Seasonings - US

Published by: Mintel International Group Ltd.

Published: Mar. 1, 2007 - 119 Pages

Table of Contents

Scope and Themes

What you need to know

Definition

Abbreviations and terms

Abbreviations

Terms

Executive Summary

Market at a glance

Factors influencing change

What consumer behavior tells us

Category momentum

A future with opportunities

Market Drivers

Ethnicity diversity impacts the menu

Population diversity

Figure 1: Population by race and Hispanic origin, 2002-12

Foreign-born population stimulates culinary shifts

International travel cultivates interest in new cuisines

Figure 2: International tourist destination of American tourists*, 2004

Mapping diversity to the menu

Figure 3: Leading cuisine categories of new menu items introduced Q1 2005 - Q 4 2006

Usage of seasonings increases with household size

Figure 4: Household size by race and Hispanic origin of householder, 2006

Figure 5: Adults who use seasonings such as herbs and spices other than salt and pepper, by household size, January 2007

The Hispanic connection

Figure 6: Adults who use seasonings such as herbs and spices other than salt and pepper, by race/ethnicity, January 2007

Households with children present opportunities

Figure 7: Top 15 most frequently menued new items on children’s menus Q1 2005 - Q4 2006

Figure 8: Leading flavors on children’s menus, Q1 2005 - Q 4 2006

Restaurant menu items influence home seasonings

Figure 9: Adults who use seasonings other than salt and pepper, by gender, January 2007

Figure 10: Leading usage of ingredient preparation techniques in new menu item preparations, Q1 2005 - Q4 2006

Figure 11: Growing momentum for use of ingredients/seasonings in new menu item preparations, 2005 and 2006

Dining out: a two-edged sword

Dining out dollars siphon away monies spent on food at home

Figure 12: Spending on food away from home, annual average spend per consumer unit, by age, 2001-05

But dining out experience influences receptiveness to purchasing seasonings

Restaurants and chefs run with the seasonings sword

Fresh (and health awareness) is the new mantra

Fresh produce, herbs and seasonings a draw at retail

Figure 13: Consumer attitudes toward the purchase of herbs, spices and seasonings, by gender, January 2007

Freshness also valued in restaurant setting

Figure 14: Momentum for fresh and healthful marketing claims for newly menued items, Q1 2005 - Q4 2006

A mixed blessing for seasonings market

Young adults more interested in cooking than people think

Figure 15: Degrees of cooking enthusiasm, by age, April 2006

Figure 16: Attitudes and opinions of cooks, by age, April 2006

Older adults likely to cook from scratch but have unique health demands

Figure 17: Incidence of and interest in cooking from scratch, by age, April 2005

Figure 18: Mrs. Dash—watch your dinner move, 2007

Connotations for rubs

Market Size and Trends

Figure 19: Total U.S. retail sales of seasonings, at current and constant prices, 2001-06

Market trends

Figure 20: Product trends and activity in the U.S. seasonings category, 2001-06

Free-from/all natural new product launches on the rise

Figure 21: Trending in free-from/all natural new product launches in the seasonings category, 2001-06

The premium movement

Rubs and mixes also growing

Market Segmentation

Figure 22: Sales of seasonings, segmented by type, 2004 and 2006

Spice/seasoning (no salt/pepper)

Figure 23: Sales of spices and seasonings, at current and constant prices, 2001-06

Dry meat/seafood/other seasoning mixes

Figure 24: Sales of dry meat/seafood and other seasoning mixes, at current and constant prices, 2001-06

Salts

Figure 25: Sales of salt, seasoned salts, and salt substitutes, at current and constant prices, 2001-06

Pepper

Figure 26: Sales of pepper at current and constant prices, 2001-06

Extracts (flavoring and food colorings)

Figure 27: Sales of extracts (flavoring and food colorings), at current and constant prices, 2001-06

Figure 28: Use of vanilla in new menu items, Q1 2005 - Q4 2006

Dry sauce mixes

Figure 29: Sales of dry sauce mixes at current and constant prices, 2001-06

Supply Structure

Foreign trade

Figure 30: U.S. Imports of spices, by leading source country, 2004 and 2006

Figure 31: U.S. imports of spices, by type of spice, 2004 and 2006

Exports

Figure 32: U.S. exports of spices, by leading destination country, 2004 and 2006

Figure 33: U.S. exports of spices, by type of spice, 2004 and 2006

FDM sales by manufacturer and brand

Figure 34: Manufacturer FDM sales of seasonings in all categories in the U.S., 2005 and 2006

Spices/seasonings (no salt/pepper)

Figure 35: Manufacturer brand FDM sales of spices/seasonings (no salt/pepper) in the U.S., 2005 and 2006

Dry meat/seafood seasoning

Figure 36: Manufacturer brand FDM sales of dry meat/seafood seasoning in the U.S., 2005 and 2006

Salt, seasoned salts and salt substitutes

Figure 37: Manufacturer brand FDM sales of salt, seasoned salts, and salt substitutes in the U.S., 2005 and 2006

Pepper

Figure 38: Manufacturer brand FDM sales of pepper in the U.S., 2005 and 2006

Extracts (flavoring and food colorings)

Figure 39: Manufacturer brand FDM sales of extracts (flavoring and food colorings) in the U.S., 2005 and 2006

Dry sauce mixes

Figure 40: Manufacturer brand FDM sales of dry sauce mixes in the U.S., 2005 and 2006

Major companies

McCormick & Company

Unilever Bestfoods

ACH Food Companies, Inc. (division of Associated British Foods)

Morton Salt (Rohm and Haas Company)

Frontier Natural Products

Advertising and Promotion

McCormick & Co.

ACH Food Companies, Inc. (division of Associated British Foods)

Figure 41: Spice Islands— How to add a little Latino magic, 2007

Morton Salt (Rohm and Haas Company)

Frontier Natural Products

Retail Distribution

Introduction

Figure 42: U.S. retail sales of seasonings, by channel, 2004 and 2006

Declining resources for the seasonings category

Supermarkets

Figure 43: U.S. supermarket sales of seasonings, at current and constant prices, 2001-06

Mass merchandisers and other channels

Figure 44: U.S. mass merchandiser and other sales of seasonings, at current and constant prices, 2001-06

Traditional mass merchandisers

Figure 45: Where Americans shopped for food and groceries in the past three months, 2006

Supercenters and superstores

Warehouse clubs

Specialty stores—natural and organic retailers

Drug stores

Figure 46: U.S. drug store sales of seasonings, at current and constant prices, 2000-05

The Consumer: Usage of Seasonings

Introduction

Summary

Usage of seasonings

Seasonings and blends/rubs

Specific seasonings usage trends: traditional versus emerging

Who uses herbs and spices

Figure 47: Use of seasonings such as herbs and spices other than salt and pepper, by gender, January 2007

Figure 48: Use of seasonings such as herbs and spices other than salt and pepper, by size of household, January 2007

Figure 49: Use of seasonings such as herbs and spices other than salt and pepper, race/ethnicity, January 2007

Herbs, spices, blends or rubs used in past month

Figure 50: Spices, herbs, blends or rubs used in the last month, January 2007

Specific seasonings usage trends: traditional versus emerging

Traditional seasonings

Figure 51: Trends in the use of popular herbs and spices over the past year, January 2007

Emerging or growing seasonings

Figure 52: Trends in the use of emerging/growing seasoning/culinary ingredients over the past year, January 2007

The Consumer: Seasonings Purchase Rationales

Introduction

Summary

Seasonings purchase rationales

Figure 53: Attitudes toward the purchase of herbs, spices and seasonings, by gender, January 2007

Figure 54: Attitudes towards the purchase of herbs, spices and seasonings, by age, January 2007

Additional observations: income, presence of children, and race/ethnicity

Household income

Summarizing observations about consumer attitudes

The Consumer: Factors Influencing Decision to Try New Seasoning

Introduction

Summary

Factors influencing decision to try new seasoning

Figure 55: Factors influencing decision to try a new herb, spice or seasoning blend in the past year, by gender, January 2007

Figure 56: Influencing decision to try a new herb, spice or seasoning blend in the past year, by age, January 2007

Figure 57: Influencing decision to try a new herb, spice or seasoning blend in the past year, by household income, January 2007

Figure 58: Influencing decision to try a new herb, spice or seasoning blend in the past year, by race/ethnicity, January 2007

The Consumer: Restaurant Influence

Introduction

Summary

Restaurant influence

Figure 59: Influence of meals containing seasonings consumed in the restaurant setting on new meals consumed at home, by age, January 2007

Figure 60: Influence of meals containing seasonings consumed in the restaurant setting on new meals consumed at home, by race/ethnicity, January 2007

Figure 61: Types of restaurants patronized, by race/ethnicity, March 2006

The Consumer: Putting “Fresh” into Perspective

Introduction

Summary

Putting “fresh” into perspective

Figure 62: Attitudes toward the purchase of herbs, spices and seasonings, January 2007

Figure 63: what motivates consumers to purchase and use fresh herbs over dried herbs and spices, by gender, January 2007

Deeper insights into the influence of “fresh” on seasoning purchases

Figure 64: Source of fresh herbs, by gender, January 2007

Figure 65: Source of fresh herbs, by age, January 2007

Figure 66: Source of fresh herbs, by household income, January 2007

Future and Forecast

Future trends

Effortless flavor

Upscale packaging for product differentiation

Seasonings on the move

Figure 67: Goya— How to add a little Latino magic, 2007

The cocktail market opportunity

Population diversity

Figure 68: Population by race and Hispanic origin, 2002-12

Market forecast

Seasonings

Figure 69: Forecast of total U.S. sales of seasonings, at current and constant prices, 2006-11

Seasonings segment

Figure 70: Forecast of U.S. sales of the seasonings segment, at current and constant prices, 2006-11

Spices and seasonings

Figure 71: Forecast of U.S. sales of spices and seasonings, at current and constant prices, 2006-11

Dry meat, seafood, and other seasoning mixes

Figure 72: Forecast of U.S. sales of dry meat, seafood, and other seasoning mixes, at current and constant prices, 2006-11

Salt, seasoned salts, and salt substitutes

Figure 73: Forecast of U.S. sales of salt, seasoned salts, and salt substitutes, at current and constant prices, 2006-11

Pepper

Figure 74: Forecast of U.S. sales of pepper, at current and constant prices, 2006-11

Sauce mixes, extracts, and flavoring segment

Figure 75: Forecast of U.S. sales of the sauce mixes, extracts, and flavoring segment, at current and constant prices, 2006-11

Forecast factors

Appendix: Trade Associations

Abstract

While the $3.2 billion retail seasonings market has shown very little sales momentum since 2004, the market is not static, but realigning with consumer preferences for more innovative and upscale convenience-driven products.

In this report, industry marketers, manufacturers and retailers will glean deeper insights into which forces are driving change and why 2006 became a tipping point for the seasonings market. The report includes evaluations of the market from the perspective of the consumer, the product developer, the retailer and the restaurant operator; trends in new product development, including chef-driven products and the rapidly emerging gourmet market; how the restaurant menu is reflecting demographic shifts, and in turn how the menu influences retail purchases; changes in the retail food environment, and its impact on product sales and consumer choice; critical factors influencing consumer choice about seasonings; extensive cross-referencing to trending on the restaurant menu; and embedded new product launch illustrations to validate trend observations.

This report contains US IRI InfoScan data.

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