Cooking Sauces, Marinades and Spices - US - December 2014

SCOPE AND THEMES
What you need to know
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
Overview
Slow growth expected between 2014 and 2019
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
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
Figure 3: Self-described foodies, September 2014
More than seven in 10 use sauces/marinades; more than two thirds use dry spices
Figure 4: Use of cooking sauces, marinades, dry spices or seasonings, and dressings, September 2014
All-natural claims are most persuasive in brand selection
Figure 5: Purchase attribute drivers, September 2014
Most use sauces, marinades, and spices to make flavors more complex, intense
Figure 6: Importance of attributes for use, September 2014
What we think
ISSUES AND INSIGHTS
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
Trend: Make It Mine
Trend: The Real Thing
Trend: Sense of the Intense
MARKET SIZE AND FORECAST
Key points
Sales and forecast of cooking sauces, marinades, and spices
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
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
Key points
Demand for new flavors, especially ethnic, is driving sales
Figure 10: Ethnic tastes/flavor preferences, September 2014
Nearly four in 10 consumers describe themselves as foodies
Figure 11: Self-described foodies, September 2014
Millennials have strong potential per high-flavor interest and high food-involvement
Figure 12: Self-described foodies, by generations, September 2014
Households with kids substantially more likely to use
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
Figure 14: Households, by presence of own children, 2003-13
Decline in meat consumption poses challenge
COMPETITIVE CONTEXT
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
Key points
Spices increase sales 7.9% to lead the category
Sales of cooking sauces, marinades, and spices, by segment
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
Figure 16: Total US sales and forecast of spices, at current prices, 2009-19
Sales and forecast of cooking sauces
Figure 17: Total US sales and forecast of cooking sauces, at current prices, 2009-19
Sales and forecast of marinades
Figure 18: Total US sales and forecast of marinades, at current prices, 2009-19
RETAIL CHANNELS
Key points
Supermarkets account for 63% share of the category
Sales of cooking sauces, marinades, and spices, by channel
Figure 19: Total US retail sales of cooking sauces, marinades, and spices, by channel, at current prices, 2009-14
Supermarket sales grow slowly
Figure 20: US supermarket sales of cooking sauces, marinades, and spices, 2009-14
Other channel growth outpaces supermarket growth
Figure 21: US other channel sales of cooking sauces, marinades, and spices, 2009-14
LEADING COMPANIES
Key points
McCormick & Co. Inc. leads MULO sales with 19.4% share
MULO sales of cooking sauces, marinades, and spices
Figure 22: MULO sales of cooking sauces, marinades, and spices, by leading companies, rolling 52 weeks 2013 and 2014
BRAND SHARE – COOKING SPICES
Key points
McCormick & Co. dominates MULO spices segment
Figure 23: McCormick FlavorPrint video, 2014
Figure 24: McCormick TV ad, 2014
Other leading brands make up much less share
MULO sales of cooking spices
Figure 25: MULO sales of cooking spices, by leading companies, rolling 52 weeks 2013 and 2014
BRAND SHARE – COOKING SAUCES
Key points
Italian sauces register highest sales
Figure 26: Ragù TV ad, 2014
Manufacturer sales of cooking sauces
Figure 27: MULO sales of cooking sauces, by leading companies, rolling 52 weeks 2013 and 2014
BRAND SHARE – MARINADES
Key points
Sweet Baby Ray’s leads MULO segment, gains 4.7%
Figure 28: Campbell’s Oven Sauces TV ad, 2014
MULO sales of marinades
Figure 29: MULO sales of marinades, by leading companies, rolling 52 weeks 2013 and 2014
INNOVATIONS AND INNOVATORS
No additives/preservatives, low/no/reduced allergen, gluten-free claims all increase annually
Figure 30: Top 10 seasonings claims, by percentage of total claims, 2010-14 (YTD Dec 2014)
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
Key findings
Market overview
 KEY SOCIAL MEDIA METRICS
Figure 32: Key social media metrics, November 2014
Brand usage and awareness
Figure 33: Brand usage and awareness for select cooking sauce, marinade, and spice brands, September 2014
Interactions with cooking sauce, marinade, and spice brands
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
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?
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?
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
Key points
Nearly half personally cook all meals for themselves/household
Figure 38: At-home meal preparation, by gender, September 2014
Less than $25K more apt to prepare all home-cooked meals themselves
Figure 39: At-home meal preparation, by household income, September 2014
Households with kids more likely to prepare all meals at home
Figure 40: At-home meal preparation, by presence of children in household, September 2014
Millennials most apt to cook all home meals
Figure 41: At-home meal preparation, by generations, September 2014
THE CONSUMER – SELF-DESCRIBED FOODIES
Key points
Four in 10 are self-described foodies
Figure 42: Self-described foodies, by gender, September 2014
$100K+ very likely to self-identify as foodies
Figure 43: Self-described foodies, by household income, September 2014
Respondents with children in the household very likely to be foodies
Figure 44: Self-described foodies, by presence of children in household, September 2014
Millennials most likely to self-identify as foodies
Figure 45: Self-described foodies, by generations, September 2014
THE CONSUMER – USE OF COOKING SAUCES, MARINADES, AND DRY SPICES OR SEASONINGS
Key points
High household usage of sauces, marinades, spices, and seasonings
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
Figure 47: Use of cooking sauces, marinades, and dry spices or seasonings, by presence of children in household, September 2014
THE CONSUMER – PURCHASE DRIVERS
Key points
All natural, low/no/reduced product claims are most persuasive for users
Figure 48: Purchase drivers, by gender, September 2014
Households with kids very likely to choose all-natural, organic brands
Figure 49: Purchase drivers, by presence of children in household, September 2014
Millennials most likely to buy all-natural/organic brands
Figure 50: Purchase drivers, by generations, September 2014
THE CONSUMER – FLAVOR PREFERENCES
Key points
Almost half prefer spicy/hot flavors
Figure 51: Flavor preferences, by household income, September 2014
Presence of children means preference for a wide range of flavors, styles
Figure 52: Flavor preferences, by presence of children in household, September 2014
THE CONSUMER – ETHNIC TASTES/FLAVOR PREFERENCES
Key points
More than half have tried many ethnic sauce, marinade, and spice flavors
Figure 53: Ethnic tastes/flavor tried, by household income, September 2014
Households with children more apt to have tried a range of ethnic flavors
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
Figure 55: Ethnic tastes/flavor tried, by generations, September 2014
THE CONSUMER – IMPORTANT USAGE FACTORS
Key points
Most use sauces/marinades/spices for more complex, intense flavors
Figure 56: Important usage factors, September 2014
THE CONSUMER – COOKING SAUCE, MARINADE PERCEPTIONS
Key points
Consumers look to sauces/marinades to customize food
Figure 57: Cooking sauce, marinade perceptions, September 2014
THE CONSUMER – RACE AND HISPANIC ORIGIN
Key points
Black, Hispanic respondents most apt to cook all meals prepared at home
Figure 58: At-home meal preparation, by race/Hispanic origin, September 2014
Blacks, Asians, Hispanics most apt to self-identify as foodies
Figure 59: Self-described foodies, by race/Hispanic origin, September 2014
Blacks, Hispanics tend to stick to their flavor heritage
Figure 60: Ethnic tastes/flavor tried, by race/Hispanic origin, September 2014
APPENDIX – OTHER USEFUL CONSUMER TABLES
The consumer – at-home meal preparation
Figure 61: At-home meal preparation, by age, September 2014
The consumer – self-described foodies
Figure 62: Self-described foodies, by age, September 2014
The consumer – use of cooking sauces, marinades, and dry spices or seasonings
Figure 63: Use of cooking sauces, marinades, and dry spices or seasonings, by age, September 2014
Figure 64: Use of cooking sauces, marinades, dry spices or seasonings, and dressings, by generations, September 2014
The consumer – purchase drivers
Figure 65: Purchase drivers, by age, September 2014
Figure 66: Purchase drivers, by household income, September 2014
Figure 67: Purchase drivers, by flavor preferences, September 2014
Figure 68: Purchase drivers, by flavor preferences, September 2014
The consumer – flavor preferences
Figure 69: Flavor preferences, by gender, September 2014
Figure 70: Flavor preferences, by age, September 2014
Figure 71: Flavor preferences, by generations, September 2014
Figure 72: Flavor preferences, by flavor preferences, September 2014
Figure 73: Flavor preferences, by flavor preferences, September 2014
Ethnic tastes/flavor preferences
Figure 74: Ethnic tastes/flavor tried, by age, September 2014
Figure 75: Ethnic tastes/flavors interested in using or trying, by gender, September 2014
Figure 76: Ethnic tastes/flavors interested in using or trying, by age, September 2014
Figure 77: Ethnic tastes/flavors interested in using or trying, by household income, September 2014
Figure 78: Ethnic tastes/flavors interested in using or trying, by race/Hispanic origin, September 2014
Figure 79: Ethnic tastes/flavors interested in using or trying, by presence of children in household, September 2014
Figure 80: Ethnic tastes/flavors interested in using or trying, by generations, September 2014
Important usage factors
Figure 81: Important usage factors, by gender, September 2014
Figure 82: Important usage factors, by age, September 2014
Figure 83: Important usage factors, by household income, September 2014
Figure 84: Important usage factors, by presence of children in household, September 2014
Figure 85: Important usage factors, by generations, September 2014
Figure 86: Important usage factors, by ethnic tastes/flavors interested in using or trying, September 2014
Figure 87: Important usage factors, by ethnic tastes/flavors interested in using or trying, September 2014
Perceptions of cooking sauces, marinades, dips, and dressings
Figure 88: Perceptions of cooking sauces and marinades, by gender, September 2014
Figure 89: Perceptions of cooking sauces and marinades, by age, September 2014
Figure 90: Perceptions of cooking sauces and marinades, by household income, September 2014
Figure 91: Perceptions of cooking sauces and marinades, by presence of children in household, September 2014
Figure 92: Perceptions of cooking sauces and marinades, by generations, September 2014
Figure 93: Perceptions of cooking sauces and marinades, by ethnic tastes/flavors interested in using or trying, September 2014
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
Figure 95: Use of cooking sauces, marinades, dry spices or seasonings, and dressings, by race/Hispanic origin, September 2014
Figure 96: Purchase attribute drivers, by race/Hispanic origin, September 2014
Figure 97: Flavor preferences, by race/Hispanic origin, September 2014
Figure 98: Importance of attributes for use, by race/Hispanic origin, September 2014
Figure 99: Perceptions of cooking sauces, by race/Hispanic origin, September 2014
Figure 100: Perceptions of cooking sauces and marinades, by race/Hispanic origin, September 2014
APPENDIX – SOCIAL MEDIA
Brand usage or awareness
Figure 101: Brand usage or awareness, September 2014
Figure 102: Old Bay Seasoning usage or awareness, by demographics, September 2014
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
Figure 105: Knorr usage or awareness, by demographics, September 2014
Figure 106: Sweet Baby Ray’s usage or awareness, by demographics, September 2014
Figure 107: Lawry’s usage or awareness, by demographics, September 2014
Activities done
Figure 108: Activities done, September 2014
Key social media metrics
Figure 109: key social media metrics for select cooking sauce, marinade, and spice brands, Nov. 2014
Online conversations
Figure 110: Online mentions for select cooking sauce, marinade, and spice brands, by week, Nov, 17, 2013- Nov. 16, 2014
APPENDIX – TRADE ASSOCIATIONS