Description

“With a market size in excess of $6 billion and a nearly universal consumer penetration, sauces and marinades have reached maturity, which brings challenges. The category is diverse and fragmented, yet consumers show signs of boredom – customizing products and making them from scratch, as well as interest in new flavor discovery. Versatility is a hallmark of the category, and perhaps one that needs a refresh across segments to help cooks find new ways of finding excitement in the pantry through both new ideas and, to a lesser degree, new products.”
– William Roberts, Jr, Senior Food & Drink Analyst

This Report covers the following areas:

  • Homemade sauces a distinct competitor
  • Brands need to break up siloed applications
  • Exploration is limited
  • Go next-level global
  • Move beyond the center of store
  • Tap into the meal kit trend

Table of Contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Top takeaways
          • Market overview
            • Sales grow, albeit modestly
              • Figure 1: Total US sales and fan chart forecast of cooking sauces, pasta sauce, and marinades, at current prices, 2014-24
            • The issues
              • Homemade sauces a distinct competitor
                • Figure 2: Sauce and marinade use, September 2019
              • Brands need to break up siloed applications
                • Figure 3: Correspondence Analysis – Applications for sauces/marinades, September 2019
              • Exploration is limited
                • Figure 4: Sauce brand purchase habits, September 2019
              • The opportunities
                • Go next-level global
                  • Figure 5: International cuisine sauces, September 2019
                • Move beyond the center of store
                  • Tap into the meal kit trend
                    • Figure 6: Attitudes toward customizing sauces, September 2019
                • The Market – What You Need to Know

                  • Category growing, though moderately
                    • Pasta sauce growth holds steady while sauces diversify
                      • Interest in plant-based protein is an opportunity for brands
                      • Market Size and Forecast

                        • Modest category growth to continue
                          • Figure 7: Total US sales and fan chart forecast of cooking sauces, pasta sauce, and marinades, at current prices, 2014-24
                          • Figure 8: Total US retail sales and forecast of cooking sauces, pasta sauce, and marinades, at current prices, 2014-24
                      • Market Breakdown

                        • Pasta/pizza sauces dominate market share; stronger growth for “other” sauces/gravy
                          • Figure 9: Total US retail sales and forecast of cooking sauces, pasta sauce, and marinades, by segment, at current prices, 2014-24
                          • Figure 10: Total US retail sales and forecast of cooking sauces, pasta sauce, and marinades, by segment, at current prices, 2014-24
                        • Sales growth largely in non-supermarket locations
                          • Figure 11: Total US retail sales of cooking sauces, pasta sauce, and marinades, by channel, at current prices, 2014-19
                      • Market Perspective

                        • Restaurant inspiration for sauce flavor concepts
                          • Figure 12: Fast-growing food menu incidence, by sauce ingredients, Q2 2018-Q2 2019
                        • Protein’s time in the spotlight should be a boost
                          • Figure 13: Protein consumption frequency, September 2018
                        • Condiments as competition
                          • Figure 14: Figure 12: Total US retail sales and forecast of condiments, in millions, by segment, at current prices, 2014-24
                        • Plant-based is an opportunity
                          • Figure 15: Meat alternative use in household, Fall 2018 NCHS 12-month study
                      • Market Factors

                        • Encouraging cooking at home
                          • Figure 16: Attitudes toward cooking motivations, any agree, August 2019
                        • Heart-health concerns, principally around sodium, could impact sauces
                          • Figure 17: Percentage of deaths caused by heart disease, 2013
                      • Key Players – What You Need to Know

                        • Fragmented market still open to new competitors
                          • Pizza sauces successful in breaking up with pasta
                            • Brands cooling on pouches
                              • Counter the complicated with kits
                              • Company and Brand Sales of Sauces/Marinades

                                • Private label strengthens market position; artisan growing
                                  • Sales of sauces and marinades by company
                                    • Figure 18: Multi-outlet sales of cooking sauces, pasta sauces, and marinades, by leading companies, rolling 52 weeks 2018 and 2019
                                • What’s Working

                                  • “Other sauces” leveraging interest in sauce diversity
                                    • Premium positioning supports pizza sauce success
                                      • Figure 19: Sales of pizza sauces, 52 weeks ending September 9, 2018 versus 52 weeks ending September 8, 2019
                                      • Figure 20: Attribute perceptions, pizza sauces introductions versus pasta sauce introductions, Jan 2017-Nov 2019
                                  • What’s Struggling

                                    • Big brand struggles among pasta sauces
                                      • Pouch packaging introductions slack off
                                        • Figure 21: Sauce introductions in the US, by package type, 2015-19^
                                    • What to Watch

                                      • Sauce kits help brands stay in the picture
                                        • Figure 22: Interest in customizing sauces, any agree, by age, September 2019
                                      • Sauces beyond the center of the store
                                      • The Consumer – What You Need to Know

                                        • Use of packaged products far outpaces homemade
                                          • Maximize marinade versatility
                                            • Younger consumers look to replicate foodservice experience, drive “other” segment growth
                                              • Keep the label clean
                                                • Customizability, BFY directly related to homemade use
                                                  • Labels matter in new product choice
                                                    • Consumers stuck in a sauce/marinade rut
                                                      • Next-level international Influence
                                                      • Sauces and Marinade Use

                                                        • Packaged products dominate use
                                                          • Figure 23: Sauce/marinade usage, September 2019
                                                        • Younger consumers controlling and customizing
                                                          • Figure 24: Packaged sauce/marinade usage, by age, September 2019
                                                      • Applications for Sauces/Marinades

                                                        • Brands need to break up siloed applications
                                                          • Figure 25: Correspondence Analysis – Applications for sauces/marinades, September 2019
                                                      • Cooking Sauce/Pasta Sauce/Marinade Purchase Drivers

                                                        • It’s all about the flavor
                                                          • Figure 26: Cooking sauce/pasta sauce/marinade purchase factors, September 2019
                                                        • Younger adults are looking for a healthy dose of inspiration
                                                          • Figure 27: Cooking sauce/pasta sauce/marinade purchase drivers, by age, September 2019
                                                        • Brand role in catering to consumer sauce needs
                                                          • Figure 28: TURF Analysis – Cooking sauce/pasta sauce/marinade purchase consideration, September 2019
                                                      • Claims and Attributes Impacting Product Choice

                                                        • Clean and natural are primary, but free-from claims also drive interest
                                                          • Figure 29: Health-related sauce/marinade purchase factors, September 2019
                                                        • Health = natural, organic features to younger adults
                                                          • Figure 30: Health-related sauce/marinade purchase factors, by age, September 2019
                                                        • Low-sodium claims a key driver for Black and Asian consumers
                                                          • Figure 31: Health-related sauce/marinade purchase factors, by race, September 2019
                                                        • Health and natural are not quite the same
                                                          • Figure 32: Health-related sauce/marinade purchase factors, by cooking sauce/pasta sauce/marinade purchase factors, September 2019
                                                        • Health = fewer ingredients and then some
                                                          • Figure 33: TURF Analysis – Cooking sauce/pasta sauce/marinade purchase factors, September 2019
                                                      • Attitudes toward Customizing Sauces

                                                        • Catering to customization
                                                          • Figure 34: Attitudes toward customizing sauces, September 2019
                                                        • Customization, especially brand supported, strikes a chord with younger consumers
                                                          • Figure 35: Attitudes toward customizing sauces, by age, September 2019
                                                        • Hispanic consumers, particularly younger ones, like to customize
                                                          • Figure 36: Attitudes toward customizing sauces, by Hispanic origin, by generation, September 2019
                                                      • Attitudes in New Sauce/Marinade Product Trial

                                                        • Labels key to new product choice
                                                          • Figure 37: Attitudes toward new sauces/marinades, September 2019
                                                      • Sauce/Marinade Purchase Behaviors

                                                        • Purchase is largely routine
                                                          • Figure 38: Sauce/marinade purchase behaviors, September 2019
                                                        • Younger consumers more receptive to a variety of brands
                                                          • Figure 39: Sauce/marinade purchase behaviors, any agree, by age, September 2019
                                                      • Packaging’s Role on Sauce Choice

                                                        • Consumers not really warming to pouches
                                                          • Figure 40: Packaging and sauce choice, September 2019
                                                        • Young adults’ opinions about pouches
                                                          • Figure 41: Packaging and sauce choice, any agree, by age, September 2019
                                                      • International Sauce/Marinade Interest

                                                        • Asian cuisines lead the pack of potential sauce interest
                                                          • Figure 42: International cuisine potential for sauces, September 2019
                                                        • Younger consumers demonstrate broad palate interests
                                                          • Figure 43: International cuisine potential for sauces, by age, September 2019
                                                      • Sauces/Marinades by Food/Drink Consumer Segmentation

                                                        • Food and drink consumer segmentation
                                                            • Figure 44: Food/drink consumer segmentation of sauces/marinades, September 2019
                                                          • Time Savers set on their sauce
                                                              • Figure 45: Cooking sauce/pasta sauce/marinade purchase factors, by food/drink consumer segmentation, September 2019
                                                            • Restaurant concepts could resonate with Value Chasers
                                                              • Figure 46: Health-related purchase factors for sauces/marinades, by food/drink consumer segmentation, September 2019
                                                            • Adventure Seekers interested in customizing
                                                                • Figure 47: Attitudes toward customizing sauces, by food/drink consumer segmentation, September 2019
                                                              • Pouch potential much greater among Quality Seekers
                                                                • Figure 48: Packaging’s role on sauce choice, by food/drink consumer segmentation, any agree, September 2019
                                                            • Appendix – Data Sources and Abbreviations

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

                                                                          • Figure 49: Total US retail sales and forecast of cooking sauces, pasta sauce, and marinades, at inflation-adjusted prices, 2014-24
                                                                          • Figure 50: Total US retail sales of cooking sauces, pasta sauce, and marinades, by segment, at current prices, 2017 and 2019
                                                                          • Figure 51: Total US retail sales and forecast of pasta and pizza sauce, at current prices, 2014-24
                                                                          • Figure 52: Total US retail sales and forecast of pasta and pizza sauce, at inflation-adjusted prices, 2014-24
                                                                          • Figure 53: Total US retail sales and forecast of barbeque sauce, at current prices, 2014-24
                                                                          • Figure 54: Total US retail sales and forecast of barbeque sauce, at inflation-adjusted prices, 2014-24
                                                                          • Figure 55: Total US retail sales and forecast of tomato bases, at current prices, 2014-24
                                                                          • Figure 56: Total US retail sales and forecast of tomato bases, at inflation-adjusted prices, 2014-24
                                                                          • Figure 57: Total US retail sales and forecast of other sauces and gravy, at current prices, 2014-24
                                                                          • Figure 58: Total US retail sales and forecast of other sauces and gravy, at inflation-adjusted prices, 2014-24
                                                                      • Appendix – Retail Channels

                                                                          • Figure 59: Total US retail sales of cooking sauces, pasta sauce, and marinades, by channel, at current prices, 2014-19
                                                                          • Figure 60: Total US retail sales of cooking sauces, pasta sauce, and marinades, by channel, at current prices, 2017 and 2019
                                                                          • Figure 61: US supermarket sales of cooking sauces, pasta sauce, and marinades, at current prices, 2014-19
                                                                          • Figure 62: US sales of cooking sauces, pasta sauce, and marinades through other retail channels, at current prices, 2014-19
                                                                      • Appendix – Key Players

                                                                          • Figure 63: Multi-outlet sales of pasta and pizza sauce, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                          • Figure 64: Multi-outlet sales of barbeque sauce, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                          • Figure 65: Multi-outlet sales of tomato bases, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                          • Figure 66: Multi-outlet sales of other sauces and gravy, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                      • Appendix – TURF Analysis – Methodology

                                                                          • Figure 67: TURF Analysis – Cooking sauce/pasta sauce/marinade purchase consideration, September 2019
                                                                          • Figure 68: TURF Analysis – Health-related cooking sauce/pasta sauce/marinade purchase factors, September 2019
                                                                      • Appendix – Correspondence Analysis – Methodology

                                                                          • Figure 69: Applications for sauces/marinades, September 2019

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