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Kraft Heinz Co in Packaged Food

March 2021

Kraft Heinz ranked fourth among the world’s packaged food leaders in 2020. The company is focusing on restructuring strategy with a streamlined portfolio. Efforts are focusing on strong mature brands and dynamic performers, and six umbrella platforms will help qualify the different types of growth brought by each brand. Health and wellness drives growth and innovation, and nutrition and convenience are to be reinvented with the help of legacy brands.

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This report comes in PPT.


Euromonitor International's report on Kraft Heinz Co delivers a detailed strategic analysis of the company's business, examining its performance in the Packaged Food market and the global economy. Company and market share data provide a detailed look at the financial position of Kraft Heinz Co, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Kraft Heinz Co.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Kraft Heinz Co provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Packaged Food research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Executive summary
Top companies at a glance
Kraft Heinz’s global footprint: North America remains key
Top categories’ retail value sales benefit from boost in packaged food
Kraft Heinz to focus on streamlined portfolio of key brands
Impact of COVID-19 on Kraft Heinz (1)
Impact of COVID-19 on Kraft Heinz (2)
Exposure to growth
Projected rankings
R elative performance
Competitor overlap
Key categories and markets
Strong legacy brands lead in North America and the UK
Key brands
Divestments and rejuvenations for streamlined portfolio management
Growth opportunities for dairy in Asia Pacific and Latin America
Cream cheese’s versatility pushes Philadelphia in all top markets
Cheese spreading in Asia Pacific benefits Kraft Heinz
Legacy brands and untapped markets
Tables sauces dominate in all top markets but Brazil
Fast-developing markets show the highest potential
2020 and the renaissance of ready meals
Beyond 2020: modest outlook for shelf stable and dried ready meals
Health claims heavily demanded in UK ready meals
Strategic shifts in Kraft Heinz’s snacking and ready meals portfolio
The new era of eating occasions: more agility and sustainability
Key findings
Projected company sales: FAQs (1)
Projected company sales: FAQs (2)

Packaged Food

In packaged food we consider two aspects of food sales: 1) Retail sales. 2) Foodservice. Retail sales is defined as sales through establishments primarily engaged in the sale of fresh, packaged and prepared foods for home preparation and consumption. This excludes hotels, restaurant, cafés, duty free sales and institutional sales (canteens, prisons/jails, hospitals, army, etc). Our retail definition EXCLUDES the purchase of food products from foodservice outlets for consumption off-premises, eg impulse confectionery bought from counters of cafés/bars. This falls under foodservice sales. For foodservice, we capture all sales to foodservice outlets, regardless of whether the products are eventually consumed on-premise or off-premise. Foodservice sales is defined as sales to consumer foodservice outlets that serve the general public in a non-captive environment. Outlets include cafés/bars, FSR (full-service restaurants), fast food, 100% home delivery/takeaway, self-service cafeterias and street stalls/kiosks. Sales to semicaptive foodservice outlets are also included. This describes outlets located in leisure, travel and retail environments. 1) Retail refers to units located in retail outlets such as department stores, shopping malls, shopping centres, super/hypermarkets etc. 2) Leisure refers to units located in leisure establishments such as museums, health clubs, cinemas, theatres, theme parks and sports stadiums. 3) Travel refers to units located in based in airports, rail stations, coach stations, motorway service stations offering gas facilities etc. Beyond the scope of the foodservice research are captive foodservice units that serve captive populations around institutions such as hospitals, schools, and prisons. This is also known as institutional sales.

See All of Our Definitions

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