This document provides a summary of a report on the frozen foods market in the United States. It discusses how the market has grown in recent years due to economic conditions encouraging more home cooking. Retail sales of frozen foods reached $56 billion in 2010 and are projected to reach $70 billion by 2015. The report examines trends in various frozen food categories and competitive trends among major marketers. It also analyzes marketing and new product trends, focusing on attributes like convenience, health, and ethnic flavors.

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Frozen Foods in the U.S., 3rd Edition
January 1, 2011
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.

2. Chapter 1: Executive Summary
Introduction
Scope of Report
Omnibus Approach to Frozen Food Market
Report Methodology
Market Overview
Retail Sales Approach $56 Billion in 2010
SymphonyIRI-Tracked Dollar Sales Reach $33.3 Billion in 2010
Center Plate Classification Solidifies Leading Share
Figure 1-1: Share of SymphonyIRI-Tracked Dollar Sales of Frozen Foods and Beverages by
Classification, 2006 vs. 2010 (percent)
Pizza Category Tops in SymphonyIRI Dollar Growth
Supermarket/Grocery Store Share Slips to 54%
Figure 1-2: Share of U.S. Retail Sales of Frozen Foods by Retail Channel, 2010 (percent)
Factors to Market Growth
Sales to Reach $70 Billion by 2015
Competitive Trends
Multinational Conglomerates Dominate
“Full Meal” Options Lose Ground to Poultry, Seafood
Ice Cream, Frozen Novelties Dominate Dessert Classification
Appetizers and Snack Sales Fall Flat
Frozen Breakfast Shares
Juice Category Continues Free-Fall
Lunch/Dinner Entrees Are Largest Frozen Classification in Natural Channel
Marketing and New Product Trends

3. New Frozen Product Introductions Skyrocket
Convenience Tops Claims List
Nestlé Leads in 2010 Product Introductions
U.S., U.K. Lead Global Frozen Food Introductions
Overview of Marketing Trends
Consumer Trends
Though Time-Pressed, Most Americans Try to Eat Healthier
Decline in Restaurant Traffic a Plus for Frozen Foods
72% of Americans Eat Frozen Prepared Foods
Frozen Foods Considered a Top Value
Figure 1-3: Responses to Question, “Which Prepared Meal Items Provide a Better Value for the
Dollar?”: Store-Made Hot, Store-Made Refrigerated, or Packaged Frozen, Fall 2010 (percent of
U.S. adults)
Retail Purchasing Patterns for Frozen Prepared Meal Items
Looking Ahead
Restarting the Engines
Healthy Eating Continues to Influence New Frozen Products
Channel Blurring
Frozen Food E-tailers Exploit Advantages Over Brick-and-Mortar
Social Networking: Facebook, Twitter, Then…
Chapter 2: Market Overview
Introduction
Market Definition: Frozen Foods and Beverages
Omnibus Approach to Frozen Food Market
Report Methodology
Market Size and Composition
Retail Sales Approach $56 Billion in 2010

4. Table 2-1: U.S. Retail Sales of Frozen Foods, 2006-2010 (in millions of dollars)
SymphonyIRI-Tracked Dollar Sales Reach $33.3 Billion in 2010
Table 2-2: SymphonyIRI-Tracked Retail Sales of Frozen Foods by Dollar and Volume Growth,
2009-2010 (in millions of dollars and pounds)
Center Plate Classification Solidifies Leading Share
Figure 2-1: Share of SymphonyIRI-Tracked Dollar Sales of Frozen Foods and Beverages by
Classification, 2006 vs. 2010 (percent)
Pizza Category Tops in SymphonyIRI Dollar Growth
Table 2-3: Selected Frozen Food Categories by Dollar Growth/Loss in SymphonyIRI-Tracked
Dollar Sales, 2009-2010 (in millions of dollars)
Table 2-4: SymphonyIRI-Tracked Retail Sales of Frozen Foods by Classification and Category,
2009-2010 (in millions of dollars)
Supermarket/Grocery Store Share Slips to 54%
Figure 2-2: Share of U.S. Retail Sales of Frozen Foods by Retail Channel, 2010 (percent)
Market Outlook
Sluggish Economic Recovery
Slow Recovery Impacts Consumer Spending
Table 2-5: Economy-Influenced Spending by U.S. Consumers: Less in General vs. Less on
Groceries, May/June 2010 (percent)
Table 2-6: Responses to Statement, “Compared to 3 Months Ago, How Much Are You Doing Any
of the Following Right Now?” May/June 2010 (percent)
Frozen Foods: Dietary Staples and Affordable Luxuries
Eat-At-Home Movement Benefits Frozen Foods Market
Eating Healthy
Gluten-Free and Other Allergy Concerns
Frozen Foods: the “Healthier” Alternative to Fresh
Eating Fresh/Buying Local
Portion Control and Convenience

5. Natural and Organic
“Clean Label” Foods
Environmental Concerns
“Green” Packaging
Impact of Healthcare Reform
Figure 2-3: Grocery Manufacturer Survey: “Which Topic Will Be Most Important to Your Business
in 2010?”, Decembe: 009 (percent)
Figure 2-4: Grocery Manufacturer Survey: “What Do You Think Consumers Will Be Looking for in
2010?”, December 2009 (percent)
Figure 2-5: Retailer Survey: “Which Topic Will Have the Greatest Impact on Your Business in
2010?”, Decembe: 009 (percent)
Figure 2-6: Retailer Survey: “What Initiatives Are Your Company Most Likely to Focus on in
2010?”, Decembe: 009 (percent)
Food Industry Reacts
Frozen Food Safety
Frozen Food Safety and the FDA/USDA
Projected Market Growth
Sales to Reach $70 Billion by 2015
Table 2-7: Projected U.S. Retail Sales of Frozen Foods and Beverages, 2010-2015 (in millions of
dollars)
Chapter 3: Competitive Trends
Multinational Conglomerates Dominate
Trend Overview by Classification
Trends in Center Plate
“Full Meal” Options Lose Ground to Poultry, Seafood
Figure 3-1: SymphonyIRI-Tracked Dollar Sales of Frozen Center Plate Categories by Share,
2009-2010 (percent)
Single-Serve Dinners/Entrees the Largest Subcategory
Table 3-1: SymphonyIRI-Tracked Dollar Sales of Frozen Dinners/Entrees by Sub-Category, 2009-

6. 2010 (in millions of dollars)
Nestlé Leads in Single-Serve Dinners/Entrees
Nestlé Also on Top in Frozen Multi-Serve Dinners/Entrees
Nestlé Leads Frozen Pizza with 46% Share
Private Label Dominates Seafood Market
Table 3-2: Top Marketers and Brands of Frozen Single-Serve Dinners/Entrees by SymphonyIRI-
Tracked Sales, 2009-2010 (in millions of dollars)
Table 3-3: Top Marketers and Brands of Frozen Multi-Serve Dinners/Entrees by SymphonyIRI-
Tracked Sales, 2009-2010 (in millions of dollars)
Table 3-4: Top Marketers and Brands of Frozen Pizza by SymphonyIRI-Tracked Sales and
Market Share, 2009-2010 (in millions of dollars)
Table 3-5: Top Marketers and Brands of Frozen Seafood by SymphonyIRI-Tracked Sales and
Market Share, 2009-2010 (in millions of dollars)
Trends in Desserts
Ice Cream, Frozen Novelties Dominate Dessert Classification
Figure 3-2: Share of Dessert Classification Sales by Category, 2010 (percent)
Nestlé, Unilever Tops in Ice Cream Market
Nestlé Leads in Frozen Novelties
Table 3-6: Top Marketers and Brands of Ice Cream by SymphonyIRI-Tracked Sales and Market
Share, 2009-2010 (in millions of dollars)
Table 3-7: Top Marketers and Brands of Frozen Novelties by SymphonyIRI-Tracked Sales and
Market Share, 2009-2010 (in millions of dollars)
Trends in Vegetables, Appetizers/Snacks, & Sides
Appetizers and Snack Sales Fall Flat
Figure 3-3: Share of Vegetables, Appetizers/Snacks, & Sides Sales by Category, 2010 (percent)
Private Label Almost Half of Frozen Plain Vegetable Sales
Few Marketers Compete in Prepared Vegetables Category
Table 3-8: Top Marketers and Brands of Frozen Plain Vegetables by SymphonyIRI-Tracked Sales
and Market Share, 2009-2010 (in millions of dollars)

7. Table 3-9: Top Marketers and Brands of Frozen Prepared Vegetables by SymphonyIRI-Tracked
Sales and Market Share, 2009-2010 (in millions of dollars)
Trends in Breakfast Foods
Frozen Breakfast Classification Includes Sweet and Savory Foods
Figure 3-4: Share of Breakfast Classification Sales by Category, 2009-2010 (percent)
Waffles Giant Kellogg’s Plagued by Production Problems
Jimmy Dean Corners Half of Breakfast Hand-held Market
Table 3-10: Top Marketers and Brands of Frozen Waffles by SymphonyIRI-Tracked Sales and
Market Share, 2009-2010 (in millions of dollars)
Table 3-11: Top Marketers and Brands of Frozen Breakfast Hand-held by SymphonyIRI-Tracked
Sales and Market Share, 2009-2010 (in millions of dollars)
Trends in Beverages
Juice Category Continues Free-Fall
Figure 3-5: Frozen Juice Category Sales, 2003-2010 (in millions of dollars)
Orange Juice the Largest Juice Segment
Minute Maid Competes with Private Label for Top Juice Spot
Table 3-12: Share of Juice Category by Juice Type, 2009-2010 (percent)
Table 3-13: Top Marketers and Brands of Frozen Juices by SymphonyIRI-Tracked Sales and
Market Share, 2009-2010 (in millions of dollars)
Natural/Organic Market
Segment Overview
Lunch/Dinner Entrees Largest Frozen Classification in Natural Channel
Table 3-14: Frozen Food Categories by SPINS-Tracked Sales and Market Share, 2009-2010 (in
millions of dollars)
Frozen Fruits Category Sees Largest Gains
Table 3-15: Top Ten Frozen Food Categories by SPINSTracked Dollar Sales, 2009-2010 (in
millions of dollars)
Table 3-16: Top Growth/Loss Frozen Food Categories by SPINS-Tracked Dollar Sales, 2009-
2010 (in millions of dollars)

8. Chapter 4: Marketing and New Product Trends
New Frozen Product Introductions Skyrocket
Table 4-1: Number of U.S. Food Product Introductions: Overall, Frozen and Refrigerated, 2000-
2010
Center Plate Categories Lead in New Product Intros
Table 4-2: Number of U.S. Frozen Food Product Introductions by Product Categories, 2006-2010
Convenience Tops Claims List
Table 4-3: Top Product Claims/Tags for U.S. Frozen Food Product Introductions, 2010 (number
and percent)
Frozen Convenience
Table 4-4: Number of New Frozen Food Product Introductions by Top “Convenience” Package
Tags/Claims, 2008-2010
Natural-Related Claims Going Strong
Table 4-5: Number of New Frozen Food Product Introductions by Top “Natural” Package
Tags/Claims, 2008-2010
Health-Related Claims Reclaiming Lost Ground
Table 4-6: Number of New Frozen Food Product Introductions by Top Health-Related Package
Tags/Claims, 2008-2010
Nestlé Leads in 2010 Product Introductions
Table 4-7: Selected Leading U.S. Marketers of Frozen Foods Based on Number of Stock-Keeping
Unit (SKU) Introductions, 2006-2010
U.S., U.K. Lead Global Frozen Food Introductions
Table 4-8: Number of Frozen Foods Introductions by Country, 2006-2010 (number of reports)
Marketing Trends
Overview
Trends in Center Plate
Healthy Eating in the Frozen Aisle
Table 4-9: WedMD’s Top Twelve Healthy Frozen Entrees, 2010

9. Low Fat, Low Calorie Products Still Popular
Taste Still Matters
Illustration 4-1: Healthy Choice Steaming Entrees
Lower Sodium
Whole Grains
Illustration 4-2: Kashi Whole Grain Pizza
Allergy Concerns
Marketer Profile: Amy’s Kitchen
Illustration 4-3: Amy’s Kitchen Special Diet Web Page
Illustration 4-4: Amy’s Kitchen Gluten-Free Burritos
Illustration 4-5: Amy’s Light & Lean Products
Steaming Hot
Illustration 4-6: Lean Cuisine Market Creations
Upscale Taste, Value Prices
The Power of a Name
Illustration 4-7: P.F. Chang’s Frozen Entree
Restaurant Quality, Without the Restaurant
Illustration 4-8: Wanchai Ferry Entrees
The Price of Gourmet and Artisan
Illustration 4-9: Pizza Romano Black Truffle Pizza
Eating for Two (or More)
Illustration 4-10: Buitoni Premium Frozen Meal for Two
Skillet Meals a Family Affair
Illustration 4-11: Stouffer’s Easy Express Skillet Meal
Ethnic Flavors
Illustration 4-12: Saffron Road Halal-Certified Products

10. Illustration 4-13: Zatarain’s Frozen Entree
International Mashup
Illustration 4-14: MorningStar Farm’s Sesame Chik’n
The Mediterranean Diet
Illustration 4-15: Unilever’s Bertolli Mediterranean Style Frozen Entrees
Cuisine for Kids
Illustration 4-16: Kids Cuisine Meal
Baby Food Is Big
Illustration 4-17: HappyBaby Frozen Baby Food
Marketer Profile: Jack’s Harvest
Illustration 4-18: Jack’s Harvest Baby Food Packaging
Illustration 4-19: Jack’s Harvest Frozen Baby Food
Trends in Desserts
Natural and Organic Options
Organic Ice Cream and Novelties
Illustration 4-20: Julie’s Organic Frozen Yogurt
“All-Natural” Ice Cream
Illustration 4-21: Häagen-Dazs Five Ice Cream
Brand Focus: Unilever’s Ben & Jerry’s
Illustration 4-22: Ben & Jerry’s Ice Cream
Other Organic Frozen Desserts
Illustration 4-23: Wholly Wholesome Pie Crust
Dairy-Free Desserts
Illustration 4-24: Hain Celestial Rice Dream
A New Way to Enjoy Coconut
Illustration 4-25: So Delicious Coconut Sorbet

11. Calorie Control: Single Servings and “Better-for-You” Novelties
Illustration 4-26: Edy’s Snack Size Cups
Diet or Decadence?
Illustration 4-27: Wells Blue Bunny Sweet Freedom Bars
Functional Flavors
Marketer Profile: Nestlé
The Skinny on The Skinny Cow
Illustration 4-28: The Skinny Cow Low Fat Cups
Nestlé Novelties
Illustration 4-29: Nestlé’s Drumstick
Marketing Trends: Frozen Vegetables, Appetizers/Snacks, and Sides
Competition from Private Label
Illustration 4-30: Wild Harvest Frozen Vegetables
Better Than Fresh
Illustration 4-31: Birds Eye Steamfresh Rice
Illustration 4-32: Wegmans Special Blends
Brand Profile: General Mill’s Green Giant
Freshness = Health
Illustration 4-33: Green Giant Healthy Colors Market Blend
Marketing Trends: Breakfast Foods
Convenient Breakfast on the Go
Ditching the Doughnuts
Illustration 4-34: Weight Watchers Smart Ones Morning Express Breakfast Quesadilla
Kid-Friendly Category
Illustration 4-35: Eggo Real Fruit Pizza
Marketer Focus: Jimmy Dean

12. Illustration 4-36: Jimmy D’s French Toast Griddlers
Not Just for Kids
Illustration 4-37: Jimmy Dean D-Lights Turkey Sausage Breakfast Bowl
Marketing Trends: Beverages
Juice’s Comeback
Illustration 4-38: Minute Maid Frozen Concentrate
Focusing on the Fruit
Illustration 4-39: Yoplait Smoothie
Chapter 5: Consumer Trends
Introduction
Methodology
Though Time-Pressed, Most Americans Try to Eat Healthier
Figure 5-1: Consumer Attitudes About Healthy Foods and Time Constraints, Spring 2010 (percent
of U.S. adults)
Decline in Restaurant Traffic a Plus for Frozen Foods
Figure 5-2: Consumer Usage of Restaurants vs. Cooking at Home, Summer 2010 (percent of U.S.
adults)
Table 5-1: Level of Agreement with Statement, “I Am Spending Less on Groceries These Days
Because of the Economy,” Summer 2010 (percent of U.S. adults)
Opportunities Remain to Make Gains at Expense of Restaurants
Table 5-2: Responses to Question, “In Comparison to Right Now, How Much Money Do You Plan
to Spend on Meals Eaten at Full-Service Restaurants During the Following 3 Months?” Summer
2010 (percent of U.S. adults)
Table 5-3: Responses to Question, “In Comparison to Right Now, How Much Money Do You Plan
to Spend on Meals Eaten at Fast-Food Restaurants During the Following 3 Months?” Summer
2010 (percent of U.S. adults)
Table 5-4: Responses to Question, “In Comparison to Right Now, How Much Money Do You Plan
to Spend on Takeout/Delivery/Drive-Thru Meals Eaten at Full-Service Restaurants During the
Following 3 Months?” Summer 2010 (percent of U.S. adults)
72% of Americans Eat Frozen Prepared Foods

13. Figure 5-3: Responses To Question, “Have You Used Any Store-Made Hot Prepared Meal Items
In The Last 3 Months?” Fall 2010 (percent of U.S. adults)
Figure 5-4: Responses To Question, “Have You Used Any Store-Made Refrigerated Prepared
Meal Items In The Last 3 Months?” Fall 2010 (percent of U.S. adults)
Figure 5-5: Responses To Question, “Have You Used Any Packaged Frozen (Not Store-Made)
Prepared Meal Items In The Last 3 Months?” Fall 2010 (percent of U.S. adults)
Slight Uptick in Demand for Frozen Foods
Figure 5-6: Responses to Question, “Since The Recession Began, Has The Amount of Packaged
Frozen Prepared Meal Items That You Use Decreased, Stayed About the Same, or Increased?”
Fall 2010 (percent of U.S. adults)
“Eating Out” Loses Out to “Eating In”
Figure 5-7: Responses to Question, “Given That You Are Eating More Packaged Frozen Prepared
Meal Items, Are You Doing Any Of The Following?” Fall 2010 (percent of U.S. adults)
Taste of Store-Prepared Hot Food Preferred Over Frozen
Figure 5-8: Responses to Question, “Which Prepared Meal Items Taste Better?”: Store-Made Hot,
Store-Made Refrigerated, or Packaged Frozen Fall 2010 (percent of U.S. adults)
Frozen Foods Considered a Top Value
Figure 5-9: Responses to Question, “Which Prepared Meal Items Provide a Better Value for the
Dollar?”: Store-Made Hot, Store-Made Refrigerated, or Packaged Frozen, Fal: 010 (percent of
U.S. adults)
Combining Fresh with Frozen
Table 5-5: Percent of Adults Who Have Eaten a Meal Composed Solely or Composed Partially of
Store-Bought Frozen Prepared Food Items in the Last 3 Months: By Daypart Fall 2010 (percent of
U.S. adults)
Retail Purchasing Patterns for Frozen Prepared Meal Items
Table 5-6: Where Have You Purchased Packaged Frozen Prepared Meal Items In The Past 3
Months? (percent of U.S. adults)
Table 5-7: Usage Rates for Selected Frozen Product Categories: 2006, 2008 and 2010 (percent
of U.S. households)
Consumer Trends: Frozen Center Plate Products
Frozen Pizza Most Popular Center Plate Category

14. Who’s Eating Frozen Center Plate Products
Table 5-8: Usage Overview for Frozen Center Plate Products: 2006, 2008 and 2010 (percent of
U.S. households)
Table 5-9a: Demographic Indexes for Frozen Center Plate Products: By Category, 2010 (U.S.
households)
Table 5-9b: Demographic Indexes for Frozen Center Plate Products: By Category, 2010 (U.S.
households)
Consumer Trends: Frozen Desserts
Ice Cream Eaten in 87% of Households
Who’s Eating Frozen Desserts
Table 5-10: Usage Overview for Frozen Dessert Products: 2006, 2008 and 2010 (percent of U.S.
households)
Table 5-11: Demographic Indexes for Frozen Dessert Products: By Category, 2010 (U.S.
households)
Consumer Trends: Frozen Vegetables, Appetizers/Snacks and Sides
Plain Vegetables the Most Popular Type
Who’s Eating Frozen Vegetables, Appetizers/Snacks and Sides
Table 5-12: Usage Overview for Frozen Vegetables, Appetizers/Snacks and Sides: 2006, 2008
and 2010 (percent of U.S. households)
Table 5-13: Demographic Indexes for Frozen Vegetables, Appetizers/Snacks, and Sides: By
Category, 2010 (U.S. households)
Consumer Trends: Frozen Breakfast Foods
Half of U.S. Households Eat Frozen Breakfast Pastries
Who’s Eating Frozen Breakfast Foods?
Table 5-14: Usage Overview for Frozen Breakfast Foods: 2006, 2008 and 2010 (percent of U.S.
households)
Table 5-15: Demographic Indexes for Frozen Breakfast Foods: By Category, 2010 (U.S.
households)
Consumer Trends: Frozen Orange Juice
Fewer U.S. Households Using Frozen Orange Juice

15. Who’s Drinking Frozen Orange Juice?
Table 5-16: Usage Overview for Frozen Orange Juice: 2006, 2008 and 2010 (percent of U.S.
households)
Table 5-17: Demographic Indexes for Frozen Orange Juice, 2010 (U.S. households)
Chapter 6: Looking Ahead
Trends and Opportunities
Restarting the Engines
Healthy Eating Continues to Influence New Frozen Products
Portion Sizes Become Smaller, Larger
Low-Sodium Trend Taking Off
Increasing Demand for Products Targeting Special Dietary Needs
Stricter Guidelines for Natural
Private-Label Progress
“Green” Concerns Become Priority
Competition with Fresh, Shelf-Stable Products
Channel Blurring
Supermarkets Go Natural
Small Marts Still Seeking a Niche
Health & Natural Food Stores Continue Move to Mainstream
Mass Merchandisers Expand Food Selections
Warehouse Clubs Build on Frozen Food Offerings
Frozen Food E-tailers Exploit Advantages Over Brick-and-Mortar
Beyond the Web
Social Networking: Facebook, Twitter, Then…
Location-Based Social Media: Yelp, Foursquare and Hotpot
Focus on Savings: Groupon, Woot and Blippy

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