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Frozen Handheld Food - US - June 2012

The frozen handheld food market generated $2.7 billion in total U.S. sales in 2011 and grew by 18% from 2006-11, outperforming many other frozen and non-frozen food sectors. Innovation and renewed interest in the breakfast segment in particular have been driving sales for this market since 2009. However, significant challenges remain as restaurants increase their value-priced handheld options, luring consumers away from retail offerings. Meanwhile, at least some Americans are showing signs that they are steering away from some frozen food sectors as they see these products as overprocessed.

This report is a new title for Mintel, but it builds on the analysis presented in Mintel’s Frozen Snacks—U.S., May 2012 and Mintel’s Frozen Meals—U.S., May 2012.

For the purposes of this report, frozen handheld food is defined as including two primary segments: frozen handheld food (breakfast) and frozen handheld food (non-breakfast), which sell in retail grocery stores, mass merchandisers, drug stores, and other food retailers.

While fast food and other foodservice outlets also sell handheld food products, this segment of the market isn’t covered extensively in this report. That said, foodservice data are included in several sections of the report, including the consumer survey sections.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer data
              • Advertising creative
                • Acronyms and terms
                  • Acronyms
                    • Terms
                    • Executive Summary

                        • The market
                          • Sales heating up since 2009
                            • Figure 1: Fan chart forecast of frozen handheld food, 2006-16
                          • Red hot breakfast segment helps overcome shortfalls in non-breakfast segment
                            • Figure 2: Total U.S. sales of frozen handheld food products, by segment, 2009-11
                          • Market factors
                            • Food inflation, demographics, and quick-service restaurants pose challenges
                              • Figure 3: Population, by age, 2006-16
                            • Retail channels
                              • Supermarket sales growth lags, but remains dominant channel
                                • Figure 4: Total U.S. sales of frozen handheld food products, by channel, 2009 and 2011
                              • The consumer
                                • Men, 18-34s, lower-income households, and Hispanics key to market
                                  • Figure 5: Handheld food usage, by age, March 2012
                                • What consumers are looking for in frozen handheld food
                                  • Figure 6: Claims/positioning of importance (top five), March 2012
                                • What we think
                                • Issues in the Market

                                    • Who should manufacturers and marketers target?
                                      • Why has growth for each of the two primary segments differed? What’s ahead?
                                        • How is the manufacturing landscape changing in this market?
                                          • What matters to today’s frozen handheld food consumers?
                                          • Insights and Opportunities

                                            • Frozen handheld market needs an image overhaul regarding nutrition
                                              • Breakfast at any time of the day
                                                • Focus on protein content to combat “it won’t fill me up” syndrome
                                                  • Frozen local and restaurant foods
                                                  • Inspire Insights

                                                      • Trend 1: Perfecting the Details
                                                        • Trend 2: The Power of One
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Sales growth propelled by prices—not volume growth
                                                              • Figure 7: Total U.S. retail sales of frozen handheld food products, at current prices, 2006-16
                                                              • Figure 8: Total U.S. retail sales of frozen handheld food products, at inflation-adjusted prices, 2006-16
                                                            • Fan chart forecast
                                                              • Figure 9: Fan chart forecast of frozen handheld food, 2006-16
                                                            • Walmart sales
                                                            • Market Drivers

                                                              • Higher food prices stretch household budgets
                                                                • Figure 10: Changes in food price indexes, 2009 through 2012
                                                              • Demographics push and pull sales
                                                                • Aging population creates a challenge in next five years
                                                                  • Figure 11: Population, by age, 2006-16
                                                                  • Figure 12: Population, by generation, 2011
                                                                • Growth in Hispanics a potential boon to market
                                                                  • Figure 13: Population, by race and Hispanic origin, 2006-16
                                                                • Economic climate disappointing
                                                                  • Lower incomes create larger consumer base for frozen handheld food products
                                                                    • Figure 14: Median household income in inflation-adjusted dollars, 2000-10
                                                                  • Real disposable income
                                                                    • Figure 15: Real disposable income, January 2007-January 2012
                                                                    • Figure 16: Consumer sentiment index, January 2007–January 2012
                                                                • Competitive Context

                                                                  • Key points
                                                                    • QSRs challenge retail with low prices and superior taste
                                                                      • Figure 17: Hot sandwiches on menus at quick-service restaurants, by type, Q1 2011-Q1 2012
                                                                    • Store brands encroach on branded products
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Breakfast segment propels sales since 2009
                                                                          • Figure 18: Total U.S. sales of frozen handheld food products, by segment, 2009-11
                                                                      • Segment Performance—Frozen Handheld Food (Non-breakfast)

                                                                        • Key points
                                                                          • Sluggish frozen handheld food (non-breakfast) propped up by prices
                                                                            • Figure 19: Total U.S. sales and forecast of Frozen handheld food (non-breakfast) products, at current prices, 2006-16
                                                                        • Segment Performance—Frozen Handheld Food (Breakfast)

                                                                          • Key points
                                                                            • Frozen handheld food (breakfast) takes off in 2010
                                                                              • Figure 20: Total U.S. sales and forecast of frozen handheld food (breakfast) products, 2006-16
                                                                          • Retail Channels

                                                                            • Key points
                                                                              • Supermarkets remain the main destination for purchases
                                                                                • Figure 21: Total U.S. sales of frozen handheld food products, by channel, 2009 and 2011
                                                                              • Supermarket/food stores return to growth in 2011
                                                                                • Figure 22: Supermarket/food stores sales of frozen handheld food products, at current prices, 2006-11
                                                                              • Drug, dollar, and convenience stores growing frozen food offerings
                                                                                • Figure 23: Other retailers* sales of frozen handheld food products, at current prices, 2006-11
                                                                            • Leading Companies

                                                                              • Key points
                                                                                • Market leader Nestlé sees sales continue to decline
                                                                                  • Other large manufacturers grow FDMx sales
                                                                                    • Figure 24: Manufacturer FDMx sales of frozen handheld food in the U.S., 2011 and 2012
                                                                                • Brand Share—Frozen Handheld Food (Non-breakfast)

                                                                                  • Key points
                                                                                    • Market leader Nestlé has faced long-term declines in brands
                                                                                      • Private label and small manufacturers driving growth
                                                                                        • Figure 25: Selected FDMx brand sales of Frozen handheld food (non-breakfast), 2011 and 2012
                                                                                    • Brand Share—Frozen Handheld Food (Breakfast)

                                                                                      • Key points
                                                                                        • Segment growth shows increased interest in breakfast sandwiches/wraps
                                                                                          • Sara Lee’s Jimmy Dean brands dominate segment
                                                                                            • Odom’s Tennessee Pride and H.J. Heinz succeed while Nestlé falters in breakfast
                                                                                              • Figure 26: Selected FDMx brand sales of frozen handheld food (breakfast), 2011 and 2012
                                                                                          • Innovations and Innovators

                                                                                            • Key points
                                                                                              • Top claims in frozen sandwiches/wraps focus on time/convenience
                                                                                                • Figure 27: Frozen sandwich/wrap product launches, by top claims, 2007-12*
                                                                                                • Figure 28: Frozen sandwich/wrap product launches, by top 20 brands, 2007-12*
                                                                                              • Product innovations
                                                                                                • Minis are trendy
                                                                                                  • Breakfast products focus on protein content and low calories
                                                                                                    • Lunch/dinner burritos offer variety of organics with varied ingredients
                                                                                                    • Marketing Strategies

                                                                                                      • Key points
                                                                                                        • Overview
                                                                                                          • Young men and Hispanics
                                                                                                            • Two types of health-conscious woman
                                                                                                              • Moms looking to feed their families conveniently and nutritiously
                                                                                                                • Social media underutilized; young adults are key demographic
                                                                                                                  • Television ads
                                                                                                                    • Figure 29: Jimmy Dean Delights television ad, 2012
                                                                                                                    • Figure 30: Pillsbury Grands! Biscuits Television Ad, 2011
                                                                                                                    • Figure 31: Ruiz Foods Tornados television ad, 2012
                                                                                                                • Meal Preparation

                                                                                                                  • Key points
                                                                                                                    • Key demographics for low-effort meals
                                                                                                                      • Figure 32: Meal preparation, by gender, March 2012
                                                                                                                      • Figure 33: Meal preparation, by age, March 2012
                                                                                                                      • Figure 34: Meal preparation, by household income, March 2012
                                                                                                                      • Figure 35: Meal preparation, by household size, March 2012
                                                                                                                  • Household Usage

                                                                                                                    • Key points
                                                                                                                      • Handheld food usage
                                                                                                                          • Figure 36: Handheld food usage, by gender, March 2012
                                                                                                                          • Figure 37: Handheld food usage, by age, March 2012
                                                                                                                          • Figure 38: Handheld food usage, by household income, March 2012
                                                                                                                      • Consumption by Type and Frequency

                                                                                                                        • Key points
                                                                                                                          • Restaurant handheld usage outpaces frozen
                                                                                                                            • Figure 39: Handheld food consumption, March 2012
                                                                                                                          • Young adults key demographic for growth
                                                                                                                            • Figure 40: Handheld food products eaten in the last month, by age, March 2012
                                                                                                                            • Figure 41: Handheld food products eaten in the last month, by household size, March 2012
                                                                                                                          • Those aged 18-34 are frequent consumers of handheld foods
                                                                                                                            • Figure 42: Handheld food consumption frequency, March 2012
                                                                                                                            • Figure 43: Handheld food consumption frequency, by age, March 2012
                                                                                                                        • Where Consumers Buy Handheld Food Products

                                                                                                                          • Key points
                                                                                                                            • Most purchase as part of typical grocery shopping trip
                                                                                                                              • Figure 44: Where consumers buy handheld food products, March 2012
                                                                                                                            • Young adults (18-34s) purchase breakfast on the go
                                                                                                                                • Figure 45: Where consumers buy handheld food products, by age (breakfast), March 2012
                                                                                                                              • Those aged 18-34 buy lunch handhelds from a wide variety of channels
                                                                                                                                  • Figure 46: Where consumers buy handheld food products, by age (lunch/dinner), March 2012
                                                                                                                              • Handheld Food Consumption by Daypart/Location

                                                                                                                                • Key points
                                                                                                                                  • Frozen handheld food (breakfast) are not just for breakfast
                                                                                                                                      • Figure 47: Handheld food consumption, by daypart/location, March 2012
                                                                                                                                      • Figure 48: Handheld food consumption by daypart/location, by gender, March 2012
                                                                                                                                      • Figure 49: Handheld food consumption by daypart/location, by age, March 2012
                                                                                                                                  • Attitudes and Behavior

                                                                                                                                    • Key points
                                                                                                                                      • High-in claims important to consumers
                                                                                                                                        • Figure 50: Claims/positioning of importance, by age, March 2012
                                                                                                                                        • Figure 51: Claims/positioning of importance, by household income, March 2012
                                                                                                                                        • Figure 52: Claims/positioning of importance, by household size, March 2012
                                                                                                                                      • Frozen handheld food products suffer from negative image
                                                                                                                                        • Figure 53: Attitudes/behavior of frozen handheld food consumers, by gender, March 2012
                                                                                                                                        • Figure 54: Attitudes/behavior of frozen handheld food consumers, by household size, March 2012
                                                                                                                                    • Impact of Race and Hispanic Origin

                                                                                                                                      • Key points
                                                                                                                                        • Scratch cooking among Asian households poses challenge
                                                                                                                                          • Figure 55: Meal preparation, by race/Hispanic origin, March 2012
                                                                                                                                        • Hispanics hot demographic for both frozen and restaurant handheld foods
                                                                                                                                          • Figure 56: Handheld food products eaten in the last month, by race/Hispanic origin, March 2012
                                                                                                                                        • Whites are less frequent users
                                                                                                                                          • Figure 57: Handheld food consumption frequency, by race/Hispanic origin, March 2012
                                                                                                                                        • Hispanics offer potential for upscaling
                                                                                                                                          • Figure 58: Claims/positioning of importance, by race/Hispanic origin, March 2012
                                                                                                                                      • Custom Consumer Groups

                                                                                                                                        • Key points
                                                                                                                                          • Attitudes and behavior of “value” and “quality” groups
                                                                                                                                              • Figure 59: Meal preparation, by custom consumer groups, March 2012
                                                                                                                                              • Figure 60: Handheld food usage, by custom consumer groups, March 2012
                                                                                                                                              • Figure 61: Handheld food consumption frequency, by custom consumer groups, March 2012
                                                                                                                                              • Figure 62: Where consumers buy handheld food products, by custom consumer groups (breakfast), March 2012
                                                                                                                                              • Figure 63: Where consumers buy handheld food products, by custom consumer groups (lunch/dinner), March 2012
                                                                                                                                              • Figure 64: Handheld food consumption by daypart/location, by custom consumer groups, March 2012
                                                                                                                                              • Figure 65: Claims/positioning of importance, by custom consumer groups, March 2012
                                                                                                                                          • SymphonyIRI/Builders—Key Household Purchase Measures

                                                                                                                                            • Frozen dinners/entrées—U.S.
                                                                                                                                              • Overview
                                                                                                                                                • Frozen handheld entrées (non-breakfast)
                                                                                                                                                  • Consumer insights on key purchase measures—frozen handheld entrées (non-breakfast)
                                                                                                                                                    • Brand map
                                                                                                                                                      • Figure 66: Brand map, selected brands of frozen handheld entrées buying rate, by household penetration, 2011*
                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                      • Key purchase measures
                                                                                                                                                        • Figure 67: Key purchase measures for the top brands of frozen handheld entrées, by household penetration, 2011*
                                                                                                                                                    • Appendix—Other Useful Tables

                                                                                                                                                      • Consumer data
                                                                                                                                                        • Handheld food usage
                                                                                                                                                          • Figure 68: Handheld food usage, by household size, March 2012
                                                                                                                                                          • Figure 69: Handheld food usage, by race/Hispanic origin, March 2012
                                                                                                                                                          • Figure 70: Handheld food usage, by region, March 2012
                                                                                                                                                        • Usage in the last month
                                                                                                                                                          • Figure 71: Handheld food products eaten in the last month, by gender, March 2012
                                                                                                                                                        • Consumption frequency in the last month
                                                                                                                                                          • Figure 72: Handheld food consumption frequency, by household income, March 2012
                                                                                                                                                          • Figure 73: Handheld food consumption frequency, by household size, March 2012
                                                                                                                                                        • Attitudes and behavior of frozen handheld food consumers
                                                                                                                                                          • Figure 74: Attitudes/behavior of frozen handheld food consumers, by age, March 2012
                                                                                                                                                          • Figure 75: Attitudes/behavior of frozen handheld food consumers, by household income, March 2012
                                                                                                                                                        • Other useful data
                                                                                                                                                          • Figure 76: Households, by presence of children, 2001-11
                                                                                                                                                          • Figure 77: Hot sandwiches on menus at quick-service restaurants, by top flavors, Q1 2011–Q1 2012
                                                                                                                                                          • Figure 78: Hot sandwiches on menus at quick-service restaurants, by top nutritional claims, Q1 2011-Q1 2012
                                                                                                                                                      • Appendix—Trade Associations

                                                                                                                                                        Companies Covered

                                                                                                                                                        • Amy's Kitchen Inc.
                                                                                                                                                        • Bar-S Foods Co.
                                                                                                                                                        • General Mills Inc
                                                                                                                                                        • HJ Heinz Company
                                                                                                                                                        • Nestlé USA
                                                                                                                                                        • Pillsbury
                                                                                                                                                        • Ruiz Foods, Inc.
                                                                                                                                                        • Sara Lee Corporation
                                                                                                                                                        • The J. M. Smucker Company
                                                                                                                                                        • Tyson Foods Inc.
                                                                                                                                                        • Weight Watchers International Inc.
                                                                                                                                                        • White Castle System, Inc.
                                                                                                                                                        • Windsor Frozen Foods Company

                                                                                                                                                        Frozen Handheld Food - US - June 2012

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