1. Frozen Foods Quiz March, 2008 For more information
please contact Kathy Tyburowski

2. Which month is Frozen Food Month?
Nielsen Frozen Foods Quiz QUESTION:
Which month is Frozen Food Month?
We’ll start you with an easy one….
For more information
please contact Kathy Tyburowski
Frozen Foods Quiz

3. 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

4. Frozen foods represent what percent of U.S. food & beverage sales?
Nielsen Frozen Foods Quiz QUESTION:
Frozen foods represent what percent of U.S. food & beverage sales?
Frozen Foods Quiz

5. 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
Frozen Foods Quiz

6. What are the top categories in frozen foods?
Nielsen Frozen Foods Quiz QUESTION:
What are the top categories in frozen foods?
Frozen Foods Quiz

7. What are the top categories in frozen foods?
52 Week
Category $ Vol
1. Ice Cream $4,472 MM
2. Frozen Pizza $3,603 MM
3. Frozen Novelties $2,693 MM
4. Frozen Poultry Entrees $2,652 MM
5. Frozen Italian Entrees $1,998 MM
6. Frozen Potato $1,581 MM
7. Frozen Dinners $1,436 MM
8. Frozen Poultry $1,288 MM
9. Frozen Breakfast $1,041 MM
10.Frozen Shrimp $1,037 MM
ALL FROZEN FOODS $36,914 MM
Source: Nielsen Strategic Planner, 52 Weeks Ending 1/26/08,
Total U.S. Grocery/Drug/Mass Including Wal-Mart
Frozen Foods Quiz

8. Which are the fastest growing categories in frozen foods?
Nielsen Frozen Foods Quiz QUESTION:
Which are the fastest growing categories in frozen foods?
Frozen Foods Quiz

9. Which are the fastest growing categories in frozen foods?
52 Week % Chg.
Category* $ Vol YA
Frozen 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.
Frozen Foods Quiz

10. What % of frozen foods are purchased at supercenters?
Nielsen Frozen Foods Quiz QUESTION:
What % of frozen foods are purchased at supercenters?
Frozen Foods Quiz

11. What % of frozen foods are purchased at supercenters?
Source: Nielsen Homescan Channel Facts, 52 Weeks Ending 12/29/07
Frozen Foods Quiz

12. What % of food & beverage trips include a frozen food item?
Nielsen Frozen Foods Quiz QUESTION:
What % of food & beverage trips include a frozen food item?
Frozen Foods Quiz

13. 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
Frozen Foods Quiz

14. Which frozen food categories skew to high income shoppers?
Nielsen Frozen Foods Quiz QUESTION:
Which frozen food categories skew to high income shoppers?
Frozen Foods Quiz

15. 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

16. Which frozen food categories skew to large households?
Nielsen Frozen Foods Quiz QUESTION:
Which frozen food categories skew to large households?
Frozen Foods Quiz

17. 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

18. Which frozen food categories skew to African American shoppers?
Nielsen Frozen Foods Quiz QUESTION:
Which frozen food categories skew to African American shoppers?
Frozen Foods Quiz

19. 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

20. Which frozen food categories skew to Acculturated Hispanic shoppers?
Nielsen Frozen Foods Quiz QUESTION:
Which frozen food categories skew to Acculturated Hispanic shoppers?
Frozen Foods Quiz

21. 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
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

22. What is the #1 frozen vegetable sold in the US?
Nielsen Frozen Foods Quiz QUESTION:
What is the #1 frozen vegetable sold in the US?
Frozen Foods Quiz

23. 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?
Source: Nielsen Strategic Planner, 52 Weeks Ending 1/26/08,
Total U.S. Grocery/Drug/Mass Including Wal-Mart
Frozen Foods Quiz

24. Who is considered the father of the frozen food industry?
Nielsen Frozen Foods Quiz QUESTION:
Who is considered the father of the frozen food industry?
Frozen Foods Quiz

25. 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

26. Nielsen Frozen Foods Quiz QUESTION:
Which U.S. market sells the most frozen food relative to all food & beverage purchases?
Frozen Foods Quiz

27. Source: Nielsen Strategic Planner,
Which U.S. market sells the most frozen food relative to all food & beverage purchase?
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 % * * * * * * * * * * *
Source: Nielsen Strategic Planner,
52 Weeks Ending 1/26/08,
Supermarket Sales
Frozen Foods Quiz

28. Which department is growing faster, frozen foods or HBC?
Nielsen Frozen Foods Quiz QUESTION:
Which department is growing faster, frozen foods or HBC?
Frozen Foods Quiz

29. Which department is growing faster, frozen foods or HBC?
Frozen food is growing faster than dry grocery, HBC and non-food grocery.
52 Week % Chg.
Department $ Vol YA
1. 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%
*General Merchandise includes
departments tracked by Nielsen.
Source: Nielsen Strategic Planner, 52 Weeks Ending 1/26/08,
Total U.S. Grocery/Drug/Mass Including Wal-Mart
Frozen Foods Quiz

30. What percent of frozen food sales are generated by organic products?
Nielsen Frozen Foods Quiz QUESTION:
What percent of frozen food sales are generated by organic products?
Frozen Foods Quiz

31. 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

32. What frozen food association does Nielsen partner with?
Nielsen Frozen Foods Quiz QUESTION:
What frozen food association does Nielsen partner with?
Frozen Foods Quiz

33. What frozen food association does Nielsen partner with?
Official slogan “FROZEN FOODS - Fresh Ideas. Great Taste.”
Replaced “Bring Us To Your Table! Freezer Favorites.”
National Frozen & Refrigerated Foods Association
(NFRA)
The new logo speaks to the innovation, quality and taste aspects of frozen foods.
Source:
Frozen Foods Quiz

34. How many homes received the NFRA March frozen foods FSI?
Nielsen Frozen Foods Quiz QUESTION:
How many homes received the NFRA March frozen foods FSI?
Frozen Foods Quiz

35. 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:
Frozen Foods Quiz

36. What is the top sales week for frozen foods in 2007?
Nielsen Frozen Foods Quiz QUESTION:
What is the top sales week for frozen foods in 2007?
Frozen Foods Quiz

37. What is the top sales week for frozen foods in 2007?
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.
Source: Nielsen Strategic Planner, 52 Weeks Ending 1/26/08,
Total U.S. Grocery/Drug/Mass without Wal-Mart
Frozen Foods Quiz

38. 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

39. 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

40. Nielsen Frozen Foods Quiz QUESTION:
Among Grocery/Drug/Mass channels, what percent of frozen foods are sold at Wal-Mart?
Frozen Foods Quiz

41. 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

42. Nielsen Frozen Foods Quiz QUESTION:
What % of frozen foods are private label and how does that compare to other departments?
Frozen Foods Quiz

43. 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%
Source: Nielsen Strategic Planner, 52 Weeks Ending 1/26/08,
Total U.S. Grocery/Drug/Mass Including Wal-Mart
Frozen Foods Quiz

44. Nielsen Frozen Foods Quiz QUESTION:
Which frozen foods categories have the highest % of private label share?
Frozen Foods Quiz

45. 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 %
Ice Cream 23%
Total Frozen Food 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

46. Some internet links on frozen foods:
National Frozen & Refrigerated Foods Association
(NFRA, used to be NFFA)
NFRA’s Frozen Food Month site
American Frozen Food Institute
Information on Clarence Birdseye
History of frozen food through the decades
Frozen Foods Quiz

47. Thank you For more information please contact Kathy Tyburowski
Frozen Foods Quiz
Confidential & Proprietary • Copyright © The Nielsen Company