Food: From aisle to algorithm: Why Gen Z’s frozen food discovery starts on TikTok, not in the freezer aisle

Why it is the topic trending:

• Shifting Food Discovery Habits: Gen Z's primary method for discovering frozen foods is evolving from traditional in-store exploration to online platforms, particularly TikTok.

• Generational Divide in Media Consumption: There is a significant difference in how Gen Z and older generations, like Boomers, consume food-related content, with Gen Z heavily relying on TikTok.

• Social Media's Influence on Purchases: Social media platforms, especially TikTok, are strong influencers on Gen Z's frozen food purchasing decisions, highlighting a change in the consumer journey.

• Need for Brands to Adapt: Frozen food brands must adjust their marketing strategies to meet Gen Z consumers where they are – online – to remain relevant and capture their attention.

Overview: The way consumers, especially Gen Z, discover, consider, and purchase frozen foods is undergoing a transformation. While in-store promotions still hold sway across all age groups for initial trial, Gen Z is increasingly turning to online platforms, with TikTok emerging as a powerful tool for food discovery. This generational shift necessitates that frozen food brands adapt their marketing approaches to effectively reach and engage this digitally native demographic.

Detailed Findings:

• TikTok as a Key Discovery Platform: 50% of Gen Z utilize TikTok for food-related content, a stark contrast to the 5% of Boomers who do so, indicating a fundamental shift in how young consumers interact with food.

• Social Media's Purchase Influence on Gen Z: Half of Gen Z respondents stated that social media influences their frozen food purchases, compared to only 16% of Boomers, underscoring the significant impact of online platforms on this generation's buying decisions.

• Effective Content Formats on Social Media: Gen Z resonates with formats like grocery hauls, mini-meal hacks, food challenges, and influencer reviews, which help to modernize the perception of frozen foods.

• Importance of Balancing Health and Engagement: Successful content creation for frozen food brands on platforms like TikTok involves strategically blending health messaging with visually engaging and snackable content, such as snack prep and grocery hauls.

• Preference for Frequent, Small Indulgences: A majority of consumers (64%) prefer small, frequent indulgences, which aligns well with the snack-sized content formats that thrive on platforms like TikTok.

• In-Store Promotions Still Drive Trial: Despite the online discovery trend, 52% of consumers across all age groups cite in-store promotions as the primary reason for trying a new frozen product, highlighting the importance of bridging online engagement with offline opportunities.

• Authenticity Over Aspirational Influencers: Influencer partnerships are most effective with Gen Z when they emphasize affordability, health, and taste, with authenticity being crucial for building trust. Real-life meal prep and snack content from influencers resonate more than overt promotional pitches.

• User-Generated Content Reinforces Convenience and Affordability: Highlighting user-generated content can effectively communicate the convenience and budget-friendly nature of frozen foods, key factors for the 68% of consumers who rely on frozen for quick meals.

• Platform-Specific Content Strategy is Necessary: Different generations have varying platform preferences, with Gen Z heavily using Instagram (35% vs. 5% of Boomers) and YouTube having a broader reach across demographics, making it suitable for longer-form content like meal prep series.

• Key Themes for Engaging Young Consumers: Emerging brands should concentrate on affordability, engagement, and convenience to attract younger, digitally native consumers.

Key success factors of product (trend):

• Alignment with Gen Z's Media Consumption Habits: Brands must prioritize platforms like TikTok and Instagram where Gen Z actively seeks food-related content.

• Creation of Engaging and Snackable Content: Short, visually appealing videos that entertain, educate, and offer value resonate best with Gen Z on platforms like TikTok.

• Emphasis on Convenience and Affordability: Content should highlight how frozen foods can be a quick, easy, and budget-friendly meal solution, aligning with Gen Z's values.

• Authentic Influencer Partnerships: Collaborating with influencers who genuinely use and enjoy frozen foods in their real lives builds trust and credibility with Gen Z.

• Bridging the Online and Offline Experience: Brands should integrate their online marketing efforts with in-store promotions to create a seamless consumer journey from discovery to purchase.

Key Takeaway: Gen Z's journey to discovering frozen foods increasingly begins online, particularly on TikTok, necessitating a significant shift in marketing strategies for frozen food brands to connect with this influential demographic by creating authentic, engaging content that highlights convenience and affordability and bridges the gap between online discovery and in-store action.

Main Trend: The Digital Migration of Frozen Food Discovery for Gen Z.

Description: From Scroll to Sprout: Gen Z's Frozen Food Awakening on TikTok describes the significant shift in how Gen Z discovers and considers frozen food options. Moving away from traditional in-store Browse, this generation heavily relies on social media platforms like TikTok for inspiration, recommendations, and information about frozen food products. This trend highlights the increasing power of digital platforms in shaping the purchasing decisions of younger consumers in the food industry.

What is consumer motivation:

• Seeking Entertainment and Information on Preferred Platforms: Gen Z naturally gravitates towards platforms like TikTok for both entertainment and information, making it a convenient and familiar space to discover new products, including food.

• Desire for Quick and Easy Meal Solutions: As a generation often characterized by busy lifestyles, Gen Z is motivated by the convenience and speed that frozen foods offer for meal preparation.

• Value for Affordability and Budget-Consciousness: The emphasis on affordability in influencer partnerships and the highlighting of frozen foods as budget-friendly solutions suggest that cost-effectiveness is a significant motivator for Gen Z consumers.

• Trust in Authentic Recommendations: Gen Z places a high value on authenticity, particularly from influencers and peers on social media, making genuine recommendations and user-generated content powerful drivers of their choices.

• Looking for Practical Hacks and Ideas: Formats like grocery hauls and mini-meal hacks provide practical inspiration and solutions for incorporating frozen foods into their daily routines, which is highly valued by this demographic.

What is driving trend:

• Dominance of Social Media in Gen Z's Lives: Social media platforms, particularly TikTok, have become integral to Gen Z's daily lives for communication, entertainment, and information consumption.

• Evolution of Food Content on TikTok: TikTok has evolved into a hub for diverse food-related content, including recipes, reviews, challenges, and shopping hauls, making it a natural place for food discovery.

• Perceived Authenticity of Social Media Content: Compared to traditional advertising, content from influencers and everyday users on social media is often perceived as more genuine and trustworthy by Gen Z.

• Convenience of Online Discovery: Discovering new products online is quick, accessible, and can be done anytime, anywhere, aligning with Gen Z's on-the-go lifestyle.

• Changing Perceptions of Frozen Foods: Social media content helps to shed the potentially outdated image of frozen foods by showcasing their versatility, health benefits, and deliciousness through engaging and creative formats.

What is motivation beyond the trend:

• Building Online Communities and Connections: Engaging with food content on platforms like TikTok can be a way for Gen Z to connect with like-minded individuals who share similar interests in cooking, eating, and food trends.

• Seeking Inspiration and Creative Ideas: Social media serves as a source of inspiration for new recipes, cooking techniques, and ways to utilize frozen food ingredients creatively.

• Staying Updated on the Latest Food Trends: Gen Z uses social media to stay informed about the newest food trends, products, and hacks, and frozen foods are now part of this digital conversation.

• Making Informed Purchasing Decisions: Social media provides access to reviews and demonstrations of frozen food products, helping Gen Z make more informed choices before heading to the store.

• Expressing Personal Identity Through Food: Sharing food-related content and preferences online can be a form of self-expression and a way for Gen Z to showcase their culinary tastes and lifestyles.

Description of consumers article is referring to:

• Who are the consumers article refers to from article: The article specifically refers to Gen Z consumers.

• Who are them: They are the generation born roughly between the mid-1990s and the early 2010s, characterized as digitally native, having grown up with the internet and social media.

• What kind of products they like: They appreciate products that are convenient, affordable, and align with current trends. They are interested in food that is easily incorporated into their busy lives and offers good value for money. They are also receptive to products that have a strong online presence and are recommended by trusted sources, particularly on social media.

• What is their age?: Based on the timeframe mentioned, in 2025, Gen Z consumers are approximately between the ages of 15 and 30.

• What is their gender?: The article does not specify a particular gender, implying the trend applies broadly across genders within the Gen Z demographic.

• What is their income?: While not explicitly stated, the emphasis on affordability suggests that this segment includes individuals across various income levels, likely including students and young professionals who are budget-conscious.

• What is their lifestyle: They tend to lead digitally connected lives, spending a significant amount of time on their phones and social media platforms. They often have fast-paced lifestyles and value convenience in all aspects of their lives, including food.

• What are their category article is referring shopping preferences: For frozen foods, their shopping preferences are influenced by online discovery and recommendations. They are likely to be receptive to promotions and discounts, especially those highlighted on social media.

• are they low, occasional or frequent category shoppers: The article's focus on the need for brands to engage them suggests they are a significant consumer group for frozen foods, likely ranging from occasional to frequent shoppers depending on their individual circumstances and dietary habits.

• What are their general shopping preferences-how they shop products, shopping motivations): They often research products online before purchasing, value authenticity and transparency, and are influenced by social media trends and influencer recommendations. They seek convenience, affordability, and products that align with their values and lifestyle. Their shopping motivations include staying current, finding efficient solutions, and discovering unique and interesting items.

Conclusions: The data clearly indicates a significant shift in how Gen Z discovers frozen foods, with TikTok and other social media platforms taking precedence over traditional in-store exploration. For frozen food brands to effectively reach and engage this crucial demographic, a strong digital presence with authentic and engaging content that highlights convenience, affordability, and taste is paramount. Bridging the online and offline experience through integrated marketing strategies will be key to driving trial and building brand loyalty among Gen Z consumers.

Implications for brands:

• Prioritize TikTok and Visually Driven Content: Brands must invest in creating engaging, short-form video content tailored for TikTok, showcasing the convenience, affordability, and taste of their frozen food products.

• Develop Platform-Specific Content Strategies: Recognize the differences in how Gen Z uses various platforms (e.g., snackable content for TikTok, longer-form content for YouTube) and tailor content accordingly.

• Partner with Authentic and Relevant Influencers: Collaborate with influencers who genuinely align with the brand's values and whose content resonates with Gen Z, emphasizing real-life usage of frozen foods.

• Encourage and Leverage User-Generated Content: Actively seek out and share content created by Gen Z consumers to build trust and showcase the versatility and appeal of frozen foods.

• Integrate Online Marketing with In-Store Promotions: Create a seamless path from online discovery to in-store purchase by aligning social media content with in-store offers and highlighting them in engaging formats.

• Focus on Affordability and Convenience Messaging: Emphasize the value proposition of frozen foods as a budget-friendly and time-saving meal solution in all marketing communications targeting Gen Z.

• Maintain a Balance Between Health and Indulgence: Acknowledge the importance of health to consumers while also highlighting the craveable and indulgent aspects of frozen foods in snackable content formats.

Implication for society:

• Increased Influence of Social Media on Consumer Behavior: The trend further solidifies the significant role of social media in shaping consumer preferences and driving purchasing decisions, particularly among younger generations.

• Evolution of Marketing and Advertising: Brands across industries will likely continue to shift their marketing efforts towards digital platforms and influencer collaborations to reach younger demographics effectively.

• Changing Perceptions of Convenience Foods: The positive portrayal of frozen foods on social media can help to reshape societal perceptions of these products, moving away from potential negative connotations.

• Democratization of Food Discovery: Social media allows for a wider range of voices and perspectives to influence food choices, potentially democratizing food trends and recommendations beyond traditional media.

Implications for consumers:

• Greater Access to Diverse Food Ideas and Inspiration: Gen Z consumers have access to a vast amount of creative content and ideas for using frozen foods, potentially leading to more variety in their meals.

• More Informed Purchasing Decisions: Social media provides a platform for consumers to see real-life demonstrations and reviews of frozen food products before buying them.

• Potential for Misinformation and Trend-Driven Choices: Consumers should remain critical of the information they encounter on social media and make informed choices based on their own needs and dietary considerations.

• Increased Exposure to Targeted Advertising: As brands adapt to this trend, Gen Z consumers may experience an increase in targeted advertising for frozen foods on their social media feeds.

Implication for Future:

• Continued Dominance of Digital Platforms in Food Discovery: The trend suggests that online platforms will only become more influential in how future generations discover and make decisions about their food purchases.

• Rise of New Content Formats and Platforms: The way Gen Z interacts with online content is constantly evolving, so brands will need to stay agile and adapt to emerging platforms and formats.

• Importance of Data and Personalization in Marketing: Understanding Gen Z's online behavior and preferences will be crucial for brands to deliver personalized and relevant marketing messages.

• Blurring Lines Between Online and Offline Retail: Brands will need to continue to find innovative ways to seamlessly integrate online engagement with the in-store shopping experience.

Consumer Trend: From Scroll to Sprout: Gen Z's Frozen Food Awakening on TikTok: Gen Z consumers are increasingly discovering and considering frozen food options primarily through social media platforms, particularly TikTok, shifting away from traditional in-store exploration.

Consumer Sub Trend: Snackable Social Foodspiration: Gen Z prefers short, visually engaging food-related content, such as mini-meal hacks and grocery hauls on platforms like TikTok, for discovering new food products and ideas.

Big Social Trend: The Rise of Visual and Authentic Influence: Younger generations heavily rely on visual content and authentic recommendations from influencers and peers on social media when making purchasing decisions, including for food products.

Worldwide Social Trend: Digital-First Discovery for Younger Demographics: Across various product categories globally, younger consumers are increasingly turning to digital platforms as their primary source of information and inspiration for purchases.

Social Drive: Seeking Convenient and Budget-Friendly Solutions Online: Gen Z is driven by the need for quick, easy, and affordable solutions, and they leverage online platforms to find and validate products that meet these criteria, including frozen foods.

Learnings for brands to use in 2025:

• Master Short-Form Video Content Creation: Develop expertise in creating concise, visually appealing, and engaging video content optimized for platforms like TikTok, focusing on the key messages of convenience, affordability, and taste for frozen foods.

• Cultivate Authentic Influencer Partnerships: Identify and collaborate with Gen Z-focused influencers who genuinely resonate with the brand and whose content style aligns with the platform's norms, ensuring authentic representation of the frozen food products in real-life scenarios.

• Embrace User-Generated Content as a Trust Signal: Actively encourage consumers to share their experiences with the brand's frozen food products on social media and amplify this content to build trust and showcase product versatility and appeal.

• Develop Creative and Engaging In-Store Integrations: Design in-store promotions and displays that directly reference and complement the brand's viral social media content, creating a cohesive and engaging brand experience that bridges the online and offline worlds.

• Continuously Monitor and Adapt to Platform Trends: Stay informed about the latest trends and features on platforms like TikTok and Instagram, adapting content strategies accordingly to maintain relevance and maximize engagement with Gen Z audiences.

Strategy Recommendations for brands to follow in 2025:

• Allocate Significant Marketing Budget to Digital Platforms: Shift a larger portion of the marketing budget towards digital channels, particularly social media platforms frequented by Gen Z, recognizing their increasing influence on purchase decisions.

• Invest in Training and Resources for Short-Form Video Production: Equip marketing teams with the necessary skills and tools to efficiently create high-quality, engaging short-form video content that aligns with the fast-paced nature of platforms like TikTok.

• Establish Clear Metrics for Measuring Social Media ROI: Define key performance indicators (KPIs) beyond just likes and views to assess the effectiveness of social media campaigns in driving actual product trial and sales among Gen Z consumers.

• Build Strong Relationships with Gen Z Influencer Communities: Proactively engage with relevant influencer communities, fostering long-term partnerships based on mutual value and authentic representation rather than solely transactional collaborations.

• Implement Feedback Loops to Understand Gen Z Preferences: Actively solicit feedback from Gen Z consumers through social media interactions and surveys to continuously refine product offerings and marketing strategies to better meet their evolving needs and preferences.

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.

The central theme is the TikTok-Driven Transformation of Gen Z's Frozen Food Discovery, and to capitalize on this in 2025, frozen food brands must prioritize creating authentic, engaging, and visually appealing short-form video content for platforms like TikTok, collaborating with relevant influencers, and integrating online engagement with in-store promotions to effectively connect with and convert this digitally native generation.

Final Note:

• Core Trend: Digital-First Frozen Food Discovery for Gen Z: Gen Z consumers primarily discover frozen food products through online platforms, especially TikTok.

• Core Strategy: Authentic, Engaging Short-Form Video Marketing: Brands should focus on creating genuine and captivating short videos tailored for platforms like TikTok to reach and influence Gen Z.

• Core Industry Trend: Social Media as the New Aisle for Young Consumers: The frozen food industry needs to recognize social media platforms as critical spaces for product discovery and adjust their marketing strategies accordingly.

• Core Consumer Motivation: Seeking Convenient, Affordable, and Trend-Driven Meal Solutions Online: Gen Z is motivated by finding easy and budget-friendly meal options and relies on online platforms to discover and validate these choices. Final Conclusion

Core Trend Detailed: The core trend centers on the fundamental shift in how Gen Z consumers are introduced to and learn about frozen food products. Unlike previous generations that primarily relied on in-store Browse and traditional advertising, Gen Z's journey to discovering frozen foods now largely begins online. This trend is characterized by a strong reliance on visual content, peer recommendations, and authentic influencer endorsements found predominantly on social media platforms, with TikTok leading the way. This digital-first approach signifies a significant change in the consumer decision-making process for this demographic within the frozen food category.

Key Characteristics of the Core trend:

• Dominance of Visual Platforms: Platforms like TikTok and Instagram are the primary sources for food discovery among Gen Z.

• Emphasis on Short-Form Video Content: Concise, engaging video clips are the most effective way to capture Gen Z's attention and convey product information.

• Importance of Authenticity: Gen Z values genuine recommendations from influencers and everyday users over traditional, polished advertising.

• Integration of Entertainment and Information: Food content that is both entertaining and informative resonates strongly with this generation.

• Seamless Online to Offline Transition: Brands need to effectively bridge the gap between online discovery and in-store purchase to capitalize on this trend.

Market and Cultural Signals Supporting the Trend:

• High TikTok Usage Among Gen Z: The significant percentage of Gen Z users on TikTok and their engagement with food-related content is a strong indicator.

• Success of Food Influencers on Social Media: The popularity and influence of food creators on platforms like TikTok demonstrate the power of this medium for food discovery.

• Decline of Traditional Media Consumption Among Younger Generations: Gen Z increasingly spends less time with traditional media like television and print, making digital platforms more crucial for reaching them.

• Growing Acceptance and Innovation in Frozen Food Category: The increasing variety and quality of frozen food options make them more appealing to a wider range of consumers.

• Demand for Convenience and Affordability: The lifestyle and economic realities of many Gen Z consumers make convenient and affordable food options like frozen foods particularly attractive.

How the Trend Is Changing Consumer Behavior:

• First Point of Contact is Often Online: Gen Z consumers are more likely to encounter and learn about new frozen food products through their social media feeds before seeing them in a physical store.

• Heavily Influenced by Online Reviews and Recommendations: Opinions shared by influencers and other users online carry significant weight in their purchasing decisions.

• Seek Practical and Relatable Content: They are drawn to content that provides practical tips, easy recipes, and showcases how frozen foods fit into everyday life.

• Expect a Seamless Brand Experience Across Platforms: They expect brands to have a consistent and engaging presence on the platforms they use most frequently.

• More Willing to Try New Products Based on Social Media Buzz: Viral trends and positive social media exposure can quickly drive trial and adoption of new frozen food products among Gen Z.

Implications Across the Ecosystem:

• For Brands and CPGs: Re-evaluate marketing budgets to prioritize digital and influencer marketing. Develop agile content creation processes for short-form video. Focus on authentic storytelling and user-generated content.

• For Retailers: Consider how to align in-store promotions with online trends and create visually engaging displays that resonate with social media aesthetics. Leverage their own social media presence to connect with Gen Z.

• For Consumers: Have access to a wider range of food ideas and recommendations through social media. May be more susceptible to trend-driven purchases and the influence of online personalities. Need to develop digital literacy to discern authentic content from advertising.

Strategic Forecast:

• The trend of digital-first discovery for frozen foods among Gen Z will intensify in 2025 and beyond.

• TikTok will likely remain a dominant platform, but brands should also monitor emerging platforms and adapt their strategies accordingly.

• Personalization and targeted content delivery will become even more crucial for effective engagement.

• The integration of augmented reality (AR) and other interactive technologies into social media food content may further enhance discovery and engagement.

• Brands that can build genuine online communities around their products will have a significant competitive advantage.

Final Thought (summary):

Gen Z's preference for discovering frozen foods online, primarily via TikTok, marks a definitive shift that necessitates frozen food brands to adopt a digital-first marketing approach centered around creating authentic, engaging, and visually compelling short-form video content that aligns with the values and consumption habits of this digitally native generation.

Source: https://www.foodnavigator-usa.com/Article/2025/05/28/gen-z-consumers-rely-on-tiktok-for-frozen-food-discoveyr/