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Canada Condiments and Seasonings Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Condiments and Seasonings market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

For the purposes of this Report, Mintel has used the following definitions for condiments and seasonings in collecting quantitative consumer feedback.

Condiments

  • Ketchup
  • Mayonnaise
  • Mustard
  • Syrup (eg maple syrup)
  • Barbecue sauce
  • Salsa
  • Hot sauce (eg Tabasco, Sriracha)
  • Relish
  • Steak sauce (eg A1)
  • Restaurant-inspired sauces (eg Big Mac Sauce)
  • Other, please specify

Seasonings

  • Pepper
  • Salt
  • Dried herbs/spices
  • Fresh herbs/spices
  • Seasoning blends (eg Italian)
  • Bouillon (eg cube, granulated)
  • Herb/spices in oil
  • Rub (eg for meat)
  • Salt substitute (eg Biosalt, Windsor Salt Free)
  • Other, please specify

Market Sizing – Table Sauces

For the purposes of this Report, Mintel has used market sizing data for the table sauces category. The definition of table sauces used by Mintel Market Sizes is as follows:

  • This market for table sauces covers bottled/packaged ambient; tomato ketchup, salad dressing, mayonnaise, mustard, brown sauce, soy and other table sauces. Market value and volume comprises sales through all retail channels including direct to consumer.
  • Included in the definition are: packaged sauces which accompany food at the time of eating. Ketchup, brown sauce, mayonnaise, salad dressings, salad cream, mustard, meat/ steak/barbecue/garlic sauces, Worcestershire sauce. Soy sauce, whether used as cooking or table sauce.
  • Excluded from the definition is Marinades, anything used in cooking (other than soy), stocks, mixes, seasonings, dips, gravy, vinegar, chutneys and pickles. Sauces that are made from ingredients at home are also excluded.

Expert analysis from a specialist in the field

Written by Joel Gregoire, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While consumers’ tastes are evolving, familiarity remains the most important consideration for Canadians when deciding on what condiments and/or seasonings to use. This represents a potential challenge for companies that operate in the category. Is there room to innovate and yield a return on investments that are made when consumers appear to place greater importance on what is familiar to them rather than what is new? Considering factors around potential cannibalization (eg with different types of barbecue sauce for instance), is innovation in the space worth the investment and does it generate returns? This Report will identify areas of innovation that appear more and less likely to resonate with Canadians to help with making consumer-centric decisions around innovation. This Report also discusses other considerations that are important to consumers such as health and nutrition, demands for all-natural ingredients and convenience, and also identifies population segments for whom these considerations matter more or less. The ultimate aim of this Report is to provide fact-based analysis and perspective reliant on quantitative and qualitative research, product examples from within and outside of Canada, and industry observations. Joel Gregoire
Associate Director - Food & Drink

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Table of contents

  1. Overview

    • What you need to know
      • Definition
        • Condiments
          • Seasonings
            • Market Sizing – Table Sauces
            • Executive Summary

              • The issues
                • Canadians look to what’s familiar when choosing condiments and seasonings
                  • Figure 1: Considerations important to consumers when choosing condiments and/or seasonings, January 2018
                • Innovation around health holds less appeal among older Canadians
                  • Figure 2: Interest in condiments and/or seasoning with “added benefits” or “ingredient alternatives”, January 2018
                • The opportunities
                  • Canadians appear open to seasonings with health benefits
                    • Figure 3: Agree “Seasonings can help make dishes healthier without sacrificing flavour”, by gender and parental status, January 2018
                  • Canadians want both guidance and the ability to personalize
                    • Figure 4: Attitudes towards condiments and seasonings (% agree), January 2018
                  • Nearly half of Canadians would pay more for premium condiments
                    • Figure 5: Attitudes towards condiments and seasonings (% agree), January 2018
                  • Demand for “all-natural” condiments and seasonings persists
                    • Figure 6: Importance of “all-natural” when choosing condiments and/or seasonings, January 2018
                  • What it means
                  • The Market – What You Need to Know

                    • Table sauces show modest upward trajectory
                      • Immigration fuelling Canada’s population growth
                        • Health concerns held by older Canadians are not necessarily an invitation to innovation
                        • Market Size and Forecast

                          • Table sauces show modest upward trajectory
                            • Figure 7: Total Canadian retail value sales and forecast of table sauces, at current prices, 2012-22
                            • Figure 8: Total Canadian retail value sales and forecast of table sauces, at current prices, 2012-22
                            • Figure 9: Total Canadian retail volume sales and forecast of table sauce, 2012-22
                        • Market Factors

                          • Immigration fuelling Canada’s population growth
                            • Figure 10: Foreign-born share of population by G8 country and Australia
                          • Health concerns held by older Canadians are not necessarily an invitation to innovation
                            • Figure 11: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                          • Canadians are more time-pressed
                            • Cooking from scratch remains foundational for seasonings and condiments
                              • Figure 12: Weekly food preparation habits, May 2016
                          • Key Players – What You Need to Know

                            • Kraft Heinz remains the market leader in table sauces
                              • Sodium concerns Canadians, but other seasonings can offer a solution
                                • Canadians look to “spice up their life”
                                • Company Share of Market

                                  • Kraft Heinz remains the market leader in table sauces
                                    • Figure 13: Share of Canadian retail value sales of table sauce, by company, 2017
                                • What’s Working?

                                  • Opportunity to support margin through premiumization
                                    • Figure 14: Sam’s Choice Chardonnay & Honey Mustard (US), October 2017
                                    • Figure 15: Co-Op Gold Pure Maple Mustard & Craft Beer BBQ Sauce (Canada), July 2017
                                    • Figure 16: Urban Accents Wine & Cider Mulling Spices Blend (Canada), November 2017
                                • Potential Challenges

                                  • Commoditized consumer packaged goods category poses a challenge
                                    • French’s promotes the use of Canadian ingredients, but will consumers respond?
                                      • Sodium concerns Canadians, but other seasonings can offer a solution
                                      • What’s Next?

                                        • Regional positioning can add to international foods’ and flavours’ authenticity
                                            • Figure 17: Santa Maria Street Food Kingston Style Jamaican Jerk Spices for Tacos (Canada), November 2017
                                          • Canadians look to “spice up their life”
                                            • Figure 18: Williams-Sonoma Pumpkin Chipotle Spicy Rub (US), December 2017
                                            • Figure 19: Williams-Sonoma Chile Garlic Kimchi Korean Rub (US), March 2018
                                            • Figure 20: Private Selection Shichimi Togarashi Seasoning (US), January 2018
                                            • Figure 21: Good Food for Good Organic Spicy Ketchup Style Sauce (Canada), July 2017
                                            • Figure 22: Co-Op Gold Pure Spicy Apple Cider Vinegar BBQ Sauce (Canada), July 2017
                                          • Convenient meal solutions will remain an important opportunity
                                            • Figure 23: Crush Cubes Crush Food Service (US), August 2016
                                        • The Consumer – What You Need to Know

                                          • Condiments and seasonings are great ‘supporting actors’
                                            • Health-related considerations matter to a third of consumers
                                              • Nearly half of Canadians are willing to pay more for “quality”
                                                • Ketchup remains the king of condiments
                                                  • Salt and pepper remain as an overwhelming go-to for Canadians
                                                  • Reasons for Using Condiments and/or Seasonings

                                                    • Condiments and seasonings are great ‘supporting actors’
                                                      • Two thirds of consumers want to “infuse” new flavours into what they eat
                                                        • Figure 24: Agree “I would like more ideas for infusing new flavours into my meals”, by age, January 2018
                                                      • Canadians like to explore new flavours, but also appreciate familiarity
                                                        • Figure 25: Importance of familiar and new flavours when deciding what condiments and seasonings to use, by age, January 2018
                                                        • Figure 26: Desève Grande Coulée Organic Maple Syrup (Canada), June 2016
                                                      • Aside from taste, condiments and seasons offer convenience
                                                        • Figure 27: Importance of recipe usage/suggestions when deciding what condiments and seasonings to use, January 2018
                                                        • Figure 28: Interest in recipe-inspired combinations for one meal, by parental status, January 2018
                                                    • What Matters to Consumers

                                                      • Health-related considerations matter to a third of consumers
                                                        • Figure 29: Considerations important to consumers when choosing condiments and/or seasonings, January 2018
                                                        • Figure 30: Top nutritional mentions on table sauce and seasoning launches in Canada, 2017
                                                      • Consumers express demand for “clean” labels
                                                        • Figure 31: Importance of all-natural ingredients, by parental status, January 2018
                                                      • Half of Canadians place value in brand equity
                                                          • Figure 32: President’s Choice Blue Menu Low Sodium Ketchup Style Sauce (Canada), November 2017
                                                          • Figure 33: Heinz Sriracha Ketchup Style Sauce (Canada), March 2016
                                                      • Growth Opportunities

                                                        • Trial size and flavour boosters can help maximize reach
                                                          • Figure 34: TURF Analysis – Interest In condiments and/or seasonings, January 2018
                                                        • Consumers are looking for personalized options
                                                          • Figure 35: Agree “I prefer to mix them together to create my own flavours”, by age, parental status and parental type, January 2018
                                                        • Desire for customization does not negate the demand for convenience
                                                          • Figure 36: Bang Curry Barishal Bang Spice Kit (UK), October 2017
                                                          • Figure 37: Passage Foods Street Kitchen Asian Japanese Teriyaki Chicken (UK), March 2018
                                                        • Nearly half of Canadians are willing to pay more for “quality”
                                                          • Figure 38: Agree “I would pay more for premium condiments”, by age and gender, January 2018
                                                          • Figure 39: Montosco Le Eccellenze del Gusto Condiments Set for Meat (Italy), February 2017
                                                          • Figure 40: La Barberie Microbrasserie Beer Mustard (Canada), July 2016
                                                          • Figure 41: Au Pied de Cochon Martin Baseball Smoked Maple Mustard (Canada), March 2017
                                                          • Figure 42: Maull's Onion Bits St. Louis Style BBQ Sauce (US), April 2016
                                                        • Breakfast represents a growth opportunity
                                                            • Figure 43: McCormick Good Morning Peaches & Cream Baked Oatmeal Slow Cooker Breakfast Seasoning Mix (US), December 2017
                                                            • Figure 44: McCormick Good Morning Apple Cinnamon French Toast Slow Cooker Breakfast Seasoning Mix (US), December 2017
                                                            • Figure 45: McCormick Good Morning Mexican Egg Casserole Slow Cooker Breakfast Seasoning Mix (US), December 2017
                                                        • Condiment and Seasonings Usage

                                                          • Ketchup remains the king of condiments
                                                            • Figure 46: Condiments usage, January 2018
                                                            • Figure 47: Appealing flavours in sauces and marinades, September 2017
                                                            • Figure 48: Condiments usage, by gender, January 2018
                                                            • Figure 49: Condiments usage, by age, January 2018
                                                          • Salt and pepper remain as an overwhelming go-to for Canadians
                                                            • Figure 50: Seasoning usage, January 2018
                                                            • Figure 51: Seasoning usage, by gender, January 2018
                                                            • Figure 52: Seasoning usage (select), by age, January 2018
                                                        • Consumer Groups

                                                          • Parents can use a helping hand
                                                              • Figure 53: Condiments and/or seasonings consumers are interested in trying (select), by parental status, January 2018
                                                              • Figure 54: Condiments and/or seasonings consumers are interested in trying, by parental status, January 2018
                                                            • Regional differences can impact positioning
                                                              • Figure 55: Condiments usage, Quebec vs Canada overall, January 2018
                                                              • Figure 56: Important factors when choosing condiments and/or seasonings, BC vs Canada overall, January 2018
                                                          • Appendix – Data Sources and Abbreviations

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