Key trends affecting the US frozen food market in 2025

Conagra Brands’ second edition of the Future of Frozen Food report exploring trends through a generational lens has identified a growing appetite for bold flavours and a shift towards elevated at-home dining in the $91.3 billion frozen food industry.

Conagra Brands’ second annual Future of Frozen Food 2025 report has a particular focus on younger consumers in the Millennial and Gen Z ranges.

Utilising data from Circana, social media insights from Tastewise, and search analytics from Similarweb, Conagra’s Demand Science team has pinpointed five critical trends that are poised to redefine the frozen food landscape.

“An increasingly diverse array of frozen foods are available, reflective of the overall shifts in what US consumers are eating,” says Bob Nolan, senior vice president of demand science at Conagra Brands. “New insights point to evolving generational habits and preferences. As Millennials and Gen Z enter family formation years, convenience and affordability become the priority, driving a 54 per cent increase in spending on frozen foods during this period.”

Key trends:

1. Health and wellness revolution: consumers are prioritising health, leading to a surge in frozen products that cater to dietary needs, including gut health and portion control. Over the last three years, frozen foods featuring probiotics and gut-friendly ingredients have increased by 33 per cent. New products aimed at the over 15 million Americans using GLP-1 medications are further redefining product offerings in this space.
2. Premium at-home dining: consumers are demanding quality. With 25.6 billion additional in-home eating occasions recorded since the pre-pandemic era, there’s a clear preference for premium, restaurant-quality frozen meals.
3. Global flavour profiles: the frozen aisle is becoming a canvas for exciting global cuisine. Frozen items inspired by Indian and Japanese dishes are gaining traction, with global street food sales exceeding $543m. Younger consumers are leading this trend, indicating a 24 per cent higher likelihood of purchasing these internationally inspired frozen offerings.
4. Convenience of bites and minis: demand for bite-sized and mini frozen products is booming, with sales reaching $2.4bn and a 31 per cent increase in year-over-year consumption. These items have evolved into meal solutions, with 84 per cent now consumed as complete meals rather than merely appetisers, appealing particularly to families and younger consumers.
5. The rise of spice: the popularity of spicy frozen foods is heating up, leading to over $2bn in sales. Gen Z consumers, in particular, are 48 per cent more likely to purchase spicy offerings. This trend encompasses emerging spice profiles like gochujang, showcasing the influence of global culinary trends on consumer preferences.

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