Fred and friends could be forgiven for hitting the sauce right now. After all, it’s been a tough year in the cooking sauce aisles as sales fall 3.3% on volumes down 0.4% [Kantar 52 w/e 8 November 2015].
And while grey clouds have been hovering above the category since 2011 - making this the fifth consecutive year sales have fallen - things are looking decidedly stormier with £25.3m wiped off category value. The relentless onslaught of the discounters, the price war, smaller households and trends towards scratch cooking are taking their toll.
So, who’s suffering the most? Are there any rays of sunshine in this commoditised sector? And can anything rescue cooking sauces from the downward trajectory?
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