Description

“Dips and sauces of all types play a critical role: to make foods taste better. In this unprecedented time of COVID-19, as Americans are hunkered down at home, cooking and snacking, enjoyment, good taste and small comforts are more important than ever. Both in-store and online, brands and retailers have an opportunity to help shoppers to keep the menu exciting with shelter-at-home meal planning assistance, shoppable recipes, and even ways to continue flavor exploration like bundling or DTC programs.”

– Mimi Bonnett, Food and Drink Research Director

This Report will cover the following areas:

  • How the COVID-19 pandemic is impacting food shopping, preparation and consumption and use of dips and sauces
  • How brands are helping consumers keep meal and snack time exciting
  • “Go-to” flavors of dip and sauces
  • What’s next in flavors and ingredients for dips and sauces

Table of Contents

  1. Overview

    • What you need to know
    • Definition
  2. Executive Summary

      • Figure 1: Short, medium and long term impact of COVID-19 on dips and sauces april 2020
    • Overview
      • Figure 2: Dips and sauces consumed, January 2020
    • Top takeaways
    • Competitive pressure within the super-category
      • Figure 3: Dip and sauce uses, January 2020
    • Dips are essential, yet occasion based
      • Figure 4: Attitudes toward dips and sauces, January 2020
    • The average household “pantry” looks like this . . .
      • Figure 5: TURF Analysis – go-to flavors, January 2020
    • Familiar, yet innovative flavors are sticky
      • Figure 6: Dip/sauce flavor experience and interest, tier 2 flavors, January 2020
    • Under 45s are enthusiastic flavor explorers
      • Figure 7: Dip/sauce flavor experience and interest, tier 3 flavors, by age, January 2020
  3. The Impact of COVID-19 on Flavors and Ingredients in Dips and Sauces

    • What you need to know:
      • Figure 8: Short, medium and long term impact of COVID-19 on dips and sauces april 2020
    • Opportunities and Threats
    • America: at home, and eating
    • Dips are essential, yet occasion based
      • Figure 9: COVID-19 Tracker, Future activities, April 16-24, 2020
    • Shoppers’ shifts from spontaneity to stocking up could stick
    • eCommerce and DTC are natural fits for dips and sauces
    • Staying close to home may mean sticking with flavor favorites…
      • Figure 10: TURF Analysis – go-to flavors, January 2020
    • …but brand exploration may be inevitable
      • Figure 11: Important condiment and dressing attributes, September 2019
    • Social media can play a big role in what flavor(s) comes next
    • Versatility = value
    • Impact on the Dips/Sauces market
    • Growth categories have connections with snacking, but will likely bleed into meals
      • Figure 12: Total US retail sales of dips, sauces and marinades, at current prices, 2014-2019
    • Dips and Sauces support consumers via Experience
    • How the crisis will affect key consumer segments in the Dips and Sauces category
    • Millennials, Gen Z will likely need the most attention
    • Dips and sauces are essential to Adventure Eaters and Value Chasers
      • Figure 13: Experience and interest in Flavors, Adventure eaters, Tried it and liked it, January 2020
      • Figure 14: Experience and interest in Flavors, Value Chasers, Tried it and liked it, January 2020
    • How a COVID-19 recession will reshape Dips and Sauces
    • Private label already poised for success
      • Figure 15: Private label share of multi-outlet food and drink sales, 2014-19
    • Foodservice re-openings will be met with reluctance from some
      • Figure 16: Dip/sauce flavor experience and interest, tier 3 flavors by age, January 2020
    • COVID-19: US context
  4. Market Landscape – What You Need to Know

    • Growth tied to snacking, line extensions
    • Products blur across category and segment
    • Tapping global flavor experiences to drive interest
  5. State of the Market

    • Growth categories have connections with snacking
      • Figure 17: Total US retail sales of dips, sauces and marinades, at current prices, 2014-2019
      • Figure 18: Percent change in sales of dips, sauces and marinades, at current prices, 2017-2019
    • Brands are staying close to home
      • Figure 19: change in new product launches by type, 2017 -19
    • Dips are essential, yet occasion based
      • Figure 20: Attitudes toward dips and sauces, January 2020
    • Condiments lead product types consumed
      • Figure 21: Dips and sauces consumed, January 2020
    • Two thirds of adults like to dip
      • Figure 22: Dips and sauce use, January 2020
    • Younger adults most likely to use dips/sauces in a variety of ways
      • Figure 23: Dips and sauce use, by age, January 2020
    • The average household pantry looks like this . . .
      • Figure 24: TURF analysis – go-to flavors, January 2020
    • The lines between dips, sauces, marinades and condiments are blurred
      • Figure 25: Dips and sauces consumed, by dip and sauce uses, January 2020
  6. Market Drivers

    • Mintel Trend drivers – mapping the catalyst of change
    • For dips, spreads, sauces and condiments it’s all about the flavor
      • Figure 26: Important condiment and dressing attributes, September 2019
      • Figure 27: Dips and spreads behaviors, January 2020
    • Versatility = value
      • Figure 28: Condiment and dressing attitudes, October 2017
    • Taste plus wellbeing inspires trial for dips and sauces of all types
      • Figure 29: New dip/spread trial, January 2020
      • Figure 30: Increased spend for condiments/dressings, October 2019
    • Foodservice menus point to new paths to excitement
      • Figure 31: Menu incidence Q4 2016-Q4 2019 (number of menu mentions)
    • The future is flavorful
      • Figure 32: Correspondence Analysis – Symmetrical map – Flavor innovation, January 2020
      • Figure 33: Flavor innovation, January 2020
  7. Brand Landscape – What You Need to Know

    • Now: Flavor blends and interesting ingredients
    • Near: Leveraging healthy ingredients and positioning
    • Next: Global and local flavors/ingredients
  8. Product Development: Now – Current Flavor Trends

    • Classic flavors top the go-to list
      • Figure 34: Primary dip and sauce flavors consumed, January 2020
    • Product trend: Brands play it safe with range extensions
    • Product trend: Hot takes on classics
      • Figure 35: Attitudes about dips/sauces, January 2020
    • Brands in action
    • Product trend: Sweet heat takes new forms
    • Brands in action
  9. Product Development: Near – What to Watch For

    • Product trend: Getting functional
      • Figure 36: Dips and sauce product launches, by top-10 claim categories, 2018-19
    • Brands in action
    • Product trend: Something borrowed
    • Brands in action
    • Product trend: Crossing category lines
    • Brands in action
    • Product trend: Power to the plants
    • Brands in action
    • Specialty diets don’t have to be flavorless
      • Figure 37: Opinions on diet trends, by age, September 2019
    • Brands in action
  10. Product Development: Next – What’s in the Pipeline

    • Global flavors push boundaries
      • Figure 38: Emerging international cuisine consumption, February 2020
    • Brands in action
    • The ethical expectation
    • Product trend: In a pickle
      • Figure 39: Attitudes about fermented condiments, November 2019
  11. The Consumer – What You Need to Know

    • Dips/sauces can elevate everyday dishes
    • A fifth of adults will go out of their way to try new flavors
    • Ranch tops the list as favorite dip/sauce flavor
    • Consumers are looking beyond basic flavors
    • Less-conventional flavors will take some work
  12. Attitudes toward Dips and Sauces

    • Dips/sauces are essential to improving taste
      • Figure 40: Attitudes toward dips and sauces, January 2020
    • 18-24s think dips/sauces are essential; social media provides inspiration
      • Figure 41: Attitudes toward dips and sauces, by age, January 2020
    • Adventure Eaters emerge as important consumer of dips/sauces
      • Figure 42: Attitudes toward dips and sauces, by food and drink shopper segmentation, January 2020
  13. Approach to New Flavor Trial

    • Majority of adults are willing to try new flavors
      • Figure 43: Interest in trying new flavors, January 2020
    • Niche young cohorts as ideal target for flavor innovation
      • Figure 44: Interest in trying new flavors, by select demographics, November 2019
    • Adventure Eaters seek out bold flavors, unique ingredients
      • Figure 45: Interest in trying new flavors, by food and drink shopper segmentation, November 2019
  14. Now: Dip/Sauce Flavors Consumed

    • Ranch is the most consumed dip/sauce flavor
      • Figure 46: Dip and sauce flavors consumed, January 2020
    • Middle-age consumers enjoy a variety of dip/sauce flavors
      • Figure 47: Dip and sauce flavors consumed, by age, January 2020
    • Culturally diverse consumers have the most diverse palates
      • Figure 48: Dip and sauce flavors consumed, by race/Hispanic origin, January 2020
  15. Near: Dip/Sauce Flavor Experience and Interest

    • Moving beyond mainstream
      • Figure 49: Dip/sauce flavor experience and interest, tier 2 flavors, January 2020
    • Young adults try flavors and like them, particularly hot/spicy
      • Figure 50: Dip/sauce flavor experience and interest, tier 2 flavors, by age, January 2020
  16. Next: Dip/Sauce Flavor Experience and Interest

    • Flavor obscurity plays a role in experience and interest
      • Figure 51: Dip/sauce flavor experience and interest, tier 3 flavors, January 2020
    • Young adults willing to try unique, international flavors
      • Figure 52: Dip/sauce flavor experience and interest, tier 3 flavors by age, January 2020
  17. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Consumer survey data
    • Mintel Food and Drink Shopper Segmentation
    • Purchase Intelligence
    • Abbreviations and terms
    • Abbreviations
  18. Appendix – The Consumer

      • Figure 53: Flavor innovation, January 2020
    • Methodology

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