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Trends in the global cooking sauce market
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
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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.
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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