Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Abbreviations
- Advertising data
Insights and Opportunities
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- Pastes add oomph for scratch cooks
- Rice growth potential
- Targeting takeaway
- Break down to build sales
Fast Forward Trends
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- Trend 1: Snack Society
- What’s it about?
- What we have seen
- What next?
- Trend 2: Simplicity and Convenience
- What’s it about?
- What we have seen
- What next?
Market in Brief
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- Buoyant sales
- Chilled going cold
- In or over
- Asian shunned
- NPD activity
- Strong potential for kit packs
- What lies ahead?
Internal Market Environment
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- Key points
- Carb trends
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- Figure 1: UK retail value sales of carbohydrates, 2008 and % change 2003-08
- Fish and two veg?
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- Figure 2: Quantities of selected foods purchased by UK households, in grammes per person per week, 2006 and % change 2003/04-06
- Taking control
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- Figure 3: Trends for health/food lifestyle statements, 2003-07
- Moorish next?
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- Figure 4: Ethnic foods eaten nowadays, February 2007
- Figure 5: Holiday destinations by UK residents, 2007
Broader Market Environment
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- Key points
Competitive Context
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- Key points
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- Figure 6: UK value sales of chilled and frozen ready meals, ready-to-cook foods and takeaways, 2003-07
- Ready meals
- Done for you
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- Figure 7: UK retail value sales of chilled and frozen ready meals, by recipe type, 2008
- Ready to cook
- The kit pack
- Takeaways
- Crunch time for eating out
- Italian unites
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- Figure 8: UK value sales of takeaway meals, by type, 2007
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Overall NPD activity
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- Figure 9: New product launches in cooking/pasta sauces, % by category, January-October 2008
- Figure 10: New product launches in cooking/pasta sauces, % by storage, January-October 2008
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- Figure 11: New product launches in cooking/pasta sauces, own- label vs. branded, 2006-08
- Product positioning shows health impact and focus on provenance
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- Figure 12: New product launches in cooking/pasta sauces, % by positioning, 2006-08
- Healthy sauces to target families – examples from abroad
- Curry favour at home
- Kits and dry mixes
- Squeezing the market
- Famous names
- Moorish Morocco
- Time for Fairtrade?
Market Size and Forecast
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- Key points
- Buoyant and dynamic
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- Figure 13: UK retail value sales and forecast of cooking sauces, 2003-13
- The future of the market
- Do it your way
- Contemporary Thai
- Premium takes off, hitting take-out
- High inflation will restrict real growth
- Factors used in the forecast
Segment Performance
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- Key points
- Shape unchanged
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- Figure 14: UK retail value sales of cooking sauces, by type, 2006-08
- Cooking styles revealed
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- Figure 15: UK retail value sales of cooking sauces, % by format, 2008
- Figure 16: UK retail value sales of cooking sauces, by format, 2008
- Growth through loyalty?
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- Figure 17: UK retail value sales and forecast of ambient/wet cooking sauces, 2003-13
- Cuisines highlight trends
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- Figure 18: UK retail value sales of ambient wet cooking sauces, by flavour, 2006-08
- The Asian problem
- Dry credentials
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- Figure 19: UK retail value sales and forecast of dry cooking sauces, 2003-13
- Chilled shelf life a problem?
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- Figure 20: UK retail value sales and forecast of fresh chilled cooking sauces, 2003-13
- Figure 21: UK retail value sales of fresh cooking sauces, by type, 2006-08
Market Share
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- Key points
- Deep pockets ensure success
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- Figure 22: Manufacturers’ shares in UK cooking sauces, 2006-08
- A problem in Asia?
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- Figure 23: Manufacturers’ share of market value and advertising spend in the cooking sauce market, 2008
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- Figure 24: Brand shares in cooking sauces, 2006-08
- Own-label
Companies and Products
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- Key points
- AB World Foods Limited
- Blue Dragon
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- Figure 25: Main monitored media advertising expenditure on cooking sauces by Blue Dragon, 2004-08
- Patak’s
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- Figure 26: Main monitored media advertising expenditure on cooking sauces by Patak’s, 2004-08
- HJ Heinz Ltd
- Amoy
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- Figure 27: Main monitored media advertising expenditure on cooking sauces by Amoy, 2004-08
- McCormick & Company Ltd
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- Figure 28: Main monitored media advertising expenditure on cooking sauces by Schwartz, 2004-08
- Mars UK Ltd
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- Figure 29: Main monitored media advertising expenditure on cooking sauces by Mars, 2004-08
- Premier Foods plc
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- Figure 30: Main monitored media advertising expenditure on cooking sauces by Premier Foods, 2004-08
- Sacla UK Ltd
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- Figure 31: Main monitored media advertising expenditure on cooking sauces by Sacla, 2004-08
- Unilever plc
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- Figure 32: Main monitored media advertising expenditure on cooking sauces by Unilever, 2004-08
- Other suppliers
- Discovery Foods
- General Mills
- Greencore Group Ltd
- Pasta Reale
- Princes Ltd
Brand Elements
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- Brand map
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- Figure 33: Attitudes and usage of cooking sauce brands, September 2008
- Dolmio
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 34: Attitudes towards the Dolmio brand, September 2008
- Seeds of Change
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 35: Attitudes towards the Seeds of Change brand, September 2008
- Loyd Grossman
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 36: Attitudes towards the Loyd Grossman brand, September 2008
- Homepride
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 37: Attitudes towards the Homepride brand, September 2008
- Patak’s
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 38: Attitudes towards the Patak’s brand, September 2008
- Brand qualities of cooking sauce brands
- Homepride for traditional home comforts
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- Figure 39: Personalities of various cooking sauce brands, September 2008
- Experience of cooking sauce brands
- Dolmio most habitual, Seeds of Change too hidden?
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- Figure 40: Consumer usage of various cooking sauce brands, September 2008
- Brand intentions for cooking sauce brands
- Retention strong in cooking sauces
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- Figure 41: Consideration of various cooking sauce brands, September 2008
- Brand momentum for cooking sauce brands
- Mars brands gaining most ground
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- Figure 42: Momentum of various cooking sauce brands, September 2008
- Brand satisfaction for cooking sauce brands
- Seeds of Change most excellent
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- Figure 43: Satisfaction with various cooking sauce brands, September 2008
- Brand commitment to cooking sauce brands
- Chicken tonight has greatest drop-off
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- Figure 44: Commitment to various cooking sauce brands, September 2008
- Round up
Brand Communication and Promotion
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- Key points
- Promotional peak in 2006
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- Figure 45: Main monitored advertising expenditure on cooking sauces and A/S ratio, 2004-07
- TV hits the button
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- Figure 46: Main monitored media advertising expenditure on cooking sauces, by media type, 2004-08
- Two giants compete
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- Figure 47: Main monitored media spend on cooking sauces, by selected companies, 2004-08
- Advertising approaches fall into two clear strategies
- Online presence
Channels to Market
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- Key points
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- Figure 48: UK retail value sales of cooking sauces, by outlet type, 2004-08
- Independents fight back
- Winners and losers
- Waste perceptions affect promotions
- Category segments
The Consumer – Usage
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- Key points
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- Figure 49: Trends for usage of cooking sauces in the past 12 months, 2005-07
- Pasta sauces work for families, but how to reach pensioners?
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- Figure 50: Trends for frequency of using any cooking sauces, 2005-07
- Household size remains strong predictor of heavy usage
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- Figure 51: Most valuable consumers for cooking sauces, by household size, 2008
- Working people have less time to cook
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- Figure 52: Most valuable consumers for cooking sauces, by working status, 2008
- Reach less frequent users with smaller packs
- Premium possibilities
- Targeting younger consumers with noodles and casseroles
- Favourite recipes
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- Figure 53: Usage of cooking sauces, by recipe type, 2003-07
- Glass less wasteful
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- Figure 54: Use of cooking sauces (excluding pasta sauces), by packaging, 2007 and 2008
The Consumer – Attitudes and Motivations
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- Key points
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- Figure 55: Frequency of using cooking sauces at home, September 2008
- Tackling takeaways
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- Figure 56: Attitudes towards using cooking sauces at home, September 2008
- Scratch versus kits
- New brands need deep pockets
- Travel not that important
The Consumer – Further Analysis
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- Key points
- Target groups
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- Figure 57: Target groups for cooking sauces, September 2008
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- Figure 58: Frequency of cooking sauce use, by attitudinal group, September 2008
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- Figure 59: Target groups, by attitudes towards cooking sauce, September 2008
- Sauces are Sensible (25% of sauce users)
- Attitudinally Indifferent (31% of sauce users)
- Brand Loyal (22% of sauce users)
- Sauce Snobs (22% of sauce users)
- Correlation analysis
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- Figure 60: How regular users of cooking sauce (more than once a week) compare demographically to the profile of supermarket users, September 2008
- Which retailers offer most potential?
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- Figure 61: How heavy users of cooking sauces (once a week or more) differ from the average in their choice of supermarket (in percentage points), September 2008
- How the retailers perform
Appendix: Broader Market Environment
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- Figure 62: UK population, by socio-economic group, 2003-13
- Figure 63: Trends in the age structure of the UK population, by gender, 2003-13
- Figure 64: UK household sizes, 2003-13
- Figure 65: Working population, by gender, 2003-13
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Appendix: Who’s Innovating?
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- Figure 66: Top companies, by percentage of total NPD activity for cooking and pasta sauces, January-October 2008
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Appendix: Brand Communication and Promotion
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- Figure 67: Main monitored media advertising expenditure on cooking sauces, by media type, 2004-08
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Appendix: The Consumer – Usage: Detailed Demographics
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- Figure 68: Usage of cooking sauces in the past 12 months, by type, by demographic sub-group, 2007
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- Figure 69: Frequency of using of cooking sauces (including pasta sauces), by demographic sub-group, 2007
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- Figure 70: Dishes used for cooking sauces, by demographic sub-group, 2007
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Appendix: The Consumer – Attitudes and Motivations: Detailed Demographics
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- Figure 71: Frequency of using cooking sauces at home, by demographic sub-group, September 2008
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- Figure 72: Cross-tab of frequency of using cooking sauces at home and attitudes towards cooking sauces, September 2008
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- Figure 73: Attitudes towards cooking sauces at home, by demographic sub-group, September 2008
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- Figure 74: Attitudes towards cooking sauces at home, by demographic sub-group, September 2008
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Appendix – Further Analysis: Detailed Demographics
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- Figure 75: Attitudinal groups, by demographic,sub-group, September 2008
- Figure 76: Frequency of sauce use, by attitudinal groups, September 2008
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- Figure 77: Agreement with statements about sauces, by attitudinal groups, September 2008
- Figure 78: Frequency of use of cooking sauces at home, by attitudinal groups, September 2008
- Figure 79: Heavy use cooking sauces at home, by attitudinal groups, September 2008
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