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Cooking and Pasta Sauces, Marinades - US - December 2015

"Sales in the total cooking sauces, pasta sauces, and marinades category have been growing and are expected to continue growing. Marinades, the smallest segment, had the strongest gains and drove category growth, likely due to new launches of convenient, versatile products, as well as increasing interest in cooking at home."

- Randy Hofbauer, Food Analyst

This report looks at the following issues:

  • Category to grow through 2020, driven by marinades
  • Convenient, versatile launches help drive strong sales of marinades
  • Declines in pasta consumption hurting sales of pasta sauces

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Category to grow through 2020, driven by marinades
            • Figure 1: Total US sales and fan chart forecast of cooking and pasta sauces, marinades, at current prices, 2010-20
          • Convenient, versatile launches help drive strong sales of marinades
            • Figure 2: Total US retail sales and forecast of cooking sauces, pasta sauces, and marinades, by segment, at current prices, 2010-20
          • Declines in pasta consumption hurting sales of pasta sauces
            • Figure 3: Reasons for using less than last year or not using cooking/pasta sauces and marinades, September 2015
          • The opportunities
            • More natural products in demand
              • Figure 4: Desirable characteristics of cooking/pasta sauces and marinades, any rank, September 2015
            • Wider assortment of international cooking sauces could help growth
              • Figure 5: Ethnic cooking sauce varieties of interest, September 2015
            • Pasta sauces could get boost if paired with food beyond pasta
              • Figure 6: Kinds of food prepared with pasta sauces, by Millennials/non-Millennials, September 2015
            • What it means
            • The Market – What You Need to Know

              • Overall category sales to grow through 2020
                • Marinades see strongest growth
                  • Cooking sauces enjoy healthy increases
                    • Pasta sauces log weakest performance
                    • Market Size and Forecast

                      • Category growth to continue through 2020 with help from marinades
                        • Figure 7: Total US sales and fan chart forecast of cooking and pasta sauces, marinades, at current prices, 2010-20
                        • Figure 8: Total US retail sales and forecast of cooking sauces, pasta sauces, and marinades, at current prices, 2010-20
                    • Market Breakdown

                      • Marinades enjoy, will continue enjoying healthy growth
                        • Figure 9: Total US retail sales and forecast of marinades, at current prices, 2010-20
                      • Cooking sauces modest gains due to interest in cooking
                        • Figure 10: Total US retail sales and forecast of cooking sauces, at current prices, 2010-20
                      • Pasta sauces log weaker sales than other segments
                        • Figure 11: Total US retail sales and forecast of pasta sauces, at current prices, 2010-20
                    • Market Perspective

                      • Consumers cooking more frequently
                        • Figure 12: Attitudes/opinions about food, any agree, May 2006-June 2015
                      • Pasta sales flat, as consumers turn to gluten-free foods
                        • Figure 13: Total U.S. retail sales and forecast of pasta and noodles, at current prices, 2009-19
                      • Seafood sales on the rise
                        • Figure 14: Total US retail sales and forecast of fresh fish and shellfish, at current prices, 2010-20
                      • Poultry sales to continue growing
                        • Figure 15: Total US retail sales and forecast of poultry, at current prices, 2010-20
                    • Market Factors

                      • Hispanic population continues to grow
                        • Figure 16: Population growth, by race and Hispanic origin, 2010-20
                      • Birth rate ticks up
                        • Figure 17: US households, by presence of own children, 2003-13
                    • Key Players – What You Need to Know

                      • Campbell, McCormick, Ken’s strongest overall drivers
                        • Gluten-free trend helps cooking sauce brands gain
                          • Convenient products help growth of marinade brands
                            • Blurring lines pose opportunity for more multi-purpose products
                              • Continued ad battle against Ragu grow sales of Prego pasta sauce
                              • Manufacturer Sales of Cooking and Pasta Sauces, Marinades

                                • Campbell, McCormick, Ken’s strongest overall drivers
                                  • Figure 18: MULO sales of cooking sauces, pasta sauces and marinades, by leading companies, rolling 52 weeks 2014 and 2015
                                • McCormick, Campbell, others grow by appealing to gluten-free consumers
                                    • Figure 19: MULO sales of cooking sauces, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                  • Pasta sauce brands struggle
                                    • Figure 20: MULO sales of pasta sauces, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                  • Stubb’s, McCormick succeed with versatile, convenient marinades
                                    • Figure 21: MULO sales of marinades, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                • What’s Working?

                                  • Gravy gains by going gluten-free
                                    • Figure 22: Natural supermarket sales of cooking sauces, pasta sauces, and marinades, by gluten-free labeling/certification, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
                                    • Figure 23: McCormick dry gravy mixes
                                  • Easy-to-use, single-use pouched launches win in marinades
                                    • Figure 24: Campbell’s Oven Sauce and McCormick Skillet Sauces
                                  • Anti-Ragu ads continue to help Campbell’s Prego pasta sauces
                                    • Figure 25: Prego pasta sauce
                                    • Figure 26: Prego Homestyle Alfredo taste test commercial
                                • What’s Struggling?

                                  • Less-natural pasta sauce brands experience declines
                                    • Figure 27: Ragu pasta sauce
                                • What’s Next?

                                  • Sauces purposed for red meat to focus on more diverse uses
                                    • Blurring lines to create demand for more multi-purpose products
                                    • The Consumer – What You Need to Know

                                      • Consumers use cooking sauces, pasta sauces more than marinades
                                        • Products used traditionally by most, but not so much by Millennials
                                          • Consumers want natural, BFY cooking and pasta sauces, marinades
                                            • Most use products on traditional foods, but some get creative
                                              • Millennials more adventurous with cooking sauces
                                              • Sauces and Marinades Usage

                                                • Consumers use cooking sauces, pasta sauces most; marinades least
                                                  • Cooking and pasta sauces
                                                    • Marinades
                                                      • Figure 28: Usage cooking/pasta sauces and marinades compared to previous year, any use, September 2015
                                                    • Millennials more likely than Boomers to use any sauce, marinade type
                                                      • Figure 29: Usage of types of cooking/pasta sauces and marinades, by millennials/generation X/Baby Boomers, September 2015
                                                    • Parents more likely to use any cooking and pasta sauces, marinades
                                                      • Figure 30: Usage frequency of cooking/pasta sauces and marinades, by parents/non-parents, September 2015
                                                  • Reasons for Using

                                                    • Primary usage of cooking and pasta sauces, marinades pretty traditional
                                                      • Figure 31: Using cooking sauces, pasta sauces and marinades, September 2015
                                                    • Millennials use cooking and pasta sauces, marinades to start and complete dishes
                                                      • Figure 32: Reasons for using cooking sauces, by Millennials/non-Millennials September 2015
                                                      • Figure 33: Reasons for using pasta sauces, by Millennials/non-Millennials, September 2015
                                                      • Figure 34: Reasons for using marinades, by Millennials/non-Millennials, September 2015
                                                    • Hispanics use cooking and pasta sauces, marinades to add spiciness
                                                      • Figure 35: Using Cooking Sauces, by Hispanics/non-Hispanics, September 2015
                                                  • Reasons for Using Less or None

                                                    • Few use less, no sauces or marinades; do so for health reasons
                                                        • Figure 36: Using less than last year or not using cooking/pasta sauces and marinades, September 2015
                                                        • Figure 37: Reasons for using less cooking/pasta sauces and marinades, September 2015
                                                    • Kinds of Food Prepared

                                                      • Food prepared drives sauce type usage
                                                          • Figure 38: Kinds of food prepared with cooking/pasta sauces and marinades, September 2015
                                                        • Millennials creative with their usage of cooking sauces, pasta sauces, marinades
                                                          • Figure 39: Kinds of food prepared with cooking sauces, by Millennials/non-Millennials, September 2015
                                                          • Figure 40: Kinds of food prepared with marinades, by Millennials/non-Millennials, September 2015
                                                          • Figure 41: Kinds of food prepared with pasta sauces, by Millennials/non-Millennials, September 2015
                                                        • Hispanics more likely to use cooking sauces on seafood
                                                          • Figure 42: Kinds of food prepared with cooking sauces, by Hispanics/non-Hispanics, September 2015
                                                        • Parents more likely to use cooking sauces, marinades with seafood, vegetarian foods
                                                          • Figure 43: Kinds of food prepared with cooking sauces, by parents/non-parents, September 2015
                                                          • Figure 44: Kinds of food prepared with marinades, by demographics, September 2015
                                                      • Desirable Characteristics

                                                        • Natural, healthier sauces, marinades in demand overall
                                                          • Figure 45: Desirable characteristics of cooking/pasta sauces and marinades, any rank, September 2015
                                                        • Millennials want more natural/organic, gluten-free sauces, marinades
                                                          • Figure 46: Desirable characteristics of cooking/pasta sauces and marinades, by demographics, September 2015
                                                        • Boomers value fewer additives
                                                          • Figure 47: Desirable characteristics of cooking/pasta sauces and marinades, by Millennials/Generation X/Baby Boomers, September 2015
                                                      • International Cooking Sauce Varieties of Interest

                                                        • Thai, Jamaican varieties of high interest in cooking sauces
                                                          • Figure 48: Ethnic cooking sauce varieties of interest, September 2015
                                                        • Millennials want wider assortment of international cooking sauces
                                                          • Figure 49: Ethnic cooking sauce varieties of interest, by Millennials/non-Millennials, September 2015
                                                        • Foodies want expanded selection of international cooking sauces
                                                          • Figure 50: Ethnic cooking sauce varieties of interest, by foodies/somewhat foodies/non-foodies, September 2015
                                                      • Appendix – Data Sources and Abbreviations

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

                                                                      • Market size and forecast
                                                                        • Figure 51: Total US retail sales and forecast of cooking sauces, pasta sauces, and marinades, at inflation-adjusted prices, 2010-20
                                                                        • Figure 52: Total US retail sales and forecast of cooking sauces, pasta sauces, and marinades, by segment, at current prices, 2010-20
                                                                      • Market breakdown
                                                                        • Figure 53: Total US retail sales of cooking sauces, pasta sauces, and marinades, by segment, at current prices, 2013 and 2015
                                                                        • Figure 54: Total US retail sales and forecast of cooking sauces, at inflation-adjusted prices, 2010-20
                                                                        • Figure 55: Total US retail sales and forecast of pasta sauces, at inflation-adjusted prices, 2010-20
                                                                        • Figure 56: Total US retail sales and forecast of marinades, at inflation-adjusted prices, 2010-20
                                                                      • Retail channel sales
                                                                        • Figure 57: Total US retail sales of cooking sauces, pasta sauces, and marinades, by channel, at current prices, 2013 and 2015
                                                                        • Figure 58: US supermarket sales of cooking sauces, pasta sauces, and marinades, at current prices, 2010-15
                                                                        • Figure 59: US sales of cooking sauces, pasta sauces, and marinades through other retail channels, at current prices, 2010-15
                                                                      • The natural channel marketplace
                                                                        • Figure 60: Natural supermarket sales of cooking sauces, pasta sauces, and marinades, at current prices, rolling 52 weeks 9/8/13-9/6/15
                                                                        • Figure 61: Natural supermarket sales of cooking sauces, pasta sauces, and marinades, by segment, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
                                                                        • Figure 62: Natural supermarket sales of cooking sauces, pasta sauces, and marinades, by organic ingredients, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
                                                                        • Figure 63: Natural supermarket sales of cooking sauces, pasta sauces, and marinades, by natural positioning, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
                                                                        • Figure 64: Natural supermarket sales of shelf stable pasta and pizza sauces, by flavor, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
                                                                    • Appendix – The Consumer

                                                                        • Figure 65: Barbecue, marinades and seasoning sauces, brands used, most often by household, 2009, 2011, 2013, 2015
                                                                        • Figure 66: Gravy and sauce mixes, brands used, most often by household, 2009, 2011, 2013, 2015
                                                                        • Figure 67: spaghetti/pasta sauce, number of jars used last 30 days by brands, most often by household, 2009, 2011, 2013, 2015

                                                                    Companies Covered

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

                                                                    Cooking and Pasta Sauces, Marinades - US - December 2015

                                                                    US $3,995.00 (Excl.Tax)