Condiments - US - August 2012
Sales of condiments grew by 15% from 2007-12 (4% when adjusted for inflation), with the sharpest jumps coinciding with the onslaught of the recession. The category saw sales increase by 5.6% in 2008 and 6.2% in 2009. This is a clear indication that condiment sales can sustain periods of economic hardship and even thrive in a time when consumers are cutting costs as they opt for home food preparation instead of eating outside of the home.
The category is highly saturated, with some 91% of consumers using ketchup, 86% using mustard, and 84% using mayonnaise. As such, growing sales in the category overall will require inspiring consumers to increase the number of products they use, as well as the frequency with which they use them. Growth patterns in the category point to a building interest in better for you (BFY) offerings, ethnic-inspired products, and spicy flavors. At the same time that consumers are looking for affordable food options, a growing interest in healthy products and premium offerings points to room for growth in many ways. Where products can set themselves apart from the competition in this highly-competitive market through manufacturing and marketing products that meet these specialized consumer demands, the better chance companies will have at growing share.
This report provides in-depth analysis of these factors, as well as a close examination of the following:
- Current market drivers, including a prolonged period of economic instability and opportunities to expand the condiments category in this climate
- The challenges faced by leading brands that compete for market share in a highly-fragmented arena
- The role and performance of private label condiments, including premium and natural product offerings
- How major brands are positioning themselves through TV ads and online promotion in this competitive category
- What innovations manufacturers are promoting to generate interest among consumers
- How condiments factor into home meal preparation, and their distinctive appeal to different consumer demographics
- The effects of hot-button nutritional issues and their impact on consumer behavior
- The shifting popularity of retail channels, and the channels that are best meeting consumer needs
- The significance of flavor and its gender-specific importance in new product trial
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