Why are table sauces important?
With 99% of households buying table sauces, dressings and condiments, these are key top-up items.
Seasonal trends and weather play a key role in this category - a sudden burst of sunshine will result in impromptu barbecues and a high demand for ketchup and mayonnaise, whilst a drop in temperature will see an increase in mustards and condiments to accompany comfort food such as roast dinners.
In the summer, the range can be extended to include a wider range of barbecue sauces and salad dressings. In winter, there is an increased use of condiments such as mustards and cranberry sauce. Shoppers tend to be brand loyal in this category, so it’s important to keep the best sellers in stock. Hellmann’s, Heinz and Colman’s are the top brands.
Why understanding affluence levels pays
Stores in a more affluent area should offer a wider variety of table sauces and dressings with higher price points, premium brands and local products. In less affluent areas, shoppers buy more Brown Sauce and Salad Cream but a full range of products should still be offered.