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Frozen Foods in the U.S., 4th Edition

Sales in the $44 billion U.S. retail market for frozen foods have been flat to declining, with nearly all dollar sales gains attributable to inflation or new products—not to increased consumer demand. Contributing to this stagnation are the nation’s slow economic recovery; changing consumer eating patterns, shopping patterns and demographics; lack of excitement in frozen foods categories and merchandising; retailers’ increased focus on the fresh foods perimeter to the detriment of center store categories; and competition from fresh foods (including prepared fresh foods), shelf-stable foods, and restaurants. This situation presents huge challenges and opportunities for marketers and retailers. Already, major marketers such as ConAgra, Heinz, and Unilever are slimming down and refocusing their brand portfolios. The crucial question is whether—and how—marketers and retailers can reinvent and re-emphasize frozen foods to re-attract consumers to these core center-store categories.

Frozen Foods in the U.S., 4th Edition, a fully updated Packaged Facts report, examines frozen foods across four classifications: Center Plate (frozen dinners/entrees, frozen hand-held non-breakfast entrees; frozen poultry, seafood and meat; frozen pizza; frozen pot pies; and frozen baby food); Vegetables, Appetizers/Snacks, and Sides (plain and prepared frozen vegetables; products positioned as appetizers/snacks or frozen side dishes; and other meal components such as frozen bread/dough, frozen pasta, frozen tortillas, and frozen sauces, gravies and seasonings); Breakfast Foods (waffles/pancakes/French toast; frozen breakfast hand-held entrees; frozen breakfast entrees; and other frozen breakfast foods such as bagels, muffins, and frozen egg substitutes); and Frozen Desserts (including frozen whipped toppings, frozen sweet baked goods, and frozen cheesecakes; frozen pies; frozen fruit; and frozen cookie dough and cookies—ice cream and frozen desserts are excluded). Building on the market tracking and forecasting of previous editions, the report forecasts market size and growth; examines the factors influencing this market; highlights key marketing tactics and new product introductions; and analyzes the demographic and lifestyle shifts representing calls to action to meet the needs of today’s shoppers.

Table of Contents :


Chapter 1: Executive Summary


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, 2012-2017 (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. 2011 (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


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

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