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Cooking Sauces, Marinades and Spices - US - December 2014

“Consumers – particularly that increasingly important group, Millennials – are more interested in unprocessed foods because they perceive them to be healthier and ‘higher taste’ foods for the unique flavor. Cooking sauces may be able to slow down projected declines, and marinades may be able to increase sales more quickly than expected if they offer more all-natural, organic, and otherwise unprocessed products. Spices, as a more natural approach to flavoring foods, are more likely to grow – especially with natural and more complex and/or spicy offerings.”
– Amy Kraushaar, US Category Manager, Food & Drink and Foodservice

This report answers the following questions:

  • How can cooking sauces and marinades match the growth of spices?
  • How can brands attract Millennials?
  • How can brands persuade more users of the value they offer?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Data sources
        • Sales data
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
              • Executive Summary

                • Overview
                  • Slow growth expected between 2014 and 2019
                    • Figure 1: Total US sales and fan chart forecast of cooking sauces, marinades, and spices, at current prices, 2009-19
                  • Spices set to grow moderately; sauces expected to decline; slow growth for marinades
                    • Key players
                      • Figure 2: MULO sales of cooking sauces, marinades, and spices, by leading companies, rolling 52 weeks 2013 and 2014
                    • The consumer
                      • Nearly four in 10 self-identify as foodies
                        • Figure 3: Self-described foodies, September 2014
                      • More than seven in 10 use sauces/marinades; more than two thirds use dry spices
                        • Figure 4: Use of cooking sauces, marinades, dry spices or seasonings, and dressings, September 2014
                      • All-natural claims are most persuasive in brand selection
                        • Figure 5: Purchase attribute drivers, September 2014
                      • Most use sauces, marinades, and spices to make flavors more complex, intense
                        • Figure 6: Importance of attributes for use, September 2014
                      • What we think
                      • Issues and Insights

                          • How can cooking sauces and marinades match the growth of spices?
                            • Issues
                              • Insight: Offer more all-natural, organic, unprocessed, healthy options
                                • How can brands attract Millennials?
                                  • Issues
                                    • Insight: Offer the types of sauces/marinades Millennials would otherwise make themselves
                                      • How can brands persuade more users of the value they offer?
                                        • Issues
                                          • Insight: Emphasize BFY, flavor variety
                                          • Mintel Trends

                                              • Trend: Make It Mine
                                                • Trend: The Real Thing
                                                  • Trend: Sense of the Intense
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Sales and forecast of cooking sauces, marinades, and spices
                                                        • Figure 7: Total US retail sales and forecast of cooking sauces, marinades, and spices, at current prices, 2009-19
                                                        • Figure 8: Total U.S. sales and forecast of cooking sauces, marinades, and spices, at inflation-adjusted prices, 2009-19
                                                      • Fan chart forecast
                                                        • Figure 9: Total US sales and fan chart forecast of cooking sauces, marinades, and spices, at current prices, 2009-19
                                                      • Fan chart methodology
                                                      • Market Drivers

                                                        • Key points
                                                          • Demand for new flavors, especially ethnic, is driving sales
                                                            • Figure 10: Ethnic tastes/flavor preferences, September 2014
                                                          • Nearly four in 10 consumers describe themselves as foodies
                                                            • Figure 11: Self-described foodies, September 2014
                                                          • Millennials have strong potential per high-flavor interest and high food-involvement
                                                            • Figure 12: Self-described foodies, by generations, September 2014
                                                          • Households with kids substantially more likely to use
                                                            • Figure 13: Use of cooking sauces, marinades, dry spices, or seasonings, by presence of children in household, September 2014
                                                          • Percentage of households with kids declining
                                                            • Figure 14: Households, by presence of own children, 2003-13
                                                          • Decline in meat consumption poses challenge
                                                          • Competitive Context

                                                            • Consumers who dine out often may be less likely to buy sauces, marinades, spices
                                                              • Prepared meals require no additional sauces, marinades, or spices
                                                                • Preseasoned/marinated meats reduce need for sauces/marinades/spices
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Spices increase sales 7.9% to lead the category
                                                                      • Sales of cooking sauces, marinades, and spices, by segment
                                                                        • Figure 15: Total US retail sales of cooking sauces, marinades, and spices, by segment, at current prices, 2012 and 2014
                                                                      • Sales and forecast of spices
                                                                        • Figure 16: Total US sales and forecast of spices, at current prices, 2009-19
                                                                      • Sales and forecast of cooking sauces
                                                                        • Figure 17: Total US sales and forecast of cooking sauces, at current prices, 2009-19
                                                                      • Sales and forecast of marinades
                                                                        • Figure 18: Total US sales and forecast of marinades, at current prices, 2009-19
                                                                    • Retail Channels

                                                                      • Key points
                                                                        • Supermarkets account for 63% share of the category
                                                                          • Sales of cooking sauces, marinades, and spices, by channel
                                                                            • Figure 19: Total US retail sales of cooking sauces, marinades, and spices, by channel, at current prices, 2009-14
                                                                          • Supermarket sales grow slowly
                                                                            • Figure 20: US supermarket sales of cooking sauces, marinades, and spices, 2009-14
                                                                          • Other channel growth outpaces supermarket growth
                                                                            • Figure 21: US other channel sales of cooking sauces, marinades, and spices, 2009-14
                                                                        • Leading Companies

                                                                          • Key points
                                                                            • McCormick & Co. Inc. leads MULO sales with 19.4% share
                                                                              • MULO sales of cooking sauces, marinades, and spices
                                                                                • Figure 22: MULO sales of cooking sauces, marinades, and spices, by leading companies, rolling 52 weeks 2013 and 2014
                                                                            • Brand Share – Cooking Spices

                                                                              • Key points
                                                                                • McCormick & Co. dominates MULO spices segment
                                                                                  • Figure 23: McCormick FlavorPrint video, 2014
                                                                                  • Figure 24: McCormick TV ad, 2014
                                                                                • Other leading brands make up much less share
                                                                                  • MULO sales of cooking spices
                                                                                    • Figure 25: MULO sales of cooking spices, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                • Brand Share – Cooking Sauces

                                                                                  • Key points
                                                                                    • Italian sauces register highest sales
                                                                                      • Figure 26: Ragù TV ad, 2014
                                                                                    • Manufacturer sales of cooking sauces
                                                                                      • Figure 27: MULO sales of cooking sauces, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                  • Brand Share – Marinades

                                                                                    • Key points
                                                                                      • Sweet Baby Ray’s leads MULO segment, gains 4.7%
                                                                                          • Figure 28: Campbell’s Oven Sauces TV ad, 2014
                                                                                        • MULO sales of marinades
                                                                                          • Figure 29: MULO sales of marinades, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                      • Innovations and Innovators

                                                                                        • No additives/preservatives, low/no/reduced allergen, gluten-free claims all increase annually
                                                                                          • Figure 30: Top 10 seasonings claims, by percentage of total claims, 2010-14 (YTD Dec 2014)
                                                                                          • Figure 31: Top 10 sauces claims, by percentage of total claims, 2010-14 (YTD Dec 2014)
                                                                                        • Consumers increasingly seek no additives/preservatives, all-natural
                                                                                          • Gluten-free trend expected to continue growing
                                                                                            • Users turn to spices and sauces for convenience as well as flavor
                                                                                            • Social Media

                                                                                                • Key findings
                                                                                                  • Market overview
                                                                                                    • Key social media metrics
                                                                                                      • Figure 32: Key social media metrics, November 2014
                                                                                                    • Brand usage and awareness
                                                                                                      • Figure 33: Brand usage and awareness for select cooking sauce, marinade, and spice brands, September 2014
                                                                                                    • Interactions with cooking sauce, marinade, and spice brands
                                                                                                      • Figure 34: Levels of interaction for select cooking sauce, marinade, and spice brands, September 2014
                                                                                                    • Leading online campaigns
                                                                                                      • Charitable initiatives
                                                                                                        • Promoting heritage
                                                                                                          • Raising usage and awareness
                                                                                                            • What we think
                                                                                                              • Online conversations
                                                                                                                • Figure 35: Online mentions for select cooking sauce, marinade, and spice brands, by week, Nov, 17, 2013- Nov. 16, 2014
                                                                                                              • Where are people talking about cooking sauce, marinade, and spice brands?
                                                                                                                • Figure 36: Online mentions for select cooking sauce, marinade, and spice brands, by page type, Nov. 17, 2013- Nov. 16, 2014
                                                                                                              • What are people talking about?
                                                                                                                • Figure 37: Topics of conversation for select cooking sauce, marinade, and spice brands, Nov. 17, 2013- Nov. 16, 2014
                                                                                                            • The Consumer – At-home Meal Preparation

                                                                                                              • Key points
                                                                                                                • Nearly half personally cook all meals for themselves/household
                                                                                                                    • Figure 38: At-home meal preparation, by gender, September 2014
                                                                                                                  • Less than $25K more apt to prepare all home-cooked meals themselves
                                                                                                                    • Figure 39: At-home meal preparation, by household income, September 2014
                                                                                                                  • Households with kids more likely to prepare all meals at home
                                                                                                                    • Figure 40: At-home meal preparation, by presence of children in household, September 2014
                                                                                                                  • Millennials most apt to cook all home meals
                                                                                                                      • Figure 41: At-home meal preparation, by generations, September 2014
                                                                                                                  • The Consumer – Self-described Foodies

                                                                                                                    • Key points
                                                                                                                      • Four in 10 are self-described foodies
                                                                                                                        • Figure 42: Self-described foodies, by gender, September 2014
                                                                                                                      • $100K+ very likely to self-identify as foodies
                                                                                                                        • Figure 43: Self-described foodies, by household income, September 2014
                                                                                                                      • Respondents with children in the household very likely to be foodies
                                                                                                                        • Figure 44: Self-described foodies, by presence of children in household, September 2014
                                                                                                                      • Millennials most likely to self-identify as foodies
                                                                                                                        • Figure 45: Self-described foodies, by generations, September 2014
                                                                                                                    • The Consumer – Use of Cooking Sauces, Marinades, and Dry Spices or Seasonings

                                                                                                                      • Key points
                                                                                                                        • High household usage of sauces, marinades, spices, and seasonings
                                                                                                                            • Figure 46: Use of cooking sauces, marinades, and dry spices or seasonings, by gender, September 2014
                                                                                                                          • Presence of children means more use of all sauce/marinade/spice products
                                                                                                                            • Figure 47: Use of cooking sauces, marinades, and dry spices or seasonings, by presence of children in household, September 2014
                                                                                                                        • The Consumer – Purchase Drivers

                                                                                                                          • Key points
                                                                                                                            • All natural, low/no/reduced product claims are most persuasive for users
                                                                                                                                • Figure 48: Purchase drivers, by gender, September 2014
                                                                                                                              • Households with kids very likely to choose all-natural, organic brands
                                                                                                                                  • Figure 49: Purchase drivers, by presence of children in household, September 2014
                                                                                                                                • Millennials most likely to buy all-natural/organic brands
                                                                                                                                    • Figure 50: Purchase drivers, by generations, September 2014
                                                                                                                                • The Consumer – Flavor Preferences

                                                                                                                                  • Key points
                                                                                                                                    • Almost half prefer spicy/hot flavors
                                                                                                                                        • Figure 51: Flavor preferences, by household income, September 2014
                                                                                                                                      • Presence of children means preference for a wide range of flavors, styles
                                                                                                                                        • Figure 52: Flavor preferences, by presence of children in household, September 2014
                                                                                                                                    • The Consumer – Ethnic Tastes/Flavor Preferences

                                                                                                                                      • Key points
                                                                                                                                        • More than half have tried many ethnic sauce, marinade, and spice flavors
                                                                                                                                            • Figure 53: Ethnic tastes/flavor tried, by household income, September 2014
                                                                                                                                          • Households with children more apt to have tried a range of ethnic flavors
                                                                                                                                            • Figure 54: Ethnic tastes/flavor tried, by presence of children in household, September 2014
                                                                                                                                          • Millennials most likely to have tried a variety of ethnic flavors
                                                                                                                                            • Figure 55: Ethnic tastes/flavor tried, by generations, September 2014
                                                                                                                                        • The Consumer – Important Usage Factors

                                                                                                                                          • Key points
                                                                                                                                            • Most use sauces/marinades/spices for more complex, intense flavors
                                                                                                                                                • Figure 56: Important usage factors, September 2014
                                                                                                                                            • The Consumer – Cooking Sauce, Marinade Perceptions

                                                                                                                                              • Key points
                                                                                                                                                • Consumers look to sauces/marinades to customize food
                                                                                                                                                    • Figure 57: Cooking sauce, marinade perceptions, September 2014
                                                                                                                                                • The Consumer – Race and Hispanic Origin

                                                                                                                                                  • Key points
                                                                                                                                                    • Black, Hispanic respondents most apt to cook all meals prepared at home
                                                                                                                                                        • Figure 58: At-home meal preparation, by race/Hispanic origin, September 2014
                                                                                                                                                      • Blacks, Asians, Hispanics most apt to self-identify as foodies
                                                                                                                                                          • Figure 59: Self-described foodies, by race/Hispanic origin, September 2014
                                                                                                                                                        • Blacks, Hispanics tend to stick to their flavor heritage
                                                                                                                                                          • Figure 60: Ethnic tastes/flavor tried, by race/Hispanic origin, September 2014
                                                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                                                        • The consumer – at-home meal preparation
                                                                                                                                                          • Figure 61: At-home meal preparation, by age, September 2014
                                                                                                                                                        • The consumer – self-described foodies
                                                                                                                                                          • Figure 62: Self-described foodies, by age, September 2014
                                                                                                                                                        • The consumer – use of cooking sauces, marinades, and dry spices or seasonings
                                                                                                                                                          • Figure 63: Use of cooking sauces, marinades, and dry spices or seasonings, by age, September 2014
                                                                                                                                                          • Figure 64: Use of cooking sauces, marinades, dry spices or seasonings, and dressings, by generations, September 2014
                                                                                                                                                        • The consumer – purchase drivers
                                                                                                                                                          • Figure 65: Purchase drivers, by age, September 2014
                                                                                                                                                          • Figure 66: Purchase drivers, by household income, September 2014
                                                                                                                                                          • Figure 67: Purchase drivers, by flavor preferences, September 2014
                                                                                                                                                          • Figure 68: Purchase drivers, by flavor preferences, September 2014
                                                                                                                                                        • The consumer – flavor preferences
                                                                                                                                                          • Figure 69: Flavor preferences, by gender, September 2014
                                                                                                                                                          • Figure 70: Flavor preferences, by age, September 2014
                                                                                                                                                          • Figure 71: Flavor preferences, by generations, September 2014
                                                                                                                                                          • Figure 72: Flavor preferences, by flavor preferences, September 2014
                                                                                                                                                          • Figure 73: Flavor preferences, by flavor preferences, September 2014
                                                                                                                                                        • Ethnic tastes/flavor preferences
                                                                                                                                                          • Figure 74: Ethnic tastes/flavor tried, by age, September 2014
                                                                                                                                                          • Figure 75: Ethnic tastes/flavors interested in using or trying, by gender, September 2014
                                                                                                                                                          • Figure 76: Ethnic tastes/flavors interested in using or trying, by age, September 2014
                                                                                                                                                          • Figure 77: Ethnic tastes/flavors interested in using or trying, by household income, September 2014
                                                                                                                                                          • Figure 78: Ethnic tastes/flavors interested in using or trying, by race/Hispanic origin, September 2014
                                                                                                                                                          • Figure 79: Ethnic tastes/flavors interested in using or trying, by presence of children in household, September 2014
                                                                                                                                                          • Figure 80: Ethnic tastes/flavors interested in using or trying, by generations, September 2014
                                                                                                                                                        • Important usage factors
                                                                                                                                                          • Figure 81: Important usage factors, by gender, September 2014
                                                                                                                                                          • Figure 82: Important usage factors, by age, September 2014
                                                                                                                                                          • Figure 83: Important usage factors, by household income, September 2014
                                                                                                                                                          • Figure 84: Important usage factors, by presence of children in household, September 2014
                                                                                                                                                          • Figure 85: Important usage factors, by generations, September 2014
                                                                                                                                                          • Figure 86: Important usage factors, by ethnic tastes/flavors interested in using or trying, September 2014
                                                                                                                                                          • Figure 87: Important usage factors, by ethnic tastes/flavors interested in using or trying, September 2014
                                                                                                                                                        • Perceptions of cooking sauces, marinades, dips, and dressings
                                                                                                                                                          • Figure 88: Perceptions of cooking sauces and marinades, by gender, September 2014
                                                                                                                                                          • Figure 89: Perceptions of cooking sauces and marinades, by age, September 2014
                                                                                                                                                          • Figure 90: Perceptions of cooking sauces and marinades, by household income, September 2014
                                                                                                                                                          • Figure 91: Perceptions of cooking sauces and marinades, by presence of children in household, September 2014
                                                                                                                                                          • Figure 92: Perceptions of cooking sauces and marinades, by generations, September 2014
                                                                                                                                                          • Figure 93: Perceptions of cooking sauces and marinades, by ethnic tastes/flavors interested in using or trying, September 2014
                                                                                                                                                          • Figure 94: Perceptions of cooking sauces and marinades, by ethnic tastes/flavors interested in using or trying, September 2014
                                                                                                                                                        • The consumer – race and Hispanic origin
                                                                                                                                                          • Figure 95: Use of cooking sauces, marinades, dry spices or seasonings, and dressings, by race/Hispanic origin, September 2014
                                                                                                                                                          • Figure 96: Purchase attribute drivers, by race/Hispanic origin, September 2014
                                                                                                                                                          • Figure 97: Flavor preferences, by race/Hispanic origin, September 2014
                                                                                                                                                          • Figure 98: Importance of attributes for use, by race/Hispanic origin, September 2014
                                                                                                                                                          • Figure 99: Perceptions of cooking sauces, by race/Hispanic origin, September 2014
                                                                                                                                                          • Figure 100: Perceptions of cooking sauces and marinades, by race/Hispanic origin, September 2014
                                                                                                                                                      • Appendix – Social Media

                                                                                                                                                        • Brand usage or awareness
                                                                                                                                                          • Figure 101: Brand usage or awareness, September 2014
                                                                                                                                                          • Figure 102: Old Bay Seasoning usage or awareness, by demographics, September 2014
                                                                                                                                                          • Figure 103: Goya marinades, cooking sauces, and/or spices usage or awareness, by demographics, September 2014
                                                                                                                                                          • Figure 104: McCormick spices usage or awareness, by demographics, September 2014
                                                                                                                                                          • Figure 105: Knorr usage or awareness, by demographics, September 2014
                                                                                                                                                          • Figure 106: Sweet Baby Ray’s usage or awareness, by demographics, September 2014
                                                                                                                                                          • Figure 107: Lawry’s usage or awareness, by demographics, September 2014
                                                                                                                                                        • Activities done
                                                                                                                                                          • Figure 108: Activities done, September 2014
                                                                                                                                                        • Key social media metrics
                                                                                                                                                          • Figure 109: key social media metrics for select cooking sauce, marinade, and spice brands, Nov. 2014
                                                                                                                                                        • Online conversations
                                                                                                                                                          • Figure 110: Online mentions for select cooking sauce, marinade, and spice brands, by week, Nov, 17, 2013- Nov. 16, 2014
                                                                                                                                                      • Appendix – Trade Associations

                                                                                                                                                        Companies Covered

                                                                                                                                                        • California League of Food Processors
                                                                                                                                                        • Food Marketing Institute
                                                                                                                                                        • Grocery Manufacturers of America (GMA)
                                                                                                                                                        • National Barbecue Association (NBBQA)
                                                                                                                                                        • Walmart Stores (USA)

                                                                                                                                                        Cooking Sauces, Marinades and Spices - US - December 2014

                                                                                                                                                        US $3,995.00 (Excl.Tax)