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Dips and Savory Spreads - US - May 2018

"The diverse $4.6 billion dips and savory spreads category enjoys solid consumer participation, likely due in part to the increasing popularity of snacking and brand loyalty. All three segments of the category managed growth from 2016-2017, but refrigerated options have been especially successful as consumers seek out fresh foods. Extending consumption frequency remains a key issue that will challenge brands. Helping consumers to engage more frequently in the category and all of its segments will require brands to nudge consumers to enjoy the social aspect of dips more regularly and on different occasions, as well as to inspire consumers to try new types and brands."

- Michael Averbook, Food & Drink Analyst

This report will look at the following areas:

  • Lack of frequent consumption
  • Competition from adjacent categories
  • Shelf-stable products lose share to refrigerated

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Total US retail sales and fan chart forecast of dips and savory spreads, at current prices, 2012-22
        • The issues
          • Lack of frequent consumption
            • Figure 2: Dips and spreads behaviors – weekly consumption and brand loyalty, March 2018
          • Competition from adjacent categories
            • Figure 3: Condiment and dressing behavior – use them as a dip, October 2017
          • Shelf-stable products lose share to refrigerated
            • Figure 4: Total US market share of dips and savory spreads, by segment, at current prices, 2015 and 2017
          • The opportunities
            • Encourage sharing and eating with friends and family
              • Figure 5: Dips and spreads attitudes – sharing, March 2018
            • Disrupt consumer habits
              • Figure 6: Dips and spreads uses, March 2018
            • Emphasize well-roundedness of category
              • Figure 7: Correspondence analysis – Perceptions of dips and spreads, March 2018
            • What it means
            • The Market – What You Need to Know

              • All dips and savory spreads segments grow
                • Blurring of categories intensifies competition
                  • Popularity of snacking advantageous to the category
                    • Influence from international cuisine, foodservice
                    • Market Size and Forecast

                      • Dips and savory spreads continues steady growth
                        • Figure 8: Total US retail sales and fan chart forecast of dips and savory spreads, at current prices, 2012-22
                        • Figure 9: Total US retail sales and forecast of dips and savory spreads, at current prices, 2012-22
                    • Market Breakdown

                      • Refrigerated/frozen segment continues to steal share
                        • Figure 10: Total US market share of dips and savory spreads, by segment, at current prices, 2015 and 2017
                        • Figure 11: Total US retail sales and forecast of dips and savory spreads, by segment, at current prices, 2012-22
                      • Other channels slowly stealing share from traditional supermarkets
                        • Figure 12: Total US retail market size of dips and savory spreads, by channel, at current prices, 2015 and 2017
                    • Market Perspective

                      • Rivalry from condiments, dressings, sweet spreads
                        • Figure 13: Total US retail sales of condiments and dips and savory spreads, at current prices, 2015 and 2017
                      • Pairing potential with growing snacks
                        • Figure 14: Total US retail sales of select snack categories and segments, at current prices, 2015 and 2017
                      • Interest in international food
                        • Figure 15: Interest in international flavors in retail food, any interest, October 2017
                      • Consumers prefer freshness of foods on store perimeter
                        • Figure 16: Attitudes toward the perimeter, any agree, April 2017
                      • Inspiration from foodservice
                        • Figure 17: Dips and spreads – select menu item dishes, by menu incidence change, Q4 2015-17
                        • Figure 18: Dips and spreads – select flavors of ingredients, by menu incidence change, Q4 2015-17
                    • Market Factors

                      • Snacking
                        • Figure 19: Snacking frequency, March 2017
                      • Food an important aspect during social gatherings
                          • Figure 20: Dips and spreads attitudes – sharing, March 2018
                        • Decline in households with children
                          • Figure 21: Households, by presence of own children, 2007-17
                      • Key Players – What You Need to Know

                        • PepsiCo the standout leader in fragmented category
                          • Refrigerated options continue to rise
                            • Comparable quality, affordability help store brands
                              • Individual portions make dips mobile, if wanted
                              • Company and Brand Sales of Dips and Savory Spreads

                                • PepsiCo leads diverse category
                                  • Sabra and Hormel find success with guacamole, hummus, and salsa
                                    • Packaging, product revamps benefit Kraft Heinz, HP Hood, and Clorox
                                      • Sales for Campbell Soup, Lancaster Colony fall
                                        • Figure 22: Multi-outlet sales of dips and savory spreads, by leading companies, rolling 52 weeks 2017 and 2018
                                    • What’s Working?

                                      • Refrigerated brands large and small
                                        • Figure 23: Sabra TV advertisement – “Feel Good”
                                        • Figure 24: Multi-outlet sales of refrigerated dips, salsa, and spreads, by growing brands, rolling 52 weeks 2017 and 2018
                                        • Figure 25: Multi-outlet sales of refrigerated dips, salsa, and spreads, by total, top ten companies, others, and private label, rolling 52 weeks 2017 and 2018
                                      • Private label has value advantage
                                        • Figure 26: Multi-outlet sales change of private label dips and savory spreads, by total category and segments, rolling 52 weeks 2017 and 2018
                                        • Figure 27: Purchase intelligence of select private label dips and savory spreads, January 2017-March 2018
                                      • Claims that convey wholesomeness
                                        • Figure 28: Dip and spread launches – select health and free-from claims, 2014-17
                                        • Figure 29: GOODFOODS online video – “Welcome to the Good Life”
                                        • Figure 30: Multi-outlet sales of refrigerated dips and spreads, by growing brands, rolling 52 weeks 2017 and 2018
                                      • Packaging for consumption anywhere
                                        • Figure 31: Multi-outlet sales of refrigerated dips and spreads – portable, snack, and microwavable packaging, rolling 52 weeks 2017 and 2018
                                        • Figure 32: Purchase intelligence of select private label dips and savory spreads – portable and snack packaging, January 2017-March 2018
                                    • What’s Struggling?

                                      • Fresh salsa struggles with value
                                        • Figure 33: Positive instant reaction and purchase intent of salsa – refrigerated and shelf-stable, January 2017-March 2018
                                        • Figure 34: purchase intent of select refrigerated salsa products, January 2017 - March 2018
                                      • Picante struggles with identity
                                        • Figure 35: Multi-outlet sales of picante sauce, rolling 52 weeks 2017 and 2018
                                      • Frozen lacks convenience and in-store positioning
                                        • Figure 36: Multi-outlet sales of frozen dips and spreads – declining brands, rolling 52 weeks 2017 and 2018
                                        • Figure 37: Multi-outlet sales of frozen dips and spreads, rolling 52 weeks 2017 and 2018
                                    • What’s Next?

                                      • Inclusive of all diets
                                        • Figure 38: Dip and spread launches – vegan and select suitability claims, 2014-17
                                      • Upscale and small batch selections
                                        • Figure 39: Dip and spread launches – premium, small batch/batches, handcrafted, or artisanal, 2014-17
                                      • Flavors, ingredients from emerging global cuisine
                                        • Figure 40: Emerging international cuisine purchase, November 2017
                                    • The Consumer – What You Need to Know

                                      • Widespread consumption of dips and savory spreads
                                        • Salsa is most consumed dip
                                          • Preference for refrigerated
                                            • Dip and spread eaters are habitual
                                              • Enthusiasm for sharing in the category
                                                • Consumers seek greater diversity
                                                  • Desire for adaptability
                                                  • Dips and Spreads Consumption

                                                    • Extensive consumption, especially for salsa and refrigerated
                                                      • Figure 41: Dips and spreads consumption, March 2018
                                                      • Figure 42: Dips and spreads format, March 2018
                                                    • Young adults are core consumers
                                                      • Figure 43: Dips and spreads consumption – any dips or spreads, by age, March 2018
                                                      • Figure 44: Repertoire of dips and spreads consumption, by age, March 2018
                                                    • Household size drives variety
                                                      • Figure 45: Dips and spreads consumption, by parental status, March 2018
                                                      • Figure 46: Repertoire of dips and spreads consumption, by parental status and household size, March 2018
                                                    • Category offers something for everyone
                                                      • Figure 47: Dips and spreads consumption, by race and Hispanic origin, March 2018
                                                  • Dips and Spreads Behaviors

                                                    • Consumers turn to same brands, seek to indulge with balance
                                                      • Figure 48: Dips and spreads behaviors, March 2018
                                                    • Men eat dips more frequently, women more likely to make homemade dip
                                                      • Figure 49: Dips and spreads behaviors – eat at least weekly, make from scratch, by gender, March 2018
                                                    • Older consumers are more habitual, young adults experimental
                                                      • Figure 50: Dips and spreads behaviors – brand loyalty, healthy and indulgent consumption, learn about from friends/family, by generations, March 2018
                                                    • Parents seek consistent variety for themselves and family
                                                      • Figure 51: Dips and spreads behaviors, by parental status, March 2018
                                                  • Dips and Spreads Uses

                                                    • Dips and spreads as snacks, pairings
                                                      • Figure 52: Dips and spreads uses, March 2018
                                                    • Women enjoy social aspect in category
                                                      • Figure 53: Dips and spreads uses – as a snack, at social gatherings, during leisure time by myself, by gender, March 2018
                                                    • Flexibility of dip and spread uses appeals to parents
                                                      • Figure 54: Dips and spreads behaviors, by parental status, March 2018
                                                  • Perceptions of Dips and Spreads

                                                    • Refrigerated dips and spreads possess strong advantages
                                                      • Figure 55: Correspondence analysis – Perceptions of dips and spreads, March 2018
                                                      • Figure 56: Perceptions of dips and spreads, March 2018
                                                    • Opportunity for refrigerated dips to target older consumers
                                                      • Figure 57: Perceptions of dips and spreads – refrigerated, by age, March 2018
                                                    • Affordability and convenience of dry mixes resonates with parents
                                                      • Figure 58: Perceptions of dips and spreads – dry mixes, by age, March 2018
                                                  • Dips and Spreads Attitudes

                                                    • Sharing is inherent to the category
                                                      • Figure 59: Dips and spreads attitudes, March 2018
                                                    • Sharing inspires interest in global, premium, and healthy options
                                                      • Figure 60: Dips and spreads attitudes –sharing with friends/family, by dips and spreads attitudes, March 2018
                                                    • Social aspect, store brands more appealing to younger women
                                                      • Figure 61: Dips and spreads attitudes – sharing with friends/family and store brands just as good as name brands, by gender and age, March 2018
                                                  • Dips and Spreads Innovation

                                                    • Interest in diverse and adaptable products
                                                      • Figure 62: Dips and spreads innovation, March 2018
                                                    • International flavor combinations may deliver premium, exotic options
                                                      • Figure 63: Dips and spreads innovation – international varieties, restaurants, brands, and flavor combinations, by dips and spreads attitudes, March 2018
                                                    • Younger consumers seek convenience
                                                      • Figure 64: Dips and spreads innovation – on-the-go packaging and packaged with pairings, by age, March 2018
                                                    • Parents interested across innovation
                                                      • Figure 65: Dips and spreads innovation, by parental status, March 2018
                                                    • Value-added packaging piques interest of large households
                                                      • Figure 66: Dips and spreads innovation – fresh dips/spread kits and packaged with pairings, by household size, March 2018
                                                  • Appendix – Data Sources and Abbreviations

                                                    • Data sources
                                                      • Sales data
                                                        • Fan chart forecast
                                                          • Consumer survey data
                                                            • Abbreviations and terms
                                                              • Abbreviations
                                                                • Terms
                                                                • Appendix – The Market

                                                                    • Figure 67: Total US retail sales and forecast of dips and savory spreads, at inflation-adjusted prices, 2012-22
                                                                    • Figure 68: Total US retail sales and forecast of dips and savory spreads, by segment, at current prices, 2012-22
                                                                    • Figure 69: Total US retail sales of dips and savory spreads, by segment, at current prices, 2015 and 2017
                                                                    • Figure 70: Total US retail sales and forecast of refrigerated/frozen dips, salsa, and spreads, at current prices, 2012-22
                                                                    • Figure 71: Total US retail sales and forecast of refrigerated/frozen dips, salsa, and spreads, at inflation-adjusted prices, 2012-22
                                                                    • Figure 72: Total US retail sales and forecast of shelf-stable dips and spreads, at current prices, 2012-22
                                                                    • Figure 73: Total US retail sales and forecast of shelf-stable dips and spreads, at inflation-adjusted prices, 2012-22
                                                                    • Figure 74: Total US retail sales and forecast of salsa, at current prices, 2012-22
                                                                    • Figure 75: Total US retail sales and forecast of salsa, at inflation-adjusted prices, 2012-22
                                                                    • Figure 76: Total US retail sales of dips and savory spreads, by channel, at current prices, 2012-17
                                                                    • Figure 77: Total US retail sales of dips and savory spreads, by channel, at current prices, 2015 and 2017
                                                                    • Figure 78: US supermarket sales of dips and savory spreads, at current prices, 2012-17
                                                                    • Figure 79: US sales of dips and savory spreads through other retail channels, at current prices, 2012-17
                                                                • Appendix – Key Players

                                                                    • Figure 80: Multi-outlet sales of refrigerated/frozen dips, salsa, and spreads, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                    • Figure 81: Multi-outlet sales of shelf-stable dips and spreads, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                    • Figure 82: Multi-outlet sales of salsa, by leading companies and brands, rolling 52 weeks 2017 and 2018

                                                                Dips and Savory Spreads - US - May 2018

                                                                US $4,395.00 (Excl.Tax)