Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Frozen breakfast sales grow
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- Figure 1: Total US sales and fan chart forecast of frozen breakfast foods, at current prices, 2011-21
- Competition from foodservice breakfast options
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- Figure 2: Away-from-home breakfast behavior changes from one year ago, April 2016
- Other at-home options vie for attention at breakfast
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- Figure 3: Breakfast food purchase, May 2016
- The opportunities
- Recognizable and less-processed attributes resonate
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- Figure 4: Opinions, by less-processed factors to increase purchase, May 2016
- Occasional indulgence and gourmet options
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- Figure 5: Opinions, by indulgent factors to increase purchase, May 2016
- Frozen breakfast as a relatively inexpensive introduction to other cuisines
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- Figure 6: Opinions, by money-saving factors to increase purchase, May 2016
- Gourmet for on-the-go consumers
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- Figure 7: Opinions, by on-the-go factors to increase purchase, May 2016
- What it means
The Market – What You Need to Know
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- Category to grow 10% through 2021
- Handhelds leading category growth
- Frozen options face strong competition – from foodservice and retail
Market Size and Forecast
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- Slowing sales in frozen breakfast
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- Figure 8: Total US sales and fan chart forecast of frozen breakfast foods, at current prices, 2011-21
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- Figure 9: Total US sales and forecast of frozen breakfast foods, at current prices, 2011-21
Market Breakdown
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- Handheld options propelling category growth
- Frozen breakfast handhelds
- Frozen waffles
- Frozen breakfast entrees
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- Figure 10: Total US retail sales and forecast of frozen breakfast foods, by segment, at current prices, in millions, 2011-21
- Other channels gain ground on supermarkets
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- Figure 11: Total US retail sales of frozen breakfast foods, by channel, at current prices, in millions, 2011-16
Market Perspective
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- Competition from foodservice breakfast options
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- Figure 12: Away-from-home breakfast behavior changes from one year ago, April 2016
- Other at-home options vie for attention at breakfast
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- Figure 13: Breakfast food purchase, May 2016
Market Factors
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- Growth of households with children unsteady
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- Figure 14: Households, by presence of own children, 2003-13
- Hispanics, particularly Millennials, opt for frozen breakfast options
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- Figure 15: US population by race and Hispanic origin, 2009, 2014, and 2019
Key Players – What You Need to Know
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- Tyson attains top market share
- Frozen options highlighting protein content
- Familiar ingredients could draw consumers to frozen items
Brand Sales of Frozen Breakfast Foods
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- Hillshire merger leads Tyson to the top market share
- Brand sales of frozen breakfast foods
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- Figure 16: MULO sales of frozen breakfast food, by leading companies, rolling 52 weeks 2015 and 2016
What’s Working?
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- Protein push for breakfast
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- Figure 17: Kellogg’s Eggo
- Figure 18: Lean Cuisine Mornings
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- Figure 19: Tyson Foods Jimmy Dean Delights Frittatas
- Figure 20: Protein-rich frozen breakfast launches
What’s Struggling?
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- Convenience alone insufficient to sell a product
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- Figure 21: Pinnacle Foods’ Aunt Jemima
What’s Next?
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- Cleaner labels with recognizable ingredients
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- Figure 22: Frozen Breakfast launches with free-from claims
- Options catering to the free-from demand
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- Figure 23: Frozen Breakfast launches with free-from claims
The Consumer – What You Need to Know
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- Most breakfast foods purchased at retail
- Nutrition influencing purchase decision
- Walmart leads retailers for frozen breakfast food purchase
- Weekends offer frozen potential
- Health resonates more with Millennial generation
- Antibiotics in frozen meat a concern to Hispanic consumers
- Recognizable ingredients resonate with consumers
- Lower-income consumers more likely to skip breakfast
Breakfast Food Purchase
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- Foodservice, retail options vie for similar audience
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- Figure 24: Breakfast food purchase, by type, May 2016
- Health compelling Millennial breakfast choice
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- Figure 25: Breakfast food purchase location, by generation, May 2016
- Leveraging restaurant brands, menu items among Hispanics
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- Figure 26: Breakfast food purchase, by Hispanic origin, May 2016
Factors Influencing Purchase
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- Taste leads purchase factors; nutrition and affordability rank highly
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- Figure 27: Factors influencing purchase, May 2016
- Dads seeking energizing foods
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- Figure 28: Factors influencing purchase, by parental status by gender with children in household, May 2016
- Portability, indulgence factor strongly in Hispanic breakfast choice
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- Figure 29: Factors influencing purchase, by Hispanic origin, May 2016
Purchase Location for Frozen Breakfast Foods
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- Walmart leads retailers of frozen breakfast foods
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- Figure 30: Purchase location, May 2016
- Millennials shop a diversity of retailers for breakfast foods
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- Figure 31: Purchase location, by generation, May 2016
- Hispanics shopping for frozen breakfast at multiple retailers
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- Figure 32: Purchase location, by Hispanic origin, May 2016
Breakfast Consumption
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- Portability could lead frozen breakfast penetration
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- Figure 33: Frozen breakfast consumption, by weekday vs. weekend, overall consumption in parentheses, May 2016
- Millennials leading generational consumption
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- Figure 34: Frozen breakfast consumption, by generations, May 2016
- Parents purchasing frozen breakfast foods
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- Figure 35: Frozen breakfast consumption, by parental status by gender with children in household, May 2016
- Frozen options integral to Hispanics’ weekend breakfast
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- Figure 36: Frozen breakfast consumption, by Hispanic origin, May 2016
Reasons for Consumption
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- Convenience drives the category
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- Figure 37: Reasons for consumption, May 2016
- Nutritional attributes could lure Millennials
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- Figure 38: Reasons for consumption, by generations, May 2016
- Quality, nutrition resonate with Hispanic consumers
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- Figure 39: Reasons for consumption, by Hispanic origin, May 2016
Important Attributes
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- Protein and fiber compel purchase
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- Figure 40: Important attributes, May 2016
- Sodium factors strongly in frozen breakfast meat
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- Figure 41: Important attributes, by generations, May 2016
- Antibiotic-free meat of notable importance to Hispanic consumers
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- Figure 42: Important attributes, by Hispanic origin, May 2016
Factors to Increase Purchase
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- Familiarity breeds trust
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- Figure 43: Factors to increase purchase, May 2016
- Organic claims could compel Millennial purchase
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- Figure 44: Factors to increase purchase, by generations, May 2016
- Recognizable ingredients resonate with parents
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- Figure 45: Factors to increase purchase, by parental status by gender with children in household, May 2016
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- Figure 46: Factors to increase purchase, by parental status by gender with children in household, May 2016
- Sustainable options resonating with Hispanic consumers
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- Figure 47: Factors to increase purchase, by Hispanic origin, May 2016
Opinions of Frozen Breakfast Foods
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- Health, nutrition, and indulgence could resonate
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- Figure 48: Opinions, May 2016
- Functional frozen options could lure Millennials
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- Figure 49: Opinions, by generations, May 2016
- Income levels and frozen breakfast opinions
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- Figure 50: Opinions, by household income, May 2016
- Other daypart potential for frozen breakfast foods
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- Figure 51: Opinions, by purchase, May 2016
- Recognizable and less-processed attributes resonate
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- Figure 52: Opinions, by less-processed factors to increase purchase, May 2016
- Occasional indulgence and gourmet options
-
- Figure 53: Opinions, by indulgent factors to increase purchase, May 2016
- Frozen breakfast as a relatively inexpensive introduction to other cuisines
-
- Figure 54: Opinions, by money-saving factors to increase purchase, May 2016
- Gourmet for on-the-go consumers
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- Figure 55: Opinions, by on-the-go factors to increase purchase, May 2016
- Hispanics seeking more on-the-go breakfast options
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- Figure 56: Opinions, by Hispanic origin, May 2016
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 57: Total US retail sales and forecast of frozen breakfast foods, at inflation-adjusted prices, 2011-21
- Figure 58: Total US retail sales and forecast of frozen breakfast foods, by segment, at current prices, 2011-21
- Figure 59: Total US retail sales of frozen breakfast foods, by segment, at current prices, 2014 and 2016
- Figure 60: Total US retail sales and forecast of frozen breakfast entrees, at current prices, 2011-21
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- Figure 61: Total US retail sales and forecast of frozen breakfast entrees, at inflation-adjusted prices, 2011-21
- Figure 62: Total US retail sales and forecast of frozen breakfast handhelds, at current prices, 2011-21
- Figure 63: Total US retail sales and forecast of frozen breakfast handhelds, at inflation-adjusted prices, 2011-21
- Figure 64: Total US retail sales and forecast of frozen waffles, at current prices, 2011-21
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- Figure 65: Total US retail sales and forecast of frozen waffles, at inflation-adjusted prices, 2011-21
- Figure 66: Total US retail sales of frozen breakfast foods, by channel, at current prices, 2011-16
- Figure 67: Total US retail sales of frozen breakfast foods, by channel, at current prices, 2014 and 2016
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- Figure 68: US supermarket sales of frozen breakfast foods, at current prices, 2011-16
- Figure 69: US sales of frozen breakfast foods through other retail channels, at current prices, 2011-16
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Appendix – Key Players
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- Figure 70: MULO sales of frozen breakfast entrees by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 71: MULO sales of frozen breakfast handhelds, by leading companies and brands, rolling 52 weeks 2015 and 2016
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- Figure 72: MULO sales of frozen waffles, by leading companies and brands, rolling 52 weeks 2015 and 2016
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