Consumption Universe Consumer Segmentation

 

 

Meals Market Landscape

The market landscape shows consumer perceived trade-offs and competitive positions for meal products. Unmet needs are identified when product performance is compared to need state requirements.

 

 

Occasion needs

Benefit bundles valued by a large number of consumers in a large number of occasions. These define consumers’ ideal requirements for delivery and competitive advantage. Unmet needs are identified through comparison of product performance against each need state.

 

 

Meal Universe product list

Appetizers

  • Frozen fried appetizers
  • Frozen Mexican appetizers
  • Sushi

Bar

  • Breakfast biscuits
  • Cereal bars
  • Granola bars – crunchy or chewy
  • Protein bars

Beverage

  • Milkshakes
  • Protein drinks – ready-to-drink

Breakfast

  • Bacon
  • Donuts
  • Fresh breakfast sandwiches
  • Fresh egg dishes
  • Fresh eggs – plain
  • Fresh pancakes or waffles
  • Frozen breakfast bowls
  • Frozen breakfast sandwiches
  • Frozen pancakes or waffles
  • Frozen vegetarian breakfast foods
  • Frozen/refrigerated breakfast sausage
  • Muffins
  • Pastries/Danishes
  • Toaster pastries

Cereal

  • All-family cereal
  • Health-oriented cereal
  • Hot cereal
  • Organic cereal
  • Sweetened cereal

Cheese

  • Block/wedge of cheese
  • Cottage cheese

Entrée/diet

  • Pre-portioned diet meals

Entrée/ethnic

  • Burritos/enchiladas – prepared at home
  • Chinese/Thai dishes – prepared at home
  • Tacos – prepared at home

Entrée/fish

  • Fresh fish/seafood
  • Frozen fried/breaded fish
  • Tuna from can/pouch

Entrée/frozen

  • Meal-in-a-bag frozen entrees
  • Reduced calorie single-serve frozen meal
  • Single-serve frozen entrees

Entrée/kit

  • Lunch kits
  • Meal kits
  • Shelf-stable microwave meals

Entrée/meat

  • Dinner sausage
  • Ground beef dishes – not hamburgers
  • Hamburgers – prepared at home
  • Hot dogs
  • Pork
  • Smoked sausage/kielbasa
  • Steak – grilled/broiled

Entrée/pasta

  • Canned pasta
  • Fresh-prepared pasta meals

Entrée/pizza

  • Frozen pizza – family-size
  • Pizza assembled fresh at home
  • Restaurant pizza – takeout or home deli

Entrée/poultry

  • Chicken – baked/grilled/broiled
  • Fresh fried chicken pieces
  • Frozen chicken nuggets/fingers/strips
  • Frozen chicken wings – prepared at home
  • Frozen fried chicken pieces

Entrée/prepared

  • Ready-to-heat/bake prepared meals

Entrée/salad

  • Entree salads

Entrée/sandwich

  • Frozen pocket sandwiches
  • Grilled cheese sandwich
  • Grilled chicken sandwich
  • Packaged deli meat
  • Peanut butter & jelly sandwich
  • Sandwich with "salad" filling
  • Sandwich/sub – pre at home
  • Sandwich/sub – sub shop

Entrée/vegetarian

  • Vegetarian entrees
  • Veggie burgers

Fruit

  • Fresh fruit – whole or pre-cut
  • Fruit in cans/jars

Meal replacements

  • Breakfast beverages
  • Fruit smoothies – ready-to-drink
  • Fruit smoothies from a restaurant/shop
  • Nutritionally complete drinks
  • Vegetable/fruit/green juice smoothies
  • Weight-loss beverages
  • Weight-loss meal replacement bars

Cook in pot/casseroles

  • Boxed macaroni & cheese
  • Canned chili
  • Canned soup
  • Casseroles
  • Homemade soup
  • Macaroni & cheese made from scratch
  • Soup – single-serve microwaveable

Rice/grains

  • Boxed rice kits
  • Brown rice
  • Grains as a side dish
  • Rice – in microwave pouch/cup
  • White rice

Rolls/bread

  • Bagels
  • English muffins

Sides

  • Baked beans
  • French fries
  • Potatoes – not French fries
  • Ramen noodles

Spreads/dips

  • Cheese/queso dips
  • Chocolate hazelnut spread
  • Dairy-based vegetable dips
  • Guacamole/avocado dip
  • Hummus dip
  • Peanut butter
  • Salsa

Vegetables/salads

  • Canned vegetables
  • Complete salad kit in a bag
  • Fresh vegetables – raw
  • Frozen vegetables
  • Mixed salad greens in a package

Yogurt

  • Dessert-type yogurt
  • Drinkable yogurt
  • Greek yogurt
  • Regular yogurt