Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- A $3.3 billion market with a wide range of segments
- Competition from within the category and from outside
- Three segments, but with overlaps
- Competition between retail channels grows
- Driving the market: multicultural society with many food trends
- Rising food costs spur more cooking at home
- Kraft and McCormick are market leaders
- A number of consumer trends drive innovation
- Advertising focuses on convenience and seasonal trends
- Eight in ten households use cooking sauces
- Barbecue sauce and seasoning mixes
- Cooking at home and usage of cooking sauces
- Attitudes and opinions concerning cooking and cooking sauces
- Market Size and Forecast
- Key points
- Adding flavor and variety
- A popular product through an array of channels
- Sales data and forecast for cooking sauces and marinades
- Figure 1: Total U.S. sales and forecast of cooking sauces and marinades
at current prices, 2002-12Figure 2: Total U.S. sales and forecast of cooking
sauces and marinades at inflation-adjusted prices, 2002-12
- Wal-Mart sales
- Competitive Context
- Key points
- Competition from categories within the retail environment
- Figure 3: Television ad for Campbell' s Cream of Chicken soup, 2007
- Co-marketing, not competing
- Will foodservice competition decline as economy worsens?
- Segment Performance
- Key points
- Convenience is major distinguishing feature
- Sales data and forecast of cooking sauces and marinades by segment
- Figure 4: U.S. FDMx sales and forecast of cooking sauces and marinades
at current prices, by segment, 2002-12
- Two-year sales show strength in ethnic segment
- Sales data and forecast of cooking sauces and marinades by segment
- Figure 5: U.S. FDMx sales of cooking sauces and marinades, by segment,
2005 and 2007
- Segment Performance--Wet Sauces
- Key points
- Familiar brands and flavors are key
- Bringing restaurant flavors home fits with economic situation
- Sales data and forecast of wet sauces
- Figure 6: U.S. FDMx sales and forecast of wet sauces, 2002-12
- Segment Performance--Dry Sauces
- Key points
- Future for the segment is not as robust as others in the industry
- Variety and price are important
- Sales data and forecast of dry sauces
- Figure 7: U.S. FDMx sales and forecast of dry sauces, 2002-12
- Segment Performance--Ethnic Sauces
- Key points
- From margins to mainstream
- Segment has variety of price points
- The influence of restaurants
- Sales data and forecast of ethnic sauces
- Figure 8: U.S. FDMx sales and forecast of ethnic sauces, 2002-12
- Retail Channels
- Key points
- Supermarkets share distribution with myriad other channels
- Natural and specialty stores
- Total sales of cooking sauces and marinades by retail channel
- Figure 9: U.S. sales of cooking sauces and marinades, by retail channel,
2005 and 2007
- Retail Channels--Supermarkets
- Key points
- Supermarket sales flat
- Cross-merchandising is essential
- Total sales of cooking sauces and marinades in supermarkets
- Figure 10: U.S. sales of cooking sauces and marinades at supermarkets,
2002-07
- Market Drivers
- Key points
- Immigrants bring new flavor traditions to the U.S.
- Changing U.S. population
- Figure 11: U.S. population, by race and Hispanic origin, 2002-12
- Bringing the flavors home
- Food prices affect at-home and away-from-home eating
- Figure 12: Changes in food price indexes, selected products, 2004-08
- Leading Companies
- Key points
- Kraft still leads the market
- Figure 13: FDMx sales of leading cooking sauces and marinades companies,
2005 and 2007
- Private label hovers around 10%
- Figure 14: Private label sauces' and marinades' share of total sales,
FDMx, by sub-segment, 2007
- Brand Share--Wet Sauces
- Key points
- Kraft leads, for now
- Sweet Baby Ray' s is gaining on big brands
- Smaller players control more than a third of market
- Sales of wet sauces by brand
- Figure 15: FDM brand sales of wet sauces in the U.S., 2005 and 2007
- Brand Share--Dry Sauces
- Key points
- McCormick leads segment
- ACH brands decline
- Sales of dry sauces by brand
- Figure 16: FDMx brand sales of dry sauces in the U.S., 2005 and 2007
- Brand Share--Ethnic Sauces
- Key points
- Asian and Hispanic flavors are tops
- A fragmented market
- Sales of ethnic sauces by brand
- Figure 17: FDMx brand sales of ethnic sauces in the U.S., 2005 and 2007
- Innovation and Innovators
- Key points
- Consumers' desire for more healthful meals leads to new cooking sauce
products
- Convenience is a major driver for innovation
- Authenticity is also a factor
- Store brand launches keep pace with national and specialty brands
- Manufacturers respond to consumers' desire for health and convenience
- New product launches by product claims
- Figure 18: Cooking sauces new product launches, by claim, U.S., 2002-07
- Advertising and Promotion
- Overview
- Convenience
- Figure 19: Television ad for Hunt' s Manwich Original Sloppy Joe Sauce,
2007
- The power of the Internet
- Tie-ins and co-branding with other categories
- Advertising and promotion for barbecue sauces tied to spots for meat
- Household Usage
- Key points
- Asian and Hispanic households are less likely to use these products
- Figure 20: Household usage of barbecue and cooking sauces, by key
demographics, May 2006-June 2007
- Trended usage
- Figure 21: Trended usage of barbecue and seasoning sauces, and gravy and
sauce mixes, 2003-2007
- Focus on Barbecue and Seasoning Mixes
- Key points
- Types of barbecue and seasoning sauces used by households
- Figure 22: Types of barbecue and seasoning sauces used by households, by
race/Hispanic origin, May 2006-June 2007
- Barbecue and seasoning sauce brands used by households
- Figure 23: Top ten brands of barbecue and seasoning sauces used by
households, May 2006-June 2007
- Usage frequency
- Figure 24: Average number of bottles of barbecue and steak sauces used
in last 30 days, May 2006-June 2007
- Focus on Gravy and Sauce Mixes
- Key points
- Type of gravy and sauce mixes used by households
- Figure 25: Types of gravy and sauce mixes used by households, May
2006-June 2007
- Brands of gravy and sauce mixes used by households
- Figure 26: Brands of gravy and sauce mixes used by households, May
2006-June 2007
- Home Cooks
- Experience with meal preparation
- Figure 27: Cook or prepare at least half of meals for self or the
household, February 2008
- Using Marinades and Packaged Products for Cooking Sauces
- Key points
- How consumers use cooking sauces and marinades
- Figure 28: Use of marinades or seasoning mixes, February 2008
- Marinades: Types and Usage Occasions
- Key points
- Consumer preferences for marinades
- Figure 29: Types of marinades used, by age, February 2008
- Figure 30: Types of meats used with marinades, by household income,
February 2008
- Figure 31: Types of meats used with marinades, by race/Hispanic origin*,
February 2008
- The Importance of Flavors
- Key points
- Preferred flavors for marinades or sauces
- What marketers can do
- Figure 32: Preferred flavors for marinades or sauces, by age, February
2008
- Factors influencing choice of a new marinade
- Figure 33: Important attributes for choosing new marinades, by age,
February 2008
- Attitudes and Opinions Concerning Cooking
- Key points
- Attitudes and opinions
- Figure 34: Attitudes and opinions concerning cooking, by age, February
2008
- Attitudes and Opinions About Marinades
- Key points
- Attitudes and opinions
- Figure 35: Attitudes and opinions concerning marinades, by age, February
2008
- Non-Users of Seasoning Mixes
- Key points
- Incidence of non-usage
- Figure 36: Non-users of packaged seasoning mixes, by key demographics,
February 2008
- Reasons for not using
- Figure 37: Reasons for not using any packaged seasoning mixes, February
2008
- Appendix: Other Useful Tables
- Market drivers: immigrants bring new flavor notes to American food
- Figure 51: Legal immigration to the U.S., by country of origin, 2004-06
- Market drivers: International travel
- Figure 52: Number of international trips by U.S. resident travelers, by
destination, 2005-06
- Figure 53: Types of marinades used, by race/Hispanic origin*, February
2008
- Figure 54: Types of marinades used, by household income, February 2008
- Figure 55: Types of meats used with marinades, by age, February 2008
- Figure 56: Preferred flavors for marinades or sauces, by income,
February 2008
- Figure 57: Preferred flavors for marinades or sauces, by race/Hispanic
origin*, February 2008
- Figure 58: Types of marinades used, by race/Hispanic origin*, February
2008
- Figure 59: Types of marinades used, by household income, February 2008
- Figure 60: Types of meats used with marinades, by age, February 2008
- Figure 61: Preferred flavors for marinades or sauces, by household
income, February 2008
- Figure 62: Preferred flavors for marinades or sauces, by race/Hispanic
origin*, February 2008
- Appendix: Trade Associations
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