Private Label and CPG Sauces and Marinade Sales Expected to Rise More

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May 24, 2011

The recession has sent many Americans back into the kitchen to rediscover cooking and home food preparation, giving new life to the sauces and marinades segment -- for both private label and CPG brands, according to Mintel research.

The cooking sauces and marinades category gained 20 percent in U.S. retail sales between 2005 and 2010 and is expected to increase by another 19 percent by 2015.

“With more people staying in and preparing meals at home, we are not surprised to see this category increase,” said David Browne, senior analyst at Mintel. “However, this sector may see some challenges in the next few years with people starting to eat out more, higher ingredient prices deterring purchases, and easy-to-prepare convenience foods like frozen entrées and pre-seasoned meats increasing in the marketplace.”

The cooking sauces and marinades market is divided into five segments with dry sauces and other wet sauces being the largest with just over 26 percent market share each. Ethnic sauces, barbecue sauces and refrigerated/frozen sauces follow with 19 percent, 18 percent, and 10 percent, respectively.

The majority of Americans like sauces, because 83 percent of adults who cook/prepare meals at home say they use sauces/marinades or dry seasonings to prepare a meal at home. Store-bought marinades are most popular with nearly three-quarters (74 percent) of home cooks using them and just over half (51 percent) of cooks report using homemade sauces where they combine their own ingredients.

“One-in-four of those who cook at least half of their meals at home, and use store-bought sauces, feel that purity claims like natural, or no additives and preservatives, are important when shopping for sauces and marinades,” said Browne. Marketers are meeting this need by introducing new products using these claims, and/or reformulating existing products.”

Among home cooks, 52 percent are preparing more meals at home and 64 percent say they enjoy experimenting with new recipes, according to Mintel.

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