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Sauces and Marinades - Canada - December 2017

As Canada’s demographic landscape evolves, consumers’ expectations of their food is evolving with it. Sauces and marinades are a large part of this evolution due to the category’s impact in providing new and different flavours in a convenient fashion. As a result, companies that capitalize on evolving formats and flavours will be well positioned to succeed. Beyond usage behaviour, this Report examines motivations and areas of interest in using sauces and marinades, and how they differ across different segments (eg gender, age). This Report will also discuss emerging opportunities based on changes in how Canadians are sourcing and preparing their food with a greater focus on pre-prepared or semi-prepared meal solutions.

This report examines the following issues:

  • Age impacts usage for select categories
  • Sodium and sugar levels in sauces are important to older Canadians
  • Consumers want both familiarity and new flavours

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Table of contents

  1. Overview

    • What you need to know
      • Definition
        • Sauces and marinades in consumer research
          • Cooking sauces in market sizes:
          • Executive Summary

            • Overview
              • The issues
                • Age impacts usage for select categories
                  • Figure 1: Usage of select sauces, by age group, September 2017
                • Sodium and sugar levels in sauces are important to older Canadians
                  • Figure 2: Interest in sauces and/or marinades with low/no salt and sugar, by age group, September 2017
                • Consumers want both familiarity and new flavours
                  • Figure 3: Use sauces and/or marinades to try new flavours, by parental status, September 2017
                • The opportunities
                  • Ability to customize flavours is the top area of interest
                    • Figure 4: Interest in sauces and/or marinades, September 2017
                  • Parents are looking for help
                    • Figure 5: Sauce and/or marinade usage, parents vs non-parents, September 2017
                  • A quarter of Canadians are willing to pay more for premium offerings
                    • Figure 6: Percentage willing to pay more for cooking sauces with premium ingredients, September 2017
                  • What it means
                  • The Market – What You Need to Know

                    • Consistent growth forecast for cooking sauces
                      • Immigration fuelling Canada’s population growth
                        • Canadians are more time-pressed
                        • Market Size and Forecast

                          • Consistent value and volume sales growth forecast for cooking sauces
                            • Figure 7: Retail Canadian value sales and fan chart forecast of market, at current prices, 2011-22
                            • Figure 8: Retail Canadian volume sales and fan chart forecast of market, at current prices, 2011-22
                            • Figure 9: Retail Canadian sales and forecast of market, at current prices, 2012-22
                        • Market Breakdown

                          • Tomato-based sauces prove most popular
                            • Figure 10: Value vs volume sales of cooking sauces at retail (Canada), by segment, 2016
                            • Figure 11: Value vs volume sales of cooking sauces at retail (Canada), by segment, 2016
                        • Market Factors

                          • Immigration fuelling Canada’s population growth
                            • Figure 12: Foreign-born share of population by G8 country and Australia
                          • Canadians are more time-pressed
                            • Concern over sodium and sugar likely to intensify as Canada’s population ages
                              • Figure 13: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                          • Key Players – What You Need to Know

                            • Consumers looking abroad for flavour inspiration
                              • Interest in craft/artisan alcoholic beverages represents opportunity for premiumization
                                • Evolving cooking habits represent an opportunity
                                • What’s Working?

                                  • Consumers looking abroad for flavour inspiration
                                    • Figure 14: Kohinoor Bombay Egg Curry Cooking Sauce (Canada), October 2017
                                    • Figure 15: Lee Kum Kee Sauce for Mandarin Orange (Canada), March 2017
                                    • Figure 16: Sensations by Compliments Thai Yellow Curry Cooking Sauce (Canada), October 2017
                                    • Figure 17: Morrisons Market St Katsu Stir Fry Sauce (UK), October 2017
                                • What’s Next?

                                  • Africa among the sources for flavour expansion
                                    • Figure 18: Ethnic-inspired foods have not tried but interested in trying, November 2015
                                  • Interest in craft/artisan alcoholic beverages represents opportunity for premiumization
                                    • Figure 19: Club House La Grille Brown Sugar Bourbon Steakhouse Burgers Sauce Mix-Ins (Canada), September 2017
                                    • Figure 20: Club House La Grille Smoky Cedar & Ale Flavoured Wet Rub (Canada), May 2016
                                    • Figure 21: Todd Wilbur's Top Secret Recipes Whiskey Glaze (US), October 2017
                                    • Figure 22: Williams-Sonoma Seasonal Flavors Maple Bourbon Short Rib Braising Sauce (USA), October 2017
                                    • Figure 23: Williams-Sonoma Seasonal Flavors Low Sodium Sicilian White Wine Braising Sauce (USA), October 2017
                                  • Evolving cooking habits represent an opportunity
                                    • Figure 24: Campbell's Skillet Sauces Creamy Pesto Chicken Cooking Sauce (USA), September 2017
                                    • Figure 25: Scratch Chicken Pad Thai Noodles (UK), April 2017
                                  • Plant-based sauces address demand for more flexible diets
                                    • Figure 26: Wegmans Food You Feel Good About Cauliflower Puree (US), September 2017
                                    • Figure 27: Wegmans Food You Feel Good About Zucchini and Basil Puree (US), September 2017
                                    • Figure 28: Tesco Black Bean Sauce (UK), September 2017
                                • The Consumer – What You Need to Know

                                  • Pasta and barbeque sauces are most commonly used
                                    • Flavour is the most popular reason for using sauces and marinades
                                      • Pragmatic considerations support usage of sauces and/or marinades
                                        • Customization matters to consumers
                                        • Usage of Sauces and Marinades

                                          • Pasta and barbeque sauces are most commonly used
                                            • Figure 29: Types of sauces and/or marinades used, September 2017
                                          • Factors beyond flavour influence usage
                                            • Figure 30: Sauces used (select), by age group, September 2017
                                            • Figure 31: Frank’s RedHot – Not Your Mother’s Chicken Dance, June 2016
                                          • BBQ and garlic flavours are most appealing to Canadians
                                            • Figure 32: Appeal of sauce and/or marinade flavours, September 2017
                                            • Figure 33: TURF analysis – Flavours, October 2017
                                            • Figure 34: Appeal of sauce and/or marinade flavours, by gender, September 2017
                                            • Figure 35: Top 25 flavours in cooking sauce launches – North America, January-December 2017
                                        • Reasons for Using Sauces and/or Marinades

                                          • Flavour is the most popular reason for using sauces and marinades
                                            • Figure 36: Reasons for using sauces and/or marinades, September 2017
                                            • Figure 37: Reasons for using sauces and/or marinades (select), by age group, September 2017
                                          • Pragmatic considerations support usage of sauces and/or marinades
                                            • Figure 38: Convenience-related reasons for using sauces and/or marinades, by gender, September 2017
                                            • Figure 39: Chefs Plate – How It Works, February 2017
                                          • “Imitation” holds limited resonance with consumers
                                            • Figure 40: Imitation-related reasons for using sauces and/or marinades, by parental status, September 2017
                                          • Canadians’ confidence in cooking abilities does not diminish need for recipes
                                            • Figure 41: “I don’t feel confident in my cooking abilities” (% agree), by age, September 2017
                                        • Innovation Opportunities

                                          • Customization matters to consumers
                                            • Figure 42: Interest in sauces and/or marinades, September 2017
                                            • Figure 43: TED – Choice, happiness and spaghetti sauce I Malcolm Gladwell, January 2007
                                          • Regional identity helps marry flavour with story
                                            • Figure 44: Interest in sauces and/or marinades with regional flavours by province/region, September 2017
                                          • Women more likely to show interest in health-related positioning
                                            • Figure 45: Interest in sauces and/or marinades health-related considerations, by age group, September 2017
                                            • Figure 46: Williams-Sonoma Seasonal Flavours Beef Bourguignonne Braising Sauce (USA), August 2017
                                            • Figure 47: Interest in sauces and/or marinades (select), BC vs overall, September 2017
                                          • A quarter of consumers looking for premium offerings
                                            • Figure 48: “Willing to pay more for cooking sauces with premium ingredients”, by household income, September 2017
                                            • Figure 49: Agree sauces add excitement to foods I typically eat, by age group, September 2017
                                            • Figure 50: Agree refrigerated sauces offer better quality than those on the shelf, by age group, September 2017
                                        • Consumer Groups

                                          • Flavour enhancement critical to success in both Canada and the US
                                            • Figure 51: Sauce and marinade usage, Canada vs US, September 2017 (Canada)/October 2017 (US)
                                            • Figure 52: Health considerations for sauces and/or marinades (select), Canada vs US, September 2017 (Canada)/October 2017 (US)
                                          • Sauce usage lower among Quebec consumers
                                              • Figure 53: Reasons for using sauces and/or marinades (select), Quebec vs overall, September 2017
                                              • Figure 54: Areas of interest, BC vs overall, September 2017
                                            • Parents more likely to use sauces and marinades
                                              • Figure 55: Sauce and/or marinade usage, mothers vs fathers, September 2017
                                              • Figure 56: Sauce and/or marinade usage, parents vs non-parents, September 2017
                                          • Appendix – Data Sources and Abbreviations

                                            • Data sources
                                              • Sales data
                                                • Fan chart forecast
                                                  • Consumer survey data
                                                    • Consumer qualitative research
                                                      • TURF analysis
                                                        • Abbreviations and terms
                                                          • Abbreviations

                                                          Sauces and Marinades - Canada - December 2017

                                                          US $3,995.00 (Excl.Tax)