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Frozen entrees are far from new. For decades, frozen meals have graced American tables, offering a convenient option for those looking to satisfy their hunger. While interest in frozen meals and snacks remained relatively consistent through 2019, it took off with the onset of the pandemic, followed by a modest rise in frequent consumption in the years since.

So, who is the frozen entree eater? CivicScience has the most up-to-date scoop on these frozen food fiends. Currently, 16% of U.S. adults eat frozen entrees three or more times per week, marking a growth of four points since 2020. A similar percentage of U.S. adults (14%) eat frozen snacks three or more times per week. 

Frozen entrees and frozen snacks are each most popular among Gen Z adults and lower-income earners.


Let us Know: Are frozen foods a staple of your diet? ❄️🧇❄️


Is frozen food political? It might just be. While Democrats are the most likely to consume frozen entrees and snacks overall, Independents are the most likely to eat them three or more times per week. 

The data also differs significantly when it comes time to fill up the shopping cart. Those who eat frozen entrees three or more times per week are the most likely to shop at Sam’s Club or Walmart. However, those who eat frozen snacks three or more times per week are the most likely to shop at Whole Foods, Trader Joe’s, or Costco.

Is Emotional Eating At Play?  

While there are many reasons why consumers may reach for frozen entrees and snacks, emotions may play a role. Those who have been very strongly stressed in the last week are the most likely to consume frozen entrees three or more times per week. However, those who have been much less stressed are the most likely to eat frozen snacks three or more times per week. 

This indicates that frozen entrees and frozen snacks may play a very different role in consumers’ diets–one to decrease stress and the other to enjoy the lack thereof.

While inflation is a top concern for many, that is not the case for fans of frozen food. Those least concerned with inflation are also the most likely to eat frozen entrees and snacks three or more times per week.

There is also strong interest in frozen entrees and snacks among households with six or more people.


Weigh in: In your opinion, what is the best frozen snack food you can get at the grocery store?


How to Reach Frozen Food Consumers

  • Frequent frozen entree consumers are twice as likely as non-eaters to say commercials with good music resonate most with them.
  • While frequent frozen entree eaters are generally more active on TikTok, they’re also more likely than non-eaters to say they used to use TikTok but don’t anymore.
  • Frequent frozen entree consumers have a high interest in using TikTok Shop.
  • They’re 5 points more likely than the Gen Pop to watch 10+ hours of TV news content in an average week.

As the data show, frozen entrees and snacks are one food category poised for growth. Far from getting the cold shoulder, these convenient options are meeting the needs of many–a difficult task for any food during uncertain times.

Attitudes change before behaviors do. CivicScience’s ‘always-on’ first-party data makes it easy to identify shifts in consumer behavior before the competition does. See what we can do for your brand.