Table of Contents
Executive Summary
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- Price pressures and cooking from scratch hit sales
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- Figure 1: Forecast of UK retail sales of cooking/pasta sauces, 2010-20
- Own-label taking larger share of NPD activity
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- Figure 2: New product launches in the UK cooking sauces (incl. pasta sauces) market, by own-label vs. branded, January 2011-November 2015
- Increase in people cooking sauces from scratch
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- Figure 3: Usage of cooking sauces in the last six months, by type, September 2015
- Grocery discounters selling more cooking sauces
- Authenticity important for cooking sauces
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- Figure 4: Most important factors influencing choice of cooking sauces, September 2015
- Adding more excitement to cooking sauce ranges
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- Figure 5: Attitudes towards cooking sauces, September 2015
- More ideas and flavours to encourage use of stocks for more meals
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- Figure 6: Attitudes towards stocks, September 2015
- What we think
Issues and Insights
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- Encouraging more speed-scratch cooking using cooking sauces
- The facts
- The implications
- Promoting cooking sauces with better nutritional content
- The facts
- The implications
- Injecting more excitement into ranges to encourage experimentation
- The facts
- The implications
- Encouraging use of stocks in a wider range of meals
- The facts
- The implications
The Market – What You Need to Know
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- More cooking from scratch hits cooking sauces
- Weak sales of pasta sauces biggest reason for decline
- Stocks benefit from more flavours and move to premium
- Trading up also seen in the gravy market
- Wet sauces see biggest fall in sales
- More children and ageing population
- More exotic tastes will influence range development
- Rising real incomes and the savvy shopper
Market Size and Forecast
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- Falling value sales in cooking/pasta sauces
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- Figure 7: Forecast of UK retail value sales of cooking/pasta sauce*, 2010-20
- Weak sales of pasta sauces hit total market
- Future about authenticity, experimentation and health
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- Figure 8: forecast of UK retail sales of cooking/pasta sauces, 2010-20
- Stocks benefit from interest in scratch cooking
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- Figure 9: Forecast of UK retail value sales of stocks, 2010-20
- More flavours and further move to premium
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- Figure 10: Best- and worst-case forecast of UK retail sales of stocks, 2010-20
- Trading up being seen in gravy market
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- Figure 11: Forecast of UK retail value sales of gravy, 2010-20
- Premium products have more growth potential
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- Figure 12: Best- and worst-case forecast of UK retail sales of gravy, 2010-20
Segment Performance
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- Wet sauces the main reason for decline in market
- Pasta sauce sales doing worse than sales of pasta
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- Figure 13: UK retail value sales of cooking/pasta sauce and marinades, by sector, 2013-15
- Most cuisines see a decline in 2015 sales
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- Figure 14: UK retail value sales of ambient wet and dry cooking/pasta sauces, by cuisine, 2013-15
Market Drivers
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- More children and an ageing population
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- Figure 15: Trends in the age structure of the UK population, 2010-20
- Targeting smaller households
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- Figure 16: UK households, by size, 2010-20
- Strong interest in ethnic food products
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- Figure 17: Interest in selected types of ethnic food products, by cuisine type, November 2014
- Growth of food discounters
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- Figure 18: Retailer most money spent with in last month, August 2013 and August 2015
- Strong interest in healthy eating
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- Figure 19: Nutritional aspects or product attributes people look out for when shopping for food for use at home (top 10), November 2014
- Impact of return to real income growth
Key Players – What You Need to Know
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- Most leading brands see sales fall in cooking sauces
- Increase in sales of own-label stocks
- Bisto dominates sales of gravy makers
- Premier Foods biggest advertiser of cooking sauces
- Advertising for stocks and gravy dominated by Knorr and Bisto
- Bigger focus on own-label NPD in cooking sauces
- Increase in convenience-related claims
- Move to premium in stocks and gravy
Market Share
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- Most leading brands saw sales fall in cooking sauces
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- Figure 20: Leading brands’ value sales and shares in UK ambient wet and dry cooking sauce and pasta sauce market, 2013/14 and 2014/15
- Mars retains its lead, own-label gains share
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- Figure 21: Leading manufacturers’ value sales and shares in UK ambient wet and dry cooking sauce and pasta sauce market, 2013/14 and 2014/15
- Chilled sauces dominated by own-label
- Stocks dominated by Knorr and Oxo
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- Figure 22: Leading brands’ value sales and shares in UK retail stocks/bouillon market, 2013/14 and 2014/15
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- Figure 23: Leading manufacturers’ value sales and shares in UK retail stocks/bouillon market, 2013/14 and 2014/15
- Bisto accounts for two thirds of gravy sales
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- Figure 24: Leading brands’ value sales and shares in UK retail gravy makers market, 2013/14 and 2014/15
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- Figure 25: Leading manufacturers’ value sales and shares in UK retail gravy makers market, 2013/14 and 2014/15
Brand Communication and Promotion
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- Increase in advertising spend on sauces, stocks and gravy
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- Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure on cooking sauces, stocks and gravy, by product category, January 2011-November 2015
- Premier Foods the biggest spender in cooking sauces
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- Figure 27: Share of recorded above-the-line, online display and direct mail total advertising expenditure on cooking sauces, by advertiser, January 2013-November 2015
- Dolmio the most heavily advertised brand
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- Figure 28: Recorded above-the-line, online display and direct mail total advertising expenditure on cooking sauces*, by top ten highest spending brands, January 2013-November 2015
- Premier Foods and Unilever dominate advertising of stocks and gravy
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- Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on stocks/gravy*, by top spending brands, January 2013-November 2015
- Coverage/methodology clarification
Launch Activity and Innovation
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- Increase in own-label’s share of NPD
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- Figure 30: New product launches in the UK cooking sauces (incl. pasta sauces) market, share of own-label and branded, January 2011-November 2015
- Large number of companies launching cooking sauces
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- Figure 31: Examples of own-label product launches in the UK cooking sauces (incl. pasta sauces) market, 2015
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- Figure 32: Examples of branded product launches in the UK cooking sauces (incl. pasta sauces) market, 2015
- Figure 33: New product launches in the UK cooking sauces (incl. pasta sauces) market, by company (based on top 15 for 2014), January 2011-November 2015
- Convenience-related claims on the increase
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- Figure 34: New product launches in the UK cooking sauces (incl. pasta sauces) market, by claim (based on top 15 claims for 2014), January 2011-November 2015
- Ambient launches (wet and dry) dominate NPD
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- Figure 35: Examples of chilled sauce launches in the UK cooking sauces (incl. pasta sauces) market, 2015
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- Figure 36: New product launches in the UK cooking sauces (incl. pasta sauces) market, by storage type, January 2011-November 2015
- Liquid stocks/gravy looking to encourage trading up
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- Figure 37: New product launches in the UK stocks/gravy market, by format type, January 2011-November 2015
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- Figure 38: Examples of own-label launches in the UK stocks/gravy market, 2015
- Tesco gains share of launches in 2015
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- Figure 39: New product launches in the UK stocks/gravy market, by company (based on top 10 for 2014), January 2011-November 2015
- Emphasis on no additives/preservatives
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- Figure 40: New product launches in the UK stocks/gravy market, by claim (based on top 15 for 2014), January 2011-November 2015
The Consumer – What You Need to Know
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- Making sauces from scratch increasing
- Younger bias to meals involving cooking sauces
- Usage of stocks shows bias towards over-65s
- Discounters attracting more shoppers
- Authenticity a big influence on choice
- Offering dish-specific sauces and versatility
- Injecting more excitement into cooking sauces
- Nutritional content likely to become more important
- Convenience the biggest driver of sales
- Room to encourage usage of stocks for more recipes
Usage of Cooking Sauces, Stocks and Gravy
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- Making sauces from scratch is on the increase
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- Figure 41: Usage of cooking sauces in the last six months, by type, September 2015
- Younger bias to using cooking sauces
- Non-chilled cooking sauces being used less frequently
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- Figure 42: Frequency of usage of cooking sauces, September 2015
- Cubes still most popular format for stocks
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- Figure 43: Types of stocks used in the last six months, September 2014 and 2015
- Gravy granules facing competition
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- Figure 44: Types of gravy used in the last six months, September 2014 and 2015
Types of Retailer Used for Buying Cooking Sauces
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- Discounters increasing share of sales
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- Figure 45: Types of retailer used for buying cooking sauces in the last six months, September 2015
- More smaller shopping trips a boost to convenience stores
- Discount stores attracting savvy shoppers
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- Figure 46: Buying cooking sauces from discount grocery stores and pound stores, by socio-economic group, September 2015
Factors Influencing Choice of Cooking Sauces
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- Authenticity important in cooking sauces
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- Figure 47: Most important factors influencing choice of cooking sauces, September 2015
- Demand for dish-specific sauces and versatility
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- Figure 48: Most important factors influencing choice of cooking sauces, September 2015
- Nutritional benefits matter to a minority
- British ingredients appeal to over-45s
- Catering for those looking for more adventurous meals
Attitudes towards Cooking Sauces
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- Cooking sauces lack excitement for weekends
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- Figure 49: Attitudes towards cooking sauces, September 2015
- Only a quarter see cooking sauce kits as less processed
- Cooking sauces appeal most for creating a quick home-cooked meal
- Room for cooking sauces to replicate more restaurant meals
- Strong desire to try new types of cuisine
- Most are happy with Italian-style sauces being made in Britain
Attitudes towards Stocks
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- Encouraging usage of stocks for more recipes
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- Figure 50: Attitudes towards stocks, September 2015
- Opportunity to match stocks more closely to particular meals
- Promoting herb stocks as an alternative to fresh herbs
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Fan chart forecast
Appendix – The Market
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- Figure 51: Best- and worst-case forecast for UK retail value sales of cooking sauces, pasta sauces and stocks/gravy, 2015-20
- Figure 52: Best- and worst-case forecast for UK retail value sales of cooking sauces, pasta sauces and stocks/gravy, 2015-20
- Figure 53: Best- and worst-case forecast for UK retail value sales of cooking sauces/pasta sauces, 2015-20
- Figure 54: Best- and worst-case forecast for UK retail value sales of stocks, 2015-20
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- Figure 55: Best- and worst-case forecast for UK retail value sales of gravy, 2015-20
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