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Bottled Sauces - UK - November 2010

This report examines the UK retail market for ready-to-eat bottled sauces. These are generally added to a meal at the table as an accompaniment, although they can also be used as an ingredient in cooking. The market can be segmented into table sauces and dish-specific sauces.

For the first time, this report also includes mayonnaise.

  • The future growth of the 25-34 population bodes well for the bottled sauces sector as this group is the most prolific in its repertoire of sauces and highly willing to try new varieties and flavours.
  • Those in the AB socio-economic group are certainly motivated by premium products, dominating consumption for the majority of sauces including balsamic vinegar, mustard and Oriental sauces. This group are also the prime target for brands looking to drive sales by encouraging the use of sauces to customise meals.
  • Advertising aimed at promoting the versatility of bottled sauces should focus on women, as they are the most likely to use bottled sauces in a variety of ways with men sticking to using them primarily as an accompaniment.
  • Products with a strong healthy eating message, either in terms of free-from or low calorie content claims, can be used to tap in the 38% of consumers, particularly women and households with children, for whom health is an important factor.
  • The development of natural sweeteners, such as stevia and xylitol, as highlighted by the launch of Xylitol tomato ketchup in the UK, could be more widely adopted by the major players in the bottled sauces market, giving peace of mind to parents looking for a healthier alternative for the children, or themselves.
  • Brands and manufacturers have been seeing a polarisation in sizes over the past couple of years ,as they attempt to cater for the surge in one-person households while offering value options for families during times of economic uncertainty. Offering bottled sauces in a wider variety of formats and sizes, especially in the categories such as ketchup and mayonnaise where penetration is so high, is helping to keep the sector fresh and meet consumers’ needs.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
        • Future Opportunities

            • For saucy singletons
              • For dads who care
              • Market in Brief

                • Penetration reaches almost 100%
                  • Brands build on equity
                    • Innovation driving interest
                      • Traditional vs adventurous
                        • Health remains important for some categories
                        • Internal Market Environment

                          • Key points
                            • Usage
                              • Figure 1: Frequency of use of tomato ketchup, mayonnaise and brown sauce, 2006-09
                            • Bottled sauces accommodate cooking habits
                              • Figure 2: Change in agreement with selected lifestyle statements, 2006-10
                            • Breakfast occasions encourage usage
                              • Flavour innovation attracts interest
                                • Figure 3: Change in agreement with selected lifestyle statements, 2006-10
                              • Consumers’ brand repertoire expands
                                • Low-fat varieties help some categories
                                  • Figure 4: Agreement with selected lifestyle statements on diet/health, 2006-10
                                • Summer provides a boost
                                • Broader Market Environment

                                  • Key points
                                    • Rising commodity costs
                                      • Disposable income
                                        • Demographic changes
                                          • ABC1s help premium growth
                                            • Figure 5: Trends in the socio-economic structure of the UK population, 2005-15
                                          • Ageing population
                                            • Figure 6: Trends in the age structure of the UK population, 2005-10 and 2010-15
                                          • Rise in one-person households to be challenging...
                                            • ...while working women should drive growth
                                              • Exports grow
                                                • Figure 7: Exports of sauces and condiments from the UK, 2009
                                            • Competitive Context

                                              • Key points
                                                • Dish-specific sauces compete with chutneys, pickles and relishes
                                                  • Figure 8: UK retail value sales of foods competitive to bottled sauces, 2005-09
                                                • Mayonnaise leads the way
                                                  • Figure 9: Market size of salad accompaniments, by value, at current prices, 2005-09
                                                • A competitive set
                                                  • Figure 10: UK retail value sales of foods competitive to bottled sauces, 2005-09
                                                • Convenience poses a threat
                                                • Strengths and Weaknesses

                                                  • Strengths
                                                    • Weaknesses
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • New flavours offer spice injection
                                                          • Premium launches target adults
                                                            • Own-label keeps up
                                                              • Packaging polarises
                                                                • Health focus on fat and salt
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Market to see growth
                                                                      • Figure 11: UK retail sales of bottled sauces, by value, 2005-10
                                                                    • Future growth in the market
                                                                      • Figure 12: Sales and forecast of the UK bottled sauces market, by value, 2005-15
                                                                    • Segmentation
                                                                      • Figure 13: Sales and forecast of the table sauces* market, by value, 2005-15
                                                                      • Figure 14: Sales and forecast of the other sauces* market, by value, 2005-15
                                                                    • Methodology
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Table sauces dominate category
                                                                          • Figure 15: UK retail sales of bottled sauces, by sector, 2005-09
                                                                        • Innovation keeps table sauces interesting
                                                                          • Figure 16: UK retail sales of table sauces, by type, by value, 2005-09
                                                                        • Dish-specific sees marginal growth
                                                                          • Figure 17: UK retail sales of dish-specific sauces, by type, by value, 2005-09
                                                                        • Premiumisation to aid mustard category
                                                                          • Figure 18: UK retail sales of mustard, by type, by value, 2005-09
                                                                        • Home cooking will help vinegars market
                                                                          • Figure 19: UK retail sales of vinegar, by type, by value, 2005-09
                                                                      • Market Share

                                                                        • Key points
                                                                          • Heinz grows sales but not share
                                                                            • Figure 20: UK retail brand shares of tomato ketchup, by value, 2005-09
                                                                          • Hellmann’s share surges
                                                                            • Figure 21: UK retail brand shares of mayonnaise, by value, 2005-09
                                                                          • Brown sauce retains stability
                                                                            • Figure 22: UK retail brand shares of brown sauce, by value, 2005-09
                                                                          • Barbecue sauce overtakes brown sauce
                                                                            • Figure 23: UK retail brand shares of barbecue and other thick sauces, by value, 2005-09
                                                                          • Amoy loses share to other soy brands
                                                                            • Figure 24: UK retail brand shares of soy sauce, by value, 2005-09
                                                                          • Own-label dominates dish-specific
                                                                            • Figure 25: UK retail brand shares of dish-specific sauces, by value, 2005-09
                                                                          • Sarson’s competes with own-label
                                                                            • Figure 26: UK retail brand shares of vinegar, by value, 2005-09
                                                                          • Colman’s the favourite mustard
                                                                            • Figure 27: UK retail brand shares of mustard, by value, 2005-09
                                                                        • Companies and Products

                                                                          • Key points
                                                                            • Major players
                                                                              • G Costa
                                                                                • HJ Heinz
                                                                                  • RH Amar
                                                                                    • Premier Foods
                                                                                      • Unilever
                                                                                        • Others
                                                                                          • English Provender
                                                                                            • F Duerr and Sons
                                                                                              • Grace Foods
                                                                                                • Greencore
                                                                                                  • Kikkoman
                                                                                                  • Brand Elements

                                                                                                      • Key points
                                                                                                        • Brand map
                                                                                                            • Figure 28: Attitudes towards and purchase of various bottled sauce brands, August 2010
                                                                                                          • Brand qualities of bottled sauce brands
                                                                                                            • Traditional favourites dominate
                                                                                                              • Figure 29: Personalities of various bottled sauce brands, August 2010
                                                                                                            • Experience of bottled sauce brands
                                                                                                              • Traditional variants most popular
                                                                                                                • Figure 30: Consumer purchase of various bottled sauce brands, August 2010
                                                                                                              • Brand consideration for bottled sauce brands
                                                                                                                • Niche sauces open to consideration
                                                                                                                  • Figure 31: Consideration of various bottled sauce brands, August 2010
                                                                                                                • Brand satisfaction for bottled sauce brands
                                                                                                                  • Heinz at head of the table
                                                                                                                    • Figure 32: Satisfaction with various bottled sauce brands, August 2010
                                                                                                                  • Brand commitment to bottled sauce brands
                                                                                                                    • Heinz has greatest loyalty
                                                                                                                      • Figure 33: Commitment to various bottled sauce brands, August 2010
                                                                                                                    • Brand intentions for bottled sauce brands
                                                                                                                      • Heinz keeps them coming
                                                                                                                        • Figure 34: Future purchase intentions for various bottled sauce brands, August 2010
                                                                                                                      • Brand recommendation for bottled sauce brands
                                                                                                                        • Traditional sauces most recommended
                                                                                                                          • Figure 35: Recommendation of various bottled sauce brands, August 2010
                                                                                                                        • Mustards – Colman’s and Maille
                                                                                                                          • What the consumer thinks
                                                                                                                            • Figure 36: Attitudes towards the Colman’s and Maille brands, August 2010
                                                                                                                          • Strengths
                                                                                                                            • Room for improvement
                                                                                                                              • Oriental sauces – Amoy and Blue Dragon
                                                                                                                                • What the consumer thinks
                                                                                                                                  • Figure 37: Attitudes towards the Amoy and Blue Dragon brands, August 2010
                                                                                                                                • Strengths
                                                                                                                                  • Room for improvement
                                                                                                                                    • General sauces – Hellmann’s and Branston
                                                                                                                                      • What the consumer thinks
                                                                                                                                        • Figure 38: Attitudes towards the Hellmann’s and Branston brands, August 2010
                                                                                                                                      • Personality
                                                                                                                                        • Strengths
                                                                                                                                          • Room for improvement
                                                                                                                                            • Spicy sauces – Lea & Perrins and Tabasco
                                                                                                                                              • What the consumer thinks
                                                                                                                                                • Figure 39: Attitudes towards the Lea & Perrins and Tabasco brands, August 2010
                                                                                                                                              • Personality
                                                                                                                                                • Strengths
                                                                                                                                                  • Room for improvement
                                                                                                                                                    • Red and brown – Heinz and HP Sauce
                                                                                                                                                      • What the consumer thinks
                                                                                                                                                        • Figure 40: Attitudes towards the Heinz and HP Sauce brands, August 2010
                                                                                                                                                      • Personality
                                                                                                                                                        • Strengths
                                                                                                                                                          • Room for improvement
                                                                                                                                                          • Brand Communication and Promotion

                                                                                                                                                            • Key points
                                                                                                                                                              • Spend rebounds after the recession
                                                                                                                                                                • Figure 41: Main monitored media advertising expenditure on bottled sauces, 2006-10
                                                                                                                                                              • Unilever dominates spend
                                                                                                                                                                • Figure 42: Main monitored media advertising expenditure on bottled sauces, by advertiser, 2006-10
                                                                                                                                                              • Hellmann’s maintains lead over Heinz
                                                                                                                                                                • Figure 43: Highest-spending brands on bottled sauces, 2008-10*
                                                                                                                                                            • Channels to Market

                                                                                                                                                              • Key points
                                                                                                                                                                • Supermarkets dominate
                                                                                                                                                                  • Discounters struggle
                                                                                                                                                                  • Consumer Usage

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Ketchup storms ahead
                                                                                                                                                                        • Figure 44: Frequency of usage of bottled sauces in the past 12 months, July 2010
                                                                                                                                                                      • Flavoured varieties drive more occasions
                                                                                                                                                                        • Health causes gender split for mayonnaise and brown sauce
                                                                                                                                                                          • Figure 45: Have used mayonnaise/salad cream or brown sauce in the past 12 months, by gender, July 2010
                                                                                                                                                                        • Traditional sauces are reliant on the older consumer
                                                                                                                                                                          • Figure 46: Have used selected bottled sauces in the past 12 months, by age, July 2010
                                                                                                                                                                        • Oriental sauces appeal to the younger
                                                                                                                                                                          • Spicier entrants help to expand the category
                                                                                                                                                                            • Some consumers remain dubious
                                                                                                                                                                              • Experimenting consumers
                                                                                                                                                                                • Figure 47: Repertoire of bottled sauces used in the past 12 months, July 2010
                                                                                                                                                                            • The Consumer – Occasions

                                                                                                                                                                              • Key points
                                                                                                                                                                                • How do consumers use bottled sauces?
                                                                                                                                                                                  • Figure 48: Ways in which bottled sauces are used, July 2010
                                                                                                                                                                                • Hot meals most popular
                                                                                                                                                                                  • Figure 49: Index of ways in which bottled sauces are used, by gender, age, working status and household income (average = 100), July 2010
                                                                                                                                                                                • Cold occasions preferred by women
                                                                                                                                                                                  • Figure 50: Ways in which bottled sauces are used, by gender, July 2010
                                                                                                                                                                                • Customisation fuels usage as an ingredient
                                                                                                                                                                                  • Hot sauces popular for marinades/bake-on
                                                                                                                                                                                    • Figure 51: Index of ways in which bottled sauces are used, by selected bottled sauces (average = 100), July 2010
                                                                                                                                                                                  • What do they eat them with?
                                                                                                                                                                                    • Figure 52: Foods with which various bottled sauces are used, July 2010
                                                                                                                                                                                  • Chips a popular choice for bottled sauces
                                                                                                                                                                                    • Meat influences use of dish-specific
                                                                                                                                                                                      • Breakfast provides a boost
                                                                                                                                                                                        • Seasonality drives usage
                                                                                                                                                                                        • Consumer Attitudes towards Bottled Sauces

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Flavours are key to consumption
                                                                                                                                                                                              • Figure 53: Any agree on attitudes towards bottled sauces, by age, July 2010
                                                                                                                                                                                            • Brand and price
                                                                                                                                                                                              • Figure 54: Foods with which various bottled sauces are used, July 2010
                                                                                                                                                                                              • Figure 55: Any agree with the statement ‘I always buy the same brand’, by age, socio-economic group and annual household income (average = 100), July 2010
                                                                                                                                                                                            • Cost has an influence
                                                                                                                                                                                              • Health a focus for women
                                                                                                                                                                                                • Figure 56: Index of any agree with the statement ’I use healthier options whenever possible‘, by gender, age, socio-economic group and annual household income (average = 100), July 2010
                                                                                                                                                                                              • Infrequent use allays some health fears
                                                                                                                                                                                                • Formats aid convenience
                                                                                                                                                                                                    • Figure 57: Any agree with statements on bottled sauces, by gender, July 2010
                                                                                                                                                                                                • Consumer Targeting Opportunities

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                      • Figure 58: Target groups of statements on bottled sauces, July 2010
                                                                                                                                                                                                    • Switchers (14%)
                                                                                                                                                                                                      • Limited (19%)
                                                                                                                                                                                                        • Rich and Healthy (21%)
                                                                                                                                                                                                          • Singles (30%)
                                                                                                                                                                                                            • Foodies (16%)
                                                                                                                                                                                                            • Appendix – Broader Market Environment

                                                                                                                                                                                                                • Figure 59: GDP, PDI, consumer expenditure and savings, at constant 2010 prices, 2005-15
                                                                                                                                                                                                                • Figure 60: Trends in the age structure of the UK population, 2005-15
                                                                                                                                                                                                                • Figure 61: Forecast adult population trends, by socio-economic group, 2005-15
                                                                                                                                                                                                                • Figure 62: UK households, by size, 2005-15
                                                                                                                                                                                                                • Figure 63: Employment and unemployment, by gender, 2005-15
                                                                                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                                                                                                • Figure 64: Current value of bottled sauces market, 2003-09
                                                                                                                                                                                                            • Appendix – Brand Communication and Promotion

                                                                                                                                                                                                                • Figure 65: Main monitored media advertising expenditure on bottled sauces, by brand, 2008-10*
                                                                                                                                                                                                            • Appendix – Consumer Usage

                                                                                                                                                                                                                • Figure 66: Frequency of usage of ketchup/flavoured ketchup in the past 12 months, by demographics, July 2010
                                                                                                                                                                                                                • Figure 67: Frequency of usage of mustard (eg Dijon/French/English) in the past 12 months, by demographics, July 2010
                                                                                                                                                                                                                • Figure 68: Frequency of usage of mint sauce in the past 12 months, by demographics, July 2010
                                                                                                                                                                                                                • Figure 69: Frequency of usage of apple sauce in the past 12 months by demographics, July 2010
                                                                                                                                                                                                                • Figure 70: Frequency of usage of tartare sauce in the past 12 months, by demographics, July 2010
                                                                                                                                                                                                                • Figure 71: Frequency of usage of cranberry sauce in the past 12 months, by demographics, July 2010
                                                                                                                                                                                                                • Figure 72: Frequency of usage of horseradish in the past 12 months, by demographics, July 2010
                                                                                                                                                                                                                • Figure 68: Frequency of usage of Peri-Peri sauce (eg Nando’s) in the past 12 months, by demographics, July 2010
                                                                                                                                                                                                                • Figure 69: Frequency of usage of West Indian hot pepper sauce (eg Reggae Reggae) in the past 12 months, by demographics, July 2010
                                                                                                                                                                                                                • Figure 70: Frequency of usage of any other sweet chilli/chilli sauce in the past 12 months, by demographics, July 2010
                                                                                                                                                                                                                • Figure 71: Usage of bottled sauces in the past 12 months, by repertoire of usage of bottled sauces in the past 12 months, July 2010
                                                                                                                                                                                                                • Figure 72: Repertoire of usage of bottled sauces in the past 12 months, by demographics, July 2010
                                                                                                                                                                                                            • Appendix – Consumer Occasions

                                                                                                                                                                                                                • Figure 73: Ways in which bottled sauces are used, by demographics, July 2010
                                                                                                                                                                                                                • Figure 74: Repertoire of ways in which bottled sauces are used, by demographics, July 2010
                                                                                                                                                                                                                • Figure 75: Frequency of usage of bottled sauces in the past 12 months, by ways in which bottled sauces are used, July 2010
                                                                                                                                                                                                                • Figure 76: Frequency of usage of bottled sauces in the past 12 months, by ways in which bottled sauces are used, July 2010
                                                                                                                                                                                                                • Figure 77: Foods with which various bottled sauces are used, by demographics, July 2010
                                                                                                                                                                                                            • Appendix – Consumer Attitudes towards Bottled Sauces

                                                                                                                                                                                                                • Figure 78: Attitudes towards bottled sauces, July 2010
                                                                                                                                                                                                                • Figure 79: Attitudes towards bottled sauces, by demographics, July 2010
                                                                                                                                                                                                                • Figure 80: Attitudes towards bottled sauces, by usage of bottled sauces in the past 12 months, July 2010
                                                                                                                                                                                                                • Figure 81: Attitudes towards bottled sauces, by most popular usage of bottled sauces in the past 12 months, July 2010
                                                                                                                                                                                                                • Figure 82: Attitudes towards bottled sauces, by demographics, July 2010
                                                                                                                                                                                                                • Figure 83: Attitudes towards bottled sauces, by demographics, July 2010
                                                                                                                                                                                                                • Figure 84: Attitudes towards bottled sauces, by demographics, July 2010

                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                            • AB World Foods
                                                                                                                                                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                                                                            • Aspall
                                                                                                                                                                                                            • Bank of England
                                                                                                                                                                                                            • British Retail Consortium
                                                                                                                                                                                                            • Chadha Oriental Food Ltd
                                                                                                                                                                                                            • English Provender Company
                                                                                                                                                                                                            • F. Duerr & Sons Ltd.
                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                            • Fédération Internationale de Football Association
                                                                                                                                                                                                            • Food Standards Agency
                                                                                                                                                                                                            • Fortnum & Mason Plc
                                                                                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                                                                                            • Grace Foods UK Ltd
                                                                                                                                                                                                            • Harvey Nichols UK
                                                                                                                                                                                                            • HJ Heinz Company UK
                                                                                                                                                                                                            • HP Foods Ltd
                                                                                                                                                                                                            • J. Sainsbury
                                                                                                                                                                                                            • Kantar Media
                                                                                                                                                                                                            • Kikkoman Corporation
                                                                                                                                                                                                            • Marks & Spencer
                                                                                                                                                                                                            • Nandos UK
                                                                                                                                                                                                            • Ortalli
                                                                                                                                                                                                            • Pret A Manger
                                                                                                                                                                                                            • Tesco Plc
                                                                                                                                                                                                            • Unilever Bestfoods UK Ltd
                                                                                                                                                                                                            • Waitrose
                                                                                                                                                                                                            • Weight Watchers Ltd. (UK)

                                                                                                                                                                                                            Bottled Sauces - UK - November 2010

                                                                                                                                                                                                            £1,995.00 (Excl.Tax)