Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Abbreviations
Future Opportunities
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- Facilitating good intentions
- Potential for a more tailored approach
- Guiding the nomadic explorer through the salad aisle
Market in Brief
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- Healthy growth ahead
- Leafy salads and mayonnaise dominate
- Excitement in accompaniments NPD, value in salads
- Heinz & Hellmann lead accompaniments, own-labels dominate salads
- Healthy attitudes, actions lag behind
- Versatile salads, engaged 55+
Internal Market Environment
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- Key points
- 5-a-day still far away
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- Figure 1: Index of household food consumption, per person per week, of selected vegetables in Great Britain, 1990-2007
- Figure 2: Agreement that “I should do a lot more about my health ", by selected demographics, 2008
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- Figure 3: Agreement that “I do not eat enough fruit and vegetables ", by selected demographics, April 2009
- Figure 4: Fruit and vegetable eating habits, by gender, age and socio-economic group, April 2009
- Keeping it natural
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- Figure 5: Attitudes towards local and organic food, 2008
- Few food scares for salads
- Wet summers dampen salads
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- Figure 6: UK mean summer temperature, rainfall and sunshine and retail sales of salad, 2004-08
- Grow your own – growing but small
Broader Market Environment
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- Key points
- Growth in ABs and over-65s is good news for leafy salads
- A nation of slimmers
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- Figure 7: Percentage of obese and overweight children and adults in UK, by age, 2003 and 2010
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- Figure 8: Attitudes towards healthy lifestyles and eating habits, 2008
- Convenience is here to stay
- Food inflation impacts on salads and accompaniments
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- Figure 9: UK producer price of oilseed rape, eggs and lettuce, January 2004-May 2009
- Figure 10: UK retail price of lettuce, cucumber and tomatoes, January 2004-May 2009
Competitive Context
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- Key points
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- Figure 11: Usage of competing products, 2004-08
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- Figure 12: Indexed growth in retail value sales of competing markets, 2004-08
- Figure 13: Performance of competing markets, 2004-08
- Salads within the vegetable market
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- Figure 14: UK retail value sales of fresh vegetables (excluding potatoes), by type, 2004-08
- Salads as ready meals
- Salads in the lunchtime market
- Health push in school meals could benefit salads
- Oils and vinegars as salad accompaniment
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Salads
- 2009 sees a shift towards filling salads
- Steps towards value
- Convenience and variety
- Underlining the goodness
- Salad dressings, creams and mayonnaise
- NPD accelerates in 2008 and 2009
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- Figure 15: NPD activity, by product type within the UK salad accompaniments market, 2007-08
- Flavoured mayos
- Superfood ingredients
- Exotic and premium flavours spice up salads
- Packaging – big and small to combat downturn
- Beyond salad
Market Size and Forecast
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- Key points
- Prepared salads
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- Figure 16: UK retail value sales of prepared salads, at current and constant prices, 2004-14
- Figure 17: UK retail value sales of prepared salads, by type, at current prices, 2004-14
- Salad accompaniments
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- Figure 18: UK retail value sales of salad accompaniments, at current and constant prices, 2004-14
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- Figure 19: UK retail value sales of salad accompaniments, by type, at current prices, 2004-14
- Factors used in the forecast
Segment Performance
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- Key points
- Salads
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- Figure 20: UK retail value sales of prepared salads, by type, 2007-09
- Damp summers hamper leafy salads
- Food trends in salad’s favour
- Product innovation supports growth
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- Figure 21: UK retail value sales of pre-packed salads, by type 2007-09
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- Figure 22: UK retail value sales of dressed salads, by type 2007 and 2009
- Organic lost steam in 2008
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- Figure 23: UK retail value sales of organic fruit and vegetables, by sector, 2006-08
- Salad accompaniments
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- Figure 24: UK retail value sales of salad accompaniments, by sector, 2007-09
- Mayonnaise continues to outperform
- Salad cream holds its ground
- Limited support hampers salad dressings
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- Figure 25: Value share of reduced fat/reduced calorie salad accompaniments, by sector, 2005, 2007 and 2009
Market Share
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- Pre-packed salads
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- Figure 26: Brands’ retail value shares in pre-packed salads, 2006-08
- Dressed salads
- Mayonnaise
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- Figure 27: Brands’ retail value shares in mayonnaise, 2006-08
- Salad cream
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- Figure 28: Brands’ retail value shares in salad cream, 2006-08
- Salad dressings
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- Figure 29: Brands’ retail value shares in salad dressings, 2006-08
Companies and Products
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- Manufacturers and brands
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- Figure 30: Leading companies in the salads and salad dressing market and their brands*, 2009
- Major players
- Bakkavör
- Baxters
- Bespoke Foods
- Heinz
- Kraft Foods UK
- Nature’s Way Foods
- RH Amar
- Soleco
- The English Provender Company
- Unilever
Brand Communication and Promotion
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- Key points
- Salads
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- Figure 31: Main monitored media advertising expenditure on prepared salads, 2004-08
- Salad accompaniments
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- Figure 32: Main monitored media advertising expenditure on salad accompaniments, 2004-08
- Marketing themes
Channels to Market
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- Key points
- Grocery multiples dominate
- … despite independents’ efforts
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- Figure 33: UK retail value sales of prepared salads, by outlet type, 2007-09
- Figure 34: UK retail value sales of salad accompaniments, by outlet type, 2007-09
- M&S and Waitrose shoppers most willing to pay more
- Leading food retailers’ market shares of all food retail
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- Figure 35: Leading UK food retailers’ market shares of all food retail, 2008/09
- Own-labels dominate salads, brands strong in accompaniments
The Consumer – Usage
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- Key points
- Salad occasions
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- Figure 36: Salad eating occasions, April 2009
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- Figure 37: Consumers that do not eat salads*, by selected demographics, April 2009
- Types of salad
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- Figure 38: Types of pre-packed and prepared salads eaten in last six months, April 2009
- From scratch to snacks – age and socio-economic preferences
- Types of salad dressing
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- Figure 39: Main types of salad dressings eaten, April 2009
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- Figure 40: Types of salad dressings eaten, April 2009
- Mayonnaise still strong on salad
- Keeping it light or bare
- More variety with age
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- Figure 41: Type of salad dressings eaten, by demographics, April 2009
The Consumer – Attitudes Towards Salads and Salad Dressings
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- Key points
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- Figure 42: Attitudes towards salads and salad dressings, April 2009
- Health a key driver
- Price a minor issue
- The salad adventure
The Consumer – Target Groups
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- Key points
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- Figure 43: Target groups for salads and salad dressings, April 2009
- Health-driven
- Salad enthusiasts
- Self-preparers
- Apathetic
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- Figure 44: Attitudes to salads and salad dressings, by target groups, April 2009
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- Figure 45: Target groups, by demographics, April 2009
Appendix – Internal Market Environment
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- Figure 46: Household food consumption, per person per week, of selected vegetables in Great Britain, 1990-2007
- Figure 47: Trends in healthy lifestyles and eating habits, 2004-08
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- Figure 48: Healthy lifestyles and eating habits, by demographics, 2008
- Figure 49: Selected fruit/vegetables eating habits, April 2009
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- Figure 50: Trends in healthy lifestyles and eating habits, 2004-08
- Figure 51: Most popular healthy lifestyles and eating habits, by demographics, 2008
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Appendix – Broader Market Environment
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- Figure 52: Structure of the UK population, by age, 1994-14
- Figure 53: Structure of the UK population, by socio-economic group, 2004-14
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Appendix – Market Size and Forecast
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- Figure 54: UK retail value sales of pre-packed salads, at current and constant prices, 2004-14
- Figure 55: UK retail value sales of dressed salads, at current and constant prices, 2004-14
- Figure 56: UK retail value sales of mayonnaise, at current and constant prices, 2004-14
- Figure 57: UK retail value sales of salad cream, at current and constant prices, 2004-14
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- Figure 58: UK retail value sales of salad dressing, at current and constant prices, 2004-14
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Appendix – The Consumer – Usage
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- Occasions
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- Figure 59: Salad eating occasions, April 2009
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- Figure 60: Salad eating occasions, by demographics, April 2009
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- Figure 61: Salad eating occasions, by demographics, April 2009 (continued)
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- Figure 62: Repertoire of salad eating occasions, April 2009
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- Figure 63: Repertoire of salad eating occasions, by demographics, April 2009
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- Figure 64: Repertoire of salad eating occasions, by salad eating occasions, April 2009
- Types of salad eaten
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- Figure 65: Types of prepared salads eaten in last six months, April 2009
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- Figure 66: Types of prepared salads eaten in last six months, by demographics, April 2009
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- Figure 67: Types of prepared salads eaten in last six months, by demographics, April 2009 (continued)
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- Figure 68: Types of prepared salads eaten in last six months, by demographics, April 2009 (continued)
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- Figure 69: Repertoire of types of prepared salads eaten in last six months, April 2009
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- Figure 70: Types of prepared salads eaten in last six months, by repertoire of types of pre-packed and prepared salads eaten in last six months, April 2009
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- Figure 71: Repertoire of types of prepared salads eaten in last six months, by demographics, April 2009
- Types of salad dressing
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- Figure 72: Types of salad dressings eaten, April 2009
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- Figure 73: Main types of salad dressings eaten, by demographics, April 2009
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- Figure 74: Types of salad dressings eaten, by demographics, April 2009
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- Figure 75: Types of salad dressings eaten, by demographics, April 2009 (continued)
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- Figure 76: Types of salad dressings eaten, by demographics, April 2009 (continued)
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- Figure 77: Repertoire of types of salad dressings eaten, April 2009
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- Figure 78: Types of salad dressings eaten, by repertoire of types of salad dressings eaten, April 2009
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- Figure 79: Repertoire of types of salad dressings eaten, by demographics, April 2009
Appendix – The Consumer – Attitudes towards Salads and Salad Dressings
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- Figure 80: Attitudes towards salads and salad dressings, April 2009
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- Figure 81: Attitudes towards salads and salad dressings, by demographics, April 2009
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- Figure 82: Attitudes towards salads and salad dressings, by demographics, April 2009 (continued)
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- Figure 83: Attitudes towards health and healthy lifestyles, by salad eating occasions, April 2009
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- Figure 84: Attitudes towards health and healthy lifestyles, by salad eating occasions, April 2009 (continued)
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- Figure 85: Attitudes towards eating habits by salad eating occasions, April 2009
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- Figure 86: Attitudes towards eating habits, by salad eating occasions, April 2009 (continued)
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- Figure 87: Attitudes towards health and healthy lifestyles, by types of salad dressings eaten, April 2009
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- Figure 88: Attitudes towards health and healthy lifestyles, by types of salad dressings eaten, April 2009 (continued)
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- Figure 89: Attitudes towards health and healthy lifestyles, by types of salad dressings eaten, April 2009 (continued)
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Appendix – Target Groups
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- Figure 90: Target groups, by demographics, April 2009
- Figure 91: Salad occasions, by target groups, April 2009
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- Figure 92: Types of pre-packed and prepared salads eaten in last six months, by target groups, April 2009
- Figure 93: Repertoire of pre-packed and prepared salads eaten in last six months, by target groups, April 2009
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- Figure 94: Types of salad dressings eaten, by target groups, April 2009
- Figure 95: Repertoire of types of salad dressings eaten, by target groups, April 2009
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- Figure 96: Grocery shopping habits, by target groups, April 2009
- Figure 97: Attitudes towards health and healthy lifestyles, by target groups, April 2009
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- Figure 98: Eating habits, by target groups, April 2009
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