Sauces and Marinades - Canada - December 2017

OVERVIEW
What you need to know
Definition
Sauces and marinades in consumer research
Cooking sauces in market sizes:
EXECUTIVE SUMMARY 
Overview
The issues
Age impacts usage for select categories
Figure 1: Usage of select sauces, by age group, September 2017
Sodium and sugar levels in sauces are important to older Canadians
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
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
Figure 4: Interest in sauces and/or marinades, September 2017
Parents are looking for help
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
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
Consistent growth forecast for cooking sauces
Immigration fuelling Canada’s population growth
Canadians are more time-pressed
MARKET SIZE AND FORECAST
Consistent value and volume sales growth forecast for cooking sauces
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
Tomato-based sauces prove most popular
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 
Immigration fuelling Canada’s population growth
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
Figure 13: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
KEY PLAYERS – WHAT YOU NEED TO KNOW 
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?
Consumers looking abroad for flavour inspiration
Figure 14: Kohinoor Bombay Egg Curry Cooking Sauce (Canada), October 2017
Figure 15: Lee Kum Kee Sauce for Mandarin Orange (Canada), March 2017
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?
Africa among the sources for flavour expansion
Figure 18: Ethnic-inspired foods have not tried but interested in trying, November 2015
Interest in craft/artisan alcoholic beverages represents opportunity for premiumization
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
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
Figure 24: Campbell's Skillet Sauces Creamy Pesto Chicken Cooking Sauce (USA), September 2017
Figure 25: Scratch Chicken Pad Thai Noodles (UK), April 2017
Plant-based sauces address demand for more flexible diets
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
Figure 28: Tesco Black Bean Sauce (UK), September 2017
THE CONSUMER – WHAT YOU NEED TO KNOW 
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 
Pasta and barbeque sauces are most commonly used
Figure 29: Types of sauces and/or marinades used, September 2017
Factors beyond flavour influence usage
Figure 30: Sauces used (select), by age group, September 2017
Figure 31: Frank’s RedHot – Not Your Mother’s Chicken Dance, June 2016
BBQ and garlic flavours are most appealing to Canadians
Figure 32: Appeal of sauce and/or marinade flavours, September 2017
Figure 33: TURF analysis – Flavours, October 2017
Figure 34: Appeal of sauce and/or marinade flavours, by gender, September 2017
Figure 35: Top 25 flavours in cooking sauce launches – North America, January-December 2017
REASONS FOR USING SAUCES AND/OR MARINADES
Flavour is the most popular reason for using sauces and marinades
Figure 36: Reasons for using sauces and/or marinades, September 2017
Figure 37: Reasons for using sauces and/or marinades (select), by age group, September 2017
Pragmatic considerations support usage of sauces and/or marinades
Figure 38: Convenience-related reasons for using sauces and/or marinades, by gender, September 2017
Figure 39: Chefs Plate – How It Works, February 2017
“Imitation” holds limited resonance with consumers
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
Figure 41: “I don’t feel confident in my cooking abilities” (% agree), by age, September 2017
INNOVATION OPPORTUNITIES
Customization matters to consumers
Figure 42: Interest in sauces and/or marinades, September 2017
Figure 43: TED – Choice, happiness and spaghetti sauce I Malcolm Gladwell, January 2007
Regional identity helps marry flavour with story
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
Figure 45: Interest in sauces and/or marinades health-related considerations, by age group, September 2017
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
Figure 48: “Willing to pay more for cooking sauces with premium ingredients”, by household income, September 2017
Figure 49: Agree sauces add excitement to foods I typically eat, by age group, September 2017
Figure 50: Agree refrigerated sauces offer better quality than those on the shelf, by age group, September 2017
CONSUMER GROUPS
Flavour enhancement critical to success in both Canada and the US
Figure 51: Sauce and marinade usage, Canada vs US, September 2017 (Canada)/October 2017 (US)
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
Figure 53: Reasons for using sauces and/or marinades (select), Quebec vs overall, September 2017
Figure 54: Areas of interest, BC vs overall, September 2017
Parents more likely to use sauces and marinades
Figure 55: Sauce and/or marinade usage, mothers vs fathers, September 2017
Figure 56: Sauce and/or marinade usage, parents vs non-parents, September 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Consumer qualitative research
TURF analysis
Abbreviations and terms
Abbreviations