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Condiments, Dressings and Seasonings - UK - December 2015

“There is scope for growth in the table sauces and seasonings market by appealing to the increasingly varied tastes of UK consumers, namely interest in food trends such as American-style (eg barbecue sauce) and ethnic cuisines.
With changing consumer eating habits driving growth in less traditional segments of thin sauces, these offer growth potential for manufacturers”.
– Amy Price, Senior Food and Drink Analyst

This report discusses the following key topics:

  • The British love affair with American-inspired barbecue sauces continues
  • Restaurants and travel influence consumers’ usage of table sauces and seasonings
  • Catering to convenience trends could help seasonings manufacturers to boost sales

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Table of contents

  1. Overview

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

          • The market
            • Table sauces and seasonings sales decline
              • Figure 1: UK retail value sales and forecast of table sauces, seasonings, pickles and chutney and relish, 2010-20
            • Slight declines in the market continue with the exception of seasonings
              • Companies and brands
                • Brands have performed better than own-label in the last year
                  • Pickled condiments, dressings and vinegars have gain share in new product launches
                    • Advertising spend continues to rise from the low of 2013
                      • Heinz continues to be the dominant brand in the market
                        • The consumer
                          • Thick sauces remain the most versatile and used product group
                            • Figure 2: Use of table sauces, any use within the last 6 months, October 2015
                          • Personalisation appeals to 70% of users
                            • Figure 3: Attitudes towards table sauces, October 2015
                          • Seasonings see usage decline
                            • Figure 4: Use of seasonings, October 2015
                          • Consumers are becoming more adventurous when using seasonings
                            • Figure 5: Attitudes towards seasonings, October 2015
                          • What we think
                          • Issues and Insights

                            • The British love affair with American-inspired barbecue sauces continues
                              • The facts
                                • The implications
                                  • Restaurants and travel influence consumers’ usage of table sauces and seasonings
                                    • The facts
                                      • The implications
                                        • Catering to convenience trends could help seasonings manufacturers to boost sales
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • Table sauce sales declined in 2015, while seasonings sales grew
                                                • Sugar concerns stand to affect the market
                                                  • Consumers are cooking from scratch more
                                                  • Market Size and Forecast

                                                    • Market declines in 2015
                                                      • Figure 6: UK retail value and volume sales of table sauces, seasonings, pickles and chutney & relish, 2010-20
                                                    • Forecast
                                                      • Figure 7: UK retail value sales and forecast of table sauces, seasonings, pickles and chutney & relish, 2010-20
                                                      • Figure 8: UK retail volume sales and forecast of table sauces, seasonings, pickles and chutney & relish, 2010-20
                                                    • Table sauce volumes forecast to fall by 9% over 2015-20
                                                      • Figure 9: UK retail value and volume sales of table sauces, 2010-20
                                                      • Figure 10: UK retail value sales and forecast of the table sauces market, 2010-20
                                                    • Seasonings volumes to remain flat while value rises
                                                      • Figure 11: UK retail value and volume sales of seasonings, 2010-20
                                                      • Figure 12: UK retail value sales and forecast of seasonings, 2010-20
                                                    • Pickles, chutney and relish market forecast to decline by £30 million by 2020
                                                      • Figure 13: UK retail value and volume sales of pickles, chutney and relish, 2010-20
                                                      • Figure 14: UK retail value sales and forecast of the pickles, chutney and relish market, 2010-20
                                                    • Forecast methodology
                                                    • Market Segmentation

                                                      • Table sauces market declined by 1% during 2014-15
                                                        • Figure 15: UK retail sales of table sauces, by segment, by value and volume, 2014-15
                                                      • Thick sauces volumes decline by 1%
                                                        • Figure 16: UK retail sales of thick sauces, by type, by value and volume, 2014-15
                                                      • Salad dressing volumes see a significant drop
                                                        • Figure 17: UK retail sales of salad accompaniments, by type, by value and volume, 2014-15
                                                      • Dish-specific sauce sales see slight decline
                                                        • Figure 18: UK retail sales of dish-specific sauces, by type, by value and volume, 2014-15
                                                      • Soy helps to grow thin sauce sales by 2%
                                                        • Figure 19: UK retail sales of thin sauces, by type, by value and volume, 2014-15
                                                      • Herbs and spices grow sales
                                                        • Figure 20: UK retail sales of seasonings and chutneys, pickles and relish, by value and volume, 2014-15
                                                    • Market Drivers

                                                      • Consumers are cooking from scratch more frequently
                                                        • Figure 21: Changes in consumer behaviours relating to cooking from scratch at home, eating out and buying takeaways in the last year, February 2015
                                                      • Reducing sugar content is a key target for public health campaigners
                                                        • Emerging food categories are inspiring new sauces and seasonings
                                                          • Figure 22: Emerging cuisines eaten at home and that consumers are interested in, by cuisine type, December 2014
                                                      • Key Players – What You Need to Know

                                                        • Branded table sauce sales decline but outperform non-branded products
                                                          • Own-label launches increase as a share of overall launches
                                                            • Advertising spend on table sauces and seasonings is rising
                                                              • Heinz stands out in the market for positive brand attributes
                                                              • Market Share

                                                                • Heinz continues to grow its share of branded sales
                                                                  • Figure 23: Leading brands’ sales and shares in the UK retail table sauces market, by value, 2013/14 and 2014/15
                                                                • Smaller manufacturers focus on fast growing segments
                                                                  • Figure 24: Leading manufacturers sales and shares in the UK retail table sauces market, by value, 2013/14 and 2014/15
                                                                • Flavour pots have boosted Knorr’s performance
                                                                  • Figure 25: Leading brands’ sales and shares in the UK retail seasonings market, by value and volume, 2013/14 and 2014/15
                                                                • Premier Foods loses share despite launching new variants
                                                                  • Figure 26: Leading manufacturers sales and shares in the UK retail seasonings market, by value and volume, 2013/14 and 2014/15
                                                                • Haywards rebrands and launches new variants to stop sales decline
                                                                  • Figure 27: Leading brands’ sales and shares in the UK retail pickles, chutney and relish market, by value and volume, 2013/14 and 2014/15
                                                                • Manufacturers look to the snack market to bolster pickle sales
                                                                  • Figure 28: Leading manufacturers sales and shares in the UK retail pickles, chutney and relish market, by value and volume, 2013/14 and 2014/15
                                                              • Launch Activity and Innovation

                                                                • Own-label gains share of the total launches
                                                                  • Figure 29: Share of new launches in the UK table sauces and seasonings market, by branded vs private label, 2011-15
                                                                • Premium ranges are expanding
                                                                  • Seasonings lead launches but see a decline
                                                                    • Figure 30: New launches in the UK table sauces and seasonings market, by type, 2011-15
                                                                  • The growth of the free-from market inspires NPD
                                                                    • Figure 31: New product launches in the UK table sauces and seasonings, by the gluten-free claim, 2011-15
                                                                  • Barbecue flavour launches grow, fuelled by American-style food
                                                                    • Figure 32: New product launches in the UK table sauces and seasonings market, by top 10 flavour components, 2011-15
                                                                  • Chilli and spicy flavours cater to more adventurous consumers
                                                                    • Big name brands extend into the table sauce segment
                                                                    • Advertising and Marketing Activity

                                                                      • Overall advertising spend continues to rise from the 2013 low
                                                                        • Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure on table sauces and seasonings, 2011-15
                                                                      • Table sauce advertising sees a resurgence for 2015
                                                                        • Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on table sauces and seasonings, by category, 2011-15
                                                                      • Unilever and Heinz outspend the rest of the market
                                                                        • Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure on table sauces and seasonings, by top 10 advertisers (sorted by 2015 data), 2011-15
                                                                      • Kikkoman continues to invest in soy sauce advertising
                                                                        • Figure 36: Recorded above-the-line, online display and direct mail total advertising expenditure on table sauces and seasonings, by top 10 brands (sorted by 2015 data), 2011-15
                                                                      • Nielsen Media Research coverage
                                                                      • Brand Research

                                                                          • What you need to know
                                                                            • Brand map
                                                                              • Figure 37: Attitudes towards and usage of selected condiments, dressings and seasonings brands, October 2015
                                                                            • Key brand metrics
                                                                              • Figure 38: Key metrics for selected condiments, dressings and seasonings brands, October 2015
                                                                            • Brand attitudes: Heinz has an advantage on most attributes
                                                                              • Figure 39: Attitudes, by condiments, seasonings and dressings brand, October 2015
                                                                            • Kikkoman is brand most strongly associated with exclusivity
                                                                              • Figure 40: Brand personality – Macro image, October 2015
                                                                            • Colman’s and HP seen as traditional, but somewhat basic
                                                                              • Figure 41: Brand personality – Micro image, October 2015
                                                                            • Brand analysis
                                                                              • Heinz enjoys advantageous position
                                                                                • Figure 42: User profile of Heinz, October 2015
                                                                              • Hellmann’s more likely to be seen as indulgent than other brands
                                                                                • Figure 43: User profile of Hellmann’s, October 2015
                                                                              • HP is the only brand with a more favourable image among men
                                                                                • Figure 44: User profile of HP, October 2015
                                                                              • Colman’s has a strong traditional image
                                                                                • Figure 45: User profile of Colman’s, October 2015
                                                                              • Amoy seen as an authentic and special option
                                                                                • Figure 46: User profile of Amoy, October 2015
                                                                              • Kikkoman has a similar image to Amoy, but lower awareness impacts on usage
                                                                                • Figure 47: User profile of Kikkoman, October 2015
                                                                            • The Consumer – What You Need to Know

                                                                              • Over 90% of people have used traditional table sauces in the last 6 months
                                                                                • Over half of consumers see herbs and spices as essential for cooking
                                                                                  • Salt and sugar intake is a concern for a sizeable minority of consumers
                                                                                  • Use of Table Sauces

                                                                                    • Over half of consumers have used more than nine different sauces in the last six months
                                                                                      • Figure 48: Repertoire of table sauces, eaten/used within the last 6 months, October 2015
                                                                                    • Traditional table sauces continue to be the most used
                                                                                      • Figure 49: Use of table sauces, any use within the last 6 months, October 2015
                                                                                    • 44% of people use traditional table sauces more than once a week
                                                                                      • Figure 50: Frequency of use of table sauces, October 2015
                                                                                    • Ethnic table sauces are becoming an addition to a wide range of meals
                                                                                      • Figure 51: Use of table sauces by type of food eaten, October 2015
                                                                                  • Attitudes towards Table Sauces

                                                                                    • Personalisation appeals to 70% of users
                                                                                      • Figure 52: Attitudes towards table sauces, October 2015
                                                                                    • Trying out sauces in restaurants is a key driver of home use
                                                                                      • Salt and sugar intake is a concern for a sizeable minority of consumers
                                                                                      • Use of Seasonings

                                                                                        • Seasonings see usage decline
                                                                                          • Figure 53: Use of seasonings, October 2015
                                                                                      • Attitudes towards Seasonings

                                                                                        • 68% have a wide range of seasonings
                                                                                          • Figure 54: Attitudes towards seasonings, October 2015
                                                                                        • Over-55s see herbs and spices as essential, while 16-24s prefer blends
                                                                                          • Figure 55: Attitudes towards seasonings and future use, October 2015
                                                                                        • Minority interest in seasonings from different countries/ethnic foods…
                                                                                          • …and in single-use seasonings
                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                      • Figure 56: Best- and worst-case forecasts for the total UK retail table sauces, pickles, chutney and relish and seasonings market, by value, 2015-20
                                                                                                      • Figure 57: Best- and worst-case forecasts for the total UK retail table sauces, pickles, chutney and relish and seasonings market, by volume, 2015-20
                                                                                                      • Figure 58: Best- and worst-case forecasts for the UK retail table sauces market, by value, 2015-20
                                                                                                      • Figure 59: Best- and worst-case forecasts for the UK retail table sauces market, by volume, 2015-20
                                                                                                      • Figure 60: UK retail volume sales and forecast of table sauces, 2010-20
                                                                                                      • Figure 61: Best- and worst-case forecasts for the UK retail seasonings market, by value, 2015-20
                                                                                                      • Figure 62: Best- and worst-case forecasts for the UK retail seasonings market, by volume, 2015-20
                                                                                                      • Figure 63: UK retail volume sales and forecast of seasonings, 2010-20
                                                                                                      • Figure 64: Best- and worst-case forecasts for the UK retail pickles, chutney and relish market, by value, 2015-20
                                                                                                      • Figure 65: Best- and worst-case forecasts for the UK retail pickles, chutney and relish market, by volume, 2015-20
                                                                                                      • Figure 66: UK retail volume sales and forecast of the pickles, chutney and relish market, 2010-20

                                                                                                  Companies Covered

                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                  Condiments, Dressings and Seasonings - UK - December 2015

                                                                                                  £1,995.00 (Excl.Tax)