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Frozen Snacks - US - April 2015

"The frozen snacks market continues its relatively flat performance of recent years, as consumers find other snacking options increasingly palatable in terms of convenience, flavor, and nutrition, leaving frozen snacks relatively few new consumer bases to mine. Households with children remain the $4.5 billion category’s key audience, but growing the category will require healthier reformulations, novel formats, and flavor innovation."

- William Roberts, Jr, Senior Food & Drink Analyst

This report covers the following areas:

  • Frozen snack sales plateau with competition from other snack options
  • Declines in both handheld and appetizer sales
  • Major category brands enter new territories
  • Frozen snacks for experimentation and meal replacement
  • Boredom impacting frozen snack sales
  • Frozen snacks and flavor experimentation
  • Frozen snacks' healthy potential
  • Spicy options resonate with men, on-the-go with women snackers
Convenience and ease of preparation remain the hallmarks of the frozen snacks category, but health concerns (principally surrounding fat, calories, and sodium) are negatively impacting the category, particularly with parents seeking healthy options for their children. Frozen snacks that can merge health and convenience, while catering to consumer interest in more unique and novel flavor profiles, could stem the stagnant sales performance the category has endured in recent years.
 

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Frozen snack sales plateau with competition from other snack options
            • Figure 1: Total US sales and fan chart forecast of frozen snacks, at current prices, 2009-19
          • Declines in both handheld and appetizer sales
            • Figure 2: Total US retail sales and forecast of frozen snacks, by segment, at current prices, in $ millions, 2009-19
          • Major category brands enter new territories
            • Figure 3: MULO sales performance, by leading companies by market share, rolling 52 weeks 2014 (year versus year sales change in parentheses)
          • The opportunities
            • Frozen snacks for experimentation and meal replacement
              • Figure 4: Opinions of frozen snacks, any agree, by generation, December 2014
            • Boredom impacting frozen snack sales
              • Figure 5: Opinions of frozen snacks, any agree, by generation, December 2014
            • Frozen snacks and flavor experimentation
              • Figure 6: Any frozen snack purchase, by generations, December 2014
            • Frozen snacks’ healthy potential
              • Figure 7: Desired attributes of frozen snacks, December 2014
            • Spicy options resonate with men, on-the-go with women snackers
              • Figure 8: Desired attributes of frozen appetizers, by gender and age, December 2014
            • What it means
            • The Market – What You Need to Know

              • Frozen snacks face a challenging future
                • Frozen appetizers should see their fortunes improve through 2019
                • Frozen Snack Performance Cools

                  • Frozen snack sales suffer amid consumer demands for convenience, health
                    • Figure 9: Total US sales and fan chart forecast of frozen snacks, at current prices, 2009-19
                    • Figure 10: Total US sales and forecast of frozen snacks, at current prices, 2009-19
                    • Figure 11: Total US retail sales and forecast of frozen snacks, at inflation-adjusted prices, 2009-19
                • Market Breakdown

                  • Handheld options resonate with consumers looking for convenience
                    • Figure 12: Total US retail sales and forecast of frozen snacks, by segment, at current prices, in $ millions, 2009-19
                  • Frozen snacks struggle to meet consumer expectations
                    • Figure 13: Percent change in sales of frozen snacks, 2010-19
                  • Other retail channels siphon frozen snack sales from supermarkets
                    • Figure 14: Total US retail sales of frozen snacks, by channel, at current prices, 2009-14, in $ millions
                • Market Perspective

                  • Grab-and-go provide a quicker option for time-crunched consumers
                    • Figure 15: Agreement with attitudes toward snacking, by household income, January 2015
                  • Foodservice a competitor for snacking
                    • Figure 16: Real disposable personal income, updated March 10, 2015
                    • Figure 17: LSR specialty concept dayparts, June 2014
                • Market Factors

                  • Nine in 10 consumers snack
                    • Figure 18: Percentages of men and women aged 20+ consuming specified number of snacks in a day, 2007-08
                  • Children are the future of snacking
                    • Figure 19: US households, by presence of own children, 2003-13
                    • Figure 20: US population by race and Hispanic origin, 2009, 2014, and 2019
                • Key Players – What You Need to Know

                  • Nestlé accounts for 21% of the market share of frozen snacks
                    • Convenient and portable are the keys to success in the frozen snack category
                      • Negative publicity results in declines for Nestlé
                        • Consumers turn to frozen snacks for breakfast convenience
                        • Leading Frozen Snack Brands Struggle

                          • Pockets lead handhelds, while Totino’s dominates appetizers
                            • Manufacturer sales of frozen snacks
                              • Figure 21: MULO sales of frozen snacks, by leading companies, rolling 52 weeks 2013 and 2014
                          • What’s Working?

                            • Portability compels handheld options
                              • Figure 22: MULO sales of Smucker’s Uncrustables, 52 weeks ending Dec. 28, 2014
                            • Restaurant brands go retail, and vice versa
                              • Figure 23: MULO sales of White Castle frozen handheld entrées, 52 weeks ending Dec. 28, 2014
                            • Spice sells
                              • Figure 24: MULO sales of General Mills’ Totino’s pizza rolls, 52 weeks ending Dec. 28, 2014
                              • Figure 25: MULO sales of Windsor Foods’ other brands, 52 weeks ending Dec. 28, 2014
                          • Who’s Struggling?

                            • Major handhelds face notable declines
                              • Figure 26: MULO sales of Nestlé SA Hot Pockets, 52 weeks ending Dec. 28, 2014
                            • Friday’s loses focus on frozen snacks
                              • Figure 27: MULO sales of TGI Friday’s frozen appetizers, rolling 52 weeks 2012-14, in millions
                          • What’s Next?

                            • Breaking into breakfast
                              • Avoiding GMOs
                                • Expanding ethnic options
                                • The Consumer – What You Need to Know

                                  • Health perceptions could help drive growth
                                    • Speed is of the essence for parents
                                      • Families in danger of getting bored with the format
                                        • A convenient way to entertain
                                        • Frozen Snack Purchase

                                          • Households with children purchase more frozen snacks
                                            • Figure 28: Any frozen snack purchase, by age/presence of children in household, December 2014
                                            • Figure 29: Purchase of frozen snacks, by presence of children in household, December 2014
                                        • Frozen Snack Occasions

                                          • Making a meal of frozen snacks
                                            • Figure 30: Opinions of frozen snacks, any agree, by generation, December 2014
                                            • Figure 31: Occasions for frozen snacks, by demographics, December 2014
                                        • Frozen for Health

                                          • Frozen snacks could use healthy ingredients as a point of differentiation
                                            • Figure 32: Any frozen snack purchase, by generations, December 2014
                                        • Warning Signs for Frozen Snacks

                                          • Overly processed and boredom associated with frozen snacks
                                            • Figure 33: Opinions of frozen snacks, Any agree, by generation, December 2014
                                            • Figure 34: Opinions of frozen snacks, any agree, by presence of children in household, December 2014
                                        • Hispanic Consumers Express Interest in Frozen Snacks

                                              • Figure 35: Opinions of frozen snacks, by Hispanic origin, December 2014
                                          • Increasing Interest in Frozen Snacks

                                            • Frozen snacks have party potential; handhelds could go gourmet
                                              • Figure 36: Desired attributes of frozen snacks, December 2014
                                              • Figure 37: Desired attributes of handheld sandwiches, by presence of children in household
                                              • Figure 38: Desired attributes of handheld sandwiches, by presence of children in household
                                          • Consumer Segmentation

                                              • Figure 39: Frozen snack clusters, December 2014
                                            • Group one: Seldom Snackers
                                              • Opportunities
                                                  • Figure 40: Opinions of frozen snacks, any agree by cluster segmentation, December 2014
                                                • Group two: Dashing Diners
                                                  • Opportunities
                                                    • Figure 41: Opinions of frozen snacks, any disagree by cluster segmentation, December 2014
                                                  • Group three: Foregoing Frozen
                                                    • Opportunities
                                                        • Figure 42: Opinions of frozen snacks, any agree by cluster segmentation, December 2014
                                                      • Group four: Saving Snackers
                                                        • Opportunities
                                                            • Figure 43: Opinions of frozen snacks, any agree by cluster segmentation, December 2014
                                                          • Cluster methodology
                                                          • Appendix: Data Sources and Abbreviations

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

                                                                          • Figure 44: Total US retail sales and forecast of frozen snacks, at current prices, 2009-19
                                                                          • Figure 45: Total US retail sales and forecast of frozen snacks, at inflation-adjusted prices, 2009-19
                                                                          • Figure 46: Total US retail sales and forecast of frozen snacks, by segment, at current prices, 2009-19
                                                                          • Figure 47: Total US retail sales of frozen snacks, by segment, at current prices, 2012 and 2014
                                                                          • Figure 48: Total US retail sales and forecast of frozen appetizers/snack rolls/pretzels, at current prices, 2009-19
                                                                          • Figure 49: Total US retail sales and forecast of frozen appetizers/snack rolls/pretzels, at inflation-adjusted prices, 2009-19
                                                                          • Figure 50: Total US retail sales and forecast of frozen handheld entrées, at current prices, 2009-19
                                                                          • Figure 51: Total US retail sales and forecast of frozen handheld entrées, at inflation-adjusted prices, 2009-19
                                                                          • Figure 52: Total US retail sales of frozen snacks, by channel, at current prices, 2009-14
                                                                          • Figure 53: Total US retail sales of frozen snacks, by channel, at current prices, 2012 and 2014
                                                                          • Figure 54: US supermarket sales of frozen snacks, at current prices, 2009-14
                                                                          • Figure 55: US sales of frozen snacks through other retail channels, at current prices, 2009-14
                                                                      • Appendix: Key Players

                                                                          • Figure 56: MULO sales of frozen snacks, by leading companies, rolling 52 weeks 2013 and 2014
                                                                          • Figure 57: MULO sales of frozen handheld entrées, by leading companies and brands, rolling 52 weeks 2013 and 2014
                                                                          • Figure 58: MULO sales of frozen appetizers/pretzels, by leading companies and brands, rolling 52 weeks 2013 and 2014
                                                                      • Appendix: Consumer

                                                                          • Figure 59: Frozen hot snacks consumption, by demographics, August 2013-September 2014
                                                                          • Figure 60: Frozen hot snacks brands consumed, by demographics, August 2013-September 2014
                                                                          • Figure 61: Frozen hot snacks brands consumed, by demographics, August 2013-September 2014
                                                                          • Figure 62: Frozen hot snacks brands consumed, by demographics, August 2013-September 2014
                                                                          • Figure 63: Frozen hot snacks consumption, July 2009-September 2014
                                                                          • Figure 64: Frozen hot snacks brands consumed, July 2009-September 2014
                                                                          • Figure 65: Frozen hot snacks consumption, by demographics, April 2013-June 2014
                                                                          • Figure 66: Frozen hot snacks brands consumed, by demographics, April 2013-June 2014
                                                                          • Figure 67: Frozen hot snacks brands consumed, by demographics, April 2013-June 2014
                                                                          • Figure 68: Frozen hot snacks consumption, April 2009-June 2014
                                                                          • Figure 69: Frozen hot snacks brands consumed, April 2009-June 2014

                                                                      Companies Covered

                                                                      • Walmart Stores (USA)

                                                                      Frozen Snacks - US - April 2015

                                                                      £3,199.84 (Excl.Tax)