As millions of Americans tackle their New Year’s resolutions, new research reveals the frozen and dairy aisles are becoming important destinations for achieving health, budget and convenience goals.
According to a survey commissioned by the National Frozen & Refrigerated Foods Association (NFRA), 66 percent of Americans say pre-portioned ingredients help them achieve their health goals, while 75 percent cite cost savings as a top reason for choosing the frozen and refrigerated aisles – signaling a continued shift in shopping and eating habits.
“New Year’s resolutions can be tough to maintain, especially when juggling busy schedules and tight budgets,” said Tricia Greyshock, president and CEO of NFRA.
The survey highlights the ways frozen and dairy items can offer practical snacking and meal options that make it easier to eat healthfully, save money and deliver meals on the table efficiently.
Smart solutions for families
Parents are emerging as sophisticated category shoppers, with 77 percent using pre-portioned ingredients to meet family health goals.
The survey research reveals clear strategic planning:
- Fifty-two percent use January to reorganize their freezer and refrigerator spaces for the year ahead;
- Fifty percent have switched to yogurt from traditional snacks for healthier choices;
- Seventy-five percent rely on frozen options to streamline busy morning routines; and
- Seventy-eight percent leverage bulk buying for budget management while reducing waste.
Generation-defining changes
Beyond simple convenience, younger consumers (Gen Z and Millennials) are revolutionizing how these aisles are used:
- Eighty-six percent turn to frozen foods to explore global flavors and expand their culinary horizons;
- Eighty-eight percent prioritize meals that can be prepared in 45 minutes or less; and
- Year-over-year data shows sustained growth in frozen food purchases among Gen Z and Millennials, up from 2023 levels.
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Health and value convergence
The research demonstrates how health goals and budget consciousness are increasingly linked:
- Sixty-six percent of Americans rely on pre-portioned ingredients to support health goals;
- Sixty-seven percent cite bulk buying as key to managing budgets while reducing food waste;
- Most popular, budget-friendly essentials:
- Milk (52 percent);
- Cheese (51 percent); and
- Yogurt (48 percent, with notably higher adoption among parents at 55 percent).
Meeting modern lifestyles
Time optimization remains crucial, with consumers seeking solutions that fit their busy lives:
- Fifty-eight percent prioritize healthful eating as part of their “New Year, New You” goals;
- Forty-two percent of parents specifically seek time-saving snack or meal options for school morning routines; and
- Forty-nine percent have increased frozen food purchases due to rising costs, showing practical adaptation to economic pressures.
Rediscover dairy and frozen
The survey findings are part of NFRA’s “ReDiscover Dairy & Frozen” campaign, which encourages consumers to revisit the frozen and refrigerated aisles to rediscover familiar favorites, explore new innovations and find ways to make meal prep easier and more enjoyable.
The ReDiscover Dairy & Frozen Inspiration Guide and Easy Home Meals website provide ideas to transform ingredients into recipes. Users can also conquer the kitchen with video tutorials and handy recipe hacks to build culinary confidence and become a master of meals. NFRA is also giving away 12 coupon books, valued at $600, and a chance to win the $10,000 ReDiscover Dairy & Frozen Sweepstakes to explore all the new products, innovation and breadth the aisles offer.
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