Ketchup, Mustard and Mayonnaise in the U.S.

Publication Date	November 2006
Publisher	Packaged Facts
Product Type	Report
Pages	146
ISBN Number	not applicable
Product Code	PKF00018

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Summary

The U.S. sandwich spread market - ketchup, mustard and mayonnaise - has been stagnant from 2001 and 2005. Retail market sales for sandwich spreads in 2005 stood at $3 billion, down two percent from 2004 sales.

Increasingly hectic lifestyles have translated into less time spent at home and even less time spent cooking. Many households are, therefore, shifting either toward quick meals at restaurants or to readymade meals. As the number of meals prepared at home has dropped, sandwich spread purchases have also declined. Also, with changing eating habits, consumers are switching to bolder and spicier flavors leading to the growth of other condiments, most notably salsa. Another reason for a flat sandwich spread market is the lack of product innovation.

So what's a marketer to do? Ketchup, Mustard and Mayonnaise in the U.S., new from Packaged Facts, examines the challenges facing companies that market these sandwich spreads, and offers insight and analysis that marketers can use to kick start the ketchup, mustard and mayonnaise market back into growth.

Report Methodology

The information in Ketchup, Mustard and Mayonnaise in the U.S. is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the food market and consultants to the industry. Market size data was derived from Information Resources, Inc. and trade sources. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor. Consumer information was derived from Simmons Market Research Bureau, spring 2006 National Consumer Survey.

What You'll Get in this Report

Ketchup, Mustard and Mayonnaise in the U.S. makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Ketchup, Mustard and Mayonnaise in the U.S. offers. The report addresses the following segments:

The Market (including market size and composition, and projected market growth)
The Marketers (including discussions of specific marketer brand and market shares)
Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
The Consumer (who's buying what, and where)
The Products
Trends and Opportunities

Plus, you'll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report

If your company is already competing in the sandwich spreads market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for ketchup, mustard and mayonnaise, as well as projected sales and trends through 2010. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for these products.

This report will help:

Marketing Managers identify market opportunities and develop targeted promotion plans for sandwich spreads.
Research and development professionals stay on top of competitor initiatives and explore demand for ketchup, mustard and mayonnaise.
Advertising agencies working with clients in the food industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
Business development executives understand the dynamics of the market and identify possible partnerships.
Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Content

Chapter 1 Executive Summary
- Scope of the Report
- Methodology
- Market Size and Growth
  - Figure 1-1 U.S. Retail Sales and Growth of Sandwich Spreads, 2001-2005 (in billion $, %)
  - Table 1-1 IRI-Tracked Sales of Sandwich Spreads, 2001-2005 (in million $)
  - Market Composition
  - Factors Affecting Growth
  - Consumers Demand Healthy Foods
  - Eating Out
  - Lack Of Innovation
  - Ethnic Cuisines Merge Into The Mainstream
  - Private Labels Introduce Premium Brands
- Market Projections
  - Figure 1-2 Projected Sales of the U.S. Sandwich Spread Market, 2006-2010 (in billion $)
- Marketers
  - Top Marketers
  - Figure 1-3 IRI-Tracked Retail Market Shares of Top U.S. Sandwich Spread Marketers, 2005(%)
  - Table 1-2 IRI-Tracked Retail Sales of Sandwich Spread Marketers, 2001-2005 (in million $)
  - Top Brands
  - Figure 1-4 IRI-Tracked Retail Market Shares of Top U.S. Sandwich Spread Brands, 2005 (%)
  - Table 1-3 IRI-Tracked Retail Sales of Top Sandwich Spread Brands, 2001-2005 (in million $)
- Trends
  - Health and Wellness Diets Rule
  - Ketchup: Good for Health
  - Organic and Natural Foods go Mainstream
  - Americans Taste Ethnic Cuisines
  - The Hispanic Market
  - Sandwich Spreads go Upscale
  - Ethnic Flavors Popular Among Teens and Boomers
  - Alcohol-Flavored Spreads Stimulate Innovation
- Marketing Dynamics
  - Marketing Initiatives
  - Heinz Partners Kaboose to Promote Silly Squirts
  - Personalized Ketchup Labels
  - ConAgra Sponsors Events of Six Flags, Inc.
  - Hunt's Guarantees Thicker Ketchup
  - Kraft Focuses on Health and Wellness
  - Kraft Kicks off Multi-Brand Celebrity Campaigns
  - Unilever to Promote NASCAR Team
  - French's "Healthy Lunchbox" Contest
  - Chefs Feature in Grey Poupon Ads
- New Product Introductions
  - Table 1-4 Top Marketers Based on the Number of New Products Introduced
  - Table 1-5 Top Marketers based on the Number of SKUs introduced
- Consumers
  - Ketchup
  - Heinz Leads the Pack
  - Low Income Groups go for Hunt's
  - Plastic Squeeze Bottles Emerge as a Trend
  - Mayonnaise
  - 62% Prefer Real Mayonnaise
  - Hellmann's Leads the Popularity Chart among Brands
  - Mustard
  - Majority Favors Squeeze Bottles
  - French's Popularity Declines
  - Lower Income Households are Heavy Users
Chapter 2 Market
- Scope of The Report
- Methodology
- Product Definition
- Mayonnaise
- Ketchup
- Mustard
- Market Size and Growth
- Overview
- Figure 2-1 U.S. Retail Sales and Growth of Sandwich Spreads, 2001-2005 (in billion $, %)
- Table 2-1 IRI-Tracked Sales of Sandwich Spreads, 2001-2005 (in million $)
- Market Composition
- Figure 2-2 IRI-Tracked Market Composition of Ketchup, Mayonnaise and Mustard by Category Share, 2001-2005 (%)
- Mayonnaise
- Figure 2-3 IRI-Tracked Sales of Mayonnaise, 2001-2005 (in billion $)
- Ketchup
- Figure 2-4 IRI-Tracked Sales of Ketchup, 2001-2005 (in million $)
- Mustard
- Figure 2-5 IRI-Tracked Sales of Mustard, 2001-2005 (in million $)
- Factors Influencing the Market
  - Consumers Demand Healthy Foods
  - Eating Out
  - Lack of Innovation
  - Ethnic Cuisines Merge Into The Mainstream
  - Private Labels Introduce Premium Brands
- Market Projections
  - Figure 2-6 Projected Sales of the U.S. Sandwich Spread Market, 2006-2010 (in billion $)
Chapter 3 Marketers
- Top Marketers
- Figure 3-1 IRI-Tracked Retail Market Shares of Top U.S. Sandwich Spread Marketers, 2005(%)
- Table 3-1 IRI-Tracked Retail Sales of Sandwich Spread Marketers, 2001-2005 (in million $)
- Performance Analysis of Top Marketers
- Kraft Foods, Inc.
- Unilever Bestfood North America
- H.J. Heinz Company
- Reckitt Benckiser Plc
- ConAgra, Inc.
- Private Labels
- Figure 3-2 IRI-Tracked Retail Sales of Private Label Sandwich Spread, 2001-2005 (in million $)
- Figure 3-3 U.S. Market Sales of Private Label Sandwich Spread Categories, 2001-2005 (%)
- Table 3-2 IRI-Tracked Sales of Private Label Sandwich Spreads, 2001-2005 (in million $)
- Performance Analysis Of Top Brands
- Figure 3-4 IRI-Tracked Retail Market Shares of Top U.S. Sandwich Spread Brands, 2005 (%)
- Table 3-3 IRI-Tracked Retail Sales of Top Sandwich Spread Brands, 2001-2005 (in million $)
- Mayonnaise
- Top Marketers
- Figure 3-5 IRI-Tracked Retail Market Shares of Top U.S. Mayonnaise Marketers, 2005 (%)
- Table 3-4 IRI-Tracked Retail Sales of Top Mayonnaise Marketers, 2001- 2005 (in $ million)
- Top Brands
- Figure 3-6 IRI-Tracked Retail Market Shares of Top U.S. Mayonnaise Brands, 2005 (%)
- Table 3-5 IRI-Tracked Retail Sales of Top Mayonnaise Brands, 2001- 2005 (in $ million)
- Ketchup
- Top Marketers
- Figure 3-7 IRI-Tracked Retail Market Shares of Top U.S. Ketchup Marketers, 2005 (%)
- Table 3-6 IRI-Tracked Retail Sales of Top Ketchup Marketers, 2001- 2005 (in $ million)
- Top Brands
- Figure 3-8 IRI-Tracked Retail Market Shares of Top U.S. Ketchup Brands, 2005 (%)
- Table 3-7 IRI-Tracked Retail Sales of Top Ketchup Brands, 2001- 2005 (in $ million)
- Mustard
- Top Marketers
- Figure 3-9 IRI-Tracked Retail Market Shares of Top U.S. Mustard Marketers, 2005 (%)
- Table 3-8 IRI-Tracked Retail Sales of Top Mustard Marketers, 2001- 2005 (in $ million)
- Top Brands
- Figure 3-10 IRI-Tracked Retail Market Shares of Top U.S. Mustard Brands, 2005 (%)
- Table 3-9 IRI-Tracked Retail Sales of Top Mustard Brands, 2001- 2005 (in $ million)
- # Profiles Of Top Marketers
- # Kraft Foods, Inc.
  - Overview
  - Table 3-10 Product Line of Kraft Foods, Inc.
  - Figure 3-11 IRI-Tracked Sales of Kraft Foods Sandwich Spreads, 2001-2005 (in million $)
- unilever Bestfoods North America
  - Overview
  - Table 3-11 Product Line of Unilever Bestfoods North America Category
  - Figure 3-12 IRI-Tracked Sales of Unilever Sandwich Spreads, 2001-2005 (in million $)
- H. J. Heinz Company
  - Overview
  - Table 3-12 Product Line of H.J. Heinz Company
  - Figure 3-13 IRI-Tracked Sales of Heinz Sandwich Spreads, 2001-2005 (in million $)
- Heinz Woos McDonald's to Boost Ketchup Sales
- Reckitt Benckiser
  - Overview
  - Table 3-13 Product Line of Reckitt Benckiser
  - Figure 3-14 IRI-Tracked Sales of Reckitt Benckiser Sandwich Spreads, 2001-2005 (in million $)
  - French's "Healthy Lunchbox" Contest
  - New Product Launches
- ConAgra Foods, Inc.
  - Overview
  - Table 3-14 Product Line of ConAgra Foods, Inc.
  - Figure 3-15 IRI-Tracked Sales of ConAgra Sandwich Spreads, 2001-2005 (in million $)
  - Hunt's Introductory Offer Attracts Consumers
- C.F. Sauer Company
  - Overview
  - Table 3-15 Product Line of C.F. Sauer Company
  - Figure 3-16 IRI-Tracked Sales of C.F. Sauer Sandwich Spreads, 2001-2005 (in million $)
  - C.F. Sauer Company to Sponsor Derby Race
  - New Product Launches
- Del Monte Foods
  - Overview
  - Table 3-16 Product Line of Del Monte Foods
  - Del Monte, Sesame Street to Promote Healthy Foods
Chapter 4 Market Trends and Dynamics
- Health and Wellness Diets Rule
- Good-For-You Mayonnaise
- Ketchup: Good for Health
- Organic and Natural Foods go Mainstream
- Americans Taste Ethnic Cuisines
- Ethnic Flavors Popular Among Teens and Boomers
- The Hispanic Market
- Sandwich Spreads go Upscale
- Sales Boost for Private Labels
- Alcohol-Flavored Spreads Stimulate Innovation
- Marketing Dynamics
  - Heinz Targets Kids With Creative Packages
  - Heinz Partners Kaboose to Promote Silly Squirts
  - Heinz Introduces 'Fridge Door Fit' bottles
  - Personalized Ketchup Labels
  - ConAgra Sponsors Theme Park Events
  - Kraft Foods Targets Focused Groups Online
  - Kraft Adds Ad Agency McGarry Bowen
  - Kraft Kicks off Multi-Brand Celebrity Campaigns
  - Unilever to Promote NASCAR Team
  - French's Honey Mustard Best in Taste
- New Product Introductions
  - New Products Introduced in Sandwich Spreads
  - Table 4-1 Top Marketers Based on the Number of New Products Introduced
  - Number of SKUs Introduced in Sandwich Spreads
  - Table 4-2 Top Marketers based on the Number of SKUs introduced
  - New Products Introduced in Mustard Category
  - Table 4-3 Top Mustard Marketers Based on the Number of New Products Introduced
  - Number of SKUs Introduced in the Mustard category
  - Table 4-4 Top Mustard Marketers based on the Number of SKUs Introduced
  - Introductions by Package Tags in Mustard Category
  - Table 4-5 Mustard New Product Selling Points, by Select Package Tags
  - Table 4-6 New Mustard Product Introductions with 'Upscale' Package Tag
  - Table 4-7 New Mustard Product Introductions with 'Gourmet' Package Tag
  - Table 4-8 New Mustard Product Introductions with 'Private Label' Package Tag
  - Table 4-9 Mustard New Product Selling Points, by Select Flavors
  - Blend -the Favored Flavor
  - Table 4-10 Mustard Product Introductions by Flavors
  - New Products Introduced in Mayonnaise Category
  - Table 4-11 Top Mayonnaise Marketers Based on the Number of New Products Introduced
  - Number of SKUs Introduced in Mayonnaise category
  - Table 4-12 Top Mayonnaise Marketers based on the Number of SKUs
  - Introduced
  - Introductions by Package Tags in Mayonnaise category
  - Table 4-13 Mayonnaise's New Product Selling Points, by Select Package Tags
  - Table 4-14 New Mayonnaise's Product Introductions with 'Low Fat' Package Tag
  - Table 4-15 New Mayonnaise's Product Introductions with 'Natural' Package Tag
  - New Products Introduced in Ketchup Category
  - Table 4-16 Top Ketchup Marketers based on the Number of Products Introduced
  - Number of SKUs Introduced in Ketchup Category
  - Table 4-17 Top Ketchup Marketers based on the Number of SKUs Introduced, June 2005- June 2006
  - Table 4-18 Ketchup's Product Introductions
Chapter 5 Consumer
- Simmons Survey
- Ketchup - The Most Popular Sandwich Spread
- Large Households Favor Mayonnaise
- Mustard Consumption Declines
- Figure 5-1 Usage Rates for Mayonnaise, Ketchup, and Mustard, 2003-2005 (%)
- Table 5-1 Comparing Demographic Characteristics of Mayonnaise, Ketchup, and Mustard Users
- Mayonnaise
  - Mayonnaise Usage by Type
  - Figure 5-2 Usage Rate for Mayonnaise by Type, 2003-2005 (%)
  - Table 5-2 Demographic Characteristics of Regular and Light/Low Fat Type Mayonnaise Users
  - Mayonnaise Usage by Form
  - Figure 5-3 Usage Rate for Mayonnaise by Form, 2003-2005 (%)
  - Table 5-3 Demographic Characteristics of Mayonnaise (Real), Mayonnaise Type Salad Dressing, and Imitation Mayonnaise Users
  - Table 5-3 [Cont.] Demographic Characteristics of Mayonnaise (Real), Mayonnaise Type Salad Dressing, and Imitation Mayonnaise Users
  - Mayonnaise Usage by Brand
  - Hellmann's Most Popular Brands
  - Hispanics inclined toward Kraft Mayo
  - Kraft Miracle Whip Popular in Central United States
  - Figure 5-4 Usage Rate for Mayonnaise by Brand, 2003-2005 (%)
  - Table 5-4a Demographic Characteristics Favoring Use of Mayonnaise by Brands
  - Table 5-4b Demographic Characteristics Favoring Use of Mayonnaise by Brands
  - Store Brand
  - Store Brand
  - Mayonnaise Usage by Frequency
  - Large Households Purchase More
  - Figure 5-5 Frequency of Use of Mayonnaise in the last 90 days, 2003-2005 (%)
  - Table 5-5a Demographic Characteristics of Mayonnaise Users by Usage Frequency
  - Table 5-5b Demographic Characteristics of Mayonnaise Users by Usage Frequency
  - Ketchup Usage by Type
  - African Americans Opt for Bottles/Jars
  - Plastic Squeeze Bottles Emerge as a Trend
  - Figure 5-6 Usage Rate for Ketchup by Type, 2003-2005 (%)
  - Table 5-6 Demographic Characteristics Favoring Use of Ketchup by Types
  - Ketchup Usage by Brand
  - Heinz Leads the Pack
  - Low Income Groups go for Hunt's
  - Del Monte records a dip in Usage
  - Figure 5-7 Usage Rates for Ketchup by Brand, 2003-2005 (%)
  - Table 5-7 Demographic Characteristics Favoring Use of Ketchup by Brands
  - Ketchup Usage by Frequency
  - Higher Income Groups
  - Ketchup - A Craze Among Children
  - Heavy User Population on the Rise
  - Figure 5-8 Frequency of Use of Ketchup Bottles in the last 90 days, 2003-2005 (%)
  - Table 5-8a Demographic Characteristics of Ketchup Users by Usage Frequency
  - Table 5-8b Demographic Characteristics of Ketchup Users by Usage Frequency
  - Mustard Usage by Type
  - Majority favors Squeeze Bottles
  - Figure 5-9 Usage Rate for Mustards by Type, 2003-2005 (%)
  - Table 5-9 Demographic Characteristics Favoring Use of Mustard by Type
  - Mustard Usage by Kind
  - Majority Yearn for Yellow
  - Figure 5-10 Usage Rates for Mustards by Kind, 2003-2005 (%)
  - Table 5-10 Demographic Characteristics Favoring Use of Mustard by Kinds
  - Mustard Usage by Brand
  - French's Falls in Popularity
  - Figure 5-11 Usage Rate for Mustards by Brand, 2003-2005 (%)
  - Table 5-11 Demographic Characteristics Favoring Use of Mustard by Brand
  - Mustard Usage by Frequency
  - Majority Consume Less than One Jar
  - Lower Income Households are Heavy Users
  - Figure 5-12 Frequency of Use of Mustard in the last 30 days, 2003-2005 (%)
  - Table 5-12a Demographic Characteristics of Mustard Users by Usage
  - Frequency
  - Table 5-12b Demographic Characteristics of Mustard Users by Usage
  - Frequency