shift towards frozen food options.

Why it matters

The findings highlight the growing importance of affordability for consumers amid rising food prices. As the cost of eating out continues to climb, frozen foods offer a more budget-friendly option for home-cooked meals. The frozen food industry is adapting to meet consumer demand for convenient, healthy, and cost-effective meal solutions.

The details

The USDA Consumer Price Index for Food shows food away from home rose 4.1% over the last year, while food at home rose just 2.4%, underscoring the savings of eating at home. NFRA data shows 73% of consumers agree they can make an affordable and tasty meal using items from their freezer. Frozen food options have also expanded to include more convenient, dietary-friendly, and globally-inspired choices, appealing to younger shoppers.

  • The NFRA survey findings were announced on February 24, 2026.
  • March is designated as Frozen Food Month, when many supermarkets offer discounts and promotions on frozen products.

The players

National Frozen & Refrigerated Foods Association

A nonprofit trade association representing all segments of the frozen and refrigerated foods industry, based in Harrisburg, Pennsylvania.

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What’s next

During March Frozen Food Month, many supermarkets will have discounts and coupons on a variety of frozen foods. Shoppers can also participate in Easy Home Meals' $10,000 sweepstakes for a chance to win supermarket gift cards.

The takeaway

The growing popularity of frozen foods highlights the importance of affordability for consumers amid rising food prices. As the cost of eating out continues to climb, frozen foods offer a more budget-friendly option for home-cooked meals, while also providing convenience and health benefits.