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
- Total U.S. retail sales of frozen snacks hit $4.5 billion in 2012
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- Figure 1: Total U.S. retail sales and forecast of frozen snacks, at current prices, 2007-17
- Market segmentation
- Frozen handheld entrées lead category sales
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- Figure 2: Total U.S. retail sales of frozen snacks, by segment, at current prices, 2010 and 2012
- Figure 3: Total U.S. retail sales of frozen snacks, by segment percentage, at current prices, 2012
- Leading companies
- Top three category leaders post sales declines, lose share
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- Figure 4: MULO sales of frozen snacks, by top five leading companies, rolling 52 weeks 2012 and 2013
- Retail channels
- “Other” channels supplant supermarkets to top category sales
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- Figure 5: Total U.S. retail sales of frozen snacks, by channel, at current prices, 2010-12
- Innovation
- Product innovation soars in 2012
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- Figure 6: Frozen snack launches, by launch type, 2008-12
- Figure 7: Frozen snack launches, by top five claims, 2008-12
- The consumer
- Category popular among young consumers
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- Figure 8: Frozen snack purchase for self, by age, February 2013
- Category use for meals/snacks points to need for format expansion
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- Figure 9: frozen snack consumption occasions, by age, February 2013
- Lunch appears as popular consumption occasion
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- Figure 10: Top five frozen snack consumption occasions, February 2013
- Important attributes a mixed bag
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- Figure 11: Top five important attributes, February 2013
- What we think
Issues in the Market
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- How can frozen snacks overcome a poor health perception?
- How can the category expand snacking on the go?
- How can frozen snacks grow appeal among older consumers?
- How can retailers attract consumers to the frozen snack aisle?
Trend Applications
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- Trend: The Nouveau Poor
- Trend: Transumers
- Mintel Futures: Old Gold
Market Size and Forecast
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- Key points
- Total U.S. retail sales of frozen snacks hit $4.5 billion in 2012
- Category aligns with consumer habits and needs
- Segments, brands, and retail outlets share and shuffle category dominance
- Continued growth is forecast, industry needs to boost health innovation
- Sales and forecast of frozen snacks
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- Figure 12: Total U.S. retail sales and forecast of frozen snacks, at current prices, 2007-17
- Figure 13: Total U.S. retail sales and forecast of frozen snacks, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 14: Total U.S. retail sales and forecast of frozen snacks, at current prices, 2007-17
Market Drivers
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- Key points
- Increases in snacking trends good for snack categories
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- Figure 15: Attitudes/opinions about food, July 2007-August 2012
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- Figure 16: Food, by age, April 2011-June 2012
- Frozen food industry promotes a fresh take on the category
Competitive Context
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- Key points
- Other CPG offerings
- Consumers drawn to fresh food offerings
- Rise in prepared/grab-and-go food offerings at retail challenge category
- Foodservice
- Snack offerings on restaurant menus can inform direction of frozen products
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- Figure 17: Top 20 appetizers on restaurant menus, Q1 2010-Q1 2013
- Category can combat desire for homemade snacks
Segment Performance
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- Frozen handheld entrées lead category sales
- Sales of frozen snacks, by segment
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- Figure 18: Total U.S. retail sales of frozen snacks, by segment, at current prices, 2010 and 2012
- Sales of frozen handheld entrées
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- Figure 19: U.S. retail sales and forecast of frozen handheld entrées, at current prices, 2007-17
Segment Performance – Frozen Appetizers/Snack Rolls
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- Key points
- Frozen appetizer/snack roll sales grow 23% from 2007-12
- Sales of frozen appetizers/snack rolls
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- Figure 20: U.S. retail sales and forecast of frozen appetizers/snack rolls, at current prices, 2007-17
Segment Performance – Frozen Pretzels
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- Key points
- Frozen pretzel sales grow 16% from 2007-12 to reach $72 million
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- Figure 21: The Monte Cristo SuperPretzel
- Sales of frozen pretzels
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- Figure 22: Total U.S. retail sales and forecast of frozen pretzels, at current prices, 2007-17
Retail Channels
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- “Other” channels leapfrog supermarkets to best category sales
- Sales of frozen snacks, by channel
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- Figure 23: Total U.S. retail sales of frozen snacks, by channel, at current prices, 2010-12
- Supermarket sales of frozen snacks
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- Figure 24: U.S. supermarket sales of frozen snacks, at current prices, 2007-12
- Drug store sales of frozen snacks
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- Figure 25: U.S. drug store sales of frozen snacks, at current prices, 2007-12
- “Other” channel sales of frozen snacks
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- Figure 26: U.S. sales of frozen snacks, through other retail channels, at current prices, 2007-12
Retail Channels – Natural Supermarkets
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- Key points
- Natural channel sales grow 29% from 2010-12, future growth challenged
- Sales of frozen snacks in the natural channel
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- Figure 27: Natural supermarket sales of frozen snacks, at current prices, 2010-12*
- Figure 28: Natural supermarket sales of frozen snacks, at inflation-adjusted prices, 2010-12*
- Natural channel sales of snacks by segment
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- Figure 29: Natural supermarket sales of frozen meals, by segment, 2010 and 2012*
- Brands of note and innovators
- Natural channel sales of frozen snacks by organic
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- Figure 30: Natural supermarket sales of snacks, by organic, 2010 and 2012*
- Natural channel sales of snacks by gluten free
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- Figure 31: Natural supermarket sales of frozen snacks, by gluten free, 2010 and 2012*
Leading Companies
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- Key points
- Top three category leaders post sales declines, lose share
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- Figure 32: Frozen snack launches, by top 10 companies, 2008-12
- Room exists for strategic private label growth
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- Figure 33: Frozen snack launches, by private label, 2008-12
- Manufacturer sales of frozen snacks
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- Figure 34: MULO sales of frozen snacks, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Frozen Handheld Entrées
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- Key points
- Nestlé maintains large lead in the frozen handheld segment
- El Monterey finds success in premium positioning, on-trend sales mix
- State Fair innovation leads to sales growth for the brand
- Brand recognition helps some brands grow
- Heinz frozen handheld sales decline by nearly one quarter
- Leading companies' MULO sales of frozen handheld entrées
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- Figure 35: MULO sales of frozen handheld entrées, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Frozen Appetizers/Snack Rolls
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- Key points
- General Mills and Heinz brands battle it out for top segment spot
- T.G.I. Friday’s benefits from familiarity, may struggle with health
- Bagel Bites aims for stronger health perception
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- Figure 36: Bagel Bites website, April 2013
- Ethnic-inspired offerings in tune with consumer needs
- Nestlé posts largest sales declines among leading brands
- Appetizers/snack rolls segment represents best shot for store brand success
- Leading companies' MULO sales of frozen appetizers/snack rolls
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- Figure 37: MULO sales of frozen appetizers/snack rolls, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Frozen Pretzels
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- Key points
- Frozen pretzel sales belong to SuperPretzel
- Leading companies' MULO sales of frozen pretzels
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- Figure 38: MULO sales of frozen pretzels, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- Product innovation soars in 2012
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- Figure 39: Frozen snack launches, by launch type, 2008-12
- Figure 40: Frozen snack launches, by top 10 claims, 2008-12
- Increasing the health profile of frozen snacks takes many forms
- From low calorie…
- …and all natural…
- …to whole grain, gluten free, and vegetarian
- Format/flavor innovations follow food trends
- Popularity of burgers and sliders at foodservice spills into retail
- Frozen snacks offer full meal flavors in just one bite
- Ethnic-inspired offerings on-trend, expand consumer base
- Brands from other categories offer familiarity/legitimacy
Marketing Strategies
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- Overview of brand landscape
- Brand analysis: Hot Pockets
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- Figure 41: Brand analysis of Hot Pockets, 2013
- Online initiatives
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- Figure 42: Hot Pockets Website, 2013
- Figure 43: Hot Pockets Facebook Post, 2013
- TV presence
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- Figure 44: Hot Pockets TV ad, “Hot Agreement,” 2012
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- Figure 45: Hot Pockets TV ad, “Snack For Real,” 2012
- Print and other
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- Figure 46: “Pocket Like It’s Hot” YouTube Video, 2012
- Brand analysis: Tyson Any’tizers
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- Figure 47: Brand analysis of Tyson Any’tizers, 2013
- Online initiatives
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- Figure 48: Facebook Post, 2013
- TV presence
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- Figure 49: Tyson Any’tizers TV ad, “Party Snacks,” 2012
- Print and other
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- Figure 50: Facebook Post, 2013
- Brand analysis: Lean Cuisine
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- Figure 51: Brand analysis of Lean Cuisine, 2013
- Online initiatives
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- Figure 52: Facebook Post, 2013
- Figure 53: Lean Cuisine Pinterest, 2013
- TV presence
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- Figure 54: Lean Cuisine TV ad, “Must Have Accessory,” 2012
- Print and other
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- Figure 55: Delicious Rewards Page, 2013
- Figure 56: Facebook Post, 2013
- Brand analysis: Totino’s
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- Figure 57: Brand analysis of Totino’s, 2013
- Online initiatives
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- Figure 58: Facebook Post, 2013
- Figure 59: Totino’s E-card, 2013
- TV presence
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- Figure 60: Totino’s Pizza Rolls TV ad, “Kenny’s Dodge,” 2012
- Figure 61: Totino’s Pizza Rolls TV ad, “Mr. Monday,” 2012
- Print and other
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- Figure 62: Totino’s Website, 2013
- Figure 63: Mom Up! Video, 2013
Social Media – Frozen Snacks
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- Key points
- Key social media metrics
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- Figure 64: Key brand metrics, frozen snacks brands, April 2013
- Market overview
- Brand usage and awareness
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- Figure 65: Usage and awareness of selected frozen snacks brands, February 2013
- Interaction with brands
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- Figure 66: Interaction with selected frozen snacks brands, February 2013
- Online conversations
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- Figure 67: Selected Totino’s tweets, April 20, 2013
- Figure 68: Percentage of consumer conversation by selected frozen snacks, Jan. 22-April 21, 2013
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- Figure 69: Online mentions, selected frozen snacks, by week, Jan. 22-April 21, 2013
- Where are people talking about frozen snacks brands?
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- Figure 70: Mentions by page type, selected frozen snacks, Jan. 22-April 21, 2013
- What are people talking about online?
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- Figure 71: Mentions, by type of conversation, selected frozen snacks, Jan. 22-April 21, 2013
- Figure 72: Major areas of discussion surrounding frozen snacks brands, percentage of daily mentions, by week, Jan. 22-April 21, 2013
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- Figure 73: Major areas of discussion surrounding frozen snacks brands, by page type, Jan. 22-April 21, 2013
- Brand analysis
- Hot Pockets
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- Figure 74: Hot Pockets key social media indicators, April 2013
- Key online campaigns
- What we think
- Totino’s
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- Figure 75: Totino’s key social media indicators, April 2012
- Key online campaigns
- What we think
- Bagel Bites
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- Figure 76: Ore-Ida key social media indicators, April 2013
- What we think
- Lean Pockets
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- Figure 77: Lean Pockets key social media indicators, April 2013
- Key online campaigns
- What we think
- T.G.I. Friday’s Freezer
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- Figure 78: T.G.I. Friday’s key social media indicators, April 2013
- Key online campaigns
- What we think
- El Monterey
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- Figure 79: El Monterey key social media indicators, April 2013
- Key online campaigns
- What we think
Frozen Snack Purchase
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- Key points
- Some 82% of households purchase frozen snacks
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- Figure 80: Frozen snack purchase, by gender, February 2013
- Men appear as strong target for frozen snack sales
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- Figure 81: Frozen snack purchase, by gender, February 2013
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- Figure 82: Frozen snack purchase for self, by gender, February 2013
- Higher health profile may broaden interest in frozen snacks
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- Figure 83: Reasons for not purchasing frozen snacks, February 2013
- Category popular among young consumers
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- Figure 84: Frozen snack purchase for self, by age, February 2013
- Handheld entrées appear as most affordable frozen snack option
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- Figure 85: Frozen snack purchase, by household income, February 2013
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- Figure 86: Frozen snack purchase for self, by household income, February 2013
- Handheld items popular among single-person households
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- Figure 87: Frozen snack purchase, by household size, February 2013
Consumption Occasion
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- Key points
- Category use for meals/snacks points to need for format expansion
- Lunch appears as popular consumption occasion
- Room exists for more on-the-go and breakfast snack options
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- Figure 88: Jimmy Dean Pancakes & Sausage Bites
- Figure 89: Frozen snack consumption occasion, by gender, February 2013
- Women willing to pay more for convenient health positioning
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- Figure 90: Attitudes toward frozen snacks, by gender, February 2013
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- Figure 91: Frozen snack calories, by gender, February 2013
- Older consumers use products for entertaining at home…
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- Figure 92: Frozen snack consumption occasion, by age, February 2013
- …while young shoppers like them for on-the-go convenience
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- Figure 93: Attitudes toward frozen snacks, by age, February 2013
- Frozen snacks appear as affordable meal replacements
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- Figure 94: Frozen snack consumption occasion, by household income, February 2013
- Figure 95: Attitudes toward frozen snacks, by household income, February 2013
- Frozen sandwiches are popular throughout the day
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- Figure 96: Frozen snack consumption occasion, by frozen snack purchase, February 2013
- Figure 97: Frozen snack consumption occasion, by frozen snack consumption, February 2013
Attitudes Toward Frozen Snacks
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- Key points
- Attitudes toward frozen snacks can inform marketing messaging
- Women appear more price and health conscious than men
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- Figure 98: Attitudes toward frozen snacks, by gender, February 2013
- Older consumers could use a helping hand; focus on affordability
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- Figure 99: Attitudes toward frozen snacks, by age, February 2013
- Focus on flavor and health to grow interest among high-income HHs
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- Figure 100: Attitudes toward frozen snacks, by household income, February 2013
- Attitudes differ across preferred snack types
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- Figure 101: Attitudes toward frozen snacks, by frozen snack consumption, February 2013
- Figure 102: Attitudes toward frozen snacks, by frozen snack consumption, February 2013
Important Attributes
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- Key points
- Important attributes a mixed bag
- Men drawn to convenience and meat, women to health
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- Figure 103: Important attributes, by gender, February 2013
- Low-in claims resonate more with older consumers
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- Figure 104: Important attributes, by age, February 2013
- Price most important for respondents from lower-income households
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- Figure 105: Important attributes, by household income, February 2013
Impact of Race and Hispanic Origin
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- Key points
- Black and Hispanic consumers over index in frozen snack purchase
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- Figure 106: Frozen snack purchase, by race/Hispanic origin, February 2013
- Figure 107: frozen snack purchase for self, by race/Hispanic origin, February 2013
- Consumers follow what they know
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- Figure 108: Frozen snack purchase for self, by race/Hispanic origin, February 2013
- Hispanic consumers most likely to turn to the category for meal replacements
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- Figure 109: Frozen snack consumption occasion, by race/Hispanic origin, February 2013
- Lower-calorie options may attract Hispanic consumers
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- Figure 110: Frozen snack calories, by race/Hispanic origin, February 2013
- Price is a strong driver among Hispanic consumers
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- Figure 111: Important attributes, by race/Hispanic origin, February 2013
- Hispanic consumers may be drawn to product innovation
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- Figure 112: Attitudes toward frozen snacks, by race/Hispanic origin, February 2013
Custom Consumer Group – Households with Children
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- Key points
- Frozen snacks more popular with households with children
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- Figure 113: Frozen snack purchase, by presence of children in household, February 2013
- Older kids are stronger driver of purchase than younger
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- Figure 114: Frozen snack purchase, by parents with children and age, February 2013
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- Figure 115: Frozen hot snacks, by age, April 2011-June 2012
- Developing products to meet the needs of younger kids may help future growth…
- Teens play a strong role in brand choice
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- Figure 116: Frozen hot snacks, April 2011-June 2012
- Consumers with children more interested in product attributes
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- Figure 117: Important attributes, by presence of children in household, February 2013
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- Figure 118: Attitudes toward frozen snacks, by presence of children in household, February 2013
IRI/Builders – Key Household Purchase Measures
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- Frozen snacks—Key household purchase measures
- Overview of frozen snacks
- Frozen appetizers/snack rolls
- Consumer insights on key purchase measures—frozen appetizers/snack rolls
- Brand map
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- Figure 119: Brand map, selected brands of frozen appetizers/snack rolls, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 120: Key purchase measures for the top brands of frozen appetizers/snack rolls, by household penetration, 2012*
- Frozen pretzels
- Consumer insights on key purchase measures—frozen pretzels
- Brand map
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- Figure 121: Brand map, selected brands of frozen pretzels buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 122: Key purchase measures for the top brands of frozen pretzels, by household penetration, 2012*
Appendix – Food and Drink Market Drivers
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- Consumer confidence
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- Figure 123: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 124: U.S. Unemployment Rate, by month, 2002-13
- Figure 125: U.S. Unemployment and underemployment rates, 2007-13
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- Figure 126: Number of employed civilians in U.S., in thousands, 2007-13
- Food cost pressures
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- Figure 127: Changes in USDA Food Price Indexes, 2011 through 2013, March 25, 2013
- Obesity
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- Figure 128: U.S. Obesity, by age group, 2008 and 2012
- Childhood and teen obesity – highest in decades
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- Figure 129: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 130: Population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 131: Households with children, by race and Hispanic origin of householder, 2012
- Shifting U.S. demographics
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- Figure 132: Population, by age, 2008-18
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- Figure 133: Households, by presence of own children, 2002-12
Appendix – Other Useful Consumer Tables
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- Frozen snack purchase
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- Figure 134: Frozen snack purchase, by gender and age, February 2013
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- Figure 135: Frozen snack purchase for self, by gender and age, February 2013
- Consumption occasion
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- Figure 136: Frozen snack consumption occasion, by gender and age, February 2013
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- Figure 137: Frozen snack consumption occasion, by household size, February 2013
- Calories
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- Figure 138: Frozen snack calories, by gender and age, February 2013
- Important attributes
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- Figure 139: Important attributes, February 2013
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- Figure 140: Important attributes, by gender and age, February 2013
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- Figure 141: Important attributes, by household size, February 2013
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- Figure 142: Important attributes, by frozen snack consumption, February 2013
- Attitudes toward frozen snacks
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- Figure 143: Attitudes toward frozen snacks, by gender and age, February 2013
Appendix – Social Media
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- Usage and awareness
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- Figure 144: Brand usage or awareness, February 2013
- Figure 145: Hot Pockets usage or awareness, by demographics, February 2013
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- Figure 146: Totino’s usage or awareness, by demographics, February 2013
- Figure 147: El Monterey usage or awareness, by demographics, February 2013
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- Figure 148: Lean Pockets usage or awareness, by demographics, February 2013
- Figure 149: T.G.I. Friday’s Freezer usage or awareness, by demographics, February 2013
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- Figure 150: Bagel Bites usage or awareness, by demographics, February 2013
- Activities done
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- Figure 151: Activities done, February 2013
- Figure 152: Hot Pockets—Activities done, by demographics, February 2013
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- Figure 153: Totino’s—Activities done, by demographics, February 2013
- Figure 154: El Monterey – Activities done, by demographics, February 2013
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- Figure 155: Lean pockets – Activities done, by demographics, February 2013
- Figure 156: T.G.I. Friday’s Freezer – Activities done, by demographics, February 2013
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- Figure 157: Bagel Bites—Activities done, by demographics, February 2013
- Figure 158: Percentage of consumer conversation by selected frozen snacks, Jan. 22-April 21, 2013
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- Figure 159: Online mentions, selected frozen snacks, by day, Jan. 22-April 21, 2013
- Figure 160: Mentions by page type, selected frozen snacks, Jan. 22-April 21, 2013
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- Figure 161: Mentions by type of conversation, selected frozen snacks, Jan. 22-April 21, 2013
- Figure 162: Major areas of discussion surrounding frozen snacks brands, percentage of daily mentions, by day, Jan. 22-April 21, 2013
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- Figure 163: Major areas of discussion surrounding frozen snacks brands, by page type, Jan. 22-April 21, 2013
Appendix – Trade Associations
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