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Frozen Snacks - US - October 2010

Frozen snacks are quite popular in the U.S., but the category faces stiff competition from the salty snacks market, which thrived during the recession. Quick service restaurants (QSRs) also pose a formidable challenge in that many chains have introduced and spent lavishly to promote products similar to the most popular frozen snacks that can be purchased at thousands of convenient locations across the nation for less than $2. This highly competitive context—especially when combined with a customer base that has been disproportionately impacted by the recession—is serving to drive down sales of many brands.

However, there is some indication that there are substantial growth opportunities for companies that undertake new product development or refinement initiatives that are keenly focused on the preferences of high value consumer segments.

In order to provide data, as well as insight that can be used to optimize product design and brand positioning, Mintel has published this comprehensive analysis of the Frozen Snacks market in the U.S. which addresses the following questions:

  • How have sales of frozen snacks fluctuated in recent years and how are they expected to change in the next five years?
  • How are macro-level economic forces and competitive threats from QSRs and other snack categories impacting sales of frozen snacks?
  • What types of frozen snacks are performing well, and why?
  • Which are the leading manufacturers and brands in the frozen snacks category?
  • How has usage of frozen snacks fluctuated in recent years?
  • What segments of the population over-index and under-index on use of frozen snacks?
  • Where do consumers typically purchase frozen snacks and which channels are displaying the most growth in sales?
  • How are companies promoting frozen snacks?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Market data
            • Consumer survey data
              • Video Advertising Creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • Market size and forecast
                          • Market drivers
                            • Competitive context
                              • Segment performance—frozen handheld entrées
                                • Segment performance—frozen appetizers/snack rolls
                                  • Segment performance—frozen pretzels
                                    • Retail channels
                                      • Leading companies
                                        • Incidence of eating frozen snacks
                                          • Types and frequency of frozen snacks eaten
                                            • Impact of recession on consumption of frozen snacks
                                              • Interest in different types of frozen snacks
                                                • Source of frozen snacks—type of retailer
                                                  • Attitudes and opinions related to frozen snacks
                                                    • Impact of race and Hispanic origin
                                                    • Insights and Opportunities

                                                      • Possibility for gain with new vegetable-based, BFY options
                                                        • Exploring customizable family variety packs
                                                        • Inspire Insights—Trend: Diversity is All

                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Weak economy and slowdown in new product launches drive sales decline
                                                                • Sales and forecast of frozen snacks
                                                                  • Figure 1: FDMx sales and forecast of frozen snacks, at current prices, 2005-15
                                                                  • Figure 2: FDMx sales and forecast of frozen snacks, at inflation-adjusted prices, 2005-15
                                                                • Walmart sales
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Economy continues to drive many to cook and entertain more at home
                                                                      • Figure 3: Strategies for dealing with recessionary pressures, by household income, October 2009
                                                                    • Growth of young adult and kid segments will contribute to demand
                                                                      • Figure 4: Population, by age, 2005-15
                                                                    • Slow growth of high-demand segment could curtail long-term sales growth
                                                                      • Figure 5: Types of international frozen snacks people would like to see more of, by race/Hispanic origin, July 2010
                                                                      • Figure 6: Population, by race and Hispanic origin, 2005-15
                                                                    • Slow decline in number of households with children could limit demand
                                                                      • Figure 7: Households, by presence of children, 1999-2009
                                                                    • Most American adults overweight or obese and most report watching their diet
                                                                      • Figure 8: Percentage of population aged 20 and over who are overweight or obese or extremely obese, 1988-2008
                                                                      • Figure 9: Incidence of presently watching/controlling diet, 2004/05-2008/09
                                                                      • Figure 10: Changes in healthy eating habits, by household income, October 2009
                                                                    • Low fat, high fiber, low calorie and low sodium could help drive future growth
                                                                      • Figure 11: Attributes that diet watchers look for in food, 2006/07 and 2008/09
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Inexpensive hot snacks and BFY options at QSRs could undermine growth
                                                                        • Salty snacks represent primary competitive threat
                                                                        • Segment Performance

                                                                          • Key point
                                                                            • Declines in the sales of frozen entrées driving overall category declines
                                                                              • Figure 12: FDMx sales and forecast of frozen snacks, at current prices, by segment, 2005-15
                                                                              • Figure 13: FDMx frozen snack sales, by type, 2008 and 2010
                                                                          • Segment Performance—Frozen Handheld Entrées

                                                                            • Key points
                                                                              • Frozen entrée declines signal overall threat to category sales and need for innovation
                                                                                • FDMx sales and forecast of frozen handheld entrées
                                                                                  • Figure 14: FDMx and forecast of frozen handheld entrées, at current prices, 2005-15
                                                                              • Segment Performance—Frozen Appetizers/Snack Rolls

                                                                                • Key points
                                                                                  • FDMx sales of frozen appetizers cool but many bargain-priced options remain popular
                                                                                    • FDMx sales and forecast of frozen appetizers/snack rolls
                                                                                      • Figure 15: FDMx sales and forecast of frozen appetizers/snack rolls, 2005-15
                                                                                  • Segment Performance—Frozen Pretzels

                                                                                    • Key points
                                                                                      • Frozen pretzel sales grow and more premium ethnic varieties come online
                                                                                        • FDMx sales and forecast of frozen pretzels
                                                                                          • Figure 16: FDMx sales and forecast of frozen pretzels, at current prices, 2005-15
                                                                                      • Retail Channels

                                                                                        • Key points
                                                                                          • Growth of mass share contributes to pricing pressure
                                                                                            • Figure 17: FDMx sales of frozen snacks, by retail channel, 2008 and 2010
                                                                                        • Retail Channels—Supermarkets

                                                                                          • Key points
                                                                                            • Supermarket sales decline as some turn to mass merchandisers and club stores for bargains
                                                                                              • Figure 18: U.S. sales of frozen snacks at supermarkets, 2005-10
                                                                                          • Retail Channels—Drug and Mass

                                                                                            • Key points
                                                                                              • Economic conditions optimize positioning in mass merchandisers
                                                                                                • Figure 19: U.S. sales of frozen snacks at drug stores and mass merchandisers, 2005-10
                                                                                            • Retail Channels—Natural

                                                                                              • Key points
                                                                                                • Sales of frozen snacks in the natural channel
                                                                                                  • Figure 20: Natural supermarket sales of frozen snacks, at current prices, 2008-10
                                                                                                  • Figure 21: Natural supermarket sales of frozen snacks, at inflation-adjusted prices, 2008-10
                                                                                                • Implications
                                                                                                  • Natural channel sales by segment
                                                                                                    • Figure 22: Natural supermarket sales of frozen snacks, by segment, 2008 and 2010
                                                                                                  • Leading brands
                                                                                                    • Natural channel sales of frozen organic snacks
                                                                                                      • Figure 23: Natural supermarket sales of frozen snacks, by organic vs. non-organic, 2008 and 2010
                                                                                                  • Leading Companies

                                                                                                    • Key points
                                                                                                      • Nestlé remains dominant but Ruiz and private label report stronger gains
                                                                                                        • Ruiz Foods posts strong gains with Mexican offering
                                                                                                          • Figure 24: FDMx sales of frozen snacks, by leading companies, 2009 and 2010
                                                                                                      • Brand Share—Frozen Handheld Entrées

                                                                                                        • Key points
                                                                                                          • Nestlé’s Hot Pockets remains dominant but susceptible to cannibalization and other competitive threats
                                                                                                            • FDMx brand sales of frozen handheld entrées
                                                                                                              • Figure 25: FDMx brand sales of frozen handheld entrées in the U.S., 2009 and 2010
                                                                                                          • Brand Share—Frozen Appetizers/Snack Rolls

                                                                                                            • Key points
                                                                                                              • General Mills and Ruiz Foods win with minis
                                                                                                                • FDMx brand sales of frozen appetizers/snack rolls
                                                                                                                  • Figure 26: FDMx brand sales of frozen appetizers/snack rolls in the U.S., 2009 and 2010
                                                                                                              • Brand Share—Frozen Pretzels

                                                                                                                • Key points
                                                                                                                  • Pretzels less popular but hold some growth potential
                                                                                                                    • FDMx brand sales of frozen pretzels
                                                                                                                      • Figure 27: FDMx brand sales of frozen pretzels in the U.S., 2009 and 2010
                                                                                                                  • Innovations and Innovators

                                                                                                                    • Key points
                                                                                                                      • BFY joins convenience as promoted claims
                                                                                                                        • Figure 28: Top 10 product claims in frozen snack launches, 2004-10
                                                                                                                      • Microwaveable and fast, but premium
                                                                                                                        • Ethnic innovations
                                                                                                                          • Natural and wholegrain innovations could drive future growth
                                                                                                                          • Marketing Strategies

                                                                                                                            • Overview
                                                                                                                              • In-store merchandising and displays
                                                                                                                                • Hot Pockets
                                                                                                                                  • Figure 29: Hot pockets coupon from Safeway circular, 2010
                                                                                                                                • El Monterey
                                                                                                                                  • José Olé
                                                                                                                                    • Totino’s
                                                                                                                                      • Figure 30: Totino’s Pizza Rolls in-store coupon from Safeway, 2010
                                                                                                                                    • Television advertising
                                                                                                                                      • Figure 31: Hot Pockets SideShots, TV ad, 2010
                                                                                                                                      • Figure 32: Totino's Pizza Rolls TV ad, 2010
                                                                                                                                    • Online initiatives
                                                                                                                                      • Hot Pockets
                                                                                                                                        • Figure 33: Website traffic estimates for hotpockets.com, February-July 2010
                                                                                                                                      • El Monterey
                                                                                                                                        • Figure 34: Website traffic estimates for elmonterey.com, February-July 2010
                                                                                                                                      • Totino’s
                                                                                                                                        • Figure 35: Website traffic estimates for totinos.com, March-July 2010
                                                                                                                                      • José Olé
                                                                                                                                        • Figure 36: Website traffic estimates for joseole.com, February-July 2010
                                                                                                                                      • Social media
                                                                                                                                        • Hot Pockets
                                                                                                                                          • El Monterey
                                                                                                                                            • Totino’s
                                                                                                                                              • José Olé
                                                                                                                                              • Incidence of Eating Frozen Snacks

                                                                                                                                                • Key points
                                                                                                                                                  • Key segments for frozen snack manufacturers
                                                                                                                                                    • Figure 37: Household use of frozen snacks, by key demographics, February 2009-March 2010
                                                                                                                                                  • Hot Pockets dominates with portability and a range of popular flavor profiles
                                                                                                                                                    • Figure 38: Brands of frozen snacks eaten, by age, February 2009-March 2010
                                                                                                                                                  • Most teens use frozen snacks
                                                                                                                                                    • Figure 39: Teen consumption of frozen snacks eaten, by key demographics, November 2008-December 2009
                                                                                                                                                  • Hot Pockets and Bagel Bites especially popular with teens
                                                                                                                                                    • Figure 40: Brands of frozen snacks eaten by teens, by age and gender, November 2008-December 2009
                                                                                                                                                • Types of Frozen Snacks Eaten

                                                                                                                                                  • Key points
                                                                                                                                                    • Pizza/bagel-style snacks most popular with adults and teens
                                                                                                                                                      • Figure 41: Types of frozen snacks eaten, by family member, July 2010
                                                                                                                                                    • Pizza/bagel-style snacks especially popular with young adults
                                                                                                                                                      • Figure 42: Who in household eats pizza/bagel-style frozen snacks, by age, July 2010
                                                                                                                                                    • Sandwich/wrap-style snacks especially popular with 35-44s
                                                                                                                                                      • Figure 43: Who in household eats sandwich/wrap-style frozen snacks, by age, July 2010
                                                                                                                                                    • Asian snacks somewhat more popular with affluents
                                                                                                                                                      • Figure 44: Who in household eats Asian-style frozen snacks, by household income, July 2010
                                                                                                                                                      • Figure 45: Who in household eats Asian-style frozen snacks, by age, July 2010
                                                                                                                                                    • Who eats Hispanic-style snacks?
                                                                                                                                                      • Figure 46: Who in household eats Hispanic-style frozen snacks, by age, July 2010
                                                                                                                                                  • Frequency of Eating Frozen Snacks

                                                                                                                                                    • Key points
                                                                                                                                                      • Pizza/bagel and sandwich/wrap-style frozen snacks are the most popular
                                                                                                                                                        • Figure 47: How often people in household eat frozen snacks, by type of snack, July 2010
                                                                                                                                                      • Asian-style frozen snacks are most popular among younger adults and the affluent
                                                                                                                                                        • Figure 48: How often people in household eat Asian-style frozen snacks, by age, July 2010
                                                                                                                                                        • Figure 49: How often people in household eat Asian-style frozen snacks, by household income, July 2010
                                                                                                                                                      • Young adults are more likely to eat Hispanic-style frozen snacks
                                                                                                                                                        • Figure 50: How often people in household eat Hispanic-style frozen snacks, by age, July 2010
                                                                                                                                                      • Pizza/bagel style among the most popular options
                                                                                                                                                        • Figure 51: How often people in household eat pizza/bagel-style frozen snacks, by household income, July 2010
                                                                                                                                                      • Young adults eat sandwich/wrap-style frozen snacks more frequently than older adults
                                                                                                                                                        • Figure 52: How often people in household eat sandwich/wrap-style frozen snacks, by age, July 2010
                                                                                                                                                    • Impact of Recession on Consumption of Frozen Snacks

                                                                                                                                                      • Key points
                                                                                                                                                        • Some eating fewer frozen snacks due to the recession but most using about the same amount
                                                                                                                                                          • Figure 53: Impact of recession on consumption of frozen snacks, by type of snack, July 2010
                                                                                                                                                        • Much of the decline driven by reductions in households with incomes of less than $50K
                                                                                                                                                          • Figure 54: Impact of recession on consumption of frozen snacks, by household income, July 2010
                                                                                                                                                      • Interest in Different Types of Frozen Snacks

                                                                                                                                                        • Key points
                                                                                                                                                          • Most are interested in higher-fiber options made with vegetables
                                                                                                                                                            • Figure 55: Types of frozen snacks people would like to see more of, by level of interest, July 2010
                                                                                                                                                          • Women more interested in BFY frozen snack options than are men
                                                                                                                                                            • Figure 56: Types of frozen snacks people would be interested in seeing more of, by gender, July 2010
                                                                                                                                                          • Affluents more likely than low-income consumers to want BFY and premium options
                                                                                                                                                            • Figure 57: Willingness to pay more for types of frozen snacks interested in seeing more of, by household income, July 2010
                                                                                                                                                          • Young people have a greater interest in certain international frozen snacks
                                                                                                                                                            • Figure 58: Types of international frozen snacks people would like to see more of, by age, July 2010
                                                                                                                                                          • Highly educated consumers express greater interest in Thai and other less common ethnic cuisines
                                                                                                                                                            • Figure 59: Types of international frozen snacks people would like to see more of, by level of education, July 2010
                                                                                                                                                        • Source of Frozen Snacks—Type of Retailer

                                                                                                                                                          • Key points
                                                                                                                                                            • Grocery and mass primary channels
                                                                                                                                                                • Figure 60: Channels shopped for frozen snacks, by household income, July 2010
                                                                                                                                                              • Use family packs to target households with kids in grocery, mass, and club
                                                                                                                                                                • Figure 61: Channels shopped for frozen snacks, by presence and number of children, July 2010
                                                                                                                                                            • Attitudes and Opinions Related to Frozen Snacks

                                                                                                                                                              • Key points
                                                                                                                                                                • Variety packs could be useful when targeting families
                                                                                                                                                                  • Figure 62: Parents’ view of kids’ involvement in cooking and eating frozen snacks, July 2010
                                                                                                                                                                • Speed, innovation, and quality are all key decision-making drivers
                                                                                                                                                                  • Figure 63: Attitudes toward purchase and consumption of frozen snacks, July 2010
                                                                                                                                                                • Affluents and middle-income users less price-conscious and more open to new brands and flavors
                                                                                                                                                                  • Figure 64: Attitudes toward purchase and consumption of frozen snacks, by household income, July 2010
                                                                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                                                                • Key points
                                                                                                                                                                  • Minorities somewhat more likely to report changes in consumption patterns
                                                                                                                                                                    • Figure 65: Impact of recession on consumption of frozen snacks, by race/Hispanic origin, July 2010
                                                                                                                                                                  • For many brands, blacks are a high-value segment
                                                                                                                                                                    • Figure 66: Brands of frozen snacks eaten, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                                                  • Asians are by far the largest consumers of Asian-style frozen snacks
                                                                                                                                                                    • Figure 67: Who in household eats Asian-style frozen snacks, by race/Hispanic origin, July 2010
                                                                                                                                                                  • Hispanics are by far the biggest consumers of Hispanic-style frozen snacks
                                                                                                                                                                    • Figure 68: Who in household eats Hispanic-style frozen snacks, by race/Hispanic origin, July 2010
                                                                                                                                                                  • Asians and Hispanics are more likely to be interested in BFY frozen snacks
                                                                                                                                                                    • Figure 69: Types of frozen snacks people would be interested in seeing more of, by race/Hispanic origin, July 2010
                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                    • Developers
                                                                                                                                                                      • Demographics
                                                                                                                                                                        • Characteristics
                                                                                                                                                                          • Opportunity
                                                                                                                                                                            • Modifiers
                                                                                                                                                                              • Demographics
                                                                                                                                                                                • Characteristics
                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                    • Traditionalists
                                                                                                                                                                                      • Demographics
                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                                              • Figure 70: Frozen snack clusters, July 2010
                                                                                                                                                                                              • Figure 71: Incidence of using various types of frozen snacks, by frozen snack clusters, July 2010
                                                                                                                                                                                              • Figure 72: Interest in premium, BFY and other value-added snack options, by frozen snack clusters, July 2010
                                                                                                                                                                                              • Figure 73: Frozen snack attitudes, by frozen snack clusters, July 2010
                                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                                              • Figure 74: Frozen snack clusters, by gender, July 2010
                                                                                                                                                                                              • Figure 75: Frozen snack clusters, by age, July 2010
                                                                                                                                                                                              • Figure 76: Frozen snack clusters, by household income, July 2010
                                                                                                                                                                                              • Figure 77: Frozen snack clusters, by race, July 2010
                                                                                                                                                                                              • Figure 78: Frozen snack clusters, by Hispanic origin, July 2010
                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                                                              • Mass and club could benefit by targeting affluent blacks
                                                                                                                                                                                                • Figure 79: Incidence of channel use, by race/Hispanic origin and household income, July 2010
                                                                                                                                                                                              • Affluent blacks more likely than most others to report increase in snack spending
                                                                                                                                                                                                • Figure 80: Incidence of using various types of frozen snacks, by race/Hispanic origin and household income, July 2010
                                                                                                                                                                                              • Emphasize BFY options when targeting affluent blacks and Hispanics
                                                                                                                                                                                                • Figure 81: Interest in value-added options, by race/Hispanic origin and household income, July 2010
                                                                                                                                                                                              • Affluent blacks tend to hold unique attitudes that can be leveraged to create promotional materials
                                                                                                                                                                                                  • Figure 82: Frozen snack attitudes, by race/Hispanic origin and household income, July 2010
                                                                                                                                                                                              • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                  • Overview of frozen appetizers/snack rolls (category)
                                                                                                                                                                                                    • Frozen appetizers/snack rolls (segment)
                                                                                                                                                                                                      • Consumer insights on key purchase measures—frozen appetizers/snack rolls
                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                          • Figure 83: Brand map, selected brands of frozen appetizers/snack rolls buying rate, by household penetration, 2009*
                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                            • Figure 84: Key purchase measures for the top brands of frozen appetizers/snack rolls, by household penetration, 2009*
                                                                                                                                                                                                          • Frozen pretzels
                                                                                                                                                                                                            • Consumer insights on key purchase measures—frozen pretzels
                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                • Figure 85: Brand map, selected brands of frozen pretzels buying rate, by household penetration, 2009*
                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                  • Figure 86: Key purchase measures for the top brands of frozen pretzels, by household penetration, 2009*
                                                                                                                                                                                                              • Appendix A: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                • Appendix B: Table Bases

                                                                                                                                                                                                                    • Figure 87: Summary of base table 1, by age, July 2010
                                                                                                                                                                                                                    • Figure 88: Summary of base table 1, by household income, July 2010
                                                                                                                                                                                                                    • Figure 89: Summary of base table 1, by race/Hispanic origin, July 2010
                                                                                                                                                                                                                    • Figure 90: Summary of base table 2, by age, July 2010
                                                                                                                                                                                                                    • Figure 91: Summary of base table 2, by household income, July 2010
                                                                                                                                                                                                                    • Figure 92: Summary of base table 2, by race/Hispanic origin and household income, July 2010
                                                                                                                                                                                                                    • Figure 93: Summary of base table 2, by race/Hispanic origin, July 2010
                                                                                                                                                                                                                    • Figure 94: Summary of base table 3, by gender, July 2010
                                                                                                                                                                                                                    • Figure 95: Summary of base table 3, by age, July 2010
                                                                                                                                                                                                                    • Figure 96: Summary of base table 3, by household income, July 2010
                                                                                                                                                                                                                    • Figure 97: Summary of base table 3, by race/Hispanic origin, July 2010
                                                                                                                                                                                                                • Appendix C: Trade Associations

                                                                                                                                                                                                                  Frozen Snacks - US - October 2010

                                                                                                                                                                                                                  US $3,995.00 (Excl.Tax)