Condiments - US - November 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Top takeaways
The issues
Category engagement starts and ends with traditional condiments
Figure 1: Condiment Consumption, September 2019
Taste and versatility are vital, yet under-delivered
Figure 2: Condiment associations, September 2019
Small households need a boost
Figure 3: Condiment consumption, by household size, September 2019
The opportunities
Recipes encourage purchase
Figure 4: Condiment behaviors, September 2019
Condiment brands can lead a gut health conversation
Figure 5: Net fermented condiment attitudes, September 2019
Bringing international influence inside the home
Figure 6: change in international cuisine consumption, November 2017-August 2019
Figure 7: Directionally fast-growing flavors in new US food* product launches, July 2016-June 2019
THE MARKET – WHAT YOU NEED TO KNOW
Condiments maintain steady growth
Salad dressing may have plateaued
Competition goes beyond the condiments category
An aging population favors the category
Interest in international flavors an opportunity
MARKET SIZE AND FORECAST 
Slow but steady growth ahead for condiments
Figure 8: Total US sales and fan chart forecast of condiments, at current prices, 2014-24
Figure 9: Total US sales and forecast of condiments, at current prices, 2014-24
Minimal change expected in salad dressing
Figure 10: Total US sales and fan chart forecast of salad dressing, at current prices, 2014-24
Figure 11: Total US sales and forecast of market, at current prices, 2012-22
MARKET BREAKDOWN
Pickles, olives and relish drive category sales
Other sauces’ success an indicator of where consumer interest lies
Figure 12: Total US retail sales and forecast of ketchup, mustard, mayonnaise, other condiments, and pickles, olives, and relish and other condiments at current prices, $ million, 2019
Figure 13: Total US retail sales and forecast of pickles, olives, and relish and other condiments at current prices, 2014-24
Mayonnaise and mustard struggle to drive growth
Figure 14: Total US retail sales and forecast of ketchup, mustard and mayonnaise, at current prices, 2014-24
MARKET PERSPECTIVE
The line between sauces, marinades and condiments is blurred at best
Figure 15: Condiment and dressing attitudes, October 2017
The fresher, the better
Figure 16: Health attributes sought, May 2018
Snacking increases
Figure 17: Snacking frequency, January 2015 and November 2018
MARKET FACTORS 
Average age increase may boost the category
Figure 18: Population by age, 2013-23
International flavors growing at home
Figure 19: International food preferences – Any type of purchase NET, November 2018
Figure 20: Directionally fast-growing flavors in new US food* product launches, July 2016-June 2019
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Kraft holds its position on the leaderboard
Premium options thriving
Bring the heat
Natural positioning struggles to resonate
Condiments go functional
COMPANY AND BRAND SALES OF CONDIMENTS 
Kraft continues to dominate as smaller brands crowd the category
Figure 21: MULO (Multi-Outlet) sales of ketchup; mayonnaise; mustard; other condiments; dressing; and pickles, olives and relish, by leading companies and brands, % market share 2019 rolling 52 weeks 2018 and 2019
Figure 22: Multi-outlet sales of condiments, by leading companies, rolling 52 weeks 2018 and 2019
Private label continues to compete with brand leaders
Figure 23: Multi-outlet sales of private label brands, rolling 52 weeks 2018 and 2019
WHAT’S WORKING
Not your basic condiment
Figure 24: MULO sales of premium condiments, rolling 52 weeks 2018 and 2019
Condiments are the sum of their parts
Figure 25: MULO sales of condiments with ingredient sourcing positioning, rolling 52 weeks 2018
Figure 26: The stuff of legends: the Sir Kensington’s Ingredient story, January 2017
Variety the spice of life
Figure 27: MULO sales of spicy condiments with different peppers, rolling 52 weeks 2018 and 2019
Figure 28: Fast-growing food menu incidence, by sauce ingredient flavor, Q2 2018- Q2 2019
Cutting through the clutter with co-branding
Figure 29: MULO sales of restaurant-branded condiments, rolling 52 weeks 2018 and 2019
Hold the (artificial) sugar
Figure 30: MULO sales of low/no/natural sugar condiments, rolling 52 weeks 2018 and 2019
Snack-sized and ready-to-go
Figure 31: MULO sales of pickle/olive condiments with snack positioning, rolling 52 weeks 2018 and 2019
WHAT’S STRUGGLING
Classics overshadowed by private label
Figure 32: MULO sales of basic condiments, rolling 52 weeks 2018
Greek yogurt overthrown by avocado
Figure 33: MULO sales of condiments with greek yogurt, rolling 52 weeks 2018 and 2019
Consumers can’t taste all natural positioning
Figure 34: MULO sales of condiments with natural positioning, rolling 52 weeks 2018 and 2019
WHAT TO WATCH
Good for the gut condiments
Figure 35: condiments with functional benefits
Figure 36: Social mentions of probiotics, prebiotics and postbiotics, July 2018 - July 2019
International influence
Figure 37: Condiments with international influence
Everything formulations
Figure 38: Condiments with international influence
THE CONSUMER – WHAT YOU NEED TO KNOW 
Nearly everyone consumes condiments
Taste and flavor trump BFY attributes
Premium and uniqueness worth the money
Recipes the tactic to inspire increased use
Interest in fermented options is alive, but education is needed
CONDIMENT CONSUMPTION
Condiments hold nearly universal penetration
Figure 39: Condiment consumption, September 2019
Figure 40: Net condiment consumption, September 2019
Older consumers more engaged, except where things get spicy
Figure 41: condiment consumption repertoire, by age, September 2019
Figure 42: Condiment consumption, by age, September 2019
Small households consume the least
Figure 43: Condiment consumption, by household size, September 2019
Quality seekers and time savers lean on the staples
Specialty sauces fit the bill for adventurous eaters
Figure 44: Condiment consumption, by food and drink segmentation, September 2019
Consumption varies by race and origin
Figure 45: Condiment consumption, by race and origin, September 2019
CONDIMENT ATTRIBUTES 
It all comes down to taste
Low brand importance an opportunity
Figure 46: Condiment attributes, net any rank, September 2019
Figure 47: Condiment attributes, by rank, September 2019
Flavor most important among specialty options
Figure 48: Crosstab of condiment attributes, net any rank by condiment consumption, September 2019
Versatility most important among least-consumed condiments
Figure 49: Crosstab of condiment attributes, net any rank by condiment consumption, September 2019
Low/no attributes appeal more to older consumers
Figure 50: Condiment attributes, net any rank, by age, September 2019
ATTRIBUTES THAT WARRANT INCREASED PRICING
Condiment consumers interested in innovation
All-natural wins over no artificial or no additives
Figure 51: Condiment attributes that encourage increased pricing, September 2019
TURF Analysis
Figure 52: TURF Analysis – Premium attributes, September 2019
Specialty condiment consumers report higher willingness to pay more
Figure 53: Crosstab of condiment attributes that encourage increased pricing by condiment consumption, September 2019
Younger consumers more motivated by uniqueness and wellness
Figure 54: Condiment attributes that encourage increased pricing, by age, September 2019
Dads ready to pay a premium
Figure 55: Condiment attributes that encourage increased pricing, by parental status by gender, September 2019
CONDIMENT ASSOCIATIONS
Taste and versatility associations have room to grow
Figure 56: Correspondence Analysis – Principal map – Condiment associations, September 2019
Figure 57: Condiment Associations, September 2019
Health associations are weak, but so are expectations
Figure 58: Condiment Associations, September 2019
Weak premium associations a challenge for R&D
Figure 59: Condiment Associations, “premium,” September 2019
Younger consumers less impressed with taste
Figure 60: Condiment Associations, “tasty,” by age, September 2019
CONDIMENT BEHAVIORS
Recipe content an important tool to drive purchase
Figure 61: Condiment behaviors, September 2019
Impulse shoppers make a case for quality packaging
Figure 62: Condiment behaviors, purchase motivated by impulse, September 2019
Young consumers struggle to find new uses for condiments
Figure 63: Condiment behaviors, “i struggle to find new uses for condiments,” by age, September 2019
Parents interested in hybrid condiments
Figure 64: Condiment behaviors, “interested in hybrid condiments,” by parental status, September 2019
FERMENTED CONDIMENT ATTITUDES
Flavor reigns supreme in fermented condiments
Brand interest higher in fermented condiments
Figure 65: Net Fermented Condiment Attitudes, September 2019
Figure 66: Fermented condiment attitudes, September 2019
Fermented foods have consumers’ attention, but education is needed
Figure 67: Condiment attitudes, net fermented, September 2019
Parents more interested in fermented condiments
Figure 68: Net Fermented Condiment Attitudes, any agree or disagree, by parental status, September 2019
Men more influenced by portability
Figure 69: Net fermented condiment attitudes, interest in fermented condiments with portable packaging, any agree, by gender, September 2019
Larger households need recipe inspiration
Figure 70: Net fermented condiment attitudes, by household size, September 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Food and Drink Segmentation
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Market Perspective – GNPD search definitions
Figure 71: Total US retail sales and forecast of condiments, at inflation-adjusted prices, 2014-24
Figure 72: Total US retail sales of condiments, by segment, at current prices, 2017 and 2019
Figure 73: Total US retail sales and forecast of ketchup, at inflation-adjusted prices, 2014-24
Figure 74: Total US retail sales and forecast of mustard, at inflation-adjusted prices, 2014-24
Figure 75: Total US retail sales and forecast of pickles, olives, and relish, at inflation-adjusted prices, 2014-24
Figure 76: Total US retail sales and forecast of other condiments, at inflation-adjusted prices, 2014-24
Figure 77: Total US retail sales and forecast of mayonnaise, at inflation-adjusted prices, 2014-24
APPENDIX – RETAIL CHANNELS 
Figure 78: Total US retail sales of condiments, by channel, at current prices, 2014-19
Figure 79: Total US retail sales of condiments, by channel, at current prices, 2017 and 2019
Figure 80: US supermarket sales of condiments, at current prices, 2014-19
Figure 81: US sales of condiments through other retail channels, at current prices, 2014-19
APPENDIX – KEY PLAYERS 
Figure 82: Multi-outlet sales of ketchup, by leading companies and brands, rolling 52 weeks 2018 and 2019
Figure 83: Multi-outlet sales of mustard, by leading companies and brands, rolling 52 weeks 2018 and 2019
Figure 84: Multi-outlet sales of pickles/relish/olives, by leading companies and brands, rolling 52 weeks 2018 and 2019
Figure 85: Multi-outlet sales of other sauces, by leading companies and brands, rolling 52 weeks 2018 and 2019
Figure 86: Multi-outlet sales of mayonnaise, by leading companies and brands, rolling 52 weeks 2018 and 2019
Figure 87: Multi-outlet sales of salad dressing, by leading companies, rolling 52 weeks 2018 and 2019
Figure 88: Multi-outlet sales of salad dressing, by leading companies and brands, rolling 52 weeks 2018 and 2019