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Frozen convenience foods are convenient, quick to prepare and tasty, making them a great fit for today’s typically time-crunched American. Whereas convenience used to mean sacrificing quality for speed, frozen foods now score high in both quality and flavor, with items like frozen meal kits making it easy for consumers to put a “home-cooked” meal on their table with little fuss, and with many newer pizza products claiming to be every bit as good as—if not better than—restaurant take-out. In addition, new customizable options are making the frozen convenience foods even more competitive not only against restaurant take-out but also against the growing range of fresh prepared foods offered by food retailers of virtually every stripe.

This fully updated Packaged Facts report examines the market for frozen convenience foods meant to constitute a meal or snack, including dinners and entrees, pizza, hand-held foods, breakfast foods, appetizers and snacks, and prepared vegetables.

Convenience Foods in the U.S., Volume 2: Frozen Prepared Meals, Entrees, Appetizers and Snacks provides extensive retail sales breakouts along with an examination of consumer trends, the competitive situation, and future trends, including the juggling act consumers are doing between convenience and health, customizable products, natural and superpremium foods, and ethnic product and market targeting.

Using Information Resources, Inc.’s InfoScan Review data, it quantifies marketer and brand shares across nine product categories, with Simmons Market Research Bureau product and brand penetration levels as well as consumer attitudes toward nutrition and time constraints. The report also profiles major marketers of frozen convenience foods, including ConAgra Foods, H.J. Heinz Co., Kraft Foods, Nestlé USA and The Schwan Food Co.

Fresh convenience foods are covered in the companion volume to this report: Convenience Foods in the U.S., Volume 1: Fresh Prepared Deli and Packaged Foods.

Chapter 1: Executive Summary

Introduction
Market Definition: Frozen Convenience Foods
Nine IRI Categories
Exclusions
Report Methodology


The Market
Retail Sales Increase to $15.8 Billion in 2007
Breakfast Meals Grow Fast, Dinners/Entrees Move Slow
Single-Serve Dinners/Entrees Comprise Largest Category
Supermarkets the No. 1 Retail Channel
Figure 1-1: Share of U.S. Retail Sales of Frozen Convenience Foods by Channel, 2007 (percent)
Market Outlook


The Marketers
Over 300 Frozen Convenience Food Players
Market Leaders
Important Niche Marketers
Marketers of Mexican-Style Specialties
Marketers of Asian and Other International Specialties
Natural and Vegetarian Marketers
Restaurant Spin-Offs
Regional Marketers Serve Regional Tastes
Competition from Restaurants
In-Store Competition
Marketer and Brand Shares
Number of Entries Steady Across Most Categories
Table 1-1: Number of Frozen Convenience Food Product Reports, 2005-2007
Top Marketing Claims: Convenience, Upscale, Natural and Health
Marketers Spend $254 Million on Advertising
Focus on Supermarkets


The Consumer
Frozen Pizza Enjoys Deepest Household Penetration
Figure 1-2: Household Purchasing Rates for Selected Frozen Food Categories and Brands, 2007 (percent of U.S. households)
Chapter 2: The Market


Introduction
Market Definition: Frozen Convenience Foods
Nine IRI Categories
Exclusions


Market Size and Composition
Retail Sales Increase to $15.8 Billion in 2007
Table 2-1: U.S. Retail Sales of Frozen Convenience Foods, 2003-2007 (in millions of dollars)
Breakfast Meals Grow Fast, Dinners/Entrees Move Slow
Table 2-2: IRI-Tracked Sales of Frozen Convenience Foods by Category, 2006 vs. 2007 (in millions of dollars)
Table 2-3: IRI-Tracked Sales of Frozen Convenience Foods by Category, 2002-2006 (in millions of dollars)
Single-Serve Dinners/Entrees Comprise Largest Category
Figure 2-1: Share of IRI-Tracked Sales of Frozen Convenience Foods by Category, 2002 vs. 2007 (percent)
Supermarkets the No. 1 Retail Channel
Figure 2-2: Share of U.S. Retail Sales of Frozen Convenience Foods by Channel, 2007 (percent)
Winter Favors Sales of Frozen Convenience Foods


Market Outlook
Overall Market Dynamics
Frozen Dinners/Entrees Require Constant Tweaking
Frozen Pizza Ups and Downs
Frozen Hand-Held Entrees Still a Solid Performer
Frozen Appetizers/Snacks Hold Dual Appeal
Frozen Breakfast Meals on the Ups
Convenience Remains a Driving Force
Convenience Today = Faster
Blurring Between Meals and Snacks
Consumers Balancing Convenience and Health
Figure 2-3: Consumer Attitudes About Healthy Foods and Time Constraints, 2007 (percent of U.S. adults)
Demographics Shifts Suggest Market Opportunities
Kids and Teenagers a Driving Force
Tapping into the Global Palate
Competition from Fast-Food/Take-Out Industry
Competition from Food Retailers Ramping Up in Fresh Prepared Deli Foods
Figure 2-4: Supermarket Shopper Interest in Ready-to-Eat Meal Solutions, 2007 (percent)
Growth of In-Store Foodservice
Consumer Demand for Fresh Foods at an All-Time High
Fighting the Frozen Foods Stigma


Looking Ahead
Keep it Fast, Keep It Healthy
American Consumers: Busier and Busier
Growing Health Awareness, Ongoing Trends
Wealthy, Healthy Gourmets and the Obese Poor
Meals Blurring, Snacks Rising
Natural and Organic Foods Going Mainstream
Growth of the Green
Tesco’s U.S. Entry Heralds Seismic Market Shifts
Retail Sales Will Surpass $19 Billion by 2012
Table 2-4: Projected U.S. Retail Sales of Frozen Convenience Foods, 2007-2012 (in millions of dollars)
Chapter 3: The Marketers


Competitive Overview
Over 300 Frozen Convenience Food Players
Market Leaders
Important Niche Marketers
Marketers of Mexican-Style Specialties
Marketers of Asian and Other International Specialties
Natural and Vegetarian Marketers
Mergers, Acquisitions and Divestures
Premium vs. Value Positioning
Restaurant Spin-Offs
Regional Marketers Serve Regional Tastes
Some Marketers Focus on Non-Supermarket Channels
Some Items Retailed in Both Frozen and Refrigerated Formats
Private-Label Penetration Small
Competition from Restaurants
Competition in the Store
Table 3-1: Selected U.S. Marketers of Frozen Convenience Foods


Marketer and Brand Shares
Methodology
Nestlé, ConAgra Control Over Half of Single-Serve Dinners Market
Kraft, Schwan Lead Frozen Pizza Category
Nestlé Controls Over Half of Hand-Held Non-Breakfast Entrees Market
Nestlé on Top in Multi-Serve Dinners
Heinz Takes First Place in Frozen Appetizers/Snacks
Sara Lee Leads Frozen Hand-Held Breakfast Category
Pinnacle, Sara Lee Lead in Frozen Breakfast Meals
ConAgra Dominates Pot Pies Category
General Mills’ Green Giant Looms Over Prepared Vegetables Category
Table 3-2: Top Marketers of Frozen Single-Serve Dinners by IRI-Tracked Sales and Market Share, 2006-2007 (in millions of dollars)
Table 3-3: Top Marketers of Frozen Pizza by IRI-Tracked Sales and Market Share, 2006-2007 (in millions of dollars)
Table 3-4: Top Marketers of Frozen Hand-Held Non-Breakfast Entrees by IRI-Tracked Sales and Market Share, 2006-2007 (in millions of dollars)
Table 3-5: Top Marketers of Frozen Multi-Serve Dinners/Entrees by IRI-Tracked Sales and Market Share, 2006-2007 (in millions)
Table 3-6: Top Marketers of Frozen Appetizers/Snack Rolls by IRI-Tracked Sales and Market Share, 2006-2007 (in millions of dollars)
Table 3-7: Top Marketers of Frozen Hand-Held Breakfast Entrees by IRI-Tracked Sales and Market Share, 2006-2007 (in millions of dollars)
Table 3-8: Top Marketers of Frozen Breakfast Meals by IRI-Tracked Sales and Market Share, 2006-2007 (in millions of dollars)
Table 3-9: Top Marketers of Frozen Pot Pies by IRI-Tracked Sales and Market Share, 2006-2007 (in millions of dollars)
Table 3-10: Top Marketers of Frozen Prepared Vegetables by IRI-Tracked Sales and Market Share, 2006-2007 (in millions of dollars)


Marketing and New Product Trends
Number of Entries Steady Across Most Categories
Table 3-11: Number of Frozen Convenience Food Product Reports, 2005-2007
Table 3-12: Number of Frozen Convenience Food Product SKUs, 2005-2007
Top Marketing Claims: Convenience, Upscale, Natural and Health
Table 3-13: Number of Frozen Convenience Food Introductions by Package Tag/Claim, 2005-2007
Stagnito Survey of Manufacturers Documents Key Trends in Prepared Foods
Restaurant Quality at Home: Panini and More
Natural and Organic Options Proliferating
Blue Horizon Debuts “First Organic Skillet Meal”
Natural Foods for Kids
Going Green
Michelina’s Emphasizes Environmentally Responsible Packaging
Eat Local of Seattle Taps into Locally Grown Food Trend
Ethnic Flavors Going Further Afield
Tapping Latino Markets and Flavors
The Gourmet/Superpremium Thrust
Riding the Health Wave
Pizza That’s Good for You
Better-for-You Breakfasts
Functional Vegetables
Package Sizes Tailored to Every Sales Occasion
Meals for Two
Stouffer’s Offering Bigger Servings
Steaming Hot Bowl Meals


Advertising and Promotion Trends
Marketers Spend $254 Million on Consumer Advertising
Advertising Positioning
Consumer Promotions


Retail and Internet Trends
Focus on Supermarkets
Focus on Supercenters/Mass Merchandisers
Focus on Warehouse Clubs
Focus on Convenience Stores
Focus on Natural Food Stores
Focus on Vending
Focus on the Web: E-Commerce
Chapter 4: Competitor Profiles


Competitor Profile: ConAgra Foods, Inc.
Corporate Background
No. 2 in Frozen Convenience Foods
Banquet a Family-Oriented Mainstay
ConAgra Recasts Healthy Choice, Again
Marie Callender’s Positioned as Homestyle, Premium
Kid Cuisine Offers Winning Combinations
ConAgra Lax in Frozen Pizza Aisle


Competitor Profile: H.J. Heinz Co.
Corporate Background
Frozen Business Built on Acquisitions
Goodbye Weight Watchers, Hello Smart Ones
Boston Market Recovers from Slump
A Leader in Snacks


Competitor Profile: Kraft Foods, Inc.
Corporate Background
South Beach Diet Widens Reach
On Top in Frozen Pizza
Premium DiGiorno Is America’s Leading Frozen Pizza


Competitor Profile: Nestlé USA, Inc.
Corporate Background
No. 1 in Frozen Convenience Foods
Stouffer’s and Stouffer’s Lean Cuisine
Corner Bistro Competes with Restaurant Quality
Hand-Held Is Hot Acquisition


Competitor Profile: The Schwan Food Company
Corporate Background
No. 2 in Frozen Pizza and Moving Forward
Red Baron the Nation’s Second-Largest Pizza Brand
Schwan’s Takes Freschetta to a New Level
Asian Sensations Pan-Asian Foods
Chapter 5: The Consumer


Demographics
Note on Simmons Survey Data and Tables
Frozen Pizza Enjoys Deepest Household Penetration
Figure 5-1: Household Purchasing Rates for Selected Frozen Food Categories and Brands, 2007 (percent of U.S. households)
Usage of Most Products Even Across Age Groups
Marketers Missing Out on Hispanics
Regional Distribution Shapes Brand Preferences
Socioeconomic Levels Vary by Product and Brand
Larger Households Go for Frozen Pizza; Singles for Dinners and Entrees
Product Preferences by Food/Nutrition Attitudes: Convenience Trumps Health
Table 5-1: Household Purchasing Rates for Selected Frozen Food Categories and Brands, 2007 (percent of U.S. households)
Table 5-2: Household Purchasing Indices for Selected Frozen Food Categories and Brands: By Age Bracket of Respondent, 2007 (U.S. households)
Table 5-3: Household Purchasing Indices for Selected Frozen Food Categories and Brands: By Race/Ethnicity of Respondent, 2007 (U.S. households)
Table 5-4: Household Purchasing Indices for Selected Frozen Food Categories and Brands: By Marketing Region, 2007 (U.S. households)
Table 5-5: Household Purchasing Indices for Selected Frozen Food Categories and Brands: By Educational Attainment of Respondent, 2007 (U.S. households)
Table 5-6: Household Purchasing Indices for Selected Frozen Food Categories and Brands: By Employment Status of Respondent, 2007 (U.S. households)
Table 5-7: Household Purchasing Indices for Selected Frozen Food Categories and Brands: By Household Income Bracket, 2007 (U.S. households)
Table 5-8: Household Purchasing Indices for Selected Frozen Food Categories and Brands: By Marital Status of Respondent, 2007 (U.S. households)
Table 5-9: Household Purchasing Indices for Selected Frozen Food Categories and Brands: By Number of Persons in Household, 2007 (U.S. households)
Table 5-10: Household Purchasing Indices for Selected Frozen Food Categories and Brands: By Age of Children in Household, 2007 (U.S. households)
Table 5-11: Household Purchasing Indices for Selected Frozen Food Categories: By Food and Nutrition Attitudes of Respondent, 2007 (U.S. households)