2020
9
UK Cooking Sauces and Pasta Sauces Market Report 2020
2021-01-26T03:00:44+00:00
OX989908
2195
133087
[{"name":"Sauces and Seasonings","url":"https:\/\/store.mintel.com\/industries\/food\/sauces-seasonings"}]
Report
en_GB
“The restrictions and lockdowns enacted to combat the spread of COVID-19 in 2020 have provided a boost to cooking and pasta sauces. The category has benefited from the edict to…

UK Cooking Sauces and Pasta Sauces Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the UK Cooking Sauces and Pasta Sauces market, including the behaviours, preferences and habits of the consumer.

The cooking and pasta sauce market saw a boost in sales thanks to the COVID-19 pandemic, with the closure of foodservice venues seeing many consumers trying to recreate restaurant-quality cooked meals at home. There was a 19.2% rise in value sales for cooking and pasta sauces in 2020, with January lockdowns extending the period into 2021.

Even as lockdowns lift and foodservice venues reopen, there will be a long-term trend towards homeworking. This provides an opportunity to continue to market towards lunchtime sauce occasions. While the return to eating out occasions will see a decline in sales of 9.2% in the next 5 years, the continued worries over socialising will curb the dining-out market.

The main threat to the market going forward is the financial pressures and economic uncertainty coming out of the pandemic, with many having experienced a loss in income and job insecurity. With 50% of buyers currently consider price, price is going to become more of a factor in consumer choice.

This report covers the current situation of the cooking and pasta sauce market, as well as potential market opportunities for brands to help with the post-pandemic recovery. 64% of sauce buyers agree that homemade meals are a good alternative to restaurant food, potentially indicating more opportunities in the market for easy-to-use home-cooking sauces.

Read on to discover more details or take a look at all of our UK Food and Foodservice market research.

Quickly understand

  • The impact of COVID-19 on the cooking and pasta sauces retail market.
  • Launch activity in 2020 and future product development opportunities.
  • Factors influencing choice of cooking and pasta sauces.
  • Reasons to pay more for cooking and pasta sauces.
  • Consumer behaviours and attitudes related to cooking and pasta sauces.

Covered in this report

Sauces: Marinades, chilled sauces, ambient sauces, cook-in sauces, pour-over sauces, oven-bake sauces, dry sauces.

Brands: Mars (Dolmio, Uncle Ben’s), Premier Foods (Loyd Grossman, Sharwood’s, Homepride), Schwartz, Colman’s, Napolina, Ayam, Sainsbury’s, Patak’s, AB Foods, Sacla, Tesco, Wicked Kitchen, M&S, Slimming World, Fiesta Mesa, Capsicana, Les Moulins, Jamie Oliver, Cirio, Mutti, Filippo Berio.

Expert analysis from a specialist in the field

Written by Amy Price, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The restrictions and lockdowns enacted to combat the spread of COVID-19 in 2020 have provided a boost to cooking and pasta sauces. The category has benefited from the edict to work from home, a reluctance to visit foodservice venues and people tightening their purse strings. The expected shift towards more homeworking long term will keep up sauce occasions going forward, providing a boost to the lunchtime occasion in particular.

Amy Price
Senior Food & Drink Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Impact of the January lockdowns and the vaccination rollout
    • Economic and other assumptions
    • Products covered in this Report
    • Excluded from this Report
  2. Executive Summary

    • Impact of COVID-19 on cooking/pasta sauces
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on cooking/pasta sauces, 12 January 2020
    • The market
    • Cooking/pasta sauces boosted in 2020
      • Figure 2: UK retail sales of cooking and pasta sauces, 2015-25 (prepared on 9 December 2020)
    • All segments see growth in 2020
      • Figure 3: UK retail sales of cooking/pasta sauces, by segment, 2018-20
    • Spending under pressure as pandemic hits, EU trade deal avoids tariffs
    • Ageing population and drop in the young threaten the market
    • Companies and brands
    • Dolmio retains lead; own-label outperforms the market
      • Figure 4: Leading brands’ value shares in the UK retail ambient cooking and pasta sauces and marinades market, 2019/20*
    • Dolmio moves into plant-based sauces; Napolina moves into frozen
    • Sauce makers look to world cuisines for flavour innovation
    • Adspend increases in 2020 with Dolmio leading spend
    • Dolmio is seen most strongly as a family brand; Loyd Grossman leads on exclusivity
      • Figure 5: Attitudes towards and usage of selected brands, November 2020
    • The consumer
    • 85% use cooking/pasta sauces, with non-chilled the most popular
      • Figure 6: Types of cooking/pasta sauces used in the last three months, September 2020
    • Low price is the number one factor influencing purchasing
      • Figure 7: Factors influencing choice, September 2020
    • Untapped interest in innovative flavours
      • Figure 8: Reasons to pay more for a cooking/pasta sauce, September 2020
    • Users are habitual in their choice of sauces
      • Figure 9: Behaviours relating to cooking/pasta sauces, September 2020
    • Consumers call for healthier sauces
      • Figure 10: Attitudes towards cooking/pasta sauces, September 2020
  3. Issues and Insights

    • Consumers call for healthier sauces
    • Premium sauces should look to recreate the restaurant experience in the home
    • Meat reduction trend poses an opportunity for diversification in sauces
    • Untapped interest in innovative flavours
  4. The Market – Key Takeaways

    • Cooking/pasta sauces boosted in 2020 due to COVID-19
    • Income squeeze will affect sales going forward
    • All segments see growth in 2020
    • Spending under pressure as pandemic hits
    • Ageing population and drop in the young threaten the market
  5. Market Size and Forecast

    • Impact of COVID-19 on cooking/pasta sauces
      • Figure 11: Short-, medium- and long-term impact of COVID-19 on cooking/pasta sauces, 12 January 2020
    • Cooking/pasta sauces boosted in 2020
      • Figure 12: UK retail sales of cooking and pasta sauces, 2015-25 (prepared on 9 December 2020)
    • Income squeeze will affect sales going forward
    • The impact of Britain’s EU departure
    • Rise in home cooking benefits sauces
    • Population changes threaten the market
      • Figure 13: UK retail sales of cooking and pasta sauces, 2015-25 (prepared on 9 December 2020)
    • Market drivers and assumptions
      • Figure 14: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 11 December 2020)
    • Learnings from the last recession
      • Figure 15: UK retail value sales of cooking/pasta sauces, 2008-12
    • Forecast methodology
  6. Market Segmentation

    • All segments see growth in 2020
      • Figure 16: UK retail sales of cooking/pasta sauces, by segment, 2018-20
    • Italian sauces remain the most popular
      • Figure 17: UK retail sales of ambient wet and dry cooking and pasta sauces, by cuisine, 2018-20
  7. Market Drivers

    • Impact of the January 2021 lockdown
    • Health is an issue
    • Anti-obesity push could hit cooking and pasta sauces
    • Incomes under pressure as pandemic hits the economy
    • Unemployment rises and real incomes fall
      • Figure 18: Annual percentage change in CPI and AWE (regular pay), monthly basis, January 2015-September 2020
    • Affordable status of cooking/pasta sauces should support demand, limited impact from Britain’s EU departure
    • Ageing population and drop in the young threaten the market
      • Figure 19: Trends in the age structure of the UK population, 2015-20 and 2020-25
  8. Companies and Brands – Key Takeaways

    • Dolmio retains lead; own-label outperforms the market
    • Dolmio moves into plant-based sauces; Napolina moves into frozen
    • Sauce makers look to world cuisines for flavour innovation
    • Adspend increases in 2020 with Dolmio leading spend
    • Dolmio is seen most strongly as a family brand; Loyd Grossman leads on exclusivity
  9. Market Share

    • Dolmio retains lead; Sharwood’s sees fastest growth
    • Own-label outperforms the market
      • Figure 20: Leading brands’ value sales and shares in the UK retail ambient cooking and pasta sauces and marinades market, 2018/19 and 2019/20
    • Own-label continues dominance of chilled sauces
      • Figure 21: Leading brands’ value sales and shares in the UK retail chilled sauces market, 2018/19 and 2019/20
  10. Launch Activity and Innovation

    • Brands step up NPD
      • Figure 22: Share of new product launches in the cooking/pasta sauces market, by own-label vs branded, 2016-20
    • Tesco leads NPD in 2020, expanding its Wicked Kitchen range and focusing on world cuisines
      • Figure 23: Share of new product launches in the cooking/pasta sauces market, by top 10 companies, 2016-20
      • Figure 24: Tesco targets different cuisines with sauces NPD, 2020
    • Dolmio moves into plant-based sauces…
      • Figure 25: Brands and own-labels tap into the plant-based/vegan trend, 2020
    • …and launches Stand Against Hunger
    • Napolina moves into frozen with sauce and pasta range
    • …following rebrand
      • Figure 26: Napolina moves into frozen sauces and rebrands, 2020
    • Minority of sauces carry low/no/reduced fat/sugar/salt claims
      • Figure 27: New product launches in the UK cooking/pasta sauces market, by the selected low/no/reduced claims, 2016-20
    • Positive claims can appeal
      • Figure 28: NPD with a blood pressure/cholesterol claim, 2019
    • Significant interest in gut health
    • Sauce makers continue to look to world cuisines for flavour innovation
    • Less familiar Asian cuisines feature in 2020 launches
    • Cooking sauces that are hard to cook at home hold wide appeal
      • Figure 29: Sauces featuring new flavours, 2020
    • Mild flavours could appeal to families
      • Figure 30: Sauces with mild flavours, 2019
    • Launches continue to emphasise provenance to denote quality
    • Recent launches reference regional provenance and craft cues
      • Figure 31: Sauces that are made in Italy or handmade, 2019-20
    • Convenience is a selling point for sauces
      • Figure 32: Launches that highlight convenience, 2020
    • Homepride launches sauces for slow cooker
      • Figure 33: Sauces that are suitable for a slow cooker/that have been slow cooked, 2020
    • Few sauce makers look to cater to environmental concerns beyond recycling
    • Pouches come under fire
      • Figure 34: Loyd Grossman details recycling commitment on NPD, 2020
  11. Advertising and Marketing Activity

    • Adspend increases in 2020
      • Figure 35: Total above-the line, online display and direct mail advertising expenditure^ on cooking and pasta sauces, by month, 2019-20
    • Mars is the top advertiser, supporting its Dolmio range
    • Stand Against Hunger campaign
      • Figure 36: Total above-the line, online display and direct mail advertising expenditure on cooking and pasta sauces, by top advertisers, 2019/20 (sorted by 2020)
    • Nielsen Ad Intel coverage
  12. Brand Research

    • Brand map
      • Figure 37: Attitudes towards and usage of selected brands, November 2020
    • Key brand metrics
      • Figure 38: Key metrics for selected brands, November 2020
    • Brand attitudes: Dolmio is seen to offer good value
      • Figure 39: Attitudes, by brand, November 2020
    • Brand personality: Loyd Grossman stands out on exclusivity
      • Figure 40: Brand personality – macro image, November 2020
    • Dolmio is seen as a family brand
      • Figure 41: Brand personality – micro image, November 2020
    • Brand analysis
    • Colman’s is seen to be the joint most trusted brand
      • Figure 42: User profile of Colman’s, November 2020
    • Patak’s is seen to be the most authentic brand
      • Figure 43: User profile of Patak’s, November 2020
    • Dolmio is the most popular brand
      • Figure 44: User profile of Dolmio, November 2020
    • Schwartz is seen to be the joint most innovative
      • Figure 45: User profile of Schwartz, November 2020
    • Sharwood’s is seen to be delicious
      • Figure 46: User profile of Sharwood’s, November 2020
    • Saclà is the least widely used brand
      • Figure 47: User profile of Saclà, November 2020
    • Loyd Grossman leads on indulgence and exclusivity
      • Figure 48: User profile of Loyd Grossman, November 2020
  13. The Consumer – Key Takeaways

    • Rise in home cooking supports cooking sauces
    • Price will remain important as incomes are squeezed; evenings in hold ongoing potential
    • Untapped interest in innovative flavours
    • Consumers call for healthier sauces
  14. Impact of COVID-19 on Consumer Behaviour

    • Health becomes more of a priority in the wake of the pandemic
      • Figure 49: Those who say eating healthily is a higher priority as a result of the coronavirus outbreak, by gender and age, 2-11 November 2020
    • Rise in home cooking supports cooking sauces
    • Price will remain important as incomes are squeezed; evenings in hold ongoing potential
    • Environmental concerns have not gone away
  15. Usage of Cooking/Pasta Sauces by Type

    • 85% use cooking/pasta sauces, with non-chilled the most popular
    • Scratch cooking poses competition
      • Figure 50: Types of cooking/pasta sauces used in the last three months, September 2020
    • Only a minority use any individual type of cooking/pasta sauces weekly
      • Figure 51: Frequency of using different types of cooking/pasta sauces, September 2020
    • A minority have a wide repertoire of sauce types
      • Figure 52: Repertoire of usage of different types of cooking/pasta sauces, September 2020
  16. Purchasing of Cooking/Pasta Sauces in the COVID-19 Pandemic

    • COVID-19 pandemic provides a boost to purchasing
      • Figure 53: Purchasing of cooking/pasta sauces since the start of the COVID-19 outbreak, September 2020
      • Figure 54: Napolina pasta’s on-pack promotion for the brand’s pasta sauces, November 2020
  17. Factors Influencing Choice

    • Low price is the number one factor influencing purchasing
      • Figure 55: Factors influencing choice, September 2020
    • Healthier versions appeal to a third
    • Opportunities for positive claims
    • Recyclable packaging ranks low despite environmental awareness
  18. Reasons to Pay More

    • Untapped interest in innovative flavours
    • Recognising family appeal of sauces
      • Figure 56: Reasons to pay more for a cooking/pasta sauce, September 2020
    • Tradition and provenance can help products to charge more
    • Opportunities for recipes by chefs
  19. Cooking/Pasta Sauces Behaviours

    • Users are habitual in their choice of sauces
    • Pushing new but familiar dishes
    • Emerging cuisines offer a way to push trial
      • Figure 57: Behaviours relating to cooking/pasta sauces, September 2020
    • Recipe kits pose potential for sauce brands
  20. Attitudes towards Cooking/Pasta Sauces

    • Consumers call for healthier sauces
      • Figure 58: Attitudes towards cooking/pasta sauces, September 2020
    • Adding vegetables to improve nutrition
    • Gut health is underexplored in sauces
    • Premium sauces should look to recreate the restaurant experience in the home
    • Home-cooked meals can compete with takeaways
    • Meat reduction trend poses an opportunity for diversification in sauces
    • Chilled versions would find favour with young people in the ABC1 group
      • Figure 59: Agreement with the statement “Sauces well-suited for meat alternatives are appealing” – CHAID – tree output, September 2020
  21. Qualities Associated with Cooking/Pasta Sauces

    • Homemade versions are seen to be healthiest
    • Shop-bought sauces stand out on convenience and versatility
      • Figure 60: Correspondence analysis: qualities associated with chilled, non-chilled and home-made cooking and pasta sauces, September 2020
      • Figure 61: Qualities associated with chilled, non-chilled and home-made cooking and pasta sauces, September 2020
    • Methodology
  22. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
    • CHAID Methodology
      • Figure 62: Cooking sauces and pasta sauces – CHAID – table output, September 2020
  23. Appendix – Market Drivers

      • Figure 63: Trends in body mass index (BMI), England, 1995-2018
      • Figure 64: Trends in how respondents would describe their financial situation, January 2018-November 2020
  24. Appendix – Market Share

      • Figure 65: Leading manufacturers’ value sales and shares in the UK retail ambient cooking and pasta sauces and marinades market, 2018/19 and 2019/20
  25. Appendix – Launch Activity and Innovation

      • Figure 66: New product launches in the UK cooking/pasta sauces market, by brand, 2016-20
      • Figure 67: New product launches in the UK cooking/pasta sauces market, by flavour component, 2016-20
      • Figure 68: New product launches in the UK cooking/pasta sauces market, by package type, 2016-20
      • Figure 69: New product launches in the UK cooking/pasta sauces market, by claim category, 2016-20
      • Figure 70: New product launches in the UK cooking/pasta sauces market, by top 10 claims, 2016-20
  26. Appendix – Advertising and Marketing Activity

      • Figure 71: New product launches in the UK cooking/pasta sauces market, by claim category, 2016-20

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