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Condiments and Dressings - US - December 2015

Condiments and Dressings - US - December 2015

"Both the condiments and dressings categories have struggled to grow sales in recent years, impacted by competition from other categories including dips and sauces, and minimal innovation overall."

- Amanda Topper, Senior Food Analyst

This report looks at the following areas:

Condiments and dressings categories struggle to grow sales
Overlap in product usage
Consumers split on healthfulness of condiments, dressings


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Total US sales and fan chart forecast of condiments, at current prices, 2010-20
Figure 2: Total US sales and fan chart forecast of dressing, at current prices, 2010-20
Figure 3: Correspondence analysis – Using condiments, dressings, sauces, and marinades, September 2015
Figure 4: Attitudes toward condiments and dressings, September 2015
The opportunities
Figure 5: Ideal condiment claims, by Millennials and Non-Millennials, September 2015
Figure 6: Condiments and dressings use, September 2015
Figure 7: Influential condiments and dressings features, September 2015
What it means
THE MARKET
What you need to know
Condiments and dressings sales fall flat
Category sales thriving in natural channels
Foodies, cooking enthusiasts key audiences for growth
Market size and forecast
Condiment sales remain flat
Figure 8: Total US sales and fan chart forecast of condiments, at current prices, 2010-20
Figure 9: Total US sales and forecast of condiments, at current prices, 2010-20
Figure 10: Total US sales and forecast of condiments, at inflation-adjusted prices, 2010-20
Dressings category struggles to grow sales
Figure 11: Total US sales and fan chart forecast of dressing, at current prices, 2010-20
Figure 12: Total US sales and forecast of dressing, at current prices, 2010-20
Figure 13: Total US sales and forecast of dressing, at inflation-adjusted prices, 2010-20
Market breakdown
Ketchup, mustard, mayonnaise account for less than half of category sales
Figure 14: Total US retail sales of condiments and dressings, by segment share, 2015
Figure 15: Total US retail sales and forecast of condiments, by segment, at current prices, 2010-15
Nearly two thirds of condiments sales stem from supermarkets
Figure 16: Total US retail sales of condiments, by channel, at current prices, 2010-15
Supermarkets represent two thirds of dressing category sales
Figure 17: Total US retail sales of dressings, by channel, at current prices, 2010-15
Refrigerated condiments, organic, and gluten-free growing in natural channels
Figure 18: Natural supermarket sales of condiments and dressings, by segment, at current prices, rolling 52 weeks ending 9/8/13
and 9/6/15
Figure 19: Natural supermarket sales of condiments and dressings, by organic ingredients, at current prices, rolling 52 weeks
ending 9/8/13 and 9/6/15
Figure 20: Natural supermarket sales of condiments and dressings, by gluten-free labeling/certification, at current prices, rolling
52 weeks ending 9/8/13 and 9/6/15
Market perspective
Category blurring and crossover
Figure 21: Condiments use, by usage of cooking sauces, marinades, and pasta sauces – Any use, September 2015
Growth of retail-branded condiments on menus
Market factors
Home cooking, foodie mentality are drivers for product use
Figure 22: Cooking frequency, by age, September 2015
Figure 23: Home cooking responsibility, by condiments use, September 2015
Figure 24: Condiments use by identification as a foodie, September 2015
Figure 25: Home cooking responsibility, by identification as a foodie, September 2015
International population growth to influence consumer tastes
Figure 26: Population by race and Hispanic origin, 2010-20
KEY PLAYERS
What you need to know
Condiments and dressings categories highly fragmented
Heinz sees success with ketchup and mustard
Traditional dressing, mayonnaise brands face declines
Innovative flavors, BFY claims, and gourmet options across segments
Manufacturer sales of condiments and dressings
Condiments, dressings highly segmented
Figure 27: Condiments and dressings product launches, by private label, 2010-15*
Manufacturer sales of condiments and dressings
Figure 28: MULO sales of condiments and dressings, by leading companies, rolling 52 weeks 2014 and 2015
What’s working?
Heinz and French’s condiment war
Figure 29: MULO sales of Heinz mustard
Figure 30: Heinz TV Commercial, “Heinz Ketchup Got a New Mustard – The BBQ,” April 2015
Figure 31: MULO sales of Heinz ketchup
Figure 32: French’s TV Commercial, “French’s Introduces NEW Ketchup, Free From High Fructose Corn Syrup,” May 2015
Figure 33: Top 10 condiment product claims, September 2014-15
Pickles, olive brands experience growth
Figure 34: MULO sales of select olive brands
Hot sauce is hot
Figure 35: MULO sales of Frank’s RedHot
Figure 36: MULO sales of Huy Fong Foods
Figure 37: MULO sales of Cholula
Figure 38: MULO sales of private label other sauces
What’s struggling?
Dressing declines
Figure 39: MULO sales of Wish-Bone dressing
Figure 40: MULO sales of Kraft salad dressing
Figure 41: MULO sales of private label salad dressing
Traditional mustard brands’ market shares negatively impacted
Figure 42: MULO sales of French’s mustard and Gulden’s mustard
Mainstream mayonnaise declines
Figure 43: Hellmann’s TV Commercial, “1,000 Pounds of Mayonnaise. Gone.” June 2015
Figure 44: MULO sales of Unilever and Kraft Foods Group mayonnaise
What’s next?
Restaurant and foodservice brands
Segment blurring
Upscale and gourmet
International influences
Pickling for digestive health
THE CONSUMER
What you need to know
Condiments use remains fairly consistent
Customization plays an important role
Categories not exempt from broader health trends
Condiments and dressings use
Specialty condiments, spicy flavors appealing
Figure 45: Condiments use, September 2015
25-44s are flavor and spice seekers
Figure 46: Condiments use, by age, September 2015
Similar use across income groups
Figure 47: Condiments use, by household income, September 2015
Hispanics more likely to use spicy condiments
Figure 48: Condiments use, by race and Hispanic origin, September 2015
Reasons for using
Opportunity to boost sophistication, customization
Figure 49: Correspondence analysis – Using condiments, dressings, sauces, and marinades, September 2015
Figure 50: Using condiments, dressings, sauces, and marinades, September 2015
Millennials use condiments to add sophistication, specific flavors to dishes
Figure 51: Using condiments (eg ketchup, mayonnaise), by Millennials and Non-Millennials, September 2015
Hispanics use condiments to customize recipes
Figure 52: Using condiments (eg ketchup, mayonnaise), by Hispanic origin, September 2015
Men more calorie conscious with dressings
Figure 53: Using dressings, by gender, September 2015
The ideal condiment
Ideal condiment is savory and spicy, American, and additive-free
Figure 54: Ideal Condiment, September 2015
Flavor
Figure 55: Ideal condiment flavor, September 2015
International influence
Figure 56: Ideal condiment international influence, by race and Hispanic origin, September 2015
Claims
Figure 57: Ideal condiment claims, by Millennials and Non-Millennials, September 2015
Packaging
Figure 58: Ideal condiment packaging, September 2015
Figure 59: Top condiment package types, September 2014-15
Condiments and dressings behaviors
Customization is vital
Figure 60: Condiments and dressings use, September 2015
Figure 61: Condiments and dressings shopping behavior, September 2015
Figure 62: Condiments and dressings shopping behavior – agree, by parental status, September 2015
Hot sauces use is very diverse
Figure 63: Condiments and dressings use – agree, by condiments use, September 2015
Retail opportunities for reaching Hispanics
Figure 64: Select condiments and dressings use and shopping behavior – agree, by race and Hispanic origin, September 2015
Influential features
Simplicity is key
Figure 65: Influential condiments and dressings features, September 2015
Figure 66: Condiments and dressings with an organic claim, September 2010-15
Millennials prefer fresh, Boomers more ingredient conscious
Figure 67: Select influential condiments and dressings features, by generation, September 2015
Parents, Hispanics value fresh, organic
Figure 68: Influential condiments and dressings features, by parental status, September 2015
Figure 69: Influential condiments and dressings features, by race and Hispanic origin, September 2015
Attitudes toward condiments and dressings
Opportunities for flavor, packaging innovation
Figure 70: Attitudes toward condiments and dressings, September 2015
Figure 71: Select attitudes toward condiments and dressings, by Millennials and non-Millennials, September 2015
Figure 72: Attitudes toward condiments and dressings, September 2015
Figure 73: Attitudes toward condiments and dressings, September 2015
Figure 74: Attitudes toward condiments and dressings, September 2015
Hispanics have more positive health perceptions
Figure 75: Select attitudes toward condiments and dressings, by race and Hispanic origin, September 2015
APPENDIX
Data sources and abbreviations
Data sources
Abbreviations and terms
Market
Figure 76: Total US retail sales and forecast of condiments, by segment, at current prices, 2010-20
Figure 77: Total US retail sales of condiments, by segment, at current prices, 2013 and 2015
Figure 78: Total US retail sales and forecast of mayonnaise, at current prices, 2010-20
Figure 79: Total US retail sales and forecast of mustard, at current prices, 2010-20
Figure 80: Total US retail sales and forecast of ketchup, at current prices, 2010-20
Figure 81: Total US retail sales and forecast of pickles, olives, and relish, at current prices, 2010-20
Figure 82: Total US retail sales and forecast of other condiments, at current prices, 2010-20
Figure 83: Total US retail sales of condiments, by channel, at current prices, 2013 and 2015
Figure 84: US supermarket sales of condiments, at current prices, 2010-15
Figure 85: US sales of condiments through other retail channels, at current prices, 2010-15
Figure 86: Total US retail sales of dressings, by channel, at current prices, 2013 and 2015
Figure 87: US supermarket sales of dressings, at current prices, 2010-15
Figure 88: US sales of dressings through other retail channels, at current prices, 2010-15
Figure 89: Natural supermarket sales of condiments and dressings, at current prices, rolling 52 weeks 9/8/13-9/6/15
Figure 90: Natural supermarket sales of condiments and dressings, by brand positioning, at current prices, rolling 52 weeks
ending 9/8/13 and 9/6/15
Figure 91: Natural supermarket sales of dressings, by fat content, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
Figure 92: Natural supermarket sales of condiments and dressings, by storage, at current prices, rolling 52 weeks ending 9/8/13
and 9/6/15
Figure 93: Natural supermarket sales of mayonnaise, by vegan status, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
Figure 94: Natural supermarket sales of condiments and dressings, by ethnicity, at current prices, rolling 52 weeks ending 9/8/13
and 9/6/15
Key players
Figure 95: MULO sales of mayonnaise, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 96: MULO sales of mustard, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 97: MULO sales of ketchup, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 98: MULO sales of pickles, olives and relish, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 99: MULO sales of other* sauces, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 100: MULO sales of salad dressings, by leading companies and brands, rolling 52 weeks 2014 and 2015
Correspondence analysis
Methodology
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

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