It is a high-penetration category, currently standing at around 96%, with shoppers tending to buy into at least four of the eight main segments over the course of a year. These segments include table sauces, mayonnaise, salad cream, ambient dressings, condiments and mustard.
Growth is predominantly driven by the two largest segments: tomato sauce, which has a 26% value share and is growing in value by 7.8%; and mayonnaise, which accounts for 21% of sales, and has also increased its value, up 4.7%.
Tomato sauce growth is being driven through companies adding value to their products, with more shoppers purchasing higher-value squeezy formats.
Squeezy formats are also one of the main drivers in the mayonnaise category. However, the growing consumer trend for low-calorie alternatives is also setting the agenda.