MarketTrend: The U.S. Market for Chef- and Foodservice-branded Food Sold at Retail

Published: May 1, 2009 - 126 Pages

Table of Contents

  • Executive Summary
    • Scope
      • Methodology
    • Market Size and Growth
      • Chef/Foodservice Food Products Top $3.7 Billion
    • Market Forecast
      • Market to Reach $4.4 Billion by 2013
    • Brand Activity
      • Brand Activity Overview: Casual Dining Dominates
        • Table Top 20 IRI-Tracked Chef and Foodservice Brands, 2004-2008 (in millions $)
    • Consumer Trends
      • Food Products Market Landscape
      • The Power of a Name
      • Diverse America Has Diverse Tastes
      • Smaller Households Positive for Market
      • Consumer Health Concerns Paramount
      • What about Convenience?
      • Company Ethics and Added Values Important to Consumers
      • Consumers See Benefits of Social Responsibility
    • New Product Introduction Trends
      • Changing American Taste Buds
      • New Product Introductions Drop 38% in 2008
      • Sauces, Dressings & Condiments See Most Introductions
      • New Product Claims: Solidify Premium & Convenience Positions
      • Emerging Benefit Areas: Health and Sustainability
      • What's Next in Flavor?
      • Ever-Growing World of Super Foods and Flavors
      • Meal Kit Concept Sees Constant Stream of Introductions
    • Looking Ahead
      • Positive Marketing Karma in Appropriate and Authentic Licenses
      • Celebrity Chefs Keep Personal Brands Fresh with Cookbook Offerings
      • Many Top Chain Restaurants Not in Retail Market
        • Table Restaurants and Institutions Top 400 Rankings: Top 20 Family Dining and Top 20 Casual Dining, 2008
      • Do Not Disengage from Loyal Consumers
      • Target Younger Shoppers Now for Long Term
      • Make Use of Alternative Medias
      • Product Placement Opportunities Abound
      • Certain Purchases Outside of Branded More Likely
  • Market Trends
    • Scope
      • Methodology
      • Food Products Market Landscape
      • An Opportunity Ready to Eat
    • Market Size and Growth
      • Chef/Foodservice Food Products Top $3.7 Billion
        • Table U.S. Chef- and Foodservice-Branded Food Products Market Year-over-Year Percentage Change, 2004-2008 (in millions $)
      • Foodservice Products Garner Lion's Share of Market
        • Table IRI-Tracked Dollar Sales of U.S. Chef- and Foodservice-Branded Food Products by Category, 2004-2008 (in millions $)
        • Table IRI-Tracked Unit Sales of U.S. Chef- and Foodservice-Branded Food Products by Category, 2004-2008 (unites, in millions)
      • Top 20 Products
        • Table Top 20 IRI-Tracked Dollar Sales of U.S. Chef- and Restaurant-Branded Food Products, 2004-2008 (in millions $)
        • Table Top 20 IRI-Tracked Unit Sales of U.S. Chef- and Restaurant-Branded Food Products, 2004-2008 (in millions units)
    • Market Forecast
      • Market to Reach $4.4 Billion by 2013
        • Table U.S. Chef- and Restaurant-Branded Food Products Market Forecast Year-over-Year Percentage Change, 2008-2013 (in millions $)
  • Brand Activity
    • Brand Activity Overview: Casual Dining Dominates
      • Table Top 20 IRI-Tracked Chef and Foodservice Brands (in millions $)
    • Selected Chef Brand Profiles
      • Emeril's
      • Performance
        • Table IRI-Tracked Dollar Sales of Emeril's-Branded Food Products, 2004-2008 (in thousands $)
        • Table IRI-Tracked Unit Sales of Emeril's-Branded Food Products, 2004-2008 (in thousands units)
        • Table Selected Emeril's Branded New Product Introductions, 2004-2008
    • Paula Deen
      • Overview
      • Performance
        • Table IRI-Tracked Dollar Sales of Paula Deen-Food Products, 2007-2008 (in thousands $)
        • Table IRI-Tracked Unit Sales of Paula Deen-Food Products, 2007-2008 (in thousands units)
        • Table Selected Paula Deen Branded New Product Introductions, 2004-2008
    • Wolfgang Puck
      • Overview
      • Performance
        • Table IRI-Tracked Dollar Sales of Wolfgang Puck-Branded Food Products, 2004-2008 (in thousands $)
        • Table IRI-Tracked Unit Sales of Wolfgang Puck-Branded Food Products, 2004-2008 (in thousands units)
        • Table Selected Wolfgang Puck's Branded New Product Introductions, 2004-2008
    • Selected Foodservice Brand Profiles
      • Boston Market
      • Performance
        • Table IRI-Tracked Dollar Sales of Boston Market-Branded Food Products, 2004-2008 (in thousands $)
        • Table IRI-Tracked Unit Sales of Boston Market-Branded Food Products, 2004-2008 (in thousands units)
        • Table Selected Boston Market Branded New Product Introductions, 2004-2008
    • Margaritaville
      • Overview
      • Performance
        • Table IRI-Tracked Dollar Sales of Margaritaville-Branded Food Products, 2004-2008 (in thousands $)
        • Table IRI-Tracked Unit Sales of Margaritaville-Branded Food Products, 2004-2008 (in thousands units)
        • Table Selected Margaritaville Branded New Product Introductions, 2004-2008
    • Taco Bell
      • Overview
      • Performance
        • Table IRI-Tracked Dollar Sales of Taco Bell Food Products, 2004-2008 (in thousands $)
        • Table IRI-Tracked Unit Sales of Taco Bell Food Products, 2004-2008 (in thousands units)
        • Table Selected Taco Bell Branded New Product Introductions, 2004-2008
  • Consumer Trends
    • The Power of a Name
      • Consumer Behavior Shifts
      • Determining Value Key for Consumer
        • Table Statements Indicating Consumer Role as Researcher, Fact-Finder, Planner, Spring 2008 (index)
      • Diverse America Has Diverse Tastes
        • Table U.S. Population Estimate and Projections by Race, 2007-2020 (in thousands persons)
        • Table Popular Ethnic Food Categories by Number of Recipes on Popular Consumer Websites, FoodNetwork.com, 2006 versus 2008
      • Smaller Households Positive for Market
        • Table U.S. Households by Number of Persons in Household, 2003-2007 (in millions)
      • America's More Healthful Lifestyle
      • What about Convenience?
      • Can Health, Convenience, and Thrift Co-exist?
      • Consumer Food Fears
      • Company Ethics and Added Values Important to Consumers
      • Consumers See Benefits of Social Responsibility
  • New Product Introduction Trends
    • Changing American Taste Buds
      • New Product Introductions Drop 38% in 2008
        • Table Estimated Number of Chef- and Foodservice-Branded Introductions, U.S., 2004-2008*
      • Sauces, Dressings & Condiments See Most Introductions
      • New Product Claims: Solidify Premium & Convenience Positions
      • Opportunity in Other Emerging Benefit Areas, Especially Health and Sustainability
        • Table Total New Food Introduction Tags, 2004 & 2008 versus 2004-2008 Chef- and Foodservice-Brand Tags
      • New Product Flavors: Trend Toward Savory and Spicey but Not Exotic
        • Table Top 20 Chef- and Foodservice-Branded Flavors, 2004-2008
      • What Comes After Chinese, Italian and Mexican?
        • Table Non-traditional Ethnic Foods Consumption by Age, Percent Consuming Twice a Month or More, 2007
      • Ever-Growing World of Flavors
        • Table Selected Foods Deemed Super
      • Meal Kit Concept Sees Constant Stream of Introductions
      • Some Brands Busier with Introductions than Others
        • Table Selected List of New Product Introductions, 2004-2008
  • Looking Ahead
    • Positive Marketing Karma in Appropriate and Authentic Licenses
      • Restaurant Names, Licensing and Diet Tie-Ins
      • Celebrity Chefs Keeping Personal Brands Fresh with Cookbook Offerings
        • Table Selected List from Top 100 Chef Cook Book Titles on barnesandnoble.com, March 2009
      • Chef Versus Personality
        • Table Selected List from Top 100 Restaurant Cook Book Titles on barnesandnoble.com, March 2009
      • Many Top Chain Restaurants Already in Retail Market
        • Table Restaurants and Institutions Top 400 Rankings: Top 20 Family Dining, 2008
        • Table Restaurants and Institutions Top 400 Rankings: Top 20 Casual Dining, 2008
        • Table Restaurants and Institutions Top 400 Rankings: Top 20 Sandwich/Bakery-Café, 2008
        • Table Restaurants and Institutions Top 400 Rankings: Top 20 Mexican, 2008
        • Table Restaurants and Institutions Top 400 Rankings: Top 15 Seafood, 2008
        • Table Restaurants and Institutions Top 400 Rankings: Top 20 Burgers, 2008
      • Do Not Disengage from Loyal Consumers
      • Target Younger Shoppers Now for Long Term
      • Take Marketing to Virtual Heights
      • Make Use of Alternative Medias
      • Behavioral Targeting in Diverse and Fragmented Market
      • Product Placement Opportunities Abound
      • Certain Purchases Outside of Branded More Likely
      • Couponing Coming Back Strong
    • Addresses of Selected Marketers

Abstract

The popularity of celebrity chefs and restaurant culture among consumers continues to grow, driven in large part by the dominance of food-related media, such as television programming, magazines and websites, and cookbooks. The big question is whether consumers will even give a hoot about brand mystique in the midst of an economic crisis as more pressing issues are at hand. Instead of feeling good about expensive and conspicuous purchases as they have in the past, many consumers will increasingly feel good about not spending in 2009. Not just on discretionary items, but on staple goods as well—including food.

Though the market for chef-and restaurant-branded food products in the U.S. grew at an annual rate of eight percent between 2004 and 2008 in dollar sales, in unit terms growth was much less exciting. And for 2009, a new era may be beginning. For food marketers the prospects of changing market dynamics due to shifting consumer preferences, economic worries and a New Frugality may be challenging but can also be viewed as providing new and exciting opportunities.

MarketTrend: The U.S. Market for Chef- and Foodservice-branded Food Sold at Retail examines these issues and many others by looking at the current market, trends, major brands, and consumer preferences. The report presents concise, thought-provoking analyses of various aspects of the industry and provides a forecast for the market through 2013.

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Methodology

The report uses data from IRI, which tracks sales through mass retail channels (except Wal-Mart) and Product Launch Analytics, a service of Datamonitor, which provides data on new product introductions. Other research data were gathered from trade associations, business journals, financial reports and brand literature, and from the Internet for other useful information on the topic.

Where possible, discussion in terms of unit sales has been included to provide a picture of “real” growth. Sales for all of 2008 were estimated by Packaged Facts based on sales through September 2008 or in some cases through part of November 2008.

About the Author

Cogitamus Consulting is a branding and market research boutique in NYC that's all about hard work, imagination and common sense. Working with our clients, we custom tailor solutions and provide creative, thought-provoking analysis that address the most pertinent questions facing marketers, through general business consulting, white papers, and branded product concept and strategy development.


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