Table of Contents
Executive Summary
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- Overview
- The market
- Sales to decline to $9.5 billion in 2018
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- Figure 1: Total US retail sales and fan chart forecast of prepared meals and side dishes, at current prices, 2008-18
- Single-serve frozen meals make up more than half the category
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- Figure 2: Total US retail sales of prepared meals and side dishes, by segment, at current prices, 2011 and 2013
- Key players
- Nestlé and ConAgra continue to dominate category
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- Figure 3: MULO sales of prepared meals and side dishes, by leading companies, 2014*
- The consumer
- Frozen meals have highest household penetration
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- Figure 4: Household purchase of prepared meals and side dishes, March 2014
- Convenience, ease of use top motivators for purchase
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- Figure 5: Reasons for purchasing prepared meals and side dishes, Top five, March 2014
- Reduced- and ingredient-related claims most considered
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- Figure 6: Nutritional claims considered when purchasing prepared meals and side dishes, Top five, March 2014
- Natural, high-quality items top factors for greater purchase frequency
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- Figure 7: Factors for purchasing prepared meals and side dishes more often, Top five, March 2014
- Strongest attitudes toward health and product labeling
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- Figure 8: Attitudes toward prepared meals and side dishes, Top five, March 2014
- What we think
Issues and Insights
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- How can perceptions of the frozen category be improved?
- Issues
- Insight: Transparency and innovation are vital to a shift
- What will the main source of innovation for the category be?
- Issues
- Insight: Restaurant-quality items, convenience, and BFY options will all play a role
- How can the use of prepared meals and side dishes be expanded?
- Issues
- Insight: Items can be marketed for specific eating occasions
Trend Applications
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- Trend: The Power of One
- Trend: Prove it
- Trend: Objectify
Market Size and Forecast
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- Key points
- Sales forecasted to reach $9.5 billion in 2018
- Sales and forecast of prepared meals and side dishes
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- Figure 9: Total US retail sales and forecast of prepared meals and side dishes, at current prices, 2008-18
- Figure 10: Total US retail sales and forecast of prepared meals and side dishes, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 11: Total US retail sales and fan chart forecast of prepared meals and side dishes, at current prices, 2008-18
Market Drivers
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- Key points
- Frozen food dissatisfaction
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- Figure 12: Attitudes/Opinions about Food, November 2012-December 2013
- Households with children declining, single-person households rise
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- Figure 13: US households, by presence of own children, 2003-13
Competitive Context
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- Key points
- Increasing interest in foodservice options dining out of the home
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- Figure 14: Frequency of dining out in 2014, by gender, October 2013
- In-store prepared meals offer a fresh alternative
Segment Performance
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- Key points
- Single-serve frozen meals represent more than half of the category
- Sales of prepared meals and side dishes, by segment
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- Figure 15: Total US retail sales of prepared meals and side dishes, by segment, at current prices, 2011 and 2013
- Single-serve frozen meals lead category but continue to decline
- Sales and forecast of single-serve frozen meals
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- Figure 16: Total US retail sales and forecast of single-serve frozen meals at current prices, 2008-18
- Multiserve frozen meals decline most of any segment
- Sales and forecast of multiserve frozen meals
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- Figure 17: Total US retail sales and forecast of multiserve frozen meals at current prices, 2008-18
- Refrigerated meals demonstrate strongest growth
- Sales and forecast of refrigerated meals
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- Figure 18: Total US retail sales and forecast of refrigerated meals at current prices, 2008-18
- Refrigerated side dishes grow 16% from 2008-13
- Sales and forecast of refrigerated side dishes
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- Figure 19: Total US retail sales and forecast of refrigerated side dishes at current prices, 2008-18
- Frozen side dishes maintain smallest market share
- Sales and forecast of frozen side dishes
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- Figure 20: Total US retail sales and forecast of frozen side dishes at current prices, 2008-18
Retail Channels
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- Key points
- Most prepared meals and sides purchased in supermarkets
- Sales of prepared meals and side dishes, by channel
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- Figure 21: Total US retail sales of prepared meals and side dishes, by channel, at current prices, 2011-13
- Supermarket sales dip 7% over past five years
- Supermarket sales of prepared meals and side dishes
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- Figure 22: US supermarket sales of prepared meals and side dishes, at current prices, 2008-13
- Greater retail availability positively impacts other channel sales
- Other retail channel sales of prepared meals and side dishes
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- Figure 23: US sales of prepared meals and side dishes, through other retail channels, at current prices, 2008-13
Leading Companies and Brand Analysis
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- Key points
- Nestlé, ConAgra maintain category lead
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- Figure 24: “Lean Cuisine Diet Reality Check,” TV ad, 2014
- Figure 25: Lean Cuisine website, April 2014
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- Figure 26: Healthy Choice “No-carb Queens,” TV ad, 2012
- Figure 27: Weight Watchers Smart Ones “America Gets a Clean Slate,” TV ad, 2014
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- Figure 28: Smart Ones Print Ad, April 2014
- Increases for Amy’s Kitchen, Bob Evans
- Manufacturer sales of prepared meals and side dishes
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- Figure 29: MULO sales of prepared meals and side dishes, by leading companies, rolling 52 weeks 2013 and 2014
Brand Share – Single-serve Frozen Meals
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- Key points
- All leading brands experience year-over-year sales declines
- Manufacturer sales of single-serve frozen meals
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- Figure 30: MULO sales of single-serve frozen meals, by leading companies, rolling 52 weeks 2013 and 2014
- ConAgra, Nestlé lead in household penetration
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- Figure 31: Key purchase measures for the top brands of single-serve frozen dinners/entrees, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Brand Share – Multiserve Frozen Meals
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- Key points
- ConAgra, private label face largest sales declines
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- Figure 32: Stouffer’s website, April 2014
- Manufacturer sales of multiserve frozen meals
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- Figure 33: MULO sales of multiserve frozen meals, by leading companies, rolling 52 weeks 2013 and 2014
- Strongest brand loyalty for Stouffer’s, private label
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- Figure 34: Key purchase measures for the top brands of multiserve frozen dinners/entrees, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Brand Share – Refrigerated Meals
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- Key points
- Hormel leads in a highly fragmented segment
- Manufacturer sales of refrigerated meals
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- Figure 35: MULO sales of refrigerated meals, by leading companies, rolling 52 weeks 2013 and 2014
- Hormel leads in segment household penetration
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- Figure 36: Key purchase measures for the top brands of refrigerated dinners/entrees by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Brand Share – Frozen Side Dishes
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- Key points
- Leading brands face year-over-year sales declines
- Manufacturer sales of frozen side dishes
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- Figure 37: MULO sales of frozen side dishes, by leading companies, rolling 52 weeks 2013 and 2014
- Nearly one quarter of households purchase frozen side dishes
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- Figure 38: Key purchase measures for the top brands of frozen side dishes, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Brand Share – Refrigerated Side Dishes
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- Key points
- Private label products lead in segment market share
- Manufacturer sales of refrigerated side dishes
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- Figure 39: MULO sales of refrigerated side dishes, by leading companies, rolling 52 weeks 2013 and 2014
- Bob Evans maintains strong brand loyalty
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- Figure 40: Key purchase measures for the top brands of refrigerated side dishes by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Innovations and Innovators
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- Growth in side dish product development
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- Figure 41: Prepared meals and side dishes product launches (frozen and refrigerated), by subcategory, 2009-14*
- Lack of new product innovation
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- Figure 42: Prepared meals and side dishes product launches (frozen and refrigerated), by type, 2009-14*
- Convenience-related claims most common for prepared meals
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- Figure 43: Prepared meals product launches (frozen and refrigerated), by top 10 claims, 2009-14*
- Increase in side dish ingredient claims
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- Figure 44: Side dishes product launches, frozen and refrigerated, by top 10 claims, 2009-14*
- Products with reduced claims appeal to dieters and non-dieters
- Homestyle favorites
Social Media – Prepared Meals and Side Dishes
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- Key points
- Market overview
- Key social media metrics
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- Figure 45: Key social media metrics, April 2014
- Brand usage and awareness
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- Figure 46: Brand usage and awareness for select prepared meals and side dishes brands, March 2014
- Interactions with prepared meals and side dishes brands
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- Figure 47: Interactions with select prepared meals and side dishes brands, March 2014
- Leading online campaigns
- New product launches
- Rewards programs
- Promoting healthy lifestyles
- What we think
- Online conversations
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- Figure 48: Online conversations around selected prepared meal and side dish brands, by month, April 1, 2013-March 31, 2014
- Where are people talking about prepared meals and side dish brands?
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- Figure 49: Online conversations around selected prepared meal and side dish brands, by page type, April 1, 2013-March 31, 2014
- What are people talking about?
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- Figure 50: Online topics of conversation around selected prepared meals and side dishes brands, April 1, 2013-March 31, 2014
Household Purchase
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- Key points
- Frozen meals have highest past purchase
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- Figure 51: Frozen complete dinners consumption, October 2007-December 2013
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- Figure 52: Frozen dinners consumption, October 2007-December 2013
- Figure 53: Frozen dinners consumption, October 2007-December 2013
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- Figure 54: Complete packaged prepared dishes & complete dinner mixes consumption, October 2007-December 2013
- Figure 55: Household purchase of prepared meals and side dishes, by gender, March 2014
- 25-44s most likely to have purchased prepared meals and sides
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- Figure 56: Household purchase of prepared meals and side dishes, by age, March 2014
- Past purchase skews toward higher-earning households
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- Figure 57: Household purchase of prepared meals and side dishes, by age, March 2014
Motivations for Purchase
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- Key points
- Men motivated by cost, flavor of prepared meals and sides
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- Figure 58: Reasons for purchasing prepared meals and side dishes, by gender, March 2014
- 25-34s more practical in purchase motivations
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- Figure 59: Reasons for purchasing prepared meals and side dishes, by age, March 2014
- Refrigerated sides lack in variety
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- Figure 60: Reasons for purchasing prepared meals and side dishes, March 2014
Consumption Occasions
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- Key points
- 18-34s more likely to eat prepared meals and sides as a snack, ingredient
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- Figure 61: Consumption occasions for prepared meals and side dishes, by age, March 2014
- Refrigerated meals most versatile
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- Figure 62: Consumption occasions for prepared meals and side dishes, by household purchase of prepared meals and side dishes, March 2014
Health and Nutrition Claims Considered
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- Key points
- Younger consumers more ingredient conscious
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- Figure 63: Nutritional claims considered when purchasing prepared meals and side dishes – Any consider, by age, March 2014
- Reduced claims most important to those purchasing frozen meals
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- Figure 64: Nutritional claims considered when purchasing prepared meals and side dishes, Top five, March 2014
Factors for Greater Purchase Frequency
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- Key points
- Ingredients, value, most important for increasing purchase frequency
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- Figure 65: Newman’s Own Chicken Florentine & Farfalle Complete Skillet Meal
- Figure 66: Factors for purchasing prepared meals and side dishes more often, by gender, March 2014
- Storage a top factor for the oldest consumer groups
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- Figure 67: Factors for purchasing prepared meals and side dishes more often, by age, March 2014
Attitudes toward Prepared Meals and Side Dishes
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- Key points
- 25-44s most concerned about health, ingredients
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- Figure 68: Attitudes toward prepared meals and side dishes, by age, March 2014
- Refrigerated meal purchasers feel strongest about labeling, packaging
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- Figure 69: Attitudes toward prepared meals and side dishes, by household purchase of prepared meals and side dishes, March 2014
Race and Hispanic Origin
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- Key points
- Hispanics motivated by taste, cuisine
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- Figure 70: Reasons for purchasing prepared meals and side dishes, by race and Hispanic origin, March 2014
- Hispanics more inclined to use prepared meals and side dishes as snacks
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- Figure 71: Consumption occasions for prepared meals and side dishes, by race and Hispanic origin, March 2014
- Hispanics are more interested in nutritional claims, packaging changes
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- Figure 72: Nutritional claims considered when purchasing prepared meals and side dishes – Any consider, by race and Hispanic origin, March 2014
- Figure 73: Attitudes toward prepared meals and side dishes, by race and Hispanic origin, March 2014
Appendix – Other Useful Consumer Tables
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- Figure 74: Fresh refrigerated potato products consumption, October 2007-December 2013
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- Figure 75: Frozen potato products consumption, October 2007-December 2013
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- Figure 76: Household purchase of prepared meals and side dishes, by race and Hispanic origin, March 2014
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- Figure 77: Nutritional claims considered when purchasing prepared meals and side dishes – Any consider, by household income, March 2014
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- Figure 78: Nutritional claims considered when purchasing prepared meals and side dishes, March 2014
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- Figure 79: Factors for purchasing prepared meals and side dishes more often, by household purchase of prepared meals and side dishes, March 2014
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- Figure 80: Factors for purchasing prepared meals and side dishes more often, by race and Hispanic origin, March 2014
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Appendix – Social Media – Prepared Meals and Sides
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- Brand usage or awareness
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- Figure 81: Brand usage or awareness, March 2014
- Figure 82: Bob Evans (prepared meals and/or side dishes only) usage or awareness, by demographics, March 2014
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- Figure 83: Weight Watchers Smart Ones usage or awareness, by demographics, March 2014
- Figure 84: Simply Potatoes usage or awareness, by demographics, March 2014
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- Figure 85: Lean Cuisine usage or awareness, by demographics, March 2014
- Figure 86: Stouffer’s usage or awareness, by demographics, March 2014
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- Figure 87: Hungry-Man usage or awareness, by demographics, March 2014
- Activities done
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- Figure 88: Activities done, March 2014
- Figure 89: Bob Evans – Activities done – I have looked up/talked about this brand online on social media…, by demographics, March 2014
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- Figure 90: Bob Evans – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, March 2014
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- Figure 91: Bob Evans – Activities done – I follow/like the brand on social media because…., by demographics, March 2014
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- Figure 92: Bob Evans – Activities done – I have researched the brand on social media to…., by demographics, March 2014
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- Figure 93: Weight Watchers Smart Ones – Activities done – I have looked up/talked about this brand online on social media…., by demographics, March 2014
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- Figure 94: Weight Watchers Smart Ones – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, March 2014
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- Figure 95: Weight Watchers Smart Ones – Activities done – I follow/like the brand on social media because…., by demographics, March 2014
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- Figure 96: Weight Watchers Smart Ones – Activities done – I have researched the brand on social media to…., by demographics, March 2014
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- Figure 97: Simply Potatoes – Activities done – I have looked up/talked about this brand online on social media…, by demographics, March 2014
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- Figure 98: Simply Potatoes – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, March 2014
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- Figure 99: Simply Potatoes – Activities done – I follow/like the brand on social media because…., by demographics, March 2014
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- Figure 100: Simply Potatoes – Activities done – I have researched the brand on social media to…., by demographics, March 2014
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- Figure 101: Lean Cuisine – Activities done – I have looked up/talked about this brand online on social media…, by demographics, March 2014
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- Figure 102: Lean Cuisine – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, March 2014
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- Figure 103: Lean Cuisine – Activities done – I follow/like the brand on social media because…., by demographics, March 2014
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- Figure 104: Lean Cuisine – Activities done – I have researched the brand on social media to…., by demographics, March 2014
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- Figure 105: Stouffer’s – Activities done – I have looked up/talked about this brand online on social media…, by demographics, March 2014
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- Figure 106: Stouffer’s – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, March 2014
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- Figure 107: Stouffer’s – Activities done – I follow/like the brand on social media because…., by demographics, March 2014
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- Figure 108: Stouffer’s – Activities done – I have researched the brand on social media to…., by demographics, March 2014
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- Figure 109: Hungry-Man – Activities done – I have looked up/talked about this brand online on social media…, by demographics, March 2014
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- Figure 110: Hungry-Man – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, March 2014
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- Figure 111: Hungry-Man – Activities done – I follow/like the brand on social media because…., by demographics, March 2014
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- Figure 112: Hungry-Man – Activities done – I have researched the brand on social media to…., by demographics, March 2014
- Key social media metrics
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- Figure 113: Key social media metrics—Lean Cuisine, April 2014
- Figure 114: Key social media metrics—Stouffer’s, April 2014
- Figure 115: Key social media metrics—Hungry-Man, April 2014
- Figure 116: Key social media metrics—Smart Ones, April 2014
- Figure 117: Key social media metrics—Bob Evans, April 2014
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- Figure 118: Key social media metrics—Simply Potatoes, April 2014
- Online conversations
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- Figure 119: Online conversations around selected prepared meal and side dish brands, by month, April 1, 2013-March 31, 2014
- Figure 120: Online conversations around selected prepared meal and side dish brands, by page type, April 1, 2013-March 31, 2014
- Figure 121: Online topics of conversation around selected prepared meals and side dishes brands, April 1, 2013-March 31, 2014
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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