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Frozen Snacks - US - May 2013

“The category finds favor through offerings that appear as fun food geared toward a younger audience, with pizza bites, spicy poppers, and bar food favorites rising to the top of brand offerings. The expansion of product lines beyond these ‘extreme’ items into more sophisticated, quality snacks with a higher health profile should resonate more directly with older consumers.”

– Beth Bloom, Food and Drink Analyst

Some questions answered in this report include:

  • How can frozen snacks overcome a poor health perception?
  • How can the category expand snacking on the go?
  • How can frozen snacks grow appeal among older consumers?
  • How can retailers attract consumers to the frozen snack aisle?
 

Total U.S. retail sales of frozen snacks hit $4.5 billion in 2012, representing 13% growth from 2007. The category posted slow year-over-year increases in the wake of the economic downturn, indicating that while consumers didn’t abandon the category, neither did they flock to it as they increased consumption of food at home.

The category benefits from consumer interest in snacking, convenience, and a perception of affordability. Some 59% of consumers surveyed by Mintel in February 2013 indicated that frozen snacks were an affordable snack option, while 81% of respondents say the products are convenient for at-home eating and 66% find them convenient for on-the-go snacking. However, increased consumer health consciousness limits category performance, as frozen snacks are viewed as too processed and high in calories, fat, and sodium.

Frozen handheld entrées make up 56.4% of total U.S. retail sales of frozen snacks, or $2.5 billion. This represents a 2.6% increase from 2010-12 (6% from 2007-12). Despite growth, the segment lost share to frozen appetizers/snack rolls, which posted a 9.6% gain from 2010-12 (23% from 2007-12) to reach $1.9 billion. The vast offerings of the appetizers/snack rolls segment, which can come in a range of forms and formats, allow for growth through attention garnered from product innovation.

The sales of 10 companies combine to represent 73.6% of MULO sales of frozen snacks, pointing to a highly fragmented category. The three category leaders (Nestlé, General Mills, and Heinz) each posted sales declines during the 52 weeks ending Feb. 24, 2013, allowing for Mexican-style appetizer/snack roll producer Ruiz Foods to gain share. Such performance points to the need for brands to reassess consumer preferences. Ruiz finds success in a growing interest in ethnic-inspired food offerings, motivated in part by shifts in U.S. demographics that find multicultural groups growing at a faster rate than the total population.

While supermarkets offer the widest selection of frozen snacks, consumer food shopping trends and expanding options at retail allowed “other” channels to achieve category dominance in 2012. “Other” retail channels, which include supercenters, warehouse clubs, natural foods stores, convenience stores, dollar stores, and nonstore retailers, grew sales by 8.7% from 2010-12 to claim just more than half of total U.S. retail sales in the category.

Given the category’s close alignment with consumer trends, including having the ability to meet the demand for convenience, variety, and affordability, further sales growth is forecast through 2017. However, such growth will depend on the ability of category players to meet a growing consumer desire for healthy food offerings. Frozen snack sales align closely with product innovation as measured by Mintel GNPD, with product launch patterns portending sales increases and decreases. Health- and wellness-related innovations such as those that allow for the reduction of sodium and fat, boost nutritive qualities such as protein and fiber, and boost a perception of product freshness are a necessary direction for such innovation.

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

  • Frozen handheld entrées (e.g., Hot Pockets, burritos, sandwiches)
  • Frozen appetizers/snack rolls (e.g., Totino’s Pizza Rolls, Bagel Bites, T.G.I. Friday’s Potato Skins)
  • Frozen pretzels
 

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Table of contents

  1. Scope and Themes

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

                        • The market
                          • Total U.S. retail sales of frozen snacks hit $4.5 billion in 2012
                            • Figure 1: Total U.S. retail sales and forecast of frozen snacks, at current prices, 2007-17
                          • Market segmentation
                            • Frozen handheld entrées lead category sales
                              • Figure 2: Total U.S. retail sales of frozen snacks, by segment, at current prices, 2010 and 2012
                              • Figure 3: Total U.S. retail sales of frozen snacks, by segment percentage, at current prices, 2012
                            • Leading companies
                              • Top three category leaders post sales declines, lose share
                                • Figure 4: MULO sales of frozen snacks, by top five leading companies, rolling 52 weeks 2012 and 2013
                              • Retail channels
                                • “Other” channels supplant supermarkets to top category sales
                                  • Figure 5: Total U.S. retail sales of frozen snacks, by channel, at current prices, 2010-12
                                • Innovation
                                  • Product innovation soars in 2012
                                    • Figure 6: Frozen snack launches, by launch type, 2008-12
                                    • Figure 7: Frozen snack launches, by top five claims, 2008-12
                                  • The consumer
                                    • Category popular among young consumers
                                      • Figure 8: Frozen snack purchase for self, by age, February 2013
                                    • Category use for meals/snacks points to need for format expansion
                                      • Figure 9: frozen snack consumption occasions, by age, February 2013
                                    • Lunch appears as popular consumption occasion
                                      • Figure 10: Top five frozen snack consumption occasions, February 2013
                                    • Important attributes a mixed bag
                                      • Figure 11: Top five important attributes, February 2013
                                    • What we think
                                    • Issues in the Market

                                        • How can frozen snacks overcome a poor health perception?
                                          • How can the category expand snacking on the go?
                                            • How can frozen snacks grow appeal among older consumers?
                                              • How can retailers attract consumers to the frozen snack aisle?
                                              • Trend Applications

                                                  • Trend: The Nouveau Poor
                                                    • Trend: Transumers
                                                      • Mintel Futures: Old Gold
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Total U.S. retail sales of frozen snacks hit $4.5 billion in 2012
                                                            • Category aligns with consumer habits and needs
                                                              • Segments, brands, and retail outlets share and shuffle category dominance
                                                                • Continued growth is forecast, industry needs to boost health innovation
                                                                  • Sales and forecast of frozen snacks
                                                                    • Figure 12: Total U.S. retail sales and forecast of frozen snacks, at current prices, 2007-17
                                                                    • Figure 13: Total U.S. retail sales and forecast of frozen snacks, at inflation-adjusted prices, 2007-17
                                                                  • Fan chart forecast
                                                                      • Figure 14: Total U.S. retail sales and forecast of frozen snacks, at current prices, 2007-17
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Increases in snacking trends good for snack categories
                                                                        • Figure 15: Attitudes/opinions about food, July 2007-August 2012
                                                                        • Figure 16: Food, by age, April 2011-June 2012
                                                                      • Frozen food industry promotes a fresh take on the category
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • Other CPG offerings
                                                                            • Consumers drawn to fresh food offerings
                                                                              • Rise in prepared/grab-and-go food offerings at retail challenge category
                                                                                • Foodservice
                                                                                  • Snack offerings on restaurant menus can inform direction of frozen products
                                                                                    • Figure 17: Top 20 appetizers on restaurant menus, Q1 2010-Q1 2013
                                                                                  • Category can combat desire for homemade snacks
                                                                                  • Segment Performance

                                                                                    • Frozen handheld entrées lead category sales
                                                                                      • Sales of frozen snacks, by segment
                                                                                        • Figure 18: Total U.S. retail sales of frozen snacks, by segment, at current prices, 2010 and 2012
                                                                                      • Sales of frozen handheld entrées
                                                                                        • Figure 19: U.S. retail sales and forecast of frozen handheld entrées, at current prices, 2007-17
                                                                                    • Segment Performance – Frozen Appetizers/Snack Rolls

                                                                                      • Key points
                                                                                        • Frozen appetizer/snack roll sales grow 23% from 2007-12
                                                                                          • Sales of frozen appetizers/snack rolls
                                                                                            • Figure 20: U.S. retail sales and forecast of frozen appetizers/snack rolls, at current prices, 2007-17
                                                                                        • Segment Performance – Frozen Pretzels

                                                                                          • Key points
                                                                                            • Frozen pretzel sales grow 16% from 2007-12 to reach $72 million
                                                                                              • Figure 21: The Monte Cristo SuperPretzel
                                                                                            • Sales of frozen pretzels
                                                                                              • Figure 22: Total U.S. retail sales and forecast of frozen pretzels, at current prices, 2007-17
                                                                                          • Retail Channels

                                                                                            • “Other” channels leapfrog supermarkets to best category sales
                                                                                              • Sales of frozen snacks, by channel
                                                                                                • Figure 23: Total U.S. retail sales of frozen snacks, by channel, at current prices, 2010-12
                                                                                              • Supermarket sales of frozen snacks
                                                                                                • Figure 24: U.S. supermarket sales of frozen snacks, at current prices, 2007-12
                                                                                              • Drug store sales of frozen snacks
                                                                                                • Figure 25: U.S. drug store sales of frozen snacks, at current prices, 2007-12
                                                                                              • “Other” channel sales of frozen snacks
                                                                                                • Figure 26: U.S. sales of frozen snacks, through other retail channels, at current prices, 2007-12
                                                                                            • Retail Channels – Natural Supermarkets

                                                                                              • Key points
                                                                                                • Natural channel sales grow 29% from 2010-12, future growth challenged
                                                                                                  • Sales of frozen snacks in the natural channel
                                                                                                    • Figure 27: Natural supermarket sales of frozen snacks, at current prices, 2010-12*
                                                                                                    • Figure 28: Natural supermarket sales of frozen snacks, at inflation-adjusted prices, 2010-12*
                                                                                                  • Natural channel sales of snacks by segment
                                                                                                    • Figure 29: Natural supermarket sales of frozen meals, by segment, 2010 and 2012*
                                                                                                  • Brands of note and innovators
                                                                                                    • Natural channel sales of frozen snacks by organic
                                                                                                      • Figure 30: Natural supermarket sales of snacks, by organic, 2010 and 2012*
                                                                                                    • Natural channel sales of snacks by gluten free
                                                                                                      • Figure 31: Natural supermarket sales of frozen snacks, by gluten free, 2010 and 2012*
                                                                                                  • Leading Companies

                                                                                                    • Key points
                                                                                                      • Top three category leaders post sales declines, lose share
                                                                                                          • Figure 32: Frozen snack launches, by top 10 companies, 2008-12
                                                                                                        • Room exists for strategic private label growth
                                                                                                          • Figure 33: Frozen snack launches, by private label, 2008-12
                                                                                                        • Manufacturer sales of frozen snacks
                                                                                                          • Figure 34: MULO sales of frozen snacks, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                      • Brand Share – Frozen Handheld Entrées

                                                                                                        • Key points
                                                                                                          • Nestlé maintains large lead in the frozen handheld segment
                                                                                                            • El Monterey finds success in premium positioning, on-trend sales mix
                                                                                                              • State Fair innovation leads to sales growth for the brand
                                                                                                                • Brand recognition helps some brands grow
                                                                                                                  • Heinz frozen handheld sales decline by nearly one quarter
                                                                                                                    • Leading companies' MULO sales of frozen handheld entrées
                                                                                                                      • Figure 35: MULO sales of frozen handheld entrées, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                  • Brand Share – Frozen Appetizers/Snack Rolls

                                                                                                                    • Key points
                                                                                                                      • General Mills and Heinz brands battle it out for top segment spot
                                                                                                                        • T.G.I. Friday’s benefits from familiarity, may struggle with health
                                                                                                                          • Bagel Bites aims for stronger health perception
                                                                                                                            • Figure 36: Bagel Bites website, April 2013
                                                                                                                          • Ethnic-inspired offerings in tune with consumer needs
                                                                                                                            • Nestlé posts largest sales declines among leading brands
                                                                                                                              • Appetizers/snack rolls segment represents best shot for store brand success
                                                                                                                                • Leading companies' MULO sales of frozen appetizers/snack rolls
                                                                                                                                  • Figure 37: MULO sales of frozen appetizers/snack rolls, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                              • Brand Share – Frozen Pretzels

                                                                                                                                • Key points
                                                                                                                                  • Frozen pretzel sales belong to SuperPretzel
                                                                                                                                    • Leading companies' MULO sales of frozen pretzels
                                                                                                                                      • Figure 38: MULO sales of frozen pretzels, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                  • Innovations and Innovators

                                                                                                                                    • Product innovation soars in 2012
                                                                                                                                      • Figure 39: Frozen snack launches, by launch type, 2008-12
                                                                                                                                      • Figure 40: Frozen snack launches, by top 10 claims, 2008-12
                                                                                                                                    • Increasing the health profile of frozen snacks takes many forms
                                                                                                                                      • From low calorie…
                                                                                                                                        • …and all natural…
                                                                                                                                          • …to whole grain, gluten free, and vegetarian
                                                                                                                                            • Format/flavor innovations follow food trends
                                                                                                                                              • Popularity of burgers and sliders at foodservice spills into retail
                                                                                                                                                • Frozen snacks offer full meal flavors in just one bite
                                                                                                                                                  • Ethnic-inspired offerings on-trend, expand consumer base
                                                                                                                                                    • Brands from other categories offer familiarity/legitimacy
                                                                                                                                                    • Marketing Strategies

                                                                                                                                                      • Overview of brand landscape
                                                                                                                                                        • Brand analysis: Hot Pockets
                                                                                                                                                          • Figure 41: Brand analysis of Hot Pockets, 2013
                                                                                                                                                        • Online initiatives
                                                                                                                                                          • Figure 42: Hot Pockets Website, 2013
                                                                                                                                                          • Figure 43: Hot Pockets Facebook Post, 2013
                                                                                                                                                        • TV presence
                                                                                                                                                          • Figure 44: Hot Pockets TV ad, “Hot Agreement,” 2012
                                                                                                                                                          • Figure 45: Hot Pockets TV ad, “Snack For Real,” 2012
                                                                                                                                                        • Print and other
                                                                                                                                                            • Figure 46: “Pocket Like It’s Hot” YouTube Video, 2012
                                                                                                                                                          • Brand analysis: Tyson Any’tizers
                                                                                                                                                            • Figure 47: Brand analysis of Tyson Any’tizers, 2013
                                                                                                                                                          • Online initiatives
                                                                                                                                                            • Figure 48: Facebook Post, 2013
                                                                                                                                                          • TV presence
                                                                                                                                                            • Figure 49: Tyson Any’tizers TV ad, “Party Snacks,” 2012
                                                                                                                                                          • Print and other
                                                                                                                                                            • Figure 50: Facebook Post, 2013
                                                                                                                                                          • Brand analysis: Lean Cuisine
                                                                                                                                                            • Figure 51: Brand analysis of Lean Cuisine, 2013
                                                                                                                                                          • Online initiatives
                                                                                                                                                            • Figure 52: Facebook Post, 2013
                                                                                                                                                            • Figure 53: Lean Cuisine Pinterest, 2013
                                                                                                                                                          • TV presence
                                                                                                                                                            • Figure 54: Lean Cuisine TV ad, “Must Have Accessory,” 2012
                                                                                                                                                          • Print and other
                                                                                                                                                            • Figure 55: Delicious Rewards Page, 2013
                                                                                                                                                            • Figure 56: Facebook Post, 2013
                                                                                                                                                          • Brand analysis: Totino’s
                                                                                                                                                            • Figure 57: Brand analysis of Totino’s, 2013
                                                                                                                                                          • Online initiatives
                                                                                                                                                            • Figure 58: Facebook Post, 2013
                                                                                                                                                            • Figure 59: Totino’s E-card, 2013
                                                                                                                                                          • TV presence
                                                                                                                                                            • Figure 60: Totino’s Pizza Rolls TV ad, “Kenny’s Dodge,” 2012
                                                                                                                                                            • Figure 61: Totino’s Pizza Rolls TV ad, “Mr. Monday,” 2012
                                                                                                                                                          • Print and other
                                                                                                                                                            • Figure 62: Totino’s Website, 2013
                                                                                                                                                            • Figure 63: Mom Up! Video, 2013
                                                                                                                                                        • Social Media – Frozen Snacks

                                                                                                                                                          • Key points
                                                                                                                                                            • Key social media metrics
                                                                                                                                                              • Figure 64: Key brand metrics, frozen snacks brands, April 2013
                                                                                                                                                            • Market overview
                                                                                                                                                              • Brand usage and awareness
                                                                                                                                                                  • Figure 65: Usage and awareness of selected frozen snacks brands, February 2013
                                                                                                                                                                • Interaction with brands
                                                                                                                                                                  • Figure 66: Interaction with selected frozen snacks brands, February 2013
                                                                                                                                                                • Online conversations
                                                                                                                                                                  • Figure 67: Selected Totino’s tweets, April 20, 2013
                                                                                                                                                                  • Figure 68: Percentage of consumer conversation by selected frozen snacks, Jan. 22-April 21, 2013
                                                                                                                                                                  • Figure 69: Online mentions, selected frozen snacks, by week, Jan. 22-April 21, 2013
                                                                                                                                                                • Where are people talking about frozen snacks brands?
                                                                                                                                                                  • Figure 70: Mentions by page type, selected frozen snacks, Jan. 22-April 21, 2013
                                                                                                                                                                • What are people talking about online?
                                                                                                                                                                    • Figure 71: Mentions, by type of conversation, selected frozen snacks, Jan. 22-April 21, 2013
                                                                                                                                                                    • Figure 72: Major areas of discussion surrounding frozen snacks brands, percentage of daily mentions, by week, Jan. 22-April 21, 2013
                                                                                                                                                                    • Figure 73: Major areas of discussion surrounding frozen snacks brands, by page type, Jan. 22-April 21, 2013
                                                                                                                                                                  • Brand analysis
                                                                                                                                                                    • Hot Pockets
                                                                                                                                                                      • Figure 74: Hot Pockets key social media indicators, April 2013
                                                                                                                                                                    • Key online campaigns
                                                                                                                                                                      • What we think
                                                                                                                                                                        • Totino’s
                                                                                                                                                                          • Figure 75: Totino’s key social media indicators, April 2012
                                                                                                                                                                        • Key online campaigns
                                                                                                                                                                          • What we think
                                                                                                                                                                            • Bagel Bites
                                                                                                                                                                              • Figure 76: Ore-Ida key social media indicators, April 2013
                                                                                                                                                                            • What we think
                                                                                                                                                                              • Lean Pockets
                                                                                                                                                                                • Figure 77: Lean Pockets key social media indicators, April 2013
                                                                                                                                                                              • Key online campaigns
                                                                                                                                                                                • What we think
                                                                                                                                                                                  • T.G.I. Friday’s Freezer
                                                                                                                                                                                    • Figure 78: T.G.I. Friday’s key social media indicators, April 2013
                                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                                    • What we think
                                                                                                                                                                                      • El Monterey
                                                                                                                                                                                        • Figure 79: El Monterey key social media indicators, April 2013
                                                                                                                                                                                      • Key online campaigns
                                                                                                                                                                                        • What we think
                                                                                                                                                                                        • Frozen Snack Purchase

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Some 82% of households purchase frozen snacks
                                                                                                                                                                                              • Figure 80: Frozen snack purchase, by gender, February 2013
                                                                                                                                                                                            • Men appear as strong target for frozen snack sales
                                                                                                                                                                                              • Figure 81: Frozen snack purchase, by gender, February 2013
                                                                                                                                                                                              • Figure 82: Frozen snack purchase for self, by gender, February 2013
                                                                                                                                                                                            • Higher health profile may broaden interest in frozen snacks
                                                                                                                                                                                              • Figure 83: Reasons for not purchasing frozen snacks, February 2013
                                                                                                                                                                                            • Category popular among young consumers
                                                                                                                                                                                              • Figure 84: Frozen snack purchase for self, by age, February 2013
                                                                                                                                                                                            • Handheld entrées appear as most affordable frozen snack option
                                                                                                                                                                                              • Figure 85: Frozen snack purchase, by household income, February 2013
                                                                                                                                                                                              • Figure 86: Frozen snack purchase for self, by household income, February 2013
                                                                                                                                                                                            • Handheld items popular among single-person households
                                                                                                                                                                                              • Figure 87: Frozen snack purchase, by household size, February 2013
                                                                                                                                                                                          • Consumption Occasion

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Category use for meals/snacks points to need for format expansion
                                                                                                                                                                                                • Lunch appears as popular consumption occasion
                                                                                                                                                                                                  • Room exists for more on-the-go and breakfast snack options
                                                                                                                                                                                                    • Figure 88: Jimmy Dean Pancakes & Sausage Bites
                                                                                                                                                                                                    • Figure 89: Frozen snack consumption occasion, by gender, February 2013
                                                                                                                                                                                                  • Women willing to pay more for convenient health positioning
                                                                                                                                                                                                    • Figure 90: Attitudes toward frozen snacks, by gender, February 2013
                                                                                                                                                                                                    • Figure 91: Frozen snack calories, by gender, February 2013
                                                                                                                                                                                                  • Older consumers use products for entertaining at home…
                                                                                                                                                                                                    • Figure 92: Frozen snack consumption occasion, by age, February 2013
                                                                                                                                                                                                  • …while young shoppers like them for on-the-go convenience
                                                                                                                                                                                                    • Figure 93: Attitudes toward frozen snacks, by age, February 2013
                                                                                                                                                                                                  • Frozen snacks appear as affordable meal replacements
                                                                                                                                                                                                    • Figure 94: Frozen snack consumption occasion, by household income, February 2013
                                                                                                                                                                                                    • Figure 95: Attitudes toward frozen snacks, by household income, February 2013
                                                                                                                                                                                                  • Frozen sandwiches are popular throughout the day
                                                                                                                                                                                                    • Figure 96: Frozen snack consumption occasion, by frozen snack purchase, February 2013
                                                                                                                                                                                                    • Figure 97: Frozen snack consumption occasion, by frozen snack consumption, February 2013
                                                                                                                                                                                                • Attitudes Toward Frozen Snacks

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Attitudes toward frozen snacks can inform marketing messaging
                                                                                                                                                                                                      • Women appear more price and health conscious than men
                                                                                                                                                                                                        • Figure 98: Attitudes toward frozen snacks, by gender, February 2013
                                                                                                                                                                                                      • Older consumers could use a helping hand; focus on affordability
                                                                                                                                                                                                        • Figure 99: Attitudes toward frozen snacks, by age, February 2013
                                                                                                                                                                                                      • Focus on flavor and health to grow interest among high-income HHs
                                                                                                                                                                                                        • Figure 100: Attitudes toward frozen snacks, by household income, February 2013
                                                                                                                                                                                                      • Attitudes differ across preferred snack types
                                                                                                                                                                                                        • Figure 101: Attitudes toward frozen snacks, by frozen snack consumption, February 2013
                                                                                                                                                                                                        • Figure 102: Attitudes toward frozen snacks, by frozen snack consumption, February 2013
                                                                                                                                                                                                    • Important Attributes

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Important attributes a mixed bag
                                                                                                                                                                                                          • Men drawn to convenience and meat, women to health
                                                                                                                                                                                                            • Figure 103: Important attributes, by gender, February 2013
                                                                                                                                                                                                          • Low-in claims resonate more with older consumers
                                                                                                                                                                                                              • Figure 104: Important attributes, by age, February 2013
                                                                                                                                                                                                            • Price most important for respondents from lower-income households
                                                                                                                                                                                                              • Figure 105: Important attributes, by household income, February 2013
                                                                                                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Black and Hispanic consumers over index in frozen snack purchase
                                                                                                                                                                                                                • Figure 106: Frozen snack purchase, by race/Hispanic origin, February 2013
                                                                                                                                                                                                                • Figure 107: frozen snack purchase for self, by race/Hispanic origin, February 2013
                                                                                                                                                                                                              • Consumers follow what they know
                                                                                                                                                                                                                • Figure 108: Frozen snack purchase for self, by race/Hispanic origin, February 2013
                                                                                                                                                                                                              • Hispanic consumers most likely to turn to the category for meal replacements
                                                                                                                                                                                                                • Figure 109: Frozen snack consumption occasion, by race/Hispanic origin, February 2013
                                                                                                                                                                                                              • Lower-calorie options may attract Hispanic consumers
                                                                                                                                                                                                                • Figure 110: Frozen snack calories, by race/Hispanic origin, February 2013
                                                                                                                                                                                                              • Price is a strong driver among Hispanic consumers
                                                                                                                                                                                                                • Figure 111: Important attributes, by race/Hispanic origin, February 2013
                                                                                                                                                                                                              • Hispanic consumers may be drawn to product innovation
                                                                                                                                                                                                                • Figure 112: Attitudes toward frozen snacks, by race/Hispanic origin, February 2013
                                                                                                                                                                                                            • Custom Consumer Group – Households with Children

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Frozen snacks more popular with households with children
                                                                                                                                                                                                                    • Figure 113: Frozen snack purchase, by presence of children in household, February 2013
                                                                                                                                                                                                                  • Older kids are stronger driver of purchase than younger
                                                                                                                                                                                                                    • Figure 114: Frozen snack purchase, by parents with children and age, February 2013
                                                                                                                                                                                                                    • Figure 115: Frozen hot snacks, by age, April 2011-June 2012
                                                                                                                                                                                                                  • Developing products to meet the needs of younger kids may help future growth…
                                                                                                                                                                                                                    • Teens play a strong role in brand choice
                                                                                                                                                                                                                      • Figure 116: Frozen hot snacks, April 2011-June 2012
                                                                                                                                                                                                                    • Consumers with children more interested in product attributes
                                                                                                                                                                                                                      • Figure 117: Important attributes, by presence of children in household, February 2013
                                                                                                                                                                                                                      • Figure 118: Attitudes toward frozen snacks, by presence of children in household, February 2013
                                                                                                                                                                                                                  • IRI/Builders – Key Household Purchase Measures

                                                                                                                                                                                                                    • Frozen snacks—Key household purchase measures
                                                                                                                                                                                                                      • Overview of frozen snacks
                                                                                                                                                                                                                        • Frozen appetizers/snack rolls
                                                                                                                                                                                                                          • Consumer insights on key purchase measures—frozen appetizers/snack rolls
                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                              • Figure 119: Brand map, selected brands of frozen appetizers/snack rolls, by household penetration, 2012*
                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                • Figure 120: Key purchase measures for the top brands of frozen appetizers/snack rolls, by household penetration, 2012*
                                                                                                                                                                                                                              • Frozen pretzels
                                                                                                                                                                                                                                • Consumer insights on key purchase measures—frozen pretzels
                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                    • Figure 121: Brand map, selected brands of frozen pretzels buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                      • Figure 122: Key purchase measures for the top brands of frozen pretzels, by household penetration, 2012*
                                                                                                                                                                                                                                  • Appendix – Food and Drink Market Drivers

                                                                                                                                                                                                                                    • Consumer confidence
                                                                                                                                                                                                                                      • Figure 123: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                                                                    • Unemployment
                                                                                                                                                                                                                                      • Figure 124: U.S. Unemployment Rate, by month, 2002-13
                                                                                                                                                                                                                                      • Figure 125: U.S. Unemployment and underemployment rates, 2007-13
                                                                                                                                                                                                                                      • Figure 126: Number of employed civilians in U.S., in thousands, 2007-13
                                                                                                                                                                                                                                    • Food cost pressures
                                                                                                                                                                                                                                      • Figure 127: Changes in USDA Food Price Indexes, 2011 through 2013, March 25, 2013
                                                                                                                                                                                                                                    • Obesity
                                                                                                                                                                                                                                      • Figure 128: U.S. Obesity, by age group, 2008 and 2012
                                                                                                                                                                                                                                    • Childhood and teen obesity – highest in decades
                                                                                                                                                                                                                                      • Figure 129: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                                                                    • Racial, ethnic population growth
                                                                                                                                                                                                                                      • Figure 130: Population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                                                                      • Figure 131: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                                                                    • Shifting U.S. demographics
                                                                                                                                                                                                                                      • Figure 132: Population, by age, 2008-18
                                                                                                                                                                                                                                      • Figure 133: Households, by presence of own children, 2002-12
                                                                                                                                                                                                                                  • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                    • Frozen snack purchase
                                                                                                                                                                                                                                      • Figure 134: Frozen snack purchase, by gender and age, February 2013
                                                                                                                                                                                                                                      • Figure 135: Frozen snack purchase for self, by gender and age, February 2013
                                                                                                                                                                                                                                    • Consumption occasion
                                                                                                                                                                                                                                      • Figure 136: Frozen snack consumption occasion, by gender and age, February 2013
                                                                                                                                                                                                                                      • Figure 137: Frozen snack consumption occasion, by household size, February 2013
                                                                                                                                                                                                                                    • Calories
                                                                                                                                                                                                                                      • Figure 138: Frozen snack calories, by gender and age, February 2013
                                                                                                                                                                                                                                    • Important attributes
                                                                                                                                                                                                                                      • Figure 139: Important attributes, February 2013
                                                                                                                                                                                                                                      • Figure 140: Important attributes, by gender and age, February 2013
                                                                                                                                                                                                                                      • Figure 141: Important attributes, by household size, February 2013
                                                                                                                                                                                                                                      • Figure 142: Important attributes, by frozen snack consumption, February 2013
                                                                                                                                                                                                                                    • Attitudes toward frozen snacks
                                                                                                                                                                                                                                      • Figure 143: Attitudes toward frozen snacks, by gender and age, February 2013
                                                                                                                                                                                                                                  • Appendix – Social Media

                                                                                                                                                                                                                                    • Usage and awareness
                                                                                                                                                                                                                                      • Figure 144: Brand usage or awareness, February 2013
                                                                                                                                                                                                                                      • Figure 145: Hot Pockets usage or awareness, by demographics, February 2013
                                                                                                                                                                                                                                      • Figure 146: Totino’s usage or awareness, by demographics, February 2013
                                                                                                                                                                                                                                      • Figure 147: El Monterey usage or awareness, by demographics, February 2013
                                                                                                                                                                                                                                      • Figure 148: Lean Pockets usage or awareness, by demographics, February 2013
                                                                                                                                                                                                                                      • Figure 149: T.G.I. Friday’s Freezer usage or awareness, by demographics, February 2013
                                                                                                                                                                                                                                      • Figure 150: Bagel Bites usage or awareness, by demographics, February 2013
                                                                                                                                                                                                                                    • Activities done
                                                                                                                                                                                                                                      • Figure 151: Activities done, February 2013
                                                                                                                                                                                                                                      • Figure 152: Hot Pockets—Activities done, by demographics, February 2013
                                                                                                                                                                                                                                      • Figure 153: Totino’s—Activities done, by demographics, February 2013
                                                                                                                                                                                                                                      • Figure 154: El Monterey – Activities done, by demographics, February 2013
                                                                                                                                                                                                                                      • Figure 155: Lean pockets – Activities done, by demographics, February 2013
                                                                                                                                                                                                                                      • Figure 156: T.G.I. Friday’s Freezer – Activities done, by demographics, February 2013
                                                                                                                                                                                                                                      • Figure 157: Bagel Bites—Activities done, by demographics, February 2013
                                                                                                                                                                                                                                      • Figure 158: Percentage of consumer conversation by selected frozen snacks, Jan. 22-April 21, 2013
                                                                                                                                                                                                                                      • Figure 159: Online mentions, selected frozen snacks, by day, Jan. 22-April 21, 2013
                                                                                                                                                                                                                                      • Figure 160: Mentions by page type, selected frozen snacks, Jan. 22-April 21, 2013
                                                                                                                                                                                                                                      • Figure 161: Mentions by type of conversation, selected frozen snacks, Jan. 22-April 21, 2013
                                                                                                                                                                                                                                      • Figure 162: Major areas of discussion surrounding frozen snacks brands, percentage of daily mentions, by day, Jan. 22-April 21, 2013
                                                                                                                                                                                                                                      • Figure 163: Major areas of discussion surrounding frozen snacks brands, by page type, Jan. 22-April 21, 2013
                                                                                                                                                                                                                                  • Appendix – Trade Associations

                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                    • Aldi (USA)
                                                                                                                                                                                                                                    • American Dairy Products Institute (ADPI)
                                                                                                                                                                                                                                    • American Soybean Association
                                                                                                                                                                                                                                    • Berkshire Hathaway Inc
                                                                                                                                                                                                                                    • Foster Poultry Farms
                                                                                                                                                                                                                                    • General Mills Inc
                                                                                                                                                                                                                                    • HJ Heinz Company
                                                                                                                                                                                                                                    • International Dairy Foods Association
                                                                                                                                                                                                                                    • International Dairy·Deli·Bakery Association
                                                                                                                                                                                                                                    • Nestlé USA
                                                                                                                                                                                                                                    • Organic Trade Association
                                                                                                                                                                                                                                    • Rich Products Corporation
                                                                                                                                                                                                                                    • Ruiz Foods, Inc.
                                                                                                                                                                                                                                    • Sara Lee Corporation
                                                                                                                                                                                                                                    • Schwan's Consumer Brands UK Ltd
                                                                                                                                                                                                                                    • Trader Joe's Company Inc
                                                                                                                                                                                                                                    • U.S. Dairy Export Council (USDEC)
                                                                                                                                                                                                                                    • United Soybean Board (USB)
                                                                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                                                                    • White Castle System, Inc.
                                                                                                                                                                                                                                    • Windsor Frozen Foods Company

                                                                                                                                                                                                                                    Frozen Snacks - US - May 2013

                                                                                                                                                                                                                                    £3,174.67 (Excl.Tax)