Report: Consumers Value Refrigerated Foods, Seek Variety
Consumers have a strong connection to products they buy in the refrigerated aisles of their local grocery store and, with prompting, would be open to trying new items, a new report from the National Frozen & Refrigerated Foods Association (NFRA) revealed.
In a May 2025 survey of more than 2,200 consumers, 77% of respondents said they associate refrigerated products with high-quality ingredients, and 70% believe they support health or wellness goals.
Half of the consumers surveyed reported buying the same products on each shopping trip, which limits exposure to new formats, flavors, or brands. The findings indicate that simple, familiar tactics such as coupons, in-store sampling, recipe inspiration, and improved signage can have an impact in motivating shoppers to explore beyond their staples.
"Consumers already see real value in refrigerated foods, and now they're looking for more ideas, more variety, and more ways to make them work for their lifestyle," said Tricia Greyshock, president and CEO of the NFRA. "This research shows us that when brands and retailers connect with shoppers on convenience and inspiration, they unlock real opportunity."
Additional findings from the study include:
- 50% of shoppers say discounts would encourage them to try new refrigerated items
- 42% say the same about in-store sampling
- 29% cite recipe or meal inspiration as a motivating factor
While shoppers feel confident in the health benefits of the category, they're eager for even more variety, especially in global flavors, snackable formats, and kid-friendly options. Items such as cottage cheese and snack kits, in particular, were called out by younger shoppers as categories ripe for reinvention.
"The refrigerated aisle is evolving fast, from simple sides and snacks to full meal solutions," Greyshock added. "With the right mix of innovation and education, brands can meet consumers where they are and help them go further."
