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Condiments, Dressings and Seasonings - UK - December 2015

Condiments, Dressings and Seasonings - UK - December 2015

“There is scope for growth in the table sauces and seasonings market by appealing to the increasingly varied tastes of UK consumers, namely interest in food trends such as American-style (eg barbecue sauce) and ethnic cuisines.

With changing consumer eating habits driving growth in less traditional segments of thin sauces, these offer growth potential for manufacturers”.

– Amy Price, Senior Food and Drink Analyst

This report discusses the following key topics:

The British love affair with American-inspired barbecue sauces continues
Restaurants and travel influence consumers’ usage of table sauces and seasonings
Catering to convenience trends could help seasonings manufacturers to boost sales


OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
The market
Figure 1: UK retail value sales and forecast of table sauces, seasonings, pickles and chutney and relish, 2010-20
Companies and brands
The consumer
Figure 2: Use of table sauces, any use within the last 6 months, October 2015
Figure 3: Attitudes towards table sauces, October 2015
Figure 4: Use of seasonings, October 2015
Figure 5: Attitudes towards seasonings, October 2015
What we think
ISSUES & INSIGHTS
The British love affair with American-inspired barbecue sauces continues
Restaurants and travel influence consumers’ usage of table sauces and seasonings
Catering to convenience trends could help seasonings manufacturers to boost sales
THE MARKET
What you need to know
Table sauce sales declined in 2015, while seasonings sales grew
Sugar concerns stand to affect the market
Consumers are cooking from scratch more
Market size and forecast
Market declines in 2015
Figure 6: UK retail value and volume sales of table sauces, seasonings, pickles and chutney & relish, 2010-20
Forecast
Figure 7: UK retail value sales and forecast of table sauces, seasonings, pickles and chutney & relish, 2010-20
Figure 8: UK retail volume sales and forecast of table sauces, seasonings, pickles and chutney & relish, 2010-20
Table sauce volumes forecast to fall by 9% over 2015-20
Figure 9: UK retail value and volume sales of table sauces, 2010-20
Figure 10: UK retail value sales and forecast of the table sauces market, 2010-20
Seasonings volumes to remain flat while value rises
Figure 11: UK retail value and volume sales of seasonings, 2010-20
Figure 12: UK retail value sales and forecast of seasonings, 2010-20
Pickles, chutney and relish market forecast to decline by £30 million by 2020
Figure 13: UK retail value and volume sales of pickles, chutney and relish, 2010-20
Figure 14: UK retail value sales and forecast of the pickles, chutney and relish market, 2010-20
Forecast methodology
Market segmentation
Table sauces market declined by 1% during 2014-15
Figure 15: UK retail sales of table sauces, by segment, by value and volume, 2014-15
Thick sauces volumes decline by 1%
Figure 16: UK retail sales of thick sauces, by type, by value and volume, 2014-15
Salad dressing volumes see a significant drop
Figure 17: UK retail sales of salad accompaniments, by type, by value and volume, 2014-15
Dish-specific sauce sales see slight decline
Figure 18: UK retail sales of dish-specific sauces, by type, by value and volume, 2014-15
Soy helps to grow thin sauce sales by 2%
Figure 19: UK retail sales of thin sauces, by type, by value and volume, 2014-15
Herbs and spices grow sales
Figure 20: UK retail sales of seasonings and chutneys, pickles and relish, by value and volume, 2014-15
Market drivers
Consumers are cooking from scratch more frequently
Figure 21: Changes in consumer behaviours relating to cooking from scratch at home, eating out and buying takeaways in the last year,
February 2015
Reducing sugar content is a key target for public health campaigners
Emerging food categories are inspiring new sauces and seasonings
Figure 22: Emerging cuisines eaten at home and that consumers are interested in, by cuisine type, December 2014
KEY PLAYERS
What you need to know
Branded table sauce sales decline but outperform non-branded products
Own-label launches increase as a share of overall launches
Advertising spend on table sauces and seasonings is rising
Heinz stands out in the market for positive brand attributes
Market share
Heinz continues to grow its share of branded sales
Figure 23: Leading brands’ sales and shares in the UK retail table sauces market, by value, 2013/14 and 2014/15
Smaller manufacturers focus on fast growing segments
Figure 24: Leading manufacturers sales and shares in the UK retail table sauces market, by value, 2013/14 and 2014/15
Flavour pots have boosted Knorr’s performance
Figure 25: Leading brands’ sales and shares in the UK retail seasonings market, by value and volume, 2013/14 and 2014/15
Premier Foods loses share despite launching new variants
Figure 26: Leading manufacturers sales and shares in the UK retail seasonings market, by value and volume, 2013/14 and 2014/15
Haywards rebrands and launches new variants to stop sales decline
Figure 27: Leading brands’ sales and shares in the UK retail pickles, chutney and relish market, by value and volume, 2013/14 and
2014/15
Manufacturers look to the snack market to bolster pickle sales
Figure 28: Leading manufacturers sales and shares in the UK retail pickles, chutney and relish market, by value and volume,
2013/14 and 2014/15
Launch activity and innovation
Own-label gains share of the total launches
Figure 29: Share of new launches in the UK table sauces and seasonings market, by branded vs private label, 2011-15
Premium ranges are expanding
Seasonings lead launches but see a decline
Figure 30: New launches in the UK table sauces and seasonings market, by type, 2011-15
The growth of the free-from market inspires NPD
Figure 31: New product launches in the UK table sauces and seasonings, by the gluten-free claim, 2011-15
Barbecue flavour launches grow, fuelled by American-style food
Figure 32: New product launches in the UK table sauces and seasonings market, by top 10 flavour components, 2011-15
Big name brands extend into the table sauce segment
Advertising and marketing activity
Overall advertising spend continues to rise from the 2013 low
Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure on table sauces and seasonings,
2011-15
Table sauce advertising sees a resurgence for 2015
Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on table sauces and seasonings,
by category, 2011-15
Unilever and Heinz outspend the rest of the market
Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure on table sauces and seasonings,
by top 10 advertisers (sorted by 2015 data), 2011-15
Kikkoman continues to invest in soy sauce advertising
Figure 36: Recorded above-the-line, online display and direct mail total advertising expenditure on table sauces and seasonings,
by top 10 brands (sorted by 2015 data), 2011-15
Nielsen Media Research coverage
Brand research
What you need to know
Brand map
Figure 37: Attitudes towards and usage of selected condiments, dressings and seasonings brands, October 2015
Key brand metrics
Figure 38: Key metrics for selected condiments, dressings and seasonings brands, October 2015
Figure 39: Attitudes, by condiments, seasonings and dressings brand, October 2015
Figure 40: Brand personality – Macro image, October 2015
Figure 41: Brand personality – Micro image, October 2015
Brand analysis
Figure 42: User profile of Heinz, October 2015
Figure 43: User profile of Hellmann’s, October 2015
Figure 44: User profile of HP, October 2015
Figure 45: User profile of Colman’s, October 2015
Figure 46: User profile of Amoy, October 2015
Figure 47: User profile of Kikkoman, October 2015
THE CONSUMER
What you need to know
Over 90% of people have used traditional table sauces in the last 6 months
Over half of consumers see herbs and spices as essential for cooking
Salt and sugar intake is a concern for a sizeable minority of consumers
Use of table sauces
Over half of consumers have used more than nine different sauces in the last six months
Figure 48: Repertoire of table sauces, eaten/used within the last 6 months, October 2015
Traditional table sauces continue to be the most used
Figure 49: Use of table sauces, any use within the last 6 months, October 2015
44% of people use traditional table sauces more than once a week
Figure 50: Frequency of use of table sauces, October 2015
Ethnic table sauces are becoming an addition to a wide range of meals
Figure 51: Use of table sauces by type of food eaten, October 2015
Attitudes towards table sauces
Personalisation appeals to 70% of users
Figure 52: Attitudes towards table sauces, October 2015
Trying out sauces in restaurants is a key driver of home use
Salt and sugar intake is a concern for a sizeable minority of consumers
Use of seasonings
Seasonings see usage decline
Figure 53: Use of seasonings, October 2015
Attitudes towards seasonings
68% have a wide range of seasonings
Figure 54: Attitudes towards seasonings, October 2015
Over-55s see herbs and spices as essential, while 16-24s prefer blends
Figure 55: Attitudes towards seasonings and future use, October 2015
Minority interest in seasonings from different countries/ethnic foods…
APPENDIX
Data sources, abbreviations and supporting information
Abbreviations
Consumer research methodology
Forecast methodology
Market size and forecast
Figure 56: Best- and worst-case forecasts for the total UK retail table sauces, pickles, chutney and relish and seasonings market,
by value, 2015-20
Figure 57: Best- and worst-case forecasts for the total UK retail table sauces, pickles, chutney and relish and seasonings market,
by volume, 2015-20
Figure 58: Best- and worst-case forecasts for the UK retail table sauces market, by value, 2015-20
Figure 59: Best- and worst-case forecasts for the UK retail table sauces market, by volume, 2015-20
Figure 60: UK retail volume sales and forecast of table sauces, 2010-20
Figure 61: Best- and worst-case forecasts for the UK retail seasonings market, by value, 2015-20
Figure 62: Best- and worst-case forecasts for the UK retail seasonings market, by volume, 2015-20
Figure 63: UK retail volume sales and forecast of seasonings, 2010-20
Figure 64: Best- and worst-case forecasts for the UK retail pickles, chutney and relish market, by value, 2015-20
Figure 65: Best- and worst-case forecasts for the UK retail pickles, chutney and relish market, by volume, 2015-20
Figure 66: UK retail volume sales and forecast of the pickles, chutney and relish market, 2010-20
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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