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Meal Kits - US - May 2006

INTRODUCTION AND ABBREVIATIONS
Introduction
Other relevant reports
Definitions
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Post-2003 sales drop significantly
Competition continues to grow, creating need to branch out
A diversely segmented market
General Mills continues to dominate
Multi-product advertising
Supermarkets retain majority sales
Young consumers, families and blacks are core consumers
Meal kits’ popularity slides in place of other options
A challenging future
Forecast expects relatively small market to continue shrinking
MARKET DRIVERS
Competition from other meal options and types
Quick-service restaurants (QSRs)
Figure 1: Incidence and frequency of fast food restaurant visits, May 2004-May 2005
Supermarkets and other retail
Figure 2: Purchase of fresh-prepared foods and meal kits compared to two years ago, March 2006
Fresh food production, assembly, and delivery services
Time poverty
Figure 3: Opinions about shopping for groceries and at-home meal habits, by presence of children, January-September 2005
Consumers looking for healthier alternatives and not meal kits
Figure 4: Assessment of eating habits, January-September 2005
Meals cooked at home by household size
Figure 5: Number of meals cooked in the home for all U.S. households, by household size, 2001
MARKET SIZE AND TRENDS
Figure 6: Total U.S. FDM retail sales of meal kits, at current and constant prices, 2000-05
Figure 7: Graph: Total U.S. FDM retail sales of meal kits, at current and constant prices, 2000-05
MARKET SEGMENTATION
Overview
Figure 8: FDM sales of meal kits, segmented by type, 2003 and 2005
Figure 9: Graph: FDM share of sales of meal kits, segmented by type, 2005
Meal kits requiring meat
Figure 10: FDM sales of meal kits requiring meat, at current and constant prices, 2000-05
Meal kits with meat
Figure 11: FDM sales of meal kits with meat, at current and constant prices, 2000-05
Pizza sauce
Figure 12: FDM sales of pizza sauce, at current and constant prices, 2000-05
Refrigerated pizza dough/crust
Figure 13: FDM sales of refrigerated pizza dough/crust, at current and constant prices, 2000-05
Shelf-stable pizza kits
Figure 14: FDM sales of shelf-stable pizza kits, at current and constant prices, 2000-05
Pizza crust mix
Figure 15: FDM sales of pizza crust mix, at current and constant prices, 2000-05
SUPPLY STRUCTURE
 COMPANIES AND BRANDS
Figure 16: Manufacturer FDM sales of meal kits in the U.S., 2003 and 2005
Meal kits without meat
Figure 17: Manufacturer FDM brand sales of meal kits without meat in the U.S., 2003 and 2005
Meal kits with meat
Figure 18: Manufacturer FDM brand sales of meal kits with meat in the U.S., 2003 and 2005
Pizza sauce
Figure 19: Manufacturer FDM brand sales of pizza sauce in the U.S., 2003 and 2005
Refrigerated pizza dough/crust
Figure 20: Manufacturer FDM brand sales of refrigerated pizza dough/crust in the U.S., 2003 and 2005
Shelf-stable pizza kits
Figure 21: Manufacturer FDM brand sales of shelf-stable pizza kits in the U.S., 2003 and 2005
Pizza crust mixes
Figure 22: Manufacturer FDM brand sales of pizza crust mixes in the U.S., 2003 and 2005
 COMPANY PROFILES
General Mills
ConAgra
Campbell’s Soup Company
Unilever Bestfoods North America
Del Monte Foods
George Weston
Spartan Foods of America
J.M. Smucker
Chelsea Milling Company
ADVERTISING AND PROMOTION
Introduction
General Mills
ConAgra
Banquet
Chef Boyardee
RETAIL DISTRIBUTION
Introduction
Figure 23: U.S. FDM retail sales of meal kits, by channel, 2003 and 2005
Supermarkets
Figure 24: U.S. sales of meal kits at supermarkets, at current and constant prices, 2000-05
Mass merchandisers
Figure 25: U.S. sales of meal kits at mass merchandisers, at current and constant prices, 2000-05
Wal-Mart Supercenters
THE CONSUMER
Introduction
Summary
Usage of meat and fish extenders
Incidence of usage
Figure 26: Household use of meat and fish extenders, January-September 2005
Cohort analysis
Figure 27: Use of meat and fish extenders, by key user cohort groups, January-September 2005
Frequency of usage
Figure 28: Number of packages of meat/fish extenders used in the household in the past 30 days, January-September 2005
Usage of pizza-making components
Ready-made pizza crust
Figure 29: Household use of ready-made pizza crust, January-September 2005
Pizza sauce
Figure 30: Household use of pizza sauce, January-September 2005
Incidence of purchasing non-refrigerated meal kits in last three months
Figure 31: Purchase of non-refrigerated meal kits n the past three months, by key demographics, March 2006
Type of non-refrigerated meal kits purchased
Figure 32: Type of non-refrigerated meal kits purchased n the past three months, by gender, March 2006
Figure 33: Type of non-refrigerated meal kits purchased n the past three months, by household income, March 2006
Figure 34: Type of non-refrigerated meal kits purchased n the past three months, by presence of children, March 2006
Shopping for prepared foods, now compared to two years ago
Figure 35: Purchase of fresh-prepared foods and meal kits compared to two years ago, by gender, March 2006
Figure 36: Purchase of fresh-prepared foods and meal kits compared to two years ago, by age, March 2006
Figure 37: Purchase of fresh-prepared foods and meal kits compared to two years ago, by household income, March 2006
Figure 38: Purchase of fresh-prepared foods and meal kits compared to two years ago, by race/Hispanic origin, March 2006
Figure 39: Purchase of fresh-prepared foods and meal kits compared to two years ago, by presence of children, March 2006
Figure 40: Purchase of fresh-prepared foods and meal kits compared to two years ago, by region, March 2006
Figure 41: Purchase of fresh-prepared foods and meal kits compared to two years ago, by urban status, March 2006
Changing attitudes towards meal kits
Figure 42: Attitudes towards meal kits, 2002-06
Figure 43: Attitudes towards meal kits, by gender, March 2006
Figure 44: Attitudes towards meal kits, by age, March 2006
Figure 45: Attitudes towards meal kits, by race/Hispanic origin, March 2006
Figure 46: Attitudes towards meal kits, by region, March 2006
FUTURE AND FORECAST
 FUTURE TRENDS
Competition continues to increase
Figure 47: New meal and meal component introductions, 2000-Q3 2005
Figure 48: Forecast of total U.S. sales of quick-service restaurants, at current and constant prices, 2005-10
Number of non-family households is increasing
Figure 49: U.S. family and non-family households, 2000-10
Growing Hispanic population influences eating habits and demands traditional ethnic products
Figure 50: U.S. population, by race and Hispanic origin, 2005 and 2010
Figure 51: Hispanic household—average annual household food expenditures, home and away, by all households and Hispanic households, 2003*
Awareness of consumer diet concerns and the new dietary guidelines
 MARKET FORECAST
Meal kits
Figure 52: Forecast of total U.S. FDM sales of meal kits, at current and constant prices, 2005-10
Figure 53: Graph: Former and future U.S. FDM sales of meal kits, at current prices, 2000-10
Meal kits requiring meat
Figure 54: Forecast of U.S. FDM sales of meal kits requiring meat, at current and constant prices, 2005-10
Meal kits with meat
Figure 55: Forecast of U.S. FDM sales of meal kits with meat, at current and constant prices, 2005-10
Pizza sauce
Figure 56: Forecast of U.S. FDM sales of pizza sauce, at current and constant prices, 2005-10
Refrigerated pizza dough and crust
Figure 57: Forecast of U.S. FDM sales of refrigerated pizza dough and crust, at current and constant prices, 2005-10
Shelf-stable pizza kits
Figure 58: Forecast of U.S. FDM sales of shelf-stable pizza kits, at current and constant prices, 2005-10
Pizza crust mix
Figure 59: Forecast of U.S. FDM sales of pizza crust mix, at current and constant prices, 2005-10
Forecast factors
APPENDIX: TRADE ASSOCIATIONS
APPENDIX: NEW PRODUCT BRIEFS
General Mills: Betty Crocker Hamburger Helper Chili Cheese
Safeway: Fettuccine Alfredo Chicken Dinner
ConAgra: Banquet Homestyle Bakes, Beef Stew & Biscuits
Aldi: Chef’s Cupboard Dinner Kit Chicken & Dumplings
APPENDIX: SIMMONS COHORTS
Figure 60: Married couples cohorts
Figure 61: Single women cohorts
Figure 62: Single men cohorts

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