Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Mintel Menu Insights
- Consumer Survey Data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Home food preparation continues to lift condiments
- Versatility equates to varying performance, diverse competition among the segments
- Private labels and regional brands attract consumers
- Gains seen in ethnic sauce usage, while a paradox exists among consumers of differing races/Hispanic origin
- Supermarket variety attracts condiments consumers
- Increasing importance of nutrition and ingredient claims
- The genders: Sometimes in contrast and sometimes in sync
- Condiment use in restaurants parallels, inspires home food prep
- Advertising and promotion
Insights and Opportunities
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- Key points
- Cooking at home, part 1: More often than before, but with less effort
- Cooking at home, part 2: It’s raining men
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- Figure 1: Type of cook, by gender, December 2009
- The joys of corporate parenthood
- Speak to the concerns and tastes of parents and especially moms
- Condiments of all kinds are naturally functional
Inspire Insights
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- BMW Ketchup
- What’s it about
- Specifics
- Implications
- Decadent, Local Hot Dogs
- What’s it about
- Specifics
- Implications
Market Size and Forecast
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- Key points
- Solid sales growth coincides with cooking at home in recession
- Sales and forecast of condiments
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- Figure 2: FDMx sales of condiments, at current prices, 2005-15
- Figure 3: FDMx sales of condiments, at inflation-adjusted prices, 2005-15
- Walmart sales
Market Drivers
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- Fast-growing Asian and Hispanic populations influence market
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- Figure 4: U.S. population, by race and Hispanic origin, 2005-15
- A lower percentage of households with children, consequences for ketchup…
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- Figure 5: U.S. households, by presence of children under age 18, 1999-2009
- … as family nutrition takes on even greater importance
- The nutrition story for adults, the quandary for condiments: sodium
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- Figure 6: Sodium content with select condiment products
Competitive Context
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- Key points
- Condiments’ versatility translates into varied competition
- Made close to home, and more like homemade
- A sandwich shop experience at home
- Cooking from scratch is a real alternative
- Going ethnic with even less effort
Segment Performance
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- Key points
- Some segments inspire creativity, encourage experimentation in food prep
- Saving money without sacrificing fun
- Sales of condiments in FDMx
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- Figure 7: FDMx sales of condiments, by segment, 2007-09
Segment Performance—Pickles, Olives and Relish
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- Key points
- Many factors playing into varying performance
- Sales and forecast of pickles, olives, and relish
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- Figure 8: FDMx sales of pickles, olives, and relish, 2005-15
Segment Performance—Ethnic Sauces
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- Key points
- Diversity in flavors and brands
- Sales and forecast of ethnic sauces
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- Figure 9: FDMx sales and forecast of ethnic sauces, at current prices, 2005-15
Segment Performance—Meat Sauces
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- Key points
- The fun of food
- Sales and forecast of meat sauces
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- Figure 10: FDMx sales and forecast of meat sauces, at current prices, 2005-15
Segment Performance—Ketchup and Mustard
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- Key points
- Upside potential for ketchup with nutritional interest
- Variations on the mustard theme
- Sales and forecast of ketchup and mustard
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- Figure 11: FDMx sales and forecast of ketchup and mustard, at current prices, 2005-15
Segment Performance—Other Sauces
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- Key points
- Good things come in small packages
- Sales and forecast of other sauces
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- Figure 12: FDMx sales and forecast of other sauces, at current prices, 2005-15
Retail Channels
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- Key points
- Breadth, depth, and shift to private label pricing all help supermarkets dominate
- Sales of condiments, by channel
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- Figure 13: Total U.S. FDMx sales of condiments, by channel, 2007 and 2009
Retail Channels—Supermarkets
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- Key points
- The age of the private label
- POS and cross-marketing
- Supermarket/food stores’ sales of condiments
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- Figure 14: Supermarket/food stores’ sales of condiments, at current prices, 2004-09
Retail Channels—Drug and Other
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- Key points
- Mass marketers, private labels going upscale, together
- Drug and other stores’ sales of condiments
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- Figure 15: Drug and other stores’ sales of condiments, at current prices, 2004-09
Retail Channels—Natural Foods Supermarkets
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- Sales of condiments in the natural channel
- Implications
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- Figure 16: Natural product supermarket retail sales of condiments, at current prices, 2008-10
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- Figure 17: Natural product supermarket retail sales of condiments, at inflation-adjusted prices, 2008-10
- Natural channel sales by segment
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- Figure 18: Natural supermarket sales of condiments, by segment, March 2008 and March 2010
- Other segmentation
- Leading companies and brands in natural supermarkets
- Natural channel sales of condiments by organic ingredient presence
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- Figure 19: Natural supermarket sales of condiments, by organic, March 2008 and March 2010
- Natural channel sales of condiments by storage type
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- Figure 20: Natural supermarket sales of condiments, by storage type, March 2008 and March 2010
Leading Companies
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- Key points
- Specialization in a subsegment can be sweet
- Private label, leading brands ride the trend of eating at home
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- Figure 21: Manufacturer FDMx sales of condiments in the U.S., 2009* and 2010*
Brand Share—Pickles, Olives and Relish
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- Key points
- Lack of movement in share
- Manufacturer and brand sales of pickles, olives, and relish
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- Figure 22: Selected FDMx brand sales of pickles, olives, and relish, 2009* and 2010*
Brand Share—Ethnic Sauces
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- Key points
- America is doing the salsa
- The power of ‘other’ brands and their opposite, private label
- Manufacturer and brand sales of ethnic sauces
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- Figure 23: Selected FDMx brand sales of ethnic sauces, 2009* and 2010*
Brand Share—Meat Sauces
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- Key points
- A strong independent BBQ brand outpaces even private label
- Manufacturer and brand sales of meat sauces
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- Figure 24: Selected FDMx brand sales of meat sauces, 2009* and 2010*
Brand Share—Ketchup and Mustard
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- Key points
- Price and nutrition make the difference
- Manufacturer and brand sales of ketchup and mustard
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- Figure 25: Selected FDMx brand sales of ketchup and mustard, 2009* and 2010*
Brand Share—Other Sauces
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- Key points
- What’s hot in other sauces
- Manufacturer and brand sales of other sauces
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- Figure 26: Selected FDMx brand sales of other sauces, 2009* and 2010*
Restaurant Menu Trends with Condiments
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- Key points
- Condiments add variety and tweak menus
- Pickles, olives, relish
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- Figure 27: Incidence of olives, pickles and relish on restaurant menus, 2007-10
- Figure 28: Restaurant menu sections where olives, pickles and relish are featured, 2007-10
- Sauces
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- Figure 29: Incidence of sauces on restaurant menus, 2007-10
- Figure 30: Restaurant segments using sauces, 2007-10
Brand Qualities
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- Mt. Olive Pickles
- Influence on the category
- Frank’s RedHot sauce
- Influence on the category
- Sweet Baby Ray’s Barbecue Sauce
- Influence on the category
Innovations and Innovators
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- Key points
- Condiment product launches 2005-10
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- Figure 31: Condiment product launches, by subcategory, 2005-10
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- Figure 32: Top 10 claims with condiment product launches, 2005-10
- Figure 33: Top 15 flavors with condiment product launches, 2005-10
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- Figure 34: Top 10 companies and top three brands, by condiment product launches, 2005-10
- Premium private label
- A different sort of sweet
- Ethnic authenticity
Advertising and Promotion
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- Overview
- Ad spending in 2009-10
- Advertising themes
- Recipes, serving suggestions, usage
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- Figure 35: Vlasic Pickles television ad, 2010
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- Figure 36: Kikkoman Ponzu sauce television ad, 2010
- Focus on your target…
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- Figure 37: Tabasco television ad, 2010
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- Figure 38: French’s classic yellow mustard television ad, 2010
- … and add a splash of regional authenticity
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- Figure 39: Crystal Hot Sauce television ad, 2009
Household Consumption of Condiments
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- Key points
- Kids love their ketchup, adults are the picky eaters of condiments
- Condiment usage frequency per week
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- Figure 40: Condiment usage frequency per week, by age, April 2010
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- Figure 41: Condiment usage frequency per week, by household income, April 2010
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- Figure 42: Condiment usage frequency per week, by presence and number of children in HH, April 2010
- Ketchup usage
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- Figure 43: Ketchup usage, by age, November 2008-December 2009
- Kids and teens usage of ketchup
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- Figure 44: Ketchup usage, among kids aged 6-11, by gender, November 2008-December 2009
- Figure 45: Ketchup usage, among teens 12-17, by gender, November 2008-December 2009
- Mustard usage
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- Figure 46: Mustard usage (packaging and varieties), by age, November 2008-December 2009
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- Figure 47: Mustard usage (brands and frequency), by age, November 2008-December 2009
- BBQ and seasoning sauce usage
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- Figure 48: BBQ and seasoning sauce usage (packaging and varieties), by age, November 2008-December 2009
- Figure 49: BBQ and seasoning sauce usage (brands and frequency), by age, November 2008-December 2009
Condiment Usage Activity
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- Key points
- Condiments make a recipe
- Normal eating and cooking habits with condiments
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- Figure 50: Normal eating and cooking habits with condiments, April 2010
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- Figure 51: Usage of condiments as an ingredient in preparing foods, by gender, April 2010
- Condiment usage with popular foods
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- Figure 52: Condiment usage with popular foods, by age, April 2010
General Attitudes Towards Condiments
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- Key points
- Make the most of usage opportunities, make them stop and think
- General attitudes towards condiments
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- Figure 53: General attitudes towards condiments, by gender, April 2010
- Figure 54: General attitudes towards condiments, by age, April 2010
- Claims and attributes that matter to consumers
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- Figure 55: Claims and attributes that matter to consumers with condiments, by gender, April 2010
- Figure 56: Claims and attributes that matter to consumers with condiments, by age, April 2010
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- Figure 57: Claims and attributes that matter to consumers with condiments, by household income, April 2010
Attitudes Towards Condiment Innovations and Trial
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- Key points
- While the categories remain the same, flavorful innovation is welcome
- Attitudes towards flavors of condiments
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- Figure 58: Attitudes towards flavors of condiments, by age, April 2010
- Figure 59: Attitudes towards flavors of condiments, by household income, April 2010
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- Figure 60: Attitudes towards flavors of condiments, by presence of children in HH, April 2010
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- Figure 61: Attitudes towards flavors of condiments, by educational level, April 2010
- Attitudes towards trial of new flavors
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- Figure 62: Attitudes towards trial of new flavors of condiments, by gender, April 2010
- Figure 63: Attitudes towards trial of new flavors of condiments, by age, April 2010
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- Figure 64: Attitudes towards trial of new flavors of condiments, by household income, April 2010
Impact of Race and Hispanic Origin
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- Key points
- Flavors, experimentation, and the need for authenticity
- Condiment usage frequency per week
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- Figure 65: Condiment usage frequency per week, by race/Hispanic origin, April 2010
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- Figure 66: Usage of condiments served with food, by race/Hispanic origin, April 2010
- General attitudes towards condiments
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- Figure 67: General attitudes towards condiments, by race/Hispanic origin, April 2010
- Claims and attributes that matter to consumers
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- Figure 68: Claims and attributes that matter to consumers with condiments, by race/Hispanic origin, April 2010
- Attitudes towards flavors of condiments
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- Figure 69: Attitudes towards flavors of condiments, by race/Hispanic origin, April 2010
- Attitudes towards trial of new flavors
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- Figure 70: Attitudes towards trial of new flavors of condiments, by race/Hispanic origin, April 2010
Cluster Analysis
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- Spares
- Demographics
- Characteristics
- Opportunity
- Embellishers
- Demographics
- Characteristics
- Opportunity
- Toppers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 71: Condiment clusters, April 2010
- Figure 72: General attitudes towards condiments, by condiment clusters, April 2010
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- Figure 73: Inspiration and trial motivators, by condiment clusters, April 2010
- Figure 74: Claims and attributes that matter to consumers with condiments, by condiment clusters, April 2010
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- Figure 75: Condiment usage with popular foods, by condiment clusters, April 2010
- Cluster demographics
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- Figure 76: Condiment clusters, by gender, April 2010
- Figure 77: Condiment clusters, by age group, April 2010
- Figure 78: Condiment clusters, by household income group, April 2010
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- Figure 79: Condiment clusters, by race, April 2010
- Figure 80: Condiment clusters, by Hispanic origin, April 2010
- Cluster methodology
Custom Consumer Groups
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- Key points
- Cooking from scratch, caring about nutrition
- General attitudes towards condiments, by gender/age and gender/household income
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- Figure 81: General attitudes towards condiments, by gender and age, April 2010
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- Figure 82: General attitudes towards condiments, by gender and household income, April 2010
- Condiment usage frequency per week
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- Figure 83: Condiment usage frequency per week, by race/Hispanic origin and age, April 2010
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- Figure 84: Usage of condiments served with food, by race/Hispanic origin and age, April 2010
IRI/Builders—Key Household Purchase Measures
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- Hot/Cajun sauce
- Overview of “all other” sauces
- Consumer insights on key purchase measures—hot/Cajun sauce
- Brand map
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- Figure 85: Brand map, selected brands of hot/Cajun sauce, buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 86: Key purchase measures for the top brands of hot/Cajun sauce, by household penetration, 2009*
- Ketchup
- Overview of mustard and ketchup
- Consumer insights on key purchase measures—ketchup
- Brand map
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- Figure 87: Brand map, selected brands of ketchup, buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 88: Key purchase measures for the top brands of ketchup, by household penetration, 2009*
- Salsa
- Overview of all Mexican sauce
- Consumer insights on key purchase measures—salsa
- Brand map
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- Figure 89: Brand map, selected brands of salsa, buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 90: Key purchase measures for the top brands of salsa, by household penetration, 2009*
- Soy sauce
- Overview of Asian food
- Consumer insights on key purchase measures—soy sauce
- Brand map
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- Figure 91: Brand map, selected brands of soy sauce, buying rate by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 92: Key purchase measures for the top brands of soy sauce, by household penetration, 2009*
Appendix: Other Useful Consumer Tables
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- Figure 93: Condiment usage with popular foods, by household income, April 2010
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- Figure 94: Usage of condiments served with food, by gender, April 2010
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- Figure 95: Restaurant menu sections where sauces are featured, 2007-10
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- Figure 96: General attitudes towards condiments, by household income, April 2010
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Appendix: Trade Associations
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