Table of Contents
Executive Summary
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- The market
- Table sauces and seasonings sales decline
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- Figure 1: UK retail value sales and forecast of table sauces, seasonings, pickles and chutney and relish, 2010-20
- Slight declines in the market continue with the exception of seasonings
- Companies and brands
- Brands have performed better than own-label in the last year
- Pickled condiments, dressings and vinegars have gain share in new product launches
- Advertising spend continues to rise from the low of 2013
- Heinz continues to be the dominant brand in the market
- The consumer
- Thick sauces remain the most versatile and used product group
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- Figure 2: Use of table sauces, any use within the last 6 months, October 2015
- Personalisation appeals to 70% of users
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- Figure 3: Attitudes towards table sauces, October 2015
- Seasonings see usage decline
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- Figure 4: Use of seasonings, October 2015
- Consumers are becoming more adventurous when using seasonings
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- Figure 5: Attitudes towards seasonings, October 2015
- What we think
Issues and Insights
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- The British love affair with American-inspired barbecue sauces continues
- The facts
- The implications
- Restaurants and travel influence consumers’ usage of table sauces and seasonings
- The facts
- The implications
- Catering to convenience trends could help seasonings manufacturers to boost sales
- The facts
- The implications
The Market – What You Need to Know
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- Table sauce sales declined in 2015, while seasonings sales grew
- Sugar concerns stand to affect the market
- Consumers are cooking from scratch more
Market Size and Forecast
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- Market declines in 2015
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- Figure 6: UK retail value and volume sales of table sauces, seasonings, pickles and chutney & relish, 2010-20
- Forecast
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- Figure 7: UK retail value sales and forecast of table sauces, seasonings, pickles and chutney & relish, 2010-20
- Figure 8: UK retail volume sales and forecast of table sauces, seasonings, pickles and chutney & relish, 2010-20
- Table sauce volumes forecast to fall by 9% over 2015-20
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- Figure 9: UK retail value and volume sales of table sauces, 2010-20
- Figure 10: UK retail value sales and forecast of the table sauces market, 2010-20
- Seasonings volumes to remain flat while value rises
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- Figure 11: UK retail value and volume sales of seasonings, 2010-20
- Figure 12: UK retail value sales and forecast of seasonings, 2010-20
- Pickles, chutney and relish market forecast to decline by £30 million by 2020
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- Figure 13: UK retail value and volume sales of pickles, chutney and relish, 2010-20
- Figure 14: UK retail value sales and forecast of the pickles, chutney and relish market, 2010-20
- Forecast methodology
Market Segmentation
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- Table sauces market declined by 1% during 2014-15
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- Figure 15: UK retail sales of table sauces, by segment, by value and volume, 2014-15
- Thick sauces volumes decline by 1%
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- Figure 16: UK retail sales of thick sauces, by type, by value and volume, 2014-15
- Salad dressing volumes see a significant drop
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- Figure 17: UK retail sales of salad accompaniments, by type, by value and volume, 2014-15
- Dish-specific sauce sales see slight decline
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- Figure 18: UK retail sales of dish-specific sauces, by type, by value and volume, 2014-15
- Soy helps to grow thin sauce sales by 2%
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- Figure 19: UK retail sales of thin sauces, by type, by value and volume, 2014-15
- Herbs and spices grow sales
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- Figure 20: UK retail sales of seasonings and chutneys, pickles and relish, by value and volume, 2014-15
Market Drivers
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- Consumers are cooking from scratch more frequently
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- Figure 21: Changes in consumer behaviours relating to cooking from scratch at home, eating out and buying takeaways in the last year, February 2015
- Reducing sugar content is a key target for public health campaigners
- Emerging food categories are inspiring new sauces and seasonings
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- Figure 22: Emerging cuisines eaten at home and that consumers are interested in, by cuisine type, December 2014
Key Players – What You Need to Know
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- Branded table sauce sales decline but outperform non-branded products
- Own-label launches increase as a share of overall launches
- Advertising spend on table sauces and seasonings is rising
- Heinz stands out in the market for positive brand attributes
Market Share
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- Heinz continues to grow its share of branded sales
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- Figure 23: Leading brands’ sales and shares in the UK retail table sauces market, by value, 2013/14 and 2014/15
- Smaller manufacturers focus on fast growing segments
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- Figure 24: Leading manufacturers sales and shares in the UK retail table sauces market, by value, 2013/14 and 2014/15
- Flavour pots have boosted Knorr’s performance
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- Figure 25: Leading brands’ sales and shares in the UK retail seasonings market, by value and volume, 2013/14 and 2014/15
- Premier Foods loses share despite launching new variants
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- Figure 26: Leading manufacturers sales and shares in the UK retail seasonings market, by value and volume, 2013/14 and 2014/15
- Haywards rebrands and launches new variants to stop sales decline
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- Figure 27: Leading brands’ sales and shares in the UK retail pickles, chutney and relish market, by value and volume, 2013/14 and 2014/15
- Manufacturers look to the snack market to bolster pickle sales
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- Figure 28: Leading manufacturers sales and shares in the UK retail pickles, chutney and relish market, by value and volume, 2013/14 and 2014/15
Launch Activity and Innovation
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- Own-label gains share of the total launches
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- Figure 29: Share of new launches in the UK table sauces and seasonings market, by branded vs private label, 2011-15
- Premium ranges are expanding
- Seasonings lead launches but see a decline
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- Figure 30: New launches in the UK table sauces and seasonings market, by type, 2011-15
- The growth of the free-from market inspires NPD
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- Figure 31: New product launches in the UK table sauces and seasonings, by the gluten-free claim, 2011-15
- Barbecue flavour launches grow, fuelled by American-style food
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- Figure 32: New product launches in the UK table sauces and seasonings market, by top 10 flavour components, 2011-15
- Chilli and spicy flavours cater to more adventurous consumers
- Big name brands extend into the table sauce segment
Advertising and Marketing Activity
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- Overall advertising spend continues to rise from the 2013 low
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- Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure on table sauces and seasonings, 2011-15
- Table sauce advertising sees a resurgence for 2015
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- Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on table sauces and seasonings, by category, 2011-15
- Unilever and Heinz outspend the rest of the market
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- Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure on table sauces and seasonings, by top 10 advertisers (sorted by 2015 data), 2011-15
- Kikkoman continues to invest in soy sauce advertising
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- Figure 36: Recorded above-the-line, online display and direct mail total advertising expenditure on table sauces and seasonings, by top 10 brands (sorted by 2015 data), 2011-15
- Nielsen Media Research coverage
Brand Research
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- What you need to know
- Brand map
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- Figure 37: Attitudes towards and usage of selected condiments, dressings and seasonings brands, October 2015
- Key brand metrics
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- Figure 38: Key metrics for selected condiments, dressings and seasonings brands, October 2015
- Brand attitudes: Heinz has an advantage on most attributes
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- Figure 39: Attitudes, by condiments, seasonings and dressings brand, October 2015
- Kikkoman is brand most strongly associated with exclusivity
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- Figure 40: Brand personality – Macro image, October 2015
- Colman’s and HP seen as traditional, but somewhat basic
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- Figure 41: Brand personality – Micro image, October 2015
- Brand analysis
- Heinz enjoys advantageous position
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- Figure 42: User profile of Heinz, October 2015
- Hellmann’s more likely to be seen as indulgent than other brands
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- Figure 43: User profile of Hellmann’s, October 2015
- HP is the only brand with a more favourable image among men
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- Figure 44: User profile of HP, October 2015
- Colman’s has a strong traditional image
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- Figure 45: User profile of Colman’s, October 2015
- Amoy seen as an authentic and special option
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- Figure 46: User profile of Amoy, October 2015
- Kikkoman has a similar image to Amoy, but lower awareness impacts on usage
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- Figure 47: User profile of Kikkoman, October 2015
The Consumer – What You Need to Know
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- Over 90% of people have used traditional table sauces in the last 6 months
- Over half of consumers see herbs and spices as essential for cooking
- Salt and sugar intake is a concern for a sizeable minority of consumers
Use of Table Sauces
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- Over half of consumers have used more than nine different sauces in the last six months
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- Figure 48: Repertoire of table sauces, eaten/used within the last 6 months, October 2015
- Traditional table sauces continue to be the most used
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- Figure 49: Use of table sauces, any use within the last 6 months, October 2015
- 44% of people use traditional table sauces more than once a week
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- Figure 50: Frequency of use of table sauces, October 2015
- Ethnic table sauces are becoming an addition to a wide range of meals
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- Figure 51: Use of table sauces by type of food eaten, October 2015
Attitudes towards Table Sauces
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- Personalisation appeals to 70% of users
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- Figure 52: Attitudes towards table sauces, October 2015
- Trying out sauces in restaurants is a key driver of home use
- Salt and sugar intake is a concern for a sizeable minority of consumers
Use of Seasonings
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- Seasonings see usage decline
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- Figure 53: Use of seasonings, October 2015
Attitudes towards Seasonings
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- 68% have a wide range of seasonings
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- Figure 54: Attitudes towards seasonings, October 2015
- Over-55s see herbs and spices as essential, while 16-24s prefer blends
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- Figure 55: Attitudes towards seasonings and future use, October 2015
- Minority interest in seasonings from different countries/ethnic foods…
- …and in single-use seasonings
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
Appendix – Market Size and Forecast
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- Figure 56: Best- and worst-case forecasts for the total UK retail table sauces, pickles, chutney and relish and seasonings market, by value, 2015-20
- Figure 57: Best- and worst-case forecasts for the total UK retail table sauces, pickles, chutney and relish and seasonings market, by volume, 2015-20
- Figure 58: Best- and worst-case forecasts for the UK retail table sauces market, by value, 2015-20
- Figure 59: Best- and worst-case forecasts for the UK retail table sauces market, by volume, 2015-20
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- Figure 60: UK retail volume sales and forecast of table sauces, 2010-20
- Figure 61: Best- and worst-case forecasts for the UK retail seasonings market, by value, 2015-20
- Figure 62: Best- and worst-case forecasts for the UK retail seasonings market, by volume, 2015-20
- Figure 63: UK retail volume sales and forecast of seasonings, 2010-20
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- Figure 64: Best- and worst-case forecasts for the UK retail pickles, chutney and relish market, by value, 2015-20
- Figure 65: Best- and worst-case forecasts for the UK retail pickles, chutney and relish market, by volume, 2015-20
- Figure 66: UK retail volume sales and forecast of the pickles, chutney and relish market, 2010-20
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