The U.S. Market for Refrigerated Processed Meats - Volume II: Category Focus
Apr 1, 2002
302 Pages - Pub ID: LA484571
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  1. Executive overview
    Scope and Methodology
    • Market Parameters
    • Report Methodology

    Market Overview
    • Convenience Meat Basics
    • The Packaging Challenge
    • Government Regulators and Product Safety
    • "Zero-Tolerance" Policy for Ready-to-Eat Meats
    • Irradiation and Food Safety Technologies
    • Refrigerated Processed Meats Market Expected to Top $17 Billion in 2006
    • Table 1-1: U.S. Retail Sales of Refrigerated Processed Meats by Product Category, 1997-2006 (dollars): Lunchmeats/Lunch Kits, Frankfurters/Dinner Sausage, Breakfast Meats, Convenience Meats
    • Supermarkets Account for 80% of Total Retail Sales
    • Factors to Market Growth
    • Convenience Meats Take Off
    • Dinner Sausage Sales Boost Overall Market
    • Consumers Demand Tasty, High-Quality Products
    • Convenient Products Appeal to Busy Consumers
    • Heavy Advertising
    • Three Classes of Marketers
    • Kraft on Top
    • Figure 1-1: Marketer Shares of U.S. Supermarket Sales of Refrigerated Processed Meats, 2001 (percent): 6 Marketers, Private Label, All Others
    • Smaller Marketers Grow Through Acquisition
    • Integrated Campaigns Capitalize on Brand Strengths
    • Marketing and New Product Trends
    • Ad Expenditures at $185 Million in 2000
    • Grocery Stores Account for Lion's Share of Retail Sales
    • Consumer Overview
    • Children and Processed Meats

    Category Focus: Lunchmeats and Lunch Kits
    • Market Nears $5 Billion in 2001
    • Lunchmeats Make Up Larger Category
    • Billion-Dollar Food Companies in Control
    • 92 Million Households Use Cold Cuts

    Category Focus: Frankfurters and Dinner Sausage
    • Market at $4 Billion in 2001
    • Frankfurters Make Up Larger Category
    • Billion-Dollar Food Companies Top the List
    • 84 Million Households Use Frankfurters

    Category Focus: Breakfast Meats
    • Market Nears $3.5 Billion in 2001
    • Bacon Makes Up Larger Category
    • Large Food Companies Dominate the Market
    • 83 Million Households Use Bacon
  2. The Lunchmeats and lunch kits Market
    • Figure 2-1: Estimated U.S. Retail Sales of Lunchmeats and Lunch Kits, 1997-2001 (dollars)

    Market Size and Composition
    • Methodology for Sales Estimates
    • Lunchmeats and Lunch Kits Market Nears $5 Billion in 2001
    • Table 2-1: U.S. Retail Sales of Lunchmeats and Lunch Kits, 1997-2001 (dollars)
    • Supermarkets Account for 81% of Total Retail Sales
    • Figure 2-2: Share of U.S. Retail Sales of Lunchmeats and Lunch Kits by Class of Trade, 2001 (percent): Supermarkets, Other Grocery/Food Stores, Other
    • Supermarket Sales Approach $4 Billion in 2001
    • Table 2-2: U.S. Supermarket Sales of Lunchmeats and Lunch Kits, 1997-2001 (dollars)
    • Lunchmeats Make Up Larger Segment
    • Table 2-3: Share of U. S. Supermarket Sales of Lunchmeats and Lunch Kits by Product Segment, 1997 vs. 2001 (percent)
    • Lunchmeat Sales Rebound and Exceed $3 Billion in 2001
    • Table 2-4: U.S. Supermarket Sales of Lunchmeats, 1997-2001 (dollars)
    • Sliced Refrigerated Lunchmeats Make Up Larger Segment
    • Table 2-5: Share of U. S. Supermarket Sales of Lunchmeats by Product Type, 1997 vs. 2001 (percent): Sliced Refrigerated, Unsliced Refrigerated
    • Sliced Refrigerated Lunchmeats Hit $3.0 Billion in 2001
    • Table 2-6: U.S. Supermarket Sales of Sliced Refrigerated Lunchmeats, 1997-2001 (dollars)
    • Supermarket Sales of Unsliced Refrigerated Lunchmeats at $2 Million
    • Table 2-7: U.S. Supermarket Sales of Unsliced Refrigerated Lunchmeats, 1997-2001 (dollars)
    • Lunch Kit Supermarket Sales Reach $683 Million in 2001
    • Table 2-8: U.S. Supermarket Sales of Lunch Kits, 1997-2001 (dollars)
    • Figure 2-3: Projected U.S. Retail Sales of Lunchmeats and Lunch Kits, 2001-2006 (dollars)

    Projected Market Growth
    • Sales to Reach $5.8 Billion in 2006
    • Table 2-9: Projected U.S. Retail Sales of Lunchmeats and Lunch Kits, 2001-2006 (dollars)
    • Supermarket Sales to Reach $4.6 Billion in 2006
    • Table 2-10: Projected U.S. Supermarket Sales of Lunchmeats and Lunch Kits, 2001-2006 (dollars)
    • Supermarket Sales of Lunchmeats to Near $4 Billion by 2006
    • Table 2-11: Projected U.S. Supermarket Sales of Lunchmeats, 2001-2006 (dollars)
    • Lunch Kit Sales to Near $900 Million in 2006
    • Table 2-12: Projected U.S. Supermarket Sales of Lunch Kits, 2001-2006 (dollars)
    • Factors to Market Growth

    Marketer Shares
    • Methodology for Market Share Estimates
    • Kraft Controls Two-Fifths of Mass-Market
    • ConAgra Captures Second Place
    • Sara Lee Places Third
    • Six Marketers Earn a 2%-3% Share Each
    • Private Label Controls 12% of Supermarket Sales of Lunchmeats/Kits
    • Oscar Mayer Is #1 Brand in Lunchmeats and Lunch Kits Category
    • Figure 2-4: Brand Shares of U.S. Supermarket Sales of Lunchmeats and Lunch Kits, 2001 (percent): 7 Brands, Private Label, All Others
    • Kraft Leads Lunchmeats Segment
    • Oscar Mayer Is #1 Brand of Lunchmeat
    • Figure 2-5: Brand Shares of U.S. Supermarket Sales of Lunchmeats, 2001 (percent): 9 Brands, Private Label, All Others
    • Kraft Is #1 Marketer of Sliced Lunchmeats
    • Oscar Mayer Is #1 Brand of Sliced Lunchmeat
    • Figure 2-6: Brand Shares of U.S. Supermarket Sales of Sliced Lunchmeats, 2001 (percent): 9 Brands, Private Label, All Others
    • Sara Lee Is #1 in Unsliced Lunchmeat Sales
    • Hillshire Farm and Hickory Farms Are #1 Unsliced Lunchmeats
    • Figure 2-7: Brand Shares of U.S. Supermarket Sales of Unsliced Lunchmeats, 2001 (percent): 9 Brands, Private Label, All Others
    • Kraft Dominates Lunch Kits Segment
    • Table 2-13: Marketer/Brand Shares of U.S. Supermarket Sales of Lunchmeats and Lunch Kits, 1999-2001 (percent): 11 Marketers/18 Brands, Private Label, All Others
    • Table 2-14: Brand Shares of U.S. Supermarket Sales of Lunchmeats and Lunch Kits, 1999-2001 (percent): 10 Brands, Private Label, All Others
    • Table 2-15: Marketer/Brand Shares of U.S. Supermarket Sales of Lunchmeats, 1999-2001 (percent): 11 Marketers/19 Brands, Private Label, All Others
    • Table 2-16: Brand Shares of U.S. Supermarket Sales of Lunchmeats, 1999-2001 (percent): 9 Brands, Private Label, All Others
    • Table 2-17: Marketer/Brand Shares of U.S. Supermarket Sales of Sliced Lunchmeats, 1999-2001 (percent): 11 Marketers/19 Brands, Private Label, All Others
    • Table 2-18: Brand Shares of U.S. Supermarket Sales of Sliced Lunchmeats, 1999-2001 (percent): 9 Brands, Private Label, All Others
    • Table 2-19: Marketer/Brand Shares of U.S. Supermarket Sales of Unsliced Lunchmeats, 1999-2001 (percent): 13 Marketers/27 Brands, Private Label, All Others
    • Table 2-20: Brand Shares of U.S. Supermarket Sales of Unsliced Lunchmeats, 1999-2001 (percent): 11 Brands, Private Label, All Others
    • Table 2-21: Marketer/Brand Shares of U.S. Supermarket Sales of Lunch Kits, 1999-2001 (percent): 2 Marketers/2 Brands, Private Label, All Others

    Competitive Overview
    • Billion-Dollar Food Companies Control Lunchmeats and Lunch Kits Market
    • Private Label Offers Competition
    • Premium Lunchmeats Appeal to Gourmet-Minded Consumers
    • Marketers Woo Consumers with Convenient Products
    • Marketers Step Up Advertising and Promotions
    • Marketers Promote Products with Back-to-School Campaigns

    Consumer Overview
    • The Simmons Survey System
    • Data on Cold Cuts and Lunch Kits
    • 92 Million Households Use Cold Cuts
    • Table 2-22: Overview of Cold Cut and Lunch Kit Product Use, 2001 (percent): 12 Classifications

    Consumer Focus: Cold Cuts
    • 21% of Households Are Heavy Users
    • 40% of Larger Households Are Heavy Users
    • Downscale Skew for Packaged Cold Cuts
    • Silver Lining to Turkey Cuts
    • Demographic Patterns by Brand
    • Table 2-23: Household Consumption of Cold Cuts by Usage Level, 2001 (percent): 10 Classifications
    • Table 2-24: Prime Demographics for Heavy Use of Cold Cuts, 2001 (percent): 17 Classifications
    • Table 2-25: Demographic Characteristics Favoring Heavy Use of Cold Cuts, 2001 (U.S. Households)
    • Table 2-26: Prime Demographics for Use of Packaged Cold Cuts, 2001 (percent): 8 Classifications
    • Table 2-27: Demographic Characteristics Favoring Use of Packaged Cold Cuts, 2001 (U.S. Households)
    • Table 2-28: Prime Demographics for Use of Cold Cuts: By Red Meat Type, 2001 (percent): 34 Classifications
    • Table 2-29: Prime Demographics for Usage of Cold Cuts: By Poultry Type, 2001 (percent): 21 Classifications
    • Table 2-30: Demographic Characteristics Favoring Use of Cold Cuts by Type: Ham, 2001 (U.S. Households)
    • Table 2-31: Demographic Characteristics Favoring Use of Cold Cuts by Type: Turkey, 2001 (U.S. Households)
    • Table 2-32: Demographic Characteristics Favoring Use of Cold Cuts by Type: Bologna, 2001 (U.S. Households)
    • Table 2-33: Demographic Characteristics Favoring Use of Cold Cuts by Type: Salami, 2001 (U.S. Households)
    • Table 2-34: Demographic Characteristics Favoring Use of Cold Cuts by Type: Chicken, 2001 (U.S. Households)
    • Table 2-35: Demographic Characteristics Favoring Use of Cold Cuts by Type: Liver Sausage, 2001 (U.S. Households)
    • Table 2-36: Household Consumption of Cold Cuts by Brand Most Often Used, 2001 (percent): 5 Classifications
    • Table 2-37: Prime Demographics for Use of Cold Cuts: By Brand, 2001 (percent): 42 Classifications
    • Table 2-38: Demographic Characteristics Favoring Use of Cold Cuts by Brand: Oscar Mayer, 2001 (U.S. Households)
    • Table 2-39: Demographic Characteristics Favoring Use of Cold Cuts by Brand: Butterball, 2001 (U.S. Households)
    • Table 2-40: Demographic Characteristics Favoring Use of Cold Cuts by Brand: Louis Rich, 2001 (U.S. Households)
    • Table 2-41: Demographic Characteristics Favoring Use of Cold Cuts by Brand: Healthy Choice, 2001 (U.S. Households)
    • Table 2-42: Demographic Characteristics Favoring Use of Cold Cuts by Brand: Hillshire Farm, 2001 (U.S. Households)

    Consumer Focus: Lunch Kits
    • 60% of Households with Children Age 6-9 Use Lunch Kits
    • Oscar Mayer Defines Demographics
    • Table 2-43: Prime Demographics for Use of Lunch Kits, 2001 (percent): 23 Classifications
    • Table 2-44: Demographic Characteristics Favoring Use of Lunch Kits, 2001 (U.S. Households)
    • Table 2-45: Prime Demographics for Use of Lunch Kits by Brand: Oscar Mayer vs. Eckrich, 2001 (percent): 30 Classifications
    • Table 2-46: Demographic Characteristics Favoring Use of Oscar Mayer Lunchables, 2001 (U.S. Households)
    • Table 2-47: Demographic Characteristics Favoring Use of Eckrich Lunch Kits, 2001 (U.S. Households)
  3. The Frankfurters and Dinner Sausage Market
    • Figure 3-1: Estimated U.S. Retail Sales of Frankfurters and Dinner Sausage, 1997-2001 (dollars)

    Market Size and Composition
    • Methodology for Sales Estimates
    • Frankfurters and Dinner Sausage Market at $4 Billion in 2001
    • Table 3-1: U.S. Retail Sales of Frankfurters and Dinner Sausage, 1997-2001 (dollars)
    • Supermarkets Account for 80% of Total Retail Sales
    • Figure 3-2: Share of U.S. Retail Sales of Frankfurters and Dinner Sausage by Class of Trade, 2001 (percent): Supermarkets, Other Grocery/Food Stores, Other
    • Supermarket Sales Exceed $3 Billion in 2001
    • Table 3-2: U.S. Supermarket Sales of Frankfurters and Dinner Sausage, 1997-2001 (dollars)
    • Frankfurters Make Up Larger Segment
    • Table 3-3: Share of U. S. Supermarket Sales of Frankfurters and Dinner Sausage by Product Segment, 1997 vs. 2001 (percent)
    • Figure 3-3: Share of U.S. Supermarket Sales of Frankfurters and Dinner Sausage by Product Segment, 2001 (percent)
    • Frankfurter Sales Hit $1.7 Billion in 2001
    • Table 3-4: U.S. Supermarket Sales of Frankfurters, 1997-2001 (dollars)
    • Dinner Sausage Supermarket Sales Increase Steadily
    • Table 3-5: U.S. Supermarket Sales of Dinner Sausage, 1997-2001 (dollars)
    • Figure 3-4: Projected U.S. Retail Sales of Frankfurters and Dinner Sausage, 2001-2006 (dollars)

    Projected Market Growth
    • Sales to Top $5 Billion in 2006
    • Table 3-6: Projected U.S. Retail Sales of Frankfurters and Dinner Sausage, 2001-2006 (dollars)
    • Supermarket Sales to Reach $4 Billion in 2006
    • Table 3-7: Projected U.S. Supermarket Sales of Frankfurters and Dinner Sausage, 2001-2006 (dollars)
    • Frankfurter Sales to Near $2 Billion in 2006
    • Table 3-8: Projected U.S. Supermarket Sales of Frankfurters, 2001-2006 (dollars)
    • Dinner Sausage Sales to Pass $2 Billion in 2006
    • Table 3-9: Projected U.S. Supermarket Sales of Dinner Sausage, 2001-2006 (dollars)
    • Factors to Market Growth

    Marketer and Brand Shares
    • Methodology for Market Share Estimates
    • Sara Lee Controls Almost One-Third of Mass-Market
    • ConAgra and Kraft Tie for Second Place
    • Three Marketers Have a 4%-5% Share Each
    • Figure 3-5: Marketer Shares of U.S. Supermarket Sales of Frankfurters and Dinner Sausage, 2001 (percent): 6 Marketers, Private Label, All Others
    • Private Label Controls 7% of Frankfurter/Dinner Sausage Sales
    • Hillshire Farm Is #1 Brand in Frankfurter/Dinner Sausage Market
    • Figure 3-6: Brand Shares of U.S. Supermarket Sales of Frankfurters and Dinner Sausage, 2001 (percent): 7 Brands, Private Label, All Others
    • Sara Lee and Kraft Compete for #1 Spot in Frankfurters Market
    • Figure 3-7: Marketer Shares of U.S. Supermarket Sales of Frankfurters, 2001 (percent): 7 Marketers, Private Label, All Others
    • Oscar Mayer Is #1 Brand of Frankfurters
    • Figure 3-8: Brand Shares of U.S. Supermarket Sales of Frankfurters, 2001 (percent): 7 Brands, Private Label, All Others
    • Sara Lee Is #1 Marketer of Dinner Sausage
    • Figure 3-9: Marketer Shares of U.S. Supermarket Sales of Dinner Sausage, 2001 (percent): 5 Marketers, Private Label, All Others
    • Hillshire Farm Is #1 Brand in Dinner Sausages
    • Figure 3-10: Brand Shares of U.S. Supermarket Sales of Dinner Sausage, 2001 (percent): 4 Brands, Private Label, All Others
    • Table 3-10: Marketer/Brand Shares of U.S. Supermarket Sales of Frankfurters and Dinner Sausage, 1999-2001 (percent): 8 Marketers/20 Brands, Private Label, All Others
    • Table 3-11: Brand Shares of U.S. Supermarket Sales of Frankfurters and Dinner Sausage, 1999-2001 (percent): 10 Brands, Private Label, All Others
    • Table 3-12: Marketer/Brand Shares of U.S. Supermarket Sales of Frankfurters, 1999-2001 (percent): 7 Marketers/19 Brands, Private Label, All Others
    • Table 3-13: Brand Shares of U.S. Supermarket Sales of Frankfurters, 1999-2001 (percent): 10 Brands, Private Label, All Others
    • Table 3-14: Marketer/Brand Shares of U.S. Supermarket Sales of Dinner Sausage, 1999-2001 (percent): 10 Marketers/22 Brands, Private Label, All Others
    • Table 3-15: Brand Shares of U.S. Supermarket Sales of Dinner Sausage, 1999-2001 (percent): 9 Brands, Private Label, All Others

    Competitive Overview
    • Billion-Dollar Food Companies Control Frankfurters and Dinner Sausage
    • Private Label Provides Limited Competition
    • Marketers Tout Convenience to Appeal to Busy Consumers
    • Competition Heats Up in Dinner Sausage
    • Marketers Launch Gourmet Sausages
    • Poultry-Based Sausage Caters to Health-Conscious Consumers
    • Marketers Step Up Advertising and Promotions
    • Frankfurter Marketers Go After Sports Enthusiasts

    Consumer Overview
    • The Simmons Survey System
    • Data on Frankfurters/Wieners and Sausage
    • 84 Million Households Use Frankfurters
    • 77 Million Households Use Sausage
    • Table 3-16: Overview of Frankfurter/Wiener and Sausage Product Use, 2001 (percent): 25 Classifications

    Consumer Focus: Frankfurters
    • 42% of Households Are Light Users
    • 37% of Larger Households Are Heavy Users
    • Upscale Tilt for All Turkey Frankfurters
    • Ball Park and Beyond
    • Table 3-17: Household Consumption of Frankfurters by Usage Level, 2001 (percent): 10 Classifications
    • Table 3-18: Prime Demographics for Heavy Use of Frankfurters, 2001 (percent): 17 Classifications
    • Table 3-19: Demographic Characteristics Favoring Heavy Use of Frankfurters, 2001 (U.S. Households)
    • Table 3-20: Prime Demographics for Use of Frankfurters: By Type Used Most Often, 2001 (percent): 63 Classifications
    • Table 3-21: Demographic Characteristics Favoring Use of Frankfurters by Type Used Most Often: All Beef, 2001 (U.S. Households)
    • Table 3-22: Demographic Characteristics Favoring Use of Frankfurters by Type Used Most Often: All Meat, 2001 (U.S. Households)
    • Table 3-23: Demographic Characteristics Favoring Use of Frankfurters by Type Used Most Often: All Turkey, 2001 (U.S. Households)
    • Table 3-24: Demographic Characteristics Favoring Use of Frankfurters by Type Used Most Often: All Chicken, 2001 (U.S. Households)
    • Table 3-25: Demographic Characteristics Favoring Use of Frankfurters by Type Used Most Often: With Cheese, 2001 (U.S. Households)
    • Table 3-26: Household Consumption of Frankfurters by Brand Used Most Often, 2001 (percent): 17 Classifications
    • Table 3-27: Prime Demographics for Use of Frankfurters: By Brand Used Most Often, 2001 (percent): 169 Classifications
    • Table 3-28: Demographic Characteristics Favoring Use of Frankfurters by Brand Used Most Often: Ball Park, 2001 (U.S. Households)
    • Table 3-29: Demographic Characteristics Favoring Use of Frankfurters by Brand Used Most Often: Oscar Mayer Regular, 2001 (U.S. Households)
    • Table 3-30: Demographic Characteristics Favoring Use of Frankfurters by Brand Used Most Often: Armour Star, 2001 (U.S. Households)
    • Table 3-31: Demographic Characteristics Favoring Use of Frankfurters by Brand Used Most Often: Bryan, 2001 (U.S. Households)
    • Table 3-32: Demographic Characteristics Favoring Use of Frankfurters by Brand Used Most Often: Eckrich, 2001 (U.S. Households)
    • Table 3-33: Demographic Characteristics Favoring Use of Frankfurters by Brand Used Most Often: Hebrew National, 2001 (U.S. Households)

    Consumer Focus: Sausage
    • 15% of Households Are Heavy Users
    • 30% of Larger Households Are Heavy Users
    • Sharper Profile for Pre-Cooked Sausage
    • Upscale Profile for Turkey and Light Sausage
    • Patty Form Fits Smaller, Older Households
    • Broad Minority Appeal for Hot/Spicy Sausage
    • 20% of Households Use Hillshire Farm
    • Table 3-34: Household Consumption of Sausage by Usage Level, 2001 (percent): 8 Classifications
    • Table 3-35: Prime Demographics for Heavy Use of Sausage, 2001 (percent): 14 Classifications
    • Table 3-36: Demographic Characteristics Favoring Heavy Use of Sausage, 2001 (U.S. Households)
    • Table 3-37: Prime Demographics for Use of Sausage by Type Used Most Often: Not Pre-Cooked vs. Pre-Cooked, 2001 (percent): 7 Classifications
    • Table 3-38: Demographic Characteristics Favoring Use of Sausage by Type Used Most Often: Not Pre-Cooked, 2001 (U.S. Households)
    • Table 3-39: Demographic Characteristics Favoring Use of Sausage by Type Used Most Often: Pre-Cooked, 2001 (U.S. Households)
    • Table 3-40: Prime Demographics for Use of Sausage: By Kind Used Most Often, 2001 (percent): 39 Classifications
    • Table 3-41: Demographic Characteristics Favoring Use of Sausage by Kind Used Most Often: Pork/Breakfast, 2001 (U.S. Households)
    • Table 3-42: Demographic Characteristics Favoring Use of Sausage by Kind Used Most Often: Smoked, 2001 (U.S. Households)
    • Table 3-43: Demographic Characteristics Favoring Use of Sausage by Kind Used Most Often: Turkey, 2001 (U.S. Households)
    • Table 3-44: Demographic Characteristics Favoring Use of Sausage by Kind Used Most Often: Light, 2001 (U.S. Households)
    • Table 3-45: Prime Demographics for Use of Sausage: By Form Used Most Often, 2001 (percent): 25 Classifications
    • Table 3-46: Demographic Characteristics Favoring Use of Sausage by Form Used Most Often: Link, 2001 (U.S. Households)
    • Table 3-47: Demographic Characteristics Favoring Use of Sausage by Form Used Most Often: Patties, 2001 (U.S. Households)
    • Table 3-48: Demographic Characteristics Favoring Use of Sausage by Form Used Most Often: Roll, 2001 (U.S. Households)
    • Table 3-49: Demographic Characteristics Favoring Use of Sausage by Form Used Most Often: Smoked/Rope or Arc, 2001 (U.S. Households)
    • Table 3-50: Prime Demographics for Use of Sausage: By Flavor Used Most Often, 2001 (percent): 25 Classifications
    • Table 3-51: Demographic Characteristics Favoring Use of Sausage by Flavor Used Most Often: Mild/Regular, 2001 (U.S. Households)
    • Table 3-52: Demographic Characteristics Favoring Use of Sausage by Flavor Used Most Often: Polska Kielbasa, 2001 (U.S. Households)
    • Table 3-53: Demographic Characteristics Favoring Use of Sausage by Flavor Used Most Often: Hot/Spicy, 2001 (U.S. Households)
    • Table 3-54: Demographic Characteristics Favoring Use of Sausage by Flavor Used Most Often: Beef, 2001 (U.S. Households)
    • Table 3-55: Household Consumption of Dinner Sausage Brands, 2001 (percent): 4 Classifications
    • Table 3-56: Prime Demographics for Use of Dinner Sausage Brands, 2001 (percent): 33 Classifications
    • Table 3-57: Demographic Characteristics Favoring Use of Dinner Sausage by Brand: Hillshire Farm, 2001 (U.S. Households)
    • Table 3-58: Demographic Characteristics Favoring Use of Dinner Sausage by Brand: Eckrich, 2001 (U.S. Households)
    • Table 3-59: Demographic Characteristics Favoring Use of Dinner Sausage by Brand: Bryan, 2001 (U.S. Households)
    • Table 3-60: Demographic Characteristics Favoring Use of Dinner Sausage by Brand: Thorn Apple Valley, 2001 (U.S. Households)
  4. The Breakfast Meats Market
    • Figure 4-1: Estimated U.S. Retail Sales of Breakfast Meats, 1997-2001 (dollars)

    Market Size and Composition
    • Methodology for Sales Estimates
    • Breakfast Meats Market Nears $3.5 Billion in 2001
    • Table 4-1: U.S. Retail Sales of Breakfast Meats, 1997-2001 (dollars)
    • Supermarkets Account for 80% of Total Retail Sales
    • Figure 4-2: Share of U.S. Retail Sales of Breakfast Meats by Class of Trade, 2001 (percent): Supermarkets, Other Grocery/Food Stores, Other
    • Supermarket Sales Approach $2.8 Billion in 2001
    • Table 4-2: U.S. Supermarket Sales of Breakfast Meats, 1997-2001 (dollars)
    • Bacon Makes Up Larger Segment
    • Table 4-3: Share of U. S. Supermarket Sales of Breakfast Meats by Product Segment, 1997 vs. 2001 (percent): Bacon, Breakfast Sausage/Ham
    • Figure 4-3: Share of U.S. Supermarket Sales of Breakfast Meats by Product Segment, 2001 (percent): Bacon, Breakfast Sausage/Ham
    • Bacon Sales Near $2 Billion in 2001
    • Table 4-4: U.S. Supermarket Sales of Bacon, 1997-2001 (dollars)
    • Breakfast Sausage Sales Reach $845 Million
    • Table 4-5: U.S. Supermarket Sales of Breakfast Sausage, 1997-2001 (dollars)
    • Figure 4-4: Projected U.S. Retail Sales of Breakfast Meats, 2001-2006 (dollars)

    Projected Market Growth
    • Sales to Reach $4.4 Billion in 2006
    • Table 4-6: Projected U.S. Retail Sales of Breakfast Meats, 2001-2006 (dollars)
    • Supermarket Sales to Reach $3.5 Billion in 2006
    • Table 4-7: Projected U.S. Supermarket Sales of Breakfast Meats, 2001-2006 (dollars)
    • Bacon Sales to Reach $2.4 Billion in 2006
    • Table 4-8: Projected U.S. Supermarket Sales of Bacon, 2001-2006 (dollars)
    • Breakfast Sausage/Ham Sales to Exceed $1 Billion by 2006
    • Table 4-9: Projected U.S. Supermarket Sales of Breakfast Sausage, 2001-2006 (dollars)
    • Factors to Market Growth

    Marketer Shares
    • Methodology for Market Share Estimates
    • Kraft Leads Mass-Market
    • Sara Lee Places Second
    • Hormel Is Third
    • Smithfield Captures Fourth Place
    • Bob Evans Is Fifth
    • Four Marketers Each Earn a 3% Share
    • Private Label Controls 15% of Breakfast Meat Sales
    • Figure 4-5: Marketer Shares of U.S. Supermarket Sales of Breakfast Meats, 2001 (percent): 5 Marketers, Private Label, All Others
    • Oscar Mayer Is #1 Brand in Breakfast Meats Market
    • Figure 4-6: Brand Shares of U.S. Supermarket Sales of Breakfast Meats, 2001 (percent): 7 Brands, Private Label, All Others
    • Kraft Foods Is #1 in Bacon
    • Figure 4-7: Marketer Shares of U.S. Supermarket Sales of Bacon, 2001 (percent): 6 Marketers, Private Label, All Others
    • Oscar Mayer Is #1 Brand of Bacon
    • Figure 4-8: Brand Shares of U.S. Supermarket Sales of Bacon, 2001 (percent): 8 Brands, Private Label, All Others
    • Sara Lee Is #1 Marketer of Breakfast Sausage/Ham
    • Figure 4-9: Marketer Shares of U.S. Supermarket Sales of Breakfast Sausage/Ham, 2001 (percent): 5 Marketers, Private Label, All Others
    • Jimmy Dean Is #1 Brand of Breakfast Sausage/Ham
    • Figure 4-10: Brand Shares of U.S. Supermarket Sales of Breakfast Sausage/Ham, 2001 (percent): 7 Brands, Private Label, All Others
    • Table 4-10: Marketer/Brand Shares of U.S. Supermarket Sales of Breakfast Meats, 1999-2001 (percent): 12 Marketers/24 Brands, Private Label, All Others
    • Table 4-11: Brand Shares of U.S. Supermarket Sales of Breakfast Meats, 1999-2001 (percent): 13 Brands, Private Label, All Others
    • Table 4-12: Marketer/Brand Shares of U.S. Supermarket Sales of Bacon, 1999-2001 (percent): 10 Marketers/21 Brands, Private Label, All Others
    • Table 4-13: Brand Shares of U.S. Supermarket Sales of Bacon, 1999-2001 (percent): 10 Brands, Private Label, All Others
    • Table 4-14: Marketer/Brand Shares of U.S. Supermarket Sales of Breakfast Sausage/Ham, 1999-2001 (percent): 8 Marketers/16 Brands, Private Label, All Others
    • Table 4-15: Brand Shares of U.S. Supermarket Sales of Breakfast Sausage/Ham, 1999-2001 (percent): 9 Brands, Private Label, All Others

    Competitive Overview
    • Large Food Companies Control Breakfast Meats Market
    • Private Label Provides Formidable Competition
    • Marketers Introduce Specialty Bacons
    • Flavored Breakfast Sausages Appeal to Adventurous Consumers
    • Breakfast Meat Marketers Stress Versatility
    • Breakfast Meats Marketers Increase Advertising

    Consumer Overview
    • The Simmons Survey System
    • Data on Bacon and Breakfast Sausage Brands
    • 83 Million Households Use Bacon
    • 19% Penetration Rate for Oscar Mayer Bacon and Jimmy Dean Sausage
    • Table 4-16: Overview of Bacon and Breakfast Sausage Product Use, 2001 (percent): 3 Classifications

    Consumer Focus: Bacon
    • 44% of Households Are Light Users
    • 24% of African-American Households Are Heavy Users
    • Diversity by Brand
    • Table 4-17: Household Consumption of Bacon by Usage Level, 2001 (percent): 8 Classifications
    • Table 4-18: Prime Demographics for Heavy Use of Bacon, 2001 (percent): 16 Classifications
    • Table 4-19: Demographic Characteristics Favoring Heavy Use of Bacon, 2001 (U.S. Households)
    • Table 4-20: Household Consumption of Bacon by Brand Used Most Often, 2001 (U.S. Households): 5 Brands
    • Table 4-21: Prime Demographics for Use of Bacon: By Brand Used Most Often, 2001 (percent): 40 Classifications
    • Table 4-22: Demographic Characteristics Favoring Use of Bacon by Brand Used Most Often: Oscar Mayer, 2001 (U.S. Households)
    • Table 4-23: Demographic Characteristics Favoring Use of Bacon by Brand Used Most Often: Armour, 2001 (U.S. Households)
    • Table 4-24: Demographic Characteristics Favoring Use of Bacon by Brand Used Most Often: Hormel, 2001 (U.S. Households)
    • Table 4-25: Demographic Characteristics Favoring Use of Bacon by Brand Used Most Often: Bryan, 2001 (U.S. Households)
    • Table 4-26: Demographic Characteristics Favoring Use of Bacon by Brand Used Most Often: Louis Rich Turkey Bacon, 2001 (U.S. Households)

    Consumer Focus: Breakfast Sausage Brands
    • Indices of 129-219 for African-American Households
    • A Mixed Bag for Hormel Little Sizzlers
    • Table 4-27: Household Consumption of Breakfast Sausage by Brand, 2001 (percent): 6 Brands
    • Table 4-28: Prime Demographics for Use of Breakfast Sausage by Brand (percent): 46 Classifications
    • Table 4-29: Demographic Characteristics Favoring Use of Breakfast Sausage by Brand: Jimmy Dean, 2001 (U.S. Households)
    • Table 4-30: Demographic Characteristics Favoring Use of Breakfast Sausage by Brand: Bob Evans, 2001 (U.S. Households)
    • Table 4-31: Demographic Characteristics Favoring Use of Breakfast Sausage by Brand: Hormel Little Sizzlers, 2001 (U.S. Households)
    • Table 4-32: Demographic Characteristics Favoring Use of Breakfast Sausage by Brand: Tennessee Pride, 2001 (U.S. Households)
    • Table 4-33: Demographic Characteristics Favoring Use of Breakfast Sausage by Brand: Jones, 2001 (U.S. Households)
    • Table 4-34: Demographic Characteristics Favoring Use of Breakfast Sausage by Brand: Owens, 2001 (U.S. Households)

    Appendix I: examples of consumer advertising and promotions
    Appendix II: addresses of selected marketers
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