Men hold 53% share of US chilled and deli foods market by value, with consumption particularly disproportionate in cured meats, pates, pies, savory appetizers and pre-packed sandwiches product categories, according to new report

LONDON , January 20, 2014 (press release) – just published a new market research report:

The US Chilled and Deli Foods Market: What Consumers Eat and Why?

Product Synopsis

This report provides the results for the Chilled and Deli Food market in the US from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Chilled and Deli Food market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This report solves these problems by providing integrated survey-based data on consumer trends and consumer groups, and market data which shows the exact size of consumer groups, how much of the Chilled and Deli Food market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008-2009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Cured Meats, Fermented Meats, Pates, Pies andSavory Appetizers, Pre-packed Sandwiches, Prepared Salads, Savory Baked Goods are not considered essential items and therefore consumption patterns have not been comparatively affected. Market volume of pre-packed sandwiches in the US is likely to remain flat as consumption patterns across age groups remain similar. Moreover, the demographic trend in the US is unlikely to record any changes.

What are the key drivers behind recent market changes?

Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Cured Meats, Fermented Meats, Pates, Pies andSavory Appetizers, Pre-packed Sandwiches, Prepared Salads, and Savory Baked Goods.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer Penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Consumption of Pates is extremely low in the US, with only approximately 10% of consumers in most age groups consuming these products. Consumption is highest among Older Young Adults, though consumption is mostly of a Light frequency. This indicates that this age group should be targeted with marketing messages designed to increase how often they eat Pates.

Consumption of Prepared Salads is higher for adults than children. While similar numbers of adults and children record Heavy frequency consumption, the main difference between the age groups is in the number of Light frequency consumers. For instance, 12% of Tweens and Early Teens record Light consumption frequency, compared to 27% of Early Young Adults, and 28% of Mid-Lifers.

Men have a 53% share of the US Chilled and Deli Foods market by value despite accounting for 49% of the population. Male consumption is particularly disproportionate in the Cured Meats, Pates, Pies and Savory Appetizers and Pre-packed Sandwiches product categories.

Key Highlights

Private label penetration by volume is highest in Savory Baked Good sat 71%, following by Prepared Salads, which is much less at 47%. This indicates that brands may be threatened by retailers expecting to be able to grow their market share in other Chilled and Deli Foods categories.

A significant "attitude-behavior" gap exists between the share of consumers citing that a trend affects their consumption and the actual share of the market value these trends influence.
The gap is particularly significant in the Pre-packed Sandwiches, Pates, Cured Meats, and Fermented Meats markets. This is because consumers don't always act on these trends - the result is that overall trend influence is limited, but has the potential to grow.

The Pre-packed Sandwiches category is the most valuable in the Chilled and Deli Foods market, followed by Prepared Salads which is worth over twice as much as the third-largest market, Pies and Savory Appetizers.

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