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
Executive Summary
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- Overview
- Market driven by economic, demographic factors
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- Figure 1: Total US retail sales, fan chart forecast, cooking sauces, marinades, dressings, at current prices, 2008-18
- Dry sauces lead all segments based on affordability, convenience
- Key players
- The consumer
- More than seven in 10 report using bottled dressing in the household
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- Figure 2: Types of sauces/marinades/gravies or dry seasonings and/or dressings used, September 2013
- Healthful claims influence product selection
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- Figure 3: Product claims influencing purchase of sauces/marinades/dry seasoning mixes, dressings, September 2013
- More than half prefer spicy/hot flavors; nearly half prefer regional/local products
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- Figure 4: Preferred flavors of sauces/marinades, dry seasoning mixes, or dressings, September 2013
- Respondents most motivated by coupons to use untried products
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- Figure 5: Purchase motivators for sauces/marinades/dry seasoning mixes, or dressings never tried before, September 2013
- What we think
Issues and Insights
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- Issue
- Can healthful product claims translate to more sales?
- Insight
- Helping consumers help themselves
- Issue
- Can marinades/sauces match the versatility of dressings?
- Insight
- Labeling, marketing, and shelf positioning
- Issue
- Can premium brands foster more usage?
- Insight
- Transferring value from the price tag to the experience
Trend Applications
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- Trend: Locavore
- Trend: Survival Skills
- Mintel Futures: East Meets West
Market Size and Forecast
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- Key points
- Constant growth from 2008 through 2018
- Post-recession conditions spawn more home cooks
- Sales and forecast of cooking sauces, marinades, and dressings
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- Figure 6: Total US retail sales and forecast of cooking sauces, marinades, and dressings, at current prices, 2008-18
- Figure 7: Total US retail sales and forecast of cooking sauces, marinades, and dressings, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 8: Total US retail sales and fan chart forecast of cooking sauces, marinades, and dressings, at current prices, 2008-18
Market Drivers
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- Key points
- Slow economic recovery prompts more home cooking
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- Figure 9: Cooking frequency July-August 2013
- Meat and poultry consumption declines
- Age demographics play a significant role in usage
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- Figure 10: Household use of prepared salad dressing and barbecue, marinades, and seasoning sauces, by age, May 2012-June 2013
- Whites, Blacks more likely than Hispanics, Asians to use sauces/dressings
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- Figure 11: Household use of prepared salad dressing, by race/Hispanic origin, May 2012-June 2013
Competitive Context
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- Dining out vies for consumer mealtimes
- Sauces and stocks trends in restaurants
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- Figure 12: Top 10 sauces and stocks on menus, Q3 2010-Q3-2013
- Prepared meals compete on convenience and price
- Preseasoned/marinated/glazed meats eliminate need for separate products
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- Figure 13: How broiler chickens are sold, 2010-15
Segment Performance
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- Key points
- Dry sauces/rubs comprise 44% of the market
- Sales of cooking sauces, marinades, and dressings, by segment
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- Figure 14: Total US retail sales of cooking sauces, marinades, and dressings, segmented by type, 2011 and 2013
Segment Performance—Dry Sauces and Rubs
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- Key points
- Steady growth projected into 2018
- Sales and forecast of dry sauces and rubs
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- Figure 15: Total US retail sales and forecast of dry sauces and rubs, at current prices, 2008-18
Segment Performance—Salad Dressings
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- Key points
- Dressings expected to grow moderately into 2018
- Sales and forecast of salad dressings
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- Figure 16: Total US retail sales and forecast of salad dressings, at current prices, 2008-18
Segment Performance—Liquid Sauces
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- Key points
- Future sales expected to outpace other segments
- Sales and forecast of liquid sauces
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- Figure 17: Total US retail sales and forecast of liquid sauces, at current prices, 2008-18
Retail Channels
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- Key points
- Supermarkets comprise the largest share of sales
- Sales of cooking sauces, marinades, and dressings, by channel
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- Figure 18: Sales of fish and seafood, by channel, 2011 and 2013
- Supermarkets lead based on convenience
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- Figure 19: US supermarket sales of cooking sauces, marinades, and dressings, 2008-13
- Other channels grow more rapidly between 2008 and 2013
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- Figure 20: US other channel* sales of cooking sauces, marinades, and dressings, 2008-13
Leading Companies
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- Key points
- Diverse market but few top players
- Private label grows 5.3%
- Manufacturer sales of cooking sauces, marinades, and dressings
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- Figure 21: Manufacturer sales of cooking sauces, marinades, and dressings, 2012 and 2013
Brand Share—Dry Cooking Sauces
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- Key points
- McCormick leads but manages only 0.8% growth
- Private label grows 12.9%, outsells vast majority of national brands
- Manufacturer sales of dry cooking sauces
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- Figure 22: Manufacturer sales of dry cooking sauces, 2012 and 2013
Brand Share—Shelf-stable Salad Dressings
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- Key points
- Hidden Valley Ranch puts Clorox at the top of the segment
- Kraft brands decline
- Wish-Bone decelerates losses for Unilever
- Limited partnership with Olive Garden restaurant boosts Lancaster sales
- Manufacturer sales of shelf-stable salad dressings
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- Figure 23: Manufacturer sales of shelf-stable salad dressings, 2012 and 2013
Brand Share—Liquid Cooking Sauces
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- Key points
- Ken’s Foods grows 13.6% with Sweet Baby Ray’s, leads segment
- Kraft follows Ken’s but fails to match its growth
- Jack Daniels licensed brand boosts sales for H.J. Heinz Co.
- Smaller brands exhibit big growth
- Private label comprises significant share
- Manufacturer sales of liquid cooking sauces
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- Figure 24: Manufacturer sales of liquid cooking sauces, 2012 and 2013
Brand Share—Refrigerated Salad Dressings
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- Key points
- Tough competition between a limited number of players
- Campbell’s acquisition of Bolthouse Farms dresses up the company
- Manufacturer sales of refrigerated salad dressings
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- Figure 25: Manufacturer sales of refrigerated salad dressings, 2012 and 2013
Innovations and Innovators
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- All-natural, additive-free claims popular among marinade product launches
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- Figure 26: Marinade product claims, 2010-13
- Ease of use tops claims for salad dressings
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- Figure 27: Salad dressing product claims, 2010-13
- International flavors give consumers a taste of culture
- Spicy/hot flavors heat up the marinade and dressing categories
- All-natural is important to four in 10 respondents
Marketing Strategies
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- Overview of the brand landscape
- Theme: Family style simplicity
- McCormick
- McCormick TV ad
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- Figure 28: McCormick television ad, 2013
- Kraft
- Kraft TV ads
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- Figure 29: Kraft Recipe Makers cooking sauces television ad, 2013
- Figure 30: Kraft Zesty salad dressing television ad, 2013
- Clorox
- Hidden Valley Ranch TV ad
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- Figure 31: Hidden Valley Ranch salad dressing television ad, 2012
- Ken’s Foods
- Ken’s Steak House TV ads
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- Figure 32: Ken’s Steak House salad dressing television ad, 2012
- Figure 33: Ken’s SteakHouse salad dressing television ad, 2012
Social Media
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- Key points
- Key social media metrics
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- Figure 34: Key social media metrics, Nov. 2013
- Market overview
- Brand usage and awareness
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- Figure 35: Brand usage or awareness for selected cooking sauce, marinade, and dressing brands, Sept. 2013
- Interaction with cooking sauce, marinade, and dressing brands
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- Figure 36: Interaction with selected cooking sauce, marinade and dressing brands, Sept. 2013
- Online conversations
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- Figure 37: Online conversations on selected cooking sauce, marinade and dressing brands, by day, Dec. 1, 2012- Nov. 30, 2013
- Where are people talking about cooking sauce, marinade, and dressing brands?
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- Figure 38: Online conversations on selected cooking sauce, marinade and dressing brands, by page type, Dec. 1, 2012-Nov. 30, 2013
- What are people talking about?
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- Figure 39: Conversations surrounding selected cooking sauce, marinade and dressing brands, Dec. 1, 2012-Nov. 30, 2013
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- Figure 40: Conversations surrounding selected cooking sauce, marinade and dressing brands, by page type, Dec. 1, 2012-Nov. 30, 2013
- Analysis by brand
- Sweet Baby Ray’s
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- Figure 41: Sweet Baby Rays—key social media indicators, as of Dec. 3, 2013
- Key online campaigns
- What we think
- Kraft
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- Figure 42: Kraft—key social media indicators, as of Dec. 2, 2013
- Key online campaigns
- What we think
- Wish-Bone
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- Figure 43: Wish-Bone—key social media indicators, as of Dec. 3, 2013
- Key online campaigns
- What we think
- KC Masterpiece
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- Figure 44: KC Masterpiece—key social media indicators, as of Dec. 3, 2013
- Key online campaigns
- What we think
- McCormick
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- Figure 45: McCormick Spice—key social media indicators, as of Dec. 3, 2013
- Key online campaigns
- What we think
- Lawry’s
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- Figure 46: Lawry’s—key social media indicators, as of Dec. 2, 2013
- Key online campaigns
- What we think
Meals Cooked at Home
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- Key points
- More than four in 10 cook all household meals
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- Figure 47: Proportion of all home-prepared meals that are personally prepared for self or others in the household, by gender, September 2013
- 18-24 least likely to cook all household meals
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- Figure 48: Proportion of all home-prepared meals that are personally prepared for self or others in the household, by age, September 2013
Use of Seasoning and Barbecue Sauces, Salad Dressings
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- Key points
- High penetration rates for dressings and sauces
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- Figure 49: Household use of prepared salad dressing and barbecue, marinades, and seasoning sauces, by household income, May 2012-June 2013
- Most use regular dressings; four in 10 use reduced calorie/light dressings
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- Figure 50: Use of regular, reduced calorie/light, and low-fat/fat-free salad dressings in the household, by age, May 2012-June 2013
- A majority use one bottle or less in a month
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- Figure 51: Number of bottles/jars of prepared salad dressing used in the last 30 days, May 2012-June 2013
- Most use barbecue sauce, especially younger respondents
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- Figure 52: Flavors of barbecue, marinades, and seasoning sauces used in the household, by age, May 2012-June 2013
- Some 46% use 1-2 bottles of barbecue/marinade/seasoning sauce per month
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- Figure 53: Number of bottles, cans, or jars of barbecue, marinades, and seasoning sauces used by the household in the last 30 days, May 2012-June 2013
- A.1., Sweet Baby Ray’s top brands used in household
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- Figure 54: Brands of barbecue, marinades, and seasoning sauces used in the household, May 2012-June 2013
Types of Sauces/marinades/gravies/dry seasonings and/or Dressings Used
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- Key points
- Roughly eight in 10 use store-bought marinade/mixes/dry rubs
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- Figure 55: Types of sauces/marinades/gravies or dry seasonings and/or dressings used, by gender, September 2013
- Usage varies by age
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- Figure 56: Types of sauces/marinades/gravies or dry seasonings and/or dressings used, by age, September 2013
- Lowest income means least likelihood to use a range of products
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- Figure 57: Types of sauces/marinades/gravies or dry seasonings and/or dressings used, by household income, September 2013
Product Claims Influencing Purchase
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- Key points
- Low/no sodium tops claims influencing purchases
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- Figure 58: Product claims influencing purchase of sauces/marinades/dry seasoning mixes, dressings, by gender, September 2013
- 55+ most influenced to purchase by low/no sodium, fat, sugar
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- Figure 59: Product claims influencing purchase of sauces/marinades/dry seasoning mixes, dressings, by age, September 2013
- Those influenced by ads most likely to be influenced by a range of claims
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- Figure 60: Product claims influencing purchase of sauces/marinades/dry seasoning mixes, dressings, by purchase motivators for sauces/marinades/dry seasoning mixes or dressing never tried before, September 2013
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- Figure 61: Product claims influencing purchase of sauces/marinades/dry seasoning mixes, dressings, by purchase motivators for sauces/marinades/dry seasoning mixes, or dressing never tried before, September 2013
Preferred Flavors of Sauces/Marinades/Gravies/Dry Seasonings and/or Dressings
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- Key points
- More than half prefer spicy/hot flavors
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- Figure 62: Preferred flavors of sauces/marinades, dry seasoning mixes, or dressings, by gender, September 2013
- Younger respondents are more adventurous with flavors
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- Figure 63: Preferred flavors of sauces/marinades, dry seasoning mixes, or dressings, by age, September 2013
- $100K or more the most likely to prefer regional, local, artisanal products
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- Figure 64: Preferred flavors of sauces/marinades, dry seasoning mixes, or dressings, by household income, September 2013
Motivations to Purchase
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- Key points
- Respondents are most motivated to purchase by coupons
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- Figure 65: Purchase motivators for sauces/marinades/dry seasoning mixes or dressings never tried before, by gender, September 2013
- Seniors most motivated by coupons to try new products
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- Figure 66: Purchase motivators for sauces/marinades/dry seasoning mixes or dressings never tried before, by age, September 2013
Race and Hispanic Origin
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- Key points
- Blacks most likely to use regular dressing; least likely to use low-calorie
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- Figure 67: Use of regular, reduced calorie/light, and low-fat/fat-free salad dressings in the household, by race/Hispanic origin, May 2012-June 2013
- Blacks very likely to use barbecue sauce; Asians very likely to use soy, teriyaki
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- Figure 68: Flavors of barbecue, marinades, and seasoning sauces used in the household, by race/Hispanic origin, May 2012-June 2013
- Ethnic respondents most likely to be influenced by health claims
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- Figure 69: Product claims influencing purchase of sauces/marinades/dry seasoning mixes, dressings, by race/Hispanic origin, September 2013
- Ethnic respondents motivated to trial by cooking TV shows
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- Figure 70: Purchase motivators for sauces/marinades/dry seasoning mixes or dressing never tried before, by race/Hispanic origin, September 2013
Key Household Purchase Measures—Information Resources Inc. Builders Panel Data
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- Overview of gravy/sauce mixes
- Dry meat/seafood seasoning mixes
- Consumer insights on key purchase measures—dry meat/seafood seasoning mixes
- Brand map
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- Figure 71: Brand map, selected brands of dry meat/seafood seasoning mixes buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 72: Key purchase measures for the top brands of dry meat/seafood seasoning mixes, by household penetration, 2012*
- Barbeque sauce
- Consumer insights on key purchase measures—barbeque sauce
- Brand map
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- Figure 73: Brand map, selected brands of barbeque sauce buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 74: Key purchase measures for the top brands of barbeque sauce, by household penetration, 2012*
Appendix – Market Drivers
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- Consumer confidence
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- Figure 75: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 76: US unemployment rate, by month, 2002-13
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- Figure 77: US unemployment and underemployment rates, 2007-13
- Figure 78: Number of employed civilians in US, in thousands, 2007-13
- Food cost pressures
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- Figure 79: Changes in USDA Food Price Indexes, 2011-14
- Obesity
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- Figure 80: American adults by weight category as determined by body mass index (BMI), 2008-October 28, 2013
- Childhood and teen obesity—highest in decades
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- Figure 81: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 82: US population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 83: Households with children, by race and Hispanic origin of householder, 2012
- Shifting US demographics
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- Figure 84: US population, by age, 2008-18
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- Figure 85: US households, by presence of own children, 2002-12
Appendix – Other Useful Consumer Tables
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- Meals cooked at home
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- Figure 86: Proportion of all home-prepared meals that are personally prepared for self or others in the household, by gender and age, September 2013
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- Figure 87: Proportion of all home-prepared meals that are personally prepared for self or others in the household, by household income, September 2013
- Product claims influencing purchase
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- Figure 88: Product claims influencing purchase of sauces/marinades/dry seasoning mixes, dressings, by household income, September 2013
- Preferred flavors of sauces/marinades/gravies/dry seasonings and/or dressings
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- Figure 89: Preferred flavors of sauces/marinades, dry seasoning mixes, or dressings, by presence of children in household, September 2013
- Motivations to purchase
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- Figure 90: Purchase motivators for sauces/marinades/dry seasoning mixes or dressing never tried before, by household income, September 2013
- Race and Hispanic origin
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- Figure 91: Types of sauces/marinades/gravies or dry seasonings and/or dressings used, by race/Hispanic origin, September 2013
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- Figure 92: Preferred flavors of sauces/marinades, dry seasoning mixes, or dressings, by race/Hispanic origin, September 2013
Appendix – Social Media
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- Brand usage or awareness
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- Figure 93: Brand usage or awareness, September 2013
- Figure 94: Lawry’s usage or awareness, by demographics, September 2013
- Figure 95: Wish-Bone usage or awareness, by demographics, September 2013
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- Figure 96: Kraft usage or awareness, by demographics, September 2013
- Figure 97: Sweet Baby Ray’s usage or awareness, by demographics, September 2013
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- Figure 98: McCormick usage or awareness, by demographics, September 2013
- Figure 99: KC Masterpiece usage or awareness, by demographics, September 2013
- Activities done
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- Figure 100: Activities done, September 2013
- Figure 101: Lawry’s – Activities done, by demographics, September 2013
- Figure 102: Wish-bone – Activities done, by demographics, September 2013
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- Figure 103: Kraft – Activities done, by demographics, September 2013
- Figure 104: Sweet Baby Ray’s – Activities done, by demographics, September 2013
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- Figure 105: McCormick – Activities done, by demographics, September 2013
- Figure 106: KC Masterpiece – Activities done, by demographics, September 2013
- Online conversations
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- Figure 107: Online conversations on selected cooking sauce, marinade, and dressing brands, by day, Dec. 1, 2012- Nov. 30, 2013
- Figure 108: Online conversations on selected cooking sauce, marinade, and dressing brands, by page type, Dec. 1, 2012- Nov. 30, 2013
- Figure 109: Conversations surrounding selected cooking sauce, marinade, and dressing brands, Dec. 1, 2012- Nov. 30, 2013
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- Figure 110: Conversations surrounding selected cooking sauce, marinade, and dressing brands, by page type, Dec. 1, 2012- Nov. 30, 2013
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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