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Condiments and Dressings - US - December 2015

"Both the condiments and dressings categories have struggled to grow sales in recent years, impacted by competition from other categories including dips and sauces, and minimal innovation overall."

- Amanda Topper, Senior Food Analyst
This report looks at the following areas:

  • Condiments and dressings categories struggle to grow sales
  • Overlap in product usage
  • Consumers split on healthfulness of condiments, dressings

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Condiments and dressings categories struggle to grow sales
            • Figure 1: Total US sales and fan chart forecast of condiments, at current prices, 2010-20
            • Figure 2: Total US sales and fan chart forecast of dressing, at current prices, 2010-20
          • Overlap in product usage
            • Figure 3: Correspondence analysis – Using condiments, dressings, sauces, and marinades, September 2015
          • Consumers split on healthfulness of condiments, dressings
            • Figure 4: Attitudes toward condiments and dressings, September 2015
          • The opportunities
            • Focus on natural, free-from claims
              • Figure 5: Ideal condiment claims, by Millennials and Non-Millennials, September 2015
            • Emphasize product versatility and customization
              • Figure 6: Condiments and dressings use, September 2015
            • Boost simple, fresh, and organic options
              • Figure 7: Influential condiments and dressings features, September 2015
            • What it means
            • The Market – What You Need to Know

              • Condiments and dressings sales fall flat
                • Category sales thriving in natural channels
                  • Foodies, cooking enthusiasts key audiences for growth
                  • Market Size and Forecast

                      • Condiment sales remain flat
                        • Figure 8: Total US sales and fan chart forecast of condiments, at current prices, 2010-20
                        • Figure 9: Total US sales and forecast of condiments, at current prices, 2010-20
                        • Figure 10: Total US sales and forecast of condiments, at inflation-adjusted prices, 2010-20
                      • Dressings category struggles to grow sales
                        • Figure 11: Total US sales and fan chart forecast of dressing, at current prices, 2010-20
                        • Figure 12: Total US sales and forecast of dressing, at current prices, 2010-20
                        • Figure 13: Total US sales and forecast of dressing, at inflation-adjusted prices, 2010-20
                    • Market Breakdown

                      • Ketchup, mustard, mayonnaise account for less than half of category sales
                        • Figure 14: Total US retail sales of condiments and dressings, by segment share, 2015
                        • Figure 15: Total US retail sales and forecast of condiments, by segment, at current prices, 2010-15
                      • Nearly two thirds of condiments sales stem from supermarkets
                        • Figure 16: Total US retail sales of condiments, by channel, at current prices, 2010-15
                      • Supermarkets represent two thirds of dressing category sales
                        • Figure 17: Total US retail sales of dressings, by channel, at current prices, 2010-15
                      • Refrigerated condiments, organic, and gluten-free growing in natural channels
                        • Figure 18: Natural supermarket sales of condiments and dressings, by segment, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
                        • Figure 19: Natural supermarket sales of condiments and dressings, by organic ingredients, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
                        • Figure 20: Natural supermarket sales of condiments and dressings, by gluten-free labeling/certification, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
                    • Market Perspective

                      • Category blurring and crossover
                        • Figure 21: Condiments use, by usage of cooking sauces, marinades, and pasta sauces – Any use, September 2015
                      • Growth of retail-branded condiments on menus
                      • Market Factors

                        • Home cooking, foodie mentality are drivers for product use
                          • Figure 22: Cooking frequency, by age, September 2015
                          • Figure 23: Home cooking responsibility, by condiments use, September 2015
                          • Figure 24: Condiments use by identification as a foodie, September 2015
                          • Figure 25: Home cooking responsibility, by identification as a foodie, September 2015
                        • International population growth to influence consumer tastes
                          • Figure 26: Population by race and Hispanic origin, 2010-20
                      • Key Players – What You Need to Know

                        • Condiments and dressings categories highly fragmented
                          • Heinz sees success with ketchup and mustard
                            • Traditional dressing, mayonnaise brands face declines
                              • Innovative flavors, BFY claims, and gourmet options across segments
                              • Manufacturer Sales of Condiments and Dressings

                                • Condiments, dressings highly segmented
                                  • Figure 27: Condiments and dressings product launches, by private label, 2010-15*
                                • Manufacturer sales of condiments and dressings
                                  • Figure 28: MULO sales of condiments and dressings, by leading companies, rolling 52 weeks 2014 and 2015
                              • What’s Working?

                                • Heinz and French’s condiment war
                                  • Figure 29: MULO sales of Heinz mustard
                                  • Figure 30: Heinz TV Commercial, “Heinz Ketchup Got a New Mustard – The BBQ,” April 2015
                                  • Figure 31: MULO sales of Heinz ketchup
                                  • Figure 32: French’s TV Commercial, “French’s Introduces NEW Ketchup, Free From High Fructose Corn Syrup,” May 2015
                                  • Figure 33: Top 10 condiment product claims, September 2014-15
                                • Pickles, olive brands experience growth
                                  • Figure 34: MULO sales of select olive brands
                                • Hot sauce is hot
                                  • Figure 35: MULO sales of Frank’s RedHot
                                  • Figure 36: MULO sales of Huy Fong Foods
                                  • Figure 37: MULO sales of Cholula
                                  • Figure 38: MULO sales of private label other sauces
                              • What’s Struggling?

                                • Dressing declines
                                  • Figure 39: MULO sales of Wish-Bone dressing
                                  • Figure 40: MULO sales of Kraft salad dressing
                                  • Figure 41: MULO sales of private label salad dressing
                                • Traditional mustard brands’ market shares negatively impacted
                                  • Figure 42: MULO sales of French’s mustard and Gulden’s mustard
                                • Mainstream mayonnaise declines
                                  • Figure 43: Hellmann’s TV Commercial, “1,000 Pounds of Mayonnaise. Gone.” June 2015
                                  • Figure 44: MULO sales of Unilever and Kraft Foods Group mayonnaise
                              • What’s Next?

                                • Restaurant and foodservice brands
                                  • Segment blurring
                                    • Upscale and gourmet
                                      • International influences
                                        • Pickling for digestive health
                                        • The Consumer – What You Need to Know

                                          • Condiments use remains fairly consistent
                                            • Customization plays an important role
                                              • Categories not exempt from broader health trends
                                              • Condiments and Dressings Use

                                                • Specialty condiments, spicy flavors appealing
                                                  • Figure 45: Condiments use, September 2015
                                                • 25-44s are flavor and spice seekers
                                                  • Figure 46: Condiments use, by age, September 2015
                                                • Similar use across income groups
                                                  • Figure 47: Condiments use, by household income, September 2015
                                                • Hispanics more likely to use spicy condiments
                                                  • Figure 48: Condiments use, by race and Hispanic origin, September 2015
                                              • Reasons for Using

                                                • Opportunity to boost sophistication, customization
                                                  • Figure 49: Correspondence analysis – Using condiments, dressings, sauces, and marinades, September 2015
                                                  • Figure 50: Using condiments, dressings, sauces, and marinades, September 2015
                                                • Millennials use condiments to add sophistication, specific flavors to dishes
                                                  • Figure 51: Using condiments (eg ketchup, mayonnaise), by Millennials and Non-Millennials, September 2015
                                                • Hispanics use condiments to customize recipes
                                                  • Figure 52: Using condiments (eg ketchup, mayonnaise), by Hispanic origin, September 2015
                                                • Men more calorie conscious with dressings
                                                  • Figure 53: Using dressings, by gender, September 2015
                                              • The Ideal Condiment

                                                  • Ideal condiment is savory and spicy, American, and additive-free
                                                    • Figure 54: Ideal Condiment, September 2015
                                                  • Flavor
                                                    • Figure 55: Ideal condiment flavor, September 2015
                                                  • International influence
                                                    • Figure 56: Ideal condiment international influence, by race and Hispanic origin, September 2015
                                                  • Claims
                                                    • Figure 57: Ideal condiment claims, by Millennials and Non-Millennials, September 2015
                                                  • Packaging
                                                    • Figure 58: Ideal condiment packaging, September 2015
                                                    • Figure 59: Top condiment package types, September 2014-15
                                                • Condiments and Dressings Behaviors

                                                  • Customization is vital
                                                    • Figure 60: Condiments and dressings use, September 2015
                                                    • Figure 61: Condiments and dressings shopping behavior, September 2015
                                                    • Figure 62: Condiments and dressings shopping behavior – agree, by parental status, September 2015
                                                  • Hot sauces use is very diverse
                                                    • Figure 63: Condiments and dressings use – agree, by condiments use, September 2015
                                                  • Retail opportunities for reaching Hispanics
                                                    • Figure 64: Select condiments and dressings use and shopping behavior – agree, by race and Hispanic origin, September 2015
                                                • Influential Features

                                                  • Simplicity is key
                                                    • Figure 65: Influential condiments and dressings features, September 2015
                                                    • Figure 66: Condiments and dressings with an organic claim, September 2010-15
                                                  • Millennials prefer fresh, Boomers more ingredient conscious
                                                    • Figure 67: Select influential condiments and dressings features, by generation, September 2015
                                                  • Parents, Hispanics value fresh, organic
                                                    • Figure 68: Influential condiments and dressings features, by parental status, September 2015
                                                    • Figure 69: Influential condiments and dressings features, by race and Hispanic origin, September 2015
                                                • Attitudes toward Condiments and Dressings

                                                  • Opportunities for flavor, packaging innovation
                                                    • Flavor
                                                      • Figure 70: Attitudes toward condiments and dressings, September 2015
                                                      • Figure 71: Select attitudes toward condiments and dressings, by Millennials and non-Millennials, September 2015
                                                    • Packaging
                                                      • Figure 72: Attitudes toward condiments and dressings, September 2015
                                                    • Nutrition/health
                                                      • Figure 73: Attitudes toward condiments and dressings, September 2015
                                                    • Innovation opportunities
                                                      • Figure 74: Attitudes toward condiments and dressings, September 2015
                                                    • Hispanics have more positive health perceptions
                                                      • Figure 75: Select attitudes toward condiments and dressings, by race and Hispanic origin, September 2015
                                                  • Appendix – Data Sources and Abbreviations

                                                    • Data sources
                                                      • Sales data
                                                        • Fan chart forecast
                                                          • Consumer survey data
                                                            • Abbreviations and terms
                                                              • Abbreviations
                                                              • Appendix – Market

                                                                • Condiments
                                                                  • Figure 76: Total US retail sales and forecast of condiments, by segment, at current prices, 2010-20
                                                                  • Figure 77: Total US retail sales of condiments, by segment, at current prices, 2013 and 2015
                                                                  • Figure 78: Total US retail sales and forecast of mayonnaise, at current prices, 2010-20
                                                                  • Figure 79: Total US retail sales and forecast of mustard, at current prices, 2010-20
                                                                  • Figure 80: Total US retail sales and forecast of ketchup, at current prices, 2010-20
                                                                  • Figure 81: Total US retail sales and forecast of pickles, olives, and relish, at current prices, 2010-20
                                                                  • Figure 82: Total US retail sales and forecast of other condiments, at current prices, 2010-20
                                                                  • Figure 83: Total US retail sales of condiments, by channel, at current prices, 2013 and 2015
                                                                  • Figure 84: US supermarket sales of condiments, at current prices, 2010-15
                                                                  • Figure 85: US sales of condiments through other retail channels, at current prices, 2010-15
                                                                • Dressings
                                                                  • Figure 86: Total US retail sales of dressings, by channel, at current prices, 2013 and 2015
                                                                  • Figure 87: US supermarket sales of dressings, at current prices, 2010-15
                                                                  • Figure 88: US sales of dressings through other retail channels, at current prices, 2010-15
                                                                • Natural channel sales data
                                                                  • Figure 89: Natural supermarket sales of condiments and dressings, at current prices, rolling 52 weeks 9/8/13-9/6/15
                                                                  • Figure 90: Natural supermarket sales of condiments and dressings, by brand positioning, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
                                                                  • Figure 91: Natural supermarket sales of dressings, by fat content, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
                                                                  • Figure 92: Natural supermarket sales of condiments and dressings, by storage, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
                                                                  • Figure 93: Natural supermarket sales of mayonnaise, by vegan status, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
                                                                  • Figure 94: Natural supermarket sales of condiments and dressings, by ethnicity, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
                                                              • Appendix – Key Players

                                                                  • Figure 95: MULO sales of mayonnaise, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                  • Figure 96: MULO sales of mustard, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                  • Figure 97: MULO sales of ketchup, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                  • Figure 98: MULO sales of pickles, olives and relish, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                  • Figure 99: MULO sales of other* sauces, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                  • Figure 100: MULO sales of salad dressings, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                              • Appendix – Correspondence Analysis

                                                                • Methodology

                                                                Companies Covered

                                                                • Walmart Stores (USA)

                                                                Condiments and Dressings - US - December 2015

                                                                £3,199.84 (Excl.Tax)