Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Overview
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- Figure 1: Total US retail sales and fan chart forecast of dips and savory spreads, at current prices, 2012-22
- The issues
- Lack of frequent consumption
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- Figure 2: Dips and spreads behaviors – weekly consumption and brand loyalty, March 2018
- Competition from adjacent categories
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- Figure 3: Condiment and dressing behavior – use them as a dip, October 2017
- Shelf-stable products lose share to refrigerated
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- Figure 4: Total US market share of dips and savory spreads, by segment, at current prices, 2015 and 2017
- The opportunities
- Encourage sharing and eating with friends and family
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- Figure 5: Dips and spreads attitudes – sharing, March 2018
- Disrupt consumer habits
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- Figure 6: Dips and spreads uses, March 2018
- Emphasize well-roundedness of category
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- Figure 7: Correspondence analysis – Perceptions of dips and spreads, March 2018
- What it means
The Market – What You Need to Know
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- All dips and savory spreads segments grow
- Blurring of categories intensifies competition
- Popularity of snacking advantageous to the category
- Influence from international cuisine, foodservice
Market Size and Forecast
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- Dips and savory spreads continues steady growth
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- Figure 8: Total US retail sales and fan chart forecast of dips and savory spreads, at current prices, 2012-22
- Figure 9: Total US retail sales and forecast of dips and savory spreads, at current prices, 2012-22
Market Breakdown
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- Refrigerated/frozen segment continues to steal share
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- Figure 10: Total US market share of dips and savory spreads, by segment, at current prices, 2015 and 2017
- Figure 11: Total US retail sales and forecast of dips and savory spreads, by segment, at current prices, 2012-22
- Other channels slowly stealing share from traditional supermarkets
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- Figure 12: Total US retail market size of dips and savory spreads, by channel, at current prices, 2015 and 2017
Market Perspective
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- Rivalry from condiments, dressings, sweet spreads
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- Figure 13: Total US retail sales of condiments and dips and savory spreads, at current prices, 2015 and 2017
- Pairing potential with growing snacks
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- Figure 14: Total US retail sales of select snack categories and segments, at current prices, 2015 and 2017
- Interest in international food
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- Figure 15: Interest in international flavors in retail food, any interest, October 2017
- Consumers prefer freshness of foods on store perimeter
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- Figure 16: Attitudes toward the perimeter, any agree, April 2017
- Inspiration from foodservice
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- Figure 17: Dips and spreads – select menu item dishes, by menu incidence change, Q4 2015-17
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- Figure 18: Dips and spreads – select flavors of ingredients, by menu incidence change, Q4 2015-17
Market Factors
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- Snacking
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- Figure 19: Snacking frequency, March 2017
- Food an important aspect during social gatherings
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- Figure 20: Dips and spreads attitudes – sharing, March 2018
- Decline in households with children
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- Figure 21: Households, by presence of own children, 2007-17
Key Players – What You Need to Know
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- PepsiCo the standout leader in fragmented category
- Refrigerated options continue to rise
- Comparable quality, affordability help store brands
- Individual portions make dips mobile, if wanted
Company and Brand Sales of Dips and Savory Spreads
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- PepsiCo leads diverse category
- Sabra and Hormel find success with guacamole, hummus, and salsa
- Packaging, product revamps benefit Kraft Heinz, HP Hood, and Clorox
- Sales for Campbell Soup, Lancaster Colony fall
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- Figure 22: Multi-outlet sales of dips and savory spreads, by leading companies, rolling 52 weeks 2017 and 2018
What’s Working?
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- Refrigerated brands large and small
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- Figure 23: Sabra TV advertisement – “Feel Good”
- Figure 24: Multi-outlet sales of refrigerated dips, salsa, and spreads, by growing brands, rolling 52 weeks 2017 and 2018
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- Figure 25: Multi-outlet sales of refrigerated dips, salsa, and spreads, by total, top ten companies, others, and private label, rolling 52 weeks 2017 and 2018
- Private label has value advantage
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- Figure 26: Multi-outlet sales change of private label dips and savory spreads, by total category and segments, rolling 52 weeks 2017 and 2018
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- Figure 27: Purchase intelligence of select private label dips and savory spreads, January 2017-March 2018
- Claims that convey wholesomeness
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- Figure 28: Dip and spread launches – select health and free-from claims, 2014-17
- Figure 29: GOODFOODS online video – “Welcome to the Good Life”
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- Figure 30: Multi-outlet sales of refrigerated dips and spreads, by growing brands, rolling 52 weeks 2017 and 2018
- Packaging for consumption anywhere
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- Figure 31: Multi-outlet sales of refrigerated dips and spreads – portable, snack, and microwavable packaging, rolling 52 weeks 2017 and 2018
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- Figure 32: Purchase intelligence of select private label dips and savory spreads – portable and snack packaging, January 2017-March 2018
What’s Struggling?
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- Fresh salsa struggles with value
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- Figure 33: Positive instant reaction and purchase intent of salsa – refrigerated and shelf-stable, January 2017-March 2018
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- Figure 34: purchase intent of select refrigerated salsa products, January 2017 - March 2018
- Picante struggles with identity
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- Figure 35: Multi-outlet sales of picante sauce, rolling 52 weeks 2017 and 2018
- Frozen lacks convenience and in-store positioning
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- Figure 36: Multi-outlet sales of frozen dips and spreads – declining brands, rolling 52 weeks 2017 and 2018
- Figure 37: Multi-outlet sales of frozen dips and spreads, rolling 52 weeks 2017 and 2018
What’s Next?
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- Inclusive of all diets
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- Figure 38: Dip and spread launches – vegan and select suitability claims, 2014-17
- Upscale and small batch selections
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- Figure 39: Dip and spread launches – premium, small batch/batches, handcrafted, or artisanal, 2014-17
- Flavors, ingredients from emerging global cuisine
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- Figure 40: Emerging international cuisine purchase, November 2017
The Consumer – What You Need to Know
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- Widespread consumption of dips and savory spreads
- Salsa is most consumed dip
- Preference for refrigerated
- Dip and spread eaters are habitual
- Enthusiasm for sharing in the category
- Consumers seek greater diversity
- Desire for adaptability
Dips and Spreads Consumption
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- Extensive consumption, especially for salsa and refrigerated
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- Figure 41: Dips and spreads consumption, March 2018
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- Figure 42: Dips and spreads format, March 2018
- Young adults are core consumers
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- Figure 43: Dips and spreads consumption – any dips or spreads, by age, March 2018
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- Figure 44: Repertoire of dips and spreads consumption, by age, March 2018
- Household size drives variety
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- Figure 45: Dips and spreads consumption, by parental status, March 2018
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- Figure 46: Repertoire of dips and spreads consumption, by parental status and household size, March 2018
- Category offers something for everyone
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- Figure 47: Dips and spreads consumption, by race and Hispanic origin, March 2018
Dips and Spreads Behaviors
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- Consumers turn to same brands, seek to indulge with balance
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- Figure 48: Dips and spreads behaviors, March 2018
- Men eat dips more frequently, women more likely to make homemade dip
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- Figure 49: Dips and spreads behaviors – eat at least weekly, make from scratch, by gender, March 2018
- Older consumers are more habitual, young adults experimental
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- Figure 50: Dips and spreads behaviors – brand loyalty, healthy and indulgent consumption, learn about from friends/family, by generations, March 2018
- Parents seek consistent variety for themselves and family
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- Figure 51: Dips and spreads behaviors, by parental status, March 2018
Dips and Spreads Uses
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- Dips and spreads as snacks, pairings
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- Figure 52: Dips and spreads uses, March 2018
- Women enjoy social aspect in category
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- Figure 53: Dips and spreads uses – as a snack, at social gatherings, during leisure time by myself, by gender, March 2018
- Flexibility of dip and spread uses appeals to parents
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- Figure 54: Dips and spreads behaviors, by parental status, March 2018
Perceptions of Dips and Spreads
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- Refrigerated dips and spreads possess strong advantages
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- Figure 55: Correspondence analysis – Perceptions of dips and spreads, March 2018
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- Figure 56: Perceptions of dips and spreads, March 2018
- Opportunity for refrigerated dips to target older consumers
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- Figure 57: Perceptions of dips and spreads – refrigerated, by age, March 2018
- Affordability and convenience of dry mixes resonates with parents
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- Figure 58: Perceptions of dips and spreads – dry mixes, by age, March 2018
Dips and Spreads Attitudes
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- Sharing is inherent to the category
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- Figure 59: Dips and spreads attitudes, March 2018
- Sharing inspires interest in global, premium, and healthy options
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- Figure 60: Dips and spreads attitudes –sharing with friends/family, by dips and spreads attitudes, March 2018
- Social aspect, store brands more appealing to younger women
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- Figure 61: Dips and spreads attitudes – sharing with friends/family and store brands just as good as name brands, by gender and age, March 2018
Dips and Spreads Innovation
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- Interest in diverse and adaptable products
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- Figure 62: Dips and spreads innovation, March 2018
- International flavor combinations may deliver premium, exotic options
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- Figure 63: Dips and spreads innovation – international varieties, restaurants, brands, and flavor combinations, by dips and spreads attitudes, March 2018
- Younger consumers seek convenience
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- Figure 64: Dips and spreads innovation – on-the-go packaging and packaged with pairings, by age, March 2018
- Parents interested across innovation
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- Figure 65: Dips and spreads innovation, by parental status, March 2018
- Value-added packaging piques interest of large households
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- Figure 66: Dips and spreads innovation – fresh dips/spread kits and packaged with pairings, by household size, March 2018
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 67: Total US retail sales and forecast of dips and savory spreads, at inflation-adjusted prices, 2012-22
- Figure 68: Total US retail sales and forecast of dips and savory spreads, by segment, at current prices, 2012-22
- Figure 69: Total US retail sales of dips and savory spreads, by segment, at current prices, 2015 and 2017
- Figure 70: Total US retail sales and forecast of refrigerated/frozen dips, salsa, and spreads, at current prices, 2012-22
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- Figure 71: Total US retail sales and forecast of refrigerated/frozen dips, salsa, and spreads, at inflation-adjusted prices, 2012-22
- Figure 72: Total US retail sales and forecast of shelf-stable dips and spreads, at current prices, 2012-22
- Figure 73: Total US retail sales and forecast of shelf-stable dips and spreads, at inflation-adjusted prices, 2012-22
- Figure 74: Total US retail sales and forecast of salsa, at current prices, 2012-22
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- Figure 75: Total US retail sales and forecast of salsa, at inflation-adjusted prices, 2012-22
- Figure 76: Total US retail sales of dips and savory spreads, by channel, at current prices, 2012-17
- Figure 77: Total US retail sales of dips and savory spreads, by channel, at current prices, 2015 and 2017
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- Figure 78: US supermarket sales of dips and savory spreads, at current prices, 2012-17
- Figure 79: US sales of dips and savory spreads through other retail channels, at current prices, 2012-17
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Appendix – Key Players
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- Figure 80: Multi-outlet sales of refrigerated/frozen dips, salsa, and spreads, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 81: Multi-outlet sales of shelf-stable dips and spreads, by leading companies and brands, rolling 52 weeks 2017 and 2018
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- Figure 82: Multi-outlet sales of salsa, by leading companies and brands, rolling 52 weeks 2017 and 2018
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