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Side Dishes: The Market - US - June 2010

The recent recession has encouraged more people to eat at home more often. This has created an opportunity for consumer packaged goods companies to take advantage of the need for shoppers to stock their shelves and pantries with side dishes that are economical and add variety to mealtime. 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 as the recession eases?

For the first time ever, Mintel is releasing two separate reports on the side dish category. This one is focused on the market trends, company and brand sales, product development, advertising and promotion. The other is focused on the attitudes and behaviors of the consumers who drive the market and ultimately determine the success or failure of products. As this report is market-based, it provides:

  • An analysis of what drives segment performance, what the top brands are in each side dish category and what they are doing to stay ahead of the competition
  • An overview of some of the latest side dish innovations and which companies are at the forefront of new product introductions, as well as the rationale behind their launches
  • A breakdown of sales by retail channel and exploration of why some outlet types are more successful than others when it comes to side dishes
  • An exploration of the impact that teens and kids have on side dish purchase behavior and how companies can leverage this to their advantage
  • A comparison of name brand versus private label and shoppers’ attitudes toward each, as well as an indication of how their behavior will change post-recession
  • Factors that influence the decision to buy side dishes and why some consumers ignore the category entirely

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Side dishes benefit from continued economic troubles
                      • Less eating out creates more in-home meal occasions
                        • Most segments see increases in 2009 sales
                          • Rice and dry macaroni and cheese are most popular side dishes
                            • Supermarkets still dominant channel
                              • Retailers’ meal solutions eating into side dishes market
                                • Eating healthier not necessarily extending to side dishes
                                  • Children have an active role in side dish purchase decisions
                                    • Post-recession environment shows consumers sticking with private label
                                      • Kraft dominates
                                      • 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
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Tough economy helps side dishes grow
                                                                        • Private label a relatively small presence in side dishes
                                                                          • Market size and forecast
                                                                            • Figure 1: FDMx sales of side dishes, at current prices, 2004-14
                                                                            • Figure 2: FDMx sales of side dishes, at inflation-adjusted prices, 2004-14
                                                                          • Walmart sales
                                                                          • Competitive Context

                                                                            • Key points
                                                                              • Private label not as much a threat as expected
                                                                                • Lure of convenient meal solutions eating into side dish sales
                                                                                  • Supermarkets offer a wide range of side dish alternatives
                                                                                  • Segment Performance

                                                                                    • Key points
                                                                                      • Rice and dry macaroni and cheese are most popular side dishes
                                                                                        • Most segments see increases in 2009 sales
                                                                                          • Sales of side dishes by segment
                                                                                            • Figure 3: FDMx sales of side dishes at current prices, by segment, 2004-14
                                                                                            • Figure 4: FDMx sales of side dishes, by segment, 2007 and 2009
                                                                                        • Segment Performance—Rice

                                                                                          • Key points
                                                                                            • Dry rice mixes are the largest type but ready-to-serve is fastest growing
                                                                                              • Rice appeals to a wide range of race and ethnic groups
                                                                                                • Innovations focused on health and convenience
                                                                                                  • Sales and forecast
                                                                                                    • Figure 5: FDMx sales of rice, 2004-14
                                                                                                • Segment Performance—Dry Macaroni and Cheese Mix

                                                                                                  • Key points
                                                                                                    • Segment rebounds from 2006
                                                                                                      • Innovations help drive segment’s steady growth
                                                                                                        • Licensed characters a big part of segment’s marketing
                                                                                                          • Sales and forecast
                                                                                                            • Figure 6: FDMx sales of dry macaroni and cheese mix, 2004-14
                                                                                                        • Segment Performance—Baked Beans

                                                                                                          • Key points
                                                                                                            • Baked beans emerging as one of the more popular side dishes
                                                                                                              • Canned baked beans have support of established companies
                                                                                                                • Sales and forecast
                                                                                                                  • Figure 7: FDMx sales of baked beans, 2004-14
                                                                                                              • Segment Performance—Refrigerated Side Dishes

                                                                                                                • Key points
                                                                                                                  • Recession takes a toll on segment
                                                                                                                    • Segment’s fortunes dependent on potato side dishes
                                                                                                                      • Sales and forecast
                                                                                                                        • Figure 8: FDMx sales of refrigerated side dishes, 2004-14
                                                                                                                    • Segment Performance—Shelf-stable Side Dish Mixes

                                                                                                                      • Key points
                                                                                                                        • Consumers bypass SS mixes to make their own side dishes
                                                                                                                          • Golden Grain Macaroni’s brands saw the most declines
                                                                                                                            • Sales and forecast
                                                                                                                              • Figure 9: FDMx sales of shelf-stable side dish mixes, 2004-14
                                                                                                                          • Segment Performance—Stuffing Mixes

                                                                                                                            • Key points
                                                                                                                              • Manufacturers need to generate more usage occasions
                                                                                                                                • Consumers not warming up to frozen stuffing
                                                                                                                                  • Sales and forecast
                                                                                                                                    • Figure 10: FDMx sales of stuffing mixes, 2004-14
                                                                                                                                • Segment Performance—Frozen Side Dishes

                                                                                                                                  • Key points
                                                                                                                                    • Frozen side dishes pass $200 million mark in 2009
                                                                                                                                      • Steam is hot for frozen side dishes
                                                                                                                                        • Sales and forecast
                                                                                                                                          • Figure 11: FDMx sales of frozen side dishes, 2004-14
                                                                                                                                      • Retail Channels

                                                                                                                                        • Key points
                                                                                                                                          • Supermarkets still dominate but slipping slightly
                                                                                                                                            • Other FDMx growing nearly three times faster than supermarkets
                                                                                                                                              • Sales by retail channel
                                                                                                                                                • Figure 12: FDMx sales of side dishes, by retail channel, 2007 and 2009
                                                                                                                                            • Retail Channels—Supermarket/Food Stores

                                                                                                                                              • Key points
                                                                                                                                                • Side dish sales nearing $4 billion mark
                                                                                                                                                  • Supermarkets need to leverage shopping environment
                                                                                                                                                    • Sales through supermarkets/food stores
                                                                                                                                                      • Figure 13: U.S. retail sales of side dishes at supermarkets/food stores, 2004-09
                                                                                                                                                  • Retail Channels—Drug and Other FDMx

                                                                                                                                                    • Key points
                                                                                                                                                      • Side dish sales eclipsed $100 million in 2008 and still climbing
                                                                                                                                                        • Drug and other outlets should focus on top-selling side dishes
                                                                                                                                                          • Sales through drug and other FDMx stores
                                                                                                                                                            • Figure 14: U.S. retail sales of side dishes at drug and other FDMx stores, 2004-09
                                                                                                                                                        • Market Drivers

                                                                                                                                                            • Less eating out creates more in-home meal occasions
                                                                                                                                                              • Eating healthier not necessarily extending to side dishes
                                                                                                                                                                • Children have an active role in side dish purchase decisions
                                                                                                                                                                  • Post-recession environment shows consumers sticking with private label
                                                                                                                                                                  • Leading Companies

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Kraft is big cheese but vulnerable in other segments
                                                                                                                                                                        • Bush’s Best taps into Hispanic market to drive sales
                                                                                                                                                                          • Private label not much of a factor
                                                                                                                                                                            • Company sales
                                                                                                                                                                              • Figure 15: FDMx sales of leading side dish companies, 2009 and 2010
                                                                                                                                                                          • Selected Brand Analysis—Rice

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Riviana Foods is top rice company
                                                                                                                                                                                • Flavorful rice enjoying more growth than traditional varieties
                                                                                                                                                                                  • Company and brand sales
                                                                                                                                                                                    • Figure 16: Selected FDMx brand sales of rice in the U.S., 2009 and 2010
                                                                                                                                                                                • Selected Brand Analysis—Dry Macaroni and Cheese Mix

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Kraft promotions help drive business
                                                                                                                                                                                      • Annie’s Homegrown finding its place in dry macaroni and cheese
                                                                                                                                                                                        • Company and brand sales
                                                                                                                                                                                          • Figure 17: FDMx brand sales of dry macaroni and cheese mix in the U.S., 2009 and 2010
                                                                                                                                                                                      • Selected Brand Analysis—Baked Beans

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Bush Brothers carves out premium position
                                                                                                                                                                                            • Private label growing but trails big name manufacturers
                                                                                                                                                                                              • Company and brand sales
                                                                                                                                                                                                • Figure 18: FDMx brand sales of baked beans in the U.S., 2009 and 2010
                                                                                                                                                                                            • Selected Brand Analysis—Refrigerated Side Dishes

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Bob Evans’ restaurant popularity extends to in-home dining
                                                                                                                                                                                                  • Lack of innovation hurting segment
                                                                                                                                                                                                    • Company and brand sales
                                                                                                                                                                                                      • Figure 19: FDMx brand sales of refrigerated side dishes in the U.S., 2009 and 2010
                                                                                                                                                                                                  • Selected Brand Analysis—Shelf-stable Side Dish Mixes

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Unilever gains ground on segment leader Golden Grain
                                                                                                                                                                                                        • General Mills and Kraft not used to being also-rans
                                                                                                                                                                                                          • Company and brand sales
                                                                                                                                                                                                            • Figure 20: FDMx brand sales of shelf-stable side dish mixes in the U.S., 2009 and 2010
                                                                                                                                                                                                        • Selected Brand Analysis—Stuffing Mixes

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Kraft Stove Top leading but faltering
                                                                                                                                                                                                              • Mrs. Cubbison’s looking to innovate its way into bigger role
                                                                                                                                                                                                                • Company and brand sales
                                                                                                                                                                                                                  • Figure 21: FDMx brand sales of stuffing mixes in the U.S., 2009 and 2010
                                                                                                                                                                                                              • Selected Brand Analysis—Frozen Side Dishes

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Birds Eye likes view from the top
                                                                                                                                                                                                                    • Steamed varieties fueling segment growth
                                                                                                                                                                                                                      • Company and brand sales
                                                                                                                                                                                                                        • Figure 22: FDMx brand sales of frozen side dishes in the U.S., 2009 and 2010
                                                                                                                                                                                                                    • Brand Qualities

                                                                                                                                                                                                                        • Restaurant-based products
                                                                                                                                                                                                                          • Influence on the category
                                                                                                                                                                                                                            • Mashed potatoes
                                                                                                                                                                                                                              • Influence on the category
                                                                                                                                                                                                                                • Zatarain’s strikes right note with flavorful rice
                                                                                                                                                                                                                                  • Influence on the category
                                                                                                                                                                                                                                  • Innovation and Innovators

                                                                                                                                                                                                                                    • Overview
                                                                                                                                                                                                                                      • Private label
                                                                                                                                                                                                                                        • Healthy/organic
                                                                                                                                                                                                                                          • Convenience
                                                                                                                                                                                                                                            • Ethnic/bold flavors
                                                                                                                                                                                                                                            • Advertising and Promotion

                                                                                                                                                                                                                                              • Overview
                                                                                                                                                                                                                                                • Zatarain’s Rice Mixes
                                                                                                                                                                                                                                                  • Figure 23: Zatarain’s rice mixes, ”jazz it up with Zatarain’s”, TV ad, January 2010
                                                                                                                                                                                                                                                • Buitoni Shrimp and Lobster Ravioli
                                                                                                                                                                                                                                                  • Figure 24: Buitoni, ”the Italian art of food”, TV ad, July 2009
                                                                                                                                                                                                                                                • Hinode Rice
                                                                                                                                                                                                                                                  • Figure 25: Hinode rice, ”greatness in every grain”, TV ad, January 2010
                                                                                                                                                                                                                                                • Adolphus Rice
                                                                                                                                                                                                                                                  • Figure 26: Adolphus rice, ”a new favorite family tradition” TV ad, April 2010
                                                                                                                                                                                                                                              • SymphonyIRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                                  • Baked beans
                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures – baked beans
                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                        • Figure 27: Brand map, selected brands of baked beans, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                          • Figure 28: Key purchase measures for the top brands of baked beans, by household penetration, 2009*
                                                                                                                                                                                                                                                        • Dry macaroni and cheese mixes
                                                                                                                                                                                                                                                          • Consumer insights on key purchase measures – dry macaroni and cheese mixes
                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                              • Figure 29: Brand map, selected brands of dry macaroni and cheese mixes, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                                • Figure 30: Key purchase measures for the top brands of dry macaroni and cheese mixes, by household penetration, 2009*
                                                                                                                                                                                                                                                              • Dry salad/side dish mixes
                                                                                                                                                                                                                                                                • Consumer insights on key purchase measures – dry salad/side dish mixes
                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                    • Figure 31: Brand map, selected brands of dry salad/side dish mixes, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                      • Figure 32: Key purchase measures for the top brands of dry salad/side dish mixes, by household penetration, 2009*
                                                                                                                                                                                                                                                                    • Overview of rice
                                                                                                                                                                                                                                                                      • Dry rice
                                                                                                                                                                                                                                                                        • Consumer insights on key purchase measures – dry rice
                                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                                            • Figure 33: Brand map, selected brands of dry rice, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                                              • Figure 34: Key purchase measures for the top brands of dry rice, by household penetration, 2009*
                                                                                                                                                                                                                                                                            • Dry rice mixes
                                                                                                                                                                                                                                                                              • Consumer insights on key purchase measures – dry rice mixes
                                                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                                                  • Figure 35: Brand map, selected brands of dry rice mixes, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                                                    • Figure 36: Key purchase measures for the top brands of dry rice mixes, by household penetration, 2009*
                                                                                                                                                                                                                                                                                • Appendix: SymphonyIRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                                                    • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                                                      • Bimbo Bakeries USA
                                                                                                                                                                                                                                                                                      • Birds Eye Foods
                                                                                                                                                                                                                                                                                      • Bob Evans Farms Inc.
                                                                                                                                                                                                                                                                                      • Bob's Red Mill Natural Foods
                                                                                                                                                                                                                                                                                      • Burger King Corporation
                                                                                                                                                                                                                                                                                      • Bush Brothers & Company
                                                                                                                                                                                                                                                                                      • Campbell Soup Company
                                                                                                                                                                                                                                                                                      • ConAgra Foods, Inc
                                                                                                                                                                                                                                                                                      • Food Marketing Institute
                                                                                                                                                                                                                                                                                      • General Mills Inc
                                                                                                                                                                                                                                                                                      • Goya Foods, Inc.
                                                                                                                                                                                                                                                                                      • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                                                                                                      • Harris Teeter, Inc
                                                                                                                                                                                                                                                                                      • HJ Heinz Company
                                                                                                                                                                                                                                                                                      • Interstate Bakeries Corporation
                                                                                                                                                                                                                                                                                      • Kantar Media
                                                                                                                                                                                                                                                                                      • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                                                      • La Brea Holdings, Inc.
                                                                                                                                                                                                                                                                                      • McCain Foods Limited
                                                                                                                                                                                                                                                                                      • McCormick & Company, Inc.
                                                                                                                                                                                                                                                                                      • McDonald's U.S.A.
                                                                                                                                                                                                                                                                                      • Michael Foods Inc.
                                                                                                                                                                                                                                                                                      • National Pasta Association
                                                                                                                                                                                                                                                                                      • Nestlé USA
                                                                                                                                                                                                                                                                                      • Pepperidge Farm Inc.
                                                                                                                                                                                                                                                                                      • PepsiCo Inc
                                                                                                                                                                                                                                                                                      • Public Broadcasting Service
                                                                                                                                                                                                                                                                                      • Riviana Foods Inc.
                                                                                                                                                                                                                                                                                      • Signature Brands LLC
                                                                                                                                                                                                                                                                                      • The Kroger Co.
                                                                                                                                                                                                                                                                                      • The Schwan Food Company
                                                                                                                                                                                                                                                                                      • Trader Joe's Company Inc
                                                                                                                                                                                                                                                                                      • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                                      • Unilever USA
                                                                                                                                                                                                                                                                                      • Walgreen Co
                                                                                                                                                                                                                                                                                      • Walmart Stores (USA)

                                                                                                                                                                                                                                                                                      Side Dishes: The Market - US - June 2010

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