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Cooking Sauces and Pasta Sauces: Inc Impact of COVID-19 - UK - December 2020

OVERVIEW
Key issues covered in this Report
COVID-19: market context
Impact of the January lockdowns and the vaccination rollout
Economic and other assumptions
Products covered in this Report
Excluded from this Report
EXECUTIVE SUMMARY
Impact of COVID-19 on cooking/pasta sauces
Figure 1: Short-, medium- and long-term impact of COVID-19 on cooking/pasta sauces, 12 January 2020
The market
Cooking/pasta sauces boosted in 2020
Figure 2: UK retail sales of cooking and pasta sauces, 2015-25 (prepared on 9 December 2020)
All segments see growth in 2020
Figure 3: UK retail sales of cooking/pasta sauces, by segment, 2018-20
Spending under pressure as pandemic hits, EU trade deal avoids tariffs
Ageing population and drop in the young threaten the market
Companies and brands
Dolmio retains lead; own-label outperforms the market
Figure 4: Leading brands’ value shares in the UK retail ambient cooking and pasta sauces and marinades market, 2019/20*
Dolmio moves into plant-based sauces; Napolina moves into frozen
Sauce makers look to world cuisines for flavour innovation
Adspend increases in 2020 with Dolmio leading spend
Dolmio is seen most strongly as a family brand; Loyd Grossman leads on exclusivity
Figure 5: Attitudes towards and usage of selected brands, November 2020
The consumer
85% use cooking/pasta sauces, with non-chilled the most popular
Figure 6: Types of cooking/pasta sauces used in the last three months, September 2020
Low price is the number one factor influencing purchasing
Figure 7: Factors influencing choice, September 2020
Untapped interest in innovative flavours
Figure 8: Reasons to pay more for a cooking/pasta sauce, September 2020
Users are habitual in their choice of sauces
Figure 9: Behaviours relating to cooking/pasta sauces, September 2020
Consumers call for healthier sauces
Figure 10: Attitudes towards cooking/pasta sauces, September 2020
ISSUES AND INSIGHTS
Consumers call for healthier sauces 
Premium sauces should look to recreate the restaurant experience in the home
Meat reduction trend poses an opportunity for diversification in sauces 
Untapped interest in innovative flavours 
THE MARKET – KEY TAKEAWAYS
Cooking/pasta sauces boosted in 2020 due to COVID-19
Income squeeze will affect sales going forward 
All segments see growth in 2020 
Spending under pressure as pandemic hits 
Ageing population and drop in the young threaten the market
MARKET SIZE AND FORECAST
Impact of COVID-19 on cooking/pasta sauces 
Figure 11: Short-, medium- and long-term impact of COVID-19 on cooking/pasta sauces, 12 January 2020
Cooking/pasta sauces boosted in 2020
Figure 12: UK retail sales of cooking and pasta sauces, 2015-25 (prepared on 9 December 2020)
Income squeeze will affect sales going forward 
The impact of Britain’s EU departure
Rise in home cooking benefits sauces
Population changes threaten the market
Figure 13: UK retail sales of cooking and pasta sauces, 2015-25 (prepared on 9 December 2020)
Market drivers and assumptions
Figure 14: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 11 December 2020)
Learnings from the last recession
Figure 15: UK retail value sales of cooking/pasta sauces, 2008-12
Forecast methodology
MARKET SEGMENTATION
All segments see growth in 2020 
Figure 16: UK retail sales of cooking/pasta sauces, by segment, 2018-20
Italian sauces remain the most popular
Figure 17: UK retail sales of ambient wet and dry cooking and pasta sauces, by cuisine, 2018-20
MARKET DRIVERS
Impact of the January 2021 lockdown
Health is an issue 
Anti-obesity push could hit cooking and pasta sauces 
Incomes under pressure as pandemic hits the economy
Unemployment rises and real incomes fall
Figure 18: Annual percentage change in CPI and AWE (regular pay), monthly basis, January 2015-September 2020
Affordable status of cooking/pasta sauces should support demand, limited impact from Britain’s EU departure
Ageing population and drop in the young threaten the market
Figure 19: Trends in the age structure of the UK population, 2015-20 and 2020-25
COMPANIES AND BRANDS – KEY TAKEAWAYS
Dolmio retains lead; own-label outperforms the market
Dolmio moves into plant-based sauces; Napolina moves into frozen
Sauce makers look to world cuisines for flavour innovation 
Adspend increases in 2020 with Dolmio leading spend 
Dolmio is seen most strongly as a family brand; Loyd Grossman leads on exclusivity 
MARKET SHARE
Dolmio retains lead; Sharwood’s sees fastest growth 
Own-label outperforms the market
Figure 20: Leading brands’ value sales and shares in the UK retail ambient cooking and pasta sauces and marinades market, 2018/19 and 2019/20
Own-label continues dominance of chilled sauces 
Figure 21: Leading brands’ value sales and shares in the UK retail chilled sauces market, 2018/19 and 2019/20
LAUNCH ACTIVITY AND INNOVATION
Brands step up NPD 
Figure 22: Share of new product launches in the cooking/pasta sauces market, by own-label vs branded, 2016-20
Tesco leads NPD in 2020, expanding its Wicked Kitchen range and focusing on world cuisines 
Figure 23: Share of new product launches in the cooking/pasta sauces market, by top 10 companies, 2016-20
Figure 24: Tesco targets different cuisines with sauces NPD, 2020
Dolmio moves into plant-based sauces…
Figure 25: Brands and own-labels tap into the plant-based/vegan trend, 2020
…and launches Stand Against Hunger 
Napolina moves into frozen with sauce and pasta range 
…following rebrand
Figure 26: Napolina moves into frozen sauces and rebrands, 2020
Minority of sauces carry low/no/reduced fat/sugar/salt claims 
Figure 27: New product launches in the UK cooking/pasta sauces market, by the selected low/no/reduced claims, 2016-20
Positive claims can appeal 
Figure 28: NPD with a blood pressure/cholesterol claim, 2019
Significant interest in gut health 
Sauce makers continue to look to world cuisines for flavour innovation 
Less familiar Asian cuisines feature in 2020 launches
Cooking sauces that are hard to cook at home hold wide appeal
Figure 29: Sauces featuring new flavours, 2020
Mild flavours could appeal to families 
Figure 30: Sauces with mild flavours, 2019
Launches continue to emphasise provenance to denote quality 
Recent launches reference regional provenance and craft cues
Figure 31: Sauces that are made in Italy or handmade, 2019-20
Convenience is a selling point for sauces
Figure 32: Launches that highlight convenience, 2020
Homepride launches sauces for slow cooker
Figure 33: Sauces that are suitable for a slow cooker/that have been slow cooked, 2020
Few sauce makers look to cater to environmental concerns beyond recycling
Pouches come under fire
Figure 34: Loyd Grossman details recycling commitment on NPD, 2020
ADVERTISING AND MARKETING ACTIVITY
Adspend increases in 2020
Figure 35: Total above-the line, online display and direct mail advertising expenditure^ on cooking and pasta sauces, by month, 2019-20
Mars is the top advertiser, supporting its Dolmio range 
Stand Against Hunger campaign 
Figure 36: Total above-the line, online display and direct mail advertising expenditure on cooking and pasta sauces, by top advertisers, 2019/20 (sorted by 2020)
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 37: Attitudes towards and usage of selected brands, November 2020
Key brand metrics
Figure 38: Key metrics for selected brands, November 2020
Brand attitudes: Dolmio is seen to offer good value
Figure 39: Attitudes, by brand, November 2020
Brand personality: Loyd Grossman stands out on exclusivity
Figure 40: Brand personality – macro image, November 2020
Dolmio is seen as a family brand
Figure 41: Brand personality – micro image, November 2020
Brand analysis
Colman’s is seen to be the joint most trusted brand
Figure 42: User profile of Colman’s, November 2020
Patak’s is seen to be the most authentic brand
Figure 43: User profile of Patak’s, November 2020
Dolmio is the most popular brand
Figure 44: User profile of Dolmio, November 2020
Schwartz is seen to be the joint most innovative
Figure 45: User profile of Schwartz, November 2020
Sharwood’s is seen to be delicious
Figure 46: User profile of Sharwood’s, November 2020
Saclà is the least widely used brand
Figure 47: User profile of Saclà, November 2020
Loyd Grossman leads on indulgence and exclusivity
Figure 48: User profile of Loyd Grossman, November 2020
THE CONSUMER – KEY TAKEAWAYS
Rise in home cooking supports cooking sauces
Price will remain important as incomes are squeezed; evenings in hold ongoing potential
Untapped interest in innovative flavours 
Consumers call for healthier sauces 
IMPACT OF COVID-19 ON CONSUMER BEHAVIOUR
Health becomes more of a priority in the wake of the pandemic 
Figure 49: Those who say eating healthily is a higher priority as a result of the coronavirus outbreak, by gender and age, 2-11 November 2020
Rise in home cooking supports cooking sauces
Price will remain important as incomes are squeezed; evenings in hold ongoing potential
Environmental concerns have not gone away 
USAGE OF COOKING/PASTA SAUCES BY TYPE 
85% use cooking/pasta sauces, with non-chilled the most popular
Scratch cooking poses competition 
Figure 50: Types of cooking/pasta sauces used in the last three months, September 2020
Only a minority use any individual type of cooking/pasta sauces weekly 
Figure 51: Frequency of using different types of cooking/pasta sauces, September 2020
A minority have a wide repertoire of sauce types
Figure 52: Repertoire of usage of different types of cooking/pasta sauces, September 2020
PURCHASING OF COOKING/PASTA SAUCES IN THE COVID-19 PANDEMIC 
COVID-19 pandemic provides a boost to purchasing 
Figure 53: Purchasing of cooking/pasta sauces since the start of the COVID-19 outbreak, September 2020
Figure 54: Napolina pasta’s on-pack promotion for the brand’s pasta sauces, November 2020
FACTORS INFLUENCING CHOICE 
Low price is the number one factor influencing purchasing 
Figure 55: Factors influencing choice, September 2020
Healthier versions appeal to a third
Opportunities for positive claims 
Recyclable packaging ranks low despite environmental awareness
REASONS TO PAY MORE 
Untapped interest in innovative flavours 
Recognising family appeal of sauces
Figure 56: Reasons to pay more for a cooking/pasta sauce, September 2020
Tradition and provenance can help products to charge more 
Opportunities for recipes by chefs 
COOKING/PASTA SAUCES BEHAVIOURS 
Users are habitual in their choice of sauces 
Pushing new but familiar dishes 
Emerging cuisines offer a way to push trial 
Figure 57: Behaviours relating to cooking/pasta sauces, September 2020
Recipe kits pose potential for sauce brands 
ATTITUDES TOWARDS COOKING/PASTA SAUCES 
Consumers call for healthier sauces 
Figure 58: Attitudes towards cooking/pasta sauces, September 2020
Adding vegetables to improve nutrition 
Gut health is underexplored in sauces
Premium sauces should look to recreate the restaurant experience in the home
Home-cooked meals can compete with takeaways
Meat reduction trend poses an opportunity for diversification in sauces 
Chilled versions would find favour with young people in the ABC1 group 
Figure 59: Agreement with the statement “Sauces well-suited for meat alternatives are appealing” – CHAID – tree output, September 2020
QUALITIES ASSOCIATED WITH COOKING/PASTA SAUCES 
Homemade versions are seen to be healthiest 
Shop-bought sauces stand out on convenience and versatility 
Figure 60: Correspondence analysis: qualities associated with chilled, non-chilled and home-made cooking and pasta sauces, September 2020
Figure 61: Qualities associated with chilled, non-chilled and home-made cooking and pasta sauces, September 2020
Methodology
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
CHAID Methodology
Figure 62: Cooking sauces and pasta sauces – CHAID – table output, September 2020
APPENDIX – MARKET DRIVERS 
Figure 63: Trends in body mass index (BMI), England, 1995-2018
Figure 64: Trends in how respondents would describe their financial situation, January 2018-November 2020
APPENDIX – MARKET SHARE
Figure 65: Leading manufacturers’ value sales and shares in the UK retail ambient cooking and pasta sauces and marinades market, 2018/19 and 2019/20
APPENDIX – LAUNCH ACTIVITY AND INNOVATION 
Figure 66: New product launches in the UK cooking/pasta sauces market, by brand, 2016-20
Figure 67: New product launches in the UK cooking/pasta sauces market, by flavour component, 2016-20
Figure 68: New product launches in the UK cooking/pasta sauces market, by package type, 2016-20
Figure 69: New product launches in the UK cooking/pasta sauces market, by claim category, 2016-20
Figure 70: New product launches in the UK cooking/pasta sauces market, by top 10 claims, 2016-20
APPENDIX – ADVERTISING AND MARKETING ACTIVITY 
Figure 71: New product launches in the UK cooking/pasta sauces market, by claim category, 2016-20

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