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Frozen Snacks - US - April 2014

Mintel
Published Date » 2014-04-03
No. Of Pages » 199
 Concerns about the nutritional value of frozen snacks will continue to be top of mind for consumers. Manufacturers will need to reformulate or expand their product offerings, ensuring these items meet consumer preferences for high-quality ingredients and convenient formats. More frequent snacking occasions will also impact product offerings, as well as the retail locations in which these products are sold. 
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations

Executive Summary

The market
Sales forecasted to reach $5.1 billion in 2018
Figure 1: Total US sales and fan chart forecast of frozen snacks, at current prices, 2008-18
Frozen handheld entrees continue to lead the category
Figure 2: Total US retail sales of frozen snacks, by segment, 2011 and 2013
Market factors
Increased snacking, health concerns, and demographic shifts to impact category
Key players
Nestlé, Heinz post sales declines
Figure 3: MULO sales of frozen snacks, by leading companies, 2013
Retail channels
Nonsupermarket channels increase in market share
Figure 4: Total US retail sales of frozen snacks, by channel, at current prices, 2011-13
The consumer
Households with children, men, more likely to purchase frozen snacks
Figure 5: Household purchase of frozen snacks – Self use, by age, February 2014
Meal occasions edge out use as a snack
Figure 6: Frozen snacks usage occasions, by age, February 2014
Figure 7: Important factors when buying frozen snacks, top five, February 2014
Room for flavor, format improvements
Figure 8: Agreement with attitudes toward frozen snacks, top five, February 2014
What we think

Issues and Insights

What effect will more frequent snacking have?
Issues
Insight: Format, ingredients will become more important
How can negative health perceptions of frozen snacks be improved?
Issues
Insight: Focus on convenience and fresh ingredients
How will the changing retail landscape impact the category?
Issues
Insight: Greater availability, expanded offerings can boost consumption

Trend Applications

Trend: The Real Thing
Trend: Minimize Me
Mintel Futures: Brand Intervention

Market Size and Forecast

Key points
Sales forecasted to reach $5.1 billion in 2018
Sales and forecast of market
Figure 9: Total US retail sales and forecast of frozen snacks, at current prices, 2008-18
Figure 10: Total US sales and forecast of frozen snacks, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 11: Total US sales and fan chart forecast of frozen snacks, at current prices, 2008-18

Market Drivers

Key points
Increased snacking occasions continue to benefit category
Figure 12: adults age 20 years and over consuming specified number of snacks per day, 1977-78 and 2007-08
Health concerns could impede growth
Shifting populations create new opportunities
Figure 13: US households, by presence of own children, 2003-13
Figure 14: US population by race and Hispanic origin, 2009, 2014, and 2019

Competitive Context

Key points
A fresh preference
Figure 15: Snacks eaten in past six months – Any consumption, top five, November 2013
Foodservice rivals in convenience

Segment Performance

Key points
Frozen handheld entrees continue to lead the category
Sales of frozen snacks, by segment
Figure 16: Total US retail sales of frozen snacks, by segment, 2011 and 2013
Frozen snacks increase sales 15% from 2008-13
Sales and forecast of frozen appetizers, snack rolls, and pretzels
Figure 17: Total US retail sales and forecast of frozen appetizers, snack rolls, and pretzels, at current prices, 2008-18
Frozen handheld entrees grow just 4% from 2008-13
Sales and forecast of frozen handheld entrees
Figure 18: Total US retail sales and forecast of frozen handheld entrees, at current prices, 2008-18

Retail Channels

Key points
Sales of frozen snacks, by channel
Figure 19: Total US retail sales of frozen snacks, by channel, at current prices, 2011-13
Diverse retail availability helps other retail channels gain traction
Supermarket sales remain flat
Supermarket sales of frozen snacks
Figure 20: US supermarket sales of frozen snacks, at current prices, 2008-13
Other retail channels exhibit strong growth
Other retail channel sales of frozen snacks
Figure 21: US sales of frozen snacks, through other retail channels, at current prices, 2008-13
Retail channels – Natural supermarkets
Natural channel sales of frozen snacks, by segment
Figure 22: US natural channel sales of frozen snacks, at current prices, 2011-13

Leading Companies

Key points
Two of three leading companies post sales declines
Private label in need of growth
Manufacturer sales of frozen snacks
Figure 23: MULO sales of frozen snacks, by leading companies, rolling 52 weeks 2012 and 2013

Brand Share – Frozen Appetizers, Snack Rolls, and Pretzels

Key points
General Mills, Heinz continue to lead segment sales
Figure 24: Frozen hot snacks brands consumed, November 2012-December 2013
SuperPretzel, Banquet, Seapak experience strong growth
Manufacturer sales of frozen appetizers, snack rolls, and pretzels
Figure 25: MULO sales of frozen appetizers, snack rolls, and pretzels, by leading companies, rolling 52 weeks 2012 and 2013
Strong purchase measures for Totino’s
Figure 26: Key purchase measures for the top brands of frozen appetizers, snack rolls, and pretzels, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)

Brand Share – Frozen Handheld Entrees

Key points
No match for Nestlé
Fast food formats prove successful
Manufacturer sales of frozen handheld entrees
Figure 27: MULO sales of frozen handheld entrees, by leading companies, rolling 52 weeks 2012 and 2013
Strong loyalty, purchase volume for El Monterey
Figure 28: Key purchase measures for the top brands of frozen handheld entrees, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)

Innovations and Innovators

Strong year-over-year growth in product introductions
Figure 29: Frozen snack product launches, by launch type, January-December 2013
Convenience, ease of use most popular claims
Figure 30: Frozen snacks product claims, top ten, January-December 2013
Increasing ethnic influence
The natural alternative
Small size, big taste
From restaurant to freezer

Marketing Strategies

Overview of the brand landscape
Theme: Marketing use for specific occasions
Figure 31: Tyson mini chicken sandwiches print ad, August 2013
Figure 32: Tyson mini chicken sandwiches print ad, August 2013
Figure 33: White Castle print ad, August 2013
Figure 34: Farm Rich TV ad, “Are you ready for some FarmRich,” September 2013
Theme: Convenience and quality
Figure 35: Totino’s print ad, May 2013
Figure 36: Totino’s TV ad, “Totino’s elevator”, July 2013
Figure 37: Bagel Bites website, March 2014
Figure 38: El Monterey website, March 2014
Theme: Making frozen food hot again
Figure 39: Hot Pockets website, March 2014
Figure 40: Hot Pockets ad, “You got what i eat”, October 2013
Figure 41: Hot Pockets print ad, July 2013

Social Media

Key points
Market overview
Key social media metrics
Figure 42: Key performance indicators, selected frozen snack brands, March 3, 2013-March 2, 2014
Brand usage and awareness
Figure 43: Brand usage and awareness of frozen snack brands, February 2014
Interaction with brands
Figure 44: Interaction with frozen snack brands, February 2014
Brand analysis
Using humor in online marketing
Tapping into pop culture trends
User participation to bring brands alive
What we think
Online conversations
Figure 45: Online mentions, selected frozen snack brands, March 3, 2013-March 2, 2014
Where are people talking about frozen snack brands?
Figure 46: Mentions, by page type, selected frozen snack brands, March 3, 2013-March 2, 2014
What are people talking about online?
Figure 47: Mentions, by topic of conversation, selected frozen snack brands, March 3, 2013-March 2, 2014

Frozen Snacks Purchased

Key points
Higher purchase among households with children
Figure 48: Household purchase of frozen snacks – Any use, by presence of children in household, February 2014
Men, 18-34s significantly more likely to purchase frozen snacks
Figure 49: Household purchase of frozen snacks – Self use, by gender, February 2014
Figure 50: Household purchase of frozen snacks – Self use, by age, February 2014
Nutritional concerns largest inhibitor to purchases
Figure 51: Reasons for not purchasing or not purchasing more frozen snacks, by gender, February 2014
Figure 52: Reasons for not purchasing or not purchasing more frozen snacks, by generations, February 2014

Usage Occasions

Key points
Meal occasions edge out use as a snack
Figure 53: Frozen snacks usage occasions, by age, February 2014
Figure 54: Frozen snacks usage occasions, by gender and household income, February 2014

Attributes Associated with Frozen Snacks

Key points
Frozen snacks perceived as affordable, convenient, delicious
Figure 55: Attributes associated with frozen snacks, February 2014
Consumers 18-34 more likely to associate taste-related attributes with frozen snacks
Figure 56: Attributes associated with frozen snacks – Frozen Appetizers (eg corn dogs, egg rolls) or frozen snack rolls (eg pizza rolls) or frozen pretzels, by age, February 2014
Older consumers associate filling, ethnic qualities with handhelds
Figure 57: Attributes associated with frozen snacks – Frozen handheld items (eg calzones, flatbreads), by age, February 2014

Important Factors When Buying Frozen Snacks

Key points
Price, packaging most important when buying frozen snacks
Figure 58: Important factors when buying frozen snacks, by age, February 2014
Ingredient, packaging claims more important for frozen handhelds
Figure 59: Important factors when buying frozen snacks, by any purchase of frozen snacks, February 2014

Attitudes Toward Frozen Snacks

Key points
Room for flavor, format improvements
Figure 60: Agreement with attitudes toward frozen snacks, by age, February 2014
Format, health attitudes differ by snack type
Figure 61: Agreement with attitudes toward frozen snacks, by any purchase of frozen snacks, February 2014
Figure 62: Agreement with attitudes toward frozen snacks, by any purchase of frozen snacks, February 2014 (continued)

Race and Hispanic Origin

Key points
Hispanic households over index in purchase across frozen snack segments
Figure 63: Household purchase of frozen snacks – Any use, by race and Hispanic origin, February 2014
Figure 64: Household purchase of frozen snacks – Self use, by race and Hispanic origin, February 2014
Figure 65: Reasons for not purchasing or not purchasing more frozen snacks, by race and Hispanic origin, February 2014
Blacks, Hispanics more likely to snack on the go
Figure 66: Frozen snacks usage occasions, by race and Hispanic origin, February 2014
Blacks, other race groups view snacks as healthy, gourmet
Figure 67: Attributes associated with frozen snacks – Frozen appetizers (eg corn dogs, egg rolls) or frozen snack rolls (eg pizza rolls) or frozen pretzels, by race/Hispanic origin, February 2014
Black consumers view frozen snacks as affordable
Figure 68: Agreement with attitudes toward frozen snacks, by race/Hispanic origin, February 2014

Appendix – Other Useful Consumer Tables

Figure 69: Household purchase of frozen snacks – Any use, by household income, February 2014
Figure 70: Attributes associated with frozen snacks – Frozen appetizers (eg corn dogs, egg rolls), by age, February 2014
Figure 71: Attributes associated with frozen snacks – Frozen appetizers (eg corn dogs, egg rolls), by race/Hispanic origin, February 2014
Figure 72: Attributes associated with frozen snacks – Frozen handheld items (eg calzones, flatbreads), by race/Hispanic origin, February 2014
Figure 73: Important factors when buying frozen snacks, by race/Hispanic origin, February 2014
Figure 74: Agreement with attitudes toward frozen snacks, by gender, February 2014

Appendix – Social Media

Online conversations
Figure 75: Online mentions, selected frozen snack brands, March 3, 2013-March 2, 2014
Brand analysis
Figure 76: Hot Pockets key social media indicators, March 2014
Figure 77: Bagel Bites key social media indicators, February 2014
Figure 78: Lean Pockets key social media indicators, March 2014
Figure 79: T.G.I. Friday’s key social media indicators, March 2014
Figure 80: El Monterey key social media indicators, March 2014
Figure 81: SUPERPRETZEL key social media indicators, March 2014
Brand usage or awareness
Figure 82: Brand usage or awareness, February 2014
Figure 83: Hot Pockets usage or awareness, by demographics, February 2014
Figure 84: SUPERPRETZEL usage or awareness, by demographics, February 2014
Figure 85: El Monterey usage or awareness, by demographics, February 2014
Figure 86: Lean Pockets usage or awareness, by demographics, February 2014
Figure 87: T.G.I Friday’s usage or awareness, by demographics, February 2014
Figure 88: Bagel Bites usage or awareness, by demographics, February 2014
Activities done
Figure 89: Activities done, February 2014
Figure 90: Hot Pockets – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
Figure 91: Hot Pockets – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
Figure 92: Hot Pockets – Activities done – I follow/like the brand on social media because, by demographics, February 2014
Figure 93: Hot Pockets – Activities done – I have researched the brand on social media to, by demographics, February 2014
Figure 94: SUPERPRETZEL – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
Figure 95: SUPERPRETZEL – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
Figure 96: SUPERPRETZEL – Activities done – I follow/like the brand on social media because, by demographics, February 2014
Figure 97: SUPERPRETZEL – Activities done – I have researched the brand on social media to, by demographics, February 2014
Figure 98: El Monterey – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
Figure 99: El Monterey – Activities done – I follow/like the brand on social media because, by demographics, February 2014
Figure 100: El Monterey – Activities done – I have researched the brand on social media to, by demographics, February 2014
Figure 101: Lean Pockets – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
Figure 102: Lean Pockets – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
Figure 103: Lean Pockets – Activities done – I follow/like the brand on social media because, by demographics, February 2014
Figure 104: Lean Pockets – Activities done – I have researched the brand on social media to, by demographics, February 2014
Figure 105: T.G.I Friday’s – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
Figure 106: T.G.I Friday’s – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
Figure 107: T.G.I Friday’s – Activities done – I follow/like the brand on social media because, by demographics, February 2014
Figure 108: T.G.I Friday’s – Activities done – I have researched the brand on social media to, by demographics, February 2014
Figure 109: Bagel Bites – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
Figure 110: Bagel Bites – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
Figure 111: Bagel Bites – Activities done – I follow/like the brand on social media because, by demographics, February 2014
Figure 112: Bagel Bites – Activities done – I have researched the brand on social media to, by demographics, February 2014

Appendix – Information Resources Inc. Builders Panel Data Definitions

Information Resources Inc. Consumer Network Metrics

Appendix – Trade Associations

List of Tables


List of Figures

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