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
Executive Summary
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- Market at a glance
- Two-year trend shows nearly all side dishes make gains
- Rice is biggest side dish segment and drives overall category activity
- Side dishes split fairly evenly among top manufacturers
- Traditional supermarkets the destination of choice for side dishes
- Influence of age, income and children
- Consumers’ view of side dishes a good match for today’s environment
- Influence of race/Hispanic origin and recession on side dishes
Insights and Opportunities
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- Staying in the complete meals game
- Expanding marketing partnerships with restaurant chains
- Side dishes for one or two
- Cross-promotion of brands
- Mothers’ role creates need to win them over
- Location, location, location
Inspire Insights
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- The Time Bubble Bursts
- What's it about?
- What we've seen
- Specifics
- Implications
- Home of the Senses
- What's it about?
- What we've seen
- Specifics
- Implications
- Men Shopping Badly
- What's it about?
- What we've seen
- Specifics
- Implications
Market Size and Forecast
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- Key points
- Winning in the recession
- Big names need big ideas
- Side dishes – a private label haven?
- Market size and forecast
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- Figure 1: FDMx sales of side dishes, at current prices, 2003-13
- Figure 2: FDMx sales of side dishes, at inflation-adjusted prices, 2003-13
- Walmart sales
Competitive Context
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- Side dishes and dining out
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- Figure 3: Total U.S. systemwide sales of leading casual restaurant chains, at current prices, 2005-09
- Side dishes compete with at-home meals
- Snacks as a threat to side dishes
Segment Performance
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- Key points
- Shoppers bulking up on pasta and rice
- Stuffing left with empty feeling as consumers warm up to refrigerated and frozen side dishes
- Sales of side dishes by segment
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- Figure 4: FDMx sales of side dishes at current prices, by segment, 2003-13
- Figure 5: FDMx sales of side dishes, segmented by type, 2006 and 2008
Segment Performance—Rice
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- Key points
- Ready-to-serve ready to take off?
- Segment shift in the future?
- Sales and forecast
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- Figure 6: FDMx sales of rice, 2003-13
Segment Performance—Refrigerated Side Dishes
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- Key points
- Potatoes a budding success story
- Refrigerated side dishes worth the price
- Sales and forecast
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- Figure 7: FDMx sales of refrigerated side dishes, 2003-13
Segment Performance—Dry Macaroni and Cheese Mix
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- Key points
- Macaroni and cheese evolving as a snack
- Healthier macaroni and cheese?
- Sales and forecast
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- Figure 8: FDMx sales of dry macaroni and cheese mix, 2003-13
Segment Performance—Baked Beans
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- Key points
- Baked beans should sustain growth levels
- Presence of leading marketers does not guarantee success
- Sales and forecast
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- Figure 9: FDMx sales of baked beans, 2003-13
Segment Performance—Shelf-stable Side Dish Mixes
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- Key points
- Easy does it does not necessarily apply to SS side dish mixes
- Ethnic flavors not translating into greater sales
- Sales and forecast
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- Figure 10: FDMx sales of shelf-stable side dish mixes, 2003-13
Segment Performance—Stuffing Mixes
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- Key points
- Holidays may be happy, but rest of year not so much for stuffing
- Frozen stuffing not a difference maker
- Sales and forecast
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- Figure 11: FDMx sales of stuffing mixes, 2003-13
Segment Performance— Frozen Side Dishes
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- Key points
- Innovation welcome sight
- Delivery company making new sales route
- Sales and forecast
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- Figure 12: FDMx sales of frozen side dishes, 2003-13
Retail Channels
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- Key points
- Food stores need to defend turf
- Drugstores/mass merchandisers to eclipse $100 million
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- Figure 13: FDMx sales of side dishes, by retail channel, 2006 and 2008
Retail Channels—Supermarket/Food Stores
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- Key points
- Refrigerated/frozen items get warmer reception in supermarkets
- Supermarkets’ real estate makes a good home for side dishes
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- Figure 14: U.S. retail sales of side dishes at supermarkets/food stores, 2003-08
Retail Channels—Drug and Other
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- Key points
- Mass merchandisers earning more side dish dollars
- Side dishes hardly the main course in drugstores
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- Figure 15: U.S. retail sales of side dishes at drug and other FDMx stores, 2003-08
Market Drivers
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- Key points
- Recession’s impact on shopping habits
- Eating at home more with an appetite for healthier options
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- Figure 16: Incidence of cooking more at home and healthier eating, by age, October 2008
- Consumer confidence may be showing signs of rebounding
- Saving time almost as important as saving money
Leading Companies
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- Key points
- Kraft still in control but vulnerable to economic conditions
- Private label delivering on value proposition
- Company sales
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- Figure 17: FDMx sales of leading side dish companies, 2007 and 2008
Selected Brand Analysis—Rice
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- Key points
- Rice stretching food dollars
- Riviana brands growing across the board
- Private label making inroads
- Company and brand sales
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- Figure 18: Selected FDMx brand sales of rice in the U.S., 2008 and 2009
Selected Brand Analysis—Refrigerated Side Dishes
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- Key points
- Potato-based side dishes driving brand sales
- Bob Evans making itself at home
- Is private label waiting in the wings?
- Company and brand sales
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- Figure 19: FDMx brand sales of refrigerated side dishes in the U.S., 2008 and 2009
Selected Brand Analysis—Dry Macaroni and Cheese Mix
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- Key points
- Kraft clearly king
- Is there a market for natural/organic macaroni and cheese?
- Company and brand sales
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- Figure 20: FDMx brand sales of dry macaroni and cheese mix in the U.S., 2008 and 2009
Selected Brand Analysis—Baked Beans
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- Key points
- Bush Brothers’ marketing efforts paying off
- Private label weaker than expected
- Refrigerated baked beans left out in the cold by shoppers
- Company and brand sales
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- Figure 21: FDMx brand sales of baked beans in the U.S., 2008 and 2009
Selected Brand Analysis—Shelf-stable Side Dish Mixes
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- Key points
- Side dish mixes has several new products
- PepsiCo shows some pop in side dishes
- Kraft not used to also-ran status
- Company and brand sales
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- Figure 22: FDMx brand sales of shelf-stable side dish mixes in the U.S., 2008 and 2009
Selected Brand Analysis—Stuffing Mixes
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- Key points
- Kraft looking to repeat success of macaroni and cheese segment
- Interstate finding stuffing mixes a bit of a bumpy road
- Private label stuffing filling up at expense of brand names
- Company and brand sales
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- Figure 23: FDMx brand sales of stuffing mixes in the U.S., 2008 and 2009
Selected Brand Analysis—Frozen Side Dishes
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- Key points
- Frozen side dishes tell “steamy” story
- Steamed varieties may be cannibalizing sales
- Birds Eye and H.J. Heinz gaining more than their fair share
- Company and brand sales
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- Figure 24: FDMx brand sales of frozen side dishes in the U.S., 2008 and 2009
Brand Qualities
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- Kraft Macaroni & Cheese
- Uncle Ben’s rice
- Bush Brothers Baked Beans
Innovation and Innovators
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- Number of new products down
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- Figure 25: Launches of new side dish products in the U.S., 2005-08
- Comfort side dishes
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- Figure 26: Top claims in U.S. comfort side dish launches (# of new products), 2005-08
- Ethnic side dishes
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- Figure 27: Top claims in U.S. ethnic side dish launches (# of new products), 2005-08
- Healthy side dishes
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- Figure 28: Top claims in U.S. healthy side dish launches (# of new products), 2005-08
- Figure 29: Top sub-categories in U.S. healthy side dish launches (# of new products), 2005-08
Advertising and Promotion
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- Overview
- Zatarain’s Rice Mixes
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- Figure 30: Zatarain’s television ad, March 19, 2009
- Success Rice
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- Figure 31: Success rice television ad, January 29, 2009
- Bush’s Baked Beans
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- Figure 32: Bush Brothers baked beans television ad, March 25, 2008
- Goya Rice and Beans
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- Figure 33: Goya rice and beans television ad, June 2, 2008
Purchase and Consumption of Side Dishes
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- Key points
- Side dishes bought in past three months
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- Figure 34: Types of side dishes bought in past 3 months, by gender, March 2009
- Figure 35: Types of side dishes bought in past 3 months, by age, March 2009
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- Figure 36: Types of side dishes bought in past 3 months, by household income, March 2009
- Figure 37: Types of side dishes bought in past 3 months, by presence and number of children, March 2009
- Frequency of eating side dishes
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- Figure 38: Frequency of eating various side dishes, part 1, March 2009
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- Figure 39: Frequency of eating various side dishes, part 2, March 2009
- Frequency of eating plain rice and canned baked beans
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- Figure 40: Frequency of eating plain rice, by age, March 2009
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- Figure 41: Frequency of eating canned baked beans, by age, March 2009
Changes in Consumption of Side Dishes and Reasons for Change
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- Key points
- Changes in consumption
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- Figure 42: Change in consumption of selected side dishes in past year, part 1, March 2009
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- Figure 43: Change in consumption of selected side dishes in past year, part 2, March 2009
- Reasons for eating more
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- Figure 44: Reasons for eating more of selected side dishes in past year, part 1, March 2009
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- Figure 45: Reasons for eating more of selected side dishes in past year, part 2, March 2009
Perceptions of Side Dishes
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- Key points
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- Figure 46: Way in which selected side dishes are perceived, part 1, March 2009
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- Figure 47: Way in which selected side dishes are perceived, part 2, March 2009
- Perceptions of plain rice
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- Figure 48: Way in which plain rice is perceived, by gender, March 2009
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- Figure 49: Way in which plain rice is perceived, by age, March 2009
- Perceptions of mixed/flavored rice
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- Figure 50: Way in which mixed/flavored rice is perceived, by age, March 2009
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- Figure 51: Way in which mixed/flavored rice is perceived, by household income, March 2009
- Perceptions of couscous/tabouli/other wheat or grain salad
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- Figure 52: Way in which couscous/tabouli/other wheat or grain salad is perceived, by age, March 2009
- Perceptions of macaroni and cheese (pre-made or ready made)
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- Figure 53: Way in which macaroni and cheese (pre-made or ready made) is perceived, by gender, March 2009
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- Figure 54: Way in which macaroni and cheese (pre-made or ready made) is perceived, by age, March 2009
- Perceptions of canned baked beans
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- Figure 55: Way in which canned baked beans are perceived, by age, March 2009
- Perceptions of refrigerated baked beans
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- Figure 56: Way in which refrigerated baked beans are perceived, by age, March 2009
- Perceptions of refried beans
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- Figure 57: Way in which refried beans are perceived, by age, March 2009
- Perceptions of pasta mix (such as dry mac and cheese mix)
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- Figure 58: Way in which pasta mix (such as dry mac and cheese mix) is perceived, by gender, March 2009
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- Figure 59: Way in which pasta mix (such as dry mac and cheese mix) is perceived, by age, March 2009
- Perceptions of frozen potato dishes
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- Figure 60: Way in which frozen potato dishes (eg pierogis, twice-baked potatoes, potato skins) are perceived, by age, March 2009
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- Figure 61: Way in which frozen potato dishes (eg pierogis, twice-baked potatoes, potato skins) are perceived, by household income, March 2009
- Perceptions of prepared salad
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- Figure 62: Way in which prepared salad (like refrigerated coleslaw, potato salad, or shelf stable potato salad) is perceived, by gender, March 2009
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- Figure 63: Way in which prepared salad (like refrigerated coleslaw, potato salad, or shelf stable potato salad) is perceived, by age, March 2009
- Perceptions of stuffing mixes
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- Figure 64: Way in which stuffing mixes are perceived, by age, March 2009
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- Figure 65: Way in which stuffing mixes are perceived, by household income, March 2009
- Perceptions of refrigerated side dishes
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- Figure 66: Way in which refrigerated side dishes are perceived, by age, March 2009
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- Figure 67: Way in which refrigerated side dishes are perceived, by household income, March 2009
Changes in Eating Habits as a Result of the Recession
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- Key points
- More in-home diners create captive… and receptive audience?
- Oldest demographic groups equipped to handle recessionary effects
- Black and Hispanics may offer opportunities for growth
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- Figure 68: Ways in which eating habits have changed as a result of the recession, by age, March 2009
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- Figure 69: Ways in which eating habits have changed as a result of the recession, by household income, March 2009
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- Figure 70: Ways in which eating habits have changed as a result of the recession, by race/Hispanic origin, March 2009
The Impact of Race and Hispanic Origin
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- Key points
- Side dishes less appealing overall to “other race” group
- Rice may be popular but has much different perception profile among “Other Races”
- Refried beans popular with Hispanics
- Plain rice—frequency of eating and perception
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- Figure 71: Frequency of eating plain rice, by race/Hispanic origin, March 2009
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- Figure 72: Way in which plain rice is perceived, by race/Hispanic origin, March 2009
- Perception of other side dishes
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- Figure 73: Way in which mixed/flavored rice is perceived, by race/Hispanic origin, March 2009
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- Figure 74: Way in which pasta mix (such as dry mac and cheese mix) is perceived, by race/Hispanic origin, March 2009
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- Figure 75: Way in which prepared salad (like refrigerated coleslaw, potato salad, or shelf stable potato salad) is perceived, by race/Hispanic origin, March 2009
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- Figure 76: Way in which stuffing mixes are perceived, by race/Hispanic origin, March 2009
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- Figure 77: Way in which refrigerated side dishes are perceived, by race/Hispanic origin, March 2009
Cluster Analysis
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- Recession-proof, shop and cook less
- Who they are—characteristics
- Who they are—Demographics
- Opportunities
- Frequent-shopping cookers
- Who they are—characteristics
- Who they are—Demographics
- Opportunities
- Heritage and background detached
- Who they are—characteristics
- Who they are—Demographics
- Opportunities
- Multiple and enthusiastic side-dishers
- Who they are—characteristics
- Who they are—Demographics
- Opportunities
- Cluster characteristics
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- Figure 78: Side dish clusters, March 2009
- Figure 79: Share of food shopping, by side dish clusters, March 2009
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- Figure 80: Share of cooking, by side dish clusters, March 2009
- Figure 81: Types of side dishes bought in past 3 months, by side dish clusters, March 2009
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- Figure 82: Way in which plain rice is perceived, by side dish clusters, March 2009
- Figure 83: Way in which rice mix or flavored rice is perceived, by side dish clusters, March 2009
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- Figure 84: Way in which couscous, tabouli, or other wheat or grain salad item is perceived, by side dish clusters, March 2009
- Figure 85: Way in which macaroni and cheese (pre-made or ready-made) is perceived, by side dish clusters, March 2009
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- Figure 86: Way in which canned baked beans are perceived, by side dish clusters, March 2009
- Figure 87: Way in which refrigerated baked beans are perceived, by side dish clusters, March 2009
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- Figure 88: Way in which refried beans are perceived, by side dish clusters, March 2009
- Figure 89: Way in which pasta mix is perceived, by side dish clusters, March 2009
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- Figure 90: Way in which instant mashed potato is perceived, by side dish clusters, March 2009
- Figure 91: Way in which au gratin, scalloped or other potato mix is perceived, by side dish clusters, March 2009
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- Figure 92: Way in which frozen potato dishes* are perceived, by side dish clusters, March 2009
- Figure 93: Way in which prepared salad* is perceived, by side dish clusters, March 2009
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- Figure 94: Way in which stuffing mix is perceived, by side dish clusters, March 2009
- Figure 95: Way in which refrigerated side dishes* are perceived, by side dish clusters, March 2009
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- Figure 96: Ways in which eating habits have changed as a result of the recession, by side dish clusters, March 2009
- Cluster demographics
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- Figure 97: Side dish clusters, by gender, March 2009
- Figure 98: Side dish clusters, by age group, March 2009
- Figure 99: Side dish clusters, by household income, March 2009
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- Figure 100: Side dish clusters, by race, March 2009
- Figure 101: Side dish clusters, by Hispanic origin, March 2009
- Cluster methodology
Custom Consumer Groups
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- Children’s influence on eating habits
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- Figure 102: Ways in which eating habits have changed as a result of the recession, by gender and presence of children, March 2009
- Unmarried with children eating out less
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- Figure 103: Ways in which eating habits have changed as a result of the recession, by marital status and presence of children, by gender, March 2009
- Affluent men changing eating habits less than women
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- Figure 104: Ways in which eating habits have changed as a result of the recession, by gender and income, March 2009
- Age and gender’s role during recessionary times
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- Figure 105: Ways in which eating habits have changed as a result of the recession, by gender and age, March 2009
IRI/Builders—Key Household Purchase Measures
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- Baked beans
- Consumer insights on key purchase measures—baked beans
- Brand map
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- Figure 106: Brand map, selected brands of baked beans, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 107: Key purchase measures for the top brands of baked beans, by household penetration, 2008*
- Dry packaged dinners—overview
- Dry macaroni and cheese
- Consumer insights on key purchase measures—dry macaroni and cheese
- Brand map
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- Figure 108: Brand map, selected brands of dry macaroni and cheese, buying rate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 109: Key purchase measures for the top brands of dry macaroni and cheese, by household penetration, 2008*
- Dry salad/side dish mixers
- Consumer insights on key purchase measures—dry salad/side dish mixes
- Brand map
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- Figure 110: Brand map, selected brands of dry salad/side dish mixes, buying rate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 111: Key purchase measures for the top brands of dry salad/side dish mixes, by household penetration, 2008*
- Rice—overview
- Dry rice
- Consumer insights on key purchase measures—dry rice
- Brand map
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- Figure 112: Brand map, selected brands of dry rice, buying rate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 113: Key purchase measures for the top brands of dry rice, by household penetration, 2008*
- Dry rice mixes
- Consumer insights on key purchase measures—dry rice mixes
- Brand map
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- Figure 114: Brand map, selected brands of dry rice mixes, buying rate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 115: Key purchase measures for the top brands of dry rice mixes, by household penetration, 2008*
- Ready-to-serve rice
- Consumer insights on key purchase measures—ready-to-serve rice
- Brand map
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- Figure 116: Brand map, selected brands of ready-to-serve rice, buying rate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 117: Key purchase measures for the top brands of ready-to-serve rice, by household penetration, 2008*
Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Other Useful Consumer Tables
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- Perceptions of plain rice
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- Figure 118: Way in which plain rice is perceived, by household income, March 2009
- Perceptions of mixed/flavored rice
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- Figure 119: Way in which mixed/flavored rice is perceived, by gender, March 2009
- Perceptions of couscous/tabouli/other wheat or grain salad
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- Figure 120: Way in which couscous/tabouli/other wheat or grain salad is perceived, by gender, March 2009
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- Figure 121: Way in which couscous/tabouli/other wheat or grain salad is perceived, by household income, March 2009
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- Figure 122: Way in which couscous/tabouli/other wheat or grain salad is perceived, by race/Hispanic origin, March 2009
- Perceptions of macaroni and cheese (pre-made or ready made)
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- Figure 123: Way in which macaroni and cheese (pre-made or ready made) is perceived, by household income, March 2009
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- Figure 124: Way in which macaroni and cheese (pre-made or ready made) is perceived, by race/Hispanic origin, March 2009
- Perceptions of canned baked beans
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- Figure 125: Way in which canned baked beans are perceived, by gender, March 2009
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- Figure 126: Way in which canned baked beans are perceived, by household income, March 2009
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- Figure 127: Way in which canned baked beans are perceived, by race/Hispanic origin, March 2009
- Perceptions of refrigerated baked beans
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- Figure 128: Way in which refrigerated baked beans are perceived, by gender, March 2009
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- Figure 129: Way in which refrigerated baked beans are perceived, by household income, March 2009
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- Figure 130: Way in which refrigerated baked beans are perceived, by race/Hispanic origin, March 2009
- Perceptions of refried beans
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- Figure 131: Way in which refried beans are perceived, by gender, March 2009
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- Figure 132: Way in which refried beans are perceived, by household income, March 2009
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- Figure 133: Way in which refried beans are perceived, by race/Hispanic origin, March 2009
- Perceptions of pasta mix (such as dry mac and cheese mix)
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- Figure 134: Way in which pasta mix (such as dry mac and cheese mix) is perceived, by household income, March 2009
- Perceptions of frozen potato dishes
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- Figure 135: Way in which frozen potato dishes (eg pierogis, twice-baked potatoes, potato skins) are perceived, by gender, March 2009
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- Figure 136: Way in which frozen potato dishes (eg pierogis, twice-baked potatoes, potato skins) are perceived, by race/Hispanic origin, March 2009
- Perceptions of prepared salad
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- Figure 137: Way in which prepared salad (like refrigerated coleslaw, potato salad, or shelf stable potato salad) are perceived, by household income, March 2009
- Perceptions of stuffing mixes
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- Figure 138: Way in which stuffing mixes are perceived, by gender, March 2009
- Perceptions of refrigerated side dishes
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- Figure 139: Way in which refrigerated side dishes are perceived, by gender, March 2009
- Changes in eating habits as a result of the recession
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- Figure 140: Ways in which eating habits have changed as a result of the recession, by gender, March 2009
Appendix: Trade Associations
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