Market For Pork And Pork Products
Nov 1, 1995
136 Pages - Pub ID: LA397
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  1. The Products
    Overview
    • Scope of Report: Five Product Categories
    • Pork Takes the Cure
    • Government Regulators
    • The Proposed Revamping of the Meat Inspection System
    • The Seven Points of the HACCP
    • Opposition to the HACCP
    • The Safe Handling Rule
    • Additional Government Regulations

    The Products: Fresh Cuts
    • Definition of Fresh Cuts
    • Packaging of Fresh Cuts
    • URMIS and the Labeling of Fresh Cuts
    • Trichinosis No Longer a Threat

    The Products: Sausage
    • Definition of Sausage
    • How Sausage Is Made
    • Classification of Sausage
    • Breakfast vs. Dinner Sausage
    • Types of Sausage
    • Flavored Sausages
    • Sausage Packaging
    • Combination Products
    • Regulation of Sausage

    The Products: Cold Cuts
    • Definition of Cold Cuts
    • How Cold Cuts Are Made
    • Varieties of Cold Cuts
    • Packaging of Cold Cuts
    • Variety Packs

    The Products: Ham
    • Ham Products Defined
    • Urban vs. Country-Style Ham
    • Ham Curing
    • Regional and Imported Hams
    • Packaged Ham
    • Canned Ham

    The Products: Bacon
    • Definition of Bacon
    • Types of Bacon
    • Canadian Bacon and Pancetta
    • How Bacon Is Made
    • Packaging of Bacon

    The Nutritional Front
    • Nutritional Benefits of Pork
    • [Table] Protein Content of Sample Pork Products Fresh Pork Slims Down
    • [Table] Fat, Calories, and Cholesterol Content of Selected Pork Cuts
    • But Processed Pork Products Are Generally Less Trim
    • [Table] Fat and Saturated Fat for Sample Processed Pork Products
    • [Table] Calories and Calories from Fat of Sample Processed Pork Products
    • Pork and Sodium
    • [Table] Sodium Content of Sample Processed Pork Products Nutritional Labeling and Education Act Requirements
    • NLEA Definitions
    • Example of Nutritional Labels

    The Technology Front
    • The National Genetic Program
    • The FDA and the Irradiation of Meat Products
    • Applications for Carrageenan Widen
    • The Packaging Challenge
  2. The Market
    • [Graphic] Retail Dollar Sales by Product Category: The Pork and Pork Product Market (1991 vs. 1995)

    Market Size and Growth
    • Methodology for Sales Estimates
    • Retail Sales Approach $18.4 Billion in 1995
    • [Table] Change in Retail Dollar Volume: The Pork and Pork Products Market (1991-1995)
    • Fresh Cuts Lead in Sales
    • Sausage in Second Place
    • Cold Cuts Place Third
    • Ham Ranks Fourth
    • Bacon Category Last in Sales
    • [Table] Retail Dollar Sales by Product Category: The Pork and Pork Products Market (1991-1995)
    • Market Down by 2.3% Since 1991
    • [Table] Growth/Decline in Pork Market Sales by Category: 1991 vs. 1995
    • Even Healthiest Category Lags Behind Inflation

    Factors in Market Growth
    • A Note on Market Forecasting
    • "Mountain of Meat" Levels Prices
    • Convenience, Nutrition, and Value
    • Ethnic and Minority Marketing
    • [Table] Projection of U.S. Population: By Ethnic Group (1990-2010)
    • Fresh Cuts: Nutritional, Valued-Added and Branded
    • Products Will Spur Growth
    • [Table] Per Capita Consumption of Red Meat and Poultry (1992-1995)
    • Sausage: Casting a Wide Net
    • Cold Cuts: Convenience Is Key
    • Ham and Bacon: Categories in Decline
    • [Graphic] Projected Growth in Retail Dollar Sales by Product Category: The Pork and Pork Product Market (1995 vs. 2000)

    Projected Market Growth
    • Retail Sales to Approach $20 Billion in 2000
    • Fresh Cuts Category to Reach $7 Billion in 2000
    • [Table] Projected Growth in Retail Dollar Sales by Product Category: The Pork and Pork Products Market (1996-2000)

    Market Composition
    • Fresh Cuts Account for Almost One-Third of Sales
    • [Graphic] Share of Pork Market Retail Sales: By Product Category (1995)
    • Supermarkets Lead in Retail Dollar Share
    • [Table] Grocery Store Dollar Share by Pork Product Type: 1990 vs. 1994
    • Grocery Stores Retain Leading Retail Share
    • Pork Consumption Highest in Midwest
    • [Table] Regional Consumer Usage Indices: By Product Type (1994)
    • Seasonality Varies by Product Category
  3. The Marketers
    The Marketers
    • Over 900 Pork Manufacturers and Marketers
    • [Chart] Selected Pork Marketers: By Product Category

    Marketer and Brand Shares
    • The Top Marketers
    • Pork Feet/Hocks: Queenella Is Cinderella Story
    • Queenella, Hormel, Bear Creek, and Peer Are Top
    • Pork Feet/Hocks Brands
    • [Table] Top Marketer Shares: Pork Feet/Hocks (1993-1995)
    • [Table] Selected Brand Shares: Pork Feet/Hocks (1993-1995)
    • Dinner Sausage: Sara Lee Leads with Three-Tenths Share
    • Hillshire Farm Is Top Dinner Sausage Brand
    • [Table] Top Marketer Shares: Dinner Sausage (1993-1995)
    • [Table] Selected Brand Shares: Dinner Sausage (1993-1995)
    • Breakfast Sausage: Sara Lee, Bob Evans Lead
    • Second-Tier Rivals Gain Share at Expense of Top
    • Breakfast Sausage Brands
    • [Table] Top Marketer Shares: Breakfast Sausage (1993-1995)
    • [Table] Selected Brand Shares: Breakfast Sausage (1993-1995)
    • Frozen Sausage: ConAgra Controls One-Third of Segment
    • Swift Premium Brown 'N Serve Is Top Frozen Sausage Brand
    • [Table] Top Marketer Shares: Frozen Sausage (1993-1995)
    • [Table] Selected Brand Shares: Frozen Sausage (1993-1995)
    • Sliced Cold Cuts: Kraft Leads with Over One-Third Share
    • Oscar Mayer/Louis Rich Are Top Cold Cut Brands
    • [Table] Top Marketer Shares: Cold Cuts (Sliced) (1993-1995)
    • [Table] Selected Brand Shares: Cold Cuts (Sliced) (1993-1995)
    • Loaf-Style Cold Cuts: Sara Lee, ConAgra Lead
    • Oscar Mayer Also Top Brand in Loaf-Style Cold Cuts
    • [Table] Top Marketer Shares: Cold Cuts (Unsliced) (1993-1995)
    • [Table] Selected Brand Shares: Cold Cuts (Unsliced) (1993-1995)
    • Refrigerated Canned Ham: ConAgra Overtakes Hormel
    • [Table] Top Marketer Shares: Refrigerated
    • Canned Ham (1993-1995)
    • Swift Premium, Armour Star, and Dubuque Are Top
    • Refrigerated Ham Brands
    • [Table] Selected Brand Shares: Refrigerated Canned Ham (1993-1995)
    • Shelf-Stable Canned Ham: Hormel Overtakes ConAgra
    • [Table] Top Marketer Shares: Shelf-Stable Canned Ham (1993-1995)
    • Hormel, Armour Star Are Top Shelf-Stable Ham Brands
    • [Table] Selected Brand Shares: Shelf-Stable Canned Ham (1993-1995)
    • Bacon: Kraft Leads with Nearly One-Fourth Share
    • [Table] Top Marketer Shares: Bacon (1993-1995) Oscar Mayer Is Leading Bacon Brand
    • [Table] Selected Brand Shares: Bacon (1993-1995)

    Competitive Situation
    • Sara Lee Expands Range of Nutrition- and
    • Convenience-Oriented Products
    • Oscar Mayer Free Follows Kraft, General Foods Merger
    • ConAgra Offers More Healthy Choices and
    • Value-Added Fresh Pork
    • Hormel: Differentiated Products, Closer Ties
    • Smithfield: Vertical Integration and Regional Expansion
    • Thorn Apple Valley Acquires Wilson, Corn King Lines
    • Tyson Foods Banks on R&D
    • Retail/Foodservice Synergy Has Been Key to Bob Evans' Growth
    • Bar-S Pledges Value

    Marketing and New Product Trends
    • Pork Gets a Nutritional Makeover
    • Smithfield and NPD Pork
    • Healthy Choice: Putting the Ham Back on the Sandwich
    • The New Nutrition Bandwagon
    • Value-Added Products: Convenience and Quality
    • Fresh Pork Gets Branded
    • Ethnic/Spicy Products: An Appreciative Population
    • [Chart] The Pork Market: Selected New
    • Product Introductions (1993-1995)

    Advertising Expenditures
    • Figures Based on LNA Tracking
    • Total Market Advertising Hovers at $100 million
    • Sara Lee Accounts for Three-Tenths of Advertising Expenditures
    • Kraft Accounts for One-Fifth of Total Expenditures
    • NPPC, Hormel, and ConAgra Form Second Tier of Advertisers
    • Top Five Marketers Account for 85% of Total Market Advertising
    • [Table] Leading Advertisers: The Pork Market (1992-1994)
    • Sara Lee Is Top Sausage Advertiser
    • [Table] Leading Advertisers: Sausage (1992-1994)
    • Kraft Is Leading Cold Cuts Advertiser
    • [Table] Leading Advertisers: Cold Cuts (1992-1994)
    • Hormel, Honey Baked Are Leading Ham Advertisers
    • [Table] Leading Advertisers: Ham (1992-1994)
    • Kraft Hogs Bacon Advertising
    • [Table] Leading Advertisers: Bacon (1992-1994)
    • Television Garners Three-Fourths of Advertising Dollars
    • [Graphic] Advertising Expenditures for Meats, Poultry, and Fish: By Medium (1994)
    • [Table] Measured Advertising Expenditures: The Pork Market (1992-1994)

    Advertising Positioning
    • Something for Everyone
    • Taste Is Next
    • Sara Lee Targets Black, Hispanic Consumers
    • Meatier Oscar Mayer: Quality Counts
    • Other White Meat on Other White Sale
    • Bob Evans Sausage: More for Your Money
    • Armchair Quarterbacks and Buffet Ham
    • Examples of Consumer Advertising

    Consumer Promotions
    • Coupons
    • Sweepstakes and Gift Offers
    • Recipes and In-Store Sampling
    • Corporate Citizenship
    • Examples of Consumer Promotions

    Trade Advertising and Promotions
    • Trade Ads: Products on Parade
    • Thorn Apple Valley: Nobody Does It Better
    • Examples of Trade Advertisements
  4. Distribution And Retail
    Distribution
    • Two Main Channels of Distribution
    • Primals and Pork Processing
    • Computerization and Efficient Consumer Response

    At the Retail Level
    • Grocery Stores Account for Lion's Share of Retail Sales
    • Pork Products Garner About 3% of Consumer Grocery Dollars
    • Grocery Store Display of Pork Products
    • Space Allocation in Supermarkets
    • Supermarket Selection Proliferates
    • Cergro Reports on Prices and Margins
    • SKU Prices Generally Range from $1 to $5
    • Margins Range from 20% to 55%
    • Catalogs by National and Local Marketers Offer
    • Premium Products
    • Aidells Sausage Teams Up with Williams-Sonoma
    • Heavenly Ham Retail Outlets Expanding Nationwide
    • Examples of Catalogs
  5. The Consumer
    • [Graphic] Household Penetration of Pork Products
    • [Chart] Demographic Characteristics Favoring of Selected Pork Products

    Consumer Focus: Fresh Cuts
    • Analysis Based on Simmons Data
    • 61% of Principal Shoppers Use Pork Chops
    • Middle America Shops for Fresh Pork
    • Non-Black Minorities Also Are Important Customers
    • Younger, Older, and Downscale Shoppers Are Resistors
    • [Chart] Demographic Characteristics Favoring Use of Fresh Cuts

    Consumer Focus: Sausage
    • 60% of Principal Shoppers Use Sausage
    • Heavy Users Account for Half of Sausage Consumption
    • [Graphic] Sausage Users and Use (Monthly) Use of Sausage Skewed to African-American, Midwestern, Rural, and Larger Households
    • African-American Households Show Highest Tendency to Heavy Use of Sausage
    • [Chart] Demographic Characteristics Favoring Use and Heavy Use of Sausage
    • Upscale Consumers Are Sausage Resistors
    • Size of Household, Region, and Occupation Are Indicators for
    • Uncooked and Precooked Sausage
    • [Chart] Demographic Characteristics Favoring Use of Uncooked and Precooked Sausage
    • Consumer Demographics by Sausage Form
    • Consumer Demographics by Sausage Kind and Flavor
    • Hot/Spicy Sausage Favored Among Southern, African-American,
    • and Upscale Households
    • Old-World Kielbasa Attracts Older Consumers
    • [Chart] Demographic Characteristics Favoring Use of Sausage: By Form
    • [Chart] Demographic Characteristics Favoring Use of Sausage: By Kind and Flavor
    • Demographics Vary by Sausage Brand
    • [Chart] Demographic Characteristics Favoring Use of Sausage: By Brand

    Consumer Focus: Cold Cuts
    • Sliced Ham Is Most Widely Used Cold Cut
    • Use of Cold-Cut Ham Drops in South
    • [Chart] Demographic Characteristics Favoring Use of Cold-Cut Ham
    • Bologna
    • Cold-Cut Salami Favored in North
    • [Chart] Demographic Characteristics Favoring
    • Use of Bologna and Cold-Cut Salami
    • Cold-Cut Resistors Vary by Product

    Consumer Focus: Ham
    • Over Half of Principal Shoppers Use Ham
    • Heavy Users of Unsliced Ham Account for Two-Thirds
    • of Consumption
    • [Graphic] Users and Use of Unsliced Ham (Over Three-Month Period)
    • Unsliced Ham Draws Typical Pork Customer
    • [Chart] Demographic Characteristics Favoring Use and Heavy Use of Unsliced Ham
    • Single, Urban, Lower-Income, and Non-Black Minority
    • Households Are Ham Resistors
    • Boneless, Bone-In Ham Vary in Draw
    • [Chart] Demographic Characteristics Favoring Use of Unsliced Ham: Boneless and Bone-In
    • Use of Canned Ham Rises in North
    • [Chart] Demographic Characteristics Favoring
    • Use of Canned Ham

    Consumer Focus: Bacon
    • Almost Three-Fourths of Principal Shoppers Consume Bacon
    • Heavy Users Account for Over Half of Bacon Use
    • [Graphic] Bacon Users and Use (Monthly)
    • Heavy Use of Bacon Skewed to Downscale Households
    • [Chart] Demographic Characteristics Favoring Use and Heavy Use of Bacon
    • Single, Northern, and College Grad Households
    • Are Bacon Resistors
    • Use of Various Bacon Brands Skewed to Non-Black Minorities
    • [Chart] Demographic Characteristics Favoring Use of Bacon: By Brand

    Appendix I: U.S. Pork Production And Consumption
    U.S. Pork Production and Consumption
    • Production Projected at 18.4 Billion Pounds in 1996
    • [Table] Production of Federally-Inspected Pork: 1984-1996
    • Iowa Accounts for One-Third of Federally-Inspected Slaughter
    • [Graphic] Share of Pork Production: By State (1994)
    • Farm Value Falls by 10.6% in 1994
    • [Table] Farm and Wholesale Value of Pork
    • Production: 1989-1994
    • Farm Prices Fall by 1.3%
    • [Table] Farm and Wholesale Pork Prices: 1989-1994
    • Domestic Consumption Projected at 18.5 Billion Pounds in 1996
    • [Table] Utilization of Total Pork Supply: 1989-1996
    • Per Capita Pork Consumption Projected at 54.1 Pounds in 1996
    • [Table] Total U.S. Pork Consumption: 1989-1996
    • Exports Projected at 610 Million Pounds in 1996
    • [Table] U.S. Pork Exports: 1989-1996
    • Pork Imports to Fall in 1995 and 1996
    • [Table] U.S. Pork Imports: 1992-1996
    • Canada, Denmark Lead Among Pork Importers
    • [Table] Value of Pork Imports by Country of Origin: 1990-1994

    Appendix II: Corporate Profiles
    ConAgra, Inc.
    • Sales of $24.0 Billion in 1994
    • Corporate Structure
    • Diverse Range of Consumer Goods, Commodities
    • ConAgra Claims Foothold in Mexican Market

    Bob Evans Farms, Inc.
    • Sales of $767 Million in 1994
    • Restaurants in Nineteen States
    • Retail Products

    Farmland Industries, Inc.
    • Sales of $6,680 Million in 1994
    • Growth Pinned to Farmland Foods

    Hormel Foods Corp.
    • Sales Surpass $3 Billion in 1994
    • Meats, Prepared Foods Dominate Product Line
    • Company Strategy

    IBP, Inc.
    • Sales of $12.1 Billion in 1994
    • The Post-Armand Hammer Era
    • Value-Added, International Ventures

    Philip Morris Cos.
    • Revenues of $53.8 Billion in 1994
    • Three Main Divisions
    • Powerhouse Brands

    Sara Lee Corp.
    • Sales of $16.7 Billion in 1994
    • Segment Contributions

    Smithfield Foods, Inc.
    • Sales of $1.5 Billion in 1994
    • Vertical Integration Strategy
    • Stock Shoots Up in 1994
    • Japan Cultivated as Source of Growth

    Thorn Apple Valley, Inc.
    • Sales of $773.4 Million in 1994
    • Turnaround Attributed to New Leadership

    Appendix III: Examples Of Consumer And Trade Advertising And Promotions
    Appendix IV: Addresses Of Selected Marketers, Processors, And Trade Associations
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