Cooking Sauces and Marinades - US

Published by: Mintel International Group Ltd.

Published: Apr. 1, 2008 - 91 Pages

Table of Contents

SCOPE AND THEMES

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Abbreviations and terms

Abbreviations

Terms

EXECUTIVE SUMMARY

A $3.3 billion market with a wide range of segments

Competition from within the category and from outside

Three segments, but with overlaps

Competition between retail channels grows

Driving the market: multicultural society with many food trends

Rising food costs spur more cooking at home

Kraft and McCormick are market leaders

A number of consumer trends drive innovation

Advertising focuses on convenience and seasonal trends

Eight in ten households use cooking sauces

Barbecue sauce and seasoning mixes

Cooking at home and usage of cooking sauces

Attitudes and opinions concerning cooking and cooking sauces

MARKET SIZE AND FORECAST

Key points

Adding flavor and variety

A popular product through an array of channels

Sales data and forecast for cooking sauces and marinades

Figure 1: Total U.S. sales and forecast of cooking sauces and marinades at current prices, 2002-12

Figure 2: Total U.S. sales and forecast of cooking sauces and marinades at inflation-adjusted prices, 2002-12

Wal-Mart sales

COMPETITIVE CONTEXT

Key points

Competition from categories within the retail environment

Figure 3: Television ad for Campbell’s Cream of Chicken soup, 2007

Co-marketing, not competing

Will foodservice competition decline as economy worsens?

SEGMENT PERFORMANCE

Key points

Convenience is major distinguishing feature

Sales data and forecast of cooking sauces and marinades by segment

Figure 4: U.S. FDMx sales and forecast of cooking sauces and marinades at current prices, by segment, 2002-12

Two-year sales show strength in ethnic segment

Sales data and forecast of cooking sauces and marinades by segment

Figure 5: U.S. FDMx sales of cooking sauces and marinades, by segment, 2005 and 2007

SEGMENT PERFORMANCE—WET SAUCES

Key points

Familiar brands and flavors are key

Bringing restaurant flavors home fits with economic situation

Sales data and forecast of wet sauces

Figure 6: U.S. FDMx sales and forecast of wet sauces, 2002-12

SEGMENT PERFORMANCE—DRY SAUCES

Key points

Future for the segment is not as robust as others in the industry

Variety and price are important

Sales data and forecast of dry sauces

Figure 7: U.S. FDMx sales and forecast of dry sauces, 2002-12

SEGMENT PERFORMANCE—ETHNIC SAUCES

Key points

From margins to mainstream

Segment has variety of price points

The influence of restaurants

Sales data and forecast of ethnic sauces

Figure 8: U.S. FDMx sales and forecast of ethnic sauces, 2002-12

RETAIL CHANNELS

Key points

Supermarkets share distribution with myriad other channels

Natural and specialty stores

Total sales of cooking sauces and marinades by retail channel

Figure 9: U.S. sales of cooking sauces and marinades, by retail channel, 2005 and 2007

RETAIL CHANNELS—SUPERMARKETS

Key points

Supermarket sales flat

Cross-merchandising is essential

Total sales of cooking sauces and marinades in supermarkets

Figure 10: U.S. sales of cooking sauces and marinades at supermarkets, 2002-07

MARKET DRIVERS

Key points

Immigrants bring new flavor traditions to the U.S

Changing U.S. population

Figure 11: U.S. population, by race and Hispanic origin, 2002-12

Bringing the flavors home

Food prices affect at-home and away-from-home eating

Figure 12: Changes in food price indexes, selected products, 2004-08

LEADING COMPANIES

Key points

Kraft still leads the market

Figure 13: FDMx sales of leading cooking sauces and marinades companies, 2005 and 2007

Private label hovers around 10%

Figure 14: Private label sauces’ and marinades’ share of total sales, FDMx, by sub-segment, 2007

BRAND SHARE—WET SAUCES

Key points

Kraft leads, for now

Sweet Baby Ray’s is gaining on big brands

Smaller players control more than a third of market

Sales of wet sauces by brand

Figure 15: FDM brand sales of wet sauces in the U.S., 2005 and 2007

BRAND SHARE—DRY SAUCES

Key points

McCormick leads segment

ACH brands decline

Sales of dry sauces by brand

Figure 2: FDMx brand sales of dry sauces in the U.S., 2005 and 2007

BRAND SHARE—ETHNIC SAUCES

Key points

Asian and Hispanic flavors are tops

A fragmented market

Sales of ethnic sauces by brand

Figure 17: FDMx brand sales of ethnic sauces in the U.S., 2005 and 2007

INNOVATION AND INNOVATORS

Key points

Consumers’ desire for more healthful meals leads to new cooking sauce products

Convenience is a major driver for innovation

Authenticity is also a factor

Store brand launches keep pace with national and specialty brands

Manufacturers respond to consumers’ desire for health and convenience

New product launches by product claims

Figure 18: Cooking sauces new product launches, by claim, U.S., 2002-07

ADVERTISING AND PROMOTION

OVERVIEW

Convenience

Figure 19: Television ad for Hunt’s Manwich Original Sloppy Joe Sauce, 2007

The power of the Internet

Tie-ins and co-branding with other categories

Advertising and promotion for barbecue sauces tied to spots for meat

HOUSEHOLD USAGE

Key points

Asian and Hispanic households are less likely to use these products

Figure 20: Household usage of barbecue and cooking sauces, by key demographics, May 2006-June 2007

Trended usage

Figure 21: Trended usage of barbecue and seasoning sauces, and gravy and sauce mixes, 2003-2007

FOCUS ON BARBECUE AND SEASONING MIXES

Key points

Types of barbecue and seasoning sauces used by households

Figure 22: Types of barbecue and seasoning sauces used by households, by race/Hispanic origin, May 2006- June 2007

Barbecue and seasoning sauce brands used by households

Figure 23: Top ten brands of barbecue and seasoning sauces used by households, May 2006-June 2007

Usage frequency

Figure 24: Average number of bottles of barbecue and steak sauces used in last 30 days, May 2006-June 2007 .46

FOCUS ON GRAVY AND SAUCE MIXES

Key points

Type of gravy and sauce mixes used by households

Figure 25: Types of gravy and sauce mixes used by households, May 2006-June 2007

Brands of gravy and sauce mixes used by households

Figure 26: Brands of gravy and sauce mixes used by households, May 2006-June 2007

HOME COOKS

Experience with meal preparation

Figure 27: Cook or prepare at least half of meals for self or the household, February 2008

USING MARINADES AND PACKAGED PRODUCTS FOR COOKING SAUCES

Key points

How consumers use cooking sauces and marinades

Figure 28: Use of marinades or seasoning mixes, February 2008

MARINADES: TYPES AND USAGE OCCASIONS

Key points

Consumer preferences for marinades

Figure 29: Types of marinades used, by age, February 2008

Figure 30: Types of meats used with marinades, by household income, February 2008

Figure 31: Types of meats used with marinades, by race/Hispanic origin*, February 2008

THE IMPORTANCE OF FLAVORS

Key points

Preferred flavors for marinades or sauces

What marketers can do

Figure 32: Preferred flavors for marinades or sauces, by age, February 2008

Factors influencing choice of a new marinade

Figure 33: Important attributes for choosing new marinades, by age, February 2008

ATTITUDES AND OPINIONS CONCERNING COOKING

Key points

Attitudes and opinions

Figure 34: Attitudes and opinions concerning cooking, by age, February 2008

ATTITUDES AND OPINIONS ABOUT MARINADES

Key points

Attitudes and opinions

Figure 35: Attitudes and opinions concerning marinades, by age, February 2008

NON-USERS OF SEASONING MIXES

Key points

Incidence of non-usage

Figure 36: Non-users of packaged seasoning mixes, by key demographics, February 2008

Reasons for not using

Figure 37: Reasons for not using any packaged seasoning mixes, February 2008

APPENDIX: OTHER USEFUL TABLES

Market drivers: immigrants bring new flavor notes to American food

Figure 38: Legal immigration to the U.S., by country of origin, 2004-06

Market drivers: International travel

Figure 39: Number of international trips by U.S. resident travelers, by destination, 2005-06

Figure 40: Types of marinades used, by race/Hispanic origin*, February 2008

Figure 41: Types of marinades used, by household income, February 2008

Figure 42: Types of meats used with marinades, by age, February 2008

Figure 43: Preferred flavors for marinades or sauces, by income, February 2008

Figure 44: Preferred flavors for marinades or sauces, by race/Hispanic origin*, February 2008

Figure 45: Types of marinades used, by race/Hispanic origin*, February 2008

Figure 46: Types of marinades used, by household income, February 2008

Figure 47: Types of meats used with marinades, by age, February 2008

Figure 48: Preferred flavors for marinades or sauces, by household income, February 2008

Figure 49: Preferred flavors for marinades or sauces, by race/Hispanic origin*, February 2008

APPENDIX: TRADE ASSOCIATIONS

Abstract

• " How the interest in more sophisticated food - through real-time travel and armchair travel - has increased the variety of cooking sauces available for home use.
• " The importance of restaurant-sourced products in the retail environment and how their growth - especially in an era of economic slowdown - is offering an alternative to foodservice.
• " The importance of regional preferences, especially in segments such as wet sauces, primarily the barbecue sauce sub-segment.
• " Cooking habits and usage of marinades and sauces among self-declared home cooks.
• " The range of marinades and sauces used by home cooks - and the range of proteins on which these sauces are used.
• " The reasons that non-users opt to avoid the category and how manufacturers and retailers can reach out to this group.

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