Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Flat sales for condiments and dressings
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- Figure 1: UK retail value sales and forecast of table sauces, pickles, chutneys and relishes, 2011-21
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- Figure 2: UK retail sales of table sauces, by segment, by value, 2015 and 2016
- Companies and brands
- Heinz maintains lead in table sauces
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- Figure 3: Leading brands’ shares in the UK retail table sauces market, by value, 2015/16*
- Own-label increases share of pickled condiment sales
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- Figure 4: Leading brands’ shares in the UK retail pickles, chutneys and relishes market, by value, 2015/16*
- More NPD focused on hot and spicy flavours
- The consumer
- Almost universal usage for condiments and dressings
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- Figure 5: Any use of different types of condiments and dressings, September 2016
- Brand and promotions biggest influence on choice
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- Figure 6: Factors influencing choice of condiments and dressings, September 2016
- Strong interest in multipacks containing smaller bottles
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- Figure 7: Interest in buying different types of condiments and dressings, September 2016
- Versatility important to users of table sauces
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- Figure 8: Usage behaviour and preferences for condiments and dressings, September 2016
- Strong interest in suggestions on using condiments
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- Figure 9: Attitudes towards condiments and dressings, September 2016
- What we think
Issues and Insights
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- Focus on versatility can support usage of table sauces
- The facts
- The implications
- Brands can leverage brand loyalty with multipacks of smaller bottles and restaurant chain-themed condiments and dressings
- The facts
- The implications
- Advertising the variety of flavours and giving more suggestions on pairings needed to increase pickled condiments usage
- The facts
- The implications
The Market – What You Need to Know
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- Flat market for condiments and dressings
- Upward price pressures expected in 2017
- Mixed fortunes in table sauces
- Thin sauces benefit from interest in versatility and ethnic foods
- Flat sales for pickles, chutneys and relishes
- Scope for promoting more usage in scratch cooking
- Barbecue season important for table sauces and dressings
- Interest in a wider range of world cuisines
Market Size and Forecast
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- Flat market for condiments and dressings
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- Figure 10: UK retail value sales of table sauces, pickles, chutneys and relishes, 2011-21
- The future
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- Figure 11: UK retail value sales and forecast of table sauces, pickles, chutneys and relishes, 2011-21
- Forecast methodology
Segment Performance
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- Sales of table sauces flat in 2016
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- Figure 12: UK retail value and volume sales of table sauces, 2011-21
- Figure 13: UK retail value sales and forecast of the table sauces market, 2011-21
- Salad accompaniments provide boost to sales
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- Figure 14: UK retail sales of table sauces, by segment, by value and volume, 2015 and 2016
- Tomato ketchup sees dip in sales
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- Figure 15: UK retail sales of thick sauces, by type, by value and volume, 2015 and 2016
- Mayonnaise sales boosted by combination of factors
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- Figure 16: UK retail sales of salad accompaniments, by type, by value and volume, 2015 and 2016
- Dish-specific sauces suffer from changing meal preferences
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- Figure 17: UK retail sales of dish-specific sauces, by type, by value and volume, 2015 and 2016
- Soy sauce helps lift sales of thin sauces
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- Figure 18: UK retail sales of thin sauces, by type, by value and volume, 2015 and 2016
- Sales of pickles, chutneys and relishes level out
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- Figure 19: UK retail value and volume sales of pickles, chutneys and relishes, by value and volume, 2011-21
- Figure 20: UK retail value sales and forecast of the pickles, chutneys and relishes market, 2011-21
Market Drivers
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- Scratch cooking presents scope for brands to increase usage
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- Figure 21: Frequency of cooking in the home, by type of meal, February 2016
- Strong interest in world cuisines influences table sauces
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- Figure 22: Eating and interest in trying different types of ethnic foods at home, November 2015
- Room for both healthier and more indulgent products
- Population growth should boost sales of condiments and dressings
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- Figure 23: UK households, by size, 2011-21
- Barbecue season important for boosting summer sales
Companies and Brands – What You Need to Know
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- Heinz gets boost from products other than tomato ketchup
- Own-label makes gains in pickled condiments
- Trend towards hot and spicy flavours in new launches
- More barbecue and smoky flavours also being seen
- US-inspired sauces another important theme
- Inspiration coming from wider range of world cuisines
- Increase in advertising spending on mayonnaise in 2016
- Big summer advertising campaign for Heinz
- Hellmann’s and Kikkoman focus on increasing usage occasions
Market Share
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- Heinz grows sales of products other than tomato ketchup
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- Figure 24: Leading brands’ sales and shares in the UK retail table sauces market, by value, 2014/15 and 2015/16
- Heinz retains market lead
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- Figure 25: Leading manufacturers sales and shares in the UK retail table sauces market, by value, 2014/15 and 2015/16
- Own-label makes gains in pickles
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- Figure 26: Leading brands’ sales and shares in the UK retail pickles, chutneys and relishes market, by value and volume, 2014/15 and 2015/16
- Mizkan and Baxters take a third of pickles, chutneys and relishes
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- Figure 27: Leading manufacturers’ sales and shares in the UK retail pickles, chutneys and relishes market, by value and volume, 2014/15 and 2015/16
Launch Activity and Innovation
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- Table sauces take biggest share of 2016 launches
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- Figure 28: New product launches in the UK condiments and dressings market, by sub-category, 2012-16
- Branded products dominate new product launches
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- Figure 29: Split of branded vs own-label new product launches in the UK condiments and dressings market, 2012-16
- Trend towards hot and spicy flavours continues
- More barbecue and smoky flavours
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- Figure 30: New product launches in the UK condiments and dressings market, by flavour component, 2012-16
- More US-inspired sauces being launched
- Wider range of sauces inspired by world cuisines
- Baxters launches Deli Toppers range in pickled condiments
Brand Communication and Promotion
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- Significant increase in advertising in 2015 and 2016
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- Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on condiments and dressings*, 2012-16
- Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on condiments and dressings, by category, 2012-16
- Heinz and Unilever dominate advertising
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- Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure on condiments and dressings, by advertiser, 2012-16
- Heinz runs ‘Add a Little Magic’ campaign for its sauces
- Hellmann’s runs biggest ever summer campaign
- Colman’s puts focus on strength of mustard
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- Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on condiments and dressings, by 10 highest-spending brands, Jan-Oct 2016
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Usage of condiments and dressings almost universal
- Ethnic sauces also ingrained on the menu
- Being a familiar/favourite brand important
- Room in the market for healthier variants
- Third of buyers interested in multipacks of smaller bottles
- Strong appeal for restaurant chain-branded products
- Interest in more regional and ethnic pickles
- Focusing on versatility can help increase usage
- Changing meal patterns undermine condiment sales
- Room for more serving suggestions and sauces for ethnic dishes
Use of Condiments and Dressings
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- Almost universal usage enjoyed by condiments and dressings
- Traditional table sauces lead
- Ethnic table sauces ingrained on the menu
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- Figure 35: Any use of different types of condiments and dressings, September 2016
- Traditional table sauces used most frequently
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- Figure 36: Frequency of use of different types of condiments and dressings, September 2016
- Mayonnaise and vinegar benefit from pairings with a variety of meals
- Wide repertoire of condiments and dressings used
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- Figure 37: Repertoire of condiments and dressings eaten/used in the last 6 months, September 2016
Factors Influencing Choice of Condiments and Dressings
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- Fewer recent buyers than users
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- Figure 38: Purchasing of condiments and dressings in the last 6 months, September 2016
- Familiar/favourite brands important
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- Figure 39: Factors influencing choice of condiments and dressings, September 2016
- Special offers also have a big influence
- Easy-to-use packaging appeals
- Room for healthier variants
- Choice of flavours most important for pickled condiments
Interest in Buying Products
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- Multipacks of smaller bottles interest a third of buyers
- Single-serves and sprays interest one in five
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- Figure 40: Interest in buying different types of condiments and dressings, September 2016
- Restaurant chain-branded products have strong appeal
- Sauces with a spice ‘booster’ appeal to 25-34s
- Interest in more regional and ethnic pickles
- More hand-crafted and chilled sauces could encourage trading up
- Interest in ketchups with fruit and vegetables other than tomato
Usage Behaviour and Preferences
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- Focusing on versatility can help increase usage of table sauces
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- Figure 41: Usage behaviour and preferences for condiments and dressings, September 2016
- Need to promote usage of condiments for every season
- Changing meal patterns undermine traditional condiment sales
- Many users fail to finish condiments
- Hot and spicy sauces have strong appeal
- CHAID analysis
- Methodology
- Versatility and ‘trendy’ sauces appeal most to younger people
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- Figure 42: Condiments and dressings – CHAID – Tree output, September 2016
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- Figure 43: Condiments and dressings – CHAID – Table output, September 2016
Attitudes towards Condiments and Dressings
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- Strong interest in using table sauces in cooking
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- Figure 44: Attitudes towards condiments and dressings, September 2016
- Wastage and space are barriers to purchasing
- In-store initiatives can help encourage increased usage
- Room for more table sauces to go with ethnic dishes
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast Methodology
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- Figure 45: Best- and worst-case forecast of UK retail value sales of table sauces, pickles, chutneys and relishes, 2016-21
Appendix – Segment Performance
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- Figure 46: UK retail volume sales and forecast of the table sauces market, 2011-21
- Figure 47: Best- and worst-case forecast of UK retail volume sales of table sauces, 2016-21
- Figure 48: Best- and worst-case forecast of UK retail value sales of table sauces, 2016-21
- Figure 49: UK retail volume sales and forecast of the pickles, chutneys and relishes market, 2011-21
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- Figure 50: Best- and worst-case forecast of UK retail value sales of pickles, chutneys and relishes, 2016-21
- Figure 51: Best- and worst-case forecast of UK retail volume sales of pickles, chutneys and relishes, 2016-21
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Appendix – Market Share
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- Figure 52: Leading brands’ sales and shares in the UK retail table sauces market, by volume, 2014/15 and 2015/16
- Figure 53: Leading manufacturers’ sales and shares in the UK retail table sauces market, by volume, 2014/15 and 2015/16
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Appendix – Launch Activity and Innovation
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- Figure 54: New product launches in the UK condiments and dressings market, by company, 2012-16
- Figure 55: New product launches in the UK condiments and dressings market, by top 10 claims, 2012-16
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