Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
- The future
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- Figure 1: Forecast of UK retail sales of table sauces and seasonings, by value, 2008-18
- Market factors
- Growth in key cohorts will support the market
- Operators look to add value to the market
- Companies, brands and innovation
- Heinz holds the lead in table sauces
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- Figure 2: Leading brands’ shares in the UK retail table sauces* market, by value, 2012-13**
- NPD looks to premium ingredients and hotter flavours
- Unilever and Heinz dominate adspend
- The consumer
- Purchasing of table sauces is near universal at 94%
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- Figure 3: Table sauces and condiments bought, by type, September 2013
- Special offers are a driver for almost half
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- Figure 4: Factors influencing choice of table sauces, September 2013
- Customisation of table sauces appeals to 72%
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- Figure 5: Attitudes towards table sauces, September 2013
- More than nine in 10 use seasonings
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- Figure 6: Seasonings bought, by type, September 2013
- Majority see seasonings as an easy way to add flavour
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- Figure 7: Attitudes towards seasonings, September 2013
- What we think
Issues in the Market
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- Can investment in premium varieties tap into growing consumer confidence?
- How can the market encourage consumers to expand their repertoire?
- Should operators be adopting a two-pronged approach to flavour?
- How will changes in the age profile of the UK population affect the market?
Trend Application
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- Guiding Choice
- Influentials
- East Meets West
Market Drivers
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- Key points
- Confidence improves but consumer spending remains under pressure
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- Figure 8: GfK NOP Consumer Confidence Index, monthly, January 2008-October 2013
- Experimentation with cooking continues
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- Figure 9: Selected cooking and eating habits, March 2012-August 2013
- Condiments and seasonings well placed to ‘make it mine’
- Seasonings dub themselves cooking solutions
- More than a third enjoy spicy food
- Demographic changes
- Growth in core cohorts set to create opportunities for the market
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- Figure 10: Trends in the age structure of the UK population, 2008-13 and 2013-18
- Growth of over-55s to support table sauces
- Ethnic sauces to benefit from rise in 25-34s
- Households with children are expected to see a decline
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- Figure 11: Forecast adult population trends, by lifestage, 2008-13 and 2013-18
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Table sauces and seasonings’ share of NPD in the total food market increases in 2013
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- Figure 12: Table sauces and seasonings’ share of new product launches in the UK food market, 2009-13
- New variety/range extensions lead NPD, with completely new product launches accounting for a third
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- Figure 13: New product launches in the UK table sauces and seasonings market, by launch type, 2009-13
- Private label steps up NPD
- Schwartz stands out in seasonings
- Heinz moves into dish-specific sauces
- Packaging remains a focus for NPD
- Seasonings favour shelf-stable formats
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- Figure 14: New product launches in the UK seasonings market, by storage type, 2011/12 and 2012/13
- Frozen seasonings prove a flash in the pan
- Gourmet NPD looks to add value
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- Figure 15: Share of ‘premium’ claims of new product launches in the UK table sauces and seasonings market, 2009-13
- Knorr and Tesco look to premium segment
- Tesco mines chilled formats for quality associations
- Premium ingredients improve quality credentials
- Brands look to premium ingredients in international markets
- While tomato dominates NPD, table sauces are getting hotter
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- Figure 16: New product launches in the UK table sauces market, by flavour component, 2011-13
- Even milder sauces look to spices
- Operators look beyond chilli for heat
- International players look to broaden usage
- Milder variants cater to less adventurous consumers
Market Size and Forecast
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- Key points
- Table sauces and seasonings
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- Figure 17: UK retail value and volume sales of table sauces and seasonings, 2008-18
- Forecast
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- Figure 18: Retail sales and forecast of table sauces and seasonings, UK, by value, 2008-18
- Figure 19: Retail sales and forecast of table sauces and seasonings, UK, by volume, 2008-18
- Pickles, chutney and relish
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- Figure 20: UK retail sales of pickles, chutneys and relishes, by volume and value, 2010-13
- Methodology
Segment Performance – Table Sauces
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- Key points
- Salad accompaniments lead by value, while thick sauces dominate by volume
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- Figure 21: UK retail sales of table sauces, by segment, by value and volume, 2011-13
- Salad dressing drives growth in salad accompaniments
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- Figure 22: UK retail sales of salad accompaniments, by type, by value and volume, 2011-13
- Tomato ketchup dominates thick sauces with an almost 70% share
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- Figure 23: UK retail sales of thick sauces, by type, by value and volume, 2011-13
- Thin sauces prosper from the trend towards foreign cuisines and hotter flavours
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- Figure 24: UK retail sales of thin sauces, by type, by value, 2011-13
- Dish-specific sauces see value growth but static volumes
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- Figure 25: UK retail sales of dish-specific sauces, by type, by value and volume, 2011-13
- Speciality vinegar drives value growth, while overall volumes fall
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- Figure 26: UK retail sales of vinegar, by type, by value and volume, 2011-13
- American mustard sees continued growth
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- Figure 27: UK retail sales of mustard, by type, by value and volume, 2011-13
Segment Performance – Seasonings
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- Key points
- Growth in herbs and spices drive sales
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- Figure 28: UK retail sales of herbs, spices and seasonings, salt and pepper, by value and volume, 2011-13
- Sea salt sees continuing popularity, at the expense of table, low-sodium and cooking salt
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- Figure 29: UK retail sales of salt, by type, by value and volume, 2011-13
Market Share – Table Sauces
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- Key points
- Heinz holds the lead
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- Figure 30: Leading brands’ sales and shares in the UK retail table sauces* market, by value and volume, 2011/12 and 2012/13
- Own-label leads pickles, chutney and relish
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- Figure 31: Leading brands’ sales and shares in the UK retail pickles, chutneys and relishes market, by value and volume, 2011/12 and 2012/13
Market Share – Seasonings
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- Key points
- Own-label dominates the market while Schwartz is the leading brand
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- Figure 32: Leading brands’ sales and shares in the UK retail seasonings market, by value and volume, 2011/12 and 2012/13
- Schwartz holds a fifth of the market
- Limited competition from other brands
Companies and Products
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- Figure 33: Selected companies and brands in the UK table sauces and seasonings market, 2013
- Heinz
- Product range
- Product innovation
- Recent marketing
- ‘Man rules’ dominate HP activity
- Summer campaigns look to drive seasonal usage
- Heinz brings back its invisible bottle ad
- Emphasising naturalness
- Alternative campaigns look to social media, limited edition and roadshows
- Mizkan
- Product range and innovation
- Recent marketing
- Premier Foods
- Product range
- Product innovation
- Recent marketing
- Unilever
- Product range
- Product innovation
- Recent marketing
- RH Amar & Co
- Product range
- Product innovation
- AB Foods
- Product range and innovation
- Recent marketing
- McCormick (Schwartz)
- Product range and innovation
- Recent marketing
- Bart Ingredients Company
- Product range and innovation
- Recent marketing
- Other
- English Provender Company
- Product range
- Recent activity
- Grace Foods
- Product range
- Recent activity
- Kikkoman
- Product range
- Recent activity
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Brand Communication and Promotion
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- Key points
- Adspend falls in 2012, after reaching a three-year high in 2011
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- Figure 34: Main monitored media advertising expenditure on tables sauces and seasonings, 2009-13
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- Figure 35: Main monitored media advertising expenditure on table sauces and seasonings, by category, 2009-13
- Unilever dominates but cuts back in 2012, while Heinz increases spend
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- Figure 36: Main monitored media advertising expenditure on table sauces and seasonings, by top 10 advertisers, 2009-13
- Unilever supports Hellmann’s
- Heinz and Premier step up spend
- McCormick offers little support to brands in 2013
- Mizkan to launch TV campaign
- Hellmann’s mayonnaise leads spend by brand
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- Figure 37: Main monitored media advertising expenditure on table sauces and seasonings, by top 10 brands (sorted by total), 2009-13
- TV takes the lion’s share
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- Figure 38: Main monitored media advertising expenditure on table sauces and seasonings, by media type, 2009-13
The Consumer – Purchasing and Usage of Table Sauces
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- Key points
- Purchasing of table sauces is near universal at 94%
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- Figure 39: Table sauces and condiments bought, by type, September 2013
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- Figure 40: Table sauces and condiments bought, by type, by gender, age and presence of children in household, September 2013
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- Figure 41: Table sauces and condiments bought, by type, by gender, age and presence of children in household, September 2013 (continued)
- Almost a third use traditional table sauces at least once a week
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- Figure 42: Frequency of eating/using table sauces, September 2013
- More than a fifth buy just one or two types
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- Figure 43: Repertoire of table sauces and condiments bought, September 2013
The Consumer – Factors Influencing Choice of Table Sauces
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- Key points
- Special offers are a driver for almost half
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- Figure 44: Factors influencing choice of table sauces, September 2013
- Convenient packaging offers a tangible point of difference
- Health claims are important for a sizeable minority
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- Figure 45: Those for whom ‘reduced salt/sugar’ and ‘low/reduced fat (eg light)’ are important attributes when choosing to buy one table sauce over another, by age, September 2013
- Hotter, unusual and limited edition flavours appeal to 25-34s
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- Figure 46: Those for whom ‘hotter flavour’, ‘an unusual flavour’ and ‘limited edition flavour’ are important attributes when choosing to buy one table sauce over another, by age, September 2013
The Consumer – Attitudes Towards Table Sauces
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- Key points
- Customisation of meals with table sauces appeals to 72%
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- Figure 47: Attitudes towards table sauces, September 2013
- One in four buyers are overwhelmed by choice
- Milder variants can cater for the family market
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- Figure 48: Agreement with the statement ‘Milder variants of table sauce are suitable for the whole household’, by presence of children, September 2013
- Ethnic, stronger and hotter flavours appeal to two fifths, especially 25-34s
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- Figure 49: Agreement with statements on flavour of table sauces, by age, September 2013
- Lighter versions allow the sizeable minority to continue buying into the market
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- Figure 50: Agreement with the statement ‘Lighter variants of table sauces (eg low calorie) mean I don’t have to cut back on how much I use’, by gender and age, September 2013
The Consumer – Purchasing of Seasonings
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- Key points
- More than nine in 10 adults buy seasonings
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- Figure 51: Seasonings bought, by type, October 2012 and September 2013
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- Figure 52: Seasonings bought, by AB socio-economic group and gross annual household income of £50,000+, September 2013
- Sea and rock salt see a rise in usage
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- Figure 53: Types of salt bought, by age, September 2013
- Three in 10 buy just one or two types of seasonings
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- Figure 54: Repertoire of seasonings bought, September 2013
The Consumer – Attitudes Towards Seasonings
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- Key points
- Majority see seasonings as an easy way to add flavour
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- Figure 55: Attitudes towards seasonings, September 2013
- Three in 10 believe that fresh herbs/spices are worth the extra cost
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- Figure 56: Agreement with the statement ‘Fresh herbs/spices are worth the extra cost’, by age, socio-economic group and household income, September 2013
- Almost three in 10 are cutting back on salt, rising to almost half of over-65s
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- Figure 57: Agreement with the statement ‘I am reducing the amount of salt I use for health reasons’, by age, September 2013
Appendix – Market Drivers
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- Figure 58: GDP, PDI, consumer expenditure and savings, at constant 2013 prices, 2008-18
- Figure 59: Cooking and eating habits, by age, August 2013
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- Figure 60: Forecast adult population trends, by socio-economic group, 2008-18
- Figure 61: Forecast adult population trends, by lifestage, 2008-18
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Appendix – Who’s Innovating?
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- Figure 62: New product launches in the UK table sauces and seasonings market, by format type, 2009-13
- Figure 63: New product launches in the UK table sauces and seasonings market, by own-label and branded, 2009-13
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- Figure 64: New product launches in the UK table sauces and seasonings market, by product category, 2009-13
- Figure 12: New product launches in the UK table sauces and seasonings market, top 10 companies, 2009-13
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- Figure 65: New product launches in the UK table sauces market, by flavour component, 2009-13
- Figure 66: New product launches in the UK table sauces and seasonings market, by top 10 claims, 2009-13
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Appendix – Market Size and Forecast
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- Figure 67: Best- and worst-case forecasts for retail sales of table sauces and seasonings, by value, 2013-18
- Figure 68: Best- and worst-case forecasts for retail sales of table sauces and seasonings, by volume, 2013-18
- Table sauces
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- Figure 69: Best- and worst-case forecasts for retail sales of table sauces, by value, 2013-18
- Figure 70: Forecast of UK retail sales of table sauces, by value, 2008-18
- Figure 71: Best- and worst-case forecasts for retail sales of table sauces, by volume, 2013-18
- Figure 72: Forecast of UK retail sales of table sauces, by volume, 2008-18
- Seasonings
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- Figure 73: Best- and worst-case forecasts for retail sales of seasonings, by value, 2013-18
- Figure 74: Forecast of UK retail sales of seasonings, by value, 2008-18
- Figure 75: Best- and worst-case forecasts for retail sales of seasonings, by volume, 2013-18
- Figure 76: Forecast of UK retail sales of seasonings, by volume, 2008-18
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Appendix – Brand Communication and Promotion
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- Figure 77: Main monitored media advertising expenditure on table sauces and seasonings, by category, 2009-13
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Appendix – The Consumer – Purchasing and Usage of Table Sauces
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- Figure 78: Most popular table sauces and condiments bought, by type, by demographics, September 2013
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- Figure 79: Next most popular table sauces and condiments bought, by type, by demographics, September 2013
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- Figure 80: Other table sauces and condiments bought, by type, by demographics, September 2013
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- Figure 81: Frequency of eating/using table sauces – Traditional table sauces, by demographics, September 2013
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- Figure 82: Frequency of eating/using table sauces – Traditional table sauces, by demographics, September 2013 (continued)
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- Figure 83: Frequency of eating/using table sauces – Vinegar, by demographics, September 2013
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- Figure 84: Frequency of eating/using table sauces – Vinegar, by demographics, September 2013 (continued)
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- Figure 85: Frequency of eating/using table sauces – Dish-specific table sauces, by demographics, September 2013
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- Figure 86: Frequency of eating/using table sauces – Dish-specific table sauces, by demographics, September 2013 (continued)
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- Figure 87: Frequency of eating/using table sauces – Mayonnaise, by demographics, September 2013
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- Figure 88: Frequency of eating/using table sauces – Mayonnaise, by demographics, September 2013 (continued)
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- Figure 89: Frequency of eating/using table sauces – Salad cream/dressing, by demographics, September 2013
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- Figure 90: Frequency of eating/using table sauces – Salad cream/dressing, by demographics, September 2013 (continued)
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- Figure 91: Frequency of eating/using table sauces – Ethnic table sauces, by demographics, September 2013
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- Figure 92: Frequency of eating/using table sauces – Ethnic table sauces, by demographics, September 2013 (continued)
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- Figure 93: Frequency of eating/using table sauces – Pickle/piccalilli, by demographics, September 2013
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- Figure 94: Frequency of eating/using table sauces – Pickle/piccalilli, by demographics, September 2013 (continued)
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- Figure 95: Frequency of eating/using table sauces – Relish, by demographics, September 2013
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- Figure 96: Frequency of eating/using table sauces – Relish, by demographics, September 2013 (continued)
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- Figure 97: Frequency of eating/using table sauces – Chutney, by demographics, September 2013
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- Figure 98: Frequency of eating/using table sauces – Chutney, by demographics, September 2013 (continued)
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- Figure 99: Frequency of eating/using table sauces – Any other table sauce or condiment, by demographics, September 2013
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- Figure 100: Frequency of eating/using table sauces – Any other table sauce or condiment, by demographics, September 2013 (continued)
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- Figure 101: Frequency of eating/using table sauces – Pickled vegetables or eggs, by demographics, September 2013
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- Figure 102: Frequency of eating/using table sauces – Pickled vegetables or eggs, by demographics, September 2013 (continued)
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- Figure 103: Repertoire of table sauces and condiments bought, by type, by demographics, September 2013
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Appendix – The Consumer – Factors Influencing Choice of Table Sauces
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- Figure 104: Most popular factors influencing choice of table sauces, by demographics, September 2013
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- Figure 105: Next most popular factors influencing choice of table sauces, by demographics, September 2013
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Appendix – The Consumer – Attitudes Towards Table Sauces
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- Figure 106: Attitudes towards table sauces, September 2013
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- Figure 107: Agreement with the statement ‘Table sauces are a good way to customise a dish’, by demographics, September 2013
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- Figure 108: Agreement with the statement ‘Milder variants of table sauce are suitable for the whole household’, by demographics, September 2013
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- Figure 109: Agreement with the statement ‘A mixture of flavours in table sauces appeals to me’, by demographics, September 2013
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- Figure 110: Agreement with the statement ‘It is fun to recreate flavours at home that I have tried elsewhere’, by demographics, September 2013
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- Figure 111: Agreement with the statement ‘I would be interested in more ethnic varieties of table sauces’, by demographics, September 2013
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- Figure 112: Agreement with the statement ‘I prefer stronger flavours of table sauces’, by demographics, September 2013
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- Figure 113: Agreement with the statement ‘Branded varieties offer better quality than supermarket own-label table sauces’, by demographics, September 2013
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- Figure 114: Agreement with the statement ‘I prefer hotter/spicier table sauces’, by demographics, September 2013
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- Figure 115: Agreement with the statement ‘Lighter variants of table sauces mean I don’t have to cut back on how much I use’, by demographics, September 2013
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- Figure 116: Agreement with the statement ‘I find the amount of choice of table sauce overwhelming’, by demographics, September 2013
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Appendix – The Consumer – Purchasing of Seasonings
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- Figure 117: Most popular seasonings bought, by type, by demographics, September 2013
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- Figure 118: Next most popular seasonings bought, by type, by demographics, September 2013
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- Figure 119: Other seasonings bought, by type, by demographics, September 2013
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- Figure 120: Repertoire of seasonings bought, by type, by demographics, September 2013
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Appendix – The Consumer – Attitudes Towards Seasonings
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- Figure 121: Most popular attitudes towards seasonings, by demographics, September 2013
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- Figure 122: Next most popular attitudes towards seasonings, by demographics, September 2013
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