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Cooking Sauces - UK - December 2010

Estimated to reach £833 million in 2010, the cooking sauces market has experienced sales growth of 31% between 2005 and 2010. Around three quarters of consumer use cooking sauces, with cook-in sauces the most popular, used by four fifths of consumers over the past 12 months. Innovation has focused on flavours and formats, accommodating changing consumer needs and tastes. Such NPD has encouraged consumers to add to their repertoire of sauces and increase usage occasions.

  • An increase in home cooking and flavour and format innovation has brought more users to the cooking sauces category, driving growth to £806 million in 2009. With 24-35-year-olds the key users of cooking sauces, the future growth of this segment of the population bodes well for the market.
  • One way in which brands can continue to drive consumption is by positioning cooking sauces as a cheaper and healthier alternative to a takeaway. Almost three in four (74%) of consumers agree that cooking sauces are a cheaper option, while over half (52%) agree that they are a healthier choice.
  • Advertising that promotes new varieties or recipe suggestions should be aimed at female consumers, who are the most likely to enjoy experimenting with new flavours of cooking sauces.
  • Salt content is a key a concern for two fifths (41%) of consumers, especially those aged 55+. Lower salt varieties or reductions in salt, as seen with Jamie Oliver’s range, could be more widely adopted by the major players in order to appeal to this group.
  • Brands and manufacturers are seeking to cater for the forecast rise in one-person households by introducing smaller and one serve formats. With penetration lower among smaller households, this is helping to both introduce new consumers to the category and meet these consumers’ ongoing needs.
  • Lack of time is a barrier to cooking from scratch for many consumers and these consumers would respond well to products and campaigns that highlight the time saved by using a cooking sauce, while not comprising on the quality of the finished dish.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Excluded
            • Abbreviations
            • Future Opportunities

                • Capitalising on regional differences
                  • Find the code!
                  • Market in Brief

                    • Penetration reaches over three quarters
                      • Innovation drives interest
                        • Oven-bakes and ethnic sauces appeal
                          • Scratch cooking a threat
                            • Concerns over salt and authenticity
                            • Internal Market Environment

                              • Key points
                                • Pasta sauces prove popular
                                  • Figure 1: Frequency of usage of cooking sauces in the past 12 months, by pasta and other (excluding pasta) sauces, 2006-10
                                • Carbohydrates see a rise in usage
                                  • Figure 2: UK retail value sales of carbohydrates, 2005-09
                                • Return to cooking
                                  • Figure 3: Agreement with selected lifestyle statements, 2006-10
                                • Salt is the focus in health
                                  • Figure 4: Attitudes towards high salt/sodium content, 2007-10
                                • The influence of holiday destinations
                                  • Figure 5: Agreement with selected lifestyle statements, 2006-10
                              • Broader Market Environment

                                • Key points
                                  • Commodity price rises
                                    • Consumer confidence remains fragile
                                      • Figure 6: Agreement with selected lifestyle statements, 2006-10
                                    • Demographic changes will aid growth
                                      • Figure 7: Forecast adult population trends, by lifestage, 2005-15
                                    • One-person households present a challenge
                                      • Figure 8: UK households, by size, 2005-15
                                  • Competitive Context

                                    • Key points
                                      • Convenient solutions
                                        • Figure 9: UK retail sales of selected categories, by value, 2009 (est)
                                        • Figure 10: UK retail sales of selected categories, percentage change in value, 2005-09 (est)
                                      • Ready meals
                                        • Figure 11: Market segments in the chilled and frozen ready meals market, by cuisine, 2007-09
                                      • Takeaways retain authenticity
                                        • Eating out sector remains popular
                                          • Figure 12: Eating out market*, by sector, 2005-09
                                        • Scratch cooking proves popular
                                        • Strengths and Weaknesses

                                          • Strengths
                                            • Weaknesses
                                            • Who’s Innovating?

                                              • Key points
                                                • Formats accommodate consumer needs
                                                  • Appealing to different-sized households
                                                    • Targeting foodies
                                                      • International and regional influences
                                                        • Restaurants extending brands into cooking sauces sphere
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Market to see growth
                                                              • Figure 13: UK retail sales of cooking sauces, by value, 2005-10
                                                            • Future growth in the market
                                                              • Figure 14: Sales and forecast of the UK cooking sauces market, by value, 2005-15
                                                            • Segmentation
                                                              • Figure 15: Sales and forecast of the wet/ambient cooking sauces market, by value, 2005-15
                                                              • Figure 16: Sales and forecast of the dry cooking sauces market, by value, 2005-15
                                                              • Figure 17: Sales and forecast of the chilled sauces market, by value, 2005-15
                                                            • Methodology
                                                            • Segment Performance

                                                              • Key points
                                                                • Segmentation remains unchanged
                                                                  • Figure 18: UK retail value sales of cooking sauces, by type, 2006-09
                                                                • Wet/ambient benefit from differentiation
                                                                  • Figure 19: UK retail value sales of wet/ambient cooking sauces, by cuisine, 2006-09
                                                                • Dry benefits from home cooking
                                                                  • Figure 20: UK retail value sales and forecast of dry cooking sauces, 2005-15
                                                                • Chilled to see future growth
                                                                  • Figure 21: UK retail value sales of fresh cooking sauces, by type, 2006-09
                                                                  • Figure 22: UK retail value sales and forecast of fresh chilled cooking sauces, 2005-15
                                                              • Market Share

                                                                • Key points
                                                                  • Mars grows sales and share
                                                                    • Figure 23: Manufacturers’ shares in UK cooking sauces, 2006-09
                                                                  • Dolmio retains top spot
                                                                    • Figure 24: Brand shares in UK cooking sauces, 2006-09
                                                                • Companies and Products

                                                                  • Key points
                                                                    • Figure 25: Leading companies in the cooking sauces market and their brands*
                                                                  • Major players
                                                                    • AB World Foods
                                                                      • Background
                                                                        • Product range and innovation
                                                                          • Recent activity and promotion
                                                                            • HJ Heinz
                                                                              • Background
                                                                                • Product range and innovation
                                                                                  • Recent Activity and promotion
                                                                                    • McCormick & Company Ltd
                                                                                      • Background
                                                                                        • Product range and innovation
                                                                                          • Recent activity and promotion
                                                                                            • Mars
                                                                                              • Background
                                                                                                • Product range and innovation
                                                                                                  • Recent activity and promotion
                                                                                                    • Premier Foods
                                                                                                      • Background
                                                                                                        • Product range and innovation
                                                                                                          • Recent activity and promotion
                                                                                                            • Saclà
                                                                                                              • Background
                                                                                                                • Product range and innovation
                                                                                                                  • Recent activity and promotion
                                                                                                                    • Unilever
                                                                                                                      • Background
                                                                                                                        • Product range and innovation
                                                                                                                          • Recent activity and promotion
                                                                                                                          • Brand Communication and Promotion

                                                                                                                            • Key points
                                                                                                                              • Spend begins to rise
                                                                                                                                • Figure 26: Main monitored media spend on cooking sauces, 2006-10
                                                                                                                              • Mars dominates spend
                                                                                                                                • Figure 27: Main monitored media spend on cooking sauces, by advertiser, 2006-10
                                                                                                                                • Figure 28: Highest spending brands on cooking sauces, 2008-10
                                                                                                                            • Channels to Market

                                                                                                                              • Key points
                                                                                                                                • Figure 29: UK retail value sales of cooking sauces, by outlet type, 2004-10
                                                                                                                              • Grocery multiples dominate
                                                                                                                                • Discounters see short-term growth
                                                                                                                                • The Consumer – Usage

                                                                                                                                  • Key points
                                                                                                                                    • Penetration reaches three in four consumers
                                                                                                                                        • Figure 30: Types of cooking sauce used, by dish type, September 2010
                                                                                                                                      • Families drive usage of oven-bake sauces
                                                                                                                                          • Figure 31: Index of usage of any oven-bake sauce by dish type, by presence of own children and household size, (average = 100), September 2010
                                                                                                                                        • Core base of cook-in and pour-over sauces remain AB consumers
                                                                                                                                            • Figure 32: Index of any cook-in sauce users compared to pour-over, by age, socio-economic status and annual household income, (Average = 100), September 2010
                                                                                                                                          • Greater crossover between sauce users
                                                                                                                                              • Figure 33: Crossover in usage of cook-in, oven-bake and pour-over cooking sauces, September 2010
                                                                                                                                            • Ethnic sauces appeal to men
                                                                                                                                              • Figure 34: Have used ethnic sauces in the past 12 months, by gender, September 2010
                                                                                                                                              • Figure 35: Have used ethnic sauces in the past 12 months, by age, September 2010
                                                                                                                                            • Pouch format to aid growth for other sauces
                                                                                                                                                • Figure 36: Use of other cooking sauces (excluding pasta sauces), by packaging, 2006-10
                                                                                                                                            • The Consumer – Attitudes and Motivations

                                                                                                                                              • Key points
                                                                                                                                                • Cooking habits
                                                                                                                                                    • Figure 37: Attitudes towards cooking habits, September 2010
                                                                                                                                                  • Turning to cooking sauces
                                                                                                                                                      • Figure 38: Attitudes towards cooking sauces, September 2010
                                                                                                                                                    • Health is important to older consumers
                                                                                                                                                        • Figure 39: Index of agreement with the statement “I try to always eat healthily”, by age, socio-economic status and annual household income, (Average = 100), September 2010
                                                                                                                                                        • Figure 40: Agreement with statements on cooking sauces, September 2010
                                                                                                                                                      • Salt content a concern
                                                                                                                                                        • Figure 41: Agreement with statements on cooking sauces, by age, September 2010
                                                                                                                                                      • An alternative to takeaways
                                                                                                                                                        • Figure 42: Agreement with statements on cooking sauces, September 2010
                                                                                                                                                      • The influence of food service
                                                                                                                                                          • Figure 43: Index of agreement with statements on cooking sauces, by age, socio economic status and annual household income, (Average = 100), September 2010
                                                                                                                                                        • Influence of travel
                                                                                                                                                            • Figure 44: Index of agreement with statements on cooking sauces, by age, socio economic status and annual household income, (Average = 100), September 2010
                                                                                                                                                          • Cooking sauces offer a taster
                                                                                                                                                            • Figure 45: Attitudes towards cooking sauces, by demographics, September 2010
                                                                                                                                                        • The Consumer – Further Analysis

                                                                                                                                                          • Key points
                                                                                                                                                              • Figure 46: Consumer clusters for cooking sauces, September 2010
                                                                                                                                                            • Unenthusiastic (24%)
                                                                                                                                                              • Traditional (26%)
                                                                                                                                                                • Authentic (26%)
                                                                                                                                                                  • Adventurous (24%)
                                                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                                                      • Figure 47: Trends for usage of cooking sauces in the past 12 months, 2006-10
                                                                                                                                                                      • Figure 48: Frequency of use of pasta sauces, 2006-10
                                                                                                                                                                      • Figure 49: Frequency of use of other cooking sauces (excluding pasta sauces), 2006-10
                                                                                                                                                                      • Figure 50: Quantities of selected foods purchased by UK households, in grammes per person per week, 2008 and % change 2005-06
                                                                                                                                                                      • Figure 51: Holiday destinations, by UK residents, 2005-09
                                                                                                                                                                  • Appendix – Broader Market Environment

                                                                                                                                                                      • Figure 52: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                                                                                                                                                      • Figure 53: Forecast adult population trends, by socio-economic group, 2005-15
                                                                                                                                                                      • Figure 54: Forecast adult population trends, by lifestage, 2005-15
                                                                                                                                                                      • Figure 55: Trends in the age structure of the UK population, 2005-15
                                                                                                                                                                      • Figure 56: UK households, by size, 2005-15
                                                                                                                                                                  • Appendix – Consumer Usage

                                                                                                                                                                      • Figure 57: Used a cooking sauce in the last year, by demographics, September 2010
                                                                                                                                                                      • Figure 58: Types of cooking sauce used, by dish type, September 2010
                                                                                                                                                                      • Figure 59: Types of cooking sauce used, by demographics, September 2010
                                                                                                                                                                      • Figure 60: Agreement with selected lifestyle statements, by demographics, 2010
                                                                                                                                                                  • Appendix – Consumer Attitudes and Motivations

                                                                                                                                                                      • Figure 61: Attitudes towards cooking habits in general, September 2010
                                                                                                                                                                      • Figure 62: Attitudes towards cooking habits in general, by demographics, September 2010
                                                                                                                                                                      • Figure 63: Attitudes towards cooking sauces, by demographics, September 2010
                                                                                                                                                                      • Figure 64: Attitudes towards cooking sauces, by demographics, September 2010
                                                                                                                                                                      • Figure 65: Attitudes towards cooking habits in general, by demographics, September 2010
                                                                                                                                                                      • Figure 66: Attitudes towards cooking habits in general, by demographics, September 2010
                                                                                                                                                                      • Figure 67: Types of cooking sauce used by dish type, by attitudes towards cooking habits in general, September 2010
                                                                                                                                                                  • Appendix – Further Analysis

                                                                                                                                                                      • Figure 68: Target groups, by demographics, September 2010

                                                                                                                                                                  Companies Covered

                                                                                                                                                                  • Bank of England
                                                                                                                                                                  • Blue Dragon Limited
                                                                                                                                                                  • British Market Research Bureau (BMRB)
                                                                                                                                                                  • Discovery Foods Ltd
                                                                                                                                                                  • Domino's Pizza UK & IRL, plc
                                                                                                                                                                  • English Provender Company
                                                                                                                                                                  • Food Standards Agency
                                                                                                                                                                  • Kantar Media
                                                                                                                                                                  • Mars Incorporated
                                                                                                                                                                  • Nandos UK
                                                                                                                                                                  • Nestlé UK Ltd
                                                                                                                                                                  • Patak's Foods Ltd
                                                                                                                                                                  • PizzaExpress Limited
                                                                                                                                                                  • Premier Foods plc
                                                                                                                                                                  • UAL Corporation (United Airlines)
                                                                                                                                                                  • Unilever Bestfoods UK Ltd
                                                                                                                                                                  • Wagamama Ltd
                                                                                                                                                                  • Zizzi

                                                                                                                                                                  Cooking Sauces - UK - December 2010

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