● Cooking sauces’ decline is coming from shoppers buying less often; volume purchased each trip is also down, an indicator of shoppers becoming less engaged in the category.
● Part of this decline is driven by the growth of ready meals (+3.4%) in chilled convenience and the additions of sauces to more meat products.
●Branded cooking sauces account for 64% of the category, down from 65% in 2015. The small amount of growth from own label can be attributed to price, down by an average 6p, and innovations such as Lidl’s American-style sticky BBQ sauce pouches.
● The biggest trend in the category is pouches, with Blue Dragon, Homepride and The Spice Tailor all introducing NPD. The Loyd Grossman pouch range is now worth £5.2m.
● Shoppers are becoming more aware of health and looking for less processed options, which is why we have seen the introduction of sauce kits and pots to add flavour.
TAKE HOME SHARE | ||||
---|---|---|---|---|
Kantar Worldpanel: 52 w/e 9 October 2016 | ||||
TOTAL | ||||
£m | y-o-y% | kgs (m) | y-o-y% | |
Italian | 382.7 | -2.5 | 133.1 | -3.0 |
Traditional | 146.1 | -6.6 | 23.9 | -7.9 |
Oriental | 100.3 | -2.7 | 29.1 | -4.2 |
Indian | 98.0 | -4.6 | 39.7 | -4.8 |
Tex-Mex | 47.8 | -2.6 | 9.4 | -4.8 |
Other Ethnic | 2.8 | -24.7 | 0.1 | -27.2 |
Total | 777.6 | -3.7 | 235.3 | -4.1 |
BRANDED VS OWN LABEL | ||||
Kantar Worldpanel: 52 w/e 9 October 2016 | ||||
£m | y-o-y% | y-o-y% | ||
Branded | 496.2 | -5.9 | -9.2 | |
Own label | 281.4 | 0.5 | 2.7 | |
RETAIL SHARE | ||||
Kantar Worldpanel: 52 w/e 9 October 2016 | ||||
TRADING | VALUE | |||
retailers | grocery | category | index | y-o-y% |
Waitrose | 3.5 | 4.7 | 134.8 | 2.4 |
Asda | 13.4 | 16.7 | 124.4 | -6.7 |
Tesco | 25.2 | 28.9 | 114.8 | -4.5 |
Morrisons | 10.0 | 11.1 | 111.1 | -8.4 |
Sainsbury's | 14.3 | 15.9 | 110.9 | -4.2 |
Aldi | 5.2 | 5.3 | 102.0 | 9.6 |
The Co-Operative | 5.0 | 4.7 | 94.6 | -15.1 |
Marks & Spencer | 2.1 | 1.9 | 90.1 | -2.0 |
Lidl | 5.2 | 2.9 | 56.1 | 8.0 |
Iceland | 3.9 | 1.7 | 43.7 | 31.8 |
COOKING SAUCES BESTSELLERS | ||||
---|---|---|---|---|
IRI: 52 w/e 3 December 2016 | ||||
VALUE | VOLUME | |||
£m | y-o-y% | packs (m) | y-o-y% | |
Dolmio | £113.9 | -7.7 | 77.2 | -11.1 |
Loyd Grossman | £50.2 | 0.3 | 38.4 | 1.1 |
Colmans | £40.6 | -7.1 | 64.5 | -6.5 |
Schwartz | £35.1 | -7.0 | 48.0 | -1.8 |
Homepride | £27.3 | -15.4 | 21.9 | -15.4 |