MP15124

MAPS : Condiments and Sauces : July 2004

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This report covers: condiments, and, sauces, cookery programmes, celebrity chefs, changing eating habits, brands, versus, own label, seasonal product, sales, brown, sauces, tomato ketchup, Worcestershire, Barbeque, mayonnaises, salad dressings, salad creams, pickles, chutneys, relishes, sour pickles, sweet pickles, chutneys, relishes, salts and peppers, vinegars, mustards, marinades, France, Spain,

Companies covered include: WA Baxter & Sons, Hazlewood Grocery, HJ Heinz, HP Foods, Kraft Foods, McCormick, UK, Premier International Foods, RHM Group One, Unilever Bestfoods,

EXECUTIVE SUMMARY

This report defines the condiments and sauces market as encompassing thick and thin table sauces, salad accompaniments, pickles and chutneys, meat and fish dish-specific sauces, salts/peppers/vinegars/mustards, and marinades. Cook-in sauces are excluded as being part of the meal itself, as distinct from an item added later.

The total market grew at an estimated rate of just under 5% in 2003 in value terms, an improvement over 2002. Its principal growth came from tomato ketchups and the newer, smaller barbecue and hot/chilli sauces segments within table sauces; salad dressings and mayonnaises with salad accompaniments; the small and newer area of marinades; and, to a lesser extent, vinegars. However, other segments such as brown sauces, salad creams, pickles and chutneys, and salts/peppers/mustards all exhibited slow growth — and sometimes declined.

Where growth has been achieved, this has been brought about through new launches, relaunches and promotional expenditure relating mainly to brand extensions into newer areas and activities; for example, products for barbecues and for children. Growth is also attributable to an emphasis on low-fat/low-calorie or organic variants, in support of the increasing awareness of healthy eating.

This action has been necessary to overcome the long-term decline of the market. Contributing factors include changing eating habits, which have moved away from the traditional family meals that tended to use more condiments and sauces; the seasonal sales factor; the old-fashioned image that some products may have picked up; and the onward march of lower priced own-label items, which challenge well-known brands. On this last point, the high level of own-label share in many sectors of the condiments and sauces market appears to have peaked, with major brands regaining market share — albeit with competition from a variety of smaller brands.

Thick and thin table sauces, salad accompaniments, and pickles and chutneys are estimated to account for a combined value share of the market of just under 75%. A further 9.5% is represented by dish-specific sauces, with the four condiments — salt, pepper, vinegars and mustards — each holding between 2.9% and 4.9% of the market. Marinades is the smallest segment with a 1.1% share, but, in company with some other newer, smaller products, it is one of the fastest growing.

Eight manufacturers hold an estimated 58.8% value share of the market, headed by Heinz and followed by Unilever Bestfoods, Danone, Premier Foods, Baxters, McCormick, RHM and Kraft Foods, with Hazlewood as the principal manufacturer for own-label. These companies, excluding Hazlewood, tend to account for the bulk of main media advertising expenditure, although total expenditure fell by 40% in 2003.

Although each segment of the market will exhibit differing growth rates, value growth is forecast at between 4% and 5% a year between 2004 and 2008. Salad accompaniments is predicted to overtake table sauces as the largest market sector in 2004.

TABLE OF CONTENTS

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Last updated by Amanda Porteous November 2004