Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Handheld options cater to portability demand
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- Figure 1: Total US sales and fan chart forecast of frozen breakfast foods, at current prices, 2012-22
- Restaurants encouraging more breakfast consumption
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- Figure 2: Away-from-home (AFH) breakfast behavior changes from one year ago, April 2016
- Increase in childless households portends a need for change
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- Figure 3: Households, by presence of own children, 2003-13
- The opportunities
- Breakfast anytime
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- Figure 4: Opinions, by age, May 2017
- Portable potential
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- Figure 5: Opinions, by age, May 2017
- Easing preparation
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- Figure 6: Opinions, by number of children under 18 in household, May 2017
- What it means
The Market – What You Need to Know
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- Portability points to category's opportunities
- Other retail channels encroaching upon supermarkets
- Restaurant competition potentially opening breakfast to new dayparts
- Catering to smaller households
Market Size and Forecast
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- Handheld options point to consumer demands for category
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- Figure 7: Total US sales and fan chart forecast of frozen breakfast foods, at current prices, 2012-22
- Figure 8: Total US sales and forecast of frozen breakfast foods, at current prices, 2012-22
Market Breakdown
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- Stagnation for entrees and waffles
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- Figure 9: Total US retail sales and forecast of frozen breakfast foods, by segment, at current prices, 2012-22
- Figure 10: Total US retail sales and forecast of frozen breakfast foods, by segment, at current prices, 2012-22
- Other channels outpace supermarkets’ growth
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- Figure 11: Total US retail sales and market share of frozen breakfast foods, by channel, at current prices, 2015 and 2017
Market Perspective
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- Competition from foodservice and even homemade 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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- Hispanics, particularly Millennials, opt for frozen breakfast options
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- Figure 14: US population by Hispanic origin, 2017
- Number of households with children continues decline
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- Figure 15: Households, by presence of own children, 2006-16
Key Players – What You Need to Know
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- One company grows as a pair struggle
- Entrees easing preparation
- Recall negatively impacting Aunt Jemima frozen brands
- Potential in ethical claims
Company and Brand Sales of Frozen Breakfast Foods
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- Tyson retains category lead, as Kellogg and General Mills stumble
- Sales of frozen breakfast foods by company
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- Figure 16: MULO sales of frozen breakfast foods, by leading companies, in millions, rolling 52 weeks 2016 and 2017
- Figure 17: MULO sales of frozen breakfast foods, by leading companies, rolling 52 weeks 2016 and 2017
What’s Working?
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- Breakfast entrees resonating
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- Figure 18: Amy’s Breakfast Scramble with Meatless Sausage & Country-Style Potatoes
- Private label handhelds leveraging portability
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- Figure 19: Aldi’s Breakfast Best Mozzarella & Bacon Mini Bagels
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- Figure 20: Date published for frozen breakfast launches, branded vs private label, 2012-17
What’s Struggling?
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- Recall impacts Aunt Jemima frozen brands
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- Figure 21: Aunt Jemima frozen breakfast entrees
What’s Next?
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- Ethical claim potential
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- Figure 22: Frozen breakfast food launches with ethical claims, 2017
The Consumer – What You Need to Know
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- Consumption on weekends varies from weekdays
- Mass merchandisers leveraging one-stop-shop appeal
- Leveraging convenience along with health
- Avoiding artificial in frozen
- Embracing the real
- Breakfast importance low among younger consumers
Consumption of Frozen Breakfast Foods
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- Portable options prove popular during the week
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- Figure 23: Consumption, May 2017
- Popularity among households with children
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- Figure 24: Consumption, by presence and age of children in the household, May 2017
- Older consumers turning to other breakfast options
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- Figure 25: Consumption, by age, May 2017
- Figure 26: Opinions of frozen options and meals, by age, Fall 2016
- Strong relevance among Hispanic Millennials
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- Figure 27: Consumption, by Hispanic origin, May 2017
Purchase Location
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- Non-traditional retailers presenting opportunity and challenges
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- Figure 28: Purchase location, May 2017
- Convenience even impacting purchase location for younger consumers
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- Figure 29: Purchase location, by age, May 2017
- Walmart, dollar stores factor notably for lower-income households
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- Figure 30: Purchase location, by household income, May 2017
- Hispanic Millennials turning to mass merchandisers and supermarkets
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- Figure 31: Purchase location, by Hispanic origin, May 2017
Reasons for Consumption
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- Convenience and ease weigh heavily among consumers
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- Figure 32: Reasons for consumption, May 2017
- Potential in healthy convenience
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- Figure 33: Important attributes, May 2017
- Healthy convenience factoring in Hispanic Millennial purchase
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- Figure 34: Important attributes, by Hispanic origin, May 2017
Important Low-in Attributes
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- Consumers also avoiding artificial in frozen
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- Figure 35: Important attributes, May 2017
- Hispanic Millennials seeking fewer "low-in" options
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- Figure 36: Important attributes, by Hispanic origin, May 2017
Increasing Purchase
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- Cleaner labels may resonate, as does value and trial
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- Figure 37: Increasing purchase, May 2017
- Younger consumers appear to be avoiding wasted food, time, effort
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- Figure 38: Increasing purchase, by age, May 2017
- Real approach to reach Hispanic consumers…and others
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- Figure 39: Increasing purchase, by Hispanic origin, May 2017
Opinions of Frozen Breakfast Foods
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- Frozen options challenged to find distinct selling points
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- Figure 40: Opinions, May 2017
- Breakfast’s importance waning, but usage could expand
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- Figure 41: Opinions, by age, May 2017
- Potently portable
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- Figure 42: Opinions, by age, May 2017
- Time saving resonates—to a point
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- Figure 43: Opinions, by number of children under 18 in household, May 2017
- Reaching Hispanic consumers with proof
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- Figure 44: Opinions, by Hispanic origin, May 2017
Appendix—Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 45: Total US sales and forecast of frozen breakfast foods, at inflation-adjusted prices, 2012-22
- Figure 46: Total US retail sales and forecast of frozen breakfast foods, by segment, at current prices, 2012-22
- Figure 47: Total US retail sales of frozen breakfast foods, by segment, at current prices, 2015 and 2017
- Figure 48: Total US retail sales and forecast of frozen breakfast entrees, at current prices, 2012-22
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- Figure 49: Total US retail sales and forecast of frozen breakfast entrees, at inflation-adjusted prices, 2012-22
- Figure 50: Total US retail sales and forecast of frozen breakfast handhelds, at current prices, 2012-22
- Figure 51: Total US retail sales and forecast of frozen breakfast handhelds, at inflation-adjusted prices, 2012-22
- Figure 52: Total US retail sales and forecast of frozen waffles, at current prices, 2012-22
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- Figure 53: Total US retail sales and forecast of frozen waffles, at inflation-adjusted prices, 2012-22
- Figure 54: Total US retail sales of frozen breakfast foods, by channel, at current prices, 2012-2017
- Figure 55: Total US retail sales of frozen breakfast foods, by channel, at current prices, 2015 and 2017
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- Figure 56: US supermarket sales of frozen breakfast foods, at current prices, 2012-17
- Figure 57: US sales of frozen breakfast foods through other retail channels, at current prices, 2012-17
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Appendix – Key Players
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- Figure 58: MULO sales of frozen breakfast entrees, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 59: MULO sales of frozen breakfast handhelds, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 60: MULO sales of frozen waffles, by leading companies and brands, rolling 52 weeks 2016 and 2017
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Appendix – The Consumer
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- Figure 61: Opinions of frozen options and meals, by gender
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- Figure 62: Opinions of frozen options and meals, by age
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- Figure 63: Opinions of frozen options and meals, by Hispanic origin
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- Figure 64: Opinions of frozen options and meals, by household income
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- Figure 65: Opinions of frozen options and meals, by education
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- Figure 66: Opinions of frozen options and meals, by presence and number of children in household
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