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Breakfast and Sandwich Meat in the United States 2007
Mintel, April 2007, Pages: 115
Breakfast and sandwich meats are a staple in many households. However, the market has been experiencing a decline in FDM sales, excluding Wal-Mart, making the evaluation of products, positioning, and placement a must for players in the category. The U.S. breakfast and sandwich meat market posted sales growth in only two years in the review of 2001-06—and those years were the heart of the low-carb fad. With the support of low-carb eating, market sales jumped 8% from 2002-04. However, as focus shifted away from this diet, sales fell in 2005-06. In total, sales gained only 4% from 2001-06. With adjustments for inflation, market sales declined 9% from 2001-06.
This report addresses the challenges for this market, including the changing size of the average American household; competition from food service; and usage of pre-made breakfast meat sandwiches and meals that do not require the purchase of stand-alone breakfast meat.
But, perhaps more importantly, this report also discusses the imperatives and opportunities in the market, such as the need to further penetrate Asian and Hispanic households, ways the category can be a part of more meal solutions at more times of the day, and the importance of flavor and health-oriented positioning in this arena.
Packaged breakfast and sandwich meat is defined as follows:
- Refrigerated sliced sandwich meat (e.g., bologna; may also be referred to as cold cuts or lunchmeat)
- Refrigerated and frozen bacon (including turkey and reduced fat bacons)
- Refrigerated frankfurters (hot dogs)
- Refrigerated dinner sausage (including bratwursts, Polish sausage and Italian sausage)
- Refrigerated breakfast sausage and ham
- Frozen breakfast and sandwich meat
- Refrigerated non-sliced sandwich meat (including non-sliced bologna or other sandwich meat and salami)
This definition does not include:
- Deli meats requiring counter help for slicing
- Pre-formed hamburger patties
- Ground beef
- Frozen breakfast sandwiches, which contain breakfast meats
- Lunchmeats sold in kits (e.g. Lunchables)
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