confidential & proprietary copyright © 2008 the nielsen company frozen foods quiz march, 2008

Confidential & Proprietary • Copyright © 2008 The Nielsen Company

Frozen Foods Quiz

March, 2008

Frozen Foods Quiz Confidential & ProprietaryCopyright © 2008 The Nielsen Company

Which month is Frozen Food Month?

Nielsen Frozen Foods Quiz

QUESTION:

We’ll start you with an easy one….


Which month is Frozen Food Month?

Source: NFRA

Since 1984, March has been considered the Frozen Food Month.

March is also National Nutrition Month and Women’s History Month.


Frozen foods represent what percent of U.S. food & beverage sales?


QUESTION:


Fresh Meat (UPC- coded)

1%

Dairy16%

Frozen Food12%

Dry Grocery60%

Fresh Produce

(UPC-coded)5%

Packaged Meat4%

Deli (UPC- coded)

2%

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.

Source: Nielsen Strategic Planner, 52 Weeks Ending 1/26/08,Total U.S. Grocery/Drug/Mass Including Wal-Mart


What are the top categories in frozen foods?


QUESTION:


What are the top categories in frozen foods?

52 WeekCategory $ Vol 1. Ice Cream $4,472 MM2. Frozen Pizza $3,603 MM3. Frozen Novelties $2,693 MM4. Frozen Poultry Entrees $2,652 MM5. Frozen Italian Entrees $1,998 MM6. Frozen Potato $1,581 MM7. Frozen Dinners $1,436 MM8. Frozen Poultry $1,288 MM9. Frozen Breakfast $1,041 MM10.Frozen Shrimp $1,037 MMALL FROZEN FOODS $36,914 MM



Which are the fastest growing categories in frozen foods?


QUESTION:


Which are the fastest growing categories in frozen foods?

52 Week % Chg.Category* $ Vol YAFrozen Desserts $394 MM +21%Mixed Frozen Vegetables $641 MM +17%Frozen Fish $860 MM +14%Frozen Italian Entrees $1,998 MM +13%Frozen Fruits $463 MM +12%ALL FROZEN FOODS $36,914 MM +5%

Source: Nielsen Strategic Planner, 52 Weeks Ending 1/26/08,Total U.S. Grocery/Drug/Mass Including Wal-Mart*Excludes smaller categories.


What % of frozen foods are purchased at supercenters?


QUESTION:


What % of frozen foods are purchased at supercenters?

Drug0.6%

Other3.3%

Mass (w/out supers)

1.5%

Warehouse10%

Grocery68%

Supercenters17%

Source: Nielsen Homescan Channel Facts, 52 Weeks Ending 12/29/07


What % of food & beverage trips include a frozen food item?


QUESTION:


What % of food & beverage trips include a frozen food item?

Avg. # of trips per year

Total Food & Beverage: 103

Frozen Foods: 33

33/100=31%

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


Which frozen food categories skew to high income shoppers?


QUESTION:


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.


Which frozen food categories skew to large households?


QUESTION:


Which frozen food categories skew to large households?

Source: Nielsen Homescan Consumer Facts, 52 Weeks Ending 12/29/07*Index reflects demographic share of dollars vs. share of U.S. 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


Which frozen food categories skew to African American shoppers?


QUESTION:


Which frozen food categories skew to African American shoppers?

Source: Nielsen Homescan Consumer Facts, 52 Weeks Ending 12/29/07*Index reflects demographic share of dollars vs. share of U.S. households.

$ 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


Which frozen food categories skew to Acculturated Hispanic shoppers?


QUESTION:


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.


What is the #1 frozen vegetable sold in the US?


QUESTION:


What is the #1 frozen vegetable sold in the US?

Potato at $1,581 MM

– Mixed frozen vegetables sold $641 MM

– Corn/corn on the cob at $403 MM

– Broccoli at $253 MM

– Peas at $240 MM

Do French fries count as

vegetables?



Who is considered the father of the frozen food industry?


QUESTION:


Who is considered the father of the frozen food industry?

Source: Wikipedia

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.


Which U.S. market sells the most frozen food relative to all food & beverage purchases?


QUESTION:


Which U.S. market sells the most frozen food relative to all food & beverage purchase?

Source: Nielsen Strategic Planner, 52 Weeks Ending 1/26/08,

Supermarket Sales

Market Frozen Foods(supermarkets only) % of Food & Bev 1. St. Louis 15.0% 2. Milwaukee 14.9% 3. Minneapolis 14.4% 4. Cincinnati 14.4% 5. Cleveland 14.3% 6. Richmond/Norfolk 14.3% 7. Memphis 14.2% 8. Chicago 14.1% 9. Jacksonville 13.9%10. Pittsburgh 13.9% Total U.S. 12.9%

**

***

**

* *

**


Which department is growing faster, frozen foods or HBC?


QUESTION:


Which department is growing faster, frozen foods or HBC?

52 Week % Chg.Department $ Vol YA1. Dry Grocery $178,088 MM +4.8%2. HBC $59,648 MM +2.8%3. Non-food Grocery $55,884 MM +2.1%4. Dairy $48,632 MM +11.5%5. General Merchandise* $38,026 MM -0.3%6. Frozen Foods $36,914 MM +5.0%7. Alcoholic Bev. $20,268 MM +5.4%8. Fresh Produce (UPC-coded) $15,537 MM +8.5%9. Packaged Meat $12,725 MM +4.3%10.Deli (UPC-coded) $6,832 MM +9.2%11.Fresh Meat (UPC-coded) $2,815 MM +16.1%

Frozen food is growing faster than dry grocery, HBC and non-food grocery.

*General Merchandise includes departments tracked by Nielsen.



What percent of frozen food sales are generated by organic products?


QUESTION:


What percent of frozen food sales are generated by organic products?

Source: Nielsen LabelTrends, 52 Weeks Ending 1/26/08, Total U.S. Grocery/Drug/Mass without Wal-Mart

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


What frozen food association does Nielsen partner with?


QUESTION:


What frozen food association does Nielsen partner with?

Official slogan “FROZEN FOODS - Fresh Ideas. Great Taste.”Replaced “Bring Us To Your Table! Freezer Favorites.”

Source: www.nffa.org

The new logo speaks to the innovation, quality and taste aspects of frozen foods.

National Frozen & Refrigerated Foods Association (NFRA)


How many homes received the NFRA March frozen foods FSI?


QUESTION:


How many homes received the NFRA March frozen foods FSI?

Source: http://www.nfraweb.org

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.


What is the top sales week for frozen foods in 2007?


QUESTION:


What is the top sales week for frozen foods in 2007?


Total U.S. Grocery/Drug/Mass without Wal-Mart

Week ending April 7, 2007 (pre-Easter) $619 MM

#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

Easter week generated 2.1% of total frozen food sales for 52 weeks.


Is the average dollar ring for a frozen item higher or lower than average dry grocery item?


QUESTION:


Is the average dollar ring for a frozen item higher or lower than average dry grocery item?


Total U.S. Grocery/Drug/Mass without Wal-Mart

Avg. $Department Ring Alcoholic Beverage $8.76Fresh Meat (UPC-coded) $4.22Deli (UPC-coded) $3.11Frozen Foods $2.74Packaged Meat $2.70Fresh Produce (UPC-coded) $2.39Dairy $2.23Dry Grocery $1.87

Higher by $0.87


Among Grocery/Drug/Mass channels, what percent of frozen foods are sold at Wal-Mart?


QUESTION:


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



What % of frozen foods are private label and how does that compare to other departments?


QUESTION:


What % of frozen foods are private label and how does that compare to other

departments?


Department % PL Dairy 39%Frozen Food 19%Fresh Meat (UPC-coded)15%Dry Grocery 14%Fresh Produce (UPC-coded) 13%Packaged Meat 13%Total Food & Bev 19%


Which frozen foods categories have the highest % of private label share?


QUESTION:


Which frozen foods categories have the highest % of private label share?


Category % PL Frozen Unprep Meat/Seafood 45%Frozen Dessert/Fruit/Toppings 36%Frozen Juices/Drinks 34%Ice 23%Ice Cream 23%Total Frozen Food 19%

Private label drivers


Some internet links on frozen foods:

National Frozen & Refrigerated Foods Association (NFRA, used to be NFFA)

http://www.nffa.org

NFRA’s Frozen Food Month sitehttp://www.bringustoyourtable.com/

American Frozen Food Institutehttp://www.affi.com/

Information on Clarence Birdseyehttp://en.wikipedia.org/wiki/Clarence_Birdseye

History of frozen food through the decadeshttp://www.affi.com/factstat-history.asp

confidential & proprietary copyright © 2008 the nielsen company frozen foods quiz march, 2008

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