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Spoonable Desserts - US - October 2010

The multi-billion dollar spoonable desserts market spans both the traditional and specialty retail environment, featuring shops that sell ice cream and other popular dessert options. This is a very dynamic category, as it features something for everyone and includes some of the most indulgent treats, as well as portion-controlled packaging. Price points come in a variety of sizes as well, ranging from the more affordable private label products all the way to super-premium brands that command a higher price tag. With so much to choose from, spoonable desserts have weathered the tough economy better than many other categories, but it has been far from recession-proof. With this in mind, this report is focused on providing insights on the following topics:

  • What manufacturers are doing to try and stay relevant in the largest segment – ice cream – for consumers looking for an occasional treat
  • What the leading name brands and private labels are doing to try and connect with their target audiences
  • What companies have been doing enough, in terms of innovation, to boost sales and maintain consumer interest in spoonable desserts
  • The influence of ice cream shops on the category’s performance
  • The effectiveness of marketing and leveraging of social media to stay connected with consumers
  • Recent consumption patterns with spoonable desserts and the role that kids play in the category’s fortunes
  • The relative sales performance of spoonable desserts segments and retail channels
  • The most popular flavors and brands, in terms of sales and consumer attitudes, and what manufacturers can do to anticipate future trends.

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Table of contents

  1. Scope and Themes

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

                      • Less discretionary spending hurting spoonable desserts category
                        • Obesity concerns weighing down interest in desserts
                          • Consumers comfortable with private label spoonable desserts
                            • Spoonable desserts product launches, 2005-10
                              • Segment performance led by ice cream
                                • Supermarkets attract majority of spoonable desserts sales
                                  • Who is the spoonable desserts consumer?
                                  • Insights and Opportunities

                                    • Functional benefit spoonable desserts
                                      • “Mix-Ins” for pudding/gelatin products
                                        • Co-branding with pies and cakes
                                          • Free-standing pudding and gelatin shops
                                            • Hunts Snack Pack in vending machines
                                              • Offer more portable versions of spoonable desserts
                                              • Inspire Insights

                                                  • Trend: Premiumization and Indulgence
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Less discretionary spending hurting category
                                                        • Smaller packaging sizes may be hurting category
                                                          • Forecast does not include much growth
                                                            • Sales and forecast of spoonable desserts
                                                              • Figure 1: Total U.S. retail sales of spoonable desserts, at current prices, 2005-15
                                                              • Figure 2: Total U.S. retail sales of spoonable desserts, at inflation-adjusted prices, 2005-15
                                                            • Walmart sales
                                                            • Market Drivers

                                                              • Key points
                                                                • Lack of innovation hurting sales
                                                                  • Stevia may sweeten spoonable desserts…and sales
                                                                    • Obesity concerns weighing down interest in desserts
                                                                      • Struggling economy keeps consumers focused on basics
                                                                        • Hispanic demographics favorable for spoonable desserts
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • Consumers comfortable with private label spoonable desserts
                                                                              • JELL-O’s dominant pudding and flavored gelatin status
                                                                                • Other lunchtime options more convenient
                                                                                  • Premium refrigerated yogurts cutting into pudding market
                                                                                    • Non-dairy ice cream small, but growing with younger shoppers
                                                                                      • Downsizing of packaging favors larger sizes
                                                                                        • More ice cream parlor brands entering retail space
                                                                                          • Increase in QSRs offering ice cream
                                                                                          • Segment Performance

                                                                                            • Key points
                                                                                              • Ice cream bowls over other segments
                                                                                                • Frozen yogurt posts healthy gain
                                                                                                  • Sales of spoonable desserts in FDMx
                                                                                                    • Figure 3: Total U.S. sales of spoonable desserts, by segment, 2008-10
                                                                                                • Segment Performance—Ice Cream

                                                                                                  • Key points
                                                                                                    • Private label propels sales growth in 2008 but has declined slightly since
                                                                                                      • Decadent brands enjoyed brief surge but have fallen off of late
                                                                                                        • Chilly ice cream forecast
                                                                                                          • Sales and forecast of ice cream
                                                                                                            • Figure 4: Total U.S. sales of ice cream, 2005-15
                                                                                                        • Segment Performance—Pudding

                                                                                                            • Key points
                                                                                                              • Segment sales continue slow decline
                                                                                                                • Kraft looking to take on ConAgra’s lunch and snack time pudding dominance
                                                                                                                  • Pudding forecast not looking smooth
                                                                                                                    • Sales and forecast of pudding
                                                                                                                      • Figure 5: Total U.S. sales and forecast of pudding, at current prices, 2005-15
                                                                                                                  • Segment Performance—Frozen Yogurt

                                                                                                                    • Key points
                                                                                                                      • Riding health wave, frozen yogurt continues to grow
                                                                                                                        • Free-standing stores may generate interest in frozen yogurt
                                                                                                                          • Frozen yogurt should continue growth spurt
                                                                                                                            • Sales and forecast of frozen yogurt
                                                                                                                              • Figure 6: Total U.S. sales and forecast of frozen yogurt, at current prices, 2005-15
                                                                                                                          • Segment Performance—Flavored Gelatin

                                                                                                                            • Key points
                                                                                                                              • Lack of convenient preparation may be hurting segment
                                                                                                                                • Kraft’s underperforming brands draining segment sales
                                                                                                                                  • Flavored gelatin to continue sales slide
                                                                                                                                    • Sales and forecast of flavored gelatin
                                                                                                                                      • Figure 7: Total U.S. sales and forecast of flavored gelatin, at current prices, 2005-15
                                                                                                                                  • Segment Performance—Sherbet, Sorbet and Ices

                                                                                                                                    • Key points
                                                                                                                                      • Segment has major brand presence but private label prevails
                                                                                                                                        • Black and Hispanic focus could boost sales
                                                                                                                                          • Slow gains seen for segment
                                                                                                                                            • Sales and forecast of sherbet, sorbet and ices
                                                                                                                                              • Figure 8: Total U.S. sales and forecast of sherbet, sorbet and ices, at current prices, 2005-15
                                                                                                                                          • Retail Channels

                                                                                                                                            • Key points
                                                                                                                                              • Supermarkets attract majority of spoonable desserts sales
                                                                                                                                                • Outlets perceived as offering better pricing taking sales from supermarkets
                                                                                                                                                  • Sales of spoonable desserts, by channel
                                                                                                                                                    • Figure 9: Total U.S. sales of spoonable desserts, by channel, 2008 and 2010
                                                                                                                                                • Retail Channels—Supermarkets

                                                                                                                                                  • Key points
                                                                                                                                                    • More consumers skipping spoonable desserts at supermarkets
                                                                                                                                                      • Supermarkets’ strengths separate them from “other outlets”
                                                                                                                                                        • Supermarket/food stores’ sales of spoonable desserts
                                                                                                                                                          • Figure 10: Supermarket/food stores’ sales of spoonable desserts, at current prices, 2005-10
                                                                                                                                                      • Retail Channels—Other Outlets

                                                                                                                                                        • Key points
                                                                                                                                                          • Decline in sales for 2010
                                                                                                                                                            • Consumers putting premium on value
                                                                                                                                                              • Other outlets’ sales of spoonable desserts
                                                                                                                                                                • Figure 11: Other outlets’ sales of spoonable desserts, at current prices, 2005-10
                                                                                                                                                            • Retail Channels—Natural Foods Supermarkets

                                                                                                                                                              • Key points
                                                                                                                                                                • Sales of spoonable desserts in the natural channel
                                                                                                                                                                  • Figure 12: Natural supermarket sales of spoonable desserts, at current prices, 2008-10
                                                                                                                                                                  • Figure 13: Natural supermarket sales of spoonable desserts, at inflation-adjusted prices, 2008-10
                                                                                                                                                                • Natural channel sales by segment
                                                                                                                                                                  • Figure 14: Natural supermarket sales of spoonable desserts, by segment, August 2008 and August 2010
                                                                                                                                                                • Leading brands
                                                                                                                                                                  • Pudding sales sluggish
                                                                                                                                                                    • Natural channel sales of spoonable desserts by organic designation
                                                                                                                                                                      • Figure 15: Natural supermarket sales of spoonable desserts, by organic, August 2008 and August 2010
                                                                                                                                                                  • Leading Companies

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Blue Bell rings up sales growth in 2009-10
                                                                                                                                                                        • Private label maintains share despite sales drop
                                                                                                                                                                          • Nestlé increasing commitment to functional benefit products
                                                                                                                                                                            • FDMx sales of spoonable desserts by manufacturer
                                                                                                                                                                              • Figure 16: Manufacturer FDMx sales of spoonable desserts in the U.S., 2009 and 2010
                                                                                                                                                                          • Brand Share—Ice Cream

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Not enough people screaming for ice cream
                                                                                                                                                                                • Indulgent brands seeing more success
                                                                                                                                                                                  • Private label gets biggest scoop of ice cream business
                                                                                                                                                                                    • Manufacturer and brand sales of ice cream
                                                                                                                                                                                      • Figure 17: Selected FDMx brand sales of ice cream, 2009 and 2010
                                                                                                                                                                                  • Brand Share—Pudding

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • JELL-O slips slightly but still a major brand
                                                                                                                                                                                        • Hunts Snack Pack enjoys lunch
                                                                                                                                                                                          • Private label and ConAgra Foods only manufacturers showing growth
                                                                                                                                                                                            • Manufacturer and brand sales of pudding
                                                                                                                                                                                              • Figure 18: Selected FDMx brand sales of pudding, 2009 and 2010
                                                                                                                                                                                          • Brand Share—Frozen Yogurt

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Companies rely on fewer brands
                                                                                                                                                                                                • Few brands enjoying sales growth
                                                                                                                                                                                                  • Manufacturer and brand sales of frozen yogurt
                                                                                                                                                                                                    • Figure 19: Selected FDMx brand sales of frozen yogurt, 2009 and 2010
                                                                                                                                                                                                • Brand Share—Flavored Gelatin

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Kraft hopes to mold shapes into more gelatin sales
                                                                                                                                                                                                      • ConAgra Foods may be victim of its lunchtime success
                                                                                                                                                                                                        • ConAgra Foods and private label only sales gainers
                                                                                                                                                                                                          • Manufacturer and brand sales of flavored gelatin
                                                                                                                                                                                                            • Figure 20: Selected FDMx brand sales of flavored gelatin, 2009 and 2010
                                                                                                                                                                                                        • Brand Share—Sherbet, Sorbet and Ices

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Private label and Dreyer’s account for majority of segment’s sales
                                                                                                                                                                                                              • Manufacturer and brand sales of sherbet, sorbet and ices
                                                                                                                                                                                                                • Figure 21: Selected FDMx brand sales of sherbet, sorbet and ices, 2009 and 2010
                                                                                                                                                                                                            • Innovations and Innovators

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Product launches
                                                                                                                                                                                                                  • Spoonable desserts product launches, 2005-10
                                                                                                                                                                                                                    • Figure 22: Spoonable desserts product launches, 2005-10
                                                                                                                                                                                                                  • Spoonable desserts product launches, by label claim, 2005-10
                                                                                                                                                                                                                    • Figure 23: Spoonable desserts product launches, by label claim, 2005-10
                                                                                                                                                                                                                  • Spoonable desserts product launches, by private label and name brands, 2005-10
                                                                                                                                                                                                                    • Figure 24: Spoonable desserts product launches, by private label and name brands, 2005-10
                                                                                                                                                                                                                  • Product innovations
                                                                                                                                                                                                                    • Functional benefits
                                                                                                                                                                                                                      • Natural/organic
                                                                                                                                                                                                                        • Premium
                                                                                                                                                                                                                          • Private label
                                                                                                                                                                                                                            • Better for you
                                                                                                                                                                                                                            • Marketing Strategies

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • JELL-O brand and its marketing
                                                                                                                                                                                                                                  • Influence on the category
                                                                                                                                                                                                                                    • JELL-O television advertising
                                                                                                                                                                                                                                      • Give it a Giggle
                                                                                                                                                                                                                                        • Figure 25: Kraft/JELL-O, “Hello JELL-O,” June 2010
                                                                                                                                                                                                                                      • Mousse Temptations
                                                                                                                                                                                                                                        • Figure 26: JELL-O mousse Temptations, “It’s Me O’Clock,” June 2010
                                                                                                                                                                                                                                      • Turtle Mountain
                                                                                                                                                                                                                                        • Influence on the category
                                                                                                                                                                                                                                          • Häagen-Dazs and Ben & Jerry’s
                                                                                                                                                                                                                                            • Influence on the category
                                                                                                                                                                                                                                              • Cold Stone Creamery offers gifting application
                                                                                                                                                                                                                                                • Other spoonable desserts television advertising
                                                                                                                                                                                                                                                  • Blue Bell Southern blackberry cobbler
                                                                                                                                                                                                                                                    • Figure 27: Blue Bell/Blue Bell Southern blackberry cobbler, “Have yourself a Blue Bell Country day,” June 2010
                                                                                                                                                                                                                                                  • Yarnell’s ice cream
                                                                                                                                                                                                                                                    • Figure 28: Yarnell’s ice cream, “our vanilla is never plain,” November 2009
                                                                                                                                                                                                                                                • Consumption of Spoonable Desserts

                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                    • Household consumption of spoonable desserts
                                                                                                                                                                                                                                                      • Figure 29: Household consumption of spoonable desserts, June/July 2010
                                                                                                                                                                                                                                                    • Household usage of ice cream and sherbet (at-home)
                                                                                                                                                                                                                                                      • Figure 30: Household usage of ice cream and sherbet, by household income, February 2009-March 2010
                                                                                                                                                                                                                                                    • Household usage of pudding
                                                                                                                                                                                                                                                      • Figure 31: Household usage of pudding, by household income, February 2009-March 2010
                                                                                                                                                                                                                                                    • Household usage of flavored gelatin
                                                                                                                                                                                                                                                      • Figure 32: Household usage of flavored gelatin, by household income, February 2009-March 2010
                                                                                                                                                                                                                                                    • Personal consumption of spoonable desserts
                                                                                                                                                                                                                                                    • Kids’ Consumption of Spoonable Desserts

                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                        • Kid and teen spoonable desserts consumption (from parental perspective)
                                                                                                                                                                                                                                                          • Figure 33: Kids’ consumption of spoonable desserts, by household income, June/July 2010
                                                                                                                                                                                                                                                      • Brand Preferences Among At-Home Spoonable Dessert Consumers

                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                          • Most consumers do not stick to limited number of brands
                                                                                                                                                                                                                                                              • Figure 34: Brand preferences among at-home spoonable dessert consumers, June/July 2010
                                                                                                                                                                                                                                                            • Ice cream
                                                                                                                                                                                                                                                              • Figure 35: Ice cream brand preferences, by age, June/July 2010
                                                                                                                                                                                                                                                            • Attitudes toward ice cream
                                                                                                                                                                                                                                                              • Pudding
                                                                                                                                                                                                                                                                • Figure 36: Pudding brand preferences, by age, June/July 2010
                                                                                                                                                                                                                                                              • Flavored gelatin
                                                                                                                                                                                                                                                                • Figure 37: Flavored gelatin brand preferences, by age, June/July 2010
                                                                                                                                                                                                                                                            • Flavor Preferences Among Spoonable Dessert Consumers

                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                • Traditional flavors fine with many consumers and basis for experimentation
                                                                                                                                                                                                                                                                    • Figure 38: Flavor Preferences Among Spoonable Dessert Consumers, June/July 2010
                                                                                                                                                                                                                                                                  • Ice cream
                                                                                                                                                                                                                                                                    • Figure 39: Ice cream flavor preferences, by age, June/July 2010
                                                                                                                                                                                                                                                                  • Pudding
                                                                                                                                                                                                                                                                      • Figure 40: Pudding flavor preferences, by age, June/July 2010
                                                                                                                                                                                                                                                                    • Flavored gelatin
                                                                                                                                                                                                                                                                      • Figure 41: Flavored gelatin flavor preferences, by age, June/July 2010
                                                                                                                                                                                                                                                                  • Spoonable Desserts Attributes That Matter Most

                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                      • Consumers’ interest in key spoonable desserts attributes
                                                                                                                                                                                                                                                                        • Figure 42: Spoonable desserts attributes that matter most to consumers, by gender, June/July 2010
                                                                                                                                                                                                                                                                        • Figure 43: Spoonable desserts attributes that matter most to consumers, by age, June/July 2010
                                                                                                                                                                                                                                                                    • Outlets Where Consumers Buy Spoonable Desserts

                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                        • Supermarkets most favored outlet for buying spoonable desserts
                                                                                                                                                                                                                                                                            • Figure 44: Outlets where consumers buy spoonable desserts, by age, June/July 2010
                                                                                                                                                                                                                                                                            • Figure 45: Outlets where consumers buy spoonable desserts, by household income, June/July 2010
                                                                                                                                                                                                                                                                            • Figure 46: Outlets where consumers buy spoonable desserts, by presence of children, June/July 2010
                                                                                                                                                                                                                                                                        • Reasons Why Consumers Don’t Eat More Spoonable Desserts

                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                            • Reasons why consumers don’t eat more spoonable desserts
                                                                                                                                                                                                                                                                              • Figure 47: Reasons why consumers don’t eat more spoonable desserts, by age, June/July 2010
                                                                                                                                                                                                                                                                          • Cluster Analysis

                                                                                                                                                                                                                                                                              • Avoiders
                                                                                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                                                                                      • Variers
                                                                                                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                                                                                              • Specialties
                                                                                                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                                                                                                      • Cluster characteristics
                                                                                                                                                                                                                                                                                                        • Figure 48: Spoonable dessert clusters, July 2010
                                                                                                                                                                                                                                                                                                        • Figure 49: Household consumption of spoonable desserts, by spoonable dessert clusters, July 2010
                                                                                                                                                                                                                                                                                                        • Figure 50: Attitudes toward ice cream, by spoonable dessert clusters, July 2010
                                                                                                                                                                                                                                                                                                        • Figure 51: Spoonable desserts attributes that matter most to consumers, by spoonable dessert clusters, July 2010
                                                                                                                                                                                                                                                                                                      • Cluster demographics
                                                                                                                                                                                                                                                                                                        • Figure 52: Spoonable dessert clusters, by gender, July 2010
                                                                                                                                                                                                                                                                                                        • Figure 53: Spoonable dessert clusters, by age, July 2010
                                                                                                                                                                                                                                                                                                        • Figure 54: Spoonable dessert clusters, by household income, July 2010
                                                                                                                                                                                                                                                                                                        • Figure 55: Spoonable dessert clusters, by race, July 2010
                                                                                                                                                                                                                                                                                                        • Figure 56: Spoonable dessert clusters, by Hispanic origin, July 2010
                                                                                                                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                                                                          • Personal consumption of spoonable desserts, by gender and age
                                                                                                                                                                                                                                                                                                            • Figure 57: Personal consumption of spoonable desserts, by gender and age, June/July 2010
                                                                                                                                                                                                                                                                                                          • Brand preferences with select spoonable desserts
                                                                                                                                                                                                                                                                                                            • Ice cream
                                                                                                                                                                                                                                                                                                              • Figure 58: Ice cream brand preferences, by gender and age, June/July 2010
                                                                                                                                                                                                                                                                                                            • Pudding
                                                                                                                                                                                                                                                                                                              • Figure 59: Pudding brand preferences, by gender and age, June/July 2010
                                                                                                                                                                                                                                                                                                            • Flavored gelatin
                                                                                                                                                                                                                                                                                                              • Figure 60: Flavored gelatin brand preferences, by gender and age, June/July 2010
                                                                                                                                                                                                                                                                                                            • Flavor preferences with select spoonable desserts
                                                                                                                                                                                                                                                                                                              • Ice cream
                                                                                                                                                                                                                                                                                                                • Figure 61: Ice cream flavor preferences, by gender and age, June/July 2010
                                                                                                                                                                                                                                                                                                              • Pudding
                                                                                                                                                                                                                                                                                                                • Figure 62: Pudding flavor preferences, by gender and age, June/July 2010
                                                                                                                                                                                                                                                                                                              • Flavored gelatin
                                                                                                                                                                                                                                                                                                                • Figure 63: Flavored gelatin flavor preferences, by gender and age, June/July 2010
                                                                                                                                                                                                                                                                                                              • Spoonable desserts attributes that matter most to consumers
                                                                                                                                                                                                                                                                                                                • Figure 64: Spoonable desserts attributes that matter most to consumers, by gender and age, June/July 2010
                                                                                                                                                                                                                                                                                                            • Key Household Purchase Measures—Ice cream and Sherbet

                                                                                                                                                                                                                                                                                                                • Ice cream
                                                                                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—ice cream
                                                                                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                                                                                      • Figure 65: Brand map, selected brands of ice cream buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                                                                                        • Figure 66: Key purchase measures for the top brands of ice cream, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                      • Sherbet/sorbet/ices
                                                                                                                                                                                                                                                                                                                        • Consumer insights on key purchase measures—sherbet/sorbet/ices
                                                                                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                                                                                            • Figure 67: Brand map, selected brands of sherbet/sorbet/ices buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                                                                                              • Figure 68: Key purchase measures for the top brands of sherbet/sorbet/ices, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                          • Key Household Purchase Measures— Gelatin and Pudding

                                                                                                                                                                                                                                                                                                                              • Pudding/pie filling/mousse mixes
                                                                                                                                                                                                                                                                                                                                • Consumer insights on key purchase measures—pudding/pie filling/mousse mixes
                                                                                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                                                                                    • Figure 69: Brand map, selected brands of pudding/pie filling/mousse mixes buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                                                                                      • Figure 70: Key purchase measures for the top brands of pudding/pie filling/mousse mixes, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                                    • Prepared pudding
                                                                                                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures—prepared pudding
                                                                                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                                                                                          • Figure 71: Brand map, selected brands of prepared pudding buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                                                                                                            • Figure 72: Key purchase measures for the top brands of prepared pudding, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                                        • Key Household Purchase Measures—Refrigerated Desserts

                                                                                                                                                                                                                                                                                                                                            • Consumer insights on key purchase measures—refrigerated desserts
                                                                                                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                                                                                                • Figure 73: Brand map, selected brands of refrigerated desserts buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                                                                                                  • Figure 74: Key purchase measures for the top brands of refrigerated desserts, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                                                                                • Ice cream – kids and teen usage
                                                                                                                                                                                                                                                                                                                                                  • Figure 75: Kids’ usage of ice cream, among kids 6-11, November 2008-December 2009
                                                                                                                                                                                                                                                                                                                                                  • Figure 76: Teens’ usage of ice cream, among teens 12-17, November 2008-December 2009
                                                                                                                                                                                                                                                                                                                                                • Interest in spoonable dessert “mix-ins”
                                                                                                                                                                                                                                                                                                                                                  • Figure 77: Interest in spoonable dessert “mix-ins,” June/July 2010
                                                                                                                                                                                                                                                                                                                                                  • Figure 78: Interest in spoonable dessert “mix-ins,” among triers, by age, June/July 2010
                                                                                                                                                                                                                                                                                                                                                  • Figure 79: Interest in spoonable dessert “mix-ins,” among non-triers, by age, June/July 2010
                                                                                                                                                                                                                                                                                                                                                • Outlets where consumers buy spoonable desserts, by race/Hispanic origin
                                                                                                                                                                                                                                                                                                                                                  • Figure 80: Outlets where consumers buy spoonable desserts, by race/Hispanic origin, June/July 2010
                                                                                                                                                                                                                                                                                                                                                • Reasons why consumers don’t eat more spoonable desserts, by race/Hispanic origin
                                                                                                                                                                                                                                                                                                                                                  • Figure 81: Reasons why consumers don’t eat more spoonable desserts, by race/Hispanic origin, June/July 2010
                                                                                                                                                                                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                                                                                                                • Amazon North America
                                                                                                                                                                                                                                                                                                                                                • American Dairy Products Institute (ADPI)
                                                                                                                                                                                                                                                                                                                                                • Atkins Nutritionals, Inc.
                                                                                                                                                                                                                                                                                                                                                • Ben & Jerry's Homemade Inc.
                                                                                                                                                                                                                                                                                                                                                • BJ's Wholesale Club, Inc
                                                                                                                                                                                                                                                                                                                                                • Blue Bell Creameries L.P.
                                                                                                                                                                                                                                                                                                                                                • Centers for Disease Control and Prevention
                                                                                                                                                                                                                                                                                                                                                • Ciao Bella Gelato Co Inc
                                                                                                                                                                                                                                                                                                                                                • Cold Stone Creamery
                                                                                                                                                                                                                                                                                                                                                • ConAgra Foods, Inc
                                                                                                                                                                                                                                                                                                                                                • CoolBrands International Inc.
                                                                                                                                                                                                                                                                                                                                                • Costco Wholesale Corporation
                                                                                                                                                                                                                                                                                                                                                • Del Monte Foods
                                                                                                                                                                                                                                                                                                                                                • Dow Jones & Company Inc.
                                                                                                                                                                                                                                                                                                                                                • DraftFCB
                                                                                                                                                                                                                                                                                                                                                • Dreyer's Grand Ice Cream Holdings, Inc.
                                                                                                                                                                                                                                                                                                                                                • Dunkin' Brands
                                                                                                                                                                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                                                                                                                                                                • Family Dollar Stores, Inc
                                                                                                                                                                                                                                                                                                                                                • Food and Drug Administration
                                                                                                                                                                                                                                                                                                                                                • Giant Eagle
                                                                                                                                                                                                                                                                                                                                                • Häagen-Dazs
                                                                                                                                                                                                                                                                                                                                                • International Dairy Foods Association
                                                                                                                                                                                                                                                                                                                                                • International Dairy·Deli·Bakery Association
                                                                                                                                                                                                                                                                                                                                                • J & J Snack Foods Corp.
                                                                                                                                                                                                                                                                                                                                                • Jel Sert Company
                                                                                                                                                                                                                                                                                                                                                • Jelly Belly Candy Company
                                                                                                                                                                                                                                                                                                                                                • Kemps LLC
                                                                                                                                                                                                                                                                                                                                                • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                                                                                                                • National Cheese Institute
                                                                                                                                                                                                                                                                                                                                                • National Institutes of Health
                                                                                                                                                                                                                                                                                                                                                • Nestlé USA
                                                                                                                                                                                                                                                                                                                                                • Organic Trade Association
                                                                                                                                                                                                                                                                                                                                                • Panera Bread Company
                                                                                                                                                                                                                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                                                                                                                                                                                                                • SAM's Club
                                                                                                                                                                                                                                                                                                                                                • Signature Brands LLC
                                                                                                                                                                                                                                                                                                                                                • Starbucks Corporation
                                                                                                                                                                                                                                                                                                                                                • Stonyfield Farm
                                                                                                                                                                                                                                                                                                                                                • Target Corporation
                                                                                                                                                                                                                                                                                                                                                • Trader Joe's Company Inc
                                                                                                                                                                                                                                                                                                                                                • Turkey Hill Dairy
                                                                                                                                                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                                                                                • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                                                                                                • U.S. Dairy Export Council (USDEC)
                                                                                                                                                                                                                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                                                                                                • Unilever USA
                                                                                                                                                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                                                                                • Warner Bros. Entertainment Inc.
                                                                                                                                                                                                                                                                                                                                                • Whole Foods Market Inc
                                                                                                                                                                                                                                                                                                                                                • Wm Morrison Supermarkets
                                                                                                                                                                                                                                                                                                                                                • Yoplait USA

                                                                                                                                                                                                                                                                                                                                                Spoonable Desserts - US - October 2010

                                                                                                                                                                                                                                                                                                                                                US $3,995.00 (Excl.Tax)