Frozen Foods in the U.S., 4th Edition
Sales in the $44 billion U.S. retail market for frozen foods have been flat to declining, with nearly all dollar sales gains attributable to inflation or new products—not to increased consumer demand. Contributing to this stagnation are the nation’s slow economic recovery; changing consumer eating patterns, shopping patterns and demographics; lack of excitement in frozen foods categories and merchandising; retailers’ increased focus on the fresh foods perimeter to the detriment of center store categories; and competition from fresh foods (including prepared fresh foods), shelf-stable foods, and restaurants. This situation presents huge challenges and opportunities for marketers and retailers. Already, major marketers such as ConAgra, Heinz, and Unilever are slimming down and refocusing their brand portfolios. The crucial question is whether—and how—marketers and retailers can reinvent and re-emphasize frozen foods to re-attract consumers to these core center-store categories.
Frozen Foods in the U.S., 4th Edition, a fully updated Packaged Facts report, examines frozen foods across four classifications: Center Plate (frozen dinners/entrees, frozen hand-held non-breakfast entrees; frozen poultry, seafood and meat; frozen pizza; frozen pot pies; and frozen baby food); Vegetables, Appetizers/Snacks, and Sides (plain and prepared frozen vegetables; products positioned as appetizers/snacks or frozen side dishes; and other meal components such as frozen bread/dough, frozen pasta, frozen tortillas, and frozen sauces, gravies and seasonings); Breakfast Foods (waffles/pancakes/French toast; frozen breakfast hand-held entrees; frozen breakfast entrees; and other frozen breakfast foods such as bagels, muffins, and frozen egg substitutes); and Frozen Desserts (including frozen whipped toppings, frozen sweet baked goods, and frozen cheesecakes; frozen pies; frozen fruit; and frozen cookie dough and cookies—ice cream and frozen desserts are excluded). Building on the market tracking and forecasting of previous editions, the report forecasts market size and growth; examines the factors influencing this market; highlights key marketing tactics and new product introductions; and analyzes the demographic and lifestyle shifts representing calls to action to meet the needs of today’s shoppers.
Frozen Foods in the U.S., 4th Edition, a fully updated Packaged Facts report, examines frozen foods across four classifications: Center Plate (frozen dinners/entrees, frozen hand-held non-breakfast entrees; frozen poultry, seafood and meat; frozen pizza; frozen pot pies; and frozen baby food); Vegetables, Appetizers/Snacks, and Sides (plain and prepared frozen vegetables; products positioned as appetizers/snacks or frozen side dishes; and other meal components such as frozen bread/dough, frozen pasta, frozen tortillas, and frozen sauces, gravies and seasonings); Breakfast Foods (waffles/pancakes/French toast; frozen breakfast hand-held entrees; frozen breakfast entrees; and other frozen breakfast foods such as bagels, muffins, and frozen egg substitutes); and Frozen Desserts (including frozen whipped toppings, frozen sweet baked goods, and frozen cheesecakes; frozen pies; frozen fruit; and frozen cookie dough and cookies—ice cream and frozen desserts are excluded). Building on the market tracking and forecasting of previous editions, the report forecasts market size and growth; examines the factors influencing this market; highlights key marketing tactics and new product introductions; and analyzes the demographic and lifestyle shifts representing calls to action to meet the needs of today’s shoppers.
CHAPTER 1: EXECUTIVE SUMMARY
Introduction
Market Definition: Frozen Foods
Report Methodology
Market Trends
Sales to Near $49 Billion by 2017
Table 1-1: Projected U.S. Retail Sales of Frozen Foods, 2012-2017 (in millions of dollars)
SymphonyIRI-Tracked Sales Approach $26.2 Billion in 2012
Center Plate Classification Two-Thirds of Frozen Food Sales
Table 1-2: Share of SymphonyIRI-Tracked Dollar Sales ofFrozen Foods by Classification, 2012 vs. 2011 (percent)
Frozen Dinners/Entrees the Largest Category at $6.1 Billion
Frozen Baby Food Category Tops Percentage Growth
Supermarket/Grocery Store Share Slips to 53%
Figure 1-1: Share of U.S. Retail Dollar Sales of Frozen Foodsby Retail Channel, 2012 (percent)
Marketer Overview
Multinational Conglomerates Dominate
Recent Mergers and Acquisitions
Marketing and New Product Trends
Overview
Healthy Eating in the Frozen AisleReformulating Products for Health
Freshness in Frozen
Addressing Allergy Concerns
Improving Microwave TechnologiesOven-Baked Taste from the MicrowaveSteaming Hot
Licensed Restaurant Names
Private-Label Penetration Varies Widely by CategoryKroger Launches Simple Truth
Consumer Trends
Frozen Vegetables the Top Category in Packaged FactsSurvey
Taste Appeal, Price, Quality the Main Considerations inChoosing Frozen Foods
Preference for Fresh the Chief Reason for Not Buying Frozen
Table 1-3: Reasons for Not Buying Frozen Foods in LastMonths, August 2012 (U.S. adults who shop for groceries)
Frozen Vegetables and Pizza the Most Popular Categories, Per Experian Simmons Survey
Household Use by Product Type by Age Group
Household Use by Product Type by Ethnic Group
Regional Preferences for Different Frozen Products
Frozen Food Use Generally Declines with Higher Education and Upper Income Bracket
Frozen Foods Hold Strong Appeal to Families with Children
CHAPTER 2: MARKET TRENDS
Introduction
Market Definition: Frozen Foods
Market Size and Composition
Retail Sales Reach $44.0 Billion in 2012
Table 2-1: U.S. Retail Sales of Frozen Foods, 2008-2012 (in millions of dollars)
SymphonyIRI-Tracked Sales Approach $26.2 Billion in 2012
Table 2-2: SymphonyIRI-Tracked Retail Sales of Frozen Foods by Dollar and Volume Growth, 2011-2012 (in millions of dollars and pound volume)
Center Plate Classification Two-Thirds of Frozen Food Sales
Table 2-3: Share of SymphonyIRI-Tracked Dollar Sales of Frozen Foods by Classification, 2012 vs. 2011 (percent)
Frozen Dinners/Entrees the Largest Category at $6.1 Billion
Table 2-4: SymphonyIRI-Tracked Retail Sales of Frozen Foods by Classification and Category, 2011-2012 (in millions of dollars and pound volume)
Frozen Baby Food Category Tops Percentage Growth
Table 2-5: Top 20 Frozen Food Categories by Percentage Growth in SymphonyIRI-Tracked Retail Dollar Sales, 2011- 2012 (in millions of dollars and pound volume)
Raw Poultry the Largest Category in Dollar Sales Gains
Table 2-6: Top 20 Frozen Food Categories by Dollar Growth in SymphonyIRI-Tracked Retail Dollar Sales, 2011-2012 (in millions of dollars)
Supermarket/Grocery Store Share Slips to 53%
Convenience Store Sales
Figure 2-1: Share of U.S. Retail Dollar Sales of Frozen Foods by Retail Channel, 2012 (percent)
Market Outlook
A Mature Market
The Economy and Its Impact on Frozen Foods Food Shoppers Focus on Value
Eat-At-Home Trend a Double-Edged Sword for Frozen Foods
Challenges for Share of Stomach
Eating Patterns Changing
Shopping Patterns Changing
Challenging Negative Perceptions
Frozen Food Aisles Are Too ColdNew H.J. Heinz Study Measures Shopper Behavior in Stores
Demographics Help Explain Frozen Food Trends
U.S. Population Growing Older and More Diverse
Table 2-7: Demographic Snapshot of the U.S. Population
Overall U.S. Population Is Aging
Figure 2-2: U.S. Population by Age Group, 2011 (percent)
Hispanic Population is Growing Fastest
Figure 2-3: U.S. Population by Race/Ethnicity, 2011 (percent)
Changing Household and Family Composition
Table 2-8: U.S. Households by Type: 1990, 2000, and 2010(percent)
Hispanic Marketing Opportunities
African-American Marketing Opportunities
Table 2-9: Frozen Foods Categories with High Indexes AmongAfrican-American Consumers, 2012 (U.S. adults)
Asian-American Marketing Opportunities
Eating Healthy
Portion Control and Convenience Are Benefits
Retail Deals
Projected Market Growth
Sales to Near $49 Billion by 2017
Table 2-10: Projected U.S. Retail Sales of Frozen Foods,2012-2017 (in millions of dollars)
CHAPTER 3: COMPETITIVE TRENDS
Multinational Conglomerates Dominate
Recent Mergers and Acquisitions
Trend Overview by Classification
Trends in Center Plate
“Full Meal” Options Lose Ground to Poultry, Seafood
Table 3-1: SymphonyIRI-Tracked Dollar Sales and Share ofFrozen Center Plate Classification by Category, 2011 vs.2012 (in millions of dollars)
Single-Serve Dinners/Entrees the Largest Subcategory
Table 3-2: SymphonyIRI-Tracked Dollar Sales of FrozenDinners/Entrees by Subcategory, 2011-2012 (in millions ofdollars)
Nestlé Leads in Single-Serve Dinners/Entrees
Nestlé Also Dominates Frozen Hand-held Entrees
Nestlé Also on Top in Frozen Multi-Serve Dinners/Entrees
Raw Poultry 55% of Poultry Market
Chicken Accounts for Two-Thirds of Frozen/Refrigerated Raw Poultry
Private Label the Biggest Frozen/Refrigerated Raw Poultry Competitor
Figure 3-1: SymphonyIRI-Tracked Dollar Share: Raw vs. Processed Frozen/Refrigerated Poultry, 2011 vs. 2012 (percent)
Figure 3-2: SymphonyIRI-Tracked Dollar Share of Frozen/Refrigerated (Raw) Poultry by Subcategory, 2011 vs. 2012 (percent)
Chicken 97% of Frozen/Refrigerated Processed Poultry Category
Figure 3-3: SymphonyIRI-Tracked Dollar Share of Frozen/Refrigerated Processed Poultry by Subcategory, 2011 vs. 2012 (percent)
Tyson Leads Frozen/Refrigerated Processed Poultry Category
Frozen Pizza and Pizza Crusts/Dough
Figure 3-4: SymphonyIRI-Tracked Dollar Share of Frozen Pizza by Subcategory, 2011 vs. 2012 (percent)
Nestlé Leads Frozen Pizza with 46% Share
Fish/Seafood, Cooked Shrimp, and Raw Shrimp
Figure 3-5: SymphonyIRI-Tracked Dollar Share of Frozen Seafood by Subcategory, 2011 vs. 2012 (percent)
Private Label 44% of Frozen Seafood Category
Meat 60% of the Frozen Meat Category
Figure 3-6: SymphonyIRI-Tracked Dollar Share of Frozen Meat by Subcategory, 2011 vs. 2012 (percent)
Frozen Meat Category Highly Fragmented
Table 3-3: Top Marketers and Brands of Frozen Single-Serve Dinners/Entrees by SymphonyIRI-Tracked Sales and Market Share, 2011 vs. 2012 (in millions of dollars)
Table 3-4: Top Marketers and Brands of Frozen Hand-held (Non-Breakfast) Entrees by SymphonyIRI-Tracked Sales and Market Share, 2011 vs. 2012 (in millions of dollars)
Table 3-5: Top Marketers and Brands of Frozen Multi-Serve Dinners/Entrees by SymphonyIRI-Tracked Sales and Market Share, 2011 vs. 2012 (in millions of dollars)
Table 3-6: Top Marketers and Brands of Frozen/Refrigerated (Raw) Poultry by SymphonyIRI-Tracked Sales and Market Share, 2011 vs. 2012 (in millions of dollars)
Table 3-7: Top Marketers and Brands of Frozen/Refrigerated Processed Poultry by SymphonyIRI-Tracked Sales and Market Share, 2011 vs. 2012 (in millions of dollars)
Table 3-8: Top Marketers and Brands of Frozen Pizza bySymphonyIRI-Tracked Sales and Market Share, 2011 vs.2012 (in millions of dollars)
Table 3-9: Top Marketers and Brands of Frozen Seafood bySymphonyIRI-Tracked Sales and Market Share, 2011 vs.2012 (in millions of dollars)
Table 3-10: Top Marketers and Brands of Frozen Meat bySymphonyIRI-Tracked Sales and Market Share, 2011 vs.2012 (in millions of dollars)
Trends in Vegetables, Appetizers/Snacks, & Sides
A Varied Classification
Table 3-11: SymphonyIRI-Tracked Dollar Sales and Share ofFrozen Vegetables, Appetizers/Snacks, and SidesClassification by Category, 2011 vs. 2012 (in millions ofdollars)
Plain Vegetables Dominate Frozen Vegetables Sales
Figure 3-7: SymphonyIRI-Tracked Dollar Share of FrozenVegetables by Category, 2011 vs. 2012 (percent)
Private Label 41% of Frozen Vegetable Sales
Frozen Potatoes 96% of Frozen Potatoes and Onion RingsCategory
Figure 3-8: SymphonyIRI-Tracked Dollar Share of FrozenPotatoes and Onion Rings by Subcategory, 2011 vs. 2012(percent)
Heinz and Private Label Capture 80% of Frozen Potatoes andOnion Rings Category
General Mills and Heinz Lead Frozen Appetizers/Snacks
Baked Goods Dominate Frozen Bread/Dough Category
Figure 3-9: SymphonyIRI-Tracked Dollar Share of FrozenBread and Dough by Subcategory, 2011 vs. 2012 (percent)
T. Marzetti Leads Fragmented Frozen Bread/Dough Category
Table 3-12: Top Marketers and Brands of Frozen Vegetablesby SymphonyIRI-Tracked Sales and Market Share, 2011 vs.2012 (in millions of dollars)
Table 3-13: Top Marketers and Brands of Frozen Potatoesand Onion Rings by SymphonyIRI-Tracked Sales andMarket Share, 2011 vs. 2012 (in millions of dollars)
Table 3-14: Top Marketers and Brands of FrozenAppetizers/Snacks by SymphonyIRI-Tracked Sales andMarket Share, 2011 vs. 2012 (in millions of dollars)
Table 3-15: Top Marketers and Brands of Frozen Bread andDough by SymphonyIRI-Tracked Sales and Market Share,2011 vs. 2012 (in millions of dollars)
Trends in Breakfast Foods
Frozen Breakfast Classification Gains 4%
Table 3-16: SymphonyIRI-Tracked Dollar Sales and Share of Breakfast Foods by Category, 2011 vs. 2012 (in millions of dollars)
Kellogg’s Eggo Dominates Waffles Category
Hillshire Brands’ Jimmy Dean Dominates Frozen Hand-held Breakfasts Category
Hillshire Brands Leads Frozen Breakfast Entrees
Table 3-17: Top Marketers and Brands of Frozen Waffles by SymphonyIRI-Tracked Sales and Market Share, 2011 vs. 2012 (in millions of dollars)
Table 3-18: Top Marketers and Brands of Frozen Hand-held Breakfasts by SymphonyIRI-Tracked Sales and Market Share, 2011 vs. 2012 (in millions of dollars)
Table 3-19: Top Marketers and Brands of Frozen Breakfast Entrees by SymphonyIRI-Tracked Sales and Market Share, 2011 vs. 2012 (in millions of dollars)
Trends in Desserts
Frozen Dessert Classification Includes Frozen Desserts/Toppings, Frozen Pies, and Frozen Fruit
Table 3-20: SymphonyIRI-Tracked Dollar Sales and Share of Frozen Desserts by Category, 2011 vs. 2012 (in millions of dollars)
Frozen Pies by Subcategory
Figure 3-10: SymphonyIRI-Tracked Dollar Share of Frozen Pies by Subcategory, 2011 vs. 2012 (percent)
ConAgra Grabs a Larger Slice of the Pie
Private Label Captures Three Out of Four Frozen Fruit Dollars
Table 3-21: Top Marketers and Brands of Frozen Pies by SymphonyIRI-Tracked Sales and Market Share, 2011 vs. 2012 (in millions of dollars)
Table 3-22: Top Marketers and Brands of Frozen Fruit by SymphonyIRI-Tracked Sales and Market Share, 2011 vs. 2012 (in millions of dollars)
Natural/Organic Market
Segment Overview
Lunch/Dinner Entrees Largest Frozen Classification in Natural Channel
Table 3-23: Frozen Food Categories by SPINS-Tracked Sales and Market Share, 2011-2012 (in millions of dollars)
Deli Meats and Fruits the Largest SPINS-Tracked Subcategories
Table 3-24: Top 10 Frozen Food Subcategories by SPINS- Tracked Dollar Sales, 2012 (in millions of dollars)
Frozen Pancakes Subcategory Sees Largest Gains
Table 3-25: Top 10 Frozen Food Subcategories by PercentageGrowth in SPINS-Tracked Dollar Sales, 2012 (in millions ofdollars)
CHAPTER 4: MARKETING AND NEW PRODUCT TRENDS
Marketing Trends
Overview
Healthy Eating in the Frozen AisleReformulating Products for Health
Freshness in Frozen
Addressing Allergy Concerns
Illustration 4-1: Amy’s Kitchen’s Website Allows ProductSearches for Special Dietary Needs
Improving Microwave TechnologiesOven-Baked Taste from the MicrowaveSteaming Hot
Licensed Restaurant Names
Private-Label Penetration Varies Widely by Category
Table 4-1: Private-Label Share of SymphonyIRI-TrackedDollar Sales of Selected Frozen Foods Categories, 2012 (inmillions of dollars)Kroger Launches Simple Truth
Marketing Trends: Center Plate
Fighting a Decline in Frozen Dinners/Entrees
Trends in Single-Serve Frozen MealsConAgra Foods: Healthy Choice and Marie Callender’s Baked Entrees
Illustration 4-2: Healthy Choice Baked Taste Entrees
Illustration 4-3: Marie Callender’s Comfort Bakes EntreesNestlé USA Launches Stouffer’s Farmer’s Harvest Entrees
Illustration 4-4: Stouffer’s Farmers Harvest Steam Meals forOneMcCormick & Co Extends Zatarain’s Frozen Foods Line
Illustration 4-5: Zatarain’s Big Cheesy Pasta EntreeTyson Foods Introduces Tyson’s Mini Bread Bowls
Illustration 4-6: Tyson Mini Bread BowlsHeinz Drops Boston Market and T.G.I. Friday’s Frozen Entrees
Healthy LaunchesNestlé Relaunches Lean Cuisine
Illustration 4-7: Lean Cuisine’s Culinary CollectionH.J. Heinz: What’s New at Weight Watchers Smart Ones
Illustration 4-8: Weight Watchers Smart Ones SatisfyingSelections
Illustration 4-9: Cedarlane’s CedarLean Soup & Wrap LunchCombos
Illustration 4-10: Cedarlane’s CedarLean Egg White FrittatasKellogg’s Kashi Extends Entrees Line
Illustration 4-11: Kashi Steam MealsConAgra’s Lightlife Foods Enters Frozen Foods
Illustration 4-12: Lightlife Meat Free Frozen Entrees
Illustration 4-13: Lightlife Veggie Burgers
Multi-Serve Frozen Dinners/EntreesMcCormick’s Zatarain’s Debuts Meals for Two
Illustration 4-14: Zatarain’s Frozen Meals for TwoNestlé Extends Buitoni Meals for Two
Illustration 4-15: Buitoni Frozen Meals for TwoUnilever Launches Bertolli Premium Meal Soups for Two
Illustration 4-16: Bertolli Meal Soups for TwoPinnacle: Birds Eye Voila! Family-Sized Bagged Meals
Illustration 4-17: Birds Eye Voila! Complete Bagged Meals forFourOn-Cor: An Old Hand at Family-Size Frozen Meals
Illustration 4-18: On-Cor Family Size Frozen EntreesMichael Angelo’s Adds Meal Starters
Illustration 4-19: Michael Angelo’s Meal Starters
Private Label Vastly Underrepresented in Dinners/Entrees
Illustration 4-20: Lunds & Byerly’s Better For You Entrees
Illustration 4-21: Wegmans Mac & Cheese Ravioli
Illustration 4-22: Safeway’s All-Natural Open Nature FrozenEntrees
Ethnic FlavorsMexican and Hispanic Entrees
Illustration 4-23: Don Miguel/El Charrito Grande EnchiladaDinner
Illustration 4-24: El Monterey TamalesAsian Foods—Chinese and Beyond
Illustration 4-25: InnovAsian Caramelized Ginger Pork
Illustration 4-26: Windsor Foods’ Tai Pei Stir Fry Creations forTwo
Illustration 4-27: Thai Feast Frozen Thai Noodle Entrees
Illustration 4-28: Kusina ni Maria Frozen Filipino Entrees
Illustration 4-29: Crazy Cuizine Frozen Japanese NoodleEntreesHalal Certification
Illustration 4-30: Saffron Road Halal-Certified All NaturalFrozen Entrees
Illustration 4-31: Saffron Road Halal-Certified, All Natural,Gluten Free Breaded Chicken
News in Hand-Held Entrees
Illustration 4-32: Nestlé’s Lean Pockets Pretzel BreadSandwiches
Illustration 4-33: Smucker’s Uncrustables Reduced Sugar
Illustration 4-34: El Monterey Single-Serve Burritos
Pizza Marketers Fight Back at ChainsNestlé USA: DiGiorno, Tombstone, and California Pizza Kitchen
Illustration 4-35: DiGiorno Pizza & Sides
Illustration 4-36: DiGiorno Pizza Dipping Strips
Illustration 4-37: DiGiorno Italian Style Favorites
Illustration 4-38: Tombstone Double Top Pizza
Illustration 4-39: California Pizza Kitchen Limited Edition PizzaSchwan Consumer Brands: Freschetta and Red Baron
Illustration 4-40: Freschetta Simply...Inspired Pizza
Illustration 4-41: Freschetta By The Slice Pizza
Illustration 4-42: Freschetta Brick Oven Pizza
Illustration 4-43: Red Baron Baron’s Best PizzaPremium “Boutique” Pizza Brands
Illustration 4-44: Palermo’s Hand Tossed Style Pizza
Better-For-You Frozen Pizzas
Illustration 4-45: Vitalicious VitaPizza
Illustration 4-46: Better4U Gluten Free Pizza
Illustration 4-47: Udi’s Gluten Free Pizza
Illustration 4-48: Naked Pizza Superbiotic Pizza
Illustration 4-49: Bold Organics Gluten- and Dairy-Free Pizza
Illustration 4-50: Kashi Four Cheese Pizza
Illustration 4-51: Annie’s Certified Organic Pizza
Poultry, Seafood, and Meat TrendsPoultry
Illustration 4-52: Butterball Turkey Burgers
Illustration 4-53: Golden Platter Gluten Free Breaded Chicken
Illustration 4-54: Gold’n Plump Boxed Frozen Chicken
Illustration 4-55: Perdue Simply Smart ChickenSeafood
Illustration 4-56: Trident Salmon Burgers
Illustration 4-57: Culinary Delights Cajun Style Selections
Illustration 4-58: Taste of Norway Frozen Salmon Portions
Illustration 4-59: Mrs. Paul’s ParchmentBake Tilapia
Illustration 4-60: Sea Best Signature Seafood Dishes
Illustration 4-61: StarKist SeaSations Fish Fillets
Illustration 4-62: StarKist SeaSations EntreesMeat and Meat Alternatives
Illustration 4-63: Ball Park Flame Grilled Patties
Illustration 4-64: Morningstar Farms Meal Starters VeggieMeatballs
Marketing Trends:
Frozen Vegetables, Appetizers/Snacks, and Sides
Adding Excitement to Frozen Vegetables
Illustration 4-65: Birds Eye’s GenVeg PromotionGeneral Mills Debuts Green Giant Seasoned Steamers
Illustration 4-66: Green Giant Seasoned SteamersBirds Eye Introduces Homemade Inspirations Meal Starter Kits...
Illustration 4-67: Birds Eye Homemade Inspirations MealStarter Kits... and Rolls Out Saucy Steamfresh Chef’s Favorites
Illustration 4-68: Birds Eye Steamfresh Chef’s FavoritesCrunchtables Are a Fun New Way to Eat Vegetables
Illustration 4-69: Crunchtables Crouton-Coated Vegetables
New Potatoes
Illustration 4-70: Ore-Ida Grillers
Illustration 4-71: Alexia Sauté Potatoes & Vegetables
Illustration 4-72: Alexia Seasoned Waffle Fries
Illustration 4-73: Simply Potatoes Seasoned Hash Browns
Illustration 4-74: Simply Potatoes Steamables
Illustration 4-75: Checkers/Rally’s Famous Fries
Appetizers/Snacks
Illustration 4-76: Ball Park Frozen Snacks
Illustration 4-77: Hot Pockets Snackers
Illustration 4-78: Farm Rich Stuffed Pretzel Bites
Illustration 4-79: Farm Rich Queso Cheese Bites
Illustration 4-80: Phillips Seafood FlatbreadsAsian and Mexican Appetizers/Snacks
Illustration 4-81: Joyce Chen Potstickers
Illustration 4-82: Windsor Foods’ Tai Pei Frozen Asian-StyleWraps
Illustration 4-83: Windsor Foods’ Tai Pei Frozen Egg Rolls
Illustration 4-84: El Monterey Snack Bags
Breads Are on a Roll
Illustration 4-85: New York Brand Garlic Knots
Illustration 4-86: Sister Schubert’s Sweet Hawaiian Rolls
Illustration 4-87: Rhodes Warm-N-Serv Artisan Rolls
Marketing Trends: Breakfast Foods
Waffles Are HotKellogg’s Eggo: 24 Varieties and Counting
Illustration 4-88: Kellogg’s Simply Eggo Waffles
Illustration 4-89: Kellogg’s Eggo Wafflers
Illustration 4-90: Kellogg’s Eggo Protein Waffles
Illustration 4-91: Kellogg’s Eggo Homestyle Low Fat Waffles
Illustration 4-92: Eggo Granola Chocolate Chip Waffles
Illustration 4-93: Eggo Thick & Fluffy Mixed Berry WafflesVan’s, the Natural Leader
Illustration 4-94: Van’s Power Grains Waffles
Illustration 4-95: Van’s Whole Grain Pancakes
Illustration 4-96: Van’s Whole Grain English Muffins
Homemade-Style or Restaurant-Style?Aunt Jemima Goes with Homemade Style
Illustration 4-97: Aunt Jemima Better-for-You PancakesIHOP: Restaurant-Style at Home
Illustration 4-98: IHOP at Home Frozen Breakfasts
Protein Is Key in Frozen Breakfast Entrees
Illustration 4-99: Jimmy Dean Delights Breakfast Quesadilla
Illustration 4-100: Weight Watchers Smart Ones Pancakeswith Turkey Sausage
Illustration 4-101: Tyson Breakfast Bread Bowls
Illustration 4-102: Pillsbury Egg Scrambles
Illustration 4-103: Cedarlane Egg White Omelettes
Convenient Breakfast on the Go
Illustration 4-104: El Monterey Breakfast Burrito
Illustration 4-105: Pillsbury Grands! Biscuit Sandwiches
Illustration 4-106: Kellogg’s Eggo Biscuit Scramblers
Snack-Size Breakfast Products
Illustration 4-107: Jimmy Dean Snack Size Breakfast Biscuits
Illustration 4-108: Bylada Foods Mini Breakfast Bagels
Trends in Desserts
Single Servings
Illustration 4-109: Marie Callender’s Single-Serve Cream Pies
Illustration 4-110: Sara Lee Pound Cake Slices
Pies, Cakes, and Cheesecakes
Illustration 4-111: Marie Callender’s Peanut Butter Cream Pie
Illustration 4-112: Sara Lee Turtle Crème Pie
Illustration 4-113: Sara Lee Lemon Pound Cake
Illustration 4-114: Wholly Wholesome Gluten Free Pie Shells
CHAPTER 5: CONSUMER TRENDS
Methodology
Frozen Vegetables the Top Category in Packaged FactsSurvey
Taste Appeal, Price, Quality the Main Considerations inChoosing Frozen Foods
Preference for Fresh the Chief Reason for Not Buying Frozen
Table 5-1: Frozen Foods Categories Purchased in LastMonths, August 2012 (U.S. adults who shop for groceries)
Table 5-2a: Main Considerations for Choosing Frozen Foods Purchased in Last 3 Months, August 2012 (U.S. adults who shop for groceries)
Table 5-2b: Main Considerations for Choosing Frozen Foods Purchased in the 3 Months, August 2012 (U.S. adults who shop for groceries)
Table 5-3: Reasons for Not Buying Frozen Foods in Last Months, August 2012 (U.S. adults who shop for groceries)
Frozen Vegetables and Pizza the Most Popular Categories, Per Experian Simmons Survey
Household Use by Product Type by Age Group
Household Use by Product Type by Ethnic Group
Regional Preferences for Different Frozen Products
Frozen Food Use Generally Declines with Higher Education...
... and with Higher Income Bracket
Frozen Foods Hold Strong Appeal to Families with Children
Table 5-4: Trended Usage Rates for Selected Frozen Food Categories: 2008, 2010, and 2012 (percent of U.S. households)
Table 5-5: Household Use of Frozen Foods: By Product Category by Age Group, 2012 (index)
Table 5-6: Household Use of Frozen Foods: By Product Category by Ethnic Group, 2012 (index)
Table 5-7: Household Use of Frozen Foods: By Product Category by Region, 2012 (index)
Table 5-8: Household Use of Frozen Foods: By Product Category by Education, 2012 (index)
Table 5-9: Household Use of Frozen Foods: By Product Category by Annual Household Income, 2012 (index)
Table 5-10: Household Use of Frozen Foods: By Product Category by Presence of Children, 2012 (index)
Consumer Trends: Frozen Food Brands
Ore-Ida and Eggo the Most Popular Frozen Food Brands
Table 5-11: Top 10 Frozen Foods Products by Usage Rates, 2012 (percent of U.S. households)
Brand Usage Rates: Center Plate Stouffer’s and Banquet the Favorite Frozen Main Courses Banquet the Most Popular Frozen Complete (TV) Dinner Brand DiGiorno the Most Popular Pizza Brand Tyson the Favorite Brand of Fried Chicken Gorton’s by Far the Most Popular Frozen Prepared Seafood
Demographics of Users Vary by Product Category
Demographic Trends for Selected Frozen Center Plate Brands Demographics of Frozen Entrees Purchasers by Brand Demographics of Frozen Dinner Purchasers by Brand
Brand Usage Rates: Frozen Vegetables, Potatoes, and HotSnacksStore-Brand Frozen Vegetables More Popular Than Green Giant and Birds EyeOre-Ida by Far the Most Popular Frozen Potatoes BrandHot Pockets the Favorite Hot Snacks
Demographic Trends for Selected Frozen Vegetables,Potatoes, and Hot SnacksFew Outstanding Indicators for National Frozen Vegetable BrandsKids, Large Households Prime Indicators for Frozen PotatoesPurchasers of Hot Pockets vs. Lean PocketsHouseholds with Kids a Key Market for Frozen Appetizers/Snacks
Brand Usage Rates: Frozen Breakfast
Demographic Trends for Selected Frozen Breakfast BrandsFrozen Waffles/Pancakes/French Toast PurchasersFrozen Breakfast Entrees/Sandwiches Purchasers
Brand Usage Rates: Frozen Desserts
Demographic Trends for Selected Frozen Dessert Brands
Table 5-12: Frozen Center Plate Brands Used Most Often byPercentage of U.S. Households, 2012 (percent of U.S.households)
Table 5-13: Top 10 Demographic Indicators for SelectedFrozen Main Course Brands, 2012 (index of U.S.households)
Table 5-14: Top 10 Demographic Indicators for SelectedFrozen Complete (TV) Dinner Brands, 2012 (index of U.S.households)
Table 5-15: Top 10 Demographic Indicators for SelectedFrozen Pizza Brands, 2012 (index of U.S. households)
Table 5-16: Top 10 Demographic Indicators for SelectedFrozen Fried Chicken Brands, 2012 (index of U.S.households)
Table 5-17: Top 10 Demographic Indicators for SelectedFrozen Prepared Seafood Brands, 2012 (index of U.S.households)
Table 5-18: Frozen Vegetables, Potatoes, and Hot SnacksBrands Used Most Often by Percentage of U.S. Households,2012 (percent of U.S. households)
Table 5-19: Top 10 Demographic Indicators for SelectedFrozen Vegetables Brands, 2012 (index of U.S. households)
Table 5-20: Top 10 Demographic Indicators for Selected Frozen Potato Products Brands, 2012 (index of U.S. households)
Table 5-21: Top 10 Demographic Indicators for Selected Frozen Hot Snacks Brands, 2012 (index of U.S. households)
Table 5-22: Frozen Breakfast Brands Used Most Often by Percentage of U.S. Households, 2012 (percent of U.S. households)
Table 5-23: Top 10 Demographic Indicators for Selected Frozen Waffles/Pancakes/French Toast Brands, 2012 (index of U.S. households)
Table 5-24: Top 10 Demographic Indicators for Selected Frozen Breakfast Entrees/Sandwiches Brands, 2012 (index of U.S. households)
Table 5-25: Frozen Dessert Brands Used Most Often by Percentage of U.S. Households, 2012 (percent of U.S. households)
Table 5-26: Top 10 Demographic Indicators for Selected Frozen Cakes/Pies/Pastries Brands, 2012 (index of U.S. households)
Introduction
Market Definition: Frozen Foods
Report Methodology
Market Trends
Sales to Near $49 Billion by 2017
Table 1-1: Projected U.S. Retail Sales of Frozen Foods, 2012-2017 (in millions of dollars)
SymphonyIRI-Tracked Sales Approach $26.2 Billion in 2012
Center Plate Classification Two-Thirds of Frozen Food Sales
Table 1-2: Share of SymphonyIRI-Tracked Dollar Sales ofFrozen Foods by Classification, 2012 vs. 2011 (percent)
Frozen Dinners/Entrees the Largest Category at $6.1 Billion
Frozen Baby Food Category Tops Percentage Growth
Supermarket/Grocery Store Share Slips to 53%
Figure 1-1: Share of U.S. Retail Dollar Sales of Frozen Foodsby Retail Channel, 2012 (percent)
Marketer Overview
Multinational Conglomerates Dominate
Recent Mergers and Acquisitions
Marketing and New Product Trends
Overview
Healthy Eating in the Frozen AisleReformulating Products for Health
Freshness in Frozen
Addressing Allergy Concerns
Improving Microwave TechnologiesOven-Baked Taste from the MicrowaveSteaming Hot
Licensed Restaurant Names
Private-Label Penetration Varies Widely by CategoryKroger Launches Simple Truth
Consumer Trends
Frozen Vegetables the Top Category in Packaged FactsSurvey
Taste Appeal, Price, Quality the Main Considerations inChoosing Frozen Foods
Preference for Fresh the Chief Reason for Not Buying Frozen
Table 1-3: Reasons for Not Buying Frozen Foods in LastMonths, August 2012 (U.S. adults who shop for groceries)
Frozen Vegetables and Pizza the Most Popular Categories, Per Experian Simmons Survey
Household Use by Product Type by Age Group
Household Use by Product Type by Ethnic Group
Regional Preferences for Different Frozen Products
Frozen Food Use Generally Declines with Higher Education and Upper Income Bracket
Frozen Foods Hold Strong Appeal to Families with Children
CHAPTER 2: MARKET TRENDS
Introduction
Market Definition: Frozen Foods
Market Size and Composition
Retail Sales Reach $44.0 Billion in 2012
Table 2-1: U.S. Retail Sales of Frozen Foods, 2008-2012 (in millions of dollars)
SymphonyIRI-Tracked Sales Approach $26.2 Billion in 2012
Table 2-2: SymphonyIRI-Tracked Retail Sales of Frozen Foods by Dollar and Volume Growth, 2011-2012 (in millions of dollars and pound volume)
Center Plate Classification Two-Thirds of Frozen Food Sales
Table 2-3: Share of SymphonyIRI-Tracked Dollar Sales of Frozen Foods by Classification, 2012 vs. 2011 (percent)
Frozen Dinners/Entrees the Largest Category at $6.1 Billion
Table 2-4: SymphonyIRI-Tracked Retail Sales of Frozen Foods by Classification and Category, 2011-2012 (in millions of dollars and pound volume)
Frozen Baby Food Category Tops Percentage Growth
Table 2-5: Top 20 Frozen Food Categories by Percentage Growth in SymphonyIRI-Tracked Retail Dollar Sales, 2011- 2012 (in millions of dollars and pound volume)
Raw Poultry the Largest Category in Dollar Sales Gains
Table 2-6: Top 20 Frozen Food Categories by Dollar Growth in SymphonyIRI-Tracked Retail Dollar Sales, 2011-2012 (in millions of dollars)
Supermarket/Grocery Store Share Slips to 53%
Convenience Store Sales
Figure 2-1: Share of U.S. Retail Dollar Sales of Frozen Foods by Retail Channel, 2012 (percent)
Market Outlook
A Mature Market
The Economy and Its Impact on Frozen Foods Food Shoppers Focus on Value
Eat-At-Home Trend a Double-Edged Sword for Frozen Foods
Challenges for Share of Stomach
Eating Patterns Changing
Shopping Patterns Changing
Challenging Negative Perceptions
Frozen Food Aisles Are Too ColdNew H.J. Heinz Study Measures Shopper Behavior in Stores
Demographics Help Explain Frozen Food Trends
U.S. Population Growing Older and More Diverse
Table 2-7: Demographic Snapshot of the U.S. Population
Overall U.S. Population Is Aging
Figure 2-2: U.S. Population by Age Group, 2011 (percent)
Hispanic Population is Growing Fastest
Figure 2-3: U.S. Population by Race/Ethnicity, 2011 (percent)
Changing Household and Family Composition
Table 2-8: U.S. Households by Type: 1990, 2000, and 2010(percent)
Hispanic Marketing Opportunities
African-American Marketing Opportunities
Table 2-9: Frozen Foods Categories with High Indexes AmongAfrican-American Consumers, 2012 (U.S. adults)
Asian-American Marketing Opportunities
Eating Healthy
Portion Control and Convenience Are Benefits
Retail Deals
Projected Market Growth
Sales to Near $49 Billion by 2017
Table 2-10: Projected U.S. Retail Sales of Frozen Foods,2012-2017 (in millions of dollars)
CHAPTER 3: COMPETITIVE TRENDS
Multinational Conglomerates Dominate
Recent Mergers and Acquisitions
Trend Overview by Classification
Trends in Center Plate
“Full Meal” Options Lose Ground to Poultry, Seafood
Table 3-1: SymphonyIRI-Tracked Dollar Sales and Share ofFrozen Center Plate Classification by Category, 2011 vs.2012 (in millions of dollars)
Single-Serve Dinners/Entrees the Largest Subcategory
Table 3-2: SymphonyIRI-Tracked Dollar Sales of FrozenDinners/Entrees by Subcategory, 2011-2012 (in millions ofdollars)
Nestlé Leads in Single-Serve Dinners/Entrees
Nestlé Also Dominates Frozen Hand-held Entrees
Nestlé Also on Top in Frozen Multi-Serve Dinners/Entrees
Raw Poultry 55% of Poultry Market
Chicken Accounts for Two-Thirds of Frozen/Refrigerated Raw Poultry
Private Label the Biggest Frozen/Refrigerated Raw Poultry Competitor
Figure 3-1: SymphonyIRI-Tracked Dollar Share: Raw vs. Processed Frozen/Refrigerated Poultry, 2011 vs. 2012 (percent)
Figure 3-2: SymphonyIRI-Tracked Dollar Share of Frozen/Refrigerated (Raw) Poultry by Subcategory, 2011 vs. 2012 (percent)
Chicken 97% of Frozen/Refrigerated Processed Poultry Category
Figure 3-3: SymphonyIRI-Tracked Dollar Share of Frozen/Refrigerated Processed Poultry by Subcategory, 2011 vs. 2012 (percent)
Tyson Leads Frozen/Refrigerated Processed Poultry Category
Frozen Pizza and Pizza Crusts/Dough
Figure 3-4: SymphonyIRI-Tracked Dollar Share of Frozen Pizza by Subcategory, 2011 vs. 2012 (percent)
Nestlé Leads Frozen Pizza with 46% Share
Fish/Seafood, Cooked Shrimp, and Raw Shrimp
Figure 3-5: SymphonyIRI-Tracked Dollar Share of Frozen Seafood by Subcategory, 2011 vs. 2012 (percent)
Private Label 44% of Frozen Seafood Category
Meat 60% of the Frozen Meat Category
Figure 3-6: SymphonyIRI-Tracked Dollar Share of Frozen Meat by Subcategory, 2011 vs. 2012 (percent)
Frozen Meat Category Highly Fragmented
Table 3-3: Top Marketers and Brands of Frozen Single-Serve Dinners/Entrees by SymphonyIRI-Tracked Sales and Market Share, 2011 vs. 2012 (in millions of dollars)
Table 3-4: Top Marketers and Brands of Frozen Hand-held (Non-Breakfast) Entrees by SymphonyIRI-Tracked Sales and Market Share, 2011 vs. 2012 (in millions of dollars)
Table 3-5: Top Marketers and Brands of Frozen Multi-Serve Dinners/Entrees by SymphonyIRI-Tracked Sales and Market Share, 2011 vs. 2012 (in millions of dollars)
Table 3-6: Top Marketers and Brands of Frozen/Refrigerated (Raw) Poultry by SymphonyIRI-Tracked Sales and Market Share, 2011 vs. 2012 (in millions of dollars)
Table 3-7: Top Marketers and Brands of Frozen/Refrigerated Processed Poultry by SymphonyIRI-Tracked Sales and Market Share, 2011 vs. 2012 (in millions of dollars)
Table 3-8: Top Marketers and Brands of Frozen Pizza bySymphonyIRI-Tracked Sales and Market Share, 2011 vs.2012 (in millions of dollars)
Table 3-9: Top Marketers and Brands of Frozen Seafood bySymphonyIRI-Tracked Sales and Market Share, 2011 vs.2012 (in millions of dollars)
Table 3-10: Top Marketers and Brands of Frozen Meat bySymphonyIRI-Tracked Sales and Market Share, 2011 vs.2012 (in millions of dollars)
Trends in Vegetables, Appetizers/Snacks, & Sides
A Varied Classification
Table 3-11: SymphonyIRI-Tracked Dollar Sales and Share ofFrozen Vegetables, Appetizers/Snacks, and SidesClassification by Category, 2011 vs. 2012 (in millions ofdollars)
Plain Vegetables Dominate Frozen Vegetables Sales
Figure 3-7: SymphonyIRI-Tracked Dollar Share of FrozenVegetables by Category, 2011 vs. 2012 (percent)
Private Label 41% of Frozen Vegetable Sales
Frozen Potatoes 96% of Frozen Potatoes and Onion RingsCategory
Figure 3-8: SymphonyIRI-Tracked Dollar Share of FrozenPotatoes and Onion Rings by Subcategory, 2011 vs. 2012(percent)
Heinz and Private Label Capture 80% of Frozen Potatoes andOnion Rings Category
General Mills and Heinz Lead Frozen Appetizers/Snacks
Baked Goods Dominate Frozen Bread/Dough Category
Figure 3-9: SymphonyIRI-Tracked Dollar Share of FrozenBread and Dough by Subcategory, 2011 vs. 2012 (percent)
T. Marzetti Leads Fragmented Frozen Bread/Dough Category
Table 3-12: Top Marketers and Brands of Frozen Vegetablesby SymphonyIRI-Tracked Sales and Market Share, 2011 vs.2012 (in millions of dollars)
Table 3-13: Top Marketers and Brands of Frozen Potatoesand Onion Rings by SymphonyIRI-Tracked Sales andMarket Share, 2011 vs. 2012 (in millions of dollars)
Table 3-14: Top Marketers and Brands of FrozenAppetizers/Snacks by SymphonyIRI-Tracked Sales andMarket Share, 2011 vs. 2012 (in millions of dollars)
Table 3-15: Top Marketers and Brands of Frozen Bread andDough by SymphonyIRI-Tracked Sales and Market Share,2011 vs. 2012 (in millions of dollars)
Trends in Breakfast Foods
Frozen Breakfast Classification Gains 4%
Table 3-16: SymphonyIRI-Tracked Dollar Sales and Share of Breakfast Foods by Category, 2011 vs. 2012 (in millions of dollars)
Kellogg’s Eggo Dominates Waffles Category
Hillshire Brands’ Jimmy Dean Dominates Frozen Hand-held Breakfasts Category
Hillshire Brands Leads Frozen Breakfast Entrees
Table 3-17: Top Marketers and Brands of Frozen Waffles by SymphonyIRI-Tracked Sales and Market Share, 2011 vs. 2012 (in millions of dollars)
Table 3-18: Top Marketers and Brands of Frozen Hand-held Breakfasts by SymphonyIRI-Tracked Sales and Market Share, 2011 vs. 2012 (in millions of dollars)
Table 3-19: Top Marketers and Brands of Frozen Breakfast Entrees by SymphonyIRI-Tracked Sales and Market Share, 2011 vs. 2012 (in millions of dollars)
Trends in Desserts
Frozen Dessert Classification Includes Frozen Desserts/Toppings, Frozen Pies, and Frozen Fruit
Table 3-20: SymphonyIRI-Tracked Dollar Sales and Share of Frozen Desserts by Category, 2011 vs. 2012 (in millions of dollars)
Frozen Pies by Subcategory
Figure 3-10: SymphonyIRI-Tracked Dollar Share of Frozen Pies by Subcategory, 2011 vs. 2012 (percent)
ConAgra Grabs a Larger Slice of the Pie
Private Label Captures Three Out of Four Frozen Fruit Dollars
Table 3-21: Top Marketers and Brands of Frozen Pies by SymphonyIRI-Tracked Sales and Market Share, 2011 vs. 2012 (in millions of dollars)
Table 3-22: Top Marketers and Brands of Frozen Fruit by SymphonyIRI-Tracked Sales and Market Share, 2011 vs. 2012 (in millions of dollars)
Natural/Organic Market
Segment Overview
Lunch/Dinner Entrees Largest Frozen Classification in Natural Channel
Table 3-23: Frozen Food Categories by SPINS-Tracked Sales and Market Share, 2011-2012 (in millions of dollars)
Deli Meats and Fruits the Largest SPINS-Tracked Subcategories
Table 3-24: Top 10 Frozen Food Subcategories by SPINS- Tracked Dollar Sales, 2012 (in millions of dollars)
Frozen Pancakes Subcategory Sees Largest Gains
Table 3-25: Top 10 Frozen Food Subcategories by PercentageGrowth in SPINS-Tracked Dollar Sales, 2012 (in millions ofdollars)
CHAPTER 4: MARKETING AND NEW PRODUCT TRENDS
Marketing Trends
Overview
Healthy Eating in the Frozen AisleReformulating Products for Health
Freshness in Frozen
Addressing Allergy Concerns
Illustration 4-1: Amy’s Kitchen’s Website Allows ProductSearches for Special Dietary Needs
Improving Microwave TechnologiesOven-Baked Taste from the MicrowaveSteaming Hot
Licensed Restaurant Names
Private-Label Penetration Varies Widely by Category
Table 4-1: Private-Label Share of SymphonyIRI-TrackedDollar Sales of Selected Frozen Foods Categories, 2012 (inmillions of dollars)Kroger Launches Simple Truth
Marketing Trends: Center Plate
Fighting a Decline in Frozen Dinners/Entrees
Trends in Single-Serve Frozen MealsConAgra Foods: Healthy Choice and Marie Callender’s Baked Entrees
Illustration 4-2: Healthy Choice Baked Taste Entrees
Illustration 4-3: Marie Callender’s Comfort Bakes EntreesNestlé USA Launches Stouffer’s Farmer’s Harvest Entrees
Illustration 4-4: Stouffer’s Farmers Harvest Steam Meals forOneMcCormick & Co Extends Zatarain’s Frozen Foods Line
Illustration 4-5: Zatarain’s Big Cheesy Pasta EntreeTyson Foods Introduces Tyson’s Mini Bread Bowls
Illustration 4-6: Tyson Mini Bread BowlsHeinz Drops Boston Market and T.G.I. Friday’s Frozen Entrees
Healthy LaunchesNestlé Relaunches Lean Cuisine
Illustration 4-7: Lean Cuisine’s Culinary CollectionH.J. Heinz: What’s New at Weight Watchers Smart Ones
Illustration 4-8: Weight Watchers Smart Ones SatisfyingSelections
Illustration 4-9: Cedarlane’s CedarLean Soup & Wrap LunchCombos
Illustration 4-10: Cedarlane’s CedarLean Egg White FrittatasKellogg’s Kashi Extends Entrees Line
Illustration 4-11: Kashi Steam MealsConAgra’s Lightlife Foods Enters Frozen Foods
Illustration 4-12: Lightlife Meat Free Frozen Entrees
Illustration 4-13: Lightlife Veggie Burgers
Multi-Serve Frozen Dinners/EntreesMcCormick’s Zatarain’s Debuts Meals for Two
Illustration 4-14: Zatarain’s Frozen Meals for TwoNestlé Extends Buitoni Meals for Two
Illustration 4-15: Buitoni Frozen Meals for TwoUnilever Launches Bertolli Premium Meal Soups for Two
Illustration 4-16: Bertolli Meal Soups for TwoPinnacle: Birds Eye Voila! Family-Sized Bagged Meals
Illustration 4-17: Birds Eye Voila! Complete Bagged Meals forFourOn-Cor: An Old Hand at Family-Size Frozen Meals
Illustration 4-18: On-Cor Family Size Frozen EntreesMichael Angelo’s Adds Meal Starters
Illustration 4-19: Michael Angelo’s Meal Starters
Private Label Vastly Underrepresented in Dinners/Entrees
Illustration 4-20: Lunds & Byerly’s Better For You Entrees
Illustration 4-21: Wegmans Mac & Cheese Ravioli
Illustration 4-22: Safeway’s All-Natural Open Nature FrozenEntrees
Ethnic FlavorsMexican and Hispanic Entrees
Illustration 4-23: Don Miguel/El Charrito Grande EnchiladaDinner
Illustration 4-24: El Monterey TamalesAsian Foods—Chinese and Beyond
Illustration 4-25: InnovAsian Caramelized Ginger Pork
Illustration 4-26: Windsor Foods’ Tai Pei Stir Fry Creations forTwo
Illustration 4-27: Thai Feast Frozen Thai Noodle Entrees
Illustration 4-28: Kusina ni Maria Frozen Filipino Entrees
Illustration 4-29: Crazy Cuizine Frozen Japanese NoodleEntreesHalal Certification
Illustration 4-30: Saffron Road Halal-Certified All NaturalFrozen Entrees
Illustration 4-31: Saffron Road Halal-Certified, All Natural,Gluten Free Breaded Chicken
News in Hand-Held Entrees
Illustration 4-32: Nestlé’s Lean Pockets Pretzel BreadSandwiches
Illustration 4-33: Smucker’s Uncrustables Reduced Sugar
Illustration 4-34: El Monterey Single-Serve Burritos
Pizza Marketers Fight Back at ChainsNestlé USA: DiGiorno, Tombstone, and California Pizza Kitchen
Illustration 4-35: DiGiorno Pizza & Sides
Illustration 4-36: DiGiorno Pizza Dipping Strips
Illustration 4-37: DiGiorno Italian Style Favorites
Illustration 4-38: Tombstone Double Top Pizza
Illustration 4-39: California Pizza Kitchen Limited Edition PizzaSchwan Consumer Brands: Freschetta and Red Baron
Illustration 4-40: Freschetta Simply...Inspired Pizza
Illustration 4-41: Freschetta By The Slice Pizza
Illustration 4-42: Freschetta Brick Oven Pizza
Illustration 4-43: Red Baron Baron’s Best PizzaPremium “Boutique” Pizza Brands
Illustration 4-44: Palermo’s Hand Tossed Style Pizza
Better-For-You Frozen Pizzas
Illustration 4-45: Vitalicious VitaPizza
Illustration 4-46: Better4U Gluten Free Pizza
Illustration 4-47: Udi’s Gluten Free Pizza
Illustration 4-48: Naked Pizza Superbiotic Pizza
Illustration 4-49: Bold Organics Gluten- and Dairy-Free Pizza
Illustration 4-50: Kashi Four Cheese Pizza
Illustration 4-51: Annie’s Certified Organic Pizza
Poultry, Seafood, and Meat TrendsPoultry
Illustration 4-52: Butterball Turkey Burgers
Illustration 4-53: Golden Platter Gluten Free Breaded Chicken
Illustration 4-54: Gold’n Plump Boxed Frozen Chicken
Illustration 4-55: Perdue Simply Smart ChickenSeafood
Illustration 4-56: Trident Salmon Burgers
Illustration 4-57: Culinary Delights Cajun Style Selections
Illustration 4-58: Taste of Norway Frozen Salmon Portions
Illustration 4-59: Mrs. Paul’s ParchmentBake Tilapia
Illustration 4-60: Sea Best Signature Seafood Dishes
Illustration 4-61: StarKist SeaSations Fish Fillets
Illustration 4-62: StarKist SeaSations EntreesMeat and Meat Alternatives
Illustration 4-63: Ball Park Flame Grilled Patties
Illustration 4-64: Morningstar Farms Meal Starters VeggieMeatballs
Marketing Trends:
Frozen Vegetables, Appetizers/Snacks, and Sides
Adding Excitement to Frozen Vegetables
Illustration 4-65: Birds Eye’s GenVeg PromotionGeneral Mills Debuts Green Giant Seasoned Steamers
Illustration 4-66: Green Giant Seasoned SteamersBirds Eye Introduces Homemade Inspirations Meal Starter Kits...
Illustration 4-67: Birds Eye Homemade Inspirations MealStarter Kits... and Rolls Out Saucy Steamfresh Chef’s Favorites
Illustration 4-68: Birds Eye Steamfresh Chef’s FavoritesCrunchtables Are a Fun New Way to Eat Vegetables
Illustration 4-69: Crunchtables Crouton-Coated Vegetables
New Potatoes
Illustration 4-70: Ore-Ida Grillers
Illustration 4-71: Alexia Sauté Potatoes & Vegetables
Illustration 4-72: Alexia Seasoned Waffle Fries
Illustration 4-73: Simply Potatoes Seasoned Hash Browns
Illustration 4-74: Simply Potatoes Steamables
Illustration 4-75: Checkers/Rally’s Famous Fries
Appetizers/Snacks
Illustration 4-76: Ball Park Frozen Snacks
Illustration 4-77: Hot Pockets Snackers
Illustration 4-78: Farm Rich Stuffed Pretzel Bites
Illustration 4-79: Farm Rich Queso Cheese Bites
Illustration 4-80: Phillips Seafood FlatbreadsAsian and Mexican Appetizers/Snacks
Illustration 4-81: Joyce Chen Potstickers
Illustration 4-82: Windsor Foods’ Tai Pei Frozen Asian-StyleWraps
Illustration 4-83: Windsor Foods’ Tai Pei Frozen Egg Rolls
Illustration 4-84: El Monterey Snack Bags
Breads Are on a Roll
Illustration 4-85: New York Brand Garlic Knots
Illustration 4-86: Sister Schubert’s Sweet Hawaiian Rolls
Illustration 4-87: Rhodes Warm-N-Serv Artisan Rolls
Marketing Trends: Breakfast Foods
Waffles Are HotKellogg’s Eggo: 24 Varieties and Counting
Illustration 4-88: Kellogg’s Simply Eggo Waffles
Illustration 4-89: Kellogg’s Eggo Wafflers
Illustration 4-90: Kellogg’s Eggo Protein Waffles
Illustration 4-91: Kellogg’s Eggo Homestyle Low Fat Waffles
Illustration 4-92: Eggo Granola Chocolate Chip Waffles
Illustration 4-93: Eggo Thick & Fluffy Mixed Berry WafflesVan’s, the Natural Leader
Illustration 4-94: Van’s Power Grains Waffles
Illustration 4-95: Van’s Whole Grain Pancakes
Illustration 4-96: Van’s Whole Grain English Muffins
Homemade-Style or Restaurant-Style?Aunt Jemima Goes with Homemade Style
Illustration 4-97: Aunt Jemima Better-for-You PancakesIHOP: Restaurant-Style at Home
Illustration 4-98: IHOP at Home Frozen Breakfasts
Protein Is Key in Frozen Breakfast Entrees
Illustration 4-99: Jimmy Dean Delights Breakfast Quesadilla
Illustration 4-100: Weight Watchers Smart Ones Pancakeswith Turkey Sausage
Illustration 4-101: Tyson Breakfast Bread Bowls
Illustration 4-102: Pillsbury Egg Scrambles
Illustration 4-103: Cedarlane Egg White Omelettes
Convenient Breakfast on the Go
Illustration 4-104: El Monterey Breakfast Burrito
Illustration 4-105: Pillsbury Grands! Biscuit Sandwiches
Illustration 4-106: Kellogg’s Eggo Biscuit Scramblers
Snack-Size Breakfast Products
Illustration 4-107: Jimmy Dean Snack Size Breakfast Biscuits
Illustration 4-108: Bylada Foods Mini Breakfast Bagels
Trends in Desserts
Single Servings
Illustration 4-109: Marie Callender’s Single-Serve Cream Pies
Illustration 4-110: Sara Lee Pound Cake Slices
Pies, Cakes, and Cheesecakes
Illustration 4-111: Marie Callender’s Peanut Butter Cream Pie
Illustration 4-112: Sara Lee Turtle Crème Pie
Illustration 4-113: Sara Lee Lemon Pound Cake
Illustration 4-114: Wholly Wholesome Gluten Free Pie Shells
CHAPTER 5: CONSUMER TRENDS
Methodology
Frozen Vegetables the Top Category in Packaged FactsSurvey
Taste Appeal, Price, Quality the Main Considerations inChoosing Frozen Foods
Preference for Fresh the Chief Reason for Not Buying Frozen
Table 5-1: Frozen Foods Categories Purchased in LastMonths, August 2012 (U.S. adults who shop for groceries)
Table 5-2a: Main Considerations for Choosing Frozen Foods Purchased in Last 3 Months, August 2012 (U.S. adults who shop for groceries)
Table 5-2b: Main Considerations for Choosing Frozen Foods Purchased in the 3 Months, August 2012 (U.S. adults who shop for groceries)
Table 5-3: Reasons for Not Buying Frozen Foods in Last Months, August 2012 (U.S. adults who shop for groceries)
Frozen Vegetables and Pizza the Most Popular Categories, Per Experian Simmons Survey
Household Use by Product Type by Age Group
Household Use by Product Type by Ethnic Group
Regional Preferences for Different Frozen Products
Frozen Food Use Generally Declines with Higher Education...
... and with Higher Income Bracket
Frozen Foods Hold Strong Appeal to Families with Children
Table 5-4: Trended Usage Rates for Selected Frozen Food Categories: 2008, 2010, and 2012 (percent of U.S. households)
Table 5-5: Household Use of Frozen Foods: By Product Category by Age Group, 2012 (index)
Table 5-6: Household Use of Frozen Foods: By Product Category by Ethnic Group, 2012 (index)
Table 5-7: Household Use of Frozen Foods: By Product Category by Region, 2012 (index)
Table 5-8: Household Use of Frozen Foods: By Product Category by Education, 2012 (index)
Table 5-9: Household Use of Frozen Foods: By Product Category by Annual Household Income, 2012 (index)
Table 5-10: Household Use of Frozen Foods: By Product Category by Presence of Children, 2012 (index)
Consumer Trends: Frozen Food Brands
Ore-Ida and Eggo the Most Popular Frozen Food Brands
Table 5-11: Top 10 Frozen Foods Products by Usage Rates, 2012 (percent of U.S. households)
Brand Usage Rates: Center Plate Stouffer’s and Banquet the Favorite Frozen Main Courses Banquet the Most Popular Frozen Complete (TV) Dinner Brand DiGiorno the Most Popular Pizza Brand Tyson the Favorite Brand of Fried Chicken Gorton’s by Far the Most Popular Frozen Prepared Seafood
Demographics of Users Vary by Product Category
Demographic Trends for Selected Frozen Center Plate Brands Demographics of Frozen Entrees Purchasers by Brand Demographics of Frozen Dinner Purchasers by Brand
Brand Usage Rates: Frozen Vegetables, Potatoes, and HotSnacksStore-Brand Frozen Vegetables More Popular Than Green Giant and Birds EyeOre-Ida by Far the Most Popular Frozen Potatoes BrandHot Pockets the Favorite Hot Snacks
Demographic Trends for Selected Frozen Vegetables,Potatoes, and Hot SnacksFew Outstanding Indicators for National Frozen Vegetable BrandsKids, Large Households Prime Indicators for Frozen PotatoesPurchasers of Hot Pockets vs. Lean PocketsHouseholds with Kids a Key Market for Frozen Appetizers/Snacks
Brand Usage Rates: Frozen Breakfast
Demographic Trends for Selected Frozen Breakfast BrandsFrozen Waffles/Pancakes/French Toast PurchasersFrozen Breakfast Entrees/Sandwiches Purchasers
Brand Usage Rates: Frozen Desserts
Demographic Trends for Selected Frozen Dessert Brands
Table 5-12: Frozen Center Plate Brands Used Most Often byPercentage of U.S. Households, 2012 (percent of U.S.households)
Table 5-13: Top 10 Demographic Indicators for SelectedFrozen Main Course Brands, 2012 (index of U.S.households)
Table 5-14: Top 10 Demographic Indicators for SelectedFrozen Complete (TV) Dinner Brands, 2012 (index of U.S.households)
Table 5-15: Top 10 Demographic Indicators for SelectedFrozen Pizza Brands, 2012 (index of U.S. households)
Table 5-16: Top 10 Demographic Indicators for SelectedFrozen Fried Chicken Brands, 2012 (index of U.S.households)
Table 5-17: Top 10 Demographic Indicators for SelectedFrozen Prepared Seafood Brands, 2012 (index of U.S.households)
Table 5-18: Frozen Vegetables, Potatoes, and Hot SnacksBrands Used Most Often by Percentage of U.S. Households,2012 (percent of U.S. households)
Table 5-19: Top 10 Demographic Indicators for SelectedFrozen Vegetables Brands, 2012 (index of U.S. households)
Table 5-20: Top 10 Demographic Indicators for Selected Frozen Potato Products Brands, 2012 (index of U.S. households)
Table 5-21: Top 10 Demographic Indicators for Selected Frozen Hot Snacks Brands, 2012 (index of U.S. households)
Table 5-22: Frozen Breakfast Brands Used Most Often by Percentage of U.S. Households, 2012 (percent of U.S. households)
Table 5-23: Top 10 Demographic Indicators for Selected Frozen Waffles/Pancakes/French Toast Brands, 2012 (index of U.S. households)
Table 5-24: Top 10 Demographic Indicators for Selected Frozen Breakfast Entrees/Sandwiches Brands, 2012 (index of U.S. households)
Table 5-25: Frozen Dessert Brands Used Most Often by Percentage of U.S. Households, 2012 (percent of U.S. households)
Table 5-26: Top 10 Demographic Indicators for Selected Frozen Cakes/Pies/Pastries Brands, 2012 (index of U.S. households)
