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
- Fall in cooking and pasta sauce sales accelerates
- Value increase forecast for the market over 2016-21
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- Figure 1: Forecast of UK retail value sales of cooking and pasta sauces, 2011-21
- Wet sauces main culprit in market’s decline
- Indian and Oriental segments hit in part by interest in emerging cuisines
- Ageing population could add further pressure to the category
- Companies and brands
- L/N/R sugar claims double in 2016
- Premier Foods rolls out products to reflect current food trends
- Decline in adspend for 2016
- The consumer
- High usage of ready-made cooking sauces signals enduring appeal
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- Figure 2: Usage of cooking or pasta sauces, by type, September 2016
- More people make sauces from scratch weekly than use non-chilled ready-made sauces
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- Figure 3: Frequency of usage of cooking or pasta sauces in the last six months, by type, September 2016
- Sugar and salt content concern low and non-users, cost also a barrier
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- Figure 4: Barriers to using cooking and pasta sauces, September 2016
- L/N/R sugar and salt top enticements
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- Figure 5: Interest in trying types of cooking and pasta sauces, September 2016
- Most users eat side dishes with cooking sauces
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- Figure 6: Cooking and pasta sauce usage behaviours, September 2016
- Room for cooking sauces in scratch cooking, opportunity for sauces tailored to children
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- Figure 7: Attitudes towards cooking and pasta sauces, September 2016
- What we think
Issues and Insights
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- Smaller-portion formats needed to appeal to small households
- The facts
- The implications
- ‘Booster’ formats look to bridge the gap between scratch cooking and ready-made sauces
- The facts
- The implications
- Products tailored to children chime with parents
- The facts
- The implications
The Market – What You Need to Know
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- Fall in cooking and pasta sauce sales accelerates
- Health concerns impact on sauces
- Value increase forecast for the market over 2016-21
- Price inflation expected to prop up value
- Wet sauces main culprit in market’s decline
- Indian and Oriental segments hit in part by interest in emerging cuisines
- Ageing population could add further pressure on the category
Market Size and Forecast
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- Fall in cooking and pasta sauce sales accelerates
- Health concerns impact on sauces
- Popularity of scratch cooking hits the market
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- Figure 8: Forecast of UK retail value sales of cooking and pasta sauces*, 2011-21
- Value increase forecast for the market over 2016-21
- Price inflation expected to prop up value
- Squeeze on real incomes may hinder chilled sauces
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- Figure 9: Forecast of UK retail value sales of cooking and pasta sauces, 2011-21
- Forecast methodology
- The impact of the EU referendum vote
- Methodology
- Trajectory of spend in previous slowdowns
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- Figure 10: Alternative market scenarios for the post-Brexit cooking and pasta sauces market, at current prices, 2016-21
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- Figure 11: Detailed post-Brexit scenarios for the cooking and pasta sauces market, at current prices, 2016-21
- Little immediate reaction among consumers
- Consumers are already shopping savvily
Market Segmentation
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- Wet sauces main culprit in market’s decline
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- Figure 12: UK retail sales of cooking/pasta sauces, by sector, 2014-16
- Emerging cuisine sales grow while other cuisines fall
- Italian remains biggest segment despite decline
- Traditional sauces struggle
- Indian and Oriental hit in part by interest in emerging cuisines
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- Figure 13: UK retail sales of ambient wet and dry cooking/pasta sauces, by cuisine, 2014-16 (est)
Market Drivers
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- Concern over unhealthy sauces limits intake
- Scratch cooking prompts cutbacks on prepared sauce purchases
- Lacklustre pasta and rice sales feed through to sauces
- Demand for ever-new flavours affects cooking sauces
- Inflationary price rises; end in sight to growing real consumer incomes
- Ageing population could add further pressure to the category
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- Figure 14: Usage of any type of cooking or pasta sauces, by age, September 2016
- Increasing child population could be positive
- Growth of smaller households stands to hamper the category
Key Players – What You Need to Know
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- Brands continue to see sales fall
- Own-label gains share
- L/N/R sugar claims double
- Premier Foods rolls out products to reflect current food trends
- Pouches gain ground
- Decline in adspend for 2016
- Dolmio celebrates anniversary with ‘Campaign for Tech-Free Tables’
Market Share
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- Brands continue to see sales fall
- Steady value sales for innovative brands
- Own-label gains share
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- Figure 15: Leading brands in the UK retail cooking and pasta sauces market, by value, 2014/15 and 2015/16
- Value sales of Philadelphia chilled sauces drop
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- Figure 16: Leading brands in the UK retail chilled cooking and pasta sauces market, by value, 2014/15 and 2015/16
Launch Activity and Innovation
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- Own-label gains share of new product launches
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- Figure 17: New product launches in the UK cooking and pasta sauces market, share of own label and branded, 2012-16
- L/N/R sugar claims double
- Napolina launches no added sugar sauces
- Heinz employs children’s TV favourites for new pasta sauces
- Homepride highlights salt compliance on new sauces
- Premier Foods rolls out products to reflect current food trends
- American cuisine for Homepride
- Pan-Asian-inspired sauces set for Sharwood’s
- Loyd Grossman targets smaller households with Italian Pasta sauce range
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- Figure 18: New product launches in the UK cooking and pasta sauces market, by company, 2012-16
- Knorr adds Naturally Tasty range, Saclà looks to flavour boosts to target home cooks
- Saclà looks to broaden appeal to scratch cooking consumers
- Patak’s offers smaller-sized cooking pastes
- Pouches gain ground in NPD
Advertising and Marketing Activity
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- Decline in adspend for 2016
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- Figure 19: Total above-the-line, online display and direct mail advertising expenditure on cooking and pasta sauces, 2012-16
- Dolmio celebrates anniversary with ‘Campaign for Tech-Free Tables’
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- Figure 20: Recorded above-the-line, online display and direct mail total advertising expenditure on cooking and pasta sauces, by top 10 highest-spending brands, 2012-16
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- Figure 21: Share of above-the-line, online display and direct mail total advertising expenditure on cooking and pasta sauces, by top 10 highest-spending brands, 2012-16
- Maggi supports So Juicy
- Colman’s focuses on meal kits and Sunday roast
- Premier Foods nearly triples adspend in 2015
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- Figure 22: Recorded above-the-line, online display and direct mail total advertising expenditure on cooking and pasta sauces, by highest-spending advertisers, 2012-16
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- Figure 23: Share of above-the-line, online display and direct mail total advertising expenditure on cooking and pasta sauces, by highest-spending advertisers, 2012-16
- Knorr tries matching couples based on flavour preferences
- TV sponsorship deals for Patak’s and Napolina
- Nielsen Ad Intel coverage
Brand Research
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- What you need to know
- Brand map
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- Figure 24: Attitudes towards and usage of selected brands, November 2016
- Key brand metrics
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- Figure 25: Key metrics for selected brands, November 2016
- Brand attitudes: Colman’s is the most trusted brand, and seen to offer good value
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- Figure 26: Attitudes, by brand, November 2016
- Brand personality: Patak’s is most widely seen as vibrant
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- Figure 27: Brand personality – Macro image, November 2016
- Dolmio has strong family ties and the most comforting image
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- Figure 28: Brand personality – Micro image, November 2016
- Brand analysis
- Colman’s has a good reputation and strong traditional image
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- Figure 29: User profile of Colman’s, November 2016
- Key demographic groups
- Schwartz comes highly recommended despite low usage levels
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- Figure 30: User profile of Schwartz, November 2016
- Key demographic groups
- Patak’s seen as the most authentic of the brands
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- Figure 31: User profile of Patak’s, November 2016
- Key demographic groups
- Sharwood’s enjoys a good reputation and high-quality image
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- Figure 32: User profile of Sharwood’s, November 2016
- Key demographic groups
- The most accessible brand, Dolmio enjoys the highest usage
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- Figure 33: User profile of Dolmio, November 2016
- Key demographic groups
- Homepride appeals more to smaller households despite family positioning
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- Figure 34: User profile of Homepride, November 2016
- Key demographic groups
- Loyd Grossman stands out as indulgent
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- Figure 35: User profile of Loyd Grossman, November 2016
- Key demographic groups
The Consumer – What You Need to Know
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- High usage of ready-made cooking sauces signals enduring appeal
- More people make sauces from scratch weekly than use non-chilled ready-made sauces
- High sugar and salt content concern low and non-users
- A fifth limit cooking/pasta sauce use to save money
- L/N/R sugar and salt sauces top enticements
- ‘Hidden’ vegetables can polish health credentials of sauces
- Most users eat side dishes with cooking sauces
- Room for cooking sauces in scratch cooking
- Opportunity for cooking sauces tailored to children
Usage of Cooking and Pasta Sauces
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- Four fifths of consumers use ready-made cooking sauces
- More people make sauces from scratch during the week than use ready-made sauces
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- Figure 36: Frequency of usage of cooking or pasta sauces in the last six months, by type, September 2016
- Non-chilled cooking sauces are used the most frequently
- Parents favour non-chilled sauces over scratch cooking
- Larger households use cooking pastes/boosts more
Barriers to Using Cooking and Pasta Sauces
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- Scratch cooking appeals to those who want to control ingredients
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- Figure 37: Barriers to using cooking and pasta sauces, September 2016
- High sugar and salt content concern low and non-users
- Sugar is a bigger concern than salt
- NPD in sugar and salt reduction
- A fifth limit cooking/pasta sauce use to save money
Cooking and Pasta Sauce Enticements
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- L/N/R sugar is top enticement…
- …on a par with L/N/R salt
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- Figure 38: Interest in trying types of cooking and pasta sauces, September 2016
- Sauces for use with vegetables over meat appeal to nearly three in 10
- Vegetable recipes look timely given interest in meat reduction
- Pairing with faux carbs needed as pasta sales fall
- “Hidden” vegetables can polish health credentials of sauces
- Parents most likely to find “hidden” vegetables an interesting option
- A quarter are interested in single-portion packs
- Demand peaks among one-person households
- One-portion packs can cater to fragmented family mealtimes
Cooking and Pasta Sauce Usage Behaviours
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- Most users eat side dishes with cooking sauces
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- Figure 39: Cooking and pasta sauce usage behaviours, September 2016
- Seven in 10 like to try new flavours of sauces
- Customisation opportunity for cooking sauces and pastes
- Nutritional content of sauces is important to younger generations
Attitudes towards Usage of Cooking and Pasta Sauces
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- Room for cooking sauces in scratch cooking
- Strong interest in pairing suggestions
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- Figure 40: Attitudes towards cooking and pasta sauces, September 2016
- Opportunity for cooking sauces tailored to children
- Cooking sauces that bring different textures to a meal appeal to half
- Regional cooking sauces interest half of users
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
- Best- and worst-case forecast
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- Figure 41: Best- and worst-case forecasts for the total UK retail cooking and pasta sauces market, by value, 2016-21
Appendix – Launch Activity and Innovation
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- Figure 42: New product launches in the cooking and pasta sauces market with L/N/R sugar claims, 2012-16
- Figure 43: New product launches in the cooking and pasta sauces market, by packaging type, 2012-16
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- Figure 44: New product launches in the cooking and pasta sauces market, by sub-category, 2012-16
- Figure 45: New product launches in the cooking and pasta sauces market, by top claims, 2012-16
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Appendix – Advertising and Marketing Activity
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- Figure 46: Leading manufacturers in the UK retail cooking and pasta sauces market, by value, 2014/15 and 2015/16
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Appendix – The Consumer
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- Figure 47: Usage of cooking and pasta sauces in the last six months, by type, September 2016
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