1. Executive Summary
   Scope and Methodology
   • Scope of Fruit Products Market
   • The Fruit Juice Products Market
   • The Packaged Fruit Market
   • The Fruit Confectionary Market
   • Report Methodology
   
   The Overall Market
   • Retail Sales Approach $21 Billion in 2000, Forecast to Near $25 Billion by 2005
   • Table 1-1: U.S. Retail Sales of Fruit Products by Market Category, 1996-2005 (dollars): Fruit Juice Products, Packaged Fruit, Fruit Confectionary, Total
   • Fruit Juice Products Account for Three-Fourths of Market
   • Figure 1-1: Share of U.S. Fruit Product Retail Sales by Market Category, 2000 (percent): Fruit Juice Products, Packaged Fruit, Fruit Confectionary
   • Competition from Fresh Fruit
   • Single Serve Is New Fruit Product Frontier
   • Consumers Expect Better Nutrition
   • Children's Segment Important, But Recent Health Report Not Encouraging
   • Four Main Classes of Marketers
   • Licensing an Important Market Component
   • Private Label Is Largest Shareholder
   
   The Fruit Juice Products Market
   • Three Types of Product Classification
   • Classification by Storage Method
   • Classification by Flavor
   • Classification by Juice Content
   • Fruit Juice Product Sales Top $15 Billion in 2000
   • Refrigerated Fruit Juice at 43% of Sales
   • Orange Juice Products Claim 41% Share
   • Premium Products Drive Up Sales
   • PepsiCo Leads with a 17% Share
   • PepsiCo and Coca-Cola Vie for Dominance
   • Ocean Spray vs. Northland in the Cranberry Segment
   • Tree Top vs. Mott's in the Apple Juice Segment
   • Campbell Soup Company Monopolizes Tomato Juice Segment
   • Welch Foods Monopolizes Grape Juice Segment
   • Marketers Fortifying Their Products
   • Everyone Is Competing with Single-Serve
   • Vegetable-Fruit Blends
   • Consumer Advertising Expenditures Reach $255 Million in 2000
   • Retail Margins Lower Than Average
   • Corporate Websites
   • Orange Juice Consumers Are Most Numerous
   • Three-Fourths of U.S. Adults Use Refrigerated, Bottled, or Canned Orange Juice
   • Close to Half of U.S. Adults Use Frozen Orange Juice
   • Two-Thirds of U.S. Adults Use Other Fruit Juices or Fruit Drinks
   • Two-Fifths of U.S. Adults Use Tomato or Vegetable Juice
2. The Overall market
   The Products
   • Scope of Market
   • The Fruit Juice Products Market
   • The Packaged Fruit Market
   • The Fruit Confectionary Market
   
   Labeling and Regulations
   • Two Congressional Initiatives Open Door
   • NLEA Requires Food Nutrition Labels
   • The NLEA and Fruit Juice Products
   • Absolute Values and % of Daily Values Required for Nutrients
   • Definitions of NLEA Terms "High," "Good Source," and "More"
   • NLEA Allows Health Claims
   • Canned and Frozen Fruit Can Be Labeled "Healthy"
   • Figure 2-1: U.S. Retail Sales of Fruit Products, 1996-2000 (dollars)
   
   Market Size and Composition
   • Fruit Products Market Approaches $21 Billion
   • Table 2-1: U.S. Retail Sales of Fruit Products by Market Category, 1996-2000 (dollars): Fruit Juice Products, Packaged Fruit, Fruit Confectionary, Total
   • Fruit Juice Product Sales Top $15 Billion
   • Packaged Fruit Market Is $3.5 Billion in 2000
   • Fruit Confectionary Sales of $2 Billion in 2000
   • Fruit Juice Products Account for Three-Fourths of Market
   • Figure 2-2: Share of U.S. Fruit Product Retail Sales by Market Category, 2000 (percent): Fruit Juice Products, Packaged Fruit, Fruit Confectionary
   
   Factors to Market Growth
   • Competition from Fresh Fruit
   • Single Serve Is New Fruit Product Frontier
   • Consumers Expect Better Nutrition
   • Children's Segment Important, But Recent Health Report Not Encouraging
   • Figure 2-3: Projected U.S. Retail Sales of Fruit Products, 2000-2005 (dollars)
   
   Projected Market Growth
   • Fruit Product Sales to Reach $24 Billion in 2005
   • Table 2-2: Projected U.S. Retail Sales of Fruit Products by Market Category, 2000-2005 (dollars): Fruit Juice Products, Packaged Fruit, Fruit Confectionary, Total
   • Fruit Juice Products Market to Reach $18 Billion by 2005
   • Packaged Fruit Market to Near $4 Billion by 2005
   • Fruit Confectionary Sales to Near $2.3 Billion in 2003
   
   The Marketers
   • Four Main Classes of Marketers
   • Licensing an Important Market Component
   • Table 2-3: U.S. Market for Fruit Products: Selected Marketers and Brands (139 Marketers)
   
   Marketer and Brand Share Overview
   • Methodology
   • Private Label Is Largest Shareholder
   • PepsiCo and Coca-Cola Are Top Marketers
   • Table 2-4: Marketer/Brand Shares of U.S. Supermarket Sales of Fruit Products, 2000 (percent): 17 Marketers/35 Brands, Private Label, All Others
3. The Fruit juice products market
   Scope of Market
   • Products Included
   • Products Not Included
   
   Product Classifications
   • Three Types of Product Classification
   • Classification by Storage Method
   • Classification by Flavor
   • Classification by Juice Content
   • Classifications Overlap
   
   Ingredients
   • Meaning of "100% Juice" and "No Sugar Added" Sometimes Fuzzy
   • Calcium
   • Vitamin C
   
   Product Packaging
   • Product Packaging
   • Gabletop Rules Supermarket Refrigerated Segment
   • PET Making Inroads in All Outlets and Sizes
   • Glass Still Used for Most Single-Serve Products . . .
   • . . . and for Premium Fruit Juice Products
   • Aseptic Paper Boxes and Juice Pouches
   
   Labeling and Regulations
   • Two Congressional Initiatives Open Door
   • NLEA Requires Food Nutrition Labels
   • The NLEA and Fruit Juice Products
   • Absolute Values and % of Daily Values Required for Nutrients
   • Definitions of NLEA Terms "High," "Good Source," and "More"
   • NLEA Allows Health Claims for Healthy Products
   • Labeling Unpasteurized Juices
   • Figure 3-1: U.S. Retail Sales of Fruit Juice Products, 1996-2000 (dollars)
   
   Overall Market Size and Composition
   • Methodology
   • Fruit Juice Products Market Tops $15 Billion in 2000
   • Table 3-1: U.S. Retail Sales of Fruit Juice Products, 1996-2000 (dollars)
   • Supermarkets Account for 68% of Total Retail Sales
   • Figure 3-2: Share of Fruit Juice Product Market by Class of Trade, 2000 (percent): Supermarkets, Convenience Stores, Mass Merchandisers, Warehouse Clubs, Other
   • Supermarket Sales of Juice Products Reach $10.2 Billion in 2000
   • Table 3-2: U.S. Supermarket Sales of Fruit Juice Products, 1996-2000 (dollars)
   
   Market Size and Composition by Storage Method
   • Methodology
   • Refrigerated Fruit Juice at 43% of Sales
   • Supermarket Sales of Refrigerated Juice Approach $4.4 Billion in 2000
   • Orange Juice at 70% of Refrigerated Sales
   • Slow-Down for Sales of Shelf-Stable Bottled Juices
   • Cranberry Juice at 25% of Bottled Juice Sales
   • Frozen Concentrate Sales Slip Below $1 Billion Mark
   • Frozen Fruit Drink Concentrates Increase Share
   • Aseptic Sales Overtake Canned
   • Juice Drinks at 76% of Aseptic Sales
   • Canned Juice Sales Fall 5% in 2000
   • Juice Drinks Increase Their Share of Canned Sales
   • Frozen Fruit Juice Bars at $137 Million in 2000
   • Falling Interest in Shelf-Stable Liquid Concentrates
   • Shelf-Stable Concentrate Segment Split in Half Between Juice Drinks, Fruit Juices
   • Table 3-3: Share of U. S. Supermarket Sales of Fruit Juice Products by Storage Method, 1998 vs. 2000 (percent): 7 Types of Storage Method
   • Table 3-4: U.S. Supermarket Sales of Refrigerated Fruit Juice Products, 1996-2000 (dollars)
   • Table 3-5: Share of U.S. Supermarket Sales of Refrigerated Fruit Juice Products by Flavor, 1998 vs. 2000 (percent): 4 Flavors, Other
   • Table 3-6: U.S. Supermarket Sales of Shelf-Stable Bottled Fruit Juice Products, 1996-2000 (dollars)
   • Table 3-7: Share of U.S. Supermarket Sales of Shelf-Stable Bottled Fruit Juice Products by Flavor, 1998 vs. 2000 (percent): 7 Flavors, Other
   • Table 3-8: U.S. Supermarket Sales of Frozen Fruit Juice Concentrates, 1996-2000 (dollars)
   • Table 3-9: Share of U.S. Supermarket Sales of Frozen Fruit Juice Concentrates by Flavor, 1998 vs. 2000 (percent): 6 Flavors, Other
   • Table 3-10: U.S. Supermarket Sales of Aseptic Fruit Juice Products, 1996-2000 (dollars)
   • Table 3-11: Share of U.S. Supermarket Sales of Aseptic Fruit Juice Products by Type, 1998 vs. 2000 (percent): Juice Drink, Fruit Juice
   • Table 3-12: U.S. Supermarket Sales of Canned Fruit Juice Products, 1996-2000 (dollars)
   • Table 3-13: Share of U.S. Supermarket Sales of Canned Fruit Juice Products by Type/Flavor, 1998 vs. 2000 (percent): Fruit Juice, Vegetable Juice/Cocktail, Juice Drink
   • Table 3-14: U.S. Supermarket Sales of Frozen Fruit Juice Bars, 1996-2000 (dollars)
   • Table 3-15: U.S. Supermarket Sales of Shelf-Stable Liquid Fruit Juice Concentrates, 1996-2000 (dollars)
   • Table 3-16: Share of U.S. Supermarket Sales of Shelf-Stable Liquid Fruit Juice Concentrates by Type, 1998 vs. 2000 (percent): Juice Drink, Fruit Juice
   
   Market Size and Composition by Juice Flavor
   • Methodology
   • Orange Juice Products Claim 41% Share
   • Supermarket Sales of Orange Juice Products at $3.5 Billion in 2000
   • Refrigerated Constitutes 87% of Orange Juice Sales
   • Fruit Drink Sales at $1.6 Billion
   • Fruit Drink Popular in Shelf-Stable and Refrigerated Segments
   • Cranberry Juice Products Plateau in 2000
   • Shelf-Stable Bottles Account for 99% of Cranberry Juice Market
   • 100% Juice Cuts Into Sales of Cranberry Juice Cocktails
   • 100% Juice Cranberry Blends at $203 Million in Sales
   • Apple Juice Product Sales Stagnate
   • Shelf-Stable Bottled at 88% of Apple Juice Segment
   • Shelf-Stable Cider at 64% of Segment
   • Double-Digit Growth for Fruit Juice Blends
   • Refrigerated Products Rise to 58% of Fruit Juice Blend Sales
   • A Downturn for Grapefruit Juice Product Sales
   • Supermarket Sales of Grapefruit Juice at $203 Million
   • Refrigerated Products at 65% of Grapefruit Juice Sales
   • Grapefruit Juice Cocktail in Retreat
   • Shelf-Stable Bottles at Nearly 100% of Grapefruit Juice Cocktail Market
   • 5% Drop for Tomato/Vegetable Juice in 2000
   • Shelf-Stable Bottled at 97% of Tomato/Vegetable Juice Sales
   • Lemonade on the Rebound
   • Shelf-Stable Takes Over Lead in Lemonade
   • Erratic Growth for Grape Juice
   • Shelf-Stable Bottled at 82% of Grape Juice Sales
   • Table 3-17: Share of U.S. Supermarket Sales of Fruit Juice Products by Flavor, 2000 (percent): 9 Flavors, Other
   • Table 3-18: U.S. Supermarket Sales of Orange Juice Products, 1996-2000 (dollars)
   • Table 3-19: Share of U.S. Supermarket Sales of Orange Juice Products by Storage Method, 1998 vs. 2000 (percent): Refrigerated, Frozen Concentrate, Shelf-Stable Bottled
   • Table 3-20: U.S. Supermarket Sales of Fruit Drink Products, 1996-2000 (dollars)
   • Table 3-21: Share of U.S. Supermarket Sales of Fruit Drink Products by Storage Method, 1998 vs. 2000 (percent): Shelf-Stable Bottled, Refrigerated, Frozen Concentrate
   • Table 3-22: U.S. Supermarket Sales of Cranberry Juice Products, 1996-2000 (dollars)
   • Table 3-23: Share of U.S. Supermarket Sales of Cranberry Juice Products by Storage Method, 1998 vs. 2000 (percent): Shelf-Stable Bottled, Refrigerated
   • Table 3-24: U.S. Supermarket Sales of Cranberry Juice Cocktail, 1996-2000 (dollars)
   • Table 3-25: U.S. Supermarket Sales of 100% Juice Cranberry Blends, 1996-2000 (dollars)
   • Table 3-26: U.S Supermarket Sales of Apple Juice Products, 1996-2000 (dollars)
   • Table 3-27: Share of U.S. Supermarket Sales of Apple Juice Products by Storage Method, 1998 vs. 2000 (percent): Shelf-Stable Bottled, Frozen Concentrate, Refrigerated
   • Table 3-28: Share of U.S. Supermarket Sales of Apple Cider by Storage Method, 1998 vs. 2000 (percent): Shelf-Stable Bottled, Refrigerated
   • Table 3-29: U.S. Supermarket Sales of Fruit Juice Blends, 1996-2000 (dollars)
   • Table 3-30: Share of U.S. Supermarket Sales of Fruit Juice Blends by Storage Method, 1998 vs. 2000 (percent): Refrigerated, Shelf-Stable Bottled, Frozen Concentrate
   • Table 3-31: U.S. Supermarket Sales of Grapefruit Juice Products, 1996-2000 (dollars)
   • Table 3-32: U.S. Supermarket Sales of Grapefruit Juice, 1996-2000 (dollars)
   • Table 3-33: Share of U.S. Supermarket Sales of Grapefruit Juice by Storage Method, 1998 vs. 2000 (percent): Refrigerated, Shelf-Stable Bottled, Frozen Concentrate
   • Table 3-34: U.S. Supermarket Sales of Grapefruit Juice Cocktail, 1996-2000 (dollars)
   • Table 3-35: Share of U.S. Supermarket Sales of Grapefruit Juice Cocktail by Storage Method, 1998 vs. 2000 (percent): Shelf-Stable Bottled, Refrigerated
   • Table 3-36: U.S. Supermarket Sales of Tomato/Vegetable Juice, 1996-2000 (dollars)
   • Table 3-37: Share of U.S. Supermarket Sales of Tomato/Vegetable Juice by Storage Method, 1998 vs. 1999 (percent): Shelf-Stable Bottled, Refrigerated
   • Table 3-38: U.S. Supermarket Sales of Lemonade, 1996-2000 (dollars)
   • Table 3-39: Share of U.S. Supermarket Sales of Lemonade by Storage Method, 1998 vs. 2000 (percent): Shelf-Stable Bottled, Frozen Concentrate, Refrigerated
   • Table 3-40: U.S. Supermarket Sales of Grape Juice, 1996-2000 (dollars)
   • Table 3-41: Share of U.S. Supermarket Sales of Grape Juice by Storage Method, 1998 vs. 2000 (percent): Shelf-Stable Bottled, Frozen Concentrate, Refrigerated
   
   Factors to Market Growth
   • Demand for Convenience Accelerates in 1990s
   • Juice Breaks Out of Breakfast Mold
   • Single Serve Is New Fruit Juice Frontier
   • Consumers Expect Better Nutrition
   • The Rise of Nutraceuticals
   • Many Fruit Juice Products Offer Health Benefits
   • New 100% Juice Product Introductions
   • Juice Benefits from Green Trends
   • Premium Products Drive Up Sales
   • Children's Products Are Big
   • But Too Much Juice Can Be Bad for Kids
   • Competition from Other Types of Beverages
   • Figure 3-3: Projected U.S. Retail Sales of Fruit Juice Products, 2000-2005 (dollars)
   
   Projected Market Growth
   • Sales to Reach $18 Billion in 2005
   • Table 3-42a: Projected U.S. Retail Sales of Fruit Juice Products, 2000-2005 (dollars)
   • Supermarket Sales to Near $12 Billion
   • Table 3-42b: Projected U.S. Supermarket Sales of Fruit Juice Products, 2000-2005 (dollars)
   
   The Marketers
   • Hundreds of Marketers
   • Table 3-43: U.S. Market for Fruit Juice Products: Selected Marketers and Brands (46 Marketers)
   
   Overall Marketer and Brand Shares
   • Methodology
   • PepsiCo Leads with a 17% Share
   • Coca-Cola Second at 15%
   • Ocean Spray Cranberries Leads Off Second Tier
   • Private Label Slips Below PepsiCo in Sales
   • Table 3-44: Marketer/Brand Shares of U.S. Supermarket Sales of Fruit Juice Products, 1998-2000 (percent): 12 Marketers, Private Label, All Others
   
   Marketer and Brand Shares by Storage Method
   • Methodology
   • PepsiCo Dominates Refrigerated Segment
   • Fragmentation Characterizes Shelf-Stable Bottled Segment
   • Coca-Cola Is #1 in Frozen Concentrates
   • Philip Morris/Kraft Is #1 in Aseptic Sales
   • Nestlé USA and Campbell Soup Company Lead Canned Segment
   • Nestlé's Dole Frozen Fruit Juice Bars Are #1
   • Welch Foods Dominates Liquid Concentrate Segment
   • Table 3-45: Marketer/Brand Shares of U.S. Supermarket Sales of Refrigerated Fruit Juice Products, 2000 (percent): 4 Marketers/6 Brands, Private Label, All Others
   • Table 3-46: Marketer/Brand Shares of U.S. Supermarket Sales of Shelf-Stable Bottled Fruit Juice Products, 2000 (percent): 12 Marketers/22 Brands, Private Label, All Others
   • Table 3-47: Marketer/Brand Shares of U.S. Supermarket Sales of Frozen Fruit Juice Concentrate, 2000 (percent): 4 Marketers/9 Brands, Private Label, All Others
   • Table 3-48: Marketer/Brand Shares of U.S. Supermarket Sales of Aseptic Fruit Juice Products, 2000 (percent): 4 Marketers/6 Brands, Private Label, All Others
   • Table 3-49: Marketer/Brand Shares of U.S. Supermarket Sales of Canned Fruit Juice Products, 2000 (percent): 5 Marketers/9 Brands, Private Label, All Others
   • Table 3-50: Marketer/Brand Shares of U.S. Supermarket Sales of Frozen Fruit Juice Bars, 2000 (percent): 5 Marketers/Brands
   • Table 3-51: Marketer/Brand Shares of U.S. Supermarket Sales of Shelf-Stable Liquid Fruit Juice and Drink Concentrate, 2000 (percent): 4 Marketers/5 Brands, Private Label, All Others
   
   Marketer and Brand Shares by Flavor
   • Methodology
   • PepsiCo's Tropicana Dominates Orange Juice Segment
   • Procter & Gamble Leads Fruit Drink Sales
   • Ocean Spray Still Controls Cranberry Juice Market
   • Ocean Spray Defines Cranberry Juice Cocktail Segment . . .
   • . . . While Northland Defines 100% Juice Cranberry Blend Segment
   • Private Label Is Tops in Apple Juice Segment
   • PepsiCo's Dole Brand Is #1 Fruit Juice Blend
   • Ocean Spray Is #1 Marketer of Grapefruit Juice Products
   • PepsiCo Controls One-Third of 100% Grapefruit Juice Sales
   • Ocean Spray Controls Grapefruit Juice Cocktail Sales
   • Campbell Soup Company Defines Tomato Juice Market
   • Coca-Cola's Minute Maid Is #1 Lemonade
   • Welch Foods Synonymous with Grape Juice
   • Table 3-52: Marketer/Brand Shares of U.S. Supermarket Sales of Orange Juice, 2000 (percent): 3 Marketers/Brands, Private Label, All Others
   • Table 3-53: Marketer/Brand Shares of U.S. Supermarket Sales of Fruit Drink, 2000 (percent): 6 Marketers/14 Brands, Private Label, All Others
   • Table 3-54: Marketer/Brand Shares of U.S. Supermarket Sales of Cranberry Juice Products, 2000 (percent): 7 Marketers/Brands, Private Label, All Others
   • Table 3-55: Marketer/Brand Shares of U.S. Supermarket Sales of Cranberry Juice Cocktail, 2000 (percent): 5 Marketers/Brands, Private Label, All Others
   • Table 3-56: Marketer/Brand Shares of U.S. Supermarket Sales of 100% Juice Cranberry Blends, 2000 (percent): 3 Marketers/Brands, Private Label, All Others
   • Table 3-57: Marketer/Brand Shares of U.S. Supermarket Sales of Apple Juice, 2000 (percent): 4 Marketers/6 Brands, Private Label, All Others
   • Table 3-58: Marketer/Brand Shares of U.S. Supermarket Sales of Fruit Juice Blends, 2000 (percent): 5 Marketers/Brands, Private Label, All Others
   • Table 3-59: Marketer/Brand Shares of U.S. Supermarket Sales of Grapefruit Juice Products, 2000 (percent): 3 Marketers/Brands, Private Label, All Others
   • Table 3-60: Marketer/Brand Shares of U.S. Supermarket Sales of 100% Grapefruit Juice, 2000 (percent): 3 Marketers/Brands, Private Label, All Others
   • Table 3-61: Marketer/Brand Shares of U.S. Supermarket Sales of Grapefruit Juice Cocktail, 2000 (percent): 2 Marketers/Brands, Private Label, All Others
   • Table 3-62: Marketer/Brand Shares of U.S. Supermarket Sales of Tomato/Vegetable Juice, 2000 (percent): 2 Marketers/4 Brands, Private Label, All Others
   • Table 3-63: Marketer/Brand Shares of U.S. Supermarket Sales of Lemonade, 2000 (percent): 3 Marketers/7 Brands, Private Label, All Others
   • Table 3-64: Marketer/Brand Shares of U.S. Supermarket Sales of Grape Juice, 2000 (percent): 2 Marketers/Brands, Private Label, All Others
   
   Competitive Overview
   • 100% Juices and Juice Blends vs. Fruit Drinks
   • Most Marketers Enter Fortification Trend
   • Marketers Woo Consumers with Convenient Products
   • PepsiCo and Coca-Cola Vie for Dominance
   • Acquisitions Strengthen Cadbury Schweppes' Competitive Position
   • Ocean Spray vs. Northland in the Cranberry Segment
   • Tree Top vs. Mott's in the Apple Juice Segment
   • Campbell Soup Company Monopolizes Tomato Juice Segment
   • Welch Foods Monopolizes Grape Juice Segment
   • New Age Marketers Do Their Own Thing
   
   Competitive Profile: Cadbury Schweppes Plc
   • World's Third-Largest Beverage Company
   • Company Builds Beverage Empire through Acquisitions
   • Mott's Establishes Four Brand Groups for Its Product Lines
   • Mott's Brand Covers Many Juice Segments
   • Acquisition of Hawaiian Punch in 1999
   • Cadbury Schweppes Promotes Hawaiian Punch Nationally
   • Clamato Is #1 Seafood Blend
   
   Competitive Profile: The Campbell Soup Company
   • World's Largest Soup Company
   • Campbell Dominates Tomato and Vegetable Juice Segment
   • V8 Brand Defines Tomato and Vegetable Juice Cocktails
   • V8 Splash Stirs Up Tomato Juice Segment in 1998 . . .
   • . . . But Flounders in 2000
   • Campbell Fortifies V8 Splash with Calcium
   
   Competitive Profile: The Coca-Cola Company
   • World's #1 Soft-Drink Company
   • Hi-C the Original Fortified Fruit Drink, Now Extends to Frozen Juice Bars
   • Fruitopia Is Coca-Cola's New Age Entry
   • Minute Maid Is Premium From-Concentrate Juice Brand
   • Minute Maid Rides the Fortification Trend
   • Minute Maid Re-Enters Not-From-Concentrate Market
   • Coca-Cola Enters Partnership with Procter & Gamble
   • Coca-Cola's Growth Strategy Differs from PepsiCo's
   • Coca-Cola Revises In-School Marketing Contracts
   • Mad River Acquisition in 2001
   
   Competitive Profile: Florida's Natural Growers
   • A Citrus Growers Cooperative Since 1933
   • A Leading Marketer of Refrigerated Orange and Grapefruit Juices
   • Florida's Natural Goes Up Against Tropicana Orange Juice . . .
   • . . . and Grapefruit Juice
   • Other Refrigerated Not-From-Concentrate Juices
   
   Competitive Profile: Hansen Natural Corporation
   • Focus on All-Natural Beverages
   • Hansen Offers Fruit Juices, Juice Cocktails, and Lemonades
   • Hansen Fortifies Its 100% Juice Healthy Start Juices
   
   Competitive Profile: Nantucket Allserve, Inc.
   • A Privately Owned, New Age Success Story
   • A Complete Line of Fruit Juices and Juice Cocktails
   • Original Nectars Consist of Fresh Juices
   • Nantucket Introduces Nutraceutical-Enhanced Super Nectars
   • Squeezed Nectars Come in Mason Jar-Like Packaging
   
   Competitive Profile: Nestlé USA, Inc.
   • Subsidiary of the World's Largest Food Company
   • Fifth-Largest Marketer of Fruit Juice Products in Supermarkets
   • Juicy Juice a Leading Fruit Juice Blend
   • Kern's Is #1 Fruit Nectar
   • Dole Frozen Fruit Bars Are #1
   
   Competitive Profile: Northland Cranberries, Inc.
   • The World's Largest Cranberry Grower
   • Northland Introduces First 100% Juice Cranberry Product
   • Northland Acquires Seneca Brand in 1999
   • Northland Promises Increased Advertising
   • Northland Sells Its Private-Label Unit
   
   Competitive Profile: Ocean Spray Cranberries, Inc.
   • Sales of $1.3 Billion in 2000
   • Northland Challenges Ocean Spray
   • A History of Innovative Packaging
   • Many Unique Ocean Spray Cranberry Juice Cocktails
   • Fortified Crantastics Juice Drinks Target Kids
   • Ocean Spray's Grapefruit Juice Entries
   • Ocean Spray Promotes Health Benefits of Cranberry Juice . . .
   • . . . and of Grapefruit Juice
   • Acquisition of Nantucket Allserve in 1998
   • Ocean Spray Up for Sale?
   
   Competitive Profile: Odwalla, Inc.
   • Leading Marketer of Fresh 100% Juice
   • Odwalla Pioneers Flash Pasteurization
   • All-Natural Superpremium Juices
   • Odwalla Turns to Premium PET Packaging for Refrigerated Juices
   • Odwalla's "Nutritionals" Include Cutting-Edge Nutraceuticals
   • Fresh Samantha Garnered Sales of $40 Million in 1999
   • Fresh Samantha Offers Catchy Products
   
   Competitive Profile: PepsiCo, Inc.
   • Major Competitor in Soft Drinks, Snacks, and Juices Markets
   • 1998 Tropicana Acquisition Puts PepsiCo into the Juice Business
   • Tropicana Leads Refrigerated and Orange Juice Segments
   • Tropicana's Dole Brand Extends in Single-Serve
   • PepsiCo's Fruitworks Takes on Coca-Cola's Fruitopia
   • Tropicana Drenchers Target Teens
   
   Competitive Profile: Philip Morris Companies, Inc./Kraft Foods
   • The World's #1 Cigarette Maker
   • Philip Morris Acquires Kraft Foods in 1998
   • Seventh-Largest Brand Marketer of Fruit Juice Products in Supermarkets
   • Philip Morris Possibly to Spin Off Kraft?
   • Capri Sun Is #1 Aseptic Fruit Drink
   • Kool-Aid Available in Shelf-Stable Bottled Form
   • Ready-To-Drink Tang
   
   Competitive Profile: Procter & Gamble Company
   • Sales of $40 Billion in 2000
   • Sunny Delight Sales Fall
   • Procter & Gamble Forms Partnership with Coca-Cola
   
   Competitive Profile: South Beach Beverage Company
   • Privately Owned Company Takes New-Age Market by Storm
   • The SoBe Lizard
   • SoBe Launches a $9-Million Advertising Campaign in 2000
   • Professional Golfer John Daly Joins Team Lizard
   • 3C Juice Blends
   • Functional Beverages Make Up SoBe's Powerline
   
   Competitive Profile: Snapple Beverage Group, Inc.
   • Snapple Acquired by Cadbury Schweppes in 2000
   • The Original New Age Marketer
   • Elements Line Consists of Fortified Juices
   • Mistic Brands' Zotics Are "Exotic" Juice Drinks
   • Urban Drinks Tap into Hip-Hop Culture
   
   Competitive Profile: Tree Top, Inc.
   • The #1 U.S. Apple Juice Marketer
   • Eleventh Largest Marketer of Fruit Juice Products
   • Tree Top Wages War Against Mott's in Shelf-Stable Bottled Segment
   • Tree Top Converts to Plastic Packaging
   • Leading Marketer of Frozen Apple Juice Concentrate
   
   Competitive Profile: Vitality Beverages, Inc.
   • Formed in 1999
   • Lykes Bros. Decline Begins in 1980s
   • PepsiCo and Coca-Cola Squeeze Lykes Bros. Out
   • Pasco Brands Provides Private Label in Many Segments
   
   Competitive Profile: Welch Foods, Inc.
   • The World's Largest Marketer of Grape Products
   • Welch Enjoys Phenomenal Brand Equity
   • A Major Product Innovator
   • Introduces Fortified Refrigerated Cocktails in 1999
   • Innovative Concentrate Forms Offer Convenience to Consumers
   • Welch's Frozen Fruit Juice Bars
   • Competes with a Variety of Single-Serve Products
   • Touts Health Benefits of Purple Grape Juice . . .
   • . . . and of White Grape Juice
   
   New Product Trends
   • Marketers Fortify Their Products with Calcium . . .
   • . . . and Other Nutraceuticals
   • . . . and Other Exotic Ingredients
   • Vegetable-Fruit Blends
   • Everyone Is Competing with Single-Serve
   • Marketers Continue to Experiment with Packaging
   • Aseptic Children's Products
   • Table 3-65: The U.S. Market for Fruit Juice Products: Selected New Product Introductions and Line Extensions, 1999-2000
   
   Advertising and Promotions
   • Methodology
   • Consumer Advertising Expenditures Reach $255 Million in 2000
   • PepsiCo Steps Up Advertising and Become Largest Spender
   • Coca-Cola Is Next Biggest Spender
   • Two Other Marketers Spend More Than $20 Million
   • Five Other Marketers Each Spend $10- $20 Million
   • Brand Image Is Extremely Important
   • Marketers Tout Juice Content
   • Advertising Makes Nutritional Claims
   • Unique Packaging Fills Ads
   • Concentrate Ads Focus on Ease of Use
   • Trade Advertising
   
   Retail Overview
   • Supermarkets Lead in Fruit Juice Product Sales
   • Margins Are Lower Than Average
   • Supermarkets Display Fruit Juice Products by Storage Method
   • Refrigerated Fruit Juice Products
   • Shelf-Stable Fruit Juice Products
   • Frozen Fruit Juice Products
   • Vending Machines Fall into Three Categories
   • Dedicated Machines
   • Nondedicated Machines
   • All-Purpose Machines
   • Convenience Stores
   • Mass Merchandisers Offer Lowest Prices
   • Drugstores Have Fewer Products, Higher Prices
   
   Internet Retailing
   • Shopping the Internet
   • The Internet Food Shopper
   • Corporate Websites
   
   The Consumer
   • Note on Simmons Market Research Bureau Data
   • Orange Juice Consumers Are Most Numerous
   • Table 3-66: Purchaser Overview for Fruit Juice Product Consumers, 2000 (percent): 4 Product Segments
   
   The Refrigerated, Bottled, and Canned Orange Juice Consumer
   • Three-Fourths of U.S. Adults Use
   • Heavy Usage Skews to Younger Consumers
   • Two-Thirds of U.S. Adults Use Refrigerated Orange Juice
   • Two-Fifths of U.S. Adults Use Cartons
   • Tropicana Pure Premium Is Number-One Orange Juice
   • Age and Household Factors Distinguish Tropicana Users
   • Younger Consumers and Families Use Minute Maid Brands
   • Florida's Natural Consumers Are Older
   • Table 3-67: U. S. Adult Use of Refrigerated, Bottled, or Canned Orange Juice by Frequency of Use, 2000 (number and percent): Heavy, Medium, Light
   • Table 3-68: Demographic Characteristics Favoring Use of Refrigerated, Bottled, or Canned Orange Juice by Frequency of Use: All Users vs. Heavy Users, 2000 (U.S. Adults)
   • Table 3-69: Demographic Characteristics Favoring Use of Refrigerated Orange Juice, 2000 (U.S. Adults)
   • Table 3-70: U. S. Adult Use of Refrigerated, Bottled, or Canned Orange Juice by Form Most Often Used, 2000 (number and percent): 5 Types of Form, Other
   • Table 3-71: U. S. Adult Use of Refrigerated, Bottled, or Canned Orange Juice by Brand, 2000 (number and percent): 26 Brands, Other Brands, Store Brands
   • Table 3-72: Demographic Characteristics Favoring Use of Refrigerated, Bottled, or Canned Orange Juice by Brand Summary: Tropicana, Tropicana Pure Premium, and Tropicana Season's Best, 2000 (U.S. Adults)
   • Table 3-73: Demographic Characteristics Favoring Use of Refrigerated, Bottled, or Canned Orange Juice by Brand Summary: Minute Maid, 2000 (U.S. Adults)
   • Table 3-74: Demographic Characteristics Favoring Use of Refrigerated, Bottled, or Canned Orange Juice by Brand: Florida's Natural vs. Store Brands, 2000 (U.S. Adults)
   
   The Frozen Orange Juice Consumer
   • Close to Half of U.S. Adults Use
   • Heavy Usage Skews to Younger Consumers
   • Minute Maid Is #1 Frozen Orange Juice
   • Race Not a Factor in Use of Store Brands
   • Table 3-75: U. S. Adult Use of Frozen Orange Juice by Frequency of Use, 2000 (number and percent): Heavy, Medium, Light
   • Table 3-76: Demographic Characteristics Favoring Use of Frozen Orange Juice by Frequency of Use: All Users vs. Heavy Users, 2000 (U.S. Adults)
   • Table 3-77: U. S. Adult Use of Frozen Orange Juice by Brand, 2000 (number and percent): 12 Brands, Other Brands, Store Brands
   • Table 3-78: Demographic Characteristics Favoring Use of Frozen Orange Juice by Brand Summary: Minute Maid vs. Tropicana, 2000 (U.S. Adults)
   • Table 3-79: Demographic Characteristics Favoring Use of Frozen Orange Juice by Brand: Store Brands, 2000 (U.S. Adults)
   
   The Other Fruit Juices/Drinks Consumer
   • Two-Thirds of U.S. Adults Use
   • Heavy Usage Skews to Younger Consumers and Large Households
   • Refrigerated Other Fruit Juices or Fruit Drinks Are Most Popular Type
   • One-Fourth of U.S. Adults Use Bottles
   • Apple Is Most Popular Other Fruit Juice or Fruit Drink
   • Apple and Grape Juice Consumers Are Similar
   • Cranberry Juice Skews to Older Consumers
   • Punches and Blends Skew to the Young and to Families
   • Grapefruit Juice Use Skews to Older Consumers
   • Lemonade Skews to the Young and to Families
   • Ocean Spray Brands Are #1
   • Most Brands Skew to Younger Consumers and Families
   • Ocean Spray and Welch's Brands Users Parallel Flavor Users
   • Welch's Is #1 Brand
   • Fruit Drink and Juice Blend Brands Skew to Younger Consumers and Families
   • Users of Store Brands Differ Somewhat
   • Table 3-80: U. S. Adult Use of Other Fruit Juices/Drinks by Frequency of Use, 2000 (number and percent): Heavy, Medium, Light
   • Table 3-81: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks: All Users vs. Heavy Users, 2000 (U.S. Adults)
   • Table 3-82: U. S. Adult Use of Other Fruit Juices/Drinks by Type Most Often Used, 2000 (number and percent): 4 Types
   • Table 3-83: U. S. Adult Use of Other Fruit Juices/Drinks by Form Most Often Used, 2000 (number and percent): 5 Forms, Other
   • Table 3-84: U. S. Adult Use of Other Fruit Juices/Drinks by Flavor, 2000 (number and percent): 17 Flavors
   • Table 3-85a: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks by Flavor: Apple vs. Grape, 2000 (U.S. Adults)
   • Table 3-85b: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks by Flavor: Cranberry vs. Cranberry Blends, 2000 (U.S. Adults)
   • Table 3-85c: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks by Flavor: Fruit Punch, Juice Blends, and Tropical Flavors, 2000 (U.S. Adults)
   • Table 3-85d: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks by Flavor: Pink Grapefruit vs. White Grapefruit, 2000 (U.S. Adults)
   • Table 3-85e: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks by Flavor: Lemonade, 2000 (U.S. Adults)
   • Table 3-86: U. S. Adult Use of Other Fruit Juices/Drinks by Brand Summary, 2000 (number and percent): 8 Brands
   • Table 3-87a: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks by Brand Summary: Ocean Spray, Welch's, and Minute Maid, 2000 (U.S. Adults)
   • Table 3-87b: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks by Brand Summary: Tropicana vs. Dole, 2000 (U.S. Adults)
   • Table 3-87c: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks by Brand Summary: Mott's vs. Kool-Aid, 2000 (U.S. Adults)
   • Table 3-88: U. S. Adult Use of Other Fruit Juices/Drinks by Brand, 2000 (number and percent): 66 Brands
   • Table 3-89a: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks by Brand: Sunny Delight, Hi-C, and Hawaiian Punch, 2000 (U.S. Adults)
   • Table 3-89b: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks by Brand: Juicy Juice, Capri Sun, and Store Brands, 2000 (U.S. Adults)
   
   The Tomato/Vegetable Juice Consumer
   • Two-Fifths of U.S. Adults Use
   • Heavy Users Slightly Less Upscale Than All Users
   • Campbell's V8 Is Number-One Tomato or Vegetable Juice
   • Use of Campbell's V8 Skews to Older Consumers
   • Table 3-90: U. S. Adult Use of Tomato or Vegetable Juice by Frequency of Use, 2000 (number and percent): Heavy, Medium, Light
   • Table 3-91: Demographic Characteristics Favoring Use of Tomato or Vegetable Juice by Frequency of Use: All Users vs. Heavy Users, 2000 (U.S. Adults)
   • Table 3-92: U. S. Adult Use of Tomato or Vegetable Juice by Brand, 2000 (number and percent): 13 Brands, Other Brands
   • Table 3-93: Demographic Characteristics Favoring Use of Tomato or Vegetable Juice by Brand: Campbell's V8 vs. Other Campbell's, 2000 (U.S. Adults)
   
   Appendix I: Examples Of Consumer And Trade Advertising And Promotions
   Appendix II: Addresses Of Selected Marketers

Part II

1. Executive Summary
   Scope and Methodology
   • Scope of Fruit Products Market
   • The Fruit Juice Products Market
   • The Packaged Fruit Market
   • The Fruit Confectionary Market
   • Report Methodology
   
   The Overall Market
   • Retail Sales Approach $21 Billion in 2000, Forecast to Near $25 Billion by 2005
   • Table 1-1: U.S. Retail Sales of Fruit Products by Market Category, 1996-2005 (dollars): Fruit Juice Products, Packaged Fruit, Fruit Confectionary, Total
   • Fruit Juice Products Account for Three-Fourths of Market
   • Figure 1-1: Share of U.S. Fruit Product Retail Sales by Market Category, 2000 (percent): Fruit Juice Products, Packaged Fruit, Fruit Confectionary
   • Competition from Fresh Fruit
   • Single Serve Is New Fruit Product Frontier
   • Consumers Expect Better Nutrition
   • Children's Segment Important, But Recent Health Report Not Encouraging
   • Four Main Classes of Marketers
   • Licensing an Important Market Component
   • Private Label Is Largest Shareholder
   
   The Packaged Fruit Market
   • Four Product Categories
   • Canned and Bottled Fruit
   • Dried Fruit
   • Frozen Fruit
   • Maraschino Cherries
   • Packaged Fruit Sales Reach $3.5 Billion in 2000
   • Food Stores Account for 83% of Sales
   • Figure 1-2: Share of Packaged Fruit Market by Class of Trade, 2000 (percent): Food Stores, Mass Merchandisers, Other
   • Private Label Beats All Brands with a 29% Share
   • Private Label Is Formidable Competition
   • Billion-Dollar Food Companies Control Packaged Fruit
   • Single-Serve Multi-Packs
   • Consumer Advertising Expenditures at $14 Million in 2000
   • Mass Merchandisers #1 in Sales Growth
   • Three-Fourths of U.S. Adults Use Canned or Jarred Fruit
   
   The Fruit Confectionary Market
   • Four Product Categories
   • Jams, Jellies, and Preserves
   • Fruit Rolls, Bars, and Snacks
   • Pie Fillings
   • Fruit Butter
   • Fruit Confectionary Sales Over $2 Billion in 2000
   • Jams, Jellies, and Preserves Are Largest Category
   • General Mills Jumps to First
   • Licensed Children's Products
   • Specialty Jams, Jellies, and Preserves
   • Consumer Advertising Expenditures at $31 Million in 2000
   • Mass Merchandisers Are Best-Performing Mass-Market Retailers
   • Three-Fourths of U.S. Adults Use Jams, Jellies, and Preserves
   • One-Fifth of U.S. Adults Use Fruit Snacks
   • More Than One-Third of U.S. Adults Use Pie Fillings
2. The Overall market
   The Products
   • Scope of Market
   • The Fruit Juice Products Market
   • The Packaged Fruit Market
   • The Fruit Confectionary Market
   
   Labeling and Regulations
   • Two Congressional Initiatives Open Door
   • NLEA Requires Food Nutrition Labels
   • The NLEA and Fruit Juice Products
   • Absolute Values and % of Daily Values Required for Nutrients
   • Definitions of NLEA Terms "High," "Good Source," and "More"
   • NLEA Allows Health Claims
   • Canned and Frozen Fruit Can Be Labeled "Healthy"
   • Figure 2-1: U.S. Retail Sales of Fruit Products, 1996-2000 (dollars)
   
   Market Size and Composition
   • Fruit Products Market Approaches $21 Billion
   • Table 2-1: U.S. Retail Sales of Fruit Products by Market Category, 1996-2000 (dollars): Fruit Juice Products, Packaged Fruit, Fruit Confectionary, Total
   • Fruit Juice Product Sales Top $15 Billion
   • Packaged Fruit Market Is $3.5 Billion in 2000
   • Fruit Confectionary Sales of $2 Billion in 2000
   • Fruit Juice Products Account for Three-Fourths of Market
   • Figure 2-2: Share of U.S. Fruit Product Retail Sales by Market Category, 2000 (percent): Fruit Juice Products, Packaged Fruit, Fruit Confectionary
   
   Factors to Market Growth
   • Competition from Fresh Fruit
   • Single Serve Is New Fruit Product Frontier
   • Consumers Expect Better Nutrition
   • Children's Segment Important, But Recent Health Report Not Encouraging
   • Figure 2-3: Projected U.S. Retail Sales of Fruit Products, 2000-2005 (dollars)
   
   Projected Market Growth
   • Fruit Product Sales to Reach $24 Billion in 2005
   • Table 2-2: Projected U.S. Retail Sales of Fruit Products by Market Category, 2000-2005 (dollars): Fruit Juice Products, Packaged Fruit, Fruit Confectionary, Total
   • Fruit Juice Products Market to Reach $18 Billion by 2005
   • Packaged Fruit Market to Near $4 Billion by 2005
   • Fruit Confectionary Sales to Near $2.3 Billion in 2003
   
   The Marketers
   • Four Main Classes of Marketers
   • Licensing an Important Market Component
   • Table 2-3: U.S. Market for Fruit Products: Selected Marketers and Brands (139 Marketers)
   
   Marketer and Brand Share Overview
   • Methodology
   • Private Label Is Largest Shareholder
   • PepsiCo and Coca-Cola Are Top Marketers
   • Table 2-4: Marketer/Brand Shares of U.S. Supermarket Sales of Fruit Products, 2000 (percent): 17 Marketers/35 Brands, Private Label, All Others
3. The Packaged Fruit Market
   Scope of Market
   • Four Product Categories
   • Canned and Bottled Fruit
   • Dried Fruit
   • Frozen Fruit
   • Maraschino Cherries
   • Products Not Included
   • Figure 3-1: U.S. Retail Sales of Packaged Fruit, 1996-2000 (dollars)
   
   Overall Market Size and Composition
   • Methodology
   • Packaged Fruit Market Reaches $3.5 Billion in 2000
   • Table 3-1: U.S. Retail Sales of Packaged Fruit, 1996-2000 (dollars)
   • Food Stores Account for 83% of Overall Sales
   • Figure 3-2: Share of Packaged Fruit Market by Class of Trade, 2000 (percent): Food Stores, Mass Merchandisers, Other
   • Supermarket Sales of Packaged Fruit Exceed $2.3 Billion in 2000
   • Table 3-2: U.S. Supermarket Sales of Packaged Fruit, 1996-2000 (dollars)
   • Canned and Bottled Fruit Make Up Largest Category
   • Table 3-3: Share of U. S. Supermarket Sales of Packaged Fruit by Product Category, 1998 vs. 2000 (percent): 4 Product Categories
   
   Market Size and Composition: Canned and Bottled Fruit
   • Canned and Bottled Sales Flat at $1.6 Billion in 2000
   • Applesauce at 24% of Canned and Bottled Sales
   • Supermarket Sales of Applesauce at $383 Million
   • Sales of Canned and Bottled Peaches at $315 Million
   • Canned and Bottled Pineapple Sales Rebound
   • Canned and Bottled Mixed Fruit Sales Reach $265 Million
   • Sales of Canned and Bottled Pears Fall 7% in 2000
   • Canned and Bottled Cranberry Sauce in Decline
   • Canned and Bottled Citrus Is Fastest-Growing Segment
   • Table 3-4: U.S. Supermarket Sales of Canned and Bottled Fruit, 1996-2000 (dollars)
   • Table 3-5: Share of U.S. Supermarket Sales of Canned and Bottled Fruit by Type, 1998 vs. 2000 (percent): 7 Fruit Types, Other
   • Table 3-6: U.S. Supermarket Sales of Canned and Bottled Applesauce, 1996-2000 (dollars)
   • Table 3-7: U.S. Supermarket Sales of Canned and Bottled Peaches, 1996-2000 (dollars)
   • Table 3-8: U.S. Supermarket Sales of Canned Pineapple, 1996-2000 (dollars)
   • Table 3-9: U.S. Supermarket Sales of Canned and Bottled Mixed Fruit, 1996-2000 (dollars)
   • Table 3-10: U.S. Supermarket Sales of Canned and Bottled Pears, 1996-2000 (dollars)
   • Table 3-11: U.S. Supermarket Sales of Canned and Bottled Cranberry Sauce, 1996-2000 (dollars)
   • Table 3-12: U.S. Supermarket Sales of Canned and Bottled Citrus, 1996-2000 (dollars)
   
   Market Size and Composition: Dried Fruit
   • Supermarket Sales of Dried Fruit at $453 Million in 2000
   • Raisins Shrink to 44% of Dried Fruit Sales
   • Supermarket Sales of Raisins at $198 Million in 2000
   • Sales of Other Dried Fruit Grow 16% in 2000
   • Prunes Down to $80 Million
   • Sales of Dates on Hold at $26 Million
   • Sales of Glazed Fruit Steady at $15 Million
   • Table 3-13: U.S. Supermarket Sales of Dried Fruit, 1996-2000 (dollars)
   • Table 3-14: Share of U.S. Supermarket Sales of Dried Fruit by Type, 1998 vs. 2000 (percent): 5 Fruit Types
   • Table 3-15: U.S. Supermarket Sales of Raisins, 1996-2000 (dollars)
   • Table 3-16: U.S. Supermarket Sales of Other Dried Fruit, 1996-2000 (dollars)
   • Table 3-17: U.S. Supermarket Sales of Prunes, 1996-2000 (dollars)
   • Table 3-18: U.S. Supermarket Sales of Dates, 1996-2000 (dollars)
   • Table 3-19: U.S. Supermarket Sales of Glazed Fruit, 1996-2000 (dollars)
   
   Market Size and Composition: Frozen Fruit
   • Supermarket Sales of Frozen Fruit at $209 Million in 2000
   • Table 3-20: U.S. Supermarket Sales of Frozen Fruit, 1996-2000 (dollars)
   
   Market Size and Composition: Maraschino Cherries
   • Supermarket Sales of Maraschino Cherries at $42 Million
   • Table 3-21: U.S. Supermarket Sales of Maraschino Cherries, 1996-2000 (dollars)
   
   Factors to Market Growth
   • Competition from Fresh Fruit
   • Busy Consumers Snack
   • Consumers Expect Better Nutrition
   • Consumers Respond to Exotic Flavors
   • Children's Products
   • Figure 3-3: Projected U.S. Retail Sales of Packaged Fruit, 2000-2005 (dollars)
   
   Projected Market Growth
   • Sales Near $4 Billion in 2005
   • Table 3-22: Projected U.S. Retail Sales of Packaged Fruit, 2000-2005 (dollars)
   • Supermarket Sales of Packaged Fruit to Reach $2.7 Billion in 2005
   • Table 3-23: Projected U.S. Supermarket Sales of Packaged Fruit, 2000-2005 (dollars)
   
   The Marketers
   • Hundreds of Marketers
   • Table 3-24: U.S. Market for Packaged Fruit: Selected Marketers and Brands (75 Marketers)
   
   Overall Marketer and Brand Shares
   • Methodology
   • Private Label Beats All Brands with a 29% Share
   • Del Monte Controls Almost One-Fifth of Market
   • Dole Gains Share
   • Fourth-Place Cadbury Schweppes Competes Only with Applesauce
   • Fifth-Place Sun-Maid Markets Dried Fruit
   • Other Leading Marketers
   • Table 3-25: Marketer Shares of U.S. Supermarket Sales of Packaged Fruit, 1998-2000 (percent): 8 Marketers, Private Label, All Others
   
   Marketer and Brand Shares: Canned and Bottled Fruit
   • Methodology
   • Private Label and Del Monte Dominate Canned and Bottled Category
   • Cadbury Schweppes Is #1 Marketer of Canned and Bottled Applesauce
   • Del Monte Is #1 in Canned and Bottled Peaches
   • Dole Leads Pineapple Segment
   • Del Monte Is #1 in Mixed Fruit Sales
   • Del Monte Dominates Pears Segment
   • Ocean Spray Cranberry Sauce Is #1
   • Private Label and Dole Lead in Canned and Bottled Citrus
   • Table 3-26: Marketer/Brand Shares of U.S. Supermarket Sales of Canned and Bottled Fruit, 2000 (percent): 8 Marketers/11 Brands, Private Label, All Others
   • Table 3-27: Marketer/Brand Shares of U.S. Supermarket Sales of Canned and Bottled Applesauce, 2000 (percent): 4 Marketers/5 Brands, Private Label, All Others
   • Table 3-28: Marketer/Brand Shares of U.S. Supermarket Sales of Canned and Bottled Peaches, 2000 (percent): 3 Marketers/5 Brands, Private Label, All Others
   • Table 3-29: Marketer/Brand Shares of U.S. Supermarket Sales of Canned and Bottled Pineapple, 2000 (percent): 2 Marketers/Brands, Private Label, All Others
   • Table 3-30: Marketer/Brand Shares of U.S. Supermarket Sales of Canned and Bottled Mixed Fruit, 2000 (percent): 3 Marketers/4 Brands, Private Label, All Others
   • Table 3-31: Marketer/Brand Shares of U.S. Supermarket Sales of Canned and Bottled Pears, 2000 (percent): 2 Marketers/3 Brands, Private Label, All Others
   • Table 3-32: Marketer/Brand Shares of U.S. Supermarket Sales of Canned and Bottled Cranberry Sauce, 2000 (percent): 1 Marketer/Brand, Private Label, All Others
   • Table 3-33: Marketer/Brand Shares of U.S. Supermarket Sales of Canned and Bottled Citrus Fruit, 2000 (percent): 5 Marketers/Brands, Private Label, All Others
   
   Marketer/Brand Shares: Dried Fruit
   • Methodology
   • Sun-Maid Leads Dried Fruit Category
   • Sun-Maid Leads Raisin Sales
   • Sun-Maid Is #1 Marketer of Other Dried Fruit
   • Sunsweet Is #1 Among Prune Marketers
   • Sunsweet Also Tops Among Date Marketers
   • Paradise, Inc. Is #1 Marketer of Glazed Fruit
   • Table 3-34: Marketer/Brand Shares of U.S. Supermarket Sales of Dried Fruit, 2000 (percent): 7 Marketers/Brands, Private Label, All Others
   • Table 3-35: Marketer/Brand Shares of U.S. Supermarket Sales of Raisins, 2000 (percent): 5 Marketers/Brands, Private Label, All Others
   • Table 3-36: Marketer/Brand Shares of U.S. Supermarket Sales of Other Dried Fruit, 2000 (percent): 6 Marketers/Brands, Private Label, All Others
   • Table 3-37: Marketer/Brand Shares of U.S. Supermarket Sales of Prunes, 2000 (percent): 4 Marketers/Brands, Private Label, All Others
   • Table 3-38: Marketer/Brand Shares of U.S. Supermarket Sales of Dates, 2000 (percent): 8 Marketers/Brands, Private Label, All Others
   • Table 3-39: Marketer/Brand Shares of U.S. Supermarket Sales of Glazed Fruit, 2000 (percent): 4 Marketers/5 Brands, Private Label, All Others
   
   Marketer and Brand Shares: Frozen Fruit
   • Methodology
   • Private Label Controls Two-Thirds of Frozen Fruit Sales
   • Table 3-40: Marketer/Brand Shares of U.S. Supermarket Sales of Frozen Fruit, 2000 (percent): 4 Marketers/5 Brands, Private Label, All Others
   
   Marketer and Brand Shares: Maraschino Cherries
   • Methodology
   • Private Label Controls Two-Thirds of Maraschino Cherries Sales
   • Table 3-41: Marketer/Brand Shares of U.S. Supermarket Sales of Maraschino Cherries, 2000 (percent): 4 Marketers/6 Brands, Private Label, All Others
   
   Competitive Overview
   • Private Label Is Formidable Competition
   • Billion-Dollar Food Companies Control Packaged Fruit
   • Growers Co-Ops Dominate Dried Fruit Category
   • Packaged Fruit Competes Against Fresh Fruit
   • Marketers Woo Consumers with Convenient Products
   • Going After Kids and Parents
   
   Competitive Profile: Cadbury Schweppes Plc
   • World's Third-Largest Beverage Company
   • Mott's Establishes Four Brand Groups for Its Product Lines
   • #1 Marketer of Applesauce
   • Mott's Offers Several Single-Serve Varieties
   • New Fruitsations Single-Serve Line Debuts
   • The Rugrats License and Affiliated Promotions
   
   Competitive Profile: Del Monte Foods Company
   • #1 U.S. Marketer of Canned Fruit
   • Texas Pacific Group Owns 47% of Del Monte
   • #1 Marketer of Packaged Fruit
   • Fruit-To-Go Single-Serve Snacks
   • Acquisition of UniMark's SunFresh Brand
   
   Competitive Profile: Dole Food Company, Inc.
   • World's #1 Producer of Fresh Fruit
   • #1 Marketer of Pineapple
   • Pineapple Fun Shapes Debut in 1999
   • Fruit Bowls Debut in 1999
   • Dole Food Is Biggest Advertiser of Packaged Fruit
   • A Leading Marketer of Dried Fruit
   • Dole Raisins Are Unique
   
   Competitive Profile: J.R. Wood, Inc.
   • A Major Contender in Frozen Fruit Market
   • #1 Marketer of Frozen Fruit
   • Big Valley Was First Grower Brand
   • Flavorland Falls Under J.R. Wood Umbrella
   • Fruit Tubs Offer Convenience to Consumers
   
   Competitive Profile: Knouse Foods Cooperative, Inc.
   • A Leading Apple Processor
   • A Leading Marketer of Applesauce
   • An Applesauce Innovator
   • Applesauce Varieties
   
   Competitive Profile: Ocean Spray Cranberries, Inc.
   • Sales of $1.3 Billion in 2000
   • Ocean Spray Defines Cranberry Sauce Segment
   • Craisins Are a Hit
   
   Competitive Profile: Pro-Fac Cooperative, Inc. (Agrilink Foods)
   • A Leader in Frozen Fruit
   • Birds Eye a Pioneer in Frozen Foods
   • Supermarket Sales of $12 Million
   
   Competitive Profile: Sun-Maid Growers of California
   • #1 Marketer of Dried Fruit
   • Dried Fruit Sales of Almost $138 Million in 2000
   • Recent Activity
   • New Packaging for Raisins
   • Sun-Maid's Licensing Efforts
   • Marketing
   • Sun-Maid Growers Doubles Its Advertising
   
   Competitive Profile: Sunsweet Growers, Inc.
   • World's #1 Marketer of Dried Tree Fruit
   • #1 Marketer of Prunes
   • New Strategies to Promote Prunes
   • Increased Focus on Other Dried Fruits
   • Fruitlings
   • #1 Marketer of Dates
   • Sunsweet Cuts Back Its Advertising
   
   Competitive Profile: Tri-Valley Growers, Inc.
   • A Large Growers Cooperative
   • Tri-Valley Share Drops
   • Tri-Valley's Bankruptcy Woes
   
   Competitive Highlights
   • Mariani Packing Co.
   • Paradise, Inc.
   • Seneca Foods Corporation
   • Tree Top, Inc.
   
   New Product Trends
   • Flavored Applesauce
   • Single-Serve Multi-Packs
   • Snack-Sized Dried Fruit
   • Table 3-42: U.S. Market for Packaged Fruit: Selected New Product Introductions, 1999-2000
   
   Advertising and Promotions
   • Advertising Expenditures at $14 Million in 2000
   • Dole Food Is Biggest Spender
   • Three Marketers Each Spend Approximately $2 Million
   • Sunsweet Cuts Back Its Advertising
   • Focus on Brand Image
   • Unique Packaging Fills Ads
   • Entertainment Ties-Ins Are Standard
   • Trade Advertising
   
   Retail Overview
   • Food Stores Account for 83% of Overall Sales
   • Supermarkets Are #1 Mass-Market Outlet
   • Supermarkets Display Packaged Fruit by Packaging Type
   • Shelf-Stable
   • Frozen Fruit
   • Refrigerated
   • Margins Slightly Lower Than Average
   • Mass Merchandisers #1 in Sales Growth
   • Drugstores Outperform Supermarkets
   
   Internet Retailing
   • Shopping the Internet
   • The Internet Food Shopper
   • Corporate Websites
   • Dried Fruit Available for Purchase Online
   
   The Consumer
   • The Simmons Survey System
   • Simmons Data on Canned and Jarred Fruit
   • Three-Fourths of U.S. Adults Use
   • Heavy Usage Skews to Families
   • Applesauce Is Most Popular Type of Canned or Jarred Fruit
   • Older Americans Use Canned or Jarred Fruits
   • Users Present Downscale Profiles
   • Use of Canned or Jarred Fruits Skews to Families
   • Table 3-43: U. S. Adult Use of Canned or Jarred Fruit by Frequency of Use, 2000 (number and percent): Heavy, Medium, Light
   • Table 3-44: Demographic Characteristics Favoring Use of Canned or Jarred Fruit by Frequency of Use: All Users vs. Heavy Users, 2000 (U.S. Adults)
   • Table 3-45: U.S. Adult Use of Canned or Bottled Fruit by Type, 2000 (number and percent): 8 Types
   • Table 3-46a: Demographic Characteristics Favoring Use of Canned or Jarred Fruit by Type: Applesauce, Peaches, and Pineapple, 2000 (U.S. Adults)
   • Table 3-46b: Demographic Characteristics Favoring Use of Canned or Jarred Fruit by Type: Fruit Cocktail/Mixed Fruit, Pears, and Cranberries/Cranberry Sauce, 2000 (U.S. Adults)
   • Table 3-46c: Demographic Characteristics Favoring Use of Canned or Jarred Fruit by Type: Cherries vs. Grapefruit, 2000 (U.S. Adults)
4. The Fruit Confectionary Market
   Scope of Market
   • Four Product Categories
   • Jams, Jellies, and Preserves
   • Fruit Rolls, Bars, and Snacks
   • Pie Fillings
   • Fruit Butter
   • Products Not Included
   • Figure 4-1: U.S. Retail Sales of Fruit Confectionary, 1996-2000 (dollars)
   
   Overall Market Size and Composition
   • Methodology
   • Fruit Confectionary Market Over $2 Billion in 2000
   • Table 4-1: U.S. Retail Sales of Fruit Confectionary, 1996-2000 (dollars)
   • Food Stores Account for 83% of Total Retail Sales
   • Figure 4-2: Share of Fruit Confectionary Market by Class of Trade, 2000 (percent): Food Stores, Mass Merchandisers, Other
   • Supermarket Sales of Fruit Confectionary Reach $1.2 Billion in 2000
   • Table 4-2: U.S. Supermarket Sales of Fruit Confectionary, 1996-2000 (dollars)
   • Jams, Jellies, and Preserves Are Largest Category
   • Table 4-3: Share of U.S. Supermarket Sales of Fruit Confectionary by Product Category, 1999 vs. 2000 (percent): 4 Product Categories
   
   Market Size by Category
   • Jam, Jelly, Preserves Sales at $623 Million in 2000
   • Table 4-4: U.S. Supermarket Sales of Jams, Jellies, and Preserves, 1996-2000 (dollars)
   • Fruit Rolls, Bars, Snacks Sales at $416 Million
   • Table 4-5: U.S. Supermarket Sales of Fruit Rolls, Bars, and Snacks, 1996-2000 (dollars)
   • Pie Filling Sales Up 3%
   • Table 4-6: U.S. Supermarket Sales of Pie Fillings, 1996-2000 (dollars)
   • Fruit Butter Sales Decrease During 1996-2000 Period
   • Table 4-7: U.S. Supermarket Sales of Fruit Butter, 1996-2000 (dollars)
   
   Factors to Market Growth
   • Busy Consumers Turn to Snacking
   • Consumers Demand Better Nutrition
   • Children's Product's Appeal to Kids and Parents
   • Consumers Want 100%-Fruit and Sugar-Free Jams and Preserves
   • Figure 4-3: Projected U.S. Retail Sales of Fruit Confectionary, 2000-2005 (dollars)
   
   Projected Market Growth
   • Sales Hover Around $2.3 Billion in 2005
   • Table 4-8: Projected U.S. Retail Sales of Fruit Confectionary, 2000-2005 (dollars)
   • Supermarket Sales of Fruit Confectionary Reach $1.3 Billion in 2005
   • Table 4-9: Projected U.S. Supermarket Sales of Fruit Confectionary, 2000-2005 (dollars)
   
   The Marketers
   • Hundreds of Marketers
   • Table 4-10: U.S. Market for Fruit Confectionary: Selected Marketers and Brands (32 Marketers)
   
   Overall Marketer and Brand Shares
   • Methodology
   • General Mills Jumps to First
   • J.M. Smucker Falls to Second
   • Private Label Places Third with a 15% Share
   • Welch Foods Loses Share
   • Farley Competes with Fruit Snacks Only
   • Pro-Fac Markets Pie Fillings
   • Five Marketers Jockey for a 2%-3% Share Each
   • Table 4-11: Marketer Shares of U.S. Supermarket Sales of Fruit Confectionary, 1998-2000 (percent): 10 Marketers, Private Label, All Others
   
   Marketer and Brand Shares: Jams, Jellies, and Preserves
   • Methodology
   • J.M. Smucker Is #1
   • Table 4-12: Marketer/Brand Shares of U.S. Supermarket Sales of Jams, Jellies, and Preserves, 2000 (percent): 4 Marketers/Brands, Private Label, All Others
   
   Marketer and Brand Shares: Fruit Rolls, Bars, and Snacks
   • Methodology
   • General Mills Controls Almost Two-Thirds of Market
   • Table 4-13: Marketer/Brand Shares of U.S. Supermarket Sales of Fruit Rolls, Bars, and Snacks, 2000 (percent): 4 Marketers/5 Brands, Private Label, All Others
   
   Marketer and Brand Shares: Pie Fillings
   • Methodology
   • Pro-Fac Controls One-Third of Category
   • Table 4-14: Marketer/Brand Shares of U.S. Supermarket Sales of Pie Fillings, 2000 (percent): 5 Marketers/7 Brands, Private Label, All Others
   
   Marketer and Brand Shares: Fruit Butter
   • Methodology
   • Knouse Foods Leads Fruit Butter Category
   • Table 4-15: Marketer/Brand Shares of U.S. Supermarket Sales of Fruit Butter, 2000 (percent): 7 Marketers/11 Brands, Private Label, All Others
   
   Competitive Overview
   • General Mills Surpasses J.M. Smucker
   • Multimillion-Dollar Food Companies Dominate Fruit Snacks Category
   • Targeting Kids and Parents
   • Private Label Offers Modest Competition
   
   Competitive Profile: B & G Foods, Inc.
   • Maker of Polaner Fruit Spreads
   • All Fruit Is #1 100% Fruit Spread
   • B & G Loses Share
   
   Competitive Profile: Brach's Confections, Inc.
   • A Privately-Owned Candy Company
   • Chattanooga Plant Shifts from Hard Candy to Fruit Snack Production
   • Brach's Supermarket Sales Plummet
   • Brach's Has Licensing Agreement with Hi-C
   • New Hi-C Juice Fillers Perform Well
   • Other Licensed Products Target Teens
   
   Competitive Profile: Farley Candy Co.
   • The Second-Largest Marketer of Fruit Snacks
   • Farley's Supermarket Sales Dip
   • Farley's Stable Consists of Licensed Products
   
   Competitive Profile: General Mills, Inc.
   • A Billion-Dollar Food Company
   • #1 Marketer of Fruit Confectionary
   • Company Strategy Focuses on Licensed Products
   • General Mills Cuts Deal with Disney
   • General Mills Partners with Zeeks.com
   
   Competitive Profile: J.M. Smucker Company
   • #1 Marketer of Jams, Jellies, and Preserves
   • J.M. Smucker Loses Share
   • An Extensive Product Selection
   • A Leading Marketer of Fruit Butter
   • Company Tries to Offset Slow Jam and Jelly Market Growth
   • Smucker Enters E-Marketplace
   
   Competitive Profile: Knott's Berry Farm Foods
   • Acquired by ConAgra in 1995
   • Supermarket Sales of $20 Million in 2000
   
   Competitive Profile: Knouse Foods Cooperative, Inc.
   • A Leading Apple Processor
   • #1 Marketer of Fruit Butter
   • Many Pie Filling Varieties
   
   Competitive Profile: Nestlé USA, Inc.
   • U. S. Subsidiary of World's Largest Food Company
   • Libby's Is #1 Brand of Pie Filling
   • Nestlé Is Sixth Among Fruit Confectionary Marketers
   
   Competitive Profile: Pro-Fac Cooperative, Inc. (Agrilink Foods)
   • A Leader in Frozen Fruit
   • Comstock and Wilderness Is #1 in Pie Fillings
   
   Competitive Profile: Welch Foods, Inc.
   • The World's Largest Marketer of Grape Products
   • Welch's Enjoys Phenomenal Brand Equity
   • Welch Loses Share
   • Company Offers Welch's and Bama Brands
   • Welch's Plastic Containers Offer Convenience to Consumers
   • Welch Markets Jellies in Limited-Edition Jars
   • Bama Brand Competes in Fruit Butter
   
   New Product Trends
   • Licensed Children's Products
   • Specialty Jams, Jellies, and Preserves
   • Table 4-16: The U.S. Market for Fruit Confectionary: Selected New Product Introductions and Line Extensions, 1999-2000
   
   Advertising and Promotions
   • Consumer Advertising Expenditures at $31 Million in 2000
   • General Mills Is Biggest Spender
   • J.M. Smucker Spends $4 Million
   • Pro-Fac Increases Its Advertising
   • Farley and Brach's Each Spend Approximately $1 Million
   • Brand Image Is Extremely Important
   • Promoting Kid-Appeal Is Standard Approach
   • Trade Advertising
   
   Retail Overview
   • Food Stores Have Largest Share of Fruit Confectionary Sales
   • Supermarkets Are Most Significant Mass-Market Outlet
   • Supermarkets Display Fruit Confectionary by Product Segment
   • Jams, Jellies, and Preserves
   • Fruit Rolls, Bars, and Snacks
   • Pie Fillings
   • Fruit Butter
   • Fruit Confectionary Margins Parallel That for Overall Dry Grocery
   • Mass Merchandisers Are Best-Performing Mass-Market Retailers
   • Drugstores Have Fewer Products, Higher Prices
   
   Internet Retailing
   • Shopping the Internet
   • The Internet Food Shopper
   • Corporate Websites
   • Jams, Jellies, and Preserves Widely Available Online
   • Transora.com Formed to Promote E-Business
   
   The Consumer
   • Note on Simmons Market Research Bureau Data
   • Simmons Data on Fruit Confectionary
   
   The Jams, Jellies, and Preserves Consumer
   • Three-Fourths of U.S. Adults Use
   • Heavy Usage Skews to Families
   • Regular Is Most Popular Type
   • Regular Usage Skews to Families
   • Specialty Usage Skews to Older, Upscale Consumers
   • Grape Is Most Popular Flavor
   • Users of Grape Present Downscale Profile
   • Strawberry Usage Is Widespread
   • Raspberry, Blackberry, and Blueberry Usage Skews to Older Consumers
   • Apricot Usage Skews to Older Consumers
   • Cherry Users Present Downscale Profile
   • Smucker's Is #1 Brand
   • Smucker's Enjoys Widespread Penetration
   • Welch's Users Present Downscale Profile
   • No Distinct Profile for Knott's Berry Farm Users
   • Polaner All Fruit Usage Skews to Older, Upscale Consumers
   • Bama Users Resemble Welch's Users
   • Table 4-17: U.S. Adult Use of Jams, Jellies, and Preserves by Frequency of Use, 2000 (number and percent): Heavy, Medium, Light
   • Table 4-18: Demographic Characteristics Favoring Use of Jams, Jellies, and Preserves by Frequency of Use: Heavy Users, 2000 (U.S. Adults)
   • Table 4-19: U.S. Adult Use of Jams, Jellies, and Preserves by Type, 2000 (number and percent): 4 Types
   • Table 4-20a: Demographic Characteristics Favoring Use of Jams, Jellies, and Preserves by Type: Regular vs. All-Fruit No-Sugar-Added (U.S. Adults)
   • Table 4-20b: Demographic Characteristics Favoring Use of Jams, Jellies, and Preserves by Type: Light/Reduced-Sugar vs. Diet (U.S. Adults)
   • Table 4-21: U.S. Adult Use of Jams, Jellies, and Preserves by Flavor, 2000 (number and percent): 7 Flavors
   • Table 4-22a: Demographic Characteristics Favoring Use of Jams, Jellies, and Preserves by Flavor: Grape vs. Strawberry, 2000 (U.S. Adults)
   • Table 4-22b: Demographic Characteristics Favoring Use of Jams, Jellies, and Preserves by Flavor: Raspberry, Blackberry, and Apricot, 2000 (U.S. Adults)
   • Table 4-22c: Demographic Characteristics Favoring Use of Jams, Jellies, and Preserves by Flavor: Cherry vs. Blueberry, 2000 (U.S. Adults)
   • Table 4-23: U.S. Adult Use of Jams, Jellies, and Preserves by Brand, 2000 (number and percent): 5 Flavors
   • Table 4-24a: Demographic Characteristics Favoring Use of Jams, Jellies, and Preserves by Brand: Smucker's vs. Welch's, 2000 (U.S. Adults)
   • Table 4-24b: Demographic Characteristics Favoring Use of Jams, Jellies, and Preserves by Brand: Knott's Berry Farm, Polaner All Fruit, and Bama, 2000 (U.S. Adults)
   
   The Fruit Rolls, Bars, and Snacks Consumer
   • One-Fifth of U.S. Adults Use Fruit Snacks
   • Fruit Snack Usage Skews to Young Female Consumers and Families
   • Betty Crocker Fruit Rolls Ups Are Most Popular Fruit Snack
   • Betty Crocker Users More Downscale Than Fruit Snack Users
   • Farley's Users More Upscale Than Sunkist Users
   • Table 4-25: Demographic Characteristics Favoring Use of Fruit Snacks: Any vs. Fruit, 2000 (U.S. Adults)
   • Table 4-26: U.S. Adult Use of Fruit Snacks by Brand, 2000 (number and percent): 7 Brands
   • Table 4-27: Demographic Characteristics Favoring Use of Fruit Snacks by Brand: Betty Crocker Brand Summary, 2000 (U.S. Adults)
   • Table 4-28: Demographic Characteristics Favoring Use of Fruit Snacks by Brand: Sunkist Fun Fruits vs. Farley's, 2000 (U.S. Adults)
   
   The Pie Fillings Consumer
   • More Than One-Third of U.S. Adults Use
   • Comstock Is Most Popular Brand
   • Comstock and Thank You Usage Skews to Older Consumers
   • Table 4-29: U.S. Adult Use of Pie Fillings by Frequency of Use, 2000 (number and percent): Heavy, Medium, Light
   • Table 4-30: Demographic Characteristics Favoring Use of Pie Fillings by Frequency of Use: All Users vs. Heavy Users, 2000 (U.S. Adults)
   • Table 4-31: U.S. Adult Use of Pie Fillings by Brand, 2000 (number and percent): 3 Brands
   • Table 4-32: Demographic Characteristics Favoring Use of Pie Fillings by Brand: Comstock, Libby's, and Thank You, 2000 (U.S. Adults)
   
   Appendix I: Examples Of Consumer And Trade Advertising And Promotions
   Appendix II: Addresses Of Selected Marketers