Abstract
This report explores the frozen meals category-going beyond discussion of market trends, segment performance and brand sales to include insight on how this mature market can continue to thrive in the face of increased competition for prepared meals. Also discussed are opportunities to hone demographic appeal to target new audiences.
You will find thoughtful discussion in topics that include:
- How the category' s maturity supports shifts in sales between brands and segments dependent upon innovation and ultimately, does little to expand beyond current users
- How the competitive landscape for prepared meals impacts frozen meal sales
- How the shift in retailer sales of frozen meals impacts innovation and future sales
- How makers and marketers of frozen meals are succeeding through targeting single and two-person adult households
- Recognition of how leading suppliers market congruent product lines in the standard and premium realm, yet each brand' s qualities speak to a different demographic consumer
- Insight on innovation and innovators in the category with discussion based on core themes-convenience, premium and health/wellness
- Discovery of attitudes and opinions of frozen meal consumers and why they use these products, where they purchase, as well as preferences in what types of frozen meals they would like to see more innovation
- Comparison of habits, attitudes and opinions of frozen meals between moms and childless females
Table of Contents
- Scope and ThemesWhat you need to know
- Definition
- Details regarding sources of consumer data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Flat growth--market not reaching new users
- Competition is growing for convenient prepared meals
- Segments struggle to diversify their image
- Supermarket sales challenged by mass merchandisers
- Factors impacting frozen meal sales
- Top two suppliers declining; growth from smaller players
- Nestlé and ConAgra targeting different demographicsInnovation driven by
premium and health focuses
- The frozen meals consumer
- Habits and beliefs of the frozen meal consumer
- What consumers want in frozen meals
- Consumers align brands with certain images
- Competitive Context
- Competition from categories within the retail environment
- Figure 1: Growth of prepared meals, by storage type, 2003-08
- The foodservice factor
- Market Size and Forecast
- Key points
- Mature market is challenged to produce significant growth
- Frozen meals sales and forecast
- Figure 2: Total U.S. sales and forecast of frozen meals, at current
prices, 2003-13
- Figure 3: Total U.S. sales and forecast of frozen meals, at
inflation-adjusted prices, 2003-13
- Wal-Mart sales
- Segment Overview
- Key points
- Convenience, health, and premium offerings support interest across all
segments
- Figure 4: U.S. FDMx sales and forecast of frozen meals, at current
prices, by segment, 2003-13
- Segment Performance--Single-Serve Frozen Meals
- Key points
- Moving beyond diet focus
- The double trend--nutritional and premium-slanted product lines
- Figure 5: U.S. FDMx sales and forecast of single-serve frozen meals, at
current prices, 2003-13
- Segment Performance--Multi-Serve Frozen Meals
- Key points
- Segment ready for the next big push in innovative multi-serve meals
- Figure 6: U.S. FDMx sales and forecast of multi-serve frozen meals, at
current prices, 2003-13
- Segment Performance--Frozen Pot Pies
- Key points
- Quick-preparation pot pies pique interest, but have no staying power
- Figure 7: U.S. FDMx sales and forecast of frozen pot pies, at current
prices, 2003-13
- Retail Channels
- Key points
- Mass merchandiser expansion driving sales in "other" outlets
- Figure 8: U.S. sales of frozen meals, by retail channel, 2006 and 2008
- Retail Channels--Supermarkets
- Key point
- Supermarkets sales grow incrementally--advantage: space and promotion
- Figure 9: U.S. sales of frozen meals at supermarkets, 2003-08
- Market Drivers
- Exploring the child demographic: healthy kids' meals
- Figure 10: Population, by age, 2003-13
- Targeting households without children
- Figure 11: Households, by presence of children under age 18, 1996-2006
- Figure 12: Households, by size, 1996-2006
- Hispanic usage significantly lags that of other racial/ethnic groups
- Figure 13: Household consumption of frozen meals, by race/Hispanic
origin, 2003-08
- Figure 14: Hispanic household consumption of frozen meals, by language
spoken in the home, January-November 2007
- Women want healthful meals--men want big portions and premium quality
- Figure 15: Personal consumption of individual frozen meals and
family-size frozen meals, by gender, July 2008
- Figure 16: Types of individual frozen meals users would like to see more
of, by gender, July 2008
- Leading Companies
- Key points
- Heinz' s alliance with the well-known Weight Watchers diet plan supports
growth
- Private label gaining momentum in a mature category
- Figure 17: FDMx sales of leading frozen meals companies, 2007 and 2008
- Brand Share--Single-Serve Frozen Meals
- Key points
- Brands abort their diet image in favor of healthy living references
- Swanson Classics and Marie Callender' s appeal to classic TV dinner eaters
- Figure 18: FDMx brand sales of single-serve frozen meals in the U.S.,
2007 and 2008
- Brand Share--Multi-Serve Frozen Meals
- Key points
- Bertolli continues to build sales; Birds Eye gains recognition
- ConAgra' s sales plummet as the novelty of crock pot meals wears off
- Figure 19: FDMx brand sales of multi-serve frozen meals in the U.S.,
2007 and 2008
- Brand Share--Frozen Pot Pies
- Key point
- Marie Callender' s brand cultivates a premium and wholesome identity
- Figure 20: FDMx brand sales of frozen pot pies in the U.S., 2007 and 2008
- Brand Qualities
- Nestlé successfully reaches out to women with Lean CuisineHow has Lean
Cuisine become the brand for women watching their weight?
- Why do Lean Cuisine' s chief competitors not have as high alignment as a
brand for women?
- Stouffer' s and Marie Callender' s--premium brands, different consumers
- Who does the Stouffer brand connect with?
- Who does the Marie Callender' s brand connect with?
- Innovation and Innovators
- Convenience remains the cornerstone of innovation
- New products focus on premium stance
- Health and wellness drive innovation
- Figure 21: Healthy Choice Café Steamers, 2008
- Figure 22: Smart Ones Fruit
Inspirations, 2008
- Top 10 frozen prepared meals product launches
- Figure 23: Top 10 frozen prepared meals product launches, by product
claim, 2003-08
- Innovator Spotlight: Private Label
- Figure 24: Top brands in new product launches for frozen prepared meals
in the U.S., 2007 and 2008*
- Advertising and Promotion
- Overview
- Demographic target: Moms/family
- Figure 25: Banquet Crock Pot Classics, 2008
- Figure 26: Nestlés Stouffer Dinners, 2008Demographic target:
Adults/couples
- Figure 27: Marie Callender' s Chicken Pot Pie, 2008
- Figure 28: Marie Callender' s Country Fried Chicken Dinner, 2008
- Figure 29: Bertolli Frozen Dinners, 2008
- Demographic target: Women
- Figure 30: Lean Cuisine, 2008
- Figure 31: Lean Cuisine, 2008
- Demographic target: Men
- Figure 32: Swanson Hungry-Man, 2008
- The Consumer: Personal and Household Usage of Frozen Meals
- Key points
- Personal consumption of frozen meals
- Figure 33: Personal consumption of individual frozen meals and
family-size frozen meals, by gender, July 2008
- Figure 34: Personal consumption of individual frozen meals and
family-size frozen meals, by age, July 2008
- Household consumption of frozen meals
- Figure 35: Household consumption of frozen meals, 2003-08
- TV dinners
- Figure 36: Household usage of frozen complete (TV) dinners, by household
size, marital status, and race/Hispanic origin, February 2007-March 2008
- Figure 37: Household usage of frozen complete (TV) dinners, by key
cohorts, February 2007-March 2008
- Frozen main courses
- Figure 38: Household usage of frozen main courses, by race/Hispanic
origin, February 2007-March 2008
- Figure 39: Household usage of frozen main courses, by key cohorts,
February 2007-March 2008
- Brands of frozen meals used
- Figure 40: Top 10 brands of frozen complete (TV) dinners used in
household, February 2007-March 2008
- Figure 41: Top 10 brands of frozen main courses used in household,
February 2007-March 2008
- Mean number of frozen meals eaten in past month
- Figure 42: Mean number of frozen meals consumed in last month, February
2007-March 2008
- The Consumer: Attitudes and Behaviors Regarding Frozen Meals
- Key points
- Reasons for eating individual frozen meals
- Figure 43: Reasons for eating individual frozen meals, 2007 and 2008
- Figure 44: Reasons for eating individual frozen meals, by gender, July
2008
- Figure 45: Reasons for eating individual frozen meals, by age, July 2008
- Frozen Meals: Retail Channel Preferences
- Figure 46: Where frozen meals are bought, by number of people in the
household, July 2008
- Frozen Meals: Types Consumers Want to See More Of
- Key points
- Individual frozen meals
- Figure 47: Types of individual frozen meals users would like to see more
of, 2007 and 2008
- Figure 48: Types of individual frozen meals users would like to see more
of, by gender, July 2008
- Family-size frozen meals
- Figure 49: Types of family-size frozen meals users would like to see
more of, 2007 and 2008
- Figure 50: Types of family-size frozen meals users would like to see
more of, by gender, July 2008
- Figure 51: Types of family-size frozen meals users would like to see
more of, by number of people in the household, July 2008
- Type of ethnic foods consumer want to see more of
- Figure 52: Types of ethnic food you would like to see more of in frozen
meal choices, 2007 and 2008
- Family-size frozen meals: specific behaviors
- Figure 53: Purchasing and serving behaviors among those who use
family-size frozen meals, 2007 and 2008
- Opinions About Specific Frozen Meal Brands
- Brand analysis, part I
- Figure 54: Opinions about specific frozen meal brands, July 2008
- Brand analysis, part II
- Figure 55: Opinions about health/diet frozen meal brands, July 2008
- The Consumer: Teens' and Kids' Frozen Dinner Usage
- Teen consumption of frozen dinners
- Figure 56: Teen consumption of frozen complete dinners, by gender and
race/Hispanic origin, January-November 2007
- Brands of frozen meals eaten among teens
- Figure 57: Top 10 brands of frozen dinners eaten by teens,
January-November 2007
- Mean number of frozen meals eaten by teens in past month
- Figure 58: Mean number of frozen dinners consumed in last month among
teens, January-November 2007
- Kids' consumption of frozen dinners
- Figure 59: Kids' consumption of frozen complete dinners, by gender and
race/Hispanic origin, January-November 2007
- Appendix: Trade Associations
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