Table of Contents
Executive Summary
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- Figure 1: Short, medium and long term impact of COVID-19 on dips and sauces april 2020
- Overview
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- Figure 2: Dips and sauces consumed, January 2020
- Top takeaways
- Competitive pressure within the super-category
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- Figure 3: Dip and sauce uses, January 2020
- Dips are essential, yet occasion based
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- Figure 4: Attitudes toward dips and sauces, January 2020
- The average household “pantry” looks like this . . .
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- Figure 5: TURF Analysis – go-to flavors, January 2020
- Familiar, yet innovative flavors are sticky
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- Figure 6: Dip/sauce flavor experience and interest, tier 2 flavors, January 2020
- Under 45s are enthusiastic flavor explorers
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- Figure 7: Dip/sauce flavor experience and interest, tier 3 flavors, by age, January 2020
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The Impact of COVID-19 on Flavors and Ingredients in Dips and Sauces
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- What you need to know:
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- Figure 8: Short, medium and long term impact of COVID-19 on dips and sauces april 2020
- Opportunities and Threats
- America: at home, and eating
- Dips are essential, yet occasion based
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- Figure 9: COVID-19 Tracker, Future activities, April 16-24, 2020
- Shoppers’ shifts from spontaneity to stocking up could stick
- eCommerce and DTC are natural fits for dips and sauces
- Staying close to home may mean sticking with flavor favorites…
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- Figure 10: TURF Analysis – go-to flavors, January 2020
- …but brand exploration may be inevitable
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- Figure 11: Important condiment and dressing attributes, September 2019
- Social media can play a big role in what flavor(s) comes next
- Versatility = value
- Impact on the Dips/Sauces market
- Growth categories have connections with snacking, but will likely bleed into meals
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- Figure 12: Total US retail sales of dips, sauces and marinades, at current prices, 2014-2019
- Dips and Sauces support consumers via Experience
- How the crisis will affect key consumer segments in the Dips and Sauces category
- Millennials, Gen Z will likely need the most attention
- Dips and sauces are essential to Adventure Eaters and Value Chasers
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- Figure 13: Experience and interest in Flavors, Adventure eaters, Tried it and liked it, January 2020
- Figure 14: Experience and interest in Flavors, Value Chasers, Tried it and liked it, January 2020
- How a COVID-19 recession will reshape Dips and Sauces
- Private label already poised for success
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- Figure 15: Private label share of multi-outlet food and drink sales, 2014-19
- Foodservice re-openings will be met with reluctance from some
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- Figure 16: Dip/sauce flavor experience and interest, tier 3 flavors by age, January 2020
- COVID-19: US context
Market Landscape – What You Need to Know
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- Growth tied to snacking, line extensions
- Products blur across category and segment
- Tapping global flavor experiences to drive interest
State of the Market
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- Growth categories have connections with snacking
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- Figure 17: Total US retail sales of dips, sauces and marinades, at current prices, 2014-2019
- Figure 18: Percent change in sales of dips, sauces and marinades, at current prices, 2017-2019
- Brands are staying close to home
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- Figure 19: change in new product launches by type, 2017 -19
- Dips are essential, yet occasion based
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- Figure 20: Attitudes toward dips and sauces, January 2020
- Condiments lead product types consumed
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- Figure 21: Dips and sauces consumed, January 2020
- Two thirds of adults like to dip
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- Figure 22: Dips and sauce use, January 2020
- Younger adults most likely to use dips/sauces in a variety of ways
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- Figure 23: Dips and sauce use, by age, January 2020
- The average household pantry looks like this . . .
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- Figure 24: TURF analysis – go-to flavors, January 2020
- The lines between dips, sauces, marinades and condiments are blurred
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- Figure 25: Dips and sauces consumed, by dip and sauce uses, January 2020
Market Drivers
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- Mintel Trend drivers – mapping the catalyst of change
- For dips, spreads, sauces and condiments it’s all about the flavor
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- Figure 26: Important condiment and dressing attributes, September 2019
- Figure 27: Dips and spreads behaviors, January 2020
- Versatility = value
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- Figure 28: Condiment and dressing attitudes, October 2017
- Taste plus wellbeing inspires trial for dips and sauces of all types
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- Figure 29: New dip/spread trial, January 2020
- Figure 30: Increased spend for condiments/dressings, October 2019
- Foodservice menus point to new paths to excitement
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- Figure 31: Menu incidence Q4 2016-Q4 2019 (number of menu mentions)
- The future is flavorful
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- Figure 32: Correspondence Analysis – Symmetrical map – Flavor innovation, January 2020
- Figure 33: Flavor innovation, January 2020
Brand Landscape – What You Need to Know
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- Now: Flavor blends and interesting ingredients
- Near: Leveraging healthy ingredients and positioning
- Next: Global and local flavors/ingredients
Product Development: Now – Current Flavor Trends
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- Classic flavors top the go-to list
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- Figure 34: Primary dip and sauce flavors consumed, January 2020
- Product trend: Brands play it safe with range extensions
- Product trend: Hot takes on classics
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- Figure 35: Attitudes about dips/sauces, January 2020
- Brands in action
- Product trend: Sweet heat takes new forms
- Brands in action
Product Development: Near – What to Watch For
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- Product trend: Getting functional
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- Figure 36: Dips and sauce product launches, by top-10 claim categories, 2018-19
- Brands in action
- Product trend: Something borrowed
- Brands in action
- Product trend: Crossing category lines
- Brands in action
- Product trend: Power to the plants
- Brands in action
- Specialty diets don’t have to be flavorless
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- Figure 37: Opinions on diet trends, by age, September 2019
- Brands in action
Product Development: Next – What’s in the Pipeline
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- Global flavors push boundaries
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- Figure 38: Emerging international cuisine consumption, February 2020
- Brands in action
- The ethical expectation
- Product trend: In a pickle
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- Figure 39: Attitudes about fermented condiments, November 2019
The Consumer – What You Need to Know
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- Dips/sauces can elevate everyday dishes
- A fifth of adults will go out of their way to try new flavors
- Ranch tops the list as favorite dip/sauce flavor
- Consumers are looking beyond basic flavors
- Less-conventional flavors will take some work
Attitudes toward Dips and Sauces
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- Dips/sauces are essential to improving taste
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- Figure 40: Attitudes toward dips and sauces, January 2020
- 18-24s think dips/sauces are essential; social media provides inspiration
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- Figure 41: Attitudes toward dips and sauces, by age, January 2020
- Adventure Eaters emerge as important consumer of dips/sauces
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- Figure 42: Attitudes toward dips and sauces, by food and drink shopper segmentation, January 2020
Approach to New Flavor Trial
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- Majority of adults are willing to try new flavors
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- Figure 43: Interest in trying new flavors, January 2020
- Niche young cohorts as ideal target for flavor innovation
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- Figure 44: Interest in trying new flavors, by select demographics, November 2019
- Adventure Eaters seek out bold flavors, unique ingredients
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- Figure 45: Interest in trying new flavors, by food and drink shopper segmentation, November 2019
Now: Dip/Sauce Flavors Consumed
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- Ranch is the most consumed dip/sauce flavor
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- Figure 46: Dip and sauce flavors consumed, January 2020
- Middle-age consumers enjoy a variety of dip/sauce flavors
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- Figure 47: Dip and sauce flavors consumed, by age, January 2020
- Culturally diverse consumers have the most diverse palates
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- Figure 48: Dip and sauce flavors consumed, by race/Hispanic origin, January 2020
Near: Dip/Sauce Flavor Experience and Interest
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- Moving beyond mainstream
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- Figure 49: Dip/sauce flavor experience and interest, tier 2 flavors, January 2020
- Young adults try flavors and like them, particularly hot/spicy
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- Figure 50: Dip/sauce flavor experience and interest, tier 2 flavors, by age, January 2020
Next: Dip/Sauce Flavor Experience and Interest
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- Flavor obscurity plays a role in experience and interest
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- Figure 51: Dip/sauce flavor experience and interest, tier 3 flavors, January 2020
- Young adults willing to try unique, international flavors
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- Figure 52: Dip/sauce flavor experience and interest, tier 3 flavors by age, January 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Mintel Food and Drink Shopper Segmentation
- Purchase Intelligence
- Abbreviations and terms
- Abbreviations
Appendix – The Consumer
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- Figure 53: Flavor innovation, January 2020
- Methodology
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