Frozen Breakfast Landscape and the Rise of Delicious Waffles in Convenience Stores
The convenience store (c-store) industry is rapidly evolving. With the constant introduction of new products and growth of existing categories, store owners have abundant opportunities to stay ahead of the curve and satisfy customers' changing needs.
One such emerging category is frozen breakfast. From single-serving meals and quick bites to satisfying entrees, frozen breakfast options have come a long way. Today, we explore the growing trend of waffles within the frozen breakfast landscape, their impact on c-stores revenue, and how the iconic Eggo brand leads the pack.
The Thriving Frozen Breakfast Scene in Convenience Stores
Busy individuals increasingly turn to c-stores to grab their everyday essentials—fuel, groceries, snacks, and of course, breakfast. Frozen breakfast offers a perfect solution for time-pressed consumers seeking tasty and convenient morning options.
C-stores are capitalizing on this demand by stocking their shelves with a wide variety of appealing frozen breakfast choices. This shift has led to substantial growth in the frozen breakfast category, encouraging more store owners to add these popular items.
Waffles: Doubling the Dollar Volume and Outperforming the C-Store Frozen Breakfast Category
Waffles' popularity in the frozen breakfast segment has surged over time, dramatically outpacing the overall growth of frozen breakfast in c-stores. Industry reports reveal that waffles have doubled their dollar volume compared to 2022, indicating an unmistakable affinity for this wholesome and convenient meal option among consumers.
Bigger Baskets and the Irresistible Appeal of Eggo
Shoppers who include waffles in their purchases leave c-stores with larger baskets. Studies show that baskets that contain Eggo waffles, a leading brand in the market, are 24% larger than the average frozen breakfast basket. This presents a valuable opportunity for c-store owners to boost sales by capitalizing on the appeal and popularity of Eggo waffles.
Eggo: An Iconic Brand that Rules the Frozen Breakfast Aisles
Eggo, a beloved household staple recognized for its tasty waffles, holds a commanding position in the frozen breakfast landscape, further solidifying its status as a vital part of c-stores' offerings.
Here's why Eggo is a must-have in your c-store:
Highest Brand Awareness: Eggo waffles have an unparalleled brand recognition, ensuring that customers will seek out and trust this premium product.
Impactful Household Penetration: Eggo boasts the highest level of overall, incremental, and exclusive household penetration, making it a sought-after option for consumers.
Top Entry Brand: Eggo is the brand that most shoppers initially seek out when looking for frozen breakfast options, increasing the likelihood of repeat purchases and incremental sales.
From the Griddle Dollar Share Leader: Eggo owns the highest dollar share amongst breakfast foods cooked on a griddle, reinforcing its strength as a leading choice for c-stores to stock.
In conclusion, the thriving frozen breakfast landscape in c-stores presents lucrative opportunities for store owners. With waffles doubling the dollar volume and the iconic Eggo product range leaving its mark on consumer preferences, it's the perfect time to leverage frozen breakfast offerings—propelled by Eggo waffles— to grow your business.
