Gain fresh consumer-led insights into the US frozen snacks market. What are the latest innovations in the frozen snack market? How can brands motivate consumers to trial new frozen snacks? Answer these questions and more with Mintel’s comprehensive market report.
Key Topics Analyzed in this Report
- State of the frozen snack market and forecast
- Leading frozen snack company and brand data
- Frozen snack purchasing and occasions
- Changes in frozen snack purchasing
- Frequency and motivation for new frozen snack trial
- Frozen snack attitudes and behaviors
- Frozen snack innovation and marketing trends
US Frozen Snack Market Landscape
Frozen snacks remain a household staple for many in the US, as convenience and ease of preparation allow them to work across occasions. Benefitting from consumers’ continued blurring of snacks and meals, frozen snacks’ versatility is already and will continue to be a cornerstone and opportunity for growth in the category. More than half of consumers have remained consistent in their frozen snack purchasing over the past year, reflecting normalized sales growth after large volume and then dollar sales from from 2020-22.
US Frozen Snacks Consumer Trends
With over a third of US consumers buying a new frozen snack once a month or more, consumers are looking for unique flavors and format varieties to help them utilize snacks across dayparts, as well as to explore new ingredients and cuisine types.
Among consumers who have changed their purchase behavior, financial concerns have been a catalyst for both the decrease and increase, an indication that frozen snacks serve a broad range of consumers and needs. While fewer have decreased than increased purchasing, those who have cut back cite high expense as a factor. Consumers who have purchased more cite dining more at home as their top reason, suggesting that increased dining out prices are positively affecting the frozen snacks market.
Purchase the full report for a complete US frozen snacks market analysis, including market dynamics and consumer insights. Readers of this report may also be interested in Mintel’s US Snacking Motivations and Attitudes Market Report.
More About This Report
For the purposes of this report, Mintel has used the following definitions within frozen snacks:
- 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).
Meet The Expert
This report was written by Sydney Riebe. Sydney joined Mintel in 2021 after spending more than 4 years working in higher education. She has a decade of experience in the food service industry, where she gained a passion for following food, beverage and menu trends. Sydney holds a BA in English Literature from DePaul University and an MBA from Northern Illinois University.
While convenience and versatility remain at the foundation of frozen snacks, consumers are willing to explore via flavor, format and nutritional innovations.
Sydney Riebe
Analyst – US Food and Drink
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Executive Summary
- What you need to know
- What consumers want & why
- Market size & forecast
- Market predictions
- Opportunities
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Market Dynamics
- Market context
- Market drivers
- The snack and meal landscape is shifting
- Graph 1: meal/snack frequency, 2020-24
- Financial concerns showcase two sides of frozen snacks
- Graph 2: change in frozen snack purchasing, by financial situation, 2024
- An increase in at-home food spend benefits frozen snacks
- Graph 3: spending habits, past 12 months, 2024
- Market size and forecast
- Frozen snacks market growth normalizes
- Total retail sales and forecast of frozen snacks
- Total retail sales and forecast of frozen snacks at current prices
- Total retail sales and forecast of frozen snacks at inflation-adjusted prices
- Market segmentation
- Frozen appetizers and snacks’ past growth has led to nearly equal segment sales
- Graph 4: total retail sales and forecast of frozen snacks, by segment, 2019-24
- Retail sales of frozen snacks, by segment
- High food costs have led to flat supermarket sales
- Graph 5: total retail sales of frozen snacks, by channel, at current prices, 2019-24
- Market share/brand share
- JM Smucker becomes the big brand on top
- Sales of frozen snacks, by company
- International offerings push the frozen appetizers and snacks forward
- Frozen appetizers/snack rolls/pretzels company and brand sales
- Private label soars in frozen handheld entrees
- Frozen handheld entrees company and brand sales
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Consumer Insights
- Consumer fast facts
- Frozen snack purchases
- Familiar and convenient remain at the foundation of frozen snacks
- Graph 6: frozen snack purchases, 2024
- Frozen snacks have power in numbers
- Smaller households need bigger value from frozen
- Graph 7: frozen snack purchases, by household size, 2024
- Frozen snack occasions
- Lukewarm occasion associations reveal need for brand guidance
- Graph 8: frozen snack occasions, 2024
- International snacks pave the way for blurred occasions
- Graph 9: frozen snack occasions – NET, 2024
- Change in frozen snack purchasing
- For most, snacking has remained consistent…
- …but Gen Z is leading the way for growth
- Graph 10: change in frozen snack purchasing, by generation, 2024
- As households grow, so does reliance on easy snacking
- Graph 11: change in frozen snack purchasing, by household size, 2024
- Reasons for purchasing more frozen snacks
- Frozen snacks benefit from consumer budgeting
- Graph 12: reasons for purchasing more frozen snacks, 2024
- Reasons for purchasing fewer frozen snacks
- Cost and health are main drivers for cutting back
- Graph 13: reasons for purchasing fewer frozen snacks, 2024
- Frozen snack and meal crossover attributes
- Nutrition and satiety top potential for snacks to serve as meals…
- Graph 14: frozen snack and meal crossover attributes, 2024
- …but flavor variety has the biggest impact
- Help parents utilize snacks as healthy, easy meals
- Graph 15: snack and mealtime crossover attributes, by parental status, 2024
- New frozen snack purchasing
- Consumers are up for exploration with frozen snacks
- Graph 16: new frozen snack purchasing frequency, 2024
- Flavor is the top trial motivator, with plenty of secondary opportunities
- Graph 17: new frozen snack purchasing motivators, 2024
- Social media drives snacking aesthetics for younger consumers
- Graph 18: new frozen snacks purchasing motivators, by generation, 2024
- Frozen snack behaviors
- Frozen snacks fulfill consumers’ planned and unplanned needs
- Graph 19: frozen snack behaviors, 2024
- Parents are putting effort into their frozen snacks
- Graph 20: frozen snack behaviors – NET – Any likely, by parental status, 2024
- It’s love at first sight for Gen Z
- Frozen snack attitudes
- Consumer flexibility creates space for increased loyalty
- Ease of exploration drive purchase increase
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Innovation and Marketing Trends
- Launch activity and innovation
- Textural innovations boost craveability
- Texture-forward frozen appetizers and handhelds
- International formats shake up flavor favorites
- New formats for old favorites
- BFY made fun
- Marketing and advertising
- Showcase how to elevate frozen, simply
- Lean Cuisine backs away from restriction in new marketing campaign
- Opportunities
- Upgrade simple ingredients to keep up with social media trends
- A toast to…toasted
- Packaging that looks as good as it tastes
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Appendix
- Market definition
- Market size methodology
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- Total retail sales and forecast of frozen snacks at current prices, 2024-29
- Total retail sales and forecast of frozen appetizers/snack rolls/pretzels, at current prices, 2019-29
- Total retail sales and forecast of frozen handheld entrees, at current prices, 2019-29
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