Chapter 1: Executive Summary Introduction Market Definition: Frozen Foods Report Methodology Market Trends Sales to Near $49 Billion by 2017 Table

Transcription

1 Chapter 1: Executive Summary Introduction Market Definition: Frozen Foods Report Methodology Market Trends Sales to Near $49 Billion by 2017 Table 1-1: Projected U.S. Retail Sales of Frozen Foods, (in millions of dollars) SymphonyIRI-Tracked Sales Approach $26.2 Billion in 2012 Center Plate Classification Two-Thirds of Frozen Food Sales Table 1-2: Share of SymphonyIRI-Tracked Dollar Sales of Frozen Foods by Classification, 2012 vs (percent) Frozen Dinners/Entrees the Largest Category at $6.1 Billion Frozen Baby Food Category Tops Percentage Growth Supermarket/Grocery Store Share Slips to 53% Figure 1-1: Share of U.S. Retail Dollar Sales of Frozen Foods by Retail Channel, 2012 (percent) Marketer Overview Multinational Conglomerates Dominate Recent Mergers and Acquisitions Marketing and New Product Trends Overview Healthy Eating in the Frozen Aisle Reformulating Products for Health Freshness in Frozen Addressing Allergy Concerns Improving Microwave Technologies Oven-Baked Taste from the Microwave Steaming Hot Licensed Restaurant Names Private-Label Penetration Varies Widely by Category Kroger Launches Simple Truth Consumer Trends Frozen Vegetables the Top Category in Packaged Facts Survey Taste Appeal, Price, Quality the Main Considerations in Choosing Frozen Foods Preference for Fresh the Chief Reason for Not Buying Frozen Table 1-3: Reasons for Not Buying Frozen Foods in Last 3 Months, August 2012 (U.S. adults who shop for groceries) Frozen Vegetables and Pizza the Most Popular Categories,Per Experian Simmons Survey Household Use by Product Type by Age Group Household Use by Product Type by Ethnic Group Regional Preferences for Different Frozen Products Frozen Food Use Generally Declines with Higher Education and Upper Income Bracket Frozen Foods Hold Strong Appeal to Families with Children Chapter 2: Market Trends Introduction

2 Market Definition: Frozen Foods Market Size and Composition Retail Sales Reach $44.0 Billion in 2012 Table 2-1: U.S. Retail Sales of Frozen Foods, (in millions of dollars) SymphonyIRI-Tracked Sales Approach $26.2 Billion in 2012 Table 2-2: SymphonyIRI-Tracked Retail Sales of Frozen Foods by Dollar and Volume Growth, (in millions of dollars and pound volume) Center Plate Classification Two-Thirds of Frozen Food Sales Table 2-3: Share of SymphonyIRI-Tracked Dollar Sales of Frozen Foods by Classification, 2012 vs (percent) Frozen Dinners/Entrees the Largest Category at $6.1 Billion Table 2-4: SymphonyIRI-Tracked Retail Sales of Frozen Foods by Classification and Category, (in millions of dollars and pound volume) Frozen Baby Food Category Tops Percentage Growth Table 2-5: Top 20 Frozen Food Categories by Percentage Growth in SymphonyIRI- Tracked Retail Dollar Sales, (in millions of dollars and pound volume) Raw Poultry the Largest Category in Dollar Sales Gains Table 2-6: Top 20 Frozen Food Categories by Dollar Growth in SymphonyIRI-Tracked Retail Dollar Sales, (in millions of dollars) Supermarket/Grocery Store Share Slips to 53% Convenience Store Sales Figure 2-1: Share of U.S. Retail Dollar Sales of Frozen Foods by Retail Channel, 2012 (percent) Market Outlook A Mature Market The Economy and Its Impact on Frozen Foods Food Shoppers Focus on Value Eat-At-Home Trend a Double-Edged Sword for Frozen Foods Challenges for Share of Stomach Eating Patterns Changing Shopping Patterns Changing Challenging Negative Perceptions Frozen Food Aisles Are Too Cold New H.J. Heinz Study Measures Shopper Behavior in Stores Demographics Help Explain Frozen Food Trends U.S. Population Growing Older and More Diverse Table 2-7: Demographic Snapshot of the U.S. Population Overall U.S. Population Is Aging Figure 2-2: U.S. Population by Age Group, 2011 (percent) Hispanic Population is Growing Fastest Figure 2-3: U.S. Population by Race/Ethnicity, 2011 (percent) Changing Household and Family Composition Table 2-8: U.S. Households by Type: 1990, 2000, and 2010 (percent) Hispanic Marketing Opportunities African-American Marketing Opportunities

3 Table 2-9: Frozen Foods Categories with High Indexes Among African-American Consumers, 2012 (U.S. adults) Asian-American Marketing Opportunities Eating Healthy Portion Control and Convenience Are Benefits Retail Deals Projected Market Growth Sales to Near $49 Billion by 2017 Table 2-10: Projected U.S. Retail Sales of Frozen Foods, (in millions of dollars) Chapter 3: Competitive Trends Multinational Conglomerates Dominate Recent Mergers and Acquisitions Trend Overview by Classification Trends in Center Plate Full Meal Options Lose Ground to Poultry, Seafood Table 3-1: SymphonyIRI-Tracked Dollar Sales and Share of Frozen Center Plate Classification by Category, 2011 vs (in millions of dollars) Single-Serve Dinners/Entrees the Largest Subcategory Table 3-2: SymphonyIRI-Tracked Dollar Sales of Frozen Dinners/Entrees by Subcategory, (in millions of dollars) Nestlé Leads in Single-Serve Dinners/Entrees Nestlé Also Dominates Frozen Hand-held Entrees Nestlé Also on Top in Frozen Multi-Serve Dinners/Entrees Raw Poultry 55% of Poultry Market Chicken Accounts for Two-Thirds of Frozen/Refrigerated Raw Poultry Private Label the Biggest Frozen/Refrigerated Raw Poultry Competitor Figure 3-1: SymphonyIRI-Tracked Dollar Share: Raw vs. Processed Frozen/Refrigerated Poultry, 2011 vs (percent) Figure 3-2: SymphonyIRI-Tracked Dollar Share of Frozen/Refrigerated (Raw) Poultry by Subcategory, 2011 vs.2012 (percent) Chicken 97% of Frozen/Refrigerated Processed Poultry Category Figure 3-3: SymphonyIRI-Tracked Dollar Share of Frozen/Refrigerated Processed Poultry by Subcategory,2011 vs (percent) Tyson Leads Frozen/Refrigerated Processed Poultry Category Frozen Pizza and Pizza Crusts/Dough Figure 3-4: SymphonyIRI-Tracked Dollar Share of Frozen Pizza by Subcategory, 2011 vs (percent) Nestlé Leads Frozen Pizza with 46% Share Fish/Seafood, Cooked Shrimp, and Raw Shrimp Figure 3-5: SymphonyIRI-Tracked Dollar Share of Frozen Seafood by Subcategory, 2011 vs (percent) Private Label 44% of Frozen Seafood Category Meat 60% of the Frozen Meat Category

4 Figure 3-6: SymphonyIRI-Tracked Dollar Share of Frozen Meat by Subcategory, 2011 vs (percent) Frozen Meat Category Highly Fragmented Table 3-3: Top Marketers and Brands of Frozen Single-Serve Dinners/Entrees by Table 3-4: Top Marketers and Brands of Frozen Hand-held (Non-Breakfast) Entrees by Table 3-5: Top Marketers and Brands of Frozen Multi-Serve Dinners/Entrees by Table 3-6: Top Marketers and Brands of Frozen/Refrigerated (Raw) Poultry by Table 3-7: Top Marketers and Brands of Frozen/Refrigerated Processed Poultry by Table 3-8: Top Marketers and Brands of Frozen Pizza by SymphonyIRI-Tracked Sales and Market Share, 2011 vs (in millions of dollars) Table 3-9: Top Marketers and Brands of Frozen Seafood by SymphonyIRI-Tracked Sales and Market Share, 2011 vs (in millions of dollars) Table 3-10: Top Marketers and Brands of Frozen Meat by SymphonyIRI-Tracked Sales and Market Share, 2011 vs (in millions of dollars) Trends in Vegetables, Appetizers/Snacks, & Sides A Varied Classification Table 3-11: SymphonyIRI-Tracked Dollar Sales and Share of Frozen Vegetables, Appetizers/Snacks, and Sides Classification by Category, 2011 vs (in millions of dollars) Plain Vegetables Dominate Frozen Vegetables Sales Figure 3-7: SymphonyIRI-Tracked Dollar Share of Frozen Vegetables by Category, 2011 vs (percent) Private Label 41% of Frozen Vegetable Sales Frozen Potatoes 96% of Frozen Potatoes and Onion Rings Category Figure 3-8: SymphonyIRI-Tracked Dollar Share of Frozen Potatoes and Onion Rings by Subcategory, 2011 vs (percent) Heinz and Private Label Capture 80% of Frozen Potatoes and Onion Rings Category General Mills and Heinz Lead Frozen Appetizers/Snacks Baked Goods Dominate Frozen Bread/Dough Category Figure 3-9: SymphonyIRI-Tracked Dollar Share of Frozen Bread and Dough by Subcategory, 2011 vs (percent) T. Marzetti Leads Fragmented Frozen Bread/Dough Category Table 3-12: Top Marketers and Brands of Frozen Vegetables by SymphonyIRI-Tracked Sales and Market Share, 2011 vs (in millions of dollars) Table 3-13: Top Marketers and Brands of Frozen Potatoes and Onion Rings by Table 3-14: Top Marketers and Brands of Frozen Appetizers/Snacks by SymphonyIRI- Tracked Sales and Market Share, 2011 vs (in millions of dollars) Table 3-15: Top Marketers and Brands of Frozen Bread and Dough by SymphonyIRI- Tracked Sales and Market Share,2011 vs (in millions of dollars) Trends in Breakfast Foods

5 Frozen Breakfast Classification Gains 4% Table 3-16: SymphonyIRI-Tracked Dollar Sales and Share of Breakfast Foods by Category, 2011 vs (in millions of dollars) Kellogg s Eggo Dominates Waffles Category Hillshire Brands Jimmy Dean Dominates Frozen Hand-held Breakfasts Category Hillshire Brands Leads Frozen Breakfast Entrees Table 3-17: Top Marketers and Brands of Frozen Waffles by SymphonyIRI-Tracked Sales and Market Share, 2011 vs (in millions of dollars) Table 3-18: Top Marketers and Brands of Frozen Hand-held Breakfasts by Table 3-19: Top Marketers and Brands of Frozen Breakfast Entrees by SymphonyIRI- Tracked Sales and Market Share, 2011 vs (in millions of dollars) Trends in Desserts Frozen Dessert Classification Includes Frozen Desserts/Toppings, Frozen Pies, and Frozen Fruit Table 3-20: SymphonyIRI-Tracked Dollar Sales and Share of Frozen Desserts by Category, 2011 vs (in millions of dollars) Frozen Pies by Subcategory Figure 3-10: SymphonyIRI-Tracked Dollar Share of Frozen Pies by Subcategory, 2011 vs (percent) ConAgra Grabs a Larger Slice of the Pie Private Label Captures Three Out of Four Frozen Fruit Dollars Table 3-21: Top Marketers and Brands of Frozen Pies by SymphonyIRI-Tracked Sales and Market Share, 2011 vs (in millions of dollars) Table 3-22: Top Marketers and Brands of Frozen Fruit by SymphonyIRI-Tracked Sales and Market Share, 2011 vs (in millions of dollars) Natural/Organic Market Segment Overview Lunch/Dinner Entrees Largest Frozen Classification in Natural Channel Table 3-23: Frozen Food Categories by SPINS-Tracked Sales and Market Share, (in millions of dollars) Deli Meats and Fruits the Largest SPINS-Tracked Subcategories Table 3-24: Top 10 Frozen Food Subcategories by SPINSTracked Dollar Sales, 2012 (in millions of dollars) Frozen Pancakes Subcategory Sees Largest Gains Table 3-25: Top 10 Frozen Food Subcategories by Percentage Growth in SPINS-Tracked Dollar Sales, 2012 (in millions of dollars) Chapter 4: Marketing and New Product Trends Marketing Trends Overview Healthy Eating in the Frozen Aisle Reformulating Products for Health Freshness in Frozen Addressing Allergy Concerns Illustration 4-1: Amy s Kitchen s Website Allows Product Searches for Special Dietary Needs

6 Improving Microwave Technologies Oven-Baked Taste from the Microwave Steaming Hot Licensed Restaurant Names Private-Label Penetration Varies Widely by Category Table 4-1: Private-Label Share of SymphonyIRI-Tracked Dollar Sales of Selected Frozen Foods Categories, 2012 (in millions of dollars) Kroger Launches Simple Truth Marketing Trends: Center Plate Fighting a Decline in Frozen Dinners/Entrees Trends in Single-Serve Frozen Meals ConAgra Foods: Healthy Choice and Marie Callender s Baked Entrees Illustration 4-2: Healthy Choice Baked Taste Entrees Illustration 4-3: Marie Callender s Comfort Bakes Entrees Nestlé USA Launches Stouffer s Farmer s Harvest Entrees Illustration 4-4: Stouffer s Farmers Harvest Steam Meals for One McCormick & Co Extends Zatarain s Frozen Foods Line Illustration 4-5: Zatarain s Big Cheesy Pasta Entree Tyson Foods Introduces Tyson s Mini Bread Bowls Illustration 4-6: Tyson Mini Bread Bowls Heinz Drops Boston Market and T.G.I. Friday s Frozen Entrees Healthy Launches Nestlé Relaunches Lean Cuisine Illustration 4-7: Lean Cuisine s Culinary Collection H.J. Heinz: What s New at Weight Watchers Smart Ones Illustration 4-8: Weight Watchers Smart Ones Satisfying Selections Cedarlane Goes Lean Illustration 4-9: Cedarlane s CedarLean Soup & Wrap Lunch Combos Illustration 4-10: Cedarlane s CedarLean Egg White Frittatas Kellogg s Kashi Extends Entrees Line Illustration 4-11: Kashi Steam Meals ConAgra s Lightlife Foods Enters Frozen Foods Illustration 4-12: Lightlife Meat Free Frozen Entrees Illustration 4-13: Lightlife Veggie Burgers Multi-Serve Frozen Dinners/Entrees McCormick s Zatarain s Debuts Meals for Two Illustration 4-14: Zatarain s Frozen Meals for Two Nestlé Extends Buitoni Meals for Two Illustration 4-15: Buitoni Frozen Meals for Two Unilever Launches Bertolli Premium Meal Soups for Two Illustration 4-16: Bertolli Meal Soups for Two Pinnacle: Birds Eye Voila! Family-Sized Bagged Meals Illustration 4-17: Birds Eye Voila! Complete Bagged Meals for Four On-Cor: An Old Hand at Family-Size Frozen Meals Illustration 4-18: On-Cor Family Size Frozen Entrees Michael Angelo s Adds Meal Starters

7 Illustration 4-19: Michael Angelo s Meal Starters Private Label Vastly Underrepresented in Dinners/Entrees Illustration 4-20: Lunds & Byerly s Better For You Entrees Illustration 4-21: Wegmans Mac & Cheese Ravioli Illustration 4-22: Safeway s All-Natural Open Nature Frozen Entrees Ethnic Flavors Mexican and Hispanic Entrees Illustration 4-23: Don Miguel/El Charrito Grande Enchilada Dinner Illustration 4-24: El Monterey Tamales Asian Foods Chinese and Beyond Illustration 4-25: InnovAsian Caramelized Ginger Pork Illustration 4-26: Windsor Foods Tai Pei Stir Fry Creations for Two Illustration 4-27: Thai Feast Frozen Thai Noodle Entrees Illustration 4-28: Kusina ni Maria Frozen Filipino Entrees Illustration 4-29: Crazy Cuizine Frozen Japanese Noodle Entrees Halal Certification Illustration 4-30: Saffron Road Halal-Certified All Natural Frozen Entrees Illustration 4-31: Saffron Road Halal-Certified, All Natural, Gluten Free Breaded Chicken News in Hand-Held Entrees Illustration 4-32: Nestlé s Lean Pockets Pretzel Bread Sandwiches Illustration 4-33: Smucker s Uncrustables Reduced Sugar Illustration 4-34: El Monterey Single-Serve Burritos Pizza Marketers Fight Back at Chains Nestlé USA: DiGiorno, Tombstone, and California Pizza Kitchen Illustration 4-35: DiGiorno Pizza & Sides Illustration 4-36: DiGiorno Pizza Dipping Strips Illustration 4-37: DiGiorno Italian Style Favorites Illustration 4-38: Tombstone Double Top Pizza Illustration 4-39: California Pizza Kitchen Limited Edition Pizza Schwan Consumer Brands: Freschetta and Red Baron Illustration 4-40: Freschetta Simply Inspired Pizza Illustration 4-41: Freschetta By The Slice Pizza Illustration 4-42: Freschetta Brick Oven Pizza Illustration 4-43: Red Baron Baron s Best Pizza Premium Boutique Pizza Brands Illustration 4-44: Palermo s Hand Tossed Style Pizza Better-For-You Frozen Pizzas Illustration 4-45: Vitalicious VitaPizza Illustration 4-46: Better4U Gluten Free Pizza Illustration 4-47: Udi s Gluten Free Pizza Illustration 4-48: Naked Pizza Superbiotic Pizza Illustration 4-49: Bold Organics Gluten- and Dairy-Free Pizza Illustration 4-50: Kashi Four Cheese Pizza Illustration 4-51: Annie s Certified Organic Pizza Poultry, Seafood, and Meat Trends

8 Poultry Illustration 4-52: Butterball Turkey Burgers Illustration 4-53: Golden Platter Gluten Free Breaded Chicken Illustration 4-54: Gold n Plump Boxed Frozen Chicken Illustration 4-55: Perdue Simply Smart Chicken Seafood Illustration 4-56: Trident Salmon Burgers Illustration 4-57: Culinary Delights Cajun Style Selections Illustration 4-58: Taste of Norway Frozen Salmon Portions Illustration 4-59: Mrs. Paul s ParchmentBake Tilapia Illustration 4-60: Sea Best Signature Seafood Dishes Illustration 4-61: StarKist SeaSations Fish Fillets Illustration 4-62: StarKist SeaSations Entrees Meat and Meat Alternatives Illustration 4-63: Ball Park Flame Grilled Patties Illustration 4-64: Morningstar Farms Meal Starters Veggie Meatballs Marketing Trends: Frozen Vegetables, Appetizers/Snacks, and Sides Adding Excitement to Frozen Vegetables Illustration 4-65: Birds Eye s GenVeg Promotion General Mills Debuts Green Giant Seasoned Steamers Illustration 4-66: Green Giant Seasoned Steamers Birds Eye Introduces Homemade Inspirations Meal Starter Kits Illustration 4-67: Birds Eye Homemade Inspirations Meal Starter Kits and Rolls Out Saucy Steamfresh Chef s Favorites Illustration 4-68: Birds Eye Steamfresh Chef s Favorites Crunchtables Are a Fun New Way to Eat Vegetables Illustration 4-69: Crunchtables Crouton-Coated Vegetables New Potatoes Illustration 4-70: Ore-Ida Grillers Illustration 4-71: Alexia Sauté Potatoes & Vegetables Illustration 4-72: Alexia Seasoned Waffle Fries Illustration 4-73: Simply Potatoes Seasoned Hash Browns Illustration 4-74: Simply Potatoes Steamables Illustration 4-75: Checkers/Rally s Famous Fries Appetizers/Snacks Illustration 4-76: Ball Park Frozen Snacks Illustration 4-77: Hot Pockets Snackers Illustration 4-78: Farm Rich Stuffed Pretzel Bites Illustration 4-79: Farm Rich Queso Cheese Bites Illustration 4-80: Phillips Seafood Flatbreads Asian and Mexican Appetizers/Snacks Illustration 4-81: Joyce Chen Potstickers Illustration 4-82: Windsor Foods Tai Pei Frozen Asian-Style Wraps Illustration 4-83: Windsor Foods Tai Pei Frozen Egg Rolls Illustration 4-84: El Monterey Snack Bags Breads Are on a Roll

9 Illustration 4-85: New York Brand Garlic Knots Illustration 4-86: Sister Schubert s Sweet Hawaiian Rolls Illustration 4-87: Rhodes Warm-N-Serv Artisan Rolls Marketing Trends: Breakfast Foods Waffles Are Hot Kellogg s Eggo: 24 Varieties and Counting Illustration 4-88: Kellogg s Simply Eggo Waffles Illustration 4-89: Kellogg s Eggo Wafflers Illustration 4-90: Kellogg s Eggo Protein Waffles Illustration 4-91: Kellogg s Eggo Homestyle Low Fat Waffles Illustration 4-92: Eggo Granola Chocolate Chip Waffles Illustration 4-93: Eggo Thick & Fluffy Mixed Berry Waffles Van s, the Natural Leader Illustration 4-94: Van s Power Grains Waffles Illustration 4-95: Van s Whole Grain Pancakes Illustration 4-96: Van s Whole Grain English Muffins Homemade-Style or Restaurant-Style? Aunt Jemima Goes with Homemade Style Illustration 4-97: Aunt Jemima Better-for-You Pancakes IHOP: Restaurant-Style at Home Illustration 4-98: IHOP at Home Frozen Breakfasts Protein Is Key in Frozen Breakfast Entrees Illustration 4-99: Jimmy Dean Delights Breakfast Quesadilla Illustration 4-100: Weight Watchers Smart Ones Pancakes with Turkey Sausage Illustration 4-101: Tyson Breakfast Bread Bowls Illustration 4-102: Pillsbury Egg Scrambles Illustration 4-103: Cedarlane Egg White Omelettes Convenient Breakfast on the Go Illustration 4-104: El Monterey Breakfast Burrito Illustration 4-105: Pillsbury Grands! Biscuit Sandwiches Illustration 4-106: Kellogg s Eggo Biscuit Scramblers Snack-Size Breakfast Products Illustration 4-107: Jimmy Dean Snack Size Breakfast Biscuits Illustration 4-108: Bylada Foods Mini Breakfast Bagels Trends in Desserts Single Servings Illustration 4-109: Marie Callender s Single-Serve Cream Pies Illustration 4-110: Sara Lee Pound Cake Slices Pies, Cakes, and Cheesecakes Illustration 4-111: Marie Callender s Peanut Butter Cream Pie Illustration 4-112: Sara Lee Turtle Crème Pie Illustration 4-113: Sara Lee Lemon Pound Cake Illustration 4-114: Wholly Wholesome Gluten Free Pie Shells Chapter 5: Consumer Trends Methodology Frozen Vegetables the Top Category in Packaged Facts Survey

10 Taste Appeal, Price, Quality the Main Considerations in Choosing Frozen Foods Preference for Fresh the Chief Reason for Not Buying Frozen Table 5-1: Frozen Foods Categories Purchased in Last 3 Months, August 2012 (U.S. adults who shop for groceries) Table 5-2a: Main Considerations for Choosing Frozen Foods Purchased in Last 3 Months, August 2012 (U.S. adults who shop for groceries) Table 5-2b: Main Considerations for Choosing Frozen Foods Purchased in the 3 Months, August 2012 (U.S. adults who shop for groceries) Table 5-3: Reasons for Not Buying Frozen Foods in Last 3 Months, August 2012 (U.S. adults who shop for groceries) Frozen Vegetables and Pizza the Most Popular Categories, Per Experian Simmons Survey Household Use by Product Type by Age Group Household Use by Product Type by Ethnic Group Regional Preferences for Different Frozen Products Frozen Food Use Generally Declines with Higher Education and with Higher Income Bracket Frozen Foods Hold Strong Appeal to Families with Children Table 5-4: Trended Usage Rates for Selected Frozen Food Categories: 2008, 2010, and 2012 (percent of U.S. households) Table 5-5: Household Use of Frozen Foods: By Product Category by Age Group, 2012 (index) Table 5-6: Household Use of Frozen Foods: By Product Category by Ethnic Group, 2012 (index) Table 5-7: Household Use of Frozen Foods: By Product Category by Region, 2012 (index) Table 5-8: Household Use of Frozen Foods: By Product Category by Education, 2012 (index) Table 5-9: Household Use of Frozen Foods: By Product Category by Annual Household Income, 2012 (index) Table 5-10: Household Use of Frozen Foods: By Product Category by Presence of Children, 2012 (index) Consumer Trends: Frozen Food Brands Ore-Ida and Eggo the Most Popular Frozen Food Brands Table 5-11: Top 10 Frozen Foods Products by Usage Rates, 2012 (percent of U.S. households) Brand Usage Rates: Center Plate Stouffer s and Banquet the Favorite Frozen Main Courses Banquet the Most Popular Frozen Complete (TV) Dinner Brand DiGiorno the Most Popular Pizza Brand Tyson the Favorite Brand of Fried Chicken Gorton s by Far the Most Popular Frozen Prepared Seafood Demographics of Users Vary by Product Category Demographic Trends for Selected Frozen Center Plate Brands Demographics of Frozen Entrees Purchasers by Brand Demographics of Frozen Dinner Purchasers by Brand

11 Pizza Is a Youth- and Family-Oriented Product Demographics of Frozen Fried Chicken Purchasers by Brand Demographics of Frozen Seafood Purchasers by Brand Brand Usage Rates: Frozen Vegetables, Potatoes, and Hot Snacks Store-Brand Frozen Vegetables More Popular Than Green Giant and Birds Eye Ore-Ida by Far the Most Popular Frozen Potatoes Brand Hot Pockets the Favorite Hot Snacks Demographic Trends for Selected Frozen Vegetables, Potatoes, and Hot Snacks Few Outstanding Indicators for National Frozen Vegetable Brands Kids, Large Households Prime Indicators for Frozen Potatoes Purchasers of Hot Pockets vs. Lean Pockets Households with Kids a Key Market for Frozen Appetizers/Snacks Brand Usage Rates: Frozen Breakfast Demographic Trends for Selected Frozen Breakfast Brands Frozen Waffles/Pancakes/French Toast Purchasers Frozen Breakfast Entrees/Sandwiches Purchasers Brand Usage Rates: Frozen Desserts Demographic Trends for Selected Frozen Dessert Brands Table 5-12: Frozen Center Plate Brands Used Most Often by Percentage of U.S. Households, 2012 (percent of U.S. households) Table 5-13: Top 10 Demographic Indicators for Selected Frozen Main Course Brands, 2012 (index of U.S. households) Table 5-14: Top 10 Demographic Indicators for Selected Frozen Complete (TV) Dinner Brands, 2012 (index of U.S. households) Table 5-15: Top 10 Demographic Indicators for Selected Frozen Pizza Brands, 2012 (index of U.S. households) Table 5-16: Top 10 Demographic Indicators for Selected Frozen Fried Chicken Brands, 2012 (index of U.S. households) Table 5-17: Top 10 Demographic Indicators for Selected Frozen Prepared Seafood Brands, 2012 (index of U.S. households) Table 5-18: Frozen Vegetables, Potatoes, and Hot Snacks Brands Used Most Often by Percentage of U.S. Households,2012 (percent of U.S. households) Table 5-19: Top 10 Demographic Indicators for Selected Frozen Vegetables Brands, 2012 (index of U.S. households) Table 5-20: Top 10 Demographic Indicators for Selected Frozen Potato Products Brands, 2012 (index of U.S. households) Table 5-21: Top 10 Demographic Indicators for Selected Frozen Hot Snacks Brands, 2012 (index of U.S. households) Table 5-22: Frozen Breakfast Brands Used Most Often by Percentage of U.S. Households, 2012 (percent of U.S. households) Table 5-23: Top 10 Demographic Indicators for Selected Frozen Waffles/Pancakes/French Toast Brands, 2012 (index of U.S. households) Table 5-24: Top 10 Demographic Indicators for Selected Frozen Breakfast Entrees/Sandwiches Brands, 2012 (index of U.S. households)

12 Table 5-25: Frozen Dessert Brands Used Most Often by Percentage of U.S. Households, 2012 (percent of U.S. households) Table 5-26: Top 10 Demographic Indicators for Selected Frozen Cakes/Pies/Pastries Brands, 2012 (index of U.S. households)