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Table Sauces and Seasonings - UK - December 2014

“Products such as seaweed and umami-flavoured powder offer ways to keep consumer spend in the seasonings category even if they cut back on salt usage.”

– Richard Ford, Senior Food and Drink Analyst

This report covers the following issues:

  • New and niche products offer ways for operators to appeal to those concerned about salt intake
  • Operators must further educate consumers about the versatility of dish-specific table sauces to stem falling sales
  • Packaging design can offer standout for seasonings brands

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Table of contents

  1. Introduction

      • Definition
        • Excluded
          • Abbreviations
          • Executive Summary

              • The market
                • The future
                    • Figure 1: UK retail value sales and forecast of the table sauces, seasonings, pickles, chutney & relish market, 2009-19
                  • Market factors
                    • The weather poses challenges for dish-specific table sauces
                      • American-style foodservice trends should support some table sauces and condiments
                        • Health continues to be a key driver of reformulation
                          • Rising consumer confidence could bring good and bad news for the category
                            • Companies, brands and innovation
                              • Together, Heinz and Unilever account for three fifths of the UK table sauce market
                                • Figure 2: Leading manufacturers’ shares in the UK retail table sauces market, by value, 2014*
                              • Mustard sees a resurgence as an ingredient in table sauces
                                • Total adspend falls by a quarter in 2013
                                  • The consumer
                                    • Traditional table sauces are most widely used type
                                      • Figure 3: Usage of table sauces and selected condiments, September 2014
                                    • Significant barriers remain in encouraging usage
                                      • Figure 4: Reasons for not eating table sauces at home more often/at all, September 2014
                                    • Tapping into sandwich-making should help boost exotic table sauce usage
                                      • Figure 5: Attitudes towards table sauces and selected condiments, September 2014
                                    • Salt and pepper remain the most used seasonings
                                      • Figure 6: Usage of seasonings, by type, September 2014
                                    • Three in five users interested in unusual varieties of fresh herbs
                                      • Figure 7: Attitudes towards seasonings, September 2014
                                    • What we think
                                    • Issues and Insights

                                        • New and niche products offer ways for operators to appeal to those concerned about salt intake
                                          • The facts
                                            • The implications
                                              • Operators must further educate consumers about the versatility of dish-specific table sauces to stem falling sales
                                                • The facts
                                                  • The implications
                                                    • Packaging design can offer standout for seasonings brands
                                                      • The facts
                                                        • The implications
                                                        • Trend Application

                                                            • Trend: Sense of the Intense
                                                              • Trend: Make it Mine
                                                                • Trend: Guiding Choice
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Mild weather impacts dish-specific table sauces
                                                                      • Stevia could be set for greater usage as an ingredient in table sauces
                                                                        • Promising market for lower-salt products
                                                                          • The expansion of American-style food concepts should support American-style table sauces
                                                                            • Increasing consumer confidence may impact usage of table sauces and seasonings at home
                                                                              • Figure 8: Agreement with the statement* ‘I have money left at the end of the month for a few luxuries or to add to my savings’, February 2009-October 2014
                                                                              • Figure 9: Trends in what extra money is spent on: ‘Dining Out’, November 2009-October 2014
                                                                            • Slower growth in 25-34s may impact ethnic table sauce sales
                                                                              • Decline in proportion of people enjoying spicy food
                                                                                • Figure 10: Agreement with the statement ‘I enjoy eating spicy food’’, March 2012-September 2014
                                                                            • Strengths and Weaknesses

                                                                              • Strengths
                                                                                • Weaknesses
                                                                                • Who’s Innovating?

                                                                                  • Key points
                                                                                    • Branded launches account for two thirds of the market
                                                                                      • Figure 11: Share of new launches in the UK table sauces and seasonings market, own-label vs branded, 2010-14
                                                                                    • Seasonings see strong growth in new launches
                                                                                      • Figure 12: New launches in the UK table sauces and seasonings market, by type, 2010-14
                                                                                    • Operators increasingly emphasise ease of use of products
                                                                                      • Figure 13: New product launches in UK table sauces and seasonings market, by top 10 claims, 2010-14
                                                                                    • Heinz adds stevia to its tomato ketchup
                                                                                      • Spicy/hot sauces take the lead in table sauce launches
                                                                                        • Figure 14: New product launches in UK table sauces market, by top 10 flavour components, 2010-14
                                                                                      • Mainstream operators try out new/niche seasonings concepts
                                                                                        • Maggi experiments with seasoned cooking papers
                                                                                          • Could petals add interest to the seasonings segment?
                                                                                            • Umami gains visibility
                                                                                            • Market Size and Forecast

                                                                                              • Key points
                                                                                                • Inflation drives value in table sauces, seasonings and condiments
                                                                                                  • Figure 15: UK retail value and volume sales of table sauces, seasonings, pickles, chutney & relish, 2009-19
                                                                                                • Forecast
                                                                                                  • Figure 16: UK retail value sales and forecast of the table sauces, seasonings, pickles, chutney & relish, 2009-19
                                                                                                  • Figure 17: UK retail sales for the table sauces, seasonings, pickles, chutney & relish market, by volume, 2014-19
                                                                                                • Table sauces predicted to continue their volume decline
                                                                                                  • Figure 18: UK retail value and volume sales of table sauces, 2009-19
                                                                                                  • Figure 19: UK retail value sales and forecast of the table sauces market, 2009-19
                                                                                                • Seasonings volumes to remain stable
                                                                                                  • Figure 20: UK retail value and volume sales of seasonings, 2009-19
                                                                                                  • Figure 21: UK retail value sales and forecast of the seasonings market, 2009-19
                                                                                                • Value growth but volume decline in pickles, chutney and relish
                                                                                                  • Figure 22: UK retail value and volume sales of pickles, chutney and relish, 2009-19
                                                                                                  • Figure 23: UK retail value sales and forecast of the pickles, chutney and relish market, 2009-19
                                                                                                • Forecast methodology
                                                                                                • Segment Performance

                                                                                                  • Key points
                                                                                                    • Table sauces segment posts 4% volume decline
                                                                                                      • Figure 24: UK retail sales of table sauces, by segment, by value and volume, 2013-14
                                                                                                      • Figure 25: UK retail sales of salad accompaniments, by type, value and volume, 2013-14
                                                                                                    • Tomato ketchup accounts for over two thirds of thick sauces volume
                                                                                                      • Figure 26: UK retail sales of thick sauces, by type, value and volume, 2013-14
                                                                                                    • Thin sauces see value decline
                                                                                                      • Figure 27: UK retail sales of thin table sauces, by type, by value and volume, 2013-14
                                                                                                    • Dish-specific sauces post worst performance of all table sauce segments
                                                                                                      • Figure 28: UK retail sales of dish-specific sauces, by type, by value and volume, 2013-14
                                                                                                    • Seasonings market in decline
                                                                                                      • Figure 29: UK retail sales of seasonings and chutneys, pickles and relish, by value and volume, 2013-14
                                                                                                    • Chutneys, pickles and relish fall below the £200 million mark
                                                                                                    • Market Share

                                                                                                      • Key points
                                                                                                        • Heinz extends its value lead over Hellmann’s
                                                                                                          • Figure 30: Leading brands’ sales and shares in the UK retail table sauces market, by value, 2013 and 2014
                                                                                                          • Figure 31: Leading manufacturers’ sales and shares in the UK retail table sauces market, by value, 2013 and 2014
                                                                                                        • Baxters is only major brand to post growth in pickles, chutney and relish
                                                                                                          • Figure 32: Leading brands’ sales and shares in the UK retail pickles, chutney and relish market, by value and volume, 2012/13 and 2013/14
                                                                                                          • Figure 33: Leading manufacturers’ sales and shares in the UK retail pickles, chutney and relish market, by value and volume, 2012/13 and 2013/14
                                                                                                        • Own-label accounts for two thirds of the seasonings segment
                                                                                                          • Figure 34: Leading brands’ sales and shares in the UK retail seasonings market, by value and volume, 2012/13 and 2013/14
                                                                                                        • Bart’s Acquisition of OTP Foods should give it a point of difference in seasonings
                                                                                                          • Figure 35: Leading manufacturers’ sales and shares in the UK retail seasonings market, by value and volume, 2012/13 and 2013/14
                                                                                                      • Companies and Products

                                                                                                          • AB Foods
                                                                                                            • Product range and innovation
                                                                                                              • Recent marketing
                                                                                                                • Bart Ingredients Company
                                                                                                                  • Product range and innovation
                                                                                                                    • English Provender Company
                                                                                                                      • Product range
                                                                                                                        • Recent activity
                                                                                                                          • Grace Foods
                                                                                                                            • Product range
                                                                                                                              • Recent activity
                                                                                                                                • Heinz
                                                                                                                                  • Product range
                                                                                                                                    • Product innovation
                                                                                                                                      • Recent marketing
                                                                                                                                        • Kikkoman
                                                                                                                                          • Product range
                                                                                                                                            • Recent activity
                                                                                                                                              • McCormick (Schwartz)
                                                                                                                                                • Product range and innovation
                                                                                                                                                  • Recent marketing
                                                                                                                                                    • Mizkan
                                                                                                                                                      • Product range and innovation
                                                                                                                                                        • Recent marketing
                                                                                                                                                          • Premier Foods
                                                                                                                                                            • Product range
                                                                                                                                                              • Product innovation
                                                                                                                                                                • Recent marketing
                                                                                                                                                                  • Unilever
                                                                                                                                                                    • Product range
                                                                                                                                                                      • Product innovation
                                                                                                                                                                        • Recent marketing
                                                                                                                                                                          • RH Amar & Co
                                                                                                                                                                            • Product range
                                                                                                                                                                              • Product innovation
                                                                                                                                                                                • Marketing and promotion
                                                                                                                                                                                • Brand Communication and Promotion

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Adspend hits four-year low in 2013 but rebounds in 2014
                                                                                                                                                                                      • Figure 36: Main monitored media advertising expenditure on table sauces and seasonings, 2010-14
                                                                                                                                                                                    • Maggi and OXO fuel increase in adspend on dried herbs & spices in 2013
                                                                                                                                                                                      • Figure 37: Main monitored media advertising expenditure on table sauces and seasonings, by category, 2010-14
                                                                                                                                                                                    • Pickles/chutneys/relishes see adspend reach five-year high
                                                                                                                                                                                      • Heinz looks to social media to encourage youngsters to use salad cream
                                                                                                                                                                                        • Figure 38: Main monitored media advertising expenditure on table sauces and seasonings, by top 10 brands (2013), 2010-14
                                                                                                                                                                                      • Retailers rely on big brands to support the category
                                                                                                                                                                                        • Waitrose rolls out limited edition brown sauce label designed by 6-year-old boy
                                                                                                                                                                                          • Figure 39: Main monitored media advertising expenditure on table sauces and seasonings, by top 10 advertisers in 2013, 2010-14
                                                                                                                                                                                      • The Consumer – Frequency of Usage of Table Sauces and Condiments

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Traditional table sauces used by more than nine in 10 Brits
                                                                                                                                                                                              • Figure 40: Frequency of eating table sauces and other selected condiments, September 2014
                                                                                                                                                                                            • Versatility benefits mayonnaise and vinegar
                                                                                                                                                                                              • Capitalising on the American-style food trend could grow usage of pickled vegetables, pickle and relish
                                                                                                                                                                                                • Brands seek to grow visibility of pickled vegetables and relish
                                                                                                                                                                                                  • Branston’s launch of chutneys should support usage
                                                                                                                                                                                                  • The Consumer – Barriers to Table Sauce and Condiment Usage

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Matching table sauces to specific foods should bolster usage
                                                                                                                                                                                                          • Figure 41: Reasons for not eating more table sauces at home more often/at all, September 2014
                                                                                                                                                                                                        • Health not a major issue for table sauces
                                                                                                                                                                                                        • The Consumer – Attitudes towards Table Sauces and Condiments

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Potential to benefit from promoting exotic sauces for sandwiches
                                                                                                                                                                                                                • Figure 42: Attitudes towards table sauces and selected condiments, September 2014
                                                                                                                                                                                                              • Sandwich ingredient competitions could help
                                                                                                                                                                                                                • Fruit-flavoured and spray vinegars should help to woo female users
                                                                                                                                                                                                                  • Spray vinegars could complement spray oils
                                                                                                                                                                                                                    • Greater efforts to promote table sauces’ versatility should boost sales
                                                                                                                                                                                                                      • Learnings from other categories
                                                                                                                                                                                                                        • One in four interested in table sauces in on-the-go packaging
                                                                                                                                                                                                                        • The Consumer – Usage of Seasonings

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Salt and pepper remain the seasonings used by most
                                                                                                                                                                                                                                • Figure 43: Usage of seasonings, by type, September 2014
                                                                                                                                                                                                                              • More than one in 10 use flavour pots
                                                                                                                                                                                                                                • Fresh herbs used by only two in five consumers
                                                                                                                                                                                                                                  • Usage of salt alternatives remains low despite media attention
                                                                                                                                                                                                                                  • The Consumer – Attitudes towards Seasonings

                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                      • Over half interested in unusual varieties of fresh herbs
                                                                                                                                                                                                                                          • Figure 44: Attitudes towards seasonings, September 2014
                                                                                                                                                                                                                                        • Cross-promotions with spirits could boost usage of fresh herbs
                                                                                                                                                                                                                                          • Flavoured salts could add value to the segment
                                                                                                                                                                                                                                            • Two in five interested in sweet spice blends
                                                                                                                                                                                                                                              • One in three see seaweed as a good alternative to salt
                                                                                                                                                                                                                                                • Packaging innovation high on users’ radars
                                                                                                                                                                                                                                                  • Smaller packs spark widespread interest
                                                                                                                                                                                                                                                    • High awareness of light-damaging quality of herbs
                                                                                                                                                                                                                                                      • Wider-neck pots would appeal
                                                                                                                                                                                                                                                      • Appendix – The Consumer – Frequency of Usage of Table Sauces

                                                                                                                                                                                                                                                          • Figure 45: Frequency/using table sauces, September 2013
                                                                                                                                                                                                                                                          • Figure 46: Trends in the age structure of the UK population, by age group, 2009-19
                                                                                                                                                                                                                                                      • Appendix – Who’s Innovating?

                                                                                                                                                                                                                                                          • Figure 47: New launches in table sauces and seasonings, 2010-14
                                                                                                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                                          • Figure 48: Best and worst case forecasts for the total UK table sauces, seasonings, pickles, chutney & relish market, by value, 2014-19
                                                                                                                                                                                                                                                          • Figure 49: Best and worst case forecasts for the total UK table sauces, seasonings, pickles, chutney & relish market, by volume, 2014-19
                                                                                                                                                                                                                                                          • Figure 50: Best and worst case forecasts for the UK table sauces market, by value, 2014-19
                                                                                                                                                                                                                                                          • Figure 51: Best and worst case forecasts for the UK table sauces market, by volume, 2014-19
                                                                                                                                                                                                                                                          • Figure 52: UK retail sales for the table sauces market, by volume, 2014-19
                                                                                                                                                                                                                                                          • Figure 53: Best and worst case forecasts for the UK seasonings market, by value, 2014-19
                                                                                                                                                                                                                                                          • Figure 54: Best and worst case forecasts for the UK seasonings market, by volume, 2014-19
                                                                                                                                                                                                                                                          • Figure 55: UK retail sales for the seasonings market, by volume, 2014-19
                                                                                                                                                                                                                                                          • Figure 56: Best and worst case forecasts for the UK pickles, chutney and relish market, by value, 2014-19
                                                                                                                                                                                                                                                          • Figure 57: Best and worst case forecasts for the UK pickles, chutney and relish market, by volume, 2014-19
                                                                                                                                                                                                                                                          • Figure 58: UK retail sales for the pickles, chutney and relish market, by volume, 2014-19

                                                                                                                                                                                                                                                      Companies Covered

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

                                                                                                                                                                                                                                                      Table Sauces and Seasonings - UK - December 2014

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