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Branded Refrigerated Meats and Meals: U.S. Market Trends

  • August 2014
  • -
  • Packaged Facts
  • -
  • 132 pages

Meat prices in the U.S. have been on the rise due to factors including weather, international economic and political tensions, and growing global demand. Marketers increasingly look to branding as a way to create a competitive advantage in what for a long time had been a commodity market. Branding is also a key component in the development of convenience products targeted to a consumer market stretched thin in terms of time or ability to cook. At the same time, organic and natural products are increasingly in demand, and those who can afford to pay more are showing a willingness to do so for what are perceived as better-for-you products. Looking ahead, it will be increasingly important for marketers to offer meat from sustainable sources.

With the vast majority of Americans continuing to choose meat and meat-based products as their main protein source, Packaged Facts estimates the overall sales of refrigerated meals and meat to have been $25 billion in 2013, up from $22 billion in 2009. Sales are projected to approach $31 billion by 2018. Consumers will continue to diversify the retail outlets where they shop to include more locally sourced products as well as products that are perceived to be healthier.

Scope and Methodology

Branded Refrigerated Meats and Meals: U.S. Market Trends products sold through all types of retail outlets, including supermarkets, discount stores and supercenters, warehouse clubs, and mass merchandisers, as well as convenience stores, drugstores, health and natural food stores, dollar stores, farms and farmers markets.

Market estimates within this report were based on both public and syndicated data sources. Packaged Facts has analyzed available sales and trend data, together with information pertaining to those products that move through unmonitored outlets, to estimate the total size of the market for branded refrigerated meals and meat.

Primary data sources include:

SymphonyIRI sales tracking through U.S. supermarkets and grocery stores, drugstores, and mass merchandisers (including Target, Kmart, and Walmart) with annual sales of $2 million or more.
U.S. Census Bureau retail food sales data from the Economic Census surveys, annual retail channel sales, non-employer statistics.
U.S. Bureau of Economic analysis annual estimates for consumer spending by food type
Major food and beverage retailer annual reports for individual retailer sales
Publicly available data from other industry sources including trade associations and publications
The consumer demographics analysis was developed using data from the Experian Marketing Services, Fall 2013 Simmons NCS Adult Study 12- Month. Base: Population.

Packaged Facts also draws on a proprietary national online consumer survey conducted in April/May of 2014.

Information on new product introductions was derived from examination of the retail milieu and from relevant trade, business, and government sources, including company literature and annual reports

Table Of Contents

Branded Refrigerated Meats and Meals: U.S. Market Trends
Chapter 1 Executive Summary
Scope of Report
Methodology
Market Trends
Product Categories Covered
Multiple Factors Drive Higher Meat Prices
Marketers Look to Build Brand Identity with Natural, Convenient Products
Overall Market Tops $25 Billion
Table 1-1 U.S. Retail Sales of Refrigerated Meals and Meat, 2009-2013(millions of dollars, percent)
Sales of Refrigerated Meals and Meat Projected to Top $31 Billion by 2018
Table 1-2 Projected U.S. Retail Sales of Refrigerated Meals and Meat, 2013-2018 (millions of dollars, percent)
Competitive Trends
Competitors Seek Diversification Through Acquisitions
Tyson Acquisition of Hillshire Brands Top Example
Companies Focus on Social Media
Product Trends
“Convenient,” “Healthy,” and “Creative/New” Are Watchwords
Products Not Just One or the Other
Retail and Foodservice Trends
Despite Challenges, Supermarkets Remain Main Retail Grocery Channel
Table 1-3 Food-at-Home Sales by Type of Outlet, 2000-11
Table 1-4 “Where Do You Usually Buy Meat Within a Store?,” 2014(percent of U.S. adults)
Challenges to Supermarkets
Away-From-Home Food Sales Continue Long Period of Growth
Table 1-5 Sales of Food-At-Home Vs. Away-From-Home, 1960-2011
Burgers and Bacon Fuel Foodservice Meat Sales
Consumer Trends
Table 1-6 “Compared to a Few Years Ago, Are You Eating Meat (Beef, Pork, Lamb, etc.) More or Less Often?,” 2014 (percent of U.S. adults)
Chapter 2 Market Trends
Key Points
The Market
Market Trends
Multiple Factors Drive Higher Meat Prices
Weather
Drought in the U.S.
Growing Global Demand
International Economic and Political Tensions
U.S. vs. Other Nations
Meat Prices Increasingly an Issue
Dollar Sales Outpace Unit and Volume Sales
Table 2-1 IRI-Tracked Sales of Refrigerated Meals and Meat, 2012-2013(dollar, unit, and volume sales and percent change)
Health Concerns Mix With Pricing Issues
Disconnect Between Health and Food Safety
Increasing Importance of Branding
Organic Meat Opportunities Grow
Demand for Natural
Demand for Convenience Grows
Market Size
$23 Billion in Mass-Market Refrigerated Meals and Meat Sales in 2013
Table 2-2 IRI-Tracked Sales of Refrigerated Meals and Meat Categories, 2012-2013 (millions of dollars, percent)
Overall Market Tops $25 Billion
Table 2-3 U.S. Retail Sales of Refrigerated Meals and Meat, 2009-2013 (millions of dollars, percent)
Refrigerated Breakfast Meats Largest Segment
Figure 2-1 Share of IRI-Tracked Sales of Refrigerated Meals and Meat by Category, 2013 (millions of dollars, percent)
Refrigerated Breakfast Meats
Table 2-4 U.S. Retail Sales of Refrigerated Breakfast Meats, 2009-2013 (millions of dollars, percent)
Refrigerated Luncheon Meats
Table 2-5 U.S. Retail Sales of Refrigerated Luncheon Meats, 2009-2013 (millions of dollars, percent)
Refrigerated Meat
Table 2-6 U.S. Retail Sales of Refrigerated Meat, 2009-2013 (millions of dollars, percent)
Refrigerated Dinner Sausage
Table 2-7 U.S. Retail Sales of Refrigerated Dinner Sausage, 2009-2013 (millions of dollars, percent)
Refrigerated Frankfurters
Table 2-8 U.S. Retail Sales of Refrigerated Frankfurters, 2009-2013 (millions of dollars, percent)
Refrigerated Lunches
Table 2-9 U.S. Retail Sales of Refrigerated Lunches, 2009-2013 (millions of dollars, percent)
Refrigerated Entrees
Table 2-10 U.S. RetailSales of Refrigerated Entrees, 2009-2013 (millions of dollars, percent)
Figure 2-2 Share of IRI-Tracked Sales of Refrigerated Entrees by Segment, 2013 (millions of dollars, percent)
Refrigerated Meat Pies
Table 2-11 U.S. Retail Sales of Meat Pies, 2009-2013 (millions of dollars, percent)
Market Forecast
Sales of Refrigerated Meals and Meat Projected to Top $31 Billion by 2018
Table 2-12 Projected U.S. Retail Sales of Refrigerated Meals and Meat, 2013-2018 (millions of dollars, percent)
Figure 2-3 Projected Shares of Overall Refrigerated Meals and Meat Market by Category, 2018 (millions of dollars, percent)
Pork Up, Beef Down
Virus Disrupts Industry
CPI Increases for Meat Top All Categories
Table 2-13 Changes Forecast in Food Price Indexes, 2014 (millions of dollars, percent)
Locovare Movement May Shift Sales Away from Supermarkets
More Retail Options
Impact of Sustainability
Can the World Go Meatless?
Chapter 3 Competitive Trends
Key Points
Diversification Through Acquisition
Focus on Hillshire Brands
Hillshire Targets Pinnacle
Targeting Hillshire
Tyson Steps In
Reactions to the Acquisition
Efforts to Block Deal
Aftermath of the Acquisition
Compelling Rational Behind Acquisition Trend
Figure 3-1 Compelling Strategic Rationale for Hillshire Acquisition of Pinnacle Foods
Defense Goes Unspoken
Acquisition Activity at All Levels
Private Label Opportunities Pursued
Hormel Looks to Other Protein Sources
Partnerships Also an Option
Partnering to Create New Company
Joint Ventures Continue to Thrive
Going Public
Sustainability as a Competitive Position
Advertising and Promotional Trends
Focus on Social Media
Advertising Through Social Media: Old Wine in New Bottles
Building Brand Awareness
Traditional Efforts Transferred to Social Media
Interactive Relationship Is Heightened
Table 3-1 Hot Dog and Sausage Brands: Facebook Likes and Twitter Followers
Opportunities for Building Brand Awareness Have Multiplied
Mining Social Media: Ball Park Franks
Illustration 3-1 Ball Park Franks Ad on CBS Sports Fantasy website
Ball Park's Social Media
Illustration 3-2 Front Page of Ball Park Website
Illustration 3-3 Front Page of Ball Park Website
Illustration 3-4 Celebrating Fathers Day from Ball Park Facebook Site
Illustration 3-5 Where to Buy Page From Ball Park Website
Illustration 3-6 Recipe Suggestions From Ball Park Website
Ball Park on Facebook
Illustration 3-7 Ball Park on Facebook
Illustration 3-8 Ball Park on Facebook
Ball Park on Twitter
Illustration 3-9 Ball Park on Twitter
Illustration 3-10 Ball Park Image Shared on Twitter
Ball Park on Instagram
Illustration 3-11 Ball Park Images Shared on Instagram
Ball Park Video Ads on YouTube
Illustration 3-12 Ball Park Video Shared on YouTube
Traditional Promotional Activities Are Ongoing
Feeding the Hungry
Multiplying Brand Opportunities
Taking It On the Road
Illustration 3-13 Recipe Suggestions From Ball Park Website
Chapter 4 Product Trends
Key Points
“Convenient,” “Healthy,” and “Creative/New” Are Watchwords in Branded Refrigerated Meals and Meat
Products Not Just One or the Other
Price/Value An Ongoing Concern
The Convenience Trend
Convenience With Quality
Convenience, Quality, and Variety: Hormel REV Snack Wraps
Illustration 4-1 REV Wraps #1-4
Illustration 4-2 REV Wraps #5-8
Illustration 4-3 REV Wraps #9-12
Foodservice Continues to Make It Easier
Illustration 4-4, Johnsonville Sausage and Gravy Stuffed Biscuits
The Health Trend
Healthy, Higher Quality Products Sought
Table 4-1 Level of Agreement with Statement: “I Regularly Buy More Healthful Meat Items,” 2014 (percent of U.S. adults)
Table 4-2 Level of Agreement with Statement: “I Regularly Buy Higher-Quality Meat Items,” 2014 (percent of U.S. adults)
Eliminating Antibiotics
No Action on Antibiotics Required From FDA
Aiming to Please the Concerned Consumer
Illustration 4-5 Tallgrass Beef Franks
For Many, Natural Equals Healthy
Illustration 4-6 Creekstone Farms Natural Black Angus Beef
No Firm Definition of “Natural”
Should “Natural” Be Banned?
Kosher Products Perceived as Higher Quality
Illustration 4-7 David's Kosher Beef Franks
Illustration 4-8 David's Kosher Jumbo Beef Franks
Illustration 4-9 David's Kosher Classic Frankfurters
Combination Products Coming On
Illustration 4-10 Cluck ‘n Moo Burgers
The All Poultry Replacement
Illustration 4-11 Jimmy Dean Maple Turkey Sausage Patties
Chipotle Sticks to Healthy
Venison Tops Poultry
Illustration 4-12 UnderHill Farms Venison
The Creativity Trend
Artisanal a Key Term
Illustration 4-13 NYDP Sabor de Habana Roast Pork
Illustration 4-14 NYDP Agave Cured Hardwood Smoked Ham
Illustration 4-15 Kayem Artisan Sausages
Hand-Crafted Instead of Artisanal
Illustration 4-16 Hillshire Farm American Craft Handcrafted Sausage
Smoking on Fire
The Better Burger Movement
Illustration 4-17 Schweid and Sons Custom Blend Burger
Illustration 4-18 Tyson Backyard Flavors
Ethnic Specialties Fit the Creative Bill
Illustration 4-19 Gaspar's Linguica
Raising the Bar for Traditional Products
Illustration 4-20, Park's Finest Frankfurters
Hormel Improves on Bacon
Illustration 4-21, Hormel Foods Bacon 1
Despite Innovations, Some Traditions Hold Strong
Co-Branding Trend Still Strong
On the Horizon: Future Trends
Veal Is Hot
Return of LFTB
Long Range Product Developments
Cultured Meat
Maximizing Meat Production Through Technology
Packaging Technology Will Contribute
Chapter 5 Retail and Foodservice Trends
Key Points
Retail Sales of Refrigerated Meals and Meat
Despite Challenges, Supermarkets Are Main Retail Grocery
Channel
Table 5-1 U.S. Food-at-Home Sales by Type of Outlet, 2000-11
Sales Focused at Top
Supermarkets Have Been Key Channel for Meat Purchases
Table 5-2 Overview of U.S. Retail Meat Sales by Channel, 2012
Figure 5-1 “Do You Buy Meat Items in Grocery Stores?,” 2014
Refrigerated Meat Case Is Visited Most Frequently
Table 5-3 “Where Do You Usually Buy Meat Within a Store?”, 2014 (percent of U.S. adults)
Table 5-4 Level of Agreement with Statement: “I Regularly Buy Raw Meat From the Refrigerated Meat Department,” 2014 (percent of U.S. adults)
Plain, Unseasoned Meat Favored Over Seasoned, Further Prepared Meat
Table 5-5 “What Types of Raw Meat Do You Usually Buy from the Refrigerated Meat Case?,” 2014 (percent of U.S. adults)
Millennials May Be Drivers of Store Brands
Some Consumer Momentum for Seasoned, Further Prepared Meat
Table 5-6 Level of Agreement with Statement: “I Am Buying More Seasoned/Further Prepared Raw Meat From the Meat Case These Days,” 2014 (percent of U.S. adults)
Good Support for Quality of Deli Meat
Table 5-7 Level of Agreement with Statement: “Deli Department Meats Tend to be Higher in Quality,” 2014 (percent of U.S. adults)
Table 5-8 Level of Agreement with Statement: “I Regularly Buy Meats From the Deli Department/Counter,” 2014 (percent of U.S. adults)
Skepticism About Quality of Packaged Luncheon Meats
Table 5-9 Level of Agreement with Statement: “Packaged Luncheon Meats Tend to be Lower in Quality,” 2014 (percent of U.S. adults)
Table 5-10 Level of Agreement with Statement: “I Regularly Buy Packaged Luncheon Meats,” 2014 (percent of U.S. adults)
Challenges to Supermarkets
Challenge From Other Channels
Change Is Slow
Table 5-11 “Compared to a Few Years Ago, Are You Buying Meat (Beef, Pork, Lamb, etc.) in Grocery Stores More or Less
Often?,” 2014 (percent of U.S. adults)
Supermarkets Fight Back with Convenience Offerings
Focus on Meal Solutions for Convenience and Individualization
Emphasis on Convenience May Shrink Supermarkets
Foodservice Trends for Refrigerated Meals and Meats
At Home vs. Away-From-Home Food Sales
Table 5-12 Sales of Food-At-Home Vs. Away-From-Home, 1960-2011
Table 5-13 Food Away From Home as Share of Total Household Expenditures for Food, 1970-2012
Impact of Recession
Current Economy Leads to Retail/Foodservice Convergence
On the Retail Side
On the Foodservice Side
Foodservice Activities In-House
Burgers and Bacon Fuel Foodservice Meat Sales
New Foodservice Companies Appeal to Foodies
Meat: Better at Home or Away?
Chapter 6 Consumer Trends
Key Points
Meat Remains Major Protein Source
Figure 6-1 “Do You Eat Meat or Poultry?,” 2104
Table 6-1 “Compared to a Few Years Ago, Are You Eating Meat (Beef, Pork, Lamb, etc.) More or Less Often?,” 2014 (percent of U.S. adults)
Health, Price, Taste, and Safety Among Top Consumer Issues
Pricing Importance Trends Up as Economy Crawls
Table 6-2 Level of Agreement with Statement: “I Regularly Buy Lower-Cost Meat Items,” 2014 (percent of U.S. adults)
Table 6-3 Level of Agreement with Statement: “I Regularly Buy Meat Items That Are On Sale,” 2014 (percent of U.S. adults)
Strong Upward Trend for Consumer Concerns Over Meat Health Benefits
Research Studies Drive Consumer Awareness
Concerns About Food Safety Expanding
Table 6-4 Level of Agreement with Statement: “I Worry About the Use of Antibiotics and Hormones in Meat,” 2014 (percent of U.S. adults)
Table 6-5 Level of Agreement with Statement: “I Worry About the Preservatives and Additives in Meat,” 2014 (percent of U.S. adults)
Table 6-6 Level of Agreement with Statement: “I Worry About the Use of GMOs (Genetically Modified Organisms) in Meat Feed,” 2014 (percent of U.S. adults)
Table 6-7 Level of Agreement with Statement: “I Seek Out Meat From Animals Raised More Humanely,” 2014 (percent of U.S. adults)
Health Factors Influence Local Sourcing Movement
Table 6-8 Level of Agreement with Statement: “I Seek Out Meat from Local Sources,” 2014 (percent of U.S. adults)
Natural and Organic Products Also Sought
Table 6-9 Level of Agreement with Statement: “I Regularly Buy Meat Items that Are Labeled Natural or Organic,” 2014 (percent of U.S. adults)
Taste Is Tops
Local Meats Identified as Quality
Consumers Seek Protein Alternatives
Focus on Hispanic Consumers
Table 6-10 Hispanic Population of the U.S., 2000-2020 (in thousands)
Table 6-11 Food Expenditures by Hispanic Consumer at Grocery and Other Food Stores, 2007-2012 (in million $)
Table 6-12 Projected Growth in Expenditures by Hispanic Consumer Units on Food in Grocery and Other Food Stores, 2013-2018 (in million $)
Hispanics Concerned about Source and Safety of Meat and Poultry
Table 6-13 Concerns About Source and Safety of Meat and Poultry: Hispanic vs. All Food Shoppers, 2014
Seasoned/Further Prepared Meats and Poultry Favored
Figure 6-2 Percent Agreeing “I Am Buying More Seasoned/Further Prepared Raw Meats and Poultry These Days”: Hispanic vs. All Food Shoppers, 2014
Latinos Spend More on All Types of Meat, Poultry and Seafood
Table 6-14 Average Annual Expenditures by Type of Meat: Hispanic vs. All Consumer Units, 2012
Figure 6-3 Average Annual Expenditures by Hispanic Consumer Units on Meat by Category, 2012
Hispanic Food Shoppers Say No to Hamburger Patties, Yes to Steak
Table 6-15 Types of Meat Used in Last 7 Days: Hispanic vs. All Food Shoppers, 2014 (percent of those using any meat in last 7 days)
Specialty Meats Appeal to Spanish Dominant Food Shoppers
Table 6-16 Types of Meat Most Preferred by Hispanic Food Shoppers: By Level of Acculturation, 2013-14
Focus on Millennials
Table 6-17 Millennials as Percent of Total U.S. Population, 2012-2030 (number in millions and percent)
Who Are Millennials?
Millennials Seek Value
Millennials Are Foodies

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