Revealing consumer behavior trends toward frozen snacks in urban Bangladesh

Frozen food consumption is rising globally, with frozen snacks gaining popularity in Bangladesh due to urbanization, lifestyle changes, and women's workforce participation. This study investigates consumer behavior regarding frozen snacks among Dhaka supermarket customers, focusing on three major retail chains. We collected primary data from 200 respondents (90 buyers and 110 non‐buyers) using multistage sampling method, which were analyzed using descriptive statistics, perception indices, and ordinal logistic regression. Consumers generally viewed frozen snacks as convenient, time‐saving, helpful in emergencies, and healthier than street food. Spending habits are closely linked to socio‐demographic factors: female compared to male (odds ratio [OR] = 3.801, p < 0.05), households with more earning members (OR = 9.705, p < 0.01), monthly family income Tk. 60,001 to Tk. 90,000 versus >Tk. 90,000 (OR = 2.030, p < 0.10, marginal), and families with children (OR = 2.402, p < 0.05) and business professionals compared to unemployed (OR = 4.920, p < 0.10, marginal) tend to spend more on frozen snacks. In contrast, those who passed the higher secondary certificate were less likely to buy than postgraduates (OR = 0.230, p < 0.10, marginal). The regression model fit was satisfactory ( χ 2 = 78.968, p < 0.01). However, barriers such as accessibility, cost, and health concerns remain. Limitations include the Dhaka‐centric sample, exclusion of informal and online markets, reliance on self‐reported perceptions, and focus on socio‐demographic predictors of expenditure only. Despite these constraints, the findings highlight the need for targeted marketing and policies to support the sustainable growth of the frozen snack industry in Bangladesh.