Frozen Foods in the U.S., 3rd Edition

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  • 1. Get more info on this report!Frozen Foods in the U.S., 3rd EditionJanuary 1, 2011Marketers and retailers of frozen foods have capitalized on recessionary conditions tooffer consumers alternatives to expensive dinners out. Although economic conditionsare slowly improving, Americans are still “eating in” more often, and frozen foodsprovide a convenient way to prepare the healthy, cost-effective meals consumers want.Packaged Facts estimates that U.S. retail sales of frozen foods and beverages throughall retail channels totaled approximately $56 billion in 2010, with sales up 22%—or$10.0 billion—during the 2006-2010 period. And with new product introductions nowpicking back up, the market is forecast to near $70 billion by 2015.This completely revised Packaged Facts report examines the U.S. market for frozenfoods and beverages sold to consumers through the entire retail spectrum. The 2010edition of Frozen Foods in the U.S. takes an omnibus approach, providing a broadoverview of the frozen foods market as a whole tracking five main classifications: CenterPlate, Desserts, Vegetables/Appetizers/Snacks/Sides, Breakfast Foods, andBeverages. A comprehensive “Market Overview” chapter provides overall salesstatistics and breakouts by classification, along with a thorough analysis of the currentmarket outlook, examining overarching trends affecting frozen foods sales such as theeconomy, health/wellness and environmental concerns. The report also providesextensive marketer and brand share breakouts in those categories exhibiting the mostactivity in 2010. A chapter focusing on marketing and new product trends in frozenfoods—e.g., convenience, health, and “green” appeals—and a chapter on consumertrends complete the analysis.Frozen Foods in the U.S. documents ongoing and emerging product trends, using datafrom Datamonitor’s Product Launch Analytics tracking service to quantify and categorizenew product introductions. Detailed sales figures are compiled using SymphonyIRI’sInfoScan Review data for mass-market channels; and the report also tracks salesthrough natural channels using SPINSscan data. Experian Simmons Market ResearchBureau and Packaged Facts’ own custom, online consumer survey data form the basisof an in-depth examination of consumer trends, including attitudes toward frozen foodsand related trends such as the economy and healthy eating, as well as product andbrand penetration levels and preferences. As with all Packaged Facts reports, the widerange of data is presented in easy-to-read and practical charts, tables and graphs.
  • 2. Chapter 1: Executive Summary Introduction Scope of Report Omnibus Approach to Frozen Food Market Report Methodology Market Overview Retail Sales Approach $56 Billion in 2010 SymphonyIRI-Tracked Dollar Sales Reach $33.3 Billion in 2010 Center Plate Classification Solidifies Leading Share Figure 1-1: Share of SymphonyIRI-Tracked Dollar Sales of Frozen Foods and Beverages by Classification, 2006 vs. 2010 (percent) Pizza Category Tops in SymphonyIRI Dollar Growth Supermarket/Grocery Store Share Slips to 54% Figure 1-2: Share of U.S. Retail Sales of Frozen Foods by Retail Channel, 2010 (percent) Factors to Market Growth Sales to Reach $70 Billion by 2015 Competitive Trends Multinational Conglomerates Dominate “Full Meal” Options Lose Ground to Poultry, Seafood Ice Cream, Frozen Novelties Dominate Dessert Classification Appetizers and Snack Sales Fall Flat Frozen Breakfast Shares Juice Category Continues Free-Fall Lunch/Dinner Entrees Are Largest Frozen Classification in Natural Channel Marketing and New Product Trends
  • 3. New Frozen Product Introductions Skyrocket Convenience Tops Claims List Nestlé Leads in 2010 Product Introductions U.S., U.K. Lead Global Frozen Food Introductions Overview of Marketing Trends Consumer Trends Though Time-Pressed, Most Americans Try to Eat Healthier Decline in Restaurant Traffic a Plus for Frozen Foods 72% of Americans Eat Frozen Prepared Foods Frozen Foods Considered a Top Value Figure 1-3: Responses to Question, “Which Prepared Meal Items Provide a Better Value for the Dollar?”: Store-Made Hot, Store-Made Refrigerated, or Packaged Frozen, Fall 2010 (percent of U.S. adults) Retail Purchasing Patterns for Frozen Prepared Meal Items Looking Ahead Restarting the Engines Healthy Eating Continues to Influence New Frozen Products Channel Blurring Frozen Food E-tailers Exploit Advantages Over Brick-and-Mortar Social Networking: Facebook, Twitter, Then…Chapter 2: Market Overview Introduction Market Definition: Frozen Foods and Beverages Omnibus Approach to Frozen Food Market Report Methodology Market Size and Composition Retail Sales Approach $56 Billion in 2010
  • 4. Table 2-1: U.S. Retail Sales of Frozen Foods, 2006-2010 (in millions of dollars)SymphonyIRI-Tracked Dollar Sales Reach $33.3 Billion in 2010Table 2-2: SymphonyIRI-Tracked Retail Sales of Frozen Foods by Dollar and Volume Growth,2009-2010 (in millions of dollars and pounds)Center Plate Classification Solidifies Leading ShareFigure 2-1: Share of SymphonyIRI-Tracked Dollar Sales of Frozen Foods and Beverages byClassification, 2006 vs. 2010 (percent)Pizza Category Tops in SymphonyIRI Dollar GrowthTable 2-3: Selected Frozen Food Categories by Dollar Growth/Loss in SymphonyIRI-TrackedDollar Sales, 2009-2010 (in millions of dollars)Table 2-4: SymphonyIRI-Tracked Retail Sales of Frozen Foods by Classification and Category,2009-2010 (in millions of dollars)Supermarket/Grocery Store Share Slips to 54%Figure 2-2: Share of U.S. Retail Sales of Frozen Foods by Retail Channel, 2010 (percent)Market OutlookSluggish Economic RecoverySlow Recovery Impacts Consumer SpendingTable 2-5: Economy-Influenced Spending by U.S. Consumers: Less in General vs. Less onGroceries, May/June 2010 (percent)Table 2-6: Responses to Statement, “Compared to 3 Months Ago, How Much Are You Doing Anyof the Following Right Now?” May/June 2010 (percent)Frozen Foods: Dietary Staples and Affordable LuxuriesEat-At-Home Movement Benefits Frozen Foods MarketEating HealthyGluten-Free and Other Allergy ConcernsFrozen Foods: the “Healthier” Alternative to FreshEating Fresh/Buying LocalPortion Control and Convenience
  • 5. Natural and Organic “Clean Label” Foods Environmental Concerns “Green” Packaging Impact of Healthcare Reform Figure 2-3: Grocery Manufacturer Survey: “Which Topic Will Be Most Important to Your Business in 2010?”, Decembe: 009 (percent) Figure 2-4: Grocery Manufacturer Survey: “What Do You Think Consumers Will Be Looking for in 2010?”, December 2009 (percent) Figure 2-5: Retailer Survey: “Which Topic Will Have the Greatest Impact on Your Business in 2010?”, Decembe: 009 (percent) Figure 2-6: Retailer Survey: “What Initiatives Are Your Company Most Likely to Focus on in 2010?”, Decembe: 009 (percent) Food Industry Reacts Frozen Food Safety Frozen Food Safety and the FDA/USDA Projected Market Growth Sales to Reach $70 Billion by 2015 Table 2-7: Projected U.S. Retail Sales of Frozen Foods and Beverages, 2010-2015 (in millions of dollars)Chapter 3: Competitive Trends Multinational Conglomerates Dominate Trend Overview by Classification Trends in Center Plate “Full Meal” Options Lose Ground to Poultry, Seafood Figure 3-1: SymphonyIRI-Tracked Dollar Sales of Frozen Center Plate Categories by Share, 2009-2010 (percent) Single-Serve Dinners/Entrees the Largest Subcategory Table 3-1: SymphonyIRI-Tracked Dollar Sales of Frozen Dinners/Entrees by Sub-Category, 2009-
  • 6. 2010 (in millions of dollars)Nestlé Leads in Single-Serve Dinners/EntreesNestlé Also on Top in Frozen Multi-Serve Dinners/EntreesNestlé Leads Frozen Pizza with 46% SharePrivate Label Dominates Seafood MarketTable 3-2: Top Marketers and Brands of Frozen Single-Serve Dinners/Entrees by SymphonyIRI-Tracked Sales, 2009-2010 (in millions of dollars)Table 3-3: Top Marketers and Brands of Frozen Multi-Serve Dinners/Entrees by SymphonyIRI-Tracked Sales, 2009-2010 (in millions of dollars)Table 3-4: Top Marketers and Brands of Frozen Pizza by SymphonyIRI-Tracked Sales andMarket Share, 2009-2010 (in millions of dollars)Table 3-5: Top Marketers and Brands of Frozen Seafood by SymphonyIRI-Tracked Sales andMarket Share, 2009-2010 (in millions of dollars)Trends in DessertsIce Cream, Frozen Novelties Dominate Dessert ClassificationFigure 3-2: Share of Dessert Classification Sales by Category, 2010 (percent)Nestlé, Unilever Tops in Ice Cream MarketNestlé Leads in Frozen NoveltiesTable 3-6: Top Marketers and Brands of Ice Cream by SymphonyIRI-Tracked Sales and MarketShare, 2009-2010 (in millions of dollars)Table 3-7: Top Marketers and Brands of Frozen Novelties by SymphonyIRI-Tracked Sales andMarket Share, 2009-2010 (in millions of dollars)Trends in Vegetables, Appetizers/Snacks, & SidesAppetizers and Snack Sales Fall FlatFigure 3-3: Share of Vegetables, Appetizers/Snacks, & Sides Sales by Category, 2010 (percent)Private Label Almost Half of Frozen Plain Vegetable SalesFew Marketers Compete in Prepared Vegetables CategoryTable 3-8: Top Marketers and Brands of Frozen Plain Vegetables by SymphonyIRI-Tracked Salesand Market Share, 2009-2010 (in millions of dollars)
  • 7. Table 3-9: Top Marketers and Brands of Frozen Prepared Vegetables by SymphonyIRI-TrackedSales and Market Share, 2009-2010 (in millions of dollars)Trends in Breakfast FoodsFrozen Breakfast Classification Includes Sweet and Savory FoodsFigure 3-4: Share of Breakfast Classification Sales by Category, 2009-2010 (percent)Waffles Giant Kellogg’s Plagued by Production ProblemsJimmy Dean Corners Half of Breakfast Hand-held MarketTable 3-10: Top Marketers and Brands of Frozen Waffles by SymphonyIRI-Tracked Sales andMarket Share, 2009-2010 (in millions of dollars)Table 3-11: Top Marketers and Brands of Frozen Breakfast Hand-held by SymphonyIRI-TrackedSales and Market Share, 2009-2010 (in millions of dollars)Trends in BeveragesJuice Category Continues Free-FallFigure 3-5: Frozen Juice Category Sales, 2003-2010 (in millions of dollars)Orange Juice the Largest Juice SegmentMinute Maid Competes with Private Label for Top Juice SpotTable 3-12: Share of Juice Category by Juice Type, 2009-2010 (percent)Table 3-13: Top Marketers and Brands of Frozen Juices by SymphonyIRI-Tracked Sales andMarket Share, 2009-2010 (in millions of dollars)Natural/Organic MarketSegment OverviewLunch/Dinner Entrees Largest Frozen Classification in Natural ChannelTable 3-14: Frozen Food Categories by SPINS-Tracked Sales and Market Share, 2009-2010 (inmillions of dollars)Frozen Fruits Category Sees Largest GainsTable 3-15: Top Ten Frozen Food Categories by SPINSTracked Dollar Sales, 2009-2010 (inmillions of dollars)Table 3-16: Top Growth/Loss Frozen Food Categories by SPINS-Tracked Dollar Sales, 2009-2010 (in millions of dollars)
  • 8. Chapter 4: Marketing and New Product Trends New Frozen Product Introductions Skyrocket Table 4-1: Number of U.S. Food Product Introductions: Overall, Frozen and Refrigerated, 2000- 2010 Center Plate Categories Lead in New Product Intros Table 4-2: Number of U.S. Frozen Food Product Introductions by Product Categories, 2006-2010 Convenience Tops Claims List Table 4-3: Top Product Claims/Tags for U.S. Frozen Food Product Introductions, 2010 (number and percent) Frozen Convenience Table 4-4: Number of New Frozen Food Product Introductions by Top “Convenience” Package Tags/Claims, 2008-2010 Natural-Related Claims Going Strong Table 4-5: Number of New Frozen Food Product Introductions by Top “Natural” Package Tags/Claims, 2008-2010 Health-Related Claims Reclaiming Lost Ground Table 4-6: Number of New Frozen Food Product Introductions by Top Health-Related Package Tags/Claims, 2008-2010 Nestlé Leads in 2010 Product Introductions Table 4-7: Selected Leading U.S. Marketers of Frozen Foods Based on Number of Stock-Keeping Unit (SKU) Introductions, 2006-2010 U.S., U.K. Lead Global Frozen Food Introductions Table 4-8: Number of Frozen Foods Introductions by Country, 2006-2010 (number of reports) Marketing Trends Overview Trends in Center Plate Healthy Eating in the Frozen Aisle Table 4-9: WedMD’s Top Twelve Healthy Frozen Entrees, 2010
  • 9. Low Fat, Low Calorie Products Still PopularTaste Still MattersIllustration 4-1: Healthy Choice Steaming EntreesLower SodiumWhole GrainsIllustration 4-2: Kashi Whole Grain PizzaAllergy ConcernsMarketer Profile: Amy’s KitchenIllustration 4-3: Amy’s Kitchen Special Diet Web PageIllustration 4-4: Amy’s Kitchen Gluten-Free BurritosIllustration 4-5: Amy’s Light & Lean ProductsSteaming HotIllustration 4-6: Lean Cuisine Market CreationsUpscale Taste, Value PricesThe Power of a NameIllustration 4-7: P.F. Chang’s Frozen EntreeRestaurant Quality, Without the RestaurantIllustration 4-8: Wanchai Ferry EntreesThe Price of Gourmet and ArtisanIllustration 4-9: Pizza Romano Black Truffle PizzaEating for Two (or More)Illustration 4-10: Buitoni Premium Frozen Meal for TwoSkillet Meals a Family AffairIllustration 4-11: Stouffer’s Easy Express Skillet MealEthnic FlavorsIllustration 4-12: Saffron Road Halal-Certified Products
  • 10. Illustration 4-13: Zatarain’s Frozen EntreeInternational MashupIllustration 4-14: MorningStar Farm’s Sesame Chik’nThe Mediterranean DietIllustration 4-15: Unilever’s Bertolli Mediterranean Style Frozen EntreesCuisine for KidsIllustration 4-16: Kids Cuisine MealBaby Food Is BigIllustration 4-17: HappyBaby Frozen Baby FoodMarketer Profile: Jack’s HarvestIllustration 4-18: Jack’s Harvest Baby Food PackagingIllustration 4-19: Jack’s Harvest Frozen Baby FoodTrends in DessertsNatural and Organic OptionsOrganic Ice Cream and NoveltiesIllustration 4-20: Julie’s Organic Frozen Yogurt“All-Natural” Ice CreamIllustration 4-21: Häagen-Dazs Five Ice CreamBrand Focus: Unilever’s Ben & Jerry’sIllustration 4-22: Ben & Jerry’s Ice CreamOther Organic Frozen DessertsIllustration 4-23: Wholly Wholesome Pie CrustDairy-Free DessertsIllustration 4-24: Hain Celestial Rice DreamA New Way to Enjoy CoconutIllustration 4-25: So Delicious Coconut Sorbet
  • 11. Calorie Control: Single Servings and “Better-for-You” NoveltiesIllustration 4-26: Edy’s Snack Size CupsDiet or Decadence?Illustration 4-27: Wells Blue Bunny Sweet Freedom BarsFunctional FlavorsMarketer Profile: NestléThe Skinny on The Skinny CowIllustration 4-28: The Skinny Cow Low Fat CupsNestlé NoveltiesIllustration 4-29: Nestlé’s DrumstickMarketing Trends: Frozen Vegetables, Appetizers/Snacks, and SidesCompetition from Private LabelIllustration 4-30: Wild Harvest Frozen VegetablesBetter Than FreshIllustration 4-31: Birds Eye Steamfresh RiceIllustration 4-32: Wegmans Special BlendsBrand Profile: General Mill’s Green GiantFreshness = HealthIllustration 4-33: Green Giant Healthy Colors Market BlendMarketing Trends: Breakfast FoodsConvenient Breakfast on the GoDitching the DoughnutsIllustration 4-34: Weight Watchers Smart Ones Morning Express Breakfast QuesadillaKid-Friendly CategoryIllustration 4-35: Eggo Real Fruit PizzaMarketer Focus: Jimmy Dean
  • 12. Illustration 4-36: Jimmy D’s French Toast Griddlers Not Just for Kids Illustration 4-37: Jimmy Dean D-Lights Turkey Sausage Breakfast Bowl Marketing Trends: Beverages Juice’s Comeback Illustration 4-38: Minute Maid Frozen Concentrate Focusing on the Fruit Illustration 4-39: Yoplait SmoothieChapter 5: Consumer Trends Introduction Methodology Though Time-Pressed, Most Americans Try to Eat Healthier Figure 5-1: Consumer Attitudes About Healthy Foods and Time Constraints, Spring 2010 (percent of U.S. adults) Decline in Restaurant Traffic a Plus for Frozen Foods Figure 5-2: Consumer Usage of Restaurants vs. Cooking at Home, Summer 2010 (percent of U.S. adults) Table 5-1: Level of Agreement with Statement, “I Am Spending Less on Groceries These Days Because of the Economy,” Summer 2010 (percent of U.S. adults) Opportunities Remain to Make Gains at Expense of Restaurants Table 5-2: Responses to Question, “In Comparison to Right Now, How Much Money Do You Plan to Spend on Meals Eaten at Full-Service Restaurants During the Following 3 Months?” Summer 2010 (percent of U.S. adults) Table 5-3: Responses to Question, “In Comparison to Right Now, How Much Money Do You Plan to Spend on Meals Eaten at Fast-Food Restaurants During the Following 3 Months?” Summer 2010 (percent of U.S. adults) Table 5-4: Responses to Question, “In Comparison to Right Now, How Much Money Do You Plan to Spend on Takeout/Delivery/Drive-Thru Meals Eaten at Full-Service Restaurants During the Following 3 Months?” Summer 2010 (percent of U.S. adults) 72% of Americans Eat Frozen Prepared Foods
  • 13. Figure 5-3: Responses To Question, “Have You Used Any Store-Made Hot Prepared Meal ItemsIn The Last 3 Months?” Fall 2010 (percent of U.S. adults)Figure 5-4: Responses To Question, “Have You Used Any Store-Made Refrigerated PreparedMeal Items In The Last 3 Months?” Fall 2010 (percent of U.S. adults)Figure 5-5: Responses To Question, “Have You Used Any Packaged Frozen (Not Store-Made)Prepared Meal Items In The Last 3 Months?” Fall 2010 (percent of U.S. adults)Slight Uptick in Demand for Frozen FoodsFigure 5-6: Responses to Question, “Since The Recession Began, Has The Amount of PackagedFrozen Prepared Meal Items That You Use Decreased, Stayed About the Same, or Increased?”Fall 2010 (percent of U.S. adults)“Eating Out” Loses Out to “Eating In”Figure 5-7: Responses to Question, “Given That You Are Eating More Packaged Frozen PreparedMeal Items, Are You Doing Any Of The Following?” Fall 2010 (percent of U.S. adults)Taste of Store-Prepared Hot Food Preferred Over FrozenFigure 5-8: Responses to Question, “Which Prepared Meal Items Taste Better?”: Store-Made Hot,Store-Made Refrigerated, or Packaged Frozen Fall 2010 (percent of U.S. adults)Frozen Foods Considered a Top ValueFigure 5-9: Responses to Question, “Which Prepared Meal Items Provide a Better Value for theDollar?”: Store-Made Hot, Store-Made Refrigerated, or Packaged Frozen, Fal: 010 (percent ofU.S. adults)Combining Fresh with FrozenTable 5-5: Percent of Adults Who Have Eaten a Meal Composed Solely or Composed Partially ofStore-Bought Frozen Prepared Food Items in the Last 3 Months: By Daypart Fall 2010 (percent ofU.S. adults)Retail Purchasing Patterns for Frozen Prepared Meal ItemsTable 5-6: Where Have You Purchased Packaged Frozen Prepared Meal Items In The Past 3Months? (percent of U.S. adults)Table 5-7: Usage Rates for Selected Frozen Product Categories: 2006, 2008 and 2010 (percentof U.S. households)Consumer Trends: Frozen Center Plate ProductsFrozen Pizza Most Popular Center Plate Category
  • 14. Who’s Eating Frozen Center Plate ProductsTable 5-8: Usage Overview for Frozen Center Plate Products: 2006, 2008 and 2010 (percent ofU.S. households)Table 5-9a: Demographic Indexes for Frozen Center Plate Products: By Category, 2010 (U.S.households)Table 5-9b: Demographic Indexes for Frozen Center Plate Products: By Category, 2010 (U.S.households)Consumer Trends: Frozen DessertsIce Cream Eaten in 87% of HouseholdsWho’s Eating Frozen DessertsTable 5-10: Usage Overview for Frozen Dessert Products: 2006, 2008 and 2010 (percent of U.S.households)Table 5-11: Demographic Indexes for Frozen Dessert Products: By Category, 2010 (U.S.households)Consumer Trends: Frozen Vegetables, Appetizers/Snacks and SidesPlain Vegetables the Most Popular TypeWho’s Eating Frozen Vegetables, Appetizers/Snacks and SidesTable 5-12: Usage Overview for Frozen Vegetables, Appetizers/Snacks and Sides: 2006, 2008and 2010 (percent of U.S. households)Table 5-13: Demographic Indexes for Frozen Vegetables, Appetizers/Snacks, and Sides: ByCategory, 2010 (U.S. households)Consumer Trends: Frozen Breakfast FoodsHalf of U.S. Households Eat Frozen Breakfast PastriesWho’s Eating Frozen Breakfast Foods?Table 5-14: Usage Overview for Frozen Breakfast Foods: 2006, 2008 and 2010 (percent of U.S.households)Table 5-15: Demographic Indexes for Frozen Breakfast Foods: By Category, 2010 (U.S.households)Consumer Trends: Frozen Orange JuiceFewer U.S. Households Using Frozen Orange Juice
  • 15. Who’s Drinking Frozen Orange Juice? Table 5-16: Usage Overview for Frozen Orange Juice: 2006, 2008 and 2010 (percent of U.S. households) Table 5-17: Demographic Indexes for Frozen Orange Juice, 2010 (U.S. households)Chapter 6: Looking Ahead Trends and Opportunities Restarting the Engines Healthy Eating Continues to Influence New Frozen Products Portion Sizes Become Smaller, Larger Low-Sodium Trend Taking Off Increasing Demand for Products Targeting Special Dietary Needs Stricter Guidelines for Natural Private-Label Progress “Green” Concerns Become Priority Competition with Fresh, Shelf-Stable Products Channel Blurring Supermarkets Go Natural Small Marts Still Seeking a Niche Health & Natural Food Stores Continue Move to Mainstream Mass Merchandisers Expand Food Selections Warehouse Clubs Build on Frozen Food Offerings Frozen Food E-tailers Exploit Advantages Over Brick-and-Mortar Beyond the Web Social Networking: Facebook, Twitter, Then… Location-Based Social Media: Yelp, Foursquare and Hotpot Focus on Savings: Groupon, Woot and Blippy
  • 16. Available immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid= 2511637US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004