Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Condiments stalled by decline in mustard and mayonnaise
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- Figure 1: Total US sales and fan chart forecast of condiments, at current prices, 2011-22
- Dressings decline driven by struggling shelf-stable
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- Figure 2: Total US sales and fan chart forecast of dressings, at current prices, 2011-22
- Category overlap an issue and an opportunity
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- Figure 3: Total US retail sales percent change of pasta sauce, barbecue sauce, and other sauces and gravy, 2015-17*
- Traditional condiments, dressings are pantry staples
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- Figure 4: Condiment and dressing purchase, any store, October 2017
- The opportunities
- Communicate categories’ strengths, crossover potential, and quality
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- Figure 5: Condiment and dressing attitudes, October 2017
- Interest in exciting flavor combinations
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- Figure 6: Condiment and dressing innovation, flavors, October 2017
- What it means
The Market – What You Need to Know
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- Condiment growth stifled by high penetration, competitive categories
- Dressings sluggish due to shelf-stable dressings
- Category blurring creates competitive pressure
- Growing number of consumers enjoy cooking
Market Size and Forecast
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- Sales of condiments are stagnant
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- Figure 7: Total US sales and fan chart forecast of condiments, at current prices, 2011-22
- Figure 8: Total US retail sales and forecast of condiments, at current prices, 2012-22
- Dressing sales drop
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- Figure 9: Total US sales and fan chart forecast of salad dressings, at current prices, 2012-22
- Figure 10: Total US retail sales and forecast of dressings, at current prices, 2012-22
Market Breakdown
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- Pickles, olives, and relish is largest segment
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- Figure 11: Total US market share of condiments and dressings, by segment, 2017
- Traditional condiments struggle
- Non-sauce condiments experience moderate growth
- Hot sauces spur other condiments growth
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- Figure 12: Total US retail sales and forecast of condiments, by segment, at current prices, 2012-22
- Refrigerated dressing growth can’t make up for shelf-stable decline
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- Figure 13: Total US retail sales and forecast of shelf-stable and refrigerated salad dressings, rolling 52 weeks 2016 and 2017
- Supermarkets dominate sales of condiments and dressings
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- Figure 14: Total US market share of condiments and dressings, by channel, at current prices, 2017
Market Perspective
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- Competition from other sauces, marinades, and dips
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- Figure 15: Total US retail sales percent change of pasta sauce, barbecue sauce, and other sauces and gravy, 2015-17*
- Sales of international foods grow in the US
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- Figure 16: Total US retail sales and forecast of international foods, at current prices, 2014-16
- Menu inspiration
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- Figure 17: Condiment ingredients, by menu incidence change, Q3 2015-Q3 2017
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- Figure 18: Condiment flavor of ingredients, by ketchup, mustard, mayonnaise, and hot sauce, by menu incidence change, Q3 2015-Q3 2017
Market Factors
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- Growing passion for cooking
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- Figure 19: Share and approximate number* of Cooking Enthusiasts, 2015-17
- Americans are heavy snackers
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- Figure 20: Snacking frequency, March 2017
Key Players – What You Need to Know
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- Kraft Heinz domination
- Unilever joins the battle
- Interest in fresh benefits chilled condiments and dressings
- Spicy sauces heat up sales
- Big brands in traditional segments weaken
- Sweet, heat, and sour
Company and Brand Sales of Condiments and Dressings
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- Kraft Heinz leads category with wide product range
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- Figure 21: MULO market share of ketchup, mayonnaise, mustard, other condiments, dressing, and pickles, olives, and relish, by leading companies, 52-weeks ending Sep 10, 2017
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- Figure 22: MULO sales of condiments and dressings, by leading companies, rolling 52 weeks 2016 and 2017
What’s Working?
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- McCormick, Unilever enter the condiment war
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- Figure 23: MULO sales of ketchup and mustard, by French’s and Heinz, rolling 52-weeks 2016 and 2017
- Refrigerated dressing, pickles/relish outperform shelf-stable varieties
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- Figure 24: MULO sales percent change of refrigerated relish/pickles, pickles/relish/olives, refrigerated salad dressings, and shelf-stable salad dressings, rolling 52 weeks 2016 and 2017
- Sales of spicy sauces on fire
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- Figure 25: MULO sales of hot/Cajun sauce and horseradish sauce, by Frank’s RedHot, McIlhenny Company, Cholula, and Inglehoffer, rolling 52-weeks 2016 and 2017
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- Figure 26: Launches of condiments and dressings, by flavor components, spice/spicy/piquant and hot, 2015-17*
- Feel good flavorings
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- Figure 27: Launches of condiments and dressings, by claims, no additives/preservatives, GMO-free, and organic, 2015-17*
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- Figure 28: TV Advertisement – “Our Mayonnaise is Now Made With 100% Cage-Free Eggs!” – Hellmann’s
What’s Struggling?
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- Mainstream mayonnaise struggles
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- Figure 29: TV Advertisement – “Costume Party” – Kraft Mayo
- Figure 30: MULO sales of mayonnaise, by declining brands, Heinz, Kraft, Best Foods, and Hellmann’s, rolling 52-weeks 2016 and 2017
- Mustard in a sales slump
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- Figure 31: MULO sales of mustard, by declining brands, Guldens, French’s, and Grey Poupon, rolling 52-weeks 2016 and 2017
- Downturn for dressing
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- Figure 32: MULO sales of dressing, by declining brands, Kraft, Wishbone, and Marzetti, rolling 52-weeks 2016 and 2017
- Store brands struggle in many segments
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- Figure 33: MULO sales of mayonnaise, salad dressing, and pickles, olives and relish, by private label brands, rolling 52 weeks 2016 and 2017
What’s Next?
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- Sweet heat, sour power
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- Figure 34: Launches of condiments and dressings, by flavor component groups, sweet and sour, 2015-17*
- Peculiar peppers
- Craveable Korean
- Portable portions
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- Figure 35: Launches of condiments and dressings, by convenience claims, ease of use and on-the-go, 2015-17*
The Consumer – What You Need to Know
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- Growth potential challenged by nearly universal participation
- Flavor an imperative factor for purchase
- Stellar reputation for versatility, affordability
- Category definition blurry to consumers
Condiment and Dressing Purchase
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- Price, variety, and versatility drive high penetration
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- Figure 36: Condiment and dressing purchase, any store, October 2017
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- Figure 37: Repertoire of condiment and dressing purchase, Any store, October 2017
- Supermarkets are primary purchase location
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- Figure 38: Condiment and dressing purchase, all store types, October 2017
- Women prefer creamy products, men flavored varieties
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- Figure 39: Condiment and dressing purchase, any store, by gender, October 2017
- Young adults purchase across wide variety of products, stores
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- Figure 40: Condiment and dressing purchase, any store, by age, October 2017
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- Figure 41: Condiment and dressing purchase, any condiment or dressing, all stores types, by age, October 2017
- Larger households seek variety
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- Figure 42: Condiment and dressing purchase, any store, by parental status, October 2017
Condiment and Dressing Behavior
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- Condiments and dressings resourceful for pepping up food
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- Figure 43: Condiment and dressing behavior, October 2017
- Flavored condiment buyers more active in the category
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- Figure 44: Condiment and dressing purchase, any store, by condiment and dressing behavior, October 2017
- Women value familiarity, men look for variety
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- Figure 45: Condiment and dressing behavior, by gender, October 2017
- Older consumers are brand loyal, younger consumers experiment
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- Figure 46: Condiment and dressing behavior, by age, October 2017
Condiment and Dressing Uses
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- Category’s diversity leads to wide range of uses
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- Figure 47: Correspondence analysis – Condiment and dressing uses, October 2017
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- Figure 48: Condiment and dressing uses, October 2017
- Young adults appreciate range of hot sauce uses
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- Figure 49: Condiment and dressing uses, any condiment or dressing, by age, October 2017
- Condiments and dressings address many needs for parents
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- Figure 50: Condiment and dressing uses, any condiment or dressing, by parental status, October 2017
- Spiciness, versatility of hot sauce appeals to Hispanic, Black consumers
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- Figure 51: Condiment and dressing uses, hot sauce, by race and Hispanic origin, October 2017
Condiment and Dressing Attributes
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- Flavor far and away most critical
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- Figure 52: Condiment and dressing attributes, October 2017
- Life stage plays role in types of attributes looked for
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- Figure 53: Condiment and dressing attributes, by age, October 2017
- Black consumers place priority on brand, Asians on health
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- Figure 54: Condiment and dressing attributes, by race and Hispanic origin, October 2017
Condiment and Dressing Attitudes
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- Condiments, dressings helpful in variety of ways to everyone
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- Figure 55: Condiment and dressing attitudes, October 2017
- Women enjoy adaptability, young adults interested in unique options
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- Figure 56: Condiment and dressing attitudes, by gender and age, October 2017
- Affordability, diversity shines in categories
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- Figure 57: Condiment and dressing attitudes, by number of children under 18 in household, October 2017
- Hispanics enjoy flavoring foods with inexpensive condiments, dressings
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- Figure 58: Condiment and dressing attitudes, by Hispanic origin, October 2017
Condiment and Dressing Innovation
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- Interest in options that further increase variety and versatility
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- Figure 59: Condiment and dressing Innovation, October 2017
- Variety of flexible, flavored, and fresh offerings an optimal assortment
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- Figure 60: TURF analysis – Condiment and dressing innovation, October 2017
- Women interested in flexible products, men in diverse flavors
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- Figure 61: Condiment and dressing Innovation, by gender, October 2017
- Young consumers, parents, Hispanics look for wide range of innovation
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- Figure 62: Condiment and dressing Innovation, by age, parental status, and Hispanic origin, October 2017
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 – The Market
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- Figure 63: Total US retail sales and forecast of condiments, at inflation-adjusted prices, 2012-22
- Figure 64: Total US retail sales and forecast of condiments, by segment, at current prices, 2012-22
- Figure 65: Total US retail sales of condiments, by segment, at current prices, 2015 and 2017
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- Figure 66: Total US retail sales and forecast of mayonnaise, at current prices, 2012-22
- Figure 67: Total US retail sales and forecast of mayonnaise, at inflation-adjusted prices, 2012-22
- Figure 68: Total US retail sales and forecast of mustard, at current prices, 2012-22
- Figure 69: Total US retail sales and forecast of mustard, at inflation-adjusted prices, 2012-22
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- Figure 70: Total US retail sales and forecast of ketchup, at current prices, 2012-22
- Figure 71: Total US retail sales and forecast of ketchup, at inflation-adjusted prices, 2012-22
- Figure 72: Total US retail sales and forecast of pickles, olives, relish, at current prices, 2012-22
- Figure 73: Total US retail sales and forecast of pickles, olives, relish, at inflation-adjusted prices, 2012-22
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- Figure 74: Total US retail sales and forecast of other condiments, at current prices, 2012-22
- Figure 75: Total US retail sales and forecast of other condiments, at inflation-adjusted prices, 2012-22
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- Figure 76: Total US retail sales of condiments, by channel, at current prices, 2012-17
- Figure 77: Total US retail sales of condiments, by channel, at current prices, 2015 and 2017
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- Figure 78: US supermarket sales of condiments, at current prices, 2012-17
- Figure 79: US sales of condiments through other retail channels, at current prices, 2012-17
- Figure 80: Total US retail sales and forecast of dressings, at inflation-adjusted prices, 2012-22
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- Figure 81: Total US retail sales of dressings, by channel, at current prices, 2012-17
- Figure 82: Total US retail sales of dressings, by channel, at current prices, 2015 and 2017
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- Figure 83: US supermarket sales of dressings, at current prices, 2012-17
- Figure 84: US sales of dressings through other retail channels, at current prices, 2012-17
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Appendix – Key Players
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- Figure 85: MULO sales of mayonnaise, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 86: MULO sales of mustard, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 87: MULO sales of ketchup, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 88: MULO sales of pickles, olives and relish, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 89: MULO sales of other sauces*, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 90: MULO sales of salad dressings, by leading companies and brands, rolling 52 weeks 2016 and 2017
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