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Frozen Foods in the U.S.


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The $28 billion market for frozen foods is a slow-growing behemoth, struggling to compete against more dynamic fresh foods categories as retailers increasingly lure consumers away from the center grocery aisles with the convenience, eye-catching displays, and promise of fresh hot or chilled “meal solutions.” Indeed, frozen food marketers’ greatest challenge may be to get consumers to walk down the “boring” frozen food aisle.

At the same time, within the freezer case sales growth for some frozen segments and individual product lines has been outstanding, as alternative retail channels including supercenters move in to challenge supermarkets’ former stronghold on the frozen aisles. New and improved healthier frozen products are becoming available everywhere from supermarkets to convenience stores, with marketers rushing to reformulate products by adding whole grains, removing trans-fats, and making other changes that will impact the nation’s health as well as marketers’ bottom line. Closely associated with health and wellness is the mainstreaming of natural/organic foods, as Wal-Mart embarks on a mission to bring value-priced organic foods to the masses.

This all-new report from Packaged Facts analyzes this fast-evolving market, focusing on six meal and meal components categories: frozen dinners/entrees; frozen poultry, seafood, and meat; frozen vegetables; frozen pizza; frozen breakfast foods; and frozen appetizers/snacks. The report analyzes competitive and consumer trends that continue to shape the industry, including market size and composition, mergers and acquisitions, marketer and brand shares, new product developments, retail trends, and household penetration rates and demographics of individual product types and brands, providing historical sales estimates as well as market growth forecasts through 2010. Key data sources are Information Resources, Inc. InfoScan sales tracking data and Simmons Market Research Bureau (New York, New York) consumer surveys.

Report Methodology
The information in Frozen Foods in the U.S. is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the food market and consultants to the industry. Market size data was derived from Information Resources, Inc. and trade sources. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor. Consumer information was derived from Simmons Market Research Bureau, fall 2005 National Consumer Survey.

What You’ll Get in this Report
Frozen Foods in the U.S. makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Frozen Foods in the U.S. offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the frozen food industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for frozen foods, as well as projected sales and trends through 2010. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for gluten-free products.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for frozen foods.
  • Research and development professionals stay on top of competitor initiatives and explore demand for frozen foods.
  • Advertising agencies working with clients in the food industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Chapter Executive Overview - Highlights
  • Executive Overview
    • Market Trends
      • Market Definition: Frozen Savory Meals and Meal Components
      • Exclusions
      • Report Methodology
      • Retail Sales of Frozen Foods Total Almost $28 Billion in 2005
      • Frozen Dinners/Entrees the Largest Category at $8.6 Billion
        • Table U.S. Retail Sales of Frozen Foods, 2001-2010 (in millions of dollars)
      • Frozen Bread/Dough Dominates "Other" Category
      • Dinners/Entrees 31% of Total Sales
      • Retail Channels
      • Seasonal Sales Vary by Category and Subcategory
    • Market Outlook
      • Overview of Market Drivers
      • Demographic Changes
        • Table Projected U.S. Population by Age Bracket: 2000, 2005, 2010 (in thousands)
      • America's Broadening Cultural Diversity
      • Rising Mainstream Interest in Ethnic Foods
      • "Channel Blurring" Expands Distribution
      • Competition from Foodservice
      • More Eat In with Takeout
      • Challenge from Fresh Foods and Fresh Prepared Foods
      • Convenience as a Market Driver
      • The Wellness Factor
      • Natural/Organic Products Go Mainstream
    • Competitive Trends
      • Hundreds of Competitors
      • Natural/Organic Marketers
      • Restaurant Names and Licensing Are Big Selling Points…
      • … As Are Tie-Ins with Diets
      • The Big Get Bigger
      • Strong Competition from Private Label
    • Marketing and New Product Trends
      • About 400 New Products Annually
        • Table Frozen Foods Selling Points by Package Tags, 2002-2005
      • Top-Selling New Products Tap into Multiple Consumer Demands
      • "Better-for-You" Is an Overriding Trend
      • Upping the Ante with Premium Frozen Foods
      • Mexican Foods Experiencing Double-Digit Growth
      • Meal Kits Remain a Hot Concept
      • Other Notable Introductions
      • Advertising Expenditures Approximately $390 Million
    • The Retail Picture
      • At the Distribution Level
      • Retail Channels
    • The Consumer
      • Note on Simmons Market Research Bureau Consumer Data
      • Overview of Simmons Data
      • Consumer Attitudes Toward Frozen Foods
        • Table Top Demographic Indicators for Agreement with Statement: Easy to Prepare Foods Are My Favorite, 2005 (indices)
        • Table Top Demographic Indicators for Agreement with Statement: I Often Eat Frozen Dinners, 2005 (indices)
        • Table Top Demographic Indicators for Agreement with Statement: Frozen Dinners Have Little Nutritional Value, 2005 (indices)
    • Looking Ahead
      • Pockets of Opportunity
      • Better-for-You Positioning
      • Lifestyle Marketing
      • The Mainstreaming of Natural/Organic Foods
      • Targeting Hispanic Consumers
      • Frozen Food Specialty Stores
  • Chapter Frozen Dinners and Entrees - Highlights
  • Frozen Dinners and Entrees
    • Market Trends
      • Market Definition: Frozen Dinners and Entrees
      • Total Frozen Dinners/Entrees an $8.6 Billion Market
        • Table U.S. Retail Sales of Frozen Dinners and Entrees, 2001-2005 (in millions of dollars)
      • Supermarkets Lead Retail Market with 75% of Sales
    • Market Outlook
      • Changing Eating Patterns: At-Home Cooking Losing Ground
      • A Resurgence in Family Dinners?
      • Convenience, Plus
      • Focus on Health Driving Sales
      • Tapping into America's Cultural Diversity
      • Natural/Organic Products Go Mainstream
      • "Share of Stomach" Competition Is Growing
      • Competition from Fresh Foods
      • New Competition from Easy Meal Prep
      • Retail Sales to Approach $9.5 Billion by 2010
        • Table Projected U.S. Retail Sales of Frozen Dinners/Entrees, 2005-2010 (in millions of dollars)
    • Competitive Trends
      • Frozen Dinners/Entrees Leaders
      • Regional and Niche Players
      • Recent Mergers, Acquisitions, and Corporate Shifts
      • IRI Revises Category Definitions
      • Nestlé and ConAgra Control 61% of IRI-Tracked Sales of Frozen Dinners/Entrees
      • Nestlé Also Leads in Single-Serve Frozen Dinners/Entrees
      • Nestlé Also Leads Handheld Entrees Market…
      • …And $967 Million Multi-Serve Dinners/Entrees Segment
      • ConAgra Dominates $288 Million Frozen Pot Pies Market
        • Table IRI-Tracked Sales and Shares of Frozen Dinners/Entrees, 2004 vs. 2005 (in millions of dollars)
        • Table IRI-Tracked Sales and Shares of Frozen Single-Serve Dinners/Entrees, 2004 vs. 2005 (in millions of dollars)
        • Table IRI-Tracked Sales and Shares of Frozen Handheld Entrees (Non-Breakfast), 2004 vs. 2005 (in millions of dollars)
        • Table IRI-Tracked Sales and Shares of Frozen Multi-Serve Dinners/Entrees, 2004 vs. 2005 (in millions of dollars)
        • Table IRI-Tracked Sales and Shares of Frozen Pot Pies, 2004 vs. 2005 (in millions of dollars)
    • Marketing and New Product Trends
      • Packaging Suits Different Size Families
      • Upping the Ante with Premium and Superpremium Frozen Meals
      • Focusing on Diets and Healthy Lifestyles
      • Natural/Organic Foods Going Mainstream
      • New Ethnic Entrees Abound
      • Mexican Foods Going Mainstream
      • Expanding Asian Foods
      • Just for Kids
      • Bowl Meals Decline Drastically
      • Frozen Handheld Entrees
      • Frozen Multi-Serve Dinners/Entrees
      • Advertising Trends
    • The Consumer
      • Product and Brand Usage Rates
      • Key Demographic Characteristics Favoring Use of Selected Brands
        • Table Household Penetration Rates for Frozen Complete Dinners (TV Dinners), 2005 (U.S. households)
        • Table Household Penetration Rates for Frozen Entrees, 2005 (U.S. households)
        • Table Household Penetration Rates for Frozen Handheld Entrees, 2005 (U.S. households)
        • Table Top Demographic Indicators for Selected Frozen Complete Dinners (TV Dinners) Brands, 2005 (indices)
        • Table Top Demographic Indicators for Selected Frozen Entrees Brands, 2005 (indices)
        • Table Top Demographic Indicators for Selected Frozen Handheld Entrees Brands, 2005 (indices)
  • Chapter Frozen Poultry, Seafood, and Meat - Highlights
  • Frozen Poultry, Seafood, and Meat
    • Market Trends
      • Category Definition: Frozen Poultry, Seafood, and Meat
      • Frozen Poultry, Seafood, and Meat an $8.4 Billion Market
        • Table U.S. Retail Sales of Frozen Poultry, Seafood, and Meat, 2001-2005 (in millions of dollars)
      • Poultry Accounts for 45% of Retail Sales
      • Supermarket Retail Share Just 62%
      • Seasonal Sales
    • Market Outlook
      • Convenience Rules
      • Consumers Seek No-Mess Cooking, Easy Clean-Up
      • It's What's For Dinner
      • Many Consumers Need Education
      • Biggest Competition Is Fresh Products
      • Organic Meat and Poultry Sales Surging
      • Frozen Seafood an Alternative to Fresh
      • Technological Advances Fuel Growth
      • More Prominence at Retail
      • Bird Flu, Mad Cow, Toxins, and Environmental Concerns
      • Retail Sales to Approach $10.7 Billion in 2010
        • Table Projected U.S. Retail Sales of Frozen Poultry, Seafood, and Meat, 2005-2010 (in millions of dollars)
    • Competitive Trends
      • Frozen Seafood, Poultry, and Meat Leaders
      • Recent Mergers, Acquisitions, and Divestures
      • Tyson Leads in Frozen Poultry; Private Label Follows
      • Private Label Dominates Frozen Seafood
      • Frozen Meat Market Highly Fragmented
      • Focus on Frozen Meat and Poultry Substitutes
        • Table IRI-Tracked Sales and Shares of Frozen Poultry, 2004 vs. 2005 (in millions of dollars)
        • Table IRI-Tracked Sales and Shares of Frozen Seafood, 2004 vs. 2005 (in millions of dollars)
        • Table IRI-Tracked Sales and Shares of Frozen Meat, 2004 vs. 2005 (in millions of dollars)
        • Table IRI-Tracked Sales and Shares of Frozen Meat and Poultry Substitutes, 2004 vs. 2005 (in millions of dollars)
    • Marketing and New Product Trends
      • Value-Added an Emerging Market
      • Premium Products and Certification Build Sales and Profits
      • Individual Portion-Sizes
      • More Attractive Packaging
      • Marketing Health
      • Just for Kids
      • Winging It
      • Talking Turkey
      • Making Waves with Seafood
      • Convenience Meats
      • A Better Burger
      • Upgrading Meat Substitutes
      • Advertising and Promotions Trends
    • The Consumer
      • Almost Half of Households Use Frozen Prepared Seafood
      • 45% of Households Use Frozen Chicken
      • One in Three Households Eats Frozen Fried Chicken
      • Key Demographic Characteristics Include Kids, Race, Large Households, Regional Skew
        • Table Household Penetration Rates for Frozen Prepared Seafood, 2005 (U.S. households)
        • Table Household Penetration Rates for Frozen Poultry, Seafood, and Meat, 2005 (U.S. households)
        • Table Household Penetration Rates for Frozen Fried Chicken, 2005 (U.S. households)
        • Table Top Demographic Indicators for Selected Frozen Prepared Seafood Brands, 2005 (indices)
        • Table Top Demographic Indicators for Selected Frozen Fried Chicken Brands, 2005 (indices)
  • Chapter Frozen Vegetables - Highlights
  • Frozen Vegetables
    • Market Trends
      • Market Definition: Frozen Vegetables
      • Frozen Vegetables Sales Flat at $3.4 Billion
        • Table U.S. Retail Sales of Frozen Vegetables, 2001-2005 (in millions of dollars)
      • Plain Vegetables 55% of Category Sales
      • Supermarkets Lead Retail Market with 79% of Sales
    • Market Outlook
      • Eat Your Veggies!
      • Rising Fresh Veggies Sales Negatively Impact Frozen Vegetables
      • Pockets of Opportunity
      • Seasons Impact Sales
      • New Products and Technology Fuel Growth
      • Retail Sales to Remain Flat Through 2010
        • Table Projected U.S. Retail Sales of Frozen Vegetables, 2005-2010 (in millions of dollars)
    • Competitive Trends
      • A Short List of Market Leaders
      • Private Label Almost 38% of Mass-Market Sales
        • Table IRI-Tracked Sales and Shares of Frozen Vegetables, 2004 vs. 2005 (in millions of dollars)
    • Marketing and New Product Trends
      • Organic Products Growing
      • All Steamed Up
      • Getting Saucy
      • Southern Comforts
      • You Say Potatoes
      • Targeting the Hispanic Market
      • Advertising Trends
    • The Consumer
      • Three Out of Four Households Use Frozen Vegetables
      • 60% of Households Use Frozen Potatoes
      • Top Demographic Indicators Include Kids, Race, and Income
        • Table Household Penetration Rates for Frozen Vegetables (Excluding Potatoes), 2005 (U.S. households)
        • Table Household Penetration Rates for Frozen Potato Products, 2005 (U.S. households)
        • Table Top Demographic Indicators for Selected Frozen Vegetables Brands, 2005 (indices)
  • Chapter Frozen Pizza - Highlights
  • Frozen Pizza
    • Market Trends
      • Market Definition: Frozen Pizza
      • Frozen Pizza a $3.2 Billion Market
        • Table U.S. Retail Sales of Frozen Pizza, 2001-2005 (in millions of dollars)
      • Supermarkets Lead Retail Market with 73% of Sales
      • Midwest the Core Market
      • Seasonal Sales
    • Market Outlook
      • Room to Grow
      • New Crusts and Technological Advances Catalysts for Growth
      • Strong Category Management, Promotions Also Drive Growth
      • Frozen Pizza Has Price and Time Advantages
      • Take-Outs Offer New Faster Pizza
      • Retail Sales to Top $3.5 Billion by 2010
        • Table Projected U.S. Retail Sales of Frozen Pizza, 2005-2010 (in millions of dollars)
    • Competitive Trends
      • Frozen Pizza Leaders
      • Regional Marketers Serve Regional Tastes
      • Kraft Leads with Multiple Brands and 39% Mass-Market Share
        • Table IRI-Tracked Sales and Shares of Frozen Pizza, 2004 vs. 2005 (in millions of dollars)
    • Marketing and New Product Trends
      • Positioning and Pricing Strategies
      • Frozen Pizza Active with Introductions
      • New Pizza Competitors
      • Pizza Goes "Better for You"
      • Microwaveable Pizza on the Ups
      • It's All in the Crust
      • Targeting Larger-and Smaller-Households
      • New Toppings
      • Next Up, Pizza Sandwiches?
      • Advertising Trends
      • Lots of Promotional Backing
    • The Consumer
      • Almost Two Out of Three Homes Use Frozen Pizza
      • A Family-Oriented Product
        • Table Household Penetration Rates for Frozen Pizza, 2005 (U.S. households)
        • Table Top Demographic Indicators for Selected Frozen Pizza Brands, 2005 (indices)
  • Chapter Frozen Breakfast Foods - Highlights
  • Frozen Breakfast Foods
    • Market Trends
      • Market Definition: Frozen Breakfast Foods
        • Table U.S. Retail Sales of Frozen Breakfast Foods, 2001-2005 (in millions of dollars)
      • Frozen Breakfast Foods Approaching $1.7 Billion
      • "Other" Breakfast Foods Share Growing Rapidly
      • Supermarkets Lead Retail Market But Are Losing Share
      • Regional Differences
    • Market Outlook
      • Are Americans Waking Up to Eating Breakfast?
      • Convenience Is the Main Market Driver
      • Kid-Targeted a Big Part of the Action
      • Competition from Other Breakfast Foods and Fast Food
      • Re-Merchandising the Breakfast Foods Case
      • Retail Sales to Top $1.9 Billion by 2010
        • Table Projected U.S. Retail Sales of Frozen Breakfast Foods, 2005-2010 (in millions of dollars)
    • Competitive Trends
      • Short List of Leading Marketers
      • Licensing an Important Market Component
      • Kellogg Has Wide Lead in Frozen Breakfast Foods
      • General Mills Leads Frozen "Other" Breakfast Foods Segment by a Nose
      • Kellogg Dominates Frozen Waffles Segment
        • Table IRI-Tracked Sales and Shares of Frozen Breakfast Foods, 2004 vs. 2005 (in millions of dollars)
        • Table IRI-Tracked Sales and Shares of Frozen "Other" Breakfast Foods, 2004 vs. 2005 (in millions of dollars)
        • Table IRI-Tracked Sales and Shares of Frozen Waffles, 2004 vs. 2005 (in millions of dollars)
    • Marketing and New Product Trends
      • Building a Mega-Brand
      • General Mills Slashing Prices to Offer More Value
      • Breakfast Staples Get Healthier
      • New Offerings Expand "Other" Breakfast Foods Segment
      • Kid-Targeted Breakfast Items
      • Advertising and Promotions Trends
      • Advertising Positioning
    • The Consumer
      • Frozen Waffles/Pancakes/French Toast in Nearly Half of Households
      • Frozen Breakfast Sandwiches/Entrees Used in 21% of Households
      • Kids a Key Demographic Indicator for Frozen Breakfasts
        • Table Household Penetration Rates for Frozen Waffles/Pancakes/French Toast, 2005 (U.S. households)
        • Table Household Penetration Rates for Frozen Breakfast Sandwiches/Entrees, 2005 (U.S. households)
        • Table Top Demographic Indicators for Selected Frozen Waffles/Pancakes/French Toast Brands, 2005 (indices)
        • Table Top Demographic Indicators for Selected Frozen Breakfast Sandwiches/Entrees Brands, 2005 (indices)
  • Chapter Frozen Appetizers/Snacks - Highlights
  • Frozen Appetizers/Snacks
    • Market Trends
      • Market Definition: Frozen Appetizers/Snacks
        • Table U.S. Retail Sales of Frozen Appetizers/Snacks, 2001-2005 (in millions of dollars)
      • Frozen Appetizers/Snacks a $1.2 Billion Market
      • Supermarkets Lead Retail Market with 70% of Sales
      • Sales Peak in Winter
    • Market Outlook
      • Dual Appeal
      • Portion Control Could Become a Marketing Point
      • Line Between Meals and Snacks Blurring
      • Restaurants Exert a Powerful Influence
      • Variety Is Imperative
      • Retail Sales to Top $1.5 Billion by 2010
        • Table Projected U.S. Retail Sales of Frozen Appetizers/Snacks, 2005-2010 (in millions of dollars)
    • Competitive Trends
      • Frozen Appetizers/Snacks Leaders
      • Mexican, Asian, and Other Ethnic Specialties
      • Recent Mergers and Acquisitions
      • Heinz Leads Market with Multiple Brands
        • Table IRI-Tracked Sales and Shares of Frozen Appetizers/Snacks, 2004 vs. 2005 (in millions of dollars)
    • Marketing and New Product Trends
      • Opportunity for Health Positioning?
      • …And for Resealable Bags?
      • Few Mainstream New Products
      • Natural Choices
      • Mexican and Asian Entries
      • Upscale Hors d'Oeuvres
      • Advertising Trends
    • The Consumer
      • Over 22% of Households Use Frozen Appetizers/Snacks
      • Kids, High Income, and Region Are Prime Indicators
        • Table Household Penetration Rates for Frozen Appetizers/Snacks, 2005 (U.S. households)
        • Table Top Demographic Indicators for Selected Frozen Appetizers/Snacks Brands, 2005 (indices)
  • Addresses of Selected Marketers

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