Study Reveals How Social Media, In-Store Experiences Drive Frozen Food Discovery

The National Frozen & Refrigerated Foods Association (NFRA) has released findings from a new study that reveal how consumers are discovering and purchasing frozen foods in 2025.

Social platforms like TikTok, YouTube and Instagram are now key sources of inspiration for younger shoppers, while traditional in-store promotions remain the most effective tool for influencing purchase decisions across all demographics.

“Today’s consumers are turning to digital platforms for real-life meal inspiration – and frozen foods continue to deliver,” said Kate Landis, NFRA’s senior director of marketing. “Brands that show up with relatable content online and a strong in-store presence will stay top of mind and cart.”

Key Consumer Insights

Where Shoppers Get Food Information:

Forty-seven percent rely on in-store displays and signage;
Forty percent turn to family and friends; and
Social platforms are gaining ground: YouTube (29 percent), Facebook (25 percent), TikTok (21 percent) and Instagram (18 percent).

Generational Digital Divide:

Fifty percent of Gen Z use TikTok for food inspiration vs. just 5 percent of Boomers; and
YouTube remains strong across all age groups.

Social Media’s Role in Frozen Food Trial

Thirty-six percent of all consumers say social media influences their frozen food purchases;
That climbs to 50 percent for Gen Z and 49 percent for Millennials; and
Most persuasive content: brand ads (41 percent), influencer reviews (25 percent), grocery hauls (25 percent) and food challenges (24 percent).

Attitudes toward frozen foods

Seventy-three percent say they can make affordable and tasty meals with frozen foods;
Sixty-nine percent believe frozen foods can support healthy eating; and
Fifty-two percent say in-store discounts encourage them to try new frozen products.

What this means for brands and retailers

To connect with today’s 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; and
Bridge digital and physical touchpoints for a unified shopper experience.

“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,” Landis said.