Cooking Sauces, Marinades and Dressings - US - December 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
Overview
Market driven by economic, demographic factors
Figure 1: Total US retail sales, fan chart forecast, cooking sauces, marinades, dressings, at current prices, 2008-18
Dry sauces lead all segments based on affordability, convenience
Key players
The consumer
More than seven in 10 report using bottled dressing in the household
Figure 2: Types of sauces/marinades/gravies or dry seasonings and/or dressings used, September 2013
Healthful claims influence product selection
Figure 3: Product claims influencing purchase of sauces/marinades/dry seasoning mixes, dressings, September 2013
More than half prefer spicy/hot flavors; nearly half prefer regional/local products
Figure 4: Preferred flavors of sauces/marinades, dry seasoning mixes, or dressings, September 2013
Respondents most motivated by coupons to use untried products
Figure 5: Purchase motivators for sauces/marinades/dry seasoning mixes, or dressings never tried before, September 2013
What we think
ISSUES AND INSIGHTS
Issue
Can healthful product claims translate to more sales?
Insight
Helping consumers help themselves
Issue
Can marinades/sauces match the versatility of dressings?
Insight
Labeling, marketing, and shelf positioning
Issue
Can premium brands foster more usage?
Insight
Transferring value from the price tag to the experience
TREND APPLICATIONS
Trend: Locavore
Trend: Survival Skills
Mintel Futures: East Meets West
MARKET SIZE AND FORECAST
Key points
Constant growth from 2008 through 2018
Post-recession conditions spawn more home cooks
Sales and forecast of cooking sauces, marinades, and dressings
Figure 6: Total US retail sales and forecast of cooking sauces, marinades, and dressings, at current prices, 2008-18
Figure 7: Total US retail sales and forecast of cooking sauces, marinades, and dressings, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 8: Total US retail sales and fan chart forecast of cooking sauces, marinades, and dressings, at current prices, 2008-18
MARKET DRIVERS
Key points
Slow economic recovery prompts more home cooking
Figure 9: Cooking frequency July-August 2013
Meat and poultry consumption declines
Age demographics play a significant role in usage
Figure 10: Household use of prepared salad dressing and barbecue, marinades, and seasoning sauces, by age, May 2012-June 2013
Whites, Blacks more likely than Hispanics, Asians to use sauces/dressings
Figure 11: Household use of prepared salad dressing, by race/Hispanic origin, May 2012-June 2013
COMPETITIVE CONTEXT
Dining out vies for consumer mealtimes
Sauces and stocks trends in restaurants
Figure 12: Top 10 sauces and stocks on menus, Q3 2010-Q3-2013
Prepared meals compete on convenience and price
Preseasoned/marinated/glazed meats eliminate need for separate products
Figure 13: How broiler chickens are sold, 2010-15
SEGMENT PERFORMANCE
Key points
Dry sauces/rubs comprise 44% of the market
Sales of cooking sauces, marinades, and dressings, by segment
Figure 14: Total US retail sales of cooking sauces, marinades, and dressings, segmented by type, 2011 and 2013
SEGMENT PERFORMANCE—DRY SAUCES AND RUBS
Key points
Steady growth projected into 2018
Sales and forecast of dry sauces and rubs
Figure 15: Total US retail sales and forecast of dry sauces and rubs, at current prices, 2008-18
SEGMENT PERFORMANCE—SALAD DRESSINGS
Key points
Dressings expected to grow moderately into 2018
Sales and forecast of salad dressings
Figure 16: Total US retail sales and forecast of salad dressings, at current prices, 2008-18
SEGMENT PERFORMANCE—LIQUID SAUCES
Key points
Future sales expected to outpace other segments
Sales and forecast of liquid sauces
Figure 17: Total US retail sales and forecast of liquid sauces, at current prices, 2008-18
RETAIL CHANNELS
Key points
Supermarkets comprise the largest share of sales
Sales of cooking sauces, marinades, and dressings, by channel
Figure 18: Sales of fish and seafood, by channel, 2011 and 2013
Supermarkets lead based on convenience
Figure 19: US supermarket sales of cooking sauces, marinades, and dressings, 2008-13
Other channels grow more rapidly between 2008 and 2013
Figure 20: US other channel* sales of cooking sauces, marinades, and dressings, 2008-13
LEADING COMPANIES
Key points
Diverse market but few top players
Private label grows 5.3%
Manufacturer sales of cooking sauces, marinades, and dressings
Figure 21: Manufacturer sales of cooking sauces, marinades, and dressings, 2012 and 2013
BRAND SHARE—DRY COOKING SAUCES
Key points
McCormick leads but manages only 0.8% growth
Private label grows 12.9%, outsells vast majority of national brands
Manufacturer sales of dry cooking sauces
Figure 22: Manufacturer sales of dry cooking sauces, 2012 and 2013
BRAND SHARE—SHELF-STABLE SALAD DRESSINGS
Key points
Hidden Valley Ranch puts Clorox at the top of the segment
Kraft brands decline
Wish-Bone decelerates losses for Unilever
Limited partnership with Olive Garden restaurant boosts Lancaster sales
Manufacturer sales of shelf-stable salad dressings
Figure 23: Manufacturer sales of shelf-stable salad dressings, 2012 and 2013
BRAND SHARE—LIQUID COOKING SAUCES
Key points
Ken’s Foods grows 13.6% with Sweet Baby Ray’s, leads segment
Kraft follows Ken’s but fails to match its growth
Jack Daniels licensed brand boosts sales for H.J. Heinz Co.
Smaller brands exhibit big growth
Private label comprises significant share
Manufacturer sales of liquid cooking sauces
Figure 24: Manufacturer sales of liquid cooking sauces, 2012 and 2013
BRAND SHARE—REFRIGERATED SALAD DRESSINGS
Key points
Tough competition between a limited number of players
Campbell’s acquisition of Bolthouse Farms dresses up the company
Manufacturer sales of refrigerated salad dressings
Figure 25: Manufacturer sales of refrigerated salad dressings, 2012 and 2013
INNOVATIONS AND INNOVATORS
All-natural, additive-free claims popular among marinade product launches
Figure 26: Marinade product claims, 2010-13
Ease of use tops claims for salad dressings
Figure 27: Salad dressing product claims, 2010-13
International flavors give consumers a taste of culture
Spicy/hot flavors heat up the marinade and dressing categories
All-natural is important to four in 10 respondents
MARKETING STRATEGIES
 OVERVIEW OF THE BRAND LANDSCAPE
Theme: Family style simplicity
McCormick
McCormick TV ad
Figure 28: McCormick television ad, 2013
Kraft
Kraft TV ads
Figure 29: Kraft Recipe Makers cooking sauces television ad, 2013
Figure 30: Kraft Zesty salad dressing television ad, 2013
Clorox
Hidden Valley Ranch TV ad
Figure 31: Hidden Valley Ranch salad dressing television ad, 2012
Ken’s Foods
Ken’s Steak House TV ads
Figure 32: Ken’s Steak House salad dressing television ad, 2012
Figure 33: Ken’s SteakHouse salad dressing television ad, 2012
SOCIAL MEDIA
Key points
 KEY SOCIAL MEDIA METRICS
Figure 34: Key social media metrics, Nov. 2013
Market overview
Brand usage and awareness
Figure 35: Brand usage or awareness for selected cooking sauce, marinade, and dressing brands, Sept. 2013
Interaction with cooking sauce, marinade, and dressing brands
Figure 36: Interaction with selected cooking sauce, marinade and dressing brands, Sept. 2013
Online conversations
Figure 37: Online conversations on selected cooking sauce, marinade and dressing brands, by day, Dec. 1, 2012- Nov. 30, 2013
Where are people talking about cooking sauce, marinade, and dressing brands?
Figure 38: Online conversations on selected cooking sauce, marinade and dressing brands, by page type, Dec. 1, 2012-Nov. 30, 2013
What are people talking about?
Figure 39: Conversations surrounding selected cooking sauce, marinade and dressing brands, Dec. 1, 2012-Nov. 30, 2013
Figure 40: Conversations surrounding selected cooking sauce, marinade and dressing brands, by page type, Dec. 1, 2012-Nov. 30, 2013
 ANALYSIS BY BRAND
Sweet Baby Ray’s
Figure 41: Sweet Baby Rays—key social media indicators, as of Dec. 3, 2013
Key online campaigns
What we think
Kraft
Figure 42: Kraft—key social media indicators, as of Dec. 2, 2013
Key online campaigns
What we think
Wish-Bone
Figure 43: Wish-Bone—key social media indicators, as of Dec. 3, 2013
Key online campaigns
What we think
KC Masterpiece
Figure 44: KC Masterpiece—key social media indicators, as of Dec. 3, 2013
Key online campaigns
What we think
McCormick
Figure 45: McCormick Spice—key social media indicators, as of Dec. 3, 2013
Key online campaigns
What we think
Lawry’s
Figure 46: Lawry’s—key social media indicators, as of Dec. 2, 2013
Key online campaigns
What we think
MEALS COOKED AT HOME
Key points
More than four in 10 cook all household meals
Figure 47: Proportion of all home-prepared meals that are personally prepared for self or others in the household, by gender, September 2013
18-24 least likely to cook all household meals
Figure 48: Proportion of all home-prepared meals that are personally prepared for self or others in the household, by age, September 2013
USE OF SEASONING AND BARBECUE SAUCES, SALAD DRESSINGS
Key points
High penetration rates for dressings and sauces
Figure 49: Household use of prepared salad dressing and barbecue, marinades, and seasoning sauces, by household income, May 2012-June 2013
Most use regular dressings; four in 10 use reduced calorie/light dressings
Figure 50: Use of regular, reduced calorie/light, and low-fat/fat-free salad dressings in the household, by age, May 2012-June 2013
A majority use one bottle or less in a month
Figure 51: Number of bottles/jars of prepared salad dressing used in the last 30 days, May 2012-June 2013
Most use barbecue sauce, especially younger respondents
Figure 52: Flavors of barbecue, marinades, and seasoning sauces used in the household, by age, May 2012-June 2013
Some 46% use 1-2 bottles of barbecue/marinade/seasoning sauce per month
Figure 53: Number of bottles, cans, or jars of barbecue, marinades, and seasoning sauces used by the household in the last 30 days, May 2012-June 2013
A.1., Sweet Baby Ray’s top brands used in household
Figure 54: Brands of barbecue, marinades, and seasoning sauces used in the household, May 2012-June 2013
TYPES OF SAUCES/MARINADES/GRAVIES/DRY SEASONINGS AND/OR DRESSINGS USED
Key points
Roughly eight in 10 use store-bought marinade/mixes/dry rubs
Figure 55: Types of sauces/marinades/gravies or dry seasonings and/or dressings used, by gender, September 2013
Usage varies by age
Figure 56: Types of sauces/marinades/gravies or dry seasonings and/or dressings used, by age, September 2013
Lowest income means least likelihood to use a range of products
Figure 57: Types of sauces/marinades/gravies or dry seasonings and/or dressings used, by household income, September 2013
PRODUCT CLAIMS INFLUENCING PURCHASE
Key points
Low/no sodium tops claims influencing purchases
Figure 58: Product claims influencing purchase of sauces/marinades/dry seasoning mixes, dressings, by gender, September 2013
55+ most influenced to purchase by low/no sodium, fat, sugar
Figure 59: Product claims influencing purchase of sauces/marinades/dry seasoning mixes, dressings, by age, September 2013
Those influenced by ads most likely to be influenced by a range of claims
Figure 60: Product claims influencing purchase of sauces/marinades/dry seasoning mixes, dressings, by purchase motivators for sauces/marinades/dry seasoning mixes or dressing never tried before, September 2013
Figure 61: Product claims influencing purchase of sauces/marinades/dry seasoning mixes, dressings, by purchase motivators for sauces/marinades/dry seasoning mixes, or dressing never tried before, September 2013
PREFERRED FLAVORS OF SAUCES/MARINADES/GRAVIES/DRY SEASONINGS AND/OR DRESSINGS
Key points
More than half prefer spicy/hot flavors
Figure 62: Preferred flavors of sauces/marinades, dry seasoning mixes, or dressings, by gender, September 2013
Younger respondents are more adventurous with flavors
Figure 63: Preferred flavors of sauces/marinades, dry seasoning mixes, or dressings, by age, September 2013
$100K or more the most likely to prefer regional, local, artisanal products
Figure 64: Preferred flavors of sauces/marinades, dry seasoning mixes, or dressings, by household income, September 2013
MOTIVATIONS TO PURCHASE
Key points
Respondents are most motivated to purchase by coupons
Figure 65: Purchase motivators for sauces/marinades/dry seasoning mixes or dressings never tried before, by gender, September 2013
Seniors most motivated by coupons to try new products
Figure 66: Purchase motivators for sauces/marinades/dry seasoning mixes or dressings never tried before, by age, September 2013
RACE AND HISPANIC ORIGIN
Key points
Blacks most likely to use regular dressing; least likely to use low-calorie
Figure 67: Use of regular, reduced calorie/light, and low-fat/fat-free salad dressings in the household, by race/Hispanic origin, May 2012-June 2013
Blacks very likely to use barbecue sauce; Asians very likely to use soy, teriyaki
Figure 68: Flavors of barbecue, marinades, and seasoning sauces used in the household, by race/Hispanic origin, May 2012-June 2013
Ethnic respondents most likely to be influenced by health claims
Figure 69: Product claims influencing purchase of sauces/marinades/dry seasoning mixes, dressings, by race/Hispanic origin, September 2013
Ethnic respondents motivated to trial by cooking TV shows
Figure 70: Purchase motivators for sauces/marinades/dry seasoning mixes or dressing never tried before, by race/Hispanic origin, September 2013
KEY HOUSEHOLD PURCHASE MEASURES—INFORMATION RESOURCES INC. BUILDERS PANEL DATA
 OVERVIEW OF GRAVY/SAUCE MIXES
 DRY MEAT/SEAFOOD SEASONING MIXES
 CONSUMER INSIGHTS ON KEY PURCHASE MEASURES—DRY MEAT/SEAFOOD SEASONING MIXES
Brand map
Figure 71: Brand map, selected brands of dry meat/seafood seasoning mixes buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 72: Key purchase measures for the top brands of dry meat/seafood seasoning mixes, by household penetration, 2012*
 BARBEQUE SAUCE
 CONSUMER INSIGHTS ON KEY PURCHASE MEASURES—BARBEQUE SAUCE
Brand map
Figure 73: Brand map, selected brands of barbeque sauce buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 74: Key purchase measures for the top brands of barbeque sauce, by household penetration, 2012*
APPENDIX – MARKET DRIVERS
Consumer confidence
Figure 75: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Unemployment
Figure 76: US unemployment rate, by month, 2002-13
Figure 77: US unemployment and underemployment rates, 2007-13
Figure 78: Number of employed civilians in US, in thousands, 2007-13
Food cost pressures
Figure 79: Changes in USDA Food Price Indexes, 2011-14
Obesity
Figure 80: American adults by weight category as determined by body mass index (BMI), 2008-October 28, 2013
Childhood and teen obesity—highest in decades
Figure 81: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Racial, ethnic population growth
Figure 82: US population by race and Hispanic origin, 2008, 2013, and 2018
Figure 83: Households with children, by race and Hispanic origin of householder, 2012
Shifting US demographics
Figure 84: US population, by age, 2008-18
Figure 85: US households, by presence of own children, 2002-12
APPENDIX – OTHER USEFUL CONSUMER TABLES
Meals cooked at home
Figure 86: Proportion of all home-prepared meals that are personally prepared for self or others in the household, by gender and age, September 2013
Figure 87: Proportion of all home-prepared meals that are personally prepared for self or others in the household, by household income, September 2013
Product claims influencing purchase
Figure 88: Product claims influencing purchase of sauces/marinades/dry seasoning mixes, dressings, by household income, September 2013
Preferred flavors of sauces/marinades/gravies/dry seasonings and/or dressings
Figure 89: Preferred flavors of sauces/marinades, dry seasoning mixes, or dressings, by presence of children in household, September 2013
Motivations to purchase
Figure 90: Purchase motivators for sauces/marinades/dry seasoning mixes or dressing never tried before, by household income, September 2013
Race and Hispanic origin
Figure 91: Types of sauces/marinades/gravies or dry seasonings and/or dressings used, by race/Hispanic origin, September 2013
Figure 92: Preferred flavors of sauces/marinades, dry seasoning mixes, or dressings, by race/Hispanic origin, September 2013
APPENDIX – SOCIAL MEDIA
Brand usage or awareness
Figure 93: Brand usage or awareness, September 2013
Figure 94: Lawry’s usage or awareness, by demographics, September 2013
Figure 95: Wish-Bone usage or awareness, by demographics, September 2013
Figure 96: Kraft usage or awareness, by demographics, September 2013
Figure 97: Sweet Baby Ray’s usage or awareness, by demographics, September 2013
Figure 98: McCormick usage or awareness, by demographics, September 2013
Figure 99: KC Masterpiece usage or awareness, by demographics, September 2013
Activities done
Figure 100: Activities done, September 2013
Figure 101: Lawry’s – Activities done, by demographics, September 2013
Figure 102: Wish-bone – Activities done, by demographics, September 2013
Figure 103: Kraft – Activities done, by demographics, September 2013
Figure 104: Sweet Baby Ray’s – Activities done, by demographics, September 2013
Figure 105: McCormick – Activities done, by demographics, September 2013
Figure 106: KC Masterpiece – Activities done, by demographics, September 2013
Online conversations
Figure 107: Online conversations on selected cooking sauce, marinade, and dressing brands, by day, Dec. 1, 2012- Nov. 30, 2013
Figure 108: Online conversations on selected cooking sauce, marinade, and dressing brands, by page type, Dec. 1, 2012- Nov. 30, 2013
Figure 109: Conversations surrounding selected cooking sauce, marinade, and dressing brands, Dec. 1, 2012- Nov. 30, 2013
Figure 110: Conversations surrounding selected cooking sauce, marinade, and dressing brands, by page type, Dec. 1, 2012- Nov. 30, 2013
APPENDIX – INFORMATION RESOURCES INC. BUILDERS PANEL DATA DEFINITIONS
Information Resources Inc. Consumer Network Metrics
APPENDIX – TRADE ASSOCIATIONS