Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Pre-pandemic sales patterns to return
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- Figure 1: Total US sales and forecast of hot dogs and sausages, at current prices, 2015-25
- Figure 2: Total US sales and forecast of hot dogs and sausages, at current prices, 2015-25
- Impact of COVID-19 on hot dogs and sausages
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- Figure 3: Short-, medium- and long-term impact of COVID-19 on hot dogs and sausages, November 2020
- Opportunities and Challenges
- Re-emergence
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- Figure 4: Ease and affordability of hot dogs/sausages, July 2020
- Recovery
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- Figure 5: Health concerns and hot dogs and sausages, by age, July 2020
The Market – Key Takeaways
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- Strong 2020 sales to roll back in 2021
- Segment sales to return to pre-pandemic norms
- Consumer shifts shift category usage
- Reduced recessionary spending would disrupt the category
Market Size and Forecast
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- 2020 surge will be fleeting
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- Figure 6: Total US sales and forecast of hot dogs and sausages, at current prices, 2015-25
- Figure 7: Total US sales and forecast of hot dogs and sausages, at current prices, 2015-25
- Macroeconomic factors
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- Figure 8: Expected US unemployment, 2019-25
- Impact of COVID-19 on hot dogs and sausages
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- Figure 9: Short-, medium- and long-term impact of COVID-19 on hot dogs and sausages, July 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: US context
- Learnings from the last recession
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- Figure 10: Total US retail sales of hot dogs and sausages, 2007-12
Segment Performance
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- 2020 gives temporary rise to the category underperformer – hot dogs
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- Figure 11: Total US retail sales and forecast of hot dogs and sausages, by segment, at current prices, 2015-25
- Supermarkets increase hot dog/sausage market share
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- Figure 12: Total US retail sales of hot dogs and sausages, by channel, at current prices, 2018 and 2020
Market Factors
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- Meat market volatility an opportunity for hot dogs and sausages
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- Figure 13: Changes in consumer food price indexes, 2015-21 (forecast)
- Shrinking households with children will impact category future
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- Figure 14: US households, by presence of related children, 2008-18
- Increased work at home impacts mealtime choices
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- Figure 15: Employment status during pandemic, June 2020
Market Opportunities
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- Getting grilled
- Opportunity in the category's value and versatility
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- Figure 16: Reasons for purchase of hot dogs/sausage, July 2020
- Encourage consumers to “trade up”
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- Figure 17: Hot dog and sausage attitudes, July 2020
- Plant-based options emerge as healthier alternatives
Companies and Brands – Key Takeaways
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- Amid growth, brand share remains consistent
- New product innovation edges away from meat
- Focus on unique flavors
Market Share
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- Stellar 2020 sales benefit most leading brands
- Sales of hot dogs and sausages by company
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- Figure 18: Sales of hot dogs and sausages, by company, 2019 and 2020
- Three brands control half of the hot dog market
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- Figure 19: US multi-outlet sales of hot dogs, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Johnsonville leads dinner sausage brands
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- Figure 20: US multi-outlet sales of dinner sausages, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Jimmy Dean dominates breakfast
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- Figure 21: US multi-outlet sales of breakfast sausages, by leading companies and brands, rolling 52 weeks 2019 and 2020
Competitive Strategies
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- Meatless options leveraging innovation and healthy reputation
- Sausage flavor innovation gets adventurous
- Private label innovation fuels dinner sausage success
The Consumer – Key Takeaways
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- Protein preference associated with age
- Parents are multiple channel shoppers
- Help consumers get creative with recipes
- Break up daypart and format patterns
- Flavor, quality drives product choice
- Unhealthy reputation drives category attrition, especially among under-55s
Hot Dog and Sausage Purchase
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- Red meat options prove most popular
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- Figure 22: Hot dog and sausage purchase, July 2020
- “All or nothing” approach for the majority of category consumers
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- Figure 23: Repertoire Analysis - Hot dog and sausage purchase, July 2020
- Protein preference associated with consumer age
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- Figure 24: Hot dog and sausage purchase, by age, July 2020
- Strong category loyalty among parents
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- Figure 25: Hot dog and sausage purchase, by parental status, by gender, July 2020
- Sausage patties can extend beyond breakfast
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- Figure 26: Formats of sausage purchased, by household income, July 2020
Hot Dog/Sausage Purchase Location
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- Supermarkets far outpace other retailers for hot dogs/sausages
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- Figure 27: Hot dog/sausage purchase location, July 2020
- Parents shop a variety of channels
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- Figure 28: Hot dog/sausage purchase location, by parental status, July 2020
- Brands and retailers can partner to create increased occasions
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- Figure 29: Reasons for purchase of hot dogs and sausages – Easy use in recipes, by hot dog/sausage purchase location, July 2020
Reasons for Purchase of Hot Dogs/Sausages
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- Taste, ease of use lead category drivers
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- Figure 30: Reasons for purchase of hot dogs/sausage, July 2020
- Category needs a perception shift among younger consumers
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- Figure 31: Reasons for purchase of hot dogs/sausage, by age, July 2020
- Protein content driving meatless hot dogs/sausages
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- Figure 32: Reasons for purchase of hot dogs and sausages – “they are a good source of protein,” by hot dog and sausage purchase, July 2020
- Unhealthy reputation lingers
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- Figure 33: Reasons for not purchasing hot dogs or sausages, July 2020
Hot Dog/Sausage Use
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- Break conventional consumption habits
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- Figure 34: Correspondence Analysis – Symmetrical map – Hot dog/sausage use, July 2020
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- Figure 35: Hot dog/sausage use, July 2020
- Parents more likely turn to hot dogs year-round
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- Figure 36: Hot dog/sausage use, by parental status, July 2020
Important Hot Dog/Sausage Features
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- Flavor and premium resonate
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- Figure 37: Hot dog and sausage features, July 2020
- Local, sustainable, alternative options resonating with younger consumers
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- Figure 38: Interest in natural or alternative hot dogs and sausages, by household income, July 2020
- Drivers behind meat counter consumers
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- Figure 39: Hot dog and sausage features, by types of hot dog/sausage purchased, July 2020
Attitudes toward Hot Dogs and Sausages
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- Considerable interest in improved packaging
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- Figure 40: Hot dog and sausage attitudes, July 2020
- Parents much more likely to say non-red-meat options are healthier
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- Figure 41: Hot dog and sausage quality and health, by parental status, July 2020
- Health concerns much more likely affecting young people’s consumption
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- Figure 42: Health concerns and hot dogs and sausages, by age, July 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 43: Total US retail sales and forecast of hot dogs and sausages, at current prices, 2015-25
- Figure 44: Total US retail sales and forecast of hot dogs and sausages, at inflation-adjusted prices, 2015-25
- Figure 45: Total US retail sales and forecast of hot dogs and sausages, by segment, at current prices, 2015-25
- Figure 46: Total US retail sales of hot dogs and sausages, by segment, at current prices, 2018 and 2020
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- Figure 47: Total US retail sales and forecast of hot dogs, at current prices, 2015-25
- Figure 48: Total US retail sales and forecast of hot dogs, at inflation-adjusted prices, 2015-25
- Figure 49: Total US retail sales and forecast of dinner sausage, at current prices, 2015-25
- Figure 50: Total US retail sales and forecast of dinner sausage, at inflation-adjusted prices, 2015-25
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- Figure 51: Total US retail sales and forecast of breakfast sausage, at current prices, 2015-25
- Figure 52: Total US retail sales and forecast of breakfast sausage, at inflation-adjusted prices, 2015-25
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Appendix – Companies and Brands
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- Figure 53: US multi-outlet sales of hot dogs, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 54: US multi-outlet sales of dinner sausages, by leading companies and brands, rolling 52 weeks 2019 and 2020
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- Figure 55: US multi-outlet sales of breakfast sausages, by leading companies and brands, rolling 52 weeks 2019 and 2020
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Appendix – Retailers
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- Figure 56: Total US retail sales of hot dogs and sausages, by channel, at current prices, 2015-20
- Figure 57: Total US retail sales of hot dogs and sausages, by channel, at current prices, 2018 and 2020
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- Figure 58: US supermarket sales of hot dogs and sausages, at current prices, 2015-20
- Figure 59: US sales of hot dogs and sausages through other retail channels, at current prices, 2015-20
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Appendix – Correspondence Analysis – Methodology
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- Figure 60: Hot dog/sausage use, July 2020
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