Table of Contents
Executive Summary
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- The market
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- Figure 1: Forecast of UK retail value sales of cooking/pasta sauces, stocks and gravy, 2009-19
- Segment performance
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- Figure 2: UK retail value sales of cooking/pasta sauce, stocks and gravy, by segment, 2009-14
- Market factors
- Scratch cooking remains a threat to cooking sauces
- Fewer 16-24s and slower growth for 25-34s will hamper cooking sauces
- Pressures on household budgets benefit in-home cooking
- Companies, brands and innovation
- Brands up the ante in NPD for 2014
- Market leader Mars sees sales slide in cooking sauces
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- Figure 3: Leading brands’ sales and shares in UK ambient wet and dry cooking sauce and pasta sauce market, 2012/13 and 2013/14
- Knorr extends its lead in stocks
- The consumer
- Cooking sauces are a menu staple
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- Figure 4: Frequency of usage of cooking sauces, September 2014
- Natural ingredients drive product choice
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- Figure 5: Factors influencing purchase of cooking/pasta sauces, September 2014
- Taste and health remain key concerns in cooking sauces
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- Figure 6: Consumer attitudes towards cooking/pasta sauces, September 2014
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- Figure 7: Consumer attitudes towards buying cooking/pasta sauces, September 2014
- Interest in dish-specific stocks and gravies suggests scope for NPD
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- Figure 8: Consumer attitudes towards stocks and gravy, September 2014
- What we think
Issues in the Market
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- Scratch-cooking continues to pose a threat to cooking sauces
- The facts
- The implications
- Interest in wider ranges in chilled sauces
- The facts
- The implications
- Reliance on established occasions hamper stocks
- The facts
- The implications
Trend Application
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- Sense of the Intense
- The Real Thing
- Locavore
Market Drivers
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- Key points
- Scratch cooking remains popular
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- Figure 9: Selected consumer attitudes towards cooking/pasta sauces, by gender and age, September 2014
- Consumers’ confidence in their finances is rising
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- Figure 10: Index of agreement with the statement ‘I feel pretty confident that I’ll be OK’ regarding respondent’s financial situation over the next year, January 2009-October 2014
- Fewer 16-24s and slower growth for 25-34s will hamper cooking sauces
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- Figure 11: Trends in the age structure of the UK population, 2009-19
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Brands up the ante in NPD for 2014
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- Figure 12: New product activity in cooking sauces (incl. pasta sauces), own-label vs branded, 2010-14
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- Figure 13: Top 15 companies, by share of product launches in UK cooking sauce market (incl. pasta sauces), 2010-14
- Cooking participation made easy
- The share of launches with all-natural claims doubled in 2014
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- Figure 14: Top 15 product claims in new launches in the cooking sauce market, 2010-14
- Chilled sauces lose share in NPD
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- Figure 15: New product activity in the UK cooking sauces (incl. pasta sauces) market, by storage type, 2010-14
- Liquid formats gain share of stock/gravy NPD for the fifth year
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- Figure 16: Share of new product launches in the UK stocks/gravy market, by format type, 2010-14
- Figure 17: Top 10 companies, by share of new product launches in UK stocks/gravy market, 2010-14
- Microwaveable products gain prominence in gravy
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- Figure 18: Top 15 product claims* in new launches in the cooking sauce market, 2010-14
- Efforts to upgrade gravy
- A welcome focus on quality ingredients in stocks
Market Size and Forecast
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- Key points
- Cooking sauce sales estimated to fall in 2014
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- Figure 19: Forecast of UK retail value sales of cooking/pasta sauce*, 2009-19
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- Figure 20: Forecast of UK retail value sales of cooking/pasta sauces, 2009-19
- Sales of stocks are expected to remain fairly stagnant going forward
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- Figure 21: Forecast of UK retail value sales of stocks, 2009-19
- Figure 22: Forecast of UK retail value sales of stocks, 2009-19
- Gravy growth is predicted to slow further
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- Figure 23: Forecast of UK retail value sales of gravy, 2009-19
- Figure 24: Forecast of UK retail value sales of gravy, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Ambient wet sauces struggle
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- Figure 25: UK retail value sales of cooking/pasta sauce and marinades, by sector, 2012-14
- Pour-over and dry sauces gain share
- Growth in chilled sauces slows
- Only Tex-Mex escapes negative growth
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- Figure 26: UK retail value sales of ambient wet and dry cooking/pasta sauces, by cuisine, 2013-14
- Stocks and gravy
Market Share
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- Key points
- Market leader Mars sees sales slide
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- Figure 27: Leading brands’ value sales and shares in UK ambient wet and dry cooking sauce and pasta sauce market, 2012/13 and 2013/14
- AB World Foods supports Patak’s, Premier Foods looks to update Homepride
- Mixed performances for dry sauces
- Own-label dominates the chilled sauce segment
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- Figure 28: Leading manufacturers’ value sales and shares in UK ambient wet and dry cooking sauce and pasta sauce market, 2012/13 and 2013/14
- Knorr extends its lead in stocks
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- Figure 29: Leading brands’ value sales and shares in UK retail stocks/bouillon market, 2012/13 and 2013/14
- Figure 30: Leading manufacturers’ value sales and shares in UK retail stocks/bouillon market, 2012/13 and 2013/14
- Bisto boosts sales in 2014
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- Figure 31: Leading brands’ value sales and shares in UK retail gravy makers market, 2012/13 and 2013/14
- Figure 32: Leading manufacturers’ value sales and shares in UK retail gravy makers market, 2012/13 and 2013/14
Companies and Products
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- Figure 33: Selected companies and brands in the UK cooking sauces, stocks and gravy market, 2014
- AB World Foods
- Blue Dragon – Product range and innovation
- Patak’s – Product range and innovation
- Levi Roots – Product range and innovation
- Meena’s – Product range and innovation
- Symington’s
- Ragu
- Chicken Tonight – Product range and innovation
- Mars
- Dolmio
- Uncle Ben’s
- Seeds of Change
- Premier Foods
- Sharwood’s
- Homepride
- Loyd Grossman
- Bisto
- OXO
- Unilever
- Knorr
- Colman’s
- Bovril
- Bertolli
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Brand Communication and Promotion
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- Key points
- A 27% decline in cooking sauce adspend over 2010-13
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- Figure 34: Advertising expenditure in the cooking sauces, stocks and gravy market, by product category, 2010-14
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- Figure 35: Share of advertising expenditure in the cooking sauce market, by company, 2012-14*
- Mars ends spend on Dolmio Lasagne to make way for new Recipe Bases
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- Figure 36: Advertising expenditure in the cooking sauce market, by highest-spending brands in 2013, 2010-14
- Unilever and Premier Foods continue to dominate adspend in gravies and stocks
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- Figure 37: Advertising expenditure in the stocks/gravy market, by leading brands, 2010-14*
Brand Research
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- Brand map
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- Figure 38: Attitudes towards and usage of brands active in the cooking sauces, pasta sauces and stocks sector, October 2014
- Correspondence analysis
- Brand attitudes
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- Figure 39: Attitudes, by brands active in the cooking sauces, pasta sauces and stocks sector, October 2014
- Brand personality
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- Figure 40: Brand personality of selected brands active in the cooking sauces, pasta sauces and stocks sector – Macro image, October 2014
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- Figure 41: Brand personality of selected brands active in the cooking sauces, pasta sauces and stocks sector – Micro image, October 2014
- Brand experience
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- Figure 42: Usage of selected brands active in the cooking sauces, pasta sauces and stocks sector, October 2014
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- Figure 43: Satisfaction with selected brands active in the cooking sauces, pasta sauces and stocks sector, October 2014
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- Figure 44: Consideration of selected brands active in the cooking sauces, pasta sauces and stocks sector, October 2014
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- Figure 45: Consumer perceptions of brand performance, October 2014
- Brand recommendation
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- Figure 46: Recommendation of selected brands in the cooking sauces, pasta sauces and stocks sector, October 2014
The Consumer – Usage of Cooking Sauces, Stocks and Gravy
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- Key points
- A quarter of people cook sauces from scratch at least once a week
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- Figure 47: Frequency of usage of cooking sauces, September 2014
- 70% of people use gravy
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- Figure 48: Types of stocks and gravy used in the last six months, September 2014
The Consumer – Factors Influencing Purchase of Cooking/Pasta Sauces
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- Key points
- Natural ingredients drive product choice
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- Figure 49: Factors influencing purchase of cooking/pasta sauces, September 2014
- Low-sugar and -salt claims spark marked interest
- High-fibre and -protein claims appeal to a minority
- Microwaveable packaging is a low priority for many
The Consumer – Attitudes towards Cooking/Pasta Sauces
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- Key points
- Taste and health remain key concerns in cooking sauces
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- Figure 50: Consumer attitudes towards cooking/pasta sauces, September 2014
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- Figure 51: Consumer attitudes towards cooking/pasta sauces, September 2014
- High interest in low-calorie sauces is poorly met
- Recipe bases can woo on health and taste
- Texture enhancement can add value
- Chilled cooking sauces seen as lacking variety
- A third think traditional ingredients are worth paying more for
The Consumer – Attitudes towards Stocks and Gravy
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- Key points
- Ethnic stocks spark minority interest
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- Figure 52: Consumer attitudes towards stocks and gravy, September 2014
- Scope for gravies for less traditional dishes
- Less than a third use stocks in multiple ways
Appendix – Market Size and Forecast
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- Figure 53: UK retail value sales of cooking/pasta sauces, stocks and gravy, 2009-19
- Figure 54: Forecast of UK retail value sales of cooking/pasta sauces, stocks and gravy, 2009-19
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- Figure 55: UK retail value sales of cooking/pasta sauce, stocks and gravy, 2014-19
- Figure 56: UK retail value sales of cooking/pasta sauce, 2014-19
- Figure 57: UK retail value sales of stocks, 2014-19
- Figure 58: UK retail value sales of gravy, 2014-19
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