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Frozen Breakfast Foods - US - August 2017

"The market for frozen breakfast foods has entered into a relatively stable period of stagnation, with frozen handheld options managing a degree of growth, as they cater to consumer demand for easy-to-use and portable breakfast foods. Interestingly, a chief competitor to the category, restaurant breakfast menus, may well be encouraging consumers to view breakfast foods as an any-time-of-day meal, a notion which retail brands could leverage to increase usage of their breakfast options."

- William Roberts, Jr, Senior Food & Drink Analyst

This report will look at the following areas:

  • Handheld options cater to portability demand
  • Restaurants encouraging more breakfast consumption
  • Increase in childless households portends a need for change

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Handheld options cater to portability demand
            • Figure 1: Total US sales and fan chart forecast of frozen breakfast foods, at current prices, 2012-22
          • Restaurants encouraging more breakfast consumption
            • Figure 2: Away-from-home (AFH) breakfast behavior changes from one year ago, April 2016
          • Increase in childless households portends a need for change
            • Figure 3: Households, by presence of own children, 2003-13
          • The opportunities
            • Breakfast anytime
              • Figure 4: Opinions, by age, May 2017
            • Portable potential
              • Figure 5: Opinions, by age, May 2017
            • Easing preparation
              • Figure 6: Opinions, by number of children under 18 in household, May 2017
            • What it means
            • The Market – What You Need to Know

              • Portability points to category's opportunities
                • Other retail channels encroaching upon supermarkets
                  • Restaurant competition potentially opening breakfast to new dayparts
                    • Catering to smaller households
                    • Market Size and Forecast

                      • Handheld options point to consumer demands for category
                        • Figure 7: Total US sales and fan chart forecast of frozen breakfast foods, at current prices, 2012-22
                        • Figure 8: Total US sales and forecast of frozen breakfast foods, at current prices, 2012-22
                    • Market Breakdown

                      • Stagnation for entrees and waffles
                        • Figure 9: Total US retail sales and forecast of frozen breakfast foods, by segment, at current prices, 2012-22
                        • Figure 10: Total US retail sales and forecast of frozen breakfast foods, by segment, at current prices, 2012-22
                      • Other channels outpace supermarkets’ growth
                        • Figure 11: Total US retail sales and market share of frozen breakfast foods, by channel, at current prices, 2015 and 2017
                    • Market Perspective

                      • Competition from foodservice and even homemade breakfast options
                        • Figure 12: Away-from-home breakfast behavior changes from one year ago, April 2016
                      • Other at-home options vie for attention at breakfast
                        • Figure 13: Breakfast food purchase, May 2016
                    • Market Factors

                      • Hispanics, particularly Millennials, opt for frozen breakfast options
                        • Figure 14: US population by Hispanic origin, 2017
                      • Number of households with children continues decline
                        • Figure 15: Households, by presence of own children, 2006-16
                    • Key Players – What You Need to Know

                      • One company grows as a pair struggle
                        • Entrees easing preparation
                          • Recall negatively impacting Aunt Jemima frozen brands
                            • Potential in ethical claims
                            • Company and Brand Sales of Frozen Breakfast Foods

                              • Tyson retains category lead, as Kellogg and General Mills stumble
                                • Sales of frozen breakfast foods by company
                                  • Figure 16: MULO sales of frozen breakfast foods, by leading companies, in millions, rolling 52 weeks 2016 and 2017
                                  • Figure 17: MULO sales of frozen breakfast foods, by leading companies, rolling 52 weeks 2016 and 2017
                              • What’s Working?

                                • Breakfast entrees resonating
                                  • Figure 18: Amy’s Breakfast Scramble with Meatless Sausage & Country-Style Potatoes
                                • Private label handhelds leveraging portability
                                  • Figure 19: Aldi’s Breakfast Best Mozzarella & Bacon Mini Bagels
                                  • Figure 20: Date published for frozen breakfast launches, branded vs private label, 2012-17
                              • What’s Struggling?

                                • Recall impacts Aunt Jemima frozen brands
                                  • Figure 21: Aunt Jemima frozen breakfast entrees
                              • What’s Next?

                                • Ethical claim potential
                                  • Figure 22: Frozen breakfast food launches with ethical claims, 2017
                              • The Consumer – What You Need to Know

                                • Consumption on weekends varies from weekdays
                                  • Mass merchandisers leveraging one-stop-shop appeal
                                    • Leveraging convenience along with health
                                      • Avoiding artificial in frozen
                                        • Embracing the real
                                          • Breakfast importance low among younger consumers
                                          • Consumption of Frozen Breakfast Foods

                                            • Portable options prove popular during the week
                                              • Figure 23: Consumption, May 2017
                                            • Popularity among households with children
                                              • Figure 24: Consumption, by presence and age of children in the household, May 2017
                                            • Older consumers turning to other breakfast options
                                              • Figure 25: Consumption, by age, May 2017
                                              • Figure 26: Opinions of frozen options and meals, by age, Fall 2016
                                            • Strong relevance among Hispanic Millennials
                                              • Figure 27: Consumption, by Hispanic origin, May 2017
                                          • Purchase Location

                                            • Non-traditional retailers presenting opportunity and challenges
                                              • Figure 28: Purchase location, May 2017
                                            • Convenience even impacting purchase location for younger consumers
                                              • Figure 29: Purchase location, by age, May 2017
                                            • Walmart, dollar stores factor notably for lower-income households
                                              • Figure 30: Purchase location, by household income, May 2017
                                            • Hispanic Millennials turning to mass merchandisers and supermarkets
                                              • Figure 31: Purchase location, by Hispanic origin, May 2017
                                          • Reasons for Consumption

                                            • Convenience and ease weigh heavily among consumers
                                              • Figure 32: Reasons for consumption, May 2017
                                            • Potential in healthy convenience
                                              • Figure 33: Important attributes, May 2017
                                            • Healthy convenience factoring in Hispanic Millennial purchase
                                              • Figure 34: Important attributes, by Hispanic origin, May 2017
                                          • Important Low-in Attributes

                                            • Consumers also avoiding artificial in frozen
                                              • Figure 35: Important attributes, May 2017
                                            • Hispanic Millennials seeking fewer "low-in" options
                                              • Figure 36: Important attributes, by Hispanic origin, May 2017
                                          • Increasing Purchase

                                            • Cleaner labels may resonate, as does value and trial
                                              • Figure 37: Increasing purchase, May 2017
                                            • Younger consumers appear to be avoiding wasted food, time, effort
                                              • Figure 38: Increasing purchase, by age, May 2017
                                            • Real approach to reach Hispanic consumers…and others
                                              • Figure 39: Increasing purchase, by Hispanic origin, May 2017
                                          • Opinions of Frozen Breakfast Foods

                                            • Frozen options challenged to find distinct selling points
                                              • Figure 40: Opinions, May 2017
                                            • Breakfast’s importance waning, but usage could expand
                                              • Figure 41: Opinions, by age, May 2017
                                            • Potently portable
                                              • Figure 42: Opinions, by age, May 2017
                                            • Time saving resonates—to a point
                                              • Figure 43: Opinions, by number of children under 18 in household, May 2017
                                            • Reaching Hispanic consumers with proof
                                              • Figure 44: Opinions, by Hispanic origin, May 2017
                                          • Appendix—Data Sources and Abbreviations

                                            • Data sources
                                              • Sales data
                                                • Fan chart forecast
                                                  • Consumer survey data
                                                    • Abbreviations and terms
                                                      • Abbreviations
                                                      • Appendix – The Market

                                                          • Figure 45: Total US sales and forecast of frozen breakfast foods, at inflation-adjusted prices, 2012-22
                                                          • Figure 46: Total US retail sales and forecast of frozen breakfast foods, by segment, at current prices, 2012-22
                                                          • Figure 47: Total US retail sales of frozen breakfast foods, by segment, at current prices, 2015 and 2017
                                                          • Figure 48: Total US retail sales and forecast of frozen breakfast entrees, at current prices, 2012-22
                                                          • Figure 49: Total US retail sales and forecast of frozen breakfast entrees, at inflation-adjusted prices, 2012-22
                                                          • Figure 50: Total US retail sales and forecast of frozen breakfast handhelds, at current prices, 2012-22
                                                          • Figure 51: Total US retail sales and forecast of frozen breakfast handhelds, at inflation-adjusted prices, 2012-22
                                                          • Figure 52: Total US retail sales and forecast of frozen waffles, at current prices, 2012-22
                                                          • Figure 53: Total US retail sales and forecast of frozen waffles, at inflation-adjusted prices, 2012-22
                                                          • Figure 54: Total US retail sales of frozen breakfast foods, by channel, at current prices, 2012-2017
                                                          • Figure 55: Total US retail sales of frozen breakfast foods, by channel, at current prices, 2015 and 2017
                                                          • Figure 56: US supermarket sales of frozen breakfast foods, at current prices, 2012-17
                                                          • Figure 57: US sales of frozen breakfast foods through other retail channels, at current prices, 2012-17
                                                      • Appendix – Key Players

                                                          • Figure 58: MULO sales of frozen breakfast entrees, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                          • Figure 59: MULO sales of frozen breakfast handhelds, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                          • Figure 60: MULO sales of frozen waffles, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                      • Appendix – The Consumer

                                                          • Figure 61: Opinions of frozen options and meals, by gender
                                                          • Figure 62: Opinions of frozen options and meals, by age
                                                          • Figure 63: Opinions of frozen options and meals, by Hispanic origin
                                                          • Figure 64: Opinions of frozen options and meals, by household income
                                                          • Figure 65: Opinions of frozen options and meals, by education
                                                          • Figure 66: Opinions of frozen options and meals, by presence and number of children in household

                                                      Companies Covered

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                                                      Frozen Breakfast Foods - US - August 2017

                                                      US $3,995.00 (Excl.Tax)