Transcript Frozen Food Month - NFRA | National Frozen & Refrigerated

Frozen Foods Quiz
March, 2008
Confidential & Proprietary • Copyright © 2008 The Nielsen Company
Nielsen Frozen Foods Quiz
QUESTION:
Which month is Frozen Food Month?
We’ll start you with
an easy one….
Frozen Foods Quiz
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Which month is Frozen Food Month?
Since 1984, March has been considered the Frozen
Food Month.
March is also National Nutrition
Month and Women’s History
Month.
Source: NFRA
Frozen Foods Quiz
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Nielsen Frozen Foods Quiz
QUESTION:
Frozen foods represent what percent of
U.S. food & beverage sales?
Frozen Foods Quiz
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Frozen foods represent what percent of
U.S. food & beverage sales?
Frozen foods represent
12.2% of U.S. food and
beverage sales, down
0.2 pts. since last year.
Dairy
16%
Frozen Food
12%
Dry Grocery
60%
Packaged
Meat
4%
Deli (UPCcoded)
Fresh Meat
2%
(UPCcoded)
1%
Source: Nielsen Strategic Planner, 52 Weeks Ending 1/26/08,
Total U.S. Grocery/Drug/Mass Including Wal-Mart
Frozen Foods Quiz
Fresh
Produce
(UPC-coded)
5%
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Nielsen Frozen Foods Quiz
QUESTION:
What are the top categories in frozen
foods?
Frozen Foods Quiz
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What are the top categories in
frozen foods?
52 Week
$ Vol
$4,472 MM
$3,603 MM
$2,693 MM
$2,652 MM
$1,998 MM
$1,581 MM
$1,436 MM
$1,288 MM
$1,041 MM
$1,037 MM
$36,914 MM
Category
1. Ice Cream
2. Frozen Pizza
3. Frozen Novelties
4. Frozen Poultry Entrees
5. Frozen Italian Entrees
6. Frozen Potato
7. Frozen Dinners
8. Frozen Poultry
9. Frozen Breakfast
10.Frozen Shrimp
ALL FROZEN FOODS
Source: Nielsen Strategic Planner, 52 Weeks Ending 1/26/08,
Total U.S. Grocery/Drug/Mass Including Wal-Mart
Frozen Foods Quiz
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Nielsen Frozen Foods Quiz
QUESTION:
Which are the fastest growing
categories in frozen foods?
Frozen Foods Quiz
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Which are the fastest growing categories
in frozen foods?
52 Week % Chg.
$ Vol
YA
Category*
Frozen Desserts
Mixed Frozen Vegetables
Frozen Fish
Frozen Italian Entrees
Frozen Fruits
ALL FROZEN FOODS
*Excludes smaller categories.
$394 MM
$641 MM
$860 MM
$1,998 MM
$463 MM
$36,914 MM
+21%
+17%
+14%
+13%
+12%
+5%
Source: Nielsen Strategic Planner, 52 Weeks Ending 1/26/08,
Total U.S. Grocery/Drug/Mass Including Wal-Mart
Frozen Foods Quiz
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Nielsen Frozen Foods Quiz
QUESTION:
What % of frozen foods are purchased
at supercenters?
Frozen Foods Quiz
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What % of frozen foods are purchased
at supercenters?
Supercenters
17%
Mass (w/out
supers)
1.5%
Warehouse
10%
Grocery
68%
Drug
0.6%
Other
3.3%
Source: Nielsen Homescan Channel Facts, 52 Weeks Ending 12/29/07
Frozen Foods Quiz
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Nielsen Frozen Foods Quiz
QUESTION:
What % of food & beverage trips
include a frozen food item?
Frozen Foods Quiz
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What % of food & beverage trips include
a frozen food item?
Avg. # of trips per year
Total Food & Beverage: 103.46
Frozen Foods:
32.5
32.5/103.46=31.4%
31% of food & beverage trips include frozen foods.
The average frozen food purchase includes 3.5 frozen items.
Source: Nielsen Homescan Consumer Facts, 52 Weeks Ending 12/29/07
Frozen Foods Quiz
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Nielsen Frozen Foods Quiz
QUESTION:
Which frozen food categories skew to
high income shoppers?
Frozen Foods Quiz
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Which frozen food categories skew to
high income shoppers?
$ Index* vs.
Category
>$100K HH’s
Frozen Soup
190
Frozen Sauces & Gravies
185
Frozen Pasta
144
Frozen Desserts
141
Frozen Bagels
140
*Index reflects demographic share of
dollars vs. share of U.S. households.
Source: Nielsen Homescan Consumer Facts, 52 Weeks Ending 12/29/07
Frozen Foods Quiz
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Nielsen Frozen Foods Quiz
QUESTION:
Which frozen food categories skew to
large households?
Frozen Foods Quiz
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Which frozen food categories skew
to large households?
$ Index* vs.
Category
5+ Member HH’s
Frozen Apple Juice
275
Frozen Corn Dogs
260
Frozen Ground Beef
223
Frozen Grape Juice
208
Frozen Waffles/Pncks/Frn Tst 204
*Index reflects demographic share of
dollars vs. share of U.S. households.
Source: Nielsen Homescan Consumer Facts, 52 Weeks Ending 12/29/07
Frozen Foods Quiz
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Nielsen Frozen Foods Quiz
QUESTION:
Which frozen food categories skew to
African American shoppers?
Frozen Foods Quiz
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Which frozen food categories skew to
African American shoppers?
$ Index* vs.
Category
African American HH’s
Frozen Corn on the Cob
206
Frozen Lima Beans
205
Frozen Unbreaded Fish
192
Frozen Breaded Shrimp
155
Frozen Broccoli
145
*Index reflects demographic share of
dollars vs. share of U.S. households.
Source: Nielsen Homescan Consumer Facts, 52 Weeks Ending 12/29/07
Frozen Foods Quiz
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Nielsen Frozen Foods Quiz
QUESTION:
Which frozen food categories skew to
Acculturated Hispanic shoppers?
Frozen Foods Quiz
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Which frozen food categories skew to
Acculturated Hispanic shoppers?
$ Index* vs.
Categories
Acculturated Hispanics
Frozen Mexican Entrees
151
Frozen Apple Juice
149
Frozen Corn on the Cob
148
Frozen Ground Beef
145
Frozen Fruit & Drink Mixes 144
*Index reflects demographic share of
dollars vs. share of U.S. households.
Source: Nielsen Homescan Consumer Facts, 52 Weeks Ending 12/29/07
Frozen Foods Quiz
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Nielsen Frozen Foods Quiz
QUESTION:
What is the #1 frozen vegetable sold in
the US?
Frozen Foods Quiz
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What is the #1 frozen vegetable
sold in the US?
Potato at $1,581 MM
Do French fries
count as
vegetables?
– Mixed frozen vegetables sold $641 MM
– Corn/corn on the cob at $403 MM
– Broccoli at $253 MM
– Peas at $240 MM
Source: Nielsen Strategic Planner, 52 Weeks Ending 1/26/08,
Total U.S. Grocery/Drug/Mass Including Wal-Mart
Frozen Foods Quiz
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Nielsen Frozen Foods Quiz
QUESTION:
Who is considered the father of the
frozen food industry?
Frozen Foods Quiz
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Who is considered the father of the
frozen food industry?
Clarence Birdseye, a US inventor, developed the
quick-freezing process of food preservation in the
early 20th century and is considered the Father of
Frozen Foods.
Mr. Birdseye invented the
freezing process the same
year that Mr. Nielsen founded
the Nielsen company, 1923.
Source: Wikipedia
Frozen Foods Quiz
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Nielsen Frozen Foods Quiz
QUESTION:
Which U.S. market sells the most
frozen food relative to all food &
beverage purchases?
Frozen Foods Quiz
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Which U.S. market sells the most frozen food
relative to all food & beverage purchase?
Market
(supermarkets only)
1. St. Louis
2. Milwaukee
3. Minneapolis
4. Cincinnati
5. Cleveland
6. Richmond/Norfolk
7. Memphis
8. Chicago
9. Jacksonville
10. Pittsburgh
Total U.S.
Frozen Foods
% of Food & Bev
15.0%
14.9%
14.4%
14.4%
14.3%
14.3%
14.2%
14.1%
13.9%
13.9%
12.9%
Frozen Foods Quiz
* *
*
* ** *
*
*
*
Source: Nielsen Strategic Planner,
52 Weeks Ending 1/26/08,
Supermarket Sales
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Nielsen Frozen Foods Quiz
QUESTION:
Which department is growing faster,
frozen foods or HBC?
Frozen Foods Quiz
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Which department is growing faster,
frozen foods or HBC?
Frozen food is growing faster than dry
grocery, HBC and non-food grocery.
52 Week
$ Vol
% Chg.
YA
$178,088 MM
$59,648 MM
$55,884 MM
$48,632 MM
$38,026 MM
+4.8%
+2.8%
+2.1%
+11.5%
-0.3%
$36,914 MM
+5.0%
$20,268 MM
$15,537 MM
$12,725 MM
$6,832 MM
$2,815 MM
+5.4%
+8.5%
+4.3%
+9.2%
+16.1%
Department
1.
2.
3.
4.
5.
Dry Grocery
HBC
Non-food Grocery
Dairy
General Merchandise*
6. Frozen Foods
7. Alcoholic Bev.
8. Fresh Produce (UPC-coded)
9. Packaged Meat
10.Deli (UPC-coded)
11.Fresh Meat (UPC-coded)
Source: Nielsen Strategic Planner, 52 Weeks Ending 1/26/08,
Total U.S. Grocery/Drug/Mass Including Wal-Mart
*General Merchandise includes
departments tracked by Nielsen.
Frozen Foods Quiz
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Nielsen Frozen Foods Quiz
QUESTION:
What percent of frozen food sales are
generated by organic products?
Frozen Foods Quiz
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What percent of frozen food sales are
generated by organic products?
Only 1.0% of all frozen food sales are generated by organics.
• Currently a $305 million segment
• Frozen food organics sales volume grew by 23% over last
year
• 1.2% of dry grocery sales are categorized as organics
Source: Nielsen LabelTrends, 52 Weeks Ending 1/26/08,
Total U.S. Grocery/Drug/Mass without Wal-Mart
Frozen Foods Quiz
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Nielsen Frozen Foods Quiz
QUESTION:
What frozen food association does Nielsen
partner with?
Frozen Foods Quiz
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What frozen food association does
Nielsen partner with?
National Frozen & Refrigerated Foods Association
(NFRA)
Official slogan “FROZEN FOODS - Fresh Ideas. Great Taste.”
Replaced “Bring Us To Your Table! Freezer Favorites.”
The new logo speaks to the
innovation, quality and taste
aspects of frozen foods.
Source: www.nffa.org
Frozen Foods Quiz
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Nielsen Frozen Foods Quiz
QUESTION:
How many homes received the NFRA March
frozen foods FSI?
Frozen Foods Quiz
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How many homes received the NFRA March
frozen foods FSI?
More than 37 million households nationally heard about March National
Frozen Food Month in an FSI run in major newspapers.
The FSI featured coupons and package shots of the sponsoring
manufacturer brands and directed consumers to a website to enter the
$10,000 Freezer Favorites Sweepstakes.
FSI week is
the 4th top
selling frozen
foods week.
Source: http://www.nfraweb.org
Frozen Foods Quiz
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Nielsen Frozen Foods Quiz
QUESTION:
What is the top sales week for frozen
foods in 2007?
Frozen Foods Quiz
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What is the top sales week for
frozen foods in 2007?
Week ending April 7, 2007
(pre-Easter) $619 MM
Easter week
generated 2.1% of
total frozen food
sales for 52 weeks.
#2. Week ending July 7, 2007 (4th of July) $612 MM
#3. Week ending Nov 24, 2007 (Thanksgiving) $607 MM
#4. Week ending March 4, 2007 (FSI) $604 MM
#5. Week ending Sep 8, 2007 (Labor Day) $603 MM
Source: Nielsen Strategic Planner, 52 Weeks Ending 1/26/08,
Total U.S. Grocery/Drug/Mass without Wal-Mart
Frozen Foods Quiz
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Nielsen Frozen Foods Quiz
QUESTION:
Is the average dollar ring for a frozen
item higher or lower than average dry
grocery item?
Frozen Foods Quiz
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Is the average dollar ring for a frozen item
higher or lower than average dry grocery item?
Avg. $
Department
Ring
Alcoholic Beverage
$8.76
Fresh Meat (UPC-coded)
$4.22
Deli (UPC-coded)
$3.11
Frozen Foods
$2.74
Packaged Meat
$2.70
Fresh Produce (UPC-coded) $2.39
Dairy
$2.23
Dry Grocery
$1.87
Higher by $0.87
Source: Nielsen Strategic Planner, 52 Weeks Ending 1/26/08,
Total U.S. Grocery/Drug/Mass without Wal-Mart
Frozen Foods Quiz
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Nielsen Frozen Foods Quiz
QUESTION:
Among Grocery/Drug/Mass channels,
what percent of frozen foods are sold
at Wal-Mart?
Frozen Foods Quiz
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Among Grocery/Drug/Mass channels, what
percent of frozen foods are sold at Wal-Mart?
Wal-Mart frozen foods comprise 19%
of all frozen foods purchased in
grocery, drug and mass channels.
• Frozen foods make up 12% of total food & bev
purchases for Wal-Mart
4% in the drug channel
13% in the grocery channel
Source: Nielsen Strategic Planner, 52 Weeks Ending 1/26/08,
Total U.S. Grocery/Drug/Mass Including Wal-Mart
Frozen Foods Quiz
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Nielsen Frozen Foods Quiz
QUESTION:
What % of frozen foods are private label and how
does that compare to other departments?
Frozen Foods Quiz
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What % of frozen foods are private label
and how does that compare to other
departments?
Department
Dairy
Frozen Food
Fresh Meat (UPC-coded)
Dry Grocery
Fresh Produce (UPC-coded)
Packaged Meat
Total Food & Bev
% PL
39%
19%
15%
14%
13%
13%
19%
Source: Nielsen Strategic Planner, 52 Weeks Ending 1/26/08,
Total U.S. Grocery/Drug/Mass Including Wal-Mart
Frozen Foods Quiz
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Nielsen Frozen Foods Quiz
QUESTION:
Which frozen foods categories have the
highest % of private label share?
Frozen Foods Quiz
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Which frozen foods categories have the
highest % of private label share?
Category
% PL
Frozen Unprep Meat/Seafood
Frozen Dessert/Fruit/Toppings
Frozen Juices/Drinks
Ice
Ice Cream
Total Frozen Food
45%
36%
34%
23%
23%
19%
Private label
drivers
Source: Nielsen Strategic Planner, 52 Weeks Ending 1/26/08,
Total U.S. Grocery/Drug/Mass Including Wal-Mart
Frozen Foods Quiz
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Some internet links on frozen foods:
National Frozen & Refrigerated Foods Association
(NFRA, used to be NFFA)
http://www.nfraweb.org
NFRA’s Frozen Food Month site
http://www.easyhomemeals.com
American Frozen Food Institute
http://www.affi.com/
Information on Clarence Birdseye
http://en.wikipedia.org/wiki/Clarence_Birdseye
History of frozen food through the decades
http://www.affi.com/factstat-history.asp
Frozen Foods Quiz
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Thank you
Frozen Foods Quiz
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