Table of Contents
Executive Summary
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- The market
- Dollar sales of condiments stagnate from 2009-14
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- Figure 1: Total US retail sales and forecast of condiments, at current prices, 2009-19
- Figure 2: Total US retail sales and forecast of salad dressing, at current prices, 2009-19
- Leading condiment companies
- Kraft represents 16% of dollar sales of condiments at MULO
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- Figure 3: MULO sales of condiments, by top five leading companies and private label, rolling 52 weeks 2013 and 2014 ($ millions)
- Condiment segment performance
- Other condiments segment leads growth
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- Figure 4: Total US retail sales of condiments, by segment, at current prices ($ millions), 2009-14
- The consumer
- Expanding usage occasions is in order
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- Figure 5: How consumers top select food items, correspondence analysis, December 2014
- What we think
Issues and Insights
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- How can condiments grow sales with an already high consumer penetration?
- Issue
- Insight: Expanding usage occasions is in order, including snacking
- What role does health play in condiment and dressing use?
- Issue
- Insight: While health does not appear as a barrier to participation in the categories, general interest in health and wellness should inspire BFY positioning
- What role do condiments play in home cooking?
- Issue
- Insight: Targeted product positioning can meet the needs of home cooks of all skill levels
Trend Applications
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- Trend: Make it Mine
- Trend: Many Mes
- Futures: Old Gold
Market Size and Forecast – Condiments
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- Key points
- Sales and forecast of condiments
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- Figure 6: Total US retail sales and forecast of condiments, at current prices, 2009-19
- Figure 7: Total US retail sales and forecast of condiments, at inflation-adjusted prices, 2009-19
- Continued flatlining projected through 2019
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- Figure 8: Total US retail sales and forecast of condiments, at current prices, 2009-19
- Forecast methodology
Market Size and Forecast – Salad Dressing
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- Key points
- Sales and forecast of salad dressing
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- Figure 9: Total US retail sales and forecast of salad dressing, at current prices, 2009-19
- Figure 10: Total US retail sales and forecast of salad dressing, at inflation-adjusted prices, 2009-19
- Salad dressing struggles with lack of versatility
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- Figure 11: Total US retail sales and forecast of salad dressing, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Close to half of US consumers cook at home frequently
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- Figure 12: Cooking frequency, by gender, July 2014
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- Figure 13: Use of condiments, by cooking at home, September 2014
- Interest in health presents opportunity for growth in the market
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- Figure 14: Diet status, by age, August 2014
- Rise in specialty food indicates market direction
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- Figure 15: Use of condiments, by interest in food, September 2014
- Expanding ethnic populations fuel a growing interest in ethnic foods
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- Figure 16: Population by race and Hispanic origin, 2009-19
- Categories can find inspiration from foodservice
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- Figure 17: Condiment appearance on restaurant menus (top 10), by dish (top 5), Q3 2014
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- Figure 18: Condiment appearance on restaurant menus, top 10 flavors by condiment type (top 5), Q3 2014
- Figure 19: Condiment appearance on restaurant menus, by top 10 marketing claims, Q3 2014
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- Figure 20: Salad dressing appearance on restaurant menus (top 10), by dish (top 5), Q3 2014
- Figure 21: Salad dressing appearance on restaurant menus, by top 10 marketing claims, Q3 2014
Competitive Context
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- Other food categories challenge strong growth
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- Figure 22: Opinions about condiments, dressing, and other items, September 2014
Segment Performance
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- Key points
- Pickles, olives, and relish hold largest share of condiments market
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- Figure 23: Total US retail sales and forecast of condiments, by segment, at current prices, 2012-14
- Sales of pickles, olives, and relish grow by 4% from 2009-14
- US retail sales of pickles, olives, and relish
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- Figure 24: Total US retail sales of pickles, olives, and relish, at current prices, 2009-14
- Figure 25: Total US retail sales of pickles, olives, and relish, at inflation-adjusted prices, 2009-14
- Mayonnaise sales declines wipe out strong 2011 growth
- US retail sales of mayonnaise
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- Figure 26: Total US retail sales of mayonnaise, at current prices, 2009-14
- Figure 27: Total US retail sales of mayonnaise, at inflation-adjusted prices, 2009-14
- Ketchup sales are slow moving
- US retail sales of ketchup
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- Figure 28: Total US retail sales of ketchup, at current prices, 2009-14
- Figure 29: Total US retail sales of ketchup, at inflation-adjusted prices, 2009-14
- Mustard declines may be slowing
- US retail sales of mustard
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- Figure 30: Total US retail sales of mustard, at current prices, 2009-14
- Figure 31: Total US retail sales of mustard, at inflation-adjusted prices, 2009-14
- The other condiment segment posts sales growth of 14% from 2009-14
- US retail sales of other condiments
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- Figure 32: Total US retail sales of other condiments, at current prices, 2009-14
- Figure 33: Total US retail sales of other condiments, at inflation-adjusted prices, 2009-14
Retail Channels
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- Key points
- Supermarkets dominate condiment sales
- Other channels represent 38% of condiment sales
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- Figure 34: Total US retail sales of condiments, by channel, at current prices, 2012 and 2014
- Natural channel sales of condiments grow 39% from 2012-14
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- Figure 35: Natural supermarket sales of condiments, pickles, relishes, and olives, at current prices, rolling 52 weeks 2012-14
- Basic condiment users look for savings in store
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- Figure 36: Use of condiments, by shopping behaviors, September 2014
- Supermarkets comprise two thirds of salad dressing sales
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- Figure 37: Total US retail sales of salad dressing, by channel, at current prices, 2012 and 2014
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- Figure 38: Salad dressing launches, private label, 2010-14*
- Natural channel sales of salad dressing grow 18% from 2012-14
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- Figure 39: Natural supermarket sales of salad dressing, at current prices, rolling 52 weeks 2012-14
Leading Companies and Brand Analysis
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- Key points
- Kraft represents 16% of dollar sales of condiments at MULO
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- Figure 40: Condiment launches, private label, 2010-14*
- MULO sales of condiments
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- Figure 41: MULO sales of condiments, by leading companies, rolling 52 weeks 2013 and 2014
- Hellmann’s tops dollar sales of mayonnaise at MULO
- MULO sales of mayonnaise
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- Figure 42: MULO sales of mayonnaise, by leading companies, rolling 52 weeks 2013 and 2014
- French’s represents 40% of MULO sales of mustard
- MULO sales of mustard
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- Figure 43: MULO sales of mustard, by leading companies, rolling 52 weeks 2013 and 2014
- Heinz represents 63% of MULO sales of ketchup
- MULO sales of ketchup
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- Figure 44: sales of ketchup, by leading companies, rolling 52 weeks 2013 and 2014
- Heinz is purchased by a third of households
- Vlasic represents 12% of MULO sales of pickles, olives, and relish
- MULO sales of pickles, olives, and relish
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- Figure 45: MULO sales of pickles, olives, and relish, by leading companies, rolling 52 weeks 2013 and 2014
- Hot sauce has a strong presence among other condiment segment
- MULO sales of other condiments
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- Figure 46: MULO sales of other* condiments, by leading companies, rolling 52 weeks 2013 and 2014
- Hidden Valley represents 21% of MULO sales of salad dressing
- MULO sales of salad dressing
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- Figure 47: MULO sales of salad dressing, by leading companies, rolling 52 weeks 2013 and 2014
Innovations and Innovators
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- New condiment launches down by nearly one quarter
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- Figure 48: Condiment launches, by launch type, 2010-14*
- Gluten-free claim sees strong growth in condiment launches
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- Figure 49: Condiment launches, by top 10 claims, 2010-14*
- Regular/real/whole may appeal to mayo users
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- Figure 50: Mayonnaise or mayonnaise-type salad dressing, April 2008-June 2014
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- Figure 51: Mayonnaise or mayonnaise-type salad dressing, April 2008-June 2014
- Specialty condiment makers encourage a stronger level of consumer engagement
- International-inspired offerings abound
- Sriracha finding its way into a range of products
- Pickles get flavor
- Alcohol-inspired flavors give condiments a grown-up feel
- Restaurant-inspired offerings provide familiarity and legitimacy
- Moving beyond pickled cucumbers
- New product activity among salad dressing also slows
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- Figure 52: Salad dressing launches, by launch type, 2010-14*
- Gluten-free claims in salad dressing up by nearly one third
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- Figure 53: Salad dressing launches, by top 10 claims, 2010-14*
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- Figure 54: Prepared salad dressing (bottle or jar), April 2008-June 2014
- Ranch leads dressing launches
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- Figure 55: Salad dressing launches, by top 10 flavors, 2010-14*
Use of Condiments
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- Key points
- Nearly nine out of 10 consumers use ketchup
- Condiments may present a means of connecting with older shoppers
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- Figure 56: Use of condiments, by age, September 2014
- Impact of income disparity limited to fancier offerings
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- Figure 57: Use of condiments, by household income, September 2014
- Regional positioning may appeal to all
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- Figure 58: Use of condiments, by region, September 2014
What Consumers Put on Their Food
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- Key points
- Expanding usage occasions is in order
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- Figure 59: How consumers top select food items, correspondence analysis, December 2014
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- Figure 60: How consumers top select food items, December 2014
- Salad dressing holds stronger appeal among older consumers for traditional use
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- Figure 61: Use of select condiments, dips, spreads, and sauces on green salad, by age, September 2014
- Sauce positioning may help salad dressing gain favor among younger shoppers
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- Figure 62: Use of select condiments, dips, spreads, and sauces on broiled chicken breast, by age, September 2014
- Sandwich positioning important for mayonnaise
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- Figure 63: Use of select condiments, dips, spreads, and sauces on cold sandwich, by age, September 2014
- Hamburgers attract wide array of topping activity
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- Figure 64: Use of select condiments, dips, spreads, and sauces on hamburger, by age, September 2014
Opinions about Condiments and Dressing
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- Key points
- Views toward condiments positive; products rule for customization
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- Figure 65: Opinions about condiments, by age, September 2014
- Higher earners a bit more critical about condiments; seen as affordable by 30% of lowest earning HHs
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- Figure 66: Opinions about condiments, by household income, September 2014
- Condiments appeal to amateur cooks
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- Figure 67: Opinions about condiments, by cooking at home, September 2014
- Focus on flavors may increase salad dressing appeal
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- Figure 68: Opinions about dressing, by age, September 2014
Condiment Behaviors
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- Key points
- Condiments recognized for providing variety
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- Figure 69: Condiment behaviors, by age, September 2014
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- Figure 70: Condiment behaviors, by household size, September 2014
- High earners particularly interested in flavor variety
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- Figure 71: Condiment behaviors, by household income, September 2014
- Establishing legitimacy will grow appeal with more frequent home cooks
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- Figure 72: Condiment behaviors, by cooking at home, September 2014
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- Figure 73: Condiment behaviors, by interest in food, September 2014
- Ketchup and mayo users appear pretty traditional
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- Figure 74: Condiment behaviors, by use of condiments, September 2014
- Figure 75: Condiment behaviors, by use of condiments (continued), September 2014
Innovation of Interest
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- Key points
- Health attributes lead innovation of interest among condiment buyers
- Millennials least interested in sacrificing flavor for health
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- Figure 76: Innovation of interest, by age, September 2014
- Interest in packaging innovation varies with age
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- Figure 77: Packaging features, by age, September 2014
- Middle-income consumers most interested in subtle flavors
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- Figure 78: Innovation of interest, by household income, September 2014
- Larger households interested in directed use
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- Figure 79: Packaging features, by household size, September 2014
- Parents interested in ease-of-use and convenience
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- Figure 80: Packaging features, by presence of children in household, September 2014
- Interest in international flavors highest among trendsetting foodies
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- Figure 81: Innovation of interest, by interest in food, September 2014
- Packaging innovation most likely to resonate with frequent cooks
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- Figure 82: Packaging features, by cooking at home, September 2014
- Figure 83: Packaging features, by interest in food, September 2014
- Sriracha buyers interested in natural ingredients, healthful products
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- Figure 84: Innovation of interest, by use of condiments, September 2014
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- Figure 85: Innovation of interest, by use of condiments (continued), September 2014
- Figure 86: Innovation of interest, by use of condiments (continued), September 2014
Impact of Race and Hispanic Origin
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- Key points
- Younger Hispanics may be attracted to added flavors
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- Figure 87: Use of condiments, by Hispanic origin and age, September 2014
- Avocado may attract Hispanic attention
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- Figure 88: Use of select condiments, dips, spreads, and sauces on green salad, by race and Hispanic origin, September 2014
- Health positioning may attract Asian shoppers
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- Figure 89: Innovation of interest, by race/Hispanic origin, September 2014
Custom Consumer Groups
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- Group 1: Adventurers
- Demographics
- Characteristics
- Opportunity
- Group 2: Traditionalists
- Demographics
- Characteristics
- Opportunity
- Group 3: Indulgers
- Demographics
- Characteristics
- Opportunity
- Group 4: Spice Is Nice
- Demographics
- Characteristics
- Opportunity
- Group 5: All in Ones
- Demographics
- Characteristics
- Opportunity
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- Figure 90: Use of condiments, by condiment styles, September 2014
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- Figure 91: Use of mustard on select food items, by condiment styles, September 2014
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- Figure 92: Use of mayonnaise on select food items, by condiment styles, September 2014
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- Figure 93: Use of hot sauce on select food items, by condiment styles, September 2014
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- Figure 94: Use of dressing on select food items, by condiment styles, September 2014
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- Figure 95: Opinions about condiments, by condiment styles, September 2014
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- Figure 96: Opinions about dressing, by condiment styles, September 2014
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- Figure 97: Condiment behaviors, by condiment styles, September 2014
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- Figure 98: Innovation of interest, by condiment styles, September 2014
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- Figure 99: Packaging features, by condiment styles, September 2014
- Custom group demographics
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- Figure 100: Custom groups, September 2014
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- Figure 101: Custom groups, by gender, September 2014
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- Figure 102: Custom groups, by age, September 2014
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- Figure 103: Custom groups, by household income, September 2014
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- Figure 104: Custom groups, by household size, September 2014
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- Figure 105: Custom groups, by race/Hispanic origin, September 2014
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- Figure 106: Custom groups, by presence of children in household, September 2014
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- Figure 107: Custom groups, by cooking at home, September 2014
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- Figure 108: Custom groups, by interest in food, September 2014
Appendix – Other Useful Tables
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- Use of condiments
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- Figure 109: Use of condiments, by gender and age, September 2014
- Figure 110: Use of condiments, by age and household income, September 2014
- Figure 111: Use of condiments, by race/Hispanic origin, September 2014
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- Figure 112: Use of condiments, by parents with children in household, September 2014
- Figure 113: Use of hot sauce on select food items, by age, September 2014
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- Figure 114: Use of hot sauce on select food items, by race/Hispanic origin, September 2014
- Figure 115: Use of dressing on select food items, by race/Hispanic origin, September 2014
- Opinions about condiments
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- Figure 116: Opinions about condiments, by gender and age, September 2014
- Figure 117: Opinions about condiments, by age and household income, September 2014
- Figure 118: Opinions about dressing, by cooking at home, September 2014
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- Figure 119: Opinions about dressing, by gender and age, September 2014
- Figure 120: Opinions about condiments, by use of condiments, September 2014
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- Figure 121: Opinions about condiments, by use of condiments (continued), September 2014
- Figure 122: Opinions about condiments, by race/Hispanic origin, September 2014
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- Figure 123: Opinions about dressing, by race/Hispanic origin, September 2014
- Condiment behaviors
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- Figure 124: Condiment behaviors, by presence of children in household, September 2014
- Figure 125: Condiment behaviors, by gender and age, September 2014
- Figure 126: Condiment behaviors, by race/Hispanic origin, September 2014
- Innovation of interest
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- Figure 127: Innovation of interest, by gender and age, September 2014
- Figure 128: Packaging features, by gender and age, September 2014
- Figure 129: Packaging features, by household income, September 2014
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- Figure 130: Innovation of interest, by cooking at home, September 2014
- Figure 131: Packaging features, by race/Hispanic origin, September 2014
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- Figure 132: Packaging features, by use of condiments, September 2014
- Figure 133: Packaging features, by use of condiments (continued), September 2014
- Misc. salad dressing tables
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- Figure 134: Prepared salad dressing (bottle or jar), April 2013-June 2014
- Figure 135: Prepared salad dressing (bottle or jar), by race/Hispanic origin, April 2013-June 2014
- Natural supermarket sales of condiments
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- Figure 136: Natural supermarket sales of condiments, pickles, relishes, and olives, by gluten-free certification and labeling, at current prices, rolling 52 weeks 2012 and 2014
- Figure 137: Natural supermarket sales of salad dressing, by "natural" brand positioning, at current prices, rolling 52 weeks 2012 and 2014
Appendix – Trade Associations
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