Cooking Sauces - UK

• The impact of health and what this means in terms of consumer behaviour beyond the ingredient label.
• How the premium sector is posed to tackle takeaways as the economic downturn hits.
• Trends in carbohydrates, proteins and cuisines - how shopper choices will shape the category.
• The changed demands of promotion and advertising strategies as cash-strapped consumers tighten their belts.
• Population shifts with the challenges and opportunities this brings to cooking sauces.

ISSUES IN THE MARKET

Key themes

Definitions

Abbreviations

Advertising data

MARKET IN BRIEF

Buoyant sales

Chilled going cold

In or over

Asian shunned

NPD activity

Strong potential for kit packs

What lies ahead?

INTERNAL MARKET ENVIRONMENT

Key points

Carb trends

Figure 1: UK retail value sales of carbohydrates, 2008 and % change 2003-08

Fish and two veg?

Figure 2: Quantities of selected foods purchased by UK households, in grammes per person per week, 2006 and % change 2003/04-06

Taking control

Figure 3: Trends for health/food lifestyle statements, 2003-07

Moorish next?

Figure 4: Ethnic foods eaten nowadays, February 2007

Figure 5: Holiday destinations by UK residents, 2007

BROADER MARKET ENVIRONMENT

Key points

COMPETITIVE CONTEXT

Key points

Figure 6: UK value sales of chilled and frozen ready meals, ready-to-cook foods and takeaways, 2003-07

READY MEALS

Done for you

Figure 7: UK retail value sales of chilled and frozen ready meals, by recipe type, 2008

READY TO COOK

The kit pack

TAKEAWAYS

Crunch time for eating out

Italian unites

Figure 8: UK value sales of takeaway meals, by type, 2007

STRENGTHS AND WEAKNESSES IN THE MARKET

Strengths

Weaknesses

MARKET SIZE AND FORECAST

Key points

Buoyant and dynamic

Figure 9: UK retail value sales and forecast of cooking sauces, 2003-13

THE FUTURE OF THE MARKET

Do it your way

Contemporary Thai

Premium takes off, hitting take-out

High inflation will restrict real growth

Factors used in the forecast

SEGMENT PERFORMANCE

Key points

Shape unchanged

Figure 10: UK retail value sales of cooking sauces, by type, 2006-08

Cooking styles revealed

Figure 11: UK retail value sales of cooking sauces, % by format, 2008

Figure 12: UK retail value sales of cooking sauces, by format, 2008

Growth through loyalty?

Figure 13: UK retail value sales and forecast of ambient/wet cooking sauces, 2003-13

Cuisines highlight trends

Figure 14: UK retail value sales of ambient wet cooking sauces, by flavour, 2006-08

The Asian problem

Dry credentials

Figure 15: UK retail value sales and forecast of dry cooking sauces, 2003-13

Chilled shelf life a problem?

Figure 16: UK retail value sales and forecast of fresh chilled cooking sauces, 2003-13

Figure 17: UK retail value sales of fresh cooking sauces, by type, 2006-08

MARKET SHARE

Key points

Deep pockets ensure success

Figure 18: Manufacturers’ shares in UK cooking sauces, 2006-08

A problem in Asia?

Figure 19: Manufacturers’ share of market value and advertising spend in the cooking sauce market, 2008

Figure 20: Brand shares in cooking sauces, 2006-08

Own-label

COMPANIES AND PRODUCTS

Key points

AB World Foods Limited

Blue Dragon

Figure 21: Main monitored media advertising expenditure on cooking sauces by Blue Dragon, 2004-08

Patak’s

Figure 22: Main monitored media advertising expenditure on cooking sauces by Patak’s, 2004-08

HJ Heinz Ltd

Amoy

Figure 23: Main monitored media advertising expenditure on cooking sauces by Amoy, 2004-08

McCormick & Company Ltd

Figure 24: Main monitored media advertising expenditure on cooking sauces by Schwartz, 2004-08

Mars UK Ltd

Figure 25: Main monitored media advertising expenditure on cooking sauces by Mars, 2004-08

Premier Foods plc

Figure 26: Main monitored media advertising expenditure on cooking sauces by Premier Foods, 2004-08

Sacla UK Ltd

Figure 27: Main monitored media advertising expenditure on cooking sauces by Sacla, 2004-08

Unilever plc

Figure 28: Main monitored media advertising expenditure on cooking sauces by Unilever, 2004-08

OTHER SUPPLIERS

Discovery Foods

General Mills

Greencore Group Ltd

Pasta Reale

Princes Ltd

BRAND COMMUNICATION AND PROMOTION

Key points

Promotional peak in 2006

Figure 29: Main monitored advertising expenditure on cooking sauces and A/S ratio, 2004-07

TV hits the button

Figure 30: Main monitored media advertising expenditure on cooking sauces, by media type, 2004-08

Two giants compete

Figure 31: Main monitored media spend on cooking sauces, by selected companies, 2004-08

Advertising approaches fall into two clear strategies

Online presence

CHANNELS TO MARKET

Key points

Figure 32: UK retail value sales of cooking sauces, by outlet type, 2004-08

Independents fight back

Winners and losers

Waste perceptions affect promotions

Category segments

THE CONSUMER - USAGE

Key points

Figure 33: Trends for usage of cooking sauces in the past 12 months, 2005-07

Pasta sauces work for families, but how to reach pensioners?

Figure 34: Trends for frequency of using any cooking sauces, 2005-07

Household size remains strong predictor of heavy usage

Figure 35: Most valuable consumers for cooking sauces, by household size, 2008

Working people have less time to cook

Figure 36: Most valuable consumers for cooking sauces, by working status, 2008

Reach less frequent users with smaller packs

Premium possibilities

Targeting younger consumers with noodles and casseroles

Favourite recipes

Figure 37: Usage of cooking sauces, by recipe type, 2003-07

Glass less wasteful

Figure 38: Use of cooking sauces (excluding pasta sauces), by packaging, 2007 and 2008

APPENDIX: BROADER MARKET ENVIRONMENT

Figure 39: UK population, by socio-economic group, 2003-13

Figure 40: Trends in the age structure of the UK population, by gender, 2003-13

Figure 41: UK household sizes, 2003-13

Figure 42: Working population, by gender, 2003-13

APPENDIX: BRAND COMMUNICATION AND PROMOTION

Figure 43: Main monitored media advertising expenditure on cooking sauces, by media type, 2004-08

APPENDIX: THE CONSUMER - USAGE: DETAILED DEMOGRAPHICS

Figure 44: Usage of cooking sauces in the past 12 months, by type, by demographic sub-group, 2007

Figure 45: Frequency of using of cooking sauces (including pasta sauces), by demographic sub-group, 2007

Figure 46: Dishes used for cooking sauces, by demographic sub-group, 2007

APPENDIX: RESEARCH METHODOLOGY