Cooking Sauces and Marinades - US
Report description
Makers of store-bought sauces have an opportunity to capitalize on regional flavor differences. One reason this will be beneficial is the diversification of the American population. Another is that, based on Mintel’s custom consumer research, some 44% of adults who cook and use store-bought sauces prefer products that have international flavors (see Favored Cooking Sauce and Marinade Varieties section). Cited below are a few sauces and marinades from other parts of the globe. Although these cannot be purchased in the U.S., they do give an indication of the types of product that may appeal to U.S. buyers of ethnic sauces.
Table of contents
What you need to know
Definition
Data sources
Sales data
Consumer data
Advertising clips
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Sauces and marinades post slow but steady growth
Other wet sauces lead sales in the cooking sauces and marinades market
Supermarkets lead sauces and marinades sales
Kraft Foods outperformed by its competitors McCormick and Heinz
Innovation driven by purity, reduced allergens, and premium claims
Expand market by appealing to mature adults with “low-in” claims
Types of sauces and marinades used
Many concerned about sugar and sodium content
Consumers like it hot
INSIGHTS AND OPPORTUNITIES
Sauces and marinades can take flavor inspiration from around the world
Make your own marinades with fresh ingredients from the salad bar
Make room for premium refrigerated or frozen fruit and herbal marinades
Barbecue sauce for nontraditional meats
INSPIRE INSIGHTS
Inspire Trend: The Real Thing
MARKET SIZE AND FORECAST
Key points
Market lifted from rising prices and cooking-at-home trend
Price increases bolster sales, but inhibit volume growth
Sales and forecast of cooking sauces and marinades
Figure 1: Total U.S. retail sales of cooking sauces and marinades, at current prices, 2005-15
Figure 2: Total U.S. retail sales of cooking sauces and marinades, at inflation-adjusted prices, 2005-15
Fan-chart forecast
Figure 3: Fan chart forecast of total U.S. retail sales of cooking sauces and marinades, at current prices, 2005-15
Walmart sales
MARKET DRIVERS
Recession benefits sauces and marinades sales
Figure 4: Real disposable income, 2007-10
Figure 5: Unemployment and underemployment rate, January 2007-January 2011
Economic woes lead to lower meat and poultry consumption 2005-10
Figure 6: Per capita consumption of poultry and livestock, 2005-10
Middle-aged population to remain flat; marketers need to work under-35s for growth
Figure 7: Population, by age, 2006-16
COMPETITIVE CONTEXT
Key points
MEALS AWAY FROM HOME TAKE THEIR SHARE
Sauces and stocks trends in restaurants
Top sauces and stocks on menus, Q4 2007-Q4 2010
Figure 8: Top 10 sauces and stocks on menus, Q4 2007-Q4 2010
Top menu items with sauces/stocks, Q4 2007-Q4 2010
Figure 9: Top menu items with sauces and stocks, Q4 2007-Q4 2010
Quick and tasty—competition from prepared meals
Easy does it—competition from red meat, poultry, and fish
Figure 10: How broiler chickens are sold, 2005-13
SEGMENT PERFORMANCE
Key points
Cost savings and versatility continue to give edge in market
Total U.S. sales of cooking sauces and marinades, by segment
Figure 11: Total U.S. sales of cooking sauces and marinades, by segment, 2008-10
SEGMENT PERFORMANCE—DRY SAUCES
Key points
Convenience and value keep dry sauces moving ahead
Sales and forecast of dry sauces
Figure 12: Total U.S. sales of dry sauces, 2005-15
SEGMENT PERFORMANCE—ETHNIC SAUCES
Key points
Innovative flavors encourage steady growth
Regional ethnic flavors on the rise
Sales and forecast of ethnic sauces
Figure 13: Total U.S. sales and forecast of ethnic sauces, at current prices, 2005-15
SEGMENT PERFORMANCE—BARBECUE SAUCE
Key points
High sodium and sugar content threaten future sales to Boomers
Sales and forecast of barbecue sauce
Figure 14: Total U.S. sales and forecast of barbecue sauce, at current prices, 2005-15
SEGMENT PERFORMANCE—REFRIGERATED/FROZEN SAUCES
Key points
Expanding distribution is key to growth
Sales and forecast of refrigerated/frozen sauces
Figure 15: Total U.S. sales and forecast of refrigerated/frozen sauces, at current prices, 2005-15
SEGMENT PERFORMANCE—OTHER WET SAUCES
Key points
Higher prices for meat and sauces lead to fewer sales
Sales and forecast of other wet sauces
Figure 16: Total U.S. sales and forecast of other wet sauces, at current prices, 2005-15
RETAIL CHANNELS
Key points
Sales of cooking sauces and marinades, by channel
Figure 17: Total U.S. Total U.S. sales of cooking sauces and marinades, by channel, 2008 and 2010
Supermarket/food stores’ sales of cooking sauces and marinades
Figure 18: Supermarket/food stores‘ sales of cooking sauces and marinades, at current prices, 2005-10
Low prices lure consumers away from supermarkets
Other retailers’ sales of cooking sauces and marinades
Figure 19: Other retailers‘ sales of cooking sauces and marinades, at current prices, 2005-10
RETAIL CHANNELS—NATURAL SUPERMARKETS
Key points
Insights
Sales of sauces and marinades in the natural channel
Figure 20: Natural supermarket sales of sauces and marinades, at current prices, 2008-10
Figure 21: Natural supermarket sales of sauces and marinades, at inflation-adjusted prices, 2008-10
Natural channel sales by segment
Figure 22: Natural supermarket sales of sauces and marinades, by segment, 2008 and 2010
Natural channel sales by organic content
Figure 23: Natural supermarket sales of sauces and marinades, by organic content, 2008 and 2010
LEADING COMPANIES
Key points
McCormick’s value-added brands excel while economy products tumble
Kraft’s meat-focused sauces struggled
Private label
FDMx sales of cooking sauces and marinades by manufacturer
Figure 24: Manufacturer FDMx sales of cooking sauces and marinades in the U.S., 2010 and 2011
BRAND SHARE—DRY SAUCES
Key points
Old El Paso’s low cost and easy preparation keep it ahead in sales
McCormick’s increased advertising and distribution efforts fall short
Manufacturer and brand sales of dry sauces
Figure 25: Selected FDMx brand sales of dry sauces, 2010 and 2011
BRAND SHARE—ETHNIC SAUCES
Key points
Consumers leaning toward Asian brands
Private labels attract price-sensitive consumers
Manufacturer and brand sales of ethnic sauces
Figure 26: Selected FDMx brand sales of ethnic sauces, 2010 and 2011
BRAND SHARE—BARBECUE SAUCE
Key points
Sweet Baby Ray’s—down home sauce for upscale folks heats up
Popular brands need higher usage frequency
Manufacturer and brand sales of barbecue sauce
Figure 27: Selected FDMx brand sales of barbecue sauce, 2010 and 2011
BRAND SHARE—REFRIGERATED/FROZEN SAUCES
Key points
Fresh positioning wins share from traditional formulations
Private label poised for success with refrigerated/frozen sauces
Manufacturer and brand sales of refrigerated/frozen sauces
Figure 28: Selected FDMx brand sales of refrigerated/frozen sauces, 2010 and 2011
BRAND SHARE—OTHER WET SAUCES
Key points
Declining consumption of red meat hurts market leaders
Fundamentals of advertising and promotions prove key to sales
Manufacturer and brand sales of other wet sauces
Figure 29: Selected FDMx brand sales of other wet sauces, 2010 and 2011
INNOVATIONS AND INNOVATORS
Key points
Top claims in new product launches
Figure 30: Top 15 claims on cooking sauces product launches, 2006-10
Purity claims
Premium
Low/no/reduced allergens
Innovative companies
Figure 31: Top companies and brands with product launches across cooking sauces, 2006-10
Figure 32: Private label versus name brand cooking sauces product launches, 2006-10
MARKETING STRATEGIES
TV ADVERTISING
Daddy Hinkles Marinades
Figure 33: Daddy Hinkles Marinades, ¯Family searches the kitchen, TV ad, 2010
Lawry’s Marinade
Figure 34: Lawry‘s Marinade, ¯Grill woman likes Szechuan BBQ, TV ad, 2010
Aloha Shoyu
Figure 35: Aloha Shoyu, ¯Family cooks out even grandpa knows the best, TV ad, 2010
Lay Row Catch A Mellow Sauce
Figure 36: Lay Row Catch A Mellow Sauce, ¯Barbecue Patrol asks customers…, TV ad, 2010
Van’s Grilling Baste
Figure 37: Van‘s Grilling Baste, ¯It has mouths watering across the northwest, TV ad, 2010
ONLINE AND SOCIAL MEDIA INTEGRATION
Kraft
McCormick & Co.
H.J. Heinz Co.
Sweet Baby Ray’s
USAGE OF COOKING SAUCES AND MARINADES
Key points
Usage among those who cook/prepare meals at home
Figure 38: Usage of cooking sauces and marinades, by age, December 2010
Figure 39: Usage of cooking sauces and marinades, by household income, December 2010
STORE-BOUGHT SAUCES AND MARINADES USED IN THE HOME
Key points
Types of store-bought sauce/marinade or dry seasoning mix used
Figure 40: Types of store-bought sauce/marinade or dry seasoning mix used, by gender, December 2010
Figure 41: Types of store-bought sauce/marinade or dry seasoning mix used, by age, December 2010
Figure 42: Types of store-bought sauce/marinade or dry seasoning mix used, by household income, December 2010
Household usage, brands, and volume
Figure 43: Household usage of barbecue and seasoning sauces, by age, July 2009-September 2010
Figure 44: Household usage of barbecue and seasoning sauces, by household income, July 2009-September 2010
Figure 45: Household usage of barbecue and seasoning sauces, by race/Hispanic origin, July 2009-September 2010
Figure 46: Barbecue and seasoning sauces used (brands and volume), by age, July 2009-September 2010
CLAIMS/ATTRIBUTES IMPORTANT TO THE PURCHASE DECISION
Key points
Claims/attributes important to the purchase decision
Figure 47: Claims/attributes important to the purchase decision, by age, December 2010
FAVORED COOKING SAUCE AND MARINADE VARIETIES
Key points
Favored cooking sauce and marinade varieties
Figure 48: Favored cooking sauce and marinade varieties, by gender, December 2010
Figure 49: Favored cooking sauce and marinade varieties, by age, December 2010
Figure 50: Favored cooking sauce and marinade varieties, by household income, December 2010
DRIVERS THAT INSTIGATE PURCHASES
Key points
Drivers that instigate purchases
Figure 51: Drivers that instigate purchases, by gender, December 2010
Figure 52: Drivers that instigate purchases, by age, December 2010
Figure 53: Drivers that instigate purchases, by urban status, December 2010
ATTITUDES OF THE HOME COOK
Key points
Attitudes of the home cook
Figure 54: Attitudes of the home cook, December 2010
Figure 55: Attitudes of the home cook, by age, December 2010
Figure 56: Attitudes of the home cook, by household income, December 2010
CLUSTER ANALYSIS
Healthers
Demographics
Characteristics
Opportunity
Homers
Demographics
Characteristics
Opportunity
Status Quos
Demographics
Characteristics
Opportunity
Cluster characteristics
Figure 57: Sauces clusters, January 2011
Figure 58: Claims/attributes important to the purchase decision, by sauces clusters, January 2011
Figure 59: Drivers that instigate purchases, by sauces clusters, January 2011
Figure 60: Attitudes of the home cook, by sauces clusters, January 2011
Cluster demographics
Figure 61: Sauces clusters, by gender, January 2011
Figure 62: Sauces clusters, by age group, January 2011
Figure 63: Sauces clusters, by household income, January 2011
Figure 64: Sauces clusters, by race, January 2011
Figure 65: Sauces clusters, by Hispanic origin, January 2011
Cluster methodology
CUSTOM CONSUMER GROUPS
Key points
Usage by level of involvement in meal preparation
Usage among those who cook/prepare meals at home
Figure 66: Usage of cooking sauces and marinades, by level of involvement in meal preparation, December 2010
Usage by key over- and under-indexing demographics
Figure 67: Usage of cooking sauces and marinades, by key over indexers and under indexers, December 2010
Claims/attributes important to the purchase decision
Figure 68: Claims/attributes important to the purchase decision, by key over indexers and under indexers, December 2010
Favored cooking sauce and marinade varieties
Figure 69: Favored cooking sauce and marinade varieties, by key over indexers and under indexers, December 2010
Drivers that instigate purchases
Figure 70: Drivers that instigate purchases, by key over indexers and under indexers, December 2010
SYMPHONYIRI/BUILDERS—KEY HOUSEHOLD PURCHASE MEASURES
BARBECUE SAUCE
Consumer insights on key purchase measures
Brand map
Figure 71: Brand map, selected brands of barbecue sauce, by household penetration, 2010
Brand leader characteristics
Key purchase measures
Figure 72: Key purchase measures for the top brands of barbecue sauce, by household penetration, 2010
GRAVY/SAUCE MIXES
Overview of gravy/sauce mixes
Consumer insights on key purchase measures—dry meat/seafood seasoning mixes
Brand map
Figure 73: Brand map, selected brands of dry meat/seafood seasoning mixes buying rate by household penetration, 2010
Brand leader characteristics
Key purchase measures
Figure 74: Key purchase measures for the top brands of dry meat/seafood seasoning mixes, by household penetration, 2010
APPENDIX—OTHER USEFUL CONSUMER TABLES
By race/Hispanic origin
Figure 75: Usage of cooking sauces and marinades, by race/Hispanic origin, December 2010
Figure 76: Types of store-bought sauce/marinade or dry seasoning mix used, by race/Hispanic origin, December 2010
Figure 77: Claims/attributes important to the purchase decision, by race/Hispanic origin, December 2010
Figure 78: Drivers that instigate purchases, by race/Hispanic origin, December 2010
Figure 79: Attitudes of the home cook, by race/Hispanic origin, December 2010
By other demographics
Figure 80: Types of store-bought sauce/marinade or dry seasoning mix used, by level of involvement in meal preparation, December 2010
Figure 81: Claims/attributes important to the purchase decision, by household income, December 2010
Figure 82: Drivers that instigate purchases, by household income, December 2010
Figure 83: Attitudes of the home cook, by gender, December 2010
Figure 84: Number of cooking sauce/marinade product introductions, by region during 52-week ending March 21, 2011
APPENDIX—TRADE ASSOCIATIONS
APPENDIX: RESEARCH METHODOLOGY
CONSUMER RESEARCH
Primary Data Analysis
Sampling
Global Market Insite (GMI)
Secondary Data Analysis
Experian Simmons National Consumer Studies
Statistical Forecasting
Statistical modelling
Qualitative insight
The Mintel fan chart
Weather analogy
Related market research by sector
Sauces (in Spreads, sauces & condiments)
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