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The U.S. Market for Refrigerated Processed Meats - Volumes I & II


Attention: There is an updated edition available for this report.

Volume I of this two-volume Packaged Facts study covers the U.S. market for refrigerated, branded, processed meat products (including private labels, or "store brands"), which experienced retail sales of approximately $14 billion in 2001. This market includes beef, pork, and poultry products. The report analyzes the market according to four categories:

  • lunchmeats and lunch kits
  • frankfurters and dinner sausage
  • breakfast meats
  • convenience meats

For the overall market, Packaged Facts presents: sales data and forecasts for the years 1997 through 2006, marketer and brand shares based on Information Resources Inc.'s InfoScan sales-tracking data, factors contributing to market growth, competitive profiles of the leading marketers (including, among others, Kraft Foods, Sara Lee Corp., ConAgra Foods, Smithfield Foods, and Hormel Foods), analysis of the competitive landscape, a review of new product and marketing trends, reviews of advertising expenditures and discussions of retail dynamics.

Volume II of this two-volume study by Packaged Facts study covers the three largest categories of the $14-billion U.S. refrigerated processed meats market:

  • lunchmeats and lunch kits
  • frankfurters and dinner sausage
  • breakfast meats

For each category, Packaged Facts presents sales data and forecasts for the years 1997 through 2006, marketer and brand shares based on Information Resources Inc.'s InfoScan sales-tracking data, and demographic profiles of consumers based on Simmons Market Research Bureau data for spring 2000. For each category, the report also examines factors to market growth, analyzes the competitive situation, reviews new product and marketing trends, and discusses retail dynamics.


Scope And Methodology

Market Parameters

This Packaged Facts report examines refrigerated, case-ready meat products sold at retail, primarily through supermarkets and supercenters. Most of these products are branded, and private-label products are included in the sales figures provided in this report. The analysis covers three established categories and one emerging category of case-ready meats:

  • Lunchmeats and Lunch Kits: This category consists of two segments, both pre-cooked: 1) lunchmeats and 2) lunch kits. The lunchmeats segment consists of two subsegments: 1) sliced lunchmeat and 2) unsliced lunchmeat. The category does not include unsliced meats that are not positioned explicitly as lunchmeat (whole hams, turkey breasts, and roast beefs, for example) and delicatessen or in-store foodservice meats. This report excludes non-refrigerated products such as tuna lunch kits.
  • Frankfurters and Dinner Sausage: This category consists of two segments, and includes raw and pre-cooked products: 1) frankfurters and 2) dinner sausage. This report excludes non-refrigerated products such as frozen corn dogs or canned Vienna sausage.
  • Breakfast Meats: This category consists of two segments, and includes raw and pre-cooked products: 1) bacon and 2) breakfast sausage/ham. This report excludes non-refrigerated products such as frozen sausage biscuits or shelf-stable bacon bits.
  • Convenience Meats: This category consists of two segments: ready-to-cook and pre-cooked. Convenience meats, whether or not pre-cooked, are further-processed. (Processing refers to any procedures beyond butchering, washing in water, trimming, and packaging.) This report excludes non-refrigerated products such as frozen cooked chicken strips.

This Packaged Facts report consists of two volumes: 1) The U.S. Market for Refrigerated Case-Ready Meats—Volume I: Market Overview, which examines the market as a whole; and 2) The U.S. Market for Refrigerated Case-Ready Meats— Volume II: Category Focus, which examines separately and in depth the three established categories.

Report Methodology

The information contained in this report was obtained from both primary and secondary research. Primary research entailed consultation with industry sources and on-site examination of the retail milieu. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature such as annual reports, 10Ks, press releases, and marketing literature. Packaged Facts has derived sales figures from sources such as Information Resources, Inc. (IRI) InfoScan data and Supermarket Business consumer expenditure surveys. Figures provided on national consumer advertising expenditures are based on data (copyright 2000) from CMR, a Taylor Nelson Sofres company. The analysis of consumer demographics primarily derives from the Simmons Market Research Bureau (New York, NY) spring 2000 consumer survey, based on 33,502 respondents.

Volume I

  1. Executive overview
    Scope and Methodology
    • Market Parameters
    • Report Methodology

    Market Overview
    • Convenience Meat Basics
    • The Packaging Challenge
    • Government Regulators and Product Safety
    • "Zero-Tolerance" Policy for Ready-to-Eat Meats
    • Irradiation and Food Safety Technologies
    • Refrigerated Processed Meats Market Expected to Top $17 Billion in 2006
    • Table 1-1: U.S. Retail Sales of Refrigerated Processed Meats by Product Category, 1997-2006 (dollars): Lunchmeats/Lunch Kits, Frankfurters/Dinner Sausage, Breakfast Meats, Convenience Meats
    • Supermarkets Account for 80% of Total Retail Sales
    • Factors to Market Growth
    • Convenience Meats Take Off
    • Dinner Sausage Sales Boost Overall Market
    • Consumers Demand Tasty, High-Quality Products
    • Convenient Products Appeal to Busy Consumers
    • Heavy Advertising
    • Three Classes of Marketers
    • Kraft on Top
    • Figure 1-1: Marketer Shares of U.S. Supermarket Sales of Refrigerated Processed Meats, 2001 (percent): 6 Marketers, Private Label, All Others
    • Smaller Marketers Grow Through Acquisition
    • Integrated Campaigns Capitalize on Brand Strengths
    • Marketing and New Product Trends
    • Ad Expenditures at $185 Million in 2000
    • Grocery Stores Account for Lion's Share of Retail Sales
    • Consumer Overview
    • Children and Processed Meats

    Category Focus: Lunchmeats and Lunch Kits
    • Market Nears $5 Billion in 2001
    • Lunchmeats Make Up Larger Category
    • Billion-Dollar Food Companies in Control
    • 92 Million Households Use Cold Cuts

    Category Focus: Frankfurters and Dinner Sausage
    • Market at $4 Billion in 2001
    • Frankfurters Make Up Larger Category
    • Billion-Dollar Food Companies Top the List
    • 84 Million Households Use Frankfurters

    Category Focus: Breakfast Meats
    • Market Nears $3.5 Billion in 2001
    • Bacon Makes Up Larger Category
    • Large Food Companies Dominate the Market
    • 83 Million Households Use Bacon
  2. The Products
    Product Overview
    • Scope of Report: Four Product Categories
    • Lunchmeat Basics
    • How Lunchmeats Are Made
    • Lunchmeat Packaging
    • Lunch Kits
    • Lunch Kit Packaging
    • Frankfurter Basics
    • Sausage Basics
    • How Sausage Is Made
    • Frankfurter and Dinner Sausage Packaging
    • Dinner vs. Breakfast Sausage
    • Bacon Basics
    • How Bacon Is Made
    • Bacon Packaging
    • Breakfast Sausage Packaging
    • Convenience Meat Basics
    • Convenience Meat Packaging
    • The Packaging Challenge
    • The Case-Ready Revolution

    Market Regulation and Product Safety
    • Regulatory Overview
    • Nutritional Labeling and Education Act Requirements
    • NLEA Definitions
    • URMIS and the Labeling of Fresh Cuts
    • The Implementation of HACCP
    • The Safe Handling Rule
    • The Role of Food Recalls
    • Public Issues in Meat Safety
    • "Zero-Tolerance" Policy for Ready-to-Eat Meats
    • January 2002 GAO Report on BSE
    • The FDA and the Irradiation of Meat Products
    • Other Emerging Food Safety Technologies
    • Debate Over Antibiotics and Fluoroquinolones
  3. The Market
    • Figure 3-1: Estimated U.S. Retail Sales of Refrigerated Processed Meats, 1997-2001 (dollars)
    • Figure 3-2: Estimated U.S. Retail Sales of Refrigerated Processed Meats by Product Category, 1997-2001 (dollars): Lunchmeats/Lunch Kits, Frankfurters/Dinner Sausage, Breakfast Meats, Convenience Meats

    Market Size and Growth
    • Refrigerated Processed Meats Market Approaches $14 Billion
    • Table 3-1: U.S. Retail Sales of Refrigerated Processed Meats, 1997-2001 (dollars)
    • Lunchmeats and Lunch Kits Market Nears $5 Billion in 2001
    • Table 3-2: U.S. Retail Sales of Lunchmeats and Lunch Kits, 1997-2001 (dollars)
    • Frankfurters and Dinner Sausage Market at $4 Billion in 2001
    • Table 3-3: U.S. Retail Sales of Frankfurters and Dinner Sausage, 1997-2001 (dollars)
    • Breakfast Meats Market at $3.5 Billion in 2001
    • Table 3-4: U.S. Retail Sales of Breakfast Meats, 1997-2001 (dollars)
    • Convenience Meat Sales Hit $1.4 Billion in 2001
    • Table 3-5: U.S. Retail Sales of Convenience Meats, 1997-2001 (dollars)
    • Lunchmeats and Lunch Kits Account for 35% of Market
    • Table 3-6: Share of U. S. Retail Sales of Refrigerated Processed Meats by Product Category, 1997 vs. 2001 (percent): Lunchmeats/Lunch Kits, Frankfurters/Dinner Sausage, Breakfast Meats, Convenience Meats
    • Figure 3-3: Share of U.S. Refrigerated Processed Meats Market by Product Category, 2001 (percent): Lunchmeats/Lunch Kits, Frankfurters/Dinner Sausage, Breakfast Meats, Convenience Meats
    • Almost 90% of U.S. Households Use Lunchmeats
    • Table 3-7: Overview of Meat Product Usage, 2001 (percent): 5 Classifications
    • Supermarkets Account for 80% of Total Retail Sales
    • Figure 3-4: Share of U.S. Refrigerated Processed Meat Sales by Retail Outlet, 2001 (percent): Supermarkets, Other Grocery/Food Stores, Other
    • Supermarket Sales Approach $10 Billion in 2001
    • Table 3-8: U.S. Supermarket Sales of Refrigerated Processed Meats, 1997-2001 (dollars)
    • Lunchmeats and Lunch Kits Account for 40% of Supermarket Sales
    • Table 3-9: Share of U. S. Supermarket Sales of Refrigerated Processed Meats by Product Category, 1997 vs. 2001 (percent): Lunchmeats/Lunch Kits, Frankfurters/Dinner Sausage, Breakfast Meats
    • Figure 3-5: Share of U.S. Supermarket Sales of Refrigerated Processed Meats by Product Category, 2001 (percent): Lunchmeats/Lunch Kits, Frankfurters/Dinner Sausage, Breakfast Meats
    • Use Highest in the South
    • Table 3-10: Selected Meat Products: Consumer Usage Indices by Region, 2001 (index): 5 Classifications

    Factors to Market Growth
    • Convenience Meats Category Takes Off
    • Dinner Sausage Sales Also Boost Overall Market
    • Consumers Demand Tasty, High-Quality Products
    • Convenient Products Appeal to Busy Consumers
    • Refrigerated Processed Meat Products Receive Heavy Advertising
    • Figure 3-6: Projected U.S. Retail Sales of Refrigerated Processed Meats, 2001-2006 (dollars)
    • Figure 3-7: Projected U.S. Retail Sales of Refrigerated Processed Meats by Product Category, 2001-2006 (dollars): Lunchmeats/Lunch Kits, Frankfurters/Dinner Sausage, Breakfast Meats, Convenience Meats

    Projected Market Growth
    • Sales Hit $17 Billion in 2006
    • Table 3-11: Projected U.S. Retail Sales of Refrigerated Processed Meats, 2001-2006 (dollars)
    • Lunchmeat and Lunch Kit Sales to Reach $5.8 Billion in 2006
    • Table 3-12: Projected U.S. Retail Sales of Lunchmeats and Lunch Kits, 2001-2006 (dollars)
    • Frankfurter and Dinner Sausage Sales to Reach $5 Billion in 2006
    • Table 3-13: Projected U.S. Retail Sales of Frankfurters and Dinner Sausage, 2001-2006 (dollars)
    • Breakfast Meat Sales to Reach $4.4 Billion in 2006
    • Table 3-14: Projected U.S. Retail Sales of Breakfast Meats, 2001-2006 (dollars)
    • Convenience Meat Sales Exceed $2 Billion in 2006
    • Table 3-15: Projected U.S. Retail Sales of Convenience Meats, 2001-2006 (dollars)
  4. The Marketers
    The Marketers
    • Hundreds of Marketers
    • Table 4-1: U.S. Market for Refrigerated Processed Meats: Selected Marketers and Brands

    Marketer and Brand Shares
    • Methodology for Market Share Estimates
    • Kraft Controls One-Fourth of Mass-Market
    • Sara Lee Places Second
    • ConAgra Captures Third Place
    • Smithfield and Hormel Tie for Fourth Place
    • Bar-S Ranks Sixth
    • Three Marketers Earn a 2% Share Each
    • Four Marketers Earn a 1% Share Each
    • Figure 4-1: Marketer Shares of U.S. Supermarket Sales of Refrigerated Processed Meats, 2001 (percent): 6 Marketers, Private Label, All Others
    • Private Label Controls 11% of Supermarket Sales
    • Oscar Mayer Is #1 Brand of Refrigerated Processed Meat
    • Figure 4-2: Brand Shares of U.S. Supermarket Sales of Refrigerated Processed Meats, 2001 (percent): 6 Brands, Private Label, All Others
    • Table 4-2: Marketer/Brand Shares of U.S. Supermarket Sales of Refrigerated Processed Meats, 1999-2001 (percent): 13 Marketers/23 Brands, Private Label, All Others
    • Table 4-3: Brand Shares of U.S. Supermarket Sales of Refrigerated Processed Meats, 1999-2001 (percent): 10 Brands, Private Label, All Others

    Competitive Overview
    • Billion-Dollar Food Companies Control Meat Products Market
    • Smaller Marketers Grow Through Acquisition
    • Marketers Offer Convenient Products
    • Marketers Heavily Promote Their Products

    Competitive Profile: Bar-S Foods Co.
    • Largest U.S. Jumbo Franks Processor
    • Bar-S Is #3 Brand of Frankfurters
    • Bar-S Favors Internal Growth Over Acquisition
    • Food Safety Is #1 at Bar-S
    • Better Barbeque Meal Solutions Debuts in 2000

    Competitive Profile: Bob Evans Farms, Inc.
    • 2001 Sales Exceed $1 Billion
    • #2 Marketer of Breakfast Sausage
    • Bob Evans Builds New Distribution Center

    Competitive Profile: ConAgra Foods, Inc.
    • #1 U.S. Meat Processor
    • ConAgra to Concentrates on Its Foods Business
    • ConAgra Lunchmeats Provide "Deli Experience"
    • ConAgra Revives Ailing Healthy Choice Line
    • Lunch Makers Is #2 Brand of Lunch Kit
    • Successful Baseball Tie-In for Armour Hot Dogs
    • Hebrew National Hot Dogs Appeal to Discriminating Consumers
    • ConAgra Fields "Guaranteed Tender" Entries
    • KC Masterpiece BBQ
    • A Major Player in the Convenience Meats Category
    • ConAgra Beef and Pork Operations on the Block?

    Competitive Profile: Farmland Industries, Inc.
    • #1 U.S. Agricultural Cooperative
    • Farmland Focuses on Case-Ready Market
    • Ribbits Barbecue Pork Tips Debut in August 2001
    • Farmland Extra Tender Fresh Pork Debuts in June 2001
    • Convenience Ground Beef Product Debuts in May 2001
    • Family Entrees Target Families of Four
    • Food-Safety Partnership with DMV

    Competitive Profile: Hormel Foods Corp.
    • #1 U.S. Turkey Processor
    • Hormel Acquires The Turkey Store in 2001
    • Jennie-O Foods Aims to Boost U.S. Turkey Consumption
    • Hormel Adheres to Six-Point Strategic Plan
    • "Today's Flavor" Campaign Debuts in April 2001
    • Hormel Cracker Add-Ons Target Adult Snackers
    • Hormel's Black Label Is #2 Brand of Bacon
    • Hormel Leads Branded Convenience Meats Category
    • Always Tender Line Consists of Juicy Pork Products
    • Hormel Fully Cooked Entrees

    Competitive Profile: Johnsonville Sausage Co.
    • #1 U.S. Marketer of Fresh Sausage
    • A Family-Owned Business
    • #2 in Dinner Sausage Market
    • Bratwurst Is Johnsonville's Specialty
    • Official Bratwurst of Lambeau Field
    • #4 Brand of Breakfast Sausage

    Competitive Profile: Kraft Foods, Inc.
    • #1 U.S. Food Company
    • Spun Off by Philip Morris in 2001
    • Oscar Mayer Is Ninth-Largest Meat Processor
    • Kraft Capitalizes on Deli Trend
    • Oscar Mayer Launches Ham Advertising Campaign in 2000
    • #1 in the Lunch Kits Market
    • Kraft Successfully Extends Lunchables Line
    • Lunchables Raises Nutritional Concerns
    • Lunchables Internet Promotion Targets Children
    • Oscar Mayer Develops Optiform Listeria Control Model
    • Louis Rich Carving Board Is Kraft's Convenience Brand
    • Louis Rich Carving Board Now Offers Beef

    Competitive Profile: Sara Lee Corp.
    • Diversified Company Enjoys Sales of $18 Billion in 2001
    • Sara Lee Acquires FHS in 2001
    • Sara Promotes Lunchmeats in Supermarket Deli Departments
    • Bryan Foods Introduces Classic Deli Lunchmeat Line
    • New Ball Park Varieties Appeal to Kids and Kosher Aficionados
    • Ball Park Targets Hispanics in 2000
    • Hillshire Farm Is #1 Dinner Sausage
    • Integrated Marketing Campaign Debuts for Hillshire Farm
    • Jimmy Dean Also Banks on Integrated Marketing Campaign
    • Jimmy Dean Is #1 Brand of Breakfast Sausage/Ham
    • Jimmy Dean Launches Dinner Sausage
    • Sara Lee Buys Share of Johnsonville Sausage in 2000
    • Sara Lee Fields Bryan Convenience Meats

    Competitive Profiles: Smithfield Foods, Inc.
    • #1 Hog Producer
    • Aggressive Acquisitions Strategy Characterizes Smithfield
    • Smithfield Expands into Beef Industry
    • Smithfield Actively Pursues "Case-Ready" Agenda
    • Lean Generation Line Competes in Heat-and-Serve Segment
    • John Morrell Fields Wide Range of Convenience Products
    • Smithfield Foods Wants Brand-Name Recognition for Its Products
    • Smithfield Faces Local Friends and National Foes

    Competitive Profile: Tyson Foods, Inc.
    • World's #1 Meat Processor
    • Tyson's IBP Subsidiary Is World's #1 Fresh Beef Producer
    • IBP's Foodbrands Division Fields Convenience Products
    • IBP Acquisition Allows Tyson Foods to Grow
    • Thomas E. Wilson Poised to Become Leading Convenience Meat Brand
    • Beyond Case-Ready
    • New Thomas E. Wilson Heat-and-Serve Entrees
    • IBP Pays EPA Penalties in 2001
  5. Marketing and Retail Trends
    Marketing and New Product Trends
    • Premium Lunchmeats
    • Dinner Sausage Line Extensions
    • Gourmet, Ethnic, and Poultry Dinner Sausages
    • Precooked Bacon
    • Flavored Breakfast Sausages
    • Pre-Marinated Meat Products
    • Heat-and-Serve Entrees
    • Heat-and-Serve Barbecue
    • Table 5-1: U.S. Market for Refrigerated Processed Meats: Selected New Product Introductions, 2000-January 2002

    Advertising Expenditures
    • Ad Expenditures at $185 Million in 2000
    • First-Place Sara Lee Foods Spends $50 Million
    • Kraft Foods Places Second with $33 Million
    • Third-Place Hormel Spends $24 Million
    • Two Poultry Producers Place Fourth and Fifth
    • ConAgra Spends $13 Million
    • Six Marketers Spend Approximately $3 Million-$8 Million

    Advertising Positioning
    • Integrated Campaigns Capitalize on Brand Strengths
    • Individual Promotions for Line Extensions
    • Summertime Is Grilltime
    • Tailgating and Halloween
    • Back-to-School Campaigns
    • Sports Links
    • Breakfast Meat Marketers Stress Versatility
    • Joint Promotions
    • Speed and Ease Figure Prominently in Convenience Meat Ads

    Consumer Promotions
    • Coupons
    • Sweepstakes and Gift Offers
    • Recipes and In-Store Sampling
    • Corporate Citizenship
    • Examples of Consumer Promotions

    At the Retail Level
    • Grocery Stores Account for Lion's Share of Retail Sales
    • Supermarket Display of Refrigerated Processed Meat Products
    • Supermarket Display of Convenience Meats
    • Supermarket Selection Proliferates
    • Premium Products Available Through Catalog and Internet
  6. The Consumer
    Overview of Consumer Demographics
    • The Simmons Survey System
    • 87% of Households Use Cold Cuts
    • Penetration Rates in the 70s for Frankfurters and Sausage
    • Household Levels of Heavy Usage
    • Children and Processed Meats
    • A Blue-Collar Streak
    • Minorities as Prime Consumers
    • Favorites Are All-Beef Frankfurters and Ham Cold Cuts
    • Upscale and Student Consumers for Turkey Cuts
    • Table 6-1: Overview of Meat Product Usage, 2001 (percent): 31 Classifications
    • Table 6-2: Usage Levels for Selected Processed Meat Segments, 2001 (percent): 9 Classifications
    • Table 6-3: Household Usage Levels for Selected Processed Meat Segments, 2001 (percent): 12 Classifications
    • Table 6-4: Top Demographics for Heavy Use of Processed Meats, 2001 (percent): 30 Classifications
    • Table 6-5: Consumer Preferences by Variety of Meat: Selected Processed Meat Segments, 2001 (percent): 12 Segments
    • Table 6-6: Top Demographics for Processed Meats: By Variety of Meat, 2001 (percent): 26 Classifications

    Overview of Brand Demographics
    • 27% of Households Use Oscar Mayer Cold Cuts, Ball Park Frankfurters
    • Patterns and Variations
    • Table 6-7: Consumer Preferences by Brand: Selected Processed Meat Segments, 2001 (percent): 39 Classifications
    • Table 6-8: Prime Demographics for Use of Processed Meats: By Brand, 2001 (percent): 31 Classifications

    Appendix I: examples of consumer advertising and promotions
    Appendix II addresses of selected marketers

Volume II

  1. Executive overview
    Scope and Methodology
    • Market Parameters
    • Report Methodology

    Market Overview
    • Convenience Meat Basics
    • The Packaging Challenge
    • Government Regulators and Product Safety
    • "Zero-Tolerance" Policy for Ready-to-Eat Meats
    • Irradiation and Food Safety Technologies
    • Refrigerated Processed Meats Market Expected to Top $17 Billion in 2006
    • Table 1-1: U.S. Retail Sales of Refrigerated Processed Meats by Product Category, 1997-2006 (dollars): Lunchmeats/Lunch Kits, Frankfurters/Dinner Sausage, Breakfast Meats, Convenience Meats
    • Supermarkets Account for 80% of Total Retail Sales
    • Factors to Market Growth
    • Convenience Meats Take Off
    • Dinner Sausage Sales Boost Overall Market
    • Consumers Demand Tasty, High-Quality Products
    • Convenient Products Appeal to Busy Consumers
    • Heavy Advertising
    • Three Classes of Marketers
    • Kraft on Top
    • Figure 1-1: Marketer Shares of U.S. Supermarket Sales of Refrigerated Processed Meats, 2001 (percent): 6 Marketers, Private Label, All Others
    • Smaller Marketers Grow Through Acquisition
    • Integrated Campaigns Capitalize on Brand Strengths
    • Marketing and New Product Trends
    • Ad Expenditures at $185 Million in 2000
    • Grocery Stores Account for Lion's Share of Retail Sales
    • Consumer Overview
    • Children and Processed Meats

    Category Focus: Lunchmeats and Lunch Kits
    • Market Nears $5 Billion in 2001
    • Lunchmeats Make Up Larger Category
    • Billion-Dollar Food Companies in Control
    • 92 Million Households Use Cold Cuts

    Category Focus: Frankfurters and Dinner Sausage
    • Market at $4 Billion in 2001
    • Frankfurters Make Up Larger Category
    • Billion-Dollar Food Companies Top the List
    • 84 Million Households Use Frankfurters

    Category Focus: Breakfast Meats
    • Market Nears $3.5 Billion in 2001
    • Bacon Makes Up Larger Category
    • Large Food Companies Dominate the Market
    • 83 Million Households Use Bacon
  2. The Lunchmeats and lunch kits Market
    • Figure 2-1: Estimated U.S. Retail Sales of Lunchmeats and Lunch Kits, 1997-2001 (dollars)

    Market Size and Composition
    • Methodology for Sales Estimates
    • Lunchmeats and Lunch Kits Market Nears $5 Billion in 2001
    • Table 2-1: U.S. Retail Sales of Lunchmeats and Lunch Kits, 1997-2001 (dollars)
    • Supermarkets Account for 81% of Total Retail Sales
    • Figure 2-2: Share of U.S. Retail Sales of Lunchmeats and Lunch Kits by Class of Trade, 2001 (percent): Supermarkets, Other Grocery/Food Stores, Other
    • Supermarket Sales Approach $4 Billion in 2001
    • Table 2-2: U.S. Supermarket Sales of Lunchmeats and Lunch Kits, 1997-2001 (dollars)
    • Lunchmeats Make Up Larger Segment
    • Table 2-3: Share of U. S. Supermarket Sales of Lunchmeats and Lunch Kits by Product Segment, 1997 vs. 2001 (percent)
    • Lunchmeat Sales Rebound and Exceed $3 Billion in 2001
    • Table 2-4: U.S. Supermarket Sales of Lunchmeats, 1997-2001 (dollars)
    • Sliced Refrigerated Lunchmeats Make Up Larger Segment
    • Table 2-5: Share of U. S. Supermarket Sales of Lunchmeats by Product Type, 1997 vs. 2001 (percent): Sliced Refrigerated, Unsliced Refrigerated
    • Sliced Refrigerated Lunchmeats Hit $3.0 Billion in 2001
    • Table 2-6: U.S. Supermarket Sales of Sliced Refrigerated Lunchmeats, 1997-2001 (dollars)
    • Supermarket Sales of Unsliced Refrigerated Lunchmeats at $2 Million
    • Table 2-7: U.S. Supermarket Sales of Unsliced Refrigerated Lunchmeats, 1997-2001 (dollars)
    • Lunch Kit Supermarket Sales Reach $683 Million in 2001
    • Table 2-8: U.S. Supermarket Sales of Lunch Kits, 1997-2001 (dollars)
    • Figure 2-3: Projected U.S. Retail Sales of Lunchmeats and Lunch Kits, 2001-2006 (dollars)

    Projected Market Growth
    • Sales to Reach $5.8 Billion in 2006
    • Table 2-9: Projected U.S. Retail Sales of Lunchmeats and Lunch Kits, 2001-2006 (dollars)
    • Supermarket Sales to Reach $4.6 Billion in 2006
    • Table 2-10: Projected U.S. Supermarket Sales of Lunchmeats and Lunch Kits, 2001-2006 (dollars)
    • Supermarket Sales of Lunchmeats to Near $4 Billion by 2006
    • Table 2-11: Projected U.S. Supermarket Sales of Lunchmeats, 2001-2006 (dollars)
    • Lunch Kit Sales to Near $900 Million in 2006
    • Table 2-12: Projected U.S. Supermarket Sales of Lunch Kits, 2001-2006 (dollars)
    • Factors to Market Growth

    Marketer Shares
    • Methodology for Market Share Estimates
    • Kraft Controls Two-Fifths of Mass-Market
    • ConAgra Captures Second Place
    • Sara Lee Places Third
    • Six Marketers Earn a 2%-3% Share Each
    • Private Label Controls 12% of Supermarket Sales of Lunchmeats/Kits
    • Oscar Mayer Is #1 Brand in Lunchmeats and Lunch Kits Category
    • Figure 2-4: Brand Shares of U.S. Supermarket Sales of Lunchmeats and Lunch Kits, 2001 (percent): 7 Brands, Private Label, All Others
    • Kraft Leads Lunchmeats Segment
    • Oscar Mayer Is #1 Brand of Lunchmeat
    • Figure 2-5: Brand Shares of U.S. Supermarket Sales of Lunchmeats, 2001 (percent): 9 Brands, Private Label, All Others
    • Kraft Is #1 Marketer of Sliced Lunchmeats
    • Oscar Mayer Is #1 Brand of Sliced Lunchmeat
    • Figure 2-6: Brand Shares of U.S. Supermarket Sales of Sliced Lunchmeats, 2001 (percent): 9 Brands, Private Label, All Others
    • Sara Lee Is #1 in Unsliced Lunchmeat Sales
    • Hillshire Farm and Hickory Farms Are #1 Unsliced Lunchmeats
    • Figure 2-7: Brand Shares of U.S. Supermarket Sales of Unsliced Lunchmeats, 2001 (percent): 9 Brands, Private Label, All Others
    • Kraft Dominates Lunch Kits Segment
    • Table 2-13: Marketer/Brand Shares of U.S. Supermarket Sales of Lunchmeats and Lunch Kits, 1999-2001 (percent): 11 Marketers/18 Brands, Private Label, All Others
    • Table 2-14: Brand Shares of U.S. Supermarket Sales of Lunchmeats and Lunch Kits, 1999-2001 (percent): 10 Brands, Private Label, All Others
    • Table 2-15: Marketer/Brand Shares of U.S. Supermarket Sales of Lunchmeats, 1999-2001 (percent): 11 Marketers/19 Brands, Private Label, All Others
    • Table 2-16: Brand Shares of U.S. Supermarket Sales of Lunchmeats, 1999-2001 (percent): 9 Brands, Private Label, All Others
    • Table 2-17: Marketer/Brand Shares of U.S. Supermarket Sales of Sliced Lunchmeats, 1999-2001 (percent): 11 Marketers/19 Brands, Private Label, All Others
    • Table 2-18: Brand Shares of U.S. Supermarket Sales of Sliced Lunchmeats, 1999-2001 (percent): 9 Brands, Private Label, All Others
    • Table 2-19: Marketer/Brand Shares of U.S. Supermarket Sales of Unsliced Lunchmeats, 1999-2001 (percent): 13 Marketers/27 Brands, Private Label, All Others
    • Table 2-20: Brand Shares of U.S. Supermarket Sales of Unsliced Lunchmeats, 1999-2001 (percent): 11 Brands, Private Label, All Others
    • Table 2-21: Marketer/Brand Shares of U.S. Supermarket Sales of Lunch Kits, 1999-2001 (percent): 2 Marketers/2 Brands, Private Label, All Others

    Competitive Overview
    • Billion-Dollar Food Companies Control Lunchmeats and Lunch Kits Market
    • Private Label Offers Competition
    • Premium Lunchmeats Appeal to Gourmet-Minded Consumers
    • Marketers Woo Consumers with Convenient Products
    • Marketers Step Up Advertising and Promotions
    • Marketers Promote Products with Back-to-School Campaigns

    Consumer Overview
    • The Simmons Survey System
    • Data on Cold Cuts and Lunch Kits
    • 92 Million Households Use Cold Cuts
    • Table 2-22: Overview of Cold Cut and Lunch Kit Product Use, 2001 (percent): 12 Classifications

    Consumer Focus: Cold Cuts
    • 21% of Households Are Heavy Users
    • 40% of Larger Households Are Heavy Users
    • Downscale Skew for Packaged Cold Cuts
    • Silver Lining to Turkey Cuts
    • Demographic Patterns by Brand
    • Table 2-23: Household Consumption of Cold Cuts by Usage Level, 2001 (percent): 10 Classifications
    • Table 2-24: Prime Demographics for Heavy Use of Cold Cuts, 2001 (percent): 17 Classifications
    • Table 2-25: Demographic Characteristics Favoring Heavy Use of Cold Cuts, 2001 (U.S. Households)
    • Table 2-26: Prime Demographics for Use of Packaged Cold Cuts, 2001 (percent): 8 Classifications
    • Table 2-27: Demographic Characteristics Favoring Use of Packaged Cold Cuts, 2001 (U.S. Households)
    • Table 2-28: Prime Demographics for Use of Cold Cuts: By Red Meat Type, 2001 (percent): 34 Classifications
    • Table 2-29: Prime Demographics for Usage of Cold Cuts: By Poultry Type, 2001 (percent): 21 Classifications
    • Table 2-30: Demographic Characteristics Favoring Use of Cold Cuts by Type: Ham, 2001 (U.S. Households)
    • Table 2-31: Demographic Characteristics Favoring Use of Cold Cuts by Type: Turkey, 2001 (U.S. Households)
    • Table 2-32: Demographic Characteristics Favoring Use of Cold Cuts by Type: Bologna, 2001 (U.S. Households)
    • Table 2-33: Demographic Characteristics Favoring Use of Cold Cuts by Type: Salami, 2001 (U.S. Households)
    • Table 2-34: Demographic Characteristics Favoring Use of Cold Cuts by Type: Chicken, 2001 (U.S. Households)
    • Table 2-35: Demographic Characteristics Favoring Use of Cold Cuts by Type: Liver Sausage, 2001 (U.S. Households)
    • Table 2-36: Household Consumption of Cold Cuts by Brand Most Often Used, 2001 (percent): 5 Classifications
    • Table 2-37: Prime Demographics for Use of Cold Cuts: By Brand, 2001 (percent): 42 Classifications
    • Table 2-38: Demographic Characteristics Favoring Use of Cold Cuts by Brand: Oscar Mayer, 2001 (U.S. Households)
    • Table 2-39: Demographic Characteristics Favoring Use of Cold Cuts by Brand: Butterball, 2001 (U.S. Households)
    • Table 2-40: Demographic Characteristics Favoring Use of Cold Cuts by Brand: Louis Rich, 2001 (U.S. Households)
    • Table 2-41: Demographic Characteristics Favoring Use of Cold Cuts by Brand: Healthy Choice, 2001 (U.S. Households)
    • Table 2-42: Demographic Characteristics Favoring Use of Cold Cuts by Brand: Hillshire Farm, 2001 (U.S. Households)

    Consumer Focus: Lunch Kits
    • 60% of Households with Children Age 6-9 Use Lunch Kits
    • Oscar Mayer Defines Demographics
    • Table 2-43: Prime Demographics for Use of Lunch Kits, 2001 (percent): 23 Classifications
    • Table 2-44: Demographic Characteristics Favoring Use of Lunch Kits, 2001 (U.S. Households)
    • Table 2-45: Prime Demographics for Use of Lunch Kits by Brand: Oscar Mayer vs. Eckrich, 2001 (percent): 30 Classifications
    • Table 2-46: Demographic Characteristics Favoring Use of Oscar Mayer Lunchables, 2001 (U.S. Households)
    • Table 2-47: Demographic Characteristics Favoring Use of Eckrich Lunch Kits, 2001 (U.S. Households)
  3. The Frankfurters and Dinner Sausage Market
    • Figure 3-1: Estimated U.S. Retail Sales of Frankfurters and Dinner Sausage, 1997-2001 (dollars)

    Market Size and Composition
    • Methodology for Sales Estimates
    • Frankfurters and Dinner Sausage Market at $4 Billion in 2001
    • Table 3-1: U.S. Retail Sales of Frankfurters and Dinner Sausage, 1997-2001 (dollars)
    • Supermarkets Account for 80% of Total Retail Sales
    • Figure 3-2: Share of U.S. Retail Sales of Frankfurters and Dinner Sausage by Class of Trade, 2001 (percent): Supermarkets, Other Grocery/Food Stores, Other
    • Supermarket Sales Exceed $3 Billion in 2001
    • Table 3-2: U.S. Supermarket Sales of Frankfurters and Dinner Sausage, 1997-2001 (dollars)
    • Frankfurters Make Up Larger Segment
    • Table 3-3: Share of U. S. Supermarket Sales of Frankfurters and Dinner Sausage by Product Segment, 1997 vs. 2001 (percent)
    • Figure 3-3: Share of U.S. Supermarket Sales of Frankfurters and Dinner Sausage by Product Segment, 2001 (percent)
    • Frankfurter Sales Hit $1.7 Billion in 2001
    • Table 3-4: U.S. Supermarket Sales of Frankfurters, 1997-2001 (dollars)
    • Dinner Sausage Supermarket Sales Increase Steadily
    • Table 3-5: U.S. Supermarket Sales of Dinner Sausage, 1997-2001 (dollars)
    • Figure 3-4: Projected U.S. Retail Sales of Frankfurters and Dinner Sausage, 2001-2006 (dollars)

    Projected Market Growth
    • Sales to Top $5 Billion in 2006
    • Table 3-6: Projected U.S. Retail Sales of Frankfurters and Dinner Sausage, 2001-2006 (dollars)
    • Supermarket Sales to Reach $4 Billion in 2006
    • Table 3-7: Projected U.S. Supermarket Sales of Frankfurters and Dinner Sausage, 2001-2006 (dollars)
    • Frankfurter Sales to Near $2 Billion in 2006
    • Table 3-8: Projected U.S. Supermarket Sales of Frankfurters, 2001-2006 (dollars)
    • Dinner Sausage Sales to Pass $2 Billion in 2006
    • Table 3-9: Projected U.S. Supermarket Sales of Dinner Sausage, 2001-2006 (dollars)
    • Factors to Market Growth

    Marketer and Brand Shares
    • Methodology for Market Share Estimates
    • Sara Lee Controls Almost One-Third of Mass-Market
    • ConAgra and Kraft Tie for Second Place
    • Three Marketers Have a 4%-5% Share Each
    • Figure 3-5: Marketer Shares of U.S. Supermarket Sales of Frankfurters and Dinner Sausage, 2001 (percent): 6 Marketers, Private Label, All Others
    • Private Label Controls 7% of Frankfurter/Dinner Sausage Sales
    • Hillshire Farm Is #1 Brand in Frankfurter/Dinner Sausage Market
    • Figure 3-6: Brand Shares of U.S. Supermarket Sales of Frankfurters and Dinner Sausage, 2001 (percent): 7 Brands, Private Label, All Others
    • Sara Lee and Kraft Compete for #1 Spot in Frankfurters Market
    • Figure 3-7: Marketer Shares of U.S. Supermarket Sales of Frankfurters, 2001 (percent): 7 Marketers, Private Label, All Others
    • Oscar Mayer Is #1 Brand of Frankfurters
    • Figure 3-8: Brand Shares of U.S. Supermarket Sales of Frankfurters, 2001 (percent): 7 Brands, Private Label, All Others
    • Sara Lee Is #1 Marketer of Dinner Sausage
    • Figure 3-9: Marketer Shares of U.S. Supermarket Sales of Dinner Sausage, 2001 (percent): 5 Marketers, Private Label, All Others
    • Hillshire Farm Is #1 Brand in Dinner Sausages
    • Figure 3-10: Brand Shares of U.S. Supermarket Sales of Dinner Sausage, 2001 (percent): 4 Brands, Private Label, All Others
    • Table 3-10: Marketer/Brand Shares of U.S. Supermarket Sales of Frankfurters and Dinner Sausage, 1999-2001 (percent): 8 Marketers/20 Brands, Private Label, All Others
    • Table 3-11: Brand Shares of U.S. Supermarket Sales of Frankfurters and Dinner Sausage, 1999-2001 (percent): 10 Brands, Private Label, All Others
    • Table 3-12: Marketer/Brand Shares of U.S. Supermarket Sales of Frankfurters, 1999-2001 (percent): 7 Marketers/19 Brands, Private Label, All Others
    • Table 3-13: Brand Shares of U.S. Supermarket Sales of Frankfurters, 1999-2001 (percent): 10 Brands, Private Label, All Others
    • Table 3-14: Marketer/Brand Shares of U.S. Supermarket Sales of Dinner Sausage, 1999-2001 (percent): 10 Marketers/22 Brands, Private Label, All Others
    • Table 3-15: Brand Shares of U.S. Supermarket Sales of Dinner Sausage, 1999-2001 (percent): 9 Brands, Private Label, All Others

    Competitive Overview
    • Billion-Dollar Food Companies Control Frankfurters and Dinner Sausage
    • Private Label Provides Limited Competition
    • Marketers Tout Convenience to Appeal to Busy Consumers
    • Competition Heats Up in Dinner Sausage
    • Marketers Launch Gourmet Sausages
    • Poultry-Based Sausage Caters to Health-Conscious Consumers
    • Marketers Step Up Advertising and Promotions
    • Frankfurter Marketers Go After Sports Enthusiasts

    Consumer Overview
    • The Simmons Survey System
    • Data on Frankfurters/Wieners and Sausage
    • 84 Million Households Use Frankfurters
    • 77 Million Households Use Sausage
    • Table 3-16: Overview of Frankfurter/Wiener and Sausage Product Use, 2001 (percent): 25 Classifications

    Consumer Focus: Frankfurters
    • 42% of Households Are Light Users
    • 37% of Larger Households Are Heavy Users
    • Upscale Tilt for All Turkey Frankfurters
    • Ball Park and Beyond
    • Table 3-17: Household Consumption of Frankfurters by Usage Level, 2001 (percent): 10 Classifications
    • Table 3-18: Prime Demographics for Heavy Use of Frankfurters, 2001 (percent): 17 Classifications
    • Table 3-19: Demographic Characteristics Favoring Heavy Use of Frankfurters, 2001 (U.S. Households)
    • Table 3-20: Prime Demographics for Use of Frankfurters: By Type Used Most Often, 2001 (percent): 63 Classifications
    • Table 3-21: Demographic Characteristics Favoring Use of Frankfurters by Type Used Most Often: All Beef, 2001 (U.S. Households)
    • Table 3-22: Demographic Characteristics Favoring Use of Frankfurters by Type Used Most Often: All Meat, 2001 (U.S. Households)
    • Table 3-23: Demographic Characteristics Favoring Use of Frankfurters by Type Used Most Often: All Turkey, 2001 (U.S. Households)
    • Table 3-24: Demographic Characteristics Favoring Use of Frankfurters by Type Used Most Often: All Chicken, 2001 (U.S. Households)
    • Table 3-25: Demographic Characteristics Favoring Use of Frankfurters by Type Used Most Often: With Cheese, 2001 (U.S. Households)
    • Table 3-26: Household Consumption of Frankfurters by Brand Used Most Often, 2001 (percent): 17 Classifications
    • Table 3-27: Prime Demographics for Use of Frankfurters: By Brand Used Most Often, 2001 (percent): 169 Classifications
    • Table 3-28: Demographic Characteristics Favoring Use of Frankfurters by Brand Used Most Often: Ball Park, 2001 (U.S. Households)
    • Table 3-29: Demographic Characteristics Favoring Use of Frankfurters by Brand Used Most Often: Oscar Mayer Regular, 2001 (U.S. Households)
    • Table 3-30: Demographic Characteristics Favoring Use of Frankfurters by Brand Used Most Often: Armour Star, 2001 (U.S. Households)
    • Table 3-31: Demographic Characteristics Favoring Use of Frankfurters by Brand Used Most Often: Bryan, 2001 (U.S. Households)
    • Table 3-32: Demographic Characteristics Favoring Use of Frankfurters by Brand Used Most Often: Eckrich, 2001 (U.S. Households)
    • Table 3-33: Demographic Characteristics Favoring Use of Frankfurters by Brand Used Most Often: Hebrew National, 2001 (U.S. Households)

    Consumer Focus: Sausage
    • 15% of Households Are Heavy Users
    • 30% of Larger Households Are Heavy Users
    • Sharper Profile for Pre-Cooked Sausage
    • Upscale Profile for Turkey and Light Sausage
    • Patty Form Fits Smaller, Older Households
    • Broad Minority Appeal for Hot/Spicy Sausage
    • 20% of Households Use Hillshire Farm
    • Table 3-34: Household Consumption of Sausage by Usage Level, 2001 (percent): 8 Classifications
    • Table 3-35: Prime Demographics for Heavy Use of Sausage, 2001 (percent): 14 Classifications
    • Table 3-36: Demographic Characteristics Favoring Heavy Use of Sausage, 2001 (U.S. Households)
    • Table 3-37: Prime Demographics for Use of Sausage by Type Used Most Often: Not Pre-Cooked vs. Pre-Cooked, 2001 (percent): 7 Classifications
    • Table 3-38: Demographic Characteristics Favoring Use of Sausage by Type Used Most Often: Not Pre-Cooked, 2001 (U.S. Households)
    • Table 3-39: Demographic Characteristics Favoring Use of Sausage by Type Used Most Often: Pre-Cooked, 2001 (U.S. Households)
    • Table 3-40: Prime Demographics for Use of Sausage: By Kind Used Most Often, 2001 (percent): 39 Classifications
    • Table 3-41: Demographic Characteristics Favoring Use of Sausage by Kind Used Most Often: Pork/Breakfast, 2001 (U.S. Households)
    • Table 3-42: Demographic Characteristics Favoring Use of Sausage by Kind Used Most Often: Smoked, 2001 (U.S. Households)
    • Table 3-43: Demographic Characteristics Favoring Use of Sausage by Kind Used Most Often: Turkey, 2001 (U.S. Households)
    • Table 3-44: Demographic Characteristics Favoring Use of Sausage by Kind Used Most Often: Light, 2001 (U.S. Households)
    • Table 3-45: Prime Demographics for Use of Sausage: By Form Used Most Often, 2001 (percent): 25 Classifications
    • Table 3-46: Demographic Characteristics Favoring Use of Sausage by Form Used Most Often: Link, 2001 (U.S. Households)
    • Table 3-47: Demographic Characteristics Favoring Use of Sausage by Form Used Most Often: Patties, 2001 (U.S. Households)
    • Table 3-48: Demographic Characteristics Favoring Use of Sausage by Form Used Most Often: Roll, 2001 (U.S. Households)
    • Table 3-49: Demographic Characteristics Favoring Use of Sausage by Form Used Most Often: Smoked/Rope or Arc, 2001 (U.S. Households)
    • Table 3-50: Prime Demographics for Use of Sausage: By Flavor Used Most Often, 2001 (percent): 25 Classifications
    • Table 3-51: Demographic Characteristics Favoring Use of Sausage by Flavor Used Most Often: Mild/Regular, 2001 (U.S. Households)
    • Table 3-52: Demographic Characteristics Favoring Use of Sausage by Flavor Used Most Often: Polska Kielbasa, 2001 (U.S. Households)
    • Table 3-53: Demographic Characteristics Favoring Use of Sausage by Flavor Used Most Often: Hot/Spicy, 2001 (U.S. Households)
    • Table 3-54: Demographic Characteristics Favoring Use of Sausage by Flavor Used Most Often: Beef, 2001 (U.S. Households)
    • Table 3-55: Household Consumption of Dinner Sausage Brands, 2001 (percent): 4 Classifications
    • Table 3-56: Prime Demographics for Use of Dinner Sausage Brands, 2001 (percent): 33 Classifications
    • Table 3-57: Demographic Characteristics Favoring Use of Dinner Sausage by Brand: Hillshire Farm, 2001 (U.S. Households)
    • Table 3-58: Demographic Characteristics Favoring Use of Dinner Sausage by Brand: Eckrich, 2001 (U.S. Households)
    • Table 3-59: Demographic Characteristics Favoring Use of Dinner Sausage by Brand: Bryan, 2001 (U.S. Households)
    • Table 3-60: Demographic Characteristics Favoring Use of Dinner Sausage by Brand: Thorn Apple Valley, 2001 (U.S. Households)
  4. The Breakfast Meats Market
    • Figure 4-1: Estimated U.S. Retail Sales of Breakfast Meats, 1997-2001 (dollars)

    Market Size and Composition
    • Methodology for Sales Estimates
    • Breakfast Meats Market Nears $3.5 Billion in 2001
    • Table 4-1: U.S. Retail Sales of Breakfast Meats, 1997-2001 (dollars)
    • Supermarkets Account for 80% of Total Retail Sales
    • Figure 4-2: Share of U.S. Retail Sales of Breakfast Meats by Class of Trade, 2001 (percent): Supermarkets, Other Grocery/Food Stores, Other
    • Supermarket Sales Approach $2.8 Billion in 2001
    • Table 4-2: U.S. Supermarket Sales of Breakfast Meats, 1997-2001 (dollars)
    • Bacon Makes Up Larger Segment
    • Table 4-3: Share of U. S. Supermarket Sales of Breakfast Meats by Product Segment, 1997 vs. 2001 (percent): Bacon, Breakfast Sausage/Ham
    • Figure 4-3: Share of U.S. Supermarket Sales of Breakfast Meats by Product Segment, 2001 (percent): Bacon, Breakfast Sausage/Ham
    • Bacon Sales Near $2 Billion in 2001
    • Table 4-4: U.S. Supermarket Sales of Bacon, 1997-2001 (dollars)
    • Breakfast Sausage Sales Reach $845 Million
    • Table 4-5: U.S. Supermarket Sales of Breakfast Sausage, 1997-2001 (dollars)
    • Figure 4-4: Projected U.S. Retail Sales of Breakfast Meats, 2001-2006 (dollars)

    Projected Market Growth
    • Sales to Reach $4.4 Billion in 2006
    • Table 4-6: Projected U.S. Retail Sales of Breakfast Meats, 2001-2006 (dollars)
    • Supermarket Sales to Reach $3.5 Billion in 2006
    • Table 4-7: Projected U.S. Supermarket Sales of Breakfast Meats, 2001-2006 (dollars)
    • Bacon Sales to Reach $2.4 Billion in 2006
    • Table 4-8: Projected U.S. Supermarket Sales of Bacon, 2001-2006 (dollars)
    • Breakfast Sausage/Ham Sales to Exceed $1 Billion by 2006
    • Table 4-9: Projected U.S. Supermarket Sales of Breakfast Sausage, 2001-2006 (dollars)
    • Factors to Market Growth

    Marketer Shares
    • Methodology for Market Share Estimates
    • Kraft Leads Mass-Market
    • Sara Lee Places Second
    • Hormel Is Third
    • Smithfield Captures Fourth Place
    • Bob Evans Is Fifth
    • Four Marketers Each Earn a 3% Share
    • Private Label Controls 15% of Breakfast Meat Sales
    • Figure 4-5: Marketer Shares of U.S. Supermarket Sales of Breakfast Meats, 2001 (percent): 5 Marketers, Private Label, All Others
    • Oscar Mayer Is #1 Brand in Breakfast Meats Market
    • Figure 4-6: Brand Shares of U.S. Supermarket Sales of Breakfast Meats, 2001 (percent): 7 Brands, Private Label, All Others
    • Kraft Foods Is #1 in Bacon
    • Figure 4-7: Marketer Shares of U.S. Supermarket Sales of Bacon, 2001 (percent): 6 Marketers, Private Label, All Others
    • Oscar Mayer Is #1 Brand of Bacon
    • Figure 4-8: Brand Shares of U.S. Supermarket Sales of Bacon, 2001 (percent): 8 Brands, Private Label, All Others
    • Sara Lee Is #1 Marketer of Breakfast Sausage/Ham
    • Figure 4-9: Marketer Shares of U.S. Supermarket Sales of Breakfast Sausage/Ham, 2001 (percent): 5 Marketers, Private Label, All Others
    • Jimmy Dean Is #1 Brand of Breakfast Sausage/Ham
    • Figure 4-10: Brand Shares of U.S. Supermarket Sales of Breakfast Sausage/Ham, 2001 (percent): 7 Brands, Private Label, All Others
    • Table 4-10: Marketer/Brand Shares of U.S. Supermarket Sales of Breakfast Meats, 1999-2001 (percent): 12 Marketers/24 Brands, Private Label, All Others
    • Table 4-11: Brand Shares of U.S. Supermarket Sales of Breakfast Meats, 1999-2001 (percent): 13 Brands, Private Label, All Others
    • Table 4-12: Marketer/Brand Shares of U.S. Supermarket Sales of Bacon, 1999-2001 (percent): 10 Marketers/21 Brands, Private Label, All Others
    • Table 4-13: Brand Shares of U.S. Supermarket Sales of Bacon, 1999-2001 (percent): 10 Brands, Private Label, All Others
    • Table 4-14: Marketer/Brand Shares of U.S. Supermarket Sales of Breakfast Sausage/Ham, 1999-2001 (percent): 8 Marketers/16 Brands, Private Label, All Others
    • Table 4-15: Brand Shares of U.S. Supermarket Sales of Breakfast Sausage/Ham, 1999-2001 (percent): 9 Brands, Private Label, All Others

    Competitive Overview
    • Large Food Companies Control Breakfast Meats Market
    • Private Label Provides Formidable Competition
    • Marketers Introduce Specialty Bacons
    • Flavored Breakfast Sausages Appeal to Adventurous Consumers
    • Breakfast Meat Marketers Stress Versatility
    • Breakfast Meats Marketers Increase Advertising

    Consumer Overview
    • The Simmons Survey System
    • Data on Bacon and Breakfast Sausage Brands
    • 83 Million Households Use Bacon
    • 19% Penetration Rate for Oscar Mayer Bacon and Jimmy Dean Sausage
    • Table 4-16: Overview of Bacon and Breakfast Sausage Product Use, 2001 (percent): 3 Classifications

    Consumer Focus: Bacon
    • 44% of Households Are Light Users
    • 24% of African-American Households Are Heavy Users
    • Diversity by Brand
    • Table 4-17: Household Consumption of Bacon by Usage Level, 2001 (percent): 8 Classifications
    • Table 4-18: Prime Demographics for Heavy Use of Bacon, 2001 (percent): 16 Classifications
    • Table 4-19: Demographic Characteristics Favoring Heavy Use of Bacon, 2001 (U.S. Households)
    • Table 4-20: Household Consumption of Bacon by Brand Used Most Often, 2001 (U.S. Households): 5 Brands
    • Table 4-21: Prime Demographics for Use of Bacon: By Brand Used Most Often, 2001 (percent): 40 Classifications
    • Table 4-22: Demographic Characteristics Favoring Use of Bacon by Brand Used Most Often: Oscar Mayer, 2001 (U.S. Households)
    • Table 4-23: Demographic Characteristics Favoring Use of Bacon by Brand Used Most Often: Armour, 2001 (U.S. Households)
    • Table 4-24: Demographic Characteristics Favoring Use of Bacon by Brand Used Most Often: Hormel, 2001 (U.S. Households)
    • Table 4-25: Demographic Characteristics Favoring Use of Bacon by Brand Used Most Often: Bryan, 2001 (U.S. Households)
    • Table 4-26: Demographic Characteristics Favoring Use of Bacon by Brand Used Most Often: Louis Rich Turkey Bacon, 2001 (U.S. Households)

    Consumer Focus: Breakfast Sausage Brands
    • Indices of 129-219 for African-American Households
    • A Mixed Bag for Hormel Little Sizzlers
    • Table 4-27: Household Consumption of Breakfast Sausage by Brand, 2001 (percent): 6 Brands
    • Table 4-28: Prime Demographics for Use of Breakfast Sausage by Brand (percent): 46 Classifications
    • Table 4-29: Demographic Characteristics Favoring Use of Breakfast Sausage by Brand: Jimmy Dean, 2001 (U.S. Households)
    • Table 4-30: Demographic Characteristics Favoring Use of Breakfast Sausage by Brand: Bob Evans, 2001 (U.S. Households)
    • Table 4-31: Demographic Characteristics Favoring Use of Breakfast Sausage by Brand: Hormel Little Sizzlers, 2001 (U.S. Households)
    • Table 4-32: Demographic Characteristics Favoring Use of Breakfast Sausage by Brand: Tennessee Pride, 2001 (U.S. Households)
    • Table 4-33: Demographic Characteristics Favoring Use of Breakfast Sausage by Brand: Jones, 2001 (U.S. Households)
    • Table 4-34: Demographic Characteristics Favoring Use of Breakfast Sausage by Brand: Owens, 2001 (U.S. Households)

    Appendix I: examples of consumer advertising and promotions
    Appendix II: addresses of selected marketers

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