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Condiments - US - December 2013

“Competition from away-from-home dining, coupled with consumer health concerns, can potentially hinder future condiment category growth. However, the increasingly blurred lines between condiments, cooking sauces, and dressings present an opportunity for product development, flavor innovation, and the marketing of expanded usage occasions.”

– Amanda Topper, Food Analyst

This report will look at the following areas:

  • How can the highly saturated market continue to appeal to consumers?
  • How will increases in away-from-home food spending impact the market?
  • Will health concerns negatively impact consumer condiment use?

The $5.6 billion US condiment industry has grown 10% from 2008-13 as greater interest in eating at home in the post-recession economy helped boost sales.

While growth was largest in the period immediately following the onset of the recession, the category is now challenged to increase sales as household penetration rates of many condiments have stabilized. Greater competition from increased away-from-home spending on food also will impact the category. Consumer interest in condiments with health-based claims, as well as hot and spicy flavors, will help drive product innovation. Further, the increasingly blurred lines between condiments, sauces, and dressings will help create expanded usage occasions across the category’s segments.

Mintel here provides a comprehensive analysis of the following factors that have the greatest potential to impact the category’s performance:

  • How different condiment segments have been performing in recent years, and how new product innovation (including foodservice) is impacting sales trends for the category as a whole, and in each of its segments
  • Which brands are gaining, which are losing, and why within the market
  • Current product positioning (including TV ads, online and digital promotional efforts) and what marketing strategies make the most sense given the various target audiences that manufacturers are trying to connect with to maximize sales opportunities
  • How condiments factor into home meal preparation and their distinctive appeal to different consumer demographics
  • The effects of nutritional issues, such as concerns about gluten and sodium, and their impact on consumer behavior
  • Flavor preferences by condiment type and whether there are standard flavors that interest consumers
  • The attitudes and behaviors of condiment users, including purchase decision criteria, foods used with condiments, and more

The products covered in this report include:

  • Mayonnaise
  • Mustard
  • Ketchup/catsup
  • Pickles
  • Meat sauces (steak and Worcestershire sauces)
  • Other sauces (hot sauces, cocktail sauces, dairy sauces, horseradish sauces, seafood sauces)

The following were included in the previous report (Condiments—US, August 2012) but are excluded from this report:

  • Ethnic (Mexican, Asian) sauces such as salsa and soy sauce
  • Barbecue sauces
  • Marinated vegetables/fruit
  • Chutney/relishes
  • Olives, peppers, pimentos
  • Salad dressings also are outside the scope of this report.

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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

                  • Overview
                    • The market
                      • Sales of condiments to return to $5.6 billion in 2018
                        • Figure 1: Total US sales and fan chart forecast of condiments, at current prices, 2008-18
                      • Mayonnaise, other sauces are hot; meat sauces, mustard face sales declines
                        • Figure 2: Total US retail sales of condiments, by segment, at current prices, 2011 and 2013
                      • Market Factors
                        • US population shifts, health concerns, away-from-home spending impact category
                          • Figure 3: Condiment characteristics considered, September 2013 (Top 5)
                        • Key players
                          • Kraft Foods dominates cross-segment sales
                            • Figure 4: MULO sales of condiments, by leading companies, rolling 52 weeks 2012 and 2013
                          • The consumer
                            • Ketchup, mustard, mayo remain most popular
                              • Figure 5: Household condiment use, any use, September 2013
                            • Positive perceptions overall
                              • Figure 6: Agreement with attitudes about condiments, September 2013 (Top 5)
                            • What we think
                            • Issues and Insights

                                • How can the highly saturated market continue to appeal to consumers?
                                  • Issues
                                    • Insight: Market condiments for multiple uses
                                      • How will increases in away-from-home food spending impact the market?
                                        • Issues
                                          • Insight: At-home cooking and eating can appeal to health-, budget-conscious consumers
                                            • Will health concerns negatively impact consumer condiment use?
                                              • Issues
                                                • Insight: Condiments can act as a tool in spicing up healthy eating
                                                • Trend Applications

                                                    • Trend: Make it Mine
                                                      • Trend: The Big Issue
                                                        • Mintel Futures: East Meets West
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Sales likely to level for the highly saturated category
                                                              • Sales and forecast of condiments
                                                                • Figure 7: Total US sales and forecast of condiments, at current prices, 2008-18
                                                                • Figure 8: Total US sales and forecast of condiments, at inflation-adjusted prices, 2008-18
                                                              • Fan chart forecast
                                                                  • Figure 9: Total US sales and fan chart forecast of condiments, at current prices, 2008-18
                                                              • Market Drivers

                                                                • Key points
                                                                  • Growth of Hispanic, Asian populations to impact market
                                                                    • Figure 10: Percentage change in population, by race and Hispanic origin, 2008-18
                                                                  • Concerns about sodium, sugar intake, among others, demand innovation
                                                                    • Increase in away-from-home spending proves competitive
                                                                      • Figure 11: Average annual food expenditures, 2011-12
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Interest in foodservice increases competition
                                                                        • Figure 12: Whataburger Original Mustard, Fancy Ketchup, Spicy Ketchup
                                                                        • Figure 13: Arby’s New Signature Sauces, Horsey Sauce and Arby’s Sauce
                                                                        • Figure 14: H.J. Heinz Tomato Ketchup Blended with Real Jalapeño
                                                                      • Condiments from scratch offer customization, new flavors, health value
                                                                        • Figure 15: Condiment characteristics considered, September 2013
                                                                        • Figure 16: Kensington & Sons condiment product line
                                                                      • Sauces, marinades, dressings overlap into condiments
                                                                        • Figure 17: Household condiment use, by those who cook from scratch, September 2013
                                                                        • Figure 18: Hellmann’s Print Ad, November 2012
                                                                        • Figure 19: Unilever’s Hellmann’s Creamy Balsamic Mayonnaise Dressing
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Mayonnaise leads the market but other sauces are hot
                                                                          • Largest declines for meat sauces, mustard
                                                                            • Sales of condiments, by segment
                                                                              • Figure 20: Total US retail sales of condiments, by segment, at current prices, 2011 and 2013
                                                                          • Segment Performance – Pickles

                                                                            • Key points
                                                                              • Steady sales for the pickles segment
                                                                                • Figure 21: Household pickle use, by type, May 2012-June 2013
                                                                              • Sales and forecast of pickles
                                                                                • Figure 22: Total US sales and forecast of pickles, at current prices, 2008-18
                                                                            • Segment Performance – Mayonnaise

                                                                              • Key points
                                                                                • Steady sales for mayonnaise with opportunity for future growth
                                                                                  • Figure 23: Household mayonnaise use, by age, May 2012-June 2013
                                                                                • Sales and forecast of mayonnaise
                                                                                  • Figure 24: Total US sales and forecast of mayonnaise, at current prices, 2008-18
                                                                              • Segment Performance – Meat Sauces

                                                                                • Key points
                                                                                  • Meat sauces in need of flavor innovation, expanded use for growth
                                                                                    • Sales and forecast of meat sauces
                                                                                      • Figure 25: Total US sales and forecast of meat sauces, at current prices, 2008-18
                                                                                  • Segment Performance – Mustard

                                                                                    • Key points
                                                                                      • Mustard’s versatility, intense flavor key for growth
                                                                                        • Figure 26: Household mustard use, by kind, May 2012-June 2013
                                                                                      • Sales and forecast of mustard
                                                                                        • Figure 27: Total US sales and forecast of mustard, at current prices, 2008-18
                                                                                    • Segment Performance – Ketchup

                                                                                      • Key points
                                                                                        • Health trends, adventurous flavors to spice up sales
                                                                                          • Sales and forecast of ketchup
                                                                                            • Figure 28: Total US sales and forecast of ketchup, at current prices, 2008-18
                                                                                        • Segment Performance – Other Sauces

                                                                                          • Key points
                                                                                            • Hot sauces keep the segment alive
                                                                                              • Sales and forecast of other sauces
                                                                                                • Figure 29: Total US sales and forecast of other sauces, at current prices, 2008-18
                                                                                            • Retail Channels

                                                                                              • Key points
                                                                                                • Interest in specialty offerings boosts sales in other channels
                                                                                                  • Sales of condiments, by channel
                                                                                                    • Figure 30: Total US retail sales of condiments, by channel, at current prices, 2011-13
                                                                                                  • Cost, variety place pressure on existing supermarkets
                                                                                                    • Figure 31: US supermarket sales of condiments, at current prices, 2008-13
                                                                                                  • Dollar stores help boost growth in other channels
                                                                                                    • Figure 32: US sales of condiments, through other retail channels, at current prices, 2008-13
                                                                                                • Leading Companies

                                                                                                  • Key points
                                                                                                    • Kraft’s brand portfolio dominates the condiment category
                                                                                                      • Manufacturer sales of condiments
                                                                                                        • Figure 33: MULO sales of condiments, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                    • Brand Share – Pickles

                                                                                                      • Key points
                                                                                                        • A farmer focus leads to strong sales
                                                                                                            • Figure 34: Household pickle use, by brand, May 2012-June 2013
                                                                                                          • Manufacturer sales of pickles
                                                                                                            • Figure 35: MULO sales of pickles, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                        • Brand Share – Mayonnaise

                                                                                                          • Key points
                                                                                                            • Unilever, Kraft brands bringing in the most mayo moolah
                                                                                                              • Manufacturer sales of mayonnaise
                                                                                                                • Figure 36: MULO sales of mayonnaise, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                            • Brand Share – Meat Sauces

                                                                                                              • Key points
                                                                                                                • Little competition for A.1.
                                                                                                                  • Figure 37: A.1. Steak Sauce Print Ad, August 2013
                                                                                                                • Manufacturer sales of meat sauces
                                                                                                                  • Figure 38: MULO sales of meat sauces, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                              • Brand Share – Mustard

                                                                                                                • Key points
                                                                                                                  • French’s continues to lead
                                                                                                                      • Figure 39: Household mustard use, by brand, May 2012-June 2013
                                                                                                                    • Manufacturer sales of mustard
                                                                                                                      • Figure 40: MULO sales of mustard, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                  • Brand Share – Ketchup

                                                                                                                    • Key points
                                                                                                                      • Heinz represents 61.2% of the ketchup market
                                                                                                                          • Figure 41: Household ketchup use, by brand, May 2012-June 2013
                                                                                                                        • Manufacturer sales of ketchup
                                                                                                                          • Figure 42: MULO sales of ketchup, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                      • Brand Share – Other Sauces

                                                                                                                        • Key points
                                                                                                                          • Hot sauce remains hot
                                                                                                                            • Figure 43: Frank’s RedHot Website, 2013
                                                                                                                          • Manufacturer sales of other sauces
                                                                                                                            • Figure 44: MULO sales of other sauces, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                        • Innovations and Innovators

                                                                                                                          • Table sauces, pickles lead in new product introductions
                                                                                                                            • Figure 45: Condiment product launches, by subcategory, August 2012-September 2013
                                                                                                                            • Figure 46: Condiment launch types, August 2012-September 2013
                                                                                                                          • Private label represents one third of new product launches
                                                                                                                            • Figure 47: Condiment launches, by private label, August 2012-September 2013
                                                                                                                            • Figure 48: Top 10 condiment companies, by new products, August 2012-September 2013
                                                                                                                          • Blurring the condiment flavor lines
                                                                                                                            • Authenticity, realness
                                                                                                                              • Figure 49: Top 10 condiment claims, by new products, August 2012-September 2013
                                                                                                                              • Figure 50: Miracle Whip Print Ad, July 2013
                                                                                                                            • Packaging innovation
                                                                                                                              • Figure 51: Top 5 Packaging types, by new products, August 2012-September 2013 August 2012-September 2013
                                                                                                                          • Marketing Strategies

                                                                                                                            • Overview of the brand landscape
                                                                                                                              • Theme: Wearing the health halo and talking fresh
                                                                                                                                • Figure 52: Farmer’s Garden by Vlasic website, 2013
                                                                                                                                • Figure 53: Vlasic print ad, July/Aug 2013
                                                                                                                                • Figure 54: Vlasic Coupon, 2013
                                                                                                                                • Figure 55: Claussen YouTube Video, 2013
                                                                                                                                • Figure 56: Claussen Website, 2013
                                                                                                                                • Figure 57: Hellmann’s Website, 2013
                                                                                                                              • Theme: Emphasizing versatility and recipes
                                                                                                                                • Figure 58: Saucy Mama Cafe, 2013
                                                                                                                                • Figure 59: Hellmann’s YouTube Video, 2013
                                                                                                                              • Theme: Using new flavors to put a spin on old offerings
                                                                                                                                • Figure 60: Lil’ Kicker Tumblr, 2013
                                                                                                                                • Figure 61: Heinz Jalapeño Ketchup YouTube Video, 2013
                                                                                                                              • Theme: Selling condiments as a lifestyle
                                                                                                                                  • Figure 62: Grey Poupon YouTube Video, 2013
                                                                                                                                  • Figure 63: Miracle Whip print ad, Jun 2013
                                                                                                                                  • Figure 64: Miracle Whip YouTube Video, 2013
                                                                                                                              • Social Media

                                                                                                                                • Key findings
                                                                                                                                  • Key social media metrics
                                                                                                                                    • Figure 65: Key social media metrics, Nov. 2013
                                                                                                                                  • Market overview
                                                                                                                                    • Brand usage and awareness
                                                                                                                                      • Figure 66: Brand usage and awareness for selected condiment brands, Sept. 2013
                                                                                                                                    • Interactions with condiment brands
                                                                                                                                      • Figure 67: Interaction with selected condiment brands, Sept. 2013
                                                                                                                                    • Online conversations
                                                                                                                                      • Figure 68: Word cloud for Sriracha, Nov. 1, 2012-Oct. 31, 2013
                                                                                                                                      • Figure 69: Online conversations on selected condiment brands, by day, Nov. 1, 2012-Oct. 31, 2013
                                                                                                                                    • Where are people talking about condiments?
                                                                                                                                      • Figure 70: Online conversations on selected condiment brands, by page type, Nov. 1, 2012-Oct. 31, 2013
                                                                                                                                    • What are people talking about?
                                                                                                                                      • Figure 71: Conversations surrounding selected condiment brands, by day, Nov. 1, 2012-Oct. 31, 2013
                                                                                                                                    • Analysis by brand
                                                                                                                                      • Sriracha
                                                                                                                                        • Figure 72: Social media metrics—Miracle Whip, Nov. 2013
                                                                                                                                      • Heinz
                                                                                                                                        • Figure 73: Social media metrics - Heinz, Nov. 2013
                                                                                                                                      • Cholula
                                                                                                                                        • Figure 74: Social media metrics - Cholula, Nov. 2013
                                                                                                                                      • Vlasic
                                                                                                                                        • Figure 75: Social media metrics - Vlasic, Nov. 2013
                                                                                                                                      • French’s
                                                                                                                                        • Figure 76: Social media metrics - French’s Nov. 2013
                                                                                                                                    • Household Condiment Use

                                                                                                                                      • Key points
                                                                                                                                        • Ketchup, mustard, mayo still most popular
                                                                                                                                          • Figure 77: Household condiment use, September 2013
                                                                                                                                          • Figure 78: Household condiment use – Use with food, by frequency of cooking from scratch at home, September 2013
                                                                                                                                      • Foods Used With Condiments

                                                                                                                                        • Key points
                                                                                                                                          • Older generations more traditional in condiment use
                                                                                                                                            • Figure 79: Foods used with condiments, by generations, September 2013
                                                                                                                                            • Figure 80: Hunt’s Print Ad, September 2013
                                                                                                                                            • Figure 81: Simply Heinz Print Ad, September 2013
                                                                                                                                        • Condiment Flavor Preferences

                                                                                                                                          • Key points
                                                                                                                                            • Tangy, garlic flavors most popular
                                                                                                                                              • Figure 82: Flavor preferences by condiment, September 2013
                                                                                                                                          • Condiment Characteristics Considered

                                                                                                                                            • Key points
                                                                                                                                              • Older Americans want low/no claims, younger seek nutritional value
                                                                                                                                                • Figure 83: Condiment characteristics considered, by age, September 2013
                                                                                                                                                • Figure 84: The Fremont Company Website
                                                                                                                                              • Households with children more interested in premium options
                                                                                                                                                • Figure 85: Condiment characteristics considered, by presence of children in household, September 2013
                                                                                                                                            • Attitudes toward Condiments

                                                                                                                                              • Key points
                                                                                                                                                • Positive perceptions among generations
                                                                                                                                                  • Figure 86: Agreement with attitudes about condiments, by generations, September 2013
                                                                                                                                                  • Figure 87: Tulkoff Food Products Inc. website, November 2013
                                                                                                                                                • Home cooks more adventurous, health conscious
                                                                                                                                                  • Figure 88: Agreement with attitudes about condiments, by frequency of cooking from scratch at home, September 2013
                                                                                                                                                • Hot sauce users mask flavors, meat sauce users are flavor seekers
                                                                                                                                                  • Figure 89: Agreement with attitudes about condiments, by household condiment use, September 2013
                                                                                                                                              • Race and Hispanic Origin

                                                                                                                                                • Key points
                                                                                                                                                  • Blacks and Hispanics prefer it hot
                                                                                                                                                    • Figure 90: Household condiment use—Use with food, by race/Hispanic origin, September 2013
                                                                                                                                                    • Figure 91: Household condiment use—Use with food, by race/Hispanic origin, September 2013
                                                                                                                                                  • Blacks use condiments with more traditional foods
                                                                                                                                                    • Figure 92: Foods used with condiments, by race/Hispanic origin, September 2013
                                                                                                                                                  • Blacks, Hispanics seek more nutrient-rich, authentic condiments
                                                                                                                                                    • Figure 93: Condiment characteristics considered, by race/Hispanic origin, September 2013
                                                                                                                                                  • Non-Whites more adventurous with flavors, other races more health aware
                                                                                                                                                    • Figure 94: Agreement with attitudes about condiments, by race/Hispanic origin, September 2013
                                                                                                                                                • Consumer Segmentation

                                                                                                                                                      • Figure 95: Condiment clusters, September, 2013
                                                                                                                                                    • Group one: Health-Conscious Toppers
                                                                                                                                                      • Demographics
                                                                                                                                                        • Characteristics
                                                                                                                                                          • Opportunity
                                                                                                                                                            • Group two: Condiment Connoisseurs
                                                                                                                                                              • Demographics
                                                                                                                                                                • Characteristics
                                                                                                                                                                  • Opportunity
                                                                                                                                                                    • Group three: Seldom Slatherers
                                                                                                                                                                      • Demographics
                                                                                                                                                                        • Characteristics
                                                                                                                                                                          • Opportunity
                                                                                                                                                                            • Cluster characteristic tables
                                                                                                                                                                              • Figure 96: Target clusters, September 2013
                                                                                                                                                                              • Figure 97: Household condiment use—Use with food, by target clusters, September 2013
                                                                                                                                                                              • Figure 98: Household condiment use—Use with food, by target clusters, September 2013
                                                                                                                                                                              • Figure 99: Foods used with condiments, by target clusters, September 2013
                                                                                                                                                                              • Figure 100: Condiment characteristics considered, by target clusters, September 2013
                                                                                                                                                                              • Figure 101: Agreement with attitudes about condiments, by target clusters, September 2013
                                                                                                                                                                            • Cluster demographic tables
                                                                                                                                                                              • Figure 102: Target clusters, by demographic, September 2013
                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                              • Figure 103: Agreement with attitudes about condiments, by target clusters, September 2013
                                                                                                                                                                          • IRI/Builders – Key Household Purchase Measures

                                                                                                                                                                              • Overview of mustard and ketchup
                                                                                                                                                                                • Ketchup
                                                                                                                                                                                  • Consumer insights on key purchase measures—ketchup
                                                                                                                                                                                    • Brand map
                                                                                                                                                                                      • Figure 104: Brand map, selected brands of ketchup, by household penetration, 2012*
                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                        • Figure 105: Key purchase measures for the top brands of ketchup, by household penetration, 2012*
                                                                                                                                                                                      • Mustard
                                                                                                                                                                                        • Consumer insights on key purchase measures—mustard
                                                                                                                                                                                          • Brand map
                                                                                                                                                                                            • Figure 106: Brand map, selected brands of mustard buying rate, by household penetration, 2012*
                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                              • Figure 107: Key purchase measures for the top brands of mustard, by household penetration, 2012*
                                                                                                                                                                                          • Appendix – Market Drivers

                                                                                                                                                                                            • Consumer confidence
                                                                                                                                                                                              • Figure 108: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                            • Unemployment
                                                                                                                                                                                              • Figure 109: US Unemployment Rate, by month, 2002-13
                                                                                                                                                                                              • Figure 110: US unemployment and underemployment rates, 2007-13
                                                                                                                                                                                              • Figure 111: Number of employed civilians in US, in thousands, 2007-13
                                                                                                                                                                                            • Food cost pressures
                                                                                                                                                                                              • Figure 112: Changes in USDA Food Price Indexes, 2011-14
                                                                                                                                                                                            • Obesity
                                                                                                                                                                                              • Figure 113: American adults by weight category as determined by body mass index (BMI), 2008-October 28, 2013
                                                                                                                                                                                            • Childhood and teen obesity – highest in decades
                                                                                                                                                                                                • Figure 114: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                              • Racial, ethnic population growth
                                                                                                                                                                                                  • Figure 115: US population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                                  • Figure 116: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                                • Shifting US demographics
                                                                                                                                                                                                  • Figure 117: US population, by age, 2008-18
                                                                                                                                                                                                  • Figure 118: US households, by presence of own children, 2002-12
                                                                                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                  • Figure 119: Household mayonnaise use, by form, May 2012-June 2013
                                                                                                                                                                                                  • Figure 120: Household condiment use – Use with food, by generations, September 2013
                                                                                                                                                                                                  • Figure 121: Household condiment use—Use with food, by generations, September 2013
                                                                                                                                                                                                  • Figure 122: Agreement with attitudes about condiments, by household condiment use, September 2013
                                                                                                                                                                                                  • Figure 123: Condiment characteristics considered, by household condiment use, September 2013
                                                                                                                                                                                              • Appendix – Social Media

                                                                                                                                                                                                • Brand usage or awareness
                                                                                                                                                                                                  • Figure 124: Brand usage or awareness, September 2013
                                                                                                                                                                                                  • Figure 125: Heinz usage or awareness, by demographics, September 2013
                                                                                                                                                                                                  • Figure 126: Cholula usage or awareness, by demographics, September 2013
                                                                                                                                                                                                  • Figure 127: Miracle Whip usage or awareness, by demographics, September 2013
                                                                                                                                                                                                  • Figure 128: Sriracha usage or awareness, by demographics, September 2013
                                                                                                                                                                                                  • Figure 129: Vlasic usage or awareness, by demographics, September 2013
                                                                                                                                                                                                  • Figure 130: French’s usage or awareness, by demographics, September 2013
                                                                                                                                                                                                • Activities done
                                                                                                                                                                                                  • Figure 131: Activities done, by demographic, September 2013
                                                                                                                                                                                                  • Figure 132: Heinz – Activities done, by demographics, September 2013
                                                                                                                                                                                                  • Figure 133: Cholula – Activities done, by demographics, September 2013
                                                                                                                                                                                                  • Figure 134: Miracle Whip – Activities done, by demographics, September 2013
                                                                                                                                                                                                  • Figure 135: Sriracha – Activities done, by demographics, September 2013
                                                                                                                                                                                                  • Figure 136: Vlasic – Activities done, by demographics, September 2013
                                                                                                                                                                                                • Online conversations
                                                                                                                                                                                                  • Figure 137: Online conversations on selected condiment brands, by day, Nov. 1, 2012-Oct. 31, 2013
                                                                                                                                                                                                  • Figure 138: Online conversations on selected condiment brands, by page type, Nov. 1, 2012-Oct. 31, 2013
                                                                                                                                                                                                  • Figure 139: Conversations surrounding selected condiment brands, by day, Nov. 1, 2012-Oct. 31, 2013
                                                                                                                                                                                              • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                                                  • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                                                                  • Appendix – Trade Associations

                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                    • Sargento Foods Inc.
                                                                                                                                                                                                    • Walmart Stores (USA)

                                                                                                                                                                                                    Condiments - US - December 2013

                                                                                                                                                                                                    US $3,995.00 (Excl.Tax)