Frozen Food as an Alternative to Fulfill Community Food During The Covid-19 Pandemic

This study aims to analyze the phenomenon of the shift in meeting food needs that occurred during the covid-29 pandemic through the theory of consumer behavior from an anthropological point of view. Various policies implemented in order to break the chain of the spread of COVID-19 have narrowed the space for people to move, especially activities to fulfill food needs. People who were initially oriented to food needs in the form of fresh food now have to find other alternatives that can help meet food needs that can minimize contact with other communities. One of the food innovations that is now starting to be in demand again to become an alternative food is frozen food. Based on data from ARPI, frozen food products recorded a 17% increase in demand compared to 2020. Initially frozen food innovation was intended to be a solution due to changes in consumption patterns of urban people who have busy work and find it difficult to find time to meet food needs in a conventional way, Currently, frozen food is starting to be in demand by the public again during the pandemic to become an alternative to fulfill food.