Executive Summary
The U.S. Market

• Seven Main Chilled Prepared Foods Categories
• Overall, Chilled Foods in Double-Digit March to $3.4 Billion
• Chilled Prepared Foods to Break $5 Billion in 2001
• Table 1-1: Size and Growth of the U.S. Chilled Prepared Foods
• Retail Market, 1992-2001 (dollars); Precut Vegetables/Salads, Lunches/Snacks, Fully Cooked Poultry, Pasta, Pizza/Pizza Kits, Sauces, Entrees/Dinners
• A Real Market—or a Virtual One?
• Fresh Taste Is Better Taste
• Convenience, Convenience, Convenience
• Supermarkets the Dominant Outlets for Chilled Prepared Foods
• Numbers of Notable Marketers per Category
• A Market With a Checkerboard of Battlefields
• Marketers Still Live With Weak Distribution, Lack of Cooler Space
• Regionalism Both a Market Condition and a Strategy
• Estimated 1995 Spending at Just $12 Million—But Most Support Is Hidden
• In General, Relatively High Margins on Chilled Prepared Foods
• Those Likeliest to Purchase Are Affluent—Except in Sauce Category
• Scope and Methodology

• Market Definition
• $2.0 Billion Market in Europe, Growing to $2.4
• Table 1-2: Size and Growth of the European Market for
• Chilled Prepared Foods, 1992-2001 (dollars)
• Japanese Sales Through Supermarkets Estimated at $587 Million
• Table 1-3: Size and Growth of Supermarket Sales of Chilled
• Prepared Foods in Japan, 1992-2001 (dollars)
• United Kingdom Largest Chilled Prepared Foods Market in Europe
• Figure 1-1: Share of European Chilled Prepared Foods Market:
• By Area, 1996 (percent); Countries: Scandinavia, United
• Kingdom, Germany, France, Italy, and Other Europe
• Salad Lunches Comprise Largest European Chilled Foods Category
• Japanese Style Foods Dominate Japanese Chilled Foods
• Local Companies Dominate
• Marketing and Product Trends
• Supermarkets in Europe, Convenience Stores in Japan
• Women Register Bulk of Purchases
• Demand and Demographics
• Scope and Methodology

1. THE PRODUCTS
   Introduction
   • Market Definition
   • New Ways of Looking at the Chilled Prepared Foods Market
   • "Chilled" Equals "Refrigerated"
   
   The Products
   • Seven Main Chilled Prepared Foods Categories
   • Precut vegetables or salad
   • Lunches/Snacks
   • Fully cooked poultry
   • Pasta
   • Pizza
   • Sauces
   • Fully cooked entrees/dinners
   • Often, Fewer Preservatives and Artificial Ingredients
   
   Packaging
   • The Standard Packagings
   • Precut vegetables or salad
   • Fully cooked poultry
   • Lunches/snacks
   • Pasta
   • Pizza
   • Sauces
   • Fully cooked entrees/dinners
   • Modified Atmosphere Packaging (MAP)
   • Controlled Atmosphere Packaging (CAP)
   • A Host of Treatments and Films
   • Freshness Dating
2. The Market
   • Figure 2-1: Size and Growth of the U.S. Chilled Prepared
   • Foods Market, 1992-2001 (retail dollars)
   
   Market Size and Growth
   • Overall, Chilled Foods in Double-Digit March to $3.4 Billion
   • But Just Two Categories Rocket Upward, While Five Stagnate
   • or Decline
   • Precut Vegetables/Salads Are the Growth Stars, Brushing $1.5 Billion
   • Lunch/Snack Sales Boom to $583 Million
   • Fully Cooked Poultry Struggles on Way to $554 Million
   • Pasta Slips to $241 Million
   • Pizza Declines, Then Hovers Near $200 Million Mark
   • Chilled Sauces Fall to $170 Million
   • Entrees/Dinners Finish Ahead, at $136 Million
   • Table 2-1: Size and Growth of the U.S. Chilled Prepared Foods
   • Market: By Category, 1992-1996 (retail dollars); Category:
   • Precut Vegetables/Salads, Lunches/Snacks, Fully Cooked
   • Poultry, Pasta, Pizza/Pizza Kits, Sauces, and Entrees/Dinners
   
   Factors in Future Growth
   • A Real Market—or a Virtual One?
   • Freshness Complements Health, Fitness, Age Factors
   • Table 2-2: Estimates and Projections of Resident U.S. Population:
   • By Age Group, 1995 vs. 2000; Groups: 17 or Under, 18-34,
   • 35-54, and 55+
   • Fresh Taste Is Better Taste
   • Convenience, Convenience, Convenience
   • A Greater Variety of Products
   • Better Distribution Procedures Pivotal to Ideal Scenario
   • Lack of Shelf Space to Remain a Hindrance
   • New Packaging Technologies
   • Premium Price a Drag on Growth In Some Categories
   • Power of Regionalists and Store Marketers Helps to Hold Back Growth
   • The Outlook for Individual Categories
   • Precut Vegetables/Salads Still Have Much Potential
   • Lunch/Snack Marketers Must Continue Innovating
   • Fully Cooked Poultry Faces Long Slow Climb
   • Pasta Has Hard Road Ahead
   • Pizza Suffers From Too Much of a Good Thing
   • Chilled Sauces Just Too Expensive
   • Entrees/Dinners Ahead of Their Time
   
   Projected Sales
   • Chilled Prepared Foods to Break $5 Billion in 2001
   • Precut Vegetables/Salads Will Shoot to $2.8 Billion
   • Lunches/Snacks in Slower, Yet Robust Hike to $863 Million
   • Fully Cooked Poultry in Lackluster Progress to $629 Million
   • Chilled Pasta Will Struggle to $261 Million
   • Refrigerated Pizza in Crawl to $219 Million
   • Sauces Continue Slide to $160 Million
   • Entrees/Dinners in Sluggish Advance to $145 Million
   • Table 2-3: Projected Size of the U.S. Chilled Prepared Foods Market: By Category, 1996-2001 (retail dollars); Category:
   • Precut Vegetables/Salads, Lunches/Snacks, Fully Cooked
   • Poultry, Pasta, Pizza/Pizza Kits, Sauces, and Entrees/Dinners
   
   Market Composition: By Product
   • Precuts Leap to Dominant Share of Sales
   • Figure 2-2: Share of the U.S. Chilled Prepared Foods Retail Market: By Category, 1992 vs. 1996 (percent); Categories: Precut Vegetables/
   • Salads, Lunches/Snacks, Fully Cooked Poultry, Pasta, Pizza, Sauces, Entrees/Dinners
   
   Market Composition: By Outlet
   • Supermarkets the Dominant Outlets for Chilled Prepared Foods
   • Table 2-4: Share of the U.S. Retail Market for Various Chilled
   • Prepared Foods: By Outlet Type, 1994 (% of dollars); Category: Precut Vegetable/Salads, Lunches/Snacks, Fully Cooked Poultry, Pasta, Sauces, Pizza/Pizza Kits, Entrees/Dinners; Outlet: Super-
   • markets, Other Grocery, and Non-Food Outlets
   
   Market Composition: Seasonality
   • Hot Meal Items for Winter, Cold for Summer—of Course
   
   Market Composition: Regionality
   • Chilled Foods Sales Best in Urban and Affluent Areas; and on Coasts
   • A Note About Regionality Data
   • Fully Cooked Poultry Has Biggest Audience in South— While Tendency to Purchase is the Same Everywhere
   • Table 2-5: Use of Chilled Fully Cooked Poultry: By Region, 1994 (number and percent of principal shoppers); Region: South, West, Northeast, Midwest
   • Chilled Pasta Purchasers Also Most Numerous in South
   • Table 2-6: Use of Chilled Pasta: By Region, 1994 (number and percent of principal shoppers); Region: South, West, Northeast, Midwest
   • Per Capita Consumption of Chilled Pasta Sauce Higher in West and Northeast
   • Table 2-7: Use of Chilled Pasta Sauce: By Region, 1994 (number and percent of principal shoppers); Region: South, West, Northeast, Midwest
3. The Marketers
   The Marketers
   • Thousands of Chilled Foods Marketers—Just 140 Are Notable
   • Numbers of Notable Marketers per Category
   • Table 2-8: Estimates of the Number of Chilled Prepared Foods Marketers Achieving Significant Brand Share: By Category,
   • 1995 (number); Category: Precut Vegetable/Salads, Lunches/
   • Snacks, Fully Cooked Poultry, Pasta, Pizza/Pizza Kits, Sauces, Entrees/Dinners
   • Most Players Are Food Specialists
   • A Preponderance of Regionalists
   • Table 2-9: Leading U.S. Chilled Prepared Foods Marketers and Their Brands, 1996; Marketer: Ballard's Farm Sausage, ConAgra, Deli-Time Foods, Bob Evans Farms, Fresh International Corp., Fresh Western Marketing, A.M. Gilardi & Sons, Horizon Partners, Hormel Foods Corporation, I & K Distributors, Laroma Pizza, McCormick & Co., Mrs. Stratton's Salads, Nardone Brothers Baking Co., Nestle SA, Nunes Co., Panhandle Food Sales, Perdue Farms, Philip Morris Com-
   • panies, Piazza Enterprises, Ready Pac, Reese Finer Foods, Reser's Fine Foods, Romance Foods Co., Sara Lee Corporation, Tanimura & Antle, Texas BBQ Co., Trio's Original Italian Pasta Co., Tyson Foods, Uno Restaurant Corporation
   
   Marketer Shares
   • Special Note: Shares Are for Supermarket Channel
   • Precuts Led by Fresh International/Bruce Church, Dole, and Ready Pac
   • Table 2-10: Marketer Shares of U.S. Supermarket Sales of Precut Vegetables/Salads, 1994 vs. 1995 (percent); Marketers: Fresh International Corp., Dole Foods Co., Ready Pac Produce, Tanimura & Antle, Albert Fisher Group London Fruit, Reser's Fine Foods, Mann Packing Co., Coronet Foods, Inc., Garden-Fresh Foods, Fruit Salad, Horizon Partners, Strickland Produce, Blue Ridge Farms, Campbell Soup Co., Verdelli Farms East, Sara Lee Corporation,
   • Fresh Pack, Savory Choices, Bud's Produce, Private Label
   • Fully Cooked Poultry Leaders Are Tyson, Perdue
   • In Lunches/Snacks, Philip Morris Rules Field of Three Majors
   • Table 2-11: Marketer Shares of U.S. Supermarket Sales of Chilled Lunch/Snack, 1994 vs. 1995 (percent); Marketers: Philip Morris, Sara Lee, ConAgra
   • Nestle Keeps Control of Chilled Pasta Category
   • Table 2-12: Marketer Shares of U.S. Supermarket Sales of Chilled Pasta, 1994 vs. 1995 (percent); Marketers: Nestle, Philip Morris, Monterey Pasta, Trio's Original Italian Pasta, Davis Lay/California Fresh, Romance Foods, Sedaris Italian Foods, Azumaya, Dolce Very Gris, Carso's Pasta, Ness and Co., Italian Fresh Pasta, Private Label In Chilled Pizza, Gilardi Widens Its Lead by 10%
   • Table 2-13: Marketer Shares of U.S. Supermarket Sales of Chilled Pizza/Pizza Kits, 1994 vs. 1995 (percent); Marketers: A.M. Gilardi & Sons, Reser's Fine Foods, Uno Restaurant Corporation, Nardone Brothers Baking, Gunnoe Sausage, Fresh Express, Freezer Queen Foods, Texas BBQ, Panhandle Food Sales, Perry County Cheese,
   • Mrs. Stratton's Salads, Carlyn, Schwan's Sales Enterprises, Laroma Pizza, Michael Foods, International Food & Beverage, Murry's, Deli-Time Foods, Just Help Yourself, Nestle, I & K Distributors, Private Label
   • In Sauce Category, Nestle Commands the Field
   • Table 2-14: Marketer Shares of U.S. Supermarket Sales of Chilled Prepared Sauce, 1994 vs. 1995 (percent); Marketers: Nestle, Philip Morris, Chachie's, La Mexicana Foods Corp., Reser's Fine Foods,
   • Ro-Jo's Fine Mexican Foods, The Monterey Pasta, Davis Lay/ California Fresh, Santa Barbara Creative Foods, Sargento Food, McCormick & Co., Emerald Valley Kitchen, Gruma Corp., Galletti Bros. Foods, Trio's Original Italian Pasta, Senor Felix Gourmet, Private Label
   • International Fish & Meat Leaps to Fore of Entrees/Dinners
   • Table 2-15: Marketer Shares of Supermarket Sales of U.S. Chilled Prepared Entrees/Dinners, 1994 vs. 1995 (percent); Marketers: International Fish & Meat, Ruiz Food Products, Alex Foods, Advance Food, Grecian Delight, Quaker Maid Meats, Texas BBQ, On-Cor Frozen Foods, New Mexico Distributors, Private Label
   
   Brand Shares
   • Special Note: Brand Shares Also for Supermarket Channel
   • Fresh Express Is Best-Selling Precuts Brand
   • Table 2-16: Brand Shares of U.S. Chilled Precut Vegetables/Salads Retail Sales in Supermarkets, 1994 vs. 1995 (percent); Brands: Fresh Express, Dole, Ready Pac, Salad Time, River Ranch, Sun Fresh, Reser's, Sunny Shores, Coronet, Garden-Fresh, Flavor Fresh, Supreme Salads, Verdelli, Savory Choices, Blue Ridge Farms,
   • Green Hill, Orval Kent, Mrs. Kinser's & Mrs. Giles, Time Savers, Mrs. Kiner's, Private Label
   • Fully Cooked Poultry Brands Led by Tyson/ Tyson Holly Farms
   • and Perdue Farms
   • Oscar Mayer Controls Lunch/Snack Category
   • Table 2-17: Brand Shares of U.S. Chilled Prepared Lunch/Snack
   • Retail Sales in Supermarkets, 1994 vs. 1995 (percent); Brands:
   • Oscar Mayer Lunchables, Bryan Lunch 'N Munch, Eckrich, Jimmy Dean, Hillshire Farms Lunch 'N Munch, Armour Lunch Makers, Other Sara Lee
   • Contadina Earns Over Half of Chilled Pasta Sales
   • Table 2-18: Brand Shares of U.S. Chilled Pasta Retail Sales in Supermarkets, 1994 vs. 1995 (percent); Brands: Contadina, DiGiorno, The Monterey Pasta Co., Trio's, Mallard's, Romance, Sidari's, Azumaya, Real Torino, Carso's, Arthur's, Tommaso's, Private Label
   • Mama Rosa Commands Chilled Pizza
   • Table 2-19: Brand Shares of U.S. Chilled Pizza/Pizza Kit Retail Sales in Supermarkets, 1994-1995 (percent); Brands: Mama Rosa, Pizzeria Uno, Reser's, Piazza, Deli Italiano, Nardone's, Gunnoe's, Our Old Italian, Natalina, Don Martino, Billy Boy, Mama Angelina's, Sonny's, Pizzilla, Spankey's, Moose Bros., Laroma, Papasito's, Crystal Farms, Ginny, Pizzeria Fresca, Murry's, Mrs. Stratton's, Deli-Time, Buon Italian, Pizza to Go, Italiano, Casa Grande, The Deli, Just Help Your-
   • self, Contadina, Private Label
   • Contadina Rules Sauce Category
   • Table 2-20: Brand Shares of U.S. Chilled Prepared Sauce Retail Sales in Supermarkets, 1994-1995 (percent); Brands: Contadina Dalla Casa Buitoni, DiGiorno, DiGiorno Light, Chachie's, Reser's, La Mexicana, Ro-Jo's, The Monterey Pasta Co., Mallard's, Santa Barbara, Sonora Valley, Pablo's, McCormick, Emerald Valley Kitchen, Mission, De
   • La Casa, Trio's, Senor Felix Gourmet, Private Label
   • Lloyd's Leads Entree/Dinner Field
   • Table 2-21: Brand Shares of U.S. Chilled Prepared Entrees/Dinners Retail Sales in Supermarkets, 1994 vs. 1995 (percent); Brands: Lloyd's, El Monterey, Don Miguel, Advance Fast Fixin', Grecian Delight, Mama Lucia, Texas BBQ, On-Cor Redi Server, Foods of New Mexico, Private Label
   
   The Competitive Situation
   • A Market With a Checkerboard of Battlefields
   • Tough Competition From Other Prepared Foods Marketers
   • and Restaurants
   • Store-Prepared Products Often Hard to Beat
   • Pressure From Frozen Foods and Restaurant Fare
   • Regionalists Hold Strong
   • National Marketers Have Struggled to Make Inroads
   • More Product Niches, Consumer Education, Still Needed
   • Fortunes of Precut Vegetable/Salad Marketers Sometimes
   • Determined by Supply
   
   Competitive Focus: Fresh International/Bruce Church Inc.
   • Careful Planning, Innovative Packaging and Display
   • Teams With Sara Lee to Invade Entrees/Dinners
   
   Competitive Focus: Dole
   • Sees Steadier Profits in Precut Vegetables/ Salads Than
   • in Commodity Vegetables
   • Profits From Category Management
   • In Ideal Stance for Launching Chilled Prepared Fruit Products
   
   Competitive Focus: Ready Pac
   • Employs Own Sales Force, Own Category Management
   
   Competitive Focus: Albert Fisher Group PLC
   • Steadily Acquiring Share of U.S. Precuts Market
   
   Competitive Focus: Tanimura & Antle
   • Unique Potential in Hybrid Vegetables
   • Company Enters Meals
   
   Competitive Focus: Sara Lee
   • Strategy Centers on "Leadership Brands"
   
   Competitive Focus: Tyson Foods
   • Turns Up Focus on Chilled Fully Cooked Poultry
   • A Look at Tyson Ready to Eat Roasted Chicken
   • Marketing Dollars Shifted From Trade to Consumer Programs
   • An Acquirer by Nature
   
   Competitive Focus: Perdue Farms
   • Brand and Product Innovator
   • Emphasis on Fully Cooked Chicken and Turkey
   
   Competitive Focus: Hormel Foods
   • A Force in Turkey Niche
   
   Competitive Focus: Nestle
   • Its Blue Chip Contadina Brand
   • But Even Nestle Has Difficulties
   • Ends Test of a Chilled Entree Line
   
   Competitive Focus: A.M. Gilardi
   • National Marketer Acts Like a Regionalist
   
   Competitive Focus: McCormick & Co.
   • Takes Chance on Chilled Meat Sauces
   
   Marketing Trends
   • Most National Chilled Brands Are Extensions of Major Labels
   • Marketers Still Live With Weak Distribution, Lack of Cooler Space
   • Regionalism Both a Market Condition and a Strategy
   • Marketers Now Target a Range of Eating Occasions
   • Marketers Blurring Category Distinctions
   • In Produce Department, Increased Category Management
   • For Precut Vegetables/Salads, the Snack Factor Rises
   • More Consumer Promotions
   
   Product Trends
   • Precut Vegetables/Salads: Complete Salad Kits, Gourmet
   • Salads, Fat-Free Salads
   • Fully Cooked Poultry: To Bread or Not to Bread
   • Lunches/Snacks: Kids' Packagings That Include Desserts and Drinks
   • Pizza: Lots More of the Same Basic Pies
   • Pasta: Filled Products, Exotic Recipes
   • Sauces: Italian Sauces, Gourmet Sauces, Marinades
   • Cooked Entrees/Dinners: Ethnic Dishes
   • Table 2-22: U.S. Chilled Prepared Foods Introductions, 1995-1996; Marketer: Alex Foods, Andy Boy Associates, Campbell Soup, Chilay Foods, Colavita USA, ConAgra, Dole Food Company, Double-B Foods, Earthbound Farms, Elite Foods, Foster Farms, Fresh Express, Albert Fisher Group, Hodgson Mill, Jerome Foods, Johnsonville Foods, Leona's Foods, Lloyd's Foods Products, Malibu Farms, McCormick & Co., Mitchell Foods, Nestle, North Star Foods, Papa's Piroshki, Perdue Farms, Philip Morris, Planters Pride, Ready Pac Produce, SHK Foods, Santa Barbara Creative Foods, Sara Lee Corporation, Sargento Foods, TKO Farms, Tanimura & Antle, Tumaro's Homestyle Kitchens, Tyson Foods, Vitafort International Corp., White Mountain, Whole in the Wall Restaurant, Woodstream Specialty Foods
   
   Consumer Advertising Expenditures
   • Estimated 1995 Spending at Just $12 Million— But Most Support Is Hidden
   • Only Five Identifiable Million-Dollar Spenders in 1995
   • Nestle Spends Nearly $6 Million in 1995
   • Tyson in Spending Surge to $3 Million
   • Fresh Express Increases Buys to $1.5 Million
   • Dole Invests $1 Million in Ad Placements
   • Perdue Farms Also Spends About $1 Million
   
   Consumer Advertising Positioning
   • Freshness and Fresh Taste
   • Convenience, Convenience
   • Gourmet Formulation
   • Health Themes Downplayed
   • Pleasing Kids
   • A Whole Meal
   
   Consumer Promotions
   • Chilled Foods Promotions on the Increase
   • Coupons, Coupons
   • Upscale Chilled Foods Receive Little Co-Op Support,
   • and Are Less Couponed
   • Twofers and Threefers in the Pizza Category
   • Premiums
   • Sweepstakes
   • In-Store Demos
   • An Olympic Tie-In
4. Distribution And Retail
   Distribution
   • The Basic Path
   • Warehouse Use Is Up—Though DSD Ensures Superior Quality
   • Description of Today's Independent Chilled Foods Distribution Facility
   • More Category Management Services in Future
   • Unsold Product Means Refunds
   • Many Products Originate at or Near Retail Level
   • Precut Vegetables/Salads Prepared Regionally
   
   At the Retail Level
   • In General, Relatively High Margins on Chilled Prepared Foods
   • Table 2-23: U.S. Retailers' Average Gross Profit Margins on Selected Chilled Prepared Foods Categories, 1995 (percents); Precut Vegetable/Salads, Pasta, Sauces, Pizza/Pizza Kits
   • A Broader Assortment, But Not in Every Store
   • Shelving Impeded by Perishability, Lack of Store Space, Premium Price
   • High-Margin Private-Label and/or Store- Assembled Items
   • Often Usurp Shelves
   • Industry Watching Wal-Mart's Private-Label Chilled Foods Department
   • The Varied Effect of In-Store Salad Bars, Pizza Bars, Restaurants, Etc.
   • Precut Vegetables/Salads Offer More Efficient Use of Space
   • Narrowness of the Precut Vegetables/Salads Department
   • May Be Misleading
5. The Consumer
   The Consumer: Precut Vegetables/Salads
   • Data Based on Fresh Trends Survey
   • Iceberg The Most Popular Precut
   • Table 2-24: U.S. Precut Vegetables/Salads Purchasing, 1995 (% of Precut Purchasers); Type: Iceberg/Regular, Coleslaw (not deli), Specialty/Gourmet, Caesar/Packaged Romaine, Washed/Trimmed Spinach
   • Higher Income Level Is Sole Outstanding Factor in Precuts Purchasing
   • Other Factors Not Very Consequential
   • But Future Precuts Purchasing Is Skewed to Higher Income,
   • Region, Age
   • Americans Do Want Organic
   
   The Consumer: Refrigerated Pasta
   • Almost 15.2 Million Refrigerated Pasta Purchasers
   • A Definitely Upscale Shopper-Profile
   • Table 2-25: Demographic Characteristics Favoring Purchase of Chilled Pasta, 1995; Factor: Age, Education, Employment, Occupation, Family Status, Region, Locality, Race, Household Income, Household Size, Children in Household
   
   The Consumer: Chilled Pasta Sauce
   • About 19 Million Americans Buy Chilled Pasta Sauce
   • Contadina By Far the Most Widely Used Pasta Sauce Brand
   • Contadina Commands Most Loyalty
   • Table 2-26: Total and Sole Users of Selected Chilled Pasta
   • Sauce Brands, 1994 (number and percent of principal shoppers); Brands: Contadina, Romance, Trio's, and Other
   • Surprisingly, No Clear Picture of Affluence Encourages
   • Chilled Pasta Sauce Purchase
   • The Same Is True for Contadina Entries
   • Table 2-27: Demographic Characteristics Favoring Purchase of Chilled Pasta Sauce and of Contadina Chilled Pasta Sauce, 1994; Factor: Age, Education, Employment, Occupation, Family Status, Region, Locality, Race, Household Income, Household Size,
   • Children in Household

1. THE PRODUCT
   The Product
   • Background
   • Market Definition
   • Packaging
   • Food And Beverage Regulations
2. THE MARKET
   Introduction
   • Scope of Market Data
   • Methodology and Sources for Sales Estimates
   • Figures Reported in U.S. Dollars
   • Table 3-1: Exchange Rates to the U.S. Dollar for Selected Countries: January 8, 1996
   • Table 3-1: Exchange Rates to the U.S. Dollar for Selected Countries: January 8, 1996; Countries: Belgium, Denmark, Finland, France, Germany, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, United Kingdom, Japan
   
   Market Size and Growth
   • $2 Billion Market in Europe
   • Table 3-2: Size and Growth of the European Chilled Prepared Foods Market, 1992-1996 (retail dollars)
   • Japanese Supermarket Sales Estimated at $587 Million
   • Table 3-2a: Size and Growth of Supermarket Sales of Chilled Prepared Foods in Japan, 1992-1996 (retail dollars)
   
   Factors in Future Market Growth
   • Lifestyle Changes Favor Growth
   • Healthy and Vegetarian Niches
   • Ethnic Flavors Also Boost Growth of Chilled Prepared Foods
   • Availability in Alternative Distribution Channels Necessary for Growth
   • The Private-Label Challenge
   
   Market Projections
   • European Sales Growth to Slow Down By 2001
   • Table 3-3: Projected Size of the European Chilled Prepared Foods Market, 1996-2001 (retail dollars)
   • Japanese Supermarket Sales to Approach $850 Million
   • Table 3-3a: Projected Supermarket Sales of Chilled Prepared Foods Market in Japan, 1996-2001 (retail dollars)
   • Market Composition
   • Chilled Products Approach One-Fifth of Prepared Foods Sales
   • Table 3-4: Segmentation of Total Prepared Foods Market in
   • Europe, 1991 vs. 1996 vs. 2001 (percent); Segment: Frozen
   • Prepared Foods, Chilled Prepared Foods, and Canned Prepared Foods
   • United Kingdom Largest Chilled Prepared Foods Market in Europe
   • Figure 3-2: Share of European Chilled Prepared Foods Market:
   • By Area, 1996 (percent); Country: Scandinavia, United Kingdom, Germany, France, Italy, and Other
   • Salad Lunches Comprise Largest European Chilled Foods Category
   • Table 3-5: Share of European Chilled Prepared Foods Market: By Category, 1996 (percent); Category: Salad Lunches, Burgers, Hot Dogs, and Traditional European Meat Dishes, Seafood, Pasta-
   • Based Dishes, Pizza, Other Ethnic Dishes, Other Dishes
   • Japanese Style Foods Dominate Japanese Chilled Foods
3. The Marketers
   The Marketers
   • Local Companies Dominate
   • International Companies
   • Marketer List by Category
   • Table 3-6: Prepared Food Marketers in Europe, 1996; Marketer: Ablis, Antica Pasteria, Apetito, Appetit Brugge, Aspasia, Bakker, Bernhard Barfuss, Bieze Import, Boekel, Boma, Börger, Brake Bros., Bruch- mann, Campina Mëlkunie, Chamco, Dalepak, Danone, De Bioderij, Ecochard, Europal, Fanofine Foods, Fleury Michon, G. Kramer & Zonen, Gaumenfreude, GFG, Hartmann, Hartog Union, Heidawerk-Müller, Heinrich Humme Feinkost, Heinz Abbelar, Het Verre Oosten, F. Homann, Homila, Hoppe, Hotdog King, Howe, Iceland Freezer Centre Group, IFBA, International Cuisine, Johma, Kroef, Kwalitiet Levensmiddelen, La Couronne, Labeyrie, Lachs, Lerial, Lonki, Lun- den Food, Maishi, Mamma Lucia, Marlow Foods, Meica Ammer- lander, Monoprix, Nadler Feinkost, Nestle, Nikita, Northern Foods, Nutrimer, Oceanic Foods, P*P, Panzani, Perkins Foods, Profood, Roberto, Rouff's, Rugen Feinhost, Saint Louis, Soprat, Stegeman, Stockmeyer, Ter Beke, Thomas Ballantyne, Tops Foods, TSN, Unilever, Union Nature, Vamos, Vital Feinkost, Watermann Feinkost
   
   Competitive Factors
   • Different Strategies Adopted
   
   Marketing Trends
   • Price Consciousness
   • Vegetarian and Health Foods Gaining Stature
   • Ethnic Flavors, Local Favorites
   • Japan's Closed Distribution System is Dismantled
   • Growing Clout of Retailers
   • Brand Strategies
   
   Product Trends
   • Added-Value Products Seen as Key to Success
   • Line Extensions Dominate
   • Technology Extends Shelf Life
   • Packaging Innovations
   
   Advertising and Promotion
   • Little Advertising Evident
4. Distribution And Retail
   Distribution
   • Supermarkets In Europe, Convenience Stores In Japan
   • Private-Label Favored For Profit Potential
5. The Consumer
   The Consumer
   • Shopping Habits
   • Women Register Bulk of Purchases
   • Demand and Demographics
   • Figure 3-3: Importance of Over-60 Population in Selected European Countries, 1995 vs. 2001 (percent); Country: France, Germany, Italy, United Kingdom
   • Youth Market Promising
   • Single Persons
   
   Appendix I: Consumer Advertising Examples
   Appendix II: Promotional Advertising Examples
   Appendix III: Company Profiles
   ConAgra, Inc.
   • Sales of Almost $25 Billion in Fiscal 1996
   • ConAgra's Three Business Segments
   • Acquisitions Key to Growth
   • Many Preferred Consumer Brands
   
   Dole Food Company, Inc.
   • Revenues Jump to $3.8 Billion in 1995
   • Dole Segments Business According to World Geography
   • Dole Virtually a One-Label Company
   
   A.M. Gilardi & Sons, Inc.
   • Sales Estimated to Be At Least $100 Million
   • A Multi-Brand Approach
   
   Hormel Foods Corporation
   • Sales of Over $3 Billion
   • Hormel's Five Business Groups
   • Respected Hormel Consumer Brands
   
   Nestle S.A.
   • World's Largest Food Firm Posts 1995 Sales of $49 Billion
   • Five Product Groups
   • A Host of Powerful U.S. Brands
   
   Perdue Farms, Inc.
   • Sales of at Least $1.3 Billion
   • Three Operating Divisions
   • Only Recently an Acquirer
   • Perdue Believes in Namesake Branding
   
   Philip Morris Companies, Inc.
   • Revenues Surpass $66 Billion in 1995
   • Philip Morris's Four Business Segments
   • Some Key Food Divestments
   • A Host of Familiar Brands
   
   Reser's Fine Foods, Inc.
   • Sales Estimated at $200 Million
   • A Chilled Foods Specialist
   • Expansion Through Acquisition
   • A Varied Brand Assortment
   
   Sara Lee Corporation
   • Net Sales of $18.6 Billion in Fiscal 1996
   • Four Lines of Business
   • A Stable of Recognized Brands
   
   Tyson Foods, Inc.
   • Sales Leap to $5.5 Billion in Fiscal 1995
   • Chicken Products Account for Three-Quarters of Sales
   • Strong in Foodservice and Warehouse Club Channels
   • Key Acquisitions
   • Russian Import Ban Threatens Tyson Bottom Line
   • Tyson's Popular Consumer Brands
   
   Appendix IV: Marketer Addresses