米国における冷凍食品市場動向

Abstract

The $28 billion market for frozen foods is a slow-growing behemoth, struggling to compete against more dynamic fresh foods categories as retailers increasingly lure consumers away from the center grocery aisles with the convenience, eye-catching displays, and promise of fresh hot or chilled "meal solutions." Indeed, frozen food marketers' greatest challenge may be to get consumers to walk down the "boring" frozen food aisle.

At the same time, within the freezer case sales growth for some frozen segments and individual product lines has been outstanding, as alternative retail channels including supercenters move in to challenge supermarkets' former stronghold on the frozen aisles. New and improved healthier frozen products are becoming available everywhere from supermarkets to convenience stores, with marketers rushing to reformulate products by adding whole grains, removing trans-fats, and making other changes that will impact the nation's health as well as marketers' bottom line. Closely associated with health and wellness is the mainstreaming of natural/organic foods, as Wal-Mart embarks on a mission to bring value-priced organic foods to the masses.

This all-new report from Packaged Facts analyzes this fast-evolving market, focusing on six meal and meal components categories: frozen dinners/entrees; frozen poultry, seafood, and meat; frozen vegetables; frozen pizza; frozen breakfast foods; and frozen appetizers/snacks. The report analyzes competitive and consumer trends that continue to shape the industry, including market size and composition, mergers and acquisitions, marketer and brand shares, new product developments, retail trends, and household penetration rates and demographics of individual product types and brands, providing historical sales estimates as well as market growth forecasts through 2010. Key data sources are Information Resources, Inc. InfoScan sales tracking data and Simmons Market Research Bureau (New York, New York) consumer surveys.

Table of Contents

Chapter 1: Executive Overview

• Market Trends
  • Market Definition: Frozen Savory Meals and Meal Components Exclusions
  • Report Methodology
  • Retail Sales of Frozen Foods Total Almost $28 Billion in 2005
  • Figure 1-1: U.S. Retail Sales of Frozen Foods, 2001, 2005, 2010 (in millions of dollars)
  • Frozen Dinners/Entrees the Largest Category at $8.6 Billion
  • Table 1-1: U.S. Retail Sales of Frozen Foods, 2001-2010 (in millions of dollars)
  • Frozen Bread/Dough Dominates "Other Category
  • Figure 1-2: Share of IRI-Tracked Sales of Other Frozen Foods by Product Subcategory, 2001 vs. 2005 (percent)
  • Dinners/Entrees 31% of Total Sales
  • Figure 1-3: Share of Frozen Food Sales by Category, 2001 vs. 2005 (percent)
  • Retail Channels
  • Figure 1-4: Share of Frozen Food Sales by Retail Channel, 2005 (percent)
  • Seasonal Sales Vary by Category and Subcategory
• Market Outlook
  • Overview of Market Drivers
  • Demographic Changes
  • Table 1-2: Projected U.S. Population by Age Bracket: 2000, 2005, 2010 (in thousands)
  • America's Broadening Cultural Diversity
  • Rising Mainstream Interest in Ethnic Foods
  • "Channel Blurring" Expands Distribution
  • Competition from Foodservice
  • More Eat In with Takeout
  • Challenge from Fresh Foods and Fresh Prepared Foods
  • Convenience as a Market Driver
  • The Wellness Factor
  • Natural/Organic Products Go Mainstream
• Competitive Trends
  • Hundreds of Competitors
  • Natural/Organic Marketers
  • Restaurant Names and Licensing Are Big Selling Points...
  • ... As Are Tie-Ins with Diets
  • The Big Get Bigger
  • Strong Competition from Private Label
• Marketing and New Product Trends
  • About 400 New Products Annually
  • Figure 1-5: Top Five New Frozen Food Product Claims, 2002 vs. 2005
  • Table 1-3: Frozen Foods Selling Points by Package Tags, 2002-2005
  • Top-Selling New Products Tap into Multiple Consumer Demands
  • "Better-for-You" Is an Overriding Trend
  • Upping the Ante with Premium Frozen Foods
  • Mexican Foods Experiencing Double-Digit Growth
  • Meal Kits Remain a Hot Concept
  • Other Notable Introductions
  • Advertising Expenditures Approximately $390 Million
• The Retail Picture
  • At the Distribution Level
  • Retail Channels
• The Consumer
  • Note on Simmons Market Research Bureau Consumer Data
  • Overview of Simmons Data
  • Figure 1-6: Household Penetration Rates for Selected Types of Frozen Foods, 2005 (U.S. households)
  • Consumer Attitudes Toward Frozen Foods
  • Table 1-4: Top Demographic Indicators for Agreement with Statement: Easy to Prepare Foods Are My Favorite, 2005 (indices)
  • Table 1-5: Top Demographic Indicators for Agreement with Statement: I Often Eat Frozen Dinners, 2005 (indices)
  • Table 1-6: Top Demographic Indicators for Agreement with Statement: Frozen Dinners Have Little Nutritional Value, 2005 (indices)
• Looking Ahead
  • Pockets of Opportunity
  • Better-for-You Positioning
  • Lifestyle Marketing
  • The Mainstreaming of Natural/Organic Foods
  • Targeting Hispanic Consumers
  • Frozen Food Specialty Stores

Chapter 2: Frozen Dinners and Entrees

• Market Trends
  • Market Definition: Frozen Dinners and Entrees
  • Total Frozen Dinners/Entrees an $8.6 Billion Market
  • Table 2-1: U.S. Retail Sales of Frozen Dinners and Entrees, 2001-2005 (in millions of dollars)
  • Supermarkets Lead Retail Market with 75% of Sales
  • Figure 2-1: Share of Frozen Dinners/Entrees Sales by Retail Channel, 2005 (percent)
• Market Outlook
  • Changing Eating Patterns: At-Home Cooking Losing Ground
  • A Resurgence in Family Dinners?
  • Convenience, Plus
  • Focus on Health Driving Sales
  • Tapping into America's Cultural Diversity
  • Natural/Organic Products Go Mainstream
  • "Share of Stomach" Competition Is Growing
  • Competition from Fresh Foods
  • New Competition from Easy Meal Prep
  • Retail Sales to Approach $9.5 Billion by 2010
  • Table 2-2: Projected U.S. Retail Sales of Frozen Dinners/Entrees, 2005-2010 (in millions of dollars)
• Competitive Trends
  • Frozen Dinners/Entrees Leaders
  • Regional and Niche Players
  • Recent Mergers, Acquisitions, and Corporate Shifts
  • IRI Revises Category Definitions
  • Nestlé and ConAgra Control 61% of IRI-Tracked Sales of Frozen Dinners/Entrees
  • Figure 2-2: Top Five Marketers of Frozen Dinners/Entrees by Share of IRI-Tracked Sales, 2005 (percent)
  • Nestlé Also Leads in Single-Serve Frozen Dinners/Entrees
  • Nestlé Also Leads Handheld Entrees Market...
  • ...And $967 Million Multi-Serve Dinners/Entrees Segment
  • ConAgra Dominates $288 Million Frozen Pot Pies Market
  • Table 2-3: IRI-Tracked Sales and Shares of Frozen Dinners/Entrees, 2004 vs. 2005 (in millions of dollars)
  • Table 2-4: IRI-Tracked Sales and Shares of Frozen Single-Serve Dinners/Entrees, 2004 vs. 2005 (in millions of dollars)
  • Table 2-5: IRI-Tracked Sales and Shares of Frozen Handheld Entrees (Non-Breakfast), 2004 vs. 2005 (in millions of dollars)
  • Table 2-6: IRI-Tracked Sales and Shares of Frozen Multi-Serve Dinners/Entrees, 2004 vs. 2005 (in millions of dollars)
  • Table 2-7: IRI-Tracked Sales and Shares of Frozen Pot Pies, 2004 vs. 2005 (in millions of dollars)
• Marketing and New Product Trends
  • Packaging Suits Different Size Families
  • Upping the Ante with Premium and Superpremium Frozen Meals
  • Focusing on Diets and Healthy Lifestyles
  • Natural/Organic Foods Going Mainstream
  • New Ethnic Entrees Abound
  • Mexican Foods Going Mainstream
  • Expanding Asian Foods
  • Just for Kids
  • Bowl Meals Decline Drastically
  • Frozen Handheld Entrees
  • Frozen Multi-Serve Dinners/Entrees
  • Fast Growth for Slow Cookers
  • Skillet Meals Are Sizzling
  • Family Meals Take on Ethnic Flair
  • Advertising Trends
  • Marketers Spend Almost $180 Million on Advertising
  • Nestlé, ConAgra, Kraft Lead Advertisers
• The Consumer
  • Product and Brand Usage Rates
  • Key Demographic Characteristics Favoring Use of Selected Brands
  • Table 2-8: Household Penetration Rates for Frozen Complete Dinners (TV Dinners), 2005 (U.S. households)
  • Table 2-9: Household Penetration Rates for Frozen Entrees, 2005 (U.S. households)
  • Table 2-10: Household Penetration Rates for Frozen Handheld Entrees, 2005 (U.S. households)
  • Table 2-11: Top Demographic Indicators for Selected Frozen Complete Dinners (TV Dinners) Brands, 2005 (indices)
  • Table 2-12: Top Demographic Indicators for Selected Frozen Entrees Brands, 2005 (indices)
  • Table 2-13: Top Demographic Indicators for Selected Frozen Handheld Entrees Brands, 2005 (indices)

Chapter 3: Frozen Poultry, Seafood, and Meat

• Market Trends
  • Category Definition: Frozen Poultry, Seafood, and Meat
  • Frozen Poultry, Seafood, and Meat an $8.4 Billion Market
  • Table 3-1: U.S. Retail Sales of Frozen Poultry, Seafood, and Meat, 2001-2005 (in millions of dollars)
  • Poultry Accounts for 45% of Retail Sales
  • Figure 3-1: Share of IRI-Tracked Sales of Poultry, Seafood, and Meat by Product Subcategory, 2001 vs. 2005 (percent)
  • Supermarket Retail Share Just 62%
  • Figure 3-2: Share of Frozen Poultry, Seafood, and Meat Sales by Retail Channel, 2005 (percent)
  • Seasonal Sales
• Market Outlook
  • Convenience Rules
  • Consumers Seek No-Mess Cooking, Easy Clean-Up
  • It's What's For Dinner
  • Many Consumers Need Education
  • Biggest Competition Is Fresh Products
  • Organic Meat and Poultry Sales Surging
  • Frozen Seafood an Alternative to Fresh
  • Technological Advances Fuel Growth
  • More Prominence at Retail
  • Bird Flu, Mad Cow, Toxins, and Environmental Concerns
  • Retail Sales to Approach $10.7 Billion in 2010
  • Table 3-2: Projected U.S. Retail Sales of Frozen Poultry, Seafood, and Meat, 2005-2010 (in millions of dollars)
• Competitive Trends
  • Frozen Seafood, Poultry, and Meat Leaders
  • Recent Mergers, Acquisitions, and Divestures
  • Tyson Leads in Frozen Poultry; Private Label Follows
  • Private Label Dominates Frozen Seafood
  • Frozen Meat Market Highly Fragmented
  • Focus on Frozen Meat and Poultry Substitutes
  • Figure 3-3: Top Three Marketers of Frozen Meat and Poultry Substitutes by Share of IRI-Tracked Sales, 2004 vs. 2005 (in millions of dollars)
  • Table 3-3: IRI-Tracked Sales and Shares of Frozen Poultry, 2004 vs. 2005 (in millions of dollars)
  • Table 3-4: IRI-Tracked Sales and Shares of Frozen Seafood, 2004 vs. 2005 (in millions of dollars)
  • Table 3-5: IRI-Tracked Sales and Shares of Frozen Meat, 2004 vs. 2005 (in millions of dollars)
  • Table 3-6: IRI-Tracked Sales and Shares of Frozen Meat and Poultry Substitutes, 2004 vs. 2005 (in millions of dollars)
• Marketing and New Product Trends
  • Value-Added an Emerging Market
  • Premium Products and Certification Build Sales and Profits
  • Individual Portion-Sizes
  • More Attractive Packaging
  • Marketing Health
  • Just for Kids
  • Winging It
  • Talking Turkey
  • Making Waves with Seafood
  • Convenience Meats
  • A Better Burger
  • Upgrading Meat Substitutes
  • Advertising and Promotions Trends
• The Consumer
  • Almost Half of Households Use Frozen Prepared Seafood
  • 45% of Households Use Frozen Chicken
  • One in Three Households Eats Frozen Fried Chicken
  • Key Demographic Characteristics Include Kids, Race, Large Households, Regional Skew
  • Table 3-7: Household Penetration Rates for Frozen Prepared Seafood, 2005 (U.S. households)
  • Table 3-8: Household Penetration Rates for Frozen Poultry, Seafood, and Meat, 2005 (U.S. households)
  • Table 3-9: Household Penetration Rates for Frozen Fried Chicken, 2005 (U.S. households)
  • Table 3-10: Top Demographic Indicators for Selected Frozen Prepared Seafood Brands, 2005 (indices)
  • Table 3-11: Top Demographic Indicators for Selected Frozen Fried Chicken Brands, 2005 (indices)

Chapter 4: Frozen Vegetables

• Market Trends
  • Market Definition: Frozen Vegetables
  • Frozen Vegetables Sales Flat at $3.4 Billion
  • Table 4-1: U.S. Retail Sales of Frozen Vegetables, 2001-2005 (in millions of dollars)
  • Plain Vegetables 55% of Category Sales
  • Figure 4-1: Share of IRI-Tracked Sales of Frozen Vegetables by Product Subcategory, 2001 vs. 2005 (percent)
  • Supermarkets Lead Retail Market with 79% of Sales
  • Figure 4-2: Share of Frozen Vegetables Sales by Retail Channel, 2005 (percent)
• Market Outlook
  • Eat Your Veggies!
  • Rising Fresh Veggies Sales Negatively Impact Frozen Vegetables
  • Pockets of Opportunity
  • Seasons Impact Sales
  • New Products and Technology Fuel Growth
  • Retail Sales to Remain Flat Through 2010
  • Table 4-2: Projected U.S. Retail Sales of Frozen Vegetables, 2005-2010 (in millions of dollars)
• Competitive Trends
  • A Short List of Market Leaders
  • Private Label Almost 38% of Mass-Market Sales
  • Figure 4-3: Top Five Marketers of Frozen Vegetables by Share of IRI-Tracked Sales, 2004 vs. 2005 (percent)
  • Table 4-3: IRI-Tracked Sales and Shares of Frozen Vegetables, 2004 vs. 2005 (in millions of dollars)
• Marketing and New Product Trends
  • Organic Products Growing
  • All Steamed Up
  • Getting Saucy
  • Southern Comforts
  • You Say Potatoes
  • Targeting the Hispanic Market
  • Advertising Trends
• The Consumer
  • Three Out of Four Households Use Frozen Vegetables
  • 60% of Households Use Frozen Potatoes
  • Top Demographic Indicators Include Kids, Race, and Income
  • Table 4-4: Household Penetration Rates for Frozen Vegetables (Excluding Potatoes), 2005 (U.S. households)
  • Table 4-5: Household Penetration Rates for Frozen Potato Products, 2005 (U.S. households)
  • Table 4-6: Top Demographic Indicators for Selected Frozen Vegetables Brands, 2005 (indices)

Chapter 5: Frozen Pizza

• Market Trends
  • Market Definition: Frozen Pizza
  • Frozen Pizza a $3.2 Billion Market
  • Table 5-1: U.S. Retail Sales of Frozen Pizza, 2001-2005 (in millions of dollars)
  • Supermarkets Lead Retail Market with 73% of Sales
  • Figure 5-1: Share of Frozen Pizza Sales by Retail Channel, 2005 (percent)
  • Midwest the Core Market
  • Seasonal Sales
• Market Outlook
  • Room to Grow
  • New Crusts and Technological Advances Catalysts for Growth
  • Strong Category Management, Promotions Also Drive Growth
  • Frozen Pizza Has Price and Time Advantages
  • Take-Outs Offer New Faster Pizza
  • Retail Sales to Top $3.5 Billion by 2010
  • Table 5-2: Projected U.S. Retail Sales of Frozen Pizza, 2005-2010 (in millions of dollars)
• Competitive Trends
  • Frozen Pizza Leaders
  • Regional Marketers Serve Regional Tastes
  • Kraft Leads with Multiple Brands and 39% Mass-Market Share
  • Figure 5-2: Top Five Marketers of Frozen Pizza by Share of IRI-Tracked Sales, 2004 vs. 2005 (percent)
  • Table 5-3: IRI-Tracked Sales and Shares of Frozen Pizza, 2004 vs. 2005 (in millions of dollars)
• Marketing and New Product Trends
  • Positioning and Pricing Strategies
  • Frozen Pizza Active with Introductions
  • New Pizza Competitors
  • Pizza Goes "Better for You"
  • Microwaveable Pizza on the Ups
  • It's All in the Crust
  • Targeting Larger?and Smaller?Households
  • New Toppings
  • Next Up, Pizza Sandwiches?
  • Advertising Trends
  • Lots of Promotional Backing
• The Consumer
  • Almost Two Out of Three Homes Use Frozen Pizza
  • A Family-Oriented Product
  • Table 5-4: Household Penetration Rates for Frozen Pizza, 2005 (U.S. households)
  • Table 5-5: Top Demographic Indicators for Selected Frozen Pizza Brands, 2005 (indices)

Chapter 6: Frozen Breakfast Foods

• Market Trends
  • Market Definition: Frozen Breakfast Foods
  • Table 6-1: U.S. Retail Sales of Frozen Breakfast Foods, 2001-2005 (in millions of dollars)
  • Frozen Breakfast Foods Approaching $1.7 Billion
  • "Other" Breakfast Foods Share Growing Rapidly
  • Figure 6-1: Share of IRI-Tracked Sales of Frozen Breakfast Foods by Product Subcategory, 2001 vs. 2005 (percent)
  • Supermarkets Lead Retail Market But Are Losing Share
  • Figure 6-2: Share of Frozen Breakfast Foods Sales by Retail Channel, 2005 (percent)
• Regional Differences
  • Market Outlook
  • Are Americans Waking Up to Eating Breakfast?
  • Convenience Is the Main Market Driver
  • Kid-Targeted a Big Part of the Action
  • Competition from Other Breakfast Foods and Fast Food
  • Re-Merchandising the Breakfast Foods Case
  • Retail Sales to Top $1.9 Billion by 2010
  • Table 6-2: Projected U.S. Retail Sales of Frozen Breakfast Foods, 2005-2010 (in millions of dollars)
• Competitive Trends
  • Short List of Leading Marketers
  • Licensing an Important Market Component
  • Kellogg Has Wide Lead in Frozen Breakfast Foods
  • Figure 6-3: Top Marketers of Frozen Breakfast Foods by Share of IRI-Tracked Sales, 2004 vs. 2005 (percent)
  • General Mills Leads Frozen "Other" Breakfast Foods Segment by a Nose
  • Kellogg Dominates Frozen Waffles Segment
  • Table 6-3: IRI-Tracked Sales and Shares of Frozen Breakfast Foods, 2004 vs. 2005 (in millions of dollars)
  • Table 6-4: IRI-Tracked Sales and Shares of Frozen "Other" Breakfast Foods, 2004 vs. 2005 (in millions of dollars)
  • Table 6-5: IRI-Tracked Sales and Shares of Frozen Waffles, 2004 vs. 2005 (in millions of dollars)
• Marketing and New Product Trends
  • Building a Mega-Brand
  • General Mills Slashing Prices to Offer More Value
  • Breakfast Staples Get Healthier
  • New Offerings Expand "Other" Breakfast Foods Segment
  • Kid-Targeted Breakfast Items
  • Advertising and Promotions Trends
  • Advertising Positioning
• The Consumer
  • Frozen Waffles/Pancakes/French Toast in Nearly Half of Households
  • Frozen Breakfast Sandwiches/Entrees Used in 21% of Households
  • Kids a Key Demographic Indicator for Frozen Breakfasts
  • Table 6-6: Household Penetration Rates for Frozen Waffles/Pancakes/French Toast, 2005 (U.S. households)
  • Table 6-7: Household Penetration Rates for Frozen Breakfast Sandwiches/Entrees, 2005 (U.S. households)
  • Table 6-8: Top Demographic Indicators for Selected Frozen Waffles/Pancakes/French Toast Brands, 2005 (indices)
  • Table 6-9: Top Demographic Indicators for Selected Frozen Breakfast Sandwiches/Entrees Brands, 2005 (indices)

Chapter 7: Frozen Appetizers/Snacks

• Market Trends
  • Market Definition: Frozen Appetizers/Snacks
  • Table 7-1: U.S. Retail Sales of Frozen Appetizers/Snacks, 2001-2005 (in millions of dollars)
  • Frozen Appetizers/Snacks a $1.2 Billion Market
  • Supermarkets Lead Retail Market with 70% of Sales
  • Figure 7-1: Share of Frozen Appetizers/Snacks Sales by Retail Channel, 2005 (percent)
  • Sales Peak in Winter
• Market Outlook
  • Dual Appeal
  • Portion Control Could Become a Marketing Point
  • Line Between Meals and Snacks Blurring
  • Restaurants Exert a Powerful Influence
  • Variety Is Imperative
  • Retail Sales to Top $1.5 Billion by 2010
  • Table 7-2: Projected U.S. Retail Sales of Frozen Appetizers/Snacks, 2005-2010 (in millions of dollars)
• Competitive Trends
  • Frozen Appetizers/Snacks Leaders
  • Mexican, Asian, and Other Ethnic Specialties
  • Recent Mergers and Acquisitions
  • Heinz Leads Market with Multiple Brands
  • Figure 7-2: Top Marketers of Frozen Appetizers/Snacks by Share of IRI-Tracked Sales, 2004 vs. 2005 (percent)
  • Table 7-3: IRI-Tracked Sales and Shares of Frozen Appetizers/Snacks, 2004 vs. 2005 (in millions of dollars)
• Marketing and New Product Trends
  • Opportunity for Health Positioning?
  • ...And for Resealable Bags?
  • Few Mainstream New Products
  • Natural Choices
  • Mexican and Asian Entries
  • Upscale Hors d'Oeuvres
  • Advertising Trends
• The Consumer
  • Over 22% of Households Use Frozen Appetizers/Snacks
  • Kids, High Income, and Region Are Prime Indicators
  • Table 7-4: Household Penetration Rates for Frozen Appetizers/Snacks, 2005 (U.S. households)
  • Table 7-5: Top Demographic Indicators for Selected Frozen Appetizers/Snacks Brands, 2005 (indices)

Appendix: Addresses of Selected Marketers