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Frozen Snacks - US - April 2016

"After a slight decline in 2014, sales of frozen snacks rebounded in 2015 and are forecast to continue that growth through 2020. Emerging restaurant brands, as well as brands from other snack categories and, indeed, fresher foods, begin to leverage their attributes in frozen cases. At the same time, consumers believe frozen snacks, while suitable as a convenient indulgence, could be healthier and less artificial."

- William Roberts, Jr, Senior Food & Drink Analyst

This report looks at the following issues:

  • Moderate growth for frozen snacks
  • Health factors weigh heavily on frozen snacks
  • Higher-income households wanting more organic options
  • Frozen snacks possibly suffering a lack of identity among consumers

For the purposes of this Report, Mintel has used the following definitions:

  • Frozen appetizers/snack rolls/pretzels (eg Totino’s Pizza Rolls, Bagel Bites, T.G.I. Friday’s potato skins, Superpretzels)
  • Frozen handheld entrees (eg Hot Pockets, burritos, sandwiches).

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Moderate growth for frozen snacks
            • Figure 1: Total US sales and fan chart forecast of frozen snacks, at current prices, 2010-20
          • Health factors weigh heavily on frozen snacks
            • Figure 2: Frozen snack purchase deterrents, by generation, January 2016
          • Higher-income households wanting more organic options
            • Figure 3: Frozen snack purchase deterrents, by household income, January 2016
          • Frozen snacks possibly suffering a lack of identity among consumers
            • Figure 4: Frozen snack attributes, January 2016
          • The opportunities
            • Consumers believe snacks can be healthy and tasty
              • Figure 5: Salty snack opinions – Any agree, January 2016
            • Familiar brands, organic options offer potential for households with children
              • Figure 6: Frozen snack purchase factors, by presence of children in household, January 2016
            • Hispanic consumers seeking healthier, if indulgent, snacks
              • Figure 7: Frozen snack purchase deterrents, by Hispanic origin, January 2016
            • What it means
            • The Market – What You Need to Know

              • Frozen snack sales begin to rise
                • Slow growth for both category segments
                  • Snacking almost a meal unto itself
                  • Market Size and Forecast

                    • Moderate growth forecast for frozen snacks
                      • Figure 8: Total US sales and fan chart forecast of frozen snacks, at current prices, 2010-20
                  • Market Breakdown

                    • Both handheld entrees and appetizers segments forecast to grow, though slowly
                      • Figure 9: Sales of frozen snacks, by segment, 2010-20
                    • Frozen appetizers/snack rolls to grow more than 2% annually
                      • Figure 10: Total US retail sales and forecast of frozen appetizers/snack rolls/pretzels, at current prices, 2010-20
                    • Slow growth, but still a turnaround in handheld entrees fortunes
                      • Figure 11: Total US retail sales and forecast of frozen handheld entrees, at current prices, 2010-20
                    • Frozen snacks faring well in other channels, less so in supermarkets
                      • Figure 12: Total US retail sales of frozen snacks, by channel, at current prices, 2010-15
                  • Market Perspective

                    • Grab-and-go options resonate more with on-the-go consumers
                      • Figure 13: Food sales at home and away from home, January 2012-December 2015
                    • Foodservice encroaching on snacking occasions
                      • Figure 14: LSR specialty snack shops – Any snacking, by gender, March 2015
                  • Market Factors

                    • Growing demographic groups looking to snack more
                      • Figure 15: Population, by generation, in millions, 2011-21
                    • Households with children snack more often
                      • Figure 16: Households, by presence of own children, 2003-13
                  • Key Players – What You Need to Know

                    • Manufacturers seek to counter consumer perceptions of frozen snacks as artificial
                      • Private label frozen snacks enter the public eye
                        • Restaurant and other CPG brands continue to emerge in frozen snacks
                        • Manufacturer Sales of Frozen Snacks

                          • Frozen brands capitalize on convenience and ease
                            • Figure 17: Totino's Pizza Rolls TV Commercial "Sports" ad, 2015
                            • Figure 18: Hot Pockets TV ad, “Hot Pockets House: Skydiving Chamber,” 2015
                            • Figure 19: Farm Rich Snacks TV ad, “Real Life Good – Laundry,” 2014
                            • Figure 20: Welch's Graham Slam! ads, “Unicycle Football and SkiJoring,” 2014
                          • Manufacturer sales of frozen snacks
                            • Figure 21: MULO sales of frozen snacks, by leading companies, rolling 52-weeks 2014 and 2015
                        • What’s Working?

                          • Microwaveable, real ingredient claims surge in frozen snack launches
                            • Figure 22: Frozen snack introductions, by claim, 2010-15
                          • Private label frozen snack sales rise 13% year-on-year
                            • Figure 23: MULO sales of frozen appetizers/pretzels, by leading companies and brands, 52-weeks ending Dec. 27, 2015
                            • Figure 24: Frozen snack introductions, private label versus branded, 2010-15
                            • Figure 25: Private label frozen snack launches
                          • Frozen snacks with free-from claims emerge
                            • Figure 26: Frozen snack introductions by claim category, 2010-15
                            • Figure 27: Frozen snack launches with free-from claims
                        • What’s Struggling?

                          • Stouffer’s handhelds struggle, as segment begins slight recovery
                            • Figure 28: Advancepierre Foods’ Steak Eze
                          • Nestlé focuses healthy efforts on struggling brands
                            • Figure 29: Stouffer’s TV ad, “Made for You to Love,” 2016
                        • What’s Next?

                          • Non-frozen brands making headway in frozen snacks
                            • Figure 30: Frozen snacks from brands outside frozen
                          • Culinary influences impacting launches
                            • Figure 31: Culinary influenced frozen snacks
                        • The Consumer – What You Need to Know

                          • Frozen snacks could benefit from fresh perceptions
                            • Increased snacking occasions could boost frozen snacks
                              • Frozen snack convenience resonating with Millennials
                                • Functional benefits could resonate with households with children
                                  • Hispanics seek healthier snacks, but family demands take priority
                                    • Potential for leveraging frozen snacks' ease of preparation and consumption
                                      • Health factors top the deterrents to frozen snack purchase
                                      • Purchase of Frozen Snacks

                                        • Consumers concerned about healthy aspects of frozen snacks
                                          • Figure 32: Frozen snack purchase, January 2016
                                        • Millennials seeking international flavors in frozen snack purchases
                                          • Figure 33: Frozen snack purchase, by generation, January 2016
                                        • Households with children notably more likely to turn to frozen snacks
                                          • Figure 34: Frozen snack purchase, by number of children in household, January 2016
                                        • Italian, Mexican snacks of most interest to Hispanic consumers
                                          • Figure 35: Frozen snack purchase, by Hispanic origin, January 2016
                                      • Frozen Snack Eating Occasions

                                        • Half of consumers have replaced meals with frozen snacks
                                          • Figure 36: Frozen snack occasions, January 2016
                                        • A quarter of Millennials eating frozen snacks away from home
                                          • Figure 37: Frozen snack occasions, by generations, January 2016
                                        • Households with 2+ children almost twice as likely as childless households to have frozen snacks as a meal
                                          • Figure 38: Frozen snack occasions, by presence of children in household, January 2016
                                        • Half of those using frozen snacks for breakfast/lunch want more microwavable packaging options
                                          • Figure 39: Frozen snack occasions, by purchase factors, January 2016
                                        • Almost three quarters of Hispanics replaced a meal with frozen snacks in the past six months
                                          • Figure 40: Frozen snack occasions, by Hispanic origin, January 2016
                                      • Attributes Associated with Frozen Snacks

                                        • Apps and snack rolls most likely regarded as convenient, handhelds as filling
                                          • Figure 41: Frozen snack attributes, January 2016
                                        • Convenience of frozen snacks resonating most with younger generations
                                          • Figure 42: Frozen snack attributes, by generation, January 2016
                                        • "Kid friendly" describes most frozen snack options – even for childless households
                                          • Figure 43: Frozen snack attributes, by presence of children in household, January 2016
                                        • Hispanics most likely to describe frozen apps and snack rolls as "tasty"
                                          • Figure 44: Frozen snack attributes, by Hispanic origin, January 2016
                                      • Frozen Snack Purchase Factors

                                        • Price of frozen snacks resonating with nearly half of consumers
                                          • Figure 45: Frozen snack purchase factors, January 2016
                                        • Frozen snack price resonating most with youngest generation
                                          • Figure 46: Frozen snack purchase factors, by generation, January 2016
                                        • Brand resonating with more than a third of all races, except for Asians/Pacific Islanders
                                          • Figure 47: Frozen snack purchase factors, by race, January 2016
                                        • Low price motivating lower-income households; organic resonating more with higher incomes
                                            • Figure 48: Frozen snack purchase factors, by household income, January 2016
                                          • Familiar brands a key frozen snack factor for half of households with 3+ children
                                            • Figure 49: Frozen snack purchase factors, by presence of children in household, January 2016
                                          • Brand and resealable packaging most important factors for Hispanic frozen snack consumers
                                              • Figure 50: Frozen snack purchase factors, by Hispanic origin, January 2016
                                          • Opinions of Snacks

                                            • Consumers believe snacks can be healthy and tasty
                                              • Figure 51: Salty snack opinions – Any agree, January 2016
                                            • Younger generations seeking healthier snack options
                                              • Figure 52: Doritos Jacked 3D ad, 2015
                                              • Figure 53: Salty snack opinions – Any agree, by generations, January 2016
                                            • Sizable portion of consumers cite health concerns about snacks
                                              • Figure 54: Salty snack opinions – Any agree, by race, January 2016
                                            • Hispanic consumers seeking healthier, if indulgent, snacks
                                              • Figure 55: Salty snack opinions – Any agree, by Hispanic origin, January 2016
                                          • Opinions of Frozen Snacks

                                            • Brands can capitalize on frozen snacks’ ease of preparation and eating on-the-go
                                              • Figure 56: Frozen snack opinions – Any agree, January 2016
                                            • Youngest generations seeking frozen snacks to satiate between meals
                                              • Figure 57: Frozen snack opinions – Any agree, by generation, January 2016
                                            • The more children, the greater a household's interest in frozen snacks for on-the-go consumption
                                              • Figure 58: Frozen snack opinions – Any agree, by presence of children in household, January 2016
                                            • Those who use snacks as part of a meal less likely to say snacks keep them full between meals
                                              • Figure 59: Frozen snack opinions – Any agree, by occasions, January 2016
                                            • Customizability could offer potential for both frozen snack segments
                                              • Figure 60: Frozen snack opinions – Any agree, by purchases, January 2016
                                            • Hispanics express notable interest in frozen snacks with more international flavors
                                              • Figure 61: Frozen snack opinions – Any agree, by Hispanic origin, January 2016
                                          • Deterrents to Purchasing Frozen Snacks

                                            • Health issues top consumer concerns about frozen snacks
                                              • Figure 62: Frozen snack purchase deterrents, January 2016
                                            • Calorie, salt, fat content weigh heavily on older generations
                                              • Figure 63: Frozen snack purchase deterrents, by generation, January 2016
                                            • Asian, Other consumers more likely to prefer fresh foods to frozen snacks
                                              • Figure 64: Frozen snack purchase deterrents, by race, January 2016
                                            • Higher-income households worry about calories and fat, but also want more organic options
                                              • Figure 65: Frozen snack purchase deterrents, by household income, January 2016
                                            • A quarter of households with 2+ children want more organic frozen snacks
                                              • Figure 66: Frozen snack purchase deterrents, by presence of children in household, January 2016
                                            • Consumers eating frozen snacks at breakfast notably likely to indicate a preference for fresh foods
                                                • Figure 67: Deterrents, by occasions, January 2016
                                              • For both appetizer and handheld purchasers, calorie, fat, and salt issues top the list of deterrents
                                                • Figure 68: Deterrents, by purchases, January 2016
                                              • Almost a quarter of Hispanics would like more organic options, and also prefer homemade snacks to frozen options
                                                • Figure 69: Frozen snack purchase deterrents, by Hispanic origin, January 2016
                                            • Target Group Segmentation

                                                • Figure 70: Target groups, January 2016
                                              • Group one: Super Snackers
                                                • Figure 71: Opinions – Any agree, by Super Snackers
                                              • Group two: Convenient Snackers
                                                • Figure 72: Opinions – Any agree, by Convenient Snackers, January 2016
                                              • Group three: Apathetic Snackers
                                                • Figure 73: Opinions – Any agree, by Apathetic Snackers
                                              • Group four: Healthy Snackers
                                                • Figure 74: Opinions – Any agree, by Healthy Snackers
                                              • Group five: Simple Snackers
                                                • Figure 75: Opinions – Any agree, by Simple Snackers
                                            • Appendix – Data Sources and Abbreviations

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

                                                            • Figure 76: Total US sales and forecast of frozen snacks, at inflation-adjusted prices, 2010-20
                                                            • Figure 77: Total US retail sales and forecast of frozen snacks, by segment, at current prices, 2010-20
                                                            • Figure 78: Total US retail sales of frozen snacks, by segment, at current prices, 2013 and 2015
                                                            • Figure 79: Total US retail sales and forecast of frozen appetizers/snack rolls/pretzels, at inflation-adjusted prices, 2010-20
                                                            • Figure 80: Total US retail sales and forecast of frozen handheld entrees, at inflation-adjusted prices, 2010-20
                                                            • Figure 81: Total US retail sales of frozen snacks, by channel, at current prices, 2010-15
                                                            • Figure 82: US supermarket sales of frozen snacks, at current prices, 2010-15
                                                            • Figure 83: US sales of frozen snacks through other retail channels, at current prices, 2010-15
                                                        • Appendix – Key Players

                                                            • Figure 84: MULO sales of frozen handheld entrees, by leading companies and brands, rolling 52-weeks 2014 and 2015
                                                            • Figure 85: MULO sales of frozen appetizers/pretzels, by leading companies and brands, rolling 52-weeks 2014 and 2015

                                                        Companies Covered

                                                        • Walmart Stores (USA)

                                                        Frozen Snacks - US - April 2016

                                                        £3,199.84 (Excl.Tax)