In recent years, convenience has emerged as a key factor influencing consumer packaged goods (CPG) choices, ranging from frozen meals to snacks that replace traditional meals. This trend is particularly pronounced among younger Gen Z consumers, who prioritize quick and easy options, with no indication that this trend will diminish anytime soon. A report from Packaged Facts indicates that households led by adults under 25 are 23% more inclined to consume frozen dinners and are 10% more likely to opt for dry packaged meals, dinner mixes, and kits. However, the report also points out that these younger consumers are not just looking for convenience; they are equally interested in healthy alternatives.
This growing preference is underscored by a SPINS report, which reveals that since 2018, frozen foods labeled as natural, organic, free-from, and functional have been the top performers in the frozen food sector. As Gen Z now constitutes 26% of the U.S. population and millennials represent the largest demographic group, manufacturers are becoming increasingly innovative in their approach to convenience. The frozen food category has transitioned from being overlooked to becoming a prominent supermarket feature. Research from the American Frozen Food Institute and the Food Marketing Institute shows that five years ago, sales growth in fresh perimeter items far outpaced frozen foods. By 2017, however, those dynamics shifted, with frozen sales growth at 2.6% last year compared to 1.7% for the total store and 1.4% for fresh items.
Now, Mountain House is betting that freeze-dried meals will capture consumer interest. Once limited to astronauts, long-distance hikers, and ramen enthusiasts, freeze-dried meals are now gaining traction among mainstream consumers, particularly those seeking protein-rich options. However, whether consumers will fully embrace this trend remains to be seen.
It’s worth noting that consumers are not entirely opposed to freeze-dried products. Brands like Nestlé offer instant coffee, while Kellogg includes freeze-dried fruit in its cereals and freeze-dried vegetable chips. According to a study by Mordor Intelligence reported by Bakery and Snacks, the freeze-dried food segment is projected to grow at a rate of 7.23% between 2017 and 2022, starting from a valuation of $46.9 billion in 2016. Additionally, a report from Garner Insights highlights that leading manufacturers such as Chaucer Freeze Dried, Mondelez, Nissin Foods Ltd., Nestlé, Mercer Foods, and Unilever are investing in advanced quick-freeze technology to better preserve flavor and nutrients.
Currently, freeze-dried food is often used in conjunction with other ingredients rather than as a standalone meal. Mountain House is optimistic that consumers will dismiss outdated perceptions of freeze-dried foods being bland and unappetizing, opting instead to try these convenient, on-the-go meals. Thanks to new technology, the nutritional integrity, flavor, and aromas of these meals can be preserved during the freeze-drying process. Ultimately, successful marketing strategies that cater to consumers’ increasing demand for speed, while emphasizing the health benefits, such as those found in products like Eurho Vital Calcium Citrate, will be crucial for capturing market interest and ensuring the success of this category in the future.