Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Well-established market with high usage
- Category competition compounds
- Condiment segments are highly differentiated, resulting in varying success
- Demographic factors impacting condiment sales
- Economic uncertainly leads to more home cooking
- Highly fragmented supply chain
- Innovation trends toward more natural, premium and convenient packages
- The condiment consumer
- Usage
- Frequency
- Brands
- What consumers want!
- Shopping habits
- Nutrition and condiments
- Retail purchases of condiments
- Ethnic differences in condiment use
Insights and Opportunities
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- Co-branding QSR condiments
- Provenance positioning
- Promoting functional benefits
- Initiating atypical usage occasions
- Encourage new uses for condiments
- Offer attractive, durable table-ready packaging to entice consumers
Fast Forward Trends
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- Trend: The Black Diamond Life
- What’s it about?
- What we’ve seen
- How does this apply to condiments?
- Trend: Growing a longer tail
- What’s it about?
- What we’ve seen
- How does this apply to condiments?
Market Size and Forecast
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- Key points
- Mature market remains flat
- Condiment sales and forecast
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- Figure 1: U.S. FDMx sales and forecast of condiments, at current prices, 2002-12
- Figure 2: U.S. FDMx sales and forecast of condiments, at inflation-adjusted prices, 2002-12
- Wal-Mart sales
Competitive Context
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- Competition from categories within the retail environment
- The foodservice factor
Segment Overview
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- Key points
- The standard in condiments
- Going gourmet
- Sales and forecast of condiments by segment
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- Figure 3: U.S. FDMx sales and forecast of condiments at current prices, by segment, 2002-12
- Figure 4: FDMx condiment sales, by segment and sub-segment, 2005 and 2007
Segment Performance—Pickles, Olives and Relish
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- Key points
- Limited use and little innovation create lackluster interest
- Positive sales in olives help segment remain steady
- Sales and forecast of pickles, olives, and relish
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- Figure 5: U.S. FDMx sales and forecast of pickles, olives, and relish, at current prices, 2002-12
Segment Performance—Ethnic Sauces
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- Key points
- New ethnic experiences build sales opportunities
- The influence of restaurants
- Sales and forecast of ethnic sauces
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- Figure 6: U.S. FDMx sales and forecast of ethnic sauces, at current prices, 2002-12
Segment Performance—Mustard and Ketchup
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- Key points
- Impact of health trends
- Impact of packaging changes
- Sales and forecast of mustard and ketchup
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- Figure 7: U.S. FDMx sales and forecast of mustard and ketchup, at current prices, 2002-12
Segment Performance—Sauces for Meat
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- Key points
- Meat sauce sales struggle—challenged by convenience and alternative flavorings
- Products that skew to the gourmet realm attract consumers
- Sales and forecast of sauces for meat
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- Figure 8: U.S. FDMx sales and forecast of sauces for meat, at current prices, 2002-12
Segment Performance—Other Sauces
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- Key points
- Hot/Cajun sauces support segment growth
- Specific-use products limit sales opportunities
- Sales and forecast of other sauces
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- Figure 9: U.S. FDMx sales and forecast of other sauces, at current prices, 2002-12
Retail Channels
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- Key points
- Supermarkets dominate…
- …other outlets on a path of growth
Retail Channels—Supermarkets
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- Key points
- Private label—a point of differentiation
- Supermarket sales
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- Figure 10: U.S. sales of condiments at supermarkets, at current prices, 2002-07
Market Drivers
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- Shifts in demographics influence market sales
- Positive: the ethnic influence
- Negative: core children users decline in population
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- Figure 11: Households, by presence of children under age 18, 1996-2006
- Figure 12: Households, by number of members, 1996-2006
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- Figure 13: Trended volume of ketchup used per household per month, by presence of chldren in home, 2003-07
- Home condiment usage may suffer as a result of growing QSR sales
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- Figure 14: Total U.S. QSR sales and forecast, at current prices, 2005-10
- Figure 15: Types of restaurants visited in the past month, by presence of children in home, January 2008
- Cooking at home increases in uncertain economic times
- Interest in cooking is on the rise
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- Figure 16: Sales of cookware and kitchen cutlery, segmented by type, 2005 and 2007
Leading Companies
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- Key points
- Kraft still leads the market
- Private label builds market share
- Brand leaders seek to diversify usage opportunities and add value
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- Figure 17: Leading manufacturer sales of condiments, 2007 and 2008
Brand Share—Pickles, Olives and Relish
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- Key points
- Mt. Olive making pickles snackable
- Kraft’s Claussen grows sales through premium positioning
- Manufacturer and brand sales of pickles, olives, and relish
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- Figure 18: FDMx brand sales of pickles, olives, and relish in the U.S., 2007 and 2008
Brand Share—Ethnic Sauces
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- Key points
- Tostitos sauces build sales through association of its trademark chips
- Manufacturer and brand sales of Mexican sauces
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- Figure 19: FDMx brand sales of Mexican sauces in the U.S., 2007 and 2008
- Kikkoman dominates Oriental but private label may be stealing its thunder
- Manufacturer and brand sales of Oriental sauces
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- Figure 20: FDMx brand sales of Oriental sauces in the U.S., 2007 and 2008
Brand Share—Mustard and Ketchup
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- Key points
- Heinz dominates segment—focus on packaging innovation
- ConAgra’s Hunt’s and Gulden’s brands making steady progress
- Manufacturer and brand sales of mustard and ketchup
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- Figure 21: FDMx brand sales of mustard and ketchup in the U.S., 2007 and 2008
Brand Share—Sauces for Meat
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- Key points
- Sweet Baby Ray’s supports sub-segment sales with its gourmet position
- Manufacturer and brand sales of barbecue sauce
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- Figure 22: FDMx brand sales of barbecue sauce in the U.S., 2007 and 2008
- A1 sustains sales through innovation
- Manufacturer and brand sales of steak/Worcestershire sauce
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- Figure 23: FDMx brand sales of steak/Worcestershire sauce in the U.S., 2007 and 2008
Brand Share—Other Sauces
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- Key points
- Kraft uses Taco Bell brand to promote snacking opportunities
- Reckitt Benckiser remains hot—promoting food and beverage usages
- Manufacturer and brand sales of other sauces
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- Figure 24: FDMx brand sales of other sauces in the U.S., 2007 and 2008
Brand Qualities
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- Claussen builds its identity on freshness
- Tostitos salsas ride the coattails of Frito-Lay’s trademark chip
- Heinz doing “a common thing, uncommonly well”
- A1 plays to its legacy as the original steak sauce
Innovation and Innovators
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- Innovation performance
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- Figure 25: Top 15 product claims for condiment launches, 2005-08*
- Consumers’ desire for health and wellness equates to more natural and organic products
- Kosher
- More natural formulations
- Trend towards premiumization stimulates innovation
- Provenance
- Restaurant and celebrity chef branding
- Quality ingredients and unusual flavor combinations
- Packaging innovations emphasize convenience
Advertising and Promotion
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- Overview
- Points of differentiation
- Premium qualities
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- Figure 26: Pace Picante Sauce television ad, 2008
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- Figure 27: Pace Premium Sauces television ad, 2008
- Being the “original”
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- Figure 28: Louisiana Hot Sauce television ad, 2008
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- Figure 29: A1 Steak Sauce television ad, 2008
- Figure 30: Vlasic Pickles television ad, 2008
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- Figure 31: Vlasic Pickles television ad, 2008
- Promoting versatility
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- Figure 32: French’s mustard television ad, 2008
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- Figure 33: Heinz television ad, 2008
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- Figure 34: Chi-Chi’s television ad, 2008
- Figure 35: Tabasco television ad, 2008
Usage
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- Key points
- Trended usage of condiments
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- Figure 36: Household usage of condiments and sauces, 2003-07
- How consumers use condiments
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- Figure 37: Ways of using condiments, as a condiment, as an ingredient, by type of condiment, May 2008
Frequency of Use
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- Key points
- How often do consumers really use condiments on a per meal basis?
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- Figure 38: Number of meals where condiments are used per week, individuals, May 2008
- Larger households and those with children drive condiment use
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- Figure 39: Volume of selected condiments used in household, by number of people in household/presence of children, January-November 2007
Usage Occasions
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- Key points
- Meal occasions and condiment use
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- Figure 40: Meal occasions for condiment usage, May 2008
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- Figure 41: Meal occasions for condiment usage, by age, May 2008
What are Consumers Looking for in Condiments?
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- Key points
- Packaging is most important
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- Figure 42: Importance of condiment attributes, May 2008
- Health attributes are important to older consumers
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- Figure 43: Importance of condiment attributes, by age, May 2008
- Interest in new flavors
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- Figure 44: Interest in new and different condiment flavors, May 2008
- Young adults are open to new flavors
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- Figure 45: Interest in new and different condiment flavors, by age, May 2008
- New flavor preferences
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- Figure 46: New flavor preferences, May 2008
- Flavor preferences vary among men and women
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- Figure 47: New flavor preferences, by gender, May 2008
- Young adults more open to new flavors, but older consumers know what they like
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- Figure 48: New flavor preferences, by age, May 2008
Shopping and Usage Attitudes
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- Key points
- Younger, less experienced cooks think less about condiments
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- Figure 49: Shopping and usage attitudes about condiments, by age, May 2008
Nutrition and Health Attitudes
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- Key points
- Health beliefs and behaviors around condiments usage by gender and age
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- Figure 50: Nutrition and health attitudes about condiments, by gender, May 2008
- Figure 51: Nutrition and health attitudes about condiments, by age, May 2008
Retail Choices for Condiments Purchase
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- Key points
- Where are consumers shopping for condiments?
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- Figure 52: Choice of retail outlets for buying condiments, May 2008
- Income drives retail channel selection
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- Figure 53: Choice of retail outlets for buying condiments, by household income, May 2008
Race and Ethnicity
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- Key points
- Frequency of use
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- Figure 54: Household usage of condiments and sauces, by race/ethnicity, January-November 2007
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- Figure 55: Volume of selected condiments used by household in past 30 days, January-November 2007
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- Figure 56: Number of meals where condiments are used per week, individuals, by race/ethnicity, May 2008
- Figure 57: Shopping and usage attitudes about condiments, by race/ethnicity, May 2008
- Brand preferences
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- Figure 58: Household usage of ketchup brands, by race/ethnicity, January-November 2007
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- Figure 59: Household usage of mustard brands, by race/ethnicity, January-November 2007
- How do consumers shop for and use condiments?
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- Figure 60: Shopping and usage attitudes about condiments, by race/ethnicity, May 2008
- Usage occasions
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- Figure 61: Meal occasions for personal condiment usage, by race/ethnicity, May 2008
- What ethnic groups are looking for in condiments
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- Figure 62: Importance of condiment attributes, by race/ethnicity, May 2008
- Interest in new flavors
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- Figure 63: Interest in new and different condiment flavors, by race/ethnicity, May 2008
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- Figure 64: New flavor preferences, by race/ethnicity, May 2008
- Health beliefs and behaviors around condiments usage by ethnicity
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- Figure 65: Nutrition and health attitudes about condiments, by race/ethnicity, May 2008
Cluster Analysis—Condiment Connoisseurs, Condiments for Controls, No Added Flavor Neededs
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- Key points
- Condiment Connoisseurs
- Condiments for Control
- No Added Flavor Neededs
- Cluster characteristics
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- Figure 66: Condiments clusters, May 2008
- Figure 67: New flavor preferences, by cluster, May 2008
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- Figure 68: Important selection criteria, by cluster, May 2008
- Figure 69: Behaviors and habits towards condiments, by cluster, May 2008
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- Figure 70: Meal occasions for personal condiment usage, by clusters, May 2008
- Figure 71: Where condiments are purchased in the grocery store, by clusters, May 2008
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- Figure 72: Number of meals where condiments are used per week (by individual), by clusters, May 2008
- Cluster demographics
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- Figure 73: Condiments clusters, by gender, May 2008
- Figure 74: Condiments clusters, by age, May 2008
- Figure 75: Condiments clusters, by income, May 2008
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- Figure 76: Condiments cluster, by race, May 2008
- Figure 77: Condiments clusters, by Hispanic origin, May 2008
- Methodology
Key Purchase Measures
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- Consumer insights—condiments
- Mustard and ketchup
- Mustard
- Brand leaders by penetration
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- Figure 78: Key purchase measures for the top brands of mustard, by household penetration, 2007*
- Ketchup
- Brand leaders by penetration
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- Figure 79: Key purchase measures for the top brands of ketchup, by household penetration, 2007*
- Mexican sauce
- Salsa
- Brand leaders by penetration
- Picante sauce
- Brand leaders by penetration
- Taco sauce
- Brand leaders by penetration
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- Figure 80: Key purchase measures for the top brands of Mexican sauces, by household penetration, 2007*
Appendix: IRI/Builders Panel Data Definitions
Appendix: Market Share—All Companies
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- Figure 81: Sales of condiment companies, 2007 and 2008
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Appendix: Trade Associations
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