Frozen Foods in the U.S., 3rd Edition

Marketers and retailers of frozen foods have capitalized on recessionary conditions to offer consumers alternatives to expensive dinners out. Although economic conditions are slowly improving, Americans are still “eating in” more often, and frozen foods provide a convenient way to prepare the healthy, cost-effective meals consumers want. Packaged Facts estimates that U.S. retail sales of frozen foods and beverages through all retail channels totaled approximately $56 billion in 2010, with sales up 22%—or $10.0 billion—during the 2006-2010 period. And with new product introductions now picking back up, the market is forecast to near $70 billion by 2015.

This completely revised Packaged Facts report examines the U.S. market for frozen foods and beverages sold to consumers through the entire retail spectrum. The 2010 edition of Frozen Foods in the U.S. takes an omnibus approach, providing a broad overview of the frozen foods market as a whole tracking five main classifications: Center Plate, Desserts, Vegetables/Appetizers/Snacks/Sides, Breakfast Foods, and Beverages. A comprehensive “Market Overview” chapter provides overall sales statistics and breakouts by classification, along with a thorough analysis of the current market outlook, examining overarching trends affecting frozen foods sales such as the economy, health/wellness and environmental concerns. The report also provides extensive marketer and brand share breakouts in those categories exhibiting the most activity in 2010. A chapter focusing on marketing and new product trends in frozen foods—e.g., convenience, health, and “green” appeals—and a chapter on consumer trends complete the analysis.

Frozen Foods in the U.S. documents ongoing and emerging product trends, using data from Datamonitor’s Product Launch Analytics tracking service to quantify and categorize new product introductions. Detailed sales figures are compiled using SymphonyIRI’s InfoScan Review data for mass-market channels; and the report also tracks sales through natural channels using SPINSscan data. Experian Simmons Market Research Bureau and Packaged Facts’ own custom, online consumer survey data form the basis of an in-depth examination of consumer trends, including attitudes toward frozen foods and related trends such as the economy and healthy eating, as well as product and brand penetration levels and preferences. As with all Packaged Facts reports, the wide range of data is presented in easy-to-read and practical charts, tables and graphs.

Market Insights: A Selection From The Report

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Decline in Restaurant Traffic a Plus for Frozen Foods

Packaged Facts surveys confirm that, in the wake of the economic recession and lingering concerns about recovery, many consumers have cut back on restaurant meals in favor of groceries. In responding to Packaged Facts’ Summer 2010 survey, 49% of adults reported that they had eaten less at fast-food restaurants since the recession began, 50% said they’d eaten less fast-food takeout, and 61% said they’d eaten less at sit-down restaurants. Conversely, the percent of adults who strongly agreed that they were spending less on groceries because of the economy was only 15%, while another 28% only somewhat agreed, percentages offset by the 12% of adults who strongly disagreed that they were spending less on groceries, and the 25% who somewhat disagreed. In other words, restaurants experienced a significant drop-off in consumer demand even as trends in grocery spending remained balanced.

Center Plate Classification Solidifies Leading Share

The center plate classification as defined by this report now accounts for slightly over half of all frozen food sales in mass-market outlets, growing from a 49% share in 2006 to reach nearly 52% in 2010, according to SymphonyIRI data. Conversely, desserts have lost steam during the same five-year period, accounting for 26% of frozen food sales in 2010, down from over 28% in 2006. The other three classifications remained relatively stable in terms of market share during the period. [Figure 2-1]

72% of Americans Eat Frozen Prepared Foods

If restaurants have lost some steam, have frozen food marketers been able to capitalize on this trend? Results of Packaged Facts’ Fall 2010 consumer survey suggest that frozen prepared foods have excellent market penetration versus their freshly prepared counterparts. The survey found that while 49% of respondents had purchased... In the News

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New York, December 21, 2010 — The frozen foods industry reached domestic retail sales of $56 billion in 2010, fueled by consumer tendencies to seek out quality meals at affordable prices amidst the economic downturn, according to Frozen Foods in the U.S., 3rd Edition by market research publisher Packaged Facts. During the 2006-2010 period, sales rose 22%-or $10 billion-overall, for a compound annual growth rate (CAGR) of 5%.

"A lingering effect of the recession is that consumers are eating at home more. This trend has had a positive impact on the frozen foods market, as consumers turn to the freezer aisles to supplement more expensive fresh produce and meats," says Don Montuori, publisher of Packaged Facts. "Additionally, microwaveable frozen products provide a quick and easy lunch-at-work for those looking to avoid pricey lunches out."

While the economy is impacting the spending of the majority of U.S. consumers, spending on food has been affected to a lesser extent, according to the report. The new economic reality feeds two opposing trends in consumer goods markets, including frozen foods: premiumization (upscaling) and cutting back (downsizing). Rather than cancelling each other out, these two trends interact in the face of slow economic recovery as consumers juggle how to get the most out of less money or less spending.

Beyond the recession, one of the biggest macrotrends in the food industry is consumers’ demand for products that meet their health, wellness and nutrition needs. Many frozen foods marketers actively promote their goods based on health claims, whether based on calorie count (e.g., portion-controlled frozen entrees), preparation method (e.g., steam-in-the-bag vegetables), or ingredients (e.g., gluten-free foods).

As the nation slowly pulls out of the recession, frozen food sales are expected to be buoyed by new product introductions, especially in the case of innovative health- and convenience-targeted introductions. Packaged Facts projects that retail sales of frozen foods and beverages will reach $70 billion in 2015, an increase of 25% over 2010 revenues.

Frozen Foods in the U.S., 3rd Edition examines the U.S. market for frozen foods and beverages sold to consumers through the entire retail spectrum. The report takes an omnibus approach, providing a broad overview of the frozen foods market as a whole tracking five main classifications: Center Plate, Desserts, Breakfast Foods, Beverages, and Vegetables/Appetizers/Snacks/Sides. A comprehensive "Market Overview" chapter provides overall sales statistics and breakouts by classification, along with a thorough analysis of the current market outlook, examining overarching trends affecting frozen foods sales such as the economy, health/wellness and environmental concerns.

About Packaged Facts—Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products. Packaged Facts also offers a full range of custom research services.