Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Total UK retail value sales of cooking/pasta sauces and stocks/bouillon, 2007-17
- Segment performance
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- Figure 2: UK retail value sales of cooking/pasta sauce and stocks/bouillon, by sector, 2012 (est)
- Market factors
- Half of adults make meals from scratch
- Consumer intake of salt declines but remains a concern
- Older generation set for growth
- Companies, brands and innovation
- NPD in cooking sauces lags behind wider food market
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- Figure 3: Share of new cooking sauces, pasta sauces and stocks product launches in NPD in the UK food market, 2008-11
- Dolmio leads in sauces, Bisto dominates gravy
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- Figure 4: Leading brands’ value shares in ambient and dry cooking sauces and pasta sauces, 2012*
- Total adspend edges up
- The consumer
- Usage of sauces remains steady but stocks and gravy usage slides
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- Figure 5: Usage of cooking sauces and stocks/gravy in the last 12 months, 2008-12
- Authenticity is the most important choice factor
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- Figure 6: Factors considered important when choosing a cooking/pasta sauce, September 2012
- NPD opportunities lie in customising cooking sauce
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- Figure 7: Attitudes towards cooking and pasta sauces, September 2012
- Flavoured gravies and authentic ingredients appeal to a large minority
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- Figure 8: Attitudes towards stocks and gravy, September 2012
- What we think
Issues in the Market
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- How can manufacturers reinforce usage among young families?
- What NPD areas can manufacturers explore to engage the growing over-65s population?
- How can cooking/pasta sauce manufacturers win over premium users?
- What can gravy makers learn from the stocks sector to boost usage?
Trend Application
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- Trend: Objectify
- Trend: Sense of the Intense
- 2015 Trend: East Meets West
Market Drivers
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- Key points
- Half of adults make meals from scratch though convenience appeals – especially among under-35s
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- Figure 9: Agreement with lifestyle statements about convenience and scratch cooking, 2008-12
- Salt reduction remains a key issue for food manufacturers
- Older generation set for growth
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- Figure 10: Projected trends in population growth, by age, 2012-17
- Consumer confidence remains low despite Olympics
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- NPD in cooking sauces lags behind wider food market
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- Figure 11: Share of new cooking sauces, pasta sauces and stocks product launches in NPD in the UK food market, 2008-11
- Cooking sauces
- Reduced activity from Sainsbury’s and Aldi drags down the share of NPD in cooking sauces
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- Figure 12: Share of new launches in the cooking sauces market, by own-label and brands, 2009-11
- Figure 13: Share of new product launches within the UK cooking sauces market, by company (top ten), 2009-11
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- Figure 14: Share of new product launches within the UK cooking sauces market, by company (top ten), January-August 2012
- Share of cooking sauces in pouches leaps in 2012
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- Figure 15: Share of NPD in the cooking sauces market, by package type, 2009-12
- NPD activity is thriving in the high-flying dry sauces sector
- International NPD can offer inspiration for UK operators
- Pasta sauces
- Emphasis on premium
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- Figure 16: Share of new product launches within the UK pasta sauces market, by company (top ten), 2009-11
- Figure 17: Leading companies’ shares of new product launches within the UK pasta sauces market, January-August 2012
- Dolmio looks to excite sales with new 100% natural ingredient claim
- Highlighting Italian provenance and authenticity adds sophisticated edge to own-label pasta sauces
- Saclà takes pesto in ‘tottles’
- International NPD explores interesting flavours
- Stocks
- Liquid stocks gain share of NPD
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- Figure 18: Share of new product launches within the UK stocks market, by type, 2009-11
- Figure 19: Share of new product launches within the UK stocks market, by company (top five), 2009-11
- Gravy goes into tubes…and the freezer
Market Size and Forecast
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- Key points
- Total sauces and stocks sales struggle
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- Figure 20: Total UK retail value sales of cooking/pasta sauces and stocks, 2007-17
- The future of the cooking/pasta sauce and stocks/bouillon market looks rosier
- Market forecasts
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- Figure 21: Total UK retail value sales of cooking/pasta sauces and stocks/bouillon, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Wet cooking sauces stumble while dry sauces soar in value
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- Figure 22: UK retail value sales of cooking/pasta sauce, by sector, 2009-12
- Wet sauces
- Dry sauces
- Italian dominates, traditional sauces in strong growth
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- Figure 23: UK retail value sales of ambient wet and dry cooking/pasta sauces, by cuisine, 2010-12
- Strong growth in gravy in 2012
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- Figure 24: UK retail value sales of stocks/bouillon and gravy makers, 2009-12
Market Share
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- Key points
- Dolmio retains market leadership
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- Figure 25: Leading brands’ sales and shares in UK ambient wet and dry cooking sauces and pasta sauces market, 2011 and 2012
- Knorr remains top of the stocks
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- Figure 26: Leading brands’ sales and shares in UK stocks/bouillon market, 2011 and 2012
- Bisto bosses the gravy market
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- Figure 27: Leading brands’ sales and shares in UK gravy makers market, 2011 and 2012
Companies and Products
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- AB World Foods
- Company background
- Blue Dragon
- Patak’s
- Reggae Reggae
- Meena’s
- Recent activity
- McCormick
- Company background
- Product range
- Recent activity
- Mars
- Company overview
- Product range
- Uncle Ben’s
- Dolmio
- Seeds of Change
- Recent activity
- Premier Foods
- Company overview
- Recent activity
- Product range
- Sharwood’s
- Other cooking sauce brands
- Stock and gravy brands
- Recent activity
- Cooking sauces
- Stocks and gravy
- Saclà
- Company background
- Product range
- Recent activity
- Unilever
- Company background
- Product range
- Knorr
- Colman’s
- Other brands
- Recent activity
- Maggi
- Company background
- Product range
- Recent activity
- Marigold Health Foods
- Company background
- Product range
- Kallo Foods
- Company background
- Product range
- Recent activity
Brand Research
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- Brand map
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- Figure 28: Attitudes towards and usage of brands in the cooking sauce sector, August 2012
- Correspondence analysis
- Brand attitudes
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- Figure 29: Attitudes, by cooking sauce brand, August 2012
- Brand personality
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- Figure 30: Cooking sauce brand personality – macro image, August 2012
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- Figure 31: Cooking sauce brand personality – micro image, August 2012
- Brand experience
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- Figure 32: Cooking sauce brand usage, August 2012
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- Figure 33: Satisfaction with various cooking sauce brands, August 2012
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- Figure 34: Consideration of cooking sauce brands, August 2012
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- Figure 35: Consumer perceptions of current cooking sauce brand performance, August 2012
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- Figure 36: Cooking sauces brand recommendation – Net Promoter Score, August 2012
- Brand index
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- Figure 37: Cooking sauces brand index, August 2012
- Figure 38: Cooking sauces brand index vs. recommendation, August 2012
- Target group analysis
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- Figure 39: Target groups, August 2012
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- Figure 40: Cooking sauce brand usage, by target groups, August 2012
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Adspend leaps ahead in 2010
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- Figure 41: Total advertising expenditure in the cooking sauces, stocks and gravies market, 2008-11
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- Figure 42: Advertising expenditure in the cooking sauces, stocks and gravy market, by product category, 2008-11
- Dolmio holds the lead in adspend
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- Figure 43: Advertising expenditure in the cooking sauces, stocks and gravies market, by top ten advertisers, 2008-11
- Figure 44: Advertising expenditure in the cooking sauces, stocks and gravies market, by top ten brands, 2011
- Unilever divides recent record spend between Knorr and Colman’s
- 2012 sees bigger media profile for Premier Foods’ cooking sauces
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- Figure 45: Advertising expenditure in the cooking sauces, stocks and gravies market, by top ten brands, January-August 2012
Channels to Market
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- Key points
- Supermarkets dominate
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- Figure 46: UK value sales of cooking and pasta sauces and stocks and gravies, by channel, 2010-12
- Independents and Co-ops record small sales loss
Consumer – Usage of Cooking Sauces, Stocks and Gravy
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- Key points
- Usage of sauces remains steady but stocks and gravy usage slides
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- Figure 47: Usage of cooking sauces and stocks/gravy in the last 12 months, 2008-12
- Usage frequency of cooking sauces declines as consumers get older
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- Figure 48: Frequency of usage of other* cooking sauces in the last 12 months, by age, 2012
- Frequency of usage of stocks and gravies slips
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- Figure 49: Frequency of usage stocks/gravy in the last 12 months, 2008-12
- Jars remain top choice in cooking sauces – pouches growing
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- Figure 50: Use of other cooking sauces (excluding pasta sauces), by packaging, 2007-12
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- Figure 51: Usage of other cooking sauces (excluding pasta sauces), by recipe type, 2007-12
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- Figure 52: Usage of pasta sauces, by recipe type, 2008-12
Consumer – Factors in Choosing Cooking/Pasta Sauces
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- Key points
- Authenticity is the most important choice factor
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- Figure 53: Factors considered important when choosing a cooking/pasta sauce, September 2012
- Health: low salt and low sugar deemed more important than RDA
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- Figure 54: Low salt, low sugar and counts towards 5-a-day as important choice factors, by age, September 2012
- Convenience is key for two fifths of users
- Brand familiarity is important for nearly half of cooking sauce users
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- Figure 55: A familiar brand as a choice factor, by gross annual household income, September 2012
Consumer Attitudes Towards Cooking and Pasta Sauces
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- Key points
- NPD opportunities lie in customising cooking sauce
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- Figure 56: Attitudes towards cooking and pasta sauces, September 2012
- Shop-bought cooking/pasta sauces boast value appeal
- Half of users prefer chunky tomato cooking sauce to smooth
- Authentic ingredients and exotic recipes offer growth opportunities
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- Figure 57: Agreement with the statements ‘I’d buy more cooking sauces from exotic regions’, and ‘Cooking sauces containing authentic ingredients (eg San Marzano tomatoes) are worth paying more for’, by age, September 2012
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- Figure 58: Types of ethnic foods eaten, June 2012
- Dearth of child-friendly cooking sauces suggests NPD opportunities
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- Figure 59: Agreement with the statement ‘There are not enough cooking sauces suitable for children (eg less spicy, low salt)’, by presence of own children, September 2012
Consumer Attitudes Towards Stocks and Gravy
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- Key points
- Flavoured gravies and authentic ingredients appeal to a large minority
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- Figure 60: Attitudes towards stocks and gravy, September 2012
- Fewer than a fifth of users agree liquid stocks are better quality than cubes and powders
- An animal welfare guarantee appeals to a fifth of users
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- Figure 61: Agreement with the statement ‘I’d like to see more stock pots/cubes with an animal welfare guarantee’, by gender and age, September 2012
Consumer – Target Groups
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- Key points
- Four target groups
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- Figure 62: Target groups based on attitudes towards cooking sauces, September 2012
- Flavour Reformers (16%)
- Conservatives (25%)
- Convenience Seekers (36%)
- Gourmets (23%)
Appendix – Market Drivers
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- Figure 63: Agreement with selected lifestyle statements, 2007-12
- Figure 64: Agreement with selected lifestyle statements, by demographics, 2012
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Appendix – Market Size and Forecast
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- Figure 65: UK retail value sales of cooking/pasta sauces and stocks/bouillons, best- and worst-case forecast, 2012-17
- Wet cooking sauces
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- Figure 66: UK retail value sales of wet cooking/pasta sauces (including chilled), 2007-17
- Figure 67: UK retail value sales of wet cooking/pasta sauces (including chilled), 2007-17
- Figure 68: UK retail value sales of wet cooking/pasta sauces (incl. chilled), best- and worst-case forecast, 2012-17
- Dry cooking sauces
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- Figure 69: UK retail value sales of dry cooking/pasta sauces, 2007-17
- Figure 70: UK retail value sales of dry cooking/pasta sauces, 2007-17
- Figure 71: UK retail value sales of dry cooking/pasta sauces, best- and worst-case forecast, 2012-17
- Stocks/bouillons
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- Figure 72: UK retail value sales of stocks/bouillons, 2007-17
- Figure 73: UK retail value sales of stocks/bouillons, 2007-17
- Figure 74: UK retail value sales of stocks/bouillons, best- and worst-case forecast, 2012-17
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Appendix – Consumer Usage of Cooking Sauces, Stocks and Gravy
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- Figure 75: Trends in usage of cooking sauces in the past 12 months, 2007-12
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- Figure 76: Usage of cooking sauces in the past 12 months, by demographics, 2012
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- Figure 77: Frequency of using pasta sauces (cooking or pour-over) in the past 12 months, 2008-12
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- Figure 78: Frequency of using other cooking sauces (excluding pasta sauces) in the past 12 months, 2007-12
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- Figure 79: Frequency of using other cooking sauces (excluding pasta sauces) in the past 12 months, by demographics, 2012
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- Figure 80: Frequency of using other cooking sauces (excluding pasta sauces) in the past 12 months, by demographics, 2012 (continued)
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- Figure 81: Usage of other cooking sauces, by recipe type, 2007-12
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- Figure 82: Usage of other cooking sauces (excluding pasta sauces), by packaging, 2007-12
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- Figure 83: Usage of pasta sauces, by recipe type, 2008-12
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- Figure 84: Usage of pasta sauces, by recipe type, by demographics, 2012
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- Figure 85: Trends in frequency of use of stock cubes, ready-prepared stocks and gravy makers, 2007-12
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- Figure 86: Frequency of use of stock cubes, ready-prepared stocks and gravy makers, by demographics, 2012
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- Figure 87: Types of stock cubes, ready-prepared stocks and gravy makers used most often, 2007-12
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- Figure 88: Varieties of stock cubes, ready-prepared stocks and gravy makers used most often, 2010-12
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Appendix – Consumer – Factors in Choosing Cooking/Pasta Sauces
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- Figure 89: Factors considered important when choosing a cooking/pasta sauce, September 2012
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- Figure 90: Most popular factors considered important when choosing a cooking/pasta sauce, by demographics, September 2012
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- Figure 91: Next most popular factors considered important when choosing a cooking/pasta sauce, by demographics, September 2012
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Appendix – Consumer – Attitudes towards Cooking and Pasta Sauces
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- Figure 92: Attitudes towards cooking and pasta sauces, September 2012
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- Figure 93: Agreement with the statements ‘I’d like to be able to add ingredients to the sauce’ and ‘I prefer chunky tomato cooking sauces to smooth’, by demographics, September 2012
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- Figure 94: Agreement with the statements ‘It’s cheaper to buy a pre-made cooking sauce than make it from scratch’ and ‘Shop-bought cooking/pasta sauces often need additional herbs/spices added to them’, by demographics, September 2012
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- Figure 95: Agreement with the statements ‘I’d buy more cooking sauces from exotic regions’ and ‘Cooking sauces containing authentic ingredients are worth paying more for’, by demographics, September 2012
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- Figure 96: Agreement with the statements ‘I make cooking sauces from scratch to control the ingredients’ and ‘There are not enough cooking sauces suitable for children’, by demographics, September 2012
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- Figure 97: Agreement with the statements ‘There aren’t enough cooking sauces for sophisticated adults’ tastes’ and ‘I’d be keen to buy pasta sauces with more experimental flavours in’, by demographics, September 2012
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- Figure 98: Agreement with the statements ‘Chilled cooking sauces are better quality than non-chilled sauces’ and ‘Dry sauces taste less artificial than wet sauces’, by demographics, September 2012
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Appendix – Consumer – Attitudes Towards Stocks and Gravy
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- Figure 99: Most popular attitudes towards stocks and gravy, September 2012
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- Figure 100: Most popular attitudes towards stocks and gravy, by demographics, September 2012
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- Figure 101: Next most popular attitudes towards stocks and gravy, by demographics, September 2012
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Appendix – Consumer – Target Groups
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- Figure 102: Target groups, by demographics, September 2012
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- Figure 103: Attitudes towards cooking and pasta sauces, by target groups, September 2012
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- Figure 104: Factors considered important when choosing a cooking/pasta sauce, by target groups, September 2012
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- Figure 105: Grocery shopping habits, by target groups, September 2012
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- Figure 106: Attitude towards health and healthy lifestyles, by target groups, September 2012
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- Figure 107: Cooking and eating habits, by target groups, September 2012
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