International
Markets
Bureau
MARKET INDICATOR REPORT | MARCH 2013
Consumer Trends
Sauces, Dressings
and Condiments
in the United States
Source: Planet Retail, 2012
Source: Planet Retail, 2011
Consumer Trends
Sauces, Dressings and Condiments in the United States
CONSUMER TRENDS
The sauces, dressings and condiments category saw steady
growth from 2007 to 2012, benefitting from cost-conscious
consumers increasingly eating at home following the economic
downturn, particularly in 2009. However, as the United States
(U.S.) economy continues to strengthen and consumers gradually
return to foodservice, this category is expected to face
challenges. Despite this, consumer demand for the category is
forecast to see continued growth in the near-term.
An increasingly ethnically diverse population, and consumer
tastes
for
ethnic
and
spicy
flavours
present
an
opportunity for new culturally authentic products as consumers
look for flavourful food experiences. Premium product growth is
also expected as consumer preference for high-quality
ingredients and artisanal products increases. The growing
Hispanic consumer population in the U.S. presents a promising
market for authentic, culturally inspired flavours, such as sofrito
(which is a blend of garlic, onion, bell pepper and tomato), or
cumin and oregano.
INSIDE THIS ISSUE
Consumer Trends
2
Retail Sales
3
Health and Wellness
4
Market Shares by
Brand and Company
4
Distribution Channels
5
New Product Analysis
6
New Product Examples
- Dressings and Vinegars
9
- Sauces
10
- Dips
11
- Packaging Innovation
12
Trade Data
13
Consumer awareness of health and wellness and the trend
toward natural health products are key drivers in new product
development for sauces and seasonings. Products with natural,
organic, and vegetable/bean ingredients are increasingly popular,
as well as those with no additives or preservatives. Kosher claims
are also growing, along with allergen-reduced products.
However, the trend in sodium reduction, which has affected other
sectors, is a challenge for sauces and seasonings due to the
prominent use of salt. While consumers are interested in healthier
products, they don’t want to have to compromise on taste.
The trend toward convenience is also having a significant impact
on the sauces and seasonings category and has led to the launch
of seasoning products that save time in the kitchen and are easy
to use, such as prepared mixed herbs. Convenient packaging,
which caters to evolving households, such as the growing
number of single-person households, is also forecast to be an
area for future development in sauces and seasonings.
Private label sauces, dressings and condiments experienced
strong value share growth in 2009 as cost-conscious consumers
prepared more food at home. However, in 2010 these products
saw only a small share increase to represent 13% of the market,
a share that remained steady in 2011 and 2012*. Many private
labels also now offer gourmet features and a variety of ethnic
flavours to cater to diverse consumer tastes.
Source for both: Planet Retail, 2012
*Please note that for the purposes of this report, 2012 figures are provisional estimates
based on partial-year data.
PAGE 2
RETAIL SALES
In 2012, retail value sales of sauces, dressings and condiments in the U.S. reached
US$18.6 billion, representing a compound annual growth rate (CAGR) of 2.7% from 2007
to 2012.
Within the sauces, dressings and condiments market, tomato pastes and purées experienced the most
growth from 2007 to 2012, increasing by a CAGR of 4.0%. Other sauces, dressings and condiments
followed with the second-fastest CAGR of 3.6%, while table sauces was third, registering growth of 3.0%.
From 2011 to 2012, the sauces, dressings and condiments market grew by 1.4%. Table sauces led this
growth, with an increase of 2.4%, followed by other sauces, dressings and condiments (2.0% growth),
and dips (1.9% growth). In contrast, pickled products saw a decrease of 0.4%, and tomato pastes and
purées went down 0.2%.
Sauces, Dressing and Condiments Market in the United States
Retail Value in US$ Millions — Current Prices
Categories
Sauces, dressings and
condiments
Cooking sauces
Dips
Pickled products
Table sauces
Tomato pastes and
purées
Other sauces,
dressings and condiments
2007
2008
2009
2010
2011
2012*
2007-2012
% CAGR
16,287.5
16,987.4
18,043.4
18,064.3
18,369.1
18,635.1
2.7
4,298.8
2,182.5
2,118.0
6,651.4
4,467.5
2,275.9
2,214.8
6,944.2
4,758.3
2,388.6
2,319.2
7,396.3
4,753.1
2,377.8
2,343.3
7,372.8
4,820.6
2,443.2
2,337.5
7,532.1
4,854.9
2,490.6
2,329.3
7,711.2
2.5
2.7
1.9
3.0
433.0
474.6
518.6
528.3
527.8
527.0
4.0
603.8
610.5
662.4
688.9
707.9
722.1
3.6
Retail value sales of sauces, dressings and condiments in the U.S. are forecast to continue growing, and
at a slightly faster rate, with a CAGR of 3.0% from 2012 to 2017.
Dips are expected to lead growth in this category, increasing by a CAGR of 3.3% from 2012 to 2017,
followed by cooking sauces and table sauces, which are each forecast to record a CAGR of 3.0%.
Sauces, Dressing and Condiments Market in the United States
Historic/Forecast Retail Value in US$ Millions — Current Prices
Categories
Sauces, dressings and
condiments
Cooking sauces
Dips
Pickled products
Table sauces
Tomato pastes and
purées
Other sauces,
dressings and condiments
2012*
2013
2014
2015
2016
2017
2012-2017
% CAGR
18,635.1
19,228.8
19,807.4
20,395.0
20,970.9
21,551.0
3.0
4,854.9
2,490.6
2,329.3
7,711.2
5,019.1
2,576.6
2,385.9
7,957.9
5,173.7
2,660.2
2,442.1
8,202.9
5,325.5
2,742.2
2,508.9
8,454.9
5,478.3
2,833.6
2,565.8
8,692.9
5,630.9
2,923.3
2,622.3
8,935.7
3.0
3.3
2.4
3.0
527.0
545.7
559.6
575.5
590.3
606.0
2.8
722.1
743.6
768.9
788.0
809.8
832.7
2.9
Source for both: Euromonitor, 2012
*Note: All 2012 data is provisional and based on part-year estimates.
PAGE 3
HEALTH AND WELLNESS
The health and wellness sauces, dressings and condiments market has a retail value of
nearly US$1.9 billion and currently represents 10.1% of the total sauces, dressings and
condiments market in the U.S.
From 2007 to 2012, the health and wellness sauces, dressings and condiments market increased at a
CAGR of 4.2%. In the future, this category is expected to further increase, with a CAGR of 5.4% from 2012
to 2017. This growth is notably faster than that of the overall sauces, dressings and condiments market,
which is expected to increase by a CAGR of 3.0% from 2012 to 2017.
Health and Wellness (HW) Sauces, Dressings and Condiments Market in the United States
Historic/Forecast Retail Value in US$ Millions — Current Prices
2014
2015
2016
2017
Categories
2007 2008 2009 2010 2011 2012* 2013
HW sauces, dressings
1,526.9 1,633.6 1,725.1 1,757.3 1,811.3 1,879.7 1,973.3 2,080.2 2,199.5
and condiments
2,315.4 2,440.8
Source: Euromonitor, 2012. *Note: All 2012 data is provisional and based on part-year estimates.
The health and wellness trend has influenced the sauces, dressings and condiments market as
manufacturers respond to consumer demand for natural and organic ingredients, and products without
additives or preservatives. There may also be market opportunities for products perceived as healthier,
such as hummus and vegetable/bean-based dips and sauces. Consumers are increasingly conscious of
product ingredients and are aware that low fat dressings and dips may have significantly higher sugar
levels. As a result, some consumers are switching back to higher fat/lower sugar products. Sodium
reduction, which has been a common trend in a number of other food categories, does present a challenge,
as salt is a popular ingredient used to enhance flavour. However, the demand for both healthy and
flavourful food products presents opportunities for new product launches that can balance taste and lower
salt content.
MARKET SHARES BY BRAND AND COMPANY
In 2012, the top ten brands account for an estimated 32.7% of the retail market for sauces, dressings and
condiments in the U.S., while the top five brands account for 22.0% of the overall market.
All of the top ten brands in the market are well-known and well-established within the U.S. However, private
label products also have a notable presence, accounting for an estimated 13.4% of the retail market
in 2012.
McCormick brand,
Mayonnaise with
Lime Juice
Kraft brand,
Basil Parmesan
Vinaigrette Dressing
Heinz brand,
Gourmet Malt Vinegar
Source for all: Mintel 2012.
PAGE 4
MARKET SHARES BY BRAND AND COMPANY (continued)
Top Brand Shares by Company (Global Brand Owner) of
Sauces, Dressings and Condiments in the United States — Retail Value % Breakdown
Brand
McCormick
Kraft
Heinz
Ragú
Hellmann's
Tostitos
Kikkoman
Hidden Valley
Sabra
Hunt's
Private label
Company
(Global Brand Owner)
2007
2008
2009
2010
2011
2012*
McCormick & Co Inc.
Kraft Foods Group, Inc.**
Heinz Co, HJ
Unilever Group
Unilever Group
PepsiCo Inc.
Kikkoman Corp
Clorox Co, The
Strauss Group Ltd
ConAgra Foods Inc.
Private label
6.4
5.8
3.7
3.3
2.8
2.6
2.5
1.8
0.5
1.9
11.6
6.5
5.6
3.7
3.4
3.1
2.6
2.4
1.8
0.7
1.8
12.4
6.6
5.4
3.6
3.5
3.1
2.8
2.4
1.8
0.9
1.9
13.2
6.7
5.1
3.6
3.4
3.1
2.6
2.5
1.9
1.3
1.8
13.4
6.7
5.1
3.6
3.4
3.2
2.6
2.5
1.9
1.6
1.8
13.4
6.8
5.1
3.6
3.3
3.2
2.6
2.5
2.0
1.8
1.8
13.4
Source: Euromonitor, 2012.
*Note: All 2012 data is provisional and based on part-year estimates.
**Note: In 2011, Kraft Foods announced the division of its operations into two businesses, separating the North American Grocery
division of the company from the Global Snacks division. As a result, the Kraft brand was under Kraft Foods Inc. up to 2011, and in
2012 came under Kraft Foods Group, Inc.
DISTRIBUTION CHANNELS
In 2011, 70.2% of all sales of sauces, dressings and condiments in the U.S. were through supermarkets or
hypermarkets, an increase from 69.7% in 2006. Small grocery retailers (including convenience stores,
independent small grocers and forecourt retailers) accounted for 13.0% of sales. Of small grocery retailers,
independent small grocers represented the largest distribution channel, with an overall market share of
11.6%. Other non-grocery retailers also comprised a notable market share of 9.0%. While discounters only
accounted for 4.9% of sales in 2011, their market share has been increasing, from 4.3% in 2006.
Distribution Shares of Sauces, Dressings and Condiments
in the United States – Retail Value, 2011*
1.3%
0.6%
0.5%
Supermarkets/Hypermarkets
1.1%
Discounters
9.0%
Convenience Stores
Independent Small Grocers
11.6%
0.9%
Forecourt Retailers
4.9%
Other Grocery Retailers
70.2%
Health and Beauty Retailers
Other Non‐Grocery Retailers
Internet Retailing
Source: Euromonitor, 2011
*The most recent data available is from 2011.
PAGE 5
NEW PRODUCT ANALYSIS
A total of 9,776 new sauce, dressing and condiment products entered the U.S.
market between January 2008 and October 2012, according to Mintel’s Global New
Products Database (GNPD).
These products represent the following sub-categories: pasta sauces, cooking sauces, seasonings, pickled
condiments, oils, other sauces and seasonings, mayonnaise, table sauces, and dips. Of the product
introductions, seasonings were the most common, with over 2,000 product launches, followed by table
sauces (1,693), and cooking sauces (1,124).
Mayonnaise
Other sauces
and seasonings
Stocks
Pasta sauces
Oils
Dips
Pickled
condiments
Dressings
and vinegar
Cooking
sauces
Table sauces
Seasonings
Number of Introductions
Sauce, Dressing and Condiment Product Introductions in the United States
January 2008 to October 2012
Source: Mintel GNPD, 2012
The annual number of new sauce, dressing and condiment product launches, from January 2008 to
October 2012, accounted for similar proportions across the various sauce, dressing and condiment
sub-categories. The year 2009 seemed to have notably fewer launches across all sub-categories, while
2010 generally had significantly more product launches across sub-categories, particularly among
seasoning, table sauce, and pasta sauce products.
PAGE 6
NEW PRODUCT ANALYSIS (continued)
Over the past five years, introductions of sauce, dressing and condiment products have
fluctuated, from a peak of over 2,300 in 2010, to just under 1,500 as of October 2012.
New private label products have fluctuated in a similar pattern over the past five years, with 560 launches
as of October 2012.
The most common launch type among new sauces, dressings and condiments, was new products (5,045
products). Launches that were new products consisted mainly of seasonings (1,089 products), such as salt
and pepper, garlic and spicy mixes for chili, fajitas and tacos, followed by table sauces (868 products), such
as salsas, barbecue and hot/spicy sauces, and then cooking sauces (615), such as Italian, Indian and
Asian cooking sauces. The second most common launch type was products that were new varieties and
range extensions (3,399), followed by 1,174 products with new packaging, 110 products that were a new
formulation, and 48 re-launches.
Retail Channel Distribution

Supermarkets were by far the most commonly used retail
channel for new sauces, dressings and condiments,
accounting for more than half of introductions. Mass
merchandisers/hypermarkets were the second-most common
channel (7.3% of introductions), followed by natural/health
food stores (6.8%).
Flavours

Fruit and vegetable, herb and spices, and savoury flavours
were the most commonly used flavour categories used for
new sauce, dressing and condiment products launched from
January 2008 to October 2012.
Store Format
Supermarket
Mass merchandisers/
hypermarket
Natural/health food store
Specialist retailer
Gourmet store
Internet/mail order
Department store
Club store
Drug store/pharmacy
Convenience store
Other stores
Number of
Introductions
5,405
715
670
515
331
310
258
254
77
34
1,240
More specifically, the most common type were vegetable flavours, used in 1,846 new launches, followed
by sauce flavours such as soy, hoisin, and buffalo sauces (1,370 launches), spices (605), fruit flavours
(394), and herbs (355). Other common flavours amongst the new products were cheese, alcohol, and
citrus fruit.
Claims
The use of claims has been steady but growing
throughout the last five years, continuing into this year.
Sauces, dressings and condiments can sometimes fall
into the specialty food category, and claims on product
launches represent this as well. The most popular
claims catered specifically to certain consumers (such
as those looking for kosher, allergen-free foods, or
healthier products). The influence of environmental and
convenience trends is also apparent, with eco-friendly
and easy-to-use claims also popular among the
product launches.
Year
2008
2009
2010
2011
2012 (Jan.-Oct.)
Total
Number
of Claims
3,179
2,543
4,012
3,878
2,747
16,369
Number of
Introductions
2,105
1,650
2,357
2,171
1,493
9,776
Source for all: Mintel, 2012
PAGE 7
NEW PRODUCT ANALYSIS (continued)
Claims (continued)

Manufacturers have been innovating through new products that respond to merging consumer trends such
as the growing Hispanic consumer demographic and growing interest among consumers overall in new
flavour experiences and diversity. Consumers are being exposed to new ethnic dishes at restaurants and
then wanting to duplicate these flavours/sauces at home. However, these flavours/sauces can be complex
for a consumer to duplicate from scratch, leading to increased opportunities for prepared ethnic sauces
at retail.
Another growing innovation trend is related to the ingredients used in new products, which reflect popular
consumer trends regarding health and wellness, and premium quality products. For example, products
are formulated for reduced fat, sodium, or acidity; some are fortified with omega-3 or omega-6, or contain
live and active cultures or antioxidant-rich ingredients such as pomegranate. The natural benefits of
ingredients are also being highlighted in products such as tomato sauce, coconut oil/milk, and pure apple
cider vinegar. Innovative packaging that allows for easier product use and storage, or suggests premium
quality attributes to the consumer, was also found amongst the new launches.
Number of Claims
Sauce, Dressing and Condiment Product Introductions in the United States
January 2008 to October 2012 – By Top Ten Claims
Ease-of-use
Low/no/reduced
fat
Eco-friendly
package
Premium
Organic
Gluten-free
Low/no/reduced
allergen
No additives/
preservatives
All natural
product
Kosher
Source: Mintel GNPD, 2012
Source: Mintel GNPD, 2012
PAGE 8
NEW PRODUCT EXAMPLES – DRESSINGS AND VINEGARS
The following are several examples of innovative dressing and vinegar introductions to the
U.S. between January 2008 and October 2012, from Mintel GNPD. Innovation in this
category appears to focus on increasing and highlighting the diverse uses of these products, as well as
high-quality and healthy ingredients.
Unfiltered All Natural Apple
Cider Vinegar
Company: H.J. Heinz
Brand: Heinz
Price (US$): 2.78
Date published: October 2012
Positioning claim: All natural product,
kosher.
Description: Raw, unpasteurized, and made with
100% all natural apples, this certified-kosher product
retains the "mother" of vinegar, a compound created
naturally during vinegar's fermentation process. It
retails in a 32-fl. oz. bottle.
Healthy Vinaigrette
Company: Bragg Live Foods
Brand: Bragg
Price (US$): 5.29
Date published: July 2012
Positioning claims: Kosher, low/no/
reduced sodium, low/no/reduced trans-fat,
no additives/preservatives, organic.
Description: Made with Bragg organic apple cider
vinegar and Bragg organic extra virgin olive oil, this
product is free from preservatives, chemicals,
additives, added salt, trans fat, and retails in a
12-fl. oz. bottle.
Pomegranate Champagne Vinegar
Company: O Olive Oil
Brand: O Olive Oil
Price (US$): 12.00
Date Published: December 2011
Positioning claims: Antioxidant, gluten-free,
low/no/reduced allergen.
Glaze with Balsamic Vinegar
of Modena
Company: Monari Federzoni
Brand: Monari Federzoni
Price (US$): 4.98
Date published: October 2012
Positioning claims: Ease-of-use,
environmentally friendly package.
Description: This product features the sweet taste
of wild berries that are slowly steeped and aged in
California
champagne.
Antioxidant-rich
and
sparkling, it can be splashed on anything from
watercress to late summer soups. This gluten-free
vinegar is made by hand in small batches and retails
in a 6.8-fl. oz. bottle.
Description: Described as a delicious, ready-to-use
dressing, this product is said to be perfect on grilled
or baked vegetables, hamburgers, fries, cheese, and
salads, as a dipping sauce, and on vanilla ice cream,
fruit salad or strawberries. This product retails in a
9.1-oz. recyclable pack.
Pure Apple Cider Vinegar
Company: M. A, Gedney
Brand: Gedney
Price (US$): 1.99
Date published: June 2010
Positioning claims: Kosher, functional.
Source for all: Mintel, 2012
Description: Ideal for cooking and canning, this
product has been reduced with water to 5% acidity.
The kosher certified product is a perfect addition to
many recipes, and will add robust flavour when
marinating meats and vegetables, pickling, and
making salad dressings. According to the
manufacturer, pure apple cider vinegar is a versatile
home remedy and may have numerous health
benefits. The product retails in a 32-fl. oz. bottle.
PAGE 9
NEW PRODUCT EXAMPLES – SAUCES
The following are several examples of innovative sauce introductions in U.S. between
January 2008 and October 2012, from Mintel GNPD. Key areas of product innovation include
highlighting functional qualities of ingredients or other healthy attributes of the product. Some companies have
also emphasized the diverse uses of their product, or its unique taste/flavouring.
Garden Vegetable Pasta Sauce
Company: Lidestri Foods
Brand: Francesco Rinaldi To Be Healthy
Price (US$): 2.00
Date published: May 2010
Positioning claim: Brain and nervous
system (functional), cardiovascular
(functional), low/no/reduced sodium, low/no/
reduced sugar.
Description: Available in a 16-oz. jar, this
product contains 290 mg of sodium per
serving, which is 29% less than the sodium in
Francesco Rinaldi Chunky Garden Combo. It
contains no added sugar and is fortified with
64 mg DHA (Docosahexaenoic Acid) omega-3
per serving for a healthy brain, heart, and
eyes.
Tomato Sauce
Company: ConAgra Foods
Brand: Hunt’s
Price (US$): 6.98
Date published: October 2010
Positioning claims: Antioxidant,
no additives/preservatives.
Description: Now available in a 12 x 15-oz.
pack with recipes on the back, this rich, red
sauce is great for Italian cuisine, pasta dishes
or steak stroganoff. The product is free from
artificial ingredients and provides a natural
source of the antioxidant lycopene.
Cultured Coconut Milk
Company: Turtle Mountain
Brand: So Delicious
Price (US$): 3.00
Date Published: June 2010
Positioning claims:
Gluten-free, kosher, low/no/reduced
allergen, low/no/reduced lactose, organic,
prebiotic.
Description: This is a dairy-free and soy-free
product made with organic coconut. It is vanilla
flavoured and contains six active and live
cultures, including lactobacillus bulgaricus,
streptococcus
thermophilus,
lactobacillus
rhamnosus, lactobacillus acidophilus, bifidus
bifidum, and bifidus animalis. The product
retails in a 16-oz. tub.
Medium Chipotle Pumpkin Salsa
Company: Frontera Foods
Brand: Frontera (private label)
Price (US$): 6.99
Date published: January 2012
Positioning claims: All natural product, limited
edition, no additives/preservatives, seasonal.
Description: From the kitchen of chef Rick
Bayless, this limited edition product features a
seasonal recipe with roasted tomatillo, chipotle
chiles and roasted garlic. It is 100% natural
and free from preservatives. The medium spicy
salsa can be served with tortilla chips, roast
chicken or slow-cooked pork. It retails in a
16-oz. jar.
Savory Sauce
Company: Good Healthy Foods
Brand: Black Horse
Price (US$): 6.99
Date published: August 2009
Positioning claims: Cardiovascular (functional),
gluten-free, low/no/reduced allergen.
Description: This gluten-free product can be
used as a glaze, marinade, dip, grilling sauce,
or stir fry sauce. It retails in a 12-fl. oz. bottle,
and claims to be heart healthy. Also available
are the following varieties: Apricot Sauce;
Verde Chile Sauce; and Raspberry Mustard
Sauce.
Source for all: Mintel, 2012
PAGE 10
NEW PRODUCT EXAMPLES – DIPS
The following are several examples of innovative dip introductions in U.S. between January
2008 and October 2012, from Mintel GNPD. Health has also been a key focus for product
development in this category, both through functional attributes and healthy ingredients. New flavour
combinations (such as edamame hummus) and convenience (such as dip packaged with bread), have also
been areas for innovation.
Edamame Hummus
Company: Summer Fresh Salads
Brand: Summer Fresh Salads
Price (US$): 3.99
Date published: January 2009
Positioning claims: Gluten-free,
low/no/reduced allergen, low/no/reduced
lactose, prebiotic, vegetarian.
Description: This soy bean and chickpea
spread retails in an 8-oz. tub. Also available
in this range are: Power + Humus with a
Strawberry and Vanilla flavour, which
provides a good source of omega-3, fibre,
and is prebiotic; and Power + Hummus with
an Apple and Cinnamon flavour.
Probiotic Classic Hummus
Company: Pulmuone Wildwood
Brand: Wildwood Organic
Price (US$): 3.79
Date published: November 2009
Positioning claims: Digestive
(functional), kosher, organic.
Description: A creamy, smooth and fullflavour hummus that promotes healthy
digestion. Certified organic by the USDA,
The Iowa Department of Agriculture and
Land Stewardship, this spread retails in a
10-oz. tub.
Black Bean Dip
Company: Wegmans
Brand: Wegmans (private label)
Price (US$): 1.99
Date Published: March 2012
Positioning claims: Vegan, cardiovascular
(functional), gluten-free, low/no/reduced
allergen, low/no/reduced calorie, low/no/reduced lactose.
Description: Now available in a newly
designed 16-oz. jar, this vegan product is
heart healthy, contains low calorie and is free
from gluten and lactose. Also available are
the following varieties: Salsa con Queso
(Salsa with Cheese); and Hot Salsa.
Spinach & Artichoke Dip
Company: Bellisio Foods
Brand: Michelina’s Lean Gourmet
Price (US$): 1.78
Date published: May 2012
Positioning claims: All natural, slimming,
economy, microwaveable, no additives/
preservatives, ethical - environmentally friendly package.
Salsa Style Fire Roasted Diced Tomatoes
in Puree
Company: Aldi
Brand: Happy Harvest (private label)
Price (US$): 0.89
Date published: November 2011
Positioning claims: All natural product, ethical
- environmentally friendly package, gluten-free,
low/no/reduced allergen, antioxidant.
Description: This dip is all-natural and
contains spinach and artichokes in a creamy
mozzarella and parmesan cheese sauce,
with pull-apart bread. This low-priced dip
contains no artificial preservatives, is
microwavable, and retails in an 8-oz. pack
that has been certified by the Sustainable
Forestry Initiative. Also available is a Black
Bean & Corn Salsa with Flatbread variety.
Description: This product is
is a source of antioxidants.
gluten-free product can be
with chips and is retailed
recyclable can.
all-natural and
This naturally
served chilled
in a 14.5-oz
Source for all: Mintel, 2012
PAGE 11
NEW PRODUCT EXAMPLES – PACKAGING INNOVATION
The following are several examples of sauce and seasoning introductions in the U.S.
between January 2008 and October 2012, from Mintel GNPD, that feature innovative and
interesting packaging. Packaging innovation has largely focused on making products more convenient, by
increasing their ease of use. However, packaging has also been used to highlight certain ingredients or
high-quality attributes.
Pinot Noir Steak Sauce
Company: Harry and David
Brand: Harry & David
Price (US$): 7.00
Date published: June 2012
Positioning claims: Interesting packaging.
Description: A rich and thick steak sauce
flavored with Pinot Noir, this product retails in a
11-oz. bottle with a reusable snap-on cap. The
shape of the bottle is meant to mirror a wine
carafe, to highlight the wine ingredient in the
product, while the bottle cap is a re-usable
snap-on tin plate.
Tomato Ketchup
Company: H.J. Heinz
Brand: Heinz
Price (US$): 0.99
Date published: May 2012
Positioning claims: Economy, gluten-free,
interesting packaging, low/no/reduced
allergen.
Light Dressing
Company: Kraft Foods
Brand: Kraft Miracle Whip
Price (US$): 2.26
Date published: March 2008
Positioning claims: Interesting packaging,
kosher, low/no/reduced calorie, low/no/
reduced fat, low/no/reduced saturated fat, low/
no/reduced trans-fat.
Sweet Pepper Roasted Garlic
Seasoning Sheet
Company: Housewares
Brand: Debbie Meyer Flavor Genius
Price (US$): 24.90
Date Published: September 2009
Positioning claims: Ease-of-use, glutenfree, low/no/reduced allergen, novel.
Tomato Sauce
Company: ConAgra Foods
Brand: Hunt’s
Price (US$): 2.39
Date Published: October 2012
Positioning claims: All natural, antioxidant,
convenient packaging, ethical - charity, no
additives/preservatives.
Description: Re-packaged with an updated
design and now retails in a 10-oz. pouch pack,
this sauce is gluten-free, is made from
tomatoes grown from Heinz seeds, and claims
to retail at a great low price.
Description: This product contains 50% less
fat and 30% fewer calories than regular
Miracle Whip Dressing. It features the
Sensible Solution green flag, indicating that it
meets specific nutrition criteria derived from
2005 U.S. Dietary Guidelines. Free from
trans-fat and saturated fat (per serving), this
product has been repackaged and it is now
available in an 18-fl. oz. non-stick bottle.
Description: This product is described as a
new, unique, easy and convenient way to
season meat, poultry, fish and veggies. The
meat, fish or poultry is to be placed onto the
sheet and chilled for 30 minutes, until the
seasoning transfers to the food. This item
retails in a pack containing nine sheets.
Description: This tomato sauce is now
available in a 33.5-oz. re-sealable pack. The
packaging is also easy to open, store, and
pour, for less mess. This 100% natural sauce
has been blended with choice seasonings and
spices, and contains lycopene, an antioxidant
naturally found in tomatoes. It also features the
"Child Hunger Ends Here" logo.
Source for all: Mintel, 2012
PAGE 12
TRADE DATA
Canada’s global exports related to sauces, dressings and condiments (as outlined in the
table below), totaled $225 million as of September 2012.
Overall, this export category has been on a downward trend since 2009,
registering a decline of 17.7% from 2009 to 2011. Tomato purées and pastes
saw the greatest decline from 2009 to 2011. However, these products had
relatively small export values to begin with. Exports of anise seeds and other
similar spices also saw notable declines from 2009 to 2011, as did exports
of cinnamon.
However, several products did experience positive growth from 2009 to 2011. Cloves, for example,
experienced growth of 34.9% from 2009 to 2011, while soya sauce exports grew by 14.9%, exports of
nutmeg, mace and cardamoms increased by 9.0%, and prepared/preserved cucumbers and gherkins grew
by 1.4%. Canada’s Exports to the World
Sauce, Dressing and Condiment-Related Categories - C$
Commodity*
Sauces and preparations and mixed
condiments and seasonings
2009
2010
Jan. - Sept.
2012
2011
206,332,757 163,156,831 186,380,891 156,505,126
Tomato ketchup and other tomato sauces
69,013,170
69,698,290
48,246,508
32,736,481
Mustard flour, meal, and prepared mustard
32,118,696
24,697,554
22,244,742
18,754,289
13,119,551
11,663,312
7,382,789
4,582,865
6,844,738
5,852,697
5,599,525
4,165,230
6,542,885
4,175,338
4,544,341
3,066,024
2,985,786
2,819,908
3,027,104
2,691,573
Soya sauce
1,217,565
1,528,476
1,392,270
1,226,578
Nutmeg, mace and cardamoms
1,184,753
1,563,313
1,291,455
654,191
Cinnamon and cinnamon-tree flowers
983,405
979,509
632,738
478,093
Cloves (whole fruit, cloves and stems)
114,679
216,336
154,751
62,142
Tomato paste, in air-tight containers less than 1.4 kg
347,737
1,232
39,194
33,601
Tomato paste, prepared/preserved other than by
vinegar/acetic acid, not in airtight container
480,424
73,777
60,527
0
1,311
0
0
0
127,844
5,981
3,958
0
Seeds of anise, badian, fennel, coriander, cumin,
caraway or juniper
Ginger, saffron, turmeric (curcuma), thyme, bay
leaves, curry and other spices
Pepper of the genus Piper; dried, crushed or ground
fruit of genus Capsicum or Pimenta
Cucumbers and gherkins, prepared or preserved by
vinegar or acetic acid
Tomato purée, in air-tight containers less than 1.4 kg
Tomato purée, prepared/preserved other than by
vinegar/acetic acid, not in airtight container
Total
341,415,301 286,432,554 281,000,793 224,956,193
Source: CATSNET, 2012 *HS Codes in order of appearance: 210390, 210320, 210330, 0909, 0910, 0904, 200110, 210310, 0908, 0906, 0907, 20029011,
20029019, 20029021, and 20029029.
PAGE 13
TRADE DATA (continued)
Similar to Canada’s sauce, dressing and condiment-related exports to the world,
exports to the U.S. also declined (17.5%) from 2009 to 2011. As of September 2012,
exports destined for the U.S. were worth nearly $200 million.
The U.S. is a key market for Canada’s agri-food and seafood exports, and the same is true for sauce,
dressing and condiment products. The U.S. accounts for nearly all Canadian exports of sauces, dressings
and condiments in some categories, and at least a significant portion of exports in others. For example, the
U.S. was the destination for nearly all of Canada’s nutmeg, mace and cardamom exports this year,
representing 99.0% of exports as of September 2012.
While overall exports of sauce, dressing and condiment products to the U.S. declined from 2009 to 2011,
some categories experienced growth, including cloves, which grew by 208.4%, nutmeg, mace and
cardamom (18.3%), soya sauce (14.0%), and prepared/preserved cucumbers and gherkins (2.1%). Canada’s Exports to the United States in Sauce, Dressing and Condiment-Related Categories - C$
Commodity*
2009
2010
2011
Jan. - Sept. % of Canada’s
2012
World Exports**
Sauces and preparations and mixed
186,987,566 147,497,706 168,463,940 143,279,469
condiments and seasonings
Tomato ketchup and other tomato
67,754,642 68,393,610 47,077,289 31,836,046
sauces
Mustard flour and meal and prepared
19,496,655 15,032,153 14,029,197 11,496,190
mustard
Seeds of anise, badian, fennel,
9,693,131
8,137,107
5,019,409
3,440,880
coriander, cumin, caraway or juniper
Ginger, saffron, turmeric (curcuma),
thyme, bay leaves, curry and other
3,388,200
3,016,864
2,843,020
1,902,350
spices
Pepper of the genus Piper; dried,
crushed or ground fruit of genus
6,287,631
3,788,137
3,814,344
2,886,990
Capsicum or Pimenta
Cucumbers and gherkins, prepared or
2,830,467
2,699,685
2,891,085
2,634,681
preserved by vinegar or acetic acid
Soya sauce
1,129,296
1,376,159
1,287,627
1,156,732
Nutmeg, mace and cardamoms
1,064,045
1,388,770
1,258,974
647,456
Cinnamon and cinnamon-tree flowers
772,502
882,493
504,389
370,705
Cloves (whole fruit, cloves and stems)
43,422
16,731
133,915
47,775
Tomato paste, in air-tight containers
66,156
0
39,061
29,000
less than 1.4 kg
Tomato paste, prepared/
preserved other than by vinegar/
479,548
60,512
12,894
0
acetic acid, not in airtight container
Tomato purée, in air-tight containers
0
0
0
0
less than 1.4 kg
Tomato purée, prepared/preserved
other than by vinegar/
11,089
5,981
3,803
0
acetic acid, not in airtight container
300,004,350 252,295,908 247,378,947 199,728,274
Total
91.5%
97.2%
61.3%
75.1%
45.7%
94.2%
97.9%
94.3%
99.0%
77.5%
76.9%
86.3%
0
0
0
88.8%
Source: CATSNET, 2012 *HS codes in order of appearance: 210390, 210320, 210330, 0909, 0910, 0904, 200110, 210310, 0908, 0906, 0907, 20029011, 20029019,
20029021, and 20029029.
**Based on 2012, as of September.
PAGE 14
The Government of Canada has prepared this report based on primary and
secondary sources of information. Although every effort has been made to
ensure that the information is accurate, Agriculture and Agri-Food Canada
assumes no liability for any actions taken based on the information
contained herein.
Consumer Trends:
Sauces, Dressings and Condiments in the United States
© Her Majesty the Queen in Right of Canada,
represented by the Minister of Agriculture and Agri-Food Canada (2013).
ISSN 1920-6615
AAFC No. 11978E
Photo Credits
All photographs reproduced in this publication are used by permission of
the rights holders.
All images, unless otherwise noted, are copyright
Her Majesty the Queen in Right of Canada.
For additional copies of this publication or to request an alternate format,
please contact:
Agriculture and Agri-Food Canada
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E-mail: infoservice@agr.gc.ca
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Tendances de consommation :
Sauces, vinaigrettes et condiments aux États-Unis