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Cooking Sauces, Pasta Sauces and Stocks - UK - January 2015

“Although chilled cooking sauces are an established part of the market, their use continues to lag behind that of ambient ones. While the price premium of chilled sauces is curbing uptake, lack of variety in the segment, heavily geared towards pasta sauces, also seems to play a role. Exploring other cuisines could bolster sales given strong demand among cooking sauce buyers/users.”
– Colette Warren, Food and Drink Analyst

This report looks at the following areas:

  • Scratch-cooking continues to pose a threat to cooking sauces
  • Interest in wider ranges in chilled sauces
  • Reliance on established occasions hamper stocks


Ambient wet cooking sauces continue to dominate the market, however, the sales decline witnessed in 2013 is estimated to continue in 2014. The lacklustre performance of the pasta market and the warm weather seen through much of 2014 have likely curbed demand.

The market faces intense competition from scratch cooking. A quarter of people cook sauces from scratch at least once a week, the interest fuelled by perceptions of scratch-cooked sauces as better for you and tastier than shop-bought ones. It remains to be seen whether the recipe base products entering the market in 2014 can win over scratch cooks with their proposition of convenience, transparency and scope to tailor the dish.

While stocks and gravy remain menu staples, only a minority of users use stocks in multiple ways. Given Brits’ love of variety and newness on their menus, a reliance on traditional uses puts the segment in a potentially risky position. The interest among younger consumers in stocks made for ethnic dishes and gravies made for foods other than roasts or sausages suggests scope for NPD (New Product Development) to support usage.

Cooking sauces are defined as sauces used during the preparation of food and as those used in the kitchen, rather than at the table. They fall into three categories:

  • Cook-in sauces (including cooking pastes) are added to ingredients at an early stage of cooking, such as chilli con carne or Bolognese. Stir-fry sauces and stir-fry pastes are a style of cook-in sauce primarily intended for use with a wok or quick frying style of cooking.
  • Pour-over sauces are added to the meal just before the end of cooking, or poured over the top just before serving, such as parsley sauce, some pasta sauces and pesto sauce.
  • Oven-bake sauces are added to the other ingredients part way through cooking, before the dish is placed in the oven.

The cooking and pasta sauce market may also be divided into wet sauces and dry sauces:

  • Wet sauces are packaged in jars, cans, pouches or cartons and may be ambient or chilled.
  • Dry sauces come in packets or cartons and require the addition of water or other liquid to rehydrate them before use.

Stocks and bouillons include stock cubes, pastes and ready-to-use ambient and chilled products.

Excluded:

  • Table sauces such as tomato ketchup, apple sauce and cranberry sauce (for the purposes of this report, soy sauce is treated as a table sauce and is excluded from the report)
  • Salad dressings such as salad cream and mayonnaise
  • Dips, including salsa dip
  • Sauce bases such as passata and concentrates such as tomato purée
  • Sales of cooking sauces, pasta sauces, stocks and gravy through foodservice outlets.
 

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Table of contents

  1. Introduction

      • Definition
        • Excluded
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Forecast of UK retail value sales of cooking/pasta sauces, stocks and gravy, 2009-19
              • Segment performance
                • Figure 2: UK retail value sales of cooking/pasta sauce, stocks and gravy, by segment, 2009-14
              • Market factors
                • Scratch cooking remains a threat to cooking sauces
                  • Fewer 16-24s and slower growth for 25-34s will hamper cooking sauces
                    • Pressures on household budgets benefit in-home cooking
                      • Companies, brands and innovation
                        • Brands up the ante in NPD for 2014
                          • Market leader Mars sees sales slide in cooking sauces
                            • Figure 3: Leading brands’ sales and shares in UK ambient wet and dry cooking sauce and pasta sauce market, 2012/13 and 2013/14
                          • Knorr extends its lead in stocks
                            • The consumer
                              • Cooking sauces are a menu staple
                                • Figure 4: Frequency of usage of cooking sauces, September 2014
                              • Natural ingredients drive product choice
                                • Figure 5: Factors influencing purchase of cooking/pasta sauces, September 2014
                              • Taste and health remain key concerns in cooking sauces
                                • Figure 6: Consumer attitudes towards cooking/pasta sauces, September 2014
                                • Figure 7: Consumer attitudes towards buying cooking/pasta sauces, September 2014
                              • Interest in dish-specific stocks and gravies suggests scope for NPD
                                • Figure 8: Consumer attitudes towards stocks and gravy, September 2014
                              • What we think
                              • Issues in the Market

                                  • Scratch-cooking continues to pose a threat to cooking sauces
                                    • The facts
                                      • The implications
                                        • Interest in wider ranges in chilled sauces
                                          • The facts
                                            • The implications
                                              • Reliance on established occasions hamper stocks
                                                • The facts
                                                  • The implications
                                                  • Trend Application

                                                      • Sense of the Intense
                                                        • The Real Thing
                                                          • Locavore
                                                          • Market Drivers

                                                            • Key points
                                                              • Scratch cooking remains popular
                                                                • Figure 9: Selected consumer attitudes towards cooking/pasta sauces, by gender and age, September 2014
                                                              • Consumers’ confidence in their finances is rising
                                                                • Figure 10: Index of agreement with the statement ‘I feel pretty confident that I’ll be OK’ regarding respondent’s financial situation over the next year, January 2009-October 2014
                                                              • Fewer 16-24s and slower growth for 25-34s will hamper cooking sauces
                                                                • Figure 11: Trends in the age structure of the UK population, 2009-19
                                                            • Strengths and Weaknesses

                                                              • Strengths
                                                                • Weaknesses
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Brands up the ante in NPD for 2014
                                                                      • Figure 12: New product activity in cooking sauces (incl. pasta sauces), own-label vs branded, 2010-14
                                                                      • Figure 13: Top 15 companies, by share of product launches in UK cooking sauce market (incl. pasta sauces), 2010-14
                                                                    • Cooking participation made easy
                                                                      • The share of launches with all-natural claims doubled in 2014
                                                                        • Figure 14: Top 15 product claims in new launches in the cooking sauce market, 2010-14
                                                                      • Chilled sauces lose share in NPD
                                                                        • Figure 15: New product activity in the UK cooking sauces (incl. pasta sauces) market, by storage type, 2010-14
                                                                      • Liquid formats gain share of stock/gravy NPD for the fifth year
                                                                        • Figure 16: Share of new product launches in the UK stocks/gravy market, by format type, 2010-14
                                                                        • Figure 17: Top 10 companies, by share of new product launches in UK stocks/gravy market, 2010-14
                                                                      • Microwaveable products gain prominence in gravy
                                                                        • Figure 18: Top 15 product claims* in new launches in the cooking sauce market, 2010-14
                                                                      • Efforts to upgrade gravy
                                                                        • A welcome focus on quality ingredients in stocks
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Cooking sauce sales estimated to fall in 2014
                                                                              • Figure 19: Forecast of UK retail value sales of cooking/pasta sauce*, 2009-19
                                                                              • Figure 20: Forecast of UK retail value sales of cooking/pasta sauces, 2009-19
                                                                            • Sales of stocks are expected to remain fairly stagnant going forward
                                                                              • Figure 21: Forecast of UK retail value sales of stocks, 2009-19
                                                                              • Figure 22: Forecast of UK retail value sales of stocks, 2009-19
                                                                            • Gravy growth is predicted to slow further
                                                                              • Figure 23: Forecast of UK retail value sales of gravy, 2009-19
                                                                              • Figure 24: Forecast of UK retail value sales of gravy, 2009-19
                                                                            • Forecast methodology
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Ambient wet sauces struggle
                                                                                  • Figure 25: UK retail value sales of cooking/pasta sauce and marinades, by sector, 2012-14
                                                                                • Pour-over and dry sauces gain share
                                                                                  • Growth in chilled sauces slows
                                                                                    • Only Tex-Mex escapes negative growth
                                                                                      • Figure 26: UK retail value sales of ambient wet and dry cooking/pasta sauces, by cuisine, 2013-14
                                                                                    • Stocks and gravy
                                                                                    • Market Share

                                                                                      • Key points
                                                                                        • Market leader Mars sees sales slide
                                                                                          • Figure 27: Leading brands’ value sales and shares in UK ambient wet and dry cooking sauce and pasta sauce market, 2012/13 and 2013/14
                                                                                        • AB World Foods supports Patak’s, Premier Foods looks to update Homepride
                                                                                          • Mixed performances for dry sauces
                                                                                            • Own-label dominates the chilled sauce segment
                                                                                              • Figure 28: Leading manufacturers’ value sales and shares in UK ambient wet and dry cooking sauce and pasta sauce market, 2012/13 and 2013/14
                                                                                            • Knorr extends its lead in stocks
                                                                                              • Figure 29: Leading brands’ value sales and shares in UK retail stocks/bouillon market, 2012/13 and 2013/14
                                                                                              • Figure 30: Leading manufacturers’ value sales and shares in UK retail stocks/bouillon market, 2012/13 and 2013/14
                                                                                            • Bisto boosts sales in 2014
                                                                                              • Figure 31: Leading brands’ value sales and shares in UK retail gravy makers market, 2012/13 and 2013/14
                                                                                              • Figure 32: Leading manufacturers’ value sales and shares in UK retail gravy makers market, 2012/13 and 2013/14
                                                                                          • Companies and Products

                                                                                              • Figure 33: Selected companies and brands in the UK cooking sauces, stocks and gravy market, 2014
                                                                                            • AB World Foods
                                                                                              • Blue Dragon – Product range and innovation
                                                                                                • Patak’s – Product range and innovation
                                                                                                  • Levi Roots – Product range and innovation
                                                                                                    • Meena’s – Product range and innovation
                                                                                                      • Symington’s
                                                                                                        • Ragu
                                                                                                          • Chicken Tonight – Product range and innovation
                                                                                                            • Mars
                                                                                                              • Dolmio
                                                                                                                • Uncle Ben’s
                                                                                                                  • Seeds of Change
                                                                                                                    • Premier Foods
                                                                                                                      • Sharwood’s
                                                                                                                        • Homepride
                                                                                                                          • Loyd Grossman
                                                                                                                            • Bisto
                                                                                                                              • OXO
                                                                                                                                • Unilever
                                                                                                                                  • Knorr
                                                                                                                                    • Colman’s
                                                                                                                                      • Bovril
                                                                                                                                        • Bertolli
                                                                                                                                        • Brand Communication and Promotion

                                                                                                                                          • Key points
                                                                                                                                            • A 27% decline in cooking sauce adspend over 2010-13
                                                                                                                                              • Figure 34: Advertising expenditure in the cooking sauces, stocks and gravy market, by product category, 2010-14
                                                                                                                                              • Figure 35: Share of advertising expenditure in the cooking sauce market, by company, 2012-14*
                                                                                                                                            • Mars ends spend on Dolmio Lasagne to make way for new Recipe Bases
                                                                                                                                              • Figure 36: Advertising expenditure in the cooking sauce market, by highest-spending brands in 2013, 2010-14
                                                                                                                                            • Unilever and Premier Foods continue to dominate adspend in gravies and stocks
                                                                                                                                              • Figure 37: Advertising expenditure in the stocks/gravy market, by leading brands, 2010-14*
                                                                                                                                          • Brand Research

                                                                                                                                            • Brand map
                                                                                                                                                • Figure 38: Attitudes towards and usage of brands active in the cooking sauces, pasta sauces and stocks sector, October 2014
                                                                                                                                              • Correspondence analysis
                                                                                                                                                • Brand attitudes
                                                                                                                                                  • Figure 39: Attitudes, by brands active in the cooking sauces, pasta sauces and stocks sector, October 2014
                                                                                                                                                • Brand personality
                                                                                                                                                  • Figure 40: Brand personality of selected brands active in the cooking sauces, pasta sauces and stocks sector – Macro image, October 2014
                                                                                                                                                  • Figure 41: Brand personality of selected brands active in the cooking sauces, pasta sauces and stocks sector – Micro image, October 2014
                                                                                                                                                • Brand experience
                                                                                                                                                  • Figure 42: Usage of selected brands active in the cooking sauces, pasta sauces and stocks sector, October 2014
                                                                                                                                                  • Figure 43: Satisfaction with selected brands active in the cooking sauces, pasta sauces and stocks sector, October 2014
                                                                                                                                                  • Figure 44: Consideration of selected brands active in the cooking sauces, pasta sauces and stocks sector, October 2014
                                                                                                                                                  • Figure 45: Consumer perceptions of brand performance, October 2014
                                                                                                                                                • Brand recommendation
                                                                                                                                                  • Figure 46: Recommendation of selected brands in the cooking sauces, pasta sauces and stocks sector, October 2014
                                                                                                                                              • The Consumer – Usage of Cooking Sauces, Stocks and Gravy

                                                                                                                                                • Key points
                                                                                                                                                  • A quarter of people cook sauces from scratch at least once a week
                                                                                                                                                    • Figure 47: Frequency of usage of cooking sauces, September 2014
                                                                                                                                                  • 70% of people use gravy
                                                                                                                                                    • Figure 48: Types of stocks and gravy used in the last six months, September 2014
                                                                                                                                                • The Consumer – Factors Influencing Purchase of Cooking/Pasta Sauces

                                                                                                                                                  • Key points
                                                                                                                                                    • Natural ingredients drive product choice
                                                                                                                                                      • Figure 49: Factors influencing purchase of cooking/pasta sauces, September 2014
                                                                                                                                                    • Low-sugar and -salt claims spark marked interest
                                                                                                                                                      • High-fibre and -protein claims appeal to a minority
                                                                                                                                                        • Microwaveable packaging is a low priority for many
                                                                                                                                                        • The Consumer – Attitudes towards Cooking/Pasta Sauces

                                                                                                                                                          • Key points
                                                                                                                                                            • Taste and health remain key concerns in cooking sauces
                                                                                                                                                              • Figure 50: Consumer attitudes towards cooking/pasta sauces, September 2014
                                                                                                                                                              • Figure 51: Consumer attitudes towards cooking/pasta sauces, September 2014
                                                                                                                                                            • High interest in low-calorie sauces is poorly met
                                                                                                                                                              • Recipe bases can woo on health and taste
                                                                                                                                                                • Texture enhancement can add value
                                                                                                                                                                  • Chilled cooking sauces seen as lacking variety
                                                                                                                                                                    • A third think traditional ingredients are worth paying more for
                                                                                                                                                                    • The Consumer – Attitudes towards Stocks and Gravy

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Ethnic stocks spark minority interest
                                                                                                                                                                          • Figure 52: Consumer attitudes towards stocks and gravy, September 2014
                                                                                                                                                                        • Scope for gravies for less traditional dishes
                                                                                                                                                                          • Less than a third use stocks in multiple ways
                                                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                                                              • Figure 53: UK retail value sales of cooking/pasta sauces, stocks and gravy, 2009-19
                                                                                                                                                                              • Figure 54: Forecast of UK retail value sales of cooking/pasta sauces, stocks and gravy, 2009-19
                                                                                                                                                                              • Figure 55: UK retail value sales of cooking/pasta sauce, stocks and gravy, 2014-19
                                                                                                                                                                              • Figure 56: UK retail value sales of cooking/pasta sauce, 2014-19
                                                                                                                                                                              • Figure 57: UK retail value sales of stocks, 2014-19
                                                                                                                                                                              • Figure 58: UK retail value sales of gravy, 2014-19

                                                                                                                                                                          Companies Covered

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

                                                                                                                                                                          Cooking Sauces, Pasta Sauces and Stocks - UK - January 2015

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