Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Sauces and marinades post slow but steady growth
- Other wet sauces lead sales in the cooking sauces and marinades market
- Supermarkets lead sauces and marinades sales
- Kraft Foods outperformed by its competitors McCormick and Heinz
- Innovation driven by purity, reduced allergens, and premium claims
- Expand market by appealing to mature adults with “low-in” claims
- Types of sauces and marinades used
- Many concerned about sugar and sodium content
- Consumers like it hot
Insights and Opportunities
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- Sauces and marinades can take flavor inspiration from around the world
- Make your own marinades with fresh ingredients from the salad bar
- Make room for premium refrigerated or frozen fruit and herbal marinades
- Barbecue sauce for nontraditional meats
Inspire Insights
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- Inspire Trend: The Real Thing
Market Size and Forecast
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- Key points
- Market lifted from rising prices and cooking-at-home trend
- Price increases bolster sales, but inhibit volume growth
- Sales and forecast of cooking sauces and marinades
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- Figure 1: Total U.S. retail sales of cooking sauces and marinades, at current prices, 2005-15
- Figure 2: Total U.S. retail sales of cooking sauces and marinades, at inflation-adjusted prices, 2005-15
- Fan-chart forecast
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- Figure 3: Fan chart forecast of total U.S. retail sales of cooking sauces and marinades, at current prices, 2005-15
- Walmart sales
Market Drivers
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- Recession benefits sauces and marinades sales
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- Figure 4: Real disposable income, 2007-10
- Figure 5: Unemployment and underemployment rate, January 2007-January 2011
- Economic woes lead to lower meat and poultry consumption 2005-10
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- Figure 6: Per capita consumption of poultry and livestock, 2005-10
- Middle-aged population to remain flat; marketers need to work under-35s for growth
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- Figure 7: Population, by age, 2006-16
Competitive Context
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- Key points
- Meals away from home take their share
- Sauces and stocks trends in restaurants
- Top sauces and stocks on menus, Q4 2007-Q4 2010
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- Figure 8: Top 10 sauces and stocks on menus, Q4 2007-Q4 2010
- Top menu items with sauces/stocks, Q4 2007-Q4 2010
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- Figure 9: Top menu items* with sauces and stocks, Q4 2007-Q4 2010
- Quick and tasty—competition from prepared meals
- Easy does it—competition from red meat, poultry, and fish
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- Figure 10: How broiler chickens are sold, 2005-13
Segment Performance
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- Key points
- Cost savings and versatility continue to give edge in market
- Total U.S. sales of cooking sauces and marinades, by segment
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- Figure 11: Total U.S. sales of cooking sauces and marinades, by segment, 2008-10
Segment Performance—Dry Sauces
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- Key points
- Convenience and value keep dry sauces moving ahead
- Sales and forecast of dry sauces
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- Figure 12: Total U.S. sales of dry sauces, 2005-15
Segment Performance—Ethnic Sauces
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- Key points
- Innovative flavors encourage steady growth
- Regional ethnic flavors on the rise
- Sales and forecast of ethnic sauces
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- Figure 13: Total U.S. sales and forecast of ethnic sauces, at current prices, 2005-15
Segment Performance—Barbecue Sauce
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- Key points
- High sodium and sugar content threaten future sales to Boomers
- Sales and forecast of barbecue sauce
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- Figure 14: Total U.S. sales and forecast of barbecue sauce, at current prices, 2005-15
Segment Performance—Refrigerated/Frozen Sauces
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- Key points
- Expanding distribution is key to growth
- Sales and forecast of refrigerated/frozen sauces
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- Figure 15: Total U.S. sales and forecast of refrigerated/frozen sauces, at current prices, 2005-15
Segment Performance—Other Wet Sauces
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- Key points
- Higher prices for meat and sauces lead to fewer sales
- Sales and forecast of other wet sauces
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- Figure 16: Total U.S. sales and forecast of other wet sauces, at current prices, 2005-15
Retail Channels
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- Key points
- Sales of cooking sauces and marinades, by channel
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- Figure 17: Total U.S. Total U.S. sales of cooking sauces and marinades, by channel, 2008 and 2010
- Supermarket/food stores’ sales of cooking sauces and marinades
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- Figure 18: Supermarket/food stores’ sales of cooking sauces and marinades, at current prices, 2005-10
- Low prices lure consumers away from supermarkets
- Other retailers’ sales of cooking sauces and marinades
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- Figure 19: Other retailers’ sales of cooking sauces and marinades, at current prices, 2005-10
Retail Channels—Natural Supermarkets
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- Key points
- Insights
- Sales of sauces and marinades in the natural channel
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- Figure 20: Natural supermarket sales of sauces and marinades, at current prices, 2008-10*
- Figure 21: Natural supermarket sales of sauces and marinades, at inflation-adjusted prices, 2008-10*
- Natural channel sales by segment
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- Figure 22: Natural supermarket sales of sauces and marinades, by segment, 2008 and 2010*
- Natural channel sales by organic content
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- Figure 23: Natural supermarket sales of sauces and marinades, by organic content, 2008 and 2010*
Leading Companies
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- Key points
- McCormick’s value-added brands excel while economy products tumble
- Kraft’s meat-focused sauces struggled
- Private label
- FDMx sales of cooking sauces and marinades by manufacturer
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- Figure 24: Manufacturer FDMx sales of cooking sauces and marinades in the U.S., 2010 and 2011
Brand Share—Dry Sauces
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- Key points
- Old El Paso’s low cost and easy preparation keep it ahead in sales
- McCormick’s increased advertising and distribution efforts fall short
- Manufacturer and brand sales of dry sauces
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- Figure 25: Selected FDMx brand sales of dry sauces, 2010 and 2011
Brand Share—Ethnic Sauces
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- Key points
- Consumers leaning toward Asian brands
- Private labels attract price-sensitive consumers
- Manufacturer and brand sales of ethnic sauces
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- Figure 26: Selected FDMx brand sales of ethnic sauces, 2010 and 2011
Brand Share—Barbecue Sauce
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- Key points
- Sweet Baby Ray’s—down home sauce for upscale folks heats up
- Popular brands need higher usage frequency
- Manufacturer and brand sales of barbecue sauce
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- Figure 27: Selected FDMx brand sales of barbecue sauce, 2010 and 2011
Brand Share—Refrigerated/Frozen Sauces
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- Key points
- Fresh positioning wins share from traditional formulations
- Private label poised for success with refrigerated/frozen sauces
- Manufacturer and brand sales of refrigerated/frozen sauces
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- Figure 28: Selected FDMx brand sales of refrigerated/frozen sauces, 2010 and 2011
Brand Share—Other Wet Sauces
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- Key points
- Declining consumption of red meat hurts market leaders
- Fundamentals of advertising and promotions prove key to sales
- Manufacturer and brand sales of other wet sauces
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- Figure 29: Selected FDMx brand sales of other wet sauces, 2010 and 2011
Innovations and Innovators
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- Key points
- Top claims in new product launches
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- Figure 30: Top 15 claims on cooking sauces product launches, 2006-10
- Purity claims
- Premium
- Low/no/reduced allergens
- Innovative companies
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- Figure 31: Top companies and brands with product launches across cooking sauces, 2006-10
- Figure 32: Private label versus name brand cooking sauces product launches, 2006-10
Marketing Strategies
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- TV advertising
- Daddy Hinkles Marinades
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- Figure 33: Daddy Hinkles Marinades, “Family searches the kitchen,” TV ad, 2010
- Lawry’s Marinade
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- Figure 34: Lawry’s Marinade, “Grill woman likes Szechuan BBQ,” TV ad, 2010
- Aloha Shoyu
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- Figure 35: Aloha Shoyu, “Family cooks out even grandpa knows the best,” TV ad, 2010
- Lay Row Catch A Mellow Sauce
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- Figure 36: Lay Row Catch A Mellow Sauce, “Barbecue Patrol asks customers…,” TV ad, 2010
- Van’s Grilling Baste
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- Figure 37: Van’s Grilling Baste, “It has mouths watering across the northwest,” TV ad, 2010
- Online and social media integration
- Kraft
- McCormick & Co.
- H.J. Heinz Co.
- Sweet Baby Ray’s
Usage of Cooking Sauces and Marinades
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- Key points
- Usage among those who cook/prepare meals at home
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- Figure 38: Usage of cooking sauces and marinades, by age, December 2010
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- Figure 39: Usage of cooking sauces and marinades, by household income, December 2010
Store-Bought Sauces and Marinades Used in the Home
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- Key points
- Types of store-bought sauce/marinade or dry seasoning mix used
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- Figure 40: Types of store-bought sauce/marinade or dry seasoning mix used, by gender, December 2010
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- Figure 41: Types of store-bought sauce/marinade or dry seasoning mix used, by age, December 2010
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- Figure 42: Types of store-bought sauce/marinade or dry seasoning mix used, by household income, December 2010
- Household usage, brands, and volume
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- Figure 43: Household usage of barbecue and seasoning sauces, by age, July 2009-September 2010
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- Figure 44: Household usage of barbecue and seasoning sauces, by household income, July 2009-September 2010
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- Figure 45: Household usage of barbecue and seasoning sauces, by race/Hispanic origin, July 2009-September 2010
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- Figure 46: Barbecue and seasoning sauces used (brands and volume), by age, July 2009-September 2010
Claims/Attributes Important to the Purchase Decision
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- Key points
- Claims/attributes important to the purchase decision
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- Figure 47: Claims/attributes important to the purchase decision, by age, December 2010
Favored Cooking Sauce and Marinade Varieties
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- Key points
- Favored cooking sauce and marinade varieties
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- Figure 48: Favored cooking sauce and marinade varieties, by gender, December 2010
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- Figure 49: Favored cooking sauce and marinade varieties, by age, December 2010
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- Figure 50: Favored cooking sauce and marinade varieties, by household income, December 2010
Drivers That Instigate Purchases
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- Key points
- Drivers that instigate purchases
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- Figure 51: Drivers that instigate purchases, by gender, December 2010
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- Figure 52: Drivers that instigate purchases, by age, December 2010
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- Figure 53: Drivers that instigate purchases, by urban status, December 2010
Attitudes of the Home Cook
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- Key points
- Attitudes of the home cook
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- Figure 54: Attitudes of the home cook, December 2010
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- Figure 55: Attitudes of the home cook, by age, December 2010
- Figure 56: Attitudes of the home cook, by household income, December 2010
Cluster Analysis
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- Healthers
- Demographics
- Characteristics
- Opportunity
- Homers
- Demographics
- Characteristics
- Opportunity
- Status Quos
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 57: Sauces clusters, January 2011
- Figure 58: Claims/attributes important to the purchase decision, by sauces clusters, January 2011
- Figure 59: Drivers that instigate purchases, by sauces clusters, January 2011
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- Figure 60: Attitudes of the home cook, by sauces clusters, January 2011
- Cluster demographics
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- Figure 61: Sauces clusters, by gender, January 2011
- Figure 62: Sauces clusters, by age group, January 2011
- Figure 63: Sauces clusters, by household income, January 2011
- Figure 64: Sauces clusters, by race, January 2011
- Figure 65: Sauces clusters, by Hispanic origin, January 2011
- Cluster methodology
Custom Consumer Groups
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- Key points
- Usage by level of involvement in meal preparation
- Usage among those who cook/prepare meals at home
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- Figure 66: Usage of cooking sauces and marinades, by level of involvement in meal preparation, December 2010
- Usage by key over- and under-indexing demographics
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- Figure 67: Usage of cooking sauces and marinades, by key over indexers and under indexers, December 2010
- Claims/attributes important to the purchase decision
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- Figure 68: Claims/attributes important to the purchase decision, by key over indexers and under indexers, December 2010
- Favored cooking sauce and marinade varieties
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- Figure 69: Favored cooking sauce and marinade varieties, by key over indexers and under indexers, December 2010
- Drivers that instigate purchases
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- Figure 70: Drivers that instigate purchases, by key over indexers and under indexers, December 2010
SymphonyIRI/Builders—Key Household Purchase Measures
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- Barbecue sauce
- Consumer insights on key purchase measures
- Brand map
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- Figure 71: Brand map, selected brands of barbecue sauce, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 72: Key purchase measures for the top brands of barbecue sauce, by household penetration, 2010*
- Gravy/sauce mixes
- Overview of gravy/sauce mixes
- Consumer insights on key purchase measures—dry meat/seafood seasoning mixes
- Brand map
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- Figure 73: Brand map, selected brands of dry meat/seafood seasoning mixes buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 74: Key purchase measures for the top brands of dry meat/seafood seasoning mixes, by household penetration, 2010*
Appendix—Other Useful Consumer Tables
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- By race/Hispanic origin
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- Figure 75: Usage of cooking sauces and marinades, by race/Hispanic origin, December 2010
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- Figure 76: Types of store-bought sauce/marinade or dry seasoning mix used, by race/Hispanic origin, December 2010
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- Figure 77: Claims/attributes important to the purchase decision, by race/Hispanic origin, December 2010
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- Figure 78: Drivers that instigate purchases, by race/Hispanic origin, December 2010
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- Figure 79: Attitudes of the home cook, by race/Hispanic origin, December 2010
- By other demographics
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- Figure 80: Types of store-bought sauce/marinade or dry seasoning mix used, by level of involvement in meal preparation, December 2010
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- Figure 81: Claims/attributes important to the purchase decision, by household income, December 2010
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- Figure 82: Drivers that instigate purchases, by household income, December 2010
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- Figure 83: Attitudes of the home cook, by gender, December 2010
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- Figure 84: Number of cooking sauce/marinade product introductions, by region during 52-week ending March 21, 2011
Appendix—Trade Associations
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