GLP-1 Users Fuel Demand for High-Protein Frozen Foods
NFRA Study reveals shift in grocery shopping habits as health-conscious consumers seek convenient, portion-controlled options
IMAGE COURTESY OF: The National Frozen & Refrigerated Foods Association
The National Frozen & Refrigerated Foods Association (NFRA) today released new research revealing how the rise of GLP-1 weight loss medications is reshaping frozen food shopping habits. Conducted in partnership with Morning Consult, the study found that GLP-1 users are increasingly prioritizing high-protein, low-carb, and portion-controlled frozen foods, creating new opportunities for retailers and manufacturers to meet evolving consumer needs.
These insights are especially timely as NFRA celebrates March Frozen Food Month—a national promotion designed to spotlight the innovation, versatility, and value of frozen foods. Through its Easy Home Meals consumer brand, NFRA is sharing health-forward recipes, high-protein meal inspiration, and shopping tips to help consumers make informed choices in the frozen food aisle. Information, including infographics, blog posts and registered dietitian backed content can be found by visiting www.easyhomemeals.com or following on our social channels.
GLP-1 Users Are Reshaping the Frozen Food Category
- Smaller Portions, Bigger Impact: A majority (78%) of GLP-1 users report eating smaller portions since starting the medication, with 69% actively seeking healthier food options.
- High-Protein Preference: Nearly half (46%) of GLP-1 users say high-protein content makes them more likely to purchase a frozen food product.
- Shifting Grocery Baskets: GLP-1 users are increasing their purchases of frozen fruits (44%) and vegetables (40%) while reducing impulse buys and larger meal portions.
- Demand for Innovation: An overwhelming 80% of GLP-1 users express interest in trying frozen food products specifically designed to align with their dietary needs.
With a growing demand for frozen foods that support weight management and nutrition goals, brands can tap into this segment by:
- Prioritizing high-protein and low-carb innovation to meet the needs of GLP-1 users.
- Leveraging influencer partnerships to drive awareness and showcase meal inspiration.
- Optimizing digital marketing strategies to highlight health-forward frozen options on social platforms.
- Using in-store promotions and clear labeling to help shoppers easily identify products that align with their dietary preferences.
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