More NJ grocery shoppers now buying frozen foods
By: Daniel Munoz
NorthJersey.com
USA Today Network - New Jersey
..... New Jersey grocery shoppers have been warming up to frozen foods, which were long perceived as lower in quality and nutrition compared with fresh.
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Sales of frozen foods in the U.S. were up 45% in the ear that ended in September 2025, compared with those same 12 months in 2019, said a report jointly issued last week [03/04/2026] by the American Frozen Food institute and the Food Industry Association, two trade groups for the grocery sector.
..... The February 23 [2026] survey polled 1,560 U.S. customers and was carried out by the market research firm 210 analytic and overlaid with data by Circana.
..... It translate to $87 billion in frozen food sales in the 12 months ending in September 2025, versus less than $60 billion over the same time in 2019.
..... Frozen meat and poultry dove those sales, along with frozen fruits and vegetables, Italian, Mexican Mediterranean and Asian frozen meals were also popular, data shows.
..... "Shifts in consumer sentiment toward cleaner labels, ingredient simplicity, and energy efficiency underscore frozen foods' relevance in today's wellness - and sustainability-focused landscape," the report said.
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Frozen foods, especially frozen vegetables have become more popular because they tend to last longer than fresh produce, said Doug Stephens, founder of Retail Prophet, a shopping consultant website.
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"As food costs continue to rise due to tariffs, consumers are looking for any means possible to control costs," he said in an email.
..... Over half of shoppers said they're making "blended meals" the encompass both fresh ingredients and frozen foods, the report said, including casseroles, stews, soups, stir-fries, potpies and smoothies.
..... "As millennials and Gen Z enter family formation years, convenience and affordability become the priority." said Bob Nolan, senior vice president of demand science at Conagra brands, the holding company behind dens of frozen meals, snacks, condiments and shelf-stable meals, which prepared separate report in December 2024 on frozen foods.
..... Frozen foods that can be prepared with an air fryer have grown in popularity, making up $6.1 billion in annual sales, the Conagra report found.
How are different generations buying frozen foods?
..... Congagra Brands looked at how four separate generations shop for frozen meals:
* GenZ (ages 12 to 27): Gets frozen foods from dollar stores and mass merchandisers.
* Millenneials (ages 28 to 43): Gets frozen foods form convenience stores and mass merchandisers.
* Gen X and boomers (ages 44 to 78): Gen X shops more at club stores and Boomers shop more at traditional grocery stores.
* Silent Generation (ages 79 to 99): Gets frozen food from pharmacies and traditional grocery stores.
Why frozen foods?
Think GLP-1 weight loss drugs
..... The surge in the use of GLP-1 weight loss drugs by Americans means the "rise in GLP-1 friendly frozen foods," the Conagra report states.
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"GLP-1 medications are increasingly popular, with users seeking food and beverage options that are low- calorie, high-protein, and a good source of fiber," the Conagra report said. "Frozen foods can help meet these needs conveniently, with categories like single-serve meals, multi-serve meals, and appetizers seeing including spending among GLP-1 users."
..... Users are also trying to "stretch their budgets by dining at home" while still having access to "premium, restaurant-quaility options," which frozen foods are more likely to offer. Conagra said.
..... Adm frozen foods offer global cuisine such as Indian-inspired tikka masala meals and Japanese flavors like teriaki the Conagra report said, while younger generations are seeking out spicy frozen foods to the tune of $2 billion.
..... Daniel Munoz covers business, consumer affairs, labor and the economy for NorthJersey.com and The Record. Email" munozd@northjersey.com, X; @danielmunoz100, Facebook and Instagram.