Food: Consumers Want More Refrigerated Foods

Why it is the topic trending:

• Growing Consumer Connection: Shoppers are increasingly drawn to the refrigerated section for health, quick meal solutions, and everyday family basics. This indicates a shift in consumer perception and needs.

• Openness to New Products: Consumers are willing to try more refrigerated items, especially when motivated by effective promotions, clear communication, and inspiring ideas. This presents a significant opportunity for brands and retailers.

• Association with Quality and Wellness: A large majority of adults link refrigerated products with high-quality ingredients and believe they support health and wellness goals, driving their popularity.

• Untapped Potential for Discovery: While many shoppers stick to their usual purchases, they are receptive to exploring new products with the right encouragement, suggesting an area for growth in this category.

• Focus on Convenience and Inspiration: The study highlights that connecting with shoppers on the aspects of convenience and providing inspiration for using refrigerated foods can unlock significant opportunities for the industry.

Overview:

A recent study by the National Frozen & Refrigerated Foods Association (NFRA) reveals a strong and growing affinity among consumers for the refrigerated food section. This preference is largely driven by the perception of high quality, health benefits, and convenience for quick meals and family staples. While consumers recognize the value of refrigerated foods, a significant portion tends to buy the same items repeatedly, limiting their exposure to new products. The study emphasizes that with strategic in-store prompts such as coupons, sampling, recipe ideas, and clear signage, brands and retailers can effectively encourage discovery and boost engagement within this trusted area of the store.

Detailed Findings:

• High-Quality Perception: 77% of adults associate refrigerated products with high-quality ingredients, indicating a strong positive perception of this food category.

• Health and Wellness Alignment: 70% of consumers believe that refrigerated products support their health or wellness goals, highlighting a key driver for their purchase.

• Limited Exploration: 49% of shoppers report buying the same products on each shopping trip, suggesting a need to incentivize exploration of new items.

• Discount Influence: 50% of shoppers stated that discounts would motivate them to try new refrigerated products, emphasizing the effectiveness of promotional offers.

• Sampling Appeal: 42% of consumers indicated that in-store sampling would encourage them to try new refrigerated items, showcasing the power of direct product experience.

• Recipe Inspiration: 29% of shoppers pointed to recipe or meal inspiration as a motivating factor for trying new refrigerated products, underscoring the importance of providing usage ideas.

• Variety Demand: While confident in the health benefits, consumers are seeking more variety, particularly in global flavors, snackable formats, and kid-friendly options within the refrigerated aisle.

• Specific Category Reinvention: Younger shoppers identified categories like cottage cheese and snack kits as needing reinvention to better meet their needs.

• Evolution Beyond Basics: The refrigerated aisle is rapidly evolving from simple sides and snacks to offering complete meal solutions, indicating a dynamic and expanding category.

Key Success Factors of Product (Trend):

• Health and Wellness Focus: Emphasizing the health benefits and nutritional value of refrigerated products is crucial to resonate with the majority of consumers.

• Convenience and Quick Solutions: Offering products that cater to busy lifestyles and provide quick meal solutions will drive demand.

• Effective Promotions and Incentives: Utilizing discounts, coupons, and in-store sampling can effectively encourage consumers to try new items.

• Clear Messaging and Signage: Ensuring clear communication about product benefits and easy-to-understand signage in-store can facilitate discovery.

• Recipe Inspiration and Usage Ideas: Providing consumers with ideas on how to use refrigerated products in their meals can broaden their appeal and encourage new purchases.

• Innovation in Flavors and Formats: Introducing variety through global flavors, convenient snackable formats, and appealing kid-friendly options is key to meeting evolving consumer demands.

Key Takeaway:

Consumers have a positive perception of refrigerated foods, associating them with quality and health. They are open to exploring new options within this category, especially when motivated by discounts, sampling, and recipe inspiration. Brands and retailers have a significant opportunity to drive discovery and engagement by focusing on convenience, inspiration, and meeting the demand for greater variety.

Main Trend:

The main trend is the growing consumer preference for refrigerated foods, driven by their perceived health benefits, quality, and convenience, coupled with an openness to exploring new products within this category when properly incentivized and inspired.

Description of the Trend:

The trend can be described as the "Refrigerated Food Renaissance: Prioritizing Freshness, Health, and Convenient Discovery." Consumers are increasingly turning to the refrigerated aisle as a trusted source for high-quality, health-supporting, and convenient food options. This trend is fueled by a desire for fresh ingredients and quick meal solutions, with shoppers indicating a willingness to expand their repertoire of refrigerated purchases when presented with appealing promotions, clear information, and creative usage ideas.

What is Consumer Motivation:

• Seeking High-Quality Ingredients: Consumers are motivated by the perception that refrigerated foods contain high-quality ingredients, aligning with a desire for better food choices.

• Prioritizing Health and Wellness: The belief that refrigerated options support their health and wellness goals is a significant driver for consumers.

• Demand for Convenience: Busy lifestyles necessitate quick and easy meal solutions, making the convenience of refrigerated foods highly appealing.

• Desire for Variety: While often sticking to familiar purchases, consumers express a desire for more variety in flavors, formats, and options, particularly in global cuisines and snackable items.

• Openness to Inspiration: Consumers are motivated by recipe ideas and suggestions that show them new and exciting ways to use refrigerated products.

What is Driving Trend:

• Positive Perception of Refrigerated Foods: The established belief that these products are high-quality and healthy creates a strong foundation for growth.

• Increasing Focus on Freshness: Consumers are increasingly valuing fresh and less processed food options, positioning refrigerated foods favorably compared to frozen or shelf-stable alternatives.

• Demand for Convenient Meal Solutions: The ongoing trend of busy lifestyles continues to fuel the need for quick and easy meal options that the refrigerated aisle can provide.

• Retailer and Brand Innovation: The availability of new and innovative refrigerated products, catering to diverse needs and preferences, is driving consumer interest.

• Effective Marketing and Promotion: Strategies that highlight the quality, health benefits, and convenience of refrigerated foods, coupled with incentives to try new items, are proving successful.

What is Motivation Beyond the Trend:

• Taste and Flavor Profiles: Consumers are ultimately driven by the taste and enjoyment of food, and refrigerated products often offer fresh and appealing flavor profiles.

• Familiarity and Trust: The refrigerated section is often perceived as a trustworthy area of the grocery store, influencing consumer choices.

• Specific Dietary Needs: Refrigerated foods often cater to various dietary needs, such as vegetarian, vegan, or gluten-free options, further expanding their appeal.

• Family Appeal: Many refrigerated products are staples for family meals and snacks, driving consistent demand.

Description of Consumers Article is Referring To:

Based on the article and general consumer behavior, these consumers are likely:

• Health-Conscious: They prioritize foods that support their well-being and perceive refrigerated options as healthier.

• Seeking Quality: They associate refrigerated foods with higher quality ingredients compared to other food categories.

• Value Convenience: They are looking for quick and easy meal solutions that fit their busy lifestyles.

• Open to Exploration (with incentives): While they have their go-to products, they are willing to try new items if offered discounts, samples, or inspiring ideas.

• Desire Variety: They are interested in exploring different flavors, formats, and global cuisines within the refrigerated aisle.

• Potentially Routine Shoppers: Many tend to stick to the same purchases, indicating an opportunity for brands to break these habits.

• Targeting All Age Groups: While younger shoppers are specifically mentioned as desiring reinvention in categories like cottage cheese and snack kits, the broader trends of seeking health, quality, and convenience likely appeal to adults across various age demographics.

• What is their gender? The article does not specify a particular gender preference for refrigerated foods, suggesting that the appeal spans both genders. Health, convenience, and quality are factors that influence food choices for a wide range of individuals regardless of gender.

• What is their income? While the article highlights the effectiveness of discounts, suggesting some price sensitivity, the emphasis on health, quality, and convenience implies that these consumers likely represent a broad range of income levels. Consumers across different income brackets may prioritize these factors when making food choices, though their sensitivity to price points may vary.

• What is their lifestyle. Their lifestyle is likely characterized by busyness and a need for efficiency. The demand for quick meal solutions and convenient options strongly suggests that these consumers have limited time for extensive meal preparation, whether due to work, family responsibilities, or other commitments.

The consumers described in the article represent a diverse group of adults who are increasingly prioritizing health, quality, and convenience in their food choices. While they appreciate the efficiency of refrigerated foods, they are also open to exploring new options, especially when incentivized, indicating a willingness to expand their purchasing habits within this growing category.

Conclusion:

The refrigerated food sector is experiencing a surge in consumer interest driven by perceptions of quality, health, and convenience. While a degree of routine shopping exists, consumers are receptive to trying new products with the right encouragement. This presents a significant opportunity for brands and retailers to innovate, promote, and inspire consumers to explore the diverse offerings within the refrigerated aisle, meeting their evolving needs and desires.

Implications for Brands:

• Highlight Health and Quality: Emphasize the nutritional benefits and high-quality ingredients of refrigerated products in marketing and packaging.

• Focus on Convenience and Ease of Use: Develop products that offer quick meal solutions and are easy to prepare for busy consumers.

• Offer Attractive Promotions: Utilize discounts, coupons, and in-store sampling to encourage trial of new products.

• Provide Recipe Inspiration: Include recipe ideas and serving suggestions on packaging or through online resources to showcase product versatility.

• Innovate with Flavors and Formats: Introduce new and exciting flavors, including global cuisines, and explore convenient snackable and kid-friendly formats.

• Improve Product Visibility: Ensure clear and appealing signage in the refrigerated section to attract attention and facilitate product discovery.

Implication for Society:

• Increased Access to Healthier Options: The growing demand for refrigerated foods may encourage the development and availability of more nutritious and less processed food choices.

• Support for Local and Fresh Food Producers: The emphasis on quality and freshness could benefit local farmers and producers who supply ingredients for refrigerated products.

• Potential Reduction in Food Waste: Convenience and recipe inspiration might lead to more efficient use of refrigerated foods, potentially reducing food waste at the consumer level.

Implications for Consumers:

• Wider Variety of Healthy and Convenient Choices: Consumers will have access to a broader range of high-quality, health-supporting, and easy-to-prepare food options.

• Opportunity for Culinary Exploration: Recipe inspiration and the availability of global flavors can encourage consumers to try new dishes and expand their culinary horizons.

• Potential Cost Savings Through Promotions: Discounts and coupons can make trying new and existing refrigerated products more affordable.

Implication for Future:

• Continued Growth and Innovation: The refrigerated food category is expected to continue its growth trajectory, with ongoing innovation in product development and merchandising.

• Emphasis on Sustainability: Future trends may see an increased focus on sustainable packaging and sourcing for refrigerated products, aligning with growing environmental awareness.

• Integration with Technology: Digital platforms may play a larger role in providing recipe inspiration, personalized recommendations, and promotional offers for refrigerated foods.

Consumer Trend:

Demand for Fresh, Healthy, and Convenient Foods: Consumers are increasingly prioritizing fresh, healthy, and convenient food options, with refrigerated foods aligning strongly with these preferences.

Consumer Sub Trend:

Receptiveness to Inspired Discovery: While having established shopping habits, consumers in the refrigerated aisle are open to trying new products when provided with the right inspiration and incentives.

Big Social Trend:

Growing Health and Wellness Consciousness: Across society, there is an increasing focus on health and wellness, driving demand for foods perceived as nutritious and beneficial.

Worldwide Social Trend:

The Global Pursuit of Convenience and Quality in Food: Globally, consumers with busy lifestyles are seeking convenient food solutions that do not compromise on quality or health.

Social Drive:

Desire for Well-being and Efficient Lifestyles: The social drive towards improved well-being, coupled with the need for efficient solutions in busy lives, fuels the demand for refrigerated foods.

Learnings for Brands to Use in 2025:

• Clearly Communicate Health and Quality Attributes: Ensure that product packaging and marketing materials explicitly highlight the health benefits and high-quality ingredients of refrigerated foods.

• Invest in Engaging Promotions and Sampling Programs: Allocate resources for attractive discounts, coupons, and in-store sampling events to drive trial and adoption of new products within the refrigerated section.

• Develop and Share Inspiring Recipe Content: Create and widely disseminate recipe ideas, meal planning tips, and usage suggestions through various channels, including packaging, websites, and social media.

• Focus on Innovation in Key Areas: Prioritize innovation in global flavors, convenient formats (especially snackable and single-serve options), and kid-friendly products within the refrigerated aisle to meet specific consumer demands.

• Enhance In-Store Presence and Signage: Work with retailers to improve the visibility of refrigerated products through clear, informative, and appealing signage that guides consumers and highlights new or featured items.

Strategy Recommendations for Brands to Follow in 2025:

• Introduce New Products Catering to Variety Demand: Develop and launch new refrigerated products that offer unique flavors, global influences, and convenient formats like snack kits and single-serving meals.

• Implement Targeted Promotional Campaigns: Design and execute specific promotional campaigns focused on encouraging consumers to try new items, leveraging discounts, bundles, and in-store demonstrations.

• Create Integrated Content Marketing Strategies: Develop comprehensive content marketing strategies that provide recipe inspiration, nutritional information, and convenient usage ideas for refrigerated products across multiple platforms.

• Strengthen Partnerships with Retailers: Collaborate closely with retailers to optimize product placement, improve in-store signage, and execute effective joint promotional activities within the refrigerated section.

• Gather Consumer Feedback and Iterate: Actively solicit feedback from consumers on their preferences and needs in the refrigerated category to inform future product development and marketing efforts.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it.

In 2025, the core trend of Prioritized Freshness, Health, and Convenience in Refrigerated Foods signifies a significant opportunity for brands and retailers to capitalize on growing consumer demand by innovating with variety, implementing strategic promotions, and providing inspiring content that encourages discovery and loyalty in this increasingly vital grocery section.

Final Note:

• Core Trend: Prioritized Freshness, Health, and Convenience in Refrigerated Foods: Consumers are increasingly seeking out refrigerated options as their primary choice for foods that align with their desires for freshness, nutritional value, and ease of preparation.

• Core Strategy: Inspired and Incentivized Discovery: Brands and retailers must focus on inspiring consumers with creative usage ideas and incentivizing them to explore the wide array of products available in the refrigerated aisle to break through routine shopping habits.

• Core Industry Trend: Refrigerated Aisle as a Dynamic Hub for Meal Solutions: The refrigerated section is evolving into a central destination for not just ingredients but also complete and convenient meal solutions, reflecting changing consumer needs.

• Core Consumer Motivation: Well-being and Simplified Meal Preparation: Consumers are primarily motivated by the desire to maintain their well-being through healthy food choices and to simplify their meal preparation processes in their busy lives.

Final Conclusion:

The study clearly indicates a bright future for the refrigerated food industry as consumers increasingly prioritize freshness, health, and convenience. To fully leverage this trend in 2025, brands and retailers must move beyond simply stocking shelves and actively engage with consumers through compelling promotions, inspiring content, and a continuous focus on innovation that meets the evolving demands for variety and convenience within this dynamic and trusted section of the grocery store.

Core Trend Detailed:

The core trend of Prioritized Freshness, Health, and Convenience in Refrigerated Foods reflects a fundamental shift in consumer food preferences. No longer solely driven by price or shelf stability, consumers are actively seeking out options that offer the nutritional benefits of fresh ingredients alongside the convenience required for today's fast-paced lifestyles. Refrigerated foods are increasingly perceived as the sweet spot where these desires intersect, offering a wide range of products, from fresh produce and dairy to prepared meals and snacks, that cater to health-conscious individuals and busy families alike. This trend signifies a growing consumer investment in their well-being and a demand for food solutions that seamlessly integrate into their daily routines without compromising on quality or nutritional value.

Key Characteristics of the Core Trend:

• Elevated Importance of Freshness: Consumers are placing a premium on freshness, viewing refrigerated foods as inherently fresher and less processed than shelf-stable or frozen alternatives.

• Strong Link to Health and Wellness: The perception that refrigerated products are healthier and contribute positively to overall well-being is a key driver for their increasing popularity.

• Demand for Effortless Meal Solutions: The need for convenient, ready-to-eat, or easily prepared meal options is a significant factor propelling the refrigerated food trend.

• Growing Interest in Diverse and Innovative Products: Consumers are seeking more variety in terms of flavors, culinary influences, and formats within the refrigerated aisle.

• Willingness to Pay a Premium for Quality and Convenience: Consumers are often willing to spend slightly more for refrigerated foods that meet their demands for freshness, health, and convenience.

Market and Cultural Signals Supporting the Trend:

• Increased Consumer Awareness of Nutrition: Growing public awareness about the importance of nutrition and healthy eating habits fuels the demand for fresh and minimally processed foods.

• Busy Lifestyles and Time Scarcity: The prevalence of busy schedules and time constraints makes convenient food options, readily available in the refrigerated section, highly appealing.

• Expansion of Refrigerated Product Offerings: Food manufacturers and retailers are responding to consumer demand by introducing a wider variety of innovative refrigerated products, including ready-to-eat meals, gourmet dips, and globally-inspired cuisines.

• Influence of Health and Wellness Trends: Popular dietary trends and wellness movements often emphasize the consumption of fresh, whole foods, further boosting the appeal of refrigerated options.

• Retail Investment in Refrigerated Sections: Grocery stores are increasingly allocating more space and resources to their refrigerated sections, recognizing their growing importance to consumers.

How the Trend Is Changing Consumer Behavior:

• More Frequent Visits to the Refrigerated Aisle: Consumers are likely spending more time in the refrigerated section, exploring the expanding array of options available.

• Increased Purchase of Prepared and Semi-Prepared Meals: The demand for convenient meal solutions is leading to higher sales of ready-to-eat meals, meal kits, and pre-cut ingredients found in the refrigerated section.

• Experimentation with New Flavors and Cuisines: Consumers are becoming more adventurous in their food choices, leading to an increased interest in trying new and diverse refrigerated products.

• Greater Reliance on Refrigerated Foods for Snacking: The availability of healthy and convenient snack options in the refrigerated aisle is influencing snacking habits.

• Potential Shift Away from Shelf-Stable and Frozen Options for Certain Meals: For some consumers, refrigerated options are becoming the preferred choice over traditional shelf-stable or frozen foods for certain meal occasions.

Implications Across the Ecosystem:

• For Brands and CPGs: Focus on innovation in fresh and convenient product development, emphasize health benefits in marketing, and ensure efficient supply chains to maintain freshness.

• For Retailers: Invest in expanding and optimizing refrigerated sections, improve product merchandising and signage, and partner with brands to offer attractive promotions and sampling opportunities.

• For Consumers: Greater access to a wider variety of fresh, healthy, and convenient food options, potentially simplifying meal preparation and supporting their wellness goals.

Strategic Forecast:

• Continued Dominance of Fresh and Convenient: The demand for fresh, healthy, and convenient refrigerated foods is projected to continue its upward trajectory in the coming years.

• Growth in Plant-Based Refrigerated Options: The rising popularity of plant-based diets will likely lead to a significant increase in the availability and variety of plant-based refrigerated products.

• Integration of Technology for Enhanced Freshness and Tracking: Future innovations may include technologies that help track the freshness of refrigerated foods and provide consumers with real-time information.

• Personalized Refrigerated Food Recommendations: Digital platforms and grocery apps may increasingly offer personalized recommendations for refrigerated products based on individual dietary needs and preferences.

Areas of Innovation:

• Advanced Preservation Technologies: Developing innovative packaging and preservation techniques that extend the shelf life of refrigerated foods while maintaining their freshness and nutritional value.

• Subscription Services for Fresh Refrigerated Meals: Creating subscription-based services that deliver fresh, pre-portioned refrigerated meals and meal kits directly to consumers' homes.

• Smart Refrigerators and Inventory Management: Integrating technology into refrigerators to help consumers manage their inventory of refrigerated foods, track expiration dates, and even automatically reorder items.

• Globally Inspired Ready-to-Eat Refrigerated Meals: Expanding the range of ready-to-eat refrigerated meals that feature authentic flavors and cuisines from around the world.

• Personalized Nutrition Refrigerated Products: Developing refrigerated food products tailored to individual dietary needs and health goals, potentially leveraging data from wearable devices and health profiles.

Final Thought (summary):

The growing consumer appetite for refrigerated foods reflects a broader societal shift towards prioritizing health, wellness, and convenience in food choices. Brands and retailers that understand and cater to these evolving needs by offering innovative, high-quality products, coupled with effective communication and inspiration, are poised to thrive in this dynamic and increasingly important segment of the food industry.

Source: https://progressivegrocer.com/consumers-want-more-refrigerated-foods-study