Who has time these days to plan, prepare, and sit down to three square meals a day?

Especially among younger consumers, grazing or snacking is emerging as a preferred alternative to traditional full meals. Frozen snacks and appetizers, therefore, are becoming increasingly popular for their convenience and number of better-for-you options.

Market data
While the trend toward healthier grazing is clearly shaping the sales strategies for many companies in the frozen snack and appetizer market, the big winners overall have been private-label packagers. According to Circana data for the 52 weeks ending August 10, 2025, real growth is also happening among the smaller players in the field; more traditional large companies, on the other hand, have seen a slight softening in sales.

For example, General Mills fell 4.3% in dollar sales to $788 million, with a slight 1.6% decline in dollar sales to $110.1 million. Ruiz Food Products dropped by 2% to $221.5 million. Rich Products Corp., on the other hand, grew by roughly the same margin (2.1%), to wind up this reporting period at $301.2 million. The company saw a 5% spike in unit sales to 42 million.

Source: Circana OmniMarket™ Total Store View | Geography : Total US - Multi Outlet w/ C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club & Dollar Retailers) | Time : Latest 52 Weeks Ending 08-10-25

While seeing less in overall dollar sales than their counterparts, it was a good year for Foster Farms, at 5.7% growth to $68 million, and Conagra Brands, which ticked upwards 6.1% to $58 million. Conagra also enjoyed a 6.8% spike in unit sales to 8.6 million; Foster’s unit sales were just slightly better than flat over last year, at 7.9 million.

Tai Foong USA grew an impressive 12% over last year, with dollar sales at $51.5 million. Kraft Heinz Co. saw a 17.6% drop in dollar sales to $470.6 million for its frozen appetizer and snack roll offerings. Unit sales also dropped, by approximately 14% to 77.4 million

As mentioned previously, private label frozen snacks and appetizers saw solid growth, with sales up by 8% to $682 million, while also enjoying 6.3% unit sales growth to 119.3 million.

In the frozen pretzel category, private label posted a 13.9% increase in dollar sales to $17.7 million. Katz Gluten Free Bake Shop saw a 44% jump over a year ago, with $444,424 in dollar sales and a 23% increase in dollar sales. The big winner in the category was Milwaukee Pretzel Co., reporting a whopping 123.3% increase in dollar sales to $2.3 million, and an equally impressive unit sales growth of 143% to 323,011. New to the listings this year, food court darling Auntie Anne’s Inc., made a respectable entry into the market with dollar sales of $1.8 million.

On the downside in the category, Hanover Foods dropped by 43% to $1.7 million, with a 34.8% decline in unit sales. Eastern Standard Provisions fell off by 94.6% in dollar sales to $417,709, with a nearly identical (93%) drop in unit sales. The Greater Knead fell by roughly the same amount (23%) in both dollar and unit sales, with dollar volume coming in at about $254,59. Plum Creek Foods fell 17% to $215,831 in dollar sales.

Frozen breaded vegetables saw interesting movement among lower dollar volume players. Dominex Inc. rose by 23.6% to $1.8 million, with unit volume rising comparably (23.3%) to 212,465. Southeastern Meats grew by 21% to $436,317, and 20% growth in unit sales to 83,162. Ajinomoto Foods boasted a sizeable 63% jump in dollar sales to $257.993 and an eye-opening 92.7% boost in unit sales.

Signature Foods grew by roughly 3% to $943,789, with 2.5% growth in unit sales to 173,357.

As with other products tracked by Circana, private-label offerings in this segment grew 6.4% to $9 million in dollar volume, and 9.2% in unit volume to 3.8 million.

The story was less rosy for the larger players in the breaded vegetable market. Conagra Brands fell 9.4% to $18 million, with a 7.3% drop in unit sales to 4.8 million. Pictsweet LLC saw a slight 2% slump to $12.25 million, with a 3.7% drop in unit volume to 2.9 million.

Looking back
"Snacking continues to play a vital role in consumers' lives, meeting needs ranging from quick hunger fixes to indulgent cravings and wellness goals," says Sally Lyons Wyatt, global executive vice president and chief industry advisor for Circana. The company’s recent survey, Snack Unwrap: The Insatiable Craving for Growth, shows that 48.8% of Americans snack three or more times a day, an increase of 2.7% over the previous year. People between the ages of 18 and 44 make up a significant part of that market.

Jenna Behrer, chief growth officer for the veggie food and snack company Dr. Praeger’s, notes more consumers are swapping traditional meals for healthier grazing options: “Frozen has become an exciting space where taste, nutrition, and convenience are all in demand.”

Of course, there’s still a hurdle or two to clear for better-for-you frozen snack offerings. According to Behrer, “while 20% of grocery are categorized as better for you, frozen snacks make up less than 1%.” But that’s starting to shift, Behrer adds, and brands like Dr. Praeger’s are seeing meaningful growth.

Jay Whitney, co-founder and chief marketing officer of Mad Genius, agrees, adding that younger, more adventurous eaters are also lured by flavor options that go beyond standard heat-and-eat fare. The frozen snack and appetizer category, Whitney says, is growing, “driven by innovation and unique formats,” while legacy staples are showing declines. 

Consumers are looking for snacks that balance indulgence with quality, “permissible indulgence” versus empty calories, Whitney explains. This is especially true with younger shoppers, who use frozen snacks for multiple occasions, such as- lunch at home, easy dinners, late night, entertaining, and global flavor exploration, he adds.

Companies are meeting head-on the interests among young shoppers for healthier snacking options and bolder flavors. Mad Genius, for example, has chosen a mash-upof flavors and cuisines in a range of new offerings that fuse beloved snack classics. Nationally through Walmart, the company is introducing products such as Korean BBQ Quesadilla, Cheeseburger Quesadilla, General Tso’s Chicken Empanada, and Bacon Mac & Cheese Snack Roll.

Meanwhile, Dr. Prager’s is putting a new spin on nostalgic favorites with a BFY take. The company has launched a line of Pizza Stars, star-shaped bites featuring cauliflower as the first ingredient. In addition, the company has rolled out three more snacks that make it easier for people to eat their veggies: Taco Stars, Ranch Crunchy Veggie Fries and Broccoli Cheddar Cheesy Bites.

Similarly, Milton’s is putting a new spin on a nostalgic favorite with its Pizza Snack Bites. Available at: Walmart, Kroger stores or direct from Amazon, this line—available in Meat Lover’s Trio, Mozzarella & Provolone, and Uncured Pepperoni--features a gluten-free cauliflower crust, real cheese, scratch-made sauce, and boast 6g of protein per serving.

For many in the category, these innovations are especially helping smaller companies take a bigger bite of the snack apple. “The frozen snack space is filled with legacy options that people know well, so awareness is always a challenge,” states Dr. Praeger’s Behrer. This challenge is more pressing than ever, because of recent global supply chain disruptions and tariffs.

“Tariffs and economic uncertainty will continue to bring some challenges,” Behrer says, noting that companies like Dr. Praeger’s are making inroads through digital channels such as Instacart and e-retail, and by growing a passionate community online.

Mad Genius’ Whitney also points to economic strain and uncertainty that’s causing some to tighten their belts on spending in general. He cited a recent Nielsen survey that showed 76% of consumers are feeling worse off financially, prompting a cutback on indulgence and impulse snacks.

looking ahead
Still, Whitney says, his company is optimistic about the category’s growth potential, particularly among younger consumers. “There is tremendous upside” in attracting Gen Z and younger Millennials to these product offerings, he notes. “These generations are avid and adventurous snackers with the highest frequency for snacking, so brands like Mad Genius can disrupt the space and attract new households by catering to their need states and bringing a differentiated assortment that reimagines the category. 

Dr. Praeger’s Behrer shares the optimism: “Snacking isn’t slowing down, and frozen has a huge opportunity to step into the better-for-you space in a bigger way.” Behrer expects continued, growing demand for “clean ingredients, high-protein options, snacks that double as meals, and bold flavor profiles that appeal across age groups.”

Is snacking a way of life? It seems so. As Circana’s Lyons Wyatt puts it, “Snacking has evolved beyond simply satisfying hunger; it has become less about impulse and more of a reflection of personal values, priorities, and lifestyle choices. From the rise of health-forward products to the experimental exploration of bold flavors, brands must adapt quickly to meet consumer needs and keep pace with shifting trends.” SF&WB