Frozen Convenience Foods in the U.S.

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Frozen Convenience Foods in the U.S.
December 1, 2010

Marketers of frozen convenience food have found themselves caught between a rock
and a hard place during the economic downturn. Though fresh convenience food has
gained through positioning that casts it as a less expensive alternative to restaurant
food during a time of recession, frozen convenience food is frequently viewed as a more
expensive, less fresh alternative to cooking from scratch at home. The frozen food
categories that have been able to grow substantially in this environment are therefore
the ones that have been able to elude this paradigm.

Specifically, the mammoth frozen pizza category and the spunky hand-held breakfast
category have both found a way to go head-to-head with restaurants; and the prepared
vegetable category has been able to triumph on the freshness front via the development
of steaming techniques. According to Packaged Facts, these three categories have led
the way sales-wise, enabling an otherwise ambivalent market for frozen convenience
foods to grow by a modest 2.0% in 2010 to reach sales of $16.8 billion. Packaged Facts
expects that marketers in other categories will soon adopt similar strategies, driving
sales of fresh convenience foods up another 10% by 2015, to $18.6 billion.

Fully updated from the 2007 edition, Frozen Convenience Foods in the U.S. offers a
comprehensive look at this complex market in the context of how it competes with the
parallel fresh convenience food market, restaurant takeout, and meals prepared from
scratch by consumers. It contains in-depth analysis of Internet marketing, including
detailed accounts of marketing on social networking sites like Facebook. The report also
details the complex changes that have taken place in the market since the previous
edition, with new attention to competition by retail sector, including supermarkets,
supercenters/mass merchandisers, warehouse clubs, small marts and Internet.

Using SymphonyIRI mass-market sales tracking data, the report offers detailed
accounts of sales and marketer/brand activity across nine product categories: Single-
Serve Dinners/Entrees, Pizza, Hand-Held Non-Breakfast Entrees, Multi-Serve
Dinners/Entrees, Appetizers/Snack Rolls, Hand-Held Breakfast Entrees, Breakfast
Entrees, Prepared Vegetables, and Pot Pies. Relying largely on Product Launch
Analytics from Datamonitor, the report also examines new product and marketing trends
industry-wide. A special feature of this report is custom survey data by Packaged Facts
specifically addressing consumer purchasing of frozen prepared foods, including vis-à-

vis the down economy, restaurant dining and takeout, and fresh convenience food.
Additional demographic, psychographic, and product penetration analysis derives from
consumer data compiled by Experian Simmons, New York, NY.

Table of Contents

Chapter 1: Executive Summary
Introduction
Market Definition: Frozen Convenience Foods
SymphonyIRI Product Categories
Exclusions
Report Methodology
Market Size and Composition
Retail Sales Will Approach $19 Billion by 2015
Figure 1-1: U.S. Retail Sales of Frozen Convenience Foods: 2005, 2010 and
2015 (in millions of dollars)
SymphonyIRI-Tracked Sales Virtually Unchanged
Supermarkets the No. 1 Retail Channel
Competitive Trends
Food Conglomerates Dominate
Important Niche Marketers
Ruiz the Leading Marketer of Mexican-Style Specialties
Marketers of Asian and Other International Specialties
Amy‟s Stands Out Among Natural, Organic, Vegetarian and Gluten-Free
Marketers
Restaurant Spin-Offs Have Long Frozen Food Tradition
Regional Marketers Serve Regional Tastes
A Dozen $175 Million Plus Marketers
Nestlé, ConAgra and Kraft Control Almost Half the Market
Bottom Tier Is Home of Entrepreneurial Niche Marketers
Marketing and New Product Trends
New Product Launch Rate Slows with Recession
A Vast Diversity of New Products
Ethnic and Regional Specialties Crossover
Consumer Trends
Though Time-Pressed, Most Americans Try to Eat Healthier
Decline in Restaurant Traffic a Plus for Convenience Groceries
72% of Americans Eat Frozen Prepared Foods
Slight Uptick in Demand for Frozen Prepared Food
Frozen Prepared Convenience Food Considered a Top Value
Figure 1-2: 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
Two-Thirds of Households Use Frozen Pizza
Chapter 2: The Market

Introduction
Market Definition: Frozen Convenience Foods
SymphonyIRI Product Categories
Exclusions
Report Methodology
The Great Recession
Market Size and Composition
Retail Sales at $16.8 Billion in 2010
Table 2-1: U.S. Retail Sales of Frozen Convenience Foods, 2005-2010 (in
millions of dollars)
SymphonyIRI-Tracked Sales Virtually Unchanged
Table 2-2: SymphonyIRI-Tracked Dollar Sales of Frozen Convenience Foods by
Category: 52 Weeks Ending July 11, 2010 vs. Year-Ago (in millions of dollars)
Single-Serve Dinners/Entrees, Pizza Lead a Three-Tiered Pack
Hand-Held Breakfast Entrees and Prepared Vegetable Categories Are Sales
Growth Leaders
A Tale of Two Markets
Table 2-3: SymphonyIRI-Tracked Dollar Sales of Frozen Convenience Food
Sales Growth Categories, 52 Weeks Ending July 11, 2010 vs. Year-Ago (in
Table 2-4: SymphonyIRI-Tracked Dollar Sales of Frozen Convenience Food
Sales Decline Categories, 52 Weeks Ending July 11, 2010 vs. Year-Ago (in
Shifts in Category Share: Pizza Up/Single-Serve Down
Table 2-5: Share of SymphonyIRI-Tracked Dollar Sales of Frozen Convenience
Foods by Category, 52 Weeks Ending July 11, 2010 vs. Year-Ago (percent)
Supermarkets the No. 1 Retail Channel
Table 2-6: Share of U.S. Retail Sales of Frozen Convenience Foods: By
Channel, 2007 vs. 2010 (percent)
Winter Favors Sales of Frozen Convenience Foods
Even Obscure Holidays Can Yield Results
Market Outlook
Overall Market Dynamics
Retail Channels Compete with Each Other and with Foodservice
Case in Point: Legal Sea Foods Covers Frozen and Fresh Supermarket,
Restaurant and Online Bases
The Freshness of Frozen
Fine Dining at the Supermarket
Illustration 2-1: Carrabba‟s Italian Grill in Publix Supermarket, Sarasota, Florida
Illustration 2-2: Kroger In-store Bistro, Columbus, Ohio
Effects of Recession
Taking Dollars Away from Other Markets
Fresh Prepared Vegetables Compete on Basis of Technological Advances
Illustration 2-3: Birds Eye Frozen Vegetable Steamfresh Technology Web Page
Illustration 2-4: “Frozen Food Master” Commenting on Green Giant‟s Simply
Steamed Frozen Vegetables

Frozen Pizza Takes Share from Pizza Chains
The Enemy Within
Illustration 2-5: Papa Murphy‟s Website Banner for Take „N‟ Bake Pizza
Hand-Held Breakfast Entrees Taking Hold
Frozen Appetizers/Snacks Hold Dual Appeal
Convenience Today = Faster
Blurring Between Meals and Snacks
Tapping into the Global Palate
Natural, Organic and Even Vegan Foods Going Mainstream
Illustration 2-6: Kashi Mayan Harvest Bake Frozen Meal Packaging (Back)
Retail Sales Will Approach $19 Billion by 2015
Table 2-7: Projected U.S. Retail Sales of Frozen Convenience Foods, 2010-2015
(in millions of dollars)
Chapter 3: Competitive Overview
Food Conglomerates Dominate
Important Niche Marketers
Ruiz the Leading Marketer of Mexican-Style Specialties
Marketers of Asian and Other International Specialties
Amy‟s Stands Out Among Natural, Organic, Vegetarian and Gluten-Free
Marketers
Premium vs. Value Positioning
Restaurant Spin-Offs Have Long Frozen Food Tradition
Regional Marketers Serve Regional Tastes
Some Marketers Focus on Non-Supermarket Channels
Some Items Retailed in both Frozen and Refrigerated Formats
Marketer and Brand Shares
A Dozen $175 Million Plus Marketers
Nestlé, ConAgra and Kraft Control Almost Half the Market
Table 3-1: Top 12 Frozen Convenience Food Marketers and Private Label by
SymphonyIRI-Tracked Sales and Market Share, 52 Weeks Ending July 11, 2010
(in millions of dollars)
Bottom Tier Is Home of Entrepreneurial Niche Marketers
Private Label Has Yet to Fully Capitalize on Recession
Table 3-2: SymphonyIRI-Tracked Sales and Market Share of Private Label
Frozen Convenience Food by Category: 52 Weeks Ending July 11, 2010 (in
Single-Serve Dinners/Entrees
Nestlé Leads Category
Natural Food/Gluten-Free Specialist Amy‟s Kitchen Comes on Strong
Table 3-3: Top Ten Single-Serve Dinners/Entrees Marketers and Their Brands by
SymphonyIRI-Tracked Sales and Share: 52 Weeks Ending July 11, 2010 vs.
Year-Ago (in millions of dollars)
Pizza
Kraft Pizza Unit Rolls Over Competition
Schwan Finishes a Strong Second

Table 3-4: Top Ten Pizza Marketers and Their Brands by SymphonyIRI-Tracked
Sales and Share: 52 Weeks Ending July 11, 2010 vs. Year-Ago (in millions of
dollars)
Hand-Held Non-Breakfast Entrees
Nestlé Controls Category Despite Sales Drop
Table 3-5: Top Ten Hand-Held on-Breakfast Entree Marketers and Their Brands
by SymphonyIRI-Tracked Sales and Share: 52 Weeks Ending July 11, 2010 vs.
Multi-Serve Dinners/Entrees
Nestlé‟s Stouffer‟s Dominates
Table 3-6: Top Ten Multi-Serve Dinners/Entrees Marketers and Their Brands by
Appetizers/Snack Rolls
General Mills Overtakes Heinz
Table 3-7: Top Ten Appetizers/Snack Rolls Marketers and Their Brands by
SymphonyIRI-Tracked Sales and Share: 52
Weeks Ending July 11, 2010 vs. Year-Ago (in millions of dollars)
Breakfast Entrees
Jimmy Dean Is Category King
Table 3-8: Top Ten Breakfast Entree Marketers and Their Brands by
Hand-Held Breakfast Entrees
Jimmy Dean Also King
Table 3-9: Top Ten Hand-Held Breakfast Entrees Marketers and Their Brands by
Pot Pies
Three-Quarters of Sales Belong to ConAgra
Table 3-10: Top Pot Pie Breakfast Entrees Marketers and Their Brands by
Prepared Vegetables
Green Giant Towers Over Category
Table 3-11: Prepared Vegetable Marketers and Their Brands by SymphonyIRI-
Tracked Sales and Share: 52 Weeks Ending July 11, 2010 vs. Year-Ago (in
Chapter 4: Competitor Profiles
Competitor Profile: Nestlé USA, Inc.
Company Overview
Nestlé Acquisition of Kraft Pizza Unit Consolidates Supremacy
2006 Acquisition of Jenny Craig Gives Nestlé an Advantage in Unmonitored
Outlets as Well
Stouffer‟s and Stouffer‟s Lean Cuisine
Corner Bistro Competes with Hot Pockets and Restaurants

Stouffer‟s Dinner Club Stretches Consumer Wallets While Compiling Data
Illustration 4-1: Stouffer‟s Dinner Club Banner Link from NestléUSA.com Website
Illustration 4-2: Stouffer‟s Dinner Club Banner Link from the Stouffers.com
Website
Easy Express Skillets Are Sizzling
Illustration 4-3: Stouffer‟s Easy Express Skillet Cheesy Meatball Rigatoni
Hot Pockets on the Web
Illustration 4-4: Wall Posting Dialog from Hot Pocket‟s Facebook Page
Hot Pockets Deal with Major League Gaming
Mixing Gaming and Facebook
Illustration 4-5: Facebook Comments on Hot Pockets National Gaming Day
Hot Pockets: Just Another Facebook Buddy
Illustration 4-6: Hot Pockets Facebook Fan Photo Posting and Comments (Sept.
2010)
Hot Pockets Online Satire Is No Laughing Matter
Competitor Profile: Kraft Foods, Inc.
Corporate Background
Goodbye Pizza, Hello Cadbury
South Beach Diet Brand Leaves Frozen Field
Illustration 4-7: Kraft South Beach Products
DiGiorno Is the Jewel in the Pizza Crown
Recession Aids DiGiorno‟s Fight with Pizza Chains
Advertising Makes Targeting of Pizza Chains Crystal Clear
California Pizza Kitchen: Suffering from Neglect, or the Recession?
Jack‟s Pizza Virtually Unchanged
Tombstone Pizza Knows How to Work Facebook
Competitor Profile: ConAgra Foods, Inc
No. 2 in Frozen Convenience Foods
ConAgra Recasts Healthy Choice, Again
Marie Callender‟s: Still Cooking Away
Banquet Reformulates and Holds Line with $1 Price Point
Youngsters Bug Out on Kid Cuisine
Competitor Profile: The Schwan Food Company
Illustration 4-8: Schwan‟s Home Delivery Truck
Pizza Is Schwan‟s Cash Cow
Red Baron: New Products and Hockey Mom Recognition
Red Baron Squadron Shot Down
Illustration 4-9: The Red Baron Pizza Squadron in Flight
Schwan‟s Yellow Trucks Go Green
Schwan‟s Asian Flagship Is Asian Sensations
Competitor Profile: General Mills
General Mills‟ Mission Statement Reflects Convenience Food
Totino‟s Is General Mills‟ Largest Frozen Convenience Food Brand

The Box Tops Program
Illustration 4-10: Totino‟s Double Box Tops Program “Get Involved” Website
Banner
Child Spokespersons Reinforce “Kid‟s Most Favorite Thing” Positioning
Illustration 4-11: Totino‟s “Kid‟s Most Favorite Thing” Television Spot
(Screenshot)
Totino‟s: An Adult-Free Zone
Green Giant Controls Prepared Vegetables Category
Award-Winning Technology Gives Green Giant‟s Fresh Steamers an Edge
Just For One Line Courts Weight Watchers Consumers
Birds Eye Coming on Strong
Chapter 5: Marketing, New Product, and Retail Trends
Marketing and New Product Trends
New Product Launch Rate Slows with Recession
Table 5-1: Number of U.S. Frozen Convenience Food Product Introductions,
2007-2010
Table 5-2: Number of U.S. Frozen Convenience Food Product Introductions: By
Category, 2007-2010
A Vast Diversity of New Products
Ethnic and Regional Specialties Crossover
Table 5-3: Frozen Convenience Food Products Introduced Between October 1,
2009 and October 1, 2010: Brand, Product, and Number of SKUs
The Top Package Tag/Label Claim: Quick
Table 5-4: Top 20 Frozen Convenience Food Introductions by Number of
Package Tags/Claims, 2007-2010 (Year-End October 1)
Restaurant Quality at Home
Stouffer‟s Seeking Restaurant Mojo in Corner Bistro
The Power of Packaging
Light Saucing
Packaging Form Versus Function/Cooking Process
Marketing Gourmet/Superpremium During a Recession
Cheaper Than Restaurant Fare
General Mills & Unilever‟s Chinese Takeout Menus
General Mills Italian Restaurant Offering
Targeting Consumers and Foodservice
Natural and Organic Options Continue to Proliferate
Table 5-5: U.S. Organic Food vs. Total Food Sales Growth and Penetration
2000-2009 (in millions)
Table 5-6: Companies That Introduced Organic and/or Natural Frozen
Convenience Products, October 2009-October 2010
Packaged Prepared Foods Account for 14% of Organic Market
Figure 5-1: U.S. Organic Food Sales by Product Type, 2009 (percent)
Gluten-Free Frozen Convenience Foods
What Is Gluten?
Why a Gluten-Free Diet?
Medical Opinion vs. Consumer Opinion

Amy‟s Leads the Pack in Therapeutic Foods and Info
Illustration 5-1: “Special Diets” Page from Amy‟s Website
Amy‟s Interactive Marketing Strategy
Gluten-Free Frozen Convenience Food Takes on Healthy Halo
Pizza: Thin Crust Is Hot
Michelina‟s Green Marketing
The Local Foods Movement
Informal Focus Group Reflects Packaged Facts‟ 7 Aspects of Local Food Appeal
Local Action in Frozen Convenience Foods
Major Frozen Convenience Food Marketers Including Nestlé Embrace Low
Sodium Trend
Retail Trends
Introduction
Retail Distribution Methods
Direct Delivery Advantages
The Cost of Face-to-Face Business
Advantages of Warehouse Delivery
Smaller Marketers Work Through Brokers
Frozen Convenience Food Also Shipped Direct to Consumers
Trade Shows Introduce New Products to Market
Types of Retail Channels
Channel Blurring
Focus on Supermarkets
Natural/Organic Frozen Convenience Food Presents Placement Challenge
Giant Eagle Takes Flexible Approach
Focus on Small Marts: Fresh and Not So Easy
Focus on Health & Natural Food Stores: Retailers Moving Mainstream
Focus on Supercenters/Mass Merchandisers, and Warehouse Clubs
Warehouse Clubs: A Party of Three
Frozen Convenience Foods a Key to BJ‟s Recent Success
Warehouse Clubs Have Tradition of Alternative Frozen Convenience Food
Focus on Vending: Downsized Workforce Halts Growth
Vending Machines Benefit from Brand Recognition
E-tailers and Mail Order
Specialty E-tailers Have Advantages Over Brick-and-Mortar
Table 5-7: Celiac Links & Gluten-Free Frozen Convenience Food Bestsellers
from Gluten Free Mall.com
Diet Centers Are Also E-tailers
Chapter 6: Consumer Trends
Introduction
Methodology
Though Time-Pressed, Most Americans Try to Eat Healthier
Figure 6-1: Consumer Attitudes About Healthy Foods and Time Constraints,
Spring 2010 (percent of U.S. adults)
Decline in Restaurant Traffic a Plus for Convenience Groceries

Figure 6-2: Consumer Usage of Restaurants vs. Cooking at Home, Summer
2010 (percent of U.S. adults)
Table 6-1: Level of Agreement with Statement, “I Am Spending Less on
Groceries These Days Because of the Economy,” Summer 2010 (percent of U.S.
adults)
NGA Survey Confirms Shift from Restaurants to Groceries
Opportunities Remain to Make Gains at Expense of Restaurants
Table 6-2: 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)
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)
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
Figure 6-3: 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 6-4: 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 6-5: 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 Prepared Food
Figure 6-6: 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)
Consumers Who Are Eating More Frozen Food: What Are They Eating Less Of?
Figure 6-7: Responses to Question, “Given That You Are Eating More Packaged
Frozen Prepared Meal Items, Are You Doing Any Of The Following?” Fall 2010
Taste of Store-Prepared Hot Food Preferred Over Frozen
Figure 6-8: Responses to Question, “Which Prepared Meal Items Taste Better?”:
Store-Made Hot, Store-Made Refrigerated, or Packaged Frozen Fall 2010
Frozen Prepared Convenience Food Considered a Top Value
Figure 6-9: 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)
From The I Hate to Cook Book to Sandra Lee
How Many Consumers Are Mixing and Matching?

Table 6-5: 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 6-6: Where Have You Purchased Packaged Frozen Prepared Meal Items
In The Past 3 Months? (percent of U.S. adults)
What Percent of Consumers Often Eat Frozen Dinners?
Table 6-7: Levels of Agreement/Disagreement with Statement, “I Often Eat
Frozen Dinners,” 2009/10 (percent of U.S. adults)
Downscale Singles Are Heavy Consumers of Frozen Dinners
Table 6-8: Above-Average Demographics for Agreement with Statement: “I Often
Eat Frozen Dinners,” 2009/10 (index among U.S. adults)
Table 6-9: Below-Average Demographics for Agreement with Statement: “I Often
Eat Frozen Dinners,” 2009/10 (index of U.S. adults)
Attitudes on Nutritional Value of Frozen Dinners
Table 6-10: Levels of Agreement/Disagreement with Statement, “Frozen Dinners
Have Little Nutritional Value,” 2009/10 (percent of U.S. adults)
Table 6-11: Above-Average Demographics for Disagreement with Statement:
“Frozen Dinners Have Little Nutritional Value,” 2009/10 (index among U.S.
adults)
Table 6-12: Above-Average Demographics for Agreement with Statement:
“Frozen Dinners Have Little Nutritional Value,” 2009/10 (index among U.S.
adults)
Two-Thirds of Households Use Frozen Pizza
Table 6-13: Usage Levels for Frozen Pizzas, 2007/08 through 2009/10 (percent
of U.S. households)
Table 6-14: Usage Levels for Top Pizza Brands, 2007/08 through 2009/10
(percent of U.S. households)
Over Half of Households Buy Frozen Dinners Regularly
Table 6-15: Usage Levels for Frozen Complete Dinners, 2007/08 through
2009/10 (percent of U.S. households)
Table 6-16: Usage Levels for Top Frozen Dinner Brands, 2007/08 through
Table 6-17: Usage Levels for Top Frozen Dinner Brands, 2007/08 through
46% of Households Use Frozen Hot Snacks
Table 6-18: Usage Levels for Frozen Hot Snacks, 2007/08 through 2009/10
(percent of U.S. households)
Table 6-19: Usage Levels for Top Frozen Hot Snack Brands, 2007/08 through
One-Fourth of Households Use Frozen Breakfast Entrees/Sandwiches
Table 6-20: Usage Levels for Frozen Breakfast Entrees/Sandwiches, 2007/08
through 2009/10 (percent of U.S. households)
Table 6-21: Usage Levels for Top Frozen Breakfast Entree/Sandwich Brand
Lines, 2007/08 through 2009/10 (percent of U.S. households)

Motivations for Buying Ready-to-Eat and/or Heat-and-Eat Food from Food Stores
or Convenience Stores
Table 6-22: Reasons for Getting Ready-to-Eat and/or Heatand-Eat Food from a
Grocery Store/Supermarket, 2009 (percent)
Table 6-23: Reasons for Getting Ready-to-Eat and/or Heatand-Eat Food from a
Convenience Store/Gas Station, 2009 (percent)
Wegmans‟ Survey Shows Customers Want Easy, Healthy and Affordable Meals

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Frozen Convenience Foods in the U.S.

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