nisaway category controller
As the family midweek meal occasion continues in decline, more families are eating separately. As a consequence, mealtimes for one/two persons have increased enormously. The premium market has capitalised on this.
With the heavy focus on health and obesity issues, we have seen growth within light sauce variants. The success of Dolmio Express underlines the need for convenient products that are quick and easy but also deliver in quality.
Own label continues to perform well in this category at 30% value share and contributes well to growth at 1.8%.
Some sectors have high consumer loyalty, but with increasing dependency on promotion, the category could switch consumers around through deals and reduced prices.
trading manager, Morrisons
Consumers are prompted by price and promotional activity but also by merchandising initiatives and sampling.
Brands still have majority share. However, there is a high level of loyalty to own label. Morrisons’ Best range of pasta sauces has been developed to