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Ready Meals - US - July 2009

This report provides a comprehensive analysis of ready meals in the U.S. In the current economic environment eating at home is on the rise and this appears to be contributing to demand for some, but not all, ready meals; certain types of meals are performing well while sales of many others are declining. As such, it is important to carefully examine the products that are driving growth while also exploring the competitive landscape and factors that are known to influence consumer decisions about where to shop and what ready meals to buy.

This report provides data and insight on a variety of issues that impact product development and marketing decisions at both small and large companies. More specifically, the report addresses the following issues:

  • How have sales of ready meals fluctuated in recent years and how is the market expected to grow in the future?
  • Who are the leading companies and what factors have driven growth in their sales?
  • Which segments of the ready meals market (eg, frozen meals, shelf-stable, refrigerated entrées) are performing well and which are showing the greatest declines in sales?
  • How are demographic trends likely to impact the market?
  • What segments of the population use ready meals most frequently?
  • Which flavors and formulations are most popular and which are likely to become more popular?
  • Which types of innovations are driving category growth and which are less likely to succeed?
  • What are the primary decision criteria consumers apply when choosing what type of ready meal to purchase?
  • What factors discourage use of ready meals?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising creative
              • Abbreviations
              • Executive Summary

                  • Market size and forecast
                    • Competitive context
                      • Segment performance
                        • Frozen dinners/entrées
                          • Dry packaged dinners
                            • Shelf-stable dinners
                              • Refrigerated entrées
                                • Refrigerated lunches
                                  • Pot pies
                                    • Channel analysis
                                      • Market drivers
                                        • Leading companies
                                          • Selected brand analysis
                                            • Frozen dinners and entrées
                                              • Dry packaged dinners
                                                • Shelf-stable dinners
                                                  • Refrigerated entrées
                                                    • Refrigerated lunches
                                                      • Pot pies
                                                        • Consumer trends
                                                          • Household consumption of ready meals
                                                            • Incidence of buying ready meals
                                                              • Frequency of buying ready meals
                                                                • Where people buy ready meals
                                                                  • Reason for buying ready meals
                                                                    • Why people don’t buy ready meals
                                                                      • Impact of race and Hispanic origin
                                                                      • Insights and Opportunities

                                                                        • Provide customization to maximize appeal and attract Avoiders
                                                                          • Integrate more vegetables to create relatively large portions in servings of 400 calories or less
                                                                            • Create strategy to show your brand provides better value than private-label products
                                                                              • Consider green and more reusable packaging
                                                                              • Inspire Insights

                                                                                • Market Size and Forecast

                                                                                  • Key points
                                                                                    • Recession and saturation drive sales declines; wellness spurs some growth
                                                                                      • Channel shift, and the impact of changing consumer behavior
                                                                                        • Ready meals sales and forecast
                                                                                          • Figure 1: FDMx sales and forecast of ready meals, at current prices, 2003-13
                                                                                          • Figure 2: FDMx sales and forecast of ready meals, at inflation-adjusted prices, 2003-13
                                                                                        • Walmart sales
                                                                                        • Competitive Context

                                                                                          • Key points
                                                                                            • Cooking at home on the rise
                                                                                              • Figure 3: Influence of the economy and cooking and healthy eating patterns, by household income, April 2009
                                                                                            • QSRs pose competitive threat and sales continue to grow, despite recession
                                                                                            • Segment Performance

                                                                                              • Key points
                                                                                                • Frozen meals and entrées dominate the category
                                                                                                  • Ready meals segment sales and forecast
                                                                                                    • Figure 4: FDMx sales and forecast of ready meals, at current prices, by segment, 2003-13
                                                                                                    • Figure 5: Indexed FDMx sales and forecast of ready meals, at current prices, by segment, 2003-13
                                                                                                    • Figure 6: FDMx sales of ready meals, segmented by type, 2006 and 2008
                                                                                                • Segment Performance—Frozen Dinners/Entrées

                                                                                                  • Key point
                                                                                                    • Better-for-you and premium offerings drive most segment growth
                                                                                                      • Sales and forecast—frozen dinners/entrées
                                                                                                        • Figure 7: FDMx sales and forecast of frozen dinners/entrées, at current prices, 2003-13
                                                                                                    • Segment Performance—Dry Packaged Dinners

                                                                                                      • Key points
                                                                                                        • Macaroni and cheese still an American favorite, but many other SKUs have limited appeal
                                                                                                          • Sales and forecast—dry packaged dinners
                                                                                                            • Figure 8: FDMx sales and forecast of dry packaged dinners, at current prices, 2003-13
                                                                                                        • Segment Performance—Shelf-stable Dinners

                                                                                                          • Key points
                                                                                                            • Shelf-stable dinner segment fairly resistant to recession
                                                                                                              • Sales and forecast—shelf-stable dinners
                                                                                                                • Figure 9: FDMx sales and forecast of shelf-stable dinners, at current prices, 2003-13
                                                                                                            • Segment Performance—Refrigerated Entrées

                                                                                                              • Key point
                                                                                                                • Packaged, heavily processed refrigerated entrées becoming less popular
                                                                                                                  • Sales and forecast—refrigerated entrées
                                                                                                                    • Figure 10: FDMx sales and forecast of refrigerated entrées, at current prices, 2003-13
                                                                                                                • Segment Performance—Refrigerated Lunches

                                                                                                                  • Key points
                                                                                                                    • Highly processed refrigerated lunch products show little growth, limited future sales potential
                                                                                                                      • Sales and forecast—refrigerated lunches
                                                                                                                        • Figure 11: FDMx sales and forecast of refrigerated lunches, at current prices, 2003-13
                                                                                                                    • Segment Performance—Pot Pies

                                                                                                                      • Key points
                                                                                                                        • Pot pies represent the weakest segment of the ready meals market
                                                                                                                          • Sales and forecast—frozen pot pies
                                                                                                                            • Figure 12: FDMx sales and forecast of frozen pot pies, at current prices, 2003-13
                                                                                                                        • Retail Channels

                                                                                                                          • Key points
                                                                                                                            • FDMx sales outside supermarkets climb as retailers use food to drive traffic
                                                                                                                              • Figure 13: FDMx sales of ready meals, by retail channel, 2007 and 2008
                                                                                                                          • Retail Channels—Supermarket/Food Stores

                                                                                                                            • Key points
                                                                                                                              • Sales at supermarkets show a slight increase as a result of recession
                                                                                                                                • Figure 14: U.S. retail sales of ready meals at supermarkets/food stores, 2003-08
                                                                                                                            • Retail Channels—Other FDMx

                                                                                                                              • Key points
                                                                                                                                • Drug and mass merchandisers use food to drive traffic and sales during recession
                                                                                                                                  • Figure 15: U.S. retail sales of ready meals in drug and other FDMx stores, 2003-08
                                                                                                                              • Market Drivers

                                                                                                                                • Key points
                                                                                                                                  • Young adults are more likely to use ready meals; population growth will drive market growth
                                                                                                                                    • Figure 16: Population aged 18 or older, byage, 2003-13
                                                                                                                                  • Slow decline in households with children could serve to stymie sales growth
                                                                                                                                    • Figure 17: Households, by presence of children, 1998-2008
                                                                                                                                  • Blacks more likely to use ready meals, and the segment is growing faster than the overall population
                                                                                                                                    • Figure 18: Population, by race and Hispanic origin, 2003-13
                                                                                                                                  • Health and nutrition concerns likely to fuel growth of better-for-you options and discourage use of “junk food”
                                                                                                                                    • Figure 19: Incidence of overweight and obesity (states, DC, and territories), 1995-2007
                                                                                                                                    • Figure 20: Average daily per capita calories consumed*, by food group, 1970-2004
                                                                                                                                  • Interest in healthier eating is increasing, especially among affluents
                                                                                                                                    • Figure 21: Trying to eat healthier this year, by household income, April 2009
                                                                                                                                • Leading Companies

                                                                                                                                  • Key points
                                                                                                                                    • Most manufacturers struggle during recession, as private-label sales soar
                                                                                                                                      • Nestlé takes steps to capitalize on lifestyle trends
                                                                                                                                        • Kraft wins with its beloved Macaroni and Cheese, and innovation
                                                                                                                                          • ConAgra loses some ground but maintains a dominant position in the shelf-stable segment
                                                                                                                                            • Figure 22: FDMx sales of ready meals, by leading companies, 2008 and 2009
                                                                                                                                        • Selected Brand Analysis—Frozen Dinners and Entrées

                                                                                                                                          • Key points
                                                                                                                                            • Portability, price, health and ethnic appeal drive growth in frozen meals segment
                                                                                                                                              • Nestlé resists recessionary pressures with convenient comfort food, popular taste profiles and better-for-you offerings
                                                                                                                                                • Better-for-you foods and partnership with restaurants help ConAgra to mitigate the impact of recession
                                                                                                                                                  • Heinz achieves slight growth with better-for-you product and co-branded comfort foods
                                                                                                                                                    • Figure 23: Selected FDMx brand sales of frozen dinners and entrées in the U.S., 2008 and 2009
                                                                                                                                                • Selected Brand Analysis—Dry Packaged Dinners

                                                                                                                                                  • Key points
                                                                                                                                                    • Kraft continues to dominate the category with winning Mac and Cheese extensions
                                                                                                                                                      • General Mills and Unilever capitalize on demand for customizable side dishes and veggie products
                                                                                                                                                        • Figure 24: FDMx brand sales of dry packaged dinners in the U.S., 2008 and 2009
                                                                                                                                                    • Selected Brand Analysis—Shelf-stable Dinners

                                                                                                                                                      • Key points
                                                                                                                                                        • Hearty canned products and microwaveable bowls drive growth in the shelf-stable dinner segment
                                                                                                                                                            • Figure 25: FDMx brand sales of shelf-stable dinners in the U.S., 2008 and 2009
                                                                                                                                                        • Selected Brand Analysis—Refrigerated Entrées

                                                                                                                                                          • Key points
                                                                                                                                                            • Hormel leverages microwaveable bowls
                                                                                                                                                              • Figure 26: FDMx brand sales of refrigerated entrées in the U.S., 2008 and 2009
                                                                                                                                                          • Selected Brand Analysis—Refrigerated Lunches

                                                                                                                                                            • Key point
                                                                                                                                                              • Packaged artisanal-like and quick lunches drive growth at Kraft
                                                                                                                                                                  • Figure 27: FDMx brand sales of refrigerated lunches in the U.S., 2008 and 2009
                                                                                                                                                              • Selected Brand Analysis—Pot Pies

                                                                                                                                                                • Key points
                                                                                                                                                                  • Banquet and private-label products become more popular
                                                                                                                                                                    • Figure 28: FDMx brand sales of frozen pot pies in the U.S., 2008 and 2009
                                                                                                                                                                  • Sales of refrigerated pot pies remain below $20 million
                                                                                                                                                                    • Figure 29: FDMx brand sales of refrigerated pot pies in the U.S., 2008 and 2009
                                                                                                                                                                • Brand Qualities

                                                                                                                                                                  • Kraft maintains dominant position in the dry prepared meals segment
                                                                                                                                                                    • Lean Cuisine wins by appealing to those seeking to lose weight/stay thin
                                                                                                                                                                      • On leveraging restaurant partnerships: ConAgra’s Marie Callender’s brand
                                                                                                                                                                      • Innovation and Innovators

                                                                                                                                                                        • Kellogg’s Kashi brand frozen meals playing the right keys
                                                                                                                                                                          • Salad meals could drive future growth in the refrigerated segment
                                                                                                                                                                            • Chilled meal trend in the UK reflects current innovation in the U.S.
                                                                                                                                                                            • Advertising and Promotion

                                                                                                                                                                              • Bertolli and Healthy Choice deliver restaurant-quality ready meals
                                                                                                                                                                                • Figure 30: Bertolli Mediterranean Style Dinners, TV ad, 2009
                                                                                                                                                                                • Figure 31: Bertolli Oven Bake Meals, TV ad, 2008
                                                                                                                                                                                • Figure 32: Healthy Choice Fresh Mixers, TV ad, 2008
                                                                                                                                                                              • Stouffer’s shows that eating together at home can benefit children
                                                                                                                                                                                • Figure 33: Stouffer's (Multi-Products), TV ad, 2009
                                                                                                                                                                                • Figure 34: Stouffer's Easy Express, TV ad, 2009
                                                                                                                                                                              • CPG firms increase spending on image-based online ads
                                                                                                                                                                              • Household Consumption of Ready Meals

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Consistent with sales figures, frozen is the dominant category
                                                                                                                                                                                    • Figure 35: Household consumption of ready meals, by type, October 2007-December 2008
                                                                                                                                                                                  • Kraft Macaroni and Cheese a dominant player in the dry packaged segment
                                                                                                                                                                                    • Figure 36: Household consumption of complete packaged dinner mixes, by brand, October 2007-December 2008
                                                                                                                                                                                  • BFY relatively popular, but classics still dominant
                                                                                                                                                                                    • Figure 37: Household consumption of frozen complete (TV) dinners, by brand, October 2007-December 2008
                                                                                                                                                                                • Incidence of Buying Ready Meals

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Frozen meals, especially those made with American, Italian, and Mexican cuisines, are in high demand
                                                                                                                                                                                      • Figure 38: Incidence of buying ready meals, by origin and type of meal, by frozen, refrigerated and shelf-stable, April 2009
                                                                                                                                                                                    • Incidence of buying refrigerated ready meals
                                                                                                                                                                                      • Figure 39: Incidence of buying refrigerated ready meals, by origin and type of meal, by age, April 2009
                                                                                                                                                                                      • Figure 40: Incidence of buying refrigerated ready meals, by origin and type of meal, by presence of children, April 2009
                                                                                                                                                                                    • Incidence of buying frozen ready meals
                                                                                                                                                                                      • Figure 41: Incidence of buying frozen ready meals, by origin and type of meal, by household income, April 2009
                                                                                                                                                                                    • Incidence of buying shelf-stable ready meals
                                                                                                                                                                                      • Figure 42: Incidence of buying shelf-stable ready meals, by origin and type of meal, by age, April 2009
                                                                                                                                                                                      • Figure 43: Incidence of buying shelf-stable ready meals, by origin and type of meal, by presence of children, April 2009
                                                                                                                                                                                  • Frequency of Buying Ready Meals

                                                                                                                                                                                    • Key point
                                                                                                                                                                                      • Users of refrigerated meals more likely to consume once per week or more
                                                                                                                                                                                        • Figure 44: Frequency of buying ready meals, by frozen, refrigerated and shelf-stable, April 2009
                                                                                                                                                                                      • Refrigerated ready meals
                                                                                                                                                                                        • Figure 45: Frequency of buying ready meals—refrigerated meals, by age, April 2009
                                                                                                                                                                                      • Frozen ready meals
                                                                                                                                                                                        • Figure 46: Frequency of buying ready meals—frozen meals, by household income, April 2009
                                                                                                                                                                                        • Figure 47: Frequency of buying ready meals—frozen meals, by number and presence of children in household, April 2009
                                                                                                                                                                                      • Shelf-stable ready meals
                                                                                                                                                                                        • Figure 48: Frequency of buying ready meals—shelf-stable ready meals, by age, April 2009
                                                                                                                                                                                    • Where People Buy Ready Meals

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Grocery, Walmart, discount and club are key channels
                                                                                                                                                                                          • Figure 49: Source of ready meals, by refrigerated, frozen and shelf-stable, April 2009
                                                                                                                                                                                        • Refrigerated
                                                                                                                                                                                          • Figure 50: Source of ready meals—refrigerated ready meals, by household income, April 2009
                                                                                                                                                                                        • Frozen
                                                                                                                                                                                          • Figure 51: Source of ready meals—frozen ready meals, by age, April 2009
                                                                                                                                                                                          • Figure 52: Source of ready meals—frozen ready meals, by household income, April 2009
                                                                                                                                                                                        • Shelf-stable
                                                                                                                                                                                          • Figure 53: Source of ready meals—shelf-stable ready meals, by age, April 2009
                                                                                                                                                                                      • Reason for Buying Ready Meals

                                                                                                                                                                                        • Key point
                                                                                                                                                                                          • Convenience, taste, cost and the desire to try new ethnic foods are key usage drivers
                                                                                                                                                                                            • Figure 54: Reason for buying ready meals, by refrigerated, frozen and shelf-stable, April 2009
                                                                                                                                                                                          • Frozen
                                                                                                                                                                                            • Figure 55: Reason for buying ready meals—frozen ready meals, by household income, April 2009
                                                                                                                                                                                          • Shelf-stable
                                                                                                                                                                                            • Figure 56: Reason for buying ready meals—shelf-stable ready meals, by household income, April 2009
                                                                                                                                                                                        • Why People Don’t Buy Ready Meals

                                                                                                                                                                                          • Key point
                                                                                                                                                                                            • Cost and health concerns are the most frequently cited adoption barriers
                                                                                                                                                                                              • Figure 57: Reason for not buying ready meals, by refrigerated, frozen and shelf-stable, April 2009
                                                                                                                                                                                            • Shelf-stable
                                                                                                                                                                                              • Figure 58: Reason for not buying ready meals—shelf-stable ready meals, by number of people in household, April 2009
                                                                                                                                                                                          • Impact of Race and Hispanic origin

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Household consumption of ready meals
                                                                                                                                                                                                • English-speaking Hispanics more likely to use ready meals than Spanish speakers
                                                                                                                                                                                                  • Figure 59: Household consumption of ready meals—Hispanics, by language spoken at home, October 2007-December 2008
                                                                                                                                                                                                • Incidence of buying ready meals
                                                                                                                                                                                                  • Refrigerated
                                                                                                                                                                                                    • Figure 60: Incidence of buying refrigerated ready meals, by meal origin and type, by race/Hispanic origin, April 2009
                                                                                                                                                                                                  • Frozen
                                                                                                                                                                                                    • Figure 61: Incidence of buying frozen ready meals, by meal origin and type, by race/Hispanic origin, April 2009
                                                                                                                                                                                                  • Frequency of buying ready meals
                                                                                                                                                                                                    • Figure 62: Frequency of buying ready meals—refrigerated meals, by race/Hispanic origin, April 2009
                                                                                                                                                                                                  • Reason for buying ready meals
                                                                                                                                                                                                    • Refrigerated
                                                                                                                                                                                                      • Figure 63: Reason for buying ready meals—refrigerated ready meals, by race/Hispanic origin, April 2009
                                                                                                                                                                                                    • Shelf-stable
                                                                                                                                                                                                      • Figure 64: Reason for buying ready meals—shelf-stable ready meals, by race/Hispanic origin, April 2009
                                                                                                                                                                                                    • Frozen
                                                                                                                                                                                                      • Figure 65: Reason for buying ready meals—frozen ready meals, by race/Hispanic origin, April 2009
                                                                                                                                                                                                    • Why people don’t buy ready meals
                                                                                                                                                                                                      • Refrigerated
                                                                                                                                                                                                        • Figure 66: Reason for not buying ready meals—refrigerated ready meals, by race/Hispanic origin, April 2009
                                                                                                                                                                                                      • Frozen
                                                                                                                                                                                                        • Figure 67: Reason for not buying ready meals—frozen ready meals, by race/Hispanic origin, April 2009
                                                                                                                                                                                                      • Shelf-stable
                                                                                                                                                                                                        • Figure 68: Reason for not buying ready meals—shelf-stable ready meals, by race/Hispanic origin, April 2009
                                                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                                                        • Lifestyle Users
                                                                                                                                                                                                          • Who they are
                                                                                                                                                                                                            • Opportunities
                                                                                                                                                                                                              • Americana Supermarket Shoppers
                                                                                                                                                                                                                • Who they are
                                                                                                                                                                                                                  • Opportunities
                                                                                                                                                                                                                    • Avoiders
                                                                                                                                                                                                                      • Who they are
                                                                                                                                                                                                                        • Opportunities
                                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                                            • Figure 69: Ready meal purchaser clusters, April 2009
                                                                                                                                                                                                                            • Figure 70: Incidence of buying ready meals, by frozen, refrigerated and shelf-stable, by meal origin and type, by ready meal purchaser clusters, April 2009
                                                                                                                                                                                                                            • Figure 71: Frequency of buying ready meals, by frozen, refrigerated and shelf-stable, by ready meal purchaser clusters, April 2009
                                                                                                                                                                                                                            • Figure 72: Source of ready meals, by refrigerated, frozen and shelf-stable, by ready meal purchaser clusters, April 2009
                                                                                                                                                                                                                            • Figure 73: Reason for buying ready meals, by frozen, refrigerated and shelf-stable, by ready meal purchaser clusters, April 2009
                                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                                            • Figure 74: Ready meal purchaser clusters, by gender, April 2009
                                                                                                                                                                                                                            • Figure 75: Ready meal purchaser clusters, by age, April 2009
                                                                                                                                                                                                                            • Figure 76: Ready meal purchaser clusters, by household income, April 2009
                                                                                                                                                                                                                            • Figure 77: Ready meal purchaser clusters, by race, April 2009
                                                                                                                                                                                                                            • Figure 78: Ready meal purchaser clusters, by Hispanic origin, April 2009
                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                                                            • American fare tends to have higher appeal to whites and affluents
                                                                                                                                                                                                                              • Figure 79: Purchase of American fare frozen ready meals in the last six months, by key custom consumer groups, April 2009
                                                                                                                                                                                                                            • Target Hispanics and blacks with Mexican dishes
                                                                                                                                                                                                                              • Figure 80: Purchase of Mexican frozen ready meals in the last six months, by key custom consumer groups, April 2009
                                                                                                                                                                                                                            • Taste is an especially important factor among blacks and women
                                                                                                                                                                                                                              • Figure 81: Taste as the reason for buying frozen ready meals, by custom consumer groups, April 2009
                                                                                                                                                                                                                            • Wellness is often a primary consideration among affluents
                                                                                                                                                                                                                              • Figure 82: Taste as the reason for buying frozen ready meals, by custom consumer groups, April 2009
                                                                                                                                                                                                                          • IRI/Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                                                                                            • Dry packaged dinners
                                                                                                                                                                                                                              • Overview of dry packaged dinners
                                                                                                                                                                                                                                • Dry macaroni and cheese mixes
                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—dry macaroni and cheese mixes
                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                      • Figure 83: Brand map, selected brands of dry macaroni and cheese mixes, by household penetration, 2008*
                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                        • Figure 84: Key purchase measures for the top brands of dry macaroni and cheese mixes, by household penetration, 2008*
                                                                                                                                                                                                                                      • Dry dinner mixes (add meat)
                                                                                                                                                                                                                                        • Consumer insights on key purchase measures—dry dinner mixes (add meat)
                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                            • Figure 85: Brand map, selected brands of dry dinner mixes (add meat), buying rate by household penetration, 2008*
                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                              • Figure 86: Key purchase measures for the top brands of dry dinner mixes (add meat), by household penetration, 2008*
                                                                                                                                                                                                                                            • Frozen dinners/entrées
                                                                                                                                                                                                                                              • Overview of frozen dinners/entrées
                                                                                                                                                                                                                                                • Single-serve frozen dinners/entrées
                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—single-serve frozen dinners/entrées
                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                      • Figure 87: Brand map, selected brands of single-serve frozen dinners/entrées, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                        • Figure 88: Key purchase measures for the top brands of single-serve frozen dinners/entrées, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                      • Frozen handheld entrées (non-breakfast)
                                                                                                                                                                                                                                                        • Consumer insights on key purchase measures—frozen handheld entrées (non-breakfast)
                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                            • Figure 89: Brand map, selected brands of frozen handheld entrées (non-breakfast), buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                              • Figure 90: Key purchase measures for the top brands of frozen handheld entrées (non-breakfast), by household penetration, 2008*
                                                                                                                                                                                                                                                            • Multi-serve frozen dinners/entrées
                                                                                                                                                                                                                                                              • Consumer insights on key purchase measures—multi-serve frozen dinners/entrées
                                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                                  • Figure 91: Brand map, selected brands of multi-serve frozen dinners/entrées, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                                    • Figure 92: Key purchase measures for the top brands of multi-serve frozen dinners/entrées, by household penetration, 2008*
                                                                                                                                                                                                                                                                  • Shelf-stable dinners
                                                                                                                                                                                                                                                                    • Overview of SS dinners
                                                                                                                                                                                                                                                                      • SS prepared pasta dishes
                                                                                                                                                                                                                                                                        • Consumer insights on key purchase measures—SS prepared pasta dishes
                                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                                            • Figure 93: Brand map, selected brands of SS prepared pasta dishes, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                                              • Figure 94: Key purchase measures for the top brands of SS prepared pasta dishes, by household penetration, 2008*
                                                                                                                                                                                                                                                                            • SS prepared chili
                                                                                                                                                                                                                                                                              • Consumer insights on key purchase measures—SS prepared chili
                                                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                                                  • Figure 95: Brand map, selected brands of SS prepared chili, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                                                    • Figure 96: Key purchase measures for the top brands of SS prepared chili, by household penetration, 2008*
                                                                                                                                                                                                                                                                                  • SS microwaveable packaged dinner
                                                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures—SS microwaveable packaged dinner
                                                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                                                          • Figure 97: Brand map, selected brands of SS microwaveable packaged dinner, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                                                            • Figure 98: Key purchase measures for the top brands of SS microwaveable packaged dinner, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                                        • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                                                            • IRI Consumer Network Metrics
                                                                                                                                                                                                                                                                                            • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                                • Figure 99: Household consumption of shelf-to-microwave dinners, by brand, October 2007-December 2008
                                                                                                                                                                                                                                                                                                • Figure 100: Household consumption of frozen main courses, by brand, October 2007-December 2008
                                                                                                                                                                                                                                                                                                • Figure 101: Incidence of buying frozen ready meals, by meal type, by number of people in household and presence of children, April 2009
                                                                                                                                                                                                                                                                                                • Figure 102: Frequency of buying ready meals—frozen meals, by number of people in household, April 2009
                                                                                                                                                                                                                                                                                                • Figure 103: Source of ready meals—refrigerated ready meals, by presence of children, April 2009
                                                                                                                                                                                                                                                                                                • Figure 104: Source of ready meals—frozen ready meals, by number of people in household, April 2009
                                                                                                                                                                                                                                                                                                • Figure 105: Reason for buying ready meals—frozen ready meals, by age, April 2009
                                                                                                                                                                                                                                                                                                • Figure 106: Reason for buying ready meals—shelf-stable ready meals, by gender, April 2009
                                                                                                                                                                                                                                                                                                • Figure 107: Purchase of Chinese or Japanese frozen ready meals in the last six months, by key custom consumer groups, April 2009
                                                                                                                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                                                                                              • American Frozen Food Institute
                                                                                                                                                                                                                                                                                              • American Institute of Food Distribution
                                                                                                                                                                                                                                                                                              • Bob Evans Farms Inc.
                                                                                                                                                                                                                                                                                              • Campbell Soup Company
                                                                                                                                                                                                                                                                                              • Canned Food Alliance
                                                                                                                                                                                                                                                                                              • ConAgra Food Ingredients Company
                                                                                                                                                                                                                                                                                              • Del Monte Foods
                                                                                                                                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                                                                                                                                              • Food Marketing Institute
                                                                                                                                                                                                                                                                                              • General Mills Inc
                                                                                                                                                                                                                                                                                              • Greenfield Online
                                                                                                                                                                                                                                                                                              • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                                                                                                              • HJ Heinz Company
                                                                                                                                                                                                                                                                                              • Hormel
                                                                                                                                                                                                                                                                                              • Kellogg Company
                                                                                                                                                                                                                                                                                              • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                                                              • National Frozen and Refrigerated Food Association
                                                                                                                                                                                                                                                                                              • National Pasta Association
                                                                                                                                                                                                                                                                                              • Nestlé USA
                                                                                                                                                                                                                                                                                              • PepsiCo Inc
                                                                                                                                                                                                                                                                                              • Pinnacle Foods Group Inc.
                                                                                                                                                                                                                                                                                              • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                                                                              • Safeway Inc
                                                                                                                                                                                                                                                                                              • Signature Brands LLC
                                                                                                                                                                                                                                                                                              • Smithfield Foods Inc.
                                                                                                                                                                                                                                                                                              • Taco Bell Corp.
                                                                                                                                                                                                                                                                                              • The Schwan Food Company
                                                                                                                                                                                                                                                                                              • Trader Joe's Company Inc
                                                                                                                                                                                                                                                                                              • Tyson Foods Inc.
                                                                                                                                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                              • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                                              • Unilever USA
                                                                                                                                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                              • Weight Watchers International Inc.
                                                                                                                                                                                                                                                                                              • Whole Foods Market Inc
                                                                                                                                                                                                                                                                                              • YouTube, Inc.

                                                                                                                                                                                                                                                                                              Ready Meals - US - July 2009

                                                                                                                                                                                                                                                                                              £3,199.84 (Excl.Tax)