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MP15123

MAPS CONDIMENTS & SAUCES : UK JANUARY 2003

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This report covers: table sauces, salad accompaniments, pickles, chutneys, relishes, dish-specific sauces. salt & Pepper, Vinegar, mustard, marinades,meal eating habits, seasonal influences, barbecues, growth of pre-packed salads, own-label activity,Tomatoe Ketchup, Brown Sauce, Barbecue, thick sauces, Worcestershire Sauce, Soy Sauce, sweet pickles, sour pickles,

Companies covered include: Baxters of Speyside, Uniq, Rayner Food Group, RHM Foods, RH Amar, G. Costa & Co., Masic Foods, Lion Foods,

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Table of Contents
Executive Summary
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TABLE OF CONTENTS

Executive Summary	1
1. Introduction
THE FOCUS	4
DEFINITIONS	4
Table Sauces	4
Salad Accompaniments	4
Pickles, Chutneysand Relishes	5
Dish-Specific Sauces	5
Salt and Pepper	5
Vinegar	5
Mustard	5
Marinades	5
2. Strategic Overview
KEY ISSUES	6
Extending UsageOccasions	6
Diversity Fuelling Growth	6
Meal-Eating Habits	7
Seasonal Influences	8
Barbecues	8
Growth of PrepackedSalads	9
Own-Label Activity	9
MARKET TRENDS AND SEGMENTATION	9
Table 1: The Condiments and Sauces Market by Value by ProductType (£m at rsp and percent), 1998-2002	10
3. Table Sauces
MARKET TRENDS AND SEGMENTATION	11
Overview	11
Table 2: The Table Sauces Market by Retail Sales by Product Type (£m at rsp and percent), 1998-2002	11
Tomato Ketchup	12
Table 3: Extent of Preferencefor Sauces in Plastic Bottles ( percent of respondents), 2002	13
Brown Sauce	15
Barbecue and OtherThick Sauces	15
Table 4: The Barbecue and Other Thick Sauces Market by Value and Volume by Type (£m at rsp,000 tonnes and percent), 1998-2002	16
Worcestershire Sauce	17
Soy and Other IngredientSauces	17
SUPPLIERS AND BRANDSHARES	18
Tomato Ketchup	18
Table 5: The Tomato Ketchup Market by Value by Brand Share (£m at rsp and percent), 2000 and 2001	18
Brown Sauce	18
Table 6: The Brown Sauce Market by Value by Brand Share(£m at rsp and percent), 2000 and 2001	19
Barbecue Sauce	19
Table 7: The Barbecue Sauce Market by Value by Brand Share (£m at rsp and percent), 2000 and 2001	20
Worcestershire Sauce	20
Soy and Other Thin Sauces	20
Table 8: The Soy Sauce Market by Value by Brand Share (£m at rsp and percent), 2001 and 2002	21
CONSUMER DYNAMICS	22
Incidence of Usage	22
Table 9: Penetration of Tomato Ketchup and Other Table Sauces( percent of adults), 2002	22
Table 10: Tomato Ketchup Usersby Sex, Age, Social Grade and Region( percent of adults), 2002	23
Table 11: Brown and Other Sauce Users by Sex, Age, Social Gradeand Region( percent of adults), 2002	25
Usage Patternsand Attitudes	26
S2: “For most hot meals I have at home, I use table sauces such as tomato ketchup or brown sauce.”	26
S3: “My children have tomato ketchup with their meals moreoften than I do.”	26
Table 12: Usage Preferences
Relating to Table Sauces ( percent of respondents), 2002	27
S4: “I have bacon and eggs for breakfast at least once a week.”	29
S5: “I sometimes use soy sauceas an ingredientin cooking.”	29
Table 13: Preferences Relatingto Cooked Breakfasts and to Soy Sauce ( percent of respondents),2002	30
S6: ”I buy barbecue sauces throughout the year.”	32
S7: ”I sometimes use barbecuesauces as an ingredientin cooking.”	32
Table 14: Usage Preferences Relating to Barbecue Sauces( percent of respondents), 2002	33
ADVERTISING AND PROMOTION	35
Table 15: Main Media Advertising Expenditure on Table Saucesby Brand (£000), Years Ending September 2001 and 2002	36
DISTRIBUTION	37
Table 16: Table Sauces MarketShare by Retailer by Value ( percent), Year Ending 31st October2002	37
4. Salad Accompaniments
MARKET TRENDS AND SEGMENTATION	38
Overview	38
Table 17: The Salad Accompaniments Market by Value by Product Type (£m at rsp and percent),
1998-2002	38
Mayonnaise	39
Table 18: The Mayonnaise Marketby Type by Share of Value and Volume ( percent), 2000
and 2001	40
Salad Cream	40
Salad Dressings	41
Table 19: The Salad DressingsMarket by Value by Broad Product Type (£m at rsp and percent), 2001 and 2002	41
Table 20: The Salad DressingsMarket by Type by Share ofValue and Volume ( percent), 2000and 2001	43
SUPPLIERS AND BRANDSHARES	44
Mayonnaise	44
Table 21: The Mayonnaise Marketby Value by Brand Share(£m at rsp and percent), 2001 and 2002	44
Salad Cream	44
Table 22: The Salad Cream Market by Value by Brand Share (£m at rspand percent), 2001 and 2002	45
Salad Dressings	45
Table 23: The Salad DressingsMarket by Value by Brand Share(£m at rsp and percent), 2001 and 2002	46
CONSUMER DYNAMICS	46
Incidence of Usage	46
Table 24: Penetration of Salad Cream and Mayonnaise ( percent of adults), 2002	47
Table 25: Salad Cream and Mayonnaise Users by Sex, Age, Social Grade and Region( percent of adults), 2002	47
Usage Patternsand Attitudes	49
S8: ”I am buying more saladsthan I did 2 years ago.”	49
S9: ”I rarely eat saladat home.”	49
Table 26: Usage PreferencesTowards Salads ( percent of respondents), 2002	50
S10: “Most of the time I use salad cream at home it is for snackssuch as sandwiches.”	52
S11: “I normally prefer to have
low-calorie varieties of salad accompaniments.”	52
Table 27: Usage PreferencesRelating to Salad Accompaniments ( percent of respondents), 2002	53
ADVERTISINGAND PROMOTION	55
Table 28: Main Media Advertising Expenditure on Salad Accompaniments by Brand(£000), Years Ending September2001 and 2002	55
DISTRIBUTION	56
Table 29: Salad Accompaniment Market Share by Retailer ( percent), 1999-2001	56
5. Pickles, Chutneys and Relishes
MARKET TRENDS AND SEGMENTATION	58
Overview	58
Table 30: The Pickles, Chutneyand Relishes Market by Value by Product Type(£m at rsp and percent),
1998-2002	59
Sour Pickles	59
Table 31: The Sour Pickles Market by Value by Type(£m at rsp and percent), 2001and 2002	60
Sweet Pickles	60
Chutney	61
Relishes	61
SUPPLIERS AND BRANDSHARES	62
Sour Pickles	62
Table 32: The Sour PicklesMarket by Value by Brand Share (£m at rsp and percent), 2001
and 2002	63
Sweet Pickles	63
Table 33: The Sweet Pickles Market by Value by Brand Share (£m at rsp and percent), 2002	64
Chutney	64
Table 34: The Mango ChutneyMarket by Value by Brand Share (£m at rsp and percent), 2001 and 2002	65
Table 35: The Fruit ChutneyMarket by Value by Brand Share(£m at rsp and percent), 2001and 2002	66
Relishes	66
Table 36: The Relishes Market by Value by Brand Share (£m at rsp and percent), 2001 and 2002	67
CONSUMER DYNAMICS	67
Incidence of Usage	67
Table 37: Penetration of Pickles, Chutney and Relish ( percent of adults), 2002	68
Table 38: Pickles, Chutneyand Relish Users by Sex, Age, Social Grade and Region ( percent of adults), 2002	69
Usage Patternsand Attitudes	70
S12: ”I mainly use sweet pickles e.g. Branston aroundChristmas time”	70
S13: ”I sometimes use sweet pickles when I am makingsandwiches”	70
Table 39: Usage Preferences Relating to Sweet Pickles ( percent of respondents), 2002	71
ADVERTISINGAND PROMOTION	73
Table 40: Main Media Advertising Expenditure on Pickles, Chutney and Relishes by Brand (£000), Years Ending September 2001 and 2002	74
DISTRIBUTION	74
Table 41: Sweet and Sour Pickles Market Share by Value by Retailer ( percent), Year Ending September 2002	75
6. Dish-Specific Sauces
MARKET TRENDS AND SEGMENTATION	76
Overview	76
Table 42: The Dish-Specific Sauces Market by Value by Product Type (£m at rsp and percent), 1998-2002	78
SUPPLIERS AND BRANDSHARES	79
Table 43: The Dish-Specific Sauces Market by Value by Brand Share (£m at rsp and percent),
2001 and 2002	79
CONSUMER DYNAMICS	80
Incidence of Usage	80
Usage Patterns and Attitudes	80
S14: ”I normally have a roast dinner with meat or chicken and two vegetables on Saturdayor Sunday”	80
Table 44: Incidence of Having Roast Dinner with Meat or Chickenand Two Vegetables at theWeekend ( percent of respondents), 2002	81
ADVERTISINGAND PROMOTION	83
DISTRIBUTION	83
Table 45: Dish-Specific Sauces Market Share by Value by Retailer
( percent), 2001 and 2002	83
7. Salt and Pepper
MARKET TRENDS
AND SEGMENTATION	85
Salt	85
Table 46: The Salt Marketby Value by Product Type (£m at rsp and percent), 1998-2002	86
Pepper	86
Table 47: The Pepper Marketby Value by Product Type (£m at rsp and percent), 1998-2002	87
SUPPLIERS AND BRANDSHARES	87
Salt	87
Table 48: The Salt Marketby Value by Brand Share(£m at rsp and percent), 2002	88
Pepper	88
Table 49: The Pepper Market by Value by Brand Share (£m at rsp and percent), 2001 and 2002	89
CONSUMER DYNAMICS	89
ADVERTISINGAND PROMOTION	90
DISTRIBUTION	91
8. Vinegar
MARKET TRENDS AND SEGMENTATION	92
Overview	92
Table 50: The Vinegar Marketby Value by Product Type (£mat rsp and percent), 1998-2002	92
SUPPLIERS AND BRANDSHARES	94
Table 51: The Vinegar Market by Value by Brand Share (£m at rspand percent), 2001 and 2002	94
CONSUMER DYNAMICS	95
ADVERTISINGAND PROMOTION	95
DISTRIBUTION	95
Table 52: Vinegar Sales Market Share by Individual Retailer by Value and Volume ( percent), 2001	96
9. Mustard
MARKET TRENDS AND SEGMENTATION	97
Table 53: The Mustard Market by Value by Product Type (£m at rspand percent), 1998-2002	97
Table 54: The Mustard Market by Value by Type (£m at rsp and percent), Year Ending 31st October2002	98
SUPPLIERS AND BRANDSHARES	99
Table 55: The Mustard Market by Value by Brand Share (£m at rspand percent), 2001 and 2002	99
CONSUMER DYNAMICS	100
ADVERTISINGAND PROMOTION	100
10. Marinades
MARKET TRENDS AND SEGMENTATION	101
Table 56: The Marinades Market by Value (£m at rsp and percent), 1998-2002	101
SUPPLIERS AND BRANDSHARES	102
Table 57: The Marinades Market by Value by Brand Share (£m at rsp and percent), Years Ending 5th October 2001 and 2002	103
CONSUMER DYNAMICS	104
ADVERTISINGAND PROMOTION	104
DISTRIBUTION	104
11. An International Perspective
INTRODUCTION	105
FRANCE	105
Table 58: The Condiments and Sauces Market in France by Value by Product Type (em), 2000 and 2001	105
Table 59: Selected Sauce Sectorsin France by Value by Brand Share ( percent), 2001	106
Table 60: The Vinegar Market in France by Market Share by Valueand Volume ( percent), 2001	107
SPAIN	107
Table 61: The Condiments and Sauces Market in Spain by Sector by Value and Volume (em and tonnes),2000 and 2001	108
THE US	109
12. Economic and Social Analysis
ECONOMIC FACTORS	111
Personal Disposable Income	111
Table 62: Main Economic Indicators (£bn and percent), 1997-2004	111
SOCIAL FACTORS	112
The Influence of Children	112
Ageing Population	113
13. Consumer Dynamics
NOP RESEARCH	114
Table 63: Summary of NOP Research ( percent of respondents), July 2002	115
S1: “I normally prefer to buy sauces such as tomato ketchup in plastic bottles.”	116
Table 64: Extent of Preference for Sauces in Plastic Bottles ( percent of respondents), 2002	117
S2: “For most hot meals I have at home, I use table sauces such as tomato ketchupor brown sauce.”	119
S3: “My children have tomato ketchup with their meals more often than I do.”	119
Table 65: Usage Preferences Relating to Table Sauces ( percent of respondents), 2002	120
S4: “I have bacon and eggs for breakfast at least oncea week.”	122
S5: “I sometimes use soy sauce as an ingredient in cooking.”	122
Table 66: Usage Preferences Relating to Cooked Breakfasts and to Soy Sauce ( percent of respondents), 2002	123
S6: ”I buy barbecue sauces throughout the year.”	125
S7: ”I sometimes use barbecue sauces as an ingredientin cooking.”	125
Table 67: Usage Preferences Relating to Barbecue Sauces ( percent of respondents), 2002	126
S8: ”I am buying more salads than I did 2 years ago.”	128
S9: ”I rarely eat salad at home.”	128
Table 68: Usage Preferences Relating to Salads ( percent of respondents), 2002	129
S10: “Most of the time I use salad cream at home it is for snackssuch as sandwiches.”	131
S11: “I normally prefer to havelow-calorie varieties of salad accompaniments.”	131
Table 69: Usage Preferences Relating to Salad Accompaniments( percent of respondents), 2002	132
S12: ”I mainly use sweet pickles e.g. Branstonaround Christmas time”	134
S13: ”I sometimes use sweet pickles when I am making sandwiches”	134
S14: ”I normally have a roast dinner with meat or chicken and two vegetables on Saturdayor Sunday.”	134
Table 70: Usage Preferences Relating to Sweet Pickles ( percent of respondents), 2002	135
Table 71: Usage Preferences Relating to Roast Dinner ( percent of respondents), 2002	137
14. Supplier Profiles
HJ HEINZ GROUP	139
Overview of Activities	139
Profitability	139
Table 72: Global Financial Resultsfor HJ Heinz Group ($m and number), Years Ending 31st May1998-2002	139
Sectors	140
Tomato Ketchup	140
Barbecue and Other TableSauces	141
Salad Accompaniments	141
Pickles	141
UNILEVER BESTFOODS	142
Overview of Activities	142
Profitability	143
Table 73: Global Financial Resultsfor Unilever Bestfoods (em and number), Years Ending 31st
December 1998-2001	143
Sectors	144
Salad Accompaniments	144
Mustard	145
PREMIER FOODS	146
Overview of Activities	146
Profitability	146
Sectors	146
Sweet Pickles	146
Sour Pickles	147
Salad Accompaniments	147
Vinegar	147
KRAFt FOODSINCORPORATED	148
Overview of Activities	148
Profitability	148
Table 74: Global Financial Resultsfor Kraft Foods Inc. ($m and number),Years Ending 31st December 1998-2001	148
Sectors	149
Salad Accompaniments	149
HP FOODS (DANONE)	150
Overview of Activities	150
Profitability	150
Table 75: Global Financial Results for Danone (em), Years Ending 31st December 1998-2001	150
Sectors	151
Brown Sauce	151
Tomato Ketchup	151
Worcestershire Sauce	152
Other Table Sauces	152
HAZLEWOOD FOODS(GREENCORE GROUP)	152
Overview of Activities	152
Profitability	153
Table 76: Global Financial Results for Greencore Group (em and number), Years Ending 28th September 1998-2001	153
Sectors	154
Condiments and Sauces	154
JENKS SALES BROKERS (MCCORMICK [UK] LTD)	155
Overview of Activities	155
Profitability	155
Table 77: Global Financial Resultsfor McCormick & Company Inc. ($m and number), Years Ending 30th November 1998-2001	155
Sectors	156
Relishes	156
Barbecue Sauces	156
Dish-Specific CranberrySauce	157
Soy Sauce	157
Salt	157
Pepper	158
BAXTERS OF SPEYSIDE
Ltd	158
Overview of Activities/Profitability	158
UNIQ PLC	159
Overview of Activities	159
Profitability	159
Table 78: Global Financial Resultsfor Uniq PLC (£m and number), Years Ending 31st March 1998-2002	160
Sectors	160
Condiments and Sauces	160
RAYNER FOOD GROUP	161
Overview of Activities	161
OTHERS	161
RHM Foods	161
RH Amar	162
G. Costa & Co.	162
Masic Foods
International	162
Lion Foods	163
15. The Future
FORECASTS	164
Table 79: The Forecast Condiments and Sauces Market by Valueby Product Type at Current Prices(£m at rsp and percent), 2003-2007	164
EXTENDING USAGE	165
SECTOR DEVELOPMENTS	166
Table Sauces	166
Salad Accompaniments	166
Pickles, Chutneyand Relishes	166
Dish-Specific Sauce	167
Salt and Pepper	167
Vinegar	167
Mustard	167
Marinades	167
16. Further Sources
Publications	168
General Sources	168
Bonnier InformationSources	169
Other Sources	170
Understanding TGI Data
Number, Profile, Penetration	172
Social Grade	173
Standard Region	173

EXECUTIVE SUMMARY

Despite recent changes in meal-eating habits, it appears that the condiment and sauces market has survived well. Over the 1998 to 2002 period, overall sector growth was 17.9 percent. Modest, but steady, year-on-year growth accelerated, with an increase of 5.9 percent in 2001, and an estimated 4.9 percent in 2002, resulting in estimated overall sales of £719.4m in 2002. However, this should not disguise competitive pressures, such as everyday low pricing.

The accelerated rate of growth is due largely to substantial marketing initiatives by some of the major players. Not only did the relaunch of Heinz Salad Cream inject some growth, albeit temporarily, into what was a declining sector, but some of the most traditional products and brands have also seen range extensions. Examples include limited editions — such as Heinz Green Ketchup, Heinz Eazy Squirt Tomato Ketchup and Branston Smooth Pickle — and an ever-increasing range of pourable salad dressings. More exotic flavour variants of well-established products have contributed to renewed interest and growth.

Extending usage occasions continues to be a central dynamic of this market. There are several instances of this, such as tapping into the 1.4 billion meal occasions on which children still do not use sauces. Other examples are promoting products such as Worcestershire sauce more as an accompaniment with snack items such as cheese on toast, all-round usage of barbecue sauces and greater usage of soy sauces and marinades as cooking ingredients (and not just as accompaniments.

Variations of existing products have become far more common over the past 2 years; for example, adding a twist to mayonnaise, such as Benedicta launching mayonnaise with a hint of Dijon mustard. The extension of table sauce ranges to include more ethnic and spicy flavours has increased choice, as has the addition of organic and jelly variants of mint and cranberry sauces.

Encouraging all-round usage is seen as an important contributor to sales growth. A number of condiments and sauce products are heavily dependent upon the Christmas season. To counter this, manufacturers are working towards more versatile products, while trying to encourage more usage occasions.

Barbecuing is also a seasonal event to some extent. Apart from barbecue sauces, marinades, relishes, pickles and even mustards are increasingly being used for barbecues. There has been much cross-promotion of these ranges with host barbecue products and foods.

In terms of the split by product type, table sauces constitute the largest single sector of the condiments and sauces market as defined by this report, followed by salad accompaniments, and then pickles, chutneys and relishes. The other sectors in order of importance are dish-specific sauces (e.g. apple, mint, cranberry), salt and pepper, vinegar, mustard and marinades.

In terms of consumer dynamics, according to The Grocer magazine, 98 percent of households have purchased a sauce or condiment in the year. The incidence of adults using table sauces is particularly high. As many as 80.3 percent of adults use tomato ketchup, 29.9 percent use it two or three times a week, and 13.6 percent of 15 to 19 year-olds use it at least once a day.

In terms of sales, tomato ketchup is by far the largest segment in the table sauce sector. Recent sales growth has been stimulated by the launch of new varieties and substantial marketing support from Heinz. Brown sauce sales have recently shown some sales growth following years of remaining static. Barbecue sauces have been a key area of growth, albeit from a far smaller base. Sales of soy sauce have benefited from more adventurous cooking, especially due to Chinese cooking becoming more widespread. There is also the aim of encouraging consumers to incorporate this type of product into Western-style cooking. Heinz and Danone-owned HP Foods are the key players in table sauces.

In 2000, salad accompaniments experienced an accelerated rate of growth, due largely to a greater rate of increase in salad cream sales following the relaunch of Heinz Salad Cream. However, by October 2002, it was clear that sales of salad cream were in decline following the upward trend of the previous 2 years.

The largest rate of growth in salad accompaniments has come from salad dressings, which is estimated to have grown by 42.6 percent between 1998 and 2002. Premium ranges of salad dressings are being introduced alongside standard products. In the diverse salad dressings sector, Thousand Island flavour has the largest single share, accounting for 18.1 percent of packs sold in 2001, slightly losing share to other flavours, such as French dressing, Caesar, and vinaigrette and garlic. Kraft Foods has the largest single share in this sector, although retailers' own labels have been particularly active resulting in a combined 40 percent share. The sector has benefited from increased consumption of salads (mainly prepacked), with 42 percent of adults interviewed on behalf of Key Note claiming to buy more salads than they did 2 years ago.

Since 2001, the higher rate of growth in the pickles, chutney and relishes sector has been due to increased focus on chutneys and growth in olive sales within the sour pickles segment. There has been some incremental increase in wet pickle sales, due to some innovation from brand leader Branston and growth in sandwich consumption.

Some innovation and cross-promotion has benefited sales of dish-specific sauces such as cranberry sauce. Quick, easy and tasty traditional accompaniments are still welcome and solid sellers to time-pressed consumers.

The differences between the UK and other markets such as France become apparent when looking, for example, at the volume and pattern of vinegar sales. France, with a similar population to the UK, has a retail vinegar sector that is around 40 percent larger than in the UK. This is symptomatic of the varied occasions for which vinegar is used as an ingredient in a variety of dishes. Red wine- and sherry-based vinegars in France account for 36 percent of vinegar sales by value, compared with only 16.4 percent in the UK.

Other lessons can also be gleaned from abroad. The US market has seen some return to traditional items, such as mustard, and is further ahead in the ethnicity of its table sources market, especially in terms of Mexican and Asian sauces. The UK is not the same as the US, but useful lessons can be learned nonetheless. After all, what happens in the US often comes to the UK. In the US, only around 40 percent of meals are eaten in the home.

Key Note is forecasting a modest but steady increase in the condiments and sauces market of 11.6 percent in value terms at current prices over the period 2003 to 2007, when overall sales are forecast to reach £833.9m. Extending usage occasions and launching variations of traditional products will be important drivers of the growth that does occur. This means that manufacturers will continue to both nurture, and respond to, consumer tastes, and continue with new product launches.

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