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.
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