Everybody, freeze! Our Frozen 2025 categorywatching report is live on TrendHub and it contains tonnes of stone cold examples that bring to life how this exciting category is being replenished for a new generation of consumers.
Below are three of our key takeouts from this year's report:
- Frozen Reframed – All the old misconceptions or stigmas surrounding frozen food (a backup option, lesser quality) are being shaken off, as producers up the ante in terms of the quality and innovation on offer. As the issues of UPFs and the use of additives hit the headlines, frozen options emerge as practical alternatives to their fresh and ambient counterparts, requiring little or no preservatives and, thanks to modern flash freezing techniques, retaining a high level of nutrition. As climates shift and produce must travel ever further to reach market, degrading by the hour, frozen could potentially offer produce that's 'fresher' than fresh.
- The Morning Chill – Breakfast is big business! All day breakfast options are flooding both foodservice and retail, catering to a market of increasingly time-poor consumers who look to the comfort and convenience of breakfast formats to satisfy their hunger, whatever the time of day. A flurry of new frozen products take that convenience into the home, offering hearty, indulgent, healthy and elevated options that can go from frozen to fresh-adjacent in a matter of minutes. So whether it's a 'Mc' style muffin or a gut-loving açai bowl, every brekkie craving is catered for.
- Global Glacé – Consumer tastes are constantly changing, and when it comes to flavour, the influences that guide taste are incredibly diverse, ranging from the craving of comfort and familiarity to the desire for new experiences, even the impact of popular culture. In this way, the cuisines of Greece, India, Korea and the Caribbean (to name just a few) have been enjoying widespread popularity in the frozen category. From masala-seasoned fries to 'swavoury' matcha pizza, the frozen aisle has become a veritable passport to new taste experiences!
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