Table of Contents
Executive Summary
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- Overview
- The issues
- Age impacts usage for select categories
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- Figure 1: Usage of select sauces, by age group, September 2017
- Sodium and sugar levels in sauces are important to older Canadians
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- Figure 2: Interest in sauces and/or marinades with low/no salt and sugar, by age group, September 2017
- Consumers want both familiarity and new flavours
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- Figure 3: Use sauces and/or marinades to try new flavours, by parental status, September 2017
- The opportunities
- Ability to customize flavours is the top area of interest
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- Figure 4: Interest in sauces and/or marinades, September 2017
- Parents are looking for help
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- Figure 5: Sauce and/or marinade usage, parents vs non-parents, September 2017
- A quarter of Canadians are willing to pay more for premium offerings
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- Figure 6: Percentage willing to pay more for cooking sauces with premium ingredients, September 2017
- What it means
The Market – What You Need to Know
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- Consistent growth forecast for cooking sauces
- Immigration fuelling Canada’s population growth
- Canadians are more time-pressed
Market Size and Forecast
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- Consistent value and volume sales growth forecast for cooking sauces
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- Figure 7: Retail Canadian value sales and fan chart forecast of market, at current prices, 2011-22
- Figure 8: Retail Canadian volume sales and fan chart forecast of market, at current prices, 2011-22
- Figure 9: Retail Canadian sales and forecast of market, at current prices, 2012-22
Market Breakdown
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- Tomato-based sauces prove most popular
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- Figure 10: Value vs volume sales of cooking sauces at retail (Canada), by segment, 2016
- Figure 11: Value vs volume sales of cooking sauces at retail (Canada), by segment, 2016
Market Factors
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- Immigration fuelling Canada’s population growth
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- Figure 12: Foreign-born share of population by G8 country and Australia
- Canadians are more time-pressed
- Concern over sodium and sugar likely to intensify as Canada’s population ages
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- Figure 13: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
Key Players – What You Need to Know
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- Consumers looking abroad for flavour inspiration
- Interest in craft/artisan alcoholic beverages represents opportunity for premiumization
- Evolving cooking habits represent an opportunity
What’s Working?
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- Consumers looking abroad for flavour inspiration
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- Figure 14: Kohinoor Bombay Egg Curry Cooking Sauce (Canada), October 2017
- Figure 15: Lee Kum Kee Sauce for Mandarin Orange (Canada), March 2017
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- Figure 16: Sensations by Compliments Thai Yellow Curry Cooking Sauce (Canada), October 2017
- Figure 17: Morrisons Market St Katsu Stir Fry Sauce (UK), October 2017
What’s Next?
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- Africa among the sources for flavour expansion
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- Figure 18: Ethnic-inspired foods have not tried but interested in trying, November 2015
- Interest in craft/artisan alcoholic beverages represents opportunity for premiumization
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- Figure 19: Club House La Grille Brown Sugar Bourbon Steakhouse Burgers Sauce Mix-Ins (Canada), September 2017
- Figure 20: Club House La Grille Smoky Cedar & Ale Flavoured Wet Rub (Canada), May 2016
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- Figure 21: Todd Wilbur's Top Secret Recipes Whiskey Glaze (US), October 2017
- Figure 22: Williams-Sonoma Seasonal Flavors Maple Bourbon Short Rib Braising Sauce (USA), October 2017
- Figure 23: Williams-Sonoma Seasonal Flavors Low Sodium Sicilian White Wine Braising Sauce (USA), October 2017
- Evolving cooking habits represent an opportunity
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- Figure 24: Campbell's Skillet Sauces Creamy Pesto Chicken Cooking Sauce (USA), September 2017
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- Figure 25: Scratch Chicken Pad Thai Noodles (UK), April 2017
- Plant-based sauces address demand for more flexible diets
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- Figure 26: Wegmans Food You Feel Good About Cauliflower Puree (US), September 2017
- Figure 27: Wegmans Food You Feel Good About Zucchini and Basil Puree (US), September 2017
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- Figure 28: Tesco Black Bean Sauce (UK), September 2017
The Consumer – What You Need to Know
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- Pasta and barbeque sauces are most commonly used
- Flavour is the most popular reason for using sauces and marinades
- Pragmatic considerations support usage of sauces and/or marinades
- Customization matters to consumers
Usage of Sauces and Marinades
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- Pasta and barbeque sauces are most commonly used
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- Figure 29: Types of sauces and/or marinades used, September 2017
- Factors beyond flavour influence usage
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- Figure 30: Sauces used (select), by age group, September 2017
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- Figure 31: Frank’s RedHot – Not Your Mother’s Chicken Dance, June 2016
- BBQ and garlic flavours are most appealing to Canadians
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- Figure 32: Appeal of sauce and/or marinade flavours, September 2017
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- Figure 33: TURF analysis – Flavours, October 2017
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- Figure 34: Appeal of sauce and/or marinade flavours, by gender, September 2017
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- Figure 35: Top 25 flavours in cooking sauce launches – North America, January-December 2017
Reasons for Using Sauces and/or Marinades
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- Flavour is the most popular reason for using sauces and marinades
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- Figure 36: Reasons for using sauces and/or marinades, September 2017
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- Figure 37: Reasons for using sauces and/or marinades (select), by age group, September 2017
- Pragmatic considerations support usage of sauces and/or marinades
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- Figure 38: Convenience-related reasons for using sauces and/or marinades, by gender, September 2017
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- Figure 39: Chefs Plate – How It Works, February 2017
- “Imitation” holds limited resonance with consumers
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- Figure 40: Imitation-related reasons for using sauces and/or marinades, by parental status, September 2017
- Canadians’ confidence in cooking abilities does not diminish need for recipes
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- Figure 41: “I don’t feel confident in my cooking abilities” (% agree), by age, September 2017
Innovation Opportunities
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- Customization matters to consumers
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- Figure 42: Interest in sauces and/or marinades, September 2017
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- Figure 43: TED – Choice, happiness and spaghetti sauce I Malcolm Gladwell, January 2007
- Regional identity helps marry flavour with story
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- Figure 44: Interest in sauces and/or marinades with regional flavours by province/region, September 2017
- Women more likely to show interest in health-related positioning
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- Figure 45: Interest in sauces and/or marinades health-related considerations, by age group, September 2017
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- Figure 46: Williams-Sonoma Seasonal Flavours Beef Bourguignonne Braising Sauce (USA), August 2017
- Figure 47: Interest in sauces and/or marinades (select), BC vs overall, September 2017
- A quarter of consumers looking for premium offerings
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- Figure 48: “Willing to pay more for cooking sauces with premium ingredients”, by household income, September 2017
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- Figure 49: Agree sauces add excitement to foods I typically eat, by age group, September 2017
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- Figure 50: Agree refrigerated sauces offer better quality than those on the shelf, by age group, September 2017
Consumer Groups
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- Flavour enhancement critical to success in both Canada and the US
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- Figure 51: Sauce and marinade usage, Canada vs US, September 2017 (Canada)/October 2017 (US)
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- Figure 52: Health considerations for sauces and/or marinades (select), Canada vs US, September 2017 (Canada)/October 2017 (US)
- Sauce usage lower among Quebec consumers
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- Figure 53: Reasons for using sauces and/or marinades (select), Quebec vs overall, September 2017
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- Figure 54: Areas of interest, BC vs overall, September 2017
- Parents more likely to use sauces and marinades
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- Figure 55: Sauce and/or marinade usage, mothers vs fathers, September 2017
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- Figure 56: Sauce and/or marinade usage, parents vs non-parents, September 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- TURF analysis
- Abbreviations and terms
- Abbreviations
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