Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Market data
- Consumer survey data
- Video Advertising Creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market size and forecast
- Market drivers
- Competitive context
- Segment performance—frozen handheld entrées
- Segment performance—frozen appetizers/snack rolls
- Segment performance—frozen pretzels
- Retail channels
- Leading companies
- Incidence of eating frozen snacks
- Types and frequency of frozen snacks eaten
- Impact of recession on consumption of frozen snacks
- Interest in different types of frozen snacks
- Source of frozen snacks—type of retailer
- Attitudes and opinions related to frozen snacks
- Impact of race and Hispanic origin
Insights and Opportunities
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- Possibility for gain with new vegetable-based, BFY options
- Exploring customizable family variety packs
Inspire Insights—Trend: Diversity is All
Market Size and Forecast
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- Key points
- Weak economy and slowdown in new product launches drive sales decline
- Sales and forecast of frozen snacks
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- Figure 1: FDMx sales and forecast of frozen snacks, at current prices, 2005-15
- Figure 2: FDMx sales and forecast of frozen snacks, at inflation-adjusted prices, 2005-15
- Walmart sales
Market Drivers
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- Key points
- Economy continues to drive many to cook and entertain more at home
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- Figure 3: Strategies for dealing with recessionary pressures, by household income, October 2009
- Growth of young adult and kid segments will contribute to demand
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- Figure 4: Population, by age, 2005-15
- Slow growth of high-demand segment could curtail long-term sales growth
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- Figure 5: Types of international frozen snacks people would like to see more of, by race/Hispanic origin, July 2010
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- Figure 6: Population, by race and Hispanic origin, 2005-15
- Slow decline in number of households with children could limit demand
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- Figure 7: Households, by presence of children, 1999-2009
- Most American adults overweight or obese and most report watching their diet
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- Figure 8: Percentage of population aged 20 and over who are overweight or obese or extremely obese, 1988-2008
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- Figure 9: Incidence of presently watching/controlling diet, 2004/05-2008/09
- Figure 10: Changes in healthy eating habits, by household income, October 2009
- Low fat, high fiber, low calorie and low sodium could help drive future growth
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- Figure 11: Attributes that diet watchers look for in food, 2006/07 and 2008/09
Competitive Context
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- Key points
- Inexpensive hot snacks and BFY options at QSRs could undermine growth
- Salty snacks represent primary competitive threat
Segment Performance
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- Key point
- Declines in the sales of frozen entrées driving overall category declines
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- Figure 12: FDMx sales and forecast of frozen snacks, at current prices, by segment, 2005-15
- Figure 13: FDMx frozen snack sales, by type, 2008 and 2010
Segment Performance—Frozen Handheld Entrées
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- Key points
- Frozen entrée declines signal overall threat to category sales and need for innovation
- FDMx sales and forecast of frozen handheld entrées
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- Figure 14: FDMx and forecast of frozen handheld entrées, at current prices, 2005-15
Segment Performance—Frozen Appetizers/Snack Rolls
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- Key points
- FDMx sales of frozen appetizers cool but many bargain-priced options remain popular
- FDMx sales and forecast of frozen appetizers/snack rolls
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- Figure 15: FDMx sales and forecast of frozen appetizers/snack rolls, 2005-15
Segment Performance—Frozen Pretzels
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- Key points
- Frozen pretzel sales grow and more premium ethnic varieties come online
- FDMx sales and forecast of frozen pretzels
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- Figure 16: FDMx sales and forecast of frozen pretzels, at current prices, 2005-15
Retail Channels
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- Key points
- Growth of mass share contributes to pricing pressure
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- Figure 17: FDMx sales of frozen snacks, by retail channel, 2008 and 2010
Retail Channels—Supermarkets
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- Key points
- Supermarket sales decline as some turn to mass merchandisers and club stores for bargains
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- Figure 18: U.S. sales of frozen snacks at supermarkets, 2005-10
Retail Channels—Drug and Mass
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- Key points
- Economic conditions optimize positioning in mass merchandisers
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- Figure 19: U.S. sales of frozen snacks at drug stores and mass merchandisers, 2005-10
Retail Channels—Natural
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- Key points
- Sales of frozen snacks in the natural channel
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- Figure 20: Natural supermarket sales of frozen snacks, at current prices, 2008-10
- Figure 21: Natural supermarket sales of frozen snacks, at inflation-adjusted prices, 2008-10
- Implications
- Natural channel sales by segment
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- Figure 22: Natural supermarket sales of frozen snacks, by segment, 2008 and 2010
- Leading brands
- Natural channel sales of frozen organic snacks
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- Figure 23: Natural supermarket sales of frozen snacks, by organic vs. non-organic, 2008 and 2010
Leading Companies
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- Key points
- Nestlé remains dominant but Ruiz and private label report stronger gains
- Ruiz Foods posts strong gains with Mexican offering
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- Figure 24: FDMx sales of frozen snacks, by leading companies, 2009 and 2010
Brand Share—Frozen Handheld Entrées
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- Key points
- Nestlé’s Hot Pockets remains dominant but susceptible to cannibalization and other competitive threats
- FDMx brand sales of frozen handheld entrées
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- Figure 25: FDMx brand sales of frozen handheld entrées in the U.S., 2009 and 2010
Brand Share—Frozen Appetizers/Snack Rolls
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- Key points
- General Mills and Ruiz Foods win with minis
- FDMx brand sales of frozen appetizers/snack rolls
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- Figure 26: FDMx brand sales of frozen appetizers/snack rolls in the U.S., 2009 and 2010
Brand Share—Frozen Pretzels
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- Key points
- Pretzels less popular but hold some growth potential
- FDMx brand sales of frozen pretzels
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- Figure 27: FDMx brand sales of frozen pretzels in the U.S., 2009 and 2010
Innovations and Innovators
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- Key points
- BFY joins convenience as promoted claims
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- Figure 28: Top 10 product claims in frozen snack launches, 2004-10
- Microwaveable and fast, but premium
- Ethnic innovations
- Natural and wholegrain innovations could drive future growth
Marketing Strategies
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- Overview
- In-store merchandising and displays
- Hot Pockets
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- Figure 29: Hot pockets coupon from Safeway circular, 2010
- El Monterey
- José Olé
- Totino’s
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- Figure 30: Totino’s Pizza Rolls in-store coupon from Safeway, 2010
- Television advertising
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- Figure 31: Hot Pockets SideShots, TV ad, 2010
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- Figure 32: Totino's Pizza Rolls TV ad, 2010
- Online initiatives
- Hot Pockets
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- Figure 33: Website traffic estimates for hotpockets.com, February-July 2010
- El Monterey
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- Figure 34: Website traffic estimates for elmonterey.com, February-July 2010
- Totino’s
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- Figure 35: Website traffic estimates for totinos.com, March-July 2010
- José Olé
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- Figure 36: Website traffic estimates for joseole.com, February-July 2010
- Social media
- Hot Pockets
- El Monterey
- Totino’s
- José Olé
Incidence of Eating Frozen Snacks
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- Key points
- Key segments for frozen snack manufacturers
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- Figure 37: Household use of frozen snacks, by key demographics, February 2009-March 2010
- Hot Pockets dominates with portability and a range of popular flavor profiles
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- Figure 38: Brands of frozen snacks eaten, by age, February 2009-March 2010
- Most teens use frozen snacks
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- Figure 39: Teen consumption of frozen snacks eaten, by key demographics, November 2008-December 2009
- Hot Pockets and Bagel Bites especially popular with teens
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- Figure 40: Brands of frozen snacks eaten by teens, by age and gender, November 2008-December 2009
Types of Frozen Snacks Eaten
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- Key points
- Pizza/bagel-style snacks most popular with adults and teens
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- Figure 41: Types of frozen snacks eaten, by family member, July 2010
- Pizza/bagel-style snacks especially popular with young adults
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- Figure 42: Who in household eats pizza/bagel-style frozen snacks, by age, July 2010
- Sandwich/wrap-style snacks especially popular with 35-44s
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- Figure 43: Who in household eats sandwich/wrap-style frozen snacks, by age, July 2010
- Asian snacks somewhat more popular with affluents
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- Figure 44: Who in household eats Asian-style frozen snacks, by household income, July 2010
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- Figure 45: Who in household eats Asian-style frozen snacks, by age, July 2010
- Who eats Hispanic-style snacks?
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- Figure 46: Who in household eats Hispanic-style frozen snacks, by age, July 2010
Frequency of Eating Frozen Snacks
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- Key points
- Pizza/bagel and sandwich/wrap-style frozen snacks are the most popular
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- Figure 47: How often people in household eat frozen snacks, by type of snack, July 2010
- Asian-style frozen snacks are most popular among younger adults and the affluent
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- Figure 48: How often people in household eat Asian-style frozen snacks, by age, July 2010
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- Figure 49: How often people in household eat Asian-style frozen snacks, by household income, July 2010
- Young adults are more likely to eat Hispanic-style frozen snacks
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- Figure 50: How often people in household eat Hispanic-style frozen snacks, by age, July 2010
- Pizza/bagel style among the most popular options
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- Figure 51: How often people in household eat pizza/bagel-style frozen snacks, by household income, July 2010
- Young adults eat sandwich/wrap-style frozen snacks more frequently than older adults
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- Figure 52: How often people in household eat sandwich/wrap-style frozen snacks, by age, July 2010
Impact of Recession on Consumption of Frozen Snacks
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- Key points
- Some eating fewer frozen snacks due to the recession but most using about the same amount
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- Figure 53: Impact of recession on consumption of frozen snacks, by type of snack, July 2010
- Much of the decline driven by reductions in households with incomes of less than $50K
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- Figure 54: Impact of recession on consumption of frozen snacks, by household income, July 2010
Interest in Different Types of Frozen Snacks
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- Key points
- Most are interested in higher-fiber options made with vegetables
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- Figure 55: Types of frozen snacks people would like to see more of, by level of interest, July 2010
- Women more interested in BFY frozen snack options than are men
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- Figure 56: Types of frozen snacks people would be interested in seeing more of, by gender, July 2010
- Affluents more likely than low-income consumers to want BFY and premium options
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- Figure 57: Willingness to pay more for types of frozen snacks interested in seeing more of, by household income, July 2010
- Young people have a greater interest in certain international frozen snacks
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- Figure 58: Types of international frozen snacks people would like to see more of, by age, July 2010
- Highly educated consumers express greater interest in Thai and other less common ethnic cuisines
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- Figure 59: Types of international frozen snacks people would like to see more of, by level of education, July 2010
Source of Frozen Snacks—Type of Retailer
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- Key points
- Grocery and mass primary channels
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- Figure 60: Channels shopped for frozen snacks, by household income, July 2010
- Use family packs to target households with kids in grocery, mass, and club
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- Figure 61: Channels shopped for frozen snacks, by presence and number of children, July 2010
Attitudes and Opinions Related to Frozen Snacks
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- Key points
- Variety packs could be useful when targeting families
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- Figure 62: Parents’ view of kids’ involvement in cooking and eating frozen snacks, July 2010
- Speed, innovation, and quality are all key decision-making drivers
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- Figure 63: Attitudes toward purchase and consumption of frozen snacks, July 2010
- Affluents and middle-income users less price-conscious and more open to new brands and flavors
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- Figure 64: Attitudes toward purchase and consumption of frozen snacks, by household income, July 2010
Impact of Race and Hispanic Origin
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- Key points
- Minorities somewhat more likely to report changes in consumption patterns
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- Figure 65: Impact of recession on consumption of frozen snacks, by race/Hispanic origin, July 2010
- For many brands, blacks are a high-value segment
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- Figure 66: Brands of frozen snacks eaten, by race/Hispanic origin, February 2009-March 2010
- Asians are by far the largest consumers of Asian-style frozen snacks
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- Figure 67: Who in household eats Asian-style frozen snacks, by race/Hispanic origin, July 2010
- Hispanics are by far the biggest consumers of Hispanic-style frozen snacks
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- Figure 68: Who in household eats Hispanic-style frozen snacks, by race/Hispanic origin, July 2010
- Asians and Hispanics are more likely to be interested in BFY frozen snacks
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- Figure 69: Types of frozen snacks people would be interested in seeing more of, by race/Hispanic origin, July 2010
Cluster Analysis
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- Developers
- Demographics
- Characteristics
- Opportunity
- Modifiers
- Demographics
- Characteristics
- Opportunity
- Traditionalists
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 70: Frozen snack clusters, July 2010
- Figure 71: Incidence of using various types of frozen snacks, by frozen snack clusters, July 2010
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- Figure 72: Interest in premium, BFY and other value-added snack options, by frozen snack clusters, July 2010
- Figure 73: Frozen snack attitudes, by frozen snack clusters, July 2010
- Cluster demographics
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- Figure 74: Frozen snack clusters, by gender, July 2010
- Figure 75: Frozen snack clusters, by age, July 2010
- Figure 76: Frozen snack clusters, by household income, July 2010
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- Figure 77: Frozen snack clusters, by race, July 2010
- Figure 78: Frozen snack clusters, by Hispanic origin, July 2010
- Cluster methodology
Custom Consumer Groups
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- Mass and club could benefit by targeting affluent blacks
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- Figure 79: Incidence of channel use, by race/Hispanic origin and household income, July 2010
- Affluent blacks more likely than most others to report increase in snack spending
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- Figure 80: Incidence of using various types of frozen snacks, by race/Hispanic origin and household income, July 2010
- Emphasize BFY options when targeting affluent blacks and Hispanics
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- Figure 81: Interest in value-added options, by race/Hispanic origin and household income, July 2010
- Affluent blacks tend to hold unique attitudes that can be leveraged to create promotional materials
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- Figure 82: Frozen snack attitudes, by race/Hispanic origin and household income, July 2010
IRI/Builders—Key Household Purchase Measures
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- Overview of frozen appetizers/snack rolls (category)
- Frozen appetizers/snack rolls (segment)
- Consumer insights on key purchase measures—frozen appetizers/snack rolls
- Brand map
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- Figure 83: Brand map, selected brands of frozen appetizers/snack rolls buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 84: Key purchase measures for the top brands of frozen appetizers/snack rolls, by household penetration, 2009*
- Frozen pretzels
- Consumer insights on key purchase measures—frozen pretzels
- Brand map
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- Figure 85: Brand map, selected brands of frozen pretzels buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 86: Key purchase measures for the top brands of frozen pretzels, by household penetration, 2009*
Appendix A: IRI/Builders Panel Data Definitions
Appendix B: Table Bases
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- Figure 87: Summary of base table 1, by age, July 2010
- Figure 88: Summary of base table 1, by household income, July 2010
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- Figure 89: Summary of base table 1, by race/Hispanic origin, July 2010
- Figure 90: Summary of base table 2, by age, July 2010
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- Figure 91: Summary of base table 2, by household income, July 2010
- Figure 92: Summary of base table 2, by race/Hispanic origin and household income, July 2010
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- Figure 93: Summary of base table 2, by race/Hispanic origin, July 2010
- Figure 94: Summary of base table 3, by gender, July 2010
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- Figure 95: Summary of base table 3, by age, July 2010
- Figure 96: Summary of base table 3, by household income, July 2010
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- Figure 97: Summary of base table 3, by race/Hispanic origin, July 2010
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Appendix C: Trade Associations
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