Market for specialty condiments sees growth.doc

Market for specialty condiments sees growth: hot & spicy flavors, new packaging lead the way in segment innovationDebbie Howell New flavor variations and demand for convenient packaging are driving growth in condiments, a grocery category that for years suffered meager growth due to lack of innovation.In years past, when consumers sought a topper for sandwiches, choices were limited to three basics - regular ketchup, mayonnaise and mustard. And although these mainstays still dominate sales, new flavors are making inroads. Zesty Garlic Ketchup, Chipotle Chili Mayonnaise and Sweet Onion Mustard are among the newcomers spicing up spreads.One trend weve seen is a desire for more sophisticated flavors, said Jerry Coghlan, evp and gm of Krafts Enhancers division. Adult households have been growing faster than households with children as the Baby Boom generation is transforming into the Empty Nester, so products like condiments are trying to accommodate these adult tastes.Spicy flavors are on the rise, with Kraft launching hot and spicy versions of mayonnaise, Miracle Whip and cocktail sauce, to name a few. Heinz, meanwhile, has its flavored Ketchup Kickrs line, which includes Hot & Spicy, Zesty Garlic and Smokey Mesquite. HelImans offers mayonnaise in the varieties Bacon & Tomato Twist, Garlic Paradise and Herb Sensation. And Frenchs, a division of Reckitt Benckiser, has mustard in flavors like Sweet & Zesty Onion and a new light mayonnaise line called Gourmayo.Gourmayo, in Chipotle Chili, Wasabi Horseradish and Sun-Dried Tomato, was Frenchs first foray into mayonnaise and has been deemed a success since its September launch.Were actually leading the flavored mayonnaise segment, said Josh Shapiro, category manager at Frenchs foods. Its doing very well.The flavors developed by Frenchs were drawn from popular restaurant cuisine influences. Gourmayo provides an interesting alternative even though flavored mayonnaise remains a small segment-only about 1% of the $1 billion mayonnaise category.New flavors are also a result of the influence of ethnic cuisine, especially spicy varieties. Appearing more are condiments targeting Hispanic tastes, such as Krafts Mayonesa con Limon, developed from the insight that many Hispanics squeeze lime into their mayonnaise. Hellmans has a similar version, Mayonesa. With both, packaging is bilingual.Another niche market is the segment targeting kids, such as limited editions of purple, green and blue versions of Heinz ketchup under its EZ Squirt line, now in its third year. Organic is yet another growth segment, with Heinz jumping into this category last year.Traditional ketchup does and always will rule the day when it comes to Heinz, said Robin Teets, senior manager of communications at Heinz North America. But were seeing consumer preference for different or interesting flavors.Besides new flavors, packaging has undergone a rebirth in condiments as part of the drive for growth. Easy-squeeze bottles with caps that prevent gummy buildup are gaining popularity, along with upside-down containers that make pouring out the condiment quicker. Frenchs has transitioned all of its classic yellow mustard bottles to more ergonomic packaging, while companies like Heinz provide new and old packaging options.Despite a proliferation of new flavors and packaging innovations, sales of the three core condiments remain in a slow-growth mode. Sales of ketchup, mustard and mayonnaise in food, drug and mass retail outlets, excluding Wal-Mart, were up 3.5%, 1.4% and 2.1%, respectively, during a recent 52-week period, according to Information Resources Inc.Its tough to get growth in these categories, and you runt force it. What you have to do is be relevant from a product offering and the right market mix, said Shapiro of Frenchs.COPYRIGHT 2003 Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.COPYRIGHT 2004 Gale Group特种调味品市场预计增长：热与辣口味，新包装引领段创新之路 黛比豪 新口味的变化和便利包装的需求正在推动调味品增长，食品类，多年来受到微弱的增长，由于缺乏创新。 在过去的几年中，当消费者寻找到了三明治礼帽，选择是有限的三个基础 - 普通番茄酱，蛋黄酱和芥末。虽然这些支柱仍然占主导地位的销售，新口味正在取得进展。灿烂大蒜番茄酱，蛋黄酱和辣椒的Chipotle甜洋葱芥末是利差之间的新人增添光彩。 “一个趋势，我们看到的是一个更复杂的口味的欲望，说：”杰里科格伦，EVP和卡夫的促进剂司总经理。 “成人户已增长速度快于家庭与儿童的婴儿潮一代进入空巢转变，所以喜欢尝试调味品产品，以适应这些成人的口味。” 辣口味都在上升，卡夫推出麻辣版本的蛋黄酱，奇迹鞭和鸡尾酒酱，仅举几例。亨氏，与此同时，其味酱Kickrs线，包括热和辣，大蒜和Smokey梅斯基特兴致。 HelIman的品种提供了蛋黄酱在扭培根番茄，大蒜和香草天堂感觉。和法国的，一师的利洁时，在灿烂如甜洋葱和蛋黄酱一个新的光行调用Gourmayo芥末口味。 Gourmayo中的Chipotle辣椒，芥末辣根和晒干的西红柿，是法国的第一次尝试把蛋黄酱，并已被视为一个自九月发射成功。 “我们实际上是在领先的味蛋黄酱段，说：”乔希夏皮罗，分类在法国的食品经理。 “这是做得很好。” 法国的开发的口味都来自受欢迎的餐厅美食的影响。 Gourmayo提供了一个有趣的选择，即使味蛋黄酱仍然是一个小片段 - 只有大约1 10亿美元蛋黄酱分类。 新口味，也是一种对民族美食，尤其是辣品种影响的结果。针对出现的更多的是调味品，如西班牙的口味卡夫Mayonesa利蒙浓度从Insight，许多西班牙裔挤进他们的蛋黄酱石灰开发。 Hellman的也有类似的版本，Mayonesa。与这两个，包装双语。 另一部分是利基市场定位，如紫色，绿色和蓝色版本的亨氏番茄酱的EZ水枪根据其行现在进入第三个年头，限量版的孩子。有机是另一个增长领域，这一类与亨氏去年跳。 “传统的番茄酱并始终将统治一天，当涉及到亨氏，说：”罗宾蒂茨，交通银行高级经理亨氏北美。 “但我们发现消费者对于不同的或有趣的口味偏好。” 除了新口味，包装发生了，作为一个成长的驱动部分调味品中重生。帽，防止蔓