Cooking Sauces - UK - December 2004

INTRODUCTION AND ABBREVIATIONS
Definitions
Consumer research
ACORN
Advertising data
 ABBREVIATIONS
PREMIER INSIGHT
Capitalising on e-marketing tools
Fighting back against the competition
Accommodating flexible eating
EXECUTIVE SUMMARY
Fall from grace in 2004
Lacklustre sales in formerly buoyant pasta sauce segment
Opportunity inherent in one-person households
Rate of decline accelerates in dry cooking sauce market
Fresh chilled segment on the up
Nature of supply
Wet/ambient
Dry
Above-the-line spend
Distribution issues
Focus on the consumer
Pour-over segment in decline
Younger age bias augurs well for the future
User-friendly and a good storecupboard item
Few detractors but are BOGOFs hampering growth?
Future in the melting pot
A market prognosis
More life in the (older) dog yet?
MARKET DRIVERS
Working women
Figure 1: Workforce in employment in the UK, by gender, 1999-2008
The convenience seeker
Household size
Figure 2: UK households and one-person households, 1999-2008
The demographic picture
Figure 3: Trends and projections in total UK population, by age group, 1999-2008
Variety and experimentation
Health and diet for the older groups
Attitudes towards food
Figure 4: Agreement with attitudes towards food, diet and meal occasions, 1999-2004
The ethnic equation – a penchant for ‘foreign’ food
Competition from other segments
Time-poverty?
Sitting down at table
A penchant for new products
MARKET SIZE
Figure 5: UK retail value sales of cooking sauces, 1999-2004
Wet vs dry sauces
Figure 6: UK retail sales of cooking sauces, by type, 2002 and 2004
Slowing pasta sauce sector – moving towards saturation
Fresh is best
Ambient/wet cooking sauces
Figure 7: UK retail sales of ambient wet cooking sauces, by flavour type, 2002 and 2004
Mixed performances
Traditional/casserole
Indian sauces
Oriental sauces
Mexican/American/other sauces
Organic and reduced fat products making gains
MARKET SEGMENTATION
Figure 8: UK retail value sales of ambient wet cooking sauces, 1999-2004
Dry cooking sauces
Figure 9: UK retail value sales of dry cooking sauces, 1999-2004
Between a rock and a hard place
Figure 10: UK retail sales of dry cooking sauces, by type, 2002 and 2004
Fresh chilled sauces
Figure 11: UK retail value sales of fresh chilled cooking sauces, 1999-2004
Figure 12: Retail sales of fresh cooking sauces, by sector, 2002 and 2004
Establishing a point of difference
Low-fat and organic
THE SUPPLY STRUCTURE
Nature of supply – ambient/wet cooking sauces
Nature of supply – dry cooking sauces
 COMPANIES AND BRANDS
Wet (pasta) sauce sector
Figure 13: Manufacturers’ shares in the wet Italian (pasta) sauce sector, 2002 and 2004
Wet/ambient (excluding pasta) sauce
Figure 14: Manufacturers’ shares in the wet/ambient cooking sauce sector (excluding pasta), 2002 and 2004
Dry sauces
Figure 15: Manufacturers’ shares in dry cooking sauces, 2002 and 2004
 COMPANY PROFILES
Unilever Bestfoods
Masterfoods
Campbell Grocery Products
RHM – Sharwood’s and Bisto
Schwartz
Premier International Foods
Sacla UK
Patak's
 OTHER PLAYERS
Own-label
Figure 16: Selected own-label products, by sector, November 2004
Fresh chilled cooking sauces
NEW PRODUCT BRIEFS
November 2004
October 2004
September 2004
August 2004
ADVERTISING AND PROMOTION
Above the line
Figure 17: Main monitored media advertising expenditure on cooking sauces, 1999-2004
Top advertisers
Figure 18: Main monitored media advertising expenditure on cooking sauces, by top spenders, 2003
Masterfoods
Campbell’s
Unilever Bestfoods
Sharwood’s
RHM
Patak’s
McCormick
New Covent Garden Food Company
Below the line
DISTRIBUTION
Figure 19: UK retail value sales of cooking sauces, by type of outlet, 2000-04
Merchandising
Category management initiatives
Chilled sauces
THE CONSUMER
Trends in usage
Cooking sauces
Figure 20: Use of cooking sauces, by type, 2002-04
Cook-in sauces
Figure 21: Weight of usage of cook-in sauces, 2002-04
Pour-over sauces
Figure 22: Weight of usage of pour-over sauces, 2002-04
Any cooking sauces – overall penetration
Figure 23: Weight of usage of any cooking sauce, 2002-04
Figure 24: Usage of any cooking sauce, by gender, age and socio-economic group, 2004
Figure 25: Usage of any cooking sauce, by lifestage and presence of children, 2004
Figure 26: Usage of any cooking sauce, by working status, household size and region, 2004
Pour-over sauces
Figure 27: Usage of cook-in sauces, by gender, age and socio-economic group, 2004
Age is a key criterion
Figure 28: Usage of cook-in sauces, by lifestage and presence of children, 2004
Packaging: a key issue
Figure 29: Usage of cook-in sauces, by working status, household size and region, 2004
Single-serve opportunity
Something for everyone
Pour-over sauces
Figure 30: Usage of pour-over sauces, by gender, age and socio-economic group, 2004
Under-35s a key consumer segment
ABs less inclined to be heavy users of pour-over sauces
Usage of pour-over sauce by lifestage and presence of children
Figure 31: Usage of pour-over sauces, by lifestage and presence of children, 2004
Family group again the key segment
Third age market ripe for exploitation
Figure 32: Usage of pour-over sauces, by working status, household size and region, 2004
Working status: a key variable
Cooking sauces by type of dish
Figure 33: Use of cook-in sauces, by type of dish, 2002-04
Figure 34: Use of pour-over sauces, by flavour, 2002-04
Exclusive consumer research
Figure 35: Usage of different types of cooking sauces, August-September 2004
Chicken gaining popularity as a host
 FAMILIES THE CORE MARKET
ABC1 pre-/no family group – ready for development
Two full-time earners – important fish to fry
Cooking sauces a boon to working adults
Smaller households an opportunity to be exploited
 DETAILED DEMOGRAPHICS: USAGE OF COOKING SAUCES
Figure 36: Usage of different types of cooking sauces, by gender, age and socio-economic group, August-September 2004
Figure 37: Further usage of different types of cooking sauces, by gender, age and socio-economic group, August-September 2004
Figure 38: Usage of different types of cooking sauces, by lifestage, presence of children and Mintel's Special Groups, August-September 2004
Figure 39: Further usage of different types of cooking sauces, by lifestage, presence of children and Mintel's Special Groups, August-September 2004
Figure 40: Usage of different types of cooking sauces, by working status and household size, August-September 2004
Figure 41: Further usage of different types of cooking sauces, by working status and household size, August-September 2004
Figure 42: Usage of different types of cooking sauces, by region and ACORN categories, August-September 2004
Figure 43: Further usage of different types of cooking sauces, by region and ACORN categories, August-September 2004
Figure 44: Usage of different types of cooking sauces, by media usage, commercial TV viewing and supermarket usage, August-September 2004
Figure 45: Further usage of different types of cooking sauces, by media usage, commercial TV viewing and supermarket usage, August-September 2004
THE CONSUMER: ATTITUDES AND TYPOLOGIES
Figure 46: Attitudes towards cooking sauces, August-September 2004
User-friendly and a good storecupboard item
Few detractors, but are BOGOFs hampering growth?
Women see cooking sauces as storecupboard basics
Link between cooking sauces and families reinforced
Something for during the week?
Cooking sauces fit ‘cafeteria’ eating scenario
A can’t cook generation
Attitudes towards cooking
Figure 47: Attitudes towards cooking, August-September 2004
Give it up for the fun loving pre-/no families
Consumer typologies
Figure 48: Consumer typology groups for attitudes towards cooking sauces, August-September 2004
Quick Cooks (15% of respondents)
Prepared Cooks (19% of respondents)
Unconcerned (49% of respondents)
Cooking Sauce Connoisseurs (7% of respondents)
Supplementary Cooks (10% of respondents)
Women less blasé about cooking sauces
Prepared Cooks exhibit gender split
15-24-year-olds firmly in Unconcerned camp
Higher socio-economic groups under-represented among Unconcerned
Scots main Quick Cooks
A dramatic North/South divide
Prepared Cooks skewed to more affluent groups
Less affluent, less involved
A family affair
Media round-up
Typologies by type of sauce bought
Figure 49: Repertoire purchasing of cooking sauces, by cooking sauce typology, August-September 2004
Fresh chilled and stir-in: growing segments
Dry sauces – a storecupboard item
Cans popular with Connoisseurs
 REPERTOIRE ANALYSIS
Figure 50: Repertoire purchasing of cooking sauces, by key cooking sauce type, August-September 2004
Fresh/chilled sauces – part of a larger repertoire
Figure 51: Number of cooking sauce types bought, by cooking sauce cluster type, August-September 2004
Connoisseurs and Supplementary Cooks – the main target
Correlation analysis
Figure 52: Correlation analysis of purchasing of cooking sauce types, August-September 2004
Fresh/chilled stir-in sauces – an opportunity
Detailed Demographics: Attitudes towards cooking sauces
Figure 53: Attitudes towards cooking sauces, by gender, age and socio-economic group, August-September 2004
Figure 54: Attitudes towards cooking sauces, by lifestage, presence of children and Mintel's Special Groups, August-September 2004
Figure 55: Attitudes towards cooking sauces, by working status and household size, August-September 2004
Figure 56: Attitudes towards cooking sauces, by region and ACORN categories, August-September 2004
Figure 57: Attitudes towards cooking sauces, by media usage, commercial TV viewing and supermarket usage, August-September 2004
Figure 58: Further attitudes towards cooking sauces, by gender, age and socio-economic group, August-September 2004
Figure 59: Further attitudes towards cooking sauces, by working status and household size, August-September 2004
Figure 60: Further attitudes cooking sauces, by lifestage, presence of children and Mintel's Special Groups, August-September 2004
Figure 61: Further attitudes towards cooking sauces, by media usage, commercial TV viewing and supermarket usage, 2004
Attitudes towards cooking: Demographic Breakdown
Figure 62: Attitudes towards cooking, by gender, age and socio-economic group, August-September 2004
Figure 63: Attitudes towards cooking, by working status and household size, August-September 2004
Figure 64: Attitudes towards cooking, by lifestage, presence of children and Mintel's Special Groups, August-September 2004
Figure 65: Attitudes towards cooking, by region and ACORN categories, August-September 2004
Figure 66: Attitudes towards cooking, by media usage, commercial TV viewing and supermarket usage, August-September 2004
Figure 67: Further attitudes towards cooking, by gender, age and socio-economic group, August-September 2004
Figure 68: Further attitudes towards cooking, by working status and household size, August-September 2004
Figure 69: Further attitudes towards cooking, by lifestage, presence of children and Mintel's Special Groups, August-September 2004
Figure 70: Further attitudes towards cooking, by region and ACORN categories, August-September 2004
Figure 71: Further attitudes towards cooking, by media usage, commercial TV viewing and supermarket usage, 2004
Consumer typologies: Demographic Breakdown
Figure 72: Cooking sauce typlogies, by gender, age and socio-economic group, August-September 2004
Figure 73: Cooking sauce typologies, by region and ACORN categories, August-September 2004
Figure 74: Cooking sauce typologies, by lifestage, presence of children and Mintel's Special Groups, August-September 2004
Figure 75: Cooking sauce typologies, by media usage, commercial TV viewing and supermarket usage, August-September 2004
THE FUTURE
A market prognosis
Demographic trends
Fresh chilled cash cow of the future? – watch this space
Burning issues – anti-carb short-term fad or what?
Future assured
Convenience the rallying call
The competitive edge
New cuisines on the horizon?
Wet sauces expected to grow
FORECAST
Cooking sauces to show steady growth
Figure 76: Forecast of the UK market for cooking sauces, 2004-09
The extent of competition
Wet sauces
Dry sauces
Fresh chilled sauces
Figure 77: Forecast indexed growth of cooking sauces, at current prices, 2004-09
Factors incorporated in the forecast