• Overview
• Table 3-10 Product Line of Kraft Foods, Inc.
• Figure 3-11 IRI-Tracked Sales of Kraft Foods Sandwich Spreads, 2001-2005 (in million $)

• Overview
• Table 3-11 Product Line of Unilever Bestfoods North America Category
• Figure 3-12 IRI-Tracked Sales of Unilever Sandwich Spreads, 2001-2005 (in million $)

• Overview
• Table 3-12 Product Line of H.J. Heinz Company
• Figure 3-13 IRI-Tracked Sales of Heinz Sandwich Spreads, 2001-2005 (in million $)

• Overview
• Table 3-13 Product Line of Reckitt Benckiser
• Figure 3-14 IRI-Tracked Sales of Reckitt Benckiser Sandwich Spreads, 2001-2005 (in million $)
• French’s “Healthy Lunchbox” Contest
• New Product Launches

• Overview
• Table 3-14 Product Line of ConAgra Foods, Inc.
• Figure 3-15 IRI-Tracked Sales of ConAgra Sandwich Spreads, 2001-2005 (in million $)
• Hunt’s Introductory Offer Attracts Consumers

• Overview
• Table 3-15 Product Line of C.F. Sauer Company
• Figure 3-16 IRI-Tracked Sales of C.F. Sauer Sandwich Spreads, 2001-2005 (in million $)
• C.F. Sauer Company to Sponsor Derby Race
• New Product Launches

• Overview
• Table 3-16 Product Line of Del Monte Foods
• Del Monte, Sesame Street to Promote Healthy Foods

Chapter 4 Market Trends and Dynamics

• Health and Wellness Diets Rule
• Good-For-You Mayonnaise
• Ketchup: Good for Health
• Organic and Natural Foods go Mainstream
• Americans Taste Ethnic Cuisines
• Ethnic Flavors Popular Among Teens and Boomers
• The Hispanic Market
• Sandwich Spreads go Upscale
• Sales Boost for Private Labels
• Alcohol-Flavored Spreads Stimulate Innovation
• Marketing Dynamics
  • Heinz Targets Kids With Creative Packages
  • Heinz Partners Kaboose to Promote Silly Squirts
  • Heinz Introduces 'Fridge Door Fit' bottles
  • Personalized Ketchup Labels
  • ConAgra Sponsors Theme Park Events
  • Kraft Foods Targets Focused Groups Online
  • Kraft Adds Ad Agency McGarry Bowen
  • Kraft Kicks off Multi-Brand Celebrity Campaigns
  • Unilever to Promote NASCAR Team
  • French’s Honey Mustard Best in Taste
  
  
• New Product Introductions
  • New Products Introduced in Sandwich Spreads
  • Table 4-1 Top Marketers Based on the Number of New Products Introduced
  • Number of SKUs Introduced in Sandwich Spreads
  • Table 4-2 Top Marketers based on the Number of SKUs introduced
  • New Products Introduced in Mustard Category
  • Table 4-3 Top Mustard Marketers Based on the Number of New Products Introduced
  • Number of SKUs Introduced in the Mustard category
  • Table 4-4 Top Mustard Marketers based on the Number of SKUs Introduced
  • Introductions by Package Tags in Mustard Category
  • Table 4-5 Mustard New Product Selling Points, by Select Package Tags
  • Table 4-6 New Mustard Product Introductions with ‘Upscale’ Package Tag
  • Table 4-7 New Mustard Product Introductions with ‘Gourmet’ Package Tag
  • Table 4-8 New Mustard Product Introductions with ‘Private Label’ Package Tag
  • Table 4-9 Mustard New Product Selling Points, by Select Flavors
  • Blend —the Favored Flavor
  • Table 4-10 Mustard Product Introductions by Flavors
  • New Products Introduced in Mayonnaise Category
  • Table 4-11 Top Mayonnaise Marketers Based on the Number of New Products Introduced
  • Number of SKUs Introduced in Mayonnaise category
  • Table 4-12 Top Mayonnaise Marketers based on the Number of SKUs
  • Introduced
  • Introductions by Package Tags in Mayonnaise category
  • Table 4-13 Mayonnaise’s New Product Selling Points, by Select Package Tags
  • Table 4-14 New Mayonnaise’s Product Introductions with ‘Low Fat’ Package Tag
  • Table 4-15 New Mayonnaise’s Product Introductions with ‘Natural’ Package Tag
  • New Products Introduced in Ketchup Category
  • Table 4-16 Top Ketchup Marketers based on the Number of Products Introduced
  • Number of SKUs Introduced in Ketchup Category
  • Table 4-17 Top Ketchup Marketers based on the Number of SKUs Introduced, June 2005- June 2006
  • Table 4-18 Ketchup’s Product Introductions

Chapter 5 Consumer

• Simmons Survey
• Ketchup - The Most Popular Sandwich Spread
• Large Households Favor Mayonnaise
• Mustard Consumption Declines
• Figure 5-1 Usage Rates for Mayonnaise, Ketchup, and Mustard, 2003-2005 (%)
• Table 5-1 Comparing Demographic Characteristics of Mayonnaise, Ketchup, and Mustard Users
• Mayonnaise
  • Mayonnaise Usage by Type
  • Figure 5-2 Usage Rate for Mayonnaise by Type, 2003-2005 (%)
  • Table 5-2 Demographic Characteristics of Regular and Light/Low Fat Type Mayonnaise Users
  • Mayonnaise Usage by Form
  • Figure 5-3 Usage Rate for Mayonnaise by Form, 2003-2005 (%)
  • Table 5-3 Demographic Characteristics of Mayonnaise (Real), Mayonnaise Type Salad Dressing, and Imitation Mayonnaise Users
  • Table 5-3 [Cont.] Demographic Characteristics of Mayonnaise (Real), Mayonnaise Type Salad Dressing, and Imitation Mayonnaise Users
  • Mayonnaise Usage by Brand
  • Hellmann’s Most Popular Brands
  • Hispanics inclined toward Kraft Mayo
  • Kraft Miracle Whip Popular in Central United States
  • Figure 5-4 Usage Rate for Mayonnaise by Brand, 2003-2005 (%)
  • Table 5-4a Demographic Characteristics Favoring Use of Mayonnaise by Brands
  • Table 5-4b Demographic Characteristics Favoring Use of Mayonnaise by Brands
  • Store Brand
  • Store Brand
  • Mayonnaise Usage by Frequency
  • Large Households Purchase More
  • Figure 5-5 Frequency of Use of Mayonnaise in the last 90 days, 2003-2005 (%)
  • Table 5-5a Demographic Characteristics of Mayonnaise Users by Usage Frequency
  • Table 5-5b Demographic Characteristics of Mayonnaise Users by Usage Frequency
  • Ketchup Usage by Type
  • African Americans Opt for Bottles/Jars
  • Plastic Squeeze Bottles Emerge as a Trend
  • Figure 5-6 Usage Rate for Ketchup by Type, 2003-2005 (%)
  • Table 5-6 Demographic Characteristics Favoring Use of Ketchup by Types
  • Ketchup Usage by Brand
  • Heinz Leads the Pack
  • Low Income Groups go for Hunt’s
  • Del Monte records a dip in Usage
  • Figure 5-7 Usage Rates for Ketchup by Brand, 2003-2005 (%)
  • Table 5-7 Demographic Characteristics Favoring Use of Ketchup by Brands
  • Ketchup Usage by Frequency
  • Higher Income Groups
  • Ketchup — A Craze Among Children
  • Heavy User Population on the Rise
  • Figure 5-8 Frequency of Use of Ketchup Bottles in the last 90 days, 2003-2005 (%)
  • Table 5-8a Demographic Characteristics of Ketchup Users by Usage Frequency
  • Table 5-8b Demographic Characteristics of Ketchup Users by Usage Frequency
  • Mustard Usage by Type
  • Majority favors Squeeze Bottles
  • Figure 5-9 Usage Rate for Mustards by Type, 2003-2005 (%)
  • Table 5-9 Demographic Characteristics Favoring Use of Mustard by Type
  • Mustard Usage by Kind
  • Majority Yearn for Yellow
  • Figure 5-10 Usage Rates for Mustards by Kind, 2003-2005 (%)
  • Table 5-10 Demographic Characteristics Favoring Use of Mustard by Kinds
  • Mustard Usage by Brand
  • French’s Falls in Popularity
  • Figure 5-11 Usage Rate for Mustards by Brand, 2003-2005 (%)
  • Table 5-11 Demographic Characteristics Favoring Use of Mustard by Brand
  • Mustard Usage by Frequency
  • Majority Consume Less than One Jar
  • Lower Income Households are Heavy Users
  • Figure 5-12 Frequency of Use of Mustard in the last 30 days, 2003-2005 (%)
  • Table 5-12a Demographic Characteristics of Mustard Users by Usage
  • Frequency
  • Table 5-12b Demographic Characteristics of Mustard Users by Usage
  • Frequency