Top ten sauce and condiments brands by value | ||
---|---|---|
£m | % change | |
Heinz | 201.3 | 3% |
Hellmann's | 98.1 | -0.2% |
H.P. | 34.6 | -5.5% |
Colemans | 31.8 | -3.1% |
Nandos | 22.0 | 20.0% |
Lea & Perrins | 12.3 | -1.8% |
Blue Dragon | 8.3 | 15.7% |
Encona | 7.7 | 1.6% |
Maille | 7.2 | 7.1% |
Tabasco | 5.0 | 1.2% |
Data source: Nielsen, 52 w/e 13 July 2019 |
How Brits shop sauces and condiments | ||
---|---|---|
% of people agree that | ||
Sauces & condiments | Total grocery average | |
I don't want to run out of them | 79% | 35% |
I plan in advance to buy a particular brand | 56% | 39% |
The more of it I buy, the more is likely to be eaten | 9% | 18% |
Source: Shopper Intelligence survey of 77,000 shoppers |
Sauces and condiment shoppers have a higher than average rate of brand loyalty. More than half of shoppers know which branded sauce or condiment they want to buy before even entering the store.
That makes it all the more important for retailers to stock the big brands, says Jeremy Garlick, partner at Insight Traction.
Nearly four in five shoppers said they wouldn’t want to run out of sauces or condiments at home. So it’s vital that retailers keep their shelves stocked, or they may find shoppers going elsewhere, says Garlick.
Retailers should also bear in mind that sauces and condiments “aren’t a category like crisps or fizzy drinks, where the amount shoppers eat depends on how much they buy”, Garlick adds.
That makes volume promotions less effective than they are in the average grocery category.
Households that buy a higher volume of sauces or condiments on promotion will still consume them at their regular rate. So if they buy in bulk, that will simply result in a longer gap until their next sauce or condiment purchase. % of people who agree with the statementSource: Shopper Intelligence survey of 77,000 shoppers
Top eight sauce and condiment sectors | ||
---|---|---|
£m | % change | |
Mayonnaise | 171.1 | 10.3 |
Ketchup | 153.3 | 0.2 |
Salad Cream | 57.0 | 0.1 |
Thick Brown Sauce | 47.7 | -2.8 |
Pourable Dressings | 46.0 | 5.1 |
Mustard | 32.6 | 2.9 |
Soy | 24.5 | 3.7 |
Mint sauce | 16.8 | 5.1 |
Source: Kantar 52 w/e 19 May 2019 | ||
Brands vs Own Label | ||
£m | % change | |
Branded | 488.4 | 4.8 |
Own Label | 196 | 2.5 |
Retailers | ||
Category value share | % growth | |
Tesco | 25.7 | 2.8 |
Sainsbury's | 15 | 1.7 |
Asda | 25 | 3.2 |
Morrisons | 10.3 | 3.3 |
Aldi | 4.9 | 8.4 |
Lidl | 4.9 | 17 |
Source: Kantar 52 w/e 19 May 2019