Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Hot dog and sausage sales forecast to increase into 2017
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- Figure 1: Total U.S. retail sales and forecast of hot dogs and sausages, at current prices, 2007-17
- Demographics factor heavily into sales
- Kids are big on hot dogs and sausages
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- Figure 2: U.S. child population changes, 2013-18
- Blacks report the most likelihood of all ethnicities to eat hot dogs and sausages
- Health attributes limit consumption—for those who care
- Slow economic recovery helps drive sales
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- Figure 3: Attitudes toward sausages and frankfurters/hot dogs, February 2013
- The consumer
- More than eight in 10 eat hot dogs; more than three quarters eat sausages
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- Figure 4: Household consumption of frankfurters/hot dogs, sausages, and bratwurst, by age, August 2011-August 2012
- Significant numbers of respondents are eating more/about the same amount as last year
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- Figure 5: Sausage and frankfurter/hot dog eating habits compared to a year ago, February 2013
- Most eat hot dogs and sausages for breakfast and dinner
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- Figure 6: Occasions for eating prepackaged frankfurters/hot dogs, frozen or refrigerated dinner sausages, and frozen or refrigerated breakfast sausages, February 2013
- Most eat hot dogs/sausages grilled in a bun, with eggs, or plain
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- Figure 7: How prepackaged frankfurters/hot dogs and sausages are eaten, February 2013
- Most cite freshness as important when shopping for hot dogs/sausages
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- Figure 8: Shopping habits for prepackaged frankfurters/hot dogs and/or sausages, by eating more/about the same compared to a year ago, February 2013
- Close to half interested in gourmet/premium products
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- Figure 9: Interest in various types of frankfurters/hot dogs and/or sausages, by eating more/about the same compared to a year ago, February 2013
- Half say all-natural claims influence them to buy
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- Figure 10: Influence of product descriptions, February 2013
- What we think
Issues in the Market
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- Can hot dogs and sausages be positioned as more nutritious?
- How can brands get consumers to think outside the bun?
- How will more consumers perceive hot dogs as an affordable meal?
- Should leading franks brands consider all-natural brand extensions?
Insights and Opportunities
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- Marketing humane business practices
- Expanding the occasions on which consumers eat hot dogs
Trend Applications
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- Trend: Nouveau Poor
- Trend: The Real Thing
- Mintel Futures: Access Anything, Anywhere
Market Size and Forecast
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- Key points
- Steady growth driven by kids, blacks
- Health considerations limit stronger growth
- Hot dogs and sausages market size and forecast
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- Figure 11: Total U.S. retail sales and forecast of hot dogs and sausages, at current prices, 2007-17
- Figure 12: Total U.S. retail sales and forecast of hot dogs and sausages, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 13: Total U.S. retail sales and fan chart forecast of hot dogs and sausages, at current prices, 2007-17
Market Drivers
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- Key points
- Households with kids most likely to eat hot dogs and sausages
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- Figure 14: Eating more/about the same amount of sausages and frankfurters/hot dogs, by presence of children in household, February 2013
- Blacks report the most likelihood to eat hot dogs and sausages
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- Figure 15: Population, by race and Hispanic origin, 2008, 2013, and 2018
- Figure 16: Attitudes/Opinions about food, by race/Hispanic origin, August 2011-August 2012
- Negative health attributes could limit frequent consumption
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- Figure 17: Low-fat/fat-free frankfurter/hot dog products used, by age, August 2011-August 2012
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- Figure 18: Attitudes/Opinions about food, by age, August 2011-August 2012
- Childhood obesity may also limit consumption among kids
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- Figure 19: Teen attitudes toward food, by gender, April 2011-June 2012
- Slow economic recovery means many consumers will opt for cheap foods
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- Figure 20: Attitudes toward sausages and frankfurters/hot dogs, by more/about the same compared to a year ago, February 2013
Competitive Context
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- Meat alternatives present shoppers with a more nutritious option
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- Figure 21: Types of meat alternatives used in the household, by age, August 2011-August 2012
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- Figure 22: Number of meat alternatives packages used in last 30 days, August 2011-August 2012
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- Figure 23: Types of meat alternatives used in the household, July 2007-August 2012
Segment Performance
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- Key points
- Sausages comprise close to two thirds of the category
- Sales of hot dogs and sausages by segment
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- Figure 24: Total U.S. retail sales of selected hot dog and sausage products at current prices, by segment, 2010-12
Segment Performance—Sausages
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- Key points
- Sausage sales should increase further as brands increase flavor variety
- Dinner sausages peak during summer; breakfast sausages during holidays
- Sales and forecast of sausages
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- Figure 25: Total U.S. retail sales and forecast of sausages, at current prices, 2007-17
Segment Performance—Hot Dogs
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- Key points
- 100% beef hot dogs trending significantly in 2013
- Low-fat claims help drive sales to health-conscious consumers
- Summer months are hot dog season
- Sales and forecast of hot dogs
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- Figure 26: Total U.S. retail sales and forecast of hot dogs, at current prices, 2007-17
Retail Channels
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- Key points
- Supermarkets comprise more than 60% of the market
- Channel sales of hot dogs and sausages
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- Figure 27: Total U.S. retail sales of hot dogs and sausages, by channel, at current prices, 2010 and 2012
- Supermarkets slow in 2012 as mass stores step up their grocery offerings
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- Figure 28: Supermarket sales of hot dogs and sausages, at current prices, 2007-12
- Other channels experience strong growth in 2011 and 2012
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- Figure 29: Other channel sales of hot dogs and sausages, at current prices, 2007-12
- Natural supermarkets
- Sales of hot dogs and sausages in the natural channel
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- Figure 30: Natural supermarket sales of hot dogs and sausages, at current prices, 2010-12*
- Figure 31: Natural supermarket sales of hot dogs and sausages, at inflation-adjusted prices, 2010-12*
- Natural channel sales of hot dogs and sausages by segment
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- Figure 32: Natural supermarket sales of hot dogs and sausages, by segment, 2010 and 2012*
- Natural channel brands of note
- Natural channel sales of organic hot dogs and sausages
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- Figure 33: Natural supermarket sales of organic hot dogs and sausages, 2010 and 2012*
Leading Companies
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- Key points
- Sara Lee, maker of Hillshire Farm, holds nearly 25% of MULO market
- Other brands each account for less than 10% of MULO sales
- Private label outpaces most national brands
- Leading MULO hot dog and sausage products companies
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- Figure 34: MULO sales of hot dog and sausage product companies, 2012-13
Brand Share—Sausages
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- Key points
- Jimmy Dean keeps Sara Lee on top in the segment
- Johnsonville grows 7.4%, focuses on BFY
- Smithfield’s Smok-Y blends breakfast and dinner
- Smaller brands show mixed results
- Private label grows 10.2%
- Leading sausage products brands
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- Figure 35: MULO sales of sausage brands, 2012-13
Brand Share—Hot Dogs
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- Key points
- Sara Lee also leads the hot dog segment; Ball Park tops Oscar Mayer
- Bar-S, Smithfield grow slightly
- Hebrew National drops 5.3% while Nathan’s Famous grows 15.5%
- Other leading brands individually account for less than 2% of the segment
- Leading hot dog products brands
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- Figure 36: MULO sales of hot dog brands, 2012-13
Innovation and Innovators
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- No additives/preservatives is top claim for franks and sausages
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- Figure 37: Sausage product claims, 2009-13
- Figure 38: Frankfurter product claims, 2009-13
- Healthier products are in demand
- Unique flavors help drive interest in sausages
- Minimally processed sausages are said to be healthier
Marketing Strategies
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- Overview
- Jimmy Dean
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- Figure 39: Brand analysis of Jimmy Dean, 2013
- Jimmy Dean Sausages TV spot
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- Figure 40: Jimmy Dean Sausages television ad, 2013
- Online initiatives
- Johnsonville
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- Figure 41: Brand analysis of Johnsonville, 2013
- Johnsonville Sausages TV spot
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- Figure 42: Johnsonville Sausages television ad, 2012
- Online initiatives
- Eckrich
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- Figure 43: Brand analysis of Eckrich, 2013
- Eckrich Smoked Sausages TV spot
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- Figure 44: Eckrich Smoked Sausages television ad, 2012
- Online initiatives
- Ball Park
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- Figure 45: Sausage and frankfurter/hot dog eating habits compared to a year ago—more/about the same, by gender, February 2013
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- Figure 46: Brand analysis of Ball Park, 2013
- Ball Park Angus Beef Franks TV spot
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- Figure 47: Ball Park Angus Beef Franks television ad, 2012
- Online initiatives
- Oscar Mayer
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- Figure 48: Brand analysis of Oscar Mayer, 2013
- Oscar Mayer Selects TV spot
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- Figure 49: Oscar Mayer Selects television ad, 2012
- Online initiatives
- Hebrew National
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- Figure 50: Brand analysis of Hebrew National, 2013
- Hebrew National Hot Dogs TV spot
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- Figure 51: Hebrew National Hot Dogs television ad, 2012
- Online initiatives
Hot Dog and Sausage Consumption
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- Key points
- More than eight in 10 eat hot dogs; three quarters eat sausages
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- Figure 52: Household consumption of frankfurters/hot dogs, sausages, and bratwurst, by age, August 2011-August 2012
- Households with kids more likely to consume
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- Figure 53: Household consumption of frankfurters/hot dogs, sausages, and bratwurst, by presence of children in household, August 2011-August 2012
- More than half are eating more/the same amount of hot dogs
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- Figure 54: Sausage and frankfurter/hot dog eating habits compared to a year ago, February 2013
- Nearly three quarters eat uncooked sausages
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- Figure 55: Types of sausages and frankfurters/hot dogs eaten, by age, August 2011-August 2012
- Households with children more apt to eat precooked sausages
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- Figure 56: Types of sausages and frankfurters/hot dogs eaten, by presence of children in household, August 2011-August 2012
- Most eat pork sausage, link forms
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- Figure 57: Kinds and forms of sausage eaten, by age, August 2011-August 2012
- Nearly eight in 10 eat mild/regular sausage flavors
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- Figure 58: Sausage flavors eaten, by age, August 2011-August 2012
- Most eat sausage with breakfast
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- Figure 59: Occasions for eating sausages, by age, August 2011-August 2012
Occasions for Eating Hot Dogs and Sausages
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- Key points
- Expanding the use of hot dogs and sausages as snack foods
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- Figure 60: Occasions for eating prepackaged frankfurters/hot dogs, frozen or refrigerated dinner sausages, and frozen or refrigerated breakfast sausages, February 2013
- Men much more likely than women to eat for a range of meal occasions
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- Figure 61: Occasions for eating prepackaged frankfurters/hot dogs, frozen or refrigerated dinner sausages, and frozen or refrigerated breakfast sausages, by gender, February 2013
- Younger respondents more likely to eat for a range of meal occasions
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- Figure 62: Occasions for eating prepackaged frankfurters/hot dogs, frozen or refrigerated dinner sausages, and frozen or refrigerated breakfast sausages, by age, February 2013
How Hot Dogs and Sausages are Eaten
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- Key points
- Hot dogs most likely to be eaten in a bun; sausages plain or with eggs
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- Figure 63: How prepackaged frankfurters/hot dogs and sausages are eaten, February 2013
- Younger respondents are more adventurous with hot dog/sausage meals
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- Figure 64: How prepackaged frankfurters/hot dogs and sausages are eaten, by age, February 2013
Brands Eaten
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- Key points
- Four in 10 eat Jimmy Dean sausage; more than a third eat Hillshire Farm
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- Figure 65: Sausage brands eaten, August 2011-August 2012
- Johnsonville tops bratwurst brands among respondents
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- Figure 66: Fresh bratwurst brands eaten, by age, August 2011-August 2012
- Respondents are most likely to eat Ball Park and Oscar Mayer
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- Figure 67: Frankfurter/hot dog brands eaten, August 2011-August 2012
Attitudes Toward Hot Dogs and Sausages
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- Key points
- More than six in 10 report trying to eat healthier
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- Figure 68: Attitudes toward sausages and frankfurters/hot dogs, by eating more/about the same compared to a year ago, February 2013
Hot Dog and Sausage Shopping Habits
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- Key points
- More than half of respondents agree freshness is important
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- Figure 69: Shopping habits for prepackaged frankfurters/hot dogs and/or sausages, February 2013
- 55+ most likely to buy name brands, read nutrition and ingredient labels
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- Figure 70: Shopping habits for prepackaged frankfurters/hot dogs and/or sausages, by age, February 2013
Interest in Product Types
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- Key points
- Respondents most interested in premium/gourmet hot dogs
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- Figure 71: Interest in various types of frankfurters/hot dogs and/or sausages, by eating more/about the same compared to a year ago, February 2013
- Seniors most likely to be interested in diet-restricted products
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- Figure 72: Interest in various types of frankfurters/hot dogs and/or sausages, by age, February 2013
Influence of Product Descriptions
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- Key points
- Respondents most likely to cite all-natural ingredients as important
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- Figure 73: Influence of product descriptions, February 2013
- Seniors cite all natural; low/no nitrate/nitrite; low fat, sodium, cholesterol as important
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- Figure 74: Influence of product descriptions on frankfurter/hot dog or sausage purchases, by age, February 2013
Impact of Race/Hispanic Origin
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- Key points
- Blacks most likely to eat sausages that are not precooked; Hispanics most likely to eat precooked
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- Figure 75: Types of frankfurters/hot dogs and sausages eaten, by race/Hispanic origin, August 2011-August 2012
- Blacks, Asians most likely to eat smoked, hot/spicy sausages
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- Figure 76: Sausage flavors eaten, by race/Hispanic origin, August 2011-August 2012
- Blacks most likely to eat sausages for breakfast, lunch, and snacks
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- Figure 77: Occasions for eating sausages, by race/Hispanic origin, August 2011-August 2012
- Whites least likely to eat hot dogs and sausages as part of a dish
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- Figure 78: How prepackaged frankfurters/hot dogs and sausages are eaten, by race/Hispanic origin, February 2013
IRI/Builders Panel Data
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- Dinner sausage
- Consumer insights on key purchase measures—dinner sausage
- Brand map
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- Figure 79: Brand map, selected brands of dinner sausage, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 80: Key purchase measures for the top brands of dinner sausage, by household penetration, 2012*
- Frankfurters
- Consumer insights on key purchase measures—frankfurters
- Brand map
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- Figure 81: Brand map, selected brands of frankfurters, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 82: Key purchase measures for the top brands of frankfurters, by household penetration, 2012*
- Refrigerated breakfast sausage/ham
- Consumer insights on key purchase measures—refrigerated breakfast sausage/ham
- Brand map
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- Figure 83: Brand map, selected brands of refrigerated breakfast sausage/ham, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 84: Key purchase measures for the top brands of refrigerated breakfast sausage/ham, by household penetration, 2012*
Appendix—Market Drivers
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- Shifting U.S. demographics
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- Figure 85: U.S. population, by age, 2008-18
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- Figure 86: Households with children, 2002-12
- Racial, ethnic population growth
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- Figure 87: Population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 88: Households with children, by race and Hispanic origin of householder, 2012
- Consumer confidence
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- Figure 89: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 90: U.S. Unemployment Rate, by month, 2002-13
- Figure 91: U.S. Unemployment and underemployment rates, 2007-13
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- Figure 92: Number of employed civilians in U.S., in thousands, 2007-13
- Food cost pressures
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- Figure 93: Changes in USDA Food Price Indexes, 2011 through 2013, Feb. 25, 2013
- Obesity
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- Figure 94: U.S. Obesity, by age group, 2008 and 2012
- Childhood and teen obesity—highest in decades
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- Figure 95: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Appendix—Other Useful Consumer Tables
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- How hot dogs and sausages are eaten
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- Figure 96: How prepackaged frankfurters/hot dogs and sausages are eaten, by household income, February 2013
- Attitudes toward hot dogs and sausages
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- Figure 97: Attitudes toward sausages and frankfurters/hot dogs, by gender, February 2013
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- Figure 98: Attitudes toward sausages and frankfurters/hot dogs, by age, February 2013
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- Figure 99: Attitudes toward sausages and frankfurters/hot dogs, by household income, February 2013
- Occasions for eating hot dogs and sausages
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- Figure 100: Occasions for eating prepackaged frankfurters/hot dogs, frozen or refrigerated dinner sausages, and frozen or refrigerated breakfast sausages, by household income, February 2013
- Hot dog and sausage shopping habits
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- Figure 101: Shopping habits for prepackaged frankfurters/hot dogs and/or sausages, by gender, February 2013
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- Figure 102: Shopping habits for prepackaged frankfurters/hot dogs and/or sausages, by household income, February 2013
- Interest in product types
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- Figure 103: Interest in various types of frankfurters/hot dogs and/or sausages, by gender, February 2013
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- Figure 104: Interest in various types of frankfurters/hot dogs and/or sausages, by household income, February 2013
- Influence of product descriptions
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- Figure 105: Influence of product descriptions on frankfurter/hot dog or sausage purchases, by household income, February 2013
- Impact of race/Hispanic origin
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- Figure 106: Influence of product descriptions on frankfurter/hot dog or sausage purchases, by race/Hispanic origin, February 2013
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- Figure 107: Attitudes toward sausages and frankfurters/hot dogs, by race/Hispanic origin, February 2013
Appendix—Trade Associations
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