Abstract
The frozen snack market enjoys a relatively high household penetration, with strong sales growth from 2002 to 2006. However, from 2006 to 2007, growth slowed and even showed a slight decline in constant terms. The market may have reached a point of saturation and is certainly limited by consumers' growing health consciousness. Most products in this space tend to be indulgences-high in fat and calories.
This report provides a comprehensive analysis of the frozen snack market, including which consumers use frozen snacks and for what occasions. There is a great deal of innovation in the category, and new product development is addressed thoroughly. This report provides sales and consumer data, as well as implications and creative ideas for untapped target markets, optimal marketing messages, and possible successful new products and brand extensions. Also included are potential partnerships with businesses outside of the frozen snack category.
The consumer data collected and analyzed for this report provides insights on both adult and child/teen consumers.
For the purposes of this report, frozen snacks are defined as:
- Frozen appetizers/snack rolls (e.g. Totino' s pizza rolls, Bagel Bites, T.G.I. Friday' s potato skins)
- Frozen sandwiches (e.g. Hot Pockets)
- Frozen pretzels
Not included are frozen breaded vegetables, frozen chicken products, frozen entrées, or refrigerated or shelf-stable snacks.
This report contains US IRI InfoScan data.
Table of Contents
- Scope and ThemesWhat you need to know
- Definition
- Sources of consumer data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- The bottom line: Penetration high but signs of a slowdown in sales
- Opportunity for healthier choices
- Promising innovations: New twists on old favorites and restaurant experiences
- Nestlé controls nearly a third of FDM market shareMost marketing efforts geared to moms and children/teens
- Frozen snacks often eaten in front of TVs and computers
- The future will bring more portable products
- Market forecast to grow to $2.6 billion
- Market Drivers
- Demographics
- Children and teens
- Figure 1: Who in household eats frozen snacks, July 2007
- Figure 2: Ways/times in which children/teens eat frozen hot snacks, July 2007
- Figure 3: Population, by age, 2002-12
- Black consumers
- Figure 4: Usage of frozen hot snacks in black households, by presence of children in the household, January-October 2006
- Figure 5: Population, by race and Hispanic origin, 2002-12
- Innovation
- Figure 6: Number of new product releases in hors d' oeuvres and canapés, 2002-07
- Figure 7: Types/flavors of frozen snacks eaten, by adults and children/teens, July 2007
- Health concerns limit sales
- Market Size and Trends
- Market size
- Figure 8: U.S. FDM sales of frozen snacks, at current and constant prices, 2002-07
- Wal-Mart estimate
- Market trends
- Figure 9: Select claims of new hors d' oeuvres and canapés, 2002-07
- Figure 10: Entrée Foods' Welsh Goat Cheese Bites, all-natural, 2007
- Figure 11: Omni Foods' O' Hana House organic potstickers, 2007
- Figure 12: SuperPretzel PretzelFils, No trans fats, 2007
- Figure 13: Deerfield Farms, "Wow! Only $1," 2007
- Figure 14: Gordon Signature Elegant Puff Pastry Assortment, 2007
- Figure 15: T.G.I. Friday' s Chicken Quesadilla Rolls in Party Size, 2007
- Figure 16: Lean Pockets with new "on the go sleeve," 2007
- Market Segmentation
- Introduction
- Figure 17: U.S. FDM sales of frozen snacks, segmented by type of snack, 2005 and 2007
- Frozen handheld entrées
- Figure 18: FDM sales of frozen handheld entrées, at current and constant prices, 2002-07
- Frozen appetizers/snack rolls
- Figure 19: FDM sales of frozen appetizers/snack rolls, at current and constant prices, 2002-07
- Frozen pretzels
- Figure 20: FDM sales of frozen pretzels, at current and constant prices, 2002-07
- Supply Structure
- Company and brand sales
- Overview
- Figure 21: Manufacturer FDM sales of frozen snacks in the U.S., 2004 and 2006
- Frozen handheld entrées
- Figure 22: FDM sales of frozen handheld entrées in the U.S., 2004 and 2006
- Frozen appetizers
- Figure 23: FDM sales of frozen appetizers/snacks in the U.S., 2004 and 2006
- Frozen pretzels
- Figure 24: FDM sales of frozen pretzels in the U.S., 2004 and 2006
- Advertising and Promotion
- Television spots
- Figure 25: Mega Totino' s Pizza Rolls Targets Teen Boys, TV ad, 2007
- Figure 26: Hot Pockets Calzones taste like they are cooked in a brick oven, TV ad, 2007
- Figure 27: Hot Pockets and a hungry teenager with a flute, TV ad, 2007
- Other advertising efforts
- Heinz reaches out to youngsters
- José Olé goes for authenticityRetail Distribution
- Figure 28: FDM sales of frozen snacks, by channel, 2005 and 2007
- The Consumer: Consumption of Frozen Snacks
- Summary
- Household consumption of frozen snacks
- Figure 29: Household consumption of frozen snacks, January-October 2006
- Figure 30: Household consumption of frozen snacks, by age, January-October 2006
- Figure 31: Household consumption of frozen snacks, by race/ethnicity, January-October 2006
- Figure 32: Household consumption of frozen snacks, by number of people in the household, January-October 2006
- Figure 33: Household consumption of frozen snacks, by household income, January-October 2006
- Brands of frozen snacks used
- Figure 34: Brands of frozen snacks eaten in household, January-October 2006
- Figure 35: Household consumption of frozen snacks, by race/ethnicity, January-October 2006
- Amount of frozen snacks eaten in households per month
- Figure 36: Amount of frozen snacks used each month, January-October 2006
- Figure 37: Mean amount of frozen snacks used each month, by brands of frozen snacks used, January-October 2006
- Other food categories used by frozen snack households
- Figure 38: Other food categories more apt to be used by frozen snack-using households, January-October 2006
- Who in the household is eating frozen snacks?
- Figure 39: Who in household eats frozen snacks, July 2007
- Teen frozen snack consumption
- Figure 40: Teen consumption of hot frozen snacks, by gender and race/ethnicity, January-October 2006
- Figure 41: Brands of frozen snacks eaten among teens, January-October 2006
- Types/flavors of frozen snacks eaten
- Among adults
- Figure 42: Types/flavors of frozen snacks eaten, July 2007
- Figure 43: Types/flavors of frozen snacks eaten, by age, July 2007
- Figure 44: Types/flavors of frozen snacks eaten, by household income, July 2007
- Figure 45: Types/flavors of frozen snacks eaten, by race/ethnicity, July 2007
- Figure 46: Types/flavors of frozen snacks eaten, by number of people in the household, July 2007
- Among kids
- Figure 47: Types/flavors of frozen snacks eaten among children, July 2007
- Consumer Attitudes and Behaviors Regarding Frozen Snacks
- Summary of section
- Opinions regarding frozen snacks
- Among adults
- Figure 48: Attitudes and behaviors related to frozen snacks among adults, July 2007
- Among kids
- Figure 49: Attitudes and behaviors related to frozen snacks among children under 18, July 2007
- Future and Forecast
- Future trends
- The fun of finger foods: Bringing tapas to the table?
- More portability
- Mini-van living
- Childhood obesity
- Market forecast
- Frozen snacks
- Figure 50: Forecast of total U.S. FDM sales of frozen snacks, at current and constant prices, 2007-12
- Frozen handheld entrées
- Figure 51: Forecast of U.S. FDM sales of frozen handheld entrées, at current and constant prices, 2007-12
- Frozen appetizers/snack rolls
- Figure 52: Forecast of U.S. FDM sales of frozen appetizers/snack rolls, at current and constant prices, 2007-12
- Frozen pretzels
- Figure 53: Forecast of U.S. FDM sales of frozen pretzels, at current and constant prices, 2007-12
- Forecast factors
- Appendix: Trade Associations
