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As inflation slowly moderates, US consumers continue to feel the pinch of higher food costs. Value retailers are seeing more foot traffic as shoppers shift to store brands and cut back on non-food expenses. According to Circana, formerly IRI and The NPD Group, consumers are looking for ways to make their budgets stretch, from canceling subscriptions to favoring at-home meals over dining out.
The Value of At-Home Meals
During the 12 months leading up to March 2023, foodservice costs were 4.3 times higher than at-home meals. With the average retail meal costing just $1.78 compared to $7.48 at a restaurant, it’s no surprise that 86% of eating occasions occur at home. In fact, Circana reports that 60% of all food and beverage sales still come from retail purchases, underscoring the growing dominance of the at-home dining trend.
This shift has caught the attention of food manufacturers, who are working hard to win over cost-conscious consumers with convenient and innovative frozen meal options.
New Entrants in Frozen Meals
Frozen meal brands are responding with new product launches designed to appeal to consumers who crave both comfort and convenience. Chef Andrew Zimmern, an Emmy and James Beard Award-winning TV personality, has teamed up with Golden West Food Group to introduce a line of frozen meals under the brand By Andrew Zimmern. Available at Walmart, the debut lineup includes hearty options like Pulled Pork Mac & Cheese, Swedish Meatballs, Turkey Dinner, and Meatloaf.
Similarly, Tillamook County Creamery Association (TCCA) is expanding beyond its well-known dairy products to venture into frozen entrees and pizzas. Their new mac and cheese options—Classic Cheddar, Sharp Cheddar & Uncured Bacon, and Cheddar & Hatch Chile—aim to bring the brand’s signature cheesy goodness into more households.
Frozen Foods: A Category on the Rise
Conagra Brands, already a major player in the frozen food sector, released its “Future of Frozen Food 2024” report, projecting continued growth for a market that’s currently valued at $78 billion, according to NielsenIQ Discover. Among the trends identified are globally inspired flavors, the rise of breakfast foods, smaller and more snackable portions, and an increased focus on kids’ meals. These reflect broader shifts in consumer behavior toward convenience, diverse flavors, and family-friendly options.
Last year, Conagra introduced more than 50 new products across its frozen, grocery, and snack divisions, with at least one-third of those falling under frozen meals and entrees. New product offerings range from Banquet’s MEGA Crustless Pizzas to Birds Eye Voila! Skillet and Oven Bake meals. Healthy Choice expanded its Power Bowls lineup with options featuring shrimp and pasta, while Marie Callender’s added dual-entrée offerings like Beef & Broccoli and Meatball Marinara.
As frozen meals become more innovative, manufacturers are challenging traditional category perceptions by using unexpected ingredients and tapping into foodservice trends to win over more consumers.
The Pizza Revolution: Creative Crusts and Toppings
Frozen pizza brands have also embraced innovation to appeal to modern consumers. Nestlé USA’s Solon, Ohio-based pizza group, which includes well-known brands like DiGiorno, California Pizza Kitchen (CPK), and Tombstone, has been at the forefront of this movement. Their limited-edition flavors have turned heads, from DiGiorno’s Thanksgiving Pizza, topped with turkey, gravy, and sweet potatoes, to Tombstone’s Bar Snacks Pizza, a tribute to the brand’s origins in a Wisconsin tavern, featuring mozzarella sticks, fried pickles, and nacho cheese sauce.
Nestlé’s experimentation extends beyond toppings. The company has introduced a variety of crust styles, including DiGiorno’s Loaded Ultra-Thin and Detroit Style thick crust pizzas, as well as new offerings from CPK with its Croissant Inspired Thin Crust.
Competing brands like Schwan’s Red Baron and Palermo’s Screamin’ Sicilian have also followed suit, launching their own innovative crust options, including Red Baron’s Hand-Tossed Style and Palermo’s Tavern Style pizzas.
Cauliflower Crusts and Health-Conscious Pizzas
As consumers become more health-conscious, brands are responding with better-for-you options. Vegolutionary Foods has extended its Caulipower line with a pinsa-style pizza that features a fluffy cauliflower crust, imported from Italy. Their “Over The Top” pizzas, featuring premium ingredients like truffles and spicy chicken sausage, are also gaining popularity among health-minded consumers.
Milton’s Craft Bakers is another brand expanding its cauliflower crust lineup with options like Supreme and Meat Lover’s Trio. Meanwhile, Kayco’s Tuscanini Foods line brings authentic Italian flavors to the frozen pizza aisle with imported Margherita and Supermargherita varieties.
Plant-Based and Dairy Alternatives Make Their Mark
Frozen pizza is also becoming a battleground for plant-based and dairy-free innovations. The Yogurt Dough Company, for example, has introduced a new line of frozen pizzas called Yough!, featuring a crust made with Greek yogurt. These pizzas offer lower-calorie, lower-carb, and higher-protein alternatives to traditional pizzas, targeting health-conscious consumers who still want indulgent flavors.
On the dairy-free front, Daiya Foods introduced its BBQ Plant-Based Chick’n Thin Crust Pizza, made from chick’n shreds composed of peas, oats, and rice. Daiya’s plant-based pizza options aim to offer allergen-free choices while satisfying the growing demand for plant-based alternatives.
The Frozen Food Future
Frozen meals and pizzas are no longer just about convenience—they’re about culinary creativity, better-for-you options, and bringing restaurant-quality food to home kitchens. As food costs remain elevated and more consumers opt for at-home meals, this category is poised for continued growth. Brands that embrace bold flavors, health-conscious options, and innovative textures are leading the charge in reshaping what frozen food has been in 2024 and beyond.
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Emil Kovács graduated from the Journalism program at Eötvös Loránd University in Hungary. During his journalism studies, he focused on data journalism, investigative reporting, and multimedia storytelling. He gained experience by writing for the university’s student newspaper, where he gained attention for his articles on social issues. After graduation, Emil began working as a reporter at a European news agency, where he conducts in-depth analyses of international news and current events.
