October 14th, 2022, Clifton Mark
More than nine-tenths of global consumers use cooking sauces in their food preparation. A recent YouGov webinar discussed consumer attitudes towards cooking sauce in 43 global markets. The webinar was hosted by Kenton Barello, VP, Enterprise Clients, CPG (Consumer Packaged Goods) Foods at YouGov; Azam Khan, Senior Business development Manager and Özge Akçizmeci Üstün, GM YouGov Turkey.
In all markets surveyed, a significant majority of adults say they use sauces more than once a month. Sauce consumption is highest in the USA, with 71% using sauces more than once a month and 44% using them several times a week or more. Sauce use in Europe is also significant with more than one-third of consumers in Great Britain (32%), France (33%) and Germany (32%) using sauces several times a week or more.
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The sauce market on both sides of the Atlantic has changed over the past two years of pandemic closures. In the US, sauce consumption has grown, with 24% of Americans using more cooking sauce than they did two years ago. Only 11% of US consumers report using less. The trend moves in the opposite direction in France (18%) and Great Britain (19%) where nearly a fifth of consumers say they’re using less cooking sauce than before.
Read our report on the global cooking sauce market
Why do consumers use sauce? The most common reasons are to “add flavours to my cooking” at 60% and “to make the taste more interesting” at 48%. Consumers in the US and Great Britain are most likely to cite these as reasons to use sauce, trailed by those in France and Germany. Overall, 33% of consumers use sauce to add moisture to their cooking.
These are just a few of the insights available in the free webinar. Tune in to learn about other topics, including:
-Relative opportunities in wet and dry sauce products
-Sauce users’ attitudes towards sustainability
-What sort of sustainability actions companies can take to satisfy customers’ expectations
-Attitudes towards refillable stations as a way of buying sauce.
Methodology:
YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online in June 2022, with a nationally representative samples of 200+ adults in USA, GB, France and Germany, using a questionnaire designed by YouGov. Learn more about YouGov RealTime Omnibus.
Photo by Lachlan Rennie on Unsplash