US Condiments Industry Report 2019
£ 3,695 (Excl.Tax)
Description
Key points included
- Category engagement starts and ends with traditional condiments
- Taste and versatility are vital, yet under-delivered
- Small households need a boost
Covered in this report
For the purposes of product category selection in the market sizes of this Report, condiments and dressings are defined as prepared sauces or spreads, requiring no preparation (including heating), used as a topping or accompaniment to prepared food. While variation exists, common use of these items is as a finishing topping or enhancement, not as a component in a recipe, and they are not typically considered to be eaten as a standalone item. Condiments and dressings should be understood to be add-ons, and not necessarily integral to the dish.
Expert analysis from a specialist in the field
Written by Kailtin Kamp, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The condiments category continues to experience modest growth, gaining 5.9% since 2015 with expectations to reach $7.7 million by the end of 2019. Increased sales are largely supported by the growth of the category’s largest segment, pickles, olives and relish, while other more fragmented segments in the category remain flat. The category enjoys solid participation at 98%, indicating that growth will be difficult to come by and require increased consumption frequency and encouraging consumers to purchase more varieties of condiments. 
Kailtin Kamp
Food & Drink Analyst
Table of Contents
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Overview
- What you need to know
- Definition
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Executive Summary
- Top takeaways
- The issues
- Category engagement starts and ends with traditional condiments
- Figure 1: Condiment Consumption, September 2019
- Taste and versatility are vital, yet under-delivered
- Figure 2: Condiment associations, September 2019
- Small households need a boost
- Figure 3: Condiment consumption, by household size, September 2019
- The opportunities
- Recipes encourage purchase
- Figure 4: Condiment behaviors, September 2019
- Condiment brands can lead a gut health conversation
- Figure 5: Net fermented condiment attitudes, September 2019
- Bringing international influence inside the home
- Figure 6: change in international cuisine consumption, November 2017-August 2019
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- Figure 7: Directionally fast-growing flavors in new US food* product launches, July 2016-June 2019
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The Market – What You Need to Know
- Condiments maintain steady growth
- Salad dressing may have plateaued
- Competition goes beyond the condiments category
- An aging population favors the category
- Interest in international flavors an opportunity
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Market Size and Forecast
- Slow but steady growth ahead for condiments
- Figure 8: Total US sales and fan chart forecast of condiments, at current prices, 2014-24
- Figure 9: Total US sales and forecast of condiments, at current prices, 2014-24
- Minimal change expected in salad dressing
- Figure 10: Total US sales and fan chart forecast of salad dressing, at current prices, 2014-24
- Figure 11: Total US sales and forecast of market, at current prices, 2012-22
- Slow but steady growth ahead for condiments
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Market Breakdown
- Pickles, olives and relish drive category sales
- Other sauces’ success an indicator of where consumer interest lies
- Figure 12: Total US retail sales and forecast of ketchup, mustard, mayonnaise, other condiments, and pickles, olives, and relish and other condiments at current prices, $ million, 2019
- Figure 13: Total US retail sales and forecast of pickles, olives, and relish and other condiments at current prices, 2014-24
- Mayonnaise and mustard struggle to drive growth
- Figure 14: Total US retail sales and forecast of ketchup, mustard and mayonnaise, at current prices, 2014-24
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Market Perspective
- The line between sauces, marinades and condiments is blurred at best
- Figure 15: Condiment and dressing attitudes, October 2017
- The fresher, the better
- Figure 16: Health attributes sought, May 2018
- Snacking increases
- Figure 17: Snacking frequency, January 2015 and November 2018
- The line between sauces, marinades and condiments is blurred at best
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Market Factors
- Average age increase may boost the category
- Figure 18: Population by age, 2013-23
- International flavors growing at home
- Figure 19: International food preferences – Any type of purchase NET, November 2018
- Figure 20: Directionally fast-growing flavors in new US food* product launches, July 2016-June 2019
- Average age increase may boost the category
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Key Players – What You Need to Know
- Kraft holds its position on the leaderboard
- Premium options thriving
- Bring the heat
- Natural positioning struggles to resonate
- Condiments go functional
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Company and Brand Sales of Condiments
- Kraft continues to dominate as smaller brands crowd the category
- Figure 21: MULO (Multi-Outlet) sales of ketchup; mayonnaise; mustard; other condiments; dressing; and pickles, olives and relish, by leading companies and brands, % market share 2019 rolling 52 weeks 2018 and 2019
- Figure 22: Multi-outlet sales of condiments, by leading companies, rolling 52 weeks 2018 and 2019
- Private label continues to compete with brand leaders
- Figure 23: Multi-outlet sales of private label brands, rolling 52 weeks 2018 and 2019
- Kraft continues to dominate as smaller brands crowd the category
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What’s Working
- Not your basic condiment
- Figure 24: MULO sales of premium condiments, rolling 52 weeks 2018 and 2019
- Condiments are the sum of their parts
- Figure 25: MULO sales of condiments with ingredient sourcing positioning, rolling 52 weeks 2018
- Figure 26: The stuff of legends: the Sir Kensington’s Ingredient story, January 2017
- Variety the spice of life
- Figure 27: MULO sales of spicy condiments with different peppers, rolling 52 weeks 2018 and 2019
- Figure 28: Fast-growing food menu incidence, by sauce ingredient flavor, Q2 2018- Q2 2019
- Cutting through the clutter with co-branding
- Figure 29: MULO sales of restaurant-branded condiments, rolling 52 weeks 2018 and 2019
- Hold the (artificial) sugar
- Figure 30: MULO sales of low/no/natural sugar condiments, rolling 52 weeks 2018 and 2019
- Snack-sized and ready-to-go
- Figure 31: MULO sales of pickle/olive condiments with snack positioning, rolling 52 weeks 2018 and 2019
- Not your basic condiment
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What’s Struggling
- Classics overshadowed by private label
- Figure 32: MULO sales of basic condiments, rolling 52 weeks 2018
- Greek yogurt overthrown by avocado
- Figure 33: MULO sales of condiments with greek yogurt, rolling 52 weeks 2018 and 2019
- Consumers can’t taste all natural positioning
- Figure 34: MULO sales of condiments with natural positioning, rolling 52 weeks 2018 and 2019
- Classics overshadowed by private label
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What to Watch
- Good for the gut condiments
- Figure 35: condiments with functional benefits
- Figure 36: Social mentions of probiotics, prebiotics and postbiotics, July 2018 – July 2019
- International influence
- Figure 37: Condiments with international influence
- Everything formulations
- Figure 38: Condiments with international influence
- Good for the gut condiments
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The Consumer – What You Need to Know
- Nearly everyone consumes condiments
- Taste and flavor trump BFY attributes
- Premium and uniqueness worth the money
- Recipes the tactic to inspire increased use
- Interest in fermented options is alive, but education is needed
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Condiment Consumption
- Condiments hold nearly universal penetration
- Figure 39: Condiment consumption, September 2019
- Figure 40: Net condiment consumption, September 2019
- Older consumers more engaged, except where things get spicy
- Figure 41: condiment consumption repertoire, by age, September 2019
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- Figure 42: Condiment consumption, by age, September 2019
- Small households consume the least
- Figure 43: Condiment consumption, by household size, September 2019
- Quality seekers and time savers lean on the staples
- Specialty sauces fit the bill for adventurous eaters
- Figure 44: Condiment consumption, by food and drink segmentation, September 2019
- Consumption varies by race and origin
- Figure 45: Condiment consumption, by race and origin, September 2019
- Condiments hold nearly universal penetration
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Condiment Attributes
- It all comes down to taste
- Low brand importance an opportunity
- Figure 46: Condiment attributes, net any rank, September 2019
- Figure 47: Condiment attributes, by rank, September 2019
- Flavor most important among specialty options
- Figure 48: Crosstab of condiment attributes, net any rank by condiment consumption, September 2019
- Versatility most important among least-consumed condiments
- Figure 49: Crosstab of condiment attributes, net any rank by condiment consumption, September 2019
- Low/no attributes appeal more to older consumers
- Figure 50: Condiment attributes, net any rank, by age, September 2019
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Attributes that Warrant Increased Pricing
- Condiment consumers interested in innovation
- All-natural wins over no artificial or no additives
- Figure 51: Condiment attributes that encourage increased pricing, September 2019
- TURF Analysis
- Figure 52: TURF Analysis – Premium attributes, September 2019
- Specialty condiment consumers report higher willingness to pay more
- Figure 53: Crosstab of condiment attributes that encourage increased pricing by condiment consumption, September 2019
- Younger consumers more motivated by uniqueness and wellness
- Figure 54: Condiment attributes that encourage increased pricing, by age, September 2019
- Dads ready to pay a premium
- Figure 55: Condiment attributes that encourage increased pricing, by parental status by gender, September 2019
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Condiment Associations
- Taste and versatility associations have room to grow
- Figure 56: Correspondence Analysis – Principal map – Condiment associations, September 2019
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- Figure 57: Condiment Associations, September 2019
- Health associations are weak, but so are expectations
- Figure 58: Condiment Associations, September 2019
- Weak premium associations a challenge for R&D
- Figure 59: Condiment Associations, “premium,” September 2019
- Younger consumers less impressed with taste
- Figure 60: Condiment Associations, “tasty,” by age, September 2019
- Taste and versatility associations have room to grow
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Condiment Behaviors
- Recipe content an important tool to drive purchase
- Figure 61: Condiment behaviors, September 2019
- Impulse shoppers make a case for quality packaging
- Figure 62: Condiment behaviors, purchase motivated by impulse, September 2019
- Young consumers struggle to find new uses for condiments
- Figure 63: Condiment behaviors, “i struggle to find new uses for condiments,” by age, September 2019
- Parents interested in hybrid condiments
- Figure 64: Condiment behaviors, “interested in hybrid condiments,” by parental status, September 2019
- Recipe content an important tool to drive purchase
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Fermented Condiment Attitudes
- Flavor reigns supreme in fermented condiments
- Brand interest higher in fermented condiments
- Figure 65: Net Fermented Condiment Attitudes, September 2019
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- Figure 66: Fermented condiment attitudes, September 2019
- Fermented foods have consumers’ attention, but education is needed
- Figure 67: Condiment attitudes, net fermented, September 2019
- Parents more interested in fermented condiments
- Figure 68: Net Fermented Condiment Attitudes, any agree or disagree, by parental status, September 2019
- Men more influenced by portability
- Figure 69: Net fermented condiment attitudes, interest in fermented condiments with portable packaging, any agree, by gender, September 2019
- Larger households need recipe inspiration
- Figure 70: Net fermented condiment attitudes, by household size, September 2019
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Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Food and Drink Segmentation
- Abbreviations and terms
- Abbreviations
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Appendix – The Market
- Market Perspective – GNPD search definitions
- Figure 71: Total US retail sales and forecast of condiments, at inflation-adjusted prices, 2014-24
- Figure 72: Total US retail sales of condiments, by segment, at current prices, 2017 and 2019
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- Figure 73: Total US retail sales and forecast of ketchup, at inflation-adjusted prices, 2014-24
- Figure 74: Total US retail sales and forecast of mustard, at inflation-adjusted prices, 2014-24
- Figure 75: Total US retail sales and forecast of pickles, olives, and relish, at inflation-adjusted prices, 2014-24
- Figure 76: Total US retail sales and forecast of other condiments, at inflation-adjusted prices, 2014-24
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- Figure 77: Total US retail sales and forecast of mayonnaise, at inflation-adjusted prices, 2014-24
- Market Perspective – GNPD search definitions
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Appendix – Retail Channels
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- Figure 78: Total US retail sales of condiments, by channel, at current prices, 2014-19
- Figure 79: Total US retail sales of condiments, by channel, at current prices, 2017 and 2019
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- Figure 80: US supermarket sales of condiments, at current prices, 2014-19
- Figure 81: US sales of condiments through other retail channels, at current prices, 2014-19
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Appendix – Key Players
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- Figure 82: Multi-outlet sales of ketchup, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 83: Multi-outlet sales of mustard, by leading companies and brands, rolling 52 weeks 2018 and 2019
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- Figure 84: Multi-outlet sales of pickles/relish/olives, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 85: Multi-outlet sales of other sauces, by leading companies and brands, rolling 52 weeks 2018 and 2019
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- Figure 86: Multi-outlet sales of mayonnaise, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 87: Multi-outlet sales of salad dressing, by leading companies, rolling 52 weeks 2018 and 2019
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- Figure 88: Multi-outlet sales of salad dressing, by leading companies and brands, rolling 52 weeks 2018 and 2019
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