New research shows that affordability, convenience, and waste reduction are pushing frozen foods to the center of the US kitchen
San Diego, United States, 24 February 2026 – Frozen food is no longer just a backup option in American households. New research shows it is now a key part of how many people plan meals, manage budgets, and reduce food waste.
The fourth edition of the Power of Frozen in Retail report, released by the American Frozen Food Institute in partnership with FMI, The Food Industry Association, reveals a steady shift in consumer habits. Frozen foods are increasingly being used as everyday meal solutions rather than occasional conveniences.
According to the report, 40 percent of shoppers now use frozen food every day or every few days. This marks a noticeable rise from 35 percent in 2019. About 30 percent of consumers also said they plan to buy more frozen food in the future, the highest level of purchase interest recorded in several years.
Meal planning is another area where frozen food is gaining importance. The study found that 77 percent of shoppers buy frozen items with a specific meal or day in mind, up from 71 percent in 2023. This suggests consumers are thinking ahead and using frozen options as part of structured weekly meal plans.
Industry leaders say the shift reflects changing priorities. Adrienne Seiling of the American Frozen Food Institute explained that many households are turning to frozen foods to control grocery spending, cut down on waste, and make home cooking easier during times of economic pressure.
Food waste reduction is a major factor driving this trend. The report shows that 37 percent of consumers intentionally use frozen foods to avoid throwing food away. Longer shelf life and portion flexibility make frozen products attractive for shoppers trying to stretch their grocery budgets.
Convenience continues to matter, but it is not the only reason people choose frozen food. Ease of preparation, price, and taste ranked as the top three decision factors. Health perceptions are also improving. Nearly all respondents, 96 percent, said the frozen aisle offers better-for-you choices, while 71 percent said they actively look for new frozen items they have never tried before.
The research also highlights how shoppers are blending frozen and fresh foods. About 76 percent of consumers said they combine fresh and frozen ingredients in the same meal. This shows households are not choosing one over the other, but instead using both to create balanced and practical meals.
The timing of the report aligns with the latest 2025–2030 Dietary Guidelines for Americans, which encourage higher intake of fruits, vegetables, and nutrient-dense foods. Industry groups noted that frozen fruits and vegetables can help consumers meet these nutrition goals while staying within budget.
The 2026 report was officially unveiled at AFFI-CON, the annual frozen food industry conference held in San Diego this year. The event attracted more than 1,700 professionals from across the frozen food supply chain.
The study was conducted by 210 Analytics, with sales data provided by Circana. The national survey included 1,560 frozen food consumers surveyed in October 2025, all of whom play a major role in grocery shopping decisions.
As Americans continue to balance cost, health, and convenience, frozen food is clearly earning a permanent place in modern meal planning.
