Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Condiment sales turn slightly positive
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- Figure 1: Total US sales and fan chart forecast of condiments, at current prices, 2011-21
- Dressings generate only modest growth
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- Figure 2: Total US sales and fan chart forecast of dressing, at current prices, 2011-21
- High penetration limits growth potential for ketchup, mustard, mayo, dressing
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- Figure 3: Condiment and dressing usage frequency, September 2016
- Consumers tend to stick to familiar condiments and dressings
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- Figure 4: Condiment and dressing behaviors, September 2016
- The opportunities
- Frequent users use condiments in more ways
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- Figure 5: Condiment and dressing behaviors, by repertoire of usage frequency - Eaten weekly, September 2016
- Restaurant-branded and chilled/hand-crafted condiments generate strong interest
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- Figure 6: Interest in condiment new products, September 2016
- Facilitate interest in exploring new tastes and cuisines
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- Figure 7: Attitudes toward condiments and dressing, September 2016
- What it means
The Market – What You Need to Know
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- Condiment sales turn slightly positive
- Pickles, olives, and relish and hot sauce pace category growth
- Dressings generate only modest growth
Market Size and Forecast
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- Condiment sales turn slightly positive
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- Figure 8: Total US sales and fan chart forecast of condiments, at current prices, 2011-21
- Figure 9: Total US sales and forecast of condiments, at current prices, 2011-21
- Dressings generate only modest growth
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- Figure 10: Total US sales and fan chart forecast of dressing, at current prices, 2011-21
- Figure 11: Total US sales and forecast of dressing, at current prices, 2011-21
Market Breakdown
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- Condiments outsell dressing by nearly three to one
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- Figure 12: Total US retail sales of condiments and dressings, by segment share, 2016
- Pickles, olives, and relish pace category growth
- Hot sauce leads other condiments to growth
- Ketchup, mustard, and mayonnaise post small gains in 2016
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- Figure 13: Total US retail sales of condiments, by segment, 2011-16
Market Perspective
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- Cross-segment and category competition
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- Figure 14: Total US retail sales and forecast of cooking sauces, pasta sauces, and marinades, by segment, at current prices, 2010-20
Market Factors
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- Cooking enthusiasm and frequency growing
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- Figure 15: Share of cooking segments, 2015-16, August 2016
- Consumers look for clean labels
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- Figure 16: Food statement agreement, any agree, I prefer to eat foods without artificial ingredients, Winter 2013-2016
Key Players – What You Need to Know
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- Kraft Heinz leads highly fragmented category
- Heinz pulls ahead in condiment war
- Hellmann’s mayonnaise looks to grow through premiumization
- Three big brands help keep hot sauce hot
- Refrigerated dressing outpaces shelf-stable
- Packaged for portability and snacking
Company Sales of Condiments and Dressing
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- Kraft Heinz leads highly fragmented category
- Company sales of condiments and dressing
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- Figure 17: Company sales of condiments and dressing, 2015 and 2016
What’s Working?
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- Heinz pulls ahead in condiment war
- Hellmann’s mayonnaise looks to grow through premiumization
- The “snackification” of olives
- Three big brands help keep hot sauce hot
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- Figure 18: MULO sales of select hot sauce brands, 2011-16
- Refrigerated dressing outpaces shelf-stable
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- Figure 19: MULO sales of dressing, by segment, 2011-16
What’s Struggling?
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- Private label slips in most segments
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- Figure 20: MULO share of private label condiments and dressing, 2011-16
What’s Next?
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- Packaged for portability and snacking
- Market for heat stays hot
The Consumer – What You Need to Know
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- High penetration limits growth potential for ketchup, mustard, mayo
- International influence
- Consumers tend to stick to familiar condiments and dressings
- Restaurant-branded condiments generate strong interest
- Interest in exploring new flavors and cuisines
Consumption of Condiments and Dressings
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- High penetration limits growth potential for ketchup, mustard, mayo
- Wide range of other condiments used at least occasionally
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- Figure 21: Condiment and dressing usage frequency, September 2016
- Younger adults use wider array of condiments on a regular basis
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- Figure 22: Condiment and dressing usage frequency – Any weekly use, by age, September 2016
- Household size drives more varied condiment use
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- Figure 23: Condiment and dressing usage frequency – Any weekly use, by household size, September 2016
- Hispanics more likely to use spicy condiments regularly
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- Figure 24: Condiment and dressing usage frequency – Any weekly use, by race/Hispanic origin, September 2016
Ideal Condiment
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- International influence
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- Figure 25: Ideal condiment – International influence, September 2016
- No additives/preservatives tops list of claims
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- Figure 26: Ideal condiment – Claims, September 2016
- Glass overall preferred by consumers and manufacturers
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- Figure 27: Ideal condiment – Packaging, September 2016
Behaviors Concerning Condiments and Dressing
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- Consumers tend to stick to familiar condiments and dressings
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- Figure 28: condiment and dressing behaviors, September 2016
- Frequent users use condiments in more ways
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- Figure 29: Condiment and dressing behaviors, by repertoire of usage frequency - Eaten weekly, September 2016
Interest in Condiment New Products
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- Restaurant-branded condiments generate strong interest
- Chilled and hand-crafted also represent opportunities
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- Figure 30: Interest in condiment new products, September 2016
- Restaurant and fresh concepts draw interest across the board
- Heaviest users interested in broadest array of new condiment concepts
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- Figure 31: Interest in condiment new products, by repertoire of usage frequency – Eaten weekly, September 2016
Attitudes toward Condiments and Dressing
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- Interest in exploring new flavors and cuisines
- Facilitating flavor exploration and trial
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- Figure 32: Attitudes toward condiments and dressing, September 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 33: Total US sales and forecast of condiments, at inflation-adjusted prices, 2011-21
- Figure 34: Total US sales and forecast of dressing, at inflation-adjusted prices, 2011-21
- Figure 35: Total US sales and forecast of mayonnaise, at current prices, 2011-21
- Figure 36: Total US sales and forecast of mustard, at current prices, 2011-21
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- Figure 37: Total US sales and forecast of ketchup, at current prices, 2011-21
- Figure 38: Total US sales and forecast of pickles, olives, relish at current prices, 2011-21
- Figure 39: Total US sales and forecast of other condiments, at current prices, 2011-21
- Figure 40: Total US retail sales of condiments, by channel, at current prices, 2014 and 2016
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Appendix – Key Players
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- Figure 41: MULO sales of mayonnaise, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 42: MULO sales of mustard, by leading companies and brands, rolling 52 weeks 2015 and 2016
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- Figure 43: MULO sales of ketchup, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 44: MULO sales of pickles, olives and relish, by leading companies and brands, rolling 52 weeks 2015 and 2016
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- Figure 45: MULO sales of other sauces*, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 46: MULO sales of salad dressings, by leading companies and brands, rolling 52 weeks 2015 and 2016
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