Chief among these trends is the growing demand for fresh products or, at least, fresher products in refrigerated rather than frozen form, according to market research Packaged Facts in the report, Frozen Foods in the U.S.: Hot Meals, Sides, and Snacks.

Turns out that Americans are eating their fruits and vegetables as well as other fresh foods and beverages, reports The NPD Group, a leading global information company. The percent of all in-home eating occasions that include fresh foods, like fruit, vegetables, and dairy items, is almost back to levels seen 30 years ago, according to NPD food consumption research.

With “fresh” and “healthy” emerging as food industry buzz words, it’s easy to wonder if frozen foods—which almost inherently fail conjure connotations associated with either fresh or healthy products—still appeal to the majority of American consumers.