The U.S. Market for Meal Kits
Sep 1, 1998
156 Pages - Pub ID: LA508
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  1. Executive Summary
    The Products
    • Nature Of The Products
    • Two Product Categories
    • Lunch Packs
    • Dinner Kits

    Market Size And Growth
    • Retail Sales Estimated At $1.1 Billion
    • Market Growth By Product Category
    • Supermarket Sales Of Refrigerated Lunch Packs At $553 Million
    • Matrix Of A Maturing Market
    • Market To Surpass $1.8 Billion By 2002
    • Table 1-1: U.S. Retail Sales Of Meal Kits By Category: Lunch Packs Vs.
    • Dinner Kits, 1993-2002 (Dollars)

    The Marketers
    • Market Led By Food Giants
    • Lunchables Claim 78% Of Refrigerated Lunch Pack Sales
    • Following The Oscar Mayer Leader
    • Will More Adults Do Lunchables?
    • Product Sales: Dinner Kits
    • Dinner Kit Diversity
    • The Co-Branding Strategy: Comfort And Impulse
    • Variety And New Product Introductions
    • $29 Million In National Advertising For Lunchables

    Distribution And Retail
    • The Grocery Store Sector: Distributors Vs. Direct Distribution
    • Warehousing Vs. Direct Store Delivery
    • Meal Solution Competition
    • The Retailer Landscape
    • Room For Growth For Private-Label Lunch Packs
    • Retail Prices Range From $1 To $10
    • 34%-45% Merchandising Rates For Refrigerated Lunch Packs

    The Consumer
    • 20% Penetration Level For Lunch Packs
    • Figure 1-1: Median Household Income For Purchasers Of Selected Meal
    • Kit Products (Dollars): 4 Selected Meal Kit Products
    • The Lunch Pack Customer
    • 17% Use Oscar Mayer Lunchables
    • Purchasers Of Spaghetti And Lasagna Dinners
    • 14% Use Taco Kits
    • Lower Age And Higher Income Medians For Nacho Kits

    Scope And Methodology
    • Market Parameters
    • Report Methodology
  2. The Market
    The Products
    • Scope Of Report
    • History Of The Products
    • Nature Of The Products
    • Two Product Categories
    • Lunch Packs
    • Dinner Kits
    • Note On Breakfast Products
    • Fda Standards Of Identity
    • The Nutrition Labeling And Education Act
    • Nutritional Profile Of Products
    • Lunch Pack Packaging
    • Boxing Up Dinner Kits
    • Figure 2-1: U.S. Retail Sales Of Meal Kits, 1993-1997 (Dollars)

    Market Size And Composition
    • Note On Market Size Estimates
    • Retail Sales Estimated At $1.1 Billion
    • Table 2-1: U.S. Retail Sales Of Meal Kits, 1993-1997 (Dollars)
    • Market Growth By Product Category
    • Table 2-2: U.S. Retail Sales Of Meal Kits By Product Category: Lunch
    • Packs Vs. Dinner Kits, 1993-1997 (Dollars)
    • Lunch Packs Claim 61% Of Market
    • Figure 2-2: Market Share Of Meal Kit Sales By Category: Lunch Packs Vs. Dinner Kits, 1993 Vs. 1997 (Percent)
    • Supermarket Sales Of Refrigerated Lunch Packs At $553 Million
    • Table 2-3: Supermarket Sales Of Refrigerated Lunch Packs, 1993-1997 (Dollars)
    • Food Stores Claim 88% Of Sales
    • Figure 2-3: Share Of Meal Kit Sales By Retail Channel, 1997 (Percent): Supermarkets, Smaller Grocery Stores, Other
    • Sales Steady Across The Seasons
    • Figure 2-4: Share Of Supermarket Sales Of Refrigerated Lunch Packs By Quarter, 1997 Vs. 1998 (Percent)
    • Market Skews South
    • Table 2-4: Regional Distribution Of Meal Kit Purchasers: Lunch Packs Vs. Complete Packaged Dinner Mixes, 1997 (Percent): 3 Factors

    Factors To Market Growth
    • Changing Consumption Patterns
    • Hmr And Meal Solutions
    • The Meal Kit Option
    • The Home-Cooked Factor
    • The Healthy Choice Factor
    • The Family Values Factor
    • The Ethnic Foods Factor
    • A Boost From Technology
    • Matrix Of A Maturing Market
    • Table 2-5: Meal Kit Product Matrix: Lunch Packs Vs. Dinner Kits (4 Shelving Categories) Meal Kits In A Graying America
    • Table 2-6: Projections Of U.S. Households By Age Of Householder, 1997-2002 (Number And Percent): From Age Under 25 To Age 75 And Older
    • 3.3% Growth In 5- To 14-Year-Olds
    • Table 2-7: Projected Growth Of U.S. Population Age 5 (Number And Percent)
    • 7.7% Growth In Non-Family Households
    • Table 2-8: U.S. Demographic Projections By Household Type, 1997- 2002 (Number): All, Family, Married, Non-Family, Per Persons
    • Figure 2-5: Projected U.S. Retail Sales Of Meal Kits By Category: Lunch Packs Vs. Dinner Kits, 1997-2002 (Dollars)

    Projected Market Growth
    • Market To Surpass $1.8 Billion By 2002
    • Table 2-9: Projected U.S. Retail Sales Of Meal Kits By Category: Lunch
    • Packs Vs. Dinner Kits, 1997-2002 (Dollars)
  3. The Marketers
    Marketer Overview
    • Market Led By Food Giants
    • Mergers And Acquisitions
    • Table 3-1: U.S. Market For Meal Kits: Selected Marketers By Brand,

    Competitive Overview: Lunch Packs
    • Lunchables Claim 78% Of Refrigerated Lunch Pack Sales
    • Table 3-2: Refrigerated Lunch Pack Marketer Shares And Dollar Sales In
    • Supermarkets, December 1997 (Percent And Dollars): Kraft Foods,
    • Sara Lee, Conagra, Private Label, Other
    • Following The Oscar Mayer Leader
    • Table 3-3: Time Line Of Selected Lunch Pack Product Introductions,
    • 1989-1998
    • Competition From The Canned-Meat Aisle
    • Tanimura's Produce Packs Truly Original
    • Will More Adults Do Lunchables?

    Competitive Overview: Dinner Kits
    • 1997 Sales Of Leading Products
    • Dinner Kit Diversity
    • Table 3-4: Time Line Of Selected Dinner Kit Product Introductions,
    • 1992-1998
    • Frozen Dinner Kits Find Welcome Climate
    • Between Hamburger Helper And Kung Pao Chicken
    • Refrigerated Dinner Kits And Supermarket Turf Wars
    • The Prospects For Produce-Based Kits
    • Dinner Kits For One?
    • Preparation Time For Dinner Kits
    • Table 3-5: Stated Preparation Time For Selected Dinner Kit Products
    • (Minutes): 4 Marketers/6 Brands

    Competitive Profile: Conagra, Inc.
    • Company Overview
    • Conagra Ranks Third In Lunch Combinations
    • Conagra's Commitment To Lunch Packs

    Competitive Profile: Dean Foods Co
    • Company Overview
    • Easy Recipe: A Partner In The Kitchen
    • Promoting The Meal Starters
    • Launch Of Pasta Secrets & Freshlike Family Recipe

    Competitive Profile: Dole Food Co., Inc
    • Company Overview
    • Lunch For One: A Giant In A New Niche

    Competitive Profile: H.J. Heinz Co
    • Company Overview
    • The Star-Kist Strategy
    • Charlie's Lunch Kits

    Competitive Profile: Hormel Foods Corp
    • Company Overview
    • Dinner Kits "Restaurante Style"

    Competitive Profile: International Home Foods, Inc.
    • Company Overview
    • The Chef Boyardee Brand
    • Chef Boyardee's Pizza Kits

    Competitive Profile: Kellogg Co
    • Company Overview
    • Breakfast Mates

    Competitive Profile: Kraft Foods (Philip Morris Cos.)
    • Company Overview
    • Oscar Mayer Lunchables
    • Taco Bell And Lunchables
    • Lunchables For Adult Consumers
    • Kraft And Dinner Kits

    Competitive Profile: Nestlé Usa, Inc. (Nestlé S.A)
    • Company Overview
    • Ortega Dinner Kits

    Competitive Profile: Perdue Farms, Inc
    • Company Overview
    • Dinner At Cafe Perdue

    Competitive Profile: Pillsbury Co. (Diageo)
    • Company Overview
    • Pillsbury, Pet, And Old El Paso
    • Expanding Create A Meal
    • Promoting Create A Meal!
    • Old El Paso

    Competitive Profile: Sara Lee Corp
    • Company Overview
    • Farewell Bryan & Hillshire Farm Lunch Packs
    • Renovating Tastefuls!
    • Bryan Dinner Kits

    Competitive Profile: Tanimura & Antle, Inc.
    • Company Overview
    • T&A Moves Produce To Center Plate
    • Shelf-Life Solutions
    • Saladtime In A Bowl

    Competitive Profile: Tyson Foods, Inc.
    • Company Overview
    • Tyson As Meal Kit Marketer
    • New Restaurant Favorites

    Competitive Profile: Winn-Dixie Stores, Inc
    • Company Overview
    • Winn-Dixie Meal Kits

    Marketing And New Product Trends
    • The Co-Branding Strategy: Comfort And Impulse
    • Table 3-6: Co-Branding Matrix For Meal Kits
    • New Product Introductions: Variety And The Healthy-Hearty Spectrum
    • Table 3-7: U.S. Market For Meal Kits: Selected New Product
    • Introductions, 1996-Summer 1998 (Category And Year):
    • Marketers
    • Packaging Trends

    Consumer Advertising And Promotion
    • $29 Million In National Advertising For Lunchables
    • Advertising Positioning: A Combination Of Qualities
    • Making Fun Of Lunch
    • Dinner Kits: From Fun To Serious
    • Coupon And Rebate Promotions
    • Table 3-8: Sample Cents-Off Coupon Offers By Meal Kit Marketers
    • (Amount Off, Meal Kit Coupon, Umbrella Coupon): 9 Marketers/15
    • Products
    • Matching Up Marketers
    • From Official Lap Points To Nordic Track
    • Websites And Sales
    • Corporate Citizenship
    • Examples Of Consumer Advertising And Promotions

    Trade Advertising And Promotion
    • Products On Parade
    • Standard Approaches To Promotion
  4. Distribution And Retail
    At The Distribution Level
    • The Grocery Store Sector: Distributors Vs. Direct Distribution
    • Warehousing Vs. Direct Store Delivery
    • Advantages Of Warehouse Delivery
    • Disadvantages Of Warehouse Delivery
    • Advantages Of Direct Store Delivery
    • Disadvantages Of Direct Store Delivery
    • Smaller Marketers Frequently Work Through Brokers
    • Meal Solution Competition
    • The Warehouse Club Sector: Eliminating The Distributor
    • Warehouse Club Prices And Packs
    • Distributors Vs. Warehouse Clubs

    At The Retail Level
    • The Retailer Landscape
    • Supermarkets Vs. Warehouse Clubs
    • Supermarket Selection Proliferates
    • Warehouse Club Commitment
    • Product Location
    • Space Allotment
    • Category Management In Supermarkets
    • Room For Growth For Private-Label Lunch Packs
    • Figure 4-1: Supermarket Dollar And Volume Shares Of Lunch Packs: Name Brand Vs. Private Label, 1997 (Percent)
    • Retail Prices Range From $1 To $10
    • Table 4-1: The U.S. Market For Meal Kits: Suggested Retail Price Of Selected Products
    • Meal Kit Vs. Restaurant Prices
    • Margins And Pricing Competition
    • Retailer Promotions
    • 34%-45% Merchandising Rates For Refrigerated Lunch Packs
    • The Point-Of-Sale Push
  5. The Consumer
    Consumer Overview
    • Note On Simmons Market Research Bureau Data
    • 20% Penetration Level For Lunch Packs
    • Figure 5-1: Median Household Income For Purchasers Of Selected Meal
    • Kit Products (Dollars): 4 Products
    • Dinner Kits Old And New
    • Table 5-1: Consumer Overview For Selected Meal Kit Products And Brands (Percent, Age, Dollars): 12 Product Classifications

    Consumer Focus: Lunch Kits
    • The Lunch Pack Customer
    • 17% Use Oscar Mayer Lunchables
    • Profiles For Bryan, Hillshire Farm, And Eckrich
    • The Charlie's Lunch Kit Crowd
    • Table 5-2: Demographic Characteristics Favoring Use Of Lunch Packs, 1997 (U.S. Principal Shoppers)
    • Table 5-3: Demographic Characteristics Favoring Use Of Oscar Mayer Lunchables, 1997 (U.S. Principal Shoppers)
    • Table 5-4: Demographic Characteristics Favoring Use Of Bryan Or Hillshire Farm Lunch 'N Munch, 1997 (U.S. Principal Shoppers) Table 5-5: Demographic Characteristics Favoring Use Of Eckrich Farm Lunch Makers, 1997 (U.S. Principal Shoppers)
    • Table 5-6: Demographic Characteristics Favoring Use Of Star-Kist Charlie's Lunch Kits, 1997 (U.S. Principal Shoppers)

    Consumer Focus: Dinner Kits
    • 53% Buy Complete Packaged Dinners
    • 19% Are Heavy Users Of Complete Packaged Dinners
    • Purchasers Of Spaghetti And Lasagna Dinners
    • Indicators For Chef Boyardee
    • 14% Use Taco Kits
    • Lower Age And Higher Income Medians For Nacho Kits
    • Table 5-7: Demographic Characteristics Favoring Use Of Complete Packaged Dinners, 1997 (U.S. Principal Shoppers)
    • Table 5-8: Demographic Characteristics Favoring Use Of Complete Packaged Dinners By Frequency Level, 1997 (U.S. Principal Shoppers): Heavy (4+), Medium
    • Table 5-9: Demographic Characteristics Favoring Use Of Italian-Style Packaged Dinners By Type: Spaghetti Dinners Vs. Lasagna Dinners, 1997 (U.S. Principal Shoppers)
    • Table 5-10: Demographic Characteristics Favoring Use Of Chef Boyardee Complete Packaged Dinners, 1997 (U.S. Principal Shoppers)
    • Table 5-11: Demographic Characteristics Favoring Use Of Mexican-Style Dinner Kits: Taco Kits Vs. Nacho Kits, 1997 (U.S. Principal Shoppers)
  6. Appendix I: Examples Of Consumer Advertising And Promotions
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