The frozen breakfast food category, including waffles, pancakes and French toast, has seen relatively flat growth overall during the past year—but with pockets of positive sales data pointing toward new opportunities.
Top consumer trends in frozen breakfast include better-for-you product development highlighting benefits like high protein or simple ingredients, snack-size and on-the-go products that can be eaten quickly and on the run, and sometimes dessert-like indulgence, with rich flavors seen at breakfast chain restaurants finding their way into the grocery freezer case.