Brown sauce and tomato ketchup are failing to cut the mustard with consumers, according to figures seen by The Grocer.
Heinz Tomato Ketchup has suffered a 7% decline in volume sales over the past year, despite hefty investment. Value sales climbed 3.3% [IRI 52 w/e 17 August].
Branston’s sauce range suffered an even steeper decline, with sales falling 3.9% on volumes down 9%. Heinz-owned HP saw sales slump 6.8% on volumes down 5.8%.
Further analysis suggests shoppers could have been put off Heinz Ketchup by an average price rise of 11.1%. In contrast, average prices grew by 3.9% for the sauces & condiments market.