Innovation Trends in Frozen and Convenience Foods: Meeting the Needs of Modern Consumers
7 MIN
Frozen and convenience food brands looking to attract today’s consumer need to stay ahead of emerging trends. MindSumo’s latest research report reveals what today’s shoppers are looking for and shows how crowdsourcing and open innovation can uncover valuable insights into their purchasing habits.
Introduction
Gen Z and Millennials aren’t shopping in the frozen food aisle like their parents did—bland TV dinners, microwaveable burritos, and processed fish sticks have all lost their appeal.
GATE
But younger generations aren’t giving up on frozen foods altogether. They’re just demanding better. The outdated idea that “frozen” means unhealthy or environmentally harmful? They’re rejecting it entirely. Instead, they want it all—something quick and easy that’s also good for them, ethically sourced, and maybe even personalized to their tastes.
According to a recent study by 84.51°, a retail data science, insights and media company, 63% of shoppers expressed a desire for new innovations in frozen foods, a traditionally convenient option.
At MindSumo, we’ve been right in the middle of this shift. We’ve hosted hundreds of innovation challenges with over 1.5 million Gen Z and Millennial solvers worldwide. Many of these challenges have focused on food preferences and purchasing behaviors, and the insights we’ve gathered can help shape future industry strategies.
Frozen and Convenience Foods: Major Gen Z and Millennial Consumer Trends
MindSumo challenge results have revealed four major trends reshaping how younger consumers view frozen and convenience foods. Here’s what brands need to know:
1. Health-Conscious Choices
Today’s consumers don’t see “convenient” and “healthy” as mutually exclusive. They’re redefining what frozen foods can be, with clear expectations about ingredients and nutrition. When we reviewed submissions from MindSumo solvers, these health-driven trends stood out:
Clean-Label Ingredients and International Flavor: People want foods with easy-to-read labels and exciting global flavors from different cultures, like meals inspired by worldwide cuisines.
Plant-Based and Alternative Proteins: More people are choosing plant-based frozen foods that taste great and match their values about ethics and the environment.
Reduced Additives: Younger buyers avoid frozen foods with fake preservatives, too much salt, or added sugar, choosing simpler options instead.
Key Stat: The 2023 U.S. retail plant-based food market was worth $8.1 billion (The Good Food Institute).
2. Convenience and Time-Saving Solutions
Even with packed schedules and on-the-go routines, younger consumers aren’t willing to trade quality for convenience. Our challenge results show they’re looking for both, and they won’t compromise. The brands that deliver are earning lasting loyalty.
Ready-to-Eat Meals: Frozen meals and meal kits are thriving as young professionals and students balance hectic schedules with a desire for quality and flavor variety.
Single-Serve Portability: Individually packaged meals cater to mobile lifestyles, with portability and reduced waste as key selling points.
Smart Packaging Innovations: Younger shoppers expect microwave-friendly designs like self-venting trays and packaging that simplifies cleanup.
Key Stat: The smart food packaging market is projected to grow to $35.69 billion by 2029, a 6.2% increase from 2024–2029 (MarketsandMarkets).
3. Sustainability and Ethical Sourcing
Convenience matters, but for Gen Z and Millennials, environmental and social responsibility carry just as much weight. Clean ingredients and transparent sourcing are just the start—they want to understand the full story behind their food. In our recent challenges, participants have been clear about their priorities:
Eco-Friendly Packaging: Recyclable and biodegradable materials are now essential. Solvers in our challenges highlight that excessive plastic use is a dealbreaker.
Local and Organic Transparency: Products featuring locally sourced or organic ingredients earn loyalty through storytelling about ingredient origins.
Food Waste Reduction: Brands tackling waste with resealable packaging or “imperfect” produce programs tend to resonate with many of the younger consumers we’ve heard from.
Key Stat: According to First Insight’s report, “The State of Consumer Spending: Gen Z Shoppers Demand Sustainable Retail,” which surveyed Gen Z shoppers:
- 62% prefer to buy from sustainable brands
- 73% are willing to pay more for sustainable products
4. Technology and Personalization
These digital natives also expect their food experiences to feel just as personalized as the rest of their lives. Brands that use technology to boost both convenience and customization truly stand out. When our MindSumo solvers consider the future of food shopping, they got excited about three tech-driven trends:
Digital Customization: Younger consumers increasingly order personalized food products online, driving interest in customizable frozen meal services.
Subscription Model Appeal: Convenience-focused subscriptions (e.g., vegan or fitness-oriented options) are a big hit with Gen Z and Millennials.
AI-Driven Experiences: Participants in our challenges emphasize the need for AI-powered recommendations tailored to their dietary needs and preferences.
Key Stat: 39% percent of shoppers prefer buying groceries through an app, according to a 2024 study by mobile app developer Bryj and conducted by Dynata.
The Next Step to Win Over Gen Z and Millennial Food Shoppers
Traditional market research can’t keep up with the fast-changing demands of today’s consumers—but open innovation platforms like MindSumo can. Here’s how open innovation can help turn ideas into winning products:
Let Consumers Shape Your Next Big Product
Skip the guesswork. Crowdsourcing platforms connect food brands directly with Gen Z and Millennial shoppers to co-create products they’ll actually love. Test concepts early, get real feedback, and avoid expensive mistakes.
Identify Trends Before They Take Off
Trends move fast—crowdsourced input helps you identify what’s gaining traction. By analyzing thousands of consumer conversations, you can uncover shifts in preferences before they hit the mainstream. That means you can innovate ahead of the curve, not behind it.
Test Ideas Before Betting Big
Why gamble on innovation? Open innovation tools allow you to validate concepts with your target audience early, so you can double down on winners and forget the rest—before production even starts. Less risk, more reward.
Launch Faster, Stay Ahead
Traditional research takes months—crowdsourced insights arrive quickly and deliver quality input in a fraction of the time. Speed up your pipeline with consumer-backed ideas and outpace competitors in the fast-moving food industry.
Build Real Loyalty (Not Just Sales)
Young shoppers don’t just buy products—they support brands that get them. Collaborative innovation creates space for authentic engagement, helping you build trust and long-term loyalty with values-driven buyers.
Innovation in the Food Industry: A Success Story
MindSumo has partnered with PepsiCo, Nestlé, and other multinational brands to innovate in frozen and convenience foods. Here’s how one leading food supplier used our crowdsourcing solutions to turn insights into action:
Challenge:
A leading food supplier sold in Walmart, Target, and other national grocers faced a stagnating product line—think garlic bread for pasta night, rolls for holidays, and biscuits for breakfast. They needed fresh ideas to break free from tradition.
Solution:
We engaged our global community of Gen Z and Millennial solvers to reimagine frozen bread. Key innovations included:
- Snackable, on-the-go formats for modern lifestyles
- Global and international flavors for breads, pizzas, and beyond
- Prep-friendly options and health-forward twists
Results:
- 7,300+ challenge views in 4 weeks
- 122 approved submissions (30% U.S., 70% international)
- A steady pipeline of crowd-tested concepts to disrupt the frozen bread aisle and appeal to younger shoppers
Turning Gen Z & Millennial Insights Into Market-Winning Food Products
In summary, here’s what Gen Z and Millennials want from frozen and convenience food brands:
- Healthy: Gen Z and Millennials want food that supports their wellness, focusing on clean ingredients and nutritious options.
- Convenient: With busy lifestyles, they expect food that’s easy to prepare without sacrificing quality.
- Sustainable: Environmental impact matters; they seek products that are responsibly sourced and eco-friendly.
- Personalized: They crave products tailored to their specific tastes and preferences, enhancing their food experiences.
Gen Z and Millennials are reshaping the food industry—will your brand lead or follow? MindSumo’s platform gives you direct access to their insights through:
- Community of 1.5+ million solvers for real-time concept testing
- 2,500+ universities with MindSumo solvers
- Proven success with top brands, including 100+ Fortune 500 organizations (PepsiCo, Nestlé, General Mills)
- 2-3X faster than traditional ideation services, with results in weeks and not months
Ready to innovate?
Fill out this form to share your challenge focus (we’ll help refine it!).
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