Mintel Report Examines Impact of Covid-19 on US Frozen Snacks Market

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The novel coronavirus (SARS-CoV-2) pandemic has triggered a surge in frozen snack sales in the United States, as analyzed in a report recently issued by the Mintel Group. It anticipates that after years of modest yet steady growth, 2020 will deliver the strongest advance the category has recorded in a decade, with a forecast 11.3% bump in values bringing dollar volume to $5.6 billion.

Price, brand and versatility (as a meal or a snack) are the primary factors consumers seek in product selection. Each of these will become even more important as the country continues to navigate a deep recession. Participation in the category is a family affair, elevated by the presence of children in the household. This will challenge that category in the longer term as households with children are expected to shrink in number. Brands will need to redirect some attention to product development and marketing to adult palates, parent or not.

Written by William Roberts Jr., a leading analyst in the food and drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers. Coverage includes consumer behavior, preferences and habits.

Before the Covid-19 respiratory disease outbreak, frozen snack sales growth had been relatively banal in the USA: steady but slow since 2016. However, at the core of the category’s offerings are convenient meal and snack solutions, which especially provided value for parents and families during government-imposed lockdowns when much of the population was directed to shelter in place. Roberts reports that frozen snack sales in 2020 bounded into double-digit growth, as consumers sought not only solutions, but also the sense of security that comes with a well-stocked home freezer.

For more information on Roberts’ findings, visit