Frozen treats continue to occupy a unique place in shoppers’ baskets: consumers know they’re buying an indulgence, and that’s precisely the point.
Similar to confectionery, frozen desserts are an indulgence consumers are willing to, well, indulge in. While the category’s better-for-you offerings have expanded significantly over the past decade, new research from the National Frozen & Refrigerated Foods Association (NFRA) suggests shoppers are driven less by nutrition than by convenience, discovery, value and familiarity.
For many food and beverage categories, reformulation has emerged as a key growth lever amid evolving regulations and consumer demand for healthier products. In frozen treats, however, growth may depend less on what’s in the package and more on how products are merchandised, discovered and differentiated both online and in-store.
Consumers are asking for easier shopping experiences in-store and online
While the summer season remains the biggest purchase trigger for frozen treats, consumers are also reaching for these products because they want an easy at-home dessert, they’re responding to promotions, they’re restocking favorites or they’re simply noticing products in the aisle. Nearly one-quarter of shoppers say seeing a product in the freezer case or display prompts a purchase, according to NFRA.
That finding points to what could be one of the category’s biggest opportunities: merchandising.
As frozen treats expand beyond traditional ice cream into fruit-based products, mini formats, better-for-you offerings and functional products, consumers increasingly need help navigating the aisle. NFRA found that two-thirds of shoppers want nutrition information to be easy to compare across options, while 63% want flavor, price, nutrition information and dietary claims to be easy to see and compare online. Shelf tags, aisle signage and highlighted products also influence discovery, with 64% saying they are more likely to notice new treats when they are featured in the freezer aisle.
For retailers, that could mean clearer shelf communication, stronger digital merchandising and more visible comparisons between products. For brands, discovery still matters. Consumers express strong interest in seasonal flavors, new novelty formats and snack-sized offerings in NFRA’s report, suggesting innovation can drive trial when shoppers can easily find and understand what makes a product different.
The research also highlights an opportunity for established brands. Sixty-five percent of consumers say a familiar brand makes them more willing to try a frozen treat with a new benefit – suggesting that well-known brands can leverage their familiarity into launching new formats, flavors or functional benefits.
To protein or not to protein?
Nutrition, particularly protein, plays a role in frozen treat purchasing decisions, but it does not appear to be a primary demand driver in the way it has become for categories such as beverages and snacks.
While nearly half of consumers expressed interest in high-protein frozen treats, NFRA found that price and taste skepticism remain the top barriers to adoption. Visibility is another challenge. Among consumers unaware of high-protein frozen treats, more than one-third said they simply had not seen them where they shop.
Protein in the background of the category raises an interesting question at a time when protein claims have become a competitive advantage in food and beverage. Research across the broader food industry shows younger consumers, particularly Gen Z, have embraced protein as a common addition to most packaged foods and exhibit a willingness to try new foods.
So, why hasn’t protein become a breakout driver in frozen novelties?
One possibility is that consumers prioritize taste over function when they approach the frozen aisle. Another is that protein-focused frozen treats simply lack visibility on shelf. A third is that brands may not yet be connecting with the younger, protein-focused consumers most interested in the claim. NFRA’s data suggests all three factors could be at play. Interest exists, but turning that interest into trial may require better merchandising, stronger communication and products that deliver on indulgence first and functionality second.
