“Eggo Waffles have been a breakfast go-to for decades and throughout the past few years of more and [with] more people working from home, we’ve seen Eggo Waffles continue to be a staple for many families—even beyond breakfast,” says Joe Beauprez, marketing director, Kellogg Frozen Breakfast, Battle Creek, MI.
Mike Mitchell, director of marketing, retail, Sara Lee Frozen Bakery, Oakbrook Terrace, IL, says that people working from home rapidly increased waffles sales in 2020, and for 2021 sales were relatively flat. However, when you look closer, there was growth in 2021.
“Mainstream frozen waffles declined and better-for-you grew tremendously. For better-for-you waffles, not only are the number of households up (+7%), the dollar sales per household are up (+16%) vs. a year ago,” says Mitchell, citing Nielsen data from the 52 weeks ending 11/27/21 and Nielsen Panel Latest 52 weeks 7/17/21. “People are still busy, some more than ever, and they’re seeking convenient meal solutions. But, along with convenience, consumers are seeking more wholesome food alternatives across dayparts,” he says.
Aaron Robinson, associate director of brand management, Kodiak Cakes, Park City, UT, mentions that frozen waffle sales have seen sustained growth since the beginning of the COVID-19 pandemic. “Category sales are up about 1% in 2021. Recent performance has been even stronger, with sales up about 5% over Q4 2021,” he notes.
Top trends
“One interesting trend we’ve been seeing in the past year is that, with more people working from home, Eggo waffles aren’t just for breakfast anymore. Whether it’s getting creative with savory sandwiches, (which waffle lovers keep tagging us in on social media) or parents reaching for Thick & Fluffy Eggo waffles during their ‘me time,’ the waffle occasion is expanding beyond the breakfast table,” says Beauprez. “That’s a trend we’re excited for and are keeping in mind as we think about our innovations in the next year.”