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Meal Kits - US - October 2007

SCOPE AND THEMES
What you need to know
Definitions
Resources used for The Consumer sections
Abbreviations
Terms
EXECUTIVE SUMMARY
Market declining since 2002
Market shifts with health and convenience trends
The segmented marketplace
Controlling share held by General Mills
Core consumers are very predictable because products haven’t evolved
Mintel’s consumer survey shows unmet potential
The face of the future shows opportunities
MARKET DRIVERS AND FUTURE TRENDS
 COMPETITION FROM OTHER MEAL OPTIONS AND TYPES
Meal options for the home
Figure 1: Evening meal options, by number of children in household, June 2006
Quick-service restaurants (QSRs) and fast casual
QSRs
Figure 2: Incidence and frequency of QSR dining in the past week, by age, April 2007
Fast casual
Figure 3: Frequency of fast casual orders in the past month, by age, July 2007
 SUPERMARKETS AND OTHER RETAIL
Direct competition from within the channel that sells meal kits
Figure 4: Increase of purchasing meal kits or competitive items, by age, August 2007
Retailer examples
Wegmans
Whole Foods Market
Publix
 CURBSIDE TAKEOUT AND MEAL ASSEMBLY
Curbside takeout
Meal assembly concepts
Figure 5: Leading meal assembly operators, 2006
Time poverty
Figure 6: Time pressures on eating and taking care of self, by age, May 2005-June 2006
MARKET SIZE AND TRENDS
 MARKET SIZE
Figure 7: Total U.S. retail sales of meal kits at FDM, at current and constant prices, 2002-07
 WAL-MART ESTIMATE
 MARKET TRENDS
New product launches and trends in meal kits
Figure 8: Number of new meal kits introduced, by storage type, 2002-07
New product launches and trends in meal kits by product claims
Figure 9: Top ten claims of meal kits introduced, 2002-07
New product launches and trends in meal kits by company
Figure 10: Top ten companies introducing meal kits, 2002-07
MARKET SEGMENTATION
Overview
Figure 11: FDM sales of meal kits, segmented by type, 2005 and 2007
Meal kits requiring meat
Figure 12: Sales of meal kits requiring meat, at current and constant prices, 2002-07
Meal kits with meat
Figure 13: Sales of meal kits with meat, at current and constant prices, 2002-07
Pizza kits
Figure 14: Sales of pizza kits, at current and constant prices, 2002-07
Pizza crust/dough
Figure 15: Sales of pizza crust/dough, at current and constant prices, 2002-07
Pizza sauce
Figure 16: Sales of pizza sauce, at current and constant prices, 2002-07
Pizza crust/dough mixes
Figure 17: Sales of pizza crust/dough mixes, at current and constant prices, 2002-07
SUPPLY STRUCTURE
Companies and brands
Figure 18: Leading manufacturers of meal kits, 2004 and 2006
Meal kits without meat
Figure 19: Manufacturer FDM brand sales of meal kits without meat in the U.S., 2004 and 2006
Meal kits with meat
Figure 20: Manufacturer FDM brand sales of meal kits with meat, 2004 and 2006
Pizza kits
Figure 21: Manufacturer FDM brand sales of pizza kits, 2004 and 2006
Pizza crust/dough
Figure 22: Manufacturer FDM brand sales of pizza crust/dough, 2004 and 2006
Pizza sauce
Figure 23: Manufacturer FDM brand sales of pizza sauce, 2004 and 2006
Pizza crust/dough mixes
Figure 24: Manufacturer FDM brand sales of pizza crust/dough mixes, 2004 and 2006
Selected new developments
General Mills
ConAgra Inc.
Gilardi Foods & Mama Rosa
Campbell Soup Co.
Spartan Foods, Inc.
ADVERTISING AND PROMOTION
Introduction
General Mills
Hamburger Helper
Betty Crocker
Pillsbury
ConAgra
Banquet
Start Making Choices
Campbell’s
Supper Bakes
Unilever
Ragù
RETAIL DISTRIBUTION
Introduction
Figure 25: U.S. FDM sales of meal kits, by channel, 2005 and 2007
Supermarkets
Figure 26: U.S. sales of meal kits at supermarkets, at current and constant prices, 2002-07
THE CONSUMER: WHO USES MEAL KITS?
Summary highlights
Meal kits usage
Figure 27: Incidence of using leading name-brand meal kits, January-September 2006
Figure 28: Incidence of using leading name-brand meal kits, by gender and age, January-September 2006
Figure 29: Incidence of using leading name-brand meal kits, by race/ethnicity and presence of children, January-September 2006
Figure 30: Incidence of using leading name-brand meal kits, by income and region, January-September 2006
Figure 31: Incidence of using leading name-brand meal kits, by heavy-using cohorts, January-September 2006
Figure 32: Frequency of using leading name-brand meal kits, January-September 2006
Figure 33: Incidence of using ready-made pizza crust, pizza sauce, or taco kits, January-September 2006
Figure 34: Incidence of using leading name-brand meal kits, January-September 2006
Figure 35: Nutritional attitudes of meal kit users, January-September 2006
THE CONSUMER: FREQUENCY OF USE AND ATTITUDES TOWARDS MEAL KITS
Summary highlights
Who bought meal kits in the past three months
Figure 36: Incidence of using meal kits in the past three months, by age, August 2007
Figure 37: Incidence of using meal kits in the past three months, by income and educational attainment, August 2007
Figure 38: Incidence of using meal kits in the past three months, by race/ethnicity, August 2007
Figure 39: Incidence of using meal kits in the past three months, by presence of children in the household, August 2007
What kind of meal kits did they buy?
Figure 40: Type of meal kits bought in the past three months, by gender, August 2007
Figure 41: Type of meal kits bought in the past three months, by age, August 2007
Figure 42: Type of meal kits bought in the past three months, by presence of children in the household, August 2007
Change in purchase of meal kits and competing items
Figure 43: Change in purchasing meal kits and competitive items, August 2007
Figure 44: Increase of purchasing meal kits or competitive items more often, by age, August 2007
Figure 45: Increase of purchasing meal kits or competitive items more often, by income, August 2007
Figure 46: Increase of purchasing meal kits or competitive items more often, by race/ethnicity, August 2007
Figure 47: Increase of purchasing meal kits or competitive items more often, by presence of children, August 2007
Attitudes towards meal kits
Figure 48: Attitudes towards meal kits, August 2007
Figure 49: Attitudes towards meal kits and preparing food at home, 2004 and 2007
Figure 50: Attitudes towards meal kits and preparing food at home, by age, August 2007
Changing attitudes towards meal kits
Figure 51: Attitudes towards meal kits, 2002-07
Figure 52: Attitudes towards meal kits, by gender, age, race/ethncicty, household income and presence of children in the household, August 2007
FUTURE AND FORECAST
 FUTURE TRENDS
Long-term convenience trends
Long-term flavor trends
Long-term health trends
Forgotten meal segments
Alternate meal competition
 MARKET FORECAST
Meal kits market
Figure 53: Forecast of total U.S. retail sales of meal kits at FDM, at current and constant prices, 2007-12
Forecast factors
APPENDIX: TRADE ASSOCIATIONS
APPENDIX: SIMMONS COHORTS
Figure 54: Married couples cohorts
Figure 55: Single women cohorts
Figure 56: Single men cohorts

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