Frozen Breakfast Foods - US - July 2015
"The frozen breakfast foods category reached $3.2 billion in 2015, although it struggled to grow sales over the last two years. The category continues to face competition from other breakfast foods viewed as healthier or more convenient, as well as foodservice options."
Amanda Topper, Food Analyst
This report looks at the following areas:
- Frozen breakfast handhelds only segment to grow
- Strong competition from other breakfast foods
- Consumers remain skeptical about nutrition
Manufacturers should take advantage of positive consumer perceptions of these foods as affordable and comparable alternatives to foodservice breakfast. New product development focused on nutritious options with recognizable ingredients, and promoting consumption outside of the breakfast occasion may help sustain future category growth.
Frozen breakfast foods already benefit from relatively high household penetration and positive perceptions related to their convenience, taste, and affordability, especially compared to foodservice options. Improvements to the nutrition and portability of these items, as well as promoting expanded consumption occasions, can help the category remain competitive.
Current market growth has struggled due to sales declines across all segments, aside from the frozen breakfast handhelds segment. The convenience and portability of the frozen breakfast handhelds segment has allowed it to continue performing well, although year-over-year growth has significantly declined. Other category segments including frozen breakfast entrées, waffles, and other frozen breakfast foods have struggled to grow as a result of consumer concerns about the healthfulness and ingredients in these products.
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