The manufacturers of culinary
products (fermented sauces, ketchup, mayonnaise, mustard, salad dressings and
pickles) are repackaging their brands to appeal to younger and more sophisticated
markets, according to new data from Euromonitor International.
Culinary products ditch
their ‘with chips’ image
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In volume terms, total sales
for culinary products is forecasted to rise to 1,457,249 tonnes by 2004, an
increase of 10.0% on the 1999 figure. The desire to purchase products to make
an ethnic meal more authentic, or to enhance the appeal of traditional meals,
is expected to contribute to volume growth. Amongst 18-35 year-olds in particular,
the perception of some culinary goods brands will move from something kept at
the back of the cupboard to being more of an essential grocery product.
| Forecast retail volume sales of culinary products by country 1999-2004 – Tonnes |
||
| Country | 1999 | 2004 |
| Austria | 39966 | 44928 |
| Belgium | 52436 | 55203 |
| Denmark | 27489 | 29074 |
| Finland | 35483 | 39251 |
| France | 149284 | 153744 |
| Germany | 317976 | 342145 |
| Greece | 9048 | 10750 |
| Ireland | 8480 | 9115 |
| Italy | 65220 | 75668 |
| Netherlands | 74334 | 77019 |
| Norway | 13577 | 14087 |
| Portugal | 23875 | 30335 |
| Spain | 114009 | 126694 |
| Sweden | 99788 | 101617 |
| Switzerland | 23309 | 24169 |
| Turkey | 63612 | 89682 |
| UK | 203230 | 229910 |
| Other Western Europe | 3440 | 3858 |
| Total Western Europe | 1324556 | 1457249 |
Versatile brands liven
up dinnertime
Traditional culinary products
and accompaniments to meals are increasingly facing a saturated market. As a
result, many manufacturers have had to effectively reinvent their products.
Lea & Perrins Worcestershire sauce had faced relatively static sales. Repositioning
of the product as a snack accompaniment or to spice up meals such as cheese
on toast has again made the product fashionable.
Other ‘trendy’ culinary
products include low fat/low calorie, additive-free and organic sauces and dressings.
It is estimated that nearly half the UK market for such culinary products consists
of low or reduced fat items, and organic dressings are particularly popular
in both the UK and Germany. Manufacturers have also launched more premium culinary
products, including “authentic” ethnic food brands to meet increasingly
sophisticated and adventurous tastes.
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By GlobalDataFrench dip French fries
into new mayonnaise
Many French consumers, experts
at home-made dressings, are being tempted by new ‘fresh’ brands. Amora and Benedicta
have successfully introduced a range of chilled mayonnaise products which have
been bought by French customers who would not have previously eaten commercially
produced mayonnaise.
Cyberspace sauces provide
a taste of home
Some culinary products,
such as the British brown sauce have nostalgic associations with a particular
country. The Internet is an increasingly important tool in marketing and selling
culinary brands to the “ex-pat” market. Key multinational companies,
such as Heinz and Unilever are already reviewing and expanding their on-line
marketing activity.
