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Cooking Sauces and Pasta Sauces - UK - December 2017

“Interest in scratch cooking continues to pose direct competition to the market; the impending squeeze on consumer incomes is likely to spur this trend on. The market will also need to respond to the growing number of small households and ageing population in order to remain relevant against the UK’s shifting demographic backdrop.”
– Alyson Parkes, Research Analyst

This Report looks at the following areas:

  • Healthier proposition can bring new audiences to the market
  • Cooking and pasta sauce products need to cater to the UK’s ageing population
  • Cooking sauces need to boost their image as authentic and being free from artificials

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Table of contents

  1. Overview

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

          • The market
            • Cooking and pasta sauces enter fifth consecutive year of decline
              • Health remains an issue for the category
                • Value growth forecast for the market
                  • Figure 1: Forecast of UK retail value sales of cooking and pasta sauces, 2012-22
                • Ambient wet sauces are the main driver in market’s decline
                  • Salt makes a return to the public health agenda
                    • Sugar continues to be a key purchasing factor
                      • Opportunities to appeal to the flexitarian market
                        • End to growing consumer incomes; scratch cooking offers a means of economising
                          • Companies and brands
                            • Nine of the top 10 brands see sales fall
                              • Figure 2: Leading brands’ share of the UK retail cooking and pasta sauces market, by value, 2015/16 and 2016/17
                            • Own-label bucks the downward trend
                              • Brands lose share of launches to own-label
                                • L/N/R sugar and sodium claims increase but remain niche
                                  • Homepride addresses gap in the market with kids’ cooking sauces
                                    • Popularity of pouches continues; jars lose share in NPD
                                      • Steep decline in advertising spend
                                        • ‘No Drama’ campaign from Dolmio
                                          • The consumer
                                            • Four fifths of consumers use ready-made cooking sauces
                                              • Figure 3: Usage of cooking or pasta sauces in the last 3 months, by type, September 2017
                                            • Over a quarter make sauces from scratch in a typical week
                                              • Favourite sauce is the top influencer; buyers are opportunistic
                                                • Figure 4: Factors influencing choice of cooking/pasta sauce, September 2017
                                              • 16-34s and over-55s are most drawn to healthiness
                                                • Half of non-buyers could be encouraged to buy cooking/pasta sauces
                                                  • Figure 5: Factors to encourage purchasing of cooking/pasta sauces, September 2017
                                                • Easy-open packaging garners most interest
                                                  • Figure 6: Interest in cooking/pasta sauce packaging features, September 2017
                                                • Parents are most likely to prefer a ready meal to using cooking/pasta sauces
                                                  • Figure 7: Cooking/pasta sauce usage and buying behaviours, September 2017
                                                • Own-label sauces seen to lag behind brands on delivering flavour
                                                  • Figure 8: Attitudes towards cooking/pasta sauces, September 2017
                                                • Non-chilled sauces most commonly associated with negative attributes
                                                  • What we think
                                                  • Issues and Insights

                                                    • Healthier proposition can bring new audiences to the market
                                                      • The facts
                                                        • The implications
                                                          • Cooking and pasta sauce products need to cater to the UK’s ageing population
                                                            • The facts
                                                              • The implications
                                                                • Cooking sauces need to boost their image as authentic and being free from artificials
                                                                  • The facts
                                                                    • The implications
                                                                    • The Market – What You Need to Know

                                                                      • Cooking and pasta sauces enter fifth consecutive year of decline
                                                                        • Health remains an issue for the category
                                                                          • Value growth forecast for the market
                                                                            • Ambient wet sauces are the main cause of the market’s decline
                                                                              • Salt makes a return to the public health agenda
                                                                                • Sugar continues to be a key purchasing factor
                                                                                  • Opportunities to appeal to the flexitarian market
                                                                                    • End to growing consumer incomes; scratch cooking offers a means of economising
                                                                                    • Market Size and Forecast

                                                                                      • Cooking and pasta sauce sales enter fifth consecutive year of decline
                                                                                        • Health remains an issue for the category
                                                                                          • Market value hit by growth of discounters
                                                                                            • Figure 9: Forecast of UK retail value sales of cooking and pasta sauces*, 2012-22
                                                                                          • Value growth forecast for the market
                                                                                            • Figure 10: Forecast of UK retail value sales of cooking and pasta sauces, 2012-22
                                                                                          • Responding to demographic shifts is vital for the market
                                                                                            • Forecast methodology
                                                                                            • Market Segmentation

                                                                                              • Ambient wet sauces are the main driver of market’s decline
                                                                                                • Figure 11: UK retail sales of cooking/pasta sauces, by sector, 2015-17
                                                                                              • Italian and traditional sauces continue to lose sales
                                                                                                • Emerging sauces continue to see value growth
                                                                                                  • Figure 12: UK retail sales of ambient wet and dry cooking/pasta sauces, by cuisine, 2015-17
                                                                                              • Market Drivers

                                                                                                • Salt makes a return to the public health agenda …
                                                                                                  • …but sparks limited concern among consumers
                                                                                                    • Pesto sauces identified as a main offender for high salt levels
                                                                                                      • Potassium-based sodium replacers given the green light
                                                                                                        • Sugar continues to be a key purchasing factor
                                                                                                          • Opportunities to appeal to the flexitarian market
                                                                                                            • Figure 13: Share of product launches in the UK cooking and pasta sauces market, labelled suitable for vegetarians or vegans, 2013-17
                                                                                                          • Inflation fuels price rises; end to growing consumer incomes
                                                                                                            • Scratch cooking still a challenge to the market
                                                                                                              • Ready meals add pressure
                                                                                                                • Ageing population could curb sales
                                                                                                                  • Figure 14: Usage of cooking and pasta sauces, by age, September 2017
                                                                                                                • Growth in number of smaller households could add further pressure to the category
                                                                                                                • Companies and Brands – What You Need to Know

                                                                                                                  • Nine of the top 10 brands see sales fall
                                                                                                                    • Own-label bucks the downward trend
                                                                                                                      • Brands lose share of launches to own-label
                                                                                                                        • L/N/R sugar and sodium claims increase but remain niche
                                                                                                                          • Homepride addresses gap in the market with kids’ cooking sauces
                                                                                                                            • Popularity of pouches continues; jars lose share in NPD
                                                                                                                              • Steep decline in advertising spend
                                                                                                                                • ‘No Drama’ campaign from Dolmio
                                                                                                                                • Market Share

                                                                                                                                  • Nine of the top 10 brands see sales fall
                                                                                                                                    • Figure 15: Leading brands in the UK retail cooking and pasta sauces market, by value, 2015/16 and 2016/17
                                                                                                                                  • Loyd Grossman is the only brand to see steady value sales
                                                                                                                                    • Own-label bucks the downward trend
                                                                                                                                      • Chilled sauces maintain value sales
                                                                                                                                        • Figure 16: Leading brands in the UK retail chilled cooking and pasta sauces market, by value, 2015/16 and 2016/17
                                                                                                                                    • Launch Activity and Innovation

                                                                                                                                      • Brands lose share of launches to own-label
                                                                                                                                        • Figure 17: New product launches in the UK cooking and pasta sauces market, by share of own-label and branded, 2013-17
                                                                                                                                      • M&S is the first retailer to add a “booster” format to its portfolio
                                                                                                                                        • L/N/R sugar and sodium claims increase but remain niche
                                                                                                                                          • Figure 18: New product launches in the UK cooking and pasta sauces market carrying a l/n/r sugar or a L/N/R sodium claim, 2013-17
                                                                                                                                        • Dolmio launches two new sauce ranges
                                                                                                                                          • Homepride addresses gap in the market with kids’ cooking sauces
                                                                                                                                            • Heinz extends range of Tomato Frito sauces
                                                                                                                                              • Innovative flavoured pestos enter the market
                                                                                                                                                • Popularity of pouches continues; jars lose share in NPD
                                                                                                                                                  • Figure 19: New product launches in the UK cooking and pasta sauces market, by packaging type, 2013-17
                                                                                                                                                • Vibrant and modern rebrand for Blue Dragon
                                                                                                                                                • Advertising and Marketing Activity

                                                                                                                                                  • Steep decline in advertising spend
                                                                                                                                                    • Figure 20: Total above-the-line, online display and direct mail advertising expenditure on cooking and pasta sauces, 2013-17
                                                                                                                                                  • ‘No Drama’ campaign from Dolmio
                                                                                                                                                    • New ad supports no added sugar Bolognese
                                                                                                                                                      • New direction hopes to show convenience, health and togetherness
                                                                                                                                                        • Figure 21: Recorded above-the-line, online display and direct mail total advertising expenditure on cooking and pasta sauces, by highest spending advertisers, 2013-17
                                                                                                                                                      • Knorr tackles food insecurity in the UK
                                                                                                                                                        • Saclà enlists the public to help shape the future of pesto
                                                                                                                                                          • Figure 22: Recorded above-the-line, online display and direct mail advertising expenditure on cooking and pasta sauces, by highest spending brands, 2013-17
                                                                                                                                                        • Nielsen Ad Intel coverage
                                                                                                                                                        • The Consumer – What You Need to Know

                                                                                                                                                          • Four fifths of consumers user ready-made cooking sauces
                                                                                                                                                            • Over a quarter make sauces from scratch in a typical week
                                                                                                                                                              • Favourite sauce is the top influencer; buyers are opportunistic
                                                                                                                                                                • 16-34s and over-55s are most drawn to healthiness
                                                                                                                                                                  • Half of non-buyers could be encouraged to buy cooking/pasta sauces
                                                                                                                                                                    • Easy open packaging garners most interest
                                                                                                                                                                      • Parents are most likely to prefer a ready meal to using cooking/pasta sauces
                                                                                                                                                                        • Own-label sauces seen to lag behind brands on delivering flavour
                                                                                                                                                                          • Non-chilled sauces most commonly associated with negative attributes
                                                                                                                                                                          • Usage of Cooking and Pasta Sauces

                                                                                                                                                                            • Four fifths of consumers use ready-made cooking sauces
                                                                                                                                                                              • Figure 23: Usage of cooking or pasta sauces in the last 3 months, by type, September 2017
                                                                                                                                                                            • Single person households are least likely to make sauces from scratch
                                                                                                                                                                              • Over a quarter make sauces from scratch in a typical week
                                                                                                                                                                                • Chilled sauces are popular amongst the affluent
                                                                                                                                                                                  • Non-chilled are the most frequently used ready-made cooking sauces
                                                                                                                                                                                    • Figure 24: Frequency of usage of cooking or pasta sauces in the last 3 months, by type, September 2017
                                                                                                                                                                                • Factors Influencing Choice of Cooking/Pasta Sauce

                                                                                                                                                                                  • Favourite sauce is the top influencer
                                                                                                                                                                                    • Cooking sauce buyers are opportunistic when it comes to promotions
                                                                                                                                                                                      • Figure 25: Factors influencing choice of cooking/pasta sauce, September 2017
                                                                                                                                                                                    • 16-34s and over-55s are most drawn to healthiness
                                                                                                                                                                                      • Authentic recipes can offer stand out
                                                                                                                                                                                      • Factors to Encourage Purchasing of Cooking/Pasta Sauces

                                                                                                                                                                                        • Half of non-buyers could be encouraged to buy cooking/pasta sauces
                                                                                                                                                                                          • Figure 26: Factors to encourage purchasing of cooking/pasta sauces, September 2017
                                                                                                                                                                                        • Low sugar is among top enticements…
                                                                                                                                                                                          • …together with low salt
                                                                                                                                                                                            • EFSA poses strict limits on low-salt claims
                                                                                                                                                                                              • A quarter of one-person households want more smaller pack sizes
                                                                                                                                                                                              • Interest in Cooking/Pasta Sauce Packaging Features

                                                                                                                                                                                                • Easy open packaging garners most interest
                                                                                                                                                                                                  • Figure 27: Interest in cooking/pasta sauce packaging features, September 2017
                                                                                                                                                                                                • Resealable packaging is of most interest to younger age groups
                                                                                                                                                                                                  • Resealability is not a given for new packaging formats
                                                                                                                                                                                                    • A fifth welcome aids to measuring out serving size
                                                                                                                                                                                                    • Cooking/Pasta Sauce Usage and Buying Behaviours

                                                                                                                                                                                                      • Versatile sauces appeal
                                                                                                                                                                                                        • Figure 28: Cooking/pasta sauce usage and buying behaviours, September 2017
                                                                                                                                                                                                      • Parents of under-16s are most likely to prefer a ready meal to using cooking/pasta sauces
                                                                                                                                                                                                        • Figure 29: Cooking sauces and pasta sauces – CHAID – Tree output, September 2017
                                                                                                                                                                                                      • Methodology
                                                                                                                                                                                                        • Just over a quarter of users have been affected by news about cooking sauces
                                                                                                                                                                                                        • Attitudes towards Cooking/Pasta Sauces

                                                                                                                                                                                                          • Scope for sauce-making kits to help children learn how to cook
                                                                                                                                                                                                            • Figure 30: Attitudes towards cooking/pasta sauces, September 2017
                                                                                                                                                                                                          • 44% agree that sauces go well with ‘carb alternatives’
                                                                                                                                                                                                            • Own-label sauces need to compete with brands on delivering flavour
                                                                                                                                                                                                            • Qualities Associated with Types of Cooking/Pasta Sauces

                                                                                                                                                                                                              • Non-chilled sauces most closely associated with negative attributes
                                                                                                                                                                                                                • Figure 31: Qualities associated with types of cooking/pasta sauces, September 2017
                                                                                                                                                                                                              • Few see cooking/pasta sauces to be authentic…
                                                                                                                                                                                                                • …or free from artificial additives/preservatives
                                                                                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                                                        • Forecast methodology
                                                                                                                                                                                                                            • Figure 32: Best- and worst-case forecasts for the total UK retail cooking and pasta sauces market, by value, 2017-22
                                                                                                                                                                                                                        • Appendix – Market Drivers

                                                                                                                                                                                                                            • Figure 33: Usage of food services, December 2016
                                                                                                                                                                                                                        • Appendix – Market Share

                                                                                                                                                                                                                            • Figure 34: Leading companies in the UK retail cooking and pasta sauces market, by value, 2015/16 and 2016/17
                                                                                                                                                                                                                            • Figure 35: Leading companies in the UK retail chilled cooking and pasta sauces market, by value, 2015/16 and 2016/17
                                                                                                                                                                                                                        • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                            • Figure 36: Share of new product launches in the UK cooking and pasta sauces market, by company, 2013-17
                                                                                                                                                                                                                            • Figure 37: New product launches in the UK cooking and pasta sauces market carrying a premium claim, by share of branded or own-label, 2013-17
                                                                                                                                                                                                                            • Figure 38: New product launches by closure types, 2013-17
                                                                                                                                                                                                                            • Figure 39: Share of new launches in the UK cooking and pasta sauces market carrying an all-natural product or a no additives/preservatives claim, 2013-17
                                                                                                                                                                                                                            • Figure 40: New product launches in the UK cooking and pasta sauces market, by top 10 claims, 2013-18
                                                                                                                                                                                                                        • Appendix – Advertising and Marketing Activity

                                                                                                                                                                                                                            • Figure 41: Share of above-the-line, online display and direct mail total advertising expenditure on cooking and pasta sauces, by highest spending advertisers, 2013-17
                                                                                                                                                                                                                            • Figure 42: Share of above-the-line, online display and direct mail total advertising expenditure on cooking and pasta sauces, by highest spending brands, 2013-17
                                                                                                                                                                                                                            • Figure 43: Share of recorded above-the-line, online display and direct mail total advertising expenditure on cooking and pasta sauces, by media type, 2013-17
                                                                                                                                                                                                                            • Figure 44: Recorded above-the-line, online display and direct mail total advertising expenditure on cooking and pasta sauces, by media type, 2013-17
                                                                                                                                                                                                                        • Appendix – The Consumer

                                                                                                                                                                                                                            • Figure 45: Usage of cooking or pasta sauces, by household size, October 2017
                                                                                                                                                                                                                            • Figure 46: Frequency of cooking meals from scratch, April 2016-November 2017
                                                                                                                                                                                                                            • Figure 47: Repertoire of types of cooking or pasta sauces used in the last 3 months, September 2017
                                                                                                                                                                                                                            • Figure 48: Cooking sauces and pasta sauces – CHAID – Table output, September 2017

                                                                                                                                                                                                                        Cooking Sauces and Pasta Sauces - UK - December 2017

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