Report: Bottled Sauces - UK - October 2008 TOC

Issues in the Market
Key themes
Definition
Market in Brief
A stagnant market
Three out of four purchases are for table sauces
New uses for sauces are the way forward
Innovation adds value
The future
Growth falters but recovers
Internal Market Environment
Key points
Cooking influences
- Figure 1: Trends for food and shopping statements, 2003-07
Reluctance to cook wanes
Shortcuts and scratch cooking
- Figure 2: Trends for food and shopping statements, 2003-07
Outdoor living positive influence
- Figure 3: Trends for owning barbecues/garden furniture, 2003-07
Health focus
Government and media shape customer attitudes
Broader Market Environment
Key points
Standing alone
- Figure 4: Changes in UK household sizes, 2003-13
Core target market shrinks
- Figure 5: Trends and projections in UK population (' 000s), by age, 2003-13
Winners and losers
Growth in ABC1s favours speciality sauces
- Figure 6: UK population, by socio-economic group, 2003-13
Competitive Context
Key points
Chutneys, sweet pickles and relishes compete with dish-specific
- Figure 7: UK sales of chutney, sweet pickles and relish compared to dish-related sauces, 2002-07
Chilled sauces may have a negative impact
- Figure 8: UK retail value sales of fresh chilled and ambient/wet cooking sauces, by type, 2001-06
Salad accompaniments -- are they a threat?
- Figure 9: Market size of salad accompaniements, by value, at current prices, 2002-07
Salad cream little threat to mayonnaise
Ready-made salad dressings little threat
Other factors
Strengths and Weaknesses in the Market
Strengths
Weaknesses
Market Size and Forecast
Key points
Growth slows for 2008
- Figure 10: UK retail sales of bottled sauces, by value, 2003-08
Heinz and Hellmann' s brands drive sales
Targeting the health-conscious is successful
The future of the market
Forecast
High inflation will restrict market growth
- Figure 11: Forecast of current value of bottled sauces market, 2003-13
- Figure 12: Forecast of real value of bottled sauces market, 2003-13
Factors used in the forecast
Segment Performance
Key points
Tomato and mayo drive growth in bottled sauces
- Figure 13: UK retail sales of bottled sauces, by sector, 2003-08
- Figure 14: Percentage of change, 2003-08 and 2007-08
Strong innovation in table sauces keeps the market buoyant
- Figure 15: UK retail sales of table sauces, by value, 2003-08
- Figure 16: UK retail sales of table sauces, by type, by value, 2003-08
Tomato drives growth through universal appeal
Worcestershire goes premium
Soy
Changes in eating habits adversely impact dish-related
- Figure 17: UK retail sales of dish-specific sauces, by value, 2003-08
- Figure 18: UK retail sales of dish-specific sauces, by type, by value, 2003-08
Culinary adventurism prevents decline of vinegar
- Figure 19: UK retail sales of vinegar, by value, 2003-08
- Figure 20: UK retail sales of vinegar, by type, by value, 2003-08
Speciality mustards save the day
- Figure 21: UK retail value sales of mustard, 2003-08
- Figure 22: UK retail value sales of mustard, by type, by value, 2003-08
Hellmann' s dominates salad accompaniments
- Figure 23: UK retail sales of mayonnaise, by value, 2003-08
Market Share
Key points
Heinz maintains steady share of tomato sauce
- Figure 24: UK retail brand shares of tomato ketchup, by value, 2003-08
Static and stable browns
- Figure 25: UK retail brand shares of brown sauce, by value, 2003-08
Hot and spicy fuels growth
- Figure 26: UK retail brand shares of barbecue and other thick sauces, by value, 2003-08
Kikkoman and Amoy head to head
- Figure 27: UK retail brand shares of soy sauce, by value, 2003-08
English Provender drives growth of smaller brands
- Figure 28: UK retail brand shares of dish-specific sauce, by value, 2003-08
Balsamics, wine and cider vinegars sustain growth
- Figure 29: UK retail brand shares of vinegar, by value, 2003-08
Speciality mustards sustain the market
- Figure 30: UK retail brand shares of mustard, by value, 2003-08
Investment keeps Hellmann' s at the top
- Figure 31: UK retail brand shares of mayonnaise, by value, 2003-08
Companies and Products
Key points
F Duerr and Sons
Costa
HJ Heinz
Kikkoman
Premier Foods
RH Amar
Nando' s
Unilever
Wilkin and Sons
Others
The English Provender Company
Greencore
Patak' s
Grace Foods UK (formerly WT Foods)
Supermarkets
Brand Communication and Promotion
Key points
Mayonnaise drives advertising spending patterns
- Figure 32: Main monitored media advertising expenditure on bottled sauces, 2004-08
- Figure 33: Main monitored media advertising expenditure on Mayonnaise, 2004-08
Hellmann' s number one advertiser
Heinz dominates spend 2005-07
How will 2008 finish?
Top brands advertised over the last three years
- Figure 34: Main monitored media spend on bottled sauces, by selected manufacturers, 2006-08
Channels to Market
Key points
Supermarkets rule
- Figure 35: UK retail sales of bottled sauces, by outlet type, 2003-08
Brands restricted in smaller locations
The Consumer -- Usage
Key points
Mayonnaise steams ahead for recruiting new consumers
- Figure 36: Trends in penetration of consumption of different types of sauces, 2003-07
Age-old traditions
- Figure 37: Users of brown sauce and other sauces, by gender, age and socio-economic group, 2007
Women love affair with mayonnaise
- Figure 38: Users of mayonnaise, by gender, age and socio-economic group, 2007
Tomato ketchup broad appeal
- Figure 39: Users of tomato ketchup, by gender, age and socio-economic group, 2007
Own-label brands are gaining share
- Figure 40: Branded versus own-label consumption of tomato ketchup, 2003-07
- Figure 41: Branded versus own-label consumption of brown sauce, 2003-07
The Consumer -- Repertoire of Bottled Sauces
Key points
Sauces kept at home
- Figure 42: Bottled sauces kept on a regular supply at home, June 2008
Older consumers have specific tastes
Social group drives different repertoire
A nation of sauce lovers
- Figure 43: Repertoire of bottled sauces that people keep a regular supply of in their home, June 2008
ABC1 families use the most
Opportunities to drive trial
- Figure 44: Cross-analysis of what other sauces are kept at home if they stock the five most popular sauces, June 2008
Appendix
Advertising data
Abbreviations
Appendix -- Internal Market Environment
- Figure 50: Trends for food and shopping statements, by demographics, 2007
- Figure 51: Trends for food and shopping statements, by demographics, 2007
- Figure 52: Ownership of barbecues/garden furniture, by demographics, 2007
Appendix -- Broader Market Environment
- Figure 53: Trends and projections in UK household size, 2003-13
- Figure 54: Trends and projections in UK population, by age group, 2003-13
- Figure 55: Trends and projections in UK population, by socio-economic group, 2003-13
Appendix -- The Consumer: Usage
- Figure 57: Trends for consumption of different types of sauces, 2003-07
- Figure 58: Brown sauce frequency of consumption, by demographics, 2007
- Figure 59: Mayonnaise frequency of consumption, by demographics, 2007
- Figure 60: Tomato ketchup frequency of consumption, by demographics, 2007
- Figure 61: Trends for branded versus own-label consumption of tomato ketchup, 2003-07
- Figure 62: Trends for branded versus own-label consumption of brown sauce, 2003-07
Appendix -- The Consumer: Repertoire of Bottled Sauces
- Figure 63: Bottled sauces kept on a regular supply at home, by demographics, June 2008
- Figure 64: Bottled sauces kept on a regular supply at home, by demographics, June 2008
- Figure 65: Bottled sauces kept on a regular supply at home, by demographics, June 2008
- Figure 66: Bottled sauces kept on a regular supply at home, by demographics, June 2008
- Figure 67: Bottled sauces kept on a regular supply at home, by demographics, June 2008
- Figure 68: Nets of bottled sauces, kept on a regular supply at home, by demographics, June 2008
- Figure 69: Repertoire of sauce usage, by types of sauces kept, June 2008
- Figure 70: Repertoire of sauce users, by demographics, June 2008

Bottled Sauces - UK - October 2008

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