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Dips and Savory Spreads - US - May 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Overview
Figure 1: Total US retail sales and fan chart forecast of dips and savory spreads, at current prices, 2012-22
The issues
Lack of frequent consumption
Figure 2: Dips and spreads behaviors – weekly consumption and brand loyalty, March 2018
Competition from adjacent categories
Figure 3: Condiment and dressing behavior – use them as a dip, October 2017
Shelf-stable products lose share to refrigerated
Figure 4: Total US market share of dips and savory spreads, by segment, at current prices, 2015 and 2017
The opportunities
Encourage sharing and eating with friends and family
Figure 5: Dips and spreads attitudes – sharing, March 2018
Disrupt consumer habits
Figure 6: Dips and spreads uses, March 2018
Emphasize well-roundedness of category
Figure 7: Correspondence analysis – Perceptions of dips and spreads, March 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
All dips and savory spreads segments grow
Blurring of categories intensifies competition
Popularity of snacking advantageous to the category
Influence from international cuisine, foodservice
MARKET SIZE AND FORECAST
Dips and savory spreads continues steady growth
Figure 8: Total US retail sales and fan chart forecast of dips and savory spreads, at current prices, 2012-22
Figure 9: Total US retail sales and forecast of dips and savory spreads, at current prices, 2012-22
MARKET BREAKDOWN
Refrigerated/frozen segment continues to steal share
Figure 10: Total US market share of dips and savory spreads, by segment, at current prices, 2015 and 2017
Figure 11: Total US retail sales and forecast of dips and savory spreads, by segment, at current prices, 2012-22
Other channels slowly stealing share from traditional supermarkets
Figure 12: Total US retail market size of dips and savory spreads, by channel, at current prices, 2015 and 2017
MARKET PERSPECTIVE
Rivalry from condiments, dressings, sweet spreads
Figure 13: Total US retail sales of condiments and dips and savory spreads, at current prices, 2015 and 2017
Pairing potential with growing snacks
Figure 14: Total US retail sales of select snack categories and segments, at current prices, 2015 and 2017
Interest in international food
Figure 15: Interest in international flavors in retail food, any interest, October 2017
Consumers prefer freshness of foods on store perimeter
Figure 16: Attitudes toward the perimeter, any agree, April 2017
Inspiration from foodservice
Figure 17: Dips and spreads – select menu item dishes, by menu incidence change, Q4 2015-17
Figure 18: Dips and spreads – select flavors of ingredients, by menu incidence change, Q4 2015-17
MARKET FACTORS 
Snacking
Figure 19: Snacking frequency, March 2017
Food an important aspect during social gatherings
Figure 20: Dips and spreads attitudes – sharing, March 2018
Decline in households with children
Figure 21: Households, by presence of own children, 2007-17
KEY PLAYERS – WHAT YOU NEED TO KNOW 
PepsiCo the standout leader in fragmented category
Refrigerated options continue to rise
Comparable quality, affordability help store brands
Individual portions make dips mobile, if wanted
COMPANY AND BRAND SALES OF DIPS AND SAVORY SPREADS
PepsiCo leads diverse category
Sabra and Hormel find success with guacamole, hummus, and salsa
Packaging, product revamps benefit Kraft Heinz, HP Hood, and Clorox
Sales for Campbell Soup, Lancaster Colony fall
Figure 22: Multi-outlet sales of dips and savory spreads, by leading companies, rolling 52 weeks 2017 and 2018
WHAT’S WORKING?
Refrigerated brands large and small
Figure 23: Sabra TV advertisement – “Feel Good”
Figure 24: Multi-outlet sales of refrigerated dips, salsa, and spreads, by growing brands, rolling 52 weeks 2017 and 2018
Figure 25: Multi-outlet sales of refrigerated dips, salsa, and spreads, by total, top ten companies, others, and private label, rolling 52 weeks 2017 and 2018
Private label has value advantage
Figure 26: Multi-outlet sales change of private label dips and savory spreads, by total category and segments, rolling 52 weeks 2017 and 2018
Figure 27: Purchase intelligence of select private label dips and savory spreads, January 2017-March 2018
Claims that convey wholesomeness
Figure 28: Dip and spread launches – select health and free-from claims, 2014-17
Figure 29: GOODFOODS online video – “Welcome to the Good Life”
Figure 30: Multi-outlet sales of refrigerated dips and spreads, by growing brands, rolling 52 weeks 2017 and 2018
Packaging for consumption anywhere
Figure 31: Multi-outlet sales of refrigerated dips and spreads – portable, snack, and microwavable packaging, rolling 52 weeks 2017 and 2018
Figure 32: Purchase intelligence of select private label dips and savory spreads – portable and snack packaging, January 2017-March 2018
WHAT’S STRUGGLING?
Fresh salsa struggles with value
Figure 33: Positive instant reaction and purchase intent of salsa – refrigerated and shelf-stable, January 2017-March 2018
Figure 34: purchase intent of select refrigerated salsa products, January 2017 - March 2018
Picante struggles with identity
Figure 35: Multi-outlet sales of picante sauce, rolling 52 weeks 2017 and 2018
Frozen lacks convenience and in-store positioning
Figure 36: Multi-outlet sales of frozen dips and spreads – declining brands, rolling 52 weeks 2017 and 2018
Figure 37: Multi-outlet sales of frozen dips and spreads, rolling 52 weeks 2017 and 2018
WHAT’S NEXT?
Inclusive of all diets
Figure 38: Dip and spread launches – vegan and select suitability claims, 2014-17
Upscale and small batch selections
Figure 39: Dip and spread launches – premium, small batch/batches, handcrafted, or artisanal, 2014-17
Flavors, ingredients from emerging global cuisine
Figure 40: Emerging international cuisine purchase, November 2017
THE CONSUMER – WHAT YOU NEED TO KNOW 
Widespread consumption of dips and savory spreads
Salsa is most consumed dip
Preference for refrigerated
Dip and spread eaters are habitual
Enthusiasm for sharing in the category
Consumers seek greater diversity
Desire for adaptability
DIPS AND SPREADS CONSUMPTION 
Extensive consumption, especially for salsa and refrigerated
Figure 41: Dips and spreads consumption, March 2018
Figure 42: Dips and spreads format, March 2018
Young adults are core consumers
Figure 43: Dips and spreads consumption – any dips or spreads, by age, March 2018
Figure 44: Repertoire of dips and spreads consumption, by age, March 2018
Household size drives variety
Figure 45: Dips and spreads consumption, by parental status, March 2018
Figure 46: Repertoire of dips and spreads consumption, by parental status and household size, March 2018
Category offers something for everyone
Figure 47: Dips and spreads consumption, by race and Hispanic origin, March 2018
DIPS AND SPREADS BEHAVIORS 
Consumers turn to same brands, seek to indulge with balance
Figure 48: Dips and spreads behaviors, March 2018
Men eat dips more frequently, women more likely to make homemade dip
Figure 49: Dips and spreads behaviors – eat at least weekly, make from scratch, by gender, March 2018
Older consumers are more habitual, young adults experimental
Figure 50: Dips and spreads behaviors – brand loyalty, healthy and indulgent consumption, learn about from friends/family, by generations, March 2018
Parents seek consistent variety for themselves and family
Figure 51: Dips and spreads behaviors, by parental status, March 2018
DIPS AND SPREADS USES 
Dips and spreads as snacks, pairings
Figure 52: Dips and spreads uses, March 2018
Women enjoy social aspect in category
Figure 53: Dips and spreads uses – as a snack, at social gatherings, during leisure time by myself, by gender, March 2018
Flexibility of dip and spread uses appeals to parents
Figure 54: Dips and spreads behaviors, by parental status, March 2018
PERCEPTIONS OF DIPS AND SPREADS
Refrigerated dips and spreads possess strong advantages
Figure 55: Correspondence analysis – Perceptions of dips and spreads, March 2018
Figure 56: Perceptions of dips and spreads, March 2018
Opportunity for refrigerated dips to target older consumers
Figure 57: Perceptions of dips and spreads – refrigerated, by age, March 2018
Affordability and convenience of dry mixes resonates with parents
Figure 58: Perceptions of dips and spreads – dry mixes, by age, March 2018
DIPS AND SPREADS ATTITUDES
Sharing is inherent to the category
Figure 59: Dips and spreads attitudes, March 2018
Sharing inspires interest in global, premium, and healthy options
Figure 60: Dips and spreads attitudes –sharing with friends/family, by dips and spreads attitudes, March 2018
Social aspect, store brands more appealing to younger women
Figure 61: Dips and spreads attitudes – sharing with friends/family and store brands just as good as name brands, by gender and age, March 2018
DIPS AND SPREADS INNOVATION 
Interest in diverse and adaptable products
Figure 62: Dips and spreads innovation, March 2018
International flavor combinations may deliver premium, exotic options
Figure 63: Dips and spreads innovation – international varieties, restaurants, brands, and flavor combinations, by dips and spreads attitudes, March 2018
Younger consumers seek convenience
Figure 64: Dips and spreads innovation – on-the-go packaging and packaged with pairings, by age, March 2018
Parents interested across innovation
Figure 65: Dips and spreads innovation, by parental status, March 2018
Value-added packaging piques interest of large households
Figure 66: Dips and spreads innovation – fresh dips/spread kits and packaged with pairings, by household size, March 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE MARKET 
Figure 67: Total US retail sales and forecast of dips and savory spreads, at inflation-adjusted prices, 2012-22
Figure 68: Total US retail sales and forecast of dips and savory spreads, by segment, at current prices, 2012-22
Figure 69: Total US retail sales of dips and savory spreads, by segment, at current prices, 2015 and 2017
Figure 70: Total US retail sales and forecast of refrigerated/frozen dips, salsa, and spreads, at current prices, 2012-22
Figure 71: Total US retail sales and forecast of refrigerated/frozen dips, salsa, and spreads, at inflation-adjusted prices, 2012-22
Figure 72: Total US retail sales and forecast of shelf-stable dips and spreads, at current prices, 2012-22
Figure 73: Total US retail sales and forecast of shelf-stable dips and spreads, at inflation-adjusted prices, 2012-22
Figure 74: Total US retail sales and forecast of salsa, at current prices, 2012-22
Figure 75: Total US retail sales and forecast of salsa, at inflation-adjusted prices, 2012-22
Figure 76: Total US retail sales of dips and savory spreads, by channel, at current prices, 2012-17
Figure 77: Total US retail sales of dips and savory spreads, by channel, at current prices, 2015 and 2017
Figure 78: US supermarket sales of dips and savory spreads, at current prices, 2012-17
Figure 79: US sales of dips and savory spreads through other retail channels, at current prices, 2012-17
APPENDIX – KEY PLAYERS 
Figure 80: Multi-outlet sales of refrigerated/frozen dips, salsa, and spreads, by leading companies and brands, rolling 52 weeks 2017 and 2018
Figure 81: Multi-outlet sales of shelf-stable dips and spreads, by leading companies and brands, rolling 52 weeks 2017 and 2018
Figure 82: Multi-outlet sales of salsa, by leading companies and brands, rolling 52 weeks 2017 and 2018

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