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Cooking Sauces, Pasta Sauces and Stocks - UK - November 2011

“Consumers with children are more likely than average to have eaten all types of ethnic cooking sauces and the market therefore has a unique opportunity to engage younger consumers from an early age, broadening their repertoire and building loyalty for the future.”

– Amy Lloyd, Food and Drink Analyst

Some questions answered in the report include:

  • How can manufacturers, brands and retailers encourage more experimentation within the cooking/pasta sauces and stocks market?
  • How can cooking and pasta sauce brands drive growth in the premium segment?
  • How can sauces and stocks brands exploit the interest in scratch cooking?
  • What types of cuisines are proving popular in the market?
  • How can the market attract older consumers?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Cooking sauces, pasta sauces and stocks market size and forecast, 2006-16
            • 2011 sees the market slowing
              • The future
                • Market factors
                  • Penetration remains high
                    • A growing need to engage the ageing population
                      • Fragile consumer confidence to dampen demand for discretionary goods
                        • Companies, brands and innovation
                          • Figure 2: Estimated leading brands’ shares in the cooking sauces and pasta sauces market, 2010
                        • Mars continues to dominate the market
                          • NPD continues to drive the market
                            • Mars ramps up ad investment
                              • The consumer
                                • High penetration in the cooking/pasta sauces market
                                  • Figure 3: Types of cooking/pasta sauces eaten, August 2011
                                • Stocks’ core users are similar to sauces
                                  • Figure 4: Usage of stocks/bouillons*, August 2011
                                • Promotional activity offers an incentive to consumers of cooking/pasta sauces...
                                  • Figure 5: Agreement with statements on using cooking/pasta sauces, August 2011
                                • ...stock users rate the ability to enhance the flavour of food
                                  • Figure 6: Agreement with statements on using stocks/bouillons, August 2011
                                • What we think
                                • Issues in the Market

                                    • How can manufacturers, brands and retailers encourage more experimentation within the cooking/pasta sauces and stocks market?
                                      • How can cooking and pasta sauce brands drive growth in the premium segment?
                                        • How can sauces and stocks brands exploit the interest in scratch cooking?
                                          • What types of cuisines are proving popular in the market?
                                            • How can the market attract older consumers?
                                            • Future Opportunities

                                                • Power of One
                                                  • Guiding Choice
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Growth in popularity of pasta sauces outpaces the market
                                                        • Figure 7: Trends for usage of cooking sauces in the past 12 months, 2006-11
                                                        • Figure 8: Frequency of using stocks cubes, ready-prepared stocks and gravy makers, 2007-11
                                                      • Carbohydrates experience robust growth
                                                        • Figure 9: UK retail value sales of carbohydrates, 2006-10
                                                      • Cooking from scratch poses a challenge and an opportunity to the market
                                                        • Figure 10: Agreement with statements on cooking habits, 2007-11
                                                      • Stocks focus on enhancing the flavour of food
                                                        • Health concerns centre around salt content
                                                          • Figure 11: High salt/sodium content, 2007-11
                                                      • Broader Market Environment

                                                        • Key points
                                                          • Consumer incomes remain squeezed...
                                                            • Figure 12: Year-on-year % change in average weekly earnings compared to inflation in the UK, January 2008-August 2011
                                                          • …and confidence continues to be fragile
                                                            • Figure 13: Change in agreement with statements on shopping habits, 2007-11
                                                          • Demographic changes
                                                            • Families will aid growth in the market
                                                              • Figure 14: Forecast adult population trends, by lifestage, 2006-16
                                                            • One-person households pose both a challenge and an opportunity
                                                              • Figure 15: Change in UK households, by size, 2006-11 and 2011-16
                                                            • Growth in the number of ABs will aid premiumisation
                                                            • Competitive Context

                                                              • Key points
                                                                • Convenient solutions appeal to the time-pressed consumer
                                                                  • Figure 16: UK retail sales of selected categories competing with cooking sauces, pasta sauces and stocks, percentage change in value, 2005-10
                                                                • The sector appeals to consumers who want more involvement
                                                                  • Eating out remains a priority for consumers
                                                                    • Figure 17: Items and activities extra money is spent on, August 2011
                                                                • Strengths and Weaknesses

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • Format innovation helps to create standout on-shelf and appeal to time-pressed consumers
                                                                          • Figure 18: New product developments in the cooking sauces, pasta sauces and stocks market, by package type, 2008-11
                                                                        • Premium varieties look to the chilled cabinet
                                                                          • Targeting the growing one-person household
                                                                            • Pasta sauces promote authenticity
                                                                              • Sharwood’s introduces spicier variant
                                                                                • Healthier and organic varieties
                                                                                  • Foodservice brands continue to expand into cooking sauces
                                                                                  • Market Size and Forecast

                                                                                    • Key points
                                                                                      • Market to see 25% growth by 2016
                                                                                        • Figure 19: UK retail sales of cooking sauces, pasta sauces and stocks, by value, 2006-16
                                                                                        • Figure 20: Sales and forecast of the UK cooking sauces, pasta sauces and stocks market, by value, 2006-16
                                                                                      • Stocks to see stable growth
                                                                                        • Figure 21: Sales and forecast of the stocks and bouillons market, by value, 2006-16
                                                                                      • Methodology
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • Segmentation remains largely unchanged
                                                                                            • Figure 22: UK retail value sales of cooking sauces*, by type, 2007-11
                                                                                            • Figure 23: UK retail value sales and forecast of wet/ambient cooking sauces and pasta sauces (excl. soy sauce), 2006-16
                                                                                            • Figure 24: Sales and forecast of the wet/ambient cooking sauces market, by value, 2006-16
                                                                                            • Figure 25: UK retail value sales and forecast of dry cooking sauces, 2006-16
                                                                                            • Figure 26: Sales and forecast of the dry cooking sauces market, by value, 2006-16
                                                                                          • Wet/ambient and dry sauces benefit from variety of cuisines
                                                                                            • Figure 27: UK retail value sales of wet/ambient and dry cooking sauces and pasta sauces, by cuisine, 2010 and 2011
                                                                                          • Chilled sauces see growth
                                                                                            • Figure 28: UK retail value sales of fresh cooking sauces, by type, 2010 and 2011
                                                                                            • Figure 29: UK retail value sales and forecast of fresh chilled cooking sauces and pasta sauces, 2006-16
                                                                                            • Figure 30: Sales and forecast of the chilled sauces market, by value, 2006-16
                                                                                          • Cubes continue to dominate the stocks market
                                                                                            • Figure 31: UK retail value sales of stocks and bouillons, by type, 2010 and 2011
                                                                                            • Figure 32: UK retail value sales and forecast of stocks and bouillons, 2006-16
                                                                                        • Market Share

                                                                                          • Key points
                                                                                            • Mars continues to hold the lead
                                                                                              • Figure 33: Manufacturers’ shares in UK cooking sauces and pasta sauces (excl. soy), 2009 and 2010
                                                                                            • Dolmio retains top spot
                                                                                              • Figure 34: Estimated brand shares in UK cooking sauces and pasta sauces (excl. soy), 2009 and 2010
                                                                                            • Stocks benefit from NPD and celebrity support
                                                                                              • Figure 35: Manufacturers’ shares in UK stocks and bouillons market, 2009 and 2010
                                                                                          • Companies and Products

                                                                                              • Figure 36: Leading companies in the cooking sauces market, their brands and products offered*
                                                                                            • AB World Foods
                                                                                              • HJ Heinz
                                                                                                • McCormick & Company Ltd
                                                                                                  • Mars
                                                                                                    • Premier Foods
                                                                                                      • Saclà
                                                                                                        • Unilever
                                                                                                          • Other stocks
                                                                                                            • Maggi (Nestlé)
                                                                                                              • Marigold Health Foods
                                                                                                                • Kallo Foods
                                                                                                                • Brand Research

                                                                                                                  • Brand map
                                                                                                                      • Figure 37: Attitudes towards and usage of cooking and pasta sauce brands, September 2011
                                                                                                                    • Correspondence analysis
                                                                                                                      • Brand attitudes
                                                                                                                        • Figure 38: Attitudes, by cooking and pasta sauce brand, September 2011
                                                                                                                      • Brand personality
                                                                                                                        • Figure 39: Cooking and pasta sauce brand personality – macro image, September 2011
                                                                                                                        • Figure 40: Cooking and pasta sauce brand personality – micro image, September 2011
                                                                                                                      • Brand experience
                                                                                                                        • Figure 41: Cooking and pasta sauce brand usage, September 2011
                                                                                                                        • Figure 42: Satisfaction with various cooking and pasta sauce brands, September 2011
                                                                                                                        • Figure 43: Consideration of cooking and pasta sauce brands, September 2011
                                                                                                                        • Figure 44: Consumer perceptions of current cooking and pasta sauce brand performance, September 2011
                                                                                                                        • Figure 45: Cooking and pasta sauce brand recommendation – Net Promoter Score, September 2011
                                                                                                                      • Brand Index
                                                                                                                        • Figure 46: Cooking and pasta sauce Brand Index, September 2011
                                                                                                                        • Figure 47: Cooking and pasta sauce Brand Index vs. recommendation, September 2011
                                                                                                                      • Target group analysis
                                                                                                                        • Figure 48: Target groups, September 2011
                                                                                                                        • Figure 49: Cooking and pasta sauce brand usage, by target groups, September 2011
                                                                                                                      • Group One – Conformists
                                                                                                                        • Group Two – Simply the Best
                                                                                                                          • Group Three – Shelf Stalkers
                                                                                                                            • Group Four – Habitual Shoppers
                                                                                                                              • Group Five – Individualists
                                                                                                                              • Brand Communication and Promotion

                                                                                                                                • Key points
                                                                                                                                  • Increase in advertising spend
                                                                                                                                    • Figure 50: Main monitored advertising media spend on cooking sauces, pasta sauces and stocks, 2007-11
                                                                                                                                  • Mars dominates expenditure...
                                                                                                                                    • Figure 51: Top five highest-spending advertisers in the cooking sauces, pasta sauces and stocks market, 2007-11*
                                                                                                                                  • …due to the huge investment in Dolmio and Uncle Ben’s
                                                                                                                                    • Figure 52: Top ten highest-spending brands in the cooking sauces, pasta sauces and stocks market, 2009-11
                                                                                                                                • Channels to Market

                                                                                                                                  • Key points
                                                                                                                                    • Figure 53: UK retail value sales of cooking sauces, pasta sauces and stocks, by outlet type, 2007-11
                                                                                                                                  • Grocery multiples dominate
                                                                                                                                    • Cooking/pasta sauce users prefer grocers and M&S, stocks/bouillons M&S and the discounters
                                                                                                                                      • Figure 54: Index of supermarkets used by those who have used cooking or pasta sauces in the last 12 months, (Average = 100), August 2011
                                                                                                                                      • Figure 55: Index of supermarkets used by those who have used stocks and bouillons in the last 12 months, (Average = 100), August 2011
                                                                                                                                  • Consumer Usage – Cooking Sauces and Pasta Sauces

                                                                                                                                    • Key points
                                                                                                                                      • Penetration reaches almost nine in ten consumers...
                                                                                                                                          • Figure 56: Types of cooking/pasta sauces eaten, August 2011
                                                                                                                                          • Figure 57: Cooking/pasta sauces eaten, by age, socio-economic group and household income, August 2011
                                                                                                                                        • …and peaks among larger households
                                                                                                                                          • Figure 58: Cooking/pasta sauces eating habits, by presence of own children and household size, August 2011
                                                                                                                                        • Ethnic sauces appeal to the under-55s
                                                                                                                                            • Figure 59: Types of ethnic sauces eaten, by age, August 2011
                                                                                                                                          • Traditional British popular among the 25-34s and those in lower socio-economic groups
                                                                                                                                            • Figure 60: Index of consumers who have eaten British sauces, by age, socio-economic group and annual household income, (Average = 100), August 2011
                                                                                                                                          • Pouches offer convenience to consumers
                                                                                                                                            • Figure 61: Use of other cooking sauces (excluding pasta sauces), by packaging, 2007-11
                                                                                                                                        • Factors Influencing Choice of Cooking Sauces and Pasta Sauces

                                                                                                                                          • Key points
                                                                                                                                            • Flavour, above price, is the most important factor to consumers
                                                                                                                                              • Figure 62: Factors influencing choice of cooking/pasta sauce, August 2011
                                                                                                                                            • Low fat/low calorie appeals to women, while brands are important to men
                                                                                                                                              • Figure 63: Net difference* between factors influencing choice of cooking/pasta sauces, by gender, August 2011
                                                                                                                                            • Ethnic sauce users rate cuisine and accompanying ingredients
                                                                                                                                            • Attitudes Towards Cooking Sauces and Pasta Sauces

                                                                                                                                              • Key points
                                                                                                                                                • Promotions and convenience remain focus points for cooking/pasta sauces
                                                                                                                                                  • Figure 64: Agreement with statements on using cooking/pasta sauces, August 2011
                                                                                                                                                • Sauces leverage role as cupboard staple
                                                                                                                                                  • Balancing experimentation with habits
                                                                                                                                                    • Figure 65: Agreement with statements on using cooking/pasta sauces, by age, August 2011
                                                                                                                                                  • A convenient alternative to cooking from scratch
                                                                                                                                                    • The over-55s focus on salt content, younger consumers on quality ingredients
                                                                                                                                                        • Figure 66: Index of agreement with statements on using cooking/pasta sauces, by gender and age, August 2011
                                                                                                                                                    • Targeting Opportunities – Cooking Sauces and Pasta Sauces

                                                                                                                                                      • Key points
                                                                                                                                                        • Figure 67: Target groups based on attitudes towards cooking sauces and pasta sauces, August 2011
                                                                                                                                                      • On A Budget
                                                                                                                                                        • Disengaged
                                                                                                                                                          • Discerning
                                                                                                                                                          • Consumer Usage – Stocks and Bouillons

                                                                                                                                                            • Key points
                                                                                                                                                              • Penetration of stocks reaches over four in five, while bouillons appeal to just over a third
                                                                                                                                                                  • Figure 68: Usage of stocks/bouillons*, August 2011
                                                                                                                                                                • Core users are the most affluent
                                                                                                                                                                  • Figure 69: Usage of stocks/bouillons, by gender, age, socio-economic group and household income, August 2011
                                                                                                                                                                • Older consumers favour traditional formats
                                                                                                                                                                    • Figure 70: Usage of stocks, by type, by gender, age and socio-economic group, August 2011
                                                                                                                                                                    • Figure 71: Usage of bouillons, by type, by gender, age and socio-economic group, August 2011
                                                                                                                                                                • Attitudes Towards Stocks and Bouillons

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Enhancing flavour is the main selling point
                                                                                                                                                                      • Figure 72: Agreement with statements on using stocks/bouillons, August 2011
                                                                                                                                                                    • A reliable and versatile product for consumers
                                                                                                                                                                      • More than a quarter believe brands taste better
                                                                                                                                                                        • Women more engaged with the category than men
                                                                                                                                                                          • Figure 73: Net difference* between agreement with statements on stocks and bouillons, by gender, August 2011
                                                                                                                                                                      • Targeting Opportunities – Stocks and Bouillons

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Three target groups
                                                                                                                                                                            • Figure 74: Target groups based on attitudes towards stocks and bouillons, August 2011
                                                                                                                                                                          • Uninterested
                                                                                                                                                                            • Engaged
                                                                                                                                                                              • Traditional
                                                                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                                                                  • Figure 75: Frequency of using pasta sauces (cooking or pour-over) in the past 12 months, 2007-11
                                                                                                                                                                                  • Figure 76: Frequency of using other cook-in sauces in the past 12 months, 2007-11
                                                                                                                                                                                  • Figure 77: Trends in healthy lifestyles, 2010 and 2011
                                                                                                                                                                                  • Figure 78: High salt/sodium content, by demographics, 2011
                                                                                                                                                                                  • Figure 79: Trends in cooking styles, 2010 and 2011
                                                                                                                                                                              • Appendix – Broader Market Environment

                                                                                                                                                                                  • Figure 80: GDP, PDI, consumer expenditure and savings, at constant 2011 prices, 2006-16
                                                                                                                                                                                  • Figure 81: Forecast adult population trends, by socio-economic group, 2006-16
                                                                                                                                                                              • Appendix – Who’s Innovating?

                                                                                                                                                                                  • Figure 82: New product developments in the cooking sauces market, by package type, 2008-11
                                                                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                                                                  • Figure 83: Best- and worst-case forecasts for cooking sauces, pasta sauces and stocks, by value, 2011-16
                                                                                                                                                                                  • Figure 84: Best- and worst-case forecasts for wet/ambient cooking sauces, by value, 2011-16
                                                                                                                                                                                  • Figure 85: Best- and worst-case forecasts for dry cooking sauces, by value, 2011-16
                                                                                                                                                                                  • Figure 86: Best- and worst-case forecasts for chilled cooking sauces, by value, 2011-16
                                                                                                                                                                                  • Figure 87: Best- and worst-case forecasts for stocks and bouillons, by value, 2011-16
                                                                                                                                                                              • Appendix – Brand Research

                                                                                                                                                                                  • Figure 88: Brand usage, September 2011
                                                                                                                                                                                  • Figure 89: Brand commitment, September 2011
                                                                                                                                                                                  • Figure 90: Brand momentum, September 2011
                                                                                                                                                                                  • Figure 91: Brand diversity, September 2011
                                                                                                                                                                                  • Figure 92: Brand satisfaction, September 2011
                                                                                                                                                                                  • Figure 93: Brand recommendation, September 2011
                                                                                                                                                                                  • Figure 94: Brand attitude, September 2011
                                                                                                                                                                                  • Figure 95: Brand image – macro image, September 2011
                                                                                                                                                                                  • Figure 96: Brand image – micro image, September 2011
                                                                                                                                                                                  • Figure 97: Profile of target groups, by demographics, September 2011
                                                                                                                                                                                  • Figure 98: Psychographic segmentation, by target groups, September 2011
                                                                                                                                                                                  • Figure 99: Brand usage, by target group, September 2011
                                                                                                                                                                                • Brand Index
                                                                                                                                                                                  • Figure 100: Brand Index, September 2011
                                                                                                                                                                              • Appendix – Consumer Usage – Cooking Sauces and Pasta Sauces

                                                                                                                                                                                  • Figure 101: Most popular cooking/pasta sauces eating habits, by demographics, August 2011
                                                                                                                                                                                  • Figure 102: Next most popular cooking/pasta sauces eating habits, by demographics, August 2011
                                                                                                                                                                              • Appendix – Factors Influencing Choice of Cooking Sauces and Pasta Sauces

                                                                                                                                                                                  • Figure 103: Factors influencing choice of cooking/pasta sauce, by demographics, August 2011
                                                                                                                                                                                  • Figure 104: Factors influencing choice of cooking/pasta sauce, by most popular cooking/pasta sauces eating habits, August 2011
                                                                                                                                                                                  • Figure 105: Factors influencing choice of cooking/pasta sauce, by next most popular cooking/pasta sauces eating habits, August 2011
                                                                                                                                                                              • Appendix – Attitudes Towards Cooking Sauces and Pasta Sauces

                                                                                                                                                                                  • Figure 106: Agreement with statements on using cooking/pasta sauces, August 2011
                                                                                                                                                                                  • Figure 107: Agreement with statements ‘I would be more likely to experiment with a new cooking/pasta sauce if it were on promotion’ and ‘I use cooking/pasta sauces when I don't have time to cook from scratch’, by demographics, August 2011
                                                                                                                                                                                  • Figure 108: Agreement with statements ‘I see cooking/pasta sauces as a cupboard staple’ and ‘I tend to buy cooking/pasta sauces that I have tried before’, by demographics, August 2011
                                                                                                                                                                                  • Figure 109: Agreement with statements ‘I like to try new cuisines/flavours when buying cooking/pasta sauces’ and ‘I would be more likely to buy a cooking/pasta sauce if it was made using quality ingredients’, by demographics, August 2011
                                                                                                                                                                                  • Figure 110: Agreement with statements ‘I would be more likely to buy a cooking/pasta sauce if it contained no artificial preservatives, flavourings or colourings’ and ‘I check the salt content of cooking/pasta sauces’, by demographics, August 2011
                                                                                                                                                                                  • Figure 111: Agreement with statements ‘I like the convenience of pouches over glass’ and ‘I do not think that cooking/pasta sauces are healthy’, by demographics, August 2011
                                                                                                                                                                              • Appendix – Targeting Opportunities – Cooking Sauces and Pasta Sauces

                                                                                                                                                                                  • Figure 112: Target groups, by demographics, August 2011
                                                                                                                                                                                  • Figure 113: Cooking/pasta sauces eating habits, by target groups, August 2011
                                                                                                                                                                                  • Figure 114: Factors influencing choice of cooking/pasta sauce, by target groups, August 2011
                                                                                                                                                                                  • Figure 115: Agreement with statements on using cooking/pasta sauces, by target groups, August 2011
                                                                                                                                                                                  • Figure 116: Usage of stocks/bouillons, by target groups, August 2011
                                                                                                                                                                                  • Figure 117: Agreement with statements on using stocks/bouillons, by target groups, August 2011
                                                                                                                                                                              • Appendix – Consumer Usage – Stocks and Bouillons

                                                                                                                                                                                  • Figure 118: Most popular usage of stocks, by demographics, August 2011
                                                                                                                                                                                  • Figure 119: Next most popular usage of stocks, by demographics, August 2011
                                                                                                                                                                                  • Figure 120: Most popular usage of bouillons, by demographics, August 2011
                                                                                                                                                                                  • Figure 121: Next most popular usage of bouillons, by demographics, August 2011
                                                                                                                                                                              • Appendix – Attitudes Towards Stocks and Bouillons

                                                                                                                                                                                  • Figure 122: Agreement with statements on using stocks/bouillons, by demographics, August 2011
                                                                                                                                                                              • Appendix – Targeting Opportunities – Stocks and Bouillons

                                                                                                                                                                                  • Figure 123: Target groups 2, by demographics, August 2011
                                                                                                                                                                                  • Figure 124: Usage of stocks/bouillons, by target groups 2, August 2011
                                                                                                                                                                                  • Figure 125: Agreement with statements on using stocks/bouillons, by target groups 2, August 2011

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • AB World Foods
                                                                                                                                                                              • Associated British Foods Plc
                                                                                                                                                                              • Blue Dragon Limited
                                                                                                                                                                              • G.Costa & Co. Limited (UK)
                                                                                                                                                                              • HJ Heinz Company UK
                                                                                                                                                                              • Homepride Ltd
                                                                                                                                                                              • Kallo Foods Ltd
                                                                                                                                                                              • Marco Pierre White
                                                                                                                                                                              • Marigold Health Foods Ltd
                                                                                                                                                                              • Mars Incorporated
                                                                                                                                                                              • McCormick & Company, Inc.
                                                                                                                                                                              • Nestlé UK Ltd
                                                                                                                                                                              • Patak's Foods Limited
                                                                                                                                                                              • Premier Foods plc
                                                                                                                                                                              • Publicis (UK)
                                                                                                                                                                              • RH Amar & Co. Ltd.
                                                                                                                                                                              • Royal Wessanen nv
                                                                                                                                                                              • Sacla UK Limited
                                                                                                                                                                              • Unilever Bestfoods UK Ltd
                                                                                                                                                                              • Waitrose Ltd

                                                                                                                                                                              Cooking Sauces, Pasta Sauces and Stocks - UK - November 2011

                                                                                                                                                                              £1,750.00 (Excl.Tax)