Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Cooking sauces, pasta sauces and stocks market size and forecast, 2006-16
- 2011 sees the market slowing
- The future
- Market factors
- Penetration remains high
- A growing need to engage the ageing population
- Fragile consumer confidence to dampen demand for discretionary goods
- Companies, brands and innovation
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- Figure 2: Estimated leading brands’ shares in the cooking sauces and pasta sauces market, 2010
- Mars continues to dominate the market
- NPD continues to drive the market
- Mars ramps up ad investment
- The consumer
- High penetration in the cooking/pasta sauces market
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- Figure 3: Types of cooking/pasta sauces eaten, August 2011
- Stocks’ core users are similar to sauces
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- Figure 4: Usage of stocks/bouillons*, August 2011
- Promotional activity offers an incentive to consumers of cooking/pasta sauces...
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- Figure 5: Agreement with statements on using cooking/pasta sauces, August 2011
- ...stock users rate the ability to enhance the flavour of food
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- Figure 6: Agreement with statements on using stocks/bouillons, August 2011
- What we think
Issues in the Market
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- How can manufacturers, brands and retailers encourage more experimentation within the cooking/pasta sauces and stocks market?
- How can cooking and pasta sauce brands drive growth in the premium segment?
- How can sauces and stocks brands exploit the interest in scratch cooking?
- What types of cuisines are proving popular in the market?
- How can the market attract older consumers?
Future Opportunities
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- Power of One
- Guiding Choice
Internal Market Environment
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- Key points
- Growth in popularity of pasta sauces outpaces the market
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- Figure 7: Trends for usage of cooking sauces in the past 12 months, 2006-11
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- Figure 8: Frequency of using stocks cubes, ready-prepared stocks and gravy makers, 2007-11
- Carbohydrates experience robust growth
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- Figure 9: UK retail value sales of carbohydrates, 2006-10
- Cooking from scratch poses a challenge and an opportunity to the market
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- Figure 10: Agreement with statements on cooking habits, 2007-11
- Stocks focus on enhancing the flavour of food
- Health concerns centre around salt content
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- Figure 11: High salt/sodium content, 2007-11
Broader Market Environment
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- Key points
- Consumer incomes remain squeezed...
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- Figure 12: Year-on-year % change in average weekly earnings compared to inflation in the UK, January 2008-August 2011
- …and confidence continues to be fragile
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- Figure 13: Change in agreement with statements on shopping habits, 2007-11
- Demographic changes
- Families will aid growth in the market
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- Figure 14: Forecast adult population trends, by lifestage, 2006-16
- One-person households pose both a challenge and an opportunity
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- Figure 15: Change in UK households, by size, 2006-11 and 2011-16
- Growth in the number of ABs will aid premiumisation
Competitive Context
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- Key points
- Convenient solutions appeal to the time-pressed consumer
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- Figure 16: UK retail sales of selected categories competing with cooking sauces, pasta sauces and stocks, percentage change in value, 2005-10
- The sector appeals to consumers who want more involvement
- Eating out remains a priority for consumers
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- Figure 17: Items and activities extra money is spent on, August 2011
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Format innovation helps to create standout on-shelf and appeal to time-pressed consumers
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- Figure 18: New product developments in the cooking sauces, pasta sauces and stocks market, by package type, 2008-11
- Premium varieties look to the chilled cabinet
- Targeting the growing one-person household
- Pasta sauces promote authenticity
- Sharwood’s introduces spicier variant
- Healthier and organic varieties
- Foodservice brands continue to expand into cooking sauces
Market Size and Forecast
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- Key points
- Market to see 25% growth by 2016
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- Figure 19: UK retail sales of cooking sauces, pasta sauces and stocks, by value, 2006-16
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- Figure 20: Sales and forecast of the UK cooking sauces, pasta sauces and stocks market, by value, 2006-16
- Stocks to see stable growth
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- Figure 21: Sales and forecast of the stocks and bouillons market, by value, 2006-16
- Methodology
Segment Performance
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- Key points
- Segmentation remains largely unchanged
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- Figure 22: UK retail value sales of cooking sauces*, by type, 2007-11
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- Figure 23: UK retail value sales and forecast of wet/ambient cooking sauces and pasta sauces (excl. soy sauce), 2006-16
- Figure 24: Sales and forecast of the wet/ambient cooking sauces market, by value, 2006-16
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- Figure 25: UK retail value sales and forecast of dry cooking sauces, 2006-16
- Figure 26: Sales and forecast of the dry cooking sauces market, by value, 2006-16
- Wet/ambient and dry sauces benefit from variety of cuisines
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- Figure 27: UK retail value sales of wet/ambient and dry cooking sauces and pasta sauces, by cuisine, 2010 and 2011
- Chilled sauces see growth
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- Figure 28: UK retail value sales of fresh cooking sauces, by type, 2010 and 2011
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- Figure 29: UK retail value sales and forecast of fresh chilled cooking sauces and pasta sauces, 2006-16
- Figure 30: Sales and forecast of the chilled sauces market, by value, 2006-16
- Cubes continue to dominate the stocks market
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- Figure 31: UK retail value sales of stocks and bouillons, by type, 2010 and 2011
- Figure 32: UK retail value sales and forecast of stocks and bouillons, 2006-16
Market Share
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- Key points
- Mars continues to hold the lead
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- Figure 33: Manufacturers’ shares in UK cooking sauces and pasta sauces (excl. soy), 2009 and 2010
- Dolmio retains top spot
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- Figure 34: Estimated brand shares in UK cooking sauces and pasta sauces (excl. soy), 2009 and 2010
- Stocks benefit from NPD and celebrity support
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- Figure 35: Manufacturers’ shares in UK stocks and bouillons market, 2009 and 2010
Companies and Products
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- Figure 36: Leading companies in the cooking sauces market, their brands and products offered*
- AB World Foods
- HJ Heinz
- McCormick & Company Ltd
- Mars
- Premier Foods
- Saclà
- Unilever
- Other stocks
- Maggi (Nestlé)
- Marigold Health Foods
- Kallo Foods
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Brand Research
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- Brand map
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- Figure 37: Attitudes towards and usage of cooking and pasta sauce brands, September 2011
- Correspondence analysis
- Brand attitudes
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- Figure 38: Attitudes, by cooking and pasta sauce brand, September 2011
- Brand personality
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- Figure 39: Cooking and pasta sauce brand personality – macro image, September 2011
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- Figure 40: Cooking and pasta sauce brand personality – micro image, September 2011
- Brand experience
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- Figure 41: Cooking and pasta sauce brand usage, September 2011
- Figure 42: Satisfaction with various cooking and pasta sauce brands, September 2011
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- Figure 43: Consideration of cooking and pasta sauce brands, September 2011
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- Figure 44: Consumer perceptions of current cooking and pasta sauce brand performance, September 2011
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- Figure 45: Cooking and pasta sauce brand recommendation – Net Promoter Score, September 2011
- Brand Index
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- Figure 46: Cooking and pasta sauce Brand Index, September 2011
- Figure 47: Cooking and pasta sauce Brand Index vs. recommendation, September 2011
- Target group analysis
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- Figure 48: Target groups, September 2011
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- Figure 49: Cooking and pasta sauce brand usage, by target groups, September 2011
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Increase in advertising spend
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- Figure 50: Main monitored advertising media spend on cooking sauces, pasta sauces and stocks, 2007-11
- Mars dominates expenditure...
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- Figure 51: Top five highest-spending advertisers in the cooking sauces, pasta sauces and stocks market, 2007-11*
- …due to the huge investment in Dolmio and Uncle Ben’s
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- Figure 52: Top ten highest-spending brands in the cooking sauces, pasta sauces and stocks market, 2009-11
Channels to Market
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- Key points
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- Figure 53: UK retail value sales of cooking sauces, pasta sauces and stocks, by outlet type, 2007-11
- Grocery multiples dominate
- Cooking/pasta sauce users prefer grocers and M&S, stocks/bouillons M&S and the discounters
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- Figure 54: Index of supermarkets used by those who have used cooking or pasta sauces in the last 12 months, (Average = 100), August 2011
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- Figure 55: Index of supermarkets used by those who have used stocks and bouillons in the last 12 months, (Average = 100), August 2011
Consumer Usage – Cooking Sauces and Pasta Sauces
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- Key points
- Penetration reaches almost nine in ten consumers...
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- Figure 56: Types of cooking/pasta sauces eaten, August 2011
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- Figure 57: Cooking/pasta sauces eaten, by age, socio-economic group and household income, August 2011
- …and peaks among larger households
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- Figure 58: Cooking/pasta sauces eating habits, by presence of own children and household size, August 2011
- Ethnic sauces appeal to the under-55s
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- Figure 59: Types of ethnic sauces eaten, by age, August 2011
- Traditional British popular among the 25-34s and those in lower socio-economic groups
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- Figure 60: Index of consumers who have eaten British sauces, by age, socio-economic group and annual household income, (Average = 100), August 2011
- Pouches offer convenience to consumers
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- Figure 61: Use of other cooking sauces (excluding pasta sauces), by packaging, 2007-11
Factors Influencing Choice of Cooking Sauces and Pasta Sauces
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- Key points
- Flavour, above price, is the most important factor to consumers
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- Figure 62: Factors influencing choice of cooking/pasta sauce, August 2011
- Low fat/low calorie appeals to women, while brands are important to men
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- Figure 63: Net difference* between factors influencing choice of cooking/pasta sauces, by gender, August 2011
- Ethnic sauce users rate cuisine and accompanying ingredients
Attitudes Towards Cooking Sauces and Pasta Sauces
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- Key points
- Promotions and convenience remain focus points for cooking/pasta sauces
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- Figure 64: Agreement with statements on using cooking/pasta sauces, August 2011
- Sauces leverage role as cupboard staple
- Balancing experimentation with habits
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- Figure 65: Agreement with statements on using cooking/pasta sauces, by age, August 2011
- A convenient alternative to cooking from scratch
- The over-55s focus on salt content, younger consumers on quality ingredients
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- Figure 66: Index of agreement with statements on using cooking/pasta sauces, by gender and age, August 2011
Targeting Opportunities – Cooking Sauces and Pasta Sauces
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- Key points
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- Figure 67: Target groups based on attitudes towards cooking sauces and pasta sauces, August 2011
- On A Budget
- Disengaged
- Discerning
Consumer Usage – Stocks and Bouillons
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- Key points
- Penetration of stocks reaches over four in five, while bouillons appeal to just over a third
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- Figure 68: Usage of stocks/bouillons*, August 2011
- Core users are the most affluent
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- Figure 69: Usage of stocks/bouillons, by gender, age, socio-economic group and household income, August 2011
- Older consumers favour traditional formats
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- Figure 70: Usage of stocks, by type, by gender, age and socio-economic group, August 2011
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- Figure 71: Usage of bouillons, by type, by gender, age and socio-economic group, August 2011
Attitudes Towards Stocks and Bouillons
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- Key points
- Enhancing flavour is the main selling point
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- Figure 72: Agreement with statements on using stocks/bouillons, August 2011
- A reliable and versatile product for consumers
- More than a quarter believe brands taste better
- Women more engaged with the category than men
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- Figure 73: Net difference* between agreement with statements on stocks and bouillons, by gender, August 2011
Targeting Opportunities – Stocks and Bouillons
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- Key points
- Three target groups
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- Figure 74: Target groups based on attitudes towards stocks and bouillons, August 2011
- Uninterested
- Engaged
- Traditional
Appendix – Internal Market Environment
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- Figure 75: Frequency of using pasta sauces (cooking or pour-over) in the past 12 months, 2007-11
- Figure 76: Frequency of using other cook-in sauces in the past 12 months, 2007-11
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- Figure 77: Trends in healthy lifestyles, 2010 and 2011
- Figure 78: High salt/sodium content, by demographics, 2011
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- Figure 79: Trends in cooking styles, 2010 and 2011
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Appendix – Broader Market Environment
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- Figure 80: GDP, PDI, consumer expenditure and savings, at constant 2011 prices, 2006-16
- Figure 81: Forecast adult population trends, by socio-economic group, 2006-16
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Appendix – Who’s Innovating?
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- Figure 82: New product developments in the cooking sauces market, by package type, 2008-11
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Appendix – Market Size and Forecast
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- Figure 83: Best- and worst-case forecasts for cooking sauces, pasta sauces and stocks, by value, 2011-16
- Figure 84: Best- and worst-case forecasts for wet/ambient cooking sauces, by value, 2011-16
- Figure 85: Best- and worst-case forecasts for dry cooking sauces, by value, 2011-16
- Figure 86: Best- and worst-case forecasts for chilled cooking sauces, by value, 2011-16
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- Figure 87: Best- and worst-case forecasts for stocks and bouillons, by value, 2011-16
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Appendix – Brand Research
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- Figure 88: Brand usage, September 2011
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- Figure 89: Brand commitment, September 2011
- Figure 90: Brand momentum, September 2011
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- Figure 91: Brand diversity, September 2011
- Figure 92: Brand satisfaction, September 2011
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- Figure 93: Brand recommendation, September 2011
- Figure 94: Brand attitude, September 2011
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- Figure 95: Brand image – macro image, September 2011
- Figure 96: Brand image – micro image, September 2011
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- Figure 97: Profile of target groups, by demographics, September 2011
- Figure 98: Psychographic segmentation, by target groups, September 2011
- Figure 99: Brand usage, by target group, September 2011
- Brand Index
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- Figure 100: Brand Index, September 2011
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Appendix – Consumer Usage – Cooking Sauces and Pasta Sauces
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- Figure 101: Most popular cooking/pasta sauces eating habits, by demographics, August 2011
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- Figure 102: Next most popular cooking/pasta sauces eating habits, by demographics, August 2011
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Appendix – Factors Influencing Choice of Cooking Sauces and Pasta Sauces
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- Figure 103: Factors influencing choice of cooking/pasta sauce, by demographics, August 2011
- Figure 104: Factors influencing choice of cooking/pasta sauce, by most popular cooking/pasta sauces eating habits, August 2011
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- Figure 105: Factors influencing choice of cooking/pasta sauce, by next most popular cooking/pasta sauces eating habits, August 2011
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Appendix – Attitudes Towards Cooking Sauces and Pasta Sauces
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- Figure 106: Agreement with statements on using cooking/pasta sauces, August 2011
- Figure 107: Agreement with statements ‘I would be more likely to experiment with a new cooking/pasta sauce if it were on promotion’ and ‘I use cooking/pasta sauces when I don't have time to cook from scratch’, by demographics, August 2011
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- Figure 108: Agreement with statements ‘I see cooking/pasta sauces as a cupboard staple’ and ‘I tend to buy cooking/pasta sauces that I have tried before’, by demographics, August 2011
- Figure 109: Agreement with statements ‘I like to try new cuisines/flavours when buying cooking/pasta sauces’ and ‘I would be more likely to buy a cooking/pasta sauce if it was made using quality ingredients’, by demographics, August 2011
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- Figure 110: Agreement with statements ‘I would be more likely to buy a cooking/pasta sauce if it contained no artificial preservatives, flavourings or colourings’ and ‘I check the salt content of cooking/pasta sauces’, by demographics, August 2011
- Figure 111: Agreement with statements ‘I like the convenience of pouches over glass’ and ‘I do not think that cooking/pasta sauces are healthy’, by demographics, August 2011
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Appendix – Targeting Opportunities – Cooking Sauces and Pasta Sauces
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- Figure 112: Target groups, by demographics, August 2011
- Figure 113: Cooking/pasta sauces eating habits, by target groups, August 2011
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- Figure 114: Factors influencing choice of cooking/pasta sauce, by target groups, August 2011
- Figure 115: Agreement with statements on using cooking/pasta sauces, by target groups, August 2011
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- Figure 116: Usage of stocks/bouillons, by target groups, August 2011
- Figure 117: Agreement with statements on using stocks/bouillons, by target groups, August 2011
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Appendix – Consumer Usage – Stocks and Bouillons
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- Figure 118: Most popular usage of stocks, by demographics, August 2011
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- Figure 119: Next most popular usage of stocks, by demographics, August 2011
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- Figure 120: Most popular usage of bouillons, by demographics, August 2011
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- Figure 121: Next most popular usage of bouillons, by demographics, August 2011
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Appendix – Attitudes Towards Stocks and Bouillons
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- Figure 122: Agreement with statements on using stocks/bouillons, by demographics, August 2011
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Appendix – Targeting Opportunities – Stocks and Bouillons
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- Figure 123: Target groups 2, by demographics, August 2011
- Figure 124: Usage of stocks/bouillons, by target groups 2, August 2011
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- Figure 125: Agreement with statements on using stocks/bouillons, by target groups 2, August 2011
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