The US Seasonings, Dressings and Sauces Market: What Consumers Eat and Why? By Canadean

1. The US Seasonings, Dressings and Sauces Market:
What Consumers Eat and Why?
Canadean
Report Highlight

2. Introduction and Landscape
Why was the report written?
Marketers in the Seasonings, Dressings & Sauces market face a major challenge. Understanding market size and
segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are,
and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-
based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups,
how much of the Seasonings, Dressings & Sauces market they account for, and which consumer trends drive their
behavior.
What is the current market landscape and what is changing?
Consumption patterns of Seasonings, Dressings & Sauces have been affected by the weak economy in the US. Since the
global financial crisis of 2008–2009 the retail market has been characterized by an increase in the amount of discounted
and own-brand products. However, consumption patterns are changing as the US economy recovers, making early
identification of the consumer groups and trends driving new market behavior essential.
What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets –
making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this
report examines over 20 consumer trends that affect the market and examines the share of consumption across 26
consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the
latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product
market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be
updated in line with the very latest consumer behaviors.

3. Key Market Issues
Not only do a large proportion of US consumers, in the Condiments, Dressings and
Herbs, Spices & Seasonings categories at least, highlight that specific consumer trends
have an influence on their consumption, this translates into a significant proportion of
actual value being directly influenced as well. Consumers are therefore acting on these
trends enough to ensure that targeting them, in the right categories, is essential to
success.
The Affluent wealth group has the largest share of the Seasonings, Dressings & Sauces
market, at 34% of the market by value. However, no wealth group consumes
disproportionately to its size, and therefore companies will find value in introducing
differentiated products targeting various income groups.
Private label penetration is relatively low in the US Seasonings, Dressings & Sauces
market, with the highest penetration being in the Herbs, Spices & Seasonings category,
at 29% of the volume of products distributed. Some categories in the Seasonings,
Dressings & Sauces market are more vulnerable to private labels than others, such as
the Herbs, Spices & Seasonings category which, other than the market leader, has many
brands recording low market shares.

4. About the Publisher
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Canadean has long held a reputation with FMCG markets for providing specialist business information by
conducting detailed industry and consumer research, supported by insightful value-added analysis.
Canadean covers the entire spectrum of the consumer value chain from suppliers, brand owners,
distribution channels and consumer insight.
By researching markets in a holistic way, Canadean’s research methodology enables clients to make
informed, strategic decisions that are founded on robust and reliable data and market insights. Canadean
specializes in online survey panels, qualitative and quantitative in-country research, industry analysis and
consultancy.
Canadean’s dedicated in-country researchers and analysts have an industry background in marketing,
market research, consulting and advanced statistical expertise. They are well positioned in the industries
themselves and therefore, best placed to ask the right questions of the right people. This network of
professional researchers stretches across more than 80 countries, enabling Canadean to conduct unique
research via our trusted business communities.

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