A MarketSearch Study National MarketSearch Poll Food Brands October/November 2005 MarketSearch...
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A MarketSearch Study
National MarketSearch Poll
Food Brands
October/November 2005
MarketSearch Corporation2721 Devine StreetColumbia, SC 29205803/254-6958
Methodology and Research Specifications
Methodology: Online Survey
Sample: e-Rewards Panel
Markets: Stratified National Sample
Respondent Specs: 18+, Mix of gender and ethnicity
Sample Size: 1,060
Sampling Error: +3.0% at the 95% Confidence Level
Data Collection Dates: October 26 – November 1, 2005
MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
Primary Grocery Shopping Source
QUESTION: At what type of store does your family do the majority of your grocery shopping?
Traditional grocery store
Super store (such as Super Wal-Mart, Super Target)
Club store (such as Costco, Sam’s)
Grocery outlet
Other
MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
Primary Grocery Shopping Source
3
2
5
18
72
0 10 20 30 40 50 60 70 80
Trad. GroceryStore
Super Store
Club Store
Grocery Outlet
Other
Q 3 MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
General Category Purchase(among grocery store shoppers, n=1044)
QUESTION: Please indicate your typical purchase patterns with each of the following categories of food purchased at the grocery store, supermarket, or other type of store where you purchase groceries.
Buy large amounts regularly
Buy small amounts regularly
Buy occasionally
Used to buy but not now
Have never purchased
Categories:Frozen convenience snack foods (pizzas,
pockets, etc.)
Frozen dinners and entrees
Prepackaged lunchmeats
MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
General Category Purchase(among grocery store shoppers, n=1044)
QUESTION: Please indicate your typical purchase patterns with each of the following categories of food purchased at the grocery store, supermarket, or other type of store where you purchase groceries.
Categories (cont.):Sliced lunchmeat from the in-store deli
Fresh Milk
Snack-sized packages of chips, crackers, cookies
Fresh chicken (parts or whole)
MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
General Category Purchase (among grocery store shoppers, n=1044)
5 25 38
6 23 43
7 29 40
6 27 46
6 36 39
30 51 12
27 44 20
0 20 40 60 80 100
Fresh Chicken
Fresh Milk
Service Deli Lunchmeat
Froz. Conv. Snack Foods
Snack-Sized Packages of Snacks
Froz. Dinners/Entrees
Prepackaged Lunchmeat
Large Amounts Reg. Small Amounts Reg. Occasionally
Q 4 MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
General Category Purchase (among grocery store shoppers, n=1044)
19 13
18 10
14 10
14 8
10 9
5 3
5 2
0 20 40 60 80 100
Fresh Milk
Fresh Chicken
Service Deli Lunchmeat
Froz. Conv. Snack Foods
Snack-Sized Packages of Snacks
Froz. Dinners/Entrees
Prepackaged Lunchmeat
Used to Buy but Not Now Have Never Purchased
Q 4 MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
Frozen Convenience Foods Brand Familiarity (among grocery store shoppers, n=1044) (1 of 4)
QUESTION: Please indicate your level of familiarity and experience with each of the following food brands in the FROZEN FOODS category.
Familiar with, use regularly
Familiar with, use occasionally
Familiar with, use rarely
Familiar with but don’t use
Never heard of
Brands:
Totino’s Pizza Rolls
Hot Pockets/Lean Pockets/
Croissant Pockets
Stouffer’s Frozen Entrees
Lean Cuisine Frozen Meals
MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
Frozen Convenience Foods Brand Familiarity (among grocery store shoppers, n=1044) (1 of 4)
QUESTION: Please indicate your level of familiarity and experience with each of the following food brands in the FROZEN FOODS category.
Red Baron Frozen Pizza
Swanson “Hungry-Man” Frozen Dinners
Banquet Frozen Meals
Swanson Pot Pies
Michelina’s
Dilberito
Bagel Bites
Eggo Waffles
Pillsbury Toaster Strudel
Breakfast Hot Pockets
Jimmy Dean Sausage Biscuits
MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
Frozen Convenience Foods Brand Familiarity (among grocery store shoppers, n=1044) (1 of 4)
QUESTION: Please indicate your level of familiarity and experience with each of the following food brands in the FROZEN FOODS category.
Swanson Great Starts
Popper Frozen Party Snacks
Aunt Jemima Frozen Pancakes
Pillsbury Dunkables
Budget Gourmet Entrees
Healthy Choice Dinners
Kraft South Beach Diet Frozen Dinners
Lean Gourmet Entrees
Stouffer’s Corner Bistro
Stouffer’s French Bread Pizza
Delimex
MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
Frozen Convenience Foods Brand Familiarity (among grocery store shoppers, n=1044) (1 of 4)
QUESTION: Please indicate your level of familiarity and experience with each of the following food brands in the FROZEN FOODS category.
TGI Friday’s
Jose Ole
Super Pretzel
Tyson Frozen Chicken Wings
DiGiorno Pizza
Freschetta Pizza
Jeno’s Pizza
Tombstone Pizza
Tony’s Pizza
Marie Callender’s Dinners
Smart Ones Frozen Entrees
MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
Frozen Convenience Foods Brand Familiarity (among grocery store shoppers, n=1044)
1 4 8
1 4 10
2 9 18
2 9 22
5 17 19
10 21 24
0 10 20 30 40 50 60 70
Hot Pockets [LP, CP]
Totinos Pizza Rolls
TGI Friday's
Bagel Bites
Popper Frozen Party Snacks
Stouffer's Corner Bistro
Familiar/Use Regularly Familiar/Use Occasionally Familiar/Use Rarely
Q 5 MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
Frozen Entrees and Meals Brand Familiarity (among grocery store shoppers, n=1044)
2 6 7
2 11 14
3 10 15
3 12 19
4 13 19
4 13 20
3 13 21
3 14 24
5 21 25
9 24 26
8 27 25
0 10 20 30 40 50 60 70
Stouffer's Froz. Entrees
Lean Cuisine Froz. Meals
Healthy Choice Dinners
Swanson Pot Pies
Marie Callender's Dinners
Michelina's
Banquet Froz. Meals
Swanson "Hungry-Man"
Lean Gourmet Entrees
Budget Gourmet Entrees
South Beach Diet Froz. Dinners
Familiar/Use Regularly Familiar/Use Occasionally Familiar/Use Rarely
Q 5 MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
Frozen Breakfast Items Brand Familiarity (among grocery store shoppers, n=1044)
1 4 10
1 4 12
2 9 16
3 10 17
2 11 19
3 12 20
10 21 24
0 10 20 30 40 50 60 70
Eggo Waffles
Pillsbury Toaster Strudel
Jimmy Dean Sausage Biscuits
Aunt Jemima Froz. Pancakes
Breakfast HP
Swanson Great Starts
Pillsbury Dunkables
Familiar/Use Regularly Familiar/Use Occasionally Familiar/Use Rarely
Q 5 MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
Frozen Pizzas Brand Familiarity (among grocery store shoppers, n=1044)
1 4 13
2 11 18
2 9 20
2 13 21
3 15 23
4 16 24
3 14 26
0 10 20 30 40 50 60 70
Tombstone Pizza
DiGiorno Pizza
Red Barron Froz. Pizza
Stouffer's French Bread Pizza
Tony's Pizza
Freschetta Pizza
Jeno's Pizza
Familiar/Use Regularly Familiar/Use Occasionally Familiar/Use Rarely
Q 5 MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
Seen/Heard Advertising in Past Three Months (among grocery store shoppers, n=1044)
QUESTION: Please indicate for which of these brands you have seen or heard advertising within the past three months or so.
Seen TV ads
Seen coupons
Seen in-store promotions
Seen or heard other ads
Not seen or heard any ads
Brands:
Totino’s Pizza Rolls
Hot Pockets
Lean Pockets
Croissant Pockets
Breakfast Hot Pockets
MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
Seen/Heard Advertising in Past Three Months (among grocery store shoppers, n=1044)
QUESTION: Please indicate for which of these brands you have seen or heard advertising within the past three months or so.
Brands (cont.):
Hot Pockets Subs
Lean Cuisine Dinners
Bagel Bites
DiGiorno Pizza
Stouffer’s Entrees
Pillsbury Toaster Strudel
MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
Seen/Heard Advertising in Past Three Months (among grocery store shoppers, n=1044)
40
45
46
50
52
58
63
70
71
74
81
0 20 40 60 80 100
Hot Pockets
Lean Cuisine
Lean Pockets
DiGiorno
Stouffer's Entrees
Pillsbury Toaster Strudel
Totino's Pizza Rolls
Bagel Bites
Breakfast HP
Croissant Pockets
Hot Pockets Subs
Q 6 MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
Seen/Heard TV Advertising in Past Three Months (among grocery store shoppers, n=1044)
20
22
22
24
31
31
32
36
42
49
54
0 20 40 60 80 100
Hot Pockets
DiGiorno
Lean Pockets
Lean Cuisine
Pillsbury Toaster Strudel
Totino's Pizza Rolls
Stouffer's Entrees
Breakfast HP
Hot Pockets Subs
Croissant Pockets
Bagel Bites
Q 6 MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
Seen Coupons in Past Three Months (among grocery store shoppers, n=1044)
12
12
13
13
15
15
17
17
21
22
23
0 20 40 60 80 100
Hot Pockets
Lean Cuisine
Lean Pockets
Pillsbury Toaster Strudel
Stouffer's Entrees
Totino's Pizza Rolls
Croissant Pockets
DiGiorno
Bagel Bites
Breakfast HP
Hot Pockets Subs
Q 6 MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
Seen In-Store Promo/Advertising in Past Three Months (among grocery store shoppers, n=1044)
7
8
8
9
9
10
10
11
11
13
15
0 20 40 60 80 100
Lean Cuisine
Stouffer's Entrees
Hot Pockets
DiGiorno
Bagel Bites
Lean Pockets
Pillsbury Toaster Strudel
Totino's Pizza Rolls
Croissant Pockets
Breakfast HP
Hot Pockets Subs
Q 6 MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958
Seen “Other” Advertising in Past Three Months (among grocery store shoppers, n=1044)
9
12
12
13
14
16
16
18
18
21
22
0 20 40 60 80 100
Lean Cuisine
Hot Pockets
Lean Pockets
Stouffer's Entrees
DiGiorno
Bagel Bites
Pillsbury Toaster Strudel
Breakfast HP
Totino's Pizza Rolls
Croissant Pockets
Hot Pockets Subs
Q 6 MarketSearch Corporation 2721 Devine Street Columbia, SC 29205 803/254-6958