A new study conducted by The National Frozen & Refrigerated Foods Association (NFRA) revealed on May 6 of this year how consumers discover and purchase frozen foods in 2025. Social Media apps like Instagram, TIkTok and YouTube inspire younger shoppers, while the usual in-store promotions are still the most effective tool for influencing purchase decision across all demographics.
Says Kate Landis, NFRA Senior Director of Marketing, “Today’s consumers are turning to digital platforms for real-life meal inspirations-and frozen foods continue to deliver. Brands that show up with relatable content online and a strong in-store presence will stay top of mind and cart.”
Key Insights:
Where Shoppers Get Food Information:
- 47% rely on in-store displays and signage.
- 40% turn to family and friends.
- Social platforms are gaining ground: YouTube (29%), Facebook (25%), TikTok (21%), Instagram (18%).
Generational Digital Divide:
- 50% of Gen Z use TikTok for food inspiration vs. just 5% of Boomers.
- YouTube remains strong across all age groups.
Social Media’s Role in Frozen Food Trial:
- 36% of all consumers say social media influences their frozen food purchases.
- That climbs to 50% for Gen Z and 49% for Millennials.
- Most persuasive content: brand ads (41%), influencer reviews (25%), grocery hauls (25%), and food challenges (24%).
Attitudes Toward Frozen Foods:
- 73% say they can make affordable and tasty meals with frozen foods.
- 69% believe frozen foods can support healthy eating.
- 52% say in-store discounts encourage them to try new frozen products.
What This Means for Brands & Retailers
To connect with today’s frozen food shopper:
- Create platform-specific content—especially on TikTok, YouTube, and Instagram.
- Partner with real-life influencers who focus on flavor, value, and quick meal solutions.
- Double down on in-store promotions—still the most powerful trial driver across generations.
- Bridge digital and physical touchpoints for a unified shopper experience.
Adds Landis; “This research gives our industry a clear look at how shoppers are discovering frozen foods-and how we can meet them with the right message, in the right place.”