Seasonings - US - March 2007

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Market at a glance
• Factors influencing change
• What consumer behavior tells us
• Category momentum
• A future with opportunities
• Market Drivers
• Ethnicity diversity impacts the menu
• Population diversity
  • Figure 1: Population by race and Hispanic origin, 2002-12
• Foreign-born population stimulates culinary shifts
• International travel cultivates interest in new cuisines
  • Figure 2: International tourist destination of American tourists*, 2004
• Mapping diversity to the menu
  • Figure 3: Leading cuisine categories of new menu items introduced Q1 2005 - Q 4 2006
• Usage of seasonings increases with household size
  • Figure 4: Household size by race and Hispanic origin of householder, 2006
  • Figure 5: Adults who use seasonings such as herbs and spices other than salt and pepper, by household size, January 2007
• The Hispanic connection
  • Figure 6: Adults who use seasonings such as herbs and spices other than salt and pepper, by race/ethnicity, January 2007
• Households with children present opportunities
  • Figure 7: Top 15 most frequently menued new items on children' s menus Q1 2005 - Q4 2006
  • Figure 8: Leading flavors on children' s menus, Q1 2005 -- Q 4 2006
• Restaurant menu items influence home seasonings
  • Figure 9: Adults who use seasonings other than salt and pepper, by gender, January 2007
  • Figure 10: Leading usage of ingredient preparation techniques in new menu item preparations, Q1 2005 -- Q4 2006
  • Figure 11: Growing momentum for use of ingredients/seasonings in new menu item preparations, 2005 and 2006
• Dining out: a two-edged sword
• Dining out dollars siphon away monies spent on food at home
  • Figure 12: Spending on food away from home, annual average spend per consumer unit, by age, 2001-05
• But dining out experience influences receptiveness to purchasing seasonings
• Restaurants and chefs run with the seasonings sword
• Fresh (and health awareness) is the new mantra
• Fresh produce, herbs and seasonings a draw at retail
  • Figure 13: Consumer attitudes toward the purchase of herbs, spices and seasonings, by gender, January 2007
• Freshness also valued in restaurant setting
  • Figure 14: Momentum for fresh and healthful marketing claims for newly menued items, Q1 2005 -- Q4 2006
• A mixed blessing for seasonings market
• Young adults more interested in cooking than people think
  • Figure 15: Degrees of cooking enthusiasm, by age, April 2006
  • Figure 16: Attitudes and opinions of cooks, by age, April 2006
• Older adults likely to cook from scratch but have unique health demands
  • Figure 17: Incidence of and interest in cooking from scratch, by age, April 2005
  • Figure 18: Mrs. Dash--watch your dinner move, 2007
• Connotations for rubs
• Market Size and Trends
  • Figure 19: Total U.S. retail sales of seasonings, at current and constant prices, 2001-06
• Market trends
  • Figure 20: Product trends and activity in the U.S. seasonings category, 2001-06
• Free-from/all natural new product launches on the rise
  • Figure 21: Trending in free-from/all natural new product launches in the seasonings category, 2001-06
• The premium movement
• Rubs and mixes also growing
• Market Segmentation
  • Figure 22: Sales of seasonings, segmented by type, 2004 and 2006
• Spice/seasoning (no salt/pepper)
  • Figure 23: Sales of spices and seasonings, at current and constant prices, 2001-06
• Dry meat/seafood/other seasoning mixes
  • Figure 24: Sales of dry meat/seafood and other seasoning mixes, at current and constant prices, 2001-06
• Salts
  • Figure 25: Sales of salt, seasoned salts, and salt substitutes, at current and constant prices, 2001-06
• Pepper
  • Figure 26: Sales of pepper at current and constant prices, 2001-06
• Extracts (flavoring and food colorings)
  • Figure 27: Sales of extracts (flavoring and food colorings), at current and constant prices, 2001-06
  • Figure 28: Use of vanilla in new menu items, Q1 2005 -- Q4 2006
• Dry sauce mixes
  • Figure 29: Sales of dry sauce mixes at current and constant prices, 2001-06
• Supply Structure
• Foreign trade
  • Figure 30: U.S. Imports of spices, by leading source country, 2004 and 2006
  • Figure 31: U.S. imports of spices, by type of spice, 2004 and 2006
• Exports
  • Figure 32: U.S. exports of spices, by leading destination country, 2004 and 2006
  • Figure 33: U.S. exports of spices, by type of spice, 2004 and 2006
• FDM sales by manufacturer and brand
  • Figure 34: Manufacturer FDM sales of seasonings in all categories in the U.S., 2005 and 2006
• Spices/seasonings (no salt/pepper)
  • Figure 35: Manufacturer brand FDM sales of spices/seasonings (no salt/pepper) in the U.S., 2005 and 2006
• Dry meat/seafood seasoning
  • Figure 36: Manufacturer brand FDM sales of dry meat/seafood seasoning in the U.S., 2005 and 2006
• Salt, seasoned salts and salt substitutes
  • Figure 37: Manufacturer brand FDM sales of salt, seasoned salts, and salt substitutes in the U.S., 2005 and 2006
• Pepper
  • Figure 38: Manufacturer brand FDM sales of pepper in the U.S., 2005 and 2006
• Extracts (flavoring and food colorings)
  • Figure 39: Manufacturer brand FDM sales of extracts (flavoring and food colorings) in the U.S., 2005 and 2006
• Dry sauce mixes
  • Figure 40: Manufacturer brand FDM sales of dry sauce mixes in the U.S., 2005 and 2006
• Major companies
• McCormick & Company
• Unilever Bestfoods
• ACH Food Companies, Inc. (division of Associated British Foods)
• Morton Salt (Rohm and Haas Company)
• Frontier Natural Products
• Advertising and Promotion
• McCormick & Co.
• ACH Food Companies, Inc. (division of Associated British Foods)
  • Figure 41: Spice Islands-- How to add a little Latino magic, 2007
• Morton Salt (Rohm and Haas Company)
• Frontier Natural Products
• Retail Distribution
• Introduction
  • Figure 42: U.S. retail sales of seasonings, by channel, 2004 and 2006
• Declining resources for the seasonings category
• Supermarkets
  • Figure 43: U.S. supermarket sales of seasonings, at current and constant prices, 2001-06
• Mass merchandisers and other channels
  • Figure 44: U.S. mass merchandiser and other sales of seasonings, at current and constant prices, 2001-06
• Traditional mass merchandisers
  • Figure 45: Where Americans shopped for food and groceries in the past three months, 2006
• Supercenters and superstores
• Warehouse clubs
• Specialty stores--natural and organic retailers
• Drug stores
  • Figure 46: U.S. drug store sales of seasonings, at current and constant prices, 2000-05
• The Consumer: Usage of Seasonings
• Introduction
• Summary
• Usage of seasonings
• Seasonings and blends/rubs
• Specific seasonings usage trends: traditional versus emerging
• Who uses herbs and spices
  • Figure 47: Use of seasonings such as herbs and spices other than salt and pepper, by gender, January 2007
  • Figure 48: Use of seasonings such as herbs and spices other than salt and pepper, by size of household, January 2007
  • Figure 49: Use of seasonings such as herbs and spices other than salt and pepper, race/ethnicity, January 2007
• Herbs, spices, blends or rubs used in past month
  • Figure 50: Spices, herbs, blends or rubs used in the last month, January 2007
• Specific seasonings usage trends: traditional versus emerging
• Traditional seasonings
  • Figure 51: Trends in the use of popular herbs and spices over the past year, January 2007
• Emerging or growing seasonings
  • Figure 52: Trends in the use of emerging/growing seasoning/culinary ingredients over the past year, January 2007
• The Consumer: Seasonings Purchase Rationales
• Introduction
• Summary
• Seasonings purchase rationales
  • Figure 53: Attitudes toward the purchase of herbs, spices and seasonings, by gender, January 2007
  • Figure 54: Attitudes towards the purchase of herbs, spices and seasonings, by age, January 2007
• Additional observations: income, presence of children, and race/ethnicity
• Household income
• Summarizing observations about consumer attitudes
• The Consumer: Factors Influencing Decision to Try New Seasoning
• Introduction
• Summary
• Factors influencing decision to try new seasoning
  • Figure 55: Factors influencing decision to try a new herb, spice or seasoning blend in the past year, by gender, January 2007
  • Figure 56: Influencing decision to try a new herb, spice or seasoning blend in the past year, by age, January 2007
  • Figure 57: Influencing decision to try a new herb, spice or seasoning blend in the past year, by household income, January 2007
  • Figure 58: Influencing decision to try a new herb, spice or seasoning blend in the past year, by race/ethnicity, January 2007
• The Consumer: Restaurant Influence
• Introduction
• Summary
• Restaurant influence
  • Figure 59: Influence of meals containing seasonings consumed in the restaurant setting on new meals consumed at home, by age, January 2007
  • Figure 60: Influence of meals containing seasonings consumed in the restaurant setting on new meals consumed at home, by race/ethnicity, January 2007
  • Figure 61: Types of restaurants patronized, by race/ethnicity, March 2006
• The Consumer: Putting "Fresh" into Perspective
• Introduction
• Summary
• Putting "fresh" into perspective
  • Figure 62: Attitudes toward the purchase of herbs, spices and seasonings, January 2007
  • Figure 63: what motivates consumers to purchase and use fresh herbs over dried herbs and spices, by gender, January 2007
• Deeper insights into the influence of "fresh" on seasoning purchases
  • Figure 64: Source of fresh herbs, by gender, January 2007
  • Figure 65: Source of fresh herbs, by age, January 2007
  • Figure 66: Source of fresh herbs, by household income, January 2007
• Future and Forecast
• Future trends
• Effortless flavor
• Upscale packaging for product differentiation
• Seasonings on the move
  • Figure 67: Goya-- How to add a little Latino magic, 2007
• The cocktail market opportunity
• Population diversity
  • Figure 68: Population by race and Hispanic origin, 2002-12
• Market forecast
• Seasonings
  • Figure 69: Forecast of total U.S. sales of seasonings, at current and constant prices, 2006-11
• Seasonings segment
  • Figure 70: Forecast of U.S. sales of the seasonings segment, at current and constant prices, 2006-11
• Spices and seasonings
  • Figure 71: Forecast of U.S. sales of spices and seasonings, at current and constant prices, 2006-11
• Dry meat, seafood, and other seasoning mixes
  • Figure 72: Forecast of U.S. sales of dry meat, seafood, and other seasoning mixes, at current and constant prices, 2006-11
• Salt, seasoned salts, and salt substitutes
  • Figure 73: Forecast of U.S. sales of salt, seasoned salts, and salt substitutes, at current and constant prices, 2006-11
• Pepper
  • Figure 74: Forecast of U.S. sales of pepper, at current and constant prices, 2006-11
• Sauce mixes, extracts, and flavoring segment
  • Figure 75: Forecast of U.S. sales of the sauce mixes, extracts, and flavoring segment, at current and constant prices, 2006-11
• Forecast factors
• Appendix: Trade Associations