Abstract
This market is estimated to be worth £474 million in 2008, which reflects slowing growth (1.5%) from the previous years. Table sauces and mayonnaise account for three quarters of the market.
Heinz dominates the market in the table sauce sector and Hellmann' s in the mayonnaise. Both invest heavily to prevent any devaluation of their brands.
Naturalness, shored up by the ‘you are what you eat' mantra, is the keystone of success, with most products now additive-free.
Long term, there is great potential due to the rise in shortcut cooking plus scratch cooking is becoming increasingly embedded in the British culture.
A threat looms on the horizon with the supermarkets that are rapidly launching new products and positioning themselves to take on the manufacturer brands.
Key report themes:
- The battle between own-label and manufacturer brands.
- The impact of health and nutritional value on consumer choice.
- The positive influence of rising cooking skills on the extension of usage of bottled sauces.
- The dominance of tomato ketchup and mayonnaise in the market and how they dictate the fortunes of the overall category.
- The role of premiumisation in shaping the future of the category.
Table of Contents
- Issues in the Market
- Key themes
- Definition
- Market in Brief
- A stagnant market
- Three out of four purchases are for table sauces
- New uses for sauces are the way forward
- Innovation adds value
- The future
- Growth falters but recovers
- Internal Market Environment
- Key points
- Cooking influences
- Figure 1: Trends for food and shopping statements, 2003-07
- Reluctance to cook wanes
- Shortcuts and scratch cooking
- Figure 2: Trends for food and shopping statements, 2003-07
- Outdoor living positive influence
- Figure 3: Trends for owning barbecues/garden furniture, 2003-07
- Health focus
- Government and media shape customer attitudes
- Broader Market Environment
- Key points
- Standing alone
- Figure 4: Changes in UK household sizes, 2003-13
- Core target market shrinks
- Figure 5: Trends and projections in UK population (' 000s), by age,
2003-13
- Winners and losers
- Growth in ABC1s favours speciality sauces
- Figure 6: UK population, by socio-economic group, 2003-13
- Competitive Context
- Key points
- Chutneys, sweet pickles and relishes compete with dish-specific
- Figure 7: UK sales of chutney, sweet pickles and relish compared to
dish-related sauces, 2002-07
- Chilled sauces may have a negative impact
- Figure 8: UK retail value sales of fresh chilled and ambient/wet cooking
sauces, by type, 2001-06
- Salad accompaniments -- are they a threat?
- Figure 9: Market size of salad accompaniements, by value, at current
prices, 2002-07
- Salad cream little threat to mayonnaise
- Ready-made salad dressings little threat
- Other factors
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Size and Forecast
- Key points
- Growth slows for 2008
- Figure 10: UK retail sales of bottled sauces, by value, 2003-08
- Heinz and Hellmann' s brands drive sales
- Targeting the health-conscious is successful
- The future of the market
- Forecast
- High inflation will restrict market growth
- Figure 11: Forecast of current value of bottled sauces market, 2003-13
- Figure 12: Forecast of real value of bottled sauces market, 2003-13
- Factors used in the forecast
- Segment Performance
- Key points
- Tomato and mayo drive growth in bottled sauces
- Figure 13: UK retail sales of bottled sauces, by sector, 2003-08
- Figure 14: Percentage of change, 2003-08 and 2007-08
- Strong innovation in table sauces keeps the market buoyant
- Figure 15: UK retail sales of table sauces, by value, 2003-08
- Figure 16: UK retail sales of table sauces, by type, by value, 2003-08
- Tomato drives growth through universal appeal
- Worcestershire goes premium
- Soy
- Changes in eating habits adversely impact dish-related
- Figure 17: UK retail sales of dish-specific sauces, by value, 2003-08
- Figure 18: UK retail sales of dish-specific sauces, by type, by value,
2003-08
- Culinary adventurism prevents decline of vinegar
- Figure 19: UK retail sales of vinegar, by value, 2003-08
- Figure 20: UK retail sales of vinegar, by type, by value, 2003-08
- Speciality mustards save the day
- Figure 21: UK retail value sales of mustard, 2003-08
- Figure 22: UK retail value sales of mustard, by type, by value, 2003-08
- Hellmann' s dominates salad accompaniments
- Figure 23: UK retail sales of mayonnaise, by value, 2003-08
- Market Share
- Key points
- Heinz maintains steady share of tomato sauce
- Figure 24: UK retail brand shares of tomato ketchup, by value, 2003-08
- Static and stable browns
- Figure 25: UK retail brand shares of brown sauce, by value, 2003-08
- Hot and spicy fuels growth
- Figure 26: UK retail brand shares of barbecue and other thick sauces, by
value, 2003-08
- Kikkoman and Amoy head to head
- Figure 27: UK retail brand shares of soy sauce, by value, 2003-08
- English Provender drives growth of smaller brands
- Figure 28: UK retail brand shares of dish-specific sauce, by value,
2003-08
- Balsamics, wine and cider vinegars sustain growth
- Figure 29: UK retail brand shares of vinegar, by value, 2003-08
- Speciality mustards sustain the market
- Figure 30: UK retail brand shares of mustard, by value, 2003-08
- Investment keeps Hellmann' s at the top
- Figure 31: UK retail brand shares of mayonnaise, by value, 2003-08
- Companies and Products
- Key points
- F Duerr and Sons
- Costa
- HJ Heinz
- Kikkoman
- Premier Foods
- RH Amar
- Nando' s
- Unilever
- Wilkin and Sons
- Others
- The English Provender Company
- Greencore
- Patak' s
- Grace Foods UK (formerly WT Foods)
- Supermarkets
- Brand Communication and Promotion
- Key points
- Mayonnaise drives advertising spending patterns
- Figure 32: Main monitored media advertising expenditure on bottled
sauces, 2004-08
- Figure 33: Main monitored media advertising expenditure on Mayonnaise,
2004-08
- Hellmann' s number one advertiser
- Heinz dominates spend 2005-07
- How will 2008 finish?
- Top brands advertised over the last three years
- Figure 34: Main monitored media spend on bottled sauces, by selected
manufacturers, 2006-08
- Channels to Market
- Key points
- Supermarkets rule
- Figure 35: UK retail sales of bottled sauces, by outlet type, 2003-08
- Brands restricted in smaller locations
- The Consumer -- Usage
- Key points
- Mayonnaise steams ahead for recruiting new consumers
- Figure 36: Trends in penetration of consumption of different types of
sauces, 2003-07
- Age-old traditions
- Figure 37: Users of brown sauce and other sauces, by gender, age and
socio-economic group, 2007
- Women love affair with mayonnaise
- Figure 38: Users of mayonnaise, by gender, age and socio-economic group,
2007
- Tomato ketchup broad appeal
- Figure 39: Users of tomato ketchup, by gender, age and socio-economic
group, 2007
- Own-label brands are gaining share
- Figure 40: Branded versus own-label consumption of tomato ketchup,
2003-07
- Figure 41: Branded versus own-label consumption of brown sauce, 2003-07
- The Consumer -- Repertoire of Bottled Sauces
- Key points
- Sauces kept at home
- Figure 42: Bottled sauces kept on a regular supply at home, June 2008
- Older consumers have specific tastes
- Social group drives different repertoire
- A nation of sauce lovers
- Figure 43: Repertoire of bottled sauces that people keep a regular
supply of in their home, June 2008
- ABC1 families use the most
- Opportunities to drive trial
- Figure 44: Cross-analysis of what other sauces are kept at home if they
stock the five most popular sauces, June 2008
- Appendix
- Advertising data
- Abbreviations
- Appendix -- Internal Market Environment
- Figure 50: Trends for food and shopping statements, by demographics, 2007
- Figure 51: Trends for food and shopping statements, by demographics, 2007
- Figure 52: Ownership of barbecues/garden furniture, by demographics, 2007
- Appendix -- Broader Market Environment
- Figure 53: Trends and projections in UK household size, 2003-13
- Figure 54: Trends and projections in UK population, by age group, 2003-13
- Figure 55: Trends and projections in UK population, by socio-economic
group, 2003-13
- Appendix -- The Consumer: Usage
- Figure 57: Trends for consumption of different types of sauces, 2003-07
- Figure 58: Brown sauce frequency of consumption, by demographics, 2007
- Figure 59: Mayonnaise frequency of consumption, by demographics, 2007
- Figure 60: Tomato ketchup frequency of consumption, by demographics, 2007
- Figure 61: Trends for branded versus own-label consumption of tomato
ketchup, 2003-07
- Figure 62: Trends for branded versus own-label consumption of brown
sauce, 2003-07
- Appendix -- The Consumer: Repertoire of Bottled Sauces
- Figure 63: Bottled sauces kept on a regular supply at home, by
demographics, June 2008
- Figure 64: Bottled sauces kept on a regular supply at home, by
demographics, June 2008
- Figure 65: Bottled sauces kept on a regular supply at home, by
demographics, June 2008
- Figure 66: Bottled sauces kept on a regular supply at home, by
demographics, June 2008
- Figure 67: Bottled sauces kept on a regular supply at home, by
demographics, June 2008
- Figure 68: Nets of bottled sauces, kept on a regular supply at home, by
demographics, June 2008
- Figure 69: Repertoire of sauce usage, by types of sauces kept, June 2008
- Figure 70: Repertoire of sauce users, by demographics, June 2008
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