Progressive Grocer Product

Summer 2016

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1 8 Progressive Grocer Products Showcase / Summer 2016 sub-segment in recent years. Refrigerated lunches and luncheon meat are seeing innovation that runs a broad spectrum, and consumers have responded. A few products, in particular, have packed a punch in refrigerated lunches. Some notables include: • Oscar Mayer Deli Fresh Bold – bold favors • Lunchables Kabobbles – fun! • Oscar Mayer P3 – protein • Hormel Gatherings party tray – ofers a new spin on refrigerated lunch meat by capitalizing on/encouraging the consumption of luncheon meats during special events and gatherings • Hillshire Farm Farm Classics – value, targeting families • Hillshire Farms Naturals – higher-end ofering with no artifcial ingredients and no preservatives. Separate, but related, Lunchables Breakfast even brings this powerful brand across dayparts and into the breakfast occasion. Merchandising Matters Promotions can be powerful in the refrigerated and frozen cases across retail outlets, however, traditional print promotions have declined. According to Chicago's Market Track, nine of the top 10 promoted manufacturers in the frozen foods department saw a decrease in total print promotions over the past 12 months vs. the prior 12. The department overall saw a 7 percent decrease in print promotions, Market Track reports. However, ofer-type analysis is interesting for these categories, as they are often promoted with a multiple purchase ofer (10/$10). Often stock-up options drive interest given the nature of frozen foods and their longevity in consumers' homes. Interestingly, 45 percent of frozen promotions are featured with a multiple-unit incentive (10/$10, 4/$5, etc.), which, taken in and of itself, is a signifcant portion of total frozen promotions. However, when compared to other departments such as canned grocery, dry grocery, and snacks—each of which are promoted more than 50 percent of the time with multi-unit incentives—frozen actually is average. PGPS REFRIGERATED & FROZEN Source: Market Track, Chicago, promotional data 2015 FROZEN % OF PRINT PROMOTIONS - L12 MONTHS % CHANGE IN TOTAL PRINT PROMOTIONS - L12 VS. P12 REFRIGERATED % OF PRINT PROMOTIONS - L12 MONTHS % CHANGE IN TOTAL PRINT PROMOTIONS - L12 VS. P12 PRIVATE LABEL 19% -5% GENERAL MILLS 22% -20% NESTLÉ 12% -8% PRIVATE LABEL 13% -6% CONAGRA FOODS 7% -16% GRUMA CORPORATION 12% 11% UNILEVER 5% -4% KRAFT HEINZ 8% -16% KRAFT HEINZ 4% -7% CONAGRA FOODS 8% 10% PINNACLE FOOD PRODUCTS INC 4% -8 % NESTLÉ 8% 2% SCHWANS CONSUMER BRANDS N A 3% -5% VENTURA FOODS 3% 33% GENERAL MILLS 2% -13% KOZY SHACK INC 2% 17% KELLOGGS 2% -39% T MARZETTI CO 2% -29% TYSON FOODS INC 2% 39% LA TORTILLA FACTORY 2% -18% ToP 10 PromoTed manufacTurerS Frozen & Refrigerated Foods: $167.4 billion, Up 1.4% vs. prior year Up 0.6% in units Source: IRI Multi-Outlet plus Convenience, 52 weeks ended Feb. 21, 2016

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