Traditional in-store promotions remain the most effective driver of frozen food purchases while social media increasingly influences younger consumers, according to new research from the National Frozen & Refrigerated Foods Association (NFRA).

The study finds 47% of shoppers rely on in-store displays and signage for food information, while 40% turn to family and friends. Social platforms are gaining ground with YouTube (29%), Facebook (25%), TikTok (21%), and Instagram (18%) becoming important discovery channels.

A generational gap exists in digital engagement. Half of Gen Z consumers use TikTok for food inspiration compared to just 5% of Boomers, though YouTube maintains a strong influence across all age demographics.

“Today’s consumers are turning to digital platforms for real-life meal inspiration—and frozen foods continue to deliver,” Kate Landis, NFRA Senior Director of Marketing, said in a statement.

Social media influences 36% of all frozen food purchases, rising to 50% for Gen Z and 49% for Millennials. The most persuasive content types include brand advertisements (41%), influencer reviews (25%), grocery hauls (25%), and food challenges (24%).

These findings align with broader consumer research from Bazaarvoice, which shows increased impact from user-generated content and visual demonstrations, particularly among younger demographics.

Market Growth Driven by Changing Consumer Attitudes

According to Progressive Grocer, NFRA’s findings align with a recent Conagra Brands report indicating 28% of grocery store visits now include at least one frozen item. 

The category sees particularly strong growth in globally-inspired offerings and spicy options, with 24% of younger consumers more likely to purchase international cuisines and 48% of Gen Z gravitating toward spicy frozen meals.

Consumer perceptions of frozen foods continue to improve, with 73% of shoppers believing they can create affordable, tasty meals using frozen products and 69% viewing them as compatible with healthy eating habits.

NFRA recommends brands focus on platform-specific content creation, influencer partnerships, robust in-store promotions, and seamless integration between digital and physical shopping experiences to maximize consumer engagement.