Bold, flavourful options are leading the charge in the frozen aisle
This is not your parents’ frozen TV dinner, loaded with bland meat, soggy vegetables and questionable gravy. Today’s frozen meals offer vibrant flavours, global influences, healthy options and something for every dietary need: think Korean-style pork bowl, pulled pork perogy, meatless meatball marinara, gluten-free burritos and beef bourguignon.
For years, the category battled narratives around ultra-processed foods and other negative perceptions, “but those are the tray dinners of yesteryear,” says Andrew Brown, senior manager, industry relations, The Food Industry Association (FMI). Now, there’s growing awareness of quality, variety and value offered by many frozen meals, he adds. “Frozen is just nature’s pause button. There are a lot of benefits and so many offerings that meet different dietary needs and health concerns.”
Sales data shows consumers are eating (and heating) these convenient and diverse food options. According to Grand View Research, the Canadian frozen food market (including ready-meals and other categories) generated revenue of nearly US$8.5 billion in 2023 and is expected to reach US$14 billion by 2030.
“The market itself has seen a lot of progress,” says Brown. “There’s been a lot of innovation and improvements and a big jump in quality over the last 10 to 15 years, and I think more consumers are discovering that.”
Meeting the needs of every cohort
Frozen meals attract a wide range of consumers—especially those faced with the daily “What’s for dinner?” dilemma.
A key demographic driving much of the category’s growth is millennials, says Lynne Strickler, senior director, brand management & commerce marketing at Conagra Brands. “Millennials are in that prime family-raising period of life—about 50% of millennials have children. And so, they are looking for family-friendly options that come on the table pretty fast.”
Older millennials and generation X are the “most engaged” groups in frozen foods, particularly with multi-serve entrees, snacks and breakfast, according to FMI’s The Power of Frozen report. These frozen-food lovers have ample freezer space at home; have positive perceptions of the quality, healthfulness and freshness of frozen foods; and emphasize ingredients, health and production claims.
READ: What’s hot in the frozen food aisle
Meanwhile, members of the generation-Z cohort, who are starting to shop for groceries, are discovering the frozen meal category. “They’re really gravitating towards those heat-and-eat options,” says Strickler. “This demographic group has indicated they are the least likely of any group to prepare a meal from scratch. So, they’re looking squarely at convenience as the main reason for coming into frozen.”
For baby boomers, frozen meals provide welcome relief after years of homecooked dinners. “They have spent a lot of their life preparing meals for family and friends … and at this phase of life, they may not be interested in cooking dinner anymore,” says Strickler. “They’re turning to frozen meals as an easy solution that still offers a balanced meal.”
Steve Ingram, frozen foods manager at Stong’s Market’s Northwoods Village store in North Vancouver, observes that interest in the category is being driven by more at-home eating occasions across all age groups. With today’s economic situation, “people are saying, ‘let’s eat at home, but let’s eat better at home than we did before,’” says Ingram, adding that Stong’s frozen-meal category focuses on high-quality, unique, local items.
Global cuisines are sizzling
Consumers are embracing globally inspired options across categories, and frozen meals are no exception. According to FMI’s Brown, this is driven by both cultural diversification and consumers’ growing interest in exploring new cuisines. For many, frozen meals provide a convenient way to try global flavours without the hassle of sourcing unfamiliar ingredients or mastering new cooking techniques. “It lowers that literal and figurative cost of entry of trying something new,” he says.
READ: Canadians have a growing appetite for global cuisines
Frozen-food makers are stepping up to meet this demand. Conagra Brands, for example, is introducing a range of multicultural flavours across its frozen-meal portfolio. Its P.F. Chang’s line, launched in 2024, brings East Asian restaurant-style meals to the home, with options including Mongolian Style Beef, Chicken Pad Thai and Beef & Broccoli. Meanwhile, Conagra’s Healthy Choice Power Bowl lineup features Korean-Inspired Beef and Spicy Beef Teriyaki, and its Swanson portfolio now includes a Sweet & Sour Chicken skillet meal and Chicken Taco oven-bake meal.
“We have all this great multicultural influence within Canada, with the newcomer population bringing new food, flavours and trends,” says Strickler.
Little Foot Foods is taking bold steps in frozen by blending traditional perogy with globally inspired flavours. The Windsor, Ont.-based company sells a variety of artisanal perogy options in more than 50 Ontario grocery stores, including Chicken Shawarma Pierogi. Owner Rachael Myers says people are gravitating toward “completely different” flavour profiles than they would normally expect from a Polish perogy.
Frozen meals for every diet
Frozen-food makers continue to expand their offerings to meet a wide range of health and dietary needs.
“Long before it was trendy, we were creating gluten-free, dairy-free and vegan options because we recognized that food sensitivities and dietary choices shouldn’t limit access to convenient, flavourful meals,” says Nicolas Tomaro, senior national account manager – Canada and international at Amy’s Kitchen.
READ: A look at how shoppers are approaching the frozen meat category
The company now offers more than 135 choices across different dietary preferences—from vegan pizzas and gluten-free burritos to dairy-free mac and cheese alternatives. “Rather than following trends, we focus on creating trusted options for people with diverse dietary needs, always staying true to our organic, made-from-scratch approach,” he says.
At Stong’s Market, Ingram says customers are increasingly seeking cleaner ingredient decks and dietary options such as gluten free, vegan and high protein. One popular local brand at Stong’s is The Dirty Apron, which offers handmade frozen bagged meals including Vegan Chilli and Beef Bourguignon. Another popular local brand is Solecito, which makes handmade, small-batch frozen products with traditional flavours of Mexico. “It’s all about offering local and unique items,” says Ingram. “Anybody can sell frozen food—that’s a no-brainer. But selling unique products you can’t easily get anywhere is what we do.”
This article was first published in Canadian Grocer’s February 2025 issue.
