Table of Contents
Executive Summary
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- The market
- Modest value growth masks underlying declines over 2012-17
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- Figure 1: UK retail value sales and forecast of table sauces, pickles, chutneys and relishes, 2012-22
- Volume decline continues in table sauces in 2017
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- Figure 2: Share of UK retail value sales of table sauces, by segment, 2016 and 2017
- Volume sales pick up in pickles, chutneys and relishes category
- Meat reduction and love of world foods stand to curb table sauce usage
- Inflation fuels price rises; consumer incomes squeezed
- Companies and brands
- Sales of Heinz Tomato Ketchup flat, Hellmann’s mayonnaise falls
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- Figure 3: Leading brands’ shares in the UK retail table sauces market, by value, 2016/17*
- Own-label grows presence in table sauces and pickles, chutneys and relishes
- Table sauces lead 2017 launches
- Flavour innovation in mayonnaise and ketchup launches
- Heinz launches [Seriously] Good Sauces; Hellmann’s unveils ketchup range
- Unilever is the highest-spending advertiser
- The consumer
- Usage of condiments and dressings is almost universal
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- Figure 4: Usage of different types of condiments and dressings, October 2017
- Younger age groups eat hot/spicy sauces; over-55s drive dish-specific sauce usage
- Two thirds use condiments/dressings in a variety of ways
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- Figure 5: Behaviours related to condiments and dressings, October 2017
- Sizeable interest in fermented condiments
- Wider availability of free-from condiments appeals to four in 10
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- Figure 6: Attitudes towards condiments and dressings, October 2017
- Major brands are the most closely associated with positive attributes
- Pairing suggestions outside traditional dishes spark interest
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- Figure 7: Behaviours related to dish-specific table sauces, October 2017
- What we think
Issues and Insights
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- Dish-specific sauces need new usage occasions as traditional dishes lose favour
- The facts
- The implications
- Ethical credentials can provide a point of difference for condiments and dressings
- The facts
- The implications
- Fermented condiments could provide much-needed boost for pickles segment
- The facts
- The implications
The Market – What You Need to Know
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- Modest value growth masks underlying declines over 2012-17
- Volume decline continues in table sauces in 2017
- Volume sales pick up in pickles, chutneys and relishes category
- Meat reduction and love of world foods stand to curb table sauce usage
- Inflation fuels price rises; consumer incomes squeezed
Market Size and Forecast
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- Marginal growth for the condiments and dressings market
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- Figure 8: UK retail value sales of table sauces, pickles, chutneys and relishes, 2012-22
- Value growth forecast for the market
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- Figure 9: UK retail value sales and forecast of table sauces, pickles, chutneys and relishes, 2012-22
- Forecast methodology
Market Segmentation
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- Value sales return to growth in 2017
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- Figure 10: UK retail value and volume sales of table sauces, 2012-22
- Figure 11: UK retail value sales and forecast of the table sauces market, 2012-22
- Value sales growth for half of segments
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- Figure 12: UK retail sales of tables sauces, by segment, by value and volume, 2016 and 2017
- Closure of Colman’s Norwich factory suggests uncertain future for mustard
- Flat value and declining volume sales for tomato ketchup
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- Figure 13: UK retail sales of thick sauces, by type, by value and volume, 2016 and 2017
- Second year of sales growth for mayonnaise
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- Figure 14: UK retail sales of salad accompaniments, by type, by value and volume, 2016 and 2017
- Downward trajectory continues for sales of dish-specific sauces
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- Figure 15: UK retail sales of dish-specific sauces, by type, by value and volume, 2016 and 2017
- Modest growth from soy sauce bolsters performance of thin sauces
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- Figure 16: UK retail sales of thin sauces, by type, by value and volume, 2016 and 2017
- Volume sales of pickles, chutneys and relishes pick up
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- Figure 17: UK retail value and volume sales of pickles, chutneys and relishes, by value and volume, 2012-22
- Figure 18: UK retail value sales and forecast of the pickles, chutneys and relishes market, 2012-22
Market Drivers
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- Healthy eating is widespread
- Meat reduction could curb table sauce usage…
- …as could high salt levels in key carrier foods
- 2017 salt reduction targets also affect table sauces
- Interest in emerging cuisines presents opportunity for table sauces…
- …but is pushing traditional British dishes off the menu
- Foodservice can provide inspiration for condiments and dressings
- Summer months impact the sales of condiments and dressings
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- Figure 19: UK average rainfall (mm), by season, 2013-17
- Inflation fuels price rises; consumer incomes squeezed
Companies and Brands – What You Need to Know
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- Sales of Heinz Tomato Ketchup flat, while Hellmann’s mayonnaise falls
- Own-label grows presence in table sauces and pickles, chutneys and relishes
- Table sauces lead 2017 launches
- Flavour innovation in mayonnaise and ketchup launches
- Heinz launches [Seriously] Good Sauces; Hellmann’s unveils ketchup range
- Unilever is the highest-spending advertiser
Market Share
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- Sales of Heinz Tomato Ketchup flat, Hellmann’s mayonnaise falls
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- Figure 20: Leading brands’ sales and shares in the UK retail table sauces market, by value, 2015/16 and 2016/17
- Own-label makes gains in table sauces
- Kraft Heinz retains market lead
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- Figure 21: Leading manufacturers’ sales and shares in the UK retail table sauces market, by value, 2015/16 and 2016/17
- Own-label grows shares in pickles, chutneys and relishes
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- Figure 22: Leading brands’ sales and shares in the UK retail pickles, chutneys and relishes market, by value and volume, 2015/16 and 2016/17
- Manufacturers lose share to own-label
Launch Activity and Innovation
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- Table sauces lead 2017 launches
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- Figure 23: New product launches in the UK condiments and dressings market, by sub-category, 2013-17
- Brands dominate launch activity
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- Figure 24: New product launches in the UK condiments and dressings market, by brand and own-label, 2013-17
- Flavour innovation in mayonnaise and ketchup launches
- Tapping into the hot and spicy trend
- Encona launches hottest ever sauce
- Premium flavours also inspire mayonnaise launches
- [Seriously] Good Sauces from Heinz
- L/N/R sugar launches remain niche
- Innovative thick table sauces hit the market
- Hellmann’s unveils honey-sweetened and red & green ketchups
- Unusual flavours from ethical brand Rubies in the Rubble
- Brand extensions from restaurant chains and brands
- Restaurant chain Harvester puts its signature sauces on the market
- Saclà and Rubies in the Rubble unveil new vegan mayonnaises
- Mary Berry brand reveals first condiments range
- Tiny Tigg’s squeezy sauce sachets cater to convenience
- Uptick in launches of unfiltered vinegars
Advertising and Marketing Activity
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- High spend in advertising continues
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- Figure 25: Total above-the-line, online display and direct mail advertising expenditure on condiments and dressings, 2014-17
- Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure on condiments and dressings, by category, 2014-17
- Unilever is the highest-spending advertiser
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- Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on condiments and dressings, by highest-spending advertisers, 2014-17
- Hellmann’s promotes its values
- Hellmann’s forges partnership with delivery start-up
- Blockbuster-inspired adverts for Colman’s mint sauce
- Kraft Heinz 50% less sugar tomato ketchup joins other variants in television debut
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- Figure 28: Recorded above-the-line, online display and direct mail total advertising expenditure on condiments and dressings, by 10 highest-spending brands, 2014-17
- “Please the Cheese” campaign from Branston Pickle
- Branston’s unconventional partnerships aim to entice younger audiences
- Sarson’s enlists Jimmy Doherty to help promote its vinegar
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- Figure 29: Recorded above-the-line, online display and direct mail advertising expenditure on condiments and dressings, by media type, 2014-17
- Tabasco launches annual Hot Chef Competition
- Encona encourages consumers to cook from scratch
- Nielsen Ad Intel coverage
Brand Research
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- What you need to know
- Brand map
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- Figure 30: Attitudes towards and usage of selected brands, December 2017
- Key brand metrics
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- Figure 31: Key metrics for selected brands, December 2017
- Brand attitudes: Heinz is seen as the most innovative brand
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- Figure 32: Attitudes, by brand, December 2017
- Brand personality: Branston is widely seen as accessible, with a strong fun image
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- Figure 33: Brand personality – Macro image, December 2017
- Hellmann’s has the most indulgent image
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- Figure 34: Brand personality – Micro image, December 2017
- Brand analysis
- Heinz is the most positively viewed brand
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- Figure 35: User profile of Heinz, December 2017
- Hellmann’s is seen as the most indulgent brand
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- Figure 36: User profile of Hellmann’s, December 2017
- Branston is highly recommended with a strong fun image
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- Figure 37: User profile of Branston, December 2017
- Men are key users of HP, with high levels of commitment
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- Figure 38: User profile of HP, December 2017
- Colman’s is the most authentic brand with a strong traditional image
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- Figure 39: User profile of Colman’s, December 2017
- Kikkoman has the lowest awareness but enjoys frequent usage
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- Figure 40: User profile of Kikkoman, December 2017
The Consumer – What You Need to Know
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- Usage of condiments and dressings is almost universal
- Younger age groups eat hot/spicy sauces; over-55s drive dish-specific sauce usage
- Two thirds use condiments/dressings in a variety of ways
- Sizeable interest in fermented condiments
- Wider availability of free-from condiments appeals to four in 10
- Major brands are the most closely associated with positive attributes
- Pairing suggestions outside traditional dishes spark interest
Usage of Condiments and Dressings
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- Usage of condiments and dressings is almost universal
- Thick table sauces lead
- Women are key users of salad condiments and dressings
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- Figure 41: Usage of condiments and dressings, by type, October 2017
- Younger age groups eat hot/spicy sauces
- Over-55s drive usage of dish-specific sauces
- Families have the widest repertoires of condiments/dressings
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- Figure 42: Repertoire of condiments and dressings eaten/used in the last 3 months, October 2017
Behaviours Related to Condiments and Dressings
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- Two thirds use condiments/dressings in a variety of ways
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- Figure 43: Behaviours related to condiments and dressings, October 2017
- Lack of familiarity is a key challenge for unusual table sauces
- Premium condiments are commonly used with everyday meals
- Sizeable interest in fermented condiments
Attitudes towards Condiments and Dressings
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- Many users forget how long condiments have been open for
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- Figure 44: Condiments and dressings – CHAID – Tree output, October 2017
- Methodology
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- Figure 45: Attitudes towards condiments and dressings, October 2017
- Wider availability of free-from condiments appeals to four in 10
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- Figure 46: Share of new products in the UK condiments and dressings market carrying an L/N/R allergen claim, 2014-17
- Products with ethical credentials appeal to over a third
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- Figure 47: New product launches in the UK condiments and dressings market, by ethical claim, 2014-17
Qualities Associated with Branded and Own-label Condiments and Dressings
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- Major brands are the most closely associated with positive attributes
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- Figure 48: Correspondence analysis, qualities associated with standard and premium own-label and brands in condiments and dressings, October 2017
- Methodology
- Premium labels lag behind mainstream brands in most areas
- Few associate any condiments/dressings with being artificial or unhealthy
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- Figure 49: Qualities associated with standard and premium own-label and brands in condiments and dressings, October 2017
- Highlighting positive attributes is needed to boost image of standard own-label
Behaviours Related to Dish-specific Table Sauces
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- Pairing suggestions outside of traditional dishes spark interest
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- Figure 50: Behaviours related to dish-specific table sauces, October 2017
- Half of users would be encouraged to up usage by healthier versions
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 51: UK retail volume sales and forecast of the table sauces market, 2012-22
- Figure 52: UK retail volume sales and forecast of the pickles, chutneys and relishes market, 2012-22
Appendix – Market Drivers
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- Figure 53: Cooking methods used for beef, pork, lamb and chicken, by type of meat, August 2017
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- Figure 54: UK mean temperature (°C), by season, 2013-17
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Appendix – Market Share
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- Figure 55: Leading brands sales and shares in the UK retail table sauces market, by volume, 2015/16 and 2016/17
- Figure 56: Leading manufacturers’ sales and shares in the UK retail table sauces market, by volume, 2015/16 and 2016/17
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- Figure 57: Leading manufacturers’ sales and shares in the UK retail pickles, chutneys and relishes market, by value and volume, 2015/16 and 2016/17
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Appendix – Launch Activity and Innovation
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- Figure 58: New product launches in the UK condiments and dressings market, by company, 2013-17
- Figure 59: New product launches in the UK condiments and dressings market, by top 10 claims, 2014-17
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- Figure 60: Share of new product launches in the UK condiments and dressings market carrying an L/N/R sugar or sodium claim, 2013-17
- Figure 61: New product launches in the UK condiments and dressings market carrying an L/N/R allergen, L/N/R lactose or dairy-free claim, 2014-17
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Appendix – Advertising and Marketing Activity
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- Figure 62: Share of recorded above-the-line, online display and direct mail advertising expenditure on condiments and dressings, by 10 highest-spending brands, 2014-17
- Figure 63: Share of total above-the-line, online display and direct mail advertising expenditure on condiments and dressings, by highest-spending advertisers, 2014-17
- Figure 64: Share of recorded above-the-line, online display and direct mail total advertising expenditure on condiments and dressings, by category, 2014-17
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Appendix – The Consumer
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- Figure 65: Usage of thick table sauces, by age, October 2017
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- Figure 66: Usage of ethnic table sauces, by age, October 2017
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- Figure 67: Usage of salad condiments, by age, October 2017
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- Figure 68: Usage of different types of condiments and dressings, by age, October 2017
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- Figure 69: Condiments and dressings – CHAID – Table output, October 2017
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