Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- The economy and the convenience of frozen snacks yield positive sales performance
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- Figure 1: Total U.S. sales of frozen snacks, by segment share, 2011*
- Limited innovation and increased health awareness have likely negatively impacted performance
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- Figure 2: Total U.S. trend in the rate of change of dollar sales of frozen snacks, at current prices, by segment 2007-11
- Forecast
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- Figure 3: Total U.S. retail sales and forecast of market, at current prices, 2006-16
- Market factors
- Decline in households with children could have a negative impact on frozen snacks
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- Figure 4: Households with and without presence of children, by percentage of total, 2001-11
- Hispanics will remain a strategic group for frozen snacks
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- Figure 5: Rate of change in the U.S. population, by Hispanic origin, 2006-16
- 65-74s forecast to increase the most from 2006-16 due to Baby Boomers entering this age: an opportunity for frozen snacks
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- Figure 6: Percentage change in rate of U.S. population, by age groups, 2006-16
- Companies, brands, and innovation
- Larger brands lose, but smaller brands and private label show stronger performance
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- Figure 7: Selected FDMx manufacturers market share of frozen snacks, 2011*
- Pace of new product introductions has slowed down in recent years
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- Figure 8: Percentage change in new product introductions of frozen snacks, by claims, 2010-11
- The consumer
- Frozen snacks category has room to grow
- Households of younger adults aged 18-24 have the highest penetration of frozen snacks
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- Figure 9: Household consumption of frozen snacks, by age, October 2010-November 2011
- Households with children are key frozen snacks consumers
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- Figure 10: Household usage of frozen snacks, by presence of children in household, October 2010-November 2011
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- Figure 11: Household use of frozen snacks, by household size, October 2010-November 2011
- Frozen snacks remain popular with teens, but a stealth health approach may increase parents’ acceptance
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- Figure 12: Teen consumption of frozen snacks eaten, by gender and age, April 2010-June 2011
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- Figure 13: Consumption of frozen snacks, by types eaten and who eats it in the household, February 2012
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- Figure 14: Frozen snacks eating occasions, by type of frozen snack, March 2012
- Price remains important, but healthful attributes and high quality follow closely
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- Figure 15: Important and unimportant attributes when purchasing frozen snacks for adults, February 2012
- What we think
Issues in the Market
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- How can frozen snacks manufacturers spur demand?
- How can frozen snacks companies best respond to consumer health and obesity concerns?
Insights and Opportunities
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- Obesity still an issue: frozen snacks need to step up to meet consumers’ needs
- Obesity, health-related conditions on the rise in U.S. adults
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- Figure 16: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
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- Figure 17: Attitudes and behaviors toward personal health, by age, February 2012
- Childhood obesity—highest in decades and not bound to slow down
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- Figure 18: Prevalence of obesity among children/teens aged 2-19, 1976-2008
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- Figure 19: Parents’ attitudes toward their children’s health, by age, February 2012
Inspire Insights
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- Inspire Trend—Make it Mine
- Inspire Trend—Premiumization and Indulgence
Market Size and Forecast
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- Key points
- Convenience and affordability helped frozen snacks increase in sales from 2006-11
- Future sales dependent on innovation related to health and demographic shifts
- Sales and forecast for frozen snacks
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- Figure 20: Total U.S. retail sales and forecast of market, at current prices, 2006-16
- Figure 21: Total U.S. retail sales and forecast of market, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 22: Total U.S. retail sales and forecast of market, at current prices, 2006-16
- Walmart sales
Market Drivers
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- Key points
- Economic uncertainty continues to cloud growth prospects
- UK enters a double-dip recession and U.S. shows sluggish recovery
- Unemployment, underemployment, housing market, and gas and food increases could put a damper on consumer confidence
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- Figure 23: Real personal disposable income, January 2007-October 2011
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- Figure 24: CONSUMER SENTIMENT, MARCH 2007- March 2012
- Changes in demographic could shift focus for frozen snacks
- More frozen snacks eaten by households with children
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- Figure 25: Consumption of frozen snacks by type, by presence of children in household, February 2012
- … but the number of households with children is declining, with the child population growing only at a slightly lower rate than overall population
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- Figure 26: Households, by presence of children younger than 18, 2001-11
- Older consumers forecast to grow the most, but frozen snacks leave them cold
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- Figure 27: Population, by age, 2006-16
- Multicultural groups remain important for frozen snacks
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- Figure 28: Population, by race and Hispanic origin, 2006-16
- Figure 29: Average number of children in household, by race/Hispanic origin of householder, 2011
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- Figure 30: Household size, by race/Hispanic origin of householder, 2011
- Household size is shrinking; larger households may have multiple generations
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- Figure 31: Households, by presence of children, 2001-11
Competitive Context
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- Healthful snacking
- Private label frozen snacks—still small, but with great growth potential
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- Figure 32: FDMx sales of frozen snacks, Private Label, 2007-11
Segment Performance
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- Key points
- Consumer frugality has benefited both segments as alternatives to dining out
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- Figure 33: Total U.S. sales of frozen snacks, segmented by type, at current prices, 2006-16
- Sales of frozen snacks, by segment type
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- Figure 34: Total U.S. sales of frozen snacks, segmented by type, 2009 and 2011 (est.)
Segment Performance—Frozen Appetizers/Snack Rolls
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- Key points
- A tale of two tactics attracts consumers with different motivations
- Sales and forecast of frozen appetizers/snack rolls
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- Figure 35: Sales and forecast of frozen appetizers/snack rolls, at current prices, 2006-16
Segment Performance—Frozen Pretzels
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- Key points
- Frozen pretzels could bounce back with mini, stuffed, and healthful alternatives
- Sales and forecast of frozen pretzels
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- Figure 36: Total U.S. sales and forecast of frozen pretzels, at current prices, 2006-16
Retail Channels
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- Key points
- Supermarkets dominate, but lose ground to other channels
- Other channels exhibit stronger growth and gain in market share
- Total U.S. retail sales of frozen snacks, by retail channel
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- Figure 37: Total U.S. retail sales of frozen snacks, by retail channel, 2009-11
- Purchase locations generally correlate with household income
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- Figure 38: Purchase locations for frozen snacks, by household income, February 2012
Retail Channels—Supermarkets
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- Key points
- Supermarkets need to leverage private label to remain competitive
- Supermarket sales of frozen snacks
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- Figure 39: Supermarket sales of frozen snacks, at current prices, 2006-11
Retail Channels—Other Channels
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- Key points
- Other retailers succeed with innovation and competitive pricing
- Other channels sales of frozen snacks
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- Figure 40: U.S. sales of frozen snacks through other channels, at current prices, 2006-11
Retail Channels—Natural Supermarkets
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- Key points
- Insights
- Sales of frozen snacks in the natural channel
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- Figure 41: Natural supermarket sales of frozen snacks, at current prices, 2009-11*
- Figure 42: Natural supermarket sales of frozen snacks, at inflation-adjusted prices, 2009-11*
- Natural channel sales of frozen meals by segment
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- Figure 43: Natural supermarket sales of frozen snacks, by segment, 2009 and 2011*
- Brands of significance
- Natural channel sales of organic frozen meals
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- Figure 44: Natural supermarket sales of frozen snacks, by organic, 2009 and 2011*
- Natural channel sales of gluten-free frozen meals
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- Figure 45: Natural supermarket sales of frozen snacks, by gluten-free, 2009 and 2011*
Leading Companies
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- Key points
- Nestlé gains with Hot Pockets Snackers; larger companies lose
- Private label maintaining; smaller companies coming on strong
- Manufacturer sales of frozen snacks
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- Figure 46: FDMx sales of frozen snacks, 2010* and 2011*
Brand Share—Appetizers/Snack Rolls
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- Key points
- Hot Pockets Snackers win with diverse offerings that meet consumer needs
- Smaller brands like Tyson and Farm Rich win through innovation
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- Figure 47: Brands of frozen snacks eaten by teens, by gender, April 2010-June 2011
- Manufacturer sales of appetizers/snack rolls
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- Figure 48: FDMx brand sales of frozen appetizers/snack rolls in the U.S., 2010* and 2011*
Brand Share—Frozen Pretzels
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- Key points
- Frozen pretzels may benefit from more healthful varieties
- Manufacturer sales of frozen pretzels
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- Figure 49: FDMx brand sales of frozen pretzels in the U.S., 2010* and 2011*
Innovations and Innovators
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- The pace of new product introductions has slowed down in recent years
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- Figure 50: Top 10 claims for frozen snacks, 2006-11
- Private label goes for premium and comfort with a twist
- Bacon’s versatility is leveraged by many manufacturers
- Ethnic appetizers: from more healthful to spicy flavor options
- Bite-size frozen appetizers—from mainstream to premium and seafood
Marketing Strategies
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- Overview
- Totino’s Pizza Rolls emphasize convenience and speed while targeting teens
- TV ads focused on fun and speed perfect for teen boys
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- Figure 51: Totino’s Pizza Rolls, TV ad, “Drama King,” 2012
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- Figure 52: Totino’s Pizza Rolls, TV ad, “Favorite Part,” 2011
- Figure 53: Totino’s Pizza Rolls, TV ad, “School Spirit,” 2011
- Totino’s tries to reach both parents and teens through website and social media
- Brand analysis: Totino’s Pizza Rolls
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- Figure 54: Brand analysis of Totino’s Pizza Rolls, 2012
- Hot Pockets Snackers promoted as restaurant-like appetizers
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- Figure 55: Hot Pockets Snackers, TV ad, “Party People,” 2012
- Brand analysis: Hot Pockets Snackers
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- Figure 56: Brand analysis of Totino’s Pizza Rolls, 2012
Incidence of Eating Frozen Snacks
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- Key points
- Younger adults and households with children are key users
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- Figure 57: Household consumption of frozen snacks, by age, October 2010-November 2011
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- Figure 58: Household consumption of frozen snacks, by presence of children in household, October 2010-November 2011
- Figure 59: Household consumption of frozen snacks, by household size, October 2010-November 2011
- A “stealth health” approach to frozen snacks for teens and kids could satisfy parents
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- Figure 60: Teen consumption of frozen snacks eaten, by gender and age, April 2010-June 2011
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- Figure 61: Parents’ Attitudes toward their children’s health, February 2012
Types of Frozen Snack Eaten
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- Key points
- Pizza/bagel/pretzel styles dominate in popularity
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- Figure 62: Consumption of frozen snacks by types eaten and who eats it in the household, February 2012
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- Figure 63: Personal consumption of frozen snacks by type, by age, February 2012
Frequency of Eating Frozen Snacks
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- Key points
- Pizza/bagel/pretzel style eaten most often, likely due to convenience and affordability
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- Figure 64: Frequency of eating frozen snacks, by type of frozen snacks, February 2012
- Opportunities for manufacturers to expand their offerings of Asian cuisines
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- Figure 65: Frequency of eating frozen snacks, by asian style (such as potstickers and egg rolls), by age, February 2012
- Hispanic restaurant-like appetizers will likely appeal to high-volume users aged 18-44
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- Figure 66: Frequency of eating frozen snacks, by Hispanic style (such as quesadillas), by age, February 2012
- Households with children eat the most pizza/bagel/pretzel style
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- Figure 67: Frequency of eating frozen snacks by Pizza/Bagel/Pretzel style (such as pizza bites), by presence of children in household, February 2012
Frozen Snacks Eating Occasions
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- Key points
- More eat frozen snacks for dinner and lunch than for the snacking occasions
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- Figure 68: Frozen snacks eating occasions, by type of frozen snack, March 2012
Important Frozen Snacks Attributes when Purchasing for Adults
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- Key points
- Price and quality are important, but health is catching up
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- Figure 69: Important and unimportant attributes when purchasing frozen snacks for adults, February 2012
- Older consumers consider health attributes in response to health-related conditions
- Younger consumers are interested in healthful attributes as a preventive measure
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- Figure 70: Important attributes when purchasing frozen snacks for adults, by age, February 2012
Attitudes Toward Frozen Snacks
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- Key points
- Convenience wins with consumers, high quality also is desired
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- Figure 71: Attitudes toward frozen snacks, by age, February 2012
- Restaurant-like frozen snacks that follow top cuisines are bound to be popular
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- Figure 72: Frozen snacks brand and purchase behavior attitudes, by age, February 2012
- Figure 73: Top 10 menu item cuisine types, Q1 2012
Impact of Race and Hispanic Origin
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- Key points
- More blacks and English-speaking Hispanics eat frozen snacks
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- Figure 74: Household use of frozen snacks, by languages spoken in home, October 2010-November 2011
- Hispanics and Asians are high-frequency users of frozen snacks
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- Figure 75: Frequency of eating frozen snacks by frozen snack type, by race/Hispanic origin, February 2012
- More ethnic consumers consider health-related attributes important
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- Figure 76: Important attributes when purchasing frozen snacks for adults, by race/Hispanic origin, February 2012
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- Figure 77: Attitudes and Behaviors toward frozen snacks, by race/Hispanic origin, February 2012
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- Figure 78: Attitudes and behaviors toward personal health, by race/Hispanic origin, February 2012
- Figure 79: Attitudes and behaviors toward personal health, by race/Hispanic origin, February 2012
Custom Consumer Groups
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- Key points
- More consumers who eat Asian-style products are interested in health attributes
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- Figure 80: Important attributes when purchasing frozen snacks for adults, by consumption of frozen snacks by types eaten, February 2012
- Parents from households that eat Hispanic-style and Asian–style seem to believe a gluten-free diet beneficial for their children
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- Figure 81: Important attributes when purchasing frozen snacks for children by consumption of frozen snacks, by types eaten, February 2012
- Increased health consciousness does not always translate into behavior
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- Figure 82: Attitudes and behaviors toward personal health by consumption of frozen snacks, by types eaten, February 2012
SymphonyIRI/Builders—Key Household Purchase Measures: Frozen Appetizers/Snack Rolls and Frozen Pretzels
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- Overview of frozen appetizers/snack rolls
- Frozen appetizers/snack rolls
- Consumer insights on key purchase measures—frozen appetizers/snack rolls
- Brand map
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- Figure 83: Brand map, selected brands of frozen appetizers/snack rolls buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 84: Key purchase measures for the top brands of frozen appetizers/snack rolls, by household penetration, 2011*
- Frozen pretzels
- Consumer insights on key purchase measures—frozen pretzels
- Brand map
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- Figure 85: Brand map, selected brands of frozen pretzels buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 86: Key purchase measures for the top brands of frozen pretzels, by household penetration, 2011*
Appendix—Other Useful Consumer Tables
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- Figure 87: Consumption of frozen snacks by type, by gender, February 2012
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- Figure 88: Consumption of frozen snacks in households with children, by type, who eats it in household, and by household income, February 2012
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- Figure 89: Consumption of frozen snacks in households with children, by type, who eats it in household, and by gender, February 2012
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- Figure 90: Frequency of eating frozen snacks by asian style (such as potstickers and egg rolls), by household income, February 2012
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- Figure 91: Frequency of eating frozen snacks by Hispanic style (such as quesadillas), by household income, February 2012
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- Figure 92: Frequency of eating frozen snacks by Hispanic style (such as quesadillas), by presence of children in household, February 2012
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- Figure 93: Purchase locations for frozen snacks, by age, February 2012
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- Figure 94: Frequency of eating frozen snacks by Pizza/Bagel/Pretzel style (such as pizza bites), by age, February 2012
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- Figure 95: Frequency of eating frozen snacks by Pizza/Bagel/Pretzel style (such as pizza bites), by household income, February 2012
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- Figure 96: Frozen snacks eating occasions of Asian-style frozen snacks, by age and gender, March 2012
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- Figure 97: Frozen snacks eating occasions of Hispanic-style frozen snacks, by age and gender, March 2012
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- Figure 98: Frozen snacks eating occasions of pizza/bagel/pretzel style frozen snacks, by age, March 2012
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- Figure 99: Frozen snacks eating occasions of pizza/bagel/pretzel-style frozen snacks, by child age, March 2012
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- Figure 100: Frozen snacks eating occasions of Asian-style frozen snacks, by household income, March 2012
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- Figure 101: Frozen snacks eating occasions of Hispanic-style frozen snacks, by household income, March 2012
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- Figure 102: Important and unimportant attributes when purchasing frozen snacks for adults, February 2012
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- Figure 103: Important and unimportant attributes when purchasing frozen snacks for adults, February 2012
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- Figure 104: Important attributes when purchasing frozen snacks for adults, by household income, February 2012
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- Figure 105: Important and unimportant attributes when purchasing frozen snacks for children, February 2012
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- Figure 106: Attitudes and Behaviors toward frozen snacks, February 2012
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- Figure 107: Attitudes and behaviors toward frozen snacks, by gender, February 2012
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- Figure 108: Household use of frozen snacks, by race/Hispanic origin, October 2010-November 2011
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- Figure 109: Frequency of eating frozen snacks by Hispanic style (such as quesadillas), by race/Hispanic origin, February 2012
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- Figure 110: Frequency of eating frozen snacks by Pizza/Bagel/Pretzel style (such as pizza bites), by race/Hispanic origin, February 2012
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- Figure 111: Frozen snacks purchasing habits, by race/Hispanic origin, February 2012
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- Figure 112: Frozen snacks purchasing habits, by race/Hispanic origin, February 2012
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- Figure 113: Brands of frozen snacks eaten, by race/Hispanic origin, October 2010-November 2011
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- Figure 114: Brands of frozen snacks eaten, by languages spoken in home, October 2010-November 2011
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- Figure 115: Important and unimportant attributes when purchasing frozen snacks for children, February 2012
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- Figure 116: Important attributes when purchasing frozen snacks for children, by age, February 2012
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- Figure 117: Important attributes when purchasing frozen snacks for children, by household income, February 2012
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- Figure 118: Important attributes when purchasing frozen snacks for children by consumption of frozen snacks, by types eaten, February 2012
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- Figure 119: Purchase locations for frozen snacks, by gender, February 2012
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- Figure 120: Attitudes and behaviors toward frozen snacks, by household income, February 2012
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- Figure 121: Attitudes and behaviors toward frozen snacks, by presence of children in household, February 2012
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- Figure 122: Attitudes and behaviors toward frozen snacks by consumption of frozen snacks, by types eaten, February 2012
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- Figure 123: Attitudes and behaviors toward personal health, February 2012
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- Figure 124: Attitudes and behaviors toward personal health, by gender, February 2012
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- Figure 125: Attitudes and behaviors toward personal health, by age, February 2012
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- Figure 126: Attitudes and behaviors toward personal health, by household income, February 2012
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- Figure 127: Attitudes and behaviors toward personal health, by presence of children in household, February 2012
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- Figure 128: Attitudes and behaviors toward personal health by consumption of frozen snacks, by types eaten, February 2012
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- Figure 129: Attitudes and behaviors toward personal health, February 2012
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- Figure 130: Attitudes and behaviors toward personal health, by gender, February 2012
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- Figure 131: Attitudes and behaviors toward personal health, by age, February 2012
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- Figure 132: Attitudes and behaviors toward personal health, by household income, February 2012
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- Figure 133: Attitudes and behaviors toward personal health by consumption of frozen snacks, by types eaten, February 2012
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- Figure 134: Important attributes when purchasing frozen snacks for children, by race/Hispanic origin, February 2012
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- Figure 135: Purchase locations for frozen snacks, by race/Hispanic origin, February 2012
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- Figure 136: Attitudes and behaviors toward frozen snacks by consumption of frozen snacks, by types eaten, February 2012
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- Figure 137: Attitudes and behaviors toward personal health by consumption of frozen snacks, by types eaten, February 2012
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Appendix B—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix C—Trade Associations
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