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Cooking Sauces and Pasta Sauces - UK - January 2017

Published By :

Mintel

Published Date : Jan 2017

Category :

Food

No. of Pages : N/A

As health concerns remain key reasons to limit cooking and pasta sauce intake, brands and retailers face ongoing pressure to improve and highlight their credentials. Intense competition from scratch cooking poses another continuing threat to the market; NPD in formats positioned as offering convenient, time-saving aids to scratch cooking remains needed to win back favour.

Table of Content

Overview
What you need to know
Products covered in this Report

Executive Summary
The market
Fall in cooking and pasta sauce sales accelerates
Value increase forecast for the market over 2016-21
Figure 1: Forecast of UK retail value sales of cooking and pasta sauces, 2011-21
Wet sauces main culprit in market’s decline
Indian and Oriental segments hit in part by interest in emerging cuisines
Ageing population could add further pressure to the category
Companies and brands
L/N/R sugar claims double in 2016
Premier Foods rolls out products to reflect current food trends
Decline in adspend for 2016
The consumer
High usage of ready-made cooking sauces signals enduring appeal
Figure 2: Usage of cooking or pasta sauces, by type, September 2016
More people make sauces from scratch weekly than use non-chilled ready-made sauces
Figure 3: Frequency of usage of cooking or pasta sauces in the last six months, by type, September 2016
Sugar and salt content concern low and non-users, cost also a barrier
Figure 4: Barriers to using cooking and pasta sauces, September 2016
L/N/R sugar and salt top enticements
Figure 5: Interest in trying types of cooking and pasta sauces, September 2016
Most users eat side dishes with cooking sauces
Figure 6: Cooking and pasta sauce usage behaviours, September 2016
Room for cooking sauces in scratch cooking, opportunity for sauces tailored to children
Figure 7: Attitudes towards cooking and pasta sauces, September 2016
What we think

Issues and Insights
Smaller-portion formats needed to appeal to small households
The facts
The implications
‘Booster’ formats look to bridge the gap between scratch cooking and ready-made sauces
The facts
The implications
Products tailored to children chime with parents
The facts
The implications

The Market – What You Need to Know
Fall in cooking and pasta sauce sales accelerates
Health concerns impact on sauces
Value increase forecast for the market over 2016-21
Price inflation expected to prop up value
Wet sauces main culprit in market’s decline
Indian and Oriental segments hit in part by interest in emerging cuisines
Ageing population could add further pressure on the category

Market Size and Forecast
Fall in cooking and pasta sauce sales accelerates
Health concerns impact on sauces
Popularity of scratch cooking hits the market
Figure 8: Forecast of UK retail value sales of cooking and pasta sauces*, 2011-21
Value increase forecast for the market over 2016-21
Price inflation expected to prop up value
Squeeze on real incomes may hinder chilled sauces
Figure 9: Forecast of UK retail value sales of cooking and pasta sauces, 2011-21
Forecast methodology
The impact of the EU referendum vote
Methodology
Trajectory of spend in previous slowdowns
Figure 10: Alternative market scenarios for the post-Brexit cooking and pasta sauces market, at current prices, 2016-21
Figure 11: Detailed post-Brexit scenarios for the cooking and pasta sauces market, at current prices, 2016-21
Little immediate reaction among consumers
Consumers are already shopping savvily

Market Segmentation
Wet sauces main culprit in market’s decline
Figure 12: UK retail sales of cooking/pasta sauces, by sector, 2014-16
Emerging cuisine sales grow while other cuisines fall
Italian remains biggest segment despite decline
Traditional sauces struggle
Indian and Oriental hit in part by interest in emerging cuisines
Figure 13: UK retail sales of ambient wet and dry cooking/pasta sauces, by cuisine, 2014-16 (est)

Market Drivers
Concern over unhealthy sauces limits intake
Scratch cooking prompts cutbacks on prepared sauce purchases
Lacklustre pasta and rice sales feed through to sauces
Demand for ever-new flavours affects cooking sauces
Inflationary price rises; end in sight to growing real consumer incomes
Ageing population could add further pressure to the category
Figure 14: Usage of any type of cooking or pasta sauces, by age, September 2016
Increasing child population could be positive
Growth of smaller households stands to hamper the category

Key Players – What You Need to Know
Brands continue to see sales fall
Own-label gains share
L/N/R sugar claims double
Premier Foods rolls out products to reflect current food trends
Pouches gain ground
Decline in adspend for 2016
Dolmio celebrates anniversary with ‘Campaign for Tech-Free Tables’

Market Share
Brands continue to see sales fall
Steady value sales for innovative brands
Own-label gains share
Figure 15: Leading brands in the UK retail cooking and pasta sauces market, by value, 2014/15 and 2015/16
Value sales of Philadelphia chilled sauces drop
Figure 16: Leading brands in the UK retail chilled cooking and pasta sauces market, by value, 2014/15 and 2015/16

Launch Activity and Innovation
Own-label gains share of new product launches
Figure 17: New product launches in the UK cooking and pasta sauces market, share of own label and branded, 2012-16
L/N/R sugar claims double
Napolina launches no added sugar sauces
Heinz employs children’s TV favourites for new pasta sauces
Homepride highlights salt compliance on new sauces
Premier Foods rolls out products to reflect current food trends
American cuisine for Homepride
Pan-Asian-inspired sauces set for Sharwood’s
Loyd Grossman targets smaller households with Italian Pasta sauce range
Figure 18: New product launches in the UK cooking and pasta sauces market, by company, 2012-16
Knorr adds Naturally Tasty range, Saclà looks to flavour boosts to target home cooks
Saclà looks to broaden appeal to scratch cooking consumers
Patak’s offers smaller-sized cooking pastes
Pouches gain ground in NPD

Advertising and Marketing Activity
Decline in adspend for 2016
Figure 19: Total above-the-line, online display and direct mail advertising expenditure on cooking and pasta sauces, 2012-16
Dolmio celebrates anniversary with ‘Campaign for Tech-Free Tables’
Figure 20: Recorded above-the-line, online display and direct mail total advertising expenditure on cooking and pasta sauces, by top 10 highest-spending brands, 2012-16
Figure 21: Share of above-the-line, online display and direct mail total advertising expenditure on cooking and pasta sauces, by top 10 highest-spending brands, 2012-16
Maggi supports So Juicy
Colman’s focuses on meal kits and Sunday roast
Premier Foods nearly triples adspend in 2015
Figure 22: Recorded above-the-line, online display and direct mail total advertising expenditure on cooking and pasta sauces, by highest-spending advertisers, 2012-16
Figure 23: Share of above-the-line, online display and direct mail total advertising expenditure on cooking and pasta sauces, by highest-spending advertisers, 2012-16
Knorr tries matching couples based on flavour preferences
TV sponsorship deals for Patak’s and Napolina
Nielsen Ad Intel coverage

Brand Research
What you need to know
Brand map
Figure 24: Attitudes towards and usage of selected brands, November 2016
Key brand metrics
Figure 25: Key metrics for selected brands, November 2016
Brand attitudes: Colman’s is the most trusted brand, and seen to offer good value
Figure 26: Attitudes, by brand, November 2016
Brand personality: Patak’s is most widely seen as vibrant
Figure 27: Brand personality – Macro image, November 2016
Dolmio has strong family ties and the most comforting image
Figure 28: Brand personality – Micro image, November 2016
Brand analysis
Colman’s has a good reputation and strong traditional image
Figure 29: User profile of Colman’s, November 2016
Key demographic groups
Schwartz comes highly recommended despite low usage levels
Figure 30: User profile of Schwartz, November 2016
Key demographic groups
Patak’s seen as the most authentic of the brands
Figure 31: User profile of Patak’s, November 2016
Key demographic groups
Sharwood’s enjoys a good reputation and high-quality image
Figure 32: User profile of Sharwood’s, November 2016
Key demographic groups
The most accessible brand, Dolmio enjoys the highest usage
Figure 33: User profile of Dolmio, November 2016
Key demographic groups
Homepride appeals more to smaller households despite family positioning
Figure 34: User profile of Homepride, November 2016
Key demographic groups
Loyd Grossman stands out as indulgent
Figure 35: User profile of Loyd Grossman, November 2016
Key demographic groups

The Consumer – What You Need to Know
High usage of ready-made cooking sauces signals enduring appeal
More people make sauces from scratch weekly than use non-chilled ready-made sauces
High sugar and salt content concern low and non-users
A fifth limit cooking/pasta sauce use to save money
L/N/R sugar and salt sauces top enticements
‘Hidden’ vegetables can polish health credentials of sauces
Most users eat side dishes with cooking sauces
Room for cooking sauces in scratch cooking
Opportunity for cooking sauces tailored to children

Usage of Cooking and Pasta Sauces
Four fifths of consumers use ready-made cooking sauces
More people make sauces from scratch during the week than use ready-made sauces
Figure 36: Frequency of usage of cooking or pasta sauces in the last six months, by type, September 2016
Non-chilled cooking sauces are used the most frequently
Parents favour non-chilled sauces over scratch cooking
Larger households use cooking pastes/boosts more

Barriers to Using Cooking and Pasta Sauces
Scratch cooking appeals to those who want to control ingredients
Figure 37: Barriers to using cooking and pasta sauces, September 2016
High sugar and salt content concern low and non-users
Sugar is a bigger concern than salt
NPD in sugar and salt reduction
A fifth limit cooking/pasta sauce use to save money

Cooking and Pasta Sauce Enticements
L/N/R sugar is top enticement…
on a par with L/N/R salt
Figure 38: Interest in trying types of cooking and pasta sauces, September 2016
Sauces for use with vegetables over meat appeal to nearly three in 10
Vegetable recipes look timely given interest in meat reduction
Pairing with faux carbs needed as pasta sales fall
“Hidden” vegetables can polish health credentials of sauces
Parents most likely to find “hidden” vegetables an interesting option
A quarter are interested in single-portion packs
Demand peaks among one-person households
One-portion packs can cater to fragmented family mealtimes

Cooking and Pasta Sauce Usage Behaviours
Most users eat side dishes with cooking sauces
Figure 39: Cooking and pasta sauce usage behaviours, September 2016
Seven in 10 like to try new flavours of sauces
Customisation opportunity for cooking sauces and pastes
Nutritional content of sauces is important to younger generations

Attitudes towards Usage of Cooking and Pasta Sauces
Room for cooking sauces in scratch cooking
Strong interest in pairing suggestions
Figure 40: Attitudes towards cooking and pasta sauces, September 2016
Opportunity for cooking sauces tailored to children
Cooking sauces that bring different textures to a meal appeal to half
Regional cooking sauces interest half of users

Appendix – Data Sources, Abbreviations and Supporting Information
Abbreviations
Consumer research methodology

Appendix – Market Size and Forecast
Forecast Methodology
Best- and worst-case forecast
Figure 41: Best- and worst-case forecasts for the total UK retail cooking and pasta sauces market, by value, 2016-21

Appendix – Launch Activity and Innovation
Figure 42: New product launches in the cooking and pasta sauces market with L/N/R sugar claims, 2012-16
Figure 43: New product launches in the cooking and pasta sauces market, by packaging type, 2012-16
Figure 44: New product launches in the cooking and pasta sauces market, by sub-category, 2012-16
Figure 45: New product launches in the cooking and pasta sauces market, by top claims, 2012-16

Appendix – Advertising and Marketing Activity
Figure 46: Leading manufacturers in the UK retail cooking and pasta sauces market, by value, 2014/15 and 2015/16

Appendix – The Consumer
Figure 47: Usage of cooking and pasta sauces in the last six months, by type, September 2016

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