TikTok, YouTube Influence Frozen Food Purchases | Progressive Grocer

New NFRA study reveals that 50% of Gen Z use TikTok for food inspiration Social platforms like TikTok, YouTube and Instagram are now key sources of inspiration for younger grocery shoppers. The National Frozen & Refrigerated Foods Association (NFRA) has unveiled findings from a new study revealing how consumers discover and purchase frozen foods in 2025. Social platforms like TikTok, YouTube and Instagram are now key sources of inspiration for younger shoppers, while traditional in-store promotions remain the most effective tool for influencing purchase decisions across all demographics. “Today’s consumers are turning to digital platforms for real-life meal inspiration — and frozen foods continue to deliver,” said Kate Landis, NFRA senior director of marketing. “Brands that show up with relatable content online and a strong in-store presence will stay top of mind and cart.” [RELATED: GLP-1 Users Driving Demand for High-Protein Frozen Foods ] Some key consumer insights from NFRA’s study include the following:  Where Shoppers Get Food Information 47% rely on in-store displays and signage. 40% turn to family and friends. Social platforms are gaining ground: YouTube (29%), Facebook (25%), TikTok (21%), Instagram (18%) are all significant sources. Generational Digital Divide 50% of Gen Z use TikTok for food
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