# Frozen Redefined Frozen foods evolve to compete with typically fresh, made-to-order meals. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published May 9, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/frozen-redefined ## Key Figures - Trend score: 5.0/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 15, 2020 to Dec 7, 2021 - Published: May 9, 2019 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Frozen Redefined trend ### 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. ### Convenience with Nutritional Needs Consumers who prioritize their health still seek convenience, but they increasingly demand that food brands prioritize their nutritional needs too. ### 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. ## What the Frozen Redefined trend means for industry ### For 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 for Frozen Redefined Trend score 5.0 out of 10, from popularity 77%, activity 64%, freshness 11%. - Popularity: 77% - Activity: 64% - Freshness: 11% ## Examples of the Frozen Redefined trend 4 featured examples from Jun 15, 2020 to Dec 7, 2021. - [Frozen Bowl-Themed Meals](https://www.trendhunter.com/trends/lean-cuisine-bowls): Nestle New Lean Cuisine Bowls Lineup Includes 18 Entrees (Category: Lifestyle) Implication: This industry can use the trend to create diverse bowls menu and compete in the market more effectively - [Truffle-Filled Gnocchi Pastas](https://www.trendhunter.com/trends/truffle-cream-filled-gnocchi): Trader Joe’s Truffle Cream Filled Gnocchi is a Rich and Tasty Dish (Category: Lifestyle) Implication: The frozen food industry can capitalize on the growing demand for gourmet, convenient meal options like Trader Joe's Truffle Cream Filled Gnocchi. - [Steaming Seafood Meals](https://www.trendhunter.com/trends/seafood-meal): Aqua Star's Microsteam Seafood Meals Cook from Frozen in Six Minutes (Category: Lifestyle) Implication: 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. - [Easy-to-Prepare Frozen Vegan Meals](https://www.trendhunter.com/trends/frozen-vegan-products): These Goodlife Frozen Vegan Products are Arriving in the UK (Category: Marketing) Implication: 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. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)