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Seasonings and Stocks - UK - May 2017

Published By :

Mintel

Published Date : Jun 2017

Category :

Food

No. of Pages : N/A

Sustained interest in scratch cooking should benefit the market, particularly with the impending squeeze on consumer incomes. Seasoning brands need to target home cooks wanting to add an element of creativity to their dishes. The stocks market meanwhile faces a challenge to engage young consumers less likely to cook traditional dishes. Stocks tailored to emerging cuisines look well placed to chime here.

Table of Content

OVERVIEW
What you need to know
Products covered in this Report

EXECUTIVE SUMMARY
The market
Substantial value sales growth in the market
Value growth forecast for the market over 2016-21
Figure 1: Forecast of UK retail sales of seasonings and stocks, by value, 2011-21
Stocks are under pressure to engage young generations
Popularity of scratch cooking will sustain category
Foodservice can provide inspiration for seasonings
Salt reduction still a focus for government health campaigns
Companies and brands
Own-label dominates seasonings
Figure 2: Leading brands’ shares in the UK seasonings market, by value, 2014-16
Knorr and Oxo dominate stocks market
Figure 3: Leading brands’ value shares in the UK retail stocks market, 2014-16
Sainsbury’s overhauls own-label seasonings, Asda moves into frozen
Steep decline in overall advertising spending
The consumer
Seasonings are a menu staple
Figure 4: Usage of seasonings, by type, March 2017
Variety packs spark widespread interest
Seaweed as a salt substitute appeals to the affluent
Figure 5: Interest in buying seasoning products and formats, March 2017
Seven in 10 want to add a “wow factor” to dishes
Two in five seasoning users look to replicate meals eaten out of home
Figure 6: Behaviours related to seasonings, March 2017
Over three quarters of consumers use stocks
Figure 7: Usage of stocks, by type, March 2017
New associations are needed to engage 16-24s
Figure 8: Usage occasions of stocks, March 2017
Stocks can move into seasonings territory
High uncertainty around the flavour of gluten-free stocks
Figure 9: Behaviours related to stocks, March 2017
What we think

ISSUES AND INSIGHTS
Scope for seasonings to be used as salt substitutes
The facts
The implications
Guidance is needed to further inspire consumers to use seasonings
The facts
The implications
Engaging younger age groups is key to stocks’ longevity
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
Substantial value sales growth in the market
Value growth forecast for the market over 2016-21
Stocks are under pressure to engage young generations
Popularity of scratch cooking will sustain category
Foodservice can provide inspiration for seasonings
Salt reduction still a focus for government health campaigns

MARKET SIZE AND FORECAST
Substantial value sales growth in the market
Figure 10: UK retail value sales of seasonings and stocks, 2011-21
Figure 11: UK retail value sales of seasonings and stocks, by segment, 2011-21
All seasoning sectors grew sales in 2016
Figure 12: UK retail value sales of seasonings, 2015 and 2016
Value growth forecast for the market over 2016-21
Figure 13: Forecast of UK sales of seasonings and stocks, by value, 2011-21
Scratch cooking to sustain seasonings market
Figure 14: Forecast of UK sales of seasonings, by value, 2011-21
Stocks are under pressure to engage young generations
Figure 15: Forecast of UK sales of stocks, by value, 2011-21
Forecast methodology

MARKET DRIVERS
Popularity of scratch cooking will sustain category
Figure 16: “Typically, how often do you cook meals from scratch?”, April 2016-March 2017
Foodservice can provide inspiration for seasonings
Salt reduction still a focus for government health campaigns
Weak Pound will push up inflation
Squeeze on incomes is, however, unlikely to deter consumers from the category

COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Own-label dominates seasonings
Knorr and Oxo dominate stocks market
Sainsbury’s overhauls own-label herbs and spices range
Asda targets scratch cooks with range of frozen herbs and spices
Steep decline in overall advertising spending
Premier Foods brings the Oxo Family back to TV
Cutting-edge outdoor advertising from Knorr

MARKET SHARE
Own-label dominates seasonings
Schwartz sees sales fall and loses market share
Figure 17: Leading brands’ value sales and shares in UK retail seasonings market, 2014-16
Knorr and Oxo dominate stocks market
Figure 18: Leading brands’ value sales and shares in UK retail stocks/bouillon market, 2014-16

LAUNCH ACTIVITY AND INNOVATION
Own-label extends share of NPD
Figure 19: New product launches in the seasonings and stocks market, by own-label and brands, 2013-16
Sainsbury’s overhauls own-label herbs and spices range…
Figure 20: Share of new product launches in the seasonings and stocks market, by top 10 companies, 2013-16
…and adds Spice Drops to its listing
Oxo launches liquid stock range
Tesco revamps stock pots and introduces spices for charity
Asda targets scratch cooks with range of frozen herbs and spices
New look for Knorr
Schwartz unveils gluten-free recipe mixes

ADVERTISING AND MARKETING ACTIVITY
Steep decline in overall advertising spending
Figure 21: Total above-the-line, online display and direct mail advertising expenditure on seasonings and stocks, 2013-16
TV attracts the greatest percentage of adspend despite cutbacks
Premier Foods brings the Oxo Family back to TV
Figure 22: Recorded above-the-line, online display and direct mail total advertising expenditure on seasonings and stocks, by top brands, 2013-16
Cutting-edge outdoor advertising from Knorr
Schwartz looks to digital activity to promote seasoning ranges
Bisto takes ‘Together Project’ campaign to the radio
Unilever plays up WWII connections for Bovril
Nielsen Ad Intel coverage

THE CONSUMER – WHAT YOU NEED TO KNOW
Seasonings are a menu staple
Variety packs spark widespread interest
Seaweed as a salt substitute appeals to 44%
Seven in 10 want to add a “wow factor” to dishes
Over three quarters of consumers use stocks
New associations are needed to engage 16-24s
Stocks can move into seasonings territory
High uncertainty around the flavour of gluten-free stocks
Two in five seasoning users look to replicate meals eaten out of home

USAGE OF SEASONINGS
Seasonings are a menu staple
Figure 23: Usage of seasoning, by type, March 2017
Salt sees usage decline
Flavoured salt popular amongst young cooks

INTEREST IN SEASONING PRODUCTS AND FORMATS
Variety packs spark widespread interest
Interest peaks among under-35s and those lacking kitchen space
Figure 24: Interest in buying seasoning products and formats, March 2017
Fair trade is important to younger consumers
Parents show high interest in spice blends for adding at the table…
…and for seasonings tailored to specific vegetables
Seaweed as a salt substitute appeals to the affluent

BEHAVIOURS RELATED TO SEASONINGS
Seven in 10 want to add a “wow factor” to dishes
Figure 25: Behaviours related to seasonings, March 2017
Recipes dictate seasonings purchases for nearly half
Under-35s most likely to just follow recipes
Two in five seasoning users look to replicate meals eaten out of home
Figure 26: Seasonings and stocks – CHAID – Tree output, March 2017
Methodology

USAGE OF STOCKS
Over three quarters of consumers use stocks
Figure 27: Usage of stocks, by type, March 2017
Ready-to-use liquids are most popular amongst the affluent

USAGE OCCASIONS OF STOCKS
Stocks are dependent on traditional dishes
New associations needed to engage 16-24s
Figure 28: Usage occasions of stocks, March 2017
Opportunity for stocks to be tailored to meals

BEHAVIOURS RELATED TO STOCKS
Stocks can move into seasonings territory
Figure 29: Behaviours related to stocks, March 2017
High willingness to pay more for all-natural stocks
Scope for stocks to explore emerging cuisine flavours
High uncertainty around the flavour of gluten-free stocks…
…and varying agreement that low-salt stocks deliver on flavour

APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

APPENDIX – MARKET DRIVERS
Figure 30: “Which, if any, of the following factors are most important to you when looking for healthy foods?”, April 2016-March 2017

APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology
Figure 31: Best- and worst-case forecasts for the total UK seasonings and stocks market, by value, 2016-21
Figure 32: Best- and worst-case forecasts for the total UK seasonings market, by value, 2016-21
Figure 33: Best- and worst-case forecasts for the total UK stocks market, by value, 2016-21

APPENDIX – MARKET SHARE
Figure 34: Leading manufacturers’ value sales and shares in UK retail seasonings market, 2014-16
Figure 35: Leading manufacturers’ value sales and shares in UK retail stocks market, 2014-16

APPENDIX – ADVERTISING AND MARKETING ACTIVITY
Figure 36: Total above-the-line, online display and direct mail advertising expenditure on seasonings and stocks, by media type, 2013-16
Figure 37: Recorded above-the-line, online display and direct mail total advertising expenditure on seasonings and stocks, by highest-spending advertisers, 2013-16

APPENDIX – THE CONSUMER
Figure 38: Repertoire of usage of seasonings, March 2017
Figure 39: Repertoire of usage of stocks, March 2017
Figure 40: Seasonings and stocks – CHAID – Table output, March 2017

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