70% of U.S. Adults Say the Dairy Aisle is Essential on Every Grocery Trip

Traditional Items and Innovative Alternatives Keep Consumers Coming Back

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Americans Turn to Frozen and Dairy Aisles to Keep Resolutions: Time and Savings Drive New Year Success

NFRA Invites Families to ReDiscover Frozen and Dairy Aisles to Jumpstart Their New Year’s Resolutions

HARRISBURG, Pa., January 2, 2025 – As millions of Americans begin tackling their New Year’s resolutions today, new research reveals the frozen and dairy aisles are becoming important destinations for achieving health, budget and convenience goals. According to a survey commissioned by the National Frozen & Refrigerated Foods Association (NFRA), 66% of Americans say pre-portioned ingredients help them achieve their health goals, while 75% cite cost savings as a top reason for choosing the frozen and refrigerated aisles - signaling a continued shift in shopping and eating habits.

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70% of U.S. Adults Say the Dairy Aisle is Essential on Every Grocery Trip

Traditional Items and Innovative Alternatives Keep Consumers Coming Back

Opens in a new window.

Americans Turn to Frozen and Dairy Aisles to Keep Resolutions: Time and Savings Drive New Year Success

NFRA Invites Families to ReDiscover Frozen and Dairy Aisles to Jumpstart Their New Year’s Resolutions

HARRISBURG, Pa. (January 17, 2024) – Every January, the calendar flips, resolutions are penned, and intentions are set. Whether your goals focus on healthier habits, cleaner eating, or a balanced budget, the dairy and frozen food aisles are a key place to start, offering a secret weapon of convenient, budget-friendly ingredients to help you transform your January resolutions into lasting, positive change.

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REDISCOVER Inspiration Guide

See the full survey data highlights here

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“New Year's resolutions can be tough to maintain, especially when juggling busy schedules and tight budgets," said Tricia Greyshock, President & CEO of NFRA. "This survey highlights the ways frozen and dairy items can offer practical, delicious snacking and meal options that make it easier to eat healthfully, save money, and deliver meals on the table efficiently.

Smart Solutions for Today's Families 
Parents are emerging as sophisticated category shoppers, with 77% using pre-portioned ingredients to meet family health goals. The research reveals clear strategic planning:
  • 52% use January to reorganize their freezer and refrigerator spaces for the year ahead
  • 50% have switched to yogurt from traditional snacks for healthier choices
  • 68% rely on frozen options to streamline busy morning routines
  • 78% leverage bulk buying for budget management while reducing waste
Generation-Defining Changes 
Beyond simple convenience, younger consumers are revolutionizing how these aisles are used:
  • 76% turn to frozen foods to explore global flavors and expand their culinary horizons
  • 88% prioritize meals that can be prepared in 45 minutes or less
  • Year-over-year data shows sustained growth in frozen food purchases among Gen Z and millennials, up from 2023 levels
Health and Value Convergence 
The research demonstrates how health goals and budget consciousness are increasingly linked:
  • 66% of Americans rely on pre-portioned ingredients to support health goals
  • 67% cite bulk buying as key to managing budgets while reducing food waste
  • Dairy aisle protein sources rank as budget-friendly essentials:
    • Milk (52%)
    • Cheese (51%)
    • Yogurt (48%, with notably higher adoption among parents at 55%)
Meeting Modern Lifestyles 
Time optimization remains crucial, with consumers seeking solutions that fit their busy lives:
  • 58% prioritize healthful eating as part of their "New Year, New You" goals
  • 42% of parents specifically seek time-saving options for school morning routines
  • 49% have increased frozen food purchases due to rising costs, showing practical adaptation to economic pressures
ReDiscover Dairy & Frozen
The findings are part of NFRA’s ReDiscover Dairy & Frozen campaign, which encourages consumers to revisit the frozen and refrigerated aisles to rediscover familiar favorites, explore new innovations, and find exciting ways to make meal prep easier and more enjoyable.

Looking for a quick and easy way to get started? The ReDiscover Dairy & Frozen lookbook and Easy Home Meals recipe library are bursting with ideas to transform everyday ingredients into culinary masterpieces. Users can also conquer the kitchen with engaging video tutorials and handy recipe hacks to build culinary confidence and become a master of meals. NFRA is also giving away 12 coupon books valued at $600, and a chance to win the $10,000 ReDiscover Dairy & Frozen Sweepstakes to explore all the new products, innovation, and breadth the aisles offer.

For more meal information on how frozen and refrigerated dairy products can support a healthy, convenient, and affordable lifestyle, visit the National Frozen & Refrigerated Foods Association’s website at EasyHomeMeals.com.


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About NFRA
The National Frozen & Refrigerated Foods Association (NFRA) is a non-profit trade association representing all segments of the frozen and refrigerated foods industry. From promoting healthful eating to providing solutions for time-strapped families, NFRA connects consumers with innovative food options for every lifestyle.

Survey Methodology
The NFRA commissioned Atomik Research to conduct an online survey of 2,005 adults throughout the United States, including 1,002 parents of children under 18. The survey, conducted from November 7-12, 2024, has a margin of error of +/- 2 percentage points at a 95% confidence level.