Sauces and Condiments Category Snapshot 2017
TAKE HOME SALES    
52 w/e 23 April 2017        
  VALUE   VOLUME  
  £m  % y-o-y kg (m)  % y-o-y
 Total Sauces   553.9 2.2 196.7 1.0
Mayonnaise   152.2 6.9 58.5 7.3
Tomato Ketchup   145.5 -2.7 67.6 -4.2
Salad Cream   56.5 -2.7 20.2 -2.7
Brown Sauce   45.0 1.3 15.9 -2.9
Pourable Dressings   43.3 1.3 9.4 3.0
Other Sauces   29.8 -6.7 7.4 -10.0
Soy   23.9 9.0 3.9 10.1
Chilli/Tobasco   21.4 2.7 5.6 8.7
Worcester   18.9 13.6 2.3 2.0
BBQ   17.3 29.0 5.8 40.8
 Total Condiments   110.7 0.8 28.3 1.1
Mustard   32.2 5.1 6.7 6.8
Mint   15.9 0.3 4.6 0.7
Cranberry   13.5 -1.0 3.3 1.5
Apple   13.0 -5.0 5.0 -2.5
Tartare   12.4 3.4 3.0 0.5
Horseradish   8.7 0.6 2.0 -1.5
Seafood   7.8 0.4 2.3 -1.2
Hollandaise   4.0 -8.5 0.4 -1.8
Redcurrant   2.5 -3.8 0.8 -3.4
Other Condiments   0.9 3.0 0.1 10.5
Total Category 664.2 1.9 225.0 1.0
         
RETAIL SHARE        
52 w/e 23 April 2017        
  TRADING     VALUE
retailers grocery category index  % y-o-y
    Iceland   2.2 2.7 123 12.5
    Asda   13.1 15.7 120 -6.5
    Sainsbury's   14.1 16.1 114 1.3
    Morrisons   9.9 10.8 109 -0.9
    Tesco   25.1 27.3 109 0.4
    Waitrose   5 5 100 2.0
    Lidl   4.1 3.8 93 8.6
   The Co-Operative   5.2 4.6 88 -2.1
    Aldi   5.5 4.2 76 5.0
    Marks & Spencer   3.5 1.3 37 8.3

After a challenging previous year for sauces & condiments, with price deflation resulting in a £16m (-2.4%) loss, the market bounced back with a £12.7m (1.9%) gain. 

In sauces, brands have pulled back from competing on price, with reduced promotions leading to a higher average price (+1.9% ). This has meant healthy growth for brands (+2.3%), ahead of own label (+1.7%). 

In condiments, the higher average price for brands didn’t succeed in driving value back, instead they lost further to own label. The increased average price resulted in a 0.7% value decline for brands, while 0wn label gained 2.2%. Own label has led the market since last year and continues to grow. 

Iceland has seen impressive growth with value up 12.5% compared with the big four’s 1.5% decline and discounters’ 6.8% growth. Iceland’s growth is due to increased promotional activity. 

While Iceland only stocks brands, Lidl and M&S’s growth has contributed to own label’s growth. 

Brands have the potential to charge a premium in sauces, but it will have to be justified, while in condiments own label will continue to take the lead.

 

Candy Lai, Kantar Worldpanel 

Advertising in Sauces and Condiments 2017
MediaTOTAL OutdoorPressRadioTV
Hellman's 5.9 12.7% 27% 1% 0% 72%
Heinz  5.3 6.3% 1% 1% 13% 85%
Kikkoman 1.4 -4.6% 0% 1% 0% 99%
Colman's  0.9 -3.3% 0% 9% 0% 91%
Encona 0.1 143.00% 65% 8% 27% 0%

Ebiquity

Winners and Losers in Sauces and Condiments
Brand  
Heinz total 190.1 7.5
Hp 37.2 1.1
Lea & Perrins 13.1 0.7
Aspall 5.9 0.6
Branston 25.5 0.6
Sarsons 11.0 0.5
Nandos 16.5 0.1
Encona 6.9 -0.2
Saxa 10.9 -0.3
Maille 6.8 -0.3
Tabasco 4.5 -0.4
Blue Dragon 10.1 -0.6
Sharwoods 6.0 -0.9
Colmans 35.1 -0.9
Hellmanns total 109.5 -4.6

Source: IRI