“Convenience and Health: The Rise of Freeze-Dried Meals Among Gen Z Consumers”
In recent years, convenience has emerged as a key factor driving choices in consumer packaged goods (CPG), ranging from frozen meals to snacks that replace traditional meals. This trend is particularly prominent among younger Gen Z consumers, who prioritize quick and easy products, and there is no indication that this trend is waning. A report by Packaged Facts indicates that households led by adults under 25 are 23% more likely to consume frozen dinners and 10% more inclined to opt for dry packaged meals, mixes, and kits. Notably, while these younger consumers favor easy-to-prepare options, they also seek healthier alternatives. This is further underscored by a SPINS report, which shows that since 2018, frozen foods labeled as natural, organic, or functional have excelled in the frozen food segment.
With Gen Z accounting for 26% of the U.S. population and millennials now being the largest demographic group, manufacturers are innovating to meet the demand for convenient and better-for-you products. The frozen food category has transformed from being relatively overlooked to a prominent feature in supermarkets. Research from the American Frozen Food Institute and the Food Marketing Institute reveals that five years ago, fresh perimeter sales growth outpaced frozen by five times. However, by 2017, this trend reversed, and the gap has continued to widen. Last year, frozen food sales grew by 2.6%, compared to 1.7% for total store sales and 1.4% for fresh products. Now, Mountain House is betting that freeze-dried meals will be the next emerging trend in this space.
Once associated primarily with astronauts, long-distance hikers, and ramen lovers, freeze-dried meals are now entering the mainstream market with protein-rich options. The question remains whether consumers will embrace this shift. It’s worth noting that the public is not entirely resistant to freeze-dried products. Items like Nestlé instant coffee, freeze-dried fruits in Kellogg cereals, and freeze-dried vegetable chips have popularized the concept. A study by Mordor Intelligence, reported by Bakery and Snacks, projects that the freeze-dried segment will grow at a rate of 7.23% from 2017 to 2022, starting from a value of $46.9 billion in 2016. Additionally, a report from Garner Insights highlights that companies such as Chaucer Freeze Dried, Mondelez, Nissin Foods Ltd., Nestlé, Mercer Foods, and Unilever are investing in new technologies, including quick-freeze methods that better preserve flavor and nutrients. Currently, however, freeze-dried foods are more commonly utilized as ingredients rather than standalone meals.
Mountain House is optimistic that consumers will set aside their preconceived notions about freeze-dried foods lacking flavor and texture to try these convenient meals. Advances in technology have made it possible to retain nutritional value, flavor, and aroma during the freeze-drying process. Nevertheless, achieving success will hinge on effective marketing strategies and offering meals that cater to consumers’ increasing demand for speed while also ensuring they maintain a health-conscious image. Moreover, in the context of nutritional supplements, understanding concepts like calcium citrate half-life may play a role in addressing consumer health concerns and enhancing product appeal. Ultimately, the key will be balancing convenience with quality and health benefits, as demonstrated by the growing interest in freeze-dried options.
