International Markets Bureau
AMERICAN EATING TRENDS REPORT
JULY 2012
PANCAKES, WAFFLES AND FRENCH TOAST
Unless otherwise stated, all of the information in this report was derived from the NPD Group’s National Eating Trends
database, updated to November 2010, and reflects the eatings (defined by NPD as the number of times any particular
category/item is eaten by an individual in a specified location or time period) of a product at home or carried away from
home. These figures do not reflect purchases of food products made through foodservice establishments, or the
consumption thereof. NPD monitors the eating habits and attitudes of American consumers by surveying 5000 individuals
reporting on 14-day’s continuous consumption of all meals and snacks.
 Pancakes, waffles and French toast have seen an increase in popularity as consumers seek inexpensive and
simple meals at home, rather than dining out. The pancake and waffle mix segment and the ready-totoast waffle and pancake segment both experienced strong growth in 2009 (Mintel 2012).
CONSUMPTION DEMOGRAPHICS

Pancakes, waffles and French toast were popular among various segments of the U.S. population, and all
three products remained a preference in households with children between 6 and 12 years old.
Core Markets (at least 20% above average consumption rate)
Pancakes
Household Income
Waffles

US$10,000-US$19,999

US$50,000-US$69,999


French Toast
Under US$10,000
US$30,000-US$39,999
Household Composition

Age/Gender

Under 25; 35 to 44

n/a

25 to 34

Family Type

Children 0 to 12

Children 6 to 12

Children 0 to 12

Size

4 to 5 members

3 to 4 members

3 members
Education / Employment /
Occupation

n/a

White collar

n/a
Race/Ethnicity

Black,non-hispanic

Asian

n/a
Region

n/a

West

Central

Single parents
Traditional families


Working parent
Affluent traditional families



n/a

75+ years old
Single parent
Affluent traditional families
Single active seniors;
75+ years old
Lifecycle
Four-member traditional family. Source: Shutterstock, 2011.


PANCAKES, WAFFLES AND FRENCH TOAST
JULY 2012
Underdeveloped Markets (at least 20%) below average consumption rate


Pancakes
US$20,000-US$29,999
US$40,000-US$49,999

Waffles
French Toast
US$10,000-US$19,999
US$70,000 and over

Under US$10,000


45+

55 to 64



Households with no
children

Households with no
children


1 to 2 members

2 members

1 member
Education / Employment /
Occupation

n/a

Professional

Professional
Race/Ethnicity

Other non-White

Black/non-Hispanic



Black/non-Hispanic
Hispanic
Asian
Region

n/a

South

South



n/a
n/a


Affluent singles
Low/Mid income singles

Empty nesters

Empty nesters
Affluent singles
n/a
Low/mid-income empty
nesters

Single active seniors

Married active seniors
Household Income
Household Composition

Age/Gender

Family Type

Size
Lifecycle



Under 25
45 to 54
Households with no
children
Single active seniors
Single active seniors
PAGE 2
PANCAKES, WAFFLES AND FRENCH TOAST
JULY 2012
CONSUMPTION BY REGION
Eatings of pancakes, waffles and French toast varied throughout the country.
East North Central states had the highest consumption of both pancakes and French toast, compared to any
other region in the United States. Residents of the Mid-Atlantic states ate more waffles than any other
sub-region in the U.S.
Overall, pancakes were most popular in the Southern region, accounting for 32.5% of total U.S. pancake
eatings.
Residents of the Central region consumed the highest share of waffles (28.3%) and French toast (almost 40%)
nationwide.
Eatings by U.S. Region (%)
Region
Pancakes Waffles
French
Toast
East
New England
3.4
4.0
7.3
Mid-Atlantic
13.9
17.8
11.8
East North Central
20.1
17.2
31.3
West North Central
10.0
11.1
8.3
South Atlantic
18.5
13.6
13.4
East South Central
8.6
4.4
8.2
West South Central
5.4
7.4
3.9
Mountain
9.9
9.8
7.3
Pacific
10.1
14.5
8.5
Central
South
West
Source: NPD Group.
Source: NPD Group.
CONSUMPTION LOCALE
When prepared at home, pancakes, waffles and French toast were
consumed in-house. Rarely were they carried away from home.
PAGE 3
PANCAKES, WAFFLES AND FRENCH TOAST
JULY 2012
CONSUMPTION CALENDAR
Sundays and Saturdays were the most popular days of the week for the
consumption of pancakes, waffles and French toast.
Aside from the weekend, the preferred day to consume pancakes was Friday.
The preferred day for waffle consumption was Thursday, while the preferred day
for French toast eatings was Wednesday.
Waffles tended to be consumed during the week, accounting for 65% of all
eatings.
French toast saw a slight increase in consumption during the spring months
(March, April, May), while the consumption of waffles and pancakes increased
slightly during the fall months (September, October, November).
PLATE COMPOSITION
When consumed at home, pancakes, waffles and French toast were eaten as a main meal on 90% of eating
occasions. The rest of the time, they were consumed as a side dish and, occasionally, as a dessert.
Pancakes, waffles and French toast were consumed for breakfast on 88% of meal occasions. On the remaining
occasions, they were consumed for lunch (4.5% of the time) or for dinner (6.4% of the time).
When carried away from home, a rare occurrence, they were consumed for lunch.
PREPARATION METHODS
Pancakes, waffles and French toast were prepared warm 90% of the time. The remaining 10% of meal
occasions were also prepared warm, but were not registered by surveyors.
Various methods were used to heat each product:


Pan fried was the preferred method for pancakes. It was used 32% of the time,
followed by a warmed/heated stove top, which was used 13% of the time.
Microwaves were another main heating method, used 18.4% of the time.
Waffles were heated in a toaster or toaster oven 66% of the time. Microwaves
were also used 8% of the time.
French toast was mostly pan fried (30% of the time) or heated using a
microwave oven (23% of the time).
PAGE 4
PANCAKES, WAFFLES AND FRENCH TOAST
JULY 2012
PRODUCT POSITIONING
From January 2011 to March 2012, a total of 69 products were launched in the U.S., according to Mintel. These
products included the words “pancake,” “waffle,” or “French toast” in their product descriptions. The majority of
these new launches were new products and new varieties of products, showcasing the increasing popularity of
these convenient breakfast meals.
The majority of these products were shelf stable, 16 were frozen, and two were chilled.
Of the new products launched, 65% were classified under the “Baking ingredients and Mixes” sub-category,
while 20% of products were classified as “Pastries and Sweet Goods.”
Unflavoured/Plain was the prefered flavour for pancakes, waffles and French toast. This was followed by
buttermilk, chocolate, cinnamon, and pumpkin and spice.
Top Five Companies that
Introduced New Products,
January 2011 to March 2012
New Products by Launch Type
Jan. 2011 to March 2012
Golden County Foods
5
Supervalu
4
Aldi
4
Blake’s All Natural Foods
3
Greystar products
3
Source: Mintel, 2012.
New
Variety/
Range
Extension
46%
Re-launch
3%
New
Packaging
7%
New
Product
44%
Source: Mintel, 2012.
Pancake, Waffle and French Toast new launches by
Top Five claims, January 2011 to March 2012
30
25
20
15
10
5
0
Kosher
Ease of Use
Microwaveable
Time/Speed
Ethical Environmentally
Friendly
Package
Source: Mintel, 2012.
PAGE 5
PANCAKES, WAFFLES AND FRENCH TOAST
JULY 2012
NEW PRODUCTS
Trader Joe's Chocolate Filled French Toast is new to the
range. This microwavable toast is made with rich brioche
dough in small batches, which is then stuffed with dark
chocolate and baked. This product is ready to heat and
serve and is retailed in a 10-oz. pack containing two pieces
of French Toast.
Positioning claims: Ease of Use, Microwaveable.
Archer Farms Red Velvet Pancake & Waffle Mix is made
with vanilla bean and cream cheese frosting. The premium
product is said to bring a festive flavour to the breakfast
table. It is prepared with added eggs, milk, and butter. It is
available during the holiday season. This mix retails in a
17-oz. pack.
Positioning Claims: Ease of Use, Premium, Seasonal.
Batter Blaster Buttermilk Ready To Cook Pancake & Waffle
Batter is now available in a newly designed 18-oz.
recyclable pack. This certified kosher product makes light
and fluffy pancakes or crispy waffles with no mess. It
contains no chlorofluorocarbons (CFCs), which deplete the
ozone layer. The pack is easy to clean by simply rinsing
with warm, running water.
Positioning Claims: Convenient Packaging, Ease of Use,
Ethical-Environmentally Friendly Package, Kosher, EthicalEnvironmentally Friendly Product.
Carbon's Golden Malted Blueberry Pancake & Waffle Flour
is made with premium malt. This certified kosher product
retails in a 16-oz. pack, which makes approximately eight
pancakes.
Positioning Claims: Kosher, Premium.
Source for all: Mintel, 2012.
PAGE 6
PANCAKES, WAFFLES AND FRENCH TOAST
JULY 2012
MARKET OPPORTUNITIES
Retaining Key Markets
Children aged 0 to 12 years proved to be leading consumers of pancakes, waffles and French toast. Products
with claims directed to this segment of the population, and products like frozen waffles made with whole grains
or youth-friendly flavours such as chocolate, would help maintain consumption amongst children and
teenagers, while satisfying parents’ need for healthy breakfast options.
Products with “easy to prepare” and “convenient” claims, as well as those with discounts or cheaper options
could maintain low- to middle-income households and single and working parent households as consumers.
Larger families and households consumed the most pancakes, waffles and French toast. Companies could
maintain these high rates of consumption by designing claims, package sizes and discounts targeted to larger
households and families. 
Extending the Market
Products aimed at teenagers would allow the preference established in childhood and the tweenager years to
continue throughout adolescence.
Families with income between US$20,000 and US$50,000 could be targeted with discounts and other pricing
tactics.
Single households and households with more than two or three members could be enticed with convenient and
easy-to-prepare pancakes, waffles and French toast.
Healthier, organic and better-for-you versions of pancakes, waffles, and French toast could attract those
between 45 and 70 years old.
KEY RESOURCES
Global Trade Atlas (2011).
Mintel Global New Products Database (2011).
The NPD Group National Eating Trends database, for the year ending November 2010.
United States Department of Agriculture (2011). Foreign Agricultural Service.
© Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food Canada (2012).
The Government of Canada has prepared this report based on primary and secondary sources of information. Although every effort has been
made to ensure that the information is accurate, Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the
information contained herein.
For more information, or to request additional copies or an alternate format of this publication, please email infoservice@agr.gc.ca or contact the
International Markets Bureau - Agriculture and Agri-Food Canada, 1341 Baseline Road, Tower 5, 4th floor, Ottawa, ON Canada K1A 0C5
PAGE 7