Progressive Grocer

FEB 2017

Issue link:

Contents of this Issue


Page 67 of 121

66 | Progressive Grocer | Ahead of What's Next | February 2017 Continued focus on nutrition and on-the-go features could propel the category to future growth, but brands may well consider promoting frozen breakfast as an alternative to restaurant breakfasts, particularly as a weekend option." —William Roberts Jr., Mintel Appetizers/Snacks Of Crave Concern Snacks, appetizers reflect consumers' changing habits. By Lynn Petrak Within the overall category, bright spots include breakfast entrées (up 2.8 percent) and hand-held frozen breakfasts (up a slight 0.74 percent). Cat- egories with diminished sales from December 2015 through December 2016 include frozen waffles (down 1.8 percent) frozen muffins (down 11.2 per- cent) and frozen bagels (down 8.5 percent). As with other frozen foods, things are looking sunny side up in the better-for-you area of break- fast. Chicago-based SPINS, which provides retail consumer insights, analytics reporting and consult- ing services for the natural, organic and specialty products industry, reports that sales of frozen break- fast foods in natural, specialty and conventional multioutlet retailers topped $3.18 billion in 2016, a 1.3 percent rise from 2015. Within the better-for-you arena, several product launches underscore interest in breakfast foods that break the morning mold. Battle Creek, Mich.-based Kellogg Co., for example, last year unveiled a new line of Special K Crustless Quiches with 10 to 11 grams of protein per serving, in varieties including Uncured Ham, Cheese, Quinoa and Peppers and Portabella, Quinoa, Parmesan, Asiago and Kale. Kellogg has also added an Oats & Berries variety, made with real berries and steel- cut oats, to its stalwart line of Eggo waffles. Other players in this segment include the El Monterey brand, from Dinuba, Calif.-based Ruiz Foods, which has added such breakfast items as Simply Breakfast Egg, Turkey Sausage & Cheese Burritos and Signature Breakfast Meat Lovers Chimichangas. "Breakfast remains an exciting frozen Mexican food subcategory," says President and CEO Rachel Cullen, adding that Simply Breakfast Burritos have 11 grams of protein and 220 calories per serving. Brands that are making their names on more natural products have also made headway with breakfast meal innovations. Landing, Calif.-based Sweet Earth Natural Foods, for example, has complemented its original line of functional breakfast burritos with additional items such as a line of frozen breakfast sandwiches that includes Tuscan Sausage, Kale Pesto and Smoked Gouda varieties. "I think retailers are starting to realize that seven doors of pancakes and waffles is overkill," says Sweet Earth CEO Kelly Swette. "Frozen breakfast needs a transformation. Also, the idea of vegetables in break- fast foods is something that I really think will continue to cross the country. It just makes sense." Another notable development in frozen breakfast is the advent of bite-sized products that meet cravings for morning meals as well as snacks. Newer examples include Hot Pockets Breakfast Bites from Nestlé, and Bagel Bites Breakfast from Kraft Heinz. As they merchandise and feature frozen break- fast items, retailers can find other ways to position these products as morning meal and all-day snack- ing solutions. Mintel's August 2016 breakfast category report projected that sales of frozen breakfast will continue to grow in the grocery channel, even amid competi- tion from foodservice and other at-home options. " Continued focus on nutrition and on-the-go features could propel the category to future growth, but brands may well consider promoting frozen breakfast as an alternative to restaurant breakfasts, particularly as a weekend option," observes Wil- liam Roberts Jr., senior food and drink analyst at Chicago-based Mintel. A lmost everyone — 94 percent of us, anyway — snack at least once a day. at's according to data from Chicago-based market researcher Mintel, which also showed that half of adults snack two to three times a day. Meanwhile, the average number of snacks consumed daily in the United States is 2.7, and 46 percent of consumers snack three times a day, accord- ing to an April 2016 report by Chicago-based IRI. Under the increasingly broad umbrella of snack- ing, frozen snacks and appetizers are projected to grow through 2020, according to a 2016 report from Mintel on frozen snacks. " Emerging restau- rant brands, as well as brands from other snack cat- egories and, indeed, fresher foods, begin to leverage their attributes in frozen cases," observes William Roberts Jr., senior food and drink analyst at Mintel. "At the same time, consumers believe frozen snacks, while suitable as a convenient indulgence, could be healthier and less artificial." Frozen appetizers and snacks rang up nearly

Articles in this issue

Archives of this issue

view archives of Progressive Grocer - FEB 2017