Buoyed by the uptick in sales of frozen foods throughout the pandemic, retailers and CPGs are doubling down on the department’s expansion and availability throughout the store. They’re also focused on frozen product innovation for the future. IRI’s Sally Lyons Wyatt and Anne-Marie Roerink of 210 Analytics share the strategies in play and highlight the best opportunities for future growth.  HIGHLIGHTS Younger shoppers perceive frozen foods to be as good as fresh and see them as a source for inspiration and convenience.   CPG manufacturers get high marks for innovation around consumption lifestyles, sustainability and using packaging to communicate with shoppers.   One secret to continued growth is achieving the right balance of assortment, including entry-level price points through private brands and innovation in name brands. 

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