The frozen breakfast foods category reached $3.2 billion in 2015, although it struggled to grow sales over the last two years. The category continues to face competition from other breakfast foods viewed as healthier or more convenient, as well as foodservice options. Manufacturers should take advantage of positive consumer perceptions of these foods as affordable and comparable alternatives to foodservice breakfast. New product development focused on nutritious options with recognizable ingredients, and promoting consumption outside of the breakfast occasion may help sustain future category growth.

This report builds on the analysis presented in Mintel’s Breakfast Foods – US September 2012; Breakfast Entrées and Sandwiches – US, November 2010; Breakfast Foods – US, November 2009; as well as Breakfast Foods: The Market – US, November 2008 and the October 2006 report of the same title.

For the purposes of this report, breakfast foods are covered as per the following definitions:

• Frozen breakfast entrées (eg breakfast bowls, pancakes)

• Frozen breakfast handhelds (eg burritos, sandwiches)

• Frozen waffles

• Other frozen breakfast food (including toaster pastries, French toast sticks)

The following categories are excluded from this report:

• Frozen and refrigerated breakfast meats (eg bacon, sausage)

• Refrigerated breakfast entrées and handhelds

• Breads and pastries (including shelf-stable, fresh, refrigerated, and frozen doughnuts, muffins, bagels, coffeecakes, snack cakes, Danishes, pastries, and mixes to make such products)

Value figures throughout this report are at (rsp) retail selling prices excluding sales tax unless otherwise stated.