Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Frozen Snacks - US - April 2014

“Concerns about the nutritional value of frozen snacks will continue to be top of mind for consumers. Manufacturers will need to reformulate or expand their product offerings, ensuring these items meet consumer preferences for high-quality ingredients and convenient formats. More frequent snacking occasions will also impact product offerings, as well as the retail locations in which these products are sold.”

– Amanda Topper, Food Analyst

Some questions answered in this report include:

  • What effect will more frequent snacking have?
  • How can negative health perceptions of frozen snacks be improved?
  • How will the changing retail landscape impact the category?

The frozen snacks category grew just 9% from 2008-13. Although both segments within the category benefit from fairly high household penetration rates, negative perceptions about their processed nature, and frozen foods in general, have the potential to suppress future growth. Despite poor nutritional perceptions related to the category, consumers continue to seek out the products, especially because of their convenience, as snacking occasions increase. Product reformulations, new formats, and flavors will help the category grow, especially among younger consumers, men, and households with children, who over index in use. Greater retail availability, especially in nonsupermarket channels, such as convenience stores and warehouse stores, will also contribute to future growth.

Mintel provides a comprehensive analysis of the following factors that have the greatest potential to impact the category’s performance:

  • Types of frozen snacks purchased and how purchase preferences differ by demographics
  • Occasions in which frozen snacks are consumed, including use as snacks and meal replacements
  • Reasons for not consuming frozen snacks related to health, price, convenience, flavor, or format
  • Impact of shifting US demographics including fewer households with children and increasing ethnic populations
  • How health, price, flavor, and function impact consumer attitudes toward frozen snacks
  • The factors that have the most influence on purchases of frozen snacks
  • Attributes associated with a variety of frozen snacks including frozen appetizers and frozen handhelds
  • Current product positioning and what marketing strategies make the most sense given the various target audiences that manufacturers are trying to connect with to maximize sales opportunities
  • Which brands are gaining, which are losing, and why, within the market
  • How factors such as increased snacking occasions and health concerns are impacting the market as a whole

This report builds on the analysis presented in Mintel’s Frozen Snacks – US, May 2013, as well as the 2012, 2007, 2008, and 2010 reports bearing the same name. The report also builds on analysis presented in Mintel’s Frozen Handheld – US, June 2012.

Not included in this report are:

  • Frozen breaded vegetables, such as breaded mushrooms
  • Frozen chicken products, such as chicken tenders, chicken nuggets, and chicken fingers
  • Frozen dinners or entrées
  • Refrigerated or shelf-stable snacks of any kind

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                • Executive Summary

                    • The market
                      • Sales forecasted to reach $5.1 billion in 2018
                        • Figure 1: Total US sales and fan chart forecast of frozen snacks, at current prices, 2008-18
                      • Frozen handheld entrees continue to lead the category
                        • Figure 2: Total US retail sales of frozen snacks, by segment, 2011 and 2013
                      • Market factors
                        • Increased snacking, health concerns, and demographic shifts to impact category
                          • Key players
                            • Nestlé, Heinz post sales declines
                              • Figure 3: MULO sales of frozen snacks, by leading companies, 2013
                            • Retail channels
                              • Nonsupermarket channels increase in market share
                                • Figure 4: Total US retail sales of frozen snacks, by channel, at current prices, 2011-13
                              • The consumer
                                • Households with children, men, more likely to purchase frozen snacks
                                  • Figure 5: Household purchase of frozen snacks – Self use, by age, February 2014
                                • Meal occasions edge out use as a snack
                                  • Figure 6: Frozen snacks usage occasions, by age, February 2014
                                • Price, packaging most important when buying frozen snacks
                                  • Figure 7: Important factors when buying frozen snacks, top five, February 2014
                                • Room for flavor, format improvements
                                  • Figure 8: Agreement with attitudes toward frozen snacks, top five, February 2014
                                • What we think
                                • Issues and Insights

                                    • What effect will more frequent snacking have?
                                      • Issues
                                        • Insight: Format, ingredients will become more important
                                          • How can negative health perceptions of frozen snacks be improved?
                                            • Issues
                                              • Insight: Focus on convenience and fresh ingredients
                                                • How will the changing retail landscape impact the category?
                                                  • Issues
                                                    • Insight: Greater availability, expanded offerings can boost consumption
                                                    • Trend Applications

                                                        • Trend: The Real Thing
                                                          • Trend: Minimize Me
                                                            • Mintel Futures: Brand Intervention
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Sales forecasted to reach $5.1 billion in 2018
                                                                  • Sales and forecast of market
                                                                    • Figure 9: Total US retail sales and forecast of frozen snacks, at current prices, 2008-18
                                                                    • Figure 10: Total US sales and forecast of frozen snacks, at inflation-adjusted prices, 2008-18
                                                                  • Fan chart forecast
                                                                      • Figure 11: Total US sales and fan chart forecast of frozen snacks, at current prices, 2008-18
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Increased snacking occasions continue to benefit category
                                                                        • Figure 12: adults age 20 years and over consuming specified number of snacks per day, 1977-78 and 2007-08
                                                                      • Health concerns could impede growth
                                                                        • Shifting populations create new opportunities
                                                                          • Figure 13: US households, by presence of own children, 2003-13
                                                                          • Figure 14: US population by race and Hispanic origin, 2009, 2014, and 2019
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • A fresh preference
                                                                            • Figure 15: Snacks eaten in past six months – Any consumption, top five, November 2013
                                                                          • Foodservice rivals in convenience
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Frozen handheld entrees continue to lead the category
                                                                                • Sales of frozen snacks, by segment
                                                                                  • Figure 16: Total US retail sales of frozen snacks, by segment, 2011 and 2013
                                                                                • Frozen snacks increase sales 15% from 2008-13
                                                                                  • Sales and forecast of frozen appetizers, snack rolls, and pretzels
                                                                                    • Figure 17: Total US retail sales and forecast of frozen appetizers, snack rolls, and pretzels, at current prices, 2008-18
                                                                                  • Frozen handheld entrees grow just 4% from 2008-13
                                                                                    • Sales and forecast of frozen handheld entrees
                                                                                      • Figure 18: Total US retail sales and forecast of frozen handheld entrees, at current prices, 2008-18
                                                                                  • Retail Channels

                                                                                    • Key points
                                                                                      • Sales of frozen snacks, by channel
                                                                                        • Figure 19: Total US retail sales of frozen snacks, by channel, at current prices, 2011-13
                                                                                      • Diverse retail availability helps other retail channels gain traction
                                                                                        • Supermarket sales remain flat
                                                                                          • Supermarket sales of frozen snacks
                                                                                            • Figure 20: US supermarket sales of frozen snacks, at current prices, 2008-13
                                                                                          • Other retail channels exhibit strong growth
                                                                                            • Other retail channel sales of frozen snacks
                                                                                              • Figure 21: US sales of frozen snacks, through other retail channels, at current prices, 2008-13
                                                                                            • Retail channels – Natural supermarkets
                                                                                              • Natural channel sales of frozen snacks, by segment
                                                                                                • Figure 22: US natural channel sales of frozen snacks, at current prices, 2011-13
                                                                                            • Leading Companies

                                                                                              • Key points
                                                                                                • Two of three leading companies post sales declines
                                                                                                  • Private label in need of growth
                                                                                                    • Manufacturer sales of frozen snacks
                                                                                                      • Figure 23: MULO sales of frozen snacks, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                  • Brand Share – Frozen Appetizers, Snack Rolls, and Pretzels

                                                                                                    • Key points
                                                                                                      • General Mills, Heinz continue to lead segment sales
                                                                                                          • Figure 24: Frozen hot snacks brands consumed, November 2012-December 2013
                                                                                                        • SuperPretzel, Banquet, Seapak experience strong growth
                                                                                                          • Manufacturer sales of frozen appetizers, snack rolls, and pretzels
                                                                                                            • Figure 25: MULO sales of frozen appetizers, snack rolls, and pretzels, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                          • Strong purchase measures for Totino’s
                                                                                                            • Figure 26: Key purchase measures for the top brands of frozen appetizers, snack rolls, and pretzels, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                        • Brand Share – Frozen Handheld Entrees

                                                                                                          • Key points
                                                                                                            • No match for Nestlé
                                                                                                              • Fast food formats prove successful
                                                                                                                • Manufacturer sales of frozen handheld entrees
                                                                                                                  • Figure 27: MULO sales of frozen handheld entrees, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                • Strong loyalty, purchase volume for El Monterey
                                                                                                                  • Figure 28: Key purchase measures for the top brands of frozen handheld entrees, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                              • Innovations and Innovators

                                                                                                                • Strong year-over-year growth in product introductions
                                                                                                                  • Figure 29: Frozen snack product launches, by launch type, January-December 2013
                                                                                                                • Convenience, ease of use most popular claims
                                                                                                                  • Figure 30: Frozen snacks product claims, top ten, January-December 2013
                                                                                                                • Increasing ethnic influence
                                                                                                                  • The natural alternative
                                                                                                                    • Small size, big taste
                                                                                                                      • From restaurant to freezer
                                                                                                                      • Marketing Strategies

                                                                                                                        • Overview of the brand landscape
                                                                                                                          • Theme: Marketing use for specific occasions
                                                                                                                            • Figure 31: Tyson mini chicken sandwiches print ad, August 2013
                                                                                                                            • Figure 32: Tyson mini chicken sandwiches print ad, August 2013
                                                                                                                            • Figure 33: White Castle print ad, August 2013
                                                                                                                            • Figure 34: Farm Rich TV ad, “Are you ready for some FarmRich,” September 2013
                                                                                                                          • Theme: Convenience and quality
                                                                                                                            • Figure 35: Totino’s print ad, May 2013
                                                                                                                            • Figure 36: Totino’s TV ad, “Totino’s elevator”, July 2013
                                                                                                                            • Figure 37: Bagel Bites website, March 2014
                                                                                                                            • Figure 38: El Monterey website, March 2014
                                                                                                                          • Theme: Making frozen food hot again
                                                                                                                            • Figure 39: Hot Pockets website, March 2014
                                                                                                                            • Figure 40: Hot Pockets ad, “You got what i eat”, October 2013
                                                                                                                            • Figure 41: Hot Pockets print ad, July 2013
                                                                                                                        • Social Media

                                                                                                                          • Key points
                                                                                                                            • Market overview
                                                                                                                              • Key social media metrics
                                                                                                                                • Figure 42: Key performance indicators, selected frozen snack brands, March 3, 2013-March 2, 2014
                                                                                                                              • Brand usage and awareness
                                                                                                                                • Figure 43: Brand usage and awareness of frozen snack brands, February 2014
                                                                                                                              • Interaction with brands
                                                                                                                                • Figure 44: Interaction with frozen snack brands, February 2014
                                                                                                                              • Brand analysis
                                                                                                                                • Using humor in online marketing
                                                                                                                                  • Tapping into pop culture trends
                                                                                                                                    • User participation to bring brands alive
                                                                                                                                      • What we think
                                                                                                                                        • Online conversations
                                                                                                                                          • Figure 45: Online mentions, selected frozen snack brands, March 3, 2013-March 2, 2014
                                                                                                                                        • Where are people talking about frozen snack brands?
                                                                                                                                          • Figure 46: Mentions, by page type, selected frozen snack brands, March 3, 2013-March 2, 2014
                                                                                                                                        • What are people talking about online?
                                                                                                                                          • Figure 47: Mentions, by topic of conversation, selected frozen snack brands, March 3, 2013-March 2, 2014
                                                                                                                                      • Frozen Snacks Purchased

                                                                                                                                        • Key points
                                                                                                                                          • Higher purchase among households with children
                                                                                                                                            • Figure 48: Household purchase of frozen snacks – Any use, by presence of children in household, February 2014
                                                                                                                                          • Men, 18-34s significantly more likely to purchase frozen snacks
                                                                                                                                            • Figure 49: Household purchase of frozen snacks – Self use, by gender, February 2014
                                                                                                                                            • Figure 50: Household purchase of frozen snacks – Self use, by age, February 2014
                                                                                                                                          • Nutritional concerns largest inhibitor to purchases
                                                                                                                                            • Figure 51: Reasons for not purchasing or not purchasing more frozen snacks, by gender, February 2014
                                                                                                                                            • Figure 52: Reasons for not purchasing or not purchasing more frozen snacks, by generations, February 2014
                                                                                                                                        • Usage Occasions

                                                                                                                                          • Key points
                                                                                                                                            • Meal occasions edge out use as a snack
                                                                                                                                              • Figure 53: Frozen snacks usage occasions, by age, February 2014
                                                                                                                                              • Figure 54: Frozen snacks usage occasions, by gender and household income, February 2014
                                                                                                                                          • Attributes Associated with Frozen Snacks

                                                                                                                                            • Key points
                                                                                                                                              • Frozen snacks perceived as affordable, convenient, delicious
                                                                                                                                                • Figure 55: Attributes associated with frozen snacks, February 2014
                                                                                                                                              • Consumers 18-34 more likely to associate taste-related attributes with frozen snacks
                                                                                                                                                • Figure 56: Attributes associated with frozen snacks – Frozen Appetizers (eg corn dogs, egg rolls) or frozen snack rolls (eg pizza rolls) or frozen pretzels, by age, February 2014
                                                                                                                                              • Older consumers associate filling, ethnic qualities with handhelds
                                                                                                                                                • Figure 57: Attributes associated with frozen snacks – Frozen handheld items (eg calzones, flatbreads), by age, February 2014
                                                                                                                                            • Important Factors When Buying Frozen Snacks

                                                                                                                                              • Key points
                                                                                                                                                • Price, packaging most important when buying frozen snacks
                                                                                                                                                    • Figure 58: Important factors when buying frozen snacks, by age, February 2014
                                                                                                                                                  • Ingredient, packaging claims more important for frozen handhelds
                                                                                                                                                    • Figure 59: Important factors when buying frozen snacks, by any purchase of frozen snacks, February 2014
                                                                                                                                                • Attitudes Toward Frozen Snacks

                                                                                                                                                  • Key points
                                                                                                                                                    • Room for flavor, format improvements
                                                                                                                                                        • Figure 60: Agreement with attitudes toward frozen snacks, by age, February 2014
                                                                                                                                                      • Format, health attitudes differ by snack type
                                                                                                                                                        • Figure 61: Agreement with attitudes toward frozen snacks, by any purchase of frozen snacks, February 2014
                                                                                                                                                        • Figure 62: Agreement with attitudes toward frozen snacks, by any purchase of frozen snacks, February 2014 (continued)
                                                                                                                                                    • Race and Hispanic Origin

                                                                                                                                                      • Key points
                                                                                                                                                        • Hispanic households over index in purchase across frozen snack segments
                                                                                                                                                          • Figure 63: Household purchase of frozen snacks – Any use, by race and Hispanic origin, February 2014
                                                                                                                                                          • Figure 64: Household purchase of frozen snacks – Self use, by race and Hispanic origin, February 2014
                                                                                                                                                          • Figure 65: Reasons for not purchasing or not purchasing more frozen snacks, by race and Hispanic origin, February 2014
                                                                                                                                                        • Blacks, Hispanics more likely to snack on the go
                                                                                                                                                          • Figure 66: Frozen snacks usage occasions, by race and Hispanic origin, February 2014
                                                                                                                                                        • Blacks, other race groups view snacks as healthy, gourmet
                                                                                                                                                          • Figure 67: Attributes associated with frozen snacks – Frozen appetizers (eg corn dogs, egg rolls) or frozen snack rolls (eg pizza rolls) or frozen pretzels, by race/Hispanic origin, February 2014
                                                                                                                                                        • Black consumers view frozen snacks as affordable
                                                                                                                                                          • Figure 68: Agreement with attitudes toward frozen snacks, by race/Hispanic origin, February 2014
                                                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                                                          • Figure 69: Household purchase of frozen snacks – Any use, by household income, February 2014
                                                                                                                                                          • Figure 70: Attributes associated with frozen snacks – Frozen appetizers (eg corn dogs, egg rolls), by age, February 2014
                                                                                                                                                          • Figure 71: Attributes associated with frozen snacks – Frozen appetizers (eg corn dogs, egg rolls), by race/Hispanic origin, February 2014
                                                                                                                                                          • Figure 72: Attributes associated with frozen snacks – Frozen handheld items (eg calzones, flatbreads), by race/Hispanic origin, February 2014
                                                                                                                                                          • Figure 73: Important factors when buying frozen snacks, by race/Hispanic origin, February 2014
                                                                                                                                                          • Figure 74: Agreement with attitudes toward frozen snacks, by gender, February 2014
                                                                                                                                                      • Appendix – Social Media

                                                                                                                                                        • Online conversations
                                                                                                                                                          • Figure 75: Online mentions, selected frozen snack brands, March 3, 2013-March 2, 2014
                                                                                                                                                        • Brand analysis
                                                                                                                                                          • Figure 76: Hot Pockets key social media indicators, March 2014
                                                                                                                                                          • Figure 77: Bagel Bites key social media indicators, February 2014
                                                                                                                                                          • Figure 78: Lean Pockets key social media indicators, March 2014
                                                                                                                                                          • Figure 79: T.G.I. Friday’s key social media indicators, March 2014
                                                                                                                                                          • Figure 80: El Monterey key social media indicators, March 2014
                                                                                                                                                          • Figure 81: SUPERPRETZEL key social media indicators, March 2014
                                                                                                                                                        • Brand usage or awareness
                                                                                                                                                          • Figure 82: Brand usage or awareness, February 2014
                                                                                                                                                          • Figure 83: Hot Pockets usage or awareness, by demographics, February 2014
                                                                                                                                                          • Figure 84: SUPERPRETZEL usage or awareness, by demographics, February 2014
                                                                                                                                                          • Figure 85: El Monterey usage or awareness, by demographics, February 2014
                                                                                                                                                          • Figure 86: Lean Pockets usage or awareness, by demographics, February 2014
                                                                                                                                                          • Figure 87: T.G.I Friday’s usage or awareness, by demographics, February 2014
                                                                                                                                                          • Figure 88: Bagel Bites usage or awareness, by demographics, February 2014
                                                                                                                                                        • Activities done
                                                                                                                                                          • Figure 89: Activities done, February 2014
                                                                                                                                                          • Figure 90: Hot Pockets – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                          • Figure 91: Hot Pockets – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                          • Figure 92: Hot Pockets – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                          • Figure 93: Hot Pockets – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                          • Figure 94: SUPERPRETZEL – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                          • Figure 95: SUPERPRETZEL – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                          • Figure 96: SUPERPRETZEL – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                          • Figure 97: SUPERPRETZEL – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                          • Figure 98: El Monterey – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                          • Figure 99: El Monterey – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                          • Figure 100: El Monterey – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                          • Figure 101: Lean Pockets – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                          • Figure 102: Lean Pockets – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                          • Figure 103: Lean Pockets – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                          • Figure 104: Lean Pockets – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                          • Figure 105: T.G.I Friday’s – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                          • Figure 106: T.G.I Friday’s – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                          • Figure 107: T.G.I Friday’s – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                          • Figure 108: T.G.I Friday’s – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                          • Figure 109: Bagel Bites – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                          • Figure 110: Bagel Bites – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                          • Figure 111: Bagel Bites – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                          • Figure 112: Bagel Bites – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                      • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                          • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                          • Appendix – Trade Associations

                                                                                                                                                            Companies Covered

                                                                                                                                                            • Foster Poultry Farms
                                                                                                                                                            • General Mills Inc
                                                                                                                                                            • HJ Heinz Company
                                                                                                                                                            • J & J Snack Foods Corp.
                                                                                                                                                            • Nestlé USA
                                                                                                                                                            • Rich Products Corporation
                                                                                                                                                            • The J. M. Smucker Company
                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                            • White Castle System, Inc.
                                                                                                                                                            • Windsor Frozen Foods Company

                                                                                                                                                            Frozen Snacks - US - April 2014

                                                                                                                                                            US $3,995.00 (Excl.Tax)