Table of Contents
Executive Summary
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- The issues
- Frozen breakfast handhelds only segment to grow
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- Figure 1: Total US retail sales of frozen breakfast foods ($ millions), by segment, 2010-15
- Strong competition from other breakfast foods
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- Figure 2: Personal consumption and purchase of select breakfast foods, April 2015
- Consumers remain skeptical about nutrition
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- Figure 3: Attitudes toward frozen breakfast foods – Any agree, by race and Hispanic origin, April 2015
- The opportunities
- Emphasize similarities to foodservice options
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- Figure 4: Attitudes toward frozen breakfast foods – Any agree, by frozen breakfast foods consumption – Any consumption, April 2015
- Promote occasions outside of breakfast
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- Figure 5: Frozen breakfast food behaviors, April 2015
- Highlight product ingredients, nutrition
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- Figure 6: Important product attributes, April 2015
- What it means
The Market – What You Need to Know
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- Frozen breakfast sales struggle to grow
- Increased away-from-home food spending
- Declining households with children negatively impact category
Market Size and Forecast
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- Strong historic growth, but future gains expected to be modest
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- Figure 7: Total US sales and fan chart forecast of frozen breakfast foods, at current prices, 2010-2020
- Figure 8: Total US sales and forecast of frozen breakfast foods, at current prices, 2010-20
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- Figure 9: Total US sales and forecast of frozen breakfast foods, at inflation-adjusted prices, 2010-2020
Market Breakdown
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- Frozen breakfast handhelds largest segment, only growth
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- Figure 10: Total US retail sales of frozen breakfast foods, by segment share, 2015
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- Figure 11: Total US retail sales of frozen breakfast foods ($ millions), by segment, 2010- 2015
- Other retail channels gain market share
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- Figure 12: Total US retail sales of frozen breakfast foods ($ millions), by channel, at current prices, 2010-15
Market Perspective
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- Foodservice a competitive threat
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- Figure 13: Day part where consumers purchase, retail versus foodservice, by nets – February 2015
- Numerous breakfast options
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- Figure 14: Personal consumption and purchase of select breakfast foods, April 2015
Market Factors
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- Favorable spending outlook
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- Figure 15: Consumer Confidence, 2007-15
- Figure 16: Food sales at home and away from home, 2003-15
- Decline in households with children
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- Figure 17: Personal consumption of select frozen breakfast foods, November 2008 – December 2014
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- Figure 18: US households, by presence of own children, 2003-13
Key Players – What You Need to Know
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- Hillshire, Kellogg sales represent more than half of the category
- Convenient, healthy formats see success
- Waffle segment declines
- BFY products to become more mainstream
Manufacturer Sales of Frozen Breakfast Foods
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- Hillshire, Kellogg represent more than half of category sales
- Manufacturer sales of frozen breakfast foods
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- Figure 19: MULO sales of frozen breakfast food, by leading companies, rolling 52 weeks 2014 and 2015
What’s Working?
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- Portable options
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- Figure 20: MULO sales of Jimmy Dean’s frozen breakfast handhelds
- Figure 21: MULO sales of Kellogg’s frozen breakfast handhelds
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- Figure 22: MULO sales of Kellogg’s Eggo frozen breakfast entrées
- Figure 23: MULO sales of hot Pockets frozen breakfast handhelds
- Better-for-you
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- Figure 24: MULO sales of De Wafelbakkers frozen breakfast entrées
- Figure 25: MULO sales of Lean Cuisine Morning Collection frozen breakfast handhelds
What’s Struggling?
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- Real fruit not enough to boost sales
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- Figure 26: MULO sales of Pillsbury other frozen breakfast foods
- Figure 27: MULO sales of Weight Watchers frozen breakfast entrées
- Waffle segment struggles
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- Figure 28: “Breakfast Network” Eggo TV commercial, April 2015
- Figure 29: MULO sales of Kellogg’s frozen waffles
- Homestyle handhelds
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- Figure 30: MULO sales of Marie Callender’s frozen breakfast handhelds
- Figure 31: MULO sales of Odom’s Tennessee Pride’s frozen breakfast handhelds
What’s Next?
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- Artificial is out, ingredients you can see, recognize are in
- Retail brands put the fresh in frozen?
The Consumer – What You Need to Know
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- Parents, Millennials most likely to eat frozen breakfast foods
- Consumers value nutritional attributes
- Occasions outside of breakfast equally important
Frozen Breakfast Foods Consumption
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- Four in five adults eat frozen breakfast foods
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- Figure 32: Frozen breakfast foods consumption, April 2015
- Households with children more likely to eat frozen breakfast foods
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- Figure 33: Frozen breakfast foods consumption, by parental status, April 2015
- iGeneration/Millennials more likely to eat all types of frozen breakfast foods
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- Figure 34: Frozen breakfast foods consumption, by generation, April 2015
Reasons for Eating
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- Ease of preparation, convenience, largest drivers
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- Figure 35: Reasons for eating frozen breakfast foods, by race and Hispanic origin, April 2015
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- Figure 36: Reasons for eating frozen breakfast foods, by generation, April 2015
Important Product Attributes
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- High protein, fiber, most important
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- Figure 37: Important product attributes, April 2015
Influential Factors for Increasing Purchase
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- Quality ingredients, product trial influential
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- Figure 38: Influential factors for increasing purchase, by frozen breakfast foods consumption – Any consumption, April 2015
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- Figure 39: Influential factors for increasing purchase, by parental status, April 2015
- Restaurant-quality options can boost purchase among males
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- Figure 40: Influential factors for increasing purchase – Restaurant-quality options – CHAID – Tree output, April 2015
Frozen Breakfast Food Behaviors
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- Consumption not limited to the breakfast occasion
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- Figure 41: Frozen breakfast food behaviors, April 2015
- iGeneration/Millennials more likely to eat on the go
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- Figure 42: Frozen breakfast foods behaviors, by generation, April 2015
- Handhelds, other frozen breakfast foods more versatile
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- Figure 43: Frozen breakfast foods behaviors, by frozen breakfast foods consumption – Any consumption, April 2015
Attitudes toward Frozen Breakfast Foods
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- Appeal to Millennials’ willingness to try new foods
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- Figure 44: Attitudes toward frozen breakfast foods – Any agree, by generation, April 2015
- Restaurant savings to appeal to frozen handheld eaters
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- Figure 45: Attitudes toward frozen breakfast foods – Any agree, by frozen breakfast foods consumption – Any consumption, April 2015
- Hispanics more critical of food pricing, ingredients
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- Figure 46: Attitudes toward frozen breakfast foods – Any agree, by race and Hispanic origin, April 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 47: Total US sales and forecast of frozen breakfast foods, by segment, at current prices, 2010-2020
- Figure 48: Total US retail sales of frozen breakfast foods, by segment, at current prices, 2013 and 2015
- Figure 49: Total US retail sales and forecast of frozen breakfast entrées, at current prices, 2010-20
- Figure 50: Total US retail sales and forecast of frozen breakfast handhelds, at current prices, 2010-20
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- Figure 51: Total US retail sales and forecast of frozen waffles, at current prices, 2010-20
- Figure 52: Total US retail sales and forecast of other frozen breakfast food, at current prices, 2010-20
- Figure 53: Total US retail sales of frozen breakfast foods, by channel, at current prices, 2010-15
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- Figure 54: Total US retail sales of frozen breakfast foods, by channel, at current prices, 2013 and 2015
- Figure 55: US supermarket sales of frozen breakfast foods, at current prices, 2010-15
- Figure 56: US sales of frozen breakfast foods, through other retail channels, at current prices, 2010-15
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Appendix – Key Players
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- Figure 57: MULO sales of frozen breakfast entrées, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 58: MULO sales of frozen breakfast handhelds, by leading companies and brands, rolling 52 weeks 2014 and 2015
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- Figure 59: MULO sales of frozen waffles, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 60: MULO sales of other frozen breakfast foods, by leading companies and brands, rolling 52 weeks 2014 and 2015
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Appendix – Consumer
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- Figure 61: Attitudes/opinions about food, November 2013 – December 2014
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- Figure 62: Attitudes/opinions about food, November 2013 – December 2014
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Appendix – CHAID Analysis
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- Methodology
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- Figure 63: Influential factors for increasing purchase – CHAID – Table output, April 2015
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