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Condiments and Dressings - US - December 2014

“Positioning products as a helping hand to assist less skilled home cooks to achieve the end results they desire should find strong appeal among this group. In contrast, developing more complex products that push experienced cooks beyond their edge may appeal to those looking to expand their repertoire in the home kitchen.”
– Beth Bloom, Food and Drink Analyst

This report answers the following key questions:

  • How can condiments grow sales with an already high consumer penetration?
  • What role does health play in condiment and dressing use?
  • What role do condiments play in home cooking?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                • Executive Summary

                    • The market
                      • Dollar sales of condiments stagnate from 2009-14
                        • Figure 1: Total US retail sales and forecast of condiments, at current prices, 2009-19
                        • Figure 2: Total US retail sales and forecast of salad dressing, at current prices, 2009-19
                      • Leading condiment companies
                        • Kraft represents 16% of dollar sales of condiments at MULO
                          • Figure 3: MULO sales of condiments, by top five leading companies and private label, rolling 52 weeks 2013 and 2014 ($ millions)
                        • Condiment segment performance
                          • Other condiments segment leads growth
                            • Figure 4: Total US retail sales of condiments, by segment, at current prices ($ millions), 2009-14
                          • The consumer
                            • Expanding usage occasions is in order
                              • Figure 5: How consumers top select food items, correspondence analysis, December 2014
                            • What we think
                            • Issues and Insights

                                • How can condiments grow sales with an already high consumer penetration?
                                  • Issue
                                    • Insight: Expanding usage occasions is in order, including snacking
                                      • What role does health play in condiment and dressing use?
                                        • Issue
                                          • Insight: While health does not appear as a barrier to participation in the categories, general interest in health and wellness should inspire BFY positioning
                                            • What role do condiments play in home cooking?
                                              • Issue
                                                • Insight: Targeted product positioning can meet the needs of home cooks of all skill levels
                                                • Trend Applications

                                                    • Trend: Make it Mine
                                                      • Trend: Many Mes
                                                        • Futures: Old Gold
                                                        • Market Size and Forecast – Condiments

                                                          • Key points
                                                            • Sales and forecast of condiments
                                                              • Figure 6: Total US retail sales and forecast of condiments, at current prices, 2009-19
                                                              • Figure 7: Total US retail sales and forecast of condiments, at inflation-adjusted prices, 2009-19
                                                            • Continued flatlining projected through 2019
                                                              • Figure 8: Total US retail sales and forecast of condiments, at current prices, 2009-19
                                                            • Forecast methodology
                                                            • Market Size and Forecast – Salad Dressing

                                                              • Key points
                                                                • Sales and forecast of salad dressing
                                                                  • Figure 9: Total US retail sales and forecast of salad dressing, at current prices, 2009-19
                                                                  • Figure 10: Total US retail sales and forecast of salad dressing, at inflation-adjusted prices, 2009-19
                                                                • Salad dressing struggles with lack of versatility
                                                                    • Figure 11: Total US retail sales and forecast of salad dressing, at current prices, 2009-19
                                                                  • Forecast methodology
                                                                  • Market Drivers

                                                                    • Close to half of US consumers cook at home frequently
                                                                      • Figure 12: Cooking frequency, by gender, July 2014
                                                                      • Figure 13: Use of condiments, by cooking at home, September 2014
                                                                    • Interest in health presents opportunity for growth in the market
                                                                      • Figure 14: Diet status, by age, August 2014
                                                                    • Rise in specialty food indicates market direction
                                                                      • Figure 15: Use of condiments, by interest in food, September 2014
                                                                    • Expanding ethnic populations fuel a growing interest in ethnic foods
                                                                      • Figure 16: Population by race and Hispanic origin, 2009-19
                                                                    • Categories can find inspiration from foodservice
                                                                      • Figure 17: Condiment appearance on restaurant menus (top 10), by dish (top 5), Q3 2014
                                                                      • Figure 18: Condiment appearance on restaurant menus, top 10 flavors by condiment type (top 5), Q3 2014
                                                                      • Figure 19: Condiment appearance on restaurant menus, by top 10 marketing claims, Q3 2014
                                                                      • Figure 20: Salad dressing appearance on restaurant menus (top 10), by dish (top 5), Q3 2014
                                                                      • Figure 21: Salad dressing appearance on restaurant menus, by top 10 marketing claims, Q3 2014
                                                                  • Competitive Context

                                                                    • Other food categories challenge strong growth
                                                                      • Figure 22: Opinions about condiments, dressing, and other items, September 2014
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Pickles, olives, and relish hold largest share of condiments market
                                                                        • Figure 23: Total US retail sales and forecast of condiments, by segment, at current prices, 2012-14
                                                                      • Sales of pickles, olives, and relish grow by 4% from 2009-14
                                                                        • US retail sales of pickles, olives, and relish
                                                                          • Figure 24: Total US retail sales of pickles, olives, and relish, at current prices, 2009-14
                                                                          • Figure 25: Total US retail sales of pickles, olives, and relish, at inflation-adjusted prices, 2009-14
                                                                        • Mayonnaise sales declines wipe out strong 2011 growth
                                                                          • US retail sales of mayonnaise
                                                                            • Figure 26: Total US retail sales of mayonnaise, at current prices, 2009-14
                                                                            • Figure 27: Total US retail sales of mayonnaise, at inflation-adjusted prices, 2009-14
                                                                          • Ketchup sales are slow moving
                                                                            • US retail sales of ketchup
                                                                              • Figure 28: Total US retail sales of ketchup, at current prices, 2009-14
                                                                              • Figure 29: Total US retail sales of ketchup, at inflation-adjusted prices, 2009-14
                                                                            • Mustard declines may be slowing
                                                                              • US retail sales of mustard
                                                                                • Figure 30: Total US retail sales of mustard, at current prices, 2009-14
                                                                                • Figure 31: Total US retail sales of mustard, at inflation-adjusted prices, 2009-14
                                                                              • The other condiment segment posts sales growth of 14% from 2009-14
                                                                                • US retail sales of other condiments
                                                                                  • Figure 32: Total US retail sales of other condiments, at current prices, 2009-14
                                                                                  • Figure 33: Total US retail sales of other condiments, at inflation-adjusted prices, 2009-14
                                                                              • Retail Channels

                                                                                • Key points
                                                                                  • Supermarkets dominate condiment sales
                                                                                    • Other channels represent 38% of condiment sales
                                                                                        • Figure 34: Total US retail sales of condiments, by channel, at current prices, 2012 and 2014
                                                                                      • Natural channel sales of condiments grow 39% from 2012-14
                                                                                        • Figure 35: Natural supermarket sales of condiments, pickles, relishes, and olives, at current prices, rolling 52 weeks 2012-14
                                                                                      • Basic condiment users look for savings in store
                                                                                        • Figure 36: Use of condiments, by shopping behaviors, September 2014
                                                                                      • Supermarkets comprise two thirds of salad dressing sales
                                                                                        • Figure 37: Total US retail sales of salad dressing, by channel, at current prices, 2012 and 2014
                                                                                        • Figure 38: Salad dressing launches, private label, 2010-14*
                                                                                      • Natural channel sales of salad dressing grow 18% from 2012-14
                                                                                        • Figure 39: Natural supermarket sales of salad dressing, at current prices, rolling 52 weeks 2012-14
                                                                                    • Leading Companies and Brand Analysis

                                                                                      • Key points
                                                                                        • Kraft represents 16% of dollar sales of condiments at MULO
                                                                                            • Figure 40: Condiment launches, private label, 2010-14*
                                                                                          • MULO sales of condiments
                                                                                            • Figure 41: MULO sales of condiments, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                          • Hellmann’s tops dollar sales of mayonnaise at MULO
                                                                                            • MULO sales of mayonnaise
                                                                                              • Figure 42: MULO sales of mayonnaise, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                            • French’s represents 40% of MULO sales of mustard
                                                                                              • MULO sales of mustard
                                                                                                • Figure 43: MULO sales of mustard, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                              • Heinz represents 63% of MULO sales of ketchup
                                                                                                • MULO sales of ketchup
                                                                                                  • Figure 44: sales of ketchup, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                • Heinz is purchased by a third of households
                                                                                                  • Vlasic represents 12% of MULO sales of pickles, olives, and relish
                                                                                                    • MULO sales of pickles, olives, and relish
                                                                                                      • Figure 45: MULO sales of pickles, olives, and relish, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                    • Hot sauce has a strong presence among other condiment segment
                                                                                                      • MULO sales of other condiments
                                                                                                        • Figure 46: MULO sales of other* condiments, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                      • Hidden Valley represents 21% of MULO sales of salad dressing
                                                                                                        • MULO sales of salad dressing
                                                                                                          • Figure 47: MULO sales of salad dressing, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                      • Innovations and Innovators

                                                                                                        • New condiment launches down by nearly one quarter
                                                                                                          • Figure 48: Condiment launches, by launch type, 2010-14*
                                                                                                        • Gluten-free claim sees strong growth in condiment launches
                                                                                                            • Figure 49: Condiment launches, by top 10 claims, 2010-14*
                                                                                                          • Regular/real/whole may appeal to mayo users
                                                                                                            • Figure 50: Mayonnaise or mayonnaise-type salad dressing, April 2008-June 2014
                                                                                                            • Figure 51: Mayonnaise or mayonnaise-type salad dressing, April 2008-June 2014
                                                                                                          • Specialty condiment makers encourage a stronger level of consumer engagement
                                                                                                            • International-inspired offerings abound
                                                                                                              • Sriracha finding its way into a range of products
                                                                                                                • Pickles get flavor
                                                                                                                  • Alcohol-inspired flavors give condiments a grown-up feel
                                                                                                                    • Restaurant-inspired offerings provide familiarity and legitimacy
                                                                                                                      • Moving beyond pickled cucumbers
                                                                                                                        • New product activity among salad dressing also slows
                                                                                                                          • Figure 52: Salad dressing launches, by launch type, 2010-14*
                                                                                                                        • Gluten-free claims in salad dressing up by nearly one third
                                                                                                                          • Figure 53: Salad dressing launches, by top 10 claims, 2010-14*
                                                                                                                          • Figure 54: Prepared salad dressing (bottle or jar), April 2008-June 2014
                                                                                                                        • Ranch leads dressing launches
                                                                                                                          • Figure 55: Salad dressing launches, by top 10 flavors, 2010-14*
                                                                                                                      • Use of Condiments

                                                                                                                        • Key points
                                                                                                                          • Nearly nine out of 10 consumers use ketchup
                                                                                                                            • Condiments may present a means of connecting with older shoppers
                                                                                                                                • Figure 56: Use of condiments, by age, September 2014
                                                                                                                              • Impact of income disparity limited to fancier offerings
                                                                                                                                • Figure 57: Use of condiments, by household income, September 2014
                                                                                                                              • Regional positioning may appeal to all
                                                                                                                                • Figure 58: Use of condiments, by region, September 2014
                                                                                                                            • What Consumers Put on Their Food

                                                                                                                              • Key points
                                                                                                                                • Expanding usage occasions is in order
                                                                                                                                  • Figure 59: How consumers top select food items, correspondence analysis, December 2014
                                                                                                                                  • Figure 60: How consumers top select food items, December 2014
                                                                                                                                • Salad dressing holds stronger appeal among older consumers for traditional use
                                                                                                                                    • Figure 61: Use of select condiments, dips, spreads, and sauces on green salad, by age, September 2014
                                                                                                                                  • Sauce positioning may help salad dressing gain favor among younger shoppers
                                                                                                                                      • Figure 62: Use of select condiments, dips, spreads, and sauces on broiled chicken breast, by age, September 2014
                                                                                                                                    • Sandwich positioning important for mayonnaise
                                                                                                                                        • Figure 63: Use of select condiments, dips, spreads, and sauces on cold sandwich, by age, September 2014
                                                                                                                                      • Hamburgers attract wide array of topping activity
                                                                                                                                          • Figure 64: Use of select condiments, dips, spreads, and sauces on hamburger, by age, September 2014
                                                                                                                                      • Opinions about Condiments and Dressing

                                                                                                                                        • Key points
                                                                                                                                          • Views toward condiments positive; products rule for customization
                                                                                                                                            • Figure 65: Opinions about condiments, by age, September 2014
                                                                                                                                          • Higher earners a bit more critical about condiments; seen as affordable by 30% of lowest earning HHs
                                                                                                                                            • Figure 66: Opinions about condiments, by household income, September 2014
                                                                                                                                          • Condiments appeal to amateur cooks
                                                                                                                                            • Figure 67: Opinions about condiments, by cooking at home, September 2014
                                                                                                                                          • Focus on flavors may increase salad dressing appeal
                                                                                                                                            • Figure 68: Opinions about dressing, by age, September 2014
                                                                                                                                        • Condiment Behaviors

                                                                                                                                          • Key points
                                                                                                                                            • Condiments recognized for providing variety
                                                                                                                                              • Figure 69: Condiment behaviors, by age, September 2014
                                                                                                                                              • Figure 70: Condiment behaviors, by household size, September 2014
                                                                                                                                            • High earners particularly interested in flavor variety
                                                                                                                                              • Figure 71: Condiment behaviors, by household income, September 2014
                                                                                                                                            • Establishing legitimacy will grow appeal with more frequent home cooks
                                                                                                                                              • Figure 72: Condiment behaviors, by cooking at home, September 2014
                                                                                                                                              • Figure 73: Condiment behaviors, by interest in food, September 2014
                                                                                                                                            • Ketchup and mayo users appear pretty traditional
                                                                                                                                              • Figure 74: Condiment behaviors, by use of condiments, September 2014
                                                                                                                                              • Figure 75: Condiment behaviors, by use of condiments (continued), September 2014
                                                                                                                                          • Innovation of Interest

                                                                                                                                            • Key points
                                                                                                                                              • Health attributes lead innovation of interest among condiment buyers
                                                                                                                                                • Millennials least interested in sacrificing flavor for health
                                                                                                                                                  • Figure 76: Innovation of interest, by age, September 2014
                                                                                                                                                • Interest in packaging innovation varies with age
                                                                                                                                                    • Figure 77: Packaging features, by age, September 2014
                                                                                                                                                  • Middle-income consumers most interested in subtle flavors
                                                                                                                                                    • Figure 78: Innovation of interest, by household income, September 2014
                                                                                                                                                  • Larger households interested in directed use
                                                                                                                                                    • Figure 79: Packaging features, by household size, September 2014
                                                                                                                                                  • Parents interested in ease-of-use and convenience
                                                                                                                                                    • Figure 80: Packaging features, by presence of children in household, September 2014
                                                                                                                                                  • Interest in international flavors highest among trendsetting foodies
                                                                                                                                                    • Figure 81: Innovation of interest, by interest in food, September 2014
                                                                                                                                                  • Packaging innovation most likely to resonate with frequent cooks
                                                                                                                                                    • Figure 82: Packaging features, by cooking at home, September 2014
                                                                                                                                                    • Figure 83: Packaging features, by interest in food, September 2014
                                                                                                                                                  • Sriracha buyers interested in natural ingredients, healthful products
                                                                                                                                                    • Figure 84: Innovation of interest, by use of condiments, September 2014
                                                                                                                                                    • Figure 85: Innovation of interest, by use of condiments (continued), September 2014
                                                                                                                                                    • Figure 86: Innovation of interest, by use of condiments (continued), September 2014
                                                                                                                                                • Impact of Race and Hispanic Origin

                                                                                                                                                  • Key points
                                                                                                                                                    • Younger Hispanics may be attracted to added flavors
                                                                                                                                                        • Figure 87: Use of condiments, by Hispanic origin and age, September 2014
                                                                                                                                                      • Avocado may attract Hispanic attention
                                                                                                                                                        • Figure 88: Use of select condiments, dips, spreads, and sauces on green salad, by race and Hispanic origin, September 2014
                                                                                                                                                      • Health positioning may attract Asian shoppers
                                                                                                                                                        • Figure 89: Innovation of interest, by race/Hispanic origin, September 2014
                                                                                                                                                    • Custom Consumer Groups

                                                                                                                                                        • Group 1: Adventurers
                                                                                                                                                          • Demographics
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Opportunity
                                                                                                                                                                • Group 2: Traditionalists
                                                                                                                                                                  • Demographics
                                                                                                                                                                    • Characteristics
                                                                                                                                                                      • Opportunity
                                                                                                                                                                        • Group 3: Indulgers
                                                                                                                                                                          • Demographics
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Opportunity
                                                                                                                                                                                • Group 4: Spice Is Nice
                                                                                                                                                                                  • Demographics
                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • Group 5: All in Ones
                                                                                                                                                                                          • Demographics
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                • Figure 90: Use of condiments, by condiment styles, September 2014
                                                                                                                                                                                                • Figure 91: Use of mustard on select food items, by condiment styles, September 2014
                                                                                                                                                                                                • Figure 92: Use of mayonnaise on select food items, by condiment styles, September 2014
                                                                                                                                                                                                • Figure 93: Use of hot sauce on select food items, by condiment styles, September 2014
                                                                                                                                                                                                • Figure 94: Use of dressing on select food items, by condiment styles, September 2014
                                                                                                                                                                                                • Figure 95: Opinions about condiments, by condiment styles, September 2014
                                                                                                                                                                                                • Figure 96: Opinions about dressing, by condiment styles, September 2014
                                                                                                                                                                                                • Figure 97: Condiment behaviors, by condiment styles, September 2014
                                                                                                                                                                                                • Figure 98: Innovation of interest, by condiment styles, September 2014
                                                                                                                                                                                                • Figure 99: Packaging features, by condiment styles, September 2014
                                                                                                                                                                                              • Custom group demographics
                                                                                                                                                                                                • Figure 100: Custom groups, September 2014
                                                                                                                                                                                                • Figure 101: Custom groups, by gender, September 2014
                                                                                                                                                                                                • Figure 102: Custom groups, by age, September 2014
                                                                                                                                                                                                • Figure 103: Custom groups, by household income, September 2014
                                                                                                                                                                                                • Figure 104: Custom groups, by household size, September 2014
                                                                                                                                                                                                • Figure 105: Custom groups, by race/Hispanic origin, September 2014
                                                                                                                                                                                                • Figure 106: Custom groups, by presence of children in household, September 2014
                                                                                                                                                                                                • Figure 107: Custom groups, by cooking at home, September 2014
                                                                                                                                                                                                • Figure 108: Custom groups, by interest in food, September 2014
                                                                                                                                                                                            • Appendix – Other Useful Tables

                                                                                                                                                                                              • Use of condiments
                                                                                                                                                                                                • Figure 109: Use of condiments, by gender and age, September 2014
                                                                                                                                                                                                • Figure 110: Use of condiments, by age and household income, September 2014
                                                                                                                                                                                                • Figure 111: Use of condiments, by race/Hispanic origin, September 2014
                                                                                                                                                                                                • Figure 112: Use of condiments, by parents with children in household, September 2014
                                                                                                                                                                                                • Figure 113: Use of hot sauce on select food items, by age, September 2014
                                                                                                                                                                                                • Figure 114: Use of hot sauce on select food items, by race/Hispanic origin, September 2014
                                                                                                                                                                                                • Figure 115: Use of dressing on select food items, by race/Hispanic origin, September 2014
                                                                                                                                                                                              • Opinions about condiments
                                                                                                                                                                                                • Figure 116: Opinions about condiments, by gender and age, September 2014
                                                                                                                                                                                                • Figure 117: Opinions about condiments, by age and household income, September 2014
                                                                                                                                                                                                • Figure 118: Opinions about dressing, by cooking at home, September 2014
                                                                                                                                                                                                • Figure 119: Opinions about dressing, by gender and age, September 2014
                                                                                                                                                                                                • Figure 120: Opinions about condiments, by use of condiments, September 2014
                                                                                                                                                                                                • Figure 121: Opinions about condiments, by use of condiments (continued), September 2014
                                                                                                                                                                                                • Figure 122: Opinions about condiments, by race/Hispanic origin, September 2014
                                                                                                                                                                                                • Figure 123: Opinions about dressing, by race/Hispanic origin, September 2014
                                                                                                                                                                                              • Condiment behaviors
                                                                                                                                                                                                • Figure 124: Condiment behaviors, by presence of children in household, September 2014
                                                                                                                                                                                                • Figure 125: Condiment behaviors, by gender and age, September 2014
                                                                                                                                                                                                • Figure 126: Condiment behaviors, by race/Hispanic origin, September 2014
                                                                                                                                                                                              • Innovation of interest
                                                                                                                                                                                                • Figure 127: Innovation of interest, by gender and age, September 2014
                                                                                                                                                                                                • Figure 128: Packaging features, by gender and age, September 2014
                                                                                                                                                                                                • Figure 129: Packaging features, by household income, September 2014
                                                                                                                                                                                                • Figure 130: Innovation of interest, by cooking at home, September 2014
                                                                                                                                                                                                • Figure 131: Packaging features, by race/Hispanic origin, September 2014
                                                                                                                                                                                                • Figure 132: Packaging features, by use of condiments, September 2014
                                                                                                                                                                                                • Figure 133: Packaging features, by use of condiments (continued), September 2014
                                                                                                                                                                                              • Misc. salad dressing tables
                                                                                                                                                                                                • Figure 134: Prepared salad dressing (bottle or jar), April 2013-June 2014
                                                                                                                                                                                                • Figure 135: Prepared salad dressing (bottle or jar), by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                                              • Natural supermarket sales of condiments
                                                                                                                                                                                                • Figure 136: Natural supermarket sales of condiments, pickles, relishes, and olives, by gluten-free certification and labeling, at current prices, rolling 52 weeks 2012 and 2014
                                                                                                                                                                                                • Figure 137: Natural supermarket sales of salad dressing, by "natural" brand positioning, at current prices, rolling 52 weeks 2012 and 2014
                                                                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                              • California League of Food Processors
                                                                                                                                                                                              • Chipotle Mexican Grill Inc.
                                                                                                                                                                                              • Clorox Company , The
                                                                                                                                                                                              • ConAgra Foods, Inc
                                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                                              • HJ Heinz Company
                                                                                                                                                                                              • Kraft Foods Inc.
                                                                                                                                                                                              • Lancaster Colony Corporation
                                                                                                                                                                                              • Lea & Perrins
                                                                                                                                                                                              • McCormick & Company, Inc.
                                                                                                                                                                                              • McIlhenny Company
                                                                                                                                                                                              • Newman's Own Inc.
                                                                                                                                                                                              • Pfeiffer
                                                                                                                                                                                              • Pinnacle Foods Group Inc.
                                                                                                                                                                                              • Reckitt Benckiser plc
                                                                                                                                                                                              • Taco Bell Corp.
                                                                                                                                                                                              • Target Corporation
                                                                                                                                                                                              • The New York Times Company
                                                                                                                                                                                              • Unilever USA
                                                                                                                                                                                              • Vilore Foods Company Inc.
                                                                                                                                                                                              • Walmart Stores (USA)

                                                                                                                                                                                              Condiments and Dressings - US - December 2014

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