THE FROZEN AISLE EVOLUTION: How Retailers Can Meet the Demand for High-Protein, Health-Forward Convenience Foods

The frozen food category is undergoing a significant transformation. Driven by evolving consumer behaviors and a renewed focus on health and convenience, this shift has accelerated due to the increasing use of GLP-1 weight-loss medications such as Ozempic, Wegovy, and Mounjaro. These medications are not only changing consumer lifestyle habits but also reshaping frozen food preferences in measurable, actionable ways.

According to a 2024 study conducted by the National Frozen & Refrigerated Foods Association (NFRA) in partnership with Morning Consult, frozen food is emerging as a leading solution for consumers seeking high-protein, low-carb, portion-controlled, and convenient meals. This transformation presents both a challenge and a tremendous opportunity for retailers who want to remain competitive and aligned with consumer trends.

Key Data: What Retailers Need to Know

• 78% of GLP-1 users report eating smaller portions since beginning medication

• 69% of these users are actively looking for healthier food options

• 46% say high-protein content makes them more likely to purchase a frozen food item

• 80% are interested in trying frozen food products specifically designed to meet their dietary needs

• GLP-1 medications are expected to reach $100 billion in global sales by 2030 (Goldman Sachs Research, 2023), expanding their influence on mainstream food choices

(Source: NFRA x Morning Consult, 2024)

In tandem with this health-driven evolution, the frozen category is benefiting from broader consumer trust. A recent 2024 report from Deloitte reveals that 60% of consumers believe frozen food is just as nutritious as fresh, especially when ingredients and labeling clearly convey health benefits.

Product Spotlight: Mega Meatless Falafel

Pivot North Consulting is proud to introduce Mega Meatless Falafel, a high-quality plant-based product crafted with authentic Greek spices and made for today’s health-conscious consumer. With a successful track record in foodservice and sold in the most premium Greek restaurants in the U.S., this product is now entering retail.  Perfectly well-positioned to align with current consumer demand for functional, better-for-you frozen solutions.

Key Attributes:

• High in protein and fiber

• Gluten-free, non-GMO, soy-free

• No added preservatives, hormones, or antibiotics

• Pre-portioned and quick to prepare

• Made with pure, whole ingredients and traditional Middle Eastern flavor

Mega Meatless Falafel offers a differentiated taste profile and authentic global flavor, without sacrificing convenience or nutrition. This product is ideal for consumers following portion-controlled diets, plant-based regimens, or seeking meals that align with the goals of GLP-1 use.

Strategic Retail Implications

As consumer needs evolve, it is essential for retailers to curate frozen assortments that reflect these values:

1. Prioritize High-Protein, Low-Carb Products: Shoppers are actively searching for options that support weight management and satiety.

2. Elevate Nutritional Transparency: Clear on-pack claims and labeling around protein, fiber, and clean ingredients significantly influence purchase decisions.

3. Leverage Cross-Channel Sell-Through Support: From digital media to in-store promotions, brands need full-stack marketing support to convert interest into repeat purchases. PNC delivers comprehensive sell-through systems that drive trial, velocity, and long-term success.

   
   

Why Work With Pivot North Consulting

Pivot North Consulting is a national brokerage firm specializing in speed-to-shelf strategies for innovative, high-margin food and beverage products. Our clients benefit from:

• Award-winning packaging and branding support

• Access to a network of trusted retail buyers and foodservice operators

• Sales materials, demos, influencer campaigns, and content marketing

• Sell-through strategies that include promotional planning, seasonal campaigns, and retailer-preferred assets

We connect breakthrough products like Mega Meatless Falafel with the right shelves, the right audience, and the right tools to scale.

Position Your Aisle for the Next Generation

The data is clear: consumers—especially those using GLP-1 medications—are gravitating toward frozen foods that are functional, flavorful, and aligned with their health goals. With Mega Meatless Falafel and PNC’s full-stack support, retailers have a proven path to success in a dynamic and growing category.

To request a sell sheet, samples, or schedule a conversation, contact Gail Kurpgeweit at Gail@PivotNorthConsulting.com or book a time: https://pivotnorth.as.me/retailersintro.

Sources:

• National Frozen & Refrigerated Foods Association (NFRA) & Morning Consult, 2024

• Deloitte Consumer Health & Nutrition Report, 2024

• Goldman Sachs Equity Research, 2023

• Pivot North Consulting Industry Insights, 2024