• Market Trends
  • Market Definition: Frozen Savory Meals and Meal Components Exclusions
  • Report Methodology
  • Retail Sales of Frozen Foods Total Almost $28 Billion in 2005
  • Figure 1-1: U.S. Retail Sales of Frozen Foods, 2001, 2005, 2010 (in millions of dollars)
  • Frozen Dinners/Entrees the Largest Category at $8.6 Billion
  • Table 1-1: U.S. Retail Sales of Frozen Foods, 2001-2010 (in millions of dollars)
  • Frozen Bread/Dough Dominates “Other Category
  • Figure 1-2: Share of IRI-Tracked Sales of Other Frozen Foods by Product Subcategory, 2001 vs. 2005 (percent)
  • Dinners/Entrees 31% of Total Sales
  • Figure 1-3: Share of Frozen Food Sales by Category, 2001 vs. 2005 (percent)
  • Retail Channels
  • Figure 1-4: Share of Frozen Food Sales by Retail Channel, 2005 (percent)
  • Seasonal Sales Vary by Category and Subcategory
  
  
• Market Outlook
  • Overview of Market Drivers
  • Demographic Changes
  • Table 1-2: Projected U.S. Population by Age Bracket: 2000, 2005, 2010 (in thousands)
  • America’s Broadening Cultural Diversity
  • Rising Mainstream Interest in Ethnic Foods
  • “Channel Blurring” Expands Distribution
  • Competition from Foodservice
  • More Eat In with Takeout
  • Challenge from Fresh Foods and Fresh Prepared Foods
  • Convenience as a Market Driver
  • The Wellness Factor
  • Natural/Organic Products Go Mainstream
  
  
• Competitive Trends
  • Hundreds of Competitors
  • Natural/Organic Marketers
  • Restaurant Names and Licensing Are Big Selling Points…
  • … As Are Tie-Ins with Diets
  • The Big Get Bigger
  • Strong Competition from Private Label
  
  
• Marketing and New Product Trends
  • About 400 New Products Annually
  • Figure 1-5: Top Five New Frozen Food Product Claims, 2002 vs. 2005
  • Table 1-3: Frozen Foods Selling Points by Package Tags, 2002-2005
  • Top-Selling New Products Tap into Multiple Consumer Demands
  • “Better-for-You” Is an Overriding Trend
  • Upping the Ante with Premium Frozen Foods
  • Mexican Foods Experiencing Double-Digit Growth
  • Meal Kits Remain a Hot Concept
  • Other Notable Introductions
  • Advertising Expenditures Approximately $390 Million
  
  
• The Retail Picture
  • At the Distribution Level
  • Retail Channels
  
  
• The Consumer
  • Note on Simmons Market Research Bureau Consumer Data
  • Overview of Simmons Data
  • Figure 1-6: Household Penetration Rates for Selected Types of Frozen Foods, 2005 (U.S. households)
  • Consumer Attitudes Toward Frozen Foods
  • Table 1-4: Top Demographic Indicators for Agreement with Statement: Easy to Prepare Foods Are My Favorite, 2005 (indices)
  • Table 1-5: Top Demographic Indicators for Agreement with Statement: I Often Eat Frozen Dinners, 2005 (indices)
  • Table 1-6: Top Demographic Indicators for Agreement with Statement: Frozen Dinners Have Little Nutritional Value, 2005 (indices)
  
  
• Looking Ahead
  • Pockets of Opportunity
  • Better-for-You Positioning
  • Lifestyle Marketing
  • The Mainstreaming of Natural/Organic Foods
  • Targeting Hispanic Consumers
  • Frozen Food Specialty Stores

Chapter 2: Frozen Dinners and Entrees

• Market Trends
  • Market Definition: Frozen Dinners and Entrees
  • Total Frozen Dinners/Entrees an $8.6 Billion Market
  • Table 2-1: U.S. Retail Sales of Frozen Dinners and Entrees, 2001-2005 (in millions of dollars)
  • Supermarkets Lead Retail Market with 75% of Sales
  • Figure 2-1: Share of Frozen Dinners/Entrees Sales by Retail Channel, 2005 (percent)
  
  
• Market Outlook
  • Changing Eating Patterns: At-Home Cooking Losing Ground
  • A Resurgence in Family Dinners?
  • Convenience, Plus
  • Focus on Health Driving Sales
  • Tapping into America’s Cultural Diversity
  • Natural/Organic Products Go Mainstream
  • “Share of Stomach” Competition Is Growing
  • Competition from Fresh Foods
  • New Competition from Easy Meal Prep
  • Retail Sales to Approach $9.5 Billion by 2010
  • Table 2-2: Projected U.S. Retail Sales of Frozen Dinners/Entrees, 2005-2010 (in millions of dollars)
  
  
• Competitive Trends
  • Frozen Dinners/Entrees Leaders
  • Regional and Niche Players
  • Recent Mergers, Acquisitions, and Corporate Shifts
  • IRI Revises Category Definitions
  • Nestlé and ConAgra Control 61% of IRI-Tracked Sales of Frozen Dinners/Entrees
  • Figure 2-2: Top Five Marketers of Frozen Dinners/Entrees by Share of IRI-Tracked Sales, 2005 (percent)
  • Nestlé Also Leads in Single-Serve Frozen Dinners/Entrees
  • Nestlé Also Leads Handheld Entrees Market…
  • …And $967 Million Multi-Serve Dinners/Entrees Segment
  • ConAgra Dominates $288 Million Frozen Pot Pies Market
  • Table 2-3: IRI-Tracked Sales and Shares of Frozen Dinners/Entrees, 2004 vs. 2005 (in millions of dollars)
  • Table 2-4: IRI-Tracked Sales and Shares of Frozen Single-Serve Dinners/Entrees, 2004 vs. 2005 (in millions of dollars)
  • Table 2-5: IRI-Tracked Sales and Shares of Frozen Handheld Entrees (Non-Breakfast), 2004 vs. 2005 (in millions of dollars)
  • Table 2-6: IRI-Tracked Sales and Shares of Frozen Multi-Serve Dinners/Entrees, 2004 vs. 2005 (in millions of dollars)
  • Table 2-7: IRI-Tracked Sales and Shares of Frozen Pot Pies, 2004 vs. 2005 (in millions of dollars)
  
  
• Marketing and New Product Trends
  • Packaging Suits Different Size Families
  • Upping the Ante with Premium and Superpremium Frozen Meals
  • Focusing on Diets and Healthy Lifestyles
  • Natural/Organic Foods Going Mainstream
  • New Ethnic Entrees Abound
  • Mexican Foods Going Mainstream
  • Expanding Asian Foods
  • Just for Kids
  • Bowl Meals Decline Drastically
  • Frozen Handheld Entrees
  • Frozen Multi-Serve Dinners/Entrees
  • Fast Growth for Slow Cookers
  • Skillet Meals Are Sizzling
  • Family Meals Take on Ethnic Flair
  • Advertising Trends
  • Marketers Spend Almost $180 Million on Advertising
  • Nestlé, ConAgra, Kraft Lead Advertisers
  
  
• The Consumer
  • Product and Brand Usage Rates
  • Key Demographic Characteristics Favoring Use of Selected Brands
  • Table 2-8: Household Penetration Rates for Frozen Complete Dinners (TV Dinners), 2005 (U.S. households)
  • Table 2-9: Household Penetration Rates for Frozen Entrees, 2005 (U.S. households)
  • Table 2-10: Household Penetration Rates for Frozen Handheld Entrees, 2005 (U.S. households)
  • Table 2-11: Top Demographic Indicators for Selected Frozen Complete Dinners (TV Dinners) Brands, 2005 (indices)
  • Table 2-12: Top Demographic Indicators for Selected Frozen Entrees Brands, 2005 (indices)
  • Table 2-13: Top Demographic Indicators for Selected Frozen Handheld Entrees Brands, 2005 (indices)

Chapter 3: Frozen Poultry, Seafood, and Meat

• Market Trends
  • Category Definition: Frozen Poultry, Seafood, and Meat
  • Frozen Poultry, Seafood, and Meat an $8.4 Billion Market
  • Table 3-1: U.S. Retail Sales of Frozen Poultry, Seafood, and Meat, 2001-2005 (in millions of dollars)
  • Poultry Accounts for 45% of Retail Sales
  • Figure 3-1: Share of IRI-Tracked Sales of Poultry, Seafood, and Meat by Product Subcategory, 2001 vs. 2005 (percent)
  • Supermarket Retail Share Just 62%
  • Figure 3-2: Share of Frozen Poultry, Seafood, and Meat Sales by Retail Channel, 2005 (percent)
  • Seasonal Sales
  
  
• Market Outlook
  • Convenience Rules
  • Consumers Seek No-Mess Cooking, Easy Clean-Up
  • It’s What’s For Dinner
  • Many Consumers Need Education
  • Biggest Competition Is Fresh Products
  • Organic Meat and Poultry Sales Surging
  • Frozen Seafood an Alternative to Fresh
  • Technological Advances Fuel Growth
  • More Prominence at Retail
  • Bird Flu, Mad Cow, Toxins, and Environmental Concerns
  • Retail Sales to Approach $10.7 Billion in 2010
  • Table 3-2: Projected U.S. Retail Sales of Frozen Poultry, Seafood, and Meat, 2005-2010 (in millions of dollars)
  
  
• Competitive Trends
  • Frozen Seafood, Poultry, and Meat Leaders
  • Recent Mergers, Acquisitions, and Divestures
  • Tyson Leads in Frozen Poultry; Private Label Follows
  • Private Label Dominates Frozen Seafood
  • Frozen Meat Market Highly Fragmented
  • Focus on Frozen Meat and Poultry Substitutes
  • Figure 3-3: Top Three Marketers of Frozen Meat and Poultry Substitutes by Share of IRI-Tracked Sales, 2004 vs. 2005 (in millions of dollars)
  • Table 3-3: IRI-Tracked Sales and Shares of Frozen Poultry, 2004 vs. 2005 (in millions of dollars)
  • Table 3-4: IRI-Tracked Sales and Shares of Frozen Seafood, 2004 vs. 2005 (in millions of dollars)
  • Table 3-5: IRI-Tracked Sales and Shares of Frozen Meat, 2004 vs. 2005 (in millions of dollars)
  • Table 3-6: IRI-Tracked Sales and Shares of Frozen Meat and Poultry Substitutes, 2004 vs. 2005 (in millions of dollars)
  
  
• Marketing and New Product Trends
  • Value-Added an Emerging Market
  • Premium Products and Certification Build Sales and Profits
  • Individual Portion-Sizes
  • More Attractive Packaging
  • Marketing Health
  • Just for Kids
  • Winging It
  • Talking Turkey
  • Making Waves with Seafood
  • Convenience Meats
  • A Better Burger
  • Upgrading Meat Substitutes
  • Advertising and Promotions Trends
  
  
• The Consumer
  • Almost Half of Households Use Frozen Prepared Seafood
  • 45% of Households Use Frozen Chicken
  • One in Three Households Eats Frozen Fried Chicken
  • Key Demographic Characteristics Include Kids, Race, Large Households, Regional Skew
  • Table 3-7: Household Penetration Rates for Frozen Prepared Seafood, 2005 (U.S. households)
  • Table 3-8: Household Penetration Rates for Frozen Poultry, Seafood, and Meat, 2005 (U.S. households)
  • Table 3-9: Household Penetration Rates for Frozen Fried Chicken, 2005 (U.S. households)
  • Table 3-10: Top Demographic Indicators for Selected Frozen Prepared Seafood Brands, 2005 (indices)
  • Table 3-11: Top Demographic Indicators for Selected Frozen Fried Chicken Brands, 2005 (indices)

Chapter 4: Frozen Vegetables

• Market Trends
  • Market Definition: Frozen Vegetables
  • Frozen Vegetables Sales Flat at $3.4 Billion
  • Table 4-1: U.S. Retail Sales of Frozen Vegetables, 2001-2005 (in millions of dollars)
  • Plain Vegetables 55% of Category Sales
  • Figure 4-1: Share of IRI-Tracked Sales of Frozen Vegetables by Product Subcategory, 2001 vs. 2005 (percent)
  • Supermarkets Lead Retail Market with 79% of Sales
  • Figure 4-2: Share of Frozen Vegetables Sales by Retail Channel, 2005 (percent)
  
  
• Market Outlook
  • Eat Your Veggies!
  • Rising Fresh Veggies Sales Negatively Impact Frozen Vegetables
  • Pockets of Opportunity
  • Seasons Impact Sales
  • New Products and Technology Fuel Growth
  • Retail Sales to Remain Flat Through 2010
  • Table 4-2: Projected U.S. Retail Sales of Frozen Vegetables, 2005-2010 (in millions of dollars)
  
  
• Competitive Trends
  • A Short List of Market Leaders
  • Private Label Almost 38% of Mass-Market Sales
  • Figure 4-3: Top Five Marketers of Frozen Vegetables by Share of IRI-Tracked Sales, 2004 vs. 2005 (percent)
  • Table 4-3: IRI-Tracked Sales and Shares of Frozen Vegetables, 2004 vs. 2005 (in millions of dollars)
  
  
• Marketing and New Product Trends
  • Organic Products Growing
  • All Steamed Up
  • Getting Saucy
  • Southern Comforts
  • You Say Potatoes
  • Targeting the Hispanic Market
  • Advertising Trends
  
  
• The Consumer
  • Three Out of Four Households Use Frozen Vegetables
  • 60% of Households Use Frozen Potatoes
  • Top Demographic Indicators Include Kids, Race, and Income
  • Table 4-4: Household Penetration Rates for Frozen Vegetables (Excluding Potatoes), 2005 (U.S. households)
  • Table 4-5: Household Penetration Rates for Frozen Potato Products, 2005 (U.S. households)
  • Table 4-6: Top Demographic Indicators for Selected Frozen Vegetables Brands, 2005 (indices)

Chapter 5: Frozen Pizza

• Market Trends
  • Market Definition: Frozen Pizza
  • Frozen Pizza a $3.2 Billion Market
  • Table 5-1: U.S. Retail Sales of Frozen Pizza, 2001-2005 (in millions of dollars)
  • Supermarkets Lead Retail Market with 73% of Sales
  • Figure 5-1: Share of Frozen Pizza Sales by Retail Channel, 2005 (percent)
  • Midwest the Core Market
  • Seasonal Sales
  
  
• Market Outlook
  • Room to Grow
  • New Crusts and Technological Advances Catalysts for Growth
  • Strong Category Management, Promotions Also Drive Growth
  • Frozen Pizza Has Price and Time Advantages
  • Take-Outs Offer New Faster Pizza
  • Retail Sales to Top $3.5 Billion by 2010
  • Table 5-2: Projected U.S. Retail Sales of Frozen Pizza, 2005-2010 (in millions of dollars)
  
  
• Competitive Trends
  • Frozen Pizza Leaders
  • Regional Marketers Serve Regional Tastes
  • Kraft Leads with Multiple Brands and 39% Mass-Market Share
  • Figure 5-2: Top Five Marketers of Frozen Pizza by Share of IRI-Tracked Sales, 2004 vs. 2005 (percent)
  • Table 5-3: IRI-Tracked Sales and Shares of Frozen Pizza, 2004 vs. 2005 (in millions of dollars)
  
  
• Marketing and New Product Trends
  • Positioning and Pricing Strategies
  • Frozen Pizza Active with Introductions
  • New Pizza Competitors
  • Pizza Goes “Better for You”
  • Microwaveable Pizza on the Ups
  • It’s All in the Crust
  • Targeting Larger—and Smaller—Households
  • New Toppings
  • Next Up, Pizza Sandwiches?
  • Advertising Trends
  • Lots of Promotional Backing
  
  
• The Consumer
  • Almost Two Out of Three Homes Use Frozen Pizza
  • A Family-Oriented Product
  • Table 5-4: Household Penetration Rates for Frozen Pizza, 2005 (U.S. households)
  • Table 5-5: Top Demographic Indicators for Selected Frozen Pizza Brands, 2005 (indices)

Chapter 6: Frozen Breakfast Foods

• Market Trends
  • Market Definition: Frozen Breakfast Foods
  • Table 6-1: U.S. Retail Sales of Frozen Breakfast Foods, 2001-2005 (in millions of dollars)
  • Frozen Breakfast Foods Approaching $1.7 Billion
  • “Other” Breakfast Foods Share Growing Rapidly
  • Figure 6-1: Share of IRI-Tracked Sales of Frozen Breakfast Foods by Product Subcategory, 2001 vs. 2005 (percent)
  • Supermarkets Lead Retail Market But Are Losing Share
  • Figure 6-2: Share of Frozen Breakfast Foods Sales by Retail Channel, 2005 (percent)
  
  
• Regional Differences
• Market Outlook
  • Are Americans Waking Up to Eating Breakfast?
  • Convenience Is the Main Market Driver
  • Kid-Targeted a Big Part of the Action
  • Competition from Other Breakfast Foods and Fast Food
  • Re-Merchandising the Breakfast Foods Case
  • Retail Sales to Top $1.9 Billion by 2010
  • Table 6-2: Projected U.S. Retail Sales of Frozen Breakfast Foods, 2005-2010 (in millions of dollars)
  
  
• Competitive Trends
  • Short List of Leading Marketers
  • Licensing an Important Market Component
  • Kellogg Has Wide Lead in Frozen Breakfast Foods
  • Figure 6-3: Top Marketers of Frozen Breakfast Foods by Share of IRI-Tracked Sales, 2004 vs. 2005 (percent)
  • General Mills Leads Frozen “Other” Breakfast Foods Segment by a Nose
  • Kellogg Dominates Frozen Waffles Segment
  • Table 6-3: IRI-Tracked Sales and Shares of Frozen Breakfast Foods, 2004 vs. 2005 (in millions of dollars)
  • Table 6-4: IRI-Tracked Sales and Shares of Frozen “Other” Breakfast Foods, 2004 vs. 2005 (in millions of dollars)
  • Table 6-5: IRI-Tracked Sales and Shares of Frozen Waffles, 2004 vs. 2005 (in millions of dollars)
  
  
• Marketing and New Product Trends
  • Building a Mega-Brand
  • General Mills Slashing Prices to Offer More Value
  • Breakfast Staples Get Healthier
  • New Offerings Expand “Other” Breakfast Foods Segment
  • Kid-Targeted Breakfast Items
  • Advertising and Promotions Trends
  • Advertising Positioning
  
  
• The Consumer
  • Frozen Waffles/Pancakes/French Toast in Nearly Half of Households
  • Frozen Breakfast Sandwiches/Entrees Used in 21% of Households
  • Kids a Key Demographic Indicator for Frozen Breakfasts
  • Table 6-6: Household Penetration Rates for Frozen Waffles/Pancakes/French Toast, 2005 (U.S. households)
  • Table 6-7: Household Penetration Rates for Frozen Breakfast Sandwiches/Entrees, 2005 (U.S. households)
  • Table 6-8: Top Demographic Indicators for Selected Frozen Waffles/Pancakes/French Toast Brands, 2005 (indices)
  • Table 6-9: Top Demographic Indicators for Selected Frozen Breakfast Sandwiches/Entrees Brands, 2005 (indices)

Chapter 7: Frozen Appetizers/Snacks

• Market Trends
  • Market Definition: Frozen Appetizers/Snacks
  • Table 7-1: U.S. Retail Sales of Frozen Appetizers/Snacks, 2001-2005 (in millions of dollars)
  • Frozen Appetizers/Snacks a $1.2 Billion Market
  • Supermarkets Lead Retail Market with 70% of Sales
  • Figure 7-1: Share of Frozen Appetizers/Snacks Sales by Retail Channel, 2005 (percent)
  • Sales Peak in Winter
  
  
• Market Outlook
  • Dual Appeal
  • Portion Control Could Become a Marketing Point
  • Line Between Meals and Snacks Blurring
  • Restaurants Exert a Powerful Influence
  • Variety Is Imperative
  • Retail Sales to Top $1.5 Billion by 2010
  • Table 7-2: Projected U.S. Retail Sales of Frozen Appetizers/Snacks, 2005-2010 (in millions of dollars)
  
  
• Competitive Trends
  • Frozen Appetizers/Snacks Leaders
  • Mexican, Asian, and Other Ethnic Specialties
  • Recent Mergers and Acquisitions
  • Heinz Leads Market with Multiple Brands
  • Figure 7-2: Top Marketers of Frozen Appetizers/Snacks by Share of IRI-Tracked Sales, 2004 vs. 2005 (percent)
  • Table 7-3: IRI-Tracked Sales and Shares of Frozen Appetizers/Snacks, 2004 vs. 2005 (in millions of dollars)
  
  
• Marketing and New Product Trends
  • Opportunity for Health Positioning?
  • …And for Resealable Bags?
  • Few Mainstream New Products
  • Natural Choices
  • Mexican and Asian Entries
  • Upscale Hors d’Oeuvres
  • Advertising Trends
  
  
• The Consumer
  • Over 22% of Households Use Frozen Appetizers/Snacks
  • Kids, High Income, and Region Are Prime Indicators
  • Table 7-4: Household Penetration Rates for Frozen Appetizers/Snacks, 2005 (U.S. households)
  • Table 7-5: Top Demographic Indicators for Selected Frozen Appetizers/Snacks Brands, 2005 (indices)

Appendix: Addresses of Selected Marketers