Frozen meets fresh in this grocery shopping trend

Frozen and fresh foods may be at opposite ends of the spectrum, but shopping patterns reveal that they are frequently purchased together. This suggests a preference for balanced meal planning that combines the ease of frozen items with the flavors of fresh ingredients.     It also suggests that consumers are being resourceful and strategic in their grocery shopping, aiming to efficiently create versatile and nutritious meals. This could be an opportunity for brands to innovate and market products that cater to this hybrid approach, emphasizing the complementary nature of frozen and fresh foods. 

Fast and convenient meals at home

Our research shows that while a majority (74%) of meals are prepared at home, increasingly, consumers are reporting a lack of time to cook. For those short on time, frozen dishes are a practical backup plan; they can be stored until needed and then quickly and easily prepared.  

In fact, shoppers would like to see even more frozen options. Frozen food is the top category where shoppers are seeking new items or innovation, according to the October Consumer Digest.     One way to expand frozen options is by adding fresh food. 84.51° Stratum, our insights solution that is powered by transaction data from 62 million households, shows that households often buy frozen foods along with their fresh counterparts. For example, 18% of households only buy fresh chicken, 11% only buy frozen vegetables and 70% buy both products (see chart below).   

Source: 84.51° Stratum, Latest 52 weeks ending 12-07-24, All Households,  Percentages may not total 100 due to rounding  

We observe a similar pattern with fresh produce and frozen vegetables: 75% of households buy both fresh produce and frozen vegetables, as compared to 25% that only buy fresh produce and less than 1% that only buy frozen vegetables.

Frozen + fresh = a perfect combination

By combining these two categories, shoppers can create balanced, versatile meals that cater to their busy lifestyles without compromising on quality or variety. Fresh foods provide immediate use with vibrant flavors, while frozen items offer long-term storage and quick meal solutions. This combination ensures they have ingredients on hand for both spontaneous and planned cooking. Additionally, home cooks may be adding fresh foods such as produce to frozen foods to enhance their meals, creating dishes that are both nutritious and convenient. By integrating fresh and frozen options, households can efficiently manage their time and resources, creating wholesome meals that provide the best of both worlds.  

For brands, this presents an opportunity to develop recipes and bundling strategies that cater to these households. With personalized coupons, samples and display ads, brands could also encourage shoppers to try adding new types of fresh and/or frozen items to their carts.     Time-pressed consumers are increasingly seeking meal options that are both nutritious and convenient. The pattern of purchasing both frozen and fresh items indicates a strategic approach to grocery shopping, aimed at addressing both immediate and future meal needs. Brands have the opportunity to assist by expanding consumers' understanding of what makes a meal convenient and nutritious, thereby enhancing their meal planning and preparation experiences.    Check out our ebook, “The future of food at home: Trends, insights and opportunities,” for more ways to connect with home cooks.