Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Cooking Sauces and Pasta Sauces - UK - December 2018

“The popularity of making sauces from scratch and the growth of own-label continue to chip away at value sales in the market. Addressing consumers’ concerns around sugar, salt and artificial ingredients will be key to turning the tide. Exploring the sauce kit format could help boost associations with healthiness and authenticity, while also delivering both on the cooking experience and convenience.”
– Anita Winther, Research Analyst

This Report looks at the following areas:

  • Tackling concerns around ingredients is key priority for cooking and pasta sauces
  • Brands need to push flavour innovation to take on own-label
  • Deconstruction can help sauce brands deliver on authenticity and health

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Excluded from this Report are:
        • Executive Summary

            • The market
              • Value sales of cooking and pasta sauces continue to decline
                • Inflation should help buoy value sales
                  • Figure 1: Forecast of UK retail value sales of cooking and pasta sauces, 2013-23
                • Declines seen in both ambient and chilled sauces
                  • Figure 2: UK retail sales of cooking/pasta sauces, by segment, 2017-18
                • Emerging cuisines remain a key growth area
                  • Sugar and salt remain in the spotlight
                    • Slow-down in kids’ population could challenge market
                      • Companies and brands
                        • Leading brands struggle in ambient sauces
                          • Figure 3: Leading brands’ shares of value sales in the UK retail ambient cooking and pasta sauces market, 2017/18^
                        • Own-label tightens grip on chilled sauces
                          • Figure 4: Leading brands’ shares of value sales in the UK retail chilled cooking and pasta sauces market, 2017/18^
                        • Brands launch natural and better-for-you options
                          • Uptick in pouch launches in 2018
                            • Adspend tumbles as companies pull the plug on TV
                              • Dolmio’s lead rooted in high levels of trust and strong family image
                                • Figure 5: Attitudes towards and usage of selected brands, October 2018
                              • The consumer
                                • Four in five use cooking and pasta sauces
                                  • Figure 6: Frequency of using cooking and pasta sauces in the last three months, by type, September 2018
                                • A preference for scratch cooking is main barrier
                                  • Concerns over ingredients are a barrier for many
                                    • Figure 7: Barriers to using cooking and pasta sauces, September 2018
                                  • Health-boosting herbs and spices attract sizable interest
                                    • Figure 8: Interest in product concepts in cooking and pasta sauces, September 2018
                                  • Protein trend extends to cooking and pasta sauces
                                    • Scope to tap buzz around meat reduction
                                      • Customisation of cooking and pasta sauces is popular
                                        • Figure 9: Further behaviours relating to cooking and pasta sauces, September 2018
                                      • Advice on fish and seafood pairings interests many
                                        • Figure 10: Further behaviours relating to cooking and pasta sauces, September 2018
                                      • Versatility is a strength of cooking pastes
                                        • Figure 11: Attitudes towards cooking and pasta sauces, September 2018
                                      • Sauce kits enjoy authentic and healthier image
                                        • Figure 12: Further attitudes towards cooking and pasta sauces, September 2018
                                      • What we think
                                      • Issues and Insights

                                        • Tackling concerns around ingredients is key priority for cooking and pasta sauces
                                          • The facts
                                            • The implications
                                              • Brands need to push flavour innovation to take on own-label
                                                • The facts
                                                  • The implications
                                                    • Deconstruction can help sauce brands deliver on authenticity and health
                                                      • The facts
                                                        • The implications
                                                        • The Market – What You Need to Know

                                                          • Value sales of cooking and pasta sauces continue to decline
                                                            • Inflation should help buoy value sales
                                                              • Declines seen in both ambient and chilled sauces
                                                                • Emerging cuisines remain a key growth area
                                                                  • Sugar and salt remain in the spotlight
                                                                    • Slow-down in kids’ population could challenge market
                                                                    • Market Size and Forecast

                                                                      • Value decline continues
                                                                        • Figure 13: UK retail value sales of cooking and pasta sauces, 2013-23
                                                                      • Inflation should help buoy value sales
                                                                        • Health perceptions and the demographic shift remain key challenges
                                                                          • Figure 14: Forecast of UK retail value sales of cooking and pasta sauces, 2013-23
                                                                        • Forecast methodology
                                                                        • Market Segmentation

                                                                          • Decline felt by ambient wet and dry sauces
                                                                            • Summer heatwave heats up marinades sales
                                                                              • Figure 15: UK retail sales of cooking/pasta sauces, by segment, 2016-18
                                                                            • Emerging cuisines remain key growth area
                                                                              • Figure 16: UK retail sales of ambient wet and dry cooking and pasta sauces, by cuisine, 2016-18
                                                                          • Market Drivers

                                                                            • Spotlight lingers on sugar
                                                                              • New salt reduction targets on the cards
                                                                                • Two in five mainly cook from scratch for evening meals…
                                                                                  • …but prepared products are holding their own
                                                                                      • Figure 17: Type of evening meal cooked/prepared most often in the household, April 2018
                                                                                    • World cuisines continue to attract interest
                                                                                      • Key carbs enjoy volume growth
                                                                                        • Slow-down in kids’ population could challenge market
                                                                                            • Figure 18: Trends in the age structure of the UK population, 2013-23
                                                                                        • Companies and Brands – What You Need to Know

                                                                                          • Leading brands struggle in ambient sauces
                                                                                            • Own-label tightens grip on chilled sauces
                                                                                              • Brands launch natural and better-for-you options
                                                                                                • Uptick in pouch launches in 2018
                                                                                                  • Adspend tumbles as companies pull the plug on TV
                                                                                                    • Dolmio’s lead rooted in high levels of trust and strong family image
                                                                                                    • Market Share

                                                                                                      • Leading ambient sauce brands struggle
                                                                                                        • Dolmio maintains lead
                                                                                                          • Loyd Grossman and Homepride see declines
                                                                                                            • Figure 19: Leading brands’ value sales and shares in the UK retail ambient cooking and pasta sauces market, 2016/17 and 2017/18
                                                                                                          • Own-label and smaller brands gain share
                                                                                                            • Own-label tightens grip on chilled sauces
                                                                                                              • Figure 20: Value sales and shares in the UK retail chilled cooking and pasta sauces market, by brands and own label, 2016/17 and 2017/18
                                                                                                          • Launch Activity and Innovation

                                                                                                            • Product revamps grow share of launches
                                                                                                              • Figure 21: Share of new product launches in the UK retail cooking and pasta sauce market, by launch type, 2014-18
                                                                                                            • Natural and better-for-you a focus in NPD
                                                                                                              • Dolmio ramps up vegetable content with Veggie Goodness range
                                                                                                                • Napolina launches 100% natural Passata Sauces
                                                                                                                  • Loyd Grossman adds no added sugar variants
                                                                                                                    • Colman’s unveils better-for-you seasoning blends to appeal to new users
                                                                                                                      • Figure 22: Better-for-you cooking and pasta sauce launches in the UK, 2018
                                                                                                                    • FODMAP-friendly sauces enter UK market
                                                                                                                      • Figure 23: FODMAP cooking and pasta sauce launches in the UK, 2018
                                                                                                                    • Pouch launches rise in 2018
                                                                                                                      • Pouches attract new brands…
                                                                                                                        • Figure 24: Cooking and pasta sauce launches in stand-up pouches in the UK, 2018
                                                                                                                      • …as well as seeing range extensions
                                                                                                                        • Figure 25: Share of new product launches in the UK retail cooking and pasta sauce market, by packaging format, 2014-18
                                                                                                                      • Nando’s launches Peri-Peri Bag & Bake
                                                                                                                        • New paste products enter market
                                                                                                                          • Figure 26: Nando’s Bag & Bake launch and cooking paste launches in the UK, 2018
                                                                                                                        • Epicure announces globally-inspired pesto range
                                                                                                                        • Advertising and Marketing Activity

                                                                                                                          • Adspend tumbles as companies pull the plug on TV
                                                                                                                            • Figure 27: Total above-the line, online display and direct mail advertising expenditure on cooking sauces, by TV and other media spend, 2014-18
                                                                                                                          • Mars is main driver of category visibility
                                                                                                                            • Figure 28: Total above-the line, online display and direct mail advertising expenditure on cooking sauces, by top 5 advertisers (sorted by 2017), 2014-18
                                                                                                                          • Dolmio focuses on ‘No drama’ family meals…
                                                                                                                            • …brings ceasefire to ‘The Battle of Dinnertime’
                                                                                                                              • Figure 29: Dolmio ‘The Battle of Dinnertime’, September 2018
                                                                                                                            • Blue Dragon emphasise authenticity through a culinary journey
                                                                                                                              • Figure 30: Blue Dragon ‘Keep exploring, January 2018
                                                                                                                            • Patak’s partners with Jamie Oliver for social media campaign
                                                                                                                              • Figure 31: Patak’s social media campaign with Jamie Oliver, April 2018 and November 2018
                                                                                                                            • Nielsen Ad Intel coverage
                                                                                                                            • Brand Research

                                                                                                                                • Brand map
                                                                                                                                  • Figure 32: Attitudes towards and usage of selected brands, October 2018
                                                                                                                                • Key brand metrics
                                                                                                                                  • Figure 33: Key metrics for selected brands, October 2018
                                                                                                                                • Brand attitudes: Dolmio and Schwartz are most trusted
                                                                                                                                  • Figure 34: Attitudes, by brand, October 2018
                                                                                                                                • Brand personality: Accessibility is a shared strength of the brands
                                                                                                                                  • Figure 35: Brand personality – Macro image, October 2018
                                                                                                                                • Blue Dragon and Sharwood are seen as most authentic
                                                                                                                                  • Figure 36: Brand personality – Micro image, October 2018
                                                                                                                                • Brand analysis
                                                                                                                                  • Schwartz has highest levels of recommendation and usage in the last year
                                                                                                                                    • Figure 37: User profile of Schwartz, October 2018
                                                                                                                                  • Blue Dragon has a lead as fun and authentic
                                                                                                                                    • Figure 38: User profile of Blue Dragon, October 2018
                                                                                                                                  • Sharwood’s enjoys high awareness, but struggles to stand out
                                                                                                                                    • Figure 39: User profile of Sharwood’s, October 2018
                                                                                                                                  • Napolina has a lead on natural and healthy
                                                                                                                                    • Figure 40: User profile of Napolina, October 2018
                                                                                                                                  • Dolmio’s lead rooted in high levels of trust and strong family image
                                                                                                                                    • Figure 41: User profile of Dolmio, October 2018
                                                                                                                                  • Homepride has a traditional, family image
                                                                                                                                    • Figure 42: User profile of Homepride, October 2018
                                                                                                                                • The Consumer – What You Need to Know

                                                                                                                                  • Four in five use cooking and pasta sauces
                                                                                                                                    • A preference for scratch cooking is main barrier
                                                                                                                                      • Concerns over ingredients are a barrier to many
                                                                                                                                        • Health-boosting herbs and spices attract sizable interest
                                                                                                                                          • Protein trend extends to cooking and pasta sauces
                                                                                                                                            • Scope to tap buzz around meat reduction
                                                                                                                                              • Customisation of cooking and pasta sauces is popular
                                                                                                                                                • Advice on fish and seafood pairings interest many
                                                                                                                                                  • Versatility is a strength of cooking pastes
                                                                                                                                                    • Sauce kits enjoy authentic and healthier image
                                                                                                                                                    • Usage of Cooking and Pasta Sauces

                                                                                                                                                      • Four in five use cooking and pasta sauces
                                                                                                                                                        • Figure 43: Usage of cooking and pasta sauces in the last three months, September 2018
                                                                                                                                                      • Non-chilled sauces are most popular
                                                                                                                                                        • Figure 44: Frequency of using cooking and pasta sauces in the last three months, by type, September 2018
                                                                                                                                                      • Competition from scratch-cooked sauces remains strong…
                                                                                                                                                        • ...underpinned by demand for naturalness…
                                                                                                                                                          • …and efforts to save money…
                                                                                                                                                            • …though most people use several sauce types
                                                                                                                                                              • Figure 45: Repertoire of types of cooking and pasta sauces used in the last three months, September 2018
                                                                                                                                                          • Barriers to Using Cooking and Pasta Sauces

                                                                                                                                                            • A preference for scratch cooking is main hurdle
                                                                                                                                                                • Figure 46: Barriers to using cooking and pasta sauces, September 2018
                                                                                                                                                              • Guidance is needed to encourage dish experimentation
                                                                                                                                                                • Ingredients concern is barrier to many
                                                                                                                                                                  • L/N/R sugar and salt claims remain rare
                                                                                                                                                                    • Figure 47: Examples of low-sugar cooking and pasta sauce launches in the UK, 2018
                                                                                                                                                                  • Meeting PHE salt target should help tackle consumer concerns
                                                                                                                                                                    • Figure 48: Homepride highlighting compliance with the 2017 Salt Reduction Targets, 2018
                                                                                                                                                                  • Demand for all-natural ingredients can tackle concern over artificialness
                                                                                                                                                                  • Interest in Cooking and Pasta Sauce Concepts

                                                                                                                                                                    • Health-boosting herbs and spices attract sizable interest
                                                                                                                                                                      • Flagging up herbs and spices should give brands a means to tap interest
                                                                                                                                                                        • Figure 49: Examples of turmeric launches in the UK cooking sauce and soup markets, 2017-18
                                                                                                                                                                        • Figure 50: Interest in product concepts in cooking and pasta sauces, September 2018
                                                                                                                                                                      • Protein garners interest also in cooking and pasta sauces
                                                                                                                                                                        • High-protein examples found in Europe
                                                                                                                                                                          • Figure 51: Examples of turmeric launches in the UK and European cooking and pasta sauce market, 2017-18
                                                                                                                                                                        • Scope for category to tap into buzz around meat reduction
                                                                                                                                                                          • Meat reduction has had a rising profile in recent years
                                                                                                                                                                            • Interest in meat-free advice and sauces that complement meat alternatives
                                                                                                                                                                              • Figure 52: Examples of UK cooking sauces suggesting meat-free recipe swaps, 2018
                                                                                                                                                                          • Behaviours Relating to Cooking and Pasta Sauces

                                                                                                                                                                            • Customisation of cooking and pasta sauces is popular
                                                                                                                                                                              • Ideas for giving sauces a twist while cooking should appeal
                                                                                                                                                                                • Figure 53: Behaviours relating to cooking and pasta sauces, September 2018
                                                                                                                                                                              • Scrutiny of ingredients and nutrients is commonplace
                                                                                                                                                                                • Advice on fish and seafood pairings interest many
                                                                                                                                                                                  • Figure 54: Examples of UK Schwartz recipe mixed featuring advice for replacing chicken with fish, 2018
                                                                                                                                                                                  • Figure 55: Further behaviours relating to cooking and pasta sauces, September 2018
                                                                                                                                                                              • Attitudes towards Cooking and Pasta Sauces

                                                                                                                                                                                • Versatility is a strength of cooking pastes
                                                                                                                                                                                  • Figure 56: Attitudes towards cooking and pasta sauces, September 2018
                                                                                                                                                                                • Brands struggle to prove tangible difference from own-label
                                                                                                                                                                                  • Brands trail behind on value perceptions
                                                                                                                                                                                    • Figure 57: Instant reaction and purchase intent towards branded and own-label liquid cooking and pasta sauces, April-October 2018
                                                                                                                                                                                    • Figure 58: Perceptions of branded and own-label liquid cooking and pasta sauces, April-October 2018
                                                                                                                                                                                  • Sauce kits enjoy positive image
                                                                                                                                                                                    • Scope for brands to explore passata kits
                                                                                                                                                                                      • Figure 59: Further attitudes towards cooking and pasta sauces, September 2018
                                                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                          • Forecast methodology
                                                                                                                                                                                              • Figure 60: Total UK retail value sales of cooking and pasta sauces, best- and worst-case forecast, 2018-23
                                                                                                                                                                                          • Appendix – Market Share

                                                                                                                                                                                              • Figure 61: Leading manufacturers’ value sales and shares in the UK retail cooking and pasta sauces market, 2016/17 and 2017/18
                                                                                                                                                                                          • Appendix – Launch Activity and Innovation

                                                                                                                                                                                              • Figure 62: Share of new product launches in the UK retail cooking and pasta sauce market, by type, 2014-18
                                                                                                                                                                                              • Figure 63: Share of new product launches in the UK retail cooking and pasta sauce market, by branded and own-label, 2014-18
                                                                                                                                                                                              • Figure 64: Share of new product launches in the UK retail cooking and pasta sauce market, by top 10 companies (sorted by 2017), 2014-18
                                                                                                                                                                                              • Figure 65: Top 10 claims used by new product launches in the UK retail cooking and pasta sauce market, 2014-18
                                                                                                                                                                                              • Figure 66: Share of launches in the UK retail cooking and pasta sauce market featuring selected natural and ingredient claims, 2014-18
                                                                                                                                                                                          • Appendix – The Consumer

                                                                                                                                                                                              • Figure 67: Attribute performance ratings of branded liquid cooking and pasta sauces compared to own-label liquid cooking and pasta sauces, April-October 2018

                                                                                                                                                                                          Cooking Sauces and Pasta Sauces - UK - December 2018

                                                                                                                                                                                          US $2,552.20 (Excl.Tax)