Pickles, Chutney and Relish - UK - September 2007

Table of Contents

• Issues in the MarketKey themes
• Definitions
• Scope of this report
• Market in Brief
• Market in long term decline
• Competitive pressure
• More innovation required
• Outlook for the future
• Internal Market Environment
• Key points
• Pickles piggyback on oil connoisseurship
  • Figure 1: UK retail value sales of liquid oil, 2000-07
• The star of India
  • Figure 2: Value sales of Indian foods, 2001-06
• So long sandwich?
  • Figure 3: UK retail sales of bread, by volume, 2001-06
  • Figure 4: Foods usually eaten at lunchtime, 1997-2003
• Deck the cupboards
  • Figure 5: Attitudes towards Christmas cooking/eating, November 2005
• The summer that never was
• The cheese and pickle partnership
• Broader Market Environment
• Key points
• The tide is turning
  • Figure 6: Agreement with selected lifestyle statements, 2002-06
• The changing meal structure
• Increasing meat consumption
  • Figure 7: UK retail sales of red meat, by value and volume, 2001-06
• The health debate continues
• Demographic shift affects sales adversely
  • Figure 8: Trends in UK population by age, 2002-2012
• Trading up potential
  • Figure 9: UK population by social grade, 2002-12
• Competitive Context
• Key points
• Table Sauces and Condiments
  • Figure 10: UK retail sales of table sauces, by value, 2001-06
• ' Fresh' -- every pickle' s nemesis
  • Figure 11: Market size and forecast of fresh fruit and vegetables, by value, 2001-06
• The fresh pickle -- a way forward
• Strengths and Weaknesses
• Strengths
• Weaknesses
• Market Size and Forecast
• Key points
• A market in decline
  • Figure 12: UK retail sales of pickles, chutney and relish, by value, 2002-07
• Market dominated by sour pickles
  • Figure 13: UK retail sales of pickles, chutney and relish by sector, 2003-07
• Forecast
• Market base strong
  • Figure 14: Future UK sales of pickles, chutney and relish at current and 2007 prices
• Ageing popularity
• Chutneys lead growth
• Versatility needs to be marketed
• Segment Performance
• Key points
• Sour pickles market remains flat
  • Figure 15: UK retail sales of sour pickles, by value, 2002-07
• Beet it
• Sweet pickle sector in decline
  • Figure 16: UK retail sales of sweet pickles, by value, 2002-07
• Culinary adventurism reverses downward trend in chutney
  • Figure 17: UK retail sales of chutney, by value, 2002-07
• Relish the opportunity
  • Figure 18: UK retail sales of relish, by value, 2002-07
• Market Share
• Key Points
• Brand shares static
  • Figure 19: Brand shares in sour pickles, by value, 2003, 2005, and 2007
• Branston continues to dominate sweet pickle share
  • Figure 20: Brand shares in sweet pickle, by value, 2003, 2005, and 2007
• Chutney growth from flavour demand
  • Figure 21: Brand shares in mango chutney, by value, 2003, 2005, and 2007
• Branston relishes No. 1 position
  • Figure 22: Brand shares in relish, by value 2003, 2005, and 2007
• Companies and Products
• Key points
• Company share and brands
• Premier Foods
• Branston
• Sharwoods
• Baxters
• Bennet Opie
• Bicks
• Heinz (UK)
• Geeta' s
• Patak' s
• Brand Communication and Promotion
• Key Points
• Sales unresponsive to advertising
  • Figure 23: Main monitored media advertising spend on chutneys pickles and relishes, by advertiser, 2002-06
• Communication strategy
• Channels to Market
• Key Points
• Multiple monopoly breeds category innovation
  • Figure 24: UK retail sales of pickles, chutney and relish, by outlet type and value, 2004-07
• Specialists resist the monopoly
• Own Label getting in on the premium pickle
  • Figure 25: Premium Own Label by retailer
• The Consumer -- Purchase Profile
• Key points
• Usage and frequency
  • Figure 26: Consumption of pickles, chutney and relish in the last 12 months, 2002-06
• Little and often
• Maturity is the key
• Beyond pickles
• Non-users see no relevance
• The Consumer -- Product Perception
• Key points
  • Figure 27: Which of the following factors do you consider most important when choosing pickles, chutney and relish?
• The longevity of health
• When traditional goes sour
• A glimmer on the horizon
• Organic a non-starter
• Appendix
• Consumer research
• ACORN
• Advertising data
• Abbreviations
• Internal market environment
  • Figure 30: The UK eating out market, by segment, 2001-06
• The Consumer -- Usage profile
  • Figure 31: Consumption of pickles, chutney and relish in the last 12 months, by demographic sub group, 2006
  • Figure 32: Consumption of branded and supermarket own label pickles, chutney and relish, 2006
  • Figure 33: Consumption of pickles, chutney and relish in the last 12 months, by consumption of other sauces, 2006
  • Figure 34: Household ownership of barbeques, 2002-06
  • Figure 35: Consumption of pickles, chutney and relish in the last 12 months, by agreement with selected lifestyle statements, 2006
  • Figure 36: Agreement with selected lifestyle statements, by demographic sub group, 2006
• The Consumer -- Product Profile
  • Figure 37: Which of these types of pickle, chutney or relish, if any, have you bought in the last 12 months?
  • Figure 38: Which of these types of pickle, chutney or relish, if any, have you bought in the last 12 months?
  • Figure 39: Which of these types of pickle, chutney or relish, if any, have you bought in the last 12 months?
• The Consumer -- Perceptions
  • Figure 40: Which of the following factors do you consider most important when choosing pickles, chutney and relish?
  • Figure 41: Which of the following factors do you consider most important when choosing pickles, chutney and relish?
• Repertoire of types of PCRs
  • Figure 42: Number of types of chutneys, pickles or relishes bought in the last 6 months by demographics
  • Figure 43: Number of types of chutneys, pickles or relishes bought in the last 6 months by types of pickles, chutneys or relishes bought in the last 6 months (col %)
  • Figure 44: Correlation analysis of purchase of pickles, chutney and relish, 2007
  • Figure 45: Correlation analysis of purchase of pickles, chutney and relish, by purchase influences 2007