Abstract
This market is estimated to be worth £474 million in 2008, which reflects slowing growth (1.5%) from the previous years. Table sauces and mayonnaise account for three quarters of the market.
Heinz dominates the market in the table sauce sector and Hellmann' s in the mayonnaise. Both invest heavily to prevent any devaluation of their brands.
Naturalness, shored up by the ‘you are what you eat' mantra, is the keystone of success, with most products now additive-free.
Long term, there is great potential due to the rise in shortcut cooking plus scratch cooking is becoming increasingly embedded in the British culture.
A threat looms on the horizon with the supermarkets that are rapidly launching new products and positioning themselves to take on the manufacturer brands.
Key report themes:
- The battle between own-label and manufacturer brands.
- The impact of health and nutritional value on consumer choice.
- The positive influence of rising cooking skills on the extension of usage of bottled sauces.
- The dominance of tomato ketchup and mayonnaise in the market and how they dictate the fortunes of the overall category.
- The role of premiumisation in shaping the future of the category.
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