Adding to the taste of home

Heinz has released its first Heinz Tomato Ketchup pan-European TV advert for seven years. The ad, which suggests the taste of Heinz Tomato Ketchup brings food to life, aired in the UK last month and runs until early December.

ADDING a little sauce could be tasty for retailers says Partners for Growth, the marketing and merchandising service for convenience operators from multi-category brands giant Unilever.

PfG, quoting IRI Research statistics, says the market for ‘eating enhancers’ (table sauces, dressings and condiments) is worth £613 million and is growing by 2.1% a year. Table sauces account for 42% of the market by value and mayonnaise for 24%.
Recent increases in sales have been due in part to the rise in the preparation of homemade meals as a result of the tough economic times.
There’s been a return to traditional British finishing touches, the PfG team suggests.
And the growth in the number of sandwiches made at home and the increase in ‘big night in’ occasions offer significant opportunities for convenience retailers to increases sales.
Flavoured mayonnaise is doing well. Sales increases of mayonnaise and ketchup in squeezy bottles is boosting overall category sales.
Hellmann’s Mayonnaise, Heinz Tomato Ketchup and Heinz Salad Cream are key brands that shoppers recognise, and ensuring that those lines are always available and easy to see will help shoppers find the table sauces shelves, says PfG. Shoppers tend to spend only a short time looking at a store’s table sauces selection, so they need to be able to find what they want quickly and easily or they won’t make a purchase.
And, the team says, table sauce and condiments shoppers are very brand loyal, so it’s essential that retailers stock the top-selling brands.
Specialist condiments including items like grain and continental mustards do well at Christmas.
In summer other lines do well.
“Summer is a very important season for the table sauces, dressings and condiments category because of barbecues and summer parties,” said Tom Hazelden, Partners for Growth controller and retail execution manager, c-sector, at Unilever UK.
“With 99% of households buying these products, they are key top-up items in convenience stores.
“That’s why it is so important to have the top sellers available, and make the fixture easy to shop. If the customer can’t see it or it isn’t available, they will simply shop elsewhere.”

Japanese firm Mizkan, the owner of Branston pickle, followed the launch of the product’s first TV ad in seven years with limited-edition packs with two different labels for the Branston pickle jars – one reading “Bring Out” the other “Branston”. The brand teamed up with DS Smith Packaging to develop retail-ready packaging for the promotion.