Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- A $3.3 billion market with a wide range of segments
- Competition from within the category and from outside
- Three segments, but with overlaps
- Competition between retail channels grows
- Driving the market: multicultural society with many food trends
- Rising food costs spur more cooking at home
- Kraft and McCormick are market leaders
- A number of consumer trends drive innovation
- Advertising focuses on convenience and seasonal trends
- Eight in ten households use cooking sauces
- Barbecue sauce and seasoning mixes
- Cooking at home and usage of cooking sauces
- Attitudes and opinions concerning cooking and cooking sauces
Insights and Opportunities
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- Key points
- Push the flavor
- Push the convenience
- But remember the importance of health and wellness
Fast Forward Trends
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- Fast Forward Trend: Authenticity
- What’s it about?
- What is the relevance to cooking sauces?
- Authenticity in American barbecue
- Fast Forward Trend: Slow It All Down
- What’s it about?
- What is the relevance to cooking sauces?
Market Size and Forecast
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- Key points
- Adding flavor and variety
- A popular product through an array of channels
- Sales data and forecast for cooking sauces and marinades
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- Figure 1: Total U.S. sales and forecast of cooking sauces and marinades at current prices, 2002-12
- Figure 2: Total U.S. sales and forecast of cooking sauces and marinades at inflation-adjusted prices, 2002-12
- Wal-Mart sales
Competitive Context
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- Key points
- Competition from categories within the retail environment
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- Figure 3: Television ad for Campbell’s Cream of Chicken soup, 2007
- Co-marketing, not competing
- Will foodservice competition decline as economy worsens?
Segment Performance
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- Key points
- Convenience is major distinguishing feature
- Sales data and forecast of cooking sauces and marinades by segment
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- Figure 4: U.S. FDMx sales and forecast of cooking sauces and marinades at current prices, by segment, 2002-12
- Two-year sales show strength in ethnic segment
- Sales data and forecast of cooking sauces and marinades by segment
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- Figure 5: U.S. FDMx sales of cooking sauces and marinades, by segment, 2005 and 2007
Segment Performance—Wet Sauces
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- Key points
- Familiar brands and flavors are key
- Bringing restaurant flavors home fits with economic situation
- Sales data and forecast of wet sauces
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- Figure 6: U.S. FDMx sales and forecast of wet sauces, 2002-12
Segment Performance—Dry Sauces
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- Key points
- Future for the segment is not as robust as others in the industry
- Variety and price are important
- Sales data and forecast of dry sauces
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- Figure 7: U.S. FDMx sales and forecast of dry sauces, 2002-12
Segment Performance—Ethnic Sauces
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- Key points
- From margins to mainstream
- Segment has variety of price points
- The influence of restaurants
- Sales data and forecast of ethnic sauces
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- Figure 8: U.S. FDMx sales and forecast of ethnic sauces, 2002-12
Retail Channels
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- Key points
- Supermarkets share distribution with myriad other channels
- Natural and specialty stores
- Total sales of cooking sauces and marinades by retail channel
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- Figure 9: U.S. sales of cooking sauces and marinades, by retail channel, 2005 and 2007
Retail Channels—Supermarkets
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- Key points
- Supermarket sales flat
- Cross-merchandising is essential
- Total sales of cooking sauces and marinades in supermarkets
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- Figure 10: U.S. sales of cooking sauces and marinades at supermarkets, 2002-07
Market Drivers
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- Key points
- Immigrants bring new flavor traditions to the U.S.
- Changing U.S. population
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- Figure 11: U.S. population, by race and Hispanic origin, 2002-12
- Bringing the flavors home
- Food prices affect at-home and away-from-home eating
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- Figure 12: Changes in food price indexes, selected products, 2004-08
Leading Companies
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- Key points
- Kraft still leads the market
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- Figure 13: FDMx sales of leading cooking sauces and marinades companies, 2005 and 2007
- Private label hovers around 10%
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- Figure 14: Private label sauces’ and marinades’ share of total sales, FDMx, by sub-segment, 2007
Brand Share—Wet Sauces
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- Key points
- Kraft leads, for now
- Sweet Baby Ray’s is gaining on big brands
- Smaller players control more than a third of market
- Sales of wet sauces by brand
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- Figure 15: FDM brand sales of wet sauces in the U.S., 2005 and 2007
Brand Share—Dry Sauces
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- Key points
- McCormick leads segment
- ACH brands decline
- Sales of dry sauces by brand
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- Figure 16: FDMx brand sales of dry sauces in the U.S., 2005 and 2007
Brand Share—Ethnic Sauces
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- Key points
- Asian and Hispanic flavors are tops
- A fragmented market
- Sales of ethnic sauces by brand
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- Figure 17: FDMx brand sales of ethnic sauces in the U.S., 2005 and 2007
Innovation and Innovators
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- Key points
- Consumers’ desire for more healthful meals leads to new cooking sauce products
- Convenience is a major driver for innovation
- Authenticity is also a factor
- Store brand launches keep pace with national and specialty brands
- Manufacturers respond to consumers’ desire for health and convenience
- New product launches by product claims
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- Figure 18: Cooking sauces new product launches, by claim, U.S., 2002-07
Advertising and Promotion
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- Overview
- Convenience
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- Figure 19: Television ad for Hunt’s Manwich Original Sloppy Joe Sauce, 2007
- The power of the Internet
- Tie-ins and co-branding with other categories
- Advertising and promotion for barbecue sauces tied to spots for meat
Household Usage
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- Key points
- Asian and Hispanic households are less likely to use these products
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- Figure 20: Household usage of barbecue and cooking sauces, by key demographics, May 2006-June 2007
- Trended usage
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- Figure 21: Trended usage of barbecue and seasoning sauces, and gravy and sauce mixes, 2003-2007
Focus on Barbecue and Seasoning Mixes
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- Key points
- Types of barbecue and seasoning sauces used by households
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- Figure 22: Types of barbecue and seasoning sauces used by households, by race/Hispanic origin, May 2006-June 2007
- Barbecue and seasoning sauce brands used by households
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- Figure 23: Top ten brands of barbecue and seasoning sauces used by households, May 2006-June 2007
- Usage frequency
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- Figure 24: Average number of bottles of barbecue and steak sauces used in last 30 days, May 2006-June 2007
Focus on Gravy and Sauce Mixes
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- Key points
- Type of gravy and sauce mixes used by households
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- Figure 25: Types of gravy and sauce mixes used by households, May 2006-June 2007
- Brands of gravy and sauce mixes used by households
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- Figure 26: Brands of gravy and sauce mixes used by households, May 2006-June 2007
Home Cooks
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- Experience with meal preparation
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- Figure 27: Cook or prepare at least half of meals for self or the household, February 2008
Using Marinades and Packaged Products for Cooking Sauces
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- Key points
- How consumers use cooking sauces and marinades
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- Figure 28: Use of marinades or seasoning mixes, February 2008
Marinades: Types and Usage Occasions
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- Key points
- Consumer preferences for marinades
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- Figure 29: Types of marinades used, by age, February 2008
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- Figure 30: Types of meats used with marinades, by household income, February 2008
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- Figure 31: Types of meats used with marinades, by race/Hispanic origin*, February 2008
The Importance of Flavors
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- Key points
- Preferred flavors for marinades or sauces
- What marketers can do
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- Figure 32: Preferred flavors for marinades or sauces, by age, February 2008
- Factors influencing choice of a new marinade
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- Figure 33: Important attributes for choosing new marinades, by age, February 2008
Attitudes and Opinions Concerning Cooking
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- Key points
- Attitudes and opinions
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- Figure 34: Attitudes and opinions concerning cooking, by age, February 2008
Attitudes and Opinions About Marinades
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- Key points
- Attitudes and opinions
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- Figure 35: Attitudes and opinions concerning marinades, by age, February 2008
Non-Users of Seasoning Mixes
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- Key points
- Incidence of non-usage
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- Figure 36: Non-users of packaged seasoning mixes, by key demographics, February 2008
- Reasons for not using
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- Figure 37: Reasons for not using any packaged seasoning mixes, February 2008
Cluster Analysis Reveals “Store-Bought Unsophisticates,” “Frenzied Marinaders,” and “Homemade Connoisseurs”
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- Insights and commentary
- Store-Bought Unsophisticates
- Frenzied Marinaders
- Homemade Connoisseurs
- Cooking sauces and marinades user clusters – summary tables
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- Figure 38: Cooking sauces and marinades user clusters, by gender, February 2008
- Figure 39: Cooking sauces and marinades user clusters, by age, February 2008
- Figure 40: Cooking sauces and marinades user clusters, by household income, February 2008
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- Figure 41: Cooking sauces and marinades user clusters, by Hispanic origin, February 2008
- Type of marinades used on meat and vegetables – by cooking sauce and marinade user clusters
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- Figure 42: Types of marinades used, by cluster, February 2008
- Figure 43: Where marinades are used, by cluster, February 2008
- Factors influencing new marinade choice – by cooking sauce and marinade user clusters
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- Figure 44: When you choose a new marinade, what appeals to you most, by cluster, February 2008
- Use of packaged seasoning mixes – by cooking sauce and marinade user clusters
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- Figure 45: Usage of packaged seasoning mixes, by cluster, February 2008
- Attitudes toward cooking sauces/marinades – by cooking sauce and marinade user clusters
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- Figure 46: Attitudes and opinions concerning marinades, by cluster, February 2008
- Cluster methodology
IRI/Builders Panel Data
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- Consumer insights—cooking sauces and marinades
- Subcategory volume share
- Barbecue sauces
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- Figure 47: Key purchase measures for the top ten barbecue sauces, 52 weeks ending June 24, 2007
- Dry seasoning mixes
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- Figure 48: Key purchase measures for the top ten Dry seasoning mixes, 52 weeks ending June 24, 2007
- Meat marinades and glazes
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- Figure 49: Key purchase measures for the top 10 meat marinades and glazes, 52 weeks ending June 24, 2007
- Ethnic sauces
- Asian sauces
- Mexican cooking sauces
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- Figure 50: Key purchase measures for Asian sauces, soy sauce, Mexican sauces and marinades, 52 weeks ending June 24, 2007
Appendix: Other Useful Tables
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- Market drivers: immigrants bring new flavor notes to American food
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- Figure 51: Legal immigration to the U.S., by country of origin, 2004-06
- Market drivers: International travel
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- Figure 52: Number of international trips by U.S. resident travelers, by destination, 2005-06
- Figure 53: Types of marinades used, by race/Hispanic origin*, February 2008
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- Figure 54: Types of marinades used, by household income, February 2008
- Figure 55: Types of meats used with marinades, by age, February 2008
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- Figure 56: Preferred flavors for marinades or sauces, by income, February 2008
- Figure 57: Preferred flavors for marinades or sauces, by race/Hispanic origin*, February 2008
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- Figure 58: Types of marinades used, by race/Hispanic origin*, February 2008
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- Figure 59: Types of marinades used, by household income, February 2008
- Figure 60: Types of meats used with marinades, by age, February 2008
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- Figure 61: Preferred flavors for marinades or sauces, by household income, February 2008
- Figure 62: Preferred flavors for marinades or sauces, by race/Hispanic origin*, February 2008
Appendix: IRI/Builders Panel Data Definitions
Appendix: Trade Associations
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