米国における料理用ソース/マリネの市場

Abstract

Cooking sauces and marinades provide a relatively inexpensive way of bringing variety to the daily menu. This report examines three segments of the cooking sauce and marinade universe, studying trends and products in wet sauces, dry sauces, and ethnic sauces.

In this report you will learn:

· How the interest in more sophisticated food - through real-time travel and armchair travel - has increased the variety of cooking sauces available for home use.

· The importance of restaurant-sourced products in the retail environment and how their growth - especially in an era of economic slowdown - is offering an alternative to foodservice.

· The importance of regional preferences, especially in segments such as wet sauces, primarily the barbecue sauce sub-segment.

· Cooking habits and usage of marinades and sauces among self-declared home cooks.

· The range of marinades and sauces used by home cooks - and the range of proteins on which these sauces are used.

· The reasons that non-users opt to avoid the category and how manufacturers and retailers can reach out to this group.

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Data sources
• Sales data
• Consumer survey data
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• A $3.3 billion market with a wide range of segments
• Competition from within the category and from outside
• Three segments, but with overlaps
• Competition between retail channels grows
• Driving the market: multicultural society with many food trends
• Rising food costs spur more cooking at home
• Kraft and McCormick are market leaders
• A number of consumer trends drive innovation
• Advertising focuses on convenience and seasonal trends
• Eight in ten households use cooking sauces
• Barbecue sauce and seasoning mixes
• Cooking at home and usage of cooking sauces
• Attitudes and opinions concerning cooking and cooking sauces
• Market Size and Forecast
• Key points
• Adding flavor and variety
• A popular product through an array of channels
• Sales data and forecast for cooking sauces and marinades
  • Figure 1: Total U.S. sales and forecast of cooking sauces and marinades at current prices, 2002-12Figure 2: Total U.S. sales and forecast of cooking sauces and marinades at inflation-adjusted prices, 2002-12
• Wal-Mart sales
• Competitive Context
• Key points
• Competition from categories within the retail environment
  • Figure 3: Television ad for Campbell' s Cream of Chicken soup, 2007
• Co-marketing, not competing
• Will foodservice competition decline as economy worsens?
• Segment Performance
• Key points
• Convenience is major distinguishing feature
• Sales data and forecast of cooking sauces and marinades by segment
  • Figure 4: U.S. FDMx sales and forecast of cooking sauces and marinades at current prices, by segment, 2002-12
• Two-year sales show strength in ethnic segment
• Sales data and forecast of cooking sauces and marinades by segment
  • Figure 5: U.S. FDMx sales of cooking sauces and marinades, by segment, 2005 and 2007
• Segment Performance--Wet Sauces
• Key points
• Familiar brands and flavors are key
• Bringing restaurant flavors home fits with economic situation
• Sales data and forecast of wet sauces
  • Figure 6: U.S. FDMx sales and forecast of wet sauces, 2002-12
• Segment Performance--Dry Sauces
• Key points
• Future for the segment is not as robust as others in the industry
• Variety and price are important
• Sales data and forecast of dry sauces
  • Figure 7: U.S. FDMx sales and forecast of dry sauces, 2002-12
• Segment Performance--Ethnic Sauces
• Key points
• From margins to mainstream
• Segment has variety of price points
• The influence of restaurants
• Sales data and forecast of ethnic sauces
  • Figure 8: U.S. FDMx sales and forecast of ethnic sauces, 2002-12
• Retail Channels
• Key points
• Supermarkets share distribution with myriad other channels
• Natural and specialty stores
• Total sales of cooking sauces and marinades by retail channel
  • Figure 9: U.S. sales of cooking sauces and marinades, by retail channel, 2005 and 2007
• Retail Channels--Supermarkets
• Key points
• Supermarket sales flat
• Cross-merchandising is essential
• Total sales of cooking sauces and marinades in supermarkets
  • Figure 10: U.S. sales of cooking sauces and marinades at supermarkets, 2002-07
• Market Drivers
• Key points
• Immigrants bring new flavor traditions to the U.S.
• Changing U.S. population
  • Figure 11: U.S. population, by race and Hispanic origin, 2002-12
• Bringing the flavors home
• Food prices affect at-home and away-from-home eating
  • Figure 12: Changes in food price indexes, selected products, 2004-08
• Leading Companies
• Key points
• Kraft still leads the market
  • Figure 13: FDMx sales of leading cooking sauces and marinades companies, 2005 and 2007
• Private label hovers around 10%
  • Figure 14: Private label sauces' and marinades' share of total sales, FDMx, by sub-segment, 2007
• Brand Share--Wet Sauces
• Key points
• Kraft leads, for now
• Sweet Baby Ray' s is gaining on big brands
• Smaller players control more than a third of market
• Sales of wet sauces by brand
  • Figure 15: FDM brand sales of wet sauces in the U.S., 2005 and 2007
• Brand Share--Dry Sauces
• Key points
• McCormick leads segment
• ACH brands decline
• Sales of dry sauces by brand
  • Figure 16: FDMx brand sales of dry sauces in the U.S., 2005 and 2007
• Brand Share--Ethnic Sauces
• Key points
• Asian and Hispanic flavors are tops
• A fragmented market
• Sales of ethnic sauces by brand
  • Figure 17: FDMx brand sales of ethnic sauces in the U.S., 2005 and 2007
• Innovation and Innovators
• Key points
• Consumers' desire for more healthful meals leads to new cooking sauce products
• Convenience is a major driver for innovation
• Authenticity is also a factor
• Store brand launches keep pace with national and specialty brands
• Manufacturers respond to consumers' desire for health and convenience
• New product launches by product claims
  • Figure 18: Cooking sauces new product launches, by claim, U.S., 2002-07
• Advertising and Promotion
• Overview
• Convenience
  • Figure 19: Television ad for Hunt' s Manwich Original Sloppy Joe Sauce, 2007
• The power of the Internet
• Tie-ins and co-branding with other categories
• Advertising and promotion for barbecue sauces tied to spots for meat
• Household Usage
• Key points
• Asian and Hispanic households are less likely to use these products
  • Figure 20: Household usage of barbecue and cooking sauces, by key demographics, May 2006-June 2007
• Trended usage
  • Figure 21: Trended usage of barbecue and seasoning sauces, and gravy and sauce mixes, 2003-2007
• Focus on Barbecue and Seasoning Mixes
• Key points
• Types of barbecue and seasoning sauces used by households
  • Figure 22: Types of barbecue and seasoning sauces used by households, by race/Hispanic origin, May 2006-June 2007
• Barbecue and seasoning sauce brands used by households
  • Figure 23: Top ten brands of barbecue and seasoning sauces used by households, May 2006-June 2007
• Usage frequency
  • Figure 24: Average number of bottles of barbecue and steak sauces used in last 30 days, May 2006-June 2007
• Focus on Gravy and Sauce Mixes
• Key points
• Type of gravy and sauce mixes used by households
  • Figure 25: Types of gravy and sauce mixes used by households, May 2006-June 2007
• Brands of gravy and sauce mixes used by households
  • Figure 26: Brands of gravy and sauce mixes used by households, May 2006-June 2007
• Home Cooks
• Experience with meal preparation
  • Figure 27: Cook or prepare at least half of meals for self or the household, February 2008
• Using Marinades and Packaged Products for Cooking Sauces
• Key points
• How consumers use cooking sauces and marinades
  • Figure 28: Use of marinades or seasoning mixes, February 2008
• Marinades: Types and Usage Occasions
• Key points
• Consumer preferences for marinades
  • Figure 29: Types of marinades used, by age, February 2008
  • Figure 30: Types of meats used with marinades, by household income, February 2008
  • Figure 31: Types of meats used with marinades, by race/Hispanic origin*, February 2008
• The Importance of Flavors
• Key points
• Preferred flavors for marinades or sauces
• What marketers can do
  • Figure 32: Preferred flavors for marinades or sauces, by age, February 2008
• Factors influencing choice of a new marinade
  • Figure 33: Important attributes for choosing new marinades, by age, February 2008
• Attitudes and Opinions Concerning Cooking
• Key points
• Attitudes and opinions
  • Figure 34: Attitudes and opinions concerning cooking, by age, February 2008
• Attitudes and Opinions About Marinades
• Key points
• Attitudes and opinions
  • Figure 35: Attitudes and opinions concerning marinades, by age, February 2008
• Non-Users of Seasoning Mixes
• Key points
• Incidence of non-usage
  • Figure 36: Non-users of packaged seasoning mixes, by key demographics, February 2008
• Reasons for not using
  • Figure 37: Reasons for not using any packaged seasoning mixes, February 2008
• Appendix: Other Useful Tables
• Market drivers: immigrants bring new flavor notes to American food
  • Figure 51: Legal immigration to the U.S., by country of origin, 2004-06
• Market drivers: International travel
  • Figure 52: Number of international trips by U.S. resident travelers, by destination, 2005-06
  • Figure 53: Types of marinades used, by race/Hispanic origin*, February 2008
  • Figure 54: Types of marinades used, by household income, February 2008
  • Figure 55: Types of meats used with marinades, by age, February 2008
  • Figure 56: Preferred flavors for marinades or sauces, by income, February 2008
  • Figure 57: Preferred flavors for marinades or sauces, by race/Hispanic origin*, February 2008
  • Figure 58: Types of marinades used, by race/Hispanic origin*, February 2008
  • Figure 59: Types of marinades used, by household income, February 2008
  • Figure 60: Types of meats used with marinades, by age, February 2008
  • Figure 61: Preferred flavors for marinades or sauces, by household income, February 2008
  • Figure 62: Preferred flavors for marinades or sauces, by race/Hispanic origin*, February 2008
• Appendix: Trade Associations