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Cooking Sauces and Pasta Sauces - UK - December 2019

OVERVIEW
What you need to know
Products covered in this Report
Excluded from this Report:
EXECUTIVE SUMMARY
The market
Turnaround in fortunes for cooking sauces
Cooking sauces well placed to increase sales
Figure 1: Forecast of UK retail value sales of cooking and pasta sauces, 2014-24
All segments of ambient and chilled sauces see growth
Companies and brands
Mixed fortunes for brands in cooking sauces
Figure 2: Leading brands’ value shares in the UK retail ambient cooking and pasta sauces market, 2018/19*
No added sugar a bigger focus for healthier recipes in 2019
Natural ingredients claims in a good position to appeal
The consumer
Widespread usage of shop-bought cooking/pasta sauces
Figure 3: Frequency of using different types of cooking/pasta sauces, September 2019
Younger bias to usage of cooking/pasta sauces
Low price and favourite brand are biggest choice factors
Plenty of space for more healthier sauces
Figure 4: Most important factors when buying cooking/pasta sauces, September 2019
Regional recipes help add more variety to product offer
Cooking/pasta sauces cater for different convenience needs
Figure 5: Behaviours and preferences relating to cooking/pasta sauces, September 2019
Focus on naturalness will help sales of cooking sauces
A third of users are interested in using with plant-based meals
Figure 6: Interest in different product attributes in cooking/pasta sauces, September 2019
Consumers want to recreate the restaurant experience
Premium own-label a threat to brands in cooking/pasta sauces
Figure 7: Attitudes towards cooking/pasta sauces, September 2019
What we think
ISSUES AND INSIGHTS
Elevating convenience will help increase usage frequency
The facts
The implications
Meat-free trend an opportunity for cooking/pasta sauces
The facts
The implications
Authenticity a good focus for adding value in cooking sauces
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Turnaround in fortunes for cooking sauces
Cooking sauces well placed to increase sales
All segments of ambient and chilled sauces see growth
Strong demand for speed/convenience in cooking
Need to position cooking sauces as scratch cooking
World cuisines a big driver of sales of cooking sauces
Pasta, rice and noodles are key accompaniments
Cooking sauces must respond to strong interest in healthy eating
Cooking sauces need to respond to meat-reduction trend
Decline projected in some core younger user groups
MARKET SIZE AND FORECAST
Turnaround in fortunes of cooking sauces in 2019
Figure 8: UK retail value sales of cooking and pasta sauces, 2014-24
Cooking sauces well placed to increase sales
Figure 9: Forecast of UK retail value sales of cooking and pasta sauces, 2014-24
Forecast methodology
MARKET SEGMENTATION
All segments of ambient and chilled sauces see growth
Figure 10: UK retail sales of cooking/pasta sauces, by segment, 2017-19
Italian and oriental sauces add the most to sales
Figure 11: UK retail sales of ambient wet and dry cooking and pasta sauces, by cuisine, 2016-18
MARKET DRIVERS
Strong demand for speed/convenience in cooking
Need to position cooking sauces as scratch cooking
World cuisines a big driver of sales of cooking sauces
Pasta, rice and noodles are key accompaniments
Cooking sauces need to respond to meat-reduction trend
Have Britons really moved so far from the “meat and two veg” template?
Cooking sauces must respond to strong interest in healthy eating
Calorie reduction target for cooking sauces and pastes
Decline projected in some core younger user groups
Figure 12: Trends in the age structure of the UK population, 2014-24
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Mixed fortunes for brands in cooking sauces
Own-label dominates in growing chilled sauces segment
No added sugar a bigger focus for healthier recipes in 2019
Significant interest in more vegetables in cooking/pasta sauces
Natural ingredients claims in a good position to appeal
Brands should make more of time-saving claims
Focus on authentic recipes one way to win over shoppers
Emerging cuisines still slow to take off in cooking sauces
Above-the-line advertising continues to decline
MARKET SHARE
Mixed fortunes for brands in cooking sauces
Figure 13: Leading brands’ value sales and shares in the UK retail ambient cooking and pasta sauces market, 2017/18 and 2018/19
Own-label dominates in growing chilled sauces segment
Figure 14: Value sales and shares in the UK retail chilled cooking and pasta sauces market, by brands and own label, 2017/18 and 2018/19
LAUNCH ACTIVITY AND INNOVATION
No added sugar a bigger focus for healthier recipes in 2019
Figure 15: New product launches in the UK cooking and pasta sauces market making L/N/R fat, no added sugar and L/N/R sodium claims, 2015-19
Figure 16: Examples of new launches in cooking and pasta sauces making no added sugar and reduced sugar claims, 2018/019
Figure 17: Examples of new launches in cooking and pasta sauces making L/N/R fat claims, 2018/019
Significant interest in more vegetables in cooking/pasta sauces
Figure 18: Examples of new launches in cooking and pasta sauces spotlighting vegetables, 2018/19
Natural ingredients claims in a good position to appeal
Figure 19: New product launches in the UK cooking and pasta sauces market making claims relating to naturalness, 2015-19
Figure 20: Examples of new launches in cooking and pasta sauces, 2018/19
Vegan claims increasing
Figure 21: New product launches in the UK cooking and pasta sauces market making vegetarian and vegan/no animal ingredients claims, 2015-19
Brands should make more of time-saving claims
Figure 22: New product launches in the UK cooking and pasta sauces market making convenience claims, 2015-19
Figure 23: Examples of new launches in cooking and pasta sauces making ease of use and time/speed claims, 2019
A focus on authentic recipes one way to win over shoppers
Figure 24: Examples of new launches in cooking and pasta sauces describing themselves as authentic, 2018/19
Emerging cuisines still slow to take off in cooking sauces
Figure 25: Examples of new world cuisines launches in cooking and pasta sauces, 2018/19
ADVERTISING AND MARKETING ACTIVITY
Above-the-line advertising continues to decline
Figure 26: Total above-the-line, online display and direct mail advertising expenditure on cooking sauces, 2015-19
Mars and Unilever dominate spending
Figure 27: Total above-the-line, online display and direct mail advertising expenditure on cooking sauces, by advertiser, 2015-19
Nielsen Ad Intel coverage
THE CONSUMER – WHAT YOU NEED TO KNOW
Widespread usage of shop-bought cooking/pasta sauces
Younger bias to usage of cooking/pasta sauces
Low price and favourite brand are biggest choice factors
Plenty of space for more healthier sauces
Regional recipes help add more variety to product offer
Cooking/pasta sauces cater for different convenience needs
Focus on naturalness will help sales of cooking sauces
A third of users are interested in using with plant-based meals
Consumers want to recreate the restaurant experience
Premium own-label a threat to brands in cooking/pasta sauces
USAGE OF COOKING/PASTA SAUCES BY TYPE
Widespread usage of shop-bought cooking/pasta sauces
Figure 28: Types of cooking/pasta sauces used in the last three months, September 2019
Minority of users have sauces on the weekly menu
Figure 29: Frequency of using different types of cooking/pasta sauces, September 2019
Younger bias to usage of cooking/pasta sauces
FACTORS INFLUENCING CHOICE OF COOKING/PASTA SAUCES
Low price and favourite brand are biggest choice factors
Figure 30: Most important factors when buying cooking/pasta sauces, September 2019
Healthier and authentic recipes also important
Plenty of space for more healthier sauces
Different elements to promoting authentic recipes
COOKING SAUCES BEHAVIOURS AND PREFERENCES
Regional recipes help add more variety to product offer
Figure 31: Behaviours and preferences relating to cooking/pasta sauces, September 2019
Cooking sauces should help build familiarity with emerging cuisines
Cooking/pasta sauces cater for different convenience needs
INTEREST IN DIFFERENT PRODUCT ATTRIBUTES
Focus on naturalness will help sales of cooking sauces
Figure 32: Interest in different product attributes in cooking/pasta sauces, September 2019
A third of users are interested in using with plant-based meals
Strong demand for multipurpose sauces
ATTITUDES TOWARDS COOKING/PASTA SAUCES
Consumers want to recreate the restaurant experience
Figure 33: Attitudes towards cooking/pasta sauces, September 2019
Premium own-label a threat to brands in cooking/pasta sauces
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology
Figure 34: Best- and worst-case forecast of total UK retail value sales of cooking and pasta sauces, 2019-24
APPENDIX – MARKET SHARE
Figure 35: Leading manufacturers’ value sales and shares in the UK retail cooking and pasta sauces market, 2017/18 and 2018/19
APPENDIX – LAUNCH ACTIVITY AND INNOVATION
Figure 36: Top claims in new product launches in the UK retail cooking and pasta sauces market, 2015-19

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