Frozen snacks provide convenience and an effortless preparation process, making them a common investment. While consumers’ attitudes toward frozen treats are undistinguished, the category is permissible but needs to be more creative. Innovation in the category will be valuable.

The need for healthier options is growing, but BFY is still a niche product. Brands can position the category to be healthier through variations in cooking formats, packaging, and globally-inspired flavors. Pairing frozen snacks with meals can also promote a sense of BFY and cost relief. With convenience at the forefront, simple solutions will benefit frozen snack consumers in the long run.

Aside from snacking, consumers already eat frozen snacks during their meals. Versatility in consumption occasions allows consumers to stay engaged. Whether frozen snacks are eaten solo or in a group, as a starter, or as a treat, extending their use can help brands innovate in flavor, health, and premiumization.

Younger consumers, specifically Gen Z and Millennials, want to try new flavors. While the frozen treat category already does well in offering that low-risk reward, innovation in flavor through internationally inspired eats or regional-based can help provide excitement and familiarity with different tastes. Some brands are even pairing global flavors and plant-based for a healthier and unique alternative.

Consumers value frozen snacks for their accessibility in cost reduction and longevity. Even with shifting consumer preferences and the development of new technologies, the frozen snack market has kept up by modifying heating options. By offering versatile formats and flavors while maintaining convenience and quality texture, brands can sustain strength in the market.

During the pandemic, the frozen snack market saw a boosted growth of 21%. Since then, inflation has been central to sales, but value propositions for frozen snacks will be critical in keeping the category afloat. The pandemic helped revive interest in frozen snacks and influenced bulk purchasing, showing the need for more.

Nonetheless, as inflation settles, brands must stand out in quality and showcase variety for continued interest, most notably with the younger crowds. Providing consumers with ideas for pairing frozen snacks with meals will help prove their value, while offering an assortment of flavors, packaging, and cooking methods will relay differentiation.

Vast in category, individual frozen snacks are no more significant than the collective. Ease, comfort, nostalgia, and indulgence are the main draws of frozen snacks. These factors are key to future innovation.