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Cooking Sauces, Pasta Sauces and Stocks - UK - January 2016

Cooking Sauces, Pasta Sauces and Stocks - UK - January 2016

“Brands and retailers in cooking sauces need to target those interested in home cooking, especially those wanting to add their own personal touch and an element of creativity to dishes, as well as people looking for quick and easy meal options when they need them. A focus on authenticity, improved nutritional content and the addition of more exotic sauces to ranges will be key areas of new product development likely to boost sales.”

– Richard Caines, Senior Food & Drink Analyst

This report examines the following areas:

Encouraging more speed-scratch cooking using cooking sauces

Promoting cooking sauces with better nutritional content

Injecting more excitement into ranges to encourage experimentation

Encouraging use of stocks in a wider range of meals


OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
Price pressures and cooking from scratch hit sales
Figure 1: Forecast of UK retail sales of cooking/pasta sauces, 2010-20
Own-label taking larger share of NPD activity
Figure 2: New product launches in the UK cooking sauces (incl. pasta sauces) market, by own-label vs. branded, January 2011-November 2015
Increase in people cooking sauces from scratch
Figure 3: Usage of cooking sauces in the last six months, by type, September 2015
Grocery discounters selling more cooking sauces
Authenticity important for cooking sauces
Figure 4: Most important factors influencing choice of cooking sauces, September 2015
Adding more excitement to cooking sauce ranges
Figure 5: Attitudes towards cooking sauces, September 2015
More ideas and flavours to encourage use of stocks for more meals
Figure 6: Attitudes towards stocks, September 2015
What we think
ISSUES AND INSIGHTS
Encouraging more speed-scratch cooking using cooking sauces
The facts
The implications
Promoting cooking sauces with better nutritional content
The facts
The implications
Injecting more excitement into ranges to encourage experimentation
The facts
The implications
Encouraging use of stocks in a wider range of meals
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
More cooking from scratch hits cooking sauces
Weak sales of pasta sauces biggest reason for decline
Stocks benefit from more flavours and move to premium
Trading up also seen in the gravy market
Wet sauces see biggest fall in sales
More children and ageing population
More exotic tastes will influence range development
Rising real incomes and the savvy shopper
MARKET SIZE AND FORECAST
Falling value sales in cooking/pasta sauces
Figure 7: Forecast of UK retail value sales of cooking/pasta sauce*, 2010-20
Weak sales of pasta sauces hit total market
Future about authenticity, experimentation and health
Figure 8: forecast of UK retail sales of cooking/pasta sauces, 2010-20
Stocks benefit from interest in scratch cooking
Figure 9: Forecast of UK retail value sales of stocks, 2010-20
More flavours and further move to premium
Figure 10: Best- and worst-case forecast of UK retail sales of stocks, 2010-20
Trading up being seen in gravy market
Figure 11: Forecast of UK retail value sales of gravy, 2010-20
Premium products have more growth potential
Figure 12: Best- and worst-case forecast of UK retail sales of gravy, 2010-20
SEGMENT PERFORMANCE
Wet sauces the main reason for decline in market
Pasta sauce sales doing worse than sales of pasta
Figure 13: UK retail value sales of cooking/pasta sauce and marinades, by sector, 2013-15
Most cuisines see a decline in 2015 sales
Figure 14: UK retail value sales of ambient wet and dry cooking/pasta sauces, by cuisine, 2013-15
MARKET DRIVERS
More children and an ageing population
Figure 15: Trends in the age structure of the UK population, 2010-20
Targeting smaller households
Figure 16: UK households, by size, 2010-20
Strong interest in ethnic food products
Figure 17: Interest in selected types of ethnic food products, by cuisine type, November 2014
Growth of food discounters
Figure 18: Retailer most money spent with in last month, August 2013 and August 2015
Strong interest in healthy eating
Figure 19: Nutritional aspects or product attributes people look out for when shopping for food for use at home (top 10), November 2014
Impact of return to real income growth
KEY PLAYERS – WHAT YOU NEED TO KNOW
Most leading brands see sales fall in cooking sauces
Increase in sales of own-label stocks
Bisto dominates sales of gravy makers
Premier Foods biggest advertiser of cooking sauces
Advertising for stocks and gravy dominated by Knorr and Bisto
Bigger focus on own-label NPD in cooking sauces
Increase in convenience-related claims
Move to premium in stocks and gravy
MARKET SHARE
Most leading brands saw sales fall in cooking sauces
Figure 20: Leading brands’ value sales and shares in UK ambient wet and dry cooking sauce and pasta sauce market, 2013/14 and 2014/15
Mars retains its lead, own-label gains share
Figure 21: Leading manufacturers’ value sales and shares in UK ambient wet and dry cooking sauce and pasta sauce market, 2013/14 and 2014/15
Chilled sauces dominated by own-label
Stocks dominated by Knorr and Oxo
Figure 22: Leading brands’ value sales and shares in UK retail stocks/bouillon market, 2013/14 and 2014/15
Figure 23: Leading manufacturers’ value sales and shares in UK retail stocks/bouillon market, 2013/14 and 2014/15
Bisto accounts for two thirds of gravy sales
Figure 24: Leading brands’ value sales and shares in UK retail gravy makers market, 2013/14 and 2014/15
Figure 25: Leading manufacturers’ value sales and shares in UK retail gravy makers market, 2013/14 and 2014/15
BRAND COMMUNICATION AND PROMOTION
Increase in advertising spend on sauces, stocks and gravy
Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure on cooking sauces, stocks and gravy, by product category, January 2011-November 2015
Premier Foods the biggest spender in cooking sauces
Figure 27: Share of recorded above-the-line, online display and direct mail total advertising expenditure on cooking sauces, by advertiser, January 2013-November 2015
Dolmio the most heavily advertised brand
Figure 28: Recorded above-the-line, online display and direct mail total advertising expenditure on cooking sauces*, by top ten highest spending brands, January 2013-November 2015
Premier Foods and Unilever dominate advertising of stocks and gravy
Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on stocks/gravy*, by top spending brands, January 2013-November 2015
Coverage/methodology clarification
LAUNCH ACTIVITY AND INNOVATION
Increase in own-label’s share of NPD
Figure 30: New product launches in the UK cooking sauces (incl. pasta sauces) market, share of own-label and branded, January 2011-November 2015
Large number of companies launching cooking sauces
Figure 31: Examples of own-label product launches in the UK cooking sauces (incl. pasta sauces) market, 2015
Figure 32: Examples of branded product launches in the UK cooking sauces (incl. pasta sauces) market, 2015
Figure 33: New product launches in the UK cooking sauces (incl. pasta sauces) market, by company (based on top 15 for 2014), January 2011-November 2015
Convenience-related claims on the increase
Figure 34: New product launches in the UK cooking sauces (incl. pasta sauces) market, by claim (based on top 15 claims for 2014), January 2011-November 2015
Ambient launches (wet and dry) dominate NPD
Figure 35: Examples of chilled sauce launches in the UK cooking sauces (incl. pasta sauces) market, 2015
Figure 36: New product launches in the UK cooking sauces (incl. pasta sauces) market, by storage type, January 2011-November 2015
Liquid stocks/gravy looking to encourage trading up
Figure 37: New product launches in the UK stocks/gravy market, by format type, January 2011-November 2015
Figure 38: Examples of own-label launches in the UK stocks/gravy market, 2015
Tesco gains share of launches in 2015
Figure 39: New product launches in the UK stocks/gravy market, by company (based on top 10 for 2014), January 2011-November 2015
Emphasis on no additives/preservatives
Figure 40: New product launches in the UK stocks/gravy market, by claim (based on top 15 for 2014), January 2011-November 2015
THE CONSUMER – WHAT YOU NEED TO KNOW
Making sauces from scratch increasing
Younger bias to meals involving cooking sauces
Usage of stocks shows bias towards over-65s
Discounters attracting more shoppers
Authenticity a big influence on choice
Offering dish-specific sauces and versatility
Injecting more excitement into cooking sauces
Nutritional content likely to become more important
Convenience the biggest driver of sales
Room to encourage usage of stocks for more recipes
USAGE OF COOKING SAUCES, STOCKS AND GRAVY
Making sauces from scratch is on the increase
Figure 41: Usage of cooking sauces in the last six months, by type, September 2015
Younger bias to using cooking sauces
Non-chilled cooking sauces being used less frequently
Figure 42: Frequency of usage of cooking sauces, September 2015
Cubes still most popular format for stocks
Figure 43: Types of stocks used in the last six months, September 2014 and 2015
Gravy granules facing competition
Figure 44: Types of gravy used in the last six months, September 2014 and 2015
TYPES OF RETAILER USED FOR BUYING COOKING SAUCES
Discounters increasing share of sales
Figure 45: Types of retailer used for buying cooking sauces in the last six months, September 2015
More smaller shopping trips a boost to convenience stores
Discount stores attracting savvy shoppers
Figure 46: Buying cooking sauces from discount grocery stores and pound stores, by socio-economic group, September 2015
FACTORS INFLUENCING CHOICE OF COOKING SAUCES
Authenticity important in cooking sauces
Figure 47: Most important factors influencing choice of cooking sauces, September 2015
Demand for dish-specific sauces and versatility
Figure 48: Most important factors influencing choice of cooking sauces, September 2015
Nutritional benefits matter to a minority
British ingredients appeal to over-45s
Catering for those looking for more adventurous meals
ATTITUDES TOWARDS COOKING SAUCES
Cooking sauces lack excitement for weekends
Figure 49: Attitudes towards cooking sauces, September 2015
Only a quarter see cooking sauce kits as less processed
Cooking sauces appeal most for creating a quick home-cooked meal
Room for cooking sauces to replicate more restaurant meals
Strong desire to try new types of cuisine
Most are happy with Italian-style sauces being made in Britain
ATTITUDES TOWARDS STOCKS
Encouraging usage of stocks for more recipes
Figure 50: Attitudes towards stocks, September 2015
Opportunity to match stocks more closely to particular meals
Promoting herb stocks as an alternative to fresh herbs
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Fan chart forecast
APPENDIX – THE MARKET
Figure 51: Best- and worst-case forecast for UK retail value sales of cooking sauces, pasta sauces and stocks/gravy, 2015-20
Figure 52: Best- and worst-case forecast for UK retail value sales of cooking sauces, pasta sauces and stocks/gravy, 2015-20
Figure 53: Best- and worst-case forecast for UK retail value sales of cooking sauces/pasta sauces, 2015-20
Figure 54: Best- and worst-case forecast for UK retail value sales of stocks, 2015-20
Figure 55: Best- and worst-case forecast for UK retail value sales of gravy, 2015-20

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