美國套餐食材市場

Abstract

The meal kit market has been in decline since its peak in 2003, due primarily to an influx in competition and missed marketplace and consumer opportunities. The obstacles, however, are not insurmountable and there is opportunity to stop or even reverse this trend. This report gives industry marketers, manufacturers, retailers, and investment professionals what they need to know to navigate important issues relevant to maximizing growth potential in the meal kits market. Some specific issues include:

• Consumers' desire for convenience, which doesn' t always translate to take-out
• Opportunities for category crossover, technological innovation, and trends not yet fully explored
• Attitudes and behavior of meal kit consumers
• Evaluation of product trends through a comprehensive look at new product launches and the subsequent impact on sales
• Manufacturers' use of promotions and convenience positioning to stimulate consumer attention to the category
• Influence and activity of private labels and newcomers in relation to market performance

In this report, meal kits are defined as shelf-stable food items intended to be used for main dishes, typically consisting of meat, starch and sauce. Meal kits require users to combine and sometimes add outside ingredients. Also included are pizza components sold separately, including shelf-stable crust mixes, sauce, and refrigerated dough/crusts. Excluded from this report are shelf-stable meals, such as canned pasta, including Chef Boyardee, shelf-stable pasta like Kraft' s It' s Pasta Anytime; canned chili and stew; and frozen meal kits, such as Green Giant Complete Skillet Meals and Birds Eye Easy Recipe Creations.

Table of Contents

• Scope and Themes
• What you need to know
• Definitions
• Resources used for The Consumer sections
• Abbreviations
• Terms
• Executive Summary
• Market declining since 2002
• Market shifts with health and convenience trends
• The segmented marketplace
• Controlling share held by General Mills
• Core consumers are very predictable because products haven' t evolved
• Mintel' s consumer survey shows unmet potential
• The face of the future shows opportunities
• Market Drivers and Future Trends
• Competition from other meal options and types
• Meal options for the home
  • Figure 1: Evening meal options, by number of children in household, June 2006
• Quick-service restaurants (QSRs) and fast casual
• QSRs
  • Figure 2: Incidence and frequency of QSR dining in the past week, by age, April 2007
• Fast casual
  • Figure 3: Frequency of fast casual orders in the past month, by age, July 2007
• Supermarkets and other retail
• Direct competition from within the channel that sells meal kits
  • Figure 4: Increase of purchasing meal kits or competitive items, by age, August 2007
• Retailer examples
• Wegmans
• Whole Foods Market
• Publix
• Curbside takeout and meal assembly
• Curbside takeout
• Meal assembly concepts
  • Figure 5: Leading meal assembly operators, 2006
• Time poverty
  • Figure 6: Time pressures on eating and taking care of self, by age, May 2005-June 2006
• Market Size and Trends
• Market size
  • Figure 7: Total U.S. retail sales of meal kits at FDM, at current and constant prices, 2002-07
• Wal-Mart estimate
• Market trends
• New product launches and trends in meal kits
  • Figure 8: Number of new meal kits introduced, by storage type, 2002-07
• New product launches and trends in meal kits by product claims
  • Figure 9: Top ten claims of meal kits introduced, 2002-07
• New product launches and trends in meal kits by company
  • Figure 10: Top ten companies introducing meal kits, 2002-07
• Market Segmentation
• Overview
  • Figure 11: FDM sales of meal kits, segmented by type, 2005 and 2007
• Meal kits requiring meat
  • Figure 12: Sales of meal kits requiring meat, at current and constant prices, 2002-07
• Meal kits with meat
  • Figure 13: Sales of meal kits with meat, at current and constant prices, 2002-07
• Pizza kits
  • Figure 14: Sales of pizza kits, at current and constant prices, 2002-07
• Pizza crust/dough
  • Figure 15: Sales of pizza crust/dough, at current and constant prices, 2002-07
• Pizza sauce
  • Figure 16: Sales of pizza sauce, at current and constant prices, 2002-07
• Pizza crust/dough mixes
  • Figure 17: Sales of pizza crust/dough mixes, at current and constant prices, 2002-07
• Supply Structure
• Companies and brands
  • Figure 18: Leading manufacturers of meal kits, 2004 and 2006
• Meal kits without meat
  • Figure 19: Manufacturer FDM brand sales of meal kits without meat in the U.S., 2004 and 2006
• Meal kits with meat
  • Figure 20: Manufacturer FDM brand sales of meal kits with meat, 2004 and 2006
• Pizza kits
  • Figure 21: Manufacturer FDM brand sales of pizza kits, 2004 and 2006
• Pizza crust/dough
  • Figure 22: Manufacturer FDM brand sales of pizza crust/dough, 2004 and 2006
• Pizza sauce
  • Figure 23: Manufacturer FDM brand sales of pizza sauce, 2004 and 2006
• Pizza crust/dough mixes
  • Figure 24: Manufacturer FDM brand sales of pizza crust/dough mixes, 2004 and 2006
• Selected new developments
• General Mills
• ConAgra Inc.
• Gilardi Foods & Mama Rosa
• Campbell Soup Co.
• Spartan Foods, Inc.
• Advertising and Promotion
• Introduction
• General Mills
• Hamburger Helper
• Betty Crocker
• Pillsbury
• ConAgra
• Banquet
• Start Making Choices
• Campbell' s
• Supper Bakes
• Unilever
• Rag
• Retail Distribution
• Introduction
• Figure 25: U.S. FDM sales of meal kits, by channel, 2005 and 2007
• Supermarkets
• Figure 26: U.S. sales of meal kits at supermarkets, at current and constant prices, 2002-07
• The Consumer: Who Uses Meal Kits?
• Summary highlights
• Meal kits usage
  • Figure 27: Incidence of using leading name-brand meal kits, January-September 2006
  • Figure 28: Incidence of using leading name-brand meal kits, by gender and age, January-September 2006
  • Figure 29: Incidence of using leading name-brand meal kits, by race/ethnicity and presence of children, January-September 2006
  • Figure 30: Incidence of using leading name-brand meal kits, by income and region, January-September 2006
  • Figure 31: Incidence of using leading name-brand meal kits, by heavy-using cohorts, January-September 2006
  • Figure 32: Frequency of using leading name-brand meal kits, January-September 2006
  • Figure 33: Incidence of using ready-made pizza crust, pizza sauce, or taco kits, January-September 2006
  • Figure 34: Incidence of using leading name-brand meal kits, January-September 2006
  • Figure 35: Nutritional attitudes of meal kit users, January-September 2006
• The Consumer: Frequency of Use and Attitudes towards Meal Kits
• Summary highlights
• Who bought meal kits in the past three months
  • Figure 36: Incidence of using meal kits in the past three months, by age, August 2007
  • Figure 37: Incidence of using meal kits in the past three months, by income and educational attainment, August 2007
  • Figure 38: Incidence of using meal kits in the past three months, by race/ethnicity, August 2007
  • Figure 39: Incidence of using meal kits in the past three months, by presence of children in the household, August 2007
• What kind of meal kits did they buy?
  • Figure 40: Type of meal kits bought in the past three months, by gender, August 2007
  • Figure 41: Type of meal kits bought in the past three months, by age, August 2007
  • Figure 42: Type of meal kits bought in the past three months, by presence of children in the household, August 2007
• Change in purchase of meal kits and competing items
  • Figure 43: Change in purchasing meal kits and competitive items, August 2007
  • Figure 44: Increase of purchasing meal kits or competitive items more often, by age, August 2007
  • Figure 45: Increase of purchasing meal kits or competitive items more often, by income, August 2007
  • Figure 46: Increase of purchasing meal kits or competitive items more often, by race/ethnicity, August 2007
  • Figure 47: Increase of purchasing meal kits or competitive items more often, by presence of children, August 2007
• Attitudes towards meal kits
  • Figure 48: Attitudes towards meal kits, August 2007
  • Figure 49: Attitudes towards meal kits and preparing food at home, 2004 and 2007
  • Figure 50: Attitudes towards meal kits and preparing food at home, by age, August 2007
• Changing attitudes towards meal kits
  • Figure 51: Attitudes towards meal kits, 2002-07
  • Figure 52: Attitudes towards meal kits, by gender, age, race/ethncicty, household income and presence of children in the household, August 2007
• Future and Forecast
• Future trends
• Long-term convenience trends
• Long-term flavor trends
• Long-term health trends
• Forgotten meal segments
• Alternate meal competition
• Market forecast
• Meal kits market
  • Figure 53: Forecast of total U.S. retail sales of meal kits at FDM, at current and constant prices, 2007-12
• Forecast factors
• Appendix: Trade Associations
• Appendix: Simmons Cohorts
  • Figure 54: Married couples cohorts
  • Figure 55: Single women cohorts
  • Figure 56: Single men cohorts