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"Diversifying frozen breakfast's relevance by building on its inherent convenience can help inspire versatile experiences and craft a more robust category identity."
Kelsey Olsen, Food & Drink Analyst
The US frozen breakfast market has seen a slight decline in 2024 but is expecting long-term growth. Dominated by Tyson Foods Inc and Kellanova, the market sees rising competition from private labels. Younger consumers drive demand for variety, highlighting opportunities for innovation beyond traditional breakfast occasions.
Breakfast is a personal experience that demands individual solutions, as indicated by spread out consumption across frozen breakfast food categories. Dips in reported consumption across categories suggest that consumption has spread slightly thinner as the market continues to steady out. Now, the category is tasked to sharpen its value equation to stack versatility on top of convenience.
With the majority of consumers turning to from scratch solutions at the breakfast occasion, frozen breakfast has an opportunity to work with fresh ingredients to build more robust solutions that balance enjoyment, health and convenience. Blurred eating occasions also open up the space for frozen breakfast to bring clarity at other meal times or the eating occasions in between such as snacks. On a similar wavelength, frozen breakfast can look to meet needs for less expected cohorts, Baby Boomers and smaller households, to help solve the challenge of cooking for one with frozen breakfast products made for diverse occasions or single serve solutions.
Underscoring the needs for diverse solutions, though, are younger generations and hybrid workers whose lifestyles and preferences demand continued variety and innovation. Gen Z and Millennial frozen breakfast repertoires can continue to be diversified with solutions that think outside the current ‘breakfast box.’
For the purposes of this Report, Mintel has used the following definitions for frozen breakfast foods:
The following categories are excluded from this Report, except for comparison purposes:
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