Proven Advice to grow your Condiments and Sauces sales
With more people eating lunches at home, the ‘in-home’ meal occasion as a category has grown by 88% over the last year. The dressing category alone grew by over 24% in 2020, and Mayonnaise was responsible for 29% of all dressing sales. The biggest food occasion with 9% share of all UK food moments is sandwiches, so as more people are staying local, dressings certainly increase in importance for local shopping cupboard top-up runs.
With 50% of all dressing sales being mayonnaise and ketchup, make sure you use these products to signpost the category.
Band drives the customer decision in the key categories of mayonnaise, ketchup, and salad cream, so prioritising these on the shelves is the best start. In terms of mayonnaise, customers then look for full fat versus light and flavoured. With ketchup and salad cream, it is important to separate these into regular versus reduced salt.
The Christmas period is a key time for condiments so make sure you are well stocked to cover demand, and do not forget the Cranberry Sauce! Over Summer, flex for the increase in BBQ occasions within sauces and dressings.
Quickly check the affluence of your customers to ensure you are meeting their needs and are stocking the right brands and SKU’s. Simply visit Check My Area to double check your customers’ affluence and check your range.
Advice for Low Affluence Stores
In lower affluence areas, shoppers tend to buy more Brown Sauce and Salad Cream but a full range of products should still be on offer. Focus ranges on core flavours / variants
Should space permit, add Retailer Choice across the different segments to demonstrate value
Advice for High Affluence Stores
Look to offer a wider variety of Table Sauces and dressings with higher price points, premium brands and local products
Consider adding more experimental food trend flavours/variants
We update the store regularly to be sure it continues to meet our customers’ needs - this includes reviewing the range on offer, ensuring it is well merchandised so it is easy to shop and ensuring we have up-to-date POS.
We cover a number of categories and having put into practice the advice and recommendations from Partners for Growth, we noticed a sales increase of 30%.
Award winning category management advice for growing your sales based on knowledge and insight from Unilever category experts, plus business advice from our Retailer Advisory Panel of award-winning UK convenience retailers.