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Cooking Sauces, Pasta Sauces and Stocks - UK - January 2016

“Brands and retailers in cooking sauces need to target those interested in home cooking, especially those wanting to add their own personal touch and an element of creativity to dishes, as well as people looking for quick and easy meal options when they need them. A focus on authenticity, improved nutritional content and the addition of more exotic sauces to ranges will be key areas of new product development likely to boost sales.”

– Richard Caines, Senior Food & Drink Analyst

This report examines the following areas:

  • Encouraging more speed-scratch cooking using cooking sauces
  • Promoting cooking sauces with better nutritional content
  • Injecting more excitement into ranges to encourage experimentation
  • Encouraging use of stocks in a wider range of meals

The market for cooking/pasta sauces suffered in 2014 and 2015 from consumers cooking more meals from scratch, as well as downward pressure on prices. By contrast, the smaller stocks market benefited in 2015 from interest in cooking and the launch of new products, including new flavours, formats and premium stocks.

Brands and retailers in cooking sauces need to target both aspiring home chefs interested in scratch cooking but pressed for time, as well as people looking for quick and easy meal options at least some days of the week. A number of marketing angles could help sales of cooking sauces, including focusing more on authenticity, nutritional content and more exotic meal options.

With a return to growth in real incomes, room exists in the market to encourage people to trade up to more premium sauces, including sauces with weekend meals in mind that more closely replicate restaurant meals, and expand their meal repertoires through offering a wider range of cuisines.

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Table of contents

  1. Overview

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

          • Price pressures and cooking from scratch hit sales
            • Figure 1: Forecast of UK retail sales of cooking/pasta sauces, 2010-20
          • Own-label taking larger share of NPD activity
            • Figure 2: New product launches in the UK cooking sauces (incl. pasta sauces) market, by own-label vs. branded, January 2011-November 2015
          • Increase in people cooking sauces from scratch
            • Figure 3: Usage of cooking sauces in the last six months, by type, September 2015
          • Grocery discounters selling more cooking sauces
            • Authenticity important for cooking sauces
              • Figure 4: Most important factors influencing choice of cooking sauces, September 2015
            • Adding more excitement to cooking sauce ranges
              • Figure 5: Attitudes towards cooking sauces, September 2015
            • More ideas and flavours to encourage use of stocks for more meals
              • Figure 6: Attitudes towards stocks, September 2015
            • What we think
            • Issues and Insights

              • Encouraging more speed-scratch cooking using cooking sauces
                • The facts
                  • The implications
                    • Promoting cooking sauces with better nutritional content
                      • The facts
                        • The implications
                          • Injecting more excitement into ranges to encourage experimentation
                            • The facts
                              • The implications
                                • Encouraging use of stocks in a wider range of meals
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • More cooking from scratch hits cooking sauces
                                        • Weak sales of pasta sauces biggest reason for decline
                                          • Stocks benefit from more flavours and move to premium
                                            • Trading up also seen in the gravy market
                                              • Wet sauces see biggest fall in sales
                                                • More children and ageing population
                                                  • More exotic tastes will influence range development
                                                    • Rising real incomes and the savvy shopper
                                                    • Market Size and Forecast

                                                      • Falling value sales in cooking/pasta sauces
                                                        • Figure 7: Forecast of UK retail value sales of cooking/pasta sauce*, 2010-20
                                                      • Weak sales of pasta sauces hit total market
                                                        • Future about authenticity, experimentation and health
                                                          • Figure 8: forecast of UK retail sales of cooking/pasta sauces, 2010-20
                                                        • Stocks benefit from interest in scratch cooking
                                                          • Figure 9: Forecast of UK retail value sales of stocks, 2010-20
                                                        • More flavours and further move to premium
                                                          • Figure 10: Best- and worst-case forecast of UK retail sales of stocks, 2010-20
                                                        • Trading up being seen in gravy market
                                                          • Figure 11: Forecast of UK retail value sales of gravy, 2010-20
                                                        • Premium products have more growth potential
                                                          • Figure 12: Best- and worst-case forecast of UK retail sales of gravy, 2010-20
                                                      • Segment Performance

                                                        • Wet sauces the main reason for decline in market
                                                          • Pasta sauce sales doing worse than sales of pasta
                                                            • Figure 13: UK retail value sales of cooking/pasta sauce and marinades, by sector, 2013-15
                                                          • Most cuisines see a decline in 2015 sales
                                                            • Figure 14: UK retail value sales of ambient wet and dry cooking/pasta sauces, by cuisine, 2013-15
                                                        • Market Drivers

                                                          • More children and an ageing population
                                                            • Figure 15: Trends in the age structure of the UK population, 2010-20
                                                          • Targeting smaller households
                                                            • Figure 16: UK households, by size, 2010-20
                                                          • Strong interest in ethnic food products
                                                            • Figure 17: Interest in selected types of ethnic food products, by cuisine type, November 2014
                                                          • Growth of food discounters
                                                            • Figure 18: Retailer most money spent with in last month, August 2013 and August 2015
                                                          • Strong interest in healthy eating
                                                            • Figure 19: Nutritional aspects or product attributes people look out for when shopping for food for use at home (top 10), November 2014
                                                          • Impact of return to real income growth
                                                          • Key Players – What You Need to Know

                                                            • Most leading brands see sales fall in cooking sauces
                                                              • Increase in sales of own-label stocks
                                                                • Bisto dominates sales of gravy makers
                                                                  • Premier Foods biggest advertiser of cooking sauces
                                                                    • Advertising for stocks and gravy dominated by Knorr and Bisto
                                                                      • Bigger focus on own-label NPD in cooking sauces
                                                                        • Increase in convenience-related claims
                                                                          • Move to premium in stocks and gravy
                                                                          • Market Share

                                                                            • Most leading brands saw sales fall in cooking sauces
                                                                              • Figure 20: Leading brands’ value sales and shares in UK ambient wet and dry cooking sauce and pasta sauce market, 2013/14 and 2014/15
                                                                            • Mars retains its lead, own-label gains share
                                                                              • Figure 21: Leading manufacturers’ value sales and shares in UK ambient wet and dry cooking sauce and pasta sauce market, 2013/14 and 2014/15
                                                                            • Chilled sauces dominated by own-label
                                                                              • Stocks dominated by Knorr and Oxo
                                                                                • Figure 22: Leading brands’ value sales and shares in UK retail stocks/bouillon market, 2013/14 and 2014/15
                                                                                • Figure 23: Leading manufacturers’ value sales and shares in UK retail stocks/bouillon market, 2013/14 and 2014/15
                                                                              • Bisto accounts for two thirds of gravy sales
                                                                                • Figure 24: Leading brands’ value sales and shares in UK retail gravy makers market, 2013/14 and 2014/15
                                                                                • Figure 25: Leading manufacturers’ value sales and shares in UK retail gravy makers market, 2013/14 and 2014/15
                                                                            • Brand Communication and Promotion

                                                                              • Increase in advertising spend on sauces, stocks and gravy
                                                                                • Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure on cooking sauces, stocks and gravy, by product category, January 2011-November 2015
                                                                              • Premier Foods the biggest spender in cooking sauces
                                                                                • Figure 27: Share of recorded above-the-line, online display and direct mail total advertising expenditure on cooking sauces, by advertiser, January 2013-November 2015
                                                                              • Dolmio the most heavily advertised brand
                                                                                  • Figure 28: Recorded above-the-line, online display and direct mail total advertising expenditure on cooking sauces*, by top ten highest spending brands, January 2013-November 2015
                                                                                • Premier Foods and Unilever dominate advertising of stocks and gravy
                                                                                  • Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on stocks/gravy*, by top spending brands, January 2013-November 2015
                                                                                • Coverage/methodology clarification
                                                                                • Launch Activity and Innovation

                                                                                  • Increase in own-label’s share of NPD
                                                                                    • Figure 30: New product launches in the UK cooking sauces (incl. pasta sauces) market, share of own-label and branded, January 2011-November 2015
                                                                                  • Large number of companies launching cooking sauces
                                                                                    • Figure 31: Examples of own-label product launches in the UK cooking sauces (incl. pasta sauces) market, 2015
                                                                                    • Figure 32: Examples of branded product launches in the UK cooking sauces (incl. pasta sauces) market, 2015
                                                                                    • Figure 33: New product launches in the UK cooking sauces (incl. pasta sauces) market, by company (based on top 15 for 2014), January 2011-November 2015
                                                                                  • Convenience-related claims on the increase
                                                                                    • Figure 34: New product launches in the UK cooking sauces (incl. pasta sauces) market, by claim (based on top 15 claims for 2014), January 2011-November 2015
                                                                                  • Ambient launches (wet and dry) dominate NPD
                                                                                    • Figure 35: Examples of chilled sauce launches in the UK cooking sauces (incl. pasta sauces) market, 2015
                                                                                    • Figure 36: New product launches in the UK cooking sauces (incl. pasta sauces) market, by storage type, January 2011-November 2015
                                                                                  • Liquid stocks/gravy looking to encourage trading up
                                                                                    • Figure 37: New product launches in the UK stocks/gravy market, by format type, January 2011-November 2015
                                                                                    • Figure 38: Examples of own-label launches in the UK stocks/gravy market, 2015
                                                                                  • Tesco gains share of launches in 2015
                                                                                    • Figure 39: New product launches in the UK stocks/gravy market, by company (based on top 10 for 2014), January 2011-November 2015
                                                                                  • Emphasis on no additives/preservatives
                                                                                    • Figure 40: New product launches in the UK stocks/gravy market, by claim (based on top 15 for 2014), January 2011-November 2015
                                                                                • The Consumer – What You Need to Know

                                                                                  • Making sauces from scratch increasing
                                                                                    • Younger bias to meals involving cooking sauces
                                                                                      • Usage of stocks shows bias towards over-65s
                                                                                        • Discounters attracting more shoppers
                                                                                          • Authenticity a big influence on choice
                                                                                            • Offering dish-specific sauces and versatility
                                                                                              • Injecting more excitement into cooking sauces
                                                                                                • Nutritional content likely to become more important
                                                                                                  • Convenience the biggest driver of sales
                                                                                                    • Room to encourage usage of stocks for more recipes
                                                                                                    • Usage of Cooking Sauces, Stocks and Gravy

                                                                                                      • Making sauces from scratch is on the increase
                                                                                                        • Figure 41: Usage of cooking sauces in the last six months, by type, September 2015
                                                                                                      • Younger bias to using cooking sauces
                                                                                                        • Non-chilled cooking sauces being used less frequently
                                                                                                          • Figure 42: Frequency of usage of cooking sauces, September 2015
                                                                                                        • Cubes still most popular format for stocks
                                                                                                          • Figure 43: Types of stocks used in the last six months, September 2014 and 2015
                                                                                                        • Gravy granules facing competition
                                                                                                          • Figure 44: Types of gravy used in the last six months, September 2014 and 2015
                                                                                                      • Types of Retailer Used for Buying Cooking Sauces

                                                                                                        • Discounters increasing share of sales
                                                                                                          • Figure 45: Types of retailer used for buying cooking sauces in the last six months, September 2015
                                                                                                        • More smaller shopping trips a boost to convenience stores
                                                                                                          • Discount stores attracting savvy shoppers
                                                                                                            • Figure 46: Buying cooking sauces from discount grocery stores and pound stores, by socio-economic group, September 2015
                                                                                                        • Factors Influencing Choice of Cooking Sauces

                                                                                                          • Authenticity important in cooking sauces
                                                                                                            • Figure 47: Most important factors influencing choice of cooking sauces, September 2015
                                                                                                          • Demand for dish-specific sauces and versatility
                                                                                                            • Figure 48: Most important factors influencing choice of cooking sauces, September 2015
                                                                                                          • Nutritional benefits matter to a minority
                                                                                                            • British ingredients appeal to over-45s
                                                                                                              • Catering for those looking for more adventurous meals
                                                                                                              • Attitudes towards Cooking Sauces

                                                                                                                • Cooking sauces lack excitement for weekends
                                                                                                                  • Figure 49: Attitudes towards cooking sauces, September 2015
                                                                                                                • Only a quarter see cooking sauce kits as less processed
                                                                                                                  • Cooking sauces appeal most for creating a quick home-cooked meal
                                                                                                                    • Room for cooking sauces to replicate more restaurant meals
                                                                                                                      • Strong desire to try new types of cuisine
                                                                                                                        • Most are happy with Italian-style sauces being made in Britain
                                                                                                                        • Attitudes towards Stocks

                                                                                                                          • Encouraging usage of stocks for more recipes
                                                                                                                            • Figure 50: Attitudes towards stocks, September 2015
                                                                                                                          • Opportunity to match stocks more closely to particular meals
                                                                                                                            • Promoting herb stocks as an alternative to fresh herbs
                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                • Abbreviations
                                                                                                                                  • Fan chart forecast
                                                                                                                                  • Appendix – The Market

                                                                                                                                      • Figure 51: Best- and worst-case forecast for UK retail value sales of cooking sauces, pasta sauces and stocks/gravy, 2015-20
                                                                                                                                      • Figure 52: Best- and worst-case forecast for UK retail value sales of cooking sauces, pasta sauces and stocks/gravy, 2015-20
                                                                                                                                      • Figure 53: Best- and worst-case forecast for UK retail value sales of cooking sauces/pasta sauces, 2015-20
                                                                                                                                      • Figure 54: Best- and worst-case forecast for UK retail value sales of stocks, 2015-20
                                                                                                                                      • Figure 55: Best- and worst-case forecast for UK retail value sales of gravy, 2015-20

                                                                                                                                  Companies Covered

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

                                                                                                                                  Cooking Sauces, Pasta Sauces and Stocks - UK - January 2016

                                                                                                                                  £1,995.00 (Excl.Tax)