Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total sales and fan chart forecast of market, at current prices, 2007-17
- Market factors
- Home cooks use more condiments
- Healthy eating
- Demographic shifts can challenge/charge category
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- Figure 2: Population, by age, 2011 and 2016 (est.)
- Market segmentation
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- Figure 3: Total U.S. retail sales of condiments, by segment, 2011 and 2012 (est.)
- Retail channels
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- Figure 4: Total U.S. retail sales of condiments, by retail channel, 2010 and 2012 (est.)
- Innovation
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- Figure 5: Condiment launches, by top 10 claims, 2007-11
- The consumer
- Health and convenience appear as important characteristics
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- Figure 6: Characteristics of importance, April 2012
- Less than half of consumers open to new products
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- Figure 7: Attitudes and behavior toward new product trial, April 2012
- What we think
Issues in the Market
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- How can condiments maintain growth when consumers step up their away-from-home dining?
- How can the condiments category respond to the trend in healthy eating?
- How can the category engage an aging population of consumers?
Insights and Opportunities
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- Guide consumers through product usage
- Enhance premium positioning
- Consider natural lines
- Venture into “other” sauces
Trend Applications
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- Trend: Minimize Me
- Trend: Life Hacking
- 2015 Trend: Old Gold
Market Size and Forecast
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- Key points
- Condiment sales grow by 15% from 2007-12
- Sales and forecast of condiments
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- Figure 8: Total U.S. retail sales and forecast of condiments, at current prices, 2007-17
- Figure 9: Total U.S. retail sales and forecast of condiments, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 10: Total sales and fan chart forecast of market, at current prices, 2007-17
- Walmart sales
Market Drivers
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- Key points
- Home cooks use more condiments
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- Figure 11: Economy-driven changes in cooking behavior compared with last year, May 2011
- Figure 12: Household condiment usage by type, by cooking attitudes and behavior, April 2012
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- Figure 13: Household condiment usage by type, by cooking attitudes and behavior, April 2012
- Healthy eating
- Demographic shifts can challenge/charge category
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- Figure 14: Population, by age, 2006-16
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- Figure 15: Population, by race/Hispanic origin, 2006-16
Competitive Context
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- Key points
- Eating away from home
- Cooking from scratch
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- Figure 16: Cooking frequency, attitudes toward and skill level, by gender, May 2011
- Salad dressings creep into condiments territory
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- Figure 17: Condiment usage, by food type, by gender, April 2012
Segment Performance
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- Key points
- Pickles, olives, relish and mayonnaise top condiment segments
- Category sales, by segment
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- Figure 18: Total U.S. retail sales of condiments, by segment, 2011 and 2012
Segment Performance—Pickles, Olives, and Relish
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- Key points
- Pickles, olives, and relish represent 26.1% of condiment sales
- Sales of pickles, olives, and relish
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- Figure 19: Sales of pickles, olives, and relish, at current prices, 2007-12
Segment Performance—Mayonnaise
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- Key points
- Mayonnaise sales grow 31% from 2007-12
- Sales of mayonnaise
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- Figure 20: Sales of mayonnaise, at current prices, 2007-12
Segment Performance—Ethnic Sauces
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- Key points
- Ethnic sauces may be poised for strong future growth
- Sales of ethnic sauces
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- Figure 21: Sales of ethnic sauces, at current prices, 2007-12
Segment Performance—Meat Sauces
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- Key points
- Consumer aim to reduce food costs may drive meat sauce growth
- Sales of meat sauces
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- Figure 22: Sales of meat sauces, at current prices, 2007-12
Segment Performance—Ketchup
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- Key points
- Despite popularity, ketchup comprises small portion of dollar sales
- Sales of ketchup
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- Figure 23: Sales of ketchup, at current prices, 2007-12
Segment Performance—Mustard
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- Key points
- Mustard may benefit from introduction of specialty offerings
- Sales of mustard
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- Figure 24: Sales of mustard, at current prices, 2007-12
Segment Performance—Other Sauces
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- Key points
- Popularity of spicy flavors results in strong “other” sauce growth
- Sales of other sauces
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- Figure 25: Sales of other sauces, at current prices, 2007-12
Retail Channels
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- Key points
- Supermarkets dominate condiment sales, but show slowest growth
- Sales of condiments, by channel
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- Figure 26: Total U.S. retail sales of condiments, by retail channel, 2010 and 2012
Retail Channels—Supermarkets
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- Key points
- Supermarket sales grow, but slower than other channels
- Supermarket sales of condiments
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- Figure 27: Supermarket sales of condiments, at current prices, 2007-12
Retail Channels—Warehouse Clubs & Supercenters
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- Key points
- Recession allows warehouse clubs and supercenters to grow
- Warehouse clubs & supercenters sales of condiments
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- Figure 28: Warehouse clubs & supercenters sales of condiments, at current prices, 2007-12
Retail Channels—Other Channels
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- Key points
- “Other” channels grow by 33% from 2007-12
- Other channels sales of condiments
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- Figure 29: Other channels sales of condiments, at current prices, 2007-12
Retail Channels—Natural Supermarkets
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- Key points
- Condiment sales in natural channel show strong growth
- Sales of condiments in the natural channel
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- Figure 30: Natural supermarket sales of condiments, at current prices, 2009-11*
- Figure 31: Natural supermarket sales of condiments, at inflation-adjusted prices, 2009-11*
- Hot sauce also performing well in natural channel
- Natural channel sales of select condiments, by segment
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- Figure 32: Natural supermarket sales of condiments, by segment, 2009 and 2011*
- Non-organic outpaces organic growth
- Natural channel sales of condiments by organic
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- Figure 33: Natural supermarket sales of condiments, by organic, 2009 and 2011*
- Product claims help differentiate products
- Natural channel sales by gluten free
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- Figure 34: Natural supermarket sales of condiments, by gluten free, 2009 and 2011*
- Figure 35: Natural supermarket sales of soy sauce and tamari, by gluten free, 2009 and 2011*
- Refrigerated salsa sales grow
- Natural channel sales of salsa by refrigerated storage
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- Figure 36: Natural supermarket sales of salsa, by refrigerated storage, 2009 and 2011*
Leading Companies
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- Key points
- No major movement among leading companies from 2011-12
- Manufacturer sales of condiments
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- Figure 37: Manufacturer sales of condiments at FDMx, 2011 and 2012
Brand Share—Pickles, Olives, and Relish
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- Key points
- Product range may assist pickles, olives, relish growth at FDMx
- Leading companies' FDMx sales of pickles, olives, and relish
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- Figure 38: Manufacturer sales of pickles, olives, and relish at FDMx, 2011 and 2012
Brand Share—Mayonnaise
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- Key points
- Unilever products continue to dominate mayonnaise segment
- Leading companies' FDMx sales of mayonnaise
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- Figure 39: Manufacturer sales of mayonnaise at FDMx, 2011 and 2012
Brand Share—Ethnic Sauces
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- Key points
- Natural products show strong performance in ethnic segment
- Leading companies' FDMx sales of ethnic sauces
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- Figure 40: Manufacturer sales of ethnic sauces at FDMx, 2011 and 2012
Brand Share—Meat Sauces
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- Key points
- Authenticity may be a key component of the meat sauce segment
- Leading companies' FDMx sales of meat sauces
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- Figure 41: Manufacturer sales of meat sauces at FDMx, 2011 and 2012
Brand Share—Ketchup
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- Key points
- Heinz claims 59.3% of 2012 segment sales
- Leading companies' FDMx sales of ketchup
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- Figure 42: Manufacturer sales of ketchup at FDMx, 2011* and 2012**
Brand Share—Mustard
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- Key points
- French’s leads segment, gains steam
- Leading companies' FDMx sales of mustard
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- Figure 43: Manufacturer sales of mustard at FDMx, 2011* and 2012**
Brand Share—Other Sauces
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- Key points
- Consumer interest in spicy flavors helps segment leaders grow
- Leading companies' FDMx sales of other sauces
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- Figure 44: Manufacturer sales of other sauces at FDMx, 2011 and 2012
Innovations and Innovators
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- Product launch trends
- Product manufacturers rely on what works
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- Figure 45: Condiment launches, by launch type, 2007-12*
- Health claims on the rise
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- Figure 46: Condiment launches, by top 10 claims, 2007-12*
- Private label innovation
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- Figure 47: Condiment launches, by private label share, 2007-12*
- Figure 48: Condiment launches, by top 10 companies, 2007-12*
- Product innovations
- Spicy
- Ethnic inspired
- Premium
- Health-conscious offerings
- Fresh flavors
- Restaurant-inspired products
- Added value
Marketing Strategies
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- Overview of brand landscape
- Brand analysis: Miracle Whip
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- Figure 49: Brand analysis of Miracle Whip, 2012
- Online initiatives
- TV presence
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- Figure 50: Miracle Whip TV ad, “Taste,” 2012
- Brand analysis: Frank’s RedHot
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- Figure 51: Brand analysis of Frank’s RedHot, 2012
- Online initiatives
- TV presence
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- Figure 52: Frank’s RedHot TV ad, “That **** is Hot,” 2012
- Brand analysis: French’s
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- Figure 53: Brand analysis of French’s, 2012
- Online initiatives
- TV presence
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- Figure 54: French’s TV ad, “Little Helpers,” 2012
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- Figure 55: French’s TV ad, “Dressing,” 2012
- Brand analysis: Hellmann’s
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- Figure 56: Brand analysis of Hellman’s, 2012
- Online initiatives
- TV presence
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- Figure 57: Hellman’s TV ad, “Parmesan Crusted Chicken,” 2011
- Print and other
Condiment Usage Frequency
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- Key points
- Men use more condiments more often
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- Figure 58: Types of condiment used, by gender, April 2012
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- Figure 59: Condiment usage frequency, by gender, April 2012
- Youngest respondents use more condiments, more often
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- Figure 60: Types of condiment used, by age, April 2012
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- Figure 61: Condiment usage frequency, by age, April 2012
- High-income HHs use more condiments, lowest earners use them more often
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- Figure 62: Types of condiment used, by household income, April 2012
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- Figure 63: Condiment usage frequency, by household income, April 2012
Condiment Usage by Type
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- Key points
- Women are more likely than men to use most condiment types
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- Figure 64: Types of condiment used, by gender, April 2012
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- Figure 65: Types of condiment used, by gender, April 2012
- Youngest and oldest consumers hardest condiment sell
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- Figure 66: Types of condiment used, by age, April 2012
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- Figure 67: Types of condiment used, by age, April 2012
- Respondents from households earning $50K+ over index in use
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- Figure 68: Types of condiment used, by household income, April 2012
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- Figure 69: Types of condiment used, by household income, April 2012
- Parents are good targets for condiment use
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- Figure 70: Types of condiment used, by presence of children in household, April 2012
Important Characteristics
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- Key points
- Health and convenience appear as important characteristics
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- Figure 71: Characteristics of importance, by gender, April 2012
- Oldest consumers most interested in health-related characteristics
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- Figure 72: Characteristics of importance, by age, April 2012
- Consumers with children most interested in product convenience
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- Figure 73: Characteristics of importance, by presence of children in household, April 2012
Attitudes and Behavior
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- Key points
- Consumers turn to condiments to add flavor
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- Figure 74: Attitudes toward and behavior with condiments, by age, April 2012
- Higher-income households engaged in their condiment experience
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- Figure 75: Attitudes toward and behavior with condiments, by household income, April 2012
New Product Trial
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- Key points
- Less than half of consumers open to new products
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- Figure 76: Attitudes and behavior toward new product trial, by gender, April 2012
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- Figure 77: New/different condiment flavor trial, by flavor, April 2012
- Women more open to new products than men
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- Figure 78: Attitudes and behavior toward new product trial, by gender, April 2012
- Figure 79: New/different condiment flavor trial, by gender, April 2012
- Youngest and oldest consumers prefer traditional flavors
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- Figure 80: Attitudes and behavior toward new product trial, by age, April 2012
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- Figure 81: New/different condiment flavor trial, by age, April 2012
- Lower-income households less open to new products
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- Figure 82: Attitudes and behavior toward new product trial, by household income, April 2012
Impact of Race and Hispanic Origin
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- Key points
- Black and Hispanic condiment users exhibit most frequent usage
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- Figure 83: Condiment usage frequency, by race/Hispanic origin, April 2012
- Hispanics use greatest variety of condiments
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- Figure 84: Types of condiment used, by race/Hispanic origin, April 2012
- Black consumers over index in traditional condiment usage…
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- Figure 85: Types of condiment used, by race/Hispanic origin, April 2012
- …while Asian consumers gravitate toward fresh, ethnic flavors
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- Figure 86: Types of condiment used, by race/Hispanic origin, April 2012
- Asian and Hispanic consumers may be attracted to product claims
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- Figure 87: Characteristics of importance, by race/Hispanic origin, April 2012
Key Household Purchase Measures—SymphonyIRI Builders Panel
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- Ketchup & mustard
- Overview of mustard & ketchup
- Ketchup
- Consumer insights on key purchase measures—ketchup
- Brand map
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- Figure 88: Brand map, selected brands of ketchup, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 89: Key purchase measures for the top brands of ketchup, by household penetration, 2011*
- Overview of Mexican sauce
- Salsa
- Consumer insights on key purchase measures—salsa
- Brand map
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- Figure 90: Brand map, selected brands of salsa buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 91: Key purchase measures for the top brands of salsa, by household penetration, 2011*
- Overview of Asian condiments
- Soy sauce
- Consumer insights on key purchase measures—soy sauce
- Brand map
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- Figure 92: Brand map, selected brands of soy sauce buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 93: Key purchase measures for the top brands of soy sauce, by household penetration, 2011*
- Overview of all other sauce
- Hot/Cajun sauce
- Consumer insights on key purchase measures—hot/Cajun sauce
- Brand map
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- Figure 94: Brand map, selected brands of hot/Cajun sauce buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 95: Key purchase measures for the top brands of hot/Cajun sauce, by household penetration, 2011*
- Meat sauce/marinade/glaze
- Consumer insights on key purchase measures—meat sauce/marinade/glaze
- Brand map
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- Figure 96: Brand map, selected brands of meat sauce/marinade/glade buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 97: Key purchase measures for the top brands of meat sauce/marinade/glaze, by household penetration, 2011*
Appendix—Other Useful Consumer Tables
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- Condiment usage frequency
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- Figure 98: Types of condiment used, by household size, April 2012
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- Figure 99: Condiment usage frequency, by presence of children in household, April 2012
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- Figure 100: Condiment usage frequency, by presence of children in household, April 2012
- Condiment usage by type
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- Figure 101: Household condiment usage, by type, April 2012
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- Figure 102: Household condiment usage, by type, April 2012
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- Figure 103: Types of condiment used, by household size, April 2012
- Condiment usage by food type
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- Figure 104: Condiment usage by food type, by household income, April 2012
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- Figure 105: Condiment usage by food type, by presence of children in household, April 2012
- Important characteristics
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- Figure 106: Characteristics of importance, by household income, April 2012
- Attitudes and behavior
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- Figure 107: Attitudes toward and behavior with condiments, by gender, April 2012
Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix—Trade Associations
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