Convenience Foods in the U.S., Volumes 1 and 2: Fresh and Frozen

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Published Jan 1, 2008 | 403 Pages | Pub ID: LA1635041

Convenience Foods in the U.S., Volume 1: Fresh Prepared Deli and Packaged Foods
Following in the footsteps of Whole Foods, food retailers industry-wide have awakened to the fact that—when it comes to offering fresh prepared meals that are both convenient and appealing—they are often in a better position than restaurants to meet the increasingly specific needs of busy Americans. Accordingly, food retailers are emphasizing highly customized prepared foods for time-pressed shoppers to eat in or take out, and counting on gains in perimeter departments to help offset sluggish center-store sales. A key thrust is offering consumers healthier eating choices, given the juggling act most Americans are doing with food nutrition and convenience. For their part, marketers of packaged fresh convenience foods—including Fresh Express (Chiquita), Kraft, ConAgra, General Mills and Dole—are launching products that invite consumers to customize their own quick meals by combining pre-packaged and pre-cooked components.

This report examines the U.S. market for fresh prepared convenience foods sold refrigerated or hot to consumers at retail, through outlets including supermarkets, mass-merchandiser supercenters, warehouse clubs, convenience stores and vending. These products include prepared meals, entrees and side dishes that require no or little preparation beyond, for example, heating up or adding salad dressing. (Frozen convenience foods are covered in the companion volume to this report: Convenience Foods in the U.S., Volume 2: Frozen Prepared Meals, Entrees, Appetizers and Snacks.) Packaged Facts divides the market into two classifications:

  • Deli foods, including self-service and full-service deli items prepared in-store by food retailers for take-out or on-site consumption, such as rotisserie meats and other entrees, salads, appetizers, sandwiches, fruit and vegetable trays, side dishes, pizza and soup.
  • Packaged foods, including fresh refrigerated prepared foods that arrive at the store packaged and ready to be sold, often under leading national or regional brands, across ten categories: fresh-cut salad, dinners/entrees, lunch kits, prepared salad/fruit/coleslaw, side dishes, appetizers/snack rolls, hand-held non-breakfast entrees, fresh soup, pizza/pizza kits and breakfast entrees.

For each classification, the report provides extensive retail sales breakouts along with an examination of consumer trends, the competitive situation and future trends, such as the shift back toward smaller stores and hybridized food retailers/restaurants. It details marketers and brand shares across all ten packaged categories, and analyzes consumer attitudes toward nutrition and time constraints on a channel by channel basis. Companies profiled include major retailers emphasizing fresh prepared foods including Safeway, Whole Foods, online grocer FreshDirect LLC, and Tesco—whose new Fresh & Easy convenience store format is predicted to cause “seismic shifts” in this market—and marketers of fresh packaged foods Kraft Foods and Chiquita Brands International.

Convenience Foods in the U.S., Volume 2: Frozen Prepared Meals, Entrees, Appetizers and Snacks
Frozen convenience foods are convenient, quick to prepare and tasty, making them a great fit for today’s typically time-crunched American. Whereas convenience used to mean sacrificing quality for speed, frozen foods now score high in both quality and flavor, with items like frozen meal kits making it easy for consumers to put a “home-cooked” meal on their table with little fuss, and with many newer pizza products claiming to be every bit as good as—if not better than—restaurant take-out. In addition, new customizable options are making the frozen convenience foods even more competitive not only against restaurant take-out but also against the growing range of fresh prepared foods offered by food retailers of virtually every stripe.

This fully updated Packaged Facts report examines the market for frozen convenience foods meant to constitute a meal or snack, including dinners and entrees, pizza, hand-held foods, breakfast foods, appetizers and snacks, and prepared vegetables.

Convenience Foods in the U.S., Volume 2: Frozen Prepared Meals, Entrees, Appetizers and Snacks provides extensive retail sales breakouts along with an examination of consumer trends, the competitive situation, and future trends, including the juggling act consumers are doing between convenience and health, customizable products, natural and superpremium foods, and ethnic product and market targeting.

Using Information Resources, Inc.’s InfoScan Review data, it quantifies marketer and brand shares across nine product categories, with Simmons Market Research Bureau product and brand penetration levels as well as consumer attitudes toward nutrition and time constraints. The report also profiles major marketers of frozen convenience foods, including ConAgra Foods, H.J. Heinz Co., Kraft Foods, Nestlé USA and The Schwan Food Co.

Fresh convenience foods are covered in the companion volume to this report: Convenience Foods in the U.S., Volume 1: Fresh Prepared Deli and Packaged Foods.

Convenience Foods in the U.S., Volume 1: Fresh Prepared Deli and Packaged Foods
Chapter 1: Executive Summary
  • Introduction
  • Market Definition: Fresh Prepared Convenience Foods
  • Exclusions
  • Report Methodology

  • Market Trends
    • Retail Sales Top $20 Billion in 2007
    • Table 1-1: Total U.S. Retail Sales of Fresh Convenience Foods, 2003-2012 (in millions of dollars)
    • Deli Foods Account for Over Half of Market
    • Figure 1-1: Share of U.S. Retail Sales of Fresh Convenience Foods by Type, 2003 vs. 2007 (percent)
    • Entrees Top Prepared Deli Foods Chart
    • Packaged Sales Slip Despite Gains in Some Categories
    • Food Retailers Realigning Around Fresh Prepared Foods
    • Consumers Balancing Convenience and Health
    • Competition from Restaurants, Fast Food and Take-Out

  • Retailing Trends
  • Competitive Overview
    • Food Retailers Challenging Restaurants Head-On
    • Range of Retailer-Prepared Foods Rapidly Proliferating
    • Convenience Focus Spurs Shift to Smaller Stores
    • Demographic and Regional Market Targeting
    • Warehouse Clubs Ramping Up in Prepared Foods
    • Drugstores: Underdeveloped in Fresh Foods But Likely to Expand
    • C-Stores Also Getting Fresh
    • Online Grocery Retailers Staging a Comeback

  • Trends in Packaged Fresh Convenience Foods
    • Hundreds of Marketers
    • Major Consumer Packaged Goods Marketers
    • Produce Growers/Distributors and Meat Processors
    • Key Niche Marketers
    • Deli Prepared Foods Pose Growing Competitive Threat
    • Advertising Trends
    • Number of Entries Steady Across Most Categories
    • Top Marketing Claims: Convenience, Fresh, Upscale and Natural
    • Customize It!
    • Adding Ethnic Flare
    • Adding Gourmet Flare
    • Innovative Packaging

    Chapter 2: Market Trends

    • Introduction
    • Market Definition: Fresh Prepared Convenience Foods
    • Exclusions

  • Market Size and Growth
    • Retail Sales Top $20 Billion in 2007
    • Table 2-1: Total U.S. Retail Sales of Fresh Convenience Foods, 2003-2007 (in millions of dollars)
    • Deli Foods Account for Over Half of Market
    • Figure 2-1: Share of U.S. Retail Sales of Fresh Convenience Foods by Type, 2003 vs. 2007 (percent)
    • Figure 2-2: Compound Annual Growth Rates in U.S. Retail Sales of Fresh Convenience Foods: By Type and Overall, 2003-2007 (percent)
    • Entrees Top Prepared Deli Foods Chart
    • Figure 2-3: Prepared Deli Foods: Share of Total U.S. Retail Sales by Type, 2006 (percent)
    • Self-Service Deli Foods: Fruit, Sandwiches, Pasta and Entrees Make Healthy Gains
    • Entrees and Sandwiches Account for Three-Fifths of Sales
    • Table 2-2: Supermarket Sales of Self-Service Deli Prepared Foods: By Category, 2002-2006 (in millions of dollars)
    • Table 2-3: Share of Supermarket Self-Service Deli Prepared Food Sales: By Category, 2002-2006 (percent)
    • Packaged Sales Slip Despite Gains in Some Categories
    • Table 2-4: IRI-Tracked Sales of Packaged Fresh Refrigerated Convenience Foods, 2003-2007 (in millions of dollars)
    • Table 2-5: IRI-Tracked Sales of Packaged Fresh Refrigerated Convenience Foods: By Category, 2006 vs. 2007 (in millions of dollars)
    • Table 2-6: IRI-Tracked Sales of Packaged Fresh Refrigerated Convenience Food: By Category, 2002-2006 (in millions of dollars)
    • Figure 2-4: Share of IRI-Tracked Sales of Packaged Fresh Refrigerated Convenience Foods: By Category, 2006 vs. 2007
    • Supermarkets the Primary Retail Channel
    • Figure 2-5: Share of U.S. Retail Sales of Fresh Convenience Foods by Channel, 2007 (percent)

  • Market Trends
    • Food Retailers Realigning Around Fresh Prepared Foods
    • Figure 2-6: Supermarket Shopper Interest in Ready-to-Eat Meal Solutions, 2007 (percent)
    • Growth of In-Store Foodservice
    • Consumers Balancing Convenience and Health
    • Figure 2-7: Consumer Attitudes About Healthy Foods and Time Constraints, 2007 (percent of U.S. adults)
    • Blurring Between Meals and Snacks
    • Consumer Demand for Fresh Foods at an All-Time High
    • What Is Fresh?
    • Freshness + Convenience = Affluent Appeal
    • Revised Food Pyramid Favors Fresh Foods
    • The Global Palate
    • Food Safety in the Spotlight
    • Packaged Goods Manufacturers Fighting Back with Customizable Fare
    • Competition from Restaurants, Fast Food and Take-Out
    • Fast Food Meets Consumers’ Convenience Food Needs
    • Restaurant Take-Out: All Systems Go

  • Looking Ahead
    • Retailer-Prepared Deli Foods: Healthy Gains at Expense of Other Convenience Food Options
    • Figure 2-8: Factors That Would Make Customers More Likely to Purchase from Supermarket Delis/Hot Food Stations, 2006
    • Better Deli Packaging
    • American Consumers: Busier and Busier
    • Growing Health Awareness, Ongoing Trends
    • Wealthy, Healthy Gourmets and the Obese Poor
    • Meals Blurring, Snacks Rising
    • Tesco’s U.S. Entry Heralds Seismic Market Shifts
    • Channel Blurring
    • Natural and Organic Foods Going Mainstream
    • Growth of the Green
    • Technological Advances
    • The Return of the Automat?
    • Projected Market Growth: Retail Sales to Top Sales to Top $28 Billion by 2012
    • Table 2-7: Projected U.S. Retail Sales of Fresh Convenience Foods, 2007-2012 (in millions of dollars)

    Chapter 3: Retailing Trends

    • Competitive Overview
      • Food Retailers Challenging Restaurants Head-On
      • Range of Retailer-Prepared Foods Rapidly Proliferating
      • Convenience Focus Spurs Shift to Smaller Stores
      • Demographic and Regional Market Targeting
      • Hispanic Market Targeting
      • Warehouse Clubs Ramping Up in Prepared Foods
      • Drugstores: Underdeveloped in Fresh Foods But Likely to Expand

    • Supermarkets and Supercenters
      • Supermarkets Leading Food Retailers’ Push into Fresh Prepared Foods
      • Fresh Format and Lifestyle Stores
      • Table 3-1: Percentage of Traditional Supermarkets Offering Meal Solutions: By Type, 2007 (percent)
      • Emphasizing Health
      • Eating On-Site
      • Supermarket Take-Out Poised to Explode
      • Emphasizing Dinner and Hot Foods
      • New Product Trends
      • Going Ethnic
      • Natural Foods Retailers Moving Mainstream
      • Supercenters Freshening Up

    • Company Profile: Publix Super Markets, Inc.
      • Corporate Background
      • Driving Through, Eating In
      • Expanding on Deli
      • Customizing the Future

    • Company Profile: Safeway, Inc.
      • Corporate Background
      • The Lifestyle Format
      • A New Sit-Down Experience: Citrine

    • Company Profile: Whole Foods Market, Inc.
      • Corporate Background
      • Company Acquires Wild Oats
      • A Natural Leader
      • The Whole Foods “Experience”
      • Bigger and Bigger, and Smaller
      • Adrift Toward the Mainstream?

    • Convenience Stores
      • C-Stores Also Getting Fresh
      • Emerging C-Store Competition

    • Company Profile: 7-Eleven, Inc.
      • Corporate Overview
      • Focusing on Fresh
      • Company Acquires White Hen Pantry

    • Company Profile: Tesco PLC
      • Corporate Overview
      • U.S. Expansion
      • Shopping Fresh, the Tesco Way
      • Filling the Ready-to-Eat Gap
      • Tesco’s Market Entry “A Wakeup Call”

    • Online Grocery Retailers
      • Staging a Comeback
      • Amazon.Com Launches Grocery Delivery Service
      • Safeway and Other “Bricks-and-Clicks” Retailers

    • Company Profile: FreshDirect LLC
      • Corporate Overview
      • Focus on Fresh
      • Vertical Expansion

    • Vending
      • Sales Sluggish Despite Inherent Convenience Appeal
      • Vending Nutrition
      • School and Corporate Vending Leading Healthy Push
      • Get & Go Express

    • Consumer Attitudes by Retail Channel
      • Methodology
      • Most Americans, Though Time-Pressed, Are Trying to Eat Healthier
      • Figure 3-1: Consumer Attitudes About Healthy Foods and Time Constraints, 2007 (percent of U.S. adults)
      • Supermarket Shoppers Middle of the Road in Food Health, Convenience Trends
      • Natural Food Store, Warehouse Club Shoppers Embracing Healthy Foods
      • Wal-Mart Clientele into Fast Food
      • Convenience Store Shoppers in a Rush
      • Drugstores and Dollar Stores at the Norm
      • Table 3-2a: Percent of Consumers by Retail Channel Who Agree with Selected Statements on Healthy Eating and Time Constraints, 2007 (U.S. adults)
      • Table 3-2b: Percent of Consumers by Retail Channel Who Agree with Selected Statements on Healthy Eating and Time Constraints, 2007 (U.S. adults)
      • Table 3-2c: Percent of Consumers by Retail Channel Who Agree with Selected Statements on Healthy Eating and Time Constraints, 2007 (U.S. adults)
      • Table 3-3: Shopper Indices by Retail Channel for Agreement with Statement: Try to Eat Healthier Foods These Days, 2007 (U.S. adults)
      • Table 3-4: Shopper Indices by Retail Channel for Agreement with Statement: Like Trend Toward Healthier Fast Food, 2007 (U.S. adults)
      • Table 3-5: Shopper Indices by Retail Channel for Agreement with Statement: Don’t Have Time to Prepare/Eat Healthy Meals, 2007 (U.S. adults)
      • Table 3-6: Shopper Indices by Retail Channel for Agreement with Statement: Fast Food Fits My Busy Lifestyle, 2007 (U.S. adults)
      • Table 3-7: Shopper Indices by Retail Channel for Agreement with Statement: Rarely Sit Down to a Meal Together at Home, 2007 (U.S. adults)
      • Table 3-8: Shopper Indices by Retail Channel for Agreement with Statement: Often Eat Store-Made, Pre-Cooked Meals, 2007 (U.S. adults)

    Chapter 4: Trends in Packaged Fresh Convenience Foods

    • Competitive Overview
    • Market Definition
    • Hundreds of Marketers
    • Major Consumer Packaged Goods Marketers
    • Produce Growers/Distributors and Meat Processors
    • Key Niche Marketers
    • Mergers and Acquisitions
    • Deli Prepared Foods Pose Growing Competitive Threat
    • Fresh Convenience Foods Add Value and Brand Cachet to Commodity Products
    • Tapping Non-Supermarket Channels
    • Advertising Trends
    • Table 4-1: Selected U.S. Marketers of Packaged Fresh Convenience Foods

  • Marketer and Brand Shares
    • Methodology
    • Fresh Express Gains Amidst Fresh-Cut Salad Losses
    • Hormel Leads in Refrigerated Dinner Entrees
    • Oscar Mayer Lunchables Dominate Refrigerated Lunch Kits Business
    • Refrigerated Salad/Fruit/Coleslaw Primarily Private Label
    • Unilever, Northern Star Lead Refrigerated Side Dishes
    • Asian Favorites Rule in Refrigerated Appetizers/Snack Rolls
    • Private Label Almost Half of Refrigerated Hand-Held Entrees
    • Fresh Soup Also a Private-Label Affair
    • ConAgra’s Gilardi Is Top Brand of Refrigerated Pizza
    • Bob Evans Farms Leads in Refrigerated Breakfast Entrees
    • Table 4-2: Top Marketers of Fresh-Cut Salad by IRI-Tracked Sales and Shares, 2006-2007 (in millions of dollars)
    • Table 4-3: Top Marketers of Refrigerated Dinner Entrees by IRI-Tracked Sales and Shares, 2006-2007 (in millions of dollars)
    • Table 4-4: Top Marketers of Refrigerated Lunch Kits by IRI-Tracked Sales and Shares, 2006-2007 (in millions of dollars)
    • Table 4-5: Top Marketers of Refrigerated Salad/Fruit/Coleslaw by IRI-Tracked Sales and Shares, 2006-2007 (in millions of dollars)
    • Table 4-6: Top Marketers of Refrigerated Side Dishes by IRI-Tracked Sales and Shares, 2006-2007 (in millions of dollars)
    • Table 4-7: Top Marketers of Refrigerated Appetizers/Snacks by IRI-Tracked Sales and Shares, 2006-2007 (in millions of dollars)
    • Table 4-8: Top Marketers of Refrigerated Hand-Held Non-Breakfast Entrees by IRI-Tracked Sales and Shares, 2006-2007 (in millions of dollars)
    • Table 4-9: Top Marketers of Refrigerated Fresh Soup by IRI-Tracked Sales and Shares, 2006-2007 (in millions of dollars)
    • Table 4-10: Top Marketers of Refrigerated Pizza by IRI-Tracked Sales and Shares, 2006-2007 (in millions of dollars)
    • Table 4-11: Top Marketers of Refrigerated Breakfast Entrees by IRI-Tracked Sales and Shares, 2006-2007 (in millions of dollars)

  • New Product Trends
    • Number of Entries Steady Across Most Categories
    • Table 4-12: Number of Fresh Packaged Convenience Food Product Reports, 2005-2007
    • Table 4-13: Number of Fresh Packaged Convenience Food Product SKUs, 2005-2007
    • Top Marketing Claims: Convenience, Fresh, Upscale and Natural
    • Table 4-14: Number of Fresh Packaged Convenience Food Introductions by Package Tag/Claim, 2005-2007
    • Stagnito Survey of Manufacturers Documents Key Trends in Prepared Foods
    • Customize It!
    • Adding Ethnic Flare
    • Figure 4-1: Trended Number of Foreign Food Enthusiasts, 2005-2007 (in millions)
    • Adding Gourmet Flare
    • Figure 4-2: Trended Number of U.S. Gourmet Food Enthusiasts, 2005-2007 (in millions of U.S. adults)
    • Salad Category Expanding with New Varieties, Kits
    • Ready-to-Cook Vegetables Use Advanced Packaging Technologies
    • Produce Getting More Exotic
    • Pre-Cut Fruit in Personal and Party Sizes
    • Adding Value to Meat and Poultry
    • Prepared Dinners and Entrees See New Ethnic Entries
    • Lunch Kits Go Natural
    • Refrigerated Sushi Is Hot
    • Innovative Packaging
    • Package Labels and Shelf Tags Facilitate Healthy Choices

  • Trend Profile: Chiquita Brands International
    • Corporate Overview
    • Not Just Bananas
    • Expanding in Fresh-Cut Fruits
    • Growing Fresh Express

  • Trend Profile: Kraft Foods
    • Corporate Overview
    • Fresh Salads a Fresh Focus
    • Oscar Mayer Extending Lunch Kit Equity to Adults

    Appendix: Addresses of Selected Marketers and Retailers

    Convenience Foods in the U.S., Volume 2: Frozen Prepared Meals, Entrees, Appetizers and Snacks
    Chapter 1: Executive Summary

    • Introduction
      • Market Definition: Frozen Convenience Foods
      • Nine IRI Categories
      • Exclusions
      • Report Methodology

    • The Market
      • Retail Sales Increase to $15.8 Billion in 2007
      • Breakfast Meals Grow Fast, Dinners/Entrees Move Slow
      • Single-Serve Dinners/Entrees Comprise Largest Category
      • Supermarkets the No. 1 Retail Channel
      • Figure 1-1: Share of U.S. Retail Sales of Frozen Convenience Foods by Channel, 2007 (percent)
      • Market Outlook

    • The Marketers
      • Over 300 Frozen Convenience Food Players
      • Market Leaders
      • Important Niche Marketers
      • Marketers of Mexican-Style Specialties
      • Marketers of Asian and Other International Specialties
      • Natural and Vegetarian Marketers
      • Restaurant Spin-Offs
      • Regional Marketers Serve Regional Tastes
      • Competition from Restaurants
      • In-Store Competition
      • Marketer and Brand Shares
      • Number of Entries Steady Across Most Categories
      • Table 1-1: Number of Frozen Convenience Food Product Reports, 2005-2007
      • Top Marketing Claims: Convenience, Upscale, Natural and Health
      • Marketers Spend $254 Million on Advertising
      • Focus on Supermarkets

    • The Consumer
      • Frozen Pizza Enjoys Deepest Household Penetration
      • Figure 1-2: Household Purchasing Rates for Selected Frozen Food Categories and Brands, 2007 (percent of U.S. households)

    Chapter 2: The Market

    • Introduction
      • Market Definition: Frozen Convenience Foods
      • Nine IRI Categories
      • Exclusions

    • Market Size and Composition
      • Retail Sales Increase to $15.8 Billion in 2007
      • Table 2-1: U.S. Retail Sales of Frozen Convenience Foods, 2003-2007 (in millions of dollars)
      • Breakfast Meals Grow Fast, Dinners/Entrees Move Slow
      • Table 2-2: IRI-Tracked Sales of Frozen Convenience Foods by Category, 2006 vs. 2007 (in millions of dollars)
      • Table 2-3: IRI-Tracked Sales of Frozen Convenience Foods by Category, 2002-2006 (in millions of dollars)
      • Single-Serve Dinners/Entrees Comprise Largest Category
      • Figure 2-1: Share of IRI-Tracked Sales of Frozen Convenience Foods by Category, 2002 vs. 2007 (percent)
      • Supermarkets the No. 1 Retail Channel
      • Figure 2-2: Share of U.S. Retail Sales of Frozen Convenience Foods by Channel, 2007 (percent)
      • Winter Favors Sales of Frozen Convenience Foods

    • Market Outlook
      • Overall Market Dynamics
      • Frozen Dinners/Entrees Require Constant Tweaking
      • Frozen Pizza Ups and Downs
      • Frozen Hand-Held Entrees Still a Solid Performer
      • Frozen Appetizers/Snacks Hold Dual Appeal
      • Frozen Breakfast Meals on the Ups
      • Convenience Remains a Driving Force
      • Convenience Today = Faster
      • Blurring Between Meals and Snacks
      • Consumers Balancing Convenience and Health
      • Figure 2-3: Consumer Attitudes About Healthy Foods and Time Constraints, 2007 (percent of U.S. adults)
      • Demographics Shifts Suggest Market Opportunities
      • Kids and Teenagers a Driving Force
      • Tapping into the Global Palate
      • Competition from Fast-Food/Take-Out Industry
      • Competition from Food Retailers Ramping Up in Fresh Prepared Deli Foods
      • Figure 2-4: Supermarket Shopper Interest in Ready-to-Eat Meal Solutions, 2007 (percent)
      • Growth of In-Store Foodservice
      • Consumer Demand for Fresh Foods at an All-Time High
      • Fighting the Frozen Foods Stigma

    • Looking Ahead
      • Keep it Fast, Keep It Healthy
      • American Consumers: Busier and Busier
      • Growing Health Awareness, Ongoing Trends
      • Wealthy, Healthy Gourmets and the Obese Poor
      • Meals Blurring, Snacks Rising
      • Natural and Organic Foods Going Mainstream
      • Growth of the Green
      • Tesco’s U.S. Entry Heralds Seismic Market Shifts
      • Retail Sales Will Surpass $19 Billion by 2012
      • Table 2-4: Projected U.S. Retail Sales of Frozen Convenience Foods, 2007-2012 (in millions of dollars)

    Chapter 3: The Marketers

    • Competitive Overview
      • Over 300 Frozen Convenience Food Players
      • Market Leaders
      • Important Niche Marketers
      • Marketers of Mexican-Style Specialties
      • Marketers of Asian and Other International Specialties
      • Natural and Vegetarian Marketers
      • Mergers, Acquisitions and Divestures
      • Premium vs. Value Positioning
      • Restaurant Spin-Offs
      • Regional Marketers Serve Regional Tastes
      • Some Marketers Focus on Non-Supermarket Channels
      • Some Items Retailed in Both Frozen and Refrigerated Formats
      • Private-Label Penetration Small
      • Competition from Restaurants
      • Competition in the Store
      • Table 3-1: Selected U.S. Marketers of Frozen Convenience Foods

    • Marketer and Brand Shares
      • Methodology
      • Nestlé, ConAgra Control Over Half of Single-Serve Dinners Market
      • Kraft, Schwan Lead Frozen Pizza Category
      • Nestlé Controls Over Half of Hand-Held Non-Breakfast Entrees Market
      • Nestlé on Top in Multi-Serve Dinners
      • Heinz Takes First Place in Frozen Appetizers/Snacks
      • Sara Lee Leads Frozen Hand-Held Breakfast Category
      • Pinnacle, Sara Lee Lead in Frozen Breakfast Meals
      • ConAgra Dominates Pot Pies Category
      • General Mills’ Green Giant Looms Over Prepared Vegetables Category
      • Table 3-2: Top Marketers of Frozen Single-Serve Dinners by IRI-Tracked Sales and Market Share, 2006-2007 (in millions of dollars)
      • Table 3-3: Top Marketers of Frozen Pizza by IRI-Tracked Sales and Market Share, 2006-2007 (in millions of dollars)
      • Table 3-4: Top Marketers of Frozen Hand-Held Non-Breakfast Entrees by IRI-Tracked Sales and Market Share, 2006-2007 (in millions of dollars)
      • Table 3-5: Top Marketers of Frozen Multi-Serve Dinners/Entrees by IRI-Tracked Sales and Market Share, 2006-2007 (in millions)
      • Table 3-6: Top Marketers of Frozen Appetizers/Snack Rolls by IRI-Tracked Sales and Market Share, 2006-2007 (in millions of dollars)
      • Table 3-7: Top Marketers of Frozen Hand-Held Breakfast Entrees by IRI-Tracked Sales and Market Share, 2006-2007 (in millions of dollars)
      • Table 3-8: Top Marketers of Frozen Breakfast Meals by IRI-Tracked Sales and Market Share, 2006-2007 (in millions of dollars)
      • Table 3-9: Top Marketers of Frozen Pot Pies by IRI-Tracked Sales and Market Share, 2006-2007 (in millions of dollars)
      • Table 3-10: Top Marketers of Frozen Prepared Vegetables by IRI-Tracked Sales and Market Share, 2006-2007 (in millions of dollars)

    • Marketing and New Product Trends
      • Number of Entries Steady Across Most Categories
      • Table 3-11: Number of Frozen Convenience Food Product Reports, 2005-2007
      • Table 3-12: Number of Frozen Convenience Food Product SKUs, 2005-2007
      • Top Marketing Claims: Convenience, Upscale, Natural and Health
      • Table 3-13: Number of Frozen Convenience Food Introductions by Package Tag/Claim, 2005-2007
      • Stagnito Survey of Manufacturers Documents Key Trends in Prepared Foods
      • Restaurant Quality at Home: Panini and More
      • Natural and Organic Options Proliferating
      • Blue Horizon Debuts “First Organic Skillet Meal”
      • Natural Foods for Kids
      • Going Green
      • Michelina’s Emphasizes Environmentally Responsible Packaging
      • Eat Local of Seattle Taps into Locally Grown Food Trend
      • Ethnic Flavors Going Further Afield
      • Tapping Latino Markets and Flavors
      • The Gourmet/Superpremium Thrust
      • Riding the Health Wave
      • Pizza That’s Good for You
      • Better-for-You Breakfasts
      • Functional Vegetables
      • Package Sizes Tailored to Every Sales Occasion
      • Meals for Two
      • Stouffer’s Offering Bigger Servings
      • Steaming Hot Bowl Meals

    • Advertising and Promotion Trends
      • Marketers Spend $254 Million on Consumer Advertising
      • Advertising Positioning
      • Consumer Promotions

    • Retail and Internet Trends
      • Focus on Supermarkets
      • Focus on Supercenters/Mass Merchandisers
      • Focus on Warehouse Clubs
      • Focus on Convenience Stores
      • Focus on Natural Food Stores
      • Focus on Vending
      • Focus on the Web: E-Commerce

    Chapter 4: Competitor Profiles

    • Competitor Profile: ConAgra Foods, Inc.
      • Corporate Background
      • No. 2 in Frozen Convenience Foods
      • Banquet a Family-Oriented Mainstay
      • ConAgra Recasts Healthy Choice, Again
      • Marie Callender’s Positioned as Homestyle, Premium
      • Kid Cuisine Offers Winning Combinations
      • ConAgra Lax in Frozen Pizza Aisle

    • Competitor Profile: H.J. Heinz Co.
      • Corporate Background
      • Frozen Business Built on Acquisitions
      • Goodbye Weight Watchers, Hello Smart Ones
      • Boston Market Recovers from Slump
      • A Leader in Snacks

    • Competitor Profile: Kraft Foods, Inc.
      • Corporate Background
      • South Beach Diet Widens Reach
      • On Top in Frozen Pizza
      • Premium DiGiorno Is America’s Leading Frozen Pizza

    • Competitor Profile: Nestlé USA, Inc.
      • Corporate Background
      • No. 1 in Frozen Convenience Foods
      • Stouffer’s and Stouffer’s Lean Cuisine
      • Corner Bistro Competes with Restaurant Quality
      • Hand-Held Is Hot Acquisition

    • Competitor Profile: The Schwan Food Company
      • Corporate Background
      • No. 2 in Frozen Pizza and Moving Forward
      • Red Baron the Nation’s Second-Largest Pizza Brand
      • Schwan’s Takes Freschetta to a New Level
      • Asian Sensations Pan-Asian Foods

    Chapter 5: The Consumer

    • Demographics
      • Note on Simmons Survey Data and Tables
      • Frozen Pizza Enjoys Deepest Household Penetration
      • Figure 5-1: Household Purchasing Rates for Selected Frozen Food Categories and Brands, 2007 (percent of U.S. households)
      • Usage of Most Products Even Across Age Groups
      • Marketers Missing Out on Hispanics
      • Regional Distribution Shapes Brand Preferences
      • Socioeconomic Levels Vary by Product and Brand
      • Larger Households Go for Frozen Pizza; Singles for Dinners and Entrees
      • Product Preferences by Food/Nutrition Attitudes: Convenience Trumps Health
      • Table 5-1: Household Purchasing Rates for Selected Frozen Food Categories and Brands, 2007 (percent of U.S. households)
      • Table 5-2: Household Purchasing Indices for Selected Frozen Food Categories and Brands: By Age Bracket of Respondent, 2007 (U.S. households)
      • Table 5-3: Household Purchasing Indices for Selected Frozen Food Categories and Brands: By Race/Ethnicity of Respondent, 2007 (U.S. households)
      • Table 5-4: Household Purchasing Indices for Selected Frozen Food Categories and Brands: By Marketing Region, 2007 (U.S. households)
      • Table 5-5: Household Purchasing Indices for Selected Frozen Food Categories and Brands: By Educational Attainment of Respondent, 2007 (U.S. households)
      • Table 5-6: Household Purchasing Indices for Selected Frozen Food Categories and Brands: By Employment Status of Respondent, 2007 (U.S. households)
      • Table 5-7: Household Purchasing Indices for Selected Frozen Food Categories and Brands: By Household Income Bracket, 2007 (U.S. households)
      • Table 5-8: Household Purchasing Indices for Selected Frozen Food Categories and Brands: By Marital Status of Respondent, 2007 (U.S. households)
      • Table 5-9: Household Purchasing Indices for Selected Frozen Food Categories and Brands: By Number of Persons in Household, 2007 (U.S. households)
      • Table 5-10: Household Purchasing Indices for Selected Frozen Food Categories and Brands: By Age of Children in Household, 2007 (U.S. households)
      • Table 5-11: Household Purchasing Indices for Selected Frozen Food Categories: By Food and Nutrition Attitudes of Respondent, 2007 (U.S. households)

    Appendix: Addresses of Selected Marketers