Table of Contents
Executive Summary
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- The issues
- Condiments and dressings categories struggle to grow sales
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- Figure 1: Total US sales and fan chart forecast of condiments, at current prices, 2010-20
- Figure 2: Total US sales and fan chart forecast of dressing, at current prices, 2010-20
- Overlap in product usage
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- Figure 3: Correspondence analysis – Using condiments, dressings, sauces, and marinades, September 2015
- Consumers split on healthfulness of condiments, dressings
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- Figure 4: Attitudes toward condiments and dressings, September 2015
- The opportunities
- Focus on natural, free-from claims
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- Figure 5: Ideal condiment claims, by Millennials and Non-Millennials, September 2015
- Emphasize product versatility and customization
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- Figure 6: Condiments and dressings use, September 2015
- Boost simple, fresh, and organic options
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- Figure 7: Influential condiments and dressings features, September 2015
- What it means
The Market – What You Need to Know
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- Condiments and dressings sales fall flat
- Category sales thriving in natural channels
- Foodies, cooking enthusiasts key audiences for growth
Market Size and Forecast
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- Condiment sales remain flat
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- Figure 8: Total US sales and fan chart forecast of condiments, at current prices, 2010-20
- Figure 9: Total US sales and forecast of condiments, at current prices, 2010-20
- Figure 10: Total US sales and forecast of condiments, at inflation-adjusted prices, 2010-20
- Dressings category struggles to grow sales
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- Figure 11: Total US sales and fan chart forecast of dressing, at current prices, 2010-20
- Figure 12: Total US sales and forecast of dressing, at current prices, 2010-20
- Figure 13: Total US sales and forecast of dressing, at inflation-adjusted prices, 2010-20
Market Breakdown
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- Ketchup, mustard, mayonnaise account for less than half of category sales
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- Figure 14: Total US retail sales of condiments and dressings, by segment share, 2015
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- Figure 15: Total US retail sales and forecast of condiments, by segment, at current prices, 2010-15
- Nearly two thirds of condiments sales stem from supermarkets
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- Figure 16: Total US retail sales of condiments, by channel, at current prices, 2010-15
- Supermarkets represent two thirds of dressing category sales
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- Figure 17: Total US retail sales of dressings, by channel, at current prices, 2010-15
- Refrigerated condiments, organic, and gluten-free growing in natural channels
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- Figure 18: Natural supermarket sales of condiments and dressings, by segment, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
- Figure 19: Natural supermarket sales of condiments and dressings, by organic ingredients, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
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- Figure 20: Natural supermarket sales of condiments and dressings, by gluten-free labeling/certification, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
Market Perspective
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- Category blurring and crossover
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- Figure 21: Condiments use, by usage of cooking sauces, marinades, and pasta sauces – Any use, September 2015
- Growth of retail-branded condiments on menus
Market Factors
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- Home cooking, foodie mentality are drivers for product use
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- Figure 22: Cooking frequency, by age, September 2015
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- Figure 23: Home cooking responsibility, by condiments use, September 2015
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- Figure 24: Condiments use by identification as a foodie, September 2015
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- Figure 25: Home cooking responsibility, by identification as a foodie, September 2015
- International population growth to influence consumer tastes
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- Figure 26: Population by race and Hispanic origin, 2010-20
Key Players – What You Need to Know
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- Condiments and dressings categories highly fragmented
- Heinz sees success with ketchup and mustard
- Traditional dressing, mayonnaise brands face declines
- Innovative flavors, BFY claims, and gourmet options across segments
Manufacturer Sales of Condiments and Dressings
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- Condiments, dressings highly segmented
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- Figure 27: Condiments and dressings product launches, by private label, 2010-15*
- Manufacturer sales of condiments and dressings
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- Figure 28: MULO sales of condiments and dressings, by leading companies, rolling 52 weeks 2014 and 2015
What’s Working?
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- Heinz and French’s condiment war
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- Figure 29: MULO sales of Heinz mustard
- Figure 30: Heinz TV Commercial, “Heinz Ketchup Got a New Mustard – The BBQ,” April 2015
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- Figure 31: MULO sales of Heinz ketchup
- Figure 32: French’s TV Commercial, “French’s Introduces NEW Ketchup, Free From High Fructose Corn Syrup,” May 2015
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- Figure 33: Top 10 condiment product claims, September 2014-15
- Pickles, olive brands experience growth
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- Figure 34: MULO sales of select olive brands
- Hot sauce is hot
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- Figure 35: MULO sales of Frank’s RedHot
- Figure 36: MULO sales of Huy Fong Foods
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- Figure 37: MULO sales of Cholula
- Figure 38: MULO sales of private label other sauces
What’s Struggling?
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- Dressing declines
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- Figure 39: MULO sales of Wish-Bone dressing
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- Figure 40: MULO sales of Kraft salad dressing
- Figure 41: MULO sales of private label salad dressing
- Traditional mustard brands’ market shares negatively impacted
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- Figure 42: MULO sales of French’s mustard and Gulden’s mustard
- Mainstream mayonnaise declines
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- Figure 43: Hellmann’s TV Commercial, “1,000 Pounds of Mayonnaise. Gone.” June 2015
- Figure 44: MULO sales of Unilever and Kraft Foods Group mayonnaise
What’s Next?
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- Restaurant and foodservice brands
- Segment blurring
- Upscale and gourmet
- International influences
- Pickling for digestive health
The Consumer – What You Need to Know
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- Condiments use remains fairly consistent
- Customization plays an important role
- Categories not exempt from broader health trends
Condiments and Dressings Use
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- Specialty condiments, spicy flavors appealing
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- Figure 45: Condiments use, September 2015
- 25-44s are flavor and spice seekers
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- Figure 46: Condiments use, by age, September 2015
- Similar use across income groups
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- Figure 47: Condiments use, by household income, September 2015
- Hispanics more likely to use spicy condiments
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- Figure 48: Condiments use, by race and Hispanic origin, September 2015
Reasons for Using
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- Opportunity to boost sophistication, customization
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- Figure 49: Correspondence analysis – Using condiments, dressings, sauces, and marinades, September 2015
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- Figure 50: Using condiments, dressings, sauces, and marinades, September 2015
- Millennials use condiments to add sophistication, specific flavors to dishes
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- Figure 51: Using condiments (eg ketchup, mayonnaise), by Millennials and Non-Millennials, September 2015
- Hispanics use condiments to customize recipes
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- Figure 52: Using condiments (eg ketchup, mayonnaise), by Hispanic origin, September 2015
- Men more calorie conscious with dressings
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- Figure 53: Using dressings, by gender, September 2015
The Ideal Condiment
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- Ideal condiment is savory and spicy, American, and additive-free
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- Figure 54: Ideal Condiment, September 2015
- Flavor
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- Figure 55: Ideal condiment flavor, September 2015
- International influence
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- Figure 56: Ideal condiment international influence, by race and Hispanic origin, September 2015
- Claims
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- Figure 57: Ideal condiment claims, by Millennials and Non-Millennials, September 2015
- Packaging
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- Figure 58: Ideal condiment packaging, September 2015
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- Figure 59: Top condiment package types, September 2014-15
Condiments and Dressings Behaviors
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- Customization is vital
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- Figure 60: Condiments and dressings use, September 2015
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- Figure 61: Condiments and dressings shopping behavior, September 2015
- Figure 62: Condiments and dressings shopping behavior – agree, by parental status, September 2015
- Hot sauces use is very diverse
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- Figure 63: Condiments and dressings use – agree, by condiments use, September 2015
- Retail opportunities for reaching Hispanics
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- Figure 64: Select condiments and dressings use and shopping behavior – agree, by race and Hispanic origin, September 2015
Influential Features
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- Simplicity is key
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- Figure 65: Influential condiments and dressings features, September 2015
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- Figure 66: Condiments and dressings with an organic claim, September 2010-15
- Millennials prefer fresh, Boomers more ingredient conscious
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- Figure 67: Select influential condiments and dressings features, by generation, September 2015
- Parents, Hispanics value fresh, organic
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- Figure 68: Influential condiments and dressings features, by parental status, September 2015
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- Figure 69: Influential condiments and dressings features, by race and Hispanic origin, September 2015
Attitudes toward Condiments and Dressings
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- Opportunities for flavor, packaging innovation
- Flavor
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- Figure 70: Attitudes toward condiments and dressings, September 2015
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- Figure 71: Select attitudes toward condiments and dressings, by Millennials and non-Millennials, September 2015
- Packaging
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- Figure 72: Attitudes toward condiments and dressings, September 2015
- Nutrition/health
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- Figure 73: Attitudes toward condiments and dressings, September 2015
- Innovation opportunities
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- Figure 74: Attitudes toward condiments and dressings, September 2015
- Hispanics have more positive health perceptions
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- Figure 75: Select attitudes toward condiments and dressings, by race and Hispanic origin, September 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Condiments
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- Figure 76: Total US retail sales and forecast of condiments, by segment, at current prices, 2010-20
- Figure 77: Total US retail sales of condiments, by segment, at current prices, 2013 and 2015
- Figure 78: Total US retail sales and forecast of mayonnaise, at current prices, 2010-20
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- Figure 79: Total US retail sales and forecast of mustard, at current prices, 2010-20
- Figure 80: Total US retail sales and forecast of ketchup, at current prices, 2010-20
- Figure 81: Total US retail sales and forecast of pickles, olives, and relish, at current prices, 2010-20
- Figure 82: Total US retail sales and forecast of other condiments, at current prices, 2010-20
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- Figure 83: Total US retail sales of condiments, by channel, at current prices, 2013 and 2015
- Figure 84: US supermarket sales of condiments, at current prices, 2010-15
- Figure 85: US sales of condiments through other retail channels, at current prices, 2010-15
- Dressings
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- Figure 86: Total US retail sales of dressings, by channel, at current prices, 2013 and 2015
- Figure 87: US supermarket sales of dressings, at current prices, 2010-15
- Figure 88: US sales of dressings through other retail channels, at current prices, 2010-15
- Natural channel sales data
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- Figure 89: Natural supermarket sales of condiments and dressings, at current prices, rolling 52 weeks 9/8/13-9/6/15
- Figure 90: Natural supermarket sales of condiments and dressings, by brand positioning, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
- Figure 91: Natural supermarket sales of dressings, by fat content, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
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- Figure 92: Natural supermarket sales of condiments and dressings, by storage, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
- Figure 93: Natural supermarket sales of mayonnaise, by vegan status, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
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- Figure 94: Natural supermarket sales of condiments and dressings, by ethnicity, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
Appendix – Key Players
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- Figure 95: MULO sales of mayonnaise, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 96: MULO sales of mustard, by leading companies and brands, rolling 52 weeks 2014 and 2015
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- Figure 97: MULO sales of ketchup, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 98: MULO sales of pickles, olives and relish, by leading companies and brands, rolling 52 weeks 2014 and 2015
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- Figure 99: MULO sales of other* sauces, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 100: MULO sales of salad dressings, by leading companies and brands, rolling 52 weeks 2014 and 2015
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Appendix – Correspondence Analysis
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- Methodology
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