"Do You Think I Want to Settle for Cheap, Low-Quality Frozen Food?"... Generation Z's Survival Strategy on the Brink in the U.S. [World is Z Gold]

"Unstable Food Prices, Turning to Frozen Foods for Security"
Half of Generation Z Say "Frozen Foods Are a Strategy to Withstand Inflation"

Editor's NoteGeneration Z, born from the late 1990s to the early 2010s, is gaining attention as a generation that leads culture and trends in a rapidly changing era, setting new standards across society. In [World is Z Gold], we shed light on the lives and values of Generation Z around the world and explore how they are changing society.

For Generation Z in the United States, frozen foods, known for their affordability, have become a "survival strategy" to withstand inflation.

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The U.S. business magazine Fortune recently published an article titled "Generation Z Chooses Frozen Food, But They're Not Happy About It," stating, "If you ask Americans about the current economic situation, they would say it is precarious." The article added, "Job growth has slowed, the Consumer Price Index (CPI) is on the rise again, and food prices in particular are soaring."

Fortune reported that economic pressures are also changing the way different generations consume frozen foods, noting, "Generation Z is relying more on frozen foods than any other generation to ease their financial burdens." The article continued, "Young consumers are turning to frozen foods to save money and prepare for volatile prices, but they are not satisfied with this choice."

A view of the processed food section in a large supermarket in Seoul. Photo by The Asia Business Daily Database

This reality is also reflected in a survey conducted by U.S. tech company SmartSense, which polled 1,000 adults. According to the survey, 63% of respondents said their financial situation had worsened over the past year, and 65% reported that their grocery budgets had decreased.

There was also a clear generational difference in perceptions of frozen foods. Among Generation Z, 51% cited stockpiling frozen foods as a "strategy to withstand inflation," and 57% said they had increased their purchases of frozen foods in the past six months. Additionally, 66% responded that they would further increase their frozen food purchases if grocery prices rise.

In contrast, 91% of Millennials viewed frozen foods as "food stockpiled in advance in case of unexpected situations," revealing a difference in purchase motivation. The percentage of Millennials who had bought more frozen foods in the past six months was 56%, and 70% said they would buy more if prices rise in the future.

The photo is unrelated to specific expressions in the article. Pixabay

Fortune commented on these results, stating, "Baby Boomers, Generation X, and Millennials choose frozen foods for convenience and long shelf life, but only Generation Z cited 'affordable price' as the biggest reason for purchase."

In South Korea, as dining-out prices have risen significantly, the popularity of frozen foods has also increased, especially for menu items like chicken and pizza, which have higher delivery fees. The expansion of air fryer usage and the increase in single-person households have also played a major role in broadening consumer access to frozen foods.

At GS25, operated by GS Retail, sales of frozen ready-to-eat chicken have grown by more than 20% annually over the past three years. In addition, E-Land Farm & Food reported that its "Ashley Home Restaurant" frozen pizza product line grew by 48% year-on-year in October, driven by year-end demand.

According to market research firm Global Market Insights, the global frozen food market was estimated at $297 billion (about 436 trillion won) last year and $309.8 billion (about 455 trillion won) this year. The market is expected to grow to $500.8 billion (about 736 trillion won) by 2034, recording an average annual growth rate of 5.5%.