Ice cream and frozen novelties have moved beyond occasional summer indulgence to become a routine part of household shopping, according to new consumer research from the National Frozen & Refrigerated Foods Association.
Nearly three-quarters of adults say keeping frozen treats at home feels more affordable than going out for dessert, and a similar share view them as an easy dessert requiring little planning. The Harrisburg, Pennsylvania-based association said the findings point to a category evolving as shoppers balance value, convenience, portion preferences and nutrition.
“They have earned a place in the everyday rhythm of the household because they deliver affordable enjoyment, convenience, and emotional reward,” said Tricia Greyshock, president and CEO at NFRA. “The growth opportunity is to make an increasingly diverse category easier to find, understand and shop, without losing the taste and enjoyment that bring consumers to the aisle.”
Purchase triggers reach past hot weather
Hot weather and summer cravings remain the top purchase trigger at 43 percent, but other leading drivers of frozen treat purchases include:
- wanting an easy at-home dessert (35 percent);
- a sale, coupon or digital deal (31 percent);
- a household member’s request (29 percent);
- restocking a favorite (25 percent); and
- seeing a product in the aisle or freezer display (23 percent).
For retailers, that suggests freezer displays, package appeal and promotions can convert shoppers in the moment, while consistent availability and recognizable branding support repeat purchase.
Value defined by experience, not quantity
Seven in 10 adults said they would rather have a smaller portion of a frozen treat they truly enjoy than a larger portion of something they like less, and 67 percent said they are more likely to keep treats at home in formats that are easy to serve or share. NFRA said the findings indicate premium and portion-controlled products can compete when their value is clear.
Interest ran highest for seasonal flavors (64 percent), new novelty formats (63 percent), mini and snack-sized treats (60 percent), fruit-based products (59 percent) and trend-inspired offerings (59 percent). High-protein frozen treats drew interest from nearly half of consumers at 49 percent.
Shoppers want easier comparison
As the category expands, two-thirds of consumers said nutrition information should be easy to compare across options, and 63 percent said flavor, price, nutrition and dietary claims should be easy to see and compare when shopping online. Familiarity also eased trial, with 65 percent saying a familiar brand makes them more willing to try a treat with a new benefit.
On merchandising, 64 percent said they are more likely to notice new treats when products are highlighted in the freezer aisle, and another 64 percent said they are more likely to stock up when a promotion includes treats their household can enjoy. In addition, 62 percent said promotions make them more willing to try a premium or better-for-you option, and 58 percent said shelf tags or aisle signage would help them find options faster.
High-protein segment shows the opportunity and the hurdle
Regular buyers of high-protein frozen treats were twice as likely as consumers overall to say dietary or nutrition needs prompted a purchase, at 27 percent versus 14 percent. But price and taste skepticism remained the leading barriers, cited by 33 percent and 29 percent of adults. Visibility was another challenge: Among consumers unaware of high-protein treats, 35 percent said they had not seen the products where they shop, compared with 22 percent of adults overall.
The poll was conducted by Morning Consult June 24-26 among 2,000 U.S. adults, with a margin of error of plus or minus two percentage points.