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Side Dishes: The Consumer - US - June 2010

Recent economic struggles have encouraged more people to eat at home more often, resulting in an opportunity for consumer packaged goods (CPG) companies to take advantage of shoppers' desire to stock up on side dishes that are both economical and add variety to a meal. The question is, how good a job have they done at capturing the imaginations of consumers to maximize their sales opportunities and connect with their key audiences in ways that develop loyalty, in spite of the recent economic turmoil?

For the first time ever, Mintel is releasing two separate reports on the side dish category. One is focused on the market, while the other is focused on the consumers who drive the market and ultimately determine the success or failure of products. This consumer-based report is designed to provide insights on the following:

  • The impact of the recession and other external factors on side dish consumption, with a closer look at the influence of gender, age, race, and household income on the category
  • An in-depth look at the major side dish segments and the brands that drive them, including an analysis of factors that influence each one of their fortunes
  • Analysis of what role kids and teens play in determining what brands their parents buy and how marketers must account for their influence on the purchasing process
  • What role, if any, channel shifting is playing on which outlets shoppers prefer to purchase their side dishes
  • Consumer attitudes towards name brands and private label and how the recession is impacting shoppers’ perception of these offerings
  • Consumer attitudes toward side dishes in general and a closer look at the factors that come into play regarding side dish purchase behavior

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources–consumer survey data
          • Abbreviations and terms
            • Abbreviations
              • Terms
              • Executive Summary

                • Overall incidence of side dish consumption remains steady despite recession
                  • Popular side dish brands started in other categories
                    • Teens’ influence on side dishes
                      • Kids’ influence on side dishes
                        • Supermarkets generate most of the side dish activity
                          • Side dish consumption frequency
                            • Year-on-year side dish consumption fairly steady
                              • Brand names more popular than private label
                                • Attitudes towards side dishes
                                • Insights and Opportunities

                                    • Develop kid-friendly side dish lines
                                      • Grow sweet potato business
                                        • Promote side dishes along with microwaves in mass merchandiser outlets
                                          • Restaurateurs devote space to retail items
                                          • Inspire Insights

                                              • Trend: Simplicity and Convenience
                                                • What's it about?
                                                  • What we've seen
                                                    • Specifics
                                                      • Implications
                                                        • Trend: Premium and Cutthroat
                                                          • What's it about?
                                                            • What we've seen
                                                              • Implications
                                                              • Side Dishes Eaten – Household Consumption

                                                                • Key points
                                                                  • Types of side dishes
                                                                    • Figure 1: Types of side dishes eaten, by household, 2003-09
                                                                    • Figure 2: Types of side dishes eaten by household, by age, November 2008-December 2009
                                                                    • Figure 3: Types of side dishes eaten by household, by race/Hispanic origin, November 2008-December 2009
                                                                    • Figure 4: Types of side dishes eaten by household, by household income, November 2008-December 2009
                                                                  • Amount eaten
                                                                    • Figure 5: Mean number of side dishes eaten by household, by age, November 2008-December 2009
                                                                    • Figure 6: Mean number of side dishes eaten by household, by race/Hispanic origin, November 2008-December 2009
                                                                    • Figure 7: Mean number of side dishes eaten by household, by household income, November 2008-December 2009
                                                                • Dry Packaged Pasta – Household Consumption

                                                                  • Key points
                                                                    • Types eaten
                                                                      • Figure 8: Types of pasta eaten by household, by age, November 2008-December 2009
                                                                      • Figure 9: Types of pasta eaten by household, by race/Hispanic origin, November 2008-December 2009
                                                                      • Figure 10: Types of pasta eaten by household, by household income, November 2008-December 2009
                                                                    • Brands eaten
                                                                      • Figure 11: Brands of pasta eaten by household, by age, November 2008-December 2009
                                                                      • Figure 12: Brands of pasta eaten by household, by race/Hispanic origin, November 2008-December 2009
                                                                      • Figure 13: Brands of pasta eaten by household, by household income, November 2008-December 2009
                                                                  • Rice – Household Consumption

                                                                    • Key points
                                                                      • Types eaten
                                                                        • Figure 14: Types of rice eaten by household, by age, November 2008-December 2009
                                                                        • Figure 15: Types of rice eaten by household, by race/Hispanic origin, November 2008-December 2009
                                                                      • Brands eaten
                                                                        • Figure 16: Brands of rice eaten by household, by age, November 2008-December 2009
                                                                        • Figure 17: Brands of rice eaten by household, by race/Hispanic origin, November 2008-December 2009
                                                                        • Figure 18: Brands of rice eaten by household, by household income, November 2008-December 2009
                                                                    • Pork and Beans/Baked Beans – Household Consumption

                                                                      • Key points
                                                                        • Brands eaten
                                                                          • Figure 19: Brands of pork and beans/baked beans eaten by household, by age, November 2008-December 2009
                                                                          • Figure 20: Brands of pork and beans/baked beans eaten by household, by race /Hispanic origin, November 2008-December 2009
                                                                          • Figure 21: Brands of pork and beans/baked beans eaten by household, by household income, November 2008-December 2009
                                                                      • Frozen Potato Products – Household Consumption

                                                                        • Key points
                                                                          • Types eaten
                                                                            • Figure 22: Types of frozen potato products eaten by household, by age, November 2008-December 2009
                                                                            • Figure 23: Types of frozen potato products eaten by household, by race/Hispanic origin, November 2008-December 2009
                                                                            • Figure 24: Types of frozen potato products eaten by household, by household income, November 2008-December 2009
                                                                          • Brands eaten
                                                                            • Figure 25: Brands of frozen potato products eaten by household, by race/Hispanic origin, November 2008-December 2009
                                                                            • Figure 26: Brands of frozen potato products eaten by household, by household income, November 2008-December 2009
                                                                        • Bread Crumbs, Coating and Stuffing Mixes – Household Consumption

                                                                          • Key points
                                                                            • Types eaten
                                                                              • Figure 27: Types of bread crumbs, coatings and stuffing mixes eaten by household, by age, November 2008-December 2009
                                                                              • Figure 28: Types of bread crumbs, coatings and stuffing mixes eaten by household, by race/Hispanic origin, November 2008-December 2009
                                                                            • Brands eaten
                                                                              • Figure 29: Brands of bread crumbs, coatings and stuffing mixes eaten by household, by age, November 2008-December 2009
                                                                              • Figure 30: Brands of bread crumbs, coatings and stuffing mixes eaten by household, by race/Hispanic origin, November 2008-December 2009
                                                                              • Figure 31: Brands of bread crumbs, coatings and stuffing mixes eaten by household, by household income, November 2008-December 2009
                                                                          • Can/Jar Spaghetti/Macaroni – Household Consumption

                                                                            • Key points
                                                                              • Types eaten
                                                                                • Figure 32: Can/jar spaghetti/macaroni eaten by household, by age, November 2008-December 2009
                                                                                • Figure 33: Can/jar spaghetti/macaroni eaten by household, by household income, November 2008-December 2009
                                                                              • Brands eaten
                                                                                • Figure 34: Brands of can/jar spaghetti/macaroni eaten by household, by age, November 2008-December 2009
                                                                                • Figure 35: Brands of can/jar spaghetti/macaroni eaten by household, by race/Hispanic origin, November 2008-December 2009
                                                                                • Figure 36: Brands of can/jar spaghetti/macaroni eaten by household, by household income, November 2008-December 2009
                                                                            • Complete Packaged Prepared Dishes – Household Consumption

                                                                              • Key points
                                                                                • Types eaten
                                                                                  • Figure 37: Types of complete packaged prepared dishes eaten by household, by age, November 2008-December 2009
                                                                                  • Figure 38: Types of complete packaged prepared dishes eaten by household, by race/Hispanic origin, November 2008-December 2009
                                                                                  • Figure 39: Types of complete packaged prepared dishes eaten by household, by household income, November 2008-December 2009
                                                                                • Brands eaten
                                                                                  • Figure 40: Brands of complete packaged prepared dishes eaten by household, by age, November 2008-December 2009
                                                                                  • Figure 41: Brands of complete packaged prepared dishes eaten by household, by race/Hispanic origin, November 2008-December 2009
                                                                                  • Figure 42: Brands of complete packaged prepared dishes eaten by household, by household income, November 2008-December 2009
                                                                              • Packaged Instant Potato Products – Household Consumption

                                                                                • Key points
                                                                                  • Types eaten
                                                                                    • Figure 43: Types of packaged instant potatoes eaten by household, by age, November 2008-December 2009
                                                                                    • Figure 44: Types of packaged instant potatoes eaten by household, by race/Hispanic origin, November 2008-December 2009
                                                                                    • Figure 45: Types of packaged instant potatoes eaten by household, by household income, November 2008-December 2009
                                                                                  • Brands eaten
                                                                                    • Figure 46: Brands of packaged instant potatoes eaten by household, by race/Hispanic origin, November 2008-December 2009
                                                                                • Fresh Refrigerated Potato Products – Household Consumption

                                                                                  • Key points
                                                                                    • Brands eaten
                                                                                      • Figure 47: Brands of fresh refrigerated potato products eaten by household, by age, November 2008-December 2009
                                                                                      • Figure 48: Brands of fresh refrigerated potato products eaten by household, by race/Hispanic origin, November 2008-December 2009
                                                                                      • Figure 49: Brands of fresh refrigerated potato products eaten by household, by household income, November 2008-December 2009
                                                                                  • Teens’ Consumption of Side Dishes

                                                                                    • Key points
                                                                                      • Frozen potato products
                                                                                        • Figure 50: Frozen potato products eaten by teens and teen involvement in purchase decision, by age and gender, November 2008-December 2009
                                                                                        • Figure 51: Frozen potato products eaten by teens and teen involvement in purchase decision, by race/Hispanic origin, November 2008-December 2009
                                                                                      • Pork and beans or baked beans
                                                                                        • Figure 52: Pork and beans or baked beans eaten by teens and teen involvement in purchase decision, by age and gender, November 2008-December 2009
                                                                                        • Figure 53: Pork and beans or baked beans eaten by teens and teen involvement in purchase decision, by race/Hispanic origin, November 2008-December 2009
                                                                                      • Canned/jarred spaghetti and macaroni
                                                                                        • Figure 54: Canned/jarred spaghetti and macaroni eaten by teens and teen involvement in purchase decision, by age and gender, November 2008-December 2009
                                                                                        • Figure 55: Canned/jarred spaghetti and macaroni eaten by teens and teen involvement in purchase decision, by race/Hispanic origin, November 2008-December 2009
                                                                                    • Kids’ Consumption of Side Dishes

                                                                                      • Key points
                                                                                        • Frozen potato products
                                                                                          • Figure 56: Frozen potato products eaten by kids and incidence of favorite in the house, by age and gender, November 2008-December 2009
                                                                                          • Figure 57: Frozen potato products eaten by kids and incidence of favorite in the house, by race/Hispanic origin, November 2008-December 2009
                                                                                        • Pork and beans/baked beans
                                                                                          • Figure 58: Pork and beans/baked beans eaten by kids and incidence of favorite in the house, by age and gender, November 2008-December 2009
                                                                                          • Figure 59: Pork and beans/baked beans eaten by kids and incidence of favorite in the house, by race/Hispanic origin, November 2008-December 2009
                                                                                        • Canned spaghetti/macaroni
                                                                                          • Figure 60: Canned spaghetti/macaroni eaten by kids and incidence of favorite in the house, by age and gender, November 2008-December 2009
                                                                                          • Figure 61: Canned spaghetti/macaroni eaten by kids and incidence of favorite in the house, by race/Hispanic origin, November 2008-December 2009
                                                                                      • Retail Channels Where Side Dishes Are Purchased

                                                                                        • Key points
                                                                                          • Overview
                                                                                            • Figure 62: Where people buy side dishes, type of store by type of side dish, March 2010
                                                                                          • Supermarket purchasing
                                                                                            • Figure 63: Side dishes bought in supermarkets, by type of dish, by age, March 2010
                                                                                            • Figure 64: Side dishes bought in supermarkets, by type of dish, by race/Hispanic origin, March 2010
                                                                                          • Mass merchandiser or club store purchasing
                                                                                            • Figure 65: Side dishes bought in mass merchandiser or club stores, by type of dish, by age, March 2010
                                                                                            • Figure 66: Side dishes bought in mass merchandiser or club store, by type of dish, by household income, March 2010
                                                                                            • Figure 67: Side dishes bought in mass merchandiser or club store, by type of dish, by race/Hispanic origin, March 2010
                                                                                        • Frequency and Change of Side Dish Consumption

                                                                                          • Key points
                                                                                            • Frequency of side dish consumption
                                                                                              • Figure 68: Frequency of eating selected types of side dish, March 2010
                                                                                            • Recent change in side dish consumption
                                                                                              • Figure 69: Change in side dish consumption since previous year, by type of dish, March 2010
                                                                                            • Who’s eating more side dishes this year?
                                                                                              • Figure 70: Eating more side dishes than a year ago, by type of dish, by presence and number of children in household, March 2010
                                                                                              • Figure 71: Eating more side dishes than a year ago, by type of dish, by race/Hispanic origin, March 2010
                                                                                              • Figure 72: Eating more side dishes than a year ago, by type of dish, by age, March 2010
                                                                                          • Brand and Store Brand Purchasing

                                                                                            • Key points
                                                                                              • Brands vs. store brands
                                                                                                • Figure 73: Brand and store brand buying behavior, by type of side dish, March 2010
                                                                                              • Store brands buying behavior
                                                                                                • Figure 74: Store brand buying behavior, by type of side dish, March 2010
                                                                                            • Attitudes and Other Purchase Behavior

                                                                                              • Key points
                                                                                                • Attitudes towards food preparations and packaging
                                                                                                  • Figure 75: Attitudes towards food preparations and packaging, by age, March 2010
                                                                                                  • Figure 76: Attitudes towards food preparations and packaging, by race/Hispanic origin, March 2010
                                                                                                  • Figure 77: Attitudes towards food preparations and packaging, by presence and number of children in household, March 2010
                                                                                                • Interest in healthier side dishes
                                                                                                  • Figure 78: Looking for healthier options, by type of side dish, March 2010
                                                                                                • Reasons for not buying refrigerated side dishes
                                                                                                  • Figure 79: Reasons for not buying refrigerated side dishes, by age, March 2010
                                                                                                  • Figure 80: Reasons for not buying refrigerated side dishes, by household income, March 2010
                                                                                              • Cluster Analysis

                                                                                                  • Siders
                                                                                                    • Demographics
                                                                                                      • Characteristics
                                                                                                        • Opportunity
                                                                                                          • Wholers
                                                                                                            • Demographics
                                                                                                              • Characteristics
                                                                                                                • Opportunity
                                                                                                                  • Neutrals
                                                                                                                    • Demographics
                                                                                                                      • Characteristics
                                                                                                                        • Opportunity
                                                                                                                          • Cluster characteristics
                                                                                                                            • Figure 81: Side dish clusters, March 2010
                                                                                                                            • Figure 82: Share of houseold food shopping done by respondent, by side dish clusters, March 2010
                                                                                                                            • Figure 83: Side dishes bought in the past three months, by side dish clusters, March 2010
                                                                                                                            • Figure 84: Attitudes towards food preparations and packaging, by side dish clusters, March 2010
                                                                                                                          • Cluster demographics
                                                                                                                            • Figure 85: Side dish clusters, by gender, March 2010
                                                                                                                            • Figure 86: Side dish clusters, by age group, March 2010
                                                                                                                            • Figure 87: Side dish clusters, by household income group, March 2010
                                                                                                                            • Figure 88: Side dish clusters, by race, March 2010
                                                                                                                            • Figure 89: Side dish clusters, by Hispanic origin, March 2010
                                                                                                                          • Cluster methodology
                                                                                                                          • Custom Consumer Groups

                                                                                                                                • Figure 90: Use of selected side dishes, by attitudes towards food and eating, Part 1, November 2008-December 2009
                                                                                                                                • Figure 91: Use of selected side dishes, by attitudes towards food and eating, Part 2, November 2008-December 2009
                                                                                                                                • Figure 92: Use of selected side dishes, by key mosaic groups, Part 1, November 2008-December 2009
                                                                                                                                • Figure 93: Use of selected side dishes, by key mosaic groups, Part 2, November 2008-December 2009
                                                                                                                            • Appendix: Other Useful Consumer Tables

                                                                                                                                • Figure 94: Brands of frozen potato products eaten by household, by age, November 2008-December 2009
                                                                                                                                • Figure 95: Brands of packaged instant potatoes eaten by household, by age, November 2008-December 2009
                                                                                                                                • Figure 97: Types of rice eaten by household, by household income, November 2008-December 2009
                                                                                                                                • Figure 98: Types of bread crumbs, coatings and stuffing mixes eaten by household, by household income, November 2008-December 2009
                                                                                                                            • Appendix: Trade Associations

                                                                                                                              Companies Covered

                                                                                                                              • Bob Evans Farms Inc.
                                                                                                                              • ConAgra Foods, Inc
                                                                                                                              • Food Marketing Institute
                                                                                                                              • Grocery Manufacturers Association (GMA)
                                                                                                                              • HJ Heinz Company
                                                                                                                              • Kraft Foods Inc.
                                                                                                                              • McCain Foods Limited
                                                                                                                              • National Pasta Association
                                                                                                                              • Signature Brands LLC
                                                                                                                              • U.S. Department of Agriculture
                                                                                                                              • Walmart Stores (USA)

                                                                                                                              Side Dishes: The Consumer - US - June 2010

                                                                                                                              £3,174.67 (Excl.Tax)