Frozen foods in the u.s. dinners entrees, pizza, vegetables, appetizerssnacks, and breakfast foods, 2nd edition

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Frozen Foods in the U.S.: Dinners/Entrees, Pizza, Vegetables,
Appetizers/Snacks, and Breakfast Foods, 2nd Edition

April 1, 2009
To stretch their food dollars, cash-strapped consumers have been reining in their
spending and changing the way they shop. Many are trading down—going to
restaurants less often for dinner, reconsidering which products really are necessities,
and switching to brands and product types with higher perceived value. The good news
for the frozen foods industry is that consumers appear to be cutting back on away-from-
home meal purchases and buying more convenient frozen items to eat at home or to
„brown bag” to work for lunch. Even as the nation begins to pull out of recession in late
2009 or early 2010 frozen foods will continue to be buoyed by new convenience- and
health-targeted introductions, with sales forecast to grow 25% between 2008 and 2013
to reach $64.8 billion.

This Packaged Facts report examines the U.S. market for frozen foods and beverages
sold to consumers through the entire retail spectrum, focusing primarily on savory meal-
type items and meal components. Following a comprehensive “Market Overview”
chapter, separate chapters are devoted to the Center Plate,
Vegetables/Appetizers/Snacks/Sides, and Breakfast Foods classifications—each of
which focuses on high-growth product categories and market trends and opportunities.
The report provides extensive retail sales breakouts, past and future, along with a
thorough examination of market drivers, the competitive situation, marketer and brand
shares, marketing trends and consumer trends. Special features include extensive data
presented in easy-to-read and practical charts, tables and graphs. The report also
covers topics including organic and “green” appeals, competition from fresh meal
solutions, shifts in the retail landscape and global new product trends.

The report extensively documents ongoing and emerging product trends, using data
from Datamonitor‟s Product Launch Analytics tracking service to quantify and categorize
new product introductions. Via Information Resources, Inc.‟s InfoScan Review data for
mass-market channels, the report tracks sales and marketer/brand shares across five
categories (Dinners/Entrees, Pizza, Vegetables, Appetizers/Snacks, and Breakfast
Foods), while relying on SPINSscan data to document sales and brand shares through
natural supermarkets. Simmons Market Research Bureau, BIGresearch, and Packaged
Facts‟ own online consumer survey data form the basis of an in-depth examination of
consumer trends including attitudes toward frozen foods and related trends such as the

economy and healthy eating, as well as product and brand penetration levels and
preferences.

Read an excerpt from this report below.

Additional Information

Market Insights: A Selection From The Report

Focus on Natural Supermarkets

Prior to the 1990s, few natural food stores in the United States were large enough to
meet the supermarket definition of $2 million or more in annual sales; retailers were
mostly independents operating fewer than 10 outlets. But the funky health food stores of
yesteryear have morphed into large natural foods supermarkets that are modern, bright
and rival mainstream supermarkets in product range. Besides focusing on organic and
natural formulations—and on selling products from environmentally friendly producers—
natural food retailers emphasize high quality. The price premiums associated with such
foods dictate that most stores be located near households with above-average incomes.
As a result, the growth of natural foods supermarkets has taken place mostly in major
metropolitan areas and affluent suburbs. Whole Foods Market, Inc. is by far the largest
natural foods supermarket chain, with approximately $8 billion in sales in the fiscal year
ending September 28, 2008. The chain acquired its main rival, Wild Oats Markets, in
August 2007.

Although still outperforming the overall grocery sector, major natural supermarket
retailers report that they are feeling the negative effects of the down economy. For
example, Whole Foods, which has 271 stores, plans to reduce its number of store
openings to 15 by September 2009 from the 25 to 30 announced in May 2008, and has
lowered its sales outlook for 2009, saying it expects sales growth of 6%-10% for the
year, down from its previously stated 25%-30%. The company has also implemented
cost containment measures including reductions in capital spending and the suspension
of quarterly dividends. Commenting on the moves, Whole Foods CEO John Mackey told
the press that “Our business model has been highly successful, and we remain very
bullish on our growth prospects… however, the challenging economic environment
appears to be negatively impacting our sales. This, combined with our commitment to
maintaining financial flexibility and investing prudently in our long-term growth, has led
us to take a more conservative approach to our growth and business strategy over the
short term” (company press release, August 2008).

The key frozen food categories in natural foods stores are basically the same as those
in conventional supermarkets: frozen dinners/entrées, frozen pizza, frozen

meat/poultry/seafood, frozen vegetables, frozen appetizers/snacks, frozen desserts,
and frozen breakfast meals, among others. According to Rick Moller, Category Director
of Natural and ...

TABLE OF CONTENTS

Chapter 1: Executive Summary
Scope and Methodology
Market Definition: Frozen Foods and Beverages
Focus on Three Savory Food Classifications
Report Methodology
Market Size and Composition
Retail Sales Total $51.8 Billion in 2008
Table 1-1: U.S. Retail Sales of Frozen Foods, 2004-2013 (in millions of dollars)
IRI-Tracked Sales Approach $31.7 Billion in 2008
Center Plate Represents Half of Frozen Foods Market
Figure 1-1: Share of IRI-Tracked Dollar Sales of Frozen Foods and Beverages by
Classification, 2004 vs. 2008 (percent)
Supermarkets Claim 55% of Sales
Economy Driving Consumer Purchasing Patterns
A Return to Eating at Home
Convenience First and Foremost
Kids and Teenagers a Driving Force
Competition from Fresh Prepared Foods
Competitive Overview
Hundreds of Competitors
Niche and Natural/Organic Marketers
Restaurant Names, Licensing and Diet Tie-Ins
Competition from Private Label
Marketing and New Product Trends
More Than 600 New Products Introduced Each Year
Center-Plate Classification Leads in New Products
The Top Product Claims: Upscale, Quick, Natural
Retail and Consumer
Competitive Shifts in Retail Landscape
Household Penetration of Frozen Foods by Category
Table 1-2: Frozen Food Purchasing Patterns by Type, 2004 vs. 2008 (percent of
U.S. households)
Ore-Ida and Eggo the Most Popular Frozen Food Brands

Chapter 2: Market Overview
Introduction
Market Definition: Frozen Foods and Beverages
Focus on Three Savory Food Classifications
Report Methodology

Market Size and Composition
Retail Sales Total $51.8 Billion in 2008
Table 2-1: U.S. Retail Sales of Frozen Foods, 2004-2008 (in millions of dollars)
Table 2-2: U.S. Retail Sales of Frozen Foods by Classification, 2004-2008 (in
millions of dollars)
IRI-Tracked Dollar Sales Approach $31.7 Billion in 2008
Volume Sales Down 6.0% in 2008
Table 2-3: IRI-Tracked Retail Sales of Frozen Foods by Dollar and Volume
Growth, 2007-2008 (in millions of dollars and pounds)
Breakfast Foods Grow Fast, Beverages Decline
Center Plate Represents Half of Frozen Foods Market
Figure 2-1: Share of IRI-Tracked Dollar Sales of Frozen Foods and Beverages by
Classification, 2004 vs. 2008 (percent)
Fastest-Growing Categories in IRI-Tracked Channels
Table 2-4: Top 10 Frozen Food Categories by Percentage Growth in IRI-Tracked
Dollar Sales, 2007-2008 (in millions of dollars)
Table 2-5: Top 10 Frozen Food Categories by Percentage Growth in IRI-Tracked
Volume Sales, 2007-2008 (in millions of pounds)
Frozen Foods Make IRI‟s New Products Pacesetters List
Supermarkets Lead Retail Market with 55% of Sales
Figure 2-2: Share of U.S. Retail Sales of Frozen Foods by Retail Channel, 2008
(percent)
Seasonal Sales Vary by Category
Table 2-6: IRI-Tracked Retail Sales of Frozen Foods by Classification and
Category, 2004-2008 (in millions of dollars)
Market Outlook
Economy Driving Consumer Purchasing Patterns
Table 2-7: Selected Food/Beverage Psychographics, February 2009 (percent of
U.S. Adults)
Food Costs Are Rising
Figure 2-3: Impact of Economy on Grocery Purchases by Household Income:
Agreement with Statement “I Buy More Canned, Frozen or Boxed Food Items as
Opposed to Fresh, Nonpreserved Food” (percent of shoppers)
The Value Proposition
A Return to Eating at Home
Consumers Buying More Home Freezers
Convenience First and Foremost
Demographic Shifts
Table 2-8: Demographic Snapshot of the U.S. Population as of July 1, 2007
Health and Wellness
A Delicate Balance Between Health and Convenience
Figure 2-4: Consumer Attitudes about Healthy Foods and Time Constraints, 2008
(percent of U.S. adults)
Skittishness Over Food Safety
Brown-Bagging Lunch
Ethical Issues

Going Local
Natural/Organic Foods Going Mainstream, But Growth Slowing
Kids and Teenagers a Driving Force
Palate for Global Foods Is Growing
Consumers Like Customization
Industry Association Promotes Frozen Foods Through Schools
New Technologies Boost Quality
To Innovate, or Not to Innovate?
Competition from the Restaurant Industry
Competition from Fresh Prepared Foods
Figure 2-5: Supermarket Shopper Interest in Ready-to-Eat Meal Solutions, 2008
(percent)
Fighting the Frozen Foods Stigma
Projected Market Growth
Sales to Approach $65 Billion by 2013
Table 2-9: Projected U.S. Retail Sales of Frozen Foods and Beverages, 2008-
2013 (in millions of dollars)
Table 2-10: Projected U.S. Retail Sales of Frozen Foods by Classification, 2008-
2013 (in millions of dollars)
Hundreds of Competitors
Natural/Organic Marketers
Restaurant Names, Licensing and Diet Tie-Ins
Competition from Private Label
More Than 600 New Products Introduced Each Year
Table 2-11: Number of U.S. Food Product Introductions: Overall vs. Frozen and
Refrigerated, 1985-2008
Center-Plate Classification Leads in New Products
Table 2-12: Number of U.S. Frozen Food Product Introductions by Product
Categories, 2004-2008
The Top Product Claims: Upscale, Quick, Natural
Table 2-13: Top Product Claims/Tags for U.S. Frozen Food Product
Introductions, 2008 (number and percent)
Selling Convenience
Figure 2-6: Number of New Frozen Food Product Introductions by Selected
“Convenience” Package Tags/Claims, 2007 vs. 2008
Natural Going Strong
Figure 2-7: Number of New Frozen Food Product Introductions by Top “Natural”
Package Tags/Claims, 2007 vs. 2008
Selling Health Benefits
Table 2-14: Number of New Frozen Food Product Introductions by Top “Healthy”
Package Tags/Claims, 2007 vs. 2008
Nestlé, Kraft Lead 2008 Product Introductions
Table 2-15: Selected Leading U.S. Marketers of Frozen Foods Based on Stock-
Keeping Unit (SKU) Introduction Levels, 2004-2008 (number)

Packaging Trends
Consumers‟ Brand Perceptions
Global Marketing and New Product Trends
Nestlé, Unilever Lead Frozen Food Introductions
Trends in International New Product Introductions
Table 2-16: Selected Leading Global Marketers of Frozen Foods Based on
Stock-Keeping Unit (SKU) Introduction Levels, 2004-2008 (number)
Table 2-17: Top Product Claims/Tags for Food & Beverage Product Introductions
by Selected U.S. and Global Measures: 2008 (percent)
Table 2-18: Top Product Claims/Tags for Food & Beverage Product Introductions
by Selected U.S. and Global Measures: Three-Year Aggregate, 2006-2008
(percent)
Innovative International Marketing and New Product Launches
Distribution and Retail
Warehouse vs. Direct Store Delivery
Smaller Marketers Work Through Brokers
Competitive Shifts in the Retail Landscape
Focus on Supermarkets
Focus on Natural Supermarkets
Table 2-19: Sales of Frozen and Refrigerated Products in Natural Supermarkets
by Category, March 2006 - March 2008 (in millions of dollars)
Table 2-20: Sales of Frozen and Refrigerated Products in Natural Supermarkets
by Leading Marketers and Brands, March 2006 - March 2008 (in millions of
dollars)
Focus on Supercenters/Mass Merchandisers
Focus on Warehouse Clubs
Focus on Convenience Stores
Tesco Forging Ahead in U.S. Market
Focus on Specialty Stores
Focus on Drugstores
Trends in Other Retail Channels, at Home and Abroad
Consumer Overview
Notes on Simmons Market Research Bureau Consumer Data
Overview of Simmons Data
Table 2-21: Frozen Food Purchasing Patterns by Type, 2004 vs. 2008 (percent
of U.S. households)
Ore-Ida and Eggo the Most Popular Frozen Food Brands
Table 2-22: Top 10 Frozen Foods Products by Usage Rates, 2008 (percent of
U.S. adults)
Table 2-23: Usage Rates for Selected Frozen Foods Types and Brands, 2008
(percent of U.S. adults)
Demographics of Users Vary by Product Category
Consumer Attitudes Toward Frozen Foods
Table 2-24: Top Demographic Indicators for Agreement with Statement: I Often
Eat Frozen Dinners, 2008 (indices)

Table 2-25: Top Demographic Indicators for Agreement with Statement: Easy to
Prepare Foods are My Favorite, 2008 (indices)
Table 2-26: Top Demographic Indicators for Agreement with Statement: Frozen
Dinners Have Little Nutritional Value, 2008 (indices)
Frozen Breakfast Entrées are the Highest Indexing Category Among Prime
Frozen Food Consumers
Figure 2-27: Leading Frozen Foods Products by Indexes of Prime Frozen Food
Consumers, 2008 (indices)
Walmart Is Top Channel for Frozen Foods
Table 2-28: Frozen Food Chain Retail Patterns, 2008 (percent of U.S. adults)
Table 2-29: Frozen Food Chain Retail Patterns: By Age Bracket, 2008 (index and
percent of U.S. adults)
Table 2-30: Frozen Food Expenditure Patterns, 2008 (percent of .S. adults)
Table 2-31: Frozen Food Expenditure Patterns: By Age Bracket, 2008 (index and
percent of U.S. adults)
Table 2-32: Frozen Food Expenditure Patterns: By Retail Channel Most Often
Shopped, 2008 (percent of U.S. adults)
Frozen Food Age 2008 Consumer Study

Chapter 3: Center-Plate Frozen Foods
Market Trends
Market Definition: Main Courses
A $26 Billion Market
Table 3-1: U.S. Retail Sales of Frozen Center-Plate Foods, 2004-2008 (in
Single-Serve Dinners/Entrées Comprise Largest Category
Table 3-2: Share of IRI-Tracked Dollar Sales of Frozen Center-Plate Foods by
Product Category, 2004 vs. 2008 (percent)
Supermarket Retail Share 55%
Figure 3-1: Share of Frozen Center-Plate Foods by Retail Channel, 2008
(percent)
Seasonal Sales
Market Outlook
Convenience and Value Are Prime Motivators
No-Mess Cooking, Easy Clean-Up
Consumers Stocking Up
Frozen Center-Plate Foods to Approach $33 Billion by 2013
Table 3-3: Projected U.S. Retail Sales of Frozen Center-Plate Foods, 2008-2013
(in millions of dollars)
More than 300 Marketers
Market Leaders
Important Niche Marketers
Marketers of Mexican-Style Specialties
Marketers of Asian and Other International Specialties
Natural and Vegetarian Marketers

Some Marketers Focus on Non-Supermarket Channels
Private Label Big in Some Categories, Small in Others
New Products Proliferate
Table 3-4: Number of U.S. Frozen Food Product Introductions in Center-Plate
Categories, 2004-2008
The Consumer
Frozen Pizza Enjoys Deepest Household Penetration
Figure 3-2: Frozen Center-Plate Foods Purchasing Patterns by Type, 2004 vs.
2008 (percent of U.S. households)
Focus on Dinners/Entrées
Frozen Dinners/Entrées Leaders
Regional and Niche Players
Ethnic Players
Natural and Organic Marketers
Marketer and Brand Shares
Methodology
Single-Serve Dinners/Entrées the Largest Subcategory
Figure 3-3: Share of IRI-Tracked Dollar Sales of Frozen Dinners/Entrées
Category by Type, 2008 (percent)
Nestlé and ConAgra Control 61% of Frozen Dinners/Entrées Sales
Table 3-5: Marketer Share of Total Frozen Dinners/Entrées by IRI-Tracked Dollar
Sales, 2008 (percent)
Nestlé Leads Single-Serve Dinners/Entrées
Table 3-6: Top Marketers of Frozen Single-Serve Dinners by IRI-Tracked Sales
and Market Share, 2007-2008 (in millions of dollars)
Nestlé Controls Over Half of Hand-Held Non-Breakfast Entrées Market
Table 3-7: Top Marketers of Frozen Hand-Held Non-Breakfast Entrées by IRI-
Tracked Sales and Market Share, 2007-2008 (in millions of dollars)
Nestlé Also on Top in Frozen Multi-Serve Dinners/Entrées
Table 3-8: Top Marketers of Frozen Multi-Serve Dinners/Entrées by IRI-Tracked
Sales and Market Share, 2007-2008 (in millions of dollars)
Frozen Dinners/Entrées Require Constant Tweaking
Value vs. Premium Positioning Strategies
Restaurant Names and Restaurant Quality Meals at Home
Homemade-Style Foods
Marketing Health Benefits
Ethnic Foods Getting a Healthy Update
Natural and Organic Options Proliferating
Natural Foods for Kids, Too
Contessa Is Going Green
Steaming Hot Meals
Hand-Held Entrées: Panini and More
Meals for Two—Or More

The Consumer
More than Half of U.S. Households Use Frozen Dinners
Banquet, Swanson the Most Popular Frozen Dinner Brands
Table 3-9: Frozen Dinners Purchasing Patterns by Brand, 2004 vs. 2008 (percent
of U.S. households)
Stouffer‟s and Banquet the Favorite Frozen Entrées
Table 3-10: Frozen Entrées Purchasing Patterns by Brand, 2004 vs. 2008
(percent of U.S. households)
Hot Pockets the Most Popular Brand of Frozen Hand-Held Entrées
Table 3-11: Frozen Hand-Held Entrées Purchasing Patterns by Brand, 2004 vs.
2008 (percent of U.S. households)
Demographics of Frozen Dinner Purchasers Differ by Brand
Table 3-12: Selected High-Indexing Demographics by Brand Line for Frozen
Dinners, 2008 (U.S. households)
Frozen Entrée Consumer Profiles
Entrées, 2008 (U.S. households)
Frozen Hand-Held Entrées Hold Similar Draws
Hand-Held Non-Breakfast Entrées, 2008 (U.S. households)
Focus on Frozen Pizza
Frozen Pizza Leaders
Regional Pizza Marketers Serve Regional Tastes
Midwest the Core Market for Frozen Pizza
Figure 3-4: Likelihood of Pizza Usage by Region, 2008 (index)
Methodology
Kraft Leads Frozen Pizza with Multiple Brands and 39% Share
Table 3-15: Marketer Share of IRI-Tracked Dollar Sales of Frozen Pizza, 2008
(percent)
Table 3-16: Top Marketers of Frozen Pizza by IRI-Tracked Sales and Market
Share, 2007-2008 (in millions of dollars)
Plenty of Room to Grow
Upscale vs. Value Positioning Strategies
Even More Like Restaurant Style
Pizza That‟s Good for You
Single-Serve Pizzas
Just for Kids
The Consumer
Two Out of Three Homes Use Frozen Pizza
Table 3-17: Frozen Pizza Purchasing Patterns by Brand, 2004 vs. 2008 (percent
of U.S. households)
Pizza a Youth- and Family-Oriented Product

Pizza, 2008 (U.S. households)

Chapter 4: Frozen Vegetables, Appetizers/Snacks and Sides
Market Trends
Market Definition: Frozen Vegetables, Appetizers/Snacks and Sides
Market Approaching $8.8 Billion
Table 4-1: U.S. Retail Sales of Frozen Vegetables, Appetizers/Snacks and Sides,
2004-2008 (in millions of dollars)
Frozen Plain Vegetables Account for 34% of Retail Sales
Table 4-2: Share of IRI-Tracked Retail Dollar Sales of Frozen Vegetables,
Appetizers/Snacks and Sides by Product Category, 2004 vs. 2008 (percent)
Supermarkets Lead Retail Market with 70% of Sales
Figure 4-1: Share of Frozen Vegetables, Appetizers/Snacks and Sides by Retail
Channel, 2008 (percent)
Seasons Dramatically Impact Sales
Sales to Reach $12 Billion by 2013
Table 4-3: Projected U.S. Retail Sales of Frozen Vegetables, Appetizers/Snacks
and Sides, 2008-2013 (in millions of dollars)
New Product Counts
Table 4-4: Number of U.S. Frozen Food Product Introductions in Frozen
Vegetable, Appetizer/Snack, and Sides Categories, 2004-2008
Focus on Frozen Vegetables
Market Outlook
Frozen Vegetables Suddenly a Hot Category
Frozen Vegetables Economically a Good Value
Consumers View Veggies as Healthy—But Don‟t Eat Enough
Consumers Seek Easy Cooking and Clean-Up
Challenge from Fresh Counterparts
A Short List of Market Leaders
Methodology
Private Label Almost 43% of Frozen Vegetable Sales
Table 4-5: Top Marketers of Frozen Plain Vegetables by IRITracked Sales and
Market Share, 2007-2008 (in millions of dollars)
Ore-Ida Rings Up More than Half of Frozen Potato Sales
Table 4-6: Top Marketers of Frozen Potatoes by IRI-Tracked Sales and Market
All Steamed Up
Steam Cooking Migrating to Other Product Categories
Functional Vegetables
Single-Serve Veggies
Getting Kids to Eat their Veggies
A New Bean
Encouraging Creative Cooking

Frozen Fresh Herbs
Potatoes Move Beyond French Fries
The Consumer
Four in Five Households Use Frozen Vegetables
Table 4-7: Frozen Vegetables Purchasing Patterns by Type, 2004 vs. 2008
Few Outstanding Demographic Indicators
Vegetables, 2008 (U.S. households)
Three out of Five Households Use Frozen Potatoes
Table 4-9: Frozen Potatoes Purchasing Patterns by Type, 2004 vs. 2008
Kids, Large Households Indicated for Frozen Potatoes
Potatoes, 2008 (U.S. households)
Focus on Frozen Appetizers/Snacks
Market Outlook
Frozen Appetizers/Snacks Suit Multiple Eating Occasions
Meals Blurring, Snacks Rising
Perfect for Kids and Teens
Restaurants Exert a Powerful Influence
Ethnic-Style Appetizers/Snacks in High Demand
Health and Wellness Meet Snacks
Only Two National Market Leaders
Mexican, Asian and Other Ethnic Specialties
Some Marketers Focus on Non-Supermarket Channels
Methodology
Heinz Leads Frozen Appetizers/Snacks with Multiple Brands
Table 4-11: Top Marketers of Frozen Appetizers/Snacks by IRI-Tracked Sales
and Market Share, 2007-2008 (in millions of dollars)
New Lines from Established and New Players
New Stuff
Healthier Snacking Foods
Introducing Empanadas
Appetizers with Soul
Wegmans Adds Elegant Private-Label Hors d‟Oeuvres
Frozen Bread Rising
The Consumer
Almost Half of Households Use Frozen Appetizers/Snacks
Figure 4-2: Favorite Brands of Frozen Hot Snacks, 2008 (percent of U.S.
households)
Households with Kids a Key Market

Appetizers/Snacks, 2008 (U.S. households)

Chapter 5: Frozen Breakfast Foods
Market Trends
Market Definition: Frozen Breakfast Foods
A $2.2 Billion Market
Table 5-1: U.S. Retail Sales of Frozen Breakfast Foods, 2004-2008 (in millions of
dollars)
Waffles the Largest Category; Muffins Grow Fastest
Table 5-2: IRI-Tracked Retail Sales of Frozen Breakfast Foods by Product
Category, 2004 vs. 2008 (in millions of dollars)
Waffles Slip to 37% Share of Frozen Breakfast Foods
Table 5-3: Share of IRI-Tracked Dollar Sales of Frozen Breakfast Foods by
Product Category, 2004 vs. 2008 (percent)
Supermarkets Lead But Have Declined in Share
Figure 5-1: Share of Frozen Breakfast Food Sales by Retail Channel, 2008
(percent)
Market Outlook
The Most Important Meal Consumers Skip
Convenience Is Primary Market Driver
Different Needs for Weekdays, Weekends
Not Just for Breakfast
Kid-Targeted Foods a Big Part of the Action
Competition from Other Breakfast Foods and Fast Foods
Product Innovation a Challenge
Frozen Breakfast Foods Will Approach $3.1 Billion by 2013
Table 5-4: Projected U.S. Retail Sales of Frozen Breakfast Foods, 2008-2013 (in
Short List of Leading Marketers
Licensing an Important Market Component
Marketers Buy Ideas from Outside Corporate Structure
Methodology
Kellogg Claims One-Third of Frozen Breakfast Foods Market
Table 5-5: Marketer Share of IRI-Tracked Dollar Sales of Frozen Breakfast
Foods, 2008 (percent)
Kellogg Dominates Frozen Waffles with a 73% Market Share
Table 5-6: Top Marketers of Frozen Waffles by IRI-Tracked Sales and Market
Sara Lee Leads Frozen Hand-Held Breakfast Category
Table 5-7: Top Marketers of Frozen Hand-Held Breakfast Entrées by IRI-Tracked
Sara Lee and Pinnacle on Top in Frozen Breakfast Meals

Table 5-8: Top Marketers of Frozen Breakfast Meals/Entrées by IRI-Tracked
Part of a Larger Category
Breakfast Fast…
… and On-the-Go
Better-for-You Breakfasts
Hot Oatmeal from the Freezer
Products with a New Twist
Just for Kids
The Consumer
More than Half of U.S. Households Use Frozen Waffles/Pancakes/French Toast
One out of Four Households Use Frozen Breakfast Sandwiches/Entrées
9% Use Frozen Bagels
Table 5-9: Frozen Breakfast Foods Purchasing Patterns by Type, 2004 vs. 2008
Frozen Waffles/Pancakes/French Toast Draw Kids, Large Families,
Northeasterners
Waffles/Pancakes/French Toast, 2008 (U.S. households)
African Americans, Families with Teens Choose Frozen Breakfast
Entrées/Sandwiches
Breakfast Entrées/Sandwiches, 2008 (U.S. households)

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Frozen foods in the u.s. dinners entrees, pizza, vegetables, appetizerssnacks, and breakfast foods, 2nd edition

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