Focus On Cooking Sauces
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Focus On Cooking Sauces
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Jars are so last year. Even in austere times, consumers are happy to pay more for the convenience of smaller pouch and sachet formats
Cooking sauces - by their very nature convenient - got more convenient yet in 2011.
Value growth of 5.1% in the face of static volume sales was driven by new, smaller and easier-to-use formats. Sales of the humble jar inched up just 1.9% in value last year while pouches grew an impressive 15% and smaller sachets rocketed 21%.
The shift to smaller formats comes against a backdrop of spiralling costs for manufacturers. The lion’s share of the brands that achieved growth in 2011 ultimately did so by convincing shoppers to pay a higher price for less sauce, packaged in pouches and sachets rather than jars. Those that failed to give consumers a cogent reason for paying more for their sauce lost out to own label, which grew 8.9% in value and 8.6% in volume.
So how did the brands make the more expensive option of tearing open a sachet more appealing than unscrewing a jar?
