Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Penetration remains high but frequency is declining
- Competition is growing from QSRs, prepared foods, shelf snacks
- Innovations target adults using gourmet or convenience
- Supermarkets challenged by mass merchandisers, yet still rule sales
- Factors impacting frozen snack sales
- Nestlé, Heinz account for majority of frozen snack sales
- Innovation driven by focusing on convenience, premium, and health
- The frozen snacks consumer
- Habits and beliefs of the frozen snack consumer
- What consumers want in frozen snacks
Insights and Opportunities
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- Exploring the adult market
- Focus on the children’s market
Market Size and Forecast
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- Key points
- Market delivers solid gains, yet growth rate is trending downwards
- Frozen meals sales and forecast
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- Figure 1: Total U.S. sales and forecast of frozen snacks, at current prices, 2003-13
- Figure 2: Total U.S. sales and forecast of frozen snacks, at inflation-adjusted prices, 2003-13
- Wal-Mart sales
Competitive Context
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- Supermarkets offer an impressive selection of snacking alternatives
- Freezer competition
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- Figure 3: Kraft Bagel-Fuls, 2008
- Figure 4: Kraft Bagel-Fuls, 2008
- Shelf stable competition
- Prepared/chilled foods
- Foodservice expanding to snacking occasions
Segment Performance
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- Key points
- Convenience, health, and premium are key propositions
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- Figure 5: U.S. sales and forecast of frozen snacks, at current prices, by segment, 2003-13
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- Figure 6: FDMx frozen snack sales, by type, 2006-08
Segment Performance—Frozen Handheld Entrées
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- Key points
- Attracting adult users with premium, diet-friendly offerings
- Convenience targets moms to reach the child market
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- Figure 7: U.S. sales and forecast of frozen handheld entrées, at current prices, 2003-13
Segment Performance—Frozen Appetizers/Snack Rolls
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- Key points
- Growth is slowing as consumers shy away from the segment’s core offerings
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- Figure 8: U.S. sales and forecast of frozen appetizers/snack rolls, 2003-13
Segment Performance—Frozen Pretzels
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- Key points
- Innovation driven by small players marketing unique flavors, ingredients
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- Figure 9: U.S. sales and forecast of frozen pretzels, at current prices, 2003-13
Retail Channels
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- Key points
- Mass merchandisers driving retailer growth
- Wal-Mart’s share of frozen snack sales continues to rise
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- Figure 10: Total FDMx U.S. sales of frozen snacks, by retail channel, 2006 and 2008
Retail Channels—Supermarkets
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- Key point
- Space and promotional dollars give supermarkets the advantage
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- Figure 11: U.S. sales of frozen snacks at supermarkets, 2003-08
Market Drivers
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- Young consumers dominate frozen snack consumption
- Teens lead frozen snack consumption, but activity may be declining
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- Figure 12: Population by age, 2003-13
- High activity rates show growth potential for children 6-11
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- Figure 13: Who in household eats frozen snacks, August 2008
- Innovating snacks targeting five and under children
- Targeting adult-only households through premium/BFY snacks
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- Figure 14: Households by presence of children under age 18, 1996-2006
Leading Companies
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- Key points
- Nestlé uses flatbread melts and panini sandwiches to drive growth
- Heinz targets health-conscious snack eaters
- Private label gaining momentum
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- Figure 15: FDMx sales of frozen snacks by leading companies, 2007 and 2008
Brand Share—Frozen Handheld Entrées
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- Key points
- Nestlé’s Pockets brands growing steadily
- Stouffer’s Lean Cuisine and Corner Bistro cater to premium demands
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- Figure 16: FDMx brand sales of frozen handheld entrées in the U.S., 2007 and 2008
Brand Share—Frozen Appetizers/Snack Rolls
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- Key points
- Anytime Selections fuels Heinz growth
- Totino’s Pizza Rolls by General Mills experiences marginal gains
- Ethnic brands El Monterey and José Olé sales falter
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- Figure 17: FDMx brand sales of frozen appetizers/snack rolls in the U.S., 2007 and 2008
Brand Share—Frozen Pretzels
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- Key points
- J&J SuperPretzel sales stagnant; opportunities available to grow sales
- Kim & Scott’s Gourmet Pretzels filling the specialty void
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- Figure 18: FDMx brand sales of frozen pretzels in the U.S., 2007 and 2008
Brand Qualities
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- Overview
- Nestlé Hot Pockets branded predominantly for teens
- Nestlé Lean Cuisine offers diet-conscious women snacking alternatives
- Nestlé Stouffer’s targets men desiring premium snacks
Innovation and Innovators
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- Convenience remains the cornerstone of innovation
- Striving for acceptance in the BFY category with health-related claims
- Premium claims are emerging
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- Figure 19: Top 10 product claims in frozen snack launches, 2003-08*
Advertising and Promotion
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- Overview
- Reaching the youth market through mothers
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- Figure 20: General Mills Totino's Pizza Rolls X games, 2008
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- Figure 21: General Mills Totino's Pizza Rolls, 2008
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- Figure 22: Nestlé Panini Hot Pocket, 2008
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- Figure 23: Nestlé Hot Pocket, 2008
- Frozen foods industry organization hosts promotional months
Fast Forward Trends
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- Fit or Fat
- What's it about?
- Specifics
- Implications
- The Fresh Factor
- What's it about?
- Specifics
- Implications
Household Usage of Frozen Snacks
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- Consumption of frozen snacks by household demographics
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- Figure 24: Household usage of frozen snacks, February 2007-March 2008
- Male students most likely cohort group for frozen snacks
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- Figure 25: Household usage of frozen snacks, by key cohorts, February 2007-March 2008
- Who in the household is eating frozen snacks?
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- Figure 26: Who in household eats frozen snacks, 2007 vs. 2008
Types and Frequency of Frozen Snacks Eaten
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- Types of frozen snacks eaten by adults in household
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- Figure 27: Types of frozen snacks eaten, by age, July 28-August 06, 2008
- Blacks buying chicken and seafood, Hispanics buying traditional recipes
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- Figure 28: Types of frozen snacks eaten, by race/Hispanic origin, July 28-August 06, 2008
- Types of frozen snacks eaten by children in household
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- Figure 29: Types of frozen snacks eaten by children in HH, July 28-August 06, 2008
- Amount of frozen snacks eaten in households per month
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- Figure 30: Volume of frozen snacks eaten, by age, February 2007-March 2008
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- Figure 31: Volume of frozen snacks eaten, by race/Hispanic origin, February 2007-March 2008
- Lower income households most likely to purchase frozen snacks
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- Figure 32: Volume of frozen snacks eaten, by household income, February 2007-March 2008
- Households with children more likely to purchase frozen snacks
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- Figure 33: Volume of frozen snacks eaten, by presence of children, February 2007-March 2008
Brand Preferences
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- Hot Pockets leading category, strongest among teens, young adults
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- Figure 34: Brand preferences for frozen snacks, by age, February 2007-March 2008
- Hot Pockets most popular in black households
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- Figure 35: Brand preferences of frozen snacks, by race/Hispanic origin, February 2007-March 2008
- Households with children driving sales of Hot Pockets, Bagel Bites
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- Figure 36: Brand preferences for frozen snacks, by presence of children, February 2007-March 2008
Attitudes and Behaviors Regarding Frozen Snacks
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- Occasions for eating frozen snacks
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- Figure 37: Occasions for eating frozen snacks, by gender, July 28-August 06, 2008
- Teens, young adults most likely to buy frozen snacks for portable use
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- Figure 38: Occasions for eating frozen snacks, by age, July 28-August 06, 2008
- Households likely to buy frozen snacks for convenience meals
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- Figure 39: Occasions for eating frozen snacks, by household size, July 28-August 06, 2008
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- Figure 40: Occasions for eating frozen snacks, by presence of children in household, July 28-August 06, 2008
- Usage patterns
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- Figure 41: Changes in frozen snack consumption from last year, by age, July 28-August 06, 2008
- Attitudes about price and purchase behaviors
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- Figure 42: Consumer attitudes about price and purchase habits of frozen snacks, by household size, July 28-August 06, 2008
- Hispanics buying frozen snacks on impulse more than other ethnic groups
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- Figure 43: Consumer attitudes about price and purchase habits of frozen snacks, by race/Hispanic origin, July 28-August 06, 2008
- Interest in various frozen snacks
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- Figure 44: Consumer interest in various frozen snack options, by gender, July 28-August 06, 2008
- Young adults to thirtysomethings willing to pay more for premium snacks
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- Figure 45: Consumer interest in various frozen snack options, by age, August 2008
- Hispanics driving organics, blacks following
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- Figure 46: Consumer interest in various frozen snack options, by race/Hispanic origin, July 28-August 06, 2008
The Teen Frozen Snack Consumer
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- Teen frozen snack usage stable over the last five years
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- Figure 47: Trended teen consumption of frozen snacks, 2003-07
- Frozen snacks usage among teens relatively equal for both genders
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- Figure 48: Teen consumption of frozen snacks, by gender, April 2007-June 2008
- Volume of frozen snacks eaten
- Teens prefer Hot Pockets, followed by Bagel Bites
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- Figure 50: Teen brand preferences in frozen snacks, April 2007-June 2008
Cluster Analysis
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- Lovers
- In the Middle
- Luke warm on Frozen
- Cluster characteristics
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- Figure 51: Cluster labels, August 2008
- Figure 52: Types of frozen snacks personally consumed, by clusters, August 2008
- Figure 53: Monthly frozen snacking frequency, by clusters, August 2008
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- Figure 54: Weekly frozen snacking frequency, by clusters, August 2008
- Figure 55: Attitudes towards keeping frozen snacks on hand, by clusters, August 2008
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- Figure 56: Changes in frozen snacking frequency in the last year, by clusters, September 2008
- Figure 57: Attitudes towards available frozen snacks, by clusters, August 2008
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- Figure 58: Meal/day times when frozen snacks are consumed, by clusters, September 2008
- Cluster demographics
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- Figure 59: Clusters, by gender, August 2008
- Figure 60: Clusters, by age groups, August 2008
- Figure 61: Clusters, by household income, August 2008
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- Figure 62: Clusters, by ethnicity, August 2008
- Figure 63: Clusters, by Hispanic origin, August 2008
- Methodology
IRI/Builders Panel Data
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- Consumer insights—frozen appetizers/snack rolls
- Frozen appetizers/snack rolls and pretzels
- Frozen appetizers/snack rolls
- Overview
- Buying rate vs. household penetration
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- Figure 64: Brand map—buying rate vs household penetration, frozen appetizers/snack rolls, 2007
- Summary of key purchase measures
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- Figure 65: Key purchase measures for the top frozen appetizers/snack roll brands, by household penetration*
- Frozen pretzels
- Overview
- Buying rate vs. household penetration
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- Figure 66: Brand map—buying rate vs household penetration, frozen pretzels, 2007
- Summary of key purchase measures
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- Figure 67: Key purchase measures for the top frozen pretzels brands, by household penetration*
Appendix: IRI/Builders Panel Data Definitions
Appendix: Other Useful Tables
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- Types of frozen snacks eaten by adults in household
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- Figure 68: Types of frozen snacks eaten, by household income, July 28-August 06, 2008
- Figure 69: Types of frozen snacks eaten, by region, July 28-August 06, 2008
- Figure 70: Types of frozen snacks eaten, by household size, July 28-August 06, 2008
- Volume of frozen snacks eaten
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- Figure 71: Volume of frozen snacks eaten, by size of houseold, February 2007-March 2008
- Figure 72: Volume of frozen snacks eaten, by region, February 2007-March 2008
- Brand preferences in frozen snacks
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- Figure 73: Brand preferences for frozen snacks, by income, February 2007-March 2008
- Figure 74: Brand preferences for frozen snacks, by size of houseold, February 2007-March 2008
- Consumer interest in frozen snack options
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- Figure 75: Consumer interest in various frozen snack option, by region, July 28-August 06, 2008
Appendix: Opinions About Specific Frozen Meal Brands
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- Figure 76: Opinions about specific frozen meal brands, July 2008
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- Figure 78: Opinions about health/diet frozen meal brands, July 2008
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Appendix: Trade Associations
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