MarketTrend: The U.S. Market for Chef- and Foodservice-branded Food Sold at Retail

MarketTrend: The U.S. Market for Chef- and Foodservice-branded Food Sold at Retail published by Packaged Facts in May, 2009. This report consists of 126 pages and the price starts from US $ 2500.

Introduction

Abstract

The popularity of celebrity chefs and restaurant culture among consumers continues to grow, driven in large part by the dominance of food-related media, such as television programming, magazines and websites, and cookbooks. The big question is whether consumers will even give a hoot about brand mystique in the midst of an economic crisis as more pressing issues are at hand. Instead of feeling good about expensive and conspicuous purchases as they have in the past, many consumers will increasingly feel good about not spending in 2009. Not just on discretionary items, but on staple goods as well - including food.

Though the market for chef-and restaurant-branded food products in the U.S. grew at an annual rate of eight percent between 2004 and 2008 in dollar sales, in unit terms growth was much less exciting. And for 2009, a new era may be beginning. For food marketers the prospects of changing market dynamics due to shifting consumer preferences, economic worries and a New Frugality may be challenging but can also be viewed as providing new and exciting opportunities.

MarketTrend: The U.S. Market for Chef- and Foodservice-branded Food Sold at Retail examines these issues and many others by looking at the current market, trends, major brands, and consumer preferences. The report presents concise, thought-provoking analyses of various aspects of the industry and provides a forecast for the market through 2013.

Methodology

The report uses data from IRI, which tracks sales through mass retail channels (except Wal-Mart) and Product Launch Analytics, a service of Datamonitor, which provides data on new product introductions. Other research data were gathered from trade associations, business journals, financial reports and brand literature, and from the Internet for other useful information on the topic.

Where possible, discussion in terms of unit sales has been included to provide a picture of "real" growth. Sales for all of 2008 were estimated by Packaged Facts based on sales through September 2008 or in some cases through part of November 2008.

Table of Contents

Chapter 1: Executive Summary

• Scope
  • Chef Brands
  • Restaurant Brands
  • Categories
  • Items Omitted
• Methodology

Market Size and Growth

• Chef/Foodservice Food Products Top $3.7 Billion
  • Figure 1-1: U.S. Chef- and Foodservice-Branded Food Products Market, 2004-2008 (in billions $)

Market Forecast

• Market to Reach $4.4 Billion by 2013
  • Figure 1-2: U.S. Chef- and Restaurant-Branded Food Products Market Forecast, 2008-2013 (in billions $)

Brand Activity

• Brand Activity Overview: Casual Dining Dominates
  • Table 1-1: Top 20 IRI-Tracked Chef and Foodservice Brands, 2004-2008 (in millions $)

Consumer Trends

• Food Products Market Landscape
• The Power of a Name
  • Chef-Brands May Benefit More than Foodservice
  • Eating Patterns Shifting
  • Cooking Ingredients and Kitchen Staples Important Again
  • Ethnic Food is Growing
• Diverse America Has Diverse Tastes
• Smaller Households Positive for Market
• Consumer Health Concerns Paramount
• What about Convenience?
• Company Ethics and Added Values Important to Consumers
• Consumers See Benefits of Social Responsibility

New Product Introduction Trends

• Changing American Taste Buds
• New Product Introductions Drop 38% in 2008
• Sauces, Dressings & Condiments See Most Introductions
• New Product Claims: Solidify Premium & Convenience Positions
• Emerging Benefit Areas: Health and Sustainability
• What' s Next in Flavor?
• Ever-Growing World of Super Foods and Flavors
• Meal Kit Concept Sees Constant Stream of Introductions
  • Empty Nesters Targeted
  • Add-ins Help Consumer Make it Fresher

Looking Ahead

• Positive Marketing Karma in Appropriate and Authentic Licenses
• Celebrity Chefs Keep Personal Brands Fresh with Cookbook Offerings
• Many Top Chain Restaurants Not in Retail Market
  • Table 1-2: Restaurants and Institutions Top 400 Rankings: Top 20 Family Dining and Top 20 Casual Dining, 2008
• Do Not Disengage from Loyal Consumers
• Target Younger Shoppers Now for Long Term
• Make Use of Alternative Medias
• Product Placement Opportunities Abound
• Certain Purchases Outside of Branded More Likely

Chapter 2: Market Trends

• Scope
  • Chef Brands
  • Restaurant Brands
  • Categories
  • Items Omitted
• Methodology
• Food Products Market Landscape
  • Consumer Health Concerns Paramount
  • Eating Patterns Shifting
  • Ethnic Food is Growing
• An Opportunity Ready to Eat

Market Size and Growth

• Chef/Foodservice Food Products Top $3.7 Billion
  • Figure 2-1: U.S. Chef- and Foodservice-Branded Food Products Market, 2004-2008 (in billions $)
  • Table 2-1: U.S. Chef- and Foodservice-Branded Food Products Market Year-over-Year Percentage Change, 2004-2008 (in millions $)
• Foodservice Products Garner Lion' s Share of Market
  • Figure 2-2: Dollar Share of U.S. Chef- and Foodservice-Branded Food Products by Brand Type, 2008 (%)
  • IRI-Tracked Sales Account for 54% of Market
  • Dinners and Entrees More than Half of IRI-Tracked Sales
  • Table 2-2: IRI-Tracked Dollar Sales of U.S. Chef- and Foodservice-Branded Food Products by Category, 2004-2008 (in millions $)
  • Condiments, Sauces and Seasonings Market Saturated
  • Figure 2-3: Share of IRI-Tracked Dollar Sales of U.S. Chef- and Foodservice-Branded Food Products, by Category, 2008 (%)
  • Side Dishes Grow 8%
  • Bob Evans: The King of Breakfast
  • Table 2-3: IRI-Tracked Unit Sales of U.S. Chef- and Foodservice-Branded Food Products by Category, 2004-2008 (unites, in millions)
  • Soup Growth Cooling
  • Frozen Desserts Getting Hot
  • Figure 2-4: Share of IRI-Tracked Unit Sales of U.S. Chef- and Foodservice-Branded Food Products, by Category, 2008 (%)
• Top 20 Products
  • Marie Callender' s Leads
  • California Pizza Kitchen Posts Strong Growth
  • Ken' s Steak House Salad Dressing Growth Slows
  • Boston Market Serves Up Savory Sales
  • Other Notable Products
  • Table 2-4: Top 20 IRI-Tracked Dollar Sales of U.S. Chef- and Restaurant-Branded Food Products, 2004-2008 (in millions $)
  • Table 2-5: Top 20 IRI-Tracked Unit Sales of U.S. Chef- and Restaurant-Branded Food Products, 2004-2008 (in millions units)

Market Forecast

• Market to Reach $4.4 Billion by 2013
  • Figure 2-5: U.S. Chef- and Restaurant-Branded Food Products Market Forecast, 2008-2013 (in billions $)
  • Economy, Shifting Consumer Buying Habits to Cause Decline in 2009
  • Table 2-6: U.S. Chef- and Restaurant-Branded Food Products Market Forecast Year-over-Year Percentage Change, 2008-2013 (in millions $)

Chapter 3: Brand Activity

• Brand Activity Overview: Casual Dining Dominates
  • Fast Food Reigns in Mid-Tier
  • Chefs and Restaurateurs Operate Below $50 Million Mark
  • Family Friendly Foods of Marie Callender' s and Bob Evan' s Top Out
  • Table 3-1: Top 20 IRI-Tracked Chef and Foodservice Brands (in millions $)
  • Fine Dining Not to Be Left Out
  • Figure 3-1: Top 20 Chef and Foodservice Brands in Retail, U.S. by IRI-Tracked Dollar Sales, 2008 (%)
  • Chef Brands Carve a Niche
  • Old School Classics, Nathans and White Castle Have Good Showing

Selected Chef Brand Profiles

Emeril' s

• Overview
• Performance
  • Table 3-2: IRI-Tracked Dollar Sales of Emeril' s-Branded Food Products, 2004-2008 (in thousands $)
  • Table 3-3: IRI-Tracked Unit Sales of Emeril' s-Branded Food Products, 2004-2008 (in thousands units)
• Selected New Product Introductions
  • Table 3-4: Selected Emeril' s Branded New Product Introductions, 2004-2008

Paula Deen

• Overview
• Performance
  • Table 3-5: IRI-Tracked Dollar Sales of Paula Deen-Food Products, 2007-2008 (in thousands $)
  • Table 3-6: IRI-Tracked Unit Sales of Paula Deen-Food Products, 2007-2008 (in thousands units)
• Selected New Product Introductions
  • Table 3-7: Selected Paula Deen Branded New Product Introductions, 2004-2008

Wolfgang Puck

• Overview
• Performance
  • Table 3-8: IRI-Tracked Dollar Sales of Wolfgang Puck-Branded Food Products, 2004-2008 (in thousands $)
  • Table 3-9: IRI-Tracked Unit Sales of Wolfgang Puck-Branded Food Products, 2004-2008 (in thousands units)
• Selected New Product Introductions
  • Table 3-10: Selected Wolfgang Puck' s Branded New Product Introductions, 2004-2008

Selected Foodservice Brand Profiles

Boston Market

• Overview
• Performance
  • Table 3-11: IRI-Tracked Dollar Sales of Boston Market-Branded Food Products, 2004-2008 (in thousands $)
  • Table 3-12: IRI-Tracked Unit Sales of Boston Market-Branded Food Products, 2004-2008 (in thousands units)
• Selected New Product Introductions
  • Table 3-13: Selected Boston Market Branded New Product Introductions, 2004-2008

Margaritaville

• Overview
• Performance
  • Table 3-14: IRI-Tracked Dollar Sales of Margaritaville-Branded Food Products, 2004-2008 (in thousands $)
  • Table 3-15: IRI-Tracked Unit Sales of Margaritaville-Branded Food Products, 2004-2008 (in thousands units)
• Selected New Product Introductions
  • Table 3-16: Selected Margaritaville Branded New Product Introductions, 2004-2008

Taco Bell

• Overview
• Performance
  • Table 3-17: IRI-Tracked Dollar Sales of Taco Bell Food Products, 2004-2008 (in thousands $)
  • Table 3-18: IRI-Tracked Unit Sales of Taco Bell Food Products, 2004-2008 (in thousands units)
• Selected New Product Introductions
  • Table 3-19: Selected Taco Bell Branded New Product Introductions, 2004-2008

Chapter 4: Consumer Trends

• The Power of a Name
  • Sauces to Saucepans Get the Brand Treatment
  • Is the Party Over?
  • Chef-Brands May Benefit, Foodservice May Suffer
• Consumer Behavior Shifts
  • Shift in Consumer Psychology
  • Consumers Get Thrifty: Cook in More, Dine Out Less
  • Cooking at Home More Could Be Longer Term Trend
  • Celebrity Chefs Making It Easier
  • Cooking Ingredients and Kitchen Staples Important Again
  • Chef, Foodservice Brands Show Mixed Signals
  • Frozen Foods, The Bastion of Foodservice Branding May Suffer
  • The Recession Is an Opportunity
• Determining Value Key for Consumer
  • Consumers More Informed Than Ever
  • Internet the New Value Tool
  • Table 4-1: Statements Indicating Consumer Role as Researcher, Fact-Finder, Planner, Spring 2008 (index)
• Diverse America Has Diverse Tastes
  • Hispanic, Asian and Multi-Racial to Drive Population Growth
  • Table 4-2: U.S. Population Estimate and Projections by Race, 2007-2020 (in thousands persons)
  • Food Business Responds to Consumer Interest in Ethnic Flavors
  • Interest in a Variety of Cuisines Growing
  • Table 4-3: Popular Ethnic Food Categories by Number of Recipes on Popular Consumer Websites, FoodNetwork.com, 2006 versus 2008
• Smaller Households Positive for Market
  • Table 4-4: U.S. Households by Number of Persons in Household, 2003-2007 (in millions)
• America' s More Healthful Lifestyle
  • Ingredients, Portion Control Lead Concerns
  • Dieting No Longer about Weight
• What about Convenience?
• Can Health, Convenience, and Thrift Co-exist?
• Consumer Food Fears
• Company Ethics and Added Values Important to Consumers
  • Good Causes a Good Draw
  • New York' s Tavern on the Green Embraces a Cause
  • Consistency May Be the Best Policy
• Consumers See Benefits of Social Responsibility
  • Consumers Sought More Organic Foods, Marketers Respond
  • Social Responsibility Goes Mainstream
  • Environmental Benefits May Lead
  • In Bad Economy Consumers Less Committed

Chapter 5: New Product Introduction Trends

• Changing American Taste Buds
• New Product Introductions Drop 38% in 2008
  • Table 5-1: Estimated Number of Chef- and Foodservice-Branded Introductions, U.S., 2004-2008*
• Sauces, Dressings & Condiments See Most Introductions
  • Figure 5-1: Share of Chef- and Foodservice-Branded Introductions by Segment, U.S., 2004-2008 (percent)
• New Product Claims: Solidify Premium & Convenience Positions
• Opportunity in Other Emerging Benefit Areas, Especially Health and Sustainability
  • Table 5-2: Total New Food Introduction Tags, 2004 & 2008 versus 2004-2008 Chef- and Foodservice-Brand Tags
• New Product Flavors: Trend Toward Savory and Spicey but Not Exotic
  • Table 5-3: Top 20 Chef- and Foodservice-Branded Flavors, 2004-2008
• What Comes After Chinese, Italian and Mexican?
  • Table 5-4: Non-traditional Ethnic Foods Consumption by Age, Percent Consuming Twice a Month or More, 2007
  • Mapping a Food Trend
• Ever-Growing World of Flavors
  • Super Foods Still Getting Good Press
  • Super Foods in Chef and Restaurant Introductions
  • Table 5-5: Selected Foods Deemed Super
• Meal Kit Concept Sees Constant Stream of Introductions
  • Empty Nesters Targeted
  • Add-ins Help Consumer Make it Fresher
• Some Brands Busier with Introductions Than Others
  • Table 5-6: Selected List of New Product Introductions, 2004-2008

Chapter 6: Looking Ahead

• Positive Marketing Karma in Appropriate and Authentic Licenses
• Restaurant Names, Licensing and Diet Tie-Ins
• Celebrity Chefs Keeping Personal Brands Fresh with Cookbook Offerings
  • Table 6-1: Selected List from Top 100 Chef Cook Book Titles on barnesandnoble.com, March 2009
• Chef Versus Personality
  • Top Restaurant Cook Books Highlight Opportunity in Healthier and High End Products
  • Table 6-2: Selected List from Top 100 Restaurant Cook Book Titles on barnesandnoble.com, March 2009
• Many Top Chain Restaurants Already in Retail Market
  • Table 6-3: Restaurants and Institutions Top 400 Rankings: Top 20 Family Dining, 2008
  • Table 6-4: Restaurants and Institutions Top 400 Rankings: Top 20 Casual Dining, 2008
  • Less Activity in Sandwich, Cafe, Mexican, Seafood and Burgers
  • Table 6-5: Restaurants and Institutions Top 400 Rankings: Top 20
  • Sandwich/Bakery-Cafe, 2008
  • Table 6-6: Restaurants and Institutions Top 400 Rankings: Top 20 Mexican, 2008
  • Table 6-7: Restaurants and Institutions Top 400 Rankings: Top 15 Seafood, 2008
  • Table 6-8: Restaurants and Institutions Top 400 Rankings: Top 20 Burgers, 2008
• Do Not Disengage from Loyal Consumers
• Target Younger Shoppers Now for Long Term
• Take Marketing to Virtual Heights
• Make Use of Alternative Medias
• Behavioral Targeting in Diverse and Fragmented Market
• Product Placement Opportunities Abound
• Certain Purchases Outside of Branded More Likely
• Couponing Coming Back Strong

Appendix: Addresses of Selected Marketers

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