US Frozen Snacks Market Report 2023

With this report, understand when, where, how, and why consumers purchase and consume frozen snacks in the US. Consumer behaviour and preferences are analysed alongside market performance to provide your business with the tools it needs to respond effectively to the latest developments in frozen snacks.

Below, we summarise the core topics analysed and offer handpicked insights from the report.

Core Topics Analysed

• Frozen snack purchasing and purchase frequency.
• Current frozen snack occasions and interest in uses.
• Frozen snack purchase factors.
• Interest in frozen snack concepts.
• Frozen snacks attitudes and behaviours.

US Frozen Snacks Market Overview

The pandemic reframed consumer shopping habits, boosting the frozen snacks category by just over 21%. Inflation has been a key driver in dollar sales growth since 2020, though. In 2022, volume sales in the frozen appetizers/snack rolls/pretzels segment grew minimally and slipped in the frozen handheld entrees segment, despite the growth in dollar sales. The market is still proving accessible, but prices are steadying. To continue engagement with younger generations, frozen snacks must prove variety and quality, and this is discussed in the full report.

This report offers market size, share, and segment performance figures and analysis.

Frozen Snack Consumer Trends and Strategies for Brands

Frozen snacks are proving continually popular with American consumers, but what are the key consumer trends and their related opportunities? Find out more below.

Frozen snack engagement continues

Just 16% of US consumers report a lack of engagement with frozen snacks, indicating these products meet a real need. However, no one snack dominates, as there’s no consensus on specific purchases. To stand out, companies must maintain key points of value like convenience and crave-worthiness, while adding unique attributes such as flavour, cooking method, packaging and health claims.

Different generations call for different approaches

Eating habits are changing with generations, with a shift toward less traditional meals and more casual eating experiences. As mentioned, most consumers are engaging with frozen snacks, but it’s important to note that engagement varies by generation. For example, Gen Z are the main consumers of pizza bites/rolls, while Millennials top for corn dogs (see full report for graph). Frozen snacks can drive engagement across all ages by emphasising their versatility.

Opportunity for brands within frozen snacks

In terms of opportunities/strategies for frozen snack brands, Mintel research finds that existing options in frozen snacks are satisfactory for many. BFY (better-for-you) purchase factors remain niche, but there is room for international flavours to combine with BFY to increase engagement. Overall, products can be positioned as part of a balanced meal to provide more occasions for consumption.

Find a complete analysis of opportunities in the US frozen snacks industry in the full report, where our analyst uses our independent consumer research to provide strategic recommendations going forward. Alternatively, browse our snacks market research to find more relevant reports.

Definitions and Brands Discussed

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

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

Not included in this Report are:

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

A number of companies and brands relevant to the scope of the report are discussed, including key players and more niche brands. Examples are Nestle (Hot Pockets), JM Smucker Company (Uncrustables), General Mills (Totino’s, The Pizza Cupcake), and many more.

Additional Features Included in Your Report

Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Infographic and an Excel Databook.

Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Analysis from a Food Specialist

This report, written by Kelsey Olsen, a leading food and drink analyst, delivers in-depth commentary and analysis to highlight current trends in the US frozen snacks market, adding expert context to the numbers.

Frozen snacks are evolving quickly into a mealtime solution as snacks and meals blur, with strong consumer interest underwriting this new direction. Versatility is quickly becoming as integral to the category as convenience and ease, which remain foundational.

 

Kelsey Olsen
Food and Drink Analyst