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Cooking Sauces and Marinades - US - April 2011

The U.S. cooking sauces and marinades market gained 20% during 2005-10 in total U.S. sales, reaching an estimated $3.7 billion. The market benefited from consumers’ return to the kitchen to save money during the recession, as well as from price increases during 2008-10. However, lower red meat and poultry sales and per capita consumption, as well as competition from prepared meals and processed meat, poultry and fish are a challenge for the market.

Nevertheless, three of the five segments posted gains during this study and Mintel expects them to continue growing. Innovative new products that make life easy for consumers while promoting attributes that they find important are pushing sales ahead.

In this report, Mintel answers the following questions:

  • Which consumer demographics are key users in the cooking sauces and marinades market?
  • Which segments are leading growth and what is behind their success?
  • What are the distinctive preferences of consumers, by age and household income, and how does their purchase behavior affect the cooking sauces and marinades market?
  • What role do men play in shaping the types of cooking sauces and marinades innovations that should be on the market, or are currently finding success?
  • Which companies and brands lead sales in the cooking sauces and marinades market, and how have they performed during the height of the recession, and since?
  • Why are some companies struggling to compete while others continue to shine?
  • How are private label brands changing the market? Which manufacturers lead new product development?
  • What types of marketing claims do brands promote to attract consumer interest?
  • What are major themes in television advertising, and how are social media outlets shaping brand image?

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Table of contents

  1. Scope and Themes

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

                      • Sauces and marinades post slow but steady growth
                        • Other wet sauces lead sales in the cooking sauces and marinades market
                          • Supermarkets lead sauces and marinades sales
                            • Kraft Foods outperformed by its competitors McCormick and Heinz
                              • Innovation driven by purity, reduced allergens, and premium claims
                                • Expand market by appealing to mature adults with “low-in” claims
                                  • Types of sauces and marinades used
                                    • Many concerned about sugar and sodium content
                                      • Consumers like it hot
                                      • Insights and Opportunities

                                        • Sauces and marinades can take flavor inspiration from around the world
                                          • Make your own marinades with fresh ingredients from the salad bar
                                            • Make room for premium refrigerated or frozen fruit and herbal marinades
                                              • Barbecue sauce for nontraditional meats
                                              • Inspire Insights

                                                  • Inspire Trend: The Real Thing
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Market lifted from rising prices and cooking-at-home trend
                                                        • Price increases bolster sales, but inhibit volume growth
                                                          • Sales and forecast of cooking sauces and marinades
                                                            • Figure 1: Total U.S. retail sales of cooking sauces and marinades, at current prices, 2005-15
                                                            • Figure 2: Total U.S. retail sales of cooking sauces and marinades, at inflation-adjusted prices, 2005-15
                                                          • Fan-chart forecast
                                                              • Figure 3: Fan chart forecast of total U.S. retail sales of cooking sauces and marinades, at current prices, 2005-15
                                                            • Walmart sales
                                                            • Market Drivers

                                                              • Recession benefits sauces and marinades sales
                                                                • Figure 4: Real disposable income, 2007-10
                                                                • Figure 5: Unemployment and underemployment rate, January 2007-January 2011
                                                              • Economic woes lead to lower meat and poultry consumption 2005-10
                                                                • Figure 6: Per capita consumption of poultry and livestock, 2005-10
                                                              • Middle-aged population to remain flat; marketers need to work under-35s for growth
                                                                • Figure 7: Population, by age, 2006-16
                                                            • Competitive Context

                                                              • Key points
                                                                • Meals away from home take their share
                                                                  • Sauces and stocks trends in restaurants
                                                                    • Top sauces and stocks on menus, Q4 2007-Q4 2010
                                                                      • Figure 8: Top 10 sauces and stocks on menus, Q4 2007-Q4 2010
                                                                    • Top menu items with sauces/stocks, Q4 2007-Q4 2010
                                                                      • Figure 9: Top menu items* with sauces and stocks, Q4 2007-Q4 2010
                                                                    • Quick and tasty—competition from prepared meals
                                                                      • Easy does it—competition from red meat, poultry, and fish
                                                                        • Figure 10: How broiler chickens are sold, 2005-13
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Cost savings and versatility continue to give edge in market
                                                                          • Total U.S. sales of cooking sauces and marinades, by segment
                                                                            • Figure 11: Total U.S. sales of cooking sauces and marinades, by segment, 2008-10
                                                                        • Segment Performance—Dry Sauces

                                                                          • Key points
                                                                            • Convenience and value keep dry sauces moving ahead
                                                                              • Sales and forecast of dry sauces
                                                                                • Figure 12: Total U.S. sales of dry sauces, 2005-15
                                                                            • Segment Performance—Ethnic Sauces

                                                                              • Key points
                                                                                • Innovative flavors encourage steady growth
                                                                                  • Regional ethnic flavors on the rise
                                                                                    • Sales and forecast of ethnic sauces
                                                                                      • Figure 13: Total U.S. sales and forecast of ethnic sauces, at current prices, 2005-15
                                                                                  • Segment Performance—Barbecue Sauce

                                                                                    • Key points
                                                                                      • High sodium and sugar content threaten future sales to Boomers
                                                                                        • Sales and forecast of barbecue sauce
                                                                                          • Figure 14: Total U.S. sales and forecast of barbecue sauce, at current prices, 2005-15
                                                                                      • Segment Performance—Refrigerated/Frozen Sauces

                                                                                        • Key points
                                                                                          • Expanding distribution is key to growth
                                                                                            • Sales and forecast of refrigerated/frozen sauces
                                                                                              • Figure 15: Total U.S. sales and forecast of refrigerated/frozen sauces, at current prices, 2005-15
                                                                                          • Segment Performance—Other Wet Sauces

                                                                                            • Key points
                                                                                              • Higher prices for meat and sauces lead to fewer sales
                                                                                                • Sales and forecast of other wet sauces
                                                                                                  • Figure 16: Total U.S. sales and forecast of other wet sauces, at current prices, 2005-15
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • Sales of cooking sauces and marinades, by channel
                                                                                                    • Figure 17: Total U.S. Total U.S. sales of cooking sauces and marinades, by channel, 2008 and 2010
                                                                                                  • Supermarket/food stores’ sales of cooking sauces and marinades
                                                                                                    • Figure 18: Supermarket/food stores’ sales of cooking sauces and marinades, at current prices, 2005-10
                                                                                                  • Low prices lure consumers away from supermarkets
                                                                                                    • Other retailers’ sales of cooking sauces and marinades
                                                                                                      • Figure 19: Other retailers’ sales of cooking sauces and marinades, at current prices, 2005-10
                                                                                                  • Retail Channels—Natural Supermarkets

                                                                                                    • Key points
                                                                                                      • Insights
                                                                                                        • Sales of sauces and marinades in the natural channel
                                                                                                          • Figure 20: Natural supermarket sales of sauces and marinades, at current prices, 2008-10*
                                                                                                          • Figure 21: Natural supermarket sales of sauces and marinades, at inflation-adjusted prices, 2008-10*
                                                                                                        • Natural channel sales by segment
                                                                                                          • Figure 22: Natural supermarket sales of sauces and marinades, by segment, 2008 and 2010*
                                                                                                        • Natural channel sales by organic content
                                                                                                          • Figure 23: Natural supermarket sales of sauces and marinades, by organic content, 2008 and 2010*
                                                                                                      • Leading Companies

                                                                                                        • Key points
                                                                                                          • McCormick’s value-added brands excel while economy products tumble
                                                                                                            • Kraft’s meat-focused sauces struggled
                                                                                                              • Private label
                                                                                                                • FDMx sales of cooking sauces and marinades by manufacturer
                                                                                                                  • Figure 24: Manufacturer FDMx sales of cooking sauces and marinades in the U.S., 2010 and 2011
                                                                                                              • Brand Share—Dry Sauces

                                                                                                                • Key points
                                                                                                                  • Old El Paso’s low cost and easy preparation keep it ahead in sales
                                                                                                                    • McCormick’s increased advertising and distribution efforts fall short
                                                                                                                      • Manufacturer and brand sales of dry sauces
                                                                                                                        • Figure 25: Selected FDMx brand sales of dry sauces, 2010 and 2011
                                                                                                                    • Brand Share—Ethnic Sauces

                                                                                                                      • Key points
                                                                                                                        • Consumers leaning toward Asian brands
                                                                                                                          • Private labels attract price-sensitive consumers
                                                                                                                            • Manufacturer and brand sales of ethnic sauces
                                                                                                                              • Figure 26: Selected FDMx brand sales of ethnic sauces, 2010 and 2011
                                                                                                                          • Brand Share—Barbecue Sauce

                                                                                                                            • Key points
                                                                                                                              • Sweet Baby Ray’s—down home sauce for upscale folks heats up
                                                                                                                                • Popular brands need higher usage frequency
                                                                                                                                  • Manufacturer and brand sales of barbecue sauce
                                                                                                                                    • Figure 27: Selected FDMx brand sales of barbecue sauce, 2010 and 2011
                                                                                                                                • Brand Share—Refrigerated/Frozen Sauces

                                                                                                                                  • Key points
                                                                                                                                    • Fresh positioning wins share from traditional formulations
                                                                                                                                      • Private label poised for success with refrigerated/frozen sauces
                                                                                                                                        • Manufacturer and brand sales of refrigerated/frozen sauces
                                                                                                                                          • Figure 28: Selected FDMx brand sales of refrigerated/frozen sauces, 2010 and 2011
                                                                                                                                      • Brand Share—Other Wet Sauces

                                                                                                                                        • Key points
                                                                                                                                          • Declining consumption of red meat hurts market leaders
                                                                                                                                            • Fundamentals of advertising and promotions prove key to sales
                                                                                                                                              • Manufacturer and brand sales of other wet sauces
                                                                                                                                                • Figure 29: Selected FDMx brand sales of other wet sauces, 2010 and 2011
                                                                                                                                            • Innovations and Innovators

                                                                                                                                              • Key points
                                                                                                                                                • Top claims in new product launches
                                                                                                                                                  • Figure 30: Top 15 claims on cooking sauces product launches, 2006-10
                                                                                                                                                • Purity claims
                                                                                                                                                  • Premium
                                                                                                                                                    • Low/no/reduced allergens
                                                                                                                                                      • Innovative companies
                                                                                                                                                        • Figure 31: Top companies and brands with product launches across cooking sauces, 2006-10
                                                                                                                                                        • Figure 32: Private label versus name brand cooking sauces product launches, 2006-10
                                                                                                                                                    • Marketing Strategies

                                                                                                                                                        • TV advertising
                                                                                                                                                          • Daddy Hinkles Marinades
                                                                                                                                                            • Figure 33: Daddy Hinkles Marinades, “Family searches the kitchen,” TV ad, 2010
                                                                                                                                                          • Lawry’s Marinade
                                                                                                                                                            • Figure 34: Lawry’s Marinade, “Grill woman likes Szechuan BBQ,” TV ad, 2010
                                                                                                                                                          • Aloha Shoyu
                                                                                                                                                            • Figure 35: Aloha Shoyu, “Family cooks out even grandpa knows the best,” TV ad, 2010
                                                                                                                                                          • Lay Row Catch A Mellow Sauce
                                                                                                                                                            • Figure 36: Lay Row Catch A Mellow Sauce, “Barbecue Patrol asks customers…,” TV ad, 2010
                                                                                                                                                          • Van’s Grilling Baste
                                                                                                                                                            • Figure 37: Van’s Grilling Baste, “It has mouths watering across the northwest,” TV ad, 2010
                                                                                                                                                          • Online and social media integration
                                                                                                                                                            • Kraft
                                                                                                                                                              • McCormick & Co.
                                                                                                                                                                • H.J. Heinz Co.
                                                                                                                                                                  • Sweet Baby Ray’s
                                                                                                                                                                  • Usage of Cooking Sauces and Marinades

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Usage among those who cook/prepare meals at home
                                                                                                                                                                        • Figure 38: Usage of cooking sauces and marinades, by age, December 2010
                                                                                                                                                                        • Figure 39: Usage of cooking sauces and marinades, by household income, December 2010
                                                                                                                                                                    • Store-Bought Sauces and Marinades Used in the Home

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Types of store-bought sauce/marinade or dry seasoning mix used
                                                                                                                                                                          • Figure 40: Types of store-bought sauce/marinade or dry seasoning mix used, by gender, December 2010
                                                                                                                                                                          • Figure 41: Types of store-bought sauce/marinade or dry seasoning mix used, by age, December 2010
                                                                                                                                                                          • Figure 42: Types of store-bought sauce/marinade or dry seasoning mix used, by household income, December 2010
                                                                                                                                                                        • Household usage, brands, and volume
                                                                                                                                                                          • Figure 43: Household usage of barbecue and seasoning sauces, by age, July 2009-September 2010
                                                                                                                                                                          • Figure 44: Household usage of barbecue and seasoning sauces, by household income, July 2009-September 2010
                                                                                                                                                                          • Figure 45: Household usage of barbecue and seasoning sauces, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                                          • Figure 46: Barbecue and seasoning sauces used (brands and volume), by age, July 2009-September 2010
                                                                                                                                                                      • Claims/Attributes Important to the Purchase Decision

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Claims/attributes important to the purchase decision
                                                                                                                                                                            • Figure 47: Claims/attributes important to the purchase decision, by age, December 2010
                                                                                                                                                                        • Favored Cooking Sauce and Marinade Varieties

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Favored cooking sauce and marinade varieties
                                                                                                                                                                              • Figure 48: Favored cooking sauce and marinade varieties, by gender, December 2010
                                                                                                                                                                              • Figure 49: Favored cooking sauce and marinade varieties, by age, December 2010
                                                                                                                                                                              • Figure 50: Favored cooking sauce and marinade varieties, by household income, December 2010
                                                                                                                                                                          • Drivers That Instigate Purchases

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Drivers that instigate purchases
                                                                                                                                                                                • Figure 51: Drivers that instigate purchases, by gender, December 2010
                                                                                                                                                                                • Figure 52: Drivers that instigate purchases, by age, December 2010
                                                                                                                                                                                • Figure 53: Drivers that instigate purchases, by urban status, December 2010
                                                                                                                                                                            • Attitudes of the Home Cook

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Attitudes of the home cook
                                                                                                                                                                                  • Figure 54: Attitudes of the home cook, December 2010
                                                                                                                                                                                  • Figure 55: Attitudes of the home cook, by age, December 2010
                                                                                                                                                                                  • Figure 56: Attitudes of the home cook, by household income, December 2010
                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                  • Healthers
                                                                                                                                                                                    • Demographics
                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                          • Homers
                                                                                                                                                                                            • Demographics
                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                  • Status Quos
                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                            • Figure 57: Sauces clusters, January 2011
                                                                                                                                                                                                            • Figure 58: Claims/attributes important to the purchase decision, by sauces clusters, January 2011
                                                                                                                                                                                                            • Figure 59: Drivers that instigate purchases, by sauces clusters, January 2011
                                                                                                                                                                                                            • Figure 60: Attitudes of the home cook, by sauces clusters, January 2011
                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                            • Figure 61: Sauces clusters, by gender, January 2011
                                                                                                                                                                                                            • Figure 62: Sauces clusters, by age group, January 2011
                                                                                                                                                                                                            • Figure 63: Sauces clusters, by household income, January 2011
                                                                                                                                                                                                            • Figure 64: Sauces clusters, by race, January 2011
                                                                                                                                                                                                            • Figure 65: Sauces clusters, by Hispanic origin, January 2011
                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Usage by level of involvement in meal preparation
                                                                                                                                                                                                                • Usage among those who cook/prepare meals at home
                                                                                                                                                                                                                    • Figure 66: Usage of cooking sauces and marinades, by level of involvement in meal preparation, December 2010
                                                                                                                                                                                                                  • Usage by key over- and under-indexing demographics
                                                                                                                                                                                                                      • Figure 67: Usage of cooking sauces and marinades, by key over indexers and under indexers, December 2010
                                                                                                                                                                                                                    • Claims/attributes important to the purchase decision
                                                                                                                                                                                                                        • Figure 68: Claims/attributes important to the purchase decision, by key over indexers and under indexers, December 2010
                                                                                                                                                                                                                      • Favored cooking sauce and marinade varieties
                                                                                                                                                                                                                          • Figure 69: Favored cooking sauce and marinade varieties, by key over indexers and under indexers, December 2010
                                                                                                                                                                                                                        • Drivers that instigate purchases
                                                                                                                                                                                                                            • Figure 70: Drivers that instigate purchases, by key over indexers and under indexers, December 2010
                                                                                                                                                                                                                        • SymphonyIRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                          • Barbecue sauce
                                                                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                • Figure 71: Brand map, selected brands of barbecue sauce, by household penetration, 2010*
                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                  • Figure 72: Key purchase measures for the top brands of barbecue sauce, by household penetration, 2010*
                                                                                                                                                                                                                                • Gravy/sauce mixes
                                                                                                                                                                                                                                  • Overview of gravy/sauce mixes
                                                                                                                                                                                                                                    • Consumer insights on key purchase measures—dry meat/seafood seasoning mixes
                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                        • Figure 73: Brand map, selected brands of dry meat/seafood seasoning mixes buying rate by household penetration, 2010*
                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                          • Figure 74: Key purchase measures for the top brands of dry meat/seafood seasoning mixes, by household penetration, 2010*
                                                                                                                                                                                                                                      • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                        • By race/Hispanic origin
                                                                                                                                                                                                                                          • Figure 75: Usage of cooking sauces and marinades, by race/Hispanic origin, December 2010
                                                                                                                                                                                                                                          • Figure 76: Types of store-bought sauce/marinade or dry seasoning mix used, by race/Hispanic origin, December 2010
                                                                                                                                                                                                                                          • Figure 77: Claims/attributes important to the purchase decision, by race/Hispanic origin, December 2010
                                                                                                                                                                                                                                          • Figure 78: Drivers that instigate purchases, by race/Hispanic origin, December 2010
                                                                                                                                                                                                                                          • Figure 79: Attitudes of the home cook, by race/Hispanic origin, December 2010
                                                                                                                                                                                                                                        • By other demographics
                                                                                                                                                                                                                                          • Figure 80: Types of store-bought sauce/marinade or dry seasoning mix used, by level of involvement in meal preparation, December 2010
                                                                                                                                                                                                                                          • Figure 81: Claims/attributes important to the purchase decision, by household income, December 2010
                                                                                                                                                                                                                                          • Figure 82: Drivers that instigate purchases, by household income, December 2010
                                                                                                                                                                                                                                          • Figure 83: Attitudes of the home cook, by gender, December 2010
                                                                                                                                                                                                                                          • Figure 84: Number of cooking sauce/marinade product introductions, by region during 52-week ending March 21, 2011
                                                                                                                                                                                                                                      • Appendix—Trade Associations

                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                        • Authentic Specialty Foods, Inc.
                                                                                                                                                                                                                                        • B&G Foods Inc.
                                                                                                                                                                                                                                        • California League of Food Processors
                                                                                                                                                                                                                                        • Campbell Soup Company
                                                                                                                                                                                                                                        • Clorox Company , The
                                                                                                                                                                                                                                        • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                        • ConAgra Food Ingredients Company
                                                                                                                                                                                                                                        • Food Marketing Institute
                                                                                                                                                                                                                                        • Frontera Foods Inc
                                                                                                                                                                                                                                        • Frontier Natural Products Co-Op
                                                                                                                                                                                                                                        • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                        • Groupon, Inc.
                                                                                                                                                                                                                                        • HJ Heinz Company
                                                                                                                                                                                                                                        • Hooters of America, Inc.
                                                                                                                                                                                                                                        • Kikkoman Corporation
                                                                                                                                                                                                                                        • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                        • Lea & Perrins
                                                                                                                                                                                                                                        • McCormick & Company, Inc.
                                                                                                                                                                                                                                        • National Barbecue Association (NBBQA)
                                                                                                                                                                                                                                        • National Chicken Council
                                                                                                                                                                                                                                        • Nestlé USA
                                                                                                                                                                                                                                        • Safeway Inc
                                                                                                                                                                                                                                        • Supervalu Inc
                                                                                                                                                                                                                                        • Taco Bell Corp.
                                                                                                                                                                                                                                        • U.S. Department of Agriculture
                                                                                                                                                                                                                                        • Wegmans Food Markets, Inc
                                                                                                                                                                                                                                        • Whole Foods Market Inc

                                                                                                                                                                                                                                        Cooking Sauces and Marinades - US - April 2011

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