Table of Contents
- Scope and ThemesWhat you need to know
- Definition
- Details regarding sources of consumer data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Flat growth--market not reaching new users
- Competition is growing for convenient prepared meals
- Segments struggle to diversify their image
- Supermarket sales challenged by mass merchandisers
- Factors impacting frozen meal sales
- Top two suppliers declining; growth from smaller players
- Nestlé and ConAgra targeting different demographicsInnovation driven by
premium and health focuses
- The frozen meals consumer
- Habits and beliefs of the frozen meal consumer
- What consumers want in frozen meals
- Consumers align brands with certain images
- Competitive Context
- Competition from categories within the retail environment
- Figure 1: Growth of prepared meals, by storage type, 2003-08
- The foodservice factor
- Market Size and Forecast
- Key points
- Mature market is challenged to produce significant growth
- Frozen meals sales and forecast
- Figure 2: Total U.S. sales and forecast of frozen meals, at current
prices, 2003-13
- Figure 3: Total U.S. sales and forecast of frozen meals, at
inflation-adjusted prices, 2003-13
- Wal-Mart sales
- Segment Overview
- Key points
- Convenience, health, and premium offerings support interest across all
segments
- Figure 4: U.S. FDMx sales and forecast of frozen meals, at current
prices, by segment, 2003-13
- Segment Performance--Single-Serve Frozen Meals
- Key points
- Moving beyond diet focus
- The double trend--nutritional and premium-slanted product lines
- Figure 5: U.S. FDMx sales and forecast of single-serve frozen meals, at
current prices, 2003-13
- Segment Performance--Multi-Serve Frozen Meals
- Key points
- Segment ready for the next big push in innovative multi-serve meals
- Figure 6: U.S. FDMx sales and forecast of multi-serve frozen meals, at
current prices, 2003-13
- Segment Performance--Frozen Pot Pies
- Key points
- Quick-preparation pot pies pique interest, but have no staying power
- Figure 7: U.S. FDMx sales and forecast of frozen pot pies, at current
prices, 2003-13
- Retail Channels
- Key points
- Mass merchandiser expansion driving sales in "other" outlets
- Figure 8: U.S. sales of frozen meals, by retail channel, 2006 and 2008
- Retail Channels--Supermarkets
- Key point
- Supermarkets sales grow incrementally--advantage: space and promotion
- Figure 9: U.S. sales of frozen meals at supermarkets, 2003-08
- Market Drivers
- Exploring the child demographic: healthy kids' meals
- Figure 10: Population, by age, 2003-13
- Targeting households without children
- Figure 11: Households, by presence of children under age 18, 1996-2006
- Figure 12: Households, by size, 1996-2006
- Hispanic usage significantly lags that of other racial/ethnic groups
- Figure 13: Household consumption of frozen meals, by race/Hispanic
origin, 2003-08
- Figure 14: Hispanic household consumption of frozen meals, by language
spoken in the home, January-November 2007
- Women want healthful meals--men want big portions and premium quality
- Figure 15: Personal consumption of individual frozen meals and
family-size frozen meals, by gender, July 2008
- Figure 16: Types of individual frozen meals users would like to see more
of, by gender, July 2008
- Leading Companies
- Key points
- Heinz' s alliance with the well-known Weight Watchers diet plan supports
growth
- Private label gaining momentum in a mature category
- Figure 17: FDMx sales of leading frozen meals companies, 2007 and 2008
- Brand Share--Single-Serve Frozen Meals
- Key points
- Brands abort their diet image in favor of healthy living references
- Swanson Classics and Marie Callender' s appeal to classic TV dinner eaters
- Figure 18: FDMx brand sales of single-serve frozen meals in the U.S.,
2007 and 2008
- Brand Share--Multi-Serve Frozen Meals
- Key points
- Bertolli continues to build sales; Birds Eye gains recognition
- ConAgra' s sales plummet as the novelty of crock pot meals wears off
- Figure 19: FDMx brand sales of multi-serve frozen meals in the U.S.,
2007 and 2008
- Brand Share--Frozen Pot Pies
- Key point
- Marie Callender' s brand cultivates a premium and wholesome identity
- Figure 20: FDMx brand sales of frozen pot pies in the U.S., 2007 and 2008
- Brand Qualities
- Nestlé successfully reaches out to women with Lean CuisineHow has Lean
Cuisine become the brand for women watching their weight?
- Why do Lean Cuisine' s chief competitors not have as high alignment as a
brand for women?
- Stouffer' s and Marie Callender' s--premium brands, different consumers
- Who does the Stouffer brand connect with?
- Who does the Marie Callender' s brand connect with?
- Innovation and Innovators
- Convenience remains the cornerstone of innovation
- New products focus on premium stance
- Health and wellness drive innovation
- Figure 21: Healthy Choice Café Steamers, 2008
- Figure 22: Smart Ones Fruit
Inspirations, 2008
- Top 10 frozen prepared meals product launches
- Figure 23: Top 10 frozen prepared meals product launches, by product
claim, 2003-08
- Innovator Spotlight: Private Label
- Figure 24: Top brands in new product launches for frozen prepared meals
in the U.S., 2007 and 2008*
- Advertising and Promotion
- Overview
- Demographic target: Moms/family
- Figure 25: Banquet Crock Pot Classics, 2008
- Figure 26: Nestlés Stouffer Dinners, 2008Demographic target:
Adults/couples
- Figure 27: Marie Callender' s Chicken Pot Pie, 2008
- Figure 28: Marie Callender' s Country Fried Chicken Dinner, 2008
- Figure 29: Bertolli Frozen Dinners, 2008
- Demographic target: Women
- Figure 30: Lean Cuisine, 2008
- Figure 31: Lean Cuisine, 2008
- Demographic target: Men
- Figure 32: Swanson Hungry-Man, 2008
- The Consumer: Personal and Household Usage of Frozen Meals
- Key points
- Personal consumption of frozen meals
- Figure 33: Personal consumption of individual frozen meals and
family-size frozen meals, by gender, July 2008
- Figure 34: Personal consumption of individual frozen meals and
family-size frozen meals, by age, July 2008
- Household consumption of frozen meals
- Figure 35: Household consumption of frozen meals, 2003-08
- TV dinners
- Figure 36: Household usage of frozen complete (TV) dinners, by household
size, marital status, and race/Hispanic origin, February 2007-March 2008
- Figure 37: Household usage of frozen complete (TV) dinners, by key
cohorts, February 2007-March 2008
- Frozen main courses
- Figure 38: Household usage of frozen main courses, by race/Hispanic
origin, February 2007-March 2008
- Figure 39: Household usage of frozen main courses, by key cohorts,
February 2007-March 2008
- Brands of frozen meals used
- Figure 40: Top 10 brands of frozen complete (TV) dinners used in
household, February 2007-March 2008
- Figure 41: Top 10 brands of frozen main courses used in household,
February 2007-March 2008
- Mean number of frozen meals eaten in past month
- Figure 42: Mean number of frozen meals consumed in last month, February
2007-March 2008
- The Consumer: Attitudes and Behaviors Regarding Frozen Meals
- Key points
- Reasons for eating individual frozen meals
- Figure 43: Reasons for eating individual frozen meals, 2007 and 2008
- Figure 44: Reasons for eating individual frozen meals, by gender, July
2008
- Figure 45: Reasons for eating individual frozen meals, by age, July 2008
- Frozen Meals: Retail Channel Preferences
- Figure 46: Where frozen meals are bought, by number of people in the
household, July 2008
- Frozen Meals: Types Consumers Want to See More Of
- Key points
- Individual frozen meals
- Figure 47: Types of individual frozen meals users would like to see more
of, 2007 and 2008
- Figure 48: Types of individual frozen meals users would like to see more
of, by gender, July 2008
- Family-size frozen meals
- Figure 49: Types of family-size frozen meals users would like to see
more of, 2007 and 2008
- Figure 50: Types of family-size frozen meals users would like to see
more of, by gender, July 2008
- Figure 51: Types of family-size frozen meals users would like to see
more of, by number of people in the household, July 2008
- Type of ethnic foods consumer want to see more of
- Figure 52: Types of ethnic food you would like to see more of in frozen
meal choices, 2007 and 2008
- Family-size frozen meals: specific behaviors
- Figure 53: Purchasing and serving behaviors among those who use
family-size frozen meals, 2007 and 2008
- Opinions About Specific Frozen Meal Brands
- Brand analysis, part I
- Figure 54: Opinions about specific frozen meal brands, July 2008
- Brand analysis, part II
- Figure 55: Opinions about health/diet frozen meal brands, July 2008
- The Consumer: Teens' and Kids' Frozen Dinner Usage
- Teen consumption of frozen dinners
- Figure 56: Teen consumption of frozen complete dinners, by gender and
race/Hispanic origin, January-November 2007
- Brands of frozen meals eaten among teens
- Figure 57: Top 10 brands of frozen dinners eaten by teens,
January-November 2007
- Mean number of frozen meals eaten by teens in past month
- Figure 58: Mean number of frozen dinners consumed in last month among
teens, January-November 2007
- Kids' consumption of frozen dinners
- Figure 59: Kids' consumption of frozen complete dinners, by gender and
race/Hispanic origin, January-November 2007
- Appendix: Trade Associations
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