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Condiments - US - July 2010

One of the many ramifications of the recession has been an increase in meals consumed at home and prepared by the consumer. Condiments have benefited greatly. No wonder; condiments can be simply served with food or incorporated into from-scratch recipes, depending on the consumer’s commitment to cooking or their need for convenience.

This report describes the factors that have contributed to growth in the condiments market and Mintel’s expectations for the near future, as the economy recovers. Topics include the following:

  • The challenges faced by leading brands that compete for market share in a highly fragmented market
  • The vast expansion and great success of private labels, including premium and natural product offerings that are competing effectively on price and quality
  • The effects of hot-button nutritional issues and their impact on consumer behavior, with an emphasis on childhood nutrition and sodium content
  • The various roles that condiments play in home meal preparation and their distinctive appeal to different consumer demographics
  • The significance of flavor and its gender-specific importance.

In addition, the heart of the report includes Mintel’s exclusive consumer research and analysis, which explores usage, behavior, attitudes and preferences related to condiment consumption.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Mintel Menu Insights
              • Consumer Survey Data
                • Advertising clips
                  • Abbreviations and terms
                    • Abbreviations
                      • Terms
                      • Executive Summary

                        • Home food preparation continues to lift condiments
                          • Versatility equates to varying performance, diverse competition among the segments
                            • Private labels and regional brands attract consumers
                              • Gains seen in ethnic sauce usage, while a paradox exists among consumers of differing races/Hispanic origin
                                • Supermarket variety attracts condiments consumers
                                  • Increasing importance of nutrition and ingredient claims
                                    • The genders: Sometimes in contrast and sometimes in sync
                                      • Condiment use in restaurants parallels, inspires home food prep
                                        • Advertising and promotion
                                        • Insights and Opportunities

                                          • Key points
                                            • Cooking at home, part 1: More often than before, but with less effort
                                              • Cooking at home, part 2: It’s raining men
                                                • Figure 1: Type of cook, by gender, December 2009
                                              • The joys of corporate parenthood
                                                • Speak to the concerns and tastes of parents and especially moms
                                                  • Condiments of all kinds are naturally functional
                                                  • Inspire Insights

                                                      • BMW Ketchup
                                                        • What’s it about
                                                          • Specifics
                                                            • Implications
                                                              • Decadent, Local Hot Dogs
                                                                • What’s it about
                                                                  • Specifics
                                                                    • Implications
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Solid sales growth coincides with cooking at home in recession
                                                                          • Sales and forecast of condiments
                                                                            • Figure 2: FDMx sales of condiments, at current prices, 2005-15
                                                                            • Figure 3: FDMx sales of condiments, at inflation-adjusted prices, 2005-15
                                                                          • Walmart sales
                                                                          • Market Drivers

                                                                            • Fast-growing Asian and Hispanic populations influence market
                                                                              • Figure 4: U.S. population, by race and Hispanic origin, 2005-15
                                                                            • A lower percentage of households with children, consequences for ketchup…
                                                                              • Figure 5: U.S. households, by presence of children under age 18, 1999-2009
                                                                            • … as family nutrition takes on even greater importance
                                                                              • The nutrition story for adults, the quandary for condiments: sodium
                                                                                • Figure 6: Sodium content with select condiment products
                                                                            • Competitive Context

                                                                              • Key points
                                                                                • Condiments’ versatility translates into varied competition
                                                                                  • Made close to home, and more like homemade
                                                                                    • A sandwich shop experience at home
                                                                                      • Cooking from scratch is a real alternative
                                                                                        • Going ethnic with even less effort
                                                                                        • Segment Performance

                                                                                          • Key points
                                                                                            • Some segments inspire creativity, encourage experimentation in food prep
                                                                                              • Saving money without sacrificing fun
                                                                                                • Sales of condiments in FDMx
                                                                                                  • Figure 7: FDMx sales of condiments, by segment, 2007-09
                                                                                              • Segment Performance—Pickles, Olives and Relish

                                                                                                • Key points
                                                                                                  • Many factors playing into varying performance
                                                                                                    • Sales and forecast of pickles, olives, and relish
                                                                                                      • Figure 8: FDMx sales of pickles, olives, and relish, 2005-15
                                                                                                  • Segment Performance—Ethnic Sauces

                                                                                                    • Key points
                                                                                                      • Diversity in flavors and brands
                                                                                                        • Sales and forecast of ethnic sauces
                                                                                                          • Figure 9: FDMx sales and forecast of ethnic sauces, at current prices, 2005-15
                                                                                                      • Segment Performance—Meat Sauces

                                                                                                        • Key points
                                                                                                          • The fun of food
                                                                                                            • Sales and forecast of meat sauces
                                                                                                              • Figure 10: FDMx sales and forecast of meat sauces, at current prices, 2005-15
                                                                                                          • Segment Performance—Ketchup and Mustard

                                                                                                            • Key points
                                                                                                              • Upside potential for ketchup with nutritional interest
                                                                                                                • Variations on the mustard theme
                                                                                                                  • Sales and forecast of ketchup and mustard
                                                                                                                    • Figure 11: FDMx sales and forecast of ketchup and mustard, at current prices, 2005-15
                                                                                                                • Segment Performance—Other Sauces

                                                                                                                  • Key points
                                                                                                                    • Good things come in small packages
                                                                                                                      • Sales and forecast of other sauces
                                                                                                                        • Figure 12: FDMx sales and forecast of other sauces, at current prices, 2005-15
                                                                                                                    • Retail Channels

                                                                                                                      • Key points
                                                                                                                        • Breadth, depth, and shift to private label pricing all help supermarkets dominate
                                                                                                                          • Sales of condiments, by channel
                                                                                                                            • Figure 13: Total U.S. FDMx sales of condiments, by channel, 2007 and 2009
                                                                                                                        • Retail Channels—Supermarkets

                                                                                                                          • Key points
                                                                                                                            • The age of the private label
                                                                                                                              • POS and cross-marketing
                                                                                                                                • Supermarket/food stores’ sales of condiments
                                                                                                                                  • Figure 14: Supermarket/food stores’ sales of condiments, at current prices, 2004-09
                                                                                                                              • Retail Channels—Drug and Other

                                                                                                                                • Key points
                                                                                                                                  • Mass marketers, private labels going upscale, together
                                                                                                                                    • Drug and other stores’ sales of condiments
                                                                                                                                      • Figure 15: Drug and other stores’ sales of condiments, at current prices, 2004-09
                                                                                                                                  • Retail Channels—Natural Foods Supermarkets

                                                                                                                                    • Sales of condiments in the natural channel
                                                                                                                                      • Implications
                                                                                                                                        • Figure 16: Natural product supermarket retail sales of condiments, at current prices, 2008-10
                                                                                                                                        • Figure 17: Natural product supermarket retail sales of condiments, at inflation-adjusted prices, 2008-10
                                                                                                                                      • Natural channel sales by segment
                                                                                                                                        • Figure 18: Natural supermarket sales of condiments, by segment, March 2008 and March 2010
                                                                                                                                      • Other segmentation
                                                                                                                                        • Leading companies and brands in natural supermarkets
                                                                                                                                          • Natural channel sales of condiments by organic ingredient presence
                                                                                                                                            • Figure 19: Natural supermarket sales of condiments, by organic, March 2008 and March 2010
                                                                                                                                          • Natural channel sales of condiments by storage type
                                                                                                                                            • Figure 20: Natural supermarket sales of condiments, by storage type, March 2008 and March 2010
                                                                                                                                        • Leading Companies

                                                                                                                                          • Key points
                                                                                                                                            • Specialization in a subsegment can be sweet
                                                                                                                                              • Private label, leading brands ride the trend of eating at home
                                                                                                                                                • Figure 21: Manufacturer FDMx sales of condiments in the U.S., 2009* and 2010*
                                                                                                                                            • Brand Share—Pickles, Olives and Relish

                                                                                                                                              • Key points
                                                                                                                                                • Lack of movement in share
                                                                                                                                                  • Manufacturer and brand sales of pickles, olives, and relish
                                                                                                                                                    • Figure 22: Selected FDMx brand sales of pickles, olives, and relish, 2009* and 2010*
                                                                                                                                                • Brand Share—Ethnic Sauces

                                                                                                                                                  • Key points
                                                                                                                                                    • America is doing the salsa
                                                                                                                                                      • The power of ‘other’ brands and their opposite, private label
                                                                                                                                                        • Manufacturer and brand sales of ethnic sauces
                                                                                                                                                          • Figure 23: Selected FDMx brand sales of ethnic sauces, 2009* and 2010*
                                                                                                                                                      • Brand Share—Meat Sauces

                                                                                                                                                        • Key points
                                                                                                                                                          • A strong independent BBQ brand outpaces even private label
                                                                                                                                                            • Manufacturer and brand sales of meat sauces
                                                                                                                                                              • Figure 24: Selected FDMx brand sales of meat sauces, 2009* and 2010*
                                                                                                                                                          • Brand Share—Ketchup and Mustard

                                                                                                                                                            • Key points
                                                                                                                                                              • Price and nutrition make the difference
                                                                                                                                                                • Manufacturer and brand sales of ketchup and mustard
                                                                                                                                                                  • Figure 25: Selected FDMx brand sales of ketchup and mustard, 2009* and 2010*
                                                                                                                                                              • Brand Share—Other Sauces

                                                                                                                                                                • Key points
                                                                                                                                                                  • What’s hot in other sauces
                                                                                                                                                                    • Manufacturer and brand sales of other sauces
                                                                                                                                                                      • Figure 26: Selected FDMx brand sales of other sauces, 2009* and 2010*
                                                                                                                                                                  • Restaurant Menu Trends with Condiments

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Condiments add variety and tweak menus
                                                                                                                                                                        • Pickles, olives, relish
                                                                                                                                                                          • Figure 27: Incidence of olives, pickles and relish on restaurant menus, 2007-10
                                                                                                                                                                          • Figure 28: Restaurant menu sections where olives, pickles and relish are featured, 2007-10
                                                                                                                                                                        • Sauces
                                                                                                                                                                          • Figure 29: Incidence of sauces on restaurant menus, 2007-10
                                                                                                                                                                          • Figure 30: Restaurant segments using sauces, 2007-10
                                                                                                                                                                      • Brand Qualities

                                                                                                                                                                          • Mt. Olive Pickles
                                                                                                                                                                            • Influence on the category
                                                                                                                                                                              • Frank’s RedHot sauce
                                                                                                                                                                                • Influence on the category
                                                                                                                                                                                  • Sweet Baby Ray’s Barbecue Sauce
                                                                                                                                                                                    • Influence on the category
                                                                                                                                                                                    • Innovations and Innovators

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Condiment product launches 2005-10
                                                                                                                                                                                          • Figure 31: Condiment product launches, by subcategory, 2005-10
                                                                                                                                                                                          • Figure 32: Top 10 claims with condiment product launches, 2005-10
                                                                                                                                                                                          • Figure 33: Top 15 flavors with condiment product launches, 2005-10
                                                                                                                                                                                          • Figure 34: Top 10 companies and top three brands, by condiment product launches, 2005-10
                                                                                                                                                                                        • Premium private label
                                                                                                                                                                                          • A different sort of sweet
                                                                                                                                                                                            • Ethnic authenticity
                                                                                                                                                                                            • Advertising and Promotion

                                                                                                                                                                                              • Overview
                                                                                                                                                                                                • Ad spending in 2009-10
                                                                                                                                                                                                  • Advertising themes
                                                                                                                                                                                                    • Recipes, serving suggestions, usage
                                                                                                                                                                                                      • Figure 35: Vlasic Pickles television ad, 2010
                                                                                                                                                                                                      • Figure 36: Kikkoman Ponzu sauce television ad, 2010
                                                                                                                                                                                                    • Focus on your target…
                                                                                                                                                                                                      • Figure 37: Tabasco television ad, 2010
                                                                                                                                                                                                      • Figure 38: French’s classic yellow mustard television ad, 2010
                                                                                                                                                                                                    • … and add a splash of regional authenticity
                                                                                                                                                                                                      • Figure 39: Crystal Hot Sauce television ad, 2009
                                                                                                                                                                                                  • Household Consumption of Condiments

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Kids love their ketchup, adults are the picky eaters of condiments
                                                                                                                                                                                                        • Condiment usage frequency per week
                                                                                                                                                                                                          • Figure 40: Condiment usage frequency per week, by age, April 2010
                                                                                                                                                                                                          • Figure 41: Condiment usage frequency per week, by household income, April 2010
                                                                                                                                                                                                          • Figure 42: Condiment usage frequency per week, by presence and number of children in HH, April 2010
                                                                                                                                                                                                        • Ketchup usage
                                                                                                                                                                                                          • Figure 43: Ketchup usage, by age, November 2008-December 2009
                                                                                                                                                                                                        • Kids and teens usage of ketchup
                                                                                                                                                                                                          • Figure 44: Ketchup usage, among kids aged 6-11, by gender, November 2008-December 2009
                                                                                                                                                                                                          • Figure 45: Ketchup usage, among teens 12-17, by gender, November 2008-December 2009
                                                                                                                                                                                                        • Mustard usage
                                                                                                                                                                                                          • Figure 46: Mustard usage (packaging and varieties), by age, November 2008-December 2009
                                                                                                                                                                                                          • Figure 47: Mustard usage (brands and frequency), by age, November 2008-December 2009
                                                                                                                                                                                                        • BBQ and seasoning sauce usage
                                                                                                                                                                                                          • Figure 48: BBQ and seasoning sauce usage (packaging and varieties), by age, November 2008-December 2009
                                                                                                                                                                                                          • Figure 49: BBQ and seasoning sauce usage (brands and frequency), by age, November 2008-December 2009
                                                                                                                                                                                                      • Condiment Usage Activity

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Condiments make a recipe
                                                                                                                                                                                                            • Normal eating and cooking habits with condiments
                                                                                                                                                                                                              • Figure 50: Normal eating and cooking habits with condiments, April 2010
                                                                                                                                                                                                              • Figure 51: Usage of condiments as an ingredient in preparing foods, by gender, April 2010
                                                                                                                                                                                                            • Condiment usage with popular foods
                                                                                                                                                                                                              • Figure 52: Condiment usage with popular foods, by age, April 2010
                                                                                                                                                                                                          • General Attitudes Towards Condiments

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Make the most of usage opportunities, make them stop and think
                                                                                                                                                                                                                • General attitudes towards condiments
                                                                                                                                                                                                                  • Figure 53: General attitudes towards condiments, by gender, April 2010
                                                                                                                                                                                                                  • Figure 54: General attitudes towards condiments, by age, April 2010
                                                                                                                                                                                                                • Claims and attributes that matter to consumers
                                                                                                                                                                                                                  • Figure 55: Claims and attributes that matter to consumers with condiments, by gender, April 2010
                                                                                                                                                                                                                  • Figure 56: Claims and attributes that matter to consumers with condiments, by age, April 2010
                                                                                                                                                                                                                  • Figure 57: Claims and attributes that matter to consumers with condiments, by household income, April 2010
                                                                                                                                                                                                              • Attitudes Towards Condiment Innovations and Trial

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • While the categories remain the same, flavorful innovation is welcome
                                                                                                                                                                                                                    • Attitudes towards flavors of condiments
                                                                                                                                                                                                                      • Figure 58: Attitudes towards flavors of condiments, by age, April 2010
                                                                                                                                                                                                                      • Figure 59: Attitudes towards flavors of condiments, by household income, April 2010
                                                                                                                                                                                                                      • Figure 60: Attitudes towards flavors of condiments, by presence of children in HH, April 2010
                                                                                                                                                                                                                      • Figure 61: Attitudes towards flavors of condiments, by educational level, April 2010
                                                                                                                                                                                                                    • Attitudes towards trial of new flavors
                                                                                                                                                                                                                      • Figure 62: Attitudes towards trial of new flavors of condiments, by gender, April 2010
                                                                                                                                                                                                                      • Figure 63: Attitudes towards trial of new flavors of condiments, by age, April 2010
                                                                                                                                                                                                                      • Figure 64: Attitudes towards trial of new flavors of condiments, by household income, April 2010
                                                                                                                                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Flavors, experimentation, and the need for authenticity
                                                                                                                                                                                                                        • Condiment usage frequency per week
                                                                                                                                                                                                                          • Figure 65: Condiment usage frequency per week, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                          • Figure 66: Usage of condiments served with food, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                        • General attitudes towards condiments
                                                                                                                                                                                                                          • Figure 67: General attitudes towards condiments, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                        • Claims and attributes that matter to consumers
                                                                                                                                                                                                                          • Figure 68: Claims and attributes that matter to consumers with condiments, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                        • Attitudes towards flavors of condiments
                                                                                                                                                                                                                          • Figure 69: Attitudes towards flavors of condiments, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                        • Attitudes towards trial of new flavors
                                                                                                                                                                                                                          • Figure 70: Attitudes towards trial of new flavors of condiments, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                                                                          • Spares
                                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                  • Embellishers
                                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                          • Toppers
                                                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                                  • Cluster characteristics
                                                                                                                                                                                                                                                    • Figure 71: Condiment clusters, April 2010
                                                                                                                                                                                                                                                    • Figure 72: General attitudes towards condiments, by condiment clusters, April 2010
                                                                                                                                                                                                                                                    • Figure 73: Inspiration and trial motivators, by condiment clusters, April 2010
                                                                                                                                                                                                                                                    • Figure 74: Claims and attributes that matter to consumers with condiments, by condiment clusters, April 2010
                                                                                                                                                                                                                                                    • Figure 75: Condiment usage with popular foods, by condiment clusters, April 2010
                                                                                                                                                                                                                                                  • Cluster demographics
                                                                                                                                                                                                                                                    • Figure 76: Condiment clusters, by gender, April 2010
                                                                                                                                                                                                                                                    • Figure 77: Condiment clusters, by age group, April 2010
                                                                                                                                                                                                                                                    • Figure 78: Condiment clusters, by household income group, April 2010
                                                                                                                                                                                                                                                    • Figure 79: Condiment clusters, by race, April 2010
                                                                                                                                                                                                                                                    • Figure 80: Condiment clusters, by Hispanic origin, April 2010
                                                                                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                                                                                  • Custom Consumer Groups

                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                      • Cooking from scratch, caring about nutrition
                                                                                                                                                                                                                                                        • General attitudes towards condiments, by gender/age and gender/household income
                                                                                                                                                                                                                                                          • Figure 81: General attitudes towards condiments, by gender and age, April 2010
                                                                                                                                                                                                                                                          • Figure 82: General attitudes towards condiments, by gender and household income, April 2010
                                                                                                                                                                                                                                                        • Condiment usage frequency per week
                                                                                                                                                                                                                                                          • Figure 83: Condiment usage frequency per week, by race/Hispanic origin and age, April 2010
                                                                                                                                                                                                                                                          • Figure 84: Usage of condiments served with food, by race/Hispanic origin and age, April 2010
                                                                                                                                                                                                                                                      • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                                          • Hot/Cajun sauce
                                                                                                                                                                                                                                                            • Overview of “all other” sauces
                                                                                                                                                                                                                                                              • Consumer insights on key purchase measures—hot/Cajun sauce
                                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                                  • Figure 85: Brand map, selected brands of hot/Cajun sauce, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                                    • Figure 86: Key purchase measures for the top brands of hot/Cajun sauce, by household penetration, 2009*
                                                                                                                                                                                                                                                                  • Ketchup
                                                                                                                                                                                                                                                                    • Overview of mustard and ketchup
                                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures—ketchup
                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                          • Figure 87: Brand map, selected brands of ketchup, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                                            • Figure 88: Key purchase measures for the top brands of ketchup, by household penetration, 2009*
                                                                                                                                                                                                                                                                          • Salsa
                                                                                                                                                                                                                                                                            • Overview of all Mexican sauce
                                                                                                                                                                                                                                                                              • Consumer insights on key purchase measures—salsa
                                                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                                                  • Figure 89: Brand map, selected brands of salsa, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                                                    • Figure 90: Key purchase measures for the top brands of salsa, by household penetration, 2009*
                                                                                                                                                                                                                                                                                  • Soy sauce
                                                                                                                                                                                                                                                                                    • Overview of Asian food
                                                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures—soy sauce
                                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                                          • Figure 91: Brand map, selected brands of soy sauce, buying rate by household penetration, 2009*
                                                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                                                            • Figure 92: Key purchase measures for the top brands of soy sauce, by household penetration, 2009*
                                                                                                                                                                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                            • Figure 93: Condiment usage with popular foods, by household income, April 2010
                                                                                                                                                                                                                                                                                            • Figure 94: Usage of condiments served with food, by gender, April 2010
                                                                                                                                                                                                                                                                                            • Figure 95: Restaurant menu sections where sauces are featured, 2007-10
                                                                                                                                                                                                                                                                                            • Figure 96: General attitudes towards condiments, by household income, April 2010
                                                                                                                                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                          Condiments - US - July 2010

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