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Fresh Convenience Foods in the U.S.

August 1, 2010




During 2008 and 2009, as the “Great Recession” took hold, many consumer product
marketers and retailers acted as if the walls were closing in on them, in many cases
resorting to rampant price-slashing. But not fresh convenience food marketers and
retailers, who instead saw an opening. Wisely gauging their main competition as coming
from the restaurant industry instead of less costly unprepared food, they continued the
innovations in quality and convenience that had been underway in the market for
several years, and simultaneously began aggressively competing on price with the
foodservice industry in an effort to woo customers away.

According to Packaged Facts, these efforts proved successful, spurring a shift by many
consumers from restaurant meals to prepared food purchased at retail outlets. As a
result, the market for fresh convenience foods grew by 5.1% in 2009 to reach sales of
$22.3 billion. Packaged Facts expects these marketing and merchandising efforts to
continue to prove successful over the short term, driving sales of fresh convenience
foods up another 28% by 2014 to $28.5 billion.

Fully updated from the December 2007 edition, Fresh Convenience Foods in the U.S.
offers a comprehensive look at this complex market. It examines the both myriad types
of fresh convenience foods and the myriad retail channels through which they are
obtained—from traditional outlets such supermarkets and supercenters/mass
merchandisers to such increasingly dynamic segments as convenience stores, delis
and local food outlets, drugstores, the Internet, and even food carts.

This full updated report details the complex changes that have taken place in the market
since the previous edition, with new attention to competition by retail sector. Using
Symphony/IRI mass-market sales tracking data, it offers detailed accounts of sales and
marketer/brand activity across 17 refrigerated product segments, from lunch kits and
dinners/entrees to fresh soup and side dishes, while diving into selected segments
using SPINSscan data for natural supermarket channel. The report projects sales,
market growth drivers, and competitive opportunities, including an extensive account of
the battle with the foodservice industry for consumer dollars that details the
staggering—and still growing—assortment of menu and marketing trends shaping the
industry.

A special feature of this report is custom survey data by Packaged Facts specifically
addressing consumer purchasing of fresh prepared foods, including vis-à-vis the down
economy. Additional demographic analysis derives from data compiled by Experian
Simmons, New York, NY, including demographic indexing of consumers most or least
likely to often eat store-made, pre-cooked meals.



Additional Information

Market Insights: A Selection From The Report



Local Food Holds Broad Appeal

In Packaged Facts‟ opinion, nothing is hotter at the moment in the food industry than the
trend towards locally sourced or produced food. While locally produced food has long
appealed to the LOHAS (Lifestyles of Health and Sustainability) consumer, by now the
concept has definitively expanded to the general populace, achieving a following among
a broad spectrum of consumers for different reasons. It bears noting, however, that one
drawback to locally sourced food as it applies to fresh prepared convenience food is
that local sourcing is not terribly convenient. Most notably in this regard, product
availability is restricted by growing region and season.

Obviously, this poses less of a problem for a local chef operating a single-unit
restaurant specializing in locavore cuisine than it does for the food retailer trying to
retain a constant offering of customer favorites in its prepared food sections. But
retailers should keep in mind that many consumers who are interested in buying local
food products are not committed locavores, but merely see the idea of a locally sourced
food as a plus. In other words, while they would prefer to eat local in-season food, they
are also happy to purchase similar products when the first choice is out of season or
otherwise unavailable.

Recessionary Decline in Restaurant Traffic a Plus for Fresh Convenience Foods

The results of Packaged Facts‟ consumer survey support the conclusion presented
earlier in this report—that key to fresh convenience food market growth in the face of
the 2008/2009 “Great Recession” and still-iffy U.S. economy is the trend whereby
consumers have traded down from restaurant meals in favor of fresh prepared foods.
Since the recession began, 49% of the adults surveyed reported that they had eaten
less at fast-food restaurants and 50% said they‟d eaten less fast-food takeout, while
61% said they‟d eaten less at sit-down restaurants. Conversely, the percent of adults
who strongly agreed that they were spending less on groceries because of the economy
was only 15%, while another 28% somewhat agreed. In other words, restaurants
experienced a significant drop-off in consumer demand even as relatively few
consumers cut back on grocery spending. [Figure 1-2]



Table of Contents

Chapter 1: Executive Summary
     Introduction
     Scope of Report
     Two Classifications
     Unpackaged Foods
     Packaged Foods
     Exclusions
     Report Methodology
     Market Trends
     Myriad Modalities of Fresh Prepared Food
     Retail Channels Compete with Each Other and with Foodservice
     Mega Brands Play Less of a Role in Fresh Convenience Food
     Private Label/Store Brands Are Disproportionately Important
     U.S. Retail Sales Top $22 Billion in 2009
     Unpackaged Food Accounts for Lion‟s Share of Market
     Figure 1-1: Share of U.S. Retail Sales of Fresh Convenience Foods by
     Classification, 2005 vs. 2009 (percent)
     Supermarkets the Primary Retail Channel
     Marketers and Retailers Turn Recession to Advantage
     Retail Trends
     Take-and-Bake Is Taking Off
     Illustration 1-1: Papa Murphy‟s Website Banner for Take „N‟ Bake Pizza
     Going Head-to-Head with Restaurants
     Supermarkets: The Top Retail Channel for Fresh Prepared Foods
     Small Marts: Tesco Sets the Pace
     New Product, Menu & Food Trends
     Rate of Introductions
     Ready Meals and Salads Are the Most Active Classifications
     NRA‟s “What‟s Hot In 2010” Survey IDs Top Menu Trends
     Local Food Holds Broad Appeal
     World Cuisine: Ethnic Food as American as Apple Pie
     Mediterranean Food
     Packaged Food Trends
     Fresh Prepared Food Retail Segments
     Refrigerated Lunch Kits
     Refrigerated Prepared Salad/Fruit/Coleslaw
     Refrigerated Dinner/Entrees
     Consumer Trends
Though Time-Pressed, Most Americans Are Trying to Eat Healthier
     Recessionary Decline in Restaurant Traffic a Plus for Fresh Convenience Foods
     Figure 1-2: Impact of Recession on Consumer Cooking and Restaurant Habits,
     May/June 2010 percent of U.S. adults)
     18% of U.S. Consumers Are Buying More Fresh Prepared Foods
     Prime Targets: Young Singles Living on Their Own
Chapter 2: Market Trends
     Introduction
     Market Definition: Fresh Prepared Convenience Foods
     Two Classifications
     Unpackaged Foods
     Packaged Foods
     Exclusions
     Report Methodology
     Market Fundamentals
     Myriad Modalities of Fresh Prepared Food
     The Lunch Kit Lesson: Freshness and Nutrition Sometimes in Eye of Beholder
     Mommy Bloggers Give Meal Kits a Big Thumbs Up
     Divergence of Views Underscores Complexity of Competition
     HACCP (Hazard Analysis and Critical Control Point) = Prevention
     State of the Market
     Retail Channels Compete with Each Other and with Foodservice
     Legal Sea Foods Covers Supermarket, Restaurant, and Online Bases
     Illustration 2-1: Kroger In-store Bistro Columbus Ohio (2009)
     Illustration 2-2: Carrabba‟s Italian Grill in a Publix supermarket in Sarasota
     Florida
     Mega Brands Play Less of a Role in Fresh Convenience Food
     Private Label/Store Brands Are Disproportionately Important
     Table 2-1: Private-Label Ranking in 17 Packaged Fresh/Refrigerated
     Convenience Food Segments (in millions of dollars)
     More Retailers Manufacturing Their Own Brands
     Some Retailers Manufacturing Other Stores Brands
     Market Size and Growth
     U.S. Retail Sales Top $22 Billion in 2009
     Table 2-2: U.S. Retail Sales of Fresh Convenience Foods, 2005-2009 (in millions
     of dollars)
     Unpackaged Food Accounts for Lion‟s Share of Market
     Figure 2-1: Share of U.S. Retail Sales of Fresh Convenience Foods by Type,
     2005 vs. 2009 (percent)
     Entrees Top Unpackaged Foods Chart
     Figure 2-2: Prepared Deli Foods: Share of Total U.S. Retail Dollar Sales by Type,
     2009 (percent)
     Lunch Kits the Top Mass-Market Packaged Segment
     Table 2-3: Percent Share of SymphonyIRI-Tracked Dollar Sales of Packaged
     Refrigerated Fresh Convenience Food by Segment, 2009
     Supermarkets the Primary Retail Channel
Figure 2-3: Share of U.S. Retail Sales of Fresh Convenience Foods by Channel,
     2009 (percent)
     Looking Ahead
     Marketers and Retailers Turn Recession to Advantage
     On The Food Front
     On The Packaging Front
     On the Merchandising Front
     Targeted Pricing Plus Innovation Equals Profit
     Prepared Foods Gain at Convenience Stores
     Restaurant Industry Takes It on the Chin
     The I Hate to Cook Book: Lessons and Opportunities
     Sandra Lee Combines Fresh Ingredients and Prepared Food on the Food
     Network
     Illustration 2-3: Recipe for Sandra Lee‟s Creamy Chicken Noodle Soup
     Prepared Foods Are a Time-Saving Meal Component
     Can Sales of Fresh Convenience Food Continue to Grow?
     Will Jobless Recovery Be Enough to Trigger New Product Turnaround?
     Projected Market Growth
     Table 2-4: Projected U.S. Retail Sales of Fresh Convenience Foods, 2009-2014
     (in millions of dollars)
Chapter 3: Retail Trends
     Introduction
     Retail Distribution Methods
     Direct Delivery Advantages
     The Cost of Face-to-Face Business
     Advantages of Warehouse Delivery
     Smaller Marketers Work Through Brokers
     Fresh Prepared Foods Can Involve Unique Distribution
     Trade Shows Introduce New Products to Market
     Types of Retail Channels
     Retail Trend Overview
     Take-and-Bake Is Taking Off
     Illustration 3-1: Papa Murphy‟s Website Banner for Take „N‟ Bake Pizza
     Kroger Is an Early Adapter of Take-and-Bake
     Overall Deli Pizza Sales Up 15% in 2009
     Incentives in Retail Pizza
     Going Head-to-Head with Restaurants
     In-Store Full-Services Restaurants: Focus on Wegmans‟ Pub
     Store Brands Dominate 2009 Product Launches
     Table 3-1: Leading Marketers of Fresh Convenience Foods by Number of New
     Product SKUs, 2009-2010 (percent)
     Fresh & Easy Focusing on Eatwell Line
     Illustration 3-2: Fresh & Easy Website Banner for Eatwell Fresh Prepared Foods
     Retail Channel Spotlight
     Channel Blurring
     Supermarkets: The Top Retail Channel for Fresh Prepared Foods
Bloom: Wave of the Future?
     Illustration 3-3: Website Description of Bloom Stores from Shopbloom.com
     Small Marts: Tesco Sets the Pace
     Health & Natural Food Stores: Retailers Moving Mainstream
     Delis and Other Local Food Outlets: Urban Cannibals Bodega and Bites Applies
     New Spin
     Illustration 3-4: Interior of Urban Cannibal Bites and Bodega
     Social Media Work Well for Small Food Shops
     Illustration 3-5: Sparrow Market Facebook Wall Page
     Supercenters, Mass Merchandisers and Warehouse Clubs
     Prepared Foods Leads BJ‟s Comeback
     Convenience Stores: Prepared Foods Becoming Increasingly Sophisticated
     C-Store Strategies
     7-Eleven Going Strong
     Gourmet/Specialty Food Stores: A Tough Competitor in Affluent Urban Areas
     Drugstores: Prepared Food Redux
     Illustration 3-6: Lunch Counter and Soda Fountain at Hewitt‟s Drugstore
     (Anchorage, Alaska) 1940s
     Illustration 3-7: Duane Reade Convenience Food Section, 2009
     Illustration 3-8: Sushi Duane Reade Drugstore Style
     Walgreens Moves Forward with Chilled Prepared Foods Tests
     Dollar Stores: Prepared Food One of Three Top Gainers
     E-tailers and Mail Order
     Illustration 3-9: Fresh Direct prepared Food webpage
     Illustration 3-10: Susan‟s Healthy Gourmet Homepage
     Illustration 3-11: Google Search Shopping Results for “Fresh Crab Cakes”
     Gourmet Food Trucks & Carts: A Great Test Kitchen
     Table 3-2: Percent of Adults Who Have Bought Food from Street Stands, Food
     Trucks or Mobile Food Carts in Past Month: Overall and by Key Demographic,
     February 2010
Chapter 4: New Product, Menu & Food Trends
     New Product Trends: Fresh Packaged Products
     Rate of Introductions
     Figure 4-1: Number of Fresh Prepared Food Reports and SKUs, 2005-2010
     Ready Meals and Salads Are the Most Active Classifications
     Figure 4-2: Number of Fresh Prepared Food SKUs by Classification, 2005-2009
     New Product Themes
     Fresh and Convenient
     Illustration 4-1: Olivia‟s Organics Single Salad to Go! and Walmart‟s Marketside
     Hoagie
     Small Mart and Other Private-Label Brands Going Strong
     Value Appeals
     Illustration 4-2: Wegmans Alternatives to Eating Out Pulled BBQ Pork, and Fresh
     & Easy‟s Family Size Fully Cooked Big Lasagna with Meat Sauce
     Gourmet and Ethnic
     Natural/Organic
Kids Foods
     Illustration 4-3: Oscar Mayer Lunchables Beef Taco Wrapz, and Natural Foods
     Corp.‟s Better‟n Peanut Butter Sandwiches
     Table 4-1: Examples of Fresh Prepared Food New Product Introductions: By
     Type, Marketer and Brand, 2009-2010
     Selected Menu & FoodTrends
     NRA‟s “What‟s Hot In 2010” Survey IDs Top Menu Trends
     Local Food Holds Broad Appeal
     7 Different Aspects of Local Food Trend
     Taste
     Value
     Nutrition
     Global Ecology
     Freshness
     Local Economic Development
     Local Vegetables Could Add Green to Local Economies
     Food Safety
     Informal Focus Group Reflects Packaged Facts‟ 7 Aspects of Local Food Appeal
     Local Fresh Prepared Foods
     Illustration 4-4: Dinners to You Web Page Featuring Dinners with Fresh, Local
     and Seasonal Ingredients
     World Cuisine: Ethnic Food as American as Apple Pie
     Mediterranean Food
     An Increasingly Diverse Segment
     Regional Mediterranean Cuisine
     But Mediterranean Often Painted with Broad Brush
     Sushi
     Sam‟s Sushi
     Gluten-Free Foods
     Why a Gluten-Free Diet?
     Gluten-Free Takes on Healthy Halo
     Gluten-Free Fresh Prepared Food
     Illustration 4-5: Jason‟s Deli Gluten-Free Sandwiches Online Survey, 2010
Chapter 5: Packaged Food Trends
     Introduction
     Fresh Prepared Food Retail Segments
     Table 5-1: Selected Segments of Packaged Refrigerated Fresh Convenience
     Foods: 2009 SymphonyIRI-Tracked Dollar Sales and Percentage Change, 2009
     vs. 2008 (in millions of dollars)
     Refrigerated Lunch Kits
     The Largest Segment, at $771 Million
     Top Three Marketers Account for 98% of Sales
     Most Top 10 Marketers Show Impressive Growth
     Spotlight on Kraft Foods
     Focus on Lunch Kits
Table 5-2: Leading Refrigerated Lunch Kit Marketers and Brands: by
SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars)
Refrigerated Prepared Salad/Fruit/Coleslaw
Sales Up 7.3% in 2009
Lower Tier of Top 10 Marketers Tightly Bunched
Eight of Top 10 Marketers Register Strong Growth
Spotlight on Del Monte Foods
Table 5-3: Leading Refrigerated Prepared Salad/Fruit/Coleslaw Marketers and
Brands: by SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of
dollars)
Refrigerated Dinner/Entrees
Sales Slip a Bit in 2009
Curly‟s & Jack Daniels Are Only Top 10 Gainers
Spotlight on Hormel
Table 5-4: Leading Refrigerated Dinners/Entrees Marketers and Brands: by
SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars)
Refrigerated Appetizers/Snack Rolls
Sales Up 12% to $385 Million
Advanced Fresh Concepts Controls Over Half of Sales
Japanese Food Express Leads Growth Among Top 10
Smaller Marketers Show Explosive Growth
Spotlight on Segment Leader AFC
Table 5-5: Leading Refrigerated Appetizers/Snack Rolls Marketers and Brands:
by SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars)
Refrigerated Flavored Spreads
Sales up 16% to $312 Million
Mediterranean Dip Specialist Sabra Leads
Sabra Also the Growth Leader Among Top 10
Spotlight on Segment Leader Sabra
Joint Agreement with PepsiCo
Table 5-6: Leading Refrigerated Flavored Spreads Marketers and Brands: by
SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars)
Refrigerated Potato Side Dishes
Segment Sales Stagnate
Spotlight on Segment Leader Northern Star
Table 5-7: Leading Refrigerated Potato Side Dish Marketers and Brands: by
SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars)
Refrigerated Pizza/Pizza Kits
Sizzling 18% Growth in 2009
Plaza Belmont Controls a Third of Sales
Vicolo Scores 90% Retail Sales Gain
Spotlight on Segment Leader Plaza Belmont
Table 5-8: Leading Pizza/Pizza Kit Marketers and Brands: by SymphonyIRI-
Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars)
Refrigerated Hand-held Non-Breakfast Entrees
Sales Slip 2%
Top 10 Marketers Had Tough Sledding In 2009, But Lower Tier Marketers Excel
     Spotlight on Segment Leader Stefano Foods
     Table 5-9: Leading Hand-held Non-Breakfast Entrees Marketers and Brands: by
     SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars)
     Refrigerated Fresh Soup
     No Growth Despite Dazzling Performance by Legal Sea Foods
     Spotlight on Third-Place Legal Sea Foods
     Table 5-10: Leading Fresh Soup Marketers and Brands: by SymphonyIRI-
     Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars)
     Other Fresh Convenience Food Segments
     Refrigerated Side Dish Growth Stagnant, Competition Hectic
     Spotlight on Refrigerated Side Dish Segment Leader Bob Evans Farms
     Reser‟s Leads Refrigerated Meat Spread/Salad Segment
     Bob Evans Leads Moderately Gaining Refrigerated Breakfast Entrees Segment
     Great Lakes Kraut Bests Kraft, ConAgra and Birdseye in Sauerkraut Segment
     All Top Marketers See Sales Decline in 2009
     Spotlight on Sauerkraut Segment Leader Great Lakes Kraut
     Refrigerated Chili Segment Cools Despite Some Strong Showings
     $3 Million Potato Segment Dominated by Bob Evans
     Stuffed Potatoes and Sweet Potatoes
     Table 5-11: Leading Refrigerated Side Dish Marketers and Brands: by
     SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars)
     Table 5-12: Leading Refrigerated Meat Spread/Salad Marketers and Brands: by
     SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars)
     Table 5-13: Leading Refrigerated Breakfast Entrees Marketers and Brands: by
     SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars)
     Table 5-14: Leading Refrigerated Sauerkraut Marketers and Brands: by
     SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars)
     Table 5-15: Leading Refrigerated Chili Marketers and Brands: by SymphonyIRI-
     Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars)
     Table 5-16: Refrigerated Potato Marketers and Brands: by SymphonyIRI-Tracked
     Sales and Share, 2009 vs. 2008 (in millions of dollars)
     Natural Supermarket Channel Top Picks
     Introduction
     Refrigerated Entrees & Sushi & Grab N Go Meals
     Table 5-17: Top 5 Marketers/Brands in the Natural Supermarket Channel:
     Refrigerated Entrees & Sushi & Grab N Go Meals, 52 Weeks Ending February
     10 vs. Year-Ago (in dollars)
     Salsas & Dips
     Table 5-18: Top 5 Marketers/Brands in the Natural Supermarket Channel: Salsas
     & Dips, 52 Weeks Ending February 10 vs. Year-Ago (in dollars)
Chapter 6: Consumer Trends
     Introduction
     Methodology
     Though Time-Pressed, Most Americans Are Trying to Eat Healthier
Figure 6-1: Consumer Attitudes About Healthy Foods and Time Constraints,
2009/10 (percent of U.S. adults)
Recessionary Decline in Restaurant Traffic a Plus for Fresh Convenience Foods
Table 6-1: Level of Agreement with Statement, “I Am Spending Less on
Groceries These Days Because of the Economy,” May/June 2010 (percent of
U.S. adults)
Figure 6-2: Impact of Recession on Consumer Cooking and Restaurant Habits,
May/June 2010 percent of U.S. adults)
NGA Survey Supports Shift from Restaurants to Retail/At- Home Meal Prep
Packaged Facts Survey Indicates Trend Will Continue
Table 6-2: “In Comparison to Right Now, How Much Money Do You Plan to
Spend on Meals Eaten at Full-Service Restaurants During the Following 3
Months?”, May/June 2010 (percent of adults)
Table 6-3: “In Comparison to Right Now, How Much Money Do You Plan to
Spend on Meals Eaten at Fast-Food Restaurants During the Following 3
Months?”, May/June 2010 (percent of adults)
Table 6-4: “In Comparison to Right Now, How Much Money Do You Plan to
Spend on Takeout/Delivery/Drive-Thru Meals Eaten at Full-Service Restaurants
During the Following 3 Months?”, May/June 2010 (percent of adults)
18% of U.S. Consumers Are Buying More Fresh Prepared Foods
Table 6-5: “Have You Eaten More Store-Bought Fresh Prepared Foods Since the
Recession Began?”, May/June 2010 (percent of adults)
Room for Growth
Table 6-6: Percent of Adults Who Have Purchased or Eaten Any Store-Bought
Fresh Prepared Foods in the Last 3 Months, May/June 2010
Reasons for Buying Ready-to-Eat and/or Heat-and-Eat Food from Grocery
Stores or Convenience Stores
Table 6-7: Reasons for Getting Ready-to-Eat and/or Heat-and-Eat Food from a
Grocery Store/Supermarket, 2009 (percent)
Table 6-8: Reasons for Getting Ready-to-Eat and/or Heat-and-Eat Food from a
Convenience Store/Gas Station, 2009 (percent)
Walmart Tops List of Outlets for Fresh Convenience Foods
Table 6-9: Percent of Adults Who Have Purchased Fresh Convenience Food
from Outlets Other Than Conventional Supermarkets in the Last 3 Months: By
Type of Outlet, May/June 2010
45% of Consumers Have Dinner Composed Solely of Fresh Convenience Food
55% of Consumers Have Dinner Partially Composed of Fresh Convenience Food
Table 6-10: Percent of Adults Who Have Eaten a Meal Composed Solely of
Store-Bought Fresh Prepared Food Items in the Last 3 Months: By Daypart,
May/June 2010
Table 6-11: Percent of Consumers Who Have Eaten a Meal Composed Partially
of Store-Bought Fresh Prepared Food Items in the Last 3 Months: By Daypart,
May/June 2010
The Experian Simmons Survey System
Relatively Flat indexes Among Frequent Consumers of Store- Made, Pre-Cooked
Meals
Prime Targets: Young Singles Living on Their Own
       Table 6-12: Above-Average Demographics for Agreement with Statement: “I
       Often Eat Store-Made, Pre-Cooked Meals” (index of U.S. adults)
       Large Households Make for Less Frequent Consumers
       Table 6-13: Below-Average Demographics for Agreement with Statement: “I
       Often Eat Store-Made, Pre-Cooked Meals” (index of U.S. adults)
       Customers Who Disagree That They Frequently Eat Fresh Prepared Meals
       Table 6-14: Above- and Below-Average Demographics for Disagreement with
       Statement: “I Often Eat Store-Made, Pre-Cooked Meals” (index of U.S. adults)
       Summing Up: Good News for Fresh Convenience Food Marketers
       Store-by-Store Analysis: Thumbs Up for Meijer, Down for Sam‟s Club
       Table 6-15: Above Average Consumer Demographics for Agreement with
       Statement “I Often Eat Store-Made, Pre-Cooked Meals” by Outlet (index of U.S.
       adults)
       Table 6-16: Below Average Consumer Demographics for Agreement with
       Statement “I Often Eat Store-Made, Pre-Cooked Meals” by Outlet (index of U.S.
       adults)
       Table 6-17: Above Average Consumer Demographics for Disagreement with
       Statement “I Often Eat Store-Made, Pre-Cooked Meals” by Outlet (index of U.S.
       adults)
       Table 6-18: Below Average Consumer Demographics for Disagreement with
       Statement “I Often Eat Store-Made, Pre-Cooked Meals” by Outlet (index of U.S.
       adults)
       Wegmans Survey Shows that 22% of Americans Eat Fresh Prepared Foods
       Weekly
       Customers Want Their Meals to Be Easy, Healthy and Affordable



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Fresh convenience foods in the u.s.

  • 1. Get more info on this report! Fresh Convenience Foods in the U.S. August 1, 2010 During 2008 and 2009, as the “Great Recession” took hold, many consumer product marketers and retailers acted as if the walls were closing in on them, in many cases resorting to rampant price-slashing. But not fresh convenience food marketers and retailers, who instead saw an opening. Wisely gauging their main competition as coming from the restaurant industry instead of less costly unprepared food, they continued the innovations in quality and convenience that had been underway in the market for several years, and simultaneously began aggressively competing on price with the foodservice industry in an effort to woo customers away. According to Packaged Facts, these efforts proved successful, spurring a shift by many consumers from restaurant meals to prepared food purchased at retail outlets. As a result, the market for fresh convenience foods grew by 5.1% in 2009 to reach sales of $22.3 billion. Packaged Facts expects these marketing and merchandising efforts to continue to prove successful over the short term, driving sales of fresh convenience foods up another 28% by 2014 to $28.5 billion. Fully updated from the December 2007 edition, Fresh Convenience Foods in the U.S. offers a comprehensive look at this complex market. It examines the both myriad types of fresh convenience foods and the myriad retail channels through which they are obtained—from traditional outlets such supermarkets and supercenters/mass merchandisers to such increasingly dynamic segments as convenience stores, delis and local food outlets, drugstores, the Internet, and even food carts. This full updated report details the complex changes that have taken place in the market since the previous edition, with new attention to competition by retail sector. Using Symphony/IRI mass-market sales tracking data, it offers detailed accounts of sales and marketer/brand activity across 17 refrigerated product segments, from lunch kits and dinners/entrees to fresh soup and side dishes, while diving into selected segments using SPINSscan data for natural supermarket channel. The report projects sales, market growth drivers, and competitive opportunities, including an extensive account of the battle with the foodservice industry for consumer dollars that details the staggering—and still growing—assortment of menu and marketing trends shaping the
  • 2. industry. A special feature of this report is custom survey data by Packaged Facts specifically addressing consumer purchasing of fresh prepared foods, including vis-à-vis the down economy. Additional demographic analysis derives from data compiled by Experian Simmons, New York, NY, including demographic indexing of consumers most or least likely to often eat store-made, pre-cooked meals. Additional Information Market Insights: A Selection From The Report Local Food Holds Broad Appeal In Packaged Facts‟ opinion, nothing is hotter at the moment in the food industry than the trend towards locally sourced or produced food. While locally produced food has long appealed to the LOHAS (Lifestyles of Health and Sustainability) consumer, by now the concept has definitively expanded to the general populace, achieving a following among a broad spectrum of consumers for different reasons. It bears noting, however, that one drawback to locally sourced food as it applies to fresh prepared convenience food is that local sourcing is not terribly convenient. Most notably in this regard, product availability is restricted by growing region and season. Obviously, this poses less of a problem for a local chef operating a single-unit restaurant specializing in locavore cuisine than it does for the food retailer trying to retain a constant offering of customer favorites in its prepared food sections. But retailers should keep in mind that many consumers who are interested in buying local food products are not committed locavores, but merely see the idea of a locally sourced food as a plus. In other words, while they would prefer to eat local in-season food, they are also happy to purchase similar products when the first choice is out of season or otherwise unavailable. Recessionary Decline in Restaurant Traffic a Plus for Fresh Convenience Foods The results of Packaged Facts‟ consumer survey support the conclusion presented earlier in this report—that key to fresh convenience food market growth in the face of the 2008/2009 “Great Recession” and still-iffy U.S. economy is the trend whereby consumers have traded down from restaurant meals in favor of fresh prepared foods. Since the recession began, 49% of the adults surveyed reported that they had eaten less at fast-food restaurants and 50% said they‟d eaten less fast-food takeout, while 61% said they‟d eaten less at sit-down restaurants. Conversely, the percent of adults who strongly agreed that they were spending less on groceries because of the economy
  • 3. was only 15%, while another 28% somewhat agreed. In other words, restaurants experienced a significant drop-off in consumer demand even as relatively few consumers cut back on grocery spending. [Figure 1-2] Table of Contents Chapter 1: Executive Summary Introduction Scope of Report Two Classifications Unpackaged Foods Packaged Foods Exclusions Report Methodology Market Trends Myriad Modalities of Fresh Prepared Food Retail Channels Compete with Each Other and with Foodservice Mega Brands Play Less of a Role in Fresh Convenience Food Private Label/Store Brands Are Disproportionately Important U.S. Retail Sales Top $22 Billion in 2009 Unpackaged Food Accounts for Lion‟s Share of Market Figure 1-1: Share of U.S. Retail Sales of Fresh Convenience Foods by Classification, 2005 vs. 2009 (percent) Supermarkets the Primary Retail Channel Marketers and Retailers Turn Recession to Advantage Retail Trends Take-and-Bake Is Taking Off Illustration 1-1: Papa Murphy‟s Website Banner for Take „N‟ Bake Pizza Going Head-to-Head with Restaurants Supermarkets: The Top Retail Channel for Fresh Prepared Foods Small Marts: Tesco Sets the Pace New Product, Menu & Food Trends Rate of Introductions Ready Meals and Salads Are the Most Active Classifications NRA‟s “What‟s Hot In 2010” Survey IDs Top Menu Trends Local Food Holds Broad Appeal World Cuisine: Ethnic Food as American as Apple Pie Mediterranean Food Packaged Food Trends Fresh Prepared Food Retail Segments Refrigerated Lunch Kits Refrigerated Prepared Salad/Fruit/Coleslaw Refrigerated Dinner/Entrees Consumer Trends
  • 4. Though Time-Pressed, Most Americans Are Trying to Eat Healthier Recessionary Decline in Restaurant Traffic a Plus for Fresh Convenience Foods Figure 1-2: Impact of Recession on Consumer Cooking and Restaurant Habits, May/June 2010 percent of U.S. adults) 18% of U.S. Consumers Are Buying More Fresh Prepared Foods Prime Targets: Young Singles Living on Their Own Chapter 2: Market Trends Introduction Market Definition: Fresh Prepared Convenience Foods Two Classifications Unpackaged Foods Packaged Foods Exclusions Report Methodology Market Fundamentals Myriad Modalities of Fresh Prepared Food The Lunch Kit Lesson: Freshness and Nutrition Sometimes in Eye of Beholder Mommy Bloggers Give Meal Kits a Big Thumbs Up Divergence of Views Underscores Complexity of Competition HACCP (Hazard Analysis and Critical Control Point) = Prevention State of the Market Retail Channels Compete with Each Other and with Foodservice Legal Sea Foods Covers Supermarket, Restaurant, and Online Bases Illustration 2-1: Kroger In-store Bistro Columbus Ohio (2009) Illustration 2-2: Carrabba‟s Italian Grill in a Publix supermarket in Sarasota Florida Mega Brands Play Less of a Role in Fresh Convenience Food Private Label/Store Brands Are Disproportionately Important Table 2-1: Private-Label Ranking in 17 Packaged Fresh/Refrigerated Convenience Food Segments (in millions of dollars) More Retailers Manufacturing Their Own Brands Some Retailers Manufacturing Other Stores Brands Market Size and Growth U.S. Retail Sales Top $22 Billion in 2009 Table 2-2: U.S. Retail Sales of Fresh Convenience Foods, 2005-2009 (in millions of dollars) Unpackaged Food Accounts for Lion‟s Share of Market Figure 2-1: Share of U.S. Retail Sales of Fresh Convenience Foods by Type, 2005 vs. 2009 (percent) Entrees Top Unpackaged Foods Chart Figure 2-2: Prepared Deli Foods: Share of Total U.S. Retail Dollar Sales by Type, 2009 (percent) Lunch Kits the Top Mass-Market Packaged Segment Table 2-3: Percent Share of SymphonyIRI-Tracked Dollar Sales of Packaged Refrigerated Fresh Convenience Food by Segment, 2009 Supermarkets the Primary Retail Channel
  • 5. Figure 2-3: Share of U.S. Retail Sales of Fresh Convenience Foods by Channel, 2009 (percent) Looking Ahead Marketers and Retailers Turn Recession to Advantage On The Food Front On The Packaging Front On the Merchandising Front Targeted Pricing Plus Innovation Equals Profit Prepared Foods Gain at Convenience Stores Restaurant Industry Takes It on the Chin The I Hate to Cook Book: Lessons and Opportunities Sandra Lee Combines Fresh Ingredients and Prepared Food on the Food Network Illustration 2-3: Recipe for Sandra Lee‟s Creamy Chicken Noodle Soup Prepared Foods Are a Time-Saving Meal Component Can Sales of Fresh Convenience Food Continue to Grow? Will Jobless Recovery Be Enough to Trigger New Product Turnaround? Projected Market Growth Table 2-4: Projected U.S. Retail Sales of Fresh Convenience Foods, 2009-2014 (in millions of dollars) Chapter 3: Retail Trends Introduction Retail Distribution Methods Direct Delivery Advantages The Cost of Face-to-Face Business Advantages of Warehouse Delivery Smaller Marketers Work Through Brokers Fresh Prepared Foods Can Involve Unique Distribution Trade Shows Introduce New Products to Market Types of Retail Channels Retail Trend Overview Take-and-Bake Is Taking Off Illustration 3-1: Papa Murphy‟s Website Banner for Take „N‟ Bake Pizza Kroger Is an Early Adapter of Take-and-Bake Overall Deli Pizza Sales Up 15% in 2009 Incentives in Retail Pizza Going Head-to-Head with Restaurants In-Store Full-Services Restaurants: Focus on Wegmans‟ Pub Store Brands Dominate 2009 Product Launches Table 3-1: Leading Marketers of Fresh Convenience Foods by Number of New Product SKUs, 2009-2010 (percent) Fresh & Easy Focusing on Eatwell Line Illustration 3-2: Fresh & Easy Website Banner for Eatwell Fresh Prepared Foods Retail Channel Spotlight Channel Blurring Supermarkets: The Top Retail Channel for Fresh Prepared Foods
  • 6. Bloom: Wave of the Future? Illustration 3-3: Website Description of Bloom Stores from Shopbloom.com Small Marts: Tesco Sets the Pace Health & Natural Food Stores: Retailers Moving Mainstream Delis and Other Local Food Outlets: Urban Cannibals Bodega and Bites Applies New Spin Illustration 3-4: Interior of Urban Cannibal Bites and Bodega Social Media Work Well for Small Food Shops Illustration 3-5: Sparrow Market Facebook Wall Page Supercenters, Mass Merchandisers and Warehouse Clubs Prepared Foods Leads BJ‟s Comeback Convenience Stores: Prepared Foods Becoming Increasingly Sophisticated C-Store Strategies 7-Eleven Going Strong Gourmet/Specialty Food Stores: A Tough Competitor in Affluent Urban Areas Drugstores: Prepared Food Redux Illustration 3-6: Lunch Counter and Soda Fountain at Hewitt‟s Drugstore (Anchorage, Alaska) 1940s Illustration 3-7: Duane Reade Convenience Food Section, 2009 Illustration 3-8: Sushi Duane Reade Drugstore Style Walgreens Moves Forward with Chilled Prepared Foods Tests Dollar Stores: Prepared Food One of Three Top Gainers E-tailers and Mail Order Illustration 3-9: Fresh Direct prepared Food webpage Illustration 3-10: Susan‟s Healthy Gourmet Homepage Illustration 3-11: Google Search Shopping Results for “Fresh Crab Cakes” Gourmet Food Trucks & Carts: A Great Test Kitchen Table 3-2: Percent of Adults Who Have Bought Food from Street Stands, Food Trucks or Mobile Food Carts in Past Month: Overall and by Key Demographic, February 2010 Chapter 4: New Product, Menu & Food Trends New Product Trends: Fresh Packaged Products Rate of Introductions Figure 4-1: Number of Fresh Prepared Food Reports and SKUs, 2005-2010 Ready Meals and Salads Are the Most Active Classifications Figure 4-2: Number of Fresh Prepared Food SKUs by Classification, 2005-2009 New Product Themes Fresh and Convenient Illustration 4-1: Olivia‟s Organics Single Salad to Go! and Walmart‟s Marketside Hoagie Small Mart and Other Private-Label Brands Going Strong Value Appeals Illustration 4-2: Wegmans Alternatives to Eating Out Pulled BBQ Pork, and Fresh & Easy‟s Family Size Fully Cooked Big Lasagna with Meat Sauce Gourmet and Ethnic Natural/Organic
  • 7. Kids Foods Illustration 4-3: Oscar Mayer Lunchables Beef Taco Wrapz, and Natural Foods Corp.‟s Better‟n Peanut Butter Sandwiches Table 4-1: Examples of Fresh Prepared Food New Product Introductions: By Type, Marketer and Brand, 2009-2010 Selected Menu & FoodTrends NRA‟s “What‟s Hot In 2010” Survey IDs Top Menu Trends Local Food Holds Broad Appeal 7 Different Aspects of Local Food Trend Taste Value Nutrition Global Ecology Freshness Local Economic Development Local Vegetables Could Add Green to Local Economies Food Safety Informal Focus Group Reflects Packaged Facts‟ 7 Aspects of Local Food Appeal Local Fresh Prepared Foods Illustration 4-4: Dinners to You Web Page Featuring Dinners with Fresh, Local and Seasonal Ingredients World Cuisine: Ethnic Food as American as Apple Pie Mediterranean Food An Increasingly Diverse Segment Regional Mediterranean Cuisine But Mediterranean Often Painted with Broad Brush Sushi Sam‟s Sushi Gluten-Free Foods Why a Gluten-Free Diet? Gluten-Free Takes on Healthy Halo Gluten-Free Fresh Prepared Food Illustration 4-5: Jason‟s Deli Gluten-Free Sandwiches Online Survey, 2010 Chapter 5: Packaged Food Trends Introduction Fresh Prepared Food Retail Segments Table 5-1: Selected Segments of Packaged Refrigerated Fresh Convenience Foods: 2009 SymphonyIRI-Tracked Dollar Sales and Percentage Change, 2009 vs. 2008 (in millions of dollars) Refrigerated Lunch Kits The Largest Segment, at $771 Million Top Three Marketers Account for 98% of Sales Most Top 10 Marketers Show Impressive Growth Spotlight on Kraft Foods Focus on Lunch Kits
  • 8. Table 5-2: Leading Refrigerated Lunch Kit Marketers and Brands: by SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars) Refrigerated Prepared Salad/Fruit/Coleslaw Sales Up 7.3% in 2009 Lower Tier of Top 10 Marketers Tightly Bunched Eight of Top 10 Marketers Register Strong Growth Spotlight on Del Monte Foods Table 5-3: Leading Refrigerated Prepared Salad/Fruit/Coleslaw Marketers and Brands: by SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars) Refrigerated Dinner/Entrees Sales Slip a Bit in 2009 Curly‟s & Jack Daniels Are Only Top 10 Gainers Spotlight on Hormel Table 5-4: Leading Refrigerated Dinners/Entrees Marketers and Brands: by SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars) Refrigerated Appetizers/Snack Rolls Sales Up 12% to $385 Million Advanced Fresh Concepts Controls Over Half of Sales Japanese Food Express Leads Growth Among Top 10 Smaller Marketers Show Explosive Growth Spotlight on Segment Leader AFC Table 5-5: Leading Refrigerated Appetizers/Snack Rolls Marketers and Brands: by SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars) Refrigerated Flavored Spreads Sales up 16% to $312 Million Mediterranean Dip Specialist Sabra Leads Sabra Also the Growth Leader Among Top 10 Spotlight on Segment Leader Sabra Joint Agreement with PepsiCo Table 5-6: Leading Refrigerated Flavored Spreads Marketers and Brands: by SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars) Refrigerated Potato Side Dishes Segment Sales Stagnate Spotlight on Segment Leader Northern Star Table 5-7: Leading Refrigerated Potato Side Dish Marketers and Brands: by SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars) Refrigerated Pizza/Pizza Kits Sizzling 18% Growth in 2009 Plaza Belmont Controls a Third of Sales Vicolo Scores 90% Retail Sales Gain Spotlight on Segment Leader Plaza Belmont Table 5-8: Leading Pizza/Pizza Kit Marketers and Brands: by SymphonyIRI- Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars) Refrigerated Hand-held Non-Breakfast Entrees Sales Slip 2%
  • 9. Top 10 Marketers Had Tough Sledding In 2009, But Lower Tier Marketers Excel Spotlight on Segment Leader Stefano Foods Table 5-9: Leading Hand-held Non-Breakfast Entrees Marketers and Brands: by SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars) Refrigerated Fresh Soup No Growth Despite Dazzling Performance by Legal Sea Foods Spotlight on Third-Place Legal Sea Foods Table 5-10: Leading Fresh Soup Marketers and Brands: by SymphonyIRI- Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars) Other Fresh Convenience Food Segments Refrigerated Side Dish Growth Stagnant, Competition Hectic Spotlight on Refrigerated Side Dish Segment Leader Bob Evans Farms Reser‟s Leads Refrigerated Meat Spread/Salad Segment Bob Evans Leads Moderately Gaining Refrigerated Breakfast Entrees Segment Great Lakes Kraut Bests Kraft, ConAgra and Birdseye in Sauerkraut Segment All Top Marketers See Sales Decline in 2009 Spotlight on Sauerkraut Segment Leader Great Lakes Kraut Refrigerated Chili Segment Cools Despite Some Strong Showings $3 Million Potato Segment Dominated by Bob Evans Stuffed Potatoes and Sweet Potatoes Table 5-11: Leading Refrigerated Side Dish Marketers and Brands: by SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars) Table 5-12: Leading Refrigerated Meat Spread/Salad Marketers and Brands: by SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars) Table 5-13: Leading Refrigerated Breakfast Entrees Marketers and Brands: by SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars) Table 5-14: Leading Refrigerated Sauerkraut Marketers and Brands: by SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars) Table 5-15: Leading Refrigerated Chili Marketers and Brands: by SymphonyIRI- Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars) Table 5-16: Refrigerated Potato Marketers and Brands: by SymphonyIRI-Tracked Sales and Share, 2009 vs. 2008 (in millions of dollars) Natural Supermarket Channel Top Picks Introduction Refrigerated Entrees & Sushi & Grab N Go Meals Table 5-17: Top 5 Marketers/Brands in the Natural Supermarket Channel: Refrigerated Entrees & Sushi & Grab N Go Meals, 52 Weeks Ending February 10 vs. Year-Ago (in dollars) Salsas & Dips Table 5-18: Top 5 Marketers/Brands in the Natural Supermarket Channel: Salsas & Dips, 52 Weeks Ending February 10 vs. Year-Ago (in dollars) Chapter 6: Consumer Trends Introduction Methodology Though Time-Pressed, Most Americans Are Trying to Eat Healthier
  • 10. Figure 6-1: Consumer Attitudes About Healthy Foods and Time Constraints, 2009/10 (percent of U.S. adults) Recessionary Decline in Restaurant Traffic a Plus for Fresh Convenience Foods Table 6-1: Level of Agreement with Statement, “I Am Spending Less on Groceries These Days Because of the Economy,” May/June 2010 (percent of U.S. adults) Figure 6-2: Impact of Recession on Consumer Cooking and Restaurant Habits, May/June 2010 percent of U.S. adults) NGA Survey Supports Shift from Restaurants to Retail/At- Home Meal Prep Packaged Facts Survey Indicates Trend Will Continue Table 6-2: “In Comparison to Right Now, How Much Money Do You Plan to Spend on Meals Eaten at Full-Service Restaurants During the Following 3 Months?”, May/June 2010 (percent of adults) Table 6-3: “In Comparison to Right Now, How Much Money Do You Plan to Spend on Meals Eaten at Fast-Food Restaurants During the Following 3 Months?”, May/June 2010 (percent of adults) Table 6-4: “In Comparison to Right Now, How Much Money Do You Plan to Spend on Takeout/Delivery/Drive-Thru Meals Eaten at Full-Service Restaurants During the Following 3 Months?”, May/June 2010 (percent of adults) 18% of U.S. Consumers Are Buying More Fresh Prepared Foods Table 6-5: “Have You Eaten More Store-Bought Fresh Prepared Foods Since the Recession Began?”, May/June 2010 (percent of adults) Room for Growth Table 6-6: Percent of Adults Who Have Purchased or Eaten Any Store-Bought Fresh Prepared Foods in the Last 3 Months, May/June 2010 Reasons for Buying Ready-to-Eat and/or Heat-and-Eat Food from Grocery Stores or Convenience Stores Table 6-7: Reasons for Getting Ready-to-Eat and/or Heat-and-Eat Food from a Grocery Store/Supermarket, 2009 (percent) Table 6-8: Reasons for Getting Ready-to-Eat and/or Heat-and-Eat Food from a Convenience Store/Gas Station, 2009 (percent) Walmart Tops List of Outlets for Fresh Convenience Foods Table 6-9: Percent of Adults Who Have Purchased Fresh Convenience Food from Outlets Other Than Conventional Supermarkets in the Last 3 Months: By Type of Outlet, May/June 2010 45% of Consumers Have Dinner Composed Solely of Fresh Convenience Food 55% of Consumers Have Dinner Partially Composed of Fresh Convenience Food Table 6-10: Percent of Adults Who Have Eaten a Meal Composed Solely of Store-Bought Fresh Prepared Food Items in the Last 3 Months: By Daypart, May/June 2010 Table 6-11: Percent of Consumers Who Have Eaten a Meal Composed Partially of Store-Bought Fresh Prepared Food Items in the Last 3 Months: By Daypart, May/June 2010 The Experian Simmons Survey System Relatively Flat indexes Among Frequent Consumers of Store- Made, Pre-Cooked Meals
  • 11. Prime Targets: Young Singles Living on Their Own Table 6-12: Above-Average Demographics for Agreement with Statement: “I Often Eat Store-Made, Pre-Cooked Meals” (index of U.S. adults) Large Households Make for Less Frequent Consumers Table 6-13: Below-Average Demographics for Agreement with Statement: “I Often Eat Store-Made, Pre-Cooked Meals” (index of U.S. adults) Customers Who Disagree That They Frequently Eat Fresh Prepared Meals Table 6-14: Above- and Below-Average Demographics for Disagreement with Statement: “I Often Eat Store-Made, Pre-Cooked Meals” (index of U.S. adults) Summing Up: Good News for Fresh Convenience Food Marketers Store-by-Store Analysis: Thumbs Up for Meijer, Down for Sam‟s Club Table 6-15: Above Average Consumer Demographics for Agreement with Statement “I Often Eat Store-Made, Pre-Cooked Meals” by Outlet (index of U.S. adults) Table 6-16: Below Average Consumer Demographics for Agreement with Statement “I Often Eat Store-Made, Pre-Cooked Meals” by Outlet (index of U.S. adults) Table 6-17: Above Average Consumer Demographics for Disagreement with Statement “I Often Eat Store-Made, Pre-Cooked Meals” by Outlet (index of U.S. adults) Table 6-18: Below Average Consumer Demographics for Disagreement with Statement “I Often Eat Store-Made, Pre-Cooked Meals” by Outlet (index of U.S. adults) Wegmans Survey Shows that 22% of Americans Eat Fresh Prepared Foods Weekly Customers Want Their Meals to Be Easy, Healthy and Affordable Available immediately for Online Download at http://www.marketresearch.com/product/display.asp?productid=2511642 US: 800.298.5699 UK +44.207.256.3920 Int'l: +1.240.747.3093 Fax: 240.747.3004