Cooking Sauces, Pasta Sauces and Stocks - UK - January 2016
“Brands and retailers in cooking sauces need to target those interested in home cooking, especially those wanting to add their own personal touch and an element of creativity to dishes, as well as people looking for quick and easy meal options when they need them. A focus on authenticity, improved nutritional content and the addition of more exotic sauces to ranges will be key areas of new product development likely to boost sales.”
– Richard Caines, Senior Food & Drink Analyst
This report examines the following areas:
- Encouraging more speed-scratch cooking using cooking sauces
- Promoting cooking sauces with better nutritional content
- Injecting more excitement into ranges to encourage experimentation
- Encouraging use of stocks in a wider range of meals
The market for cooking/pasta sauces suffered in 2014 and 2015 from consumers cooking more meals from scratch, as well as downward pressure on prices. By contrast, the smaller stocks market benefited in 2015 from interest in cooking and the launch of new products, including new flavours, formats and premium stocks.
Brands and retailers in cooking sauces need to target both aspiring home chefs interested in scratch cooking but pressed for time, as well as people looking for quick and easy meal options at least some days of the week. A number of marketing angles could help sales of cooking sauces, including focusing more on authenticity, nutritional content and more exotic meal options.
With a return to growth in real incomes, room exists in the market to encourage people to trade up to more premium sauces, including sauces with weekend meals in mind that more closely replicate restaurant meals, and expand their meal repertoires through offering a wider range of cuisines.
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