Kimberly Dale has been in the grocery business for over 25 years. These days, as the senior director for Dairy and Frozen at Giant Eagle, a regional grocery store in the Midwest and Mid-Atlantic, she pays close attention to the trends happening today. “It’s where I’m most passionate,” Dale says.
In fact, it’s a BIG part of her job. She tracks what shoppers are buying, of course, and if their habits are changing (or not) to help decide what to stock on the shelves in the very near future — usually, she’s looking ahead about six to nine months. We chatted with Dale to see what shoppers have been up to in the freezer aisle. Here are the five things she’s noticed.
1. Shoppers also giving store brands a second look …
Grocery retailers like Aldi, Walmart, Kroger, and more have improved the quality and assortment of store-brand (or private-label) items on shelves — especially over the past five years. These products are often just as good as the name-brand ones you grew up with and a fraction of the price. According to Dale, you can potentially spend 20% to 40% less by picking up these store-brand items.
2. … and grabbing bags of frozen fruit and vegetables.
The freezer aisle is one of the best places to stock up on produce while sticking to a budget. Beyond their attractive price, frozen fruit and vegetables pack a lot of benefits in those convenient bags. The fruit and vegetables are often picked at peak ripeness so they’ve got great flavor and flash frozen right away. They’re often just as nutritious if not more so, like frozen blueberries. And for many shoppers, they are the freshest option available. Even chefs can’t recommend them enough.
3. They are more savvy with pricing.
Post COVID-19, the dollar doesn’t stretch as far as it used to. In addition to prices remaining stubbornly high, products are shrinking. (Have you noticed that family-size frozen lasagna isn’t as large as it used to be?)
According to Dale, more consumers are checking the fine print and doing some quick math to compare prices between different-size items to find the most cost-effective items. They want to know for certain if the “value pack” is actually the best deal.
4. They’re using digital coupons more than before.
Digital coupons are becoming even more popular. If you haven’t downloaded the app for your favorite grocery store or retailer, go ahead and do it now. I’ll wait.
Familiarize yourself with the section that lists out the digital coupons, Dale advises. The structure will vary, depending on the retailer (some are easier to navigate than others). You’ll find some coupons that are very specific to the way you shop; others are based on nationwide specials or seasonal offerings.
5. Influencers are impacting the way they shop.
Dale, who oversees both the frozen and dairy sections, has noticed the retro grocery surged in popularity in recent months. “After a couple of viral TikToks,” she says, “it’s become such a big thing.” With “dumpling bakes” having a major moment on social media, don’t be surprised if you see an extra bag of frozen dumplings in shoppers’ carts.
Got a tip for shopping in the freezer aisle? Tell us about it in the comments below.
The Weekly Checkout
Sign up for The Weekly Checkout to get the most up-to-date grocery news, tips, and highlights.