Table of Contents
Executive Summary
-
- The issues
- Canadians look to what’s familiar when choosing condiments and seasonings
-
- Figure 1: Considerations important to consumers when choosing condiments and/or seasonings, January 2018
- Innovation around health holds less appeal among older Canadians
-
- Figure 2: Interest in condiments and/or seasoning with “added benefits” or “ingredient alternatives”, January 2018
- The opportunities
- Canadians appear open to seasonings with health benefits
-
- Figure 3: Agree “Seasonings can help make dishes healthier without sacrificing flavour”, by gender and parental status, January 2018
- Canadians want both guidance and the ability to personalize
-
- Figure 4: Attitudes towards condiments and seasonings (% agree), January 2018
- Nearly half of Canadians would pay more for premium condiments
-
- Figure 5: Attitudes towards condiments and seasonings (% agree), January 2018
- Demand for “all-natural” condiments and seasonings persists
-
- Figure 6: Importance of “all-natural” when choosing condiments and/or seasonings, January 2018
- What it means
The Market – What You Need to Know
-
- Table sauces show modest upward trajectory
- Immigration fuelling Canada’s population growth
- Health concerns held by older Canadians are not necessarily an invitation to innovation
Market Size and Forecast
-
- Table sauces show modest upward trajectory
-
- Figure 7: Total Canadian retail value sales and forecast of table sauces, at current prices, 2012-22
- Figure 8: Total Canadian retail value sales and forecast of table sauces, at current prices, 2012-22
- Figure 9: Total Canadian retail volume sales and forecast of table sauce, 2012-22
Market Factors
-
- Immigration fuelling Canada’s population growth
-
- Figure 10: Foreign-born share of population by G8 country and Australia
- Health concerns held by older Canadians are not necessarily an invitation to innovation
-
- Figure 11: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
- Canadians are more time-pressed
- Cooking from scratch remains foundational for seasonings and condiments
-
- Figure 12: Weekly food preparation habits, May 2016
Key Players – What You Need to Know
-
- Kraft Heinz remains the market leader in table sauces
- Sodium concerns Canadians, but other seasonings can offer a solution
- Canadians look to “spice up their life”
Company Share of Market
-
- Kraft Heinz remains the market leader in table sauces
-
- Figure 13: Share of Canadian retail value sales of table sauce, by company, 2017
What’s Working?
-
- Opportunity to support margin through premiumization
-
- Figure 14: Sam’s Choice Chardonnay & Honey Mustard (US), October 2017
-
- Figure 15: Co-Op Gold Pure Maple Mustard & Craft Beer BBQ Sauce (Canada), July 2017
- Figure 16: Urban Accents Wine & Cider Mulling Spices Blend (Canada), November 2017
Potential Challenges
-
- Commoditized consumer packaged goods category poses a challenge
- French’s promotes the use of Canadian ingredients, but will consumers respond?
- Sodium concerns Canadians, but other seasonings can offer a solution
What’s Next?
-
- Regional positioning can add to international foods’ and flavours’ authenticity
-
- Figure 17: Santa Maria Street Food Kingston Style Jamaican Jerk Spices for Tacos (Canada), November 2017
- Canadians look to “spice up their life”
-
- Figure 18: Williams-Sonoma Pumpkin Chipotle Spicy Rub (US), December 2017
-
- Figure 19: Williams-Sonoma Chile Garlic Kimchi Korean Rub (US), March 2018
- Figure 20: Private Selection Shichimi Togarashi Seasoning (US), January 2018
-
- Figure 21: Good Food for Good Organic Spicy Ketchup Style Sauce (Canada), July 2017
- Figure 22: Co-Op Gold Pure Spicy Apple Cider Vinegar BBQ Sauce (Canada), July 2017
- Convenient meal solutions will remain an important opportunity
-
- Figure 23: Crush Cubes Crush Food Service (US), August 2016
The Consumer – What You Need to Know
-
- Condiments and seasonings are great ‘supporting actors’
- Health-related considerations matter to a third of consumers
- Nearly half of Canadians are willing to pay more for “quality”
- Ketchup remains the king of condiments
- Salt and pepper remain as an overwhelming go-to for Canadians
Reasons for Using Condiments and/or Seasonings
-
- Condiments and seasonings are great ‘supporting actors’
- Two thirds of consumers want to “infuse” new flavours into what they eat
-
- Figure 24: Agree “I would like more ideas for infusing new flavours into my meals”, by age, January 2018
- Canadians like to explore new flavours, but also appreciate familiarity
-
- Figure 25: Importance of familiar and new flavours when deciding what condiments and seasonings to use, by age, January 2018
-
- Figure 26: Desève Grande Coulée Organic Maple Syrup (Canada), June 2016
- Aside from taste, condiments and seasons offer convenience
-
- Figure 27: Importance of recipe usage/suggestions when deciding what condiments and seasonings to use, January 2018
-
- Figure 28: Interest in recipe-inspired combinations for one meal, by parental status, January 2018
What Matters to Consumers
-
- Health-related considerations matter to a third of consumers
-
- Figure 29: Considerations important to consumers when choosing condiments and/or seasonings, January 2018
-
- Figure 30: Top nutritional mentions on table sauce and seasoning launches in Canada, 2017
- Consumers express demand for “clean” labels
-
- Figure 31: Importance of all-natural ingredients, by parental status, January 2018
- Half of Canadians place value in brand equity
-
- Figure 32: President’s Choice Blue Menu Low Sodium Ketchup Style Sauce (Canada), November 2017
-
- Figure 33: Heinz Sriracha Ketchup Style Sauce (Canada), March 2016
Growth Opportunities
-
- Trial size and flavour boosters can help maximize reach
-
- Figure 34: TURF Analysis – Interest In condiments and/or seasonings, January 2018
- Consumers are looking for personalized options
-
- Figure 35: Agree “I prefer to mix them together to create my own flavours”, by age, parental status and parental type, January 2018
- Desire for customization does not negate the demand for convenience
-
- Figure 36: Bang Curry Barishal Bang Spice Kit (UK), October 2017
-
- Figure 37: Passage Foods Street Kitchen Asian Japanese Teriyaki Chicken (UK), March 2018
- Nearly half of Canadians are willing to pay more for “quality”
-
- Figure 38: Agree “I would pay more for premium condiments”, by age and gender, January 2018
-
- Figure 39: Montosco Le Eccellenze del Gusto Condiments Set for Meat (Italy), February 2017
- Figure 40: La Barberie Microbrasserie Beer Mustard (Canada), July 2016
-
- Figure 41: Au Pied de Cochon Martin Baseball Smoked Maple Mustard (Canada), March 2017
- Figure 42: Maull's Onion Bits St. Louis Style BBQ Sauce (US), April 2016
- Breakfast represents a growth opportunity
-
- Figure 43: McCormick Good Morning Peaches & Cream Baked Oatmeal Slow Cooker Breakfast Seasoning Mix (US), December 2017
- Figure 44: McCormick Good Morning Apple Cinnamon French Toast Slow Cooker Breakfast Seasoning Mix (US), December 2017
- Figure 45: McCormick Good Morning Mexican Egg Casserole Slow Cooker Breakfast Seasoning Mix (US), December 2017
Condiment and Seasonings Usage
-
- Ketchup remains the king of condiments
-
- Figure 46: Condiments usage, January 2018
-
- Figure 47: Appealing flavours in sauces and marinades, September 2017
-
- Figure 48: Condiments usage, by gender, January 2018
-
- Figure 49: Condiments usage, by age, January 2018
- Salt and pepper remain as an overwhelming go-to for Canadians
-
- Figure 50: Seasoning usage, January 2018
-
- Figure 51: Seasoning usage, by gender, January 2018
-
- Figure 52: Seasoning usage (select), by age, January 2018
Consumer Groups
-
- Parents can use a helping hand
-
- Figure 53: Condiments and/or seasonings consumers are interested in trying (select), by parental status, January 2018
-
- Figure 54: Condiments and/or seasonings consumers are interested in trying, by parental status, January 2018
- Regional differences can impact positioning
-
- Figure 55: Condiments usage, Quebec vs Canada overall, January 2018
-
- Figure 56: Important factors when choosing condiments and/or seasonings, BC vs Canada overall, January 2018
Appendix – Data Sources and Abbreviations
-
- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- TURF Analysis
- Abbreviations and terms
- Abbreviations
Back to top