Category
Lifestyle
Assisted Choices
Trend cluster
Category
Frozen
Redefined
Frozen foods evolve to compete with typically fresh, made-to-order meals.
5.0
Trend score
Trend
What is the Frozen Redefined trend?
Frozen Redefined: Battling concerns and misconceptions over frozen food, brands are revitalizing how frozen food products are perceived. Moving into the health and wellness space, frozen food brands are creating product lines and activations that speak to the fresh and all-natural aspect of their ingredients.
Insight
The consumer insight behind the Frozen Redefined trend
Convenience is a key factor in consumer culture, especially when it comes to food. Traditionally, convenience in the food industry hasn't aligned with the lifestyles of consumers who prioritize their health. These demographics still seek convenience, but they're increasingly demanding that food brands prioritize their nutritional needs too.
Trend themes
Themes within the Frozen Redefined trend
Three behaviours holding the trend together01
Revitalizing Frozen Food Perception
Frozen food brands are creating product lines and activations that speak to the fresh and all-natural aspect of their ingredients.
02
Convenience with Nutritional Needs
Consumers who prioritize their health still seek convenience, but they increasingly demand that food brands prioritize their nutritional needs too.
03
Vegan Convenience Products
Brands are releasing frozen vegan products that make it as easy as possible for consumers to incorporate vegan fare into their diet.
Industry implications
What the Frozen Redefined trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Revitalizing frozen food and fulfilling consumer demand for convenience and nutrition presents disruptive innovation opportunities in the food and beverage industry.
For
Retail
The launch of vegan convenience products in grocery stores presents disruptive innovation opportunities in the retail industry.
For
Technology
Advancements in technology that enable even cooking and steam retention are driving innovation in the frozen food industry.
Workshop question
How can you revitalize your products and services to align with emerging health and wellness needs?
Trend signals
Trend signals for Frozen Redefined
Trend score 5.0 out of 10, from popularity 77%, activity 64%, freshness 11%.
Popularity77%
Activity64%
Freshness11%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Frozen Redefined trend
4 featured examples from Jun 15, 2020 to Dec 7, 2021CategoryLifestyle
Frozen Bowl-Themed Meals
Nestle New Lean Cuisine Bowls Lineup Includes 18 Entrees
This industry can use the trend to create diverse bowls menu and compete in the market more effectively
CategoryLifestyle
Truffle-Filled Gnocchi Pastas
Trader Joe’s Truffle Cream Filled Gnocchi is a Rich and Tasty Dish
The frozen food industry can capitalize on the growing demand for gourmet, convenient meal options like Trader Joe's Truffle Cream Filled Gnocchi.
CategoryLifestyle
Steaming Seafood Meals
Aqua Star's Microsteam Seafood Meals Cook from Frozen in Six Minutes
There is an opportunity for companies within the frozen food industry to explore the development of healthy and complete seafood meals that can be prepared in a matter of minutes.
CategoryMarketing
Easy-to-Prepare Frozen Vegan Meals
These Goodlife Frozen Vegan Products are Arriving in the UK
Innovative vegan meal products and flavor profiles can be introduced to the frozen food industry as a whole, serving the growing demand for quick and easy plant-based meal options.
