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Seasonings - UK - August 2009

Since 2007, value sales of seasonings have grown by 9.5%, to reach an estimated £203 million, however, with the effects of inflation removed, value sales actually fell 1.5% in real terms.

The launch of blends of seasonings and mixes has made it easier for consumers to replicate different cuisines, and these have added to growth in the herbs, spices and seasonings market.

Consumers have a greater motivation to cook more meals from scratch as they are faced with higher food costs as well as a renewed focus on the need to lead a healthy diet.

Consumers’ travel experiences are broadening their tastes and giving them a greater desire to try out a wider range of flavours at a much faster pace.

In response to government pressure to reduce the salt levels in seasonings, manufacturers have reformulated their ranges in line with government recommendations, and new product launches have featured salt products with reduced sodium levels.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
        • Future Opportunities

          • Teaming up with the customers
            • Grow your own seasonings
            • Market in Brief

              • Modest market growth
                • Cooking from scratch
                  • Facing the competition
                    • Leading innovation
                      • What the consumer wants
                      • Internal Market Environment

                        • Key points
                          • The return of the home cook
                            • Figure 1: Attitudes towards cooking and food preparation, 2004-08
                          • The celebrity chef
                            • Salting it
                              • Figure 2: Recommended daily salt intake for adults and children aged 0-14, 2009
                            • Healthy lifestyles
                              • Figure 3: Trends in healthy lifestyles and eating habits, 2004-08
                            • Health benefits of herbs and spices
                              • Looking for convenience
                                • Figure 4: Agreement that convenience often plays a part in purchase decisions, 2005-08
                            • Broader Market Environment

                              • Key points
                                • A diverse population
                                  • Figure 5: UK ethnic population, by ethnic group, April 2001
                                • Meeting the needs of a changing population
                                  • Figure 6: Trends in the age structure of the UK population, 2004-14
                                • ABs will boast total sales
                                  • Figure 7: Trends in the socio-economic structure of the UK adult population, 2004-14
                              • Strengths and Weaknesses

                                • Strengths
                                  • Weaknesses
                                  • Competitive Context

                                    • Key points
                                      • Ready to cook, a fresher option
                                        • Figure 8: UK retail value sales of foods competitive to seasonings, 2005-09
                                      • Ready meals experience slower growth
                                        • Cooking sauces favour the time-constrained
                                        • Who’s Innovating?

                                          • Key points
                                            • A premium product offering
                                              • Figure 9: NPD in seasonings, % by positioning, 2007-09*
                                            • Natural formulations
                                              • Branded manufacturers lead innovation
                                                • Figure 10: NPD in seasonings, % by brand, 2007-09*
                                                • Figure 11: NPD in seasonings, % own-label vs branded, 2006-09*
                                              • Boosting health credentials
                                              • Market Size and Forecast

                                                • Key points
                                                  • Home cooking benefits the market
                                                    • Figure 12: UK retail value sales of seasonings, 2004-14
                                                  • Herbs, spices and seasonings lead value sales
                                                    • Figure 13: UK retail value sales of seasonings, by type, 2007-09
                                                  • Future growth
                                                  • Segment Performance

                                                    • Key points
                                                      • Dried herbs, spices and seasonings
                                                        • The art of herbs, spices and seasonings
                                                          • Figure 14: UK retail value sales of dried herbs, spices and seasonings, 2004-14
                                                        • Fresh herbs and spices
                                                          • Sales of fresh herbs flourish
                                                            • Figure 15: UK retail value sales of fresh herbs, 2004-14
                                                          • Salt
                                                            • Under the health spotlight
                                                              • Figure 16: UK retail value sales of salt, 2004-14
                                                              • Figure 17: UK retail value sales of salt, by type, 2007-09
                                                            • Pepper
                                                              • Sales of pepper remain stagnant
                                                                • Figure 18: UK retail value sales of pepper, 2004-14
                                                                • Figure 19: UK retail value sales of pepper, by type, 2007-09
                                                              • Curry powder and pastes
                                                                • Complexities of cooking ethnic foods
                                                                  • Figure 20: UK retail value sales of curry powder and pastes, 2004-14
                                                                • Factors used in the forecast
                                                                • Market Share

                                                                  • Key points
                                                                    • Schwartz still king of spices
                                                                      • Figure 21: UK retail value sales of dried herbs, spices and seasonings, by brand, 2007-09
                                                                    • Keeping up with the competition
                                                                      • Salt manufacturers shaken and stirred
                                                                        • Figure 22: UK retail value sales of salt, by brand, 2007-09
                                                                      • Own-label dominates pepper sales
                                                                        • Figure 23: UK retail value sales of ground pepper, by brand*, 2007-09
                                                                      • Branding fresh herbs
                                                                      • Companies and Products

                                                                        • Manufacturers and brands
                                                                          • Figure 24: Leading companies* in the seasonings market and their brands, 2009
                                                                        • Major players
                                                                          • Bart Spices
                                                                            • British Pepper and Spice Company
                                                                              • Fiddes Payne
                                                                                • Low Sodium Sea Salt Company
                                                                                  • Maldon Crystal Salt Company
                                                                                    • McCormick UK
                                                                                      • Premier Foods
                                                                                        • Westmill Foods
                                                                                        • Brand Communication and Promotion

                                                                                          • Key points
                                                                                            • Advertising spend remains low
                                                                                              • Figure 25: UK main monitored media advertising expenditure on herbs, spices and seasonings, 2006-09
                                                                                            • Press used to promote flavours
                                                                                              • Figure 26: Main monitored media advertising expenditure on herbs, spices and seasonings, by medium, 2006-09*
                                                                                            • Adspend by advertiser
                                                                                              • Focus on Schwartz
                                                                                                • Figure 27: Main monitored media advertising expenditure by McCormick, 2006-09*
                                                                                            • Channels to Market

                                                                                              • Key points
                                                                                                • Grocery retailers dominate sales
                                                                                                  • Figure 28: UK retail value sales of seasonigs, by outlet type, 2007-09
                                                                                                • Leading food retailers’ market shares of all food sales
                                                                                                  • Figure 29: Leading UK food retailers’ market shares of all food sales**, 2008/09
                                                                                              • The Consumer – Usage of Seasonings

                                                                                                • Key points
                                                                                                  • Pepper still a favourite seasoning
                                                                                                      • Figure 30: Seasonings purchased in the last six months, May 2009
                                                                                                    • Salt the staple of all seasonings
                                                                                                      • Figure 31: Seasoning types purchased in the last six months, May 2009
                                                                                                    • Green fingers
                                                                                                      • Keeping it simple
                                                                                                        • Figure 32: Repertoire of seasonings purchased in the last six months, May 2009
                                                                                                        • Figure 33: Seasonings purchased in the last six months, by repertoire, May 2009
                                                                                                    • The Consumer – Cooking Habits

                                                                                                      • Key points
                                                                                                        • Return of the cook
                                                                                                          • Figure 34: Changes in cooking habits in the last year, May 2009
                                                                                                        • Eating in
                                                                                                          • Figure 35: Impact of economic downturn on eating out, March 2009
                                                                                                          • Figure 36: Key demographics of consumers eating out less often and cooking from scratch more often, 2009
                                                                                                        • Cooking with seasonings
                                                                                                            • Figure 37: Attitudes towards seasonings, May 2009
                                                                                                          • Avoiding seasonings
                                                                                                            • Knowing your herbs and spices
                                                                                                              • Controlling your food content
                                                                                                                  • Figure 38: Attitudes towards cooking, May 2009
                                                                                                                • Cooking enthusiasts
                                                                                                                • The Consumer – Target Groups for Seasonings

                                                                                                                  • Key points
                                                                                                                      • Figure 39: Consumer target groups for seasonings, May 2009
                                                                                                                    • Seasoning Averse (27% of adults)
                                                                                                                      • Occasional Seasoners (13% of adults)
                                                                                                                        • Regular Seasoners (44% of sample)
                                                                                                                          • Attitudes towards cooking
                                                                                                                            • Figure 40: Change in cooking habits in the last year, by target groups, May 2009
                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                            • Figure 41: Healthy lifestyles and eating habits, by demographics, 2008
                                                                                                                        • Appendix – Broader Market Environment

                                                                                                                            • Figure 42: Structure of the UK population, by socio-economic group, 2004-14
                                                                                                                        • Appendix – Whose Innovating?

                                                                                                                            • Figure 43: Storage type for UK seasonings market, 2006-09
                                                                                                                            • Figure 44: NPD launches in seasoning, % by launch type, 2006-09
                                                                                                                        • Appendix – Brand Communication and Promotion

                                                                                                                            • Figure 45: Spend, by company and media type (top 20), 2006-09*
                                                                                                                            • Figure 46: Spend, by company and media type (top 20), 2006-09*
                                                                                                                            • Figure 47: Spend, by top 20 company and brand for UK seasonings market, 2006-09*
                                                                                                                            • Figure 48: Main monitored media expenditure for McCormick, 2006-09*
                                                                                                                        • Appendix – The Consumer – Usage of Seasonings

                                                                                                                            • Figure 49: Seasonings purchased in the last six months, by demographics, May 2009
                                                                                                                            • Figure 50: Seasonings purchased in the last six months, by demographics, May 2009
                                                                                                                            • Figure 51: Seasonings purchased in the last six months, by demographics, May 2009
                                                                                                                            • Figure 52: Nets of seasonings purchased in the last six months, May 2009
                                                                                                                            • Figure 53: Nets of seasonings purchased in the last six months, by demographics, May 2009
                                                                                                                            • Figure 54: Repertoire of seasonings purchased in the last six months, by demographics, May 2009
                                                                                                                        • Appendix – The Consumer – Cooking Habits

                                                                                                                            • Figure 55: Change in cooking habits in the last year, by demographics, May 2009
                                                                                                                            • Figure 56: Seasonings purchased in the last six months, by cooking habits in the last year, May 2009
                                                                                                                            • Figure 57: Most popular statements on seasonings, by demographics, May 2009
                                                                                                                            • Figure 58: Next most popular statements on seasonings, by demographics, May 2009
                                                                                                                            • Figure 59: Most popular statements on cooking style, by demographics, May 2009
                                                                                                                            • Figure 60: Statements on cooking style, by demographics, May 2009
                                                                                                                            • Figure 61: Seasonings purchased in the last six months, by agreement with statements on seasonings, May 2009
                                                                                                                            • Figure 62: Cooking habits in the last year, by agreement with statements about seasonings, May 2009
                                                                                                                            • Figure 63: Changes in cooking habits in the last year, by agreement with statements about seasonings, May 2009
                                                                                                                            • Figure 64: Agreement with statements about seasonings, by change in cooking habits in the last year, May 2009
                                                                                                                            • Figure 65: Statements on cooking style, by change in cooking habits in the last year, May 2009
                                                                                                                            • Figure 66: Changes in cooking habits in the last year, by statements on cooking style, May 2009
                                                                                                                            • Figure 67: Changes in cooking habits in the last year, by statements on cooking style, May 2009
                                                                                                                        • Appendix – The Consumer – Target Groups for Seasonings

                                                                                                                            • Figure 68: Target groups, by demographics, May 2009
                                                                                                                            • Figure 69: Statements on seasonings, by target groups, May 2009
                                                                                                                            • Figure 70: Change in cooking habits in the last year, by target groups, May 2009
                                                                                                                            • Figure 71: Statements on cooking style, by target group, May 2009

                                                                                                                        Companies Covered

                                                                                                                        • AB World Foods
                                                                                                                        • Aldi Stores Ltd (UK & Ireland)
                                                                                                                        • Asda Group Ltd
                                                                                                                        • Associated British Foods Plc
                                                                                                                        • Bart Spices
                                                                                                                        • Birds Eye Foods
                                                                                                                        • Booker Cash & Carry Limited
                                                                                                                        • British Market Research Bureau (BMRB)
                                                                                                                        • British Pepper and Spice Co Ltd
                                                                                                                        • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                        • Channel 4
                                                                                                                        • Co-operative Group
                                                                                                                        • Cornish Sea Salt Co
                                                                                                                        • Fairtrade Foundation (The)
                                                                                                                        • Fiddes Payne (Herbs and Spices) Ltd
                                                                                                                        • Florette UK
                                                                                                                        • Food Standards Agency
                                                                                                                        • Fortnum & Mason Plc
                                                                                                                        • Freeview
                                                                                                                        • Good Housekeeping
                                                                                                                        • Gourmet Garden
                                                                                                                        • Government Actuary's Department (GAD)
                                                                                                                        • Harrods Group Total
                                                                                                                        • Harvey Nichols UK
                                                                                                                        • J. Sainsbury
                                                                                                                        • Jamie Oliver
                                                                                                                        • Lidl (UK)
                                                                                                                        • Marco Pierre White
                                                                                                                        • Marks & Spencer
                                                                                                                        • McCormick & Company, Inc.
                                                                                                                        • Nandos UK
                                                                                                                        • Office for National Statistics
                                                                                                                        • Organic Food Federation (The)
                                                                                                                        • Patak's Foods Ltd
                                                                                                                        • Premier Foods plc
                                                                                                                        • Tesco Plc
                                                                                                                        • The Low Sodium Sea Salt Company Ltd
                                                                                                                        • The Maldon Crystal Salt Company Ltd
                                                                                                                        • The SHS Group
                                                                                                                        • Tilda Ltd
                                                                                                                        • Virgin Media Ltd
                                                                                                                        • Waitrose
                                                                                                                        • Walkers Snack Foods Limited
                                                                                                                        • Westmill Foods
                                                                                                                        • Wm Morrison Supermarkets
                                                                                                                        • World Cancer Research Fund

                                                                                                                        Seasonings - UK - August 2009

                                                                                                                        £1,995.00 (Excl.Tax)