Table of Contents
Executive Summary
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- Overview
- Slow growth expected between 2014 and 2019
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- Figure 1: Total US sales and fan chart forecast of cooking sauces, marinades, and spices, at current prices, 2009-19
- Spices set to grow moderately; sauces expected to decline; slow growth for marinades
- Key players
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- Figure 2: MULO sales of cooking sauces, marinades, and spices, by leading companies, rolling 52 weeks 2013 and 2014
- The consumer
- Nearly four in 10 self-identify as foodies
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- Figure 3: Self-described foodies, September 2014
- More than seven in 10 use sauces/marinades; more than two thirds use dry spices
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- Figure 4: Use of cooking sauces, marinades, dry spices or seasonings, and dressings, September 2014
- All-natural claims are most persuasive in brand selection
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- Figure 5: Purchase attribute drivers, September 2014
- Most use sauces, marinades, and spices to make flavors more complex, intense
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- Figure 6: Importance of attributes for use, September 2014
- What we think
Issues and Insights
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- How can cooking sauces and marinades match the growth of spices?
- Issues
- Insight: Offer more all-natural, organic, unprocessed, healthy options
- How can brands attract Millennials?
- Issues
- Insight: Offer the types of sauces/marinades Millennials would otherwise make themselves
- How can brands persuade more users of the value they offer?
- Issues
- Insight: Emphasize BFY, flavor variety
Mintel Trends
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- Trend: Make It Mine
- Trend: The Real Thing
- Trend: Sense of the Intense
Market Size and Forecast
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- Key points
- Sales and forecast of cooking sauces, marinades, and spices
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- Figure 7: Total US retail sales and forecast of cooking sauces, marinades, and spices, at current prices, 2009-19
- Figure 8: Total U.S. sales and forecast of cooking sauces, marinades, and spices, at inflation-adjusted prices, 2009-19
- Fan chart forecast
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- Figure 9: Total US sales and fan chart forecast of cooking sauces, marinades, and spices, at current prices, 2009-19
- Fan chart methodology
Market Drivers
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- Key points
- Demand for new flavors, especially ethnic, is driving sales
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- Figure 10: Ethnic tastes/flavor preferences, September 2014
- Nearly four in 10 consumers describe themselves as foodies
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- Figure 11: Self-described foodies, September 2014
- Millennials have strong potential per high-flavor interest and high food-involvement
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- Figure 12: Self-described foodies, by generations, September 2014
- Households with kids substantially more likely to use
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- Figure 13: Use of cooking sauces, marinades, dry spices, or seasonings, by presence of children in household, September 2014
- Percentage of households with kids declining
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- Figure 14: Households, by presence of own children, 2003-13
- Decline in meat consumption poses challenge
Competitive Context
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- Consumers who dine out often may be less likely to buy sauces, marinades, spices
- Prepared meals require no additional sauces, marinades, or spices
- Preseasoned/marinated meats reduce need for sauces/marinades/spices
Segment Performance
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- Key points
- Spices increase sales 7.9% to lead the category
- Sales of cooking sauces, marinades, and spices, by segment
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- Figure 15: Total US retail sales of cooking sauces, marinades, and spices, by segment, at current prices, 2012 and 2014
- Sales and forecast of spices
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- Figure 16: Total US sales and forecast of spices, at current prices, 2009-19
- Sales and forecast of cooking sauces
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- Figure 17: Total US sales and forecast of cooking sauces, at current prices, 2009-19
- Sales and forecast of marinades
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- Figure 18: Total US sales and forecast of marinades, at current prices, 2009-19
Retail Channels
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- Key points
- Supermarkets account for 63% share of the category
- Sales of cooking sauces, marinades, and spices, by channel
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- Figure 19: Total US retail sales of cooking sauces, marinades, and spices, by channel, at current prices, 2009-14
- Supermarket sales grow slowly
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- Figure 20: US supermarket sales of cooking sauces, marinades, and spices, 2009-14
- Other channel growth outpaces supermarket growth
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- Figure 21: US other channel sales of cooking sauces, marinades, and spices, 2009-14
Leading Companies
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- Key points
- McCormick & Co. Inc. leads MULO sales with 19.4% share
- MULO sales of cooking sauces, marinades, and spices
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- Figure 22: MULO sales of cooking sauces, marinades, and spices, by leading companies, rolling 52 weeks 2013 and 2014
Brand Share – Cooking Spices
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- Key points
- McCormick & Co. dominates MULO spices segment
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- Figure 23: McCormick FlavorPrint video, 2014
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- Figure 24: McCormick TV ad, 2014
- Other leading brands make up much less share
- MULO sales of cooking spices
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- Figure 25: MULO sales of cooking spices, by leading companies, rolling 52 weeks 2013 and 2014
Brand Share – Cooking Sauces
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- Key points
- Italian sauces register highest sales
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- Figure 26: Ragù TV ad, 2014
- Manufacturer sales of cooking sauces
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- Figure 27: MULO sales of cooking sauces, by leading companies, rolling 52 weeks 2013 and 2014
Brand Share – Marinades
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- Key points
- Sweet Baby Ray’s leads MULO segment, gains 4.7%
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- Figure 28: Campbell’s Oven Sauces TV ad, 2014
- MULO sales of marinades
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- Figure 29: MULO sales of marinades, by leading companies, rolling 52 weeks 2013 and 2014
Innovations and Innovators
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- No additives/preservatives, low/no/reduced allergen, gluten-free claims all increase annually
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- Figure 30: Top 10 seasonings claims, by percentage of total claims, 2010-14 (YTD Dec 2014)
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- Figure 31: Top 10 sauces claims, by percentage of total claims, 2010-14 (YTD Dec 2014)
- Consumers increasingly seek no additives/preservatives, all-natural
- Gluten-free trend expected to continue growing
- Users turn to spices and sauces for convenience as well as flavor
Social Media
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- Key findings
- Market overview
- Key social media metrics
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- Figure 32: Key social media metrics, November 2014
- Brand usage and awareness
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- Figure 33: Brand usage and awareness for select cooking sauce, marinade, and spice brands, September 2014
- Interactions with cooking sauce, marinade, and spice brands
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- Figure 34: Levels of interaction for select cooking sauce, marinade, and spice brands, September 2014
- Leading online campaigns
- Charitable initiatives
- Promoting heritage
- Raising usage and awareness
- What we think
- Online conversations
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- Figure 35: Online mentions for select cooking sauce, marinade, and spice brands, by week, Nov, 17, 2013- Nov. 16, 2014
- Where are people talking about cooking sauce, marinade, and spice brands?
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- Figure 36: Online mentions for select cooking sauce, marinade, and spice brands, by page type, Nov. 17, 2013- Nov. 16, 2014
- What are people talking about?
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- Figure 37: Topics of conversation for select cooking sauce, marinade, and spice brands, Nov. 17, 2013- Nov. 16, 2014
The Consumer – At-home Meal Preparation
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- Key points
- Nearly half personally cook all meals for themselves/household
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- Figure 38: At-home meal preparation, by gender, September 2014
- Less than $25K more apt to prepare all home-cooked meals themselves
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- Figure 39: At-home meal preparation, by household income, September 2014
- Households with kids more likely to prepare all meals at home
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- Figure 40: At-home meal preparation, by presence of children in household, September 2014
- Millennials most apt to cook all home meals
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- Figure 41: At-home meal preparation, by generations, September 2014
The Consumer – Self-described Foodies
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- Key points
- Four in 10 are self-described foodies
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- Figure 42: Self-described foodies, by gender, September 2014
- $100K+ very likely to self-identify as foodies
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- Figure 43: Self-described foodies, by household income, September 2014
- Respondents with children in the household very likely to be foodies
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- Figure 44: Self-described foodies, by presence of children in household, September 2014
- Millennials most likely to self-identify as foodies
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- Figure 45: Self-described foodies, by generations, September 2014
The Consumer – Use of Cooking Sauces, Marinades, and Dry Spices or Seasonings
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- Key points
- High household usage of sauces, marinades, spices, and seasonings
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- Figure 46: Use of cooking sauces, marinades, and dry spices or seasonings, by gender, September 2014
- Presence of children means more use of all sauce/marinade/spice products
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- Figure 47: Use of cooking sauces, marinades, and dry spices or seasonings, by presence of children in household, September 2014
The Consumer – Purchase Drivers
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- Key points
- All natural, low/no/reduced product claims are most persuasive for users
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- Figure 48: Purchase drivers, by gender, September 2014
- Households with kids very likely to choose all-natural, organic brands
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- Figure 49: Purchase drivers, by presence of children in household, September 2014
- Millennials most likely to buy all-natural/organic brands
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- Figure 50: Purchase drivers, by generations, September 2014
The Consumer – Flavor Preferences
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- Key points
- Almost half prefer spicy/hot flavors
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- Figure 51: Flavor preferences, by household income, September 2014
- Presence of children means preference for a wide range of flavors, styles
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- Figure 52: Flavor preferences, by presence of children in household, September 2014
The Consumer – Ethnic Tastes/Flavor Preferences
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- Key points
- More than half have tried many ethnic sauce, marinade, and spice flavors
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- Figure 53: Ethnic tastes/flavor tried, by household income, September 2014
- Households with children more apt to have tried a range of ethnic flavors
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- Figure 54: Ethnic tastes/flavor tried, by presence of children in household, September 2014
- Millennials most likely to have tried a variety of ethnic flavors
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- Figure 55: Ethnic tastes/flavor tried, by generations, September 2014
The Consumer – Important Usage Factors
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- Key points
- Most use sauces/marinades/spices for more complex, intense flavors
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- Figure 56: Important usage factors, September 2014
The Consumer – Cooking Sauce, Marinade Perceptions
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- Key points
- Consumers look to sauces/marinades to customize food
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- Figure 57: Cooking sauce, marinade perceptions, September 2014
The Consumer – Race and Hispanic Origin
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- Key points
- Black, Hispanic respondents most apt to cook all meals prepared at home
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- Figure 58: At-home meal preparation, by race/Hispanic origin, September 2014
- Blacks, Asians, Hispanics most apt to self-identify as foodies
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- Figure 59: Self-described foodies, by race/Hispanic origin, September 2014
- Blacks, Hispanics tend to stick to their flavor heritage
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- Figure 60: Ethnic tastes/flavor tried, by race/Hispanic origin, September 2014
Appendix – Other Useful Consumer Tables
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- The consumer – at-home meal preparation
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- Figure 61: At-home meal preparation, by age, September 2014
- The consumer – self-described foodies
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- Figure 62: Self-described foodies, by age, September 2014
- The consumer – use of cooking sauces, marinades, and dry spices or seasonings
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- Figure 63: Use of cooking sauces, marinades, and dry spices or seasonings, by age, September 2014
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- Figure 64: Use of cooking sauces, marinades, dry spices or seasonings, and dressings, by generations, September 2014
- The consumer – purchase drivers
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- Figure 65: Purchase drivers, by age, September 2014
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- Figure 66: Purchase drivers, by household income, September 2014
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- Figure 67: Purchase drivers, by flavor preferences, September 2014
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- Figure 68: Purchase drivers, by flavor preferences, September 2014
- The consumer – flavor preferences
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- Figure 69: Flavor preferences, by gender, September 2014
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- Figure 70: Flavor preferences, by age, September 2014
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- Figure 71: Flavor preferences, by generations, September 2014
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- Figure 72: Flavor preferences, by flavor preferences, September 2014
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- Figure 73: Flavor preferences, by flavor preferences, September 2014
- Ethnic tastes/flavor preferences
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- Figure 74: Ethnic tastes/flavor tried, by age, September 2014
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- Figure 75: Ethnic tastes/flavors interested in using or trying, by gender, September 2014
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- Figure 76: Ethnic tastes/flavors interested in using or trying, by age, September 2014
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- Figure 77: Ethnic tastes/flavors interested in using or trying, by household income, September 2014
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- Figure 78: Ethnic tastes/flavors interested in using or trying, by race/Hispanic origin, September 2014
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- Figure 79: Ethnic tastes/flavors interested in using or trying, by presence of children in household, September 2014
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- Figure 80: Ethnic tastes/flavors interested in using or trying, by generations, September 2014
- Important usage factors
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- Figure 81: Important usage factors, by gender, September 2014
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- Figure 82: Important usage factors, by age, September 2014
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- Figure 83: Important usage factors, by household income, September 2014
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- Figure 84: Important usage factors, by presence of children in household, September 2014
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- Figure 85: Important usage factors, by generations, September 2014
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- Figure 86: Important usage factors, by ethnic tastes/flavors interested in using or trying, September 2014
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- Figure 87: Important usage factors, by ethnic tastes/flavors interested in using or trying, September 2014
- Perceptions of cooking sauces, marinades, dips, and dressings
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- Figure 88: Perceptions of cooking sauces and marinades, by gender, September 2014
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- Figure 89: Perceptions of cooking sauces and marinades, by age, September 2014
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- Figure 90: Perceptions of cooking sauces and marinades, by household income, September 2014
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- Figure 91: Perceptions of cooking sauces and marinades, by presence of children in household, September 2014
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- Figure 92: Perceptions of cooking sauces and marinades, by generations, September 2014
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- Figure 93: Perceptions of cooking sauces and marinades, by ethnic tastes/flavors interested in using or trying, September 2014
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- Figure 94: Perceptions of cooking sauces and marinades, by ethnic tastes/flavors interested in using or trying, September 2014
- The consumer – race and Hispanic origin
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- Figure 95: Use of cooking sauces, marinades, dry spices or seasonings, and dressings, by race/Hispanic origin, September 2014
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- Figure 96: Purchase attribute drivers, by race/Hispanic origin, September 2014
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- Figure 97: Flavor preferences, by race/Hispanic origin, September 2014
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- Figure 98: Importance of attributes for use, by race/Hispanic origin, September 2014
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- Figure 99: Perceptions of cooking sauces, by race/Hispanic origin, September 2014
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- Figure 100: Perceptions of cooking sauces and marinades, by race/Hispanic origin, September 2014
Appendix – Social Media
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- Brand usage or awareness
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- Figure 101: Brand usage or awareness, September 2014
- Figure 102: Old Bay Seasoning usage or awareness, by demographics, September 2014
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- Figure 103: Goya marinades, cooking sauces, and/or spices usage or awareness, by demographics, September 2014
- Figure 104: McCormick spices usage or awareness, by demographics, September 2014
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- Figure 105: Knorr usage or awareness, by demographics, September 2014
- Figure 106: Sweet Baby Ray’s usage or awareness, by demographics, September 2014
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- Figure 107: Lawry’s usage or awareness, by demographics, September 2014
- Activities done
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- Figure 108: Activities done, September 2014
- Key social media metrics
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- Figure 109: key social media metrics for select cooking sauce, marinade, and spice brands, Nov. 2014
- Online conversations
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- Figure 110: Online mentions for select cooking sauce, marinade, and spice brands, by week, Nov, 17, 2013- Nov. 16, 2014
Appendix – Trade Associations
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