美國的加工食品市場 是由出版商Euromonitor International在2011年02月所出版的。
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美國的加工食品
- 摘要整理
- 主要的趨勢與發展
- 市場資料
- 食品服務-主要的趨勢與發展
- 衝動零食產品-主要的趨勢與發展
- 營養補充品/主食-主要的趨勢與發展
- 簡便料理餐-主要的趨勢與發展
國內企業簡介 - 美國
- Campbell Foodservice Co
- Chiquita Brands Inc
- Conagra Foods Inc
- Dole Food Co Inc
- Frito-lay Co
- General Mills Inc
- Heinz Foodservice
- Hormel Foods Corp
- Jm Smucker Co, the
- Kraft Foods Inc
- Mars Inc
- Nestle USA Inc
- Sara Lee Foodservice
- Schwan Food Co, the
- Unilever Foodsolutions
嬰兒食品
烘焙點心
餅乾
早餐用麥片穀類
罐頭·保存食品
冷凍果汁加工食品
巧克力糖果零食
口香糖
砂糖糖果
起士
飲料用乳製品
優格
其他乳製品
乾燥加工食品
冷凍加工食品
冰淇淋
代餐產品
麵條類
油脂
麵食
微波爐調理食品
醬汁、淋醬及調味料
點心棒
湯品
抹醬
甜/鹹零食
Abstract
ABOUT THIS REPORT
This Euromonitor market report provides market trend and market growth
analysis of the Packaged Food industry in USA. With this market report, you' ll
be able to explore in detail the changing shape and potential of the industry.
You will now be able to plan and build strategy on real industry data and
projections.
The Packaged Food in USA market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Packaged Food in USA?
- What are the major brands in USA?
- As economic prospects slowly improve, are consumers starting to eat out
more and spending less time cooking at home?
- How is private label performing in the wake of retail consolidation and
the global economic hangover?
- Do consumers want value for money or added value?
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and
supply functions
- This industry report originates from Passport, our Packaged Food market
research database.
EXECUTIVE SUMMARY
Moderate growth in 2010
In 2010, the US packaged food market experienced moderate value growth,
similar to that of the previous year. However, the value growth rate for 2010
was lower than the average for the 2005-2010 review period as a whole which
had been driven up by price increases taken in 2008. Commodity costs grew
slightly in 2010 after rising sharply in 2008 and declining in 2009. Growth in
2010 was driven by consumers preparing more meals at home rather than going
out to restaurants in response to a weak economy. Products offering
convenience and health benefits such as frozen pizzas, fresh cut fruits, and
nuts performed well in 2010.
Consumers worry about food safety
Consumer confidence in the safety of US food supply continued to be low in
2010. After the peanut butter recall of 2009, year 2010 brought news of a
salmonella outbreak in the egg industry, tainted seafood caused by the BP oil
spill in the Gulf of Mexico, and infant formula recalls. Americans have long
been sceptical that the underfunded Food and Drug Administration (FDA) can
ensure the safety of the US food supply. To address consumer concerns and
improve food safety, the FDA Food Safety Modernisation Act was signed into law
on 4 January 2011. The act calls for 2,000 new FDA inspectors to be hired over
the next four years and grants the FDA full recall authority.
Kraft and Nestle expand
Kraft Foods Inc expanded its presence in confectionery when it completed its
near US$20 billion purchase of Cadbury in February 2010. Despite protests from
some shareholders, including billionaire Warren Buffet, the company purchased
Cadbury in a bid to grow its global footprint and lessen its dependence on the
US market. Kraft gains a number of well known confectionery brands including
Cadbury Dairy Milk, Dentyne, and Halls but will still lag far behind the
leaders. To help finance the Cadbury acquisition, Kraft sold its frozen pizza
business to Nestle in March 2010 for US$3.7 billion. Nestle USA is now the
leading player in US frozen pizza through the leading DiGiorno frozen pizza
brand as well as other popular frozen pizza brands such as Tombstone and
Jack' s.
Supermarkets face more competitors
While supermarket/hypermarkets remain the top choice among consumers for
purchases of packaged food, other retailers are seeking out Americans' food
dollars. Drugstore chains CVS and Walgreens began to expand their food
selections, especially in urban areas, in 2010 to leverage their convenient
locations. To increase the frequency of its shopper visits, mass merchandiser
Target rolled out its PFresh format to about 350 stores in 2010 after testing
in 2008 and 2009. The PFresh stores offer fresh produce, frozen food, dairy
products and dry groceries and are designed for “fill-in” trips.
Supermarkets are also facing increased competition from discounters that carry
fewer items and national brands than supermarkets but offer lower prices.
Discounters Aldi and Save-A-Lot plan to open more stores in 2011, with
Save-A-Lot announcing in October 2009 that it wanted to double its store count
to 2,400 stores in five years.
Packaged food sales to slow down
The US economy is expected to show a recovery over the coming years. As
employment levels go up and the housing market stabilises, consumers are
expected to return to dining out and prepare fewer meals at home. As a result,
packaged food sales are predicted to grow by a lower rate in 2010-2015 than it
had experienced between 2005 and 2015. Products driving growth will be items
that offer health benefits or convenience. Fresh cut fruits and nuts are
expected to be some of the best growers as consumers gain greater awareness of
the antioxidants and fibre benefits from consuming fruit and nuts. Frozen
pizza and dips should do well as they meet consumer desires for quick and easy
meal and snack options.
METHODOLOGY
Global insight and local knowledge
With 40 years' experience of developed and emerging markets, Euromonitor
International' s research method is built on a unique combination of specialist
industry knowledge and in-country research expertise.
This approach is what enables us to achieve our goal of building a market
consensus view of size, shape and trends across the full distribution universe
of each category. We factor in whichever channels are relevant, from
large-scale grocery to direct sellers, from discount stores to local
mom-and-pop outlets.
Industry specialists
Each industry we cover is managed by an Industry Manager and team of Industry
Analysts who research and report on their specialist categories all year round.
Our collaborative approach to research means that these industry teams are in
constant dialogue with industry players and opinion formers. The planning of
our research programmes reflects latest market trends and industry events. In
completing each update project, this provides invaluable input to the testing,
review and finalisation of our data.
The specialist in-house teams bring together findings from all stages of the
annual research process. They work closely with in-country analysts, assess
and challenge data and exercise final editorial control over the publication
of new data and analysis.
Country and regional analysts
Our in-country analyst network is managed by country and regional analysts in
our offices around the world. Working closely with each in-country team, the
regional research management team ensures that all country researchers are
well schooled in best practices, from the information collected in store
checks, to the dialogue we build in trade surveys. Our country analysts ensure
that national reports explain the data trends and provide clear insights into
the local market' s dynamics.
In-country research network
To deliver fresh insights every year in countries all around the world, we
believe the strongest approach is to use analysts on the ground. They bring
fluency in local language, physical proximity to the best sources, an ability
to engage directly with local industry contacts, and an awareness of how the
products and services we study are advertised, sold and consumed. These are
essential parts of our ability to report incisively on these markets.
Table of Contents
Packaged Food in the US - Industry Overview
EXECUTIVE SUMMARY
- Moderate growth in 2010
- Consumers worry about food safety
- Kraft and Nestle expand
- Supermarkets face more competitors
- Packaged food sales to slow down
KEY TRENDS AND DEVELOPMENTS
- Americans stay at home
- Consumers lose confidence in food safety
- Grocery retailers enter “food deserts”
- Knowledge of health and wellness grows
MARKET DATA
- Table 1. Sales of Packaged Food by Category: Volume 2005-2010
- Table 2. Sales of Packaged Food by Category: Value 2005-2010
- Table 3. Sales of Packaged Food by Category: % Volume Growth 2005-2010
- Table 4. Sales of Packaged Food by Category: % Value Growth 2005-2010
- Table 5. GBO Shares of Packaged Food 2005-2009
- Table 6. NBO Shares of Packaged Food 2005-2009
- Table 7. NBO Brand Shares of Packaged Food 2006-2009
- Table 8. Penetration of Private Label by Category 2005-2009
- Table 9. Sales of Packaged Food by Distribution Format: % Analysis
2005-2010
- Table 10. Sales of Packaged Food by Category and Distribution Format: %
Analysis 2010
- Table 11. Forecast Sales of Packaged Food by Category: Volume 2010-2015
- Table 12. Forecast Sales of Packaged Food by Category: Value 2010-2015
- Table 13. Forecast Sales of Packaged Food by Category: % Volume Growth
2010-2015
- Table 14. Forecast Sales of Packaged Food by Category: % Value Growth
2010-2015
FOODSERVICE - KEY TRENDS AND DEVELOPMENTS
- Trends
- After a sharp decline in sales in 2009, the US foodservice industry
began to show improvement in 2010. Americans reduced their visits to
restaurants in 2009 as they sought to curb spending during an economic
recession. Consumer confidence declined in 2009 due to a rise in
unemployment levels and a weak housing market. While unemployment levels
remained high in 2010, new jobs were created and equity stocks performed
well leading affluent consumers to spend money again, including on dining
out. Restaurant consumers of all income levels continued to look for
“value” by trading down from full-service restaurants to fast
food establishments, or switching from “value meals” to
“dollar menu” items to save money, while still deriving the
convenience of eating out. As restaurant visits grew in 2010, volume sales
of most food categories sold to foodservice increased in 2010.
- Competitive Landscape
- The US foodservice industry is dominated by the four leading chain
operators - McDonald' s Corp, Yum! Brands, Wendy' s/Arby' s Group and Burger
King Holdings. Although consumers cut back on dining out, many of these
companies offer value meals and low prices.
- Prospects
- Packaged food sales to foodservice are projected to grow by 5% in volume
terms over the forecast period. The rate of growth is likely to be similar
compared to the review period as consumers are expected to return to
foodservice spending as the economy rebounds. Cost-conscious consumers
cooked at home more during the recession to save money but many plan to
resume dining out as their financial situation improves. Americans look to
restaurants for both convenience (no need to do grocery shopping or meal
preparation) as well as atmosphere and entertainment. Restaurants will need
to offer value to consumers since consumers are looking for good prices.
CATEGORY DATA
- Table 15. Foodservice Sales of Packaged Food by Category: Volume 2005-2010
- Table 16. Foodservice Sales of Packaged Food by Category: % Volume Growth
2005-2010
- Table 17. Forecast Foodservice Sales of Packaged Food by Category: Volume
2010-2015
- Table 18. Forecast Foodservice Sales of Packaged Food by Category: %
Volume Growth 2010-2015
IMPULSE AND INDULGENCE PRODUCTS - KEY TRENDS AND DEVELOPMENTS
- Trends
- Despite growing consumer awareness of the inherent unhealthy aspects of
many of their favourite indulgence products, Americans turned to them for
“comfort” and convenience during the latest economic crisis.
Many consumers stressed out by long working hours or high unemployment rates
sought escape in a bag of potato crisps or in chocolate confectionery. Snack
bars have become increasingly more fortified (including fibre, antioxidants,
and protein) and these products are positioned as an affordable and
convenient in-between meal or occasional meal replacement product. That
said, the better performers in impulse and indulgence products such as snack
bars and snack nuts sought to offer some redeeming health properties to
allay consumer guilt about indulgence.
- Competitive Landscape
- Frito-Lay leads impulse and indulgence products with a 12% market value
share in 2009, up from 11% in 2008. The company dominates chips/crisps and
tortilla/corn chips where it controls more than three-quarters of product
sales. It also holds a hefty share in extruded snacks, pretzels and other
sweet and savoury snacks. Fruit snacks is the only category where Frito-Lay
does not have a presence. The company has maintained market leadership
through its robust distribution network, extensive advertising and product
development that focuses on consumer trends. Frito-Lay heavily advertises
its snacks brands and continually introduces new flavours to keep its core
audience of young male snackers interested in its snacks. At the same time,
the company boasts a selection of healthier snacks including baked varieties
such as Baked Lay' s and Baked Tostitos to appeal to women and to older
consumers.
- Prospects
- Offering health and value-added products is expected to be the main
driving force behind impulse and indulgence products. The ageing of the US
population creates a huge market of consumers who are very concerned about
health issues, especially regarding sodium content. At the same time
manufacturers must be careful when considering entry into the health and
wellness arenas as consumers want taste first, and nutrition second. As
such, companies must be careful to develop products that offer great taste,
not just items that offer a long list of vitamin and mineral fortification.
CATEGORY DATA
- Table 19. Sales of Impulse and Indulgence Products by Category: Volume
2005-2010
- Table 20. Sales of Impulse and Indulgence Products by Category: Value
2005-2010
- Table 21. Sales of Impulse and Indulgence Products by Category: % Volume
Growth 2005-2010
- Table 22. Sales of Impulse and Indulgence Products by Category: % Value
Growth 2005-2010
- Table 23. Company Shares of Impulse and Indulgence Products 2005-2009
- Table 24. Brand Shares of Impulse and Indulgence Products 2006-2009
- Table 25. Forecast Sales of Impulse and Indulgence Products by Category:
Volume 2010-2015
- Table 26. Forecast Sales of Impulse and Indulgence Products by Category:
Value 2010-2015
- Table 27. Forecast Sales of Impulse and Indulgence Products by Category: %
Volume Growth 2010-2015
- Table 28. Forecast Sales of Impulse and Indulgence Products by Category: %
Value Growth 2010-2015
NUTRITION/STAPLES - KEY TRENDS AND DEVELOPMENTS
- Trends
- To grow sales and compete against rivals, nutrition/staples companies
are focusing on health and wellness initiatives. Yoghurt manufacturers opted
for “light” yoghurts with 100 calories or less, those featuring
probiotic cultures, and Greek yoghurts to appeal to health-conscious
consumers. Companies have targeted older women to market their yoghurts by
offering to aid digestive issues via probiotics (live,
“friendly” bacteria) and weight-loss. Breakfast cereals, pasta
and rice companies touted a whole-grain and fibre message.
- Competitive landscape
- Kraft Foods is the leading branded player in nutrition/staples. The
company remains the king of cheese in the US, with a value share of 29% in
2009, down two percentage points from 2008. Kraft dominates processed cheese
but has not been able to transfer its marketing expertise into the faster
growing natural cheese market.
- Prospects
- An improving US economy is expected to lead to moderate 5% value growth
for nutrition/staples over the 2010-2015 period. As the US economy pulls
itself out of recession many consumers are expected to reduce cooking at
home and resume eating out. However, this negative consumption trend will be
balanced by growing consumer preference for healthier and higher quality
foods. In terms of retail volume sales, many nutrition/staples are expected
to show lower growth over the forecast period than they did during the
review period.
CATEGORY DATA
- Table 29. Sales of Nutrition/Staples by Category: Volume 2005-2010
- Table 30. Sales of Nutrition/Staples by Category: Value 2005-2010
- Table 31. Sales of Nutrition/Staples by Category: % Volume Growth 2005-2010
- Table 32. Sales of Nutrition/Staples by Category: % Value Growth 2005-2010
- Table 33. Company Shares of Nutrition/Staples 2005-2009
- Table 34. Brand Shares of Nutrition/Staples 2006-2009
- Table 35. Forecast Sales of Nutrition/Staples by Category: Volume 2010-2015
- Table 36. Forecast Sales of Nutrition/Staples by Category: Value 2010-2015
- Table 37. Forecast Sales of Nutrition/Staples by Category: % Volume Growth
2010-2015
- Table 38. Forecast Sales of Nutrition/Staples by Category: % Value Growth
2010-2015
MEAL SOLUTIONS - KEY TRENDS AND DEVELOPMENTS
- Trends
- Meal solutions grew by 2% in value terms in 2010. Growth was driven by
consumers preparing more meals at home rather than going out to restaurants
in response to a weak economy. Shoppers turned to meal solutions because the
products offer consumers a speedy, easy way to prepare a meal. Americans
have long working hours and commutes and a high rate of female participation
in the labour force. In addition to feeling a “time crunch”,
many in the younger generation would rather spend their leisure time
watching TV or surfing the internet than on making meals from scratch.
Younger Americans who have grown up with dual-working parents and heating
snacks in microwave ovens are even more open to quick meal solutions as many
of them lack culinary skills and appreciate pre-made products, such as
sauces. The US recession prompted consumers to pack more lunches to work and
school to save money. As a result, chilled processed meats continued to
perform well in 2010 growing by 8% in value terms after growing by 8% in
2009.
- Competitive Landscape
- Kraft leads meal solutions with an 8% value share in 2009, unchanged
from 2008. The company' s strength is tied to its leading position in ready
meals, chilled processed food; and sauces, dressings, and condiments. Kraft
is a leader in chilled processed food, where the company' s Oscar Meyer
chilled processed meat brand is synonymous with America, hot dogs, and
family. The company is also a major player in ready meals with its iconic
Kraft Mac & Cheese brand, which is a staple easy-to-prepare
“comfort” food. Kraft was the leading player in frozen pizza in
2009 where it offers a leading brand at every price point, including
economy-priced Jack' s Pizza and premium-priced DiGiorno, which positions
itself against delivery pizza. In March 2010 the company sold its frozen
pizza business to Nestle for US$3.7 billion. As a result, Nestle will become
the leading ready meals company while Kraft is likely to slide down to ninth
place in 2010.
- Prospects
- Meal solutions is expected to grow by 6% in constant value terms over
the forecast period. With recovery from the US economic recession,
especially at the consumer level, still years away, consumers are expected
to continue to look to home-prepared meals as a way to save money. Americans
will want to economise by preparing meals at home but still want quick, easy
meal solutions. Companies are expected to focus on health and wellness
initiatives as well as introduce more ethnic varieties in order to appeal to
a number of consumer segments. Ageing baby boomers will be increasingly
targeted with reduced-sodium offerings driven by their concerns about the
negative effects of sodium consumption (eg, high blood pressure and
hypertension). Lower-fat products are also expected to underpin growth
through healthier offerings. For example, within salad dressings,
lower-calorie vinaigrettes are expected to be one of the strongest
performers in sauces, dressings and condiments. Companies will introduce
more organic varieties to appeal to the growing desire for spicier and
unusual foods.
CATEGORY DATA
- Table 39. Sales of Meal Solutions by Category: Volume 2005-2010
- Table 40. Sales of Meal Solutions by Category: Value 2005-2010
- Table 41. Sales of Meal Solutions by Category: % Volume Growth 2005-2010
- Table 42. Sales of Meal Solutions by Category: % Value Growth 2005-2010
- Table 43. Company Shares of Meal Solutions 2005-2009
- Table 44. Brand Shares of Meal Solutions 2006-2009
- Table 45. Forecast Sales of Meal Solutions by Category: Volume 2010-2015
- Table 46. Forecast Sales of Meal Solutions by Category: Value 2010-2015
- Table 47. Forecast Sales of Meal Solutions by Category: % Volume Growth
2010-2015
- Table 48. Forecast Sales of Meal Solutions by Category: % Value Growth
2010-2015
DEFINITIONS
- Summary 1. Research Sources
Packaged Food in the US - Company Profiles
Campbell Foodservice Co. - Packaged Food - USA
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
Chiquita Brands Inc. - Packaged Food - USA
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 6. Chiquita Brands Inc.: Competitive Position 2009
ConAgra Foods Inc. - Packaged Food - USA
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 9. ConAgra: Competitive Position 2009
Dole Food Co. Inc. - Packaged Food - USA
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 12. Dole Food Co. Inc.: Competitive Position 2009
Frito-Lay Co. - Packaged Food - USA
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 15. Frito-Lay Co.: Competitive Position 2009
General Mills Inc. - Packaged Food - USA
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 18. General Mills Inc.: Competitive Position 2009
Heinz Foodservice - Packaged Food - USA
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
Hormel Foods Corp - Packaged Food - USA
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 23. Hormel Foods Corp: Competitive Position 2009
JM Smucker Co., The - Packaged Food - USA
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 26. JM Smucker Co.: Competitive Position 2009
Kraft Foods Inc. - Packaged Food - USA
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 29. Kraft Foods Inc.: Competitive Position 2009
Mars Inc. - Packaged Food - USA
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 31. Mars Inc.: Competitive Position 2009
- Summary 32. Uncle Ben' s Inc.: Competitive Position 2009
- Summary 33. Wrigley Jr Co., William: Competitive Position 2009
Nestle USA Inc. - Packaged Food - USA
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 36. Dreyer' s Grand Ice Cream Holdings: Competitive Position 2009
- Summary 37. Gerber Products Co.: Competitive Position 2009
- Summary 38. Nestle USA Inc.: Competitive Position 2009
- Summary 39. PowerBar Inc.: Competitive Position 2009
Sara Lee Foodservice - Packaged Food - USA
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
Schwan Food Co., The - Packaged Food - USA
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 43. Schwan Food Co.: Competitive Position 2009
Unilever Foodsolutions - Packaged Food - USA
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
Baby Food in the US - Category Analysis
HEADLINES
TRENDS
- Sales of baby food will decline by 2% in value terms in 2010. This decline
reflects a change from the positive 2% review period CAGR. Much of the value
decline was due to the 6% decrease in sales of milk formula in 2010. A
slowdown in birth rates, a trend towards breastfeeding, and a change in the
WIC programme contributed to reduced sales of milk formula. The weak economy
with high unemployment rates has led some Americans to postpone having
children until they are more confident about economic prospects.
COMPETITIVE LANDSCAPE
- New product activity was strong in organic baby foods and baby foods for
toddlers. A new organic baby food line was launched in 2009 - Sprout. Sprout
has the advantage of name recognition through the involvement of celebrity
chef Tyler Florence of The Food Network. Florence as executive chef and
co-founder helped develop the line and launched it nationally in 2009. Organic
baby food makers Nurture Inc. and Plum Organics introduced new varieties in
2009 and 2010. In spring 2010 Nurture Inc. introduced HAPPYBABY HAPPYTOT
toddler meals with Salba. The company claims that Salba is a
“super-grain” with a lot of omega-3 fatty acids, antioxidants, and
more calcium than milk. Nurture Inc. introduced HAPPYMELTS, a freeze-dried
yoghurt snack that contains prebiotics and probiotics, in August 2009. After
being acquired by The Nest Collective in February 2009, the frozen baby food
company introduced baby food in lightweight, resealable pouches (Mish Mash
fruit purees, fruits, blends) as Fiddlesticks (gluten-free fruit & grain snack
sticks) and Fruity Fingerfuls (freeze dried fruit & grain bites) later in the
year. In 2010 Hain Celestial added Earth' s Best Whole Grain Infant Cereals
with fruit and Third Foods Vegetable Medleys, and Sesame Street Organic Mini
Meals.
PROSPECTS
- Value sales for total baby food are projected to grow by 4% in constant
terms from 2010 to 2015. Birth rates are expected to go up during the forecast
period as the economy improves and Americans become more confident about
future prospects. Higher birth rates should aid volume sales of many baby
foods. More babies mean that value sales of milk formula are expected to grow
by 4% over the time period while the trend towards breastfeeding continues
strong. At the same time, retail volume sales of prepared baby food are
projected to grow by only 7% over the forecast period in contrast to the 18%
growth of the review period as the big change in WIC programme allotment
effective from October 2009, has passed.
CATEGORY DATA
- Table 49. Sales of Baby Food by Category: Volume 2005-2010
- Table 50. Sales of Baby Food by Category: Value 2005-2010
- Table 51. Sales of Baby Food by Category: % Volume Growth 2005-2010
- Table 52. Sales of Baby Food by Category: % Value Growth 2005-2010
- Table 53. Soy-based Vs Dairy-based Special Baby Milk Formula % Breakdown
2010
- Table 54. Baby Food Company Shares 2005-2009
- Table 55. Baby Food Brand Shares 2006-2009
- Table 56. Sales of Baby Food by Distribution Format: % Analysis 2005-2010
- Table 57. Forecast Sales of Baby Food by Category: Volume 2010-2015
- Table 58. Forecast Sales of Baby Food by Category: Value 2010-2015
- Table 59. Forecast Sales of Baby Food by Category: % Volume Growth
2010-2015
- Table 60. Forecast Sales of Baby Food by Category: % Value Growth 2010-2015
Baked Goods in the US - Category Analysis
HEADLINES
TRENDS
- A developing recession and volatility in unit prices hampered volume sales
of baked goods in 2007 and 2008, but since that time, the category has slowly
started to recover as the cost of commodities for producing baked goods have
been far less intense. While consumers have remained cautious about spending,
bread grew as consumers stayed in or brown-bagged their lunches rather than
dining out, while cakes grew as consumers enjoyed a sweet, indulgent treat,
although a little more sporadically.
COMPETITIVE LANDSCAPE
- Nearly half of all retail value sales of the baked goods environment was
accounted for by artisanal products in 2009, as these continued to be
preferred by consumers to packaged brands for their freshness, variety and
perceived higher quality. Private label products followed with 14% of baked
goods' retail sales value in 2009, indicating that consumers also purchase
breads and other baked goods based on value, and do not necessarily stay loyal
to national brands, especially during tough economic times. In early 2009 the
largest US convenience store retailer, 7-Eleven, introduced 15 new private
label products within the baked goods environment under its 7-Eleven Select
private label brand.
PROSPECTS
- Retail value sales of baked goods are forecast to grow 2% in constant
terms over 2010-15 to reach over US$47.3 billion, while retail volume sales
are expected to decrease 4% over the same period. Contributing to the decline
in retail volume sales is the anticipation that demand for bread is expected
to decrease again as the economy improves, and consumers show more willingness
to dine out.
CATEGORY DATA
- Table 61. Sales of Baked Goods by Category: Volume 2005-2010
- Table 62. Sales of Baked Goods by Category: Value 2005-2010
- Table 63. Sales of Baked Goods by Category: % Volume Growth 2005-2010
- Table 64. Sales of Baked Goods by Category: % Value Growth 2005-2010
- Table 65. Packaged/Industrial Bread by Type: % Value Breakdown 2005-2010
- Table 66. Unpackaged/Artisanal Bread: In-store Bakery Sales 2005-2010
- Table 67. Pastries by Type: % Value Breakdown 2005-2010
- Table 68. Packaged/Industrial Cakes: Single Portion vs Multi-pack %
Breakdown by Type 2005-2010
- Table 69. Baked Goods Company Shares 2005-2009
- Table 70. Baked Goods Brand Shares 2006-2009
- Table 71. Sales of Baked Goods by Distribution Format: % Analysis 2005-2010
- Table 72. Forecast Sales of Baked Goods by Category: Volume 2010-2015
- Table 73. Forecast Sales of Baked Goods by Category: Value 2010-2015
- Table 74. Forecast Sales of Baked Goods by Category: % Volume Growth
2010-2015
- Table 75. Forecast Sales of Baked Goods by Category: % Value Growth
2010-2015
Biscuits in the US - Category Analysis
HEADLINES
TRENDS
- The savoury biscuits and crackers niche is expected to demonstrate the
strongest growth in 2010 with an increase of 2% in current value terms to
reach over US$5.1 billion. Savoury biscuits and crackers remains the largest
niche within the biscuits environment, comprising nearly 45% of retail value
sales in 2010. The product category has taken advantage of being perceived as
a healthier snacking option (including wholegrain and low-sodium versions)
sought by more consumers while also benefiting from the ability to be consumed
at home or on-the-go.
COMPETITIVE LANDSCAPE
- Kraft remained the leader of the biscuits category in 2009 with a retail
value share of 43%. Kraft' s Nabisco division produces some of the best-known
names in the business, including Honey Maid Grahams, Chips Ahoy!, Oreo and
Newtons, each of which lead their respective categories. Kraft has
successfully introduced extensions and new varieties of several of its
well-known branded products. One of these extensions included the Oreo Fun
Stix, launched in March 2009, which is Oreo-flavoured wafer rolls that can be
used as a straw for drinking milk or eaten as a snack.
PROSPECTS
- Retail value sales of biscuits are forecast to grow 2% in constant terms
over 2010-15 to reach nearly US$11.7 billion, while retail volume sales are
expected to increase 3% over the same period. Savoury biscuits and crackers
are projected to primarily drive growth in both retail volume and retail value
terms as the product category continues to benefit from taking a more
healthful snack positioning. Whole grains, fibre and low-sodium are just some
of the factors being promoted by manufacturers.
CATEGORY DATA
- Table 76. Sales of Biscuits by Category: Volume 2005-2010
- Table 77. Sales of Biscuits by Category: Value 2005-2010
- Table 78. Sales of Biscuits by Category: % Volume Growth 2005-2010
- Table 79. Sales of Biscuits by Category: % Value Growth 2005-2010
- Table 80. Biscuits Company Shares 2005-2009
- Table 81. Biscuits Brand Shares 2006-2009
- Table 82. Sales of Biscuits by Distribution Format: % Analysis 2005-2010
- Table 83. Forecast Sales of Biscuits by Category: Volume 2010-2015
- Table 84. Forecast Sales of Biscuits by Category: Value 2010-2015
- Table 85. Forecast Sales of Biscuits by Category: % Volume Growth 2010-2015
- Table 86. Forecast Sales of Biscuits by Category: % Value Growth 2010-2015
Breakfast Cereals in the US - Category Analysis
HEADLINES
TRENDS
- The leading manufacturers of breakfast cereals remain keen on health and
wellness trends in the US. Fortifying breakfast cereals with vitamins, whole
grains and fibre continue in 2010 as manufacturers seek to meet the demands of
consumers. Marketing efforts through advertising and packaging point out the
ways in which breakfast cereals can meet nutritional needs, and in some cases,
provide additional health benefits such as reducing cholesterol or boosting
immunity. However, challenges have been made to some of those health benefits,
and manufacturers have responded in various ways.
COMPETITIVE LANDSCAPE
- Kellogg Co. held on to its leading position within the breakfast cereals
environment with a retail value share of 30% in 2009. Kellogg' s health and
wellness trends continued into 2009. In May of that year the company released
a study that nine in 10 Americans - both adults and children - were not eating
an adequate amount of fibre in their diet. Consequently, Kellogg announced
that it was fortifying fibre in many of its cereals, with the goal of having
80% of its cereals portfolio being “good to excellent” sources of
fibre. Brands including children' s cereals Apple Jacks and Fruit Loops now
tout the fibre content on their respective packaging.
PROSPECTS
- Retail value sales of breakfast cereals are forecast to grow by 3% in
constant terms over 2010-15 to reach US$10.5 billion, while retail volume
sales are expected to decrease marginally over the same period. Demand for
breakfast cereals remains consistent despite various improvements and
innovations. Consumers of breakfast cereals will continue to enjoy the
affordability, convenience and health options that breakfast cereals provide.
CATEGORY DATA
- Table 87. Sales of Breakfast Cereals by Category: Volume 2005-2010
- Table 88. Sales of Breakfast Cereals by Category: Value 2005-2010
- Table 89. Sales of Breakfast Cereals by Category: % Volume Growth 2005-2010
- Table 90. Sales of Breakfast Cereals by Category: % Value Growth 2005-2010
- Table 91. Breakfast Cereals Company Shares 2005-2009
- Table 92. Breakfast Cereals Brand Shares 2006-2009
- Table 93. Sales of Breakfast Cereals by Distribution Format: % Analysis
2005-2010
- Table 94. Forecast Sales of Breakfast Cereals by Category: Volume 2010-2015
- Table 95. Forecast Sales of Breakfast Cereals by Category: Value 2010-2015
- Table 96. Forecast Sales of Breakfast Cereals by Category: % Volume Growth
2010-2015
- Table 97. Forecast Sales of Breakfast Cereals by Category: % Value Growth
2010-2015
Canned/Preserved Food in the US - Category Analysis
HEADLINES
TRENDS
- Sales of canned/preserved food are expected to grow by 1% in current value
terms in 2010 to reach US$19.3 billion. Retail volume sales are set grow by 2%
in the same year in contrast to the 1% average volume decline seen in the
review period. Consumers purchased more canned/preserved food as they looked
to make lower-cost meals at home in response to the economic downturn.
COMPETITIVE LANDSCAPE
- Campbell Soup Co. leads canned/preserved food through its dominance of
canned/preserved soup. The company saw its value share of canned/preserved
decline from 14.5% in 2008 to 14.2% in 2009. Its value share declined despite
the success of its newer reduced-sodium soups. The soup maker has invested in
an extensive advertising campaign to persuade consumers that its new
technology, which uses sea salt, offers a taste similar to that of regular
soup.
PROSPECTS
- Canned/preserved food is expected to decline by 1% in constant value terms
over the forecast period, with sales reaching US$19.1 billion in 2015. Retail
volume sales on the other hand are projected to decline by slightly over 4% -
slightly higher than the volume decline rate witnessed during the review
period. Demand for canned/preserved food is expected to see an overall volume
decline once the economy recovers as consumers seek out fresher and healthier
alternatives such as fresh cut fruits and frozen ready meals.
CATEGORY DATA
- Table 98. Sales of Canned/Preserved Food by Category: Volume 2005-2010
- Table 99. Sales of Canned/Preserved Food by Category: Value 2005-2010
- Table 100. Sales of Canned/Preserved Food by Category: % Volume Growth
2005-2010
- Table 101. Sales of Canned/Preserved Food by Category: % Value Growth
2005-2010
- Table 102. Canned/Preserved Food Company Shares 2005-2009
- Table 103. Canned/Preserved Food Brand Shares 2006-2009
- Table 104. Sales of Canned/Preserved Food by Distribution Format: %
Analysis 2005-2010
- Table 105. Forecast Sales of Canned/Preserved Food by Category: Volume
2010-2015
- Table 106. Forecast Sales of Canned/Preserved Food by Category: Value
2010-2015
- Table 107. Forecast Sales of Canned/Preserved Food by Category: % Volume
Growth 2010-2015
- Table 108. Forecast Sales of Canned/Preserved Food by Category: % Value
Growth 2010-2015
- Summary 45. Other Canned/Preserved Food: Product Types
Cheese in the US - Category Analysis
HEADLINES
TRENDS
- Cheese prices rose again in 2010 after declining in 2009. The US fresh
milk market has experienced strong price fluctuations during the last four
years of the review period. After rising sharply in 2007 and 2008 due to
higher corn feed prices and higher worldwide demand for milk, milk prices
declined in 2009 due to oversupply. In 2010 milk prices rose again as the milk
supply was reduced. As a result, cheese producers passed on some of the
increase in milk prices by raising cheese prices.
COMPETITIVE LANDSCAPE
- Kraft Foods Inc. leads cheese sales with a value share of 29%, down two
percentage points from 2008. The company owes its position to its dominance in
processed cheese. Kraft has a smaller presence in unprocessed cheese. The
company is known for its Kraft Singles processed cheese slices and its Kraft
Philadelphia cream cheese. Kraft' s biggest competitor is private label which
has improved quality and variety over the years. The company has not been able
to become a powerhouse in unprocessed cheese. It faces numerous competitors in
unprocessed cheese ranging from Sargento to artisanal cheese producers and
imported cheeses.
PROSPECTS
- Demand for cheese is expected to continue growing over the forecast
period. Value sales of cheese are expected to rise by 9% in constant terms
over the forecast period, a higher rate than over the 2005-2010 period. Retail
volume sales of cheese are projected to grow by 6% between 2010 and 2015,
higher than the 5% growth rate of the review period. Unit prices are expected
to grow at a slower pace over the forecast period than during the review
period.
CATEGORY DATA
- Table 109. Sales of Cheese by Category: Volume 2005-2010
- Table 110. Sales of Cheese by Category: Value 2005-2010
- Table 111. Sales of Cheese by Category: % Volume Growth 2005-2010
- Table 112. Sales of Cheese by Category: % Value Growth 2005-2010
- Table 113. Spreadable Processed Cheese by Type: % Value Breakdown 2005-2010
- Table 114. Unprocessed Cheese by Type: % Value Breakdown 2009-2010
- Table 115. Cheese Company Shares 2005-2009
- Table 116. Cheese Brand Shares 2006-2009
- Table 117. Sales of Cheese by Distribution Format: % Analysis 2005-2010
- Table 118. Forecast Sales of Cheese by Category: Volume 2010-2015
- Table 119. Forecast Sales of Cheese by Category: Value 2010-2015
- Table 120. Forecast Sales of Cheese by Category: % Volume Growth 2010-2015
- Table 121. Forecast Sales of Cheese by Category: % Value Growth 2010-2015
Chilled Processed Food in the US - Category Analysis
HEADLINES
TRENDS
- Demand for chilled processed food is expected to grow slightly in 2010,
with value sales set to be up by 2% whilst retail volume sales grows by 0.5%.
The 2% value gain is in line with the review period average whilst the 0.5%
volume gain is higher than the 0.1% average for the review period. Growth in
chilled foods was driven by the weak economy, which led consumers to continue
eating at home and bringing lunches to work.
COMPETITIVE LANDSCAPE
- Kraft Foods Inc. dominates chilled processed foods through leadership of
chilled processed meats. The company owes its leading position to the Oscar
Mayer brand, which has become synonymous with chilled processed meat products
in the minds of American consumers. The brand' s ‘Oscar Mayer
Wiener’ jingle and ‘Wienermobile’, a hot dog-shaped car, are
cultural icons. The company' s Oscar Mayer brand is America' s best selling
frankfurter, bacon and lunch meat. Similarly, its Lunchables lunch kit has a
dominant share of chilled lunch kit value sales, 77% in 2009. After losing
sales in 2007 and 2008, the iconic Lunchables brand grew its sales in 2009.
Oscar Mayer Lunchables, which largely appeals to children, had struggled of
late due to the product' s dubious health qualities and relatively high price.
But in 2009 the brand gained sales, partly due to the addition of new products
in the line which now feature spring water, bread made with whole grains, and
applesauce. As a result, the nutritional profile of Lunchables was slightly
improved to have fewer calories to help alleviate parental guilt about packing
Lunchables in their children' s lunchboxes. In 2010 the company introduced a
chicken strips variety with mandarin oranges which they advertised as
containing one serving of fruit. Meanwhile Oscar Mayer Deli Creations, Kraft' s
recently launched adult version of the Lunchables brand has been moderately
successful. The product includes bread, sliced meat, cheese and sauce and is
designed to be heated up in the microwave. It capitalises on the toasted
sandwich trend in US consumer foodservice and appeals to the many American
consumers who have less than two minutes to prepare lunch.
PROSPECTS
- Chilled processed food volumes are forecast to grow by 5% over the
forecast period. This volume growth will be driven by sales of fresh cut
fruits and chilled soup, which are forecast to grow by 15% and 12% between
2010 and 2015. In contrast, sales of chilled processed meats, which make up
78% of total sector retail volume are predicted to grow by a lower 5% in the
same time period. Volume sales of chilled processed food are expected to
outperform the 1% volume growth of the 2005-2010 period as the US economy
recovers to allow consumers to buy value-added products such as fresh cut
fruits and chilled soups which cost more than alternatives such as fresh fruit
and canned soups. In value terms, sales of chilled processed food are
projected to grow by 7% to reach US$28.8 billion by the end of 2015.
CATEGORY DATA
- Table 122. Sales of Chilled Processed Food by Category: Volume 2005-2010
- Table 123. Sales of Chilled Processed Food by Category: Value 2005-2010
- Table 124. Sales of Chilled Processed Food by Category: % Volume Growth
2005-2010
- Table 125. Sales of Chilled Processed Food by Category: % Value Growth
2005-2010
- Table 126. Chilled Processed Meat by Type: % Value Breakdown 2005-2010
- Table 127. Chilled Processed Meat: % Share of Chilled Meat Substitute
2005-2010
- Table 128. Chilled Processed Food Company Shares 2005-2009
- Table 129. Chilled Processed Food Brand Shares 2006-2009
- Table 130. Sales of Chilled Processed Food by Distribution Format: %
Analysis 2005-2010
- Table 131. Forecast Sales of Chilled Processed Food by Category: Volume
2010-2015
- Table 132. Forecast Sales of Chilled Processed Food by Category: Value
2010-2015
- Table 133. Forecast Sales of Chilled Processed Food by Category: % Volume
Growth 2010-2015
- Table 134. Forecast Sales of Chilled Processed Food by Category: % Value
Growth 2010-2015
Chocolate Confectionery in the US - Category Analysis
HEADLINES
TRENDS
- According to data from the International Cocoa Organisation the price of
cocoa in US dollars per tonne was up 12% in current terms in 2009, and as of
June 2010 the price was up another 13%. In April 2010 supermarket retailer
Supervalu Inc. was the most recent of retailers to file a class action lawsuit
against manufacturers of chocolate confectionery over claims that these
manufacturers, which include Mars Inc, The Hershey Co., Cadbury PLC and Nestle
SA, have colluded to engage in price fixing. Other retailers which previously
made similar accusations include Kroger Co., Safeway Inc. and CVS Corp.
Consumers as well as various country regulatory agencies have also either
filed suits or made enquiries regarding the potential price fixing. At the
time of writing there is no proof of collusion, but since 2007 unit prices of
chocolate confectionery have increased 29% in current terms, while retail
volume decreased by 16% over that same period.
COMPETITIVE LANDSCAPE
- Mars Inc. and The Hershey Co. are the clear leaders in chocolate
confectionery, each holding a retail value share of more than 33% in 2009.
Hershey benefited from increased marketing spend, including both advertising
and trade promotions, as well as streamlining its operations - a process which
began in early 2007 and was completed in 2009. Hershey was rumoured to be
interested in the purchase of Cadbury, but in January 2010 it issued a
statement that it was not interested.
PROSPECTS
- Retail value sales of chocolate confectionery are forecast to grow 7% in
constant terms over 2010-15 to reach almost US$19 billion, while retail volume
sales are expected to grow 1% over the same period. Unit prices are expected
to level off over the forecast period as sharp year-on-year increases to cocoa
prices are likely to subside. Furthermore, the threats from governments and
the public via regulatory issues, and multiple class action lawsuits against
chocolate confectionery manufacturers, could make manufacturers more conscious
regarding further price increases.
CATEGORY DATA
- Table 135. Sales of Chocolate Confectionery by Category: Volume 2005-2010
- Table 136. Sales of Chocolate Confectionery by Category: Value 2005-2010
- Table 137. Sales of Chocolate Confectionery by Category: % Volume Growth
2005-2010
- Table 138. Sales of Chocolate Confectionery by Category: % Value Growth
2005-2010
- Table 139. Chocolate Tablets by Type: % Value Breakdown 2005-2010
- Table 140. Chocolate Confectionery Company Shares 2005-2009
- Table 141. Chocolate Confectionery Brand Shares 2006-2009
- Table 142. Sales of Chocolate Confectionery by Distribution Format: %
Analysis 2005-2010
- Table 143. Forecast Sales of Chocolate Confectionery by Category: Volume
2010-2015
- Table 144. Forecast Sales of Chocolate Confectionery by Category: Value
2010-2015
- Table 145. Forecast Sales of Chocolate Confectionery by Category: % Volume
Growth 2010-2015
- Table 146. Forecast Sales of Chocolate Confectionery by Category: % Value
Growth 2010-2015
Dried Processed Food in the US - Category Analysis
HEADLINES
TRENDS
- Value sales of dried processed food grew at a slower rate in 2010 than in
2009 as rice and wheat prices stabilised in 2010. Price increases for rice and
wheat had contributed to a 5% value sales increase for dried processed food in
2009. In 2010 value sales are expected to increase by a smaller 3% to reach
US$11.9 billion. The trend of consumers eating and cooking at home continued
to benefit dried processed food in 2010.
COMPETITIVE LANDSCAPE
- Kraft Foods Inc. leads dried processed food in the US because of its
dominant presence in dried ready meals and dessert mixes. Kraft held the
number one position with 12% of value sales in 2009. The company' s Kraft
Macaroni and Cheese is a popular ‘comfort food’ favourite for
children and adults alike. Kraft' s products offer consumers a trusted brand
name, value-for-money pricing and satisfying family meals. These
characteristics have been especially appealing during difficult economic
times. To maintain sales momentum, the company is now seeking to persuade
adults to eat more Kraft Macaroni and Cheese with a new, ‘You know you
love it’ slogan and new products. Kraft introduced a new Homestyle
version that comes with wider noodles; a creamier, cheesier sauce; and
breadcrumbs. The three Homestyle varieties were launched in June 2010 and
marketed with a Homestyle Macaroni & Cheese Tour that travelled to several
locations including the Iowa and Wisconsin State Fairs to offer samples.
PROSPECTS
- Dried processed food sales are predicted to slow down in the forecast
period coming off a period of strong growth. Unless the US economy experiences
another recession in the next five years, it will be difficult for dried
processed food to match the 6% retail volume growth of the 2005-2010 period.
Instead, dried processed food is projected to grow by 2% in retail volume
terms from 2010-2015. Dried processed food value sales are projected to grow
by 3% to reach US$12.3 billion by the end of 2015. Much of the positive
traction in dried processed food in 2009 and 2010 was due to consumers cooking
at home more often and rising commodity prices passed on to consumers. As the
economy rebounds, consumers will slowly return to dining out, resulting in
less growth in this sector. Americans are expected to bake at home less often
as well, leading to a 10% retail volume decline for dessert mixes.
CATEGORY DATA
- Table 147. Sales of Dried Processed Food by Category: Volume 2005-2010
- Table 148. Sales of Dried Processed Food by Category: Value 2005-2010
- Table 149. Sales of Dried Processed Food by Category: % Volume Growth
2005-2010
- Table 150. Sales of Dried Processed Food by Category: % Value Growth
2005-2010
- Table 151. Dried Processed Food Company Shares 2005-2009
- Table 152. Dried Processed Food Brand Shares 2006-2009
- Table 153. Sales of Dried Processed Food by Distribution Format: %
Analysis 2005-2010
- Table 154. Forecast Sales of Dried Processed Food by Category: Volume
2010-2015
- Table 155. Forecast Sales of Dried Processed Food by Category: Value
2010-2015
- Table 156. Forecast Sales of Dried Processed Food by Category: % Volume
Growth 2010-2015
- Table 157. Forecast Sales of Dried Processed Food by Category: % Value
Growth 2010-2015
Drinking Milk Products in the US - Category Analysis
HEADLINES
TRENDS
- Fresh/pasteurised milk prices rose by 4% in 2010 after declining by 15%,
in 2009. The US fresh milk market has experienced strong price fluctuations
during the last four years of the review period. Fresh milk prices rose
sharply in 2007 and 2008 due to higher corn feed prices and higher worldwide
demand for milk. In 2009 milk prices tumbled as the weakened global economy
reduced demand for milk outside the US. The glut of milk led to lower milk
prices in 2009 and the slaughter of dairy cows on farms. 2009 was a difficult
year for dairy farmers because they received lower prices for their milk while
still facing high prices for corn and soybean feed. To deal with this
loss-making situation, many dairy farmers decided to sell or in dire
circumstances, slaughter their dairy cows. Then, in 2010 the oversupply
situation corrected itself as there were fewer dairy cows and less milk being
produced on US dairy farms. As a result, value sales of drinking milk products
grew by 0.5% in 2010 after declining by 12% in 2009. The 0.5% value growth is
an improvement on the review period which saw sales decline slightly.
COMPETITIVE LANDSCAPE
- Dean Foods Co. is the leading branded milk producer, with a 15% value
share in 2009, unchanged from 2008. The company has become the dominant force
in branded milk through acquisitions, product development, and marketing
efforts. Dean Foods is one of the few national players in milk as most other
branded milk is sold by regional dairies. To compete better against rivals,
especially private label producers, Dean Foods Co. continues to introduce new
value-added varieties. In summer 2009, the company introduced Silk Heart
Health with added plant sterols that claims to help reduce cholesterol levels
by 7% in four weeks.
PROSPECTS
- Drinking milk product sales are not expected to perform well over the
forecast period. Value sales of drinking milk products are forecast to be flat
between 2010 and 2015, which is a reversal from the 9% constant value decline
of the review period. The US has very high per capita consumption of fluid
milk so volume growth prospects are negative without a population boom. Sales
of fresh/pasteurised milk are forecast to decline by 2% in retail volume terms
between 2010 and 2015. The forecast rate of volume decline is in contrast to
the 1% volume growth of the review period, with consumers continuing to move
away from milk in favour of other products, such as bottled water and energy
drinks. Value gains are not expected during the forecast period, as dairy
prices are expected to grow at a slower rate than over the review period. Unit
price growth is expected to be constrained due to a continued decline in milk
exports, as the world economy takes a few years to make a full recovery before
resuming its demand for dairy products.
CATEGORY DATA
- Table 158. Sales of Drinking Milk Products by Category: Volume 2005-2010
- Table 159. Sales of Drinking Milk Products by Category: Value 2005-2010
- Table 160. Sales of Drinking Milk Products by Category: % Volume Growth
2005-2010
- Table 161. Sales of Drinking Milk Products by Category: % Value Growth
2005-2010
- Table 162. Chilled Vs Ambient Flavoured Milk Drinks: % Volume Analysis
2007-2010
- Table 163. Milk by Type: % Value Breakdown 2007-2010
- Table 164. Drinking Milk Products Company Shares 2005-2009
- Table 165. Drinking Milk Products Brand Shares 2006-2009
- Table 166. Sales of Drinking Milk Products by Distribution Format: %
Analysis 2005-2010
- Table 167. Forecast Sales of Drinking Milk Products Products by Category:
Volume 2010-2015
- Table 168. Forecast Sales of Drinking Milk Products Products by Category:
Value 2010-2015
- Table 169. Forecast Sales of Drinking Milk Products Products by Category:
% Volume Growth 2010-2015
- Table 170. Forecast Sales of Drinking Milk Products Products by Category:
% Value Growth 2010-2015
Frozen Processed Food in the US - Category Analysis
HEADLINES
TRENDS
- With consumers continuing to seek value and convenience, frozen processed
foods experienced yet another year of retail value sales growth in current
value terms in 2010. Whilst manufacturers continued to offer up staple frozen
processed foods products like frozen pizza and frozen chicken wings, consumer
demands towards healthier options and bolder flavours have led to modified or
new products that offer such features as gluten-free or sauces made from
various herbs and spices. Also, similar to other foods, organic and natural
varieties are being increasingly offered.
COMPETITIVE LANDSCAPE
- Nestle USA Inc. continued to lead the frozen processed food sector amongst
major companies in 2009. Nestle' s popular Hot Pockets, Lean Pockets and
Stouffer' s brands all have a strong presence in frozen processed food and help
sustain Nestle USA' s position. Nestle USA' s value share will increase in 2010
and beyond now that the parent company completed its US$3.7 billion
acquisition of the frozen pizza division of Kraft Foods Inc. in March 2010.
The brand portfolio now includes the leading DiGiorno frozen pizza brand as
well as other popular frozen pizza brands such as Tombstone and Jack' s.
PROSPECTS
- Retail value sales of frozen processed food are expected to grow by 9% in
constant terms from 2010 to 2015 to reach over US$36.8 billion whilst retail
volume sales are expected to grow by 7% over the same time period. Unit prices
are expected to remain relatively flat over the forecast period as increasing
competition, especially from private label brands, puts downward pressure on
pricing.
CATEGORY DATA
- Table 171. Sales of Frozen Processed Food by Category: Volume 2005-2010
- Table 172. Sales of Frozen Processed Food by Category: Value 2005-2010
- Table 173. Sales of Frozen Processed Food by Category: % Volume Growth
2005-2010
- Table 174. Sales of Frozen Processed Food by Category: % Value Growth
2005-2010
- Table 175. Frozen Processed Red Meat by Type: % Value Breakdown 2005-2010
- Table 176. Frozen Processed Poultry by Type: % Value Breakdown 2005-2010
- Table 177. Frozen Processed Fish/Seafood by Type: % Value Breakdown
2005-2010
- Table 178. Frozen Processed Vegetables by Type: % Value Breakdown 2005-2010
- Table 179. Other Frozen Processed Food by Type: % Value Breakdown 2005-2010
- Table 180. Frozen Processed Food Company Shares 2005-2009
- Table 181. Frozen Processed Food Brand Shares 2006-2009
- Table 182. Sales of Frozen Processed Food by Distribution Format: %
Analysis 2005-2010
- Table 183. Forecast Sales of Frozen Processed Food by Category: Volume
2010-2015
- Table 184. Forecast Sales of Frozen Processed Food by Category: Value
2010-2015
- Table 185. Forecast Sales of Frozen Processed Food by Category: % Volume
Growth 2010-2015
- Table 186. Forecast Sales of Frozen Processed Food by Category: % Value
Growth 2010-2015
- Summary 46. Other Frozen Processed Food: Product Types
Gum in the US - Category Analysis
HEADLINES
TRENDS
- With benefits such as breath freshening, teeth whitening, saliva
stimulation, and being a low- or no-calorie treat, gum continues to make
year-on-year gains in retail value sales. Retail sales of sugar-free gum
continue to lead the gum sector in 2009, but another year of declining retail
sales of sugarised gum and bubble gum offset further gains for overall gum
growth. Manufacturers have also been aggressive in rolling out new flavours of
sugar-free gum, which has helped keep the category fresh.
COMPETITIVE LANDSCAPE
- Mars Inc. was previously virtually non-existent in the US gum industry,
but has become the leading company since 2008 when it completed the purchase
of William Wrigley Jr Co. in a US$23 billion deal. Mars retained its leading
position with a retail value share of 46% in 2009. One of the brands that has
fared quite well since its launch in 2007 is the Wrigley' s 5. In the spring of
2009 the brand added two new flavours, Solstice and Zing, with the former
providing a “warm and cool winter” flavour and the latter
providing a “sour to sweet bubble”. In March 2010 two more
flavours were added: React Mint and React Fruit. Wrigley claims that the
“react” aspect to this gum is based on the fact that the flavour
provides different tastes to different people, and thus “reacts”
in different ways based on the user.
PROSPECTS
- Retail sales of gum are forecast to grow 9% in constant value terms over
2010-15 to reach just over US$5 billion, while retail volume sales are
expected to increase by 3% over the same period. Unit prices are projected to
steady as commodity prices, though difficult to predict, are not expected to
be as volatile as they were in the latter portion of the review period.
Sugar-free gum is the only product category within the gum environment
expected to perform well, as bubble gum and sugarised gum show little sign of
reversing their respective declines.
CATEGORY DATA
- Table 187. Sales of Gum by Category: Volume 2005-2010
- Table 188. Sales of Gum by Category: Value 2005-2010
- Table 189. Sales of Gum by Category: % Volume Growth 2005-2010
- Table 190. Sales of Gum by Category: % Value Growth 2005-2010
- Table 191. Leading Flavours for Gum 2005-2010
- Table 192. Gum Company Shares 2005-2009
- Table 193. Gum Brand Shares 2006-2009
- Table 194. Sales of Gum by Distribution Format: % Analysis 2005-2010
- Table 195. Forecast Sales of Gum by Category: Volume 2010-2015
- Table 196. Forecast Sales of Gum by Category: Value 2010-2015
- Table 197. Forecast Sales of Gum by Category: % Volume Growth 2010-2015
- Table 198. Forecast Sales of Gum by Category: % Value Growth 2010-2015
Ice Cream in the US - Category Analysis
HEADLINES
TRENDS
- Hot weather during summer 2010 is helping boost demand for ice cream
parlours and impulse ice cream sales in 2010. Summer (June through August)
2010 was the fourth hottest summer on record according to the National Oceanic
and Atmospheric Association (NOAA). In turn, consumers decided to treat
themselves to cool ice cream treats to cool down, benefiting sales of most ice
cream products. The abnormally hot weather of summer 2010 followed a cold
summer in 2009. Increased demand for ice cream parlours and impulse ice cream
which carry higher prices than ice cream as a whole should lead to a 3% value
sales gain in 2010, higher than the 1.5% review period average. At the same
time, retail volume sales of ice cream are expected to be flat in 2010; a
better performance than the negative 3% review period average.
COMPETITIVE LANDSCAPE
- Dreyer' s Grand Ice Cream Holdings Inc. leads US ice cream with a 21% share
of retail value sales in 2009. The Nestle SA subsidiary has been able to
dominate US ice cream with constant product innovation and a nationwide direct
store delivery (DSD) network. The company' s leading brand Dreyer' s/Edy' s built
a lead in the category with the 2004 introduction of Dreyer' s/Edy' s Slow
Churned Light, a lower-fat ice cream that mimicked the flavour of a regular
ice cream. But soon after similar low-fat products were introduced by Unilever
and other rivals. Dreyer' s also does well with its limited-edition flavours
such as eggnog and peppermint under its Dreyer' s/Edy' s brands.
PROSPECTS
- Consumer demand for ice cream is expected to be minimal during the
forecast period. Value sales of ice cream are predicted to grow by 3% in
constant terms through 2015 while retail volume sales are expected to grow by
1%. The 1% volume growth rate is an improvement over the -2% volume decline
over the review period. Americans are expected to move back towards premium
ice cream as the economy makes a slow recovery. An improving economy should
also aid sales through ice cream parlours.
CATEGORY DATA
- Table 199. Sales of Ice Cream by Category: Volume 2005-2010
- Table 200. Sales of Ice Cream by Category: Value 2005-2010
- Table 201. Sales of Ice Cream by Category: % Volume Growth 2005-2010
- Table 202. Sales of Ice Cream by Category: % Value Growth 2005-2010
- Table 203. Leading Flavours for Ice Cream 2005-2010
- Table 204. Ice Cream Company Shares 2005-2009
- Table 205. Ice Cream Brand Shares 2006-2009
- Table 206. Impulse Ice Cream Company Shares 2005-2009
- Table 207. Impulse Ice Cream Brand Shares 2006-2009
- Table 208. Take-home Ice Cream Company Shares 2005-2009
- Table 209. Take-home Ice Cream Brand Shares 2006-2009
- Table 210. Sales of Ice Cream by Distribution Format: % Analysis 2005-2010
- Table 211. Forecast Sales of Ice Cream by Category: Volume 2010-2015
- Table 212. Forecast Sales of Ice Cream by Category: Value 2010-2015
- Table 213. Forecast Sales of Ice Cream by Category: % Volume Growth
2010-2015
- Table 214. Forecast Sales of Ice Cream by Category: % Value Growth
2010-2015
Meal Replacement in the US - Category Analysis
HEADLINES
TRENDS
- In the US the meal replacement products category includes convalescence
products that help people replace solid foods. These products are largely
consumed by older adults who have difficulty eating solid foods. Such
offerings are designed to help these consumers maintain a proper nutritional
and caloric intake. Some young adults also buy these products as a convenient,
affordable and portable breakfast or lunch replacement. The category was
rather static over the review period, with limited innovation.
COMPETITIVE LANDSCAPE
- Abbott Nutrition led meal replacement products at the end of the review
period with a 14% value share in 2009. The company' s strength is tied to its
near monopoly hold on the US convalescence market, where it accounts for more
than two-thirds of all sales. The company' s Ensure brand is synonymous with
liquid meal replacement products and faces little competition on store shelves.
PROSPECTS
- The demand for weight loss treatments is expected to remain strong over
the forecast period. The latest statistics from the CDC suggest that US
obesity rates stabilised in 2006 with over 34% of adults being obese but the
rates remain dangerously high. Similarly, the amount of overweight individuals
remains high. According to the Calorie Control Council, 29% of US adults were
on a diet in 2007, but the obesity and overweight rates were barely altered.
According to the same study, 58% of consumers admit that they do not exercise
enough, while 49% lack the self discipline required to lose weight. Despite
increased consumer awareness and a desire to lower their weight, real
sustainable weight loss remains a frustrating challenge for most consumers.
With so many overweight people who want to lose weight but are struggling,
products that can successfully deliver sustained weight loss can benefit
substantially.
CATEGORY DATA
- Table 215. Sales of Meal Replacement by Category: Volume 2005-2010
- Table 216. Sales of Meal Replacement by Category: Value 2005-2010
- Table 217. Sales of Meal Replacement by Category: % Volume Growth 2005-2010
- Table 218. Sales of Meal Replacement by Category: % Value Growth 2005-2010
- Table 219. Meal Replacement Slimming by Type: % Value Breakdown 2005-2010
- Table 220. Meal Replacement Company Shares 2005-2009
- Table 221. Meal Replacement Brand Shares 2006-2009
- Table 222. Sales of Meal Replacement by Distribution Format: % Analysis
2005-2010
- Table 223. Forecast Sales of Meal Replacement by Category: Volume 2010-2015
- Table 224. Forecast Sales of Meal Replacement by Category: Value 2010-2015
- Table 225. Forecast Sales of Meal Replacement by Category: % Volume Growth
2010-2015
- Table 226. Forecast Sales of Meal Replacement by Category: % Value Growth
2010-2015
Noodles in the US - Category Analysis
HEADLINES
TRENDS
- Noodles are traditionally targeted towards Asian-Americans, yet they are
beginning to expand beyond their initial consumer base. As knowledge of Asian
culture increased through the Beijing Olympic Games and a general familiarity
with different Asian cuisines, such flavours are becoming more commonplace.
Home cooks of all ethnicities, eager to bring such flavours into their homes,
are creating a market for both plain and refrigerated noodles. In contrast,
instant noodles have found a niche as an extremely economical and convenient
meal, particularly among college students, single males and
Hispanic-Americans. In the hope of further expanding the presence of noodles
in American households, manufacturers are beginning to take instant bowl/cup
noodles ‘upscale’ by including them alongside dried/preserved
ready meals. Such ‘premium’ products, although only slightly more
expensive than ramen noodles, are beginning to broaden the appeal of instant
noodles beyond their core market.
COMPETITIVE LANDSCAPE
- Three Japanese instant noodle manufacturers dominate noodles, with a
combined 40% value share in 2009. These three companies accounted for around
70% of the popular instant noodles category. Toyo Suisan Kaish, with its
category-dominant Maruchan brand, remained the leader in noodles in 2009, with
an 18% value share. Maruchan, accounting for the majority of Toyo Suisan
Kaisha' s sales, is associated entirely with the extreme value segment of
instant noodles, as its pouch and cups/bowl noodles are consistently amongst
the cheapest branded instant noodle products. The company also markets a
slightly higher-priced Yakisoba brand. Number two player Nissin Foods USA has
a wider portfolio of brands, which gives the company a combined 13% value
share, although the largest of these brands, Nissin, accounts for only 7% of
noodles value sales. However, the company took a different strategy, focusing
on driving growth through value-added products such as the Chow Mein and Bowl
Noodles brands.
PROSPECTS
- Over the forecast period, growth is expected to be mainly price-driven,
with sales of noodles increasing at a CAGR of 2% in constant value terms.
Value growth will be driven by price increases, as manufacturers attempt to
introduce more value-added products, and attempt to increase modestly the
price of basic instant noodles. Instant noodles, which make up the bulk of
sales in the category, is approaching maturity, as the product has already
achieved very high household penetration amongst its core user group of
extremely value-conscious and cooking-challenged consumers. Meanwhile, plain
noodles remains largely undeveloped beyond the core group of Asian consumers,
but is likely to gain popularity as more non-Asian-Americans experiment with
Asian flavours, and use plain noodles as a base ingredient in a variety of
Asian-style meals.
CATEGORY DATA
- Table 227. Sales of Noodles by Category: Volume 2005-2010
- Table 228. Sales of Noodles by Category: Value 2005-2010
- Table 229. Sales of Noodles by Category: % Volume Growth 2005-2010
- Table 230. Sales of Noodles by Category: % Value Growth 2005-2010
- Table 231. Leading Instant Noodle Flavours 2005-2010
- Table 232. Noodles Company Shares 2005-2009
- Table 233. Noodles Brand Shares 2006-2009
- Table 234. Sales of Noodles by Distribution Format: % Analysis 2005-2010
- Table 235. Forecast Sales of Noodles by Category: Volume 2010-2015
- Table 236. Forecast Sales of Noodles by Category: Value 2010-2015
- Table 237. Forecast Sales of Noodles by Category: % Volume Growth 2010-2015
- Table 238. Forecast Sales of Noodles by Category: % Value Growth 2010-2015
Oils and Fats in the US - Category Analysis
HEADLINES
TRENDS
- Value sales of oils and fats experienced a 3% decline in 2010 after years
of growth. The 3% value sales decline is in contrast to the 2% review period
CAGR which was boosted by a 13% gain in 2008. In 2008, sales jumped due to a
steep price increase in oils and fats. With prices coming down in 2009 and
2010, value sales will decline in 2010. Retail volume sales also declined by
1% in 2010. Demand for oils and fats declined slightly in 2010 after growing
by 0.5% in 2009. While consumers seek to save money by eating at home, they
are also turning to meal solutions such as frozen pizzas and frozen ready
meals which usually do not need the addition of oils and fats.
COMPETITIVE LANDSCAPE
- Unilever United States Inc. is the largest player in oils and fats, with a
13% value share in 2009. The company leads in margarine and spreadable oils
and fats, with its Shedd' s Spread Country Crock, I Can' t Believe It' s Not
Butter!, Imperial, Brummel & Brown, and Take Control brands. Unilever promotes
its Shedd' s Spread Country Crock brand as a healthy brand for the family. Its
Country Crock Calcium Plus Vitamin D variety appeals to parents because many
children often do not consume enough of the recommended intake of calcium and
vitamin D. The company markets its I Can' t Believe It' s Not Butter as a tasty
and fun brand. During autumn 2009 Unilever introduced an advertising campaign
starring Megan Mullally of “Will & Grace” that features her
dancing in the supermarket aisle in the video “Turn the Tub
Around”.
PROSPECTS
- Demand for oils and fats is expected to continue to decline, with retail
volume sales expected to drop by 3% from 2010 to 2015. Margarine and regular
spreadable oils and fats are expected to continue losing sales, as a growing
emphasis on health leads to increased sales of olive oil and functional
spreadable oils and fats. Butter should see increased volume sales over the
forecast period as it benefits from the current trend of “pure”,
simple products. A weak economy is expected to contribute to more consumers
eating at home. As a result, retail volume sales are expected to decline by a
smaller figure than the 7% decline recorded over the review period. As in the
review period, value growth will be positive, as average unit prices are
expected to remain flat. In addition to high-priced olive oils driving up unit
prices, functional spreadable oils and fats feature more ingredients,
prompting manufacturers to pass on some of those input costs to consumers.
CATEGORY DATA
- Table 239. Sales of Oils and Fats by Category: Volume 2005-2010
- Table 240. Sales of Oils and Fats by Category: Value 2005-2010
- Table 241. Sales of Oils and Fats by Category: % Volume Growth 2005-2010
- Table 242. Sales of Oils and Fats by Category: % Value Growth 2005-2010
- Table 243. Vegetable and Seed Oil by Type: % Value Breakdown 2005-2010
- Table 244. Oils and Fats Company Shares 2005-2009
- Table 245. Oils and Fats Brand Shares 2006-2009
- Table 246. Sales of Oils and Fats by Distribution Format: % Analysis
2005-2010
- Table 247. Forecast Sales of Oils and Fats by Category: Volume 2010-2015
- Table 248. Forecast Sales of Oils and Fats by Category: Value 2010-2015
- Table 249. Forecast Sales of Oils and Fats by Category: % Volume Growth
2010-2015
- Table 250. Forecast Sales of Oils and Fats by Category: % Value Growth
2010-2015
Other Dairy in the US - Category Analysis
HEADLINES
TRENDS
- Value sales of other dairy products will rise by 2% in 2010 to reach
US$7.6 billion. In contrast, value sales had grown by an average of 3% over
the review period. Value growth was lower than over the total review period
because much of the earlier growth came from price increases. In 2010 unit
prices did not rise as much as they did in 2007 and 2008 when milk prices rose
sharply. Growth for other dairy products came from coffee whiteners and cream.
COMPETITIVE LANDSCAPE
- Nestle USA Inc. leads other dairy products with a 16% value share in 2009,
up one percentage point from 2008. The company dominates coffee whiteners
through its Coffee-mate brand, and leads condensed/evaporated milk through its
Carnation brand. Coffee-mate was the first non-dairy powdered creamer,
introduced in 1961. The company introduced Coffee-mate Liquid in 1989, and
added flavoured varieties in the 1990s. The firm has benefited from consumers'
shift to cooking and brewing coffee more frequently at home rather than
visiting foodservice outlets. Nestle has benefited from its 2008 World Cafe
Collection launch featuring three Italian flavours - Hazelnut Biscotti,
Italian Sweet Creme, and Tiramisu. Like rival Dean Foods Co' s International
Delight brand, Coffee-mate introduces seasonal varieties, such as eggnog and
gingerbread. In April 2010 the company introduced a new marketing campaign
using the slogan, “Add Your Flavor”, which notes that Coffee-mate
is available in 25 flavours to allow consumers to customise their coffee.
PROSPECTS
- Other dairy products is predicted to grow by 7% in constant value terms
over the forecast period. This growth rate is slightly higher than the 6%
constant value growth seen over the review period. Growth will be driven by
coffee whiteners which meet consumers' desires for indulgence as well as by
fromage frais which offers a healthful snack.
CATEGORY DATA
- Table 251. Sales of Other Dairy Products by Category: Volume 2005-2010
- Table 252. Sales of Other Dairy Products by Category: Value 2005-2010
- Table 253. Sales of Other Dairy Products by Category: % Volume Growth
2005-2010
- Table 254. Sales of Other Dairy Products by Category: % Value Growth
2005-2010
- Table 255. Cream by Type: % Value Breakdown 2005-2010
- Table 256. Sales of Other Dairy Products by Distribution Format: %
Analysis 2005-2010
- Table 257. Forecast Sales of Other Dairy Products by Category: Volume
2010-2015
- Table 258. Forecast Sales of Other Dairy Products by Category: Value
2010-2015
- Table 259. Forecast Sales of Other Dairy Products by Category: % Volume
Growth 2010-2015
- Table 260. Forecast Sales of Other Dairy Products by Category: % Value
Growth 2010-2015
Pasta in the US - Category Analysis
HEADLINES
TRENDS
- Value growth has slowed from the spike of 2007-2008, when wheat prices
soared. However, both value and volume growth have continued, as consumers
look for value purchases, and see pasta as a way to stretch their money. The
depth of the recession caused many consumers to focus on their budgets and to
reintroduce themselves to pasta. As a result, pasta sales have done well
throughout both the recession and the start of the economic recovery.
COMPETITIVE LANDSCAPE
- Although Barilla Alimentare posted the strongest growth amongst brand
pasta companies over the review period, to reach 16% of retail value sales by
2009, private label continued to outsell brand manufacturers. Because private
label products enjoy a marked price advantage, consumers are often attracted
to their low prices, especially in view of the impact of the rising costs of
ingredients and the poor economy. In addition, private label has been able to
develop better-for-you and organic pasta options, which helps it to compete
against similar brand products. Barilla sustained its success over the review
period with its Barilla Plus line of pasta, fortified with protein, fibre and
omega-3. The company also continued to spend money on advertising in the US,
with TV advertisements highlighting products such as Barilla Plus and Barilla
Piccolini, focusing on product benefits, as well as favourable characteristics
of the Italian lifestyle, such as fine dining. New World Pasta, with 11% of
value sales in 2009, tended to promote new products through sampling or
coupons, with less impact than hoped.
PROSPECTS
- The pasta category is expected to grow in both constant value and volume
terms over the short term, with growth slowing somewhat towards the end of the
forecast period. As the economy continues to remain in a depressed state,
consumers will continue to seek value by using pasta as a satisfying meal
option. With the continued expansion of healthier varieties, and new products
such as gluten-free pasta, the category should broaden to encompass both
economy and premium products. In addition to retail sales, there have been a
number of new pasta introductions in foodservice; both Pizza Hut and Domino' s
Pizza have introduced pasta menu items in 2008 and 2009, which may prompt
consumers to recreate similar dishes at home as they continue to limit eating
out.
CATEGORY DATA
- Table 261. Sales of Pasta by Category: Volume 2005-2010
- Table 262. Sales of Pasta by Category: Value 2005-2010
- Table 263. Sales of Pasta by Category: % Volume Growth 2005-2010
- Table 264. Sales of Pasta by Category: % Value Growth 2005-2010
- Table 265. Pasta Company Shares 2005-2009
- Table 266. Pasta Brand Shares 2006-2009
- Table 267. Sales of Pasta by Distribution Format: % Analysis 2005-2010
- Table 268. Forecast Sales of Pasta by Category: Volume 2010-2015
- Table 269. Forecast Sales of Pasta by Category: Value 2010-2015
- Table 270. Forecast Sales of Pasta by Category: % Volume Growth 2010-2015
- Table 271. Forecast Sales of Pasta by Category: % Value Growth 2010-2015
Ready Meals in the US - Category Analysis
HEADLINES
TRENDS
- Retail volume sales of ready meals are expected to be up by 2% in 2010 as
consumers purchase convenient ready meals in lieu of dining out or cooking
meals from scratch. Value sales are up by a lower 1.5% as unit prices declined
in 2010. Volume sales are up in 2010 after being flat in 2009 as shoppers
responded favourably to price declines. Ready meals are a popular option for
US consumers as they offer convenient at-home dining options. Ready meals
involve little preparation, require minimal cleaning up, and come in
single-serve sizes. Many Americans also do not know how to cook.
COMPETITIVE LANDSCAPE
- Leader ConAgra Foods Inc. saw its value share of ready meals decline from
nearly 14% in 2008 to 13% in 2009. The company' s Healthy Choice brand held a
3% value share in 2009, unchanged from 2008 despite new products and
investments in marketing. ConAgra spent an estimated US$90 to US$100 million
on a marketing campaign to promote its Healthy Choice brand. The highlight of
the campaign featured actress Julia Louis-Dreyfus (‘The New Adventures
of Old Christine’, ‘Seinfeld’) in a TV commercial where she
expressed conflict about being a spokesperson for Healthy Choice. The
company' s ‘comfort food’ brand Marie Callender' s also saw its
value share of ready meals remain at 3% in 2009.
PROSPECTS
- Ready meals is projected to grow by 7% in constant value terms over the
forecast period to reach sales of around US$26 billion by the end of 2015.
Retail volume sales are expected to grow by 2.5% over the same time period.
Volume growth is expected to be more positive than the 1% decline seen in the
review period. Convenience will remain the primary factor behind the
anticipated growth of ready meals. The economic crisis is expected to sustain
interest in quick, convenient meal solutions over the next few years, but in
time consumers are likely to return to their former habits of dining out more
often. Higher-quality, premium products with unique flavours and textures are
still likely to have a following.
CATEGORY DATA
- Table 272. Sales of Ready Meals by Category: Volume 2005-2010
- Table 273. Sales of Ready Meals by Category: Value 2005-2010
- Table 274. Sales of Ready Meals by Category: % Volume Growth 2005-2010
- Table 275. Sales of Ready Meals by Category: % Value Growth 2005-2010
- Table 276. Ready Meals: Vegetarian Vs Non-vegetarian % Breakdown by Type
2010
- Table 277. Frozen Ready Meals % Breakdown by Ethnicity 2005-2010
- Table 278. Chilled Ready Meals % Breakdown by Ethnicity 2005-2010
- Table 279. Ready Meals Company Shares 2005-2009
- Table 280. Ready Meals Brand Shares 2006-2009
- Table 281. Sales of Ready Meals by Distribution Format: % Analysis
2005-2010
- Table 282. Forecast Sales of Ready Meals by Category: Volume 2010-2015
- Table 283. Forecast Sales of Ready Meals by Category: Value 2010-2015
- Table 284. Forecast Sales of Ready Meals by Category: % Volume Growth
2010-2015
- Table 285. Forecast Sales of Ready Meals by Category: % Value Growth
2010-2015
Sauces, Dressings and Condiments in the US - Category Analysis
HEADLINES
TRENDS
- Sales of sauces, dressings and condiments are expected to grow by 3% in
current value terms in 2010, to reach US$17.8 billion, with volumes are
predicted to increase by 2%. The 3% increase in current value terms in 2010
will be on a par with the review period' s CAGR, while the 2% volume growth is
set to be higher than the 0% CAGR over the 2005-2010 period. Historically,
sauces, dressings and condiments has performed poorly, with volumes falling in
2005-2008, due to Americans dining out more frequently. When the US economy
weakened, consumers needed to cook more meals at home. Americans turned to
sauces, dressings and condiments as these products help to recreate restaurant
flavours at more affordable prices.
COMPETITIVE LANDSCAPE
- Unilever United States overtook Kraft Foods in 2009 to become the leader
in sauces, dressings and condiments. The new leader retained its 11% value
share in 2009 while its rival saw its share decline from 11% in 2008 to 10% in
2009. The companies were the top two players in mayonnaise and vinaigrettes,
and were leading contenders in salad dressings. Kraft Foods and Unilever also
held commanding leads in table sauces and pasta sauces respectively. Both
companies also held smaller shares in other categories.
PROSPECTS
- Sales of sauces, dressings and condiments are expected to grow by 4% in
constant value terms over the forecast period, to reach US$18.6 billion by
2015. Volume sales are projected to grow by 3% over the same period, which is
a great improvement on the stagnation over the review period. The 4% constant
value growth for the forecast period matches the 4% value growth (in constant
value terms) of the review period that had seen steep price increases in
sauces including mayonnaise.
CATEGORY DATA
- Table 286. Sales of Sauces, Dressings and Condiments by Category: Volume
2005-2010
- Table 287. Sales of Sauces, Dressings and Condiments by Category: Value
2005-2010
- Table 288. Sales of Sauces, Dressings and Condiments by Category: % Volume
Growth 2005-2010
- Table 289. Sales of Sauces, Dressings and Condiments by Category: % Value
Growth 2005-2010
- Table 290. Wet/Cooking Sauces by Type: % Value Breakdown 2005-2010
- Table 291. Sauces, Dressings and Condiments Company Shares 2005-2009
- Table 292. Sauces, Dressings and Condiments Brand Shares 2006-2009
- Table 293. Sales of Sauces, Dressings and Condiments by Distribution
Format: % Analysis 2005-2010
- Table 294. Forecast Sales of Sauces, Dressings and Condiments by Category:
Volume 2010-2015
- Table 295. Forecast Sales of Sauces, Dressings and Condiments by Category:
Value 2010-2015
- Table 296. Forecast Sales of Sauces, Dressings and Condiments by Category:
% Volume Growth 2010-2015
- Table 297. Forecast Sales of Sauces, Dressings and Condiments by Category:
% Value Growth 2010-2015
Snack Bars in the US - Category Analysis
HEADLINES
TRENDS
- Snack bars, excluding fruit bars, are expected to perform well in 2010.
The category occupies a sweet spot between several growth trends. Firstly,
snack bars - especially granola and nutrition/energy bars - benefit from the
consumer perception that they are a healthy alternative to other packaged food
products. Scores of energy and sports bars are covered in indulgent chocolate
coating, yet are packed with fibre, nutrients and protein to provide a sweet
yet nutritional snack. Meanwhile, granola has long been considered a healthy
food. Secondly, the convenient bar format appeals to on-the-go US consumers
because it can easily be stored in a desk, handbag or gym bag, and easily
retrieved and consumed. Priced at US$0.30-3.50 per bar, these products include
a range that can appeal to a very wide consumer base.
COMPETITIVE LANDSCAPE
- General Mills leads sales of snack bars with a 23% share at the end of the
review period. The company owes its success to its very strong position in
granola bars, where its Nature Valley brand has experienced robust growth due
to its natural positioning and constant flavour innovation. Total Nature
Valley sales have almost quadrupled since 2001. Since 2007 the company
expanded its fledgling presence in breakfast bars by launching the Fiber One
bar, which contains 35% of a person' s daily fibre requirements. Fiber One has
enjoyed robust success and currently only trails Kellogg' s Special K bar in
the breakfast bars niche. The brand remains strong despite competing high
fibre bars from Kellogg.
PROSPECTS
- The snack bars market is expected to continue to perform well, albeit at
slower growth rates, over the forecast period. From 2008 to 2010 the category
continued to grow despite the economic conditions. As US consumers continue to
struggle with obesity, products that offer a tasty and healthy snack should
continue to gain popularity.
CATEGORY DATA
- Table 298. Sales of Snack Bars by Category: Volume 2005-2010
- Table 299. Sales of Snack Bars by Category: Value 2005-2010
- Table 300. Sales of Snack Bars by Category: % Volume Growth 2005-2010
- Table 301. Sales of Snack Bars by Category: % Value Growth 2005-2010
- Table 302. Snack Bars Company Shares 2005-2009
- Table 303. Snack Bars Brand Shares 2006-2009
- Table 304. Sales of Snack Bars by Distribution Format: % Analysis 2005-2010
- Table 305. Forecast Sales of Snack Bars by Category: Volume 2010-2015
- Table 306. Forecast Sales of Snack Bars by Category: Value 2010-2015
- Table 307. Forecast Sales of Snack Bars by Category: % Volume Growth
2010-2015
- Table 308. Forecast Sales of Snack Bars by Category: % Value Growth
2010-2015
- Summary 47. Other Snack Bars: Product Types
Soup in the US - Category Analysis
HEADLINES
TRENDS
- The leading soup brands continued to focus on healthy offerings in 2009
and 2010. Early in the review period, Campbell Soup introduced several reduced
sodium soups, which taste like regular soups. Category rival General Mills
quickly introduced its own reduced sodium Progresso soups, endorsed by Weight
Watchers. Other brands also introduced healthy soup offerings.
COMPETITIVE LANDSCAPE
- Campbell Soup dominates soup in the US, with a 50% value share in 2009.
The company has a wide range of soups, including condensed, ready-to-serve
canned/preserved soup, as well as chilled and UHT soups. General Mills, with
the mainstay Progresso brand, ranks second, with 13% of value sales, which is
down slightly from 2008. However, the leading brands have continued to see
their shares slowly eroded over the review period as a variety of small
competitors offer healthier options and higher-quality soups.
PROSPECTS
- Low-sodium soups are expected to continue gaining in popularity in the
forecast period, as manufacturers reformulate their soups to reduce the sodium
content. Campbell Soup began rolling out condensed soups with 25-45% less
sodium in June 2010. The company reformulated its tomato soup with lower
sodium sea salt to reduce the sodium content by 32% in August 2009. In
September 2009, the company' s Campbell' s Healthy Request soups, which were
already reduced in sodium, underwent a 15% sodium reduction to 410mg per
serving. The company also reformulated its Campbell' s Kids soups to reduce the
sodium level to 480mg per serving in January 2009. Sodium reduction became a
major issue for food manufacturers, as numerous health organisations have
alerted consumers to the dangers of excess sodium consumption, such as
contributing to high blood pressure. Sweet and savoury snacks maker Frito-Lay
has created a different-shaped salt crystal that maintains the flavour while
reducing sodium content significantly. While the company has yet to introduce
products, let alone licensed its method, such innovation offers the
possibility of further sodium reductions in soup.
CATEGORY DATA
- Table 309. Sales of Soup by Category: Volume 2005-2010
- Table 310. Sales of Soup by Category: Value 2005-2010
- Table 311. Sales of Soup by Category: % Volume Growth 2005-2010
- Table 312. Sales of Soup by Category: % Value Growth 2005-2010
- Table 313. Leading Soup Flavours 2005-2010
- Table 314. Soup Company Shares 2005-2009
- Table 315. Soup Brand Shares 2006-2009
- Table 316. Sales of Soup by Distribution Format: % Analysis 2005-2010
- Table 317. Forecast Sales of Soup by Category: Volume 2010-2015
- Table 318. Forecast Sales of Soup by Category: Value 2010-2015
- Table 319. Forecast Sales of Soup by Category: % Volume Growth 2010-2015
- Table 320. Forecast Sales of Soup by Category: % Value Growth 2010-2015
Spreads in the US - Category Analysis
HEADLINES
TRENDS
- Following the January 2009 peanut butter recall, nut-based spreads are
making a comeback in 2010. After declining by 2% in retail volume terms in
2009, nut-based spreads are projected to grow by 9% in retail volume terms in
2010. The 2009 recall of products made with peanuts, peanut butter and peanut
paste from Peanut Corporation of America (PCA) and ensuing negative publicity
kept shoppers wary of peanut butter in 2009, even though none of the major
retail peanut butter brands used peanuts from PCA. Americans resumed
purchasing peanut butter later in 2009 and into 2010. Demand for peanut butter
returned quickly, partly due to marketing efforts on the part of peanut butter
manufacturers and trade groups to reassure consumers of the safety of peanut
butter. Peanut butter also benefited from its status as America' s favourite
spread and its popularity with children.
COMPETITIVE LANDSCAPE
- JM Smucker Co. is the leader in the US spreads environment with a 39%
value share in 2009. Within jams and preserves the company is unrivalled in
its distribution, product range, sizes and national marketing, and held a near
50% value share. JM Smucker Co. also dominates nut-based spreads with a 43%
value share. The company leads in peanut butter through its Jif brand - the
number one brand in the US.
PROSPECTS
- The spreads industry is expected to enjoy a recovery after facing the
peanut butter crisis of 2009. The January 2009 recall of products containing
peanut butter by Peanut Corporation of America proved devastating to the
retail peanut butter industry and led to a volume decline in 2009. The peanut
butter industry was able to reassure most Americans of the safety of peanut
butter through media efforts in 2010. Americans, especially children, love
peanut butter and wanted to return to eating it. Peanut butter is also a
low-priced source of protein - an important factor during a recession which is
causing many consumers to economise on food costs. Nut-based spreads are
expected to grow 6% in volume terms over the forecast period, slightly down on
the review period performance, as they slowly return to pre-recall levels of
popularity.
CATEGORY DATA
- Table 321. Sales of Spreads by Category: Volume 2005-2010
- Table 322. Sales of Spreads by Category: Value 2005-2010
- Table 323. Sales of Spreads by Category: % Volume Growth 2005-2010
- Table 324. Sales of Spreads by Category: % Value Growth 2005-2010
- Table 325. Leading Flavours for Jams and Preserves 2005-2010
- Table 326. Spreads Company Shares 2005-2009
- Table 327. Spreads Brand Shares 2006-2009
- Table 328. Sales of Spreads by Distribution Format: % Analysis 2005-2010
- Table 329. Forecast Sales of Spreads by Category: Volume 2010-2015
- Table 330. Forecast Sales of Spreads by Category: Value 2010-2015
- Table 331. Forecast Sales of Spreads by Category: % Volume Growth 2010-2015
- Table 332. Forecast Sales of Spreads by Category: % Value Growth 2010-2015
Sugar Confectionery in the US - Category Analysis
HEADLINES
TRENDS
- Commodity prices of some key ingredients in sugar confectionery, such as
sugar and corn, show positive signs for sugar confectionery. Sugar prices have
started to slowly trickle downwards in 2010 as global supply exceeds demand.
Corn prices, which peaked in 2008, have decreased since that time. Not
surprisingly unit prices of sugar confectionery products have mirrored the
increases and declines of commodity prices, and in 2010 sugar confectionery
manufacturers are better able to keep unit prices from large increases as
costs of manufacturing were lowered.
COMPETITIVE LANDSCAPE
- Mars Inc. became the largest sugar confectionery manufacturer in 2008 when
it purchased William Wrigley Jr Co. It held on to its leading position in
2009. The Mars-Wrigley deal added well known brands such as Life Savers and
Altoids to the Mars portfolio. In the immediate aftermath of the deal Wrigley
was maintained as a separate operating division, and Mars shifted control of
its Starburst and Skittles brand to Wrigley in 2009.
PROSPECTS
- Retail value sales of sugar confectionery are forecast to grow by
approaching 1% in constant value terms over 2010-15 to reach over US$9.7
billion, while retail volume sales are expected to decline 3% over the same
period. This represents a change from the performance seen over the review
period, and reflects the increasing challenges sugar confectionery
manufacturers will face in coming years. However, unit prices are projected to
steady as commodity prices, although difficult to predict, are not expected to
be as volatile as in the latter part of the review period.
CATEGORY DATA
- Table 333. Sales of Sugar Confectionery by Category: Volume 2005-2010
- Table 334. Sales of Sugar Confectionery by Category: Value 2005-2010
- Table 335. Sales of Sugar Confectionery by Category: % Volume Growth
2005-2010
- Table 336. Sales of Sugar Confectionery by Category: % Value Growth
2005-2010
- Table 337. Sugarised Vs Sugar-free Sugar Confectionery % Breakdown by Type
2010
- Table 338. Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown
2005-2010
- Table 339. Sugar Confectionery Company Shares 2005-2009
- Table 340. Sugar Confectionery Brand Shares 2006-2009
- Table 341. Sales of Sugar Confectionery by Distribution Format: % Analysis
2005-2010
- Table 342. Forecast Sales of Sugar Confectionery by Category: Volume
2010-2015
- Table 343. Forecast Sales of Sugar Confectionery by Category: Value
2010-2015
- Table 344. Forecast Sales of Sugar Confectionery by Category: % Volume
Growth 2010-2015
- Table 345. Forecast Sales of Sugar Confectionery by Category: % Value
Growth 2010-2015
- Summary 48. Other Sugar Confectionery: Product Types
Sweet and Savoury Snacks in the US - Category Analysis
HEADLINES
TRENDS
- The chip aisle, which includes chips/crisps, extruded snacks and
tortilla/corn chips, will account for approximately 56% of retail volume sales
of sweet and savoury snacks in 2010. While manufacturers have invested and
promoted various innovations within these categories, given that a large
number of the products are fried and are relatively high in fat and sodium,
retail volume sales of each product are expected to grow by less than 1% in
2010.
COMPETITIVE LANDSCAPE
- PepsiCo' s Frito-Lay Co. division was the unrivalled leader in sweet and
savoury snacks in 2009, with a 44% value share. The company retained its
leading positions in chips/crisps, extruded snacks, tortilla/corn chips and
other sweet and savoury snacks. In May 2009, Frito-Lay launched a nationwide
advertising campaign promoting the fact that the potatoes used to make its
chips/crisps are locally sourced. The potatoes are grown by 80 farmers in 27
states, and consumers can be assured that their Frito-Lay chips/crisps are
local: they can track where the products were manufactured by entering in the
product code on the company' s website.
PROSPECTS
- Sales of sweet and savoury snacks are expected to grow by 5% and 3% in
constant value and volume terms respectively over the 2010-2015 period, to be
worth US$33.3 billion. While these growth rates are lower than over the review
period, snacking will remain a part of American culture.
CATEGORY DATA
- Table 346. Sales of Sweet and Savoury Snacks by Category: Volume 2005-2010
- Table 347. Sales of Sweet and Savoury Snacks by Category: Value 2005-2010
- Table 348. Sales of Sweet and Savoury Snacks by Category: % Volume Growth
2005-2010
- Table 349. Sales of Sweet and Savoury Snacks by Category: % Value Growth
2005-2010
- Table 350. Popcorn by Type: % Value Breakdown 2005-2010
- Table 351. Sweet and Savoury Snacks Company Shares 2005-2009
- Table 352. Sweet and Savoury Snacks Brand Shares 2006-2009
- Table 353. Sales of Sweet and Savoury Snacks by Distribution Format: %
Analysis 2005-2010
- Table 354. Forecast Sales of Sweet and Savoury Snacks by Category: Volume
2010-2015
- Table 355. Forecast Sales of Sweet and Savoury Snacks by Category: Value
2010-2015
- Table 356. Forecast Sales of Sweet and Savoury Snacks by Category: %
Volume Growth 2010-2015
- Table 357. Forecast Sales of Sweet and Savoury Snacks by Category: % Value
Growth 2010-2015
- Summary 49. Other Sweet and Savoury Snacks: Product Types
Yoghurt in the US - Category Analysis
HEADLINES
TRENDS
- After growing by over 8% from 2006-2008, sales of yoghurt and sour milk
drinks have slowed down and will grow by 5% in value terms in 2010. While
consumer interest in yoghurt and sour milk drinks remains strong, there was an
absence of new launches in 2010. Year 2006 sales were boosted by the
multimillion dollar launch of Activia and 2007 saw the launch of Yoplait
Yo-Plus. In contrast, new product development was limited in 2010. Retail
volume sales also grew at a slower pace in 2010, with spoonable yoghurt volume
rising by 5% over 2009. The volume increase reflects a significant slowdown
from the review period CAGR of 6%.
COMPETITIVE LANDSCAPE
- The Dannon Co. beat out General Mills in 2009 to become the leader in US
yoghurt with a value share of 31%; up three percentage points from 2008. With
the inclusion of its sister Stonyfield Farm division, the parent Groupe Danone
held a 36% value share in 2009. The company' s flagship Dannon brand did well
in 2009, growing two percentage points to hold a value share of almost 19% in
2009.
PROSPECTS
- Sales of yoghurt and sour milk drinks are expected to continue growing,
with constant value growth of 9% over the forecast period. The forecast growth
is much lower than the 30% constant value growth recorded during the review
period. Review period growth was boosted by the 2006 multi-million dollar
launch of Activia. Yoghurt' s appeal began to expand outside the health food
store demographic during the review period, and the wide array of functional,
probiotic products that are popular in Europe are relatively new to the US. As
the category diversifies, it will attract more consumers. In fact, consumption
rates in Europe indicate that there is substantial room for growth in yoghurt
consumption in the US. The bulk of consumers have now tried yoghurt, and many
eat it on occasion. Marketing efforts are now directed towards increasing
consumption among existing consumers: Dannon Co. recommends eating Activia
every day to gain health benefits. However, without a blockbuster launch like
Activia it will be difficult to sustain the growth rates of the review period.
CATEGORY DATA
- Table 358. Sales of Yoghurt by Category: Volume 2005-2010
- Table 359. Sales of Yoghurt by Category: Value 2005-2010
- Table 360. Sales of Yoghurt by Category: % Volume Growth 2005-2010
- Table 361. Sales of Yoghurt by Category: % Value Growth 2005-2010
- Table 362. Soy-based vs Dairy-based Yoghurt % Breakdown 2010
- Table 363. Leading Flavours for Flavoured Spoonable Yoghurt 2005-2010
- Table 364. Leading Flavours for Fruited Spoonable Yoghurt 2005-2010
- Table 365. Yoghurt Company Shares 2005-2009
- Table 366. Yoghurt Brand Shares 2006-2009
- Table 367. Forecast Sales of Yoghurt by Category: Volume 2010-2015
- Table 368. Forecast Sales of Yoghurt by Category: Volume 2010-2015
- Table 369. Forecast Sales of Yoghurt by Category: Value 2010-2015
- Table 370. Forecast Sales of Yoghurt by Category: % Volume Growth 2010-2015
- Table 371. Forecast Sales of Yoghurt by Category: % Value Growth 2010-2015
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