Marketers of frozen convenience food have found themselves caught between a rock and a hard place during the economic downturn. Though fresh convenience food has gained through positioning that casts it as a less expensive alternative to restaurant food during a time of recession, frozen convenience food is frequently viewed as a more expensive, less fresh alternative to cooking from scratch at home. The frozen food categories that have been able to grow substantially in this environment are therefore the ones that have been able to elude this paradigm.
Specifically, the mammoth frozen pizza category and the spunky hand-held breakfast category have both found a way to go head-to-head with restaurants; and the prepared vegetable category has been able to triumph on the freshness front via the development of steaming techniques. According to Packaged Facts, these three categories have led the way sales-wise, enabling an otherwise ambivalent market for frozen convenience foods to grow by a modest 2.0% in 2010 to reach sales of $16.8 billion. Packaged Facts expects that marketers in other categories will soon adopt similar strategies, driving sales of fresh convenience foods up another 10% by 2015, to $18.6 billion.
Fully updated from the 2007 edition, Frozen Convenience Foods in the U.S. offers a comprehensive look at this complex market in the context of how it competes with the parallel fresh convenience food market, restaurant takeout, and meals prepared from scratch by consumers. It contains in-depth analysis of Internet marketing, including detailed accounts of marketing on social networking sites like Facebook. The report also details the complex changes that have taken place in the market since the previous edition, with new attention to competition by retail sector, including supermarkets, supercenters/mass merchandisers, warehouse clubs, small marts and Internet.
Using SymphonyIRI mass-market sales tracking data, the report offers detailed accounts of sales and marketer/brand activity across nine product categories: Single-Serve Dinners/Entrees, Pizza, Hand-Held Non-Breakfast Entrees, Multi-Serve Dinners/Entrees, Appetizers/Snack Rolls, Hand-Held Breakfast Entrees, Breakfast Entrees, Prepared Vegetables, and Pot Pies. Relying largely on Product Launch Analytics from Datamonitor, the report also examines new product and marketing trends industry-wide. A special feature of this report is custom survey data by Packaged Facts specifically addressing consumer purchasing of frozen prepared foods, including vis-a-vis the down economy, restaurant dining and takeout, and fresh convenience food. Additional demographic, psychographic, and product penetration analysis derives from consumer data compiled by Experian Simmons, New York, NY.