Consumers Know Frozen Is Often the Better Choice – Do You?

Is fresh always best?

We often reflexively think that “fresh” is king and everything else is a trade-off. But any operator that has costed a menu or thrown out a case of expensive fresh produce knows that there are always trade-offs when it comes to fresh vs. frozen.

In fact, for an operator concerned about protecting their margins, frozen is often the better choice. Plus, those outdated notions about the superiority of freshness are based more in perception than fact.

If you’re considering fresh vs. frozen, it’s essential to have the facts on your side.

Outdated ideas

The stigma around frozen foods is a holdover from an era that is long gone. Many Americans grew up on soggy, over-boiled vegetables and questionable mystery TV dinners. Children remember the dull, tasteless frozen veggies their parents forced them to eat at the dinner table.

But today’s frozen foods aren’t the same options your grandparents grew up on. Produce is now picked and frozen at the peak of freshness (yes, that description is true) and a wide range of technologies and solutions throughout the supply chain ensure that only the best options make it to the table. We have a wider range of high-quality, premium frozen options than we’ve ever had before.

Consumers have noticed. Today, in head-to-head comparisons across a range of frozen categories, 40-50% of consumers say that frozen is just as good or even better than fresh.¹

Younger consumers, who are less likely to grow up with the stigma around frozen foods, are even more likely to agree.¹

Plus, they recognize the clear benefits of frozen foods. More than half of consumers say they recognize freezing’s ability to preserve vitamins and nutrients in food.¹

That shift in mindset applies to the foodservice menu, as well, with consumers judging dishes on taste and value rather than whether they started fresh or frozen.

Cutting down on waste

While the quality of frozen foods has become clear to modern consumers, there’s another clear benefit for both operators and consumers: cutting down on waste. Fresh foods are perishable, and perishable means expensive waste.

Fresh foods have a built-in spoilage clock. They’re at the mercy of traffic fluctuations, the ordering whims of customers, even the weather (suddenly the salad doesn’t look as appetizing during an unexpected cold snap). Every operator knows how painful it is to toss a fresh option that was good just a few days ago.

Consumers get this. In fact, three in four consumers say frozen is convenient to store, while 30% have even expanded their freezer space to make room for frozen options.¹

Value is winning

Saving money from needless waste has a clear impact on the bottom line, which is a key consideration when value is top-of-mind for everyone.

Again, the link between frozen options and value is clear. Indeed, 62% of consumers say that fresh options cost more than frozen, while nearly half haven’t noticed frozen prices rising at all.¹

Frozen foods are an opportunity for operators to save money and keep pricing in line with consumer expectations. Plus, frozen options are more predictable when it comes to pricing, which makes menu planning easier, as well.

The frozen food market is growing

Considering all of the above, the market for frozen food is growing. A whopping 40% of consumers now reach for frozen options every few days or daily, up from 35% in 2019.²

In fact, 77% of consumers build frozen foods right into their meal planning, purchasing frozen options with a specific meal in mind.²

Convenience, consistency, cutting down on waste, better value. These are the demands that both consumers and operators deal with day in and day out, which is why frozen continues to find a place in both home and foodservice kitchens.

What it means for your kitchen

Operators looking for success should treat frozen options as a tool in their toolbox, not a fallback option. Whether it’s consistent piece size, portion control, or year-round availability, the benefits of frozen are clear. It also cuts down on food prep and the skilled (and expensive) labor that fresh prep demands, offering another route to cost savings.

The smartest operators combine fresh and frozen together. Use a touch of fresh where it matters, like a fresh garnish, a squeeze of citrus, or a topping of fresh herbs, where it actually shows.

Looking for tried-and-true frozen solutions? Simplot Foodservice Solutions span a wide range of fruits and vegetables, from avocados to potatoes to corn to vegetable blends. They’re built for the type of consistency-first, waste-conscious kitchens that have a clear focus on the bottom line. And we’re always introducing new options, which you can see on our What’s New page.

The perception of frozen foods is finally catching up to what many have known for years: frozen isn’t a compromise. Often, it’s the smarter choice.

¹ Deloitte, “Future of Food Survey: Fresh vs. Frozen,” September 2021 ² American Frozen Food Institute, 2026 Power of Frozen in Retail, 2026