Report: Side Dishes - US

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Executive Summary
Market at a glance
Two-year trend shows nearly all side dishes make gains
Rice is biggest side dish segment and drives overall category activity
Side dishes split fairly evenly among top manufacturers
Traditional supermarkets the destination of choice for side dishes
Influence of age, income and children
Consumers' view of side dishes a good match for today' s environment
Influence of race/Hispanic origin and recession on side dishes
Market Size and Forecast
Key points
Winning in the recession
Big names need big ideas
Side dishes -- a private label haven?
Market size and forecast
- Figure 1: FDMx sales of side dishes, at current prices, 2003-13
- Figure 2: FDMx sales of side dishes, at inflation-adjusted prices, 2003-13
Walmart sales
Competitive Context
Side dishes and dining out
- Figure 3: Total U.S. systemwide sales of leading casual restaurant chains, at current prices, 2005-09
Side dishes compete with at-home meals
Snacks as a threat to side dishes
Segment Performance
Key points
Shoppers bulking up on pasta and rice
Stuffing left with empty feeling as consumers warm up to refrigerated and frozen side dishes
Sales of side dishes by segment
- Figure 4: FDMx sales of side dishes at current prices, by segment, 2003-13
- Figure 5: FDMx sales of side dishes, segmented by type, 2006 and 2008
Segment Performance--Rice
Key points
Ready-to-serve ready to take off?
Segment shift in the future?
Sales and forecast
- Figure 6: FDMx sales of rice, 2003-13
Segment Performance--Refrigerated Side Dishes
Key points
Potatoes a budding success story
Refrigerated side dishes worth the price
Sales and forecast
- Figure 7: FDMx sales of refrigerated side dishes, 2003-13
Segment Performance--Dry Macaroni and Cheese Mix
Key points
Macaroni and cheese evolving as a snack
Healthier macaroni and cheese?
Sales and forecast
- Figure 8: FDMx sales of dry macaroni and cheese mix, 2003-13
Segment Performance--Baked Beans
Key points
Baked beans should sustain growth levels
Presence of leading marketers does not guarantee success
Sales and forecast
- Figure 9: FDMx sales of baked beans, 2003-13
Segment Performance--Shelf-stable Side Dish Mixes
Key points
Easy does it does not necessarily apply to SS side dish mixes
Ethnic flavors not translating into greater sales
Sales and forecast
- Figure 10: FDMx sales of shelf-stable side dish mixes, 2003-13
Segment Performance--Stuffing Mixes
Key points
Holidays may be happy, but rest of year not so much for stuffing
Frozen stuffing not a difference maker
Sales and forecast
- Figure 11: FDMx sales of stuffing mixes, 2003-13
Segment Performance-- Frozen Side Dishes
Key points
Innovation welcome sight
Delivery company making new sales route
Sales and forecast
- Figure 12: FDMx sales of frozen side dishes, 2003-13
Retail Channels
Key points
Food stores need to defend turf
Drugstores/mass merchandisers to eclipse $100 million
- Figure 13: FDMx sales of side dishes, by retail channel, 2006 and 2008
Retail Channels--Supermarket/Food Stores
Key points
Refrigerated/frozen items get warmer reception in supermarkets
Supermarkets' real estate makes a good home for side dishes
- Figure 14: U.S. retail sales of side dishes at supermarkets/food stores, 2003-08
Retail Channels--Drug and Other
Key points
Mass merchandisers earning more side dish dollars
Side dishes hardly the main course in drugstores
- Figure 15: U.S. retail sales of side dishes at drug and other FDMx stores, 2003-08
Market Drivers
Key points
Recession' s impact on shopping habits
Eating at home more with an appetite for healthier options
- Figure 16: Incidence of cooking more at home and healthier eating, by age, October 2008
Consumer confidence may be showing signs of rebounding
Saving time almost as important as saving money
Leading Companies
Key points
Kraft still in control but vulnerable to economic conditions
Private label delivering on value proposition
Company sales
- Figure 17: FDMx sales of leading side dish companies, 2007 and 2008
Selected Brand Analysis--Rice
Key points
Rice stretching food dollars
Riviana brands growing across the board
Private label making inroads
Company and brand sales
- Figure 18: Selected FDMx brand sales of rice in the U.S., 2008 and 2009
Selected Brand Analysis--Refrigerated Side Dishes
Key points
Potato-based side dishes driving brand sales
Bob Evans making itself at home
Is private label waiting in the wings?
Company and brand sales
- Figure 19: FDMx brand sales of refrigerated side dishes in the U.S., 2008 and 2009
Selected Brand Analysis--Dry Macaroni and Cheese Mix
Key points
Kraft clearly king
Is there a market for natural/organic macaroni and cheese?
Company and brand sales
- Figure 20: FDMx brand sales of dry macaroni and cheese mix in the U.S., 2008 and 2009
Selected Brand Analysis--Baked Beans
Key points
Bush Brothers' marketing efforts paying off
Private label weaker than expected
Refrigerated baked beans left out in the cold by shoppers
Company and brand sales
- Figure 21: FDMx brand sales of baked beans in the U.S., 2008 and 2009
Selected Brand Analysis--Shelf-stable Side Dish Mixes
Key points
Side dish mixes has several new products
PepsiCo shows some pop in side dishes
Kraft not used to also-ran status
Company and brand sales
- Figure 22: FDMx brand sales of shelf-stable side dish mixes in the U.S., 2008 and 2009
Selected Brand Analysis--Stuffing Mixes
Key points
Kraft looking to repeat success of macaroni and cheese segment
Interstate finding stuffing mixes a bit of a bumpy road
Private label stuffing filling up at expense of brand names
Company and brand sales
- Figure 23: FDMx brand sales of stuffing mixes in the U.S., 2008 and 2009
Selected Brand Analysis--Frozen Side Dishes
Key points
Frozen side dishes tell "steamy" story
Steamed varieties may be cannibalizing sales
Birds Eye and H.J. Heinz gaining more than their fair share
Company and brand sales
- Figure 24: FDMx brand sales of frozen side dishes in the U.S., 2008 and 2009
Brand Qualities
Kraft Macaroni & Cheese
Uncle Ben' s rice
Bush Brothers Baked Beans
Innovation and Innovators
Number of new products down
- Figure 25: Launches of new side dish products in the U.S., 2005-08
Comfort side dishes
- Figure 26: Top claims in U.S. comfort side dish launches (# of new products), 2005-08
Ethnic side dishes
- Figure 27: Top claims in U.S. ethnic side dish launches (# of new products), 2005-08
Healthy side dishes
- Figure 28: Top claims in U.S. healthy side dish launches (# of new products), 2005-08
- Figure 29: Top sub-categories in U.S. healthy side dish launches (# of new products), 2005-08
Advertising and Promotion
Overview
Zatarain' s Rice Mixes
- Figure 30: Zatarain' s television ad, March 19, 2009
Success Rice
- Figure 31: Success rice television ad, January 29, 2009
Bush' s Baked Beans
- Figure 32: Bush Brothers baked beans television ad, March 25, 2008
Goya Rice and Beans
- Figure 33: Goya rice and beans television ad, June 2, 2008
Purchase and Consumption of Side Dishes
Key points
Side dishes bought in past three months
- Figure 34: Types of side dishes bought in past 3 months, by gender, March 2009
- Figure 35: Types of side dishes bought in past 3 months, by age, March 2009
- Figure 36: Types of side dishes bought in past 3 months, by household income, March 2009
- Figure 37: Types of side dishes bought in past 3 months, by presence and number of children, March 2009
- Frequency of eating side dishes
- Figure 38: Frequency of eating various side dishes, part 1, March 2009
- Figure 39: Frequency of eating various side dishes, part 2, March 2009
Frequency of eating plain rice and canned baked beans
- Figure 40: Frequency of eating plain rice, by age, March 2009
- Figure 41: Frequency of eating canned baked beans, by age, March 2009
Changes in Consumption of Side Dishes and Reasons for Change
Key points
Changes in consumption
- Figure 42: Change in consumption of selected side dishes in past year, part 1, March 2009
- Figure 43: Change in consumption of selected side dishes in past year, part 2, March 2009
Reasons for eating more
- Figure 44: Reasons for eating more of selected side dishes in past year, part 1, March 2009
- Figure 45: Reasons for eating more of selected side dishes in past year, part 2, March 2009
Perceptions of Side Dishes
Key points
- Figure 46: Way in which selected side dishes are perceived, part 1, March 2009
- Figure 47: Way in which selected side dishes are perceived, part 2, March 2009
Perceptions of plain rice
- Figure 48: Way in which plain rice is perceived, by gender, March 2009
- Figure 49: Way in which plain rice is perceived, by age, March 2009
Perceptions of mixed/flavored rice
- Figure 50: Way in which mixed/flavored rice is perceived, by age, March 2009
- Figure 51: Way in which mixed/flavored rice is perceived, by household income, March 2009
Perceptions of couscous/tabouli/other wheat or grain salad
- Figure 52: Way in which couscous/tabouli/other wheat or grain salad is perceived, by age, March 2009
Perceptions of macaroni and cheese (pre-made or ready made)
- Figure 53: Way in which macaroni and cheese (pre-made or ready made) is perceived, by gender, March 2009
- Figure 54: Way in which macaroni and cheese (pre-made or ready made) is perceived, by age, March 2009
Perceptions of canned baked beans
- Figure 55: Way in which canned baked beans are perceived, by age, March 2009
Perceptions of refrigerated baked beans
- Figure 56: Way in which refrigerated baked beans are perceived, by age, March 2009
Perceptions of refried beans
- Figure 57: Way in which refried beans are perceived, by age, March 2009
Perceptions of pasta mix (such as dry mac and cheese mix)
- Figure 58: Way in which pasta mix (such as dry mac and cheese mix) is perceived, by gender, March 2009
- Figure 59: Way in which pasta mix (such as dry mac and cheese mix) is perceived, by age, March 2009
Perceptions of frozen potato dishes
- Figure 60: Way in which frozen potato dishes (eg pierogis, twice-baked potatoes, potato skins) are perceived, by age, March 2009
- Figure 61: Way in which frozen potato dishes (eg pierogis, twice-baked potatoes, potato skins) are perceived, by household income, March 2009
Perceptions of prepared salad
- Figure 62: Way in which prepared salad (like refrigerated coleslaw, potato salad, or shelf stable potato salad) is perceived, by gender, March 2009
- Figure 63: Way in which prepared salad (like refrigerated coleslaw, potato salad, or shelf stable potato salad) is perceived, by age, March 2009
Perceptions of stuffing mixes
- Figure 64: Way in which stuffing mixes are perceived, by age, March 2009
- Figure 65: Way in which stuffing mixes are perceived, by household income, March 2009
Perceptions of refrigerated side dishes
- Figure 66: Way in which refrigerated side dishes are perceived, by age, March 2009
- Figure 67: Way in which refrigerated side dishes are perceived, by household income, March 2009
Changes in Eating Habits as a Result of the Recession
Key points
More in-home diners create captive... and receptive audience?
Oldest demographic groups equipped to handle recessionary effects
Black and Hispanics may offer opportunities for growth
- Figure 68: Ways in which eating habits have changed as a result of the recession, by age, March 2009
- Figure 69: Ways in which eating habits have changed as a result of the recession, by household income, March 2009
- Figure 70: Ways in which eating habits have changed as a result of the recession, by race/Hispanic origin, March 2009
The Impact of Race and Hispanic Origin
Key points
Side dishes less appealing overall to "other race" group
Rice may be popular but has much different perception profile among "Other Races"
Refried beans popular with Hispanics
Plain rice--frequency of eating and perception
- Figure 71: Frequency of eating plain rice, by race/Hispanic origin, March 2009
- Figure 72: Way in which plain rice is perceived, by race/Hispanic origin, March 2009
Perception of other side dishes
- Figure 73: Way in which mixed/flavored rice is perceived, by race/Hispanic origin, March 2009
- Figure 74: Way in which pasta mix (such as dry mac and cheese mix) is perceived, by race/Hispanic origin, March 2009
- Figure 75: Way in which prepared salad (like refrigerated coleslaw, potato salad, or shelf stable potato salad) is perceived, by race/Hispanic origin, March 2009
- Figure 76: Way in which stuffing mixes are perceived, by race/Hispanic origin, March 2009
- Figure 77: Way in which refrigerated side dishes are perceived, by race/Hispanic origin, March 2009
Appendix: Other Useful Consumer Tables
Perceptions of plain rice
- Figure 118: Way in which plain rice is perceived, by household income, March 2009
Perceptions of mixed/flavored rice
- Figure 119: Way in which mixed/flavored rice is perceived, by gender, March 2009
Perceptions of couscous/tabouli/other wheat or grain salad
- Figure 120: Way in which couscous/tabouli/other wheat or grain salad is perceived, by gender, March 2009
- Figure 121: Way in which couscous/tabouli/other wheat or grain salad is perceived, by household income, March 2009
- Figure 122: Way in which couscous/tabouli/other wheat or grain salad is perceived, by race/Hispanic origin, March 2009
Perceptions of macaroni and cheese (pre-made or ready made)
- Figure 123: Way in which macaroni and cheese (pre-made or ready made) is perceived, by household income, March 2009
- Figure 124: Way in which macaroni and cheese (pre-made or ready made) is perceived, by race/Hispanic origin, March 2009
Perceptions of canned baked beans
- Figure 125: Way in which canned baked beans are perceived, by gender, March 2009
- Figure 126: Way in which canned baked beans are perceived, by household income, March 2009
- Figure 127: Way in which canned baked beans are perceived, by race/Hispanic origin, March 2009
Perceptions of refrigerated baked beans
- Figure 128: Way in which refrigerated baked beans are perceived, by gender, March 2009
- Figure 129: Way in which refrigerated baked beans are perceived, by household income, March 2009
- Figure 130: Way in which refrigerated baked beans are perceived, by race/Hispanic origin, March 2009
Perceptions of refried beans
- Figure 131: Way in which refried beans are perceived, by gender, March 2009
- Figure 132: Way in which refried beans are perceived, by household income, March 2009
- Figure 133: Way in which refried beans are perceived, by race/Hispanic origin, March 2009
Perceptions of pasta mix (such as dry mac and cheese mix)
- Figure 134: Way in which pasta mix (such as dry mac and cheese mix) is perceived, by household income, March 2009
Perceptions of frozen potato dishes
- Figure 135: Way in which frozen potato dishes (eg pierogis, twice-baked potatoes, potato skins) are perceived, by gender, March 2009
- Figure 136: Way in which frozen potato dishes (eg pierogis, twice-baked potatoes, potato skins) are perceived, by race/Hispanic origin, March 2009
Perceptions of prepared salad
- Figure 137: Way in which prepared salad (like refrigerated coleslaw, potato salad, or shelf stable potato salad) are perceived, by household income, March 2009
Perceptions of stuffing mixes
- Figure 138: Way in which stuffing mixes are perceived, by gender, March 2009
Perceptions of refrigerated side dishes
- Figure 139: Way in which refrigerated side dishes are perceived, by gender, March 2009
Changes in eating habits as a result of the recession
- Figure 140: Ways in which eating habits have changed as a result of the recession, by gender, March 2009
Appendix: Trade Associations

Side Dishes - US - June 2009

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