Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Sales and forecast of the UK table sauces and seasonings market, by value, 2007-17
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- Figure 2: UK retail sales of table sauces, by segment, by value, 2012 (est)
- Market factors
- Britons are experimental with food
- Interest in scratch cooking benefits the market
- Older generation and 25-34s set for growth
- Companies, brands and innovation
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- Figure 3: Brand shares in value sales of table sauces*, 2012*
- NPD continues to drive the market
- Brands ramp up ad investment
- The consumer
- Penetration of table sauces approaches 100%
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- Figure 4: Table sauces kept in regular supply, October 2012
- Seasonings also attract wide interest
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- Figure 5: Types of seasonings bought in the last 12 months, October 2012
- Special offers are the most important choice factor
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- Figure 6: Factors considered when choosing a table sauce, October 2012
- Usage trends drive attitudes towards table sauces
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- Figure 7: Attitudes towards table sauces, October 2012
- Stiff competition from own-label
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- Figure 8: Attitudes towards seasonings, October 2012
- What we think
Issues in the Market
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- Is the table sauces and seasonings market reacting adequately to consumers’ interest in health?
- What steps can the market take to leverage the home cooking trend?
- How can NPD help operators to drive engagement among younger consumers?
- What role is social media playing in the table sauces market?
Trend Application
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- Trend: Why Buy
- Trend: Hungry Planet
- 2015 trend: Old Gold
Market Drivers
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- Key points
- Half of adults make meals from scratch
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- Figure 9: Agreement with lifestyle statements about scratch cooking, 2008-12
- Most Britons like to experiment with food
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- Figure 10: Agreement with statements on eating habits, 2008-12
- A sizeable minority of consumers limit their salt intake
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- Figure 11: responses to products with "High salt/sodium content", 2008-12
- Rise in 25-34s will boost the market
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- Figure 12: Trends in the age structure of the UK population, 2007-17
- Consumer incomes remain squeezed
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- Figure 13: Year-on-year % change in average weekly earnings compared to inflation in the UK, January 2008-August 2012
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- NPD as a share of the total market declines
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- Figure 14: Share of new product launches of table sauces and seasonings in the UK food market, 2009-12
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- Figure 15: New product launches in the UK table sauces and seasonings market, by product category, 2009-12
- Retailers invest in own-label NPD to compete with brands
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- Figure 16: Share of new product launches in the UK table sauces and seasonings market, branded vs. own-label, 2009-12
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- Figure 17: Top 10 companies for NPD in the UK table sauces and seasonings market, by share, 2009-12
- High number of brand extensions reflects risk-averse attitude from operators
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- Figure 18: Share of new product launches in the UK table sauces and seasonings market, by launch type, 2009-12
- Catching up on flavour innovation
- Tubs and tottles gain ground on jars and bottles
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- Figure 19: Share of new product launches in the UK table sauces and seasonings market, by packaging type, 2009-12
- Restaurants venture into retail
- Opportunities to tap into consumer interest in healthier sauces
Market Size and Forecast
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- Key points
- Five-year growth of 19% driven by price inflation
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- Figure 20: UK retail sales of table sauces and seasonings, by value and volume, 2007-17
- The future
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- Figure 21: Sales and forecast of the UK table sauces and seasonings market, by volume, 2007-17
- Figure 22: Sales and forecast of the UK table sauces and seasonings market, by value, 2007-17
- Factors used in the forecast
- Segmentation
- Table sauces
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- Figure 23: UK retail sales of table sauces, by value and volume, 2007-17
- Figure 24: Sales and forecast of the UK table sauces market, by volume, 2007-17
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- Figure 25: Sales and forecast of the UK table sauces market, by value, 2007-17
- Seasonings
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- Figure 26: UK retail sales of seasonings, by value and volume, 2007-17
- Figure 27: Sales and forecast of the UK seasonings market, by volume, 2007-17
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- Figure 28: Sales and forecast of the UK seasonings market, by value, 2007-17
- Volume sales of pickles, chutneys and relish are stable
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- Figure 29: UK retail sales of pickles, chutneys and relishes, by volume and value, 2010-12
Segment Performance – Table Sauces
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- Key points
- Salad accompaniments and thick sauces dominate the market
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- Figure 30: UK retail sales of table sauces, by segment, by value, 2012 (est)
- Figure 31: UK retail sales of table sauces, by segment, by value, 2010-12
- Figure 32: UK retail sales of table sauces, by segment, by volume, 2010-12
- Salad accompaniments see solid growth
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- Figure 33: UK retail sales of salad accompaniments, by type, by value, 2010-12
- Tomato ketchup accounts for lion’s share of thick table sauces
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- Figure 34: UK retail sales of thick sauces, by type, by value, 2010-12
- Dish-specific sauces continue to post strong performances
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- Figure 35: UK retail sales of dish-specific sauces, by type, by value, 2010-12
- Pepper sauces are the rising star among thin sauces
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- Figure 36: UK retail sales of thin sauces, by type, by value, 2010-12
- Speciality vinegar is gaining ground
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- Figure 37: UK retail sales of vinegar, by type, by value, 2010-12
- American mustard is booming
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- Figure 38: UK retail sales of mustard, by type, by value, 2010-12
Segment Performance – Seasonings
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- Key points
- Herbs, spices and seasonings has fuelled growth of the wider seasonings segment over 2007-12
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- Figure 39: UK retail sales of seasonings, by segment, by value, 2007-12
- Figure 40: UK retail sales of seasonings, by value, 2007-12
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- Figure 41: UK retail value sales of dried, fresh and frozen herbs, spices and seasonings, 2010-12
- Salt sales remain stable, but consumers swap cooking salt for sea salt
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- Figure 42: UK retail value sales of dried, fresh and frozen herbs, spices and seasonings, 2011-12
Market Share – Table Sauces
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- Key points
- Heinz keeps a steady dominant presence
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- Figure 43: Brand shares in value sales of table sauces*, 2011** and 2012***
- Private-label represents a quarter of the market…
- … while own-label dominates the pickles, chutneys and relishes market
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- Figure 44: Brand shares in value sales of pickles, chutney & relish, 2011* and 2012**
Market Share – Seasonings
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- Key points
- Own-label dominates the seasoning market
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- Figure 45: Brand shares in value sales of seasonings, 2012*
- Saxa and own-label are on a par in the salt market
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- Figure 46: Brand shares in value sales of salt, 2011* and 2012**
Companies and Products
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- Heinz
- Premier Foods
- Unilever
- R H Amar & Co
- AB Foods
- McCormick (Schwartz)
- Bart Ingredients Company
- Others
- English Provender Company
- Grace Foods
- Kikkoman
Brand Research
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- Brand map
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- Figure 47: Attitudes towards and usage of brands in the table sauces sector, October 2012
- Correspondence analysis
- Brand attitudes
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- Figure 48: Attitudes by table sauce brand, October 2012
- Brand personality
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- Figure 49: Table sauces brand personality – macro image, October 2012
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- Figure 50: Table sauces brand personality – micro image, October 2012
- Brand experience
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- Figure 51: Table sauces brand usage, October 2012
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- Figure 52: Satisfaction with various table sauce brands, October 2012
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- Figure 53: Consideration of table sauce brands, October 2012
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- Figure 54: Consumer perceptions of current table sauce brand performance, October 2012
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- Figure 55: Table sauces brand recommendation – Net Promoter Score, October 2012
- Brand index
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- Figure 56: Table sauces brand index, October 2012
- Figure 57: Table sauces brand index vs. recommendation, October 2012
- Target group analysis
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- Figure 58: Target groups, October 2012
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- Figure 59: Table sauce brand usage, by target groups, October 2012
- 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
- Adspend reaches a four-year high in 2011 of £19.3 million
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- Figure 60: Main monitored advertising media spend on table sauces and seasonings, 2008-12*
- Figure 61: Main monitored advertising media spend on table sauces and seasonings, by segment, 2008-12*
- Unilever extends its lead in adspend, but its share falls
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- Figure 62: Top ten highest-spending advertisers in the table sauces and seasonings market, 2008-12
- Figure 63: Share of top ten highest-spending advertisers in the table sauces and seasonings market, 2008-12
- Big investment by Colman’s in its Season & Shake range in 2011
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- Figure 64: Top 10 highest-spending brands in the table sauces and seasonings market, 2008-12*
- Figure 65: Share of top 10 highest-spending brands in the table sauces and seasonings market, 2011
- TV extends its position as advertising medium of choice
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- Figure 66: Total expenditure in the table sauces and seasonings market, by media type, 2008-12
- Figure 67: Share of total expenditure in the table sauces and seasonings market, by media type, 2008-12
- Online represents a niche channel, despite adspend soaring
The Consumer – Usage of Table Sauces
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- Key points
- Table sauces enjoy high penetration
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- Figure 68: Frequency of use of tomato ketchup, salad cream, brown sauce and salad dressing, 2012
- 95% of adults keep table sauces at home
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- Figure 69: Table sauces kept in regular supply, October 2012
- Traditional sauces are most popular
- Usage of most table sauces skewed towards the older generation
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- Figure 70: Selected table sauces kept in regular supply, by age, October 2012
- Ethnic table sauces
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- Figure 71: Selected table sauces kept in regular supply, by socio-economic group, October 2012
- The nation is divided between sparse and abundant table sauce use
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- Figure 72: Repertoire of table sauces kept in regular supply, October 2012
The Consumer – Choice Factors – Table Sauces
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- Key points
- Special offers are the most important choice factor
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- Figure 73: Factors considered when choosing a table sauce, October 2012
- Under-25s are most interested in squeezable packaging
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- Figure 74: Consumers who look for a “squeezable” bottle/jar or a well-known brand when they are choosing a table sauce, by gender and age, October 2012
- The young are the most brand-oriented
- Women and over-55s are most health-oriented
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- Figure 75: Consumers who look for table sauces which are low fat/fat-free, low salt/salt free, free of artificial additives/preservatives and low-sugar/sugar free, by gender, October 2012
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- Figure 76: Consumers who look for table sauces which are low fat/fat-free, low salt/salt free, free of artificial additives/preservatives and low-sugar/sugar free, by age, October 2012
- Under-25s are most swayed by recommendations
- Niche demand for ethical table sauces
- Demand for bigger packs among large households
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- Figure 77: Consumers who look for table sauces which are in a large pack and a small pack, by age and household size, October 2012
The Consumer – Attitudes Towards Table Sauces
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- Key points
- Table sauces are seen as good cooking ingredients
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- Figure 78: Attitudes towards table sauces, October 2012
- Demand for more healthier table sauces
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- Figure 79: Consumers who would like to see healthier table sauces and those who do not worry about the healthiness of table sauces, by gender and age, October 2012
- Experimental under-35s have upped usage of hot sauces
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- Figure 80: Consumers who are eating more hot/spicy sauces than a few years ago and who like trying new flavours of table sauces, by gender and age, October 2012
- A large minority are willing to pay more for brands
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- Figure 81: Consumers who are willing to pay more for branded table sauces/condiments, by age, October 2012
- Social media has a key role to play
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- Figure 82: Consumers who would be interested in trying a new sauce/ condiment after hearing about it on a social media site, by age group, October 2012
- Noticeable demand for individual servings
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- Figure 83: Consumers who have many unfinished table sauces in their home and consumers who would like to see more table sauces that come in individual servings/sachets, be gender and age, October 2012
The Consumer – Usage of Seasonings
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- Key points
- Penetration of seasonings is over 90%
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- Figure 84: Types of seasonings bought in the last 12 months, October 2012
- Over-45s are the main buyers of plain herbs
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- Figure 85: Consumers who have purchased herbs and spices in the last 12 months, by age, October 2012
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- Figure 86: Consumers who have purchased herbs and spices in the last 12 months, by socio-economic group, October 2012
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- Figure 87: Repertoire of seasonings purchased, October 2012
The Consumer – Attitudes Towards Seasonings
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- Key points
- Stiff competition from own-label
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- Figure 88: Attitudes towards seasonings, October 2012
- Consumers are buying seasonings for specific meals
- Concerns about salt are helping to drive usage of seasonings
- A third buy seasoning mixes for convenience
- Under-25s need most guidance
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- Figure 89: Consumers who wouldn't know how to use many of the seasonings available at the supermarket, by age, October 2012
- Demand for frozen seasonings among a fifth
Target Groups
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- Key points
- Four target groups
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- Figure 90: Target groups based on attitudes towards table sauces, October 2012
- Value-seeking (18%)
- Experimental (29%)
- Health-conscious (23%)
- Disengaged (30%)
Appendix – Market Drivers
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- Figure 91: Agreement with selected lifestyle statements on cooking and eating habits, by demographics, 2012
- Figure 92: Usage of ‘High salt/sodium content’, by demographics, 2012
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Appendix – Market Size and Forecast
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- Figure 93: Best- and worst-case forecasts for retail sales of table sauces and seasonings, by volume, 2012-17
- Figure 94: Best- and worst-case forecasts for retail sales of table sauces and seasonings, by value, 2012-17
- Figure 95: Best- and worst-case forecasts for retail sales of table sauces, by volume, 2012-17
- Figure 96: Best- and worst-case forecasts for retail sales of table sauces, by value, 2012-17
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- Figure 97: Best- and worst-case forecasts for retail sales of seasonings, by volume, 2012-17
- Figure 98: Best- and worst-case forecasts for retail sales of seasonings, by value, 2012-17
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Appendix – Brand Research
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- Figure 99: Brand usage, October 2012
- Figure 100: Brand commitment, October 2012
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- Figure 101: Brand momentum, October 2012
- Figure 102: Brand diversity, October 2012
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- Figure 103: Brand satisfaction, October 2012
- Figure 104: Brand recommendation, October 2012
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- Figure 105: Brand attitude, October 2012
- Figure 106: Brand image – macro image, October 2012
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- Figure 107: Brand image – micro image, October 2012
- Figure 108: Profile of target groups, by demographics, October 2012
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- Figure 109: Psychographic segmentation, by target groups, October 2012
- Figure 110: Brand usage, by target groups, October 2012
- Brand index
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- Figure 111: Brand index, October 2012
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Appendix – Brand Communication and Promotion
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- Figure 112: Total advertising expenditure in the table sauces and seasonings market, by top 10 brands and media type, January 2008-September 2012
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Appendix – The Consumer – Usage of Table Sauces
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- Figure 113: Frequency of use of selected table sauces and salad dressing, 2010-12
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- Figure 114: Most popular table sauces kept in regular supply, by demographics, October 2012
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- Figure 115: Next most popular table sauces kept in regular supply, by demographics, October 2012
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- Figure 116: Repertoire of table sauces kept in regular supply, by demographics, October 2012
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Appendix – The Consumer – Choice Factors – Table Sauces
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- Figure 117: Most popular factors considered when choosing a table sauce, by demographics, October 2012
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- Figure 118: Next most popular factors considered when choosing a table sauce, by demographics, October 2012
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Appendix – The Consumer – Attitudes Towards Table Sauces
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- Figure 119: Agreement with the statements ‘It's worth paying more for branded sauces/condiments’ and ‘Sauces/condiments are good for using as an ingredient in cooking’, by demographics, October 2012
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- Figure 120: Agreement with the statements ‘I would like to see healthier sauces/condiments’ and ‘I do not worry about the healthiness of sauces/condiments’, by demographics, October 2012
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- Figure 121: Agreement with the statements ‘I have cut back on the number of different sauces I buy to save money’ and ‘I tend to use certain sauces with specific foods/meals’, by demographics, October 2012
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- Figure 122: Agreement with the statements ‘I eat more hot/spicy sauces than a few years ago’ and ‘I have many unfinished sauces/condiments in my home’, by demographics, October 2012
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- Figure 123: Agreement with the statements ‘I like trying new flavours of table sauces/condiments’ and ‘I buy sauces/condiments based on what my children like’, by demographics, October 2012
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- Figure 124: Agreement with the statements ‘I would be interested in trying a new sauce/condiment after hearing about it on a social media site’ and ‘I would like to see more sauces/condiments that come in individual servings/sachets’, by demographics, October 2012
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Appendix – The Consumer – Usage of Seasonings
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- Figure 125: Most popular types of seasonings bought in the last 12 months, by demographics, October 2012
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- Figure 126: Next most popular types of seasonings bought in the last 12 months, by demographics, October 2012
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- Figure 127: Other types of seasonings bought in the last 12 months, by demographics, October 2012
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- Figure 128: Types of seasonings bought in the last 12 months, by demographics, October 2012
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Appendix – The Consumer – Attitudes Towards Seasonings
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- Figure 129: Most popular attitudes towards seasonings, by demographics, October 2012
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- Figure 130: Next most popular attitudes towards seasonings, by demographics, October 2012
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Appendix – Target Groups
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- Figure 131: Table sauces kept in regular supply, by target groups, April 2012
- Figure 132: Factors considered when choosing a table sauce, by target groups, April 2012
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- Figure 133: Attitudes towards table sauces, by target groups, April 2012
- Figure 134: Types of seasonings bought in the last 12 months, by target groups, April 2012
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- Figure 135: Attitudes towards seasonings, by target groups, April 2012
- Figure 136: Grocery shopping habits, by target groups, April 2012
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- Figure 137: Attitudes towards health and healthy lifestyles, by target groups, June 2012
- Figure 138: Cooking and eating habits, by target groups, June 2012
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