The freezer aisle is heating up. A new study from the National Frozen & Refrigerated Foods Association (NFRA) shows that consumers, especially Gen Z and Millennials, are discovering frozen foods in some very 2025 ways.
Gone are the days when frozen food choices were made solely by habit or a quick glance at what’s on sale. Today, platforms like TikTok, YouTube, and Instagram are serving up the inspiration one grocery haul, food challenge, or air fryer hack at a time.
According to the study, nearly half of Gen Z (50%) turn to TikTok for frozen food ideas (compared to just 5% of Boomers), while 36% of all shoppers say social media influences their frozen food purchases. And it’s not just influencer content doing the work—brand ads, grocery hauls, and even food challenges are nudging viewers to try something new from the freezer aisle.
But digital doesn’t stand alone. In-store promotions still reign supreme, with 47% of all consumers saying displays and signage influence what ends up in their cart. That number jumps even higher when discounts are involved. Over half (52%) say a good deal encourages them to try something new.
So what does this mean for brands and retailers? In short, it’s time to meet shoppers where they scroll and where they shop. That means:
– Creating content tailored to each platform, especially TikTok and YouTube.
– Partnering with relatable influencers who highlight flavor, value, and ease.
– Making sure your in-store presence is as engaging as your social feed.
– Bridging the digital and physical to create one seamless shopper journey.
As Kate Landis, NFRA’s Senior Director of Marketing, puts it: “Brands that show up with relatable content online and a strong in-store presence will stay top of mind and in the cart.”
