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Condiments and Dressings - UK - December 2016

“Changing meal preferences have hit the demand for traditional condiments. Meanwhile, NPD focused around hot and spicy flavours and those inspired by world cuisines has so far failed to re-energise sales. Steps to re-engage users are much needed. With strong interest in versatility, suggestions for pairing condiments with different meals or using them as an ingredient in recipes can drive relevance.”
– Richard Caines, Senior Food & Drink Analyst

This report examines the following issues:

  • Focus on versatility can support usage of table sauces
  • Brands can leverage brand loyalty with multipacks of smaller bottles and restaurant chain-themed condiments and dressings
  • Advertising the variety of flavours and giving more suggestions on pairings needed to increase pickled condiments usage

Consumer tastes are changing in terms of both types of meal eaten and flavour preferences. With nearly half of people eating meals traditional condiments go with less often than they used to do, sauces with new flavours from around the world will be important in driving usage, with hot and spicy flavours already explored in NPD (New Product Development).

Versatility is preferred in table sauces, with consumers keen on using products in a variety of ways. This means suggestions from brands for using condiments with a range of meals and as a cooking ingredient for different recipes will be beneficial to future growth.

Table sauces 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 as follows:

  • Bottled table sauces include sauces such as tomato ketchup, brown and other thick sauces, such as barbecue and thick chilli. Also included are thin table sauces, including soy, Worcestershire, tabasco, thin chilli, oyster and fish sauce and other related varieties.
  • Dish-specific sauces comprise those sauces that have traditionally been associated with a particular dish, such as mint (with lamb), horseradish (with beef), tartare (with fish) and apple (with pork). They are generally sold in jars rather than bottles.
  • Vinegar including malt vinegar and balsamic, red wine, sherry, white wine, cider and other speciality vinegars.
  • Salad sauces including mayonnaise, salad cream and salad dressings.
  • Mustard includes the traditional varieties – English, French and German – and speciality mustards.
  • Pickles/chutneys/relishes.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Flat sales for condiments and dressings
              • Figure 1: UK retail value sales and forecast of table sauces, pickles, chutneys and relishes, 2011-21
              • Figure 2: UK retail sales of table sauces, by segment, by value, 2015 and 2016
            • Companies and brands
              • Heinz maintains lead in table sauces
                • Figure 3: Leading brands’ shares in the UK retail table sauces market, by value, 2015/16*
              • Own-label increases share of pickled condiment sales
                • Figure 4: Leading brands’ shares in the UK retail pickles, chutneys and relishes market, by value, 2015/16*
              • More NPD focused on hot and spicy flavours
                • The consumer
                  • Almost universal usage for condiments and dressings
                    • Figure 5: Any use of different types of condiments and dressings, September 2016
                  • Brand and promotions biggest influence on choice
                    • Figure 6: Factors influencing choice of condiments and dressings, September 2016
                  • Strong interest in multipacks containing smaller bottles
                    • Figure 7: Interest in buying different types of condiments and dressings, September 2016
                  • Versatility important to users of table sauces
                    • Figure 8: Usage behaviour and preferences for condiments and dressings, September 2016
                  • Strong interest in suggestions on using condiments
                    • Figure 9: Attitudes towards condiments and dressings, September 2016
                  • What we think
                  • Issues and Insights

                    • Focus on versatility can support usage of table sauces
                      • The facts
                        • The implications
                          • Brands can leverage brand loyalty with multipacks of smaller bottles and restaurant chain-themed condiments and dressings
                            • The facts
                              • The implications
                                • Advertising the variety of flavours and giving more suggestions on pairings needed to increase pickled condiments usage
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Flat market for condiments and dressings
                                        • Upward price pressures expected in 2017
                                          • Mixed fortunes in table sauces
                                            • Thin sauces benefit from interest in versatility and ethnic foods
                                              • Flat sales for pickles, chutneys and relishes
                                                • Scope for promoting more usage in scratch cooking
                                                  • Barbecue season important for table sauces and dressings
                                                    • Interest in a wider range of world cuisines
                                                    • Market Size and Forecast

                                                      • Flat market for condiments and dressings
                                                        • Figure 10: UK retail value sales of table sauces, pickles, chutneys and relishes, 2011-21
                                                      • The future
                                                        • Figure 11: UK retail value sales and forecast of table sauces, pickles, chutneys and relishes, 2011-21
                                                      • Forecast methodology
                                                      • Segment Performance

                                                        • Sales of table sauces flat in 2016
                                                          • Figure 12: UK retail value and volume sales of table sauces, 2011-21
                                                          • Figure 13: UK retail value sales and forecast of the table sauces market, 2011-21
                                                        • Salad accompaniments provide boost to sales
                                                          • Figure 14: UK retail sales of table sauces, by segment, by value and volume, 2015 and 2016
                                                        • Tomato ketchup sees dip in sales
                                                          • Figure 15: UK retail sales of thick sauces, by type, by value and volume, 2015 and 2016
                                                        • Mayonnaise sales boosted by combination of factors
                                                          • Figure 16: UK retail sales of salad accompaniments, by type, by value and volume, 2015 and 2016
                                                        • Dish-specific sauces suffer from changing meal preferences
                                                          • Figure 17: UK retail sales of dish-specific sauces, by type, by value and volume, 2015 and 2016
                                                        • Soy sauce helps lift sales of thin sauces
                                                          • Figure 18: UK retail sales of thin sauces, by type, by value and volume, 2015 and 2016
                                                        • Sales of pickles, chutneys and relishes level out
                                                          • Figure 19: UK retail value and volume sales of pickles, chutneys and relishes, by value and volume, 2011-21
                                                          • Figure 20: UK retail value sales and forecast of the pickles, chutneys and relishes market, 2011-21
                                                      • Market Drivers

                                                        • Scratch cooking presents scope for brands to increase usage
                                                          • Figure 21: Frequency of cooking in the home, by type of meal, February 2016
                                                        • Strong interest in world cuisines influences table sauces
                                                          • Figure 22: Eating and interest in trying different types of ethnic foods at home, November 2015
                                                        • Room for both healthier and more indulgent products
                                                          • Population growth should boost sales of condiments and dressings
                                                            • Figure 23: UK households, by size, 2011-21
                                                          • Barbecue season important for boosting summer sales
                                                          • Companies and Brands – What You Need to Know

                                                            • Heinz gets boost from products other than tomato ketchup
                                                              • Own-label makes gains in pickled condiments
                                                                • Trend towards hot and spicy flavours in new launches
                                                                  • More barbecue and smoky flavours also being seen
                                                                    • US-inspired sauces another important theme
                                                                      • Inspiration coming from wider range of world cuisines
                                                                        • Increase in advertising spending on mayonnaise in 2016
                                                                          • Big summer advertising campaign for Heinz
                                                                            • Hellmann’s and Kikkoman focus on increasing usage occasions
                                                                            • Market Share

                                                                              • Heinz grows sales of products other than tomato ketchup
                                                                                • Figure 24: Leading brands’ sales and shares in the UK retail table sauces market, by value, 2014/15 and 2015/16
                                                                              • Heinz retains market lead
                                                                                • Figure 25: Leading manufacturers sales and shares in the UK retail table sauces market, by value, 2014/15 and 2015/16
                                                                              • Own-label makes gains in pickles
                                                                                • Figure 26: Leading brands’ sales and shares in the UK retail pickles, chutneys and relishes market, by value and volume, 2014/15 and 2015/16
                                                                              • Mizkan and Baxters take a third of pickles, chutneys and relishes
                                                                                • Figure 27: Leading manufacturers’ sales and shares in the UK retail pickles, chutneys and relishes market, by value and volume, 2014/15 and 2015/16
                                                                            • Launch Activity and Innovation

                                                                              • Table sauces take biggest share of 2016 launches
                                                                                • Figure 28: New product launches in the UK condiments and dressings market, by sub-category, 2012-16
                                                                              • Branded products dominate new product launches
                                                                                • Figure 29: Split of branded vs own-label new product launches in the UK condiments and dressings market, 2012-16
                                                                              • Trend towards hot and spicy flavours continues
                                                                                • More barbecue and smoky flavours
                                                                                  • Figure 30: New product launches in the UK condiments and dressings market, by flavour component, 2012-16
                                                                                • More US-inspired sauces being launched
                                                                                  • Wider range of sauces inspired by world cuisines
                                                                                    • Baxters launches Deli Toppers range in pickled condiments
                                                                                    • Brand Communication and Promotion

                                                                                      • Significant increase in advertising in 2015 and 2016
                                                                                        • Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on condiments and dressings*, 2012-16
                                                                                        • Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on condiments and dressings, by category, 2012-16
                                                                                      • Heinz and Unilever dominate advertising
                                                                                        • Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure on condiments and dressings, by advertiser, 2012-16
                                                                                      • Heinz runs ‘Add a Little Magic’ campaign for its sauces
                                                                                        • Hellmann’s runs biggest ever summer campaign
                                                                                          • Colman’s puts focus on strength of mustard
                                                                                            • Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on condiments and dressings, by 10 highest-spending brands, Jan-Oct 2016
                                                                                          • Nielsen Ad Intel coverage
                                                                                          • The Consumer – What You Need to Know

                                                                                            • Usage of condiments and dressings almost universal
                                                                                              • Ethnic sauces also ingrained on the menu
                                                                                                • Being a familiar/favourite brand important
                                                                                                  • Room in the market for healthier variants
                                                                                                    • Third of buyers interested in multipacks of smaller bottles
                                                                                                      • Strong appeal for restaurant chain-branded products
                                                                                                        • Interest in more regional and ethnic pickles
                                                                                                          • Focusing on versatility can help increase usage
                                                                                                            • Changing meal patterns undermine condiment sales
                                                                                                              • Room for more serving suggestions and sauces for ethnic dishes
                                                                                                              • Use of Condiments and Dressings

                                                                                                                • Almost universal usage enjoyed by condiments and dressings
                                                                                                                  • Traditional table sauces lead
                                                                                                                    • Ethnic table sauces ingrained on the menu
                                                                                                                      • Figure 35: Any use of different types of condiments and dressings, September 2016
                                                                                                                    • Traditional table sauces used most frequently
                                                                                                                      • Figure 36: Frequency of use of different types of condiments and dressings, September 2016
                                                                                                                    • Mayonnaise and vinegar benefit from pairings with a variety of meals
                                                                                                                      • Wide repertoire of condiments and dressings used
                                                                                                                        • Figure 37: Repertoire of condiments and dressings eaten/used in the last 6 months, September 2016
                                                                                                                    • Factors Influencing Choice of Condiments and Dressings

                                                                                                                      • Fewer recent buyers than users
                                                                                                                        • Figure 38: Purchasing of condiments and dressings in the last 6 months, September 2016
                                                                                                                      • Familiar/favourite brands important
                                                                                                                        • Figure 39: Factors influencing choice of condiments and dressings, September 2016
                                                                                                                      • Special offers also have a big influence
                                                                                                                        • Easy-to-use packaging appeals
                                                                                                                          • Room for healthier variants
                                                                                                                            • Choice of flavours most important for pickled condiments
                                                                                                                            • Interest in Buying Products

                                                                                                                              • Multipacks of smaller bottles interest a third of buyers
                                                                                                                                • Single-serves and sprays interest one in five
                                                                                                                                  • Figure 40: Interest in buying different types of condiments and dressings, September 2016
                                                                                                                                • Restaurant chain-branded products have strong appeal
                                                                                                                                  • Sauces with a spice ‘booster’ appeal to 25-34s
                                                                                                                                    • Interest in more regional and ethnic pickles
                                                                                                                                      • More hand-crafted and chilled sauces could encourage trading up
                                                                                                                                        • Interest in ketchups with fruit and vegetables other than tomato
                                                                                                                                        • Usage Behaviour and Preferences

                                                                                                                                          • Focusing on versatility can help increase usage of table sauces
                                                                                                                                            • Figure 41: Usage behaviour and preferences for condiments and dressings, September 2016
                                                                                                                                          • Need to promote usage of condiments for every season
                                                                                                                                            • Changing meal patterns undermine traditional condiment sales
                                                                                                                                              • Many users fail to finish condiments
                                                                                                                                                • Hot and spicy sauces have strong appeal
                                                                                                                                                  • CHAID analysis
                                                                                                                                                    • Methodology
                                                                                                                                                      • Versatility and ‘trendy’ sauces appeal most to younger people
                                                                                                                                                          • Figure 42: Condiments and dressings – CHAID – Tree output, September 2016
                                                                                                                                                          • Figure 43: Condiments and dressings – CHAID – Table output, September 2016
                                                                                                                                                      • Attitudes towards Condiments and Dressings

                                                                                                                                                        • Strong interest in using table sauces in cooking
                                                                                                                                                          • Figure 44: Attitudes towards condiments and dressings, September 2016
                                                                                                                                                        • Wastage and space are barriers to purchasing
                                                                                                                                                          • In-store initiatives can help encourage increased usage
                                                                                                                                                            • Room for more table sauces to go with ethnic dishes
                                                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                • Abbreviations
                                                                                                                                                                  • Consumer research methodology
                                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                                    • Forecast Methodology
                                                                                                                                                                        • Figure 45: Best- and worst-case forecast of UK retail value sales of table sauces, pickles, chutneys and relishes, 2016-21
                                                                                                                                                                    • Appendix – Segment Performance

                                                                                                                                                                        • Figure 46: UK retail volume sales and forecast of the table sauces market, 2011-21
                                                                                                                                                                        • Figure 47: Best- and worst-case forecast of UK retail volume sales of table sauces, 2016-21
                                                                                                                                                                        • Figure 48: Best- and worst-case forecast of UK retail value sales of table sauces, 2016-21
                                                                                                                                                                        • Figure 49: UK retail volume sales and forecast of the pickles, chutneys and relishes market, 2011-21
                                                                                                                                                                        • Figure 50: Best- and worst-case forecast of UK retail value sales of pickles, chutneys and relishes, 2016-21
                                                                                                                                                                        • Figure 51: Best- and worst-case forecast of UK retail volume sales of pickles, chutneys and relishes, 2016-21
                                                                                                                                                                    • Appendix – Market Share

                                                                                                                                                                        • Figure 52: Leading brands’ sales and shares in the UK retail table sauces market, by volume, 2014/15 and 2015/16
                                                                                                                                                                        • Figure 53: Leading manufacturers’ sales and shares in the UK retail table sauces market, by volume, 2014/15 and 2015/16
                                                                                                                                                                    • Appendix – Launch Activity and Innovation

                                                                                                                                                                        • Figure 54: New product launches in the UK condiments and dressings market, by company, 2012-16
                                                                                                                                                                        • Figure 55: New product launches in the UK condiments and dressings market, by top 10 claims, 2012-16

                                                                                                                                                                    Condiments and Dressings - UK - December 2016

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