In 2012, the UK cooking sauces market recorded 1% volume growth and 5% value growth as the introduction of innovative and convenient smaller formats for cooking sauces helped to drive value growth.
In spite of the economic crisis, cooking sauces are in high demand in the UK. Two predominant reasons explain this phenomenon.
First, with lifestyles worldwide becoming increasingly fast-paced, many consumers are seeking convenient and quick meal solutions that are easy-to-use. Cooking sauces correspond to this criterion, as they generally only require heating for a short period before use.
Second, with consumers facing their biggest spending squeeze since 1982, many are reducing the number of times they are dining out. The variety in the UK cooking sauces market enables consumers to have an interesting and different meal every night of the week.
Not only is there a lot of ethnic diversity in the industry, but the variance in the intensity of flavours makes the products suitable for everyone.
The cooking sauces category benefited from the successful launch of pouch and sachet formats. The new formats are smaller than the traditional jars, which makes them attractive to consumers willing to try new flavours but without committing to purchasing larger jars.
They also appeal to those who seek convenience. These formats tend to come at a higher price, which is reflected in the fact that volume sales are growing at a slower rate than value sales.
While the format is perceived to be cheaper by some consumers as they are paying less than for some jar products, the price per kg of sauce in a sachet is higher than the equivalent in the traditional jar.
Premier Foods Group Ltd remained the leading company within the UK cooking sauces market in 2012, with a value share of 15%. This reflects its strong position in cooking sauces, where it holds a value share of 23%, thanks to its wide range of popular brands such as Sharwood's and Loyd Grossman.
Consumers with children are more likely than average to have eaten all types of ethnic cooking sauces and the market therefore has a unique opportunity to engage younger consumers from an early age, broadening their repertoire and building loyalty for the future.
For more information on the UK cooking sauces market, see the latest research: UK Cooking Sauces Market
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