Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- Overview
- The market
- Sales of condiments to return to $5.6 billion in 2018
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- Figure 1: Total US sales and fan chart forecast of condiments, at current prices, 2008-18
- Mayonnaise, other sauces are hot; meat sauces, mustard face sales declines
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- Figure 2: Total US retail sales of condiments, by segment, at current prices, 2011 and 2013
- Market Factors
- US population shifts, health concerns, away-from-home spending impact category
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- Figure 3: Condiment characteristics considered, September 2013 (Top 5)
- Key players
- Kraft Foods dominates cross-segment sales
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- Figure 4: MULO sales of condiments, by leading companies, rolling 52 weeks 2012 and 2013
- The consumer
- Ketchup, mustard, mayo remain most popular
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- Figure 5: Household condiment use, any use, September 2013
- Positive perceptions overall
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- Figure 6: Agreement with attitudes about condiments, September 2013 (Top 5)
- What we think
Issues and Insights
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- How can the highly saturated market continue to appeal to consumers?
- Issues
- Insight: Market condiments for multiple uses
- How will increases in away-from-home food spending impact the market?
- Issues
- Insight: At-home cooking and eating can appeal to health-, budget-conscious consumers
- Will health concerns negatively impact consumer condiment use?
- Issues
- Insight: Condiments can act as a tool in spicing up healthy eating
Trend Applications
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- Trend: Make it Mine
- Trend: The Big Issue
- Mintel Futures: East Meets West
Market Size and Forecast
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- Key points
- Sales likely to level for the highly saturated category
- Sales and forecast of condiments
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- Figure 7: Total US sales and forecast of condiments, at current prices, 2008-18
- Figure 8: Total US sales and forecast of condiments, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 9: Total US sales and fan chart forecast of condiments, at current prices, 2008-18
Market Drivers
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- Key points
- Growth of Hispanic, Asian populations to impact market
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- Figure 10: Percentage change in population, by race and Hispanic origin, 2008-18
- Concerns about sodium, sugar intake, among others, demand innovation
- Increase in away-from-home spending proves competitive
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- Figure 11: Average annual food expenditures, 2011-12
Competitive Context
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- Key points
- Interest in foodservice increases competition
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- Figure 12: Whataburger Original Mustard, Fancy Ketchup, Spicy Ketchup
- Figure 13: Arby’s New Signature Sauces, Horsey Sauce and Arby’s Sauce
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- Figure 14: H.J. Heinz Tomato Ketchup Blended with Real Jalapeño
- Condiments from scratch offer customization, new flavors, health value
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- Figure 15: Condiment characteristics considered, September 2013
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- Figure 16: Kensington & Sons condiment product line
- Sauces, marinades, dressings overlap into condiments
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- Figure 17: Household condiment use, by those who cook from scratch, September 2013
- Figure 18: Hellmann’s Print Ad, November 2012
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- Figure 19: Unilever’s Hellmann’s Creamy Balsamic Mayonnaise Dressing
Segment Performance
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- Key points
- Mayonnaise leads the market but other sauces are hot
- Largest declines for meat sauces, mustard
- Sales of condiments, by segment
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- Figure 20: Total US retail sales of condiments, by segment, at current prices, 2011 and 2013
Segment Performance – Pickles
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- Key points
- Steady sales for the pickles segment
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- Figure 21: Household pickle use, by type, May 2012-June 2013
- Sales and forecast of pickles
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- Figure 22: Total US sales and forecast of pickles, at current prices, 2008-18
Segment Performance – Mayonnaise
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- Key points
- Steady sales for mayonnaise with opportunity for future growth
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- Figure 23: Household mayonnaise use, by age, May 2012-June 2013
- Sales and forecast of mayonnaise
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- Figure 24: Total US sales and forecast of mayonnaise, at current prices, 2008-18
Segment Performance – Meat Sauces
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- Key points
- Meat sauces in need of flavor innovation, expanded use for growth
- Sales and forecast of meat sauces
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- Figure 25: Total US sales and forecast of meat sauces, at current prices, 2008-18
Segment Performance – Mustard
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- Key points
- Mustard’s versatility, intense flavor key for growth
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- Figure 26: Household mustard use, by kind, May 2012-June 2013
- Sales and forecast of mustard
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- Figure 27: Total US sales and forecast of mustard, at current prices, 2008-18
Segment Performance – Ketchup
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- Key points
- Health trends, adventurous flavors to spice up sales
- Sales and forecast of ketchup
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- Figure 28: Total US sales and forecast of ketchup, at current prices, 2008-18
Segment Performance – Other Sauces
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- Key points
- Hot sauces keep the segment alive
- Sales and forecast of other sauces
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- Figure 29: Total US sales and forecast of other sauces, at current prices, 2008-18
Retail Channels
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- Key points
- Interest in specialty offerings boosts sales in other channels
- Sales of condiments, by channel
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- Figure 30: Total US retail sales of condiments, by channel, at current prices, 2011-13
- Cost, variety place pressure on existing supermarkets
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- Figure 31: US supermarket sales of condiments, at current prices, 2008-13
- Dollar stores help boost growth in other channels
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- Figure 32: US sales of condiments, through other retail channels, at current prices, 2008-13
Leading Companies
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- Key points
- Kraft’s brand portfolio dominates the condiment category
- Manufacturer sales of condiments
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- Figure 33: MULO sales of condiments, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Pickles
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- Key points
- A farmer focus leads to strong sales
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- Figure 34: Household pickle use, by brand, May 2012-June 2013
- Manufacturer sales of pickles
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- Figure 35: MULO sales of pickles, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Mayonnaise
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- Key points
- Unilever, Kraft brands bringing in the most mayo moolah
- Manufacturer sales of mayonnaise
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- Figure 36: MULO sales of mayonnaise, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Meat Sauces
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- Key points
- Little competition for A.1.
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- Figure 37: A.1. Steak Sauce Print Ad, August 2013
- Manufacturer sales of meat sauces
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- Figure 38: MULO sales of meat sauces, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Mustard
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- Key points
- French’s continues to lead
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- Figure 39: Household mustard use, by brand, May 2012-June 2013
- Manufacturer sales of mustard
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- Figure 40: MULO sales of mustard, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Ketchup
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- Key points
- Heinz represents 61.2% of the ketchup market
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- Figure 41: Household ketchup use, by brand, May 2012-June 2013
- Manufacturer sales of ketchup
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- Figure 42: MULO sales of ketchup, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Other Sauces
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- Key points
- Hot sauce remains hot
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- Figure 43: Frank’s RedHot Website, 2013
- Manufacturer sales of other sauces
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- Figure 44: MULO sales of other sauces, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- Table sauces, pickles lead in new product introductions
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- Figure 45: Condiment product launches, by subcategory, August 2012-September 2013
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- Figure 46: Condiment launch types, August 2012-September 2013
- Private label represents one third of new product launches
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- Figure 47: Condiment launches, by private label, August 2012-September 2013
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- Figure 48: Top 10 condiment companies, by new products, August 2012-September 2013
- Blurring the condiment flavor lines
- Authenticity, realness
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- Figure 49: Top 10 condiment claims, by new products, August 2012-September 2013
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- Figure 50: Miracle Whip Print Ad, July 2013
- Packaging innovation
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- Figure 51: Top 5 Packaging types, by new products, August 2012-September 2013 August 2012-September 2013
Marketing Strategies
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- Overview of the brand landscape
- Theme: Wearing the health halo and talking fresh
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- Figure 52: Farmer’s Garden by Vlasic website, 2013
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- Figure 53: Vlasic print ad, July/Aug 2013
- Figure 54: Vlasic Coupon, 2013
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- Figure 55: Claussen YouTube Video, 2013
- Figure 56: Claussen Website, 2013
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- Figure 57: Hellmann’s Website, 2013
- Theme: Emphasizing versatility and recipes
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- Figure 58: Saucy Mama Cafe, 2013
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- Figure 59: Hellmann’s YouTube Video, 2013
- Theme: Using new flavors to put a spin on old offerings
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- Figure 60: Lil’ Kicker Tumblr, 2013
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- Figure 61: Heinz Jalapeño Ketchup YouTube Video, 2013
- Theme: Selling condiments as a lifestyle
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- Figure 62: Grey Poupon YouTube Video, 2013
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- Figure 63: Miracle Whip print ad, Jun 2013
- Figure 64: Miracle Whip YouTube Video, 2013
Social Media
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- Key findings
- Key social media metrics
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- Figure 65: Key social media metrics, Nov. 2013
- Market overview
- Brand usage and awareness
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- Figure 66: Brand usage and awareness for selected condiment brands, Sept. 2013
- Interactions with condiment brands
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- Figure 67: Interaction with selected condiment brands, Sept. 2013
- Online conversations
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- Figure 68: Word cloud for Sriracha, Nov. 1, 2012-Oct. 31, 2013
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- Figure 69: Online conversations on selected condiment brands, by day, Nov. 1, 2012-Oct. 31, 2013
- Where are people talking about condiments?
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- Figure 70: Online conversations on selected condiment brands, by page type, Nov. 1, 2012-Oct. 31, 2013
- What are people talking about?
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- Figure 71: Conversations surrounding selected condiment brands, by day, Nov. 1, 2012-Oct. 31, 2013
- Analysis by brand
- Sriracha
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- Figure 72: Social media metrics—Miracle Whip, Nov. 2013
- Heinz
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- Figure 73: Social media metrics - Heinz, Nov. 2013
- Cholula
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- Figure 74: Social media metrics - Cholula, Nov. 2013
- Vlasic
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- Figure 75: Social media metrics - Vlasic, Nov. 2013
- French’s
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- Figure 76: Social media metrics - French’s Nov. 2013
Household Condiment Use
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- Key points
- Ketchup, mustard, mayo still most popular
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- Figure 77: Household condiment use, September 2013
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- Figure 78: Household condiment use – Use with food, by frequency of cooking from scratch at home, September 2013
Foods Used With Condiments
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- Key points
- Older generations more traditional in condiment use
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- Figure 79: Foods used with condiments, by generations, September 2013
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- Figure 80: Hunt’s Print Ad, September 2013
- Figure 81: Simply Heinz Print Ad, September 2013
Condiment Flavor Preferences
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- Key points
- Tangy, garlic flavors most popular
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- Figure 82: Flavor preferences by condiment, September 2013
Condiment Characteristics Considered
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- Key points
- Older Americans want low/no claims, younger seek nutritional value
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- Figure 83: Condiment characteristics considered, by age, September 2013
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- Figure 84: The Fremont Company Website
- Households with children more interested in premium options
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- Figure 85: Condiment characteristics considered, by presence of children in household, September 2013
Attitudes toward Condiments
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- Key points
- Positive perceptions among generations
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- Figure 86: Agreement with attitudes about condiments, by generations, September 2013
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- Figure 87: Tulkoff Food Products Inc. website, November 2013
- Home cooks more adventurous, health conscious
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- Figure 88: Agreement with attitudes about condiments, by frequency of cooking from scratch at home, September 2013
- Hot sauce users mask flavors, meat sauce users are flavor seekers
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- Figure 89: Agreement with attitudes about condiments, by household condiment use, September 2013
Race and Hispanic Origin
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- Key points
- Blacks and Hispanics prefer it hot
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- Figure 90: Household condiment use—Use with food, by race/Hispanic origin, September 2013
- Figure 91: Household condiment use—Use with food, by race/Hispanic origin, September 2013
- Blacks use condiments with more traditional foods
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- Figure 92: Foods used with condiments, by race/Hispanic origin, September 2013
- Blacks, Hispanics seek more nutrient-rich, authentic condiments
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- Figure 93: Condiment characteristics considered, by race/Hispanic origin, September 2013
- Non-Whites more adventurous with flavors, other races more health aware
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- Figure 94: Agreement with attitudes about condiments, by race/Hispanic origin, September 2013
Consumer Segmentation
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- Figure 95: Condiment clusters, September, 2013
- Group one: Health-Conscious Toppers
- Demographics
- Characteristics
- Opportunity
- Group two: Condiment Connoisseurs
- Demographics
- Characteristics
- Opportunity
- Group three: Seldom Slatherers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 96: Target clusters, September 2013
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- Figure 97: Household condiment use—Use with food, by target clusters, September 2013
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- Figure 98: Household condiment use—Use with food, by target clusters, September 2013
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- Figure 99: Foods used with condiments, by target clusters, September 2013
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- Figure 100: Condiment characteristics considered, by target clusters, September 2013
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- Figure 101: Agreement with attitudes about condiments, by target clusters, September 2013
- Cluster demographic tables
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- Figure 102: Target clusters, by demographic, September 2013
- Cluster methodology
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- Figure 103: Agreement with attitudes about condiments, by target clusters, September 2013
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IRI/Builders – Key Household Purchase Measures
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- Overview of mustard and ketchup
- Ketchup
- Consumer insights on key purchase measures—ketchup
- Brand map
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- Figure 104: Brand map, selected brands of ketchup, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 105: Key purchase measures for the top brands of ketchup, by household penetration, 2012*
- Mustard
- Consumer insights on key purchase measures—mustard
- Brand map
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- Figure 106: Brand map, selected brands of mustard buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 107: Key purchase measures for the top brands of mustard, by household penetration, 2012*
Appendix – Market Drivers
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- Consumer confidence
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- Figure 108: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 109: US Unemployment Rate, by month, 2002-13
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- Figure 110: US unemployment and underemployment rates, 2007-13
- Figure 111: Number of employed civilians in US, in thousands, 2007-13
- Food cost pressures
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- Figure 112: Changes in USDA Food Price Indexes, 2011-14
- Obesity
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- Figure 113: American adults by weight category as determined by body mass index (BMI), 2008-October 28, 2013
- Childhood and teen obesity – highest in decades
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- Figure 114: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 115: US population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 116: Households with children, by race and Hispanic origin of householder, 2012
- Shifting US demographics
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- Figure 117: US population, by age, 2008-18
- Figure 118: US households, by presence of own children, 2002-12
Appendix – Other Useful Consumer Tables
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- Figure 119: Household mayonnaise use, by form, May 2012-June 2013
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- Figure 120: Household condiment use – Use with food, by generations, September 2013
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- Figure 121: Household condiment use—Use with food, by generations, September 2013
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- Figure 122: Agreement with attitudes about condiments, by household condiment use, September 2013
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- Figure 123: Condiment characteristics considered, by household condiment use, September 2013
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Appendix – Social Media
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- Brand usage or awareness
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- Figure 124: Brand usage or awareness, September 2013
- Figure 125: Heinz usage or awareness, by demographics, September 2013
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- Figure 126: Cholula usage or awareness, by demographics, September 2013
- Figure 127: Miracle Whip usage or awareness, by demographics, September 2013
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- Figure 128: Sriracha usage or awareness, by demographics, September 2013
- Figure 129: Vlasic usage or awareness, by demographics, September 2013
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- Figure 130: French’s usage or awareness, by demographics, September 2013
- Activities done
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- Figure 131: Activities done, by demographic, September 2013
- Figure 132: Heinz – Activities done, by demographics, September 2013
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- Figure 133: Cholula – Activities done, by demographics, September 2013
- Figure 134: Miracle Whip – Activities done, by demographics, September 2013
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- Figure 135: Sriracha – Activities done, by demographics, September 2013
- Figure 136: Vlasic – Activities done, by demographics, September 2013
- Online conversations
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- Figure 137: Online conversations on selected condiment brands, by day, Nov. 1, 2012-Oct. 31, 2013
- Figure 138: Online conversations on selected condiment brands, by page type, Nov. 1, 2012-Oct. 31, 2013
- Figure 139: Conversations surrounding selected condiment brands, by day, Nov. 1, 2012-Oct. 31, 2013
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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