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Description

Description

“COVID-19 has had a positive short-term impact on sales of condiments and dressings, as demand for food to eat at home increased, and is likely to boost sales for some time to come, with only some of the sales gains expected to be lost in 2021. Encouraging more use of products both in cooking and with meals remains relevant for brands, particularly during a COVID-19 recession. The meat reduction trend and move towards the eating of more world cuisines are key opportunities for new products and recipe ideas to target during COVID-19 and beyond.”
– Richard Caines, Senior Food & Drink Analyst

This report examines the following areas:

  • The impact of COVID-19 on consumer behaviour and market dynamics in the condiments and dressings sector.
  • The value of individual segments and brand performance in 2019.
  • The latest new product developments, consumer interest in product features and willingness to pay more for different product attributes.
  • Consumer behaviour and attitudes towards condiments and dressings.

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Products covered in this Report
        • Executive Summary

            • Impact of COVID-19 on Condiments and Dressings
              • COVID-19 to have short-term positive impact
                • Figure 1: Forecast of UK retail value sales of condiments and dressings (adjusted for COVID-19), 2014-24
                • Figure 2: Short, medium and long-term impact of COVID-19 on condiments and dressings, 4th June 2020
              • New flavours will continue to support sales
                • Meat-free trend will also influence choice
                  • The market
                    • Modest growth in condiments and dressings in 2019
                      • Small increase in sales of table sauces in 2019
                        • Figure 3: UK retail sales of table sauces, by segment, by value, 2018 and 2019
                      • Sales growth for pickles slips back in 2019
                        • Need to cater for meat-free foods trend
                          • Popularity of world cuisines a big influence on NPD
                            • Companies and brands
                              • Kraft Heinz cements lead with a third of value sales
                                • Figure 4: Leading brands’ shares in the UK retail table sauces market, by value, 2019/20*
                              • Own-label provides the biggest boost to sales of pickles
                                • Figure 5: Leading brands’ shares in the UK retail pickles, chutneys and relishes market, by value, 2019/20*
                              • Table sauces lead 2019 launches
                                • The spicy/hot trend continues in table sauces
                                  • World flavours increase presence in table sauces
                                    • The consumer
                                      • Almost universal usage for condiments and dressings
                                        • Figure 6: Eating/usage of different types of condiments and dressings, February 2020
                                      • Focus on naturalness offers scope for encouraging trading up
                                        • Healthier products also seen as worth paying a premium for
                                          • Figure 7: Attributes worth paying more for in condiments and dressings, February 2020
                                        • Taste and price most important purchase drivers
                                          • Figure 8: Purchase drivers when choosing condiments and dressings, February 2020
                                        • Innovative flavours the way forward for brands
                                          • Strong demand for versatility and usage suggestions
                                            • Figure 9: Behaviours related to condiments and dressings, February 2020
                                          • Focus on provenance will help sales
                                            • Reducing food waste has appeal to consumers
                                              • Figure 10: Interest in buying condiments and dressings with different features, February 2020
                                            • Spotlighting ways of using in cooking important for brands
                                              • Opportunity in gifting for premium products
                                                • Figure 11: Attitudes towards condiments and dressings, February 2020
                                              • What we think
                                              • Impact of COVID-19 on Condiments and Dressings

                                                • Short, medium and long-term impact on the industry
                                                  • Figure 12: Short, medium and long-term impact of COVID-19 on condiments and dressings, 4th June 2020
                                                • Opportunities and Threats
                                                  • COVID-19 brings a short-term boost to condiments and dressings
                                                    • Brands in sauces/pickles should focus more on lunch ideas
                                                      • Promote taking more time over breakfast
                                                        • Bringing people together for barbecues (virtually)
                                                          • Brands should keep focus on reducing food waste
                                                            • Impact on the condiments and dressings market
                                                              • COVID-19 lends a short-term boost to sales
                                                                • Some of the sales gains set to be lost in 2021
                                                                  • Figure 13: Forecast of UK retail value sales of condiments and dressings (adjusted for COVID-19), 2014-24
                                                                • More meals being eaten at home provide a boost to sales
                                                                  • Figure 14: Expected changes to spend on food for eating at home over the next month compared to usual, surveyed 2nd April-9th April 2020
                                                                • Availability will have impacted product choice
                                                                  • Figure 15: Not being able to buy out-of-stock products and shopping more from local businesses since the start of the COVID-19/coronavirus outbreak, 16th April-3rd June 2020
                                                                • Competitive landscape
                                                                  • Bigger conglomerates will weather the disruption
                                                                    • Figure 16: Colman’s mustard social media activity supporting local food businesses, April 2020
                                                                  • Shifts in consumer behaviour
                                                                    • New flavours are a necessity to support sales
                                                                      • The outbreak puts a firm spotlight on health
                                                                        • Meat-free trend will also create opportunities
                                                                          • Success of remote working may result in longer-term changes
                                                                            • Impact on key consumer segments
                                                                              • Core 16-34s users will be starkly affected by the recession
                                                                                • How a COVID-19 recession will reshape the industry
                                                                                  • Income squeeze will hit discretionary spend
                                                                                    • Economising habits have proven long lasting
                                                                                      • Impact on the marketing mix
                                                                                        • Online channel will enjoy a lasting boost
                                                                                          • Figure 17: Selected behaviour changes since the COVID-19/coronavirus outbreak, 28th May-3rd June 2020
                                                                                        • More price competition expected in the market
                                                                                          • Promotions must focus more on recipe ideas and deals
                                                                                            • COVID-19: Market context
                                                                                            • Issues and Insights

                                                                                              • Flavour NPD remains a key means to drive engagement and add value
                                                                                                • The facts
                                                                                                  • The implications
                                                                                                    • Highlighting versatility is particularly timely
                                                                                                      • The facts
                                                                                                        • The implications
                                                                                                          • Healthier variants warrant attention, widely seen as worth paying more for
                                                                                                            • The facts
                                                                                                              • The implications
                                                                                                              • The Market – What You Need to Know

                                                                                                                • Modest growth in condiments and dressings in 2019
                                                                                                                  • COVID-19 will have short-term positive impact
                                                                                                                    • Condiments and dressings set to lose some of the gains in 2021
                                                                                                                      • Small increase in sales of table sauces in 2019
                                                                                                                        • Sales growth for pickles slips back in 2019
                                                                                                                          • Declining processed meat sales bad news for sauces
                                                                                                                            • Need to cater for meat-free foods trend
                                                                                                                              • Popularity of world cuisines a big influence on NPD
                                                                                                                                • Projected decline in number of core younger users
                                                                                                                                  • COVID-19 pandemic boosts demand for food eaten at home
                                                                                                                                  • Market Size and Forecast

                                                                                                                                    • Modest growth in condiments and dressings in 2019
                                                                                                                                      • Figure 18: UK retail value sales of table sauces, pickles, chutneys and relishes, 2014-19
                                                                                                                                    • Outlook in light of COVID-19
                                                                                                                                      • COVID-19 will have short-term positive impact on condiments and dressings
                                                                                                                                        • Condiments and dressings set to lose some of the gains in 2021
                                                                                                                                          • Figure 19: UK retail value sales of condiments and dressings (adjusted for COVID-19), 2014-24
                                                                                                                                          • Figure 20: Forecast of UK retail value sales of condiments and dressings (adjusted for COVID-19), 2014-24
                                                                                                                                        • Pre-COVID-19 forecast predicted slightly lower growth
                                                                                                                                          • Figure 21: UK retail value sales of condiments and dressings (pre-COVID-19 forecast), 2014-24
                                                                                                                                          • Figure 22: Forecast of UK retail value sales of condiments and dressings (pre-COVID-19 forecast), 2014-24
                                                                                                                                        • Forecast methodology
                                                                                                                                        • Market Segmentation

                                                                                                                                          • Small increase in sales of table sauces in 2019
                                                                                                                                            • Figure 23: UK retail value sales of table sauces (adjusted for COVID-19), 2014-24
                                                                                                                                            • Figure 24: Forecast of UK retail value sales of table sauces (adjusted for COVID-19), 2014-24
                                                                                                                                          • Thick sauces the biggest driver of growth
                                                                                                                                            • Figure 25: UK retail sales of table sauces, by segment, by value, 2018 and 2019
                                                                                                                                          • New flavours provide a boost to thick sauces
                                                                                                                                            • Figure 26: UK retail sales of thick sauces, by type, by value and volume, 2018 and 2019
                                                                                                                                          • Mayonnaise boosted by flavour NPD
                                                                                                                                            • Figure 27: UK retail sales of salad accompaniments, by type, by value, 2018 and 2019
                                                                                                                                          • Little movement seen in dish-specific sauces
                                                                                                                                            • Figure 28: UK retail sales of dish-specific sauces, by type, by value and volume, 2018 and 2019
                                                                                                                                          • Sales of thin sauces benefit from interest in world flavours
                                                                                                                                            • Figure 29: UK retail sales of thin sauces, by type, by value and volume, 2018 and 2019
                                                                                                                                          • Sales growth for pickles slips back in 2019
                                                                                                                                            • Figure 30: UK retail value sales of pickles, chutneys and relishes (adjusted for COVID-19), 2014-24
                                                                                                                                            • Figure 31: Forecast of UK retail value sales of table sauces (adjusted for COVID-19), 2014-24
                                                                                                                                        • Market Drivers

                                                                                                                                          • Strong interest in healthy eating
                                                                                                                                            • Declining processed meat sales bad news for sauces
                                                                                                                                              • Need to cater for meat-free foods trend
                                                                                                                                                • Popularity of world cuisines a big influence on NPD
                                                                                                                                                  • Declining bread sales bad news for pickles
                                                                                                                                                    • Projected decline in number of core younger users
                                                                                                                                                      • Figure 32: Trends in the age structure of the UK population, 2014-24
                                                                                                                                                    • COVID-19 pandemic boosts demand for food eaten at home
                                                                                                                                                      • Post-Brexit trade deal uncertainties make price trends difficult to predict
                                                                                                                                                      • Companies and Brands – What You Need to Know

                                                                                                                                                        • Kraft Heinz cements lead with a third of value sales
                                                                                                                                                          • Own-label provides the biggest boost to sales of pickles
                                                                                                                                                            • Table sauces lead 2019 launches
                                                                                                                                                              • The spicy/hot trend continues in table sauces
                                                                                                                                                                • World flavours increase presence in table sauces
                                                                                                                                                                  • Restaurant-branded products add to choice
                                                                                                                                                                    • Rise in vegan launches
                                                                                                                                                                      • Small proportion of launches focusing on L/N/R claims
                                                                                                                                                                        • A small number of companies dominate advertising
                                                                                                                                                                          • Heinz the most trusted brand in condiments and dressings
                                                                                                                                                                          • Market Share

                                                                                                                                                                            • Kraft Heinz cements lead with a third of value sales
                                                                                                                                                                              • Figure 33: Leading manufacturers’ sales and shares in the UK retail table sauces market, by value, 2018/19 and 2019/20
                                                                                                                                                                            • Heinz Seriously Good and Nando’s strong performers
                                                                                                                                                                              • Figure 34: Leading brands’ sales and shares in the UK retail table sauces market, by value, 2018/19 and 2019/20
                                                                                                                                                                            • Own-label provides the biggest boost to sales of pickles
                                                                                                                                                                              • Figure 35: Leading manufacturers’ sales and shares in the UK retail pickles, chutneys and relishes market, by value, 2018/19 and 2019/20
                                                                                                                                                                            • Branston sees COVID-19 sales boost from more lunches at home
                                                                                                                                                                              • Figure 36: Leading brands’ sales and shares in the UK retail pickles, chutneys and relishes market, by value, 2018/19 and 2019/20
                                                                                                                                                                          • Launch Activity and Innovation

                                                                                                                                                                            • Table sauces lead 2019 launches
                                                                                                                                                                              • Figure 37: Product launches in the UK condiments and dressings market, by sub-category, 2015-20
                                                                                                                                                                            • Brands continue to dominate launch activity
                                                                                                                                                                              • Figure 38: Product launches in the UK condiments and dressings market, branded vs. private label, 2015-20
                                                                                                                                                                            • The spicy/hot trend continues in table sauces…
                                                                                                                                                                              • Figure 39: Examples of new launches in condiments and dressings describing themselves as hot and spicy, 2019/20
                                                                                                                                                                            • …and in mayonnaise
                                                                                                                                                                              • Figure 40: Examples of new launches of flavoured mayonnaise, 2019/20
                                                                                                                                                                            • World flavours increase presence in table sauces
                                                                                                                                                                              • Figure 41: Examples of world foods-inspired flavours in table sauces, 2019/20
                                                                                                                                                                            • Brands tapping interest in American-style condiments
                                                                                                                                                                              • Figure 42: Examples of American-inspired new launches in condiments and dressings, 2019/20
                                                                                                                                                                            • Restaurant- and chef-branded products add to choice
                                                                                                                                                                              • Figure 43: Examples of new launches of restaurant- and chef-branded products in condiments and dressings, 2019/20
                                                                                                                                                                            • Modern twists being given to ketchup
                                                                                                                                                                              • Figure 44: Examples of new launches of ketchup with innovative ingredients, 2019/20
                                                                                                                                                                            • Rise seen in vegan launches
                                                                                                                                                                              • Figure 45: New product launches in the UK condiments and dressings market making vegetarian and vegan claims, 2015-20
                                                                                                                                                                            • Big and small brands alike explore vegan mayo
                                                                                                                                                                              • Wicked Kitchen at Tesco moves into condiments
                                                                                                                                                                                • Figure 46: Examples of new launches in condiments and dressings making vegan claims, 2019/20
                                                                                                                                                                              • Focus on naturalness a rarity in condiments and dressings
                                                                                                                                                                                  • Figure 47: New product launches in the UK condiments and dressings market making all-natural, organic and no added additives /preservatives claims, 2015-20
                                                                                                                                                                                  • Figure 48: Examples of new launches making all-natural claims, 2019/20
                                                                                                                                                                                • Small proportion of launches focusing on L/N/R claims
                                                                                                                                                                                  • Figure 49: New product launches in the UK condiments and dressings market making low/no/reduced claims, 2015-20
                                                                                                                                                                                  • Figure 50: Examples of new launches making low/no/reduced claims, 2019
                                                                                                                                                                                • Premium/luxury and gourmet launches
                                                                                                                                                                                  • Figure 51: New product launches in the UK condiments and dressings market making premium claims, 2015-20
                                                                                                                                                                                  • Figure 52: Examples of premium/gourmet launches in the UK condiments and dressings market, 2019
                                                                                                                                                                                • Local ingredients and provenance help add value
                                                                                                                                                                                  • Figure 53: Examples of new launches in condiments and dressings referencing localism, 2019
                                                                                                                                                                              • Advertising and Marketing Activity

                                                                                                                                                                                • TV advertising spending increases in 2019
                                                                                                                                                                                  • Figure 54: Total above-the-line, online display and direct mail advertising expenditure on condiments and dressings, by media type, 2016-20
                                                                                                                                                                                • A small number of companies dominate advertising
                                                                                                                                                                                  • Figure 55: Total above-the-line, online display and direct mail advertising expenditure on condiments and dressings, by advertiser, 2019
                                                                                                                                                                                  • Figure 56: Total above-the-line, online display and direct mail advertising expenditure on condiments and dressings, by advertiser and brand, 2019
                                                                                                                                                                                • Heinz celebrates 150 years with ‘Heinz Makes It Better’ campaign
                                                                                                                                                                                  • Ed Sheeran directs Heinz Tomato Ketchup advert
                                                                                                                                                                                    • Hellmann’s promotes ‘On the Side of Food’ message
                                                                                                                                                                                      • Kikkoman back on TV for Chinese New Year
                                                                                                                                                                                        • Colman’s teams up with NFU to support British meat
                                                                                                                                                                                          • Nielsen Ad Intel coverage
                                                                                                                                                                                          • Brand Research

                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                • Figure 57: Attitudes towards brands operating in the condiments and dressings market and usage of selected brands, April 2020
                                                                                                                                                                                              • Key brand metrics
                                                                                                                                                                                                • Figure 58: Key metrics for selected brands, April 2020
                                                                                                                                                                                              • Brand attitudes: Heinz most worth paying more for
                                                                                                                                                                                                • Figure 59: Attitudes, by brand, April 2020
                                                                                                                                                                                              • Brand personality: Nando’s strongly associated with being fun
                                                                                                                                                                                                • Figure 60: Brand personality – macro image, April 2020
                                                                                                                                                                                              • Heinz the most comforting and family brand
                                                                                                                                                                                                • Figure 61: Brand personality – micro image, April 2020
                                                                                                                                                                                              • Brand analysis
                                                                                                                                                                                                • Heinz the most trusted and used brand
                                                                                                                                                                                                  • Figure 62: User profile of Heinz, April 2020
                                                                                                                                                                                                • Hellmann’s scores highly for consistently high quality
                                                                                                                                                                                                  • Figure 63: User profile of Hellmann’s, April 2020
                                                                                                                                                                                                • Branston’s strongest association is with being traditional
                                                                                                                                                                                                  • Figure 64: User profile of Branston, April 2020
                                                                                                                                                                                                • Authenticity a strength for Colman’s
                                                                                                                                                                                                  • Figure 65: User profile of Colman’s, April 2020
                                                                                                                                                                                                • HP among the brands deemed least innovative
                                                                                                                                                                                                  • Figure 66: User profile of HP, April 2020
                                                                                                                                                                                                • Nando’s the most cool brand
                                                                                                                                                                                                  • Figure 67: User profile of Nando’s, April 2020
                                                                                                                                                                                              • The Consumer – What You Need to Know

                                                                                                                                                                                                • Almost universal usage for condiments and dressings
                                                                                                                                                                                                  • Focus on naturalness offers scope for encouraging trading up
                                                                                                                                                                                                    • Healthier products also seen as worth paying a premium for
                                                                                                                                                                                                      • Taste and price most important purchase drivers
                                                                                                                                                                                                        • Innovative flavours the way forward for brands
                                                                                                                                                                                                          • Strong demand for versatility and usage suggestions
                                                                                                                                                                                                            • Focus on provenance will help sales
                                                                                                                                                                                                              • Reducing food waste has appeal to consumers
                                                                                                                                                                                                                • Spotlighting ways of using in cooking important for brands
                                                                                                                                                                                                                  • Opportunity in gifting for premium products
                                                                                                                                                                                                                  • Usage of Condiments and Dressings

                                                                                                                                                                                                                    • Almost universal usage for condiments and dressings
                                                                                                                                                                                                                      • Figure 68: Eating/usage of different types of condiments and dressings, February 2020
                                                                                                                                                                                                                    • Variations in usage by age reflect differing meal choices
                                                                                                                                                                                                                      • Two thirds of users of table sauces use at least once a week
                                                                                                                                                                                                                        • Figure 69: Frequency of eating/using condiments and dressings, February 2020
                                                                                                                                                                                                                    • Attributes worth Paying More for in Condiments and Dressings

                                                                                                                                                                                                                      • Focus on naturalness offers scope for encouraging trading up
                                                                                                                                                                                                                          • Figure 70: Attributes worth paying more for in condiments and dressings, February 2020
                                                                                                                                                                                                                        • Healthier products also seen as worth paying a premium for
                                                                                                                                                                                                                          • L/N/R fat, sugar or salt claims rare
                                                                                                                                                                                                                            • Opportunity for sauces with a ‘health’ halo
                                                                                                                                                                                                                              • Innovative flavours the way forward for brands
                                                                                                                                                                                                                              • Purchase Drivers

                                                                                                                                                                                                                                • Taste and price most important purchase drivers
                                                                                                                                                                                                                                  • Figure 71: Purchase drivers when choosing condiments and dressings, February 2020
                                                                                                                                                                                                                                • Convenience and healthiness also exert influence
                                                                                                                                                                                                                                  • Ease of opening can engage older groups
                                                                                                                                                                                                                                  • Behaviours Related to Condiments and Dressings

                                                                                                                                                                                                                                    • Strong demand for versatility and usage suggestions
                                                                                                                                                                                                                                      • In-store guidance appeals in normal times
                                                                                                                                                                                                                                        • Combatting food waste will chime
                                                                                                                                                                                                                                          • Figure 72: Behaviours related to condiments and dressings, February 2020
                                                                                                                                                                                                                                        • Seven in 10 enjoy trying new condiments/dressings
                                                                                                                                                                                                                                        • Interest in Buying Condiments and Dressings with Different Features

                                                                                                                                                                                                                                          • Focus on provenance will help sales
                                                                                                                                                                                                                                            • Figure 73: Interest in buying condiments and dressings with different features, February 2020
                                                                                                                                                                                                                                          • Reducing food waste has appeal to consumers
                                                                                                                                                                                                                                            • Smaller packaging formats could also cut food wastage
                                                                                                                                                                                                                                              • A quarter interested in single-portion packs
                                                                                                                                                                                                                                                • Smaller bottles another option
                                                                                                                                                                                                                                                • Attitudes towards Condiments and Dressings

                                                                                                                                                                                                                                                  • Spotlighting ways of using in cooking important for brands
                                                                                                                                                                                                                                                    • Figure 74: Attitudes towards condiments and dressings, February 2020
                                                                                                                                                                                                                                                  • Opportunity in gifting for premium products
                                                                                                                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                                      • Abbreviations
                                                                                                                                                                                                                                                        • Consumer research methodology
                                                                                                                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                                          • Forecast methodology
                                                                                                                                                                                                                                                              • Figure 75: UK retail value sales of condiments and dressings, best- and worst-case forecast (pre-COVID-19), 2019-24
                                                                                                                                                                                                                                                          • Appendix – Market Share

                                                                                                                                                                                                                                                              • Figure 76: Leading brands’ sales and shares in the UK retail table sauces market, by volume, 2018/19 and 2019/20
                                                                                                                                                                                                                                                              • Figure 77: Leading brands’ sales and shares in the UK retail pickles, chutneys and relishes market, by volume, 2018/19 and 2019/20
                                                                                                                                                                                                                                                              • Figure 78: Leading manufacturers’ sales and shares in the UK retail table sauces market, by volume, 2018/19 and 2019/20
                                                                                                                                                                                                                                                              • Figure 79: Leading manufacturers’ sales and shares in the UK retail pickles, chutneys and relishes market, by volume, 2018/19 and 2019/20
                                                                                                                                                                                                                                                          • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                                                              • Figure 80: New launches in the UK retail condiments and dressings market, by sub-category, 2015-20
                                                                                                                                                                                                                                                              • Figure 81: New launches in the UK retail condiments and dressings market, by private label vs branded, 2015-20
                                                                                                                                                                                                                                                              • Figure 82: Top companies in new launches in the UK retail condiments and dressings market, 2015-20
                                                                                                                                                                                                                                                              • Figure 83: Top claims in new launches in the UK retail condiments and dressings market, 2015-20
                                                                                                                                                                                                                                                          • Appendix – Advertising and Marketing Activity

                                                                                                                                                                                                                                                              • Figure 84: Total above-the-line, online display and direct mail advertising expenditure on condiments and dressings, by category, 2019

                                                                                                                                                                                                                                                          About the report

                                                                                                                                                                                                                                                          This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                                                                                          • The Consumer

                                                                                                                                                                                                                                                            What They Want. Why They Want It.

                                                                                                                                                                                                                                                          • The Competitors

                                                                                                                                                                                                                                                            Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                                                                                          • The Market

                                                                                                                                                                                                                                                            Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                                                                                          • The Innovations

                                                                                                                                                                                                                                                            New Ideas. New Products. New Potential.

                                                                                                                                                                                                                                                          • The Opportunities

                                                                                                                                                                                                                                                            Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                                                                                          • The Trends

                                                                                                                                                                                                                                                            What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                                                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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