Comax Flavors has released new primary research on consumers’ behavior, usage and attitudes towards condiments, salad dressings, dips and dipping sauces.
This is the 13th study of the company’s primary market research program. The Condiments, Salad Dressings, Dips and Dipping Sauces study was fielded in August 2018 with 1,200 U.S. respondents aged 18-70+; half were female and the other half were male.
According to Statista.com, revenue in the Sauces & Condiments segment accounted for $42.1 million in 2018 (Ketchup $8.7 million and Sauces & Condiments $33.4 million) and the market is expected to grow annually by 1.7% CAGR 2018-2021.
Although the industry separates cooking sauces and table sauces/condiments into different categories, half of Canadian and American condiment/dressing consumers say that any sauce can be a condiment, which consumers associate with versatility, according to Mintel.
“We see consumers experimenting with a variety of flavors through condiments, salad dressings, dips and dipping sauces and we wanted to further explore their attitudes and behavior in this arena,” adds Catherine Armstrong, Comax vice president of corporate communications.
Comax partnered with Amy Marks-McGee of Trendincite LLC to manage the market research program and Costello Creative Group to translate the data into creative, fun and easy-to-read infographics. Additional Comax studies include: alcohol, alternative dairy products, bread, coffee, crackers, flavored water, ice cream, juice, nutrition and performance products, sweet baked products, tea and yogurt.
Below are just a few of the study highlights. To request a copy of the complete “Spread OnThe Flavor” infographic, contact carmstrong@comaxflavors.com.
Condiment Findings - Among respondents who consume “Condiments” N=300:
• “Regular” is the most popular type of condiment respondents consume: Mayonnaise (77%), Mustard (87%) and Ketchup (92%)
• Sandwiches (83%) and Cold Cuts (56%) are the most popular products consumed with Mayonnaise
• Respondents enjoy Mustard with Sandwiches (82%) and Cold Cuts (58%) French Fries (85%) and Sandwiches (47%) are the top two products that respondents consume with their Ketchup
• “Taste” is the number one attribute to drive Condiment purchases with two-thirds of respondents citing it - Mayonnaise (63%), Mustard (66%) and Ketchup (66%)
• “Plain/Original” is the number one flavor among all generations for Mayonnaise (91%), Yellow Mustard (83%) and Ketchup (93%)
Salad Dressing Findings - Among respondents who consume “Salad Dressings” N=300:
• Respondents use a variety of Salad Dressing applications. Three-quarters of respondents use “Refrigerated” (76%), while shy of half use “Shelf Stable” (49%) and only 13% use “Dry Packets”
• “Regular” is the most common type of dressings for Shelf Stable (83%) and (78%) applications
• Shy of a third of respondents consume “Calorie Free/Reduced Calories” Shelf Stable dressing (32%) and a quarter consume Refrigerated salad dressing
• “Taste” is the most important attribute driving Salad Dressing purchase intent with shy of two thirds (64%) of respondents citing it
• Among “Dry Packet” users, 59% of respondents consume “Italian” dressing closely followed by “Ranch” (56%)
• Among Ranch flavors, “Ranch” (73%) is the number one flavor consumed among all generations followed by “Buttermilk Ranch” (41%) and “Bacon Ranch” (21%)
• Among users of Italian flavors, “Italian” (62%) is the most popular flavor consumed by all generations followed by “Zesty Italian” (59%)
• Shy of two-thirds of all generations consume “Balsamic Vinaigrette” (62%)
• “Caesar” dressing (88%) is well-liked among all generations: Baby Boomers (97%), Gen X (88%), Gen Z (88%), the Silent Generation (87%) and Gen Y (69%)
• Among “Yogurt” dressing consumers, Gen Z are the heaviest consumers of “Blue Cheese Yogurt Dressing” with three-quarters citing it, while shy of two-thirds of the Silent Generation (63%) consume “Honey Mustard Yogurt Dressing”
• Among “Hummus” dressing users, 48% of respondents consume “Roasted Red Pepper Hummus,” and the flavor is liked by all generations, except the Silent Generation, who do not consume it at all
Dip Findings - Among respondents who consume “Dips” N=300:
• Respondents almost equally consume “Refrigerated” (82%) and “Shelf Stable” (79%) Dips
• Snacks (73%) and Vegetables (50%) are the top two products that respondents consume with their Dip
• “Taste” (62%) is the most important attribute and number one driver of Dip purchase intent followed by “Flavor” (59%)
• “Cheese” (78%), “Ranch” (67%) and “Onion” (58%) are the top three “Shelf Stable Dip” flavors
• Two-thirds of respondents consume “Ranch” making it the number one “Vegetable Dip” flavor consumed by all generations followed by “Spinach” (48%) with shy of half citing it
• Among “Hummus” Dip users, “Garlic” (49%) is the most popular flavor consumed
• Among “Yogurt” Dip consumers, “Ranch” (62%) is the favorite flavor followed by “Chipotle Ranch” (44%)
• Among “Tzatziki” users, “Cucumber Dill” is the #1 flavor among all generations; Gen X (100%), Baby Boomers (100%), Silent Generation (75%), Gen Y (74%) and Gen Z (57%)
Dipping Sauce Findings - Among respondents who consume “Dipping Sauces” N=300:
• One-third of respondents consume French Fries (67%) and Hot Appetizers (66%) with their Dipping Sauce
• More than two-thirds (68%) of respondents cite “Taste” as the most important attribute and number one driver of Dipping Sauce purchase intent
• Among Sweet flavored dipping sauces, 67% of respondents consume “Honey Mustard” while more than half (56%) of respondents consume “Sweet & Tangy”
• Spicy flavored Dipping Sauces are a common flavor direction and shy of half of respondents consume “Buffalo” (49%) and “Wing” (46%) sauce
• More than half (57%) of all respondents consume “Soy Sauce,” making it the number one flavor among Salty dipping sauces
• Surprisingly, 29% of respondents use dipping sauce in “Sweet Preparations”
Generations defined: Gen Z born 1996 and later; Gen Y born 1977 to 1995; Gen X born 1965 to 1976; Baby Boomers born 1946 to 1964; Silent Generation born 1925 to 1945
For more information, visit www.ComaxFlavors.com.
