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Bagged Salad and Salad Dressings in the United States 2008
Mintel, July 2008, Pages: 96
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Executive Summary
Market at a glance
Packaged salad and greens drive growth
Packaged salads and Fresh Express are growing together…
…while salad dressings and Kraft decline
Innovation has been slow but it is coming
Cooking at home is rising—packaged salads need to broaden appeal
Grocery is main channel but mass and natural sales are rising
Who’s using packaged salads?
And how are they using packaged salads and dressings?
Health and safety concerns resonate with black and Hispanic consumers
Market Size and Forecast
Overall growth is moderately strong and likely to continue
Even fast food restaurants have gotten salads
E-coli and Salmonella scares hurt market
Premium pricing will lose some consumers
Figure 1: Total U.S. sales of packaged salads, salad dressings and toppers, in current prices, 2002-12
Figure 2: Total U.S. sales of packaged salad and salad dressings, in inflation-adjusted prices, 2002-12
Wal-Mart sales
Competitive Context
Key points
Food safety is critical
Interest in cooking at home is on the rise
Cross-merchandise with salad kits and/or other prepared proteins and carbohydrates to compete with QSRs and prepared meals
Packaging is another important element of the competitive landscape
What can the industry do?
Overall Segment Performance
Key points
Packaged greens drive growth as dressings drag down category performance
Figure 3: Total retail sales of packaged salads, dressings and salad toppers, segmented by type, 2005 and 2007
Salad dressing drags down overall category sales
Toppers can drive category innovation
Segment Performance – Packaged Salads
Key points
Packaged lettuce and greens drive overall category growth
Consumers and restaurants are persuaded to embrace healthier foods
Flat incomes and safety concerns hurt sales
Figure 4: Total sales of packaged salads, at current prices, 2002-12
Figure 5: Total sales of packaged salads, at inflation-adjusted, 2002-12
Segment Performance – Salad Dressings and Toppers
Key points
Salad dressing sales are slowly declining
Not health-enhancing…
Rise in the incidence of cooking at home
Price may not justify benefits, especially given an increase in healthy eating and home cooking
Figure 6: Total sales of salad dressings, at current prices, 2002-12
Figure 7: Total sales of salad dressings, at inflation-adjusted prices, 2002-12
Salad toppers sales are growing
Figure 8: Total sales of salad toppings, at current prices, 2002-12
Figure 9: Total sales of salad toppings, at current prices, 2002-12
Retail Channels
Key points
Food stores are the primary channel but are losing share to mass merchandisers
Figure 10: Retail sales of packaged salads, dressings and toppers, 2005 and 2007
Natural channel/SPINS
Figure 11: Natural product supermarket retail sales of packaged salad and salad dressings, at current and inflation-adjusted prices, 52 weeks ending June 14, 2008
Sales of both packaged salads and dressings both rose in the natural channel
Figure 12: Natural product supermarket retail sales of packaged salad and salad dressings, by segment, 2006-08
Natural supermarket channel sales of packaged salads rose in 2008
Figure 13: Natural product supermarket retail sales of packaged salads at current prices and inflation-adjusted prices, 2006-08
Natural supermarket channel sales, salad dressings
Figure 14: Natural product supermarket retail sales of salad dressings at current prices and inflation-adjusted prices, 2006-08
Natural channel sales of packaged salad by organic
Figure 15: Natural product supermarket retail sales of packaged salads, by organic, 2006-08
Natural channel brand sales
Figure 16: Manufacturer brand natural supermarket sales of packaged salads, 2006 and 2008
Niche salad dressings brands doing well in the natural channel
Figure 17: Manufacturer brand natural supermarket sales of salad dressings 2006 and 2008
Natural channel sales of salad dressings by organic
Figure 18: Natural product supermarket retail sales of salad dressings, by organic, 2006-08
Market Drivers
Key points
Weight management concern and the desire to live a healthier lifestyle is driving salad sales
Figure 19: Percentage of population who are overweight or obese, 20-74 years of age, 1988-2004
Figure 20: Average daily per capita calories consumed,* by food group, 1970-2004
Rise in the proportion of people currently “controlling diet” and watching fiber intake rose after 2004 and has remained high
Figure 21: Attitudes about diet, trended, 2001-07
Desire to achieve better health directly influences shopping decisions
Figure 22: Factors that influence grocery shopper’s purchase decisions “a lot,” 2006
Added convenience has high appeal to time-starved consumers
Figure 23: Attitudes and behaviors related to cooking, September 2007
Salad remains a popular dinner item
Figure 24: What consumers have for dinner, November 2007
Leading Companies
Key points
Fresh Express still leads the market but private label shows impressive growth
Dressing manufacturers struggle
Figure 25: FDMx sales of packaged salad, by company and brand, 2007 and 2008
Brand Share – Packaged Salads
Key points
Chiquita’s Fresh Express brand dominates the packaged salad market
Food safety concerns and product recalls hurt Dole
Private label is growing fast
Packaging innovation need to spur usage occasions and drive sales
Figure 26: FDMx sales of packaged salad, by company and brand, 2007 and 2008
Brand Share Salad Dressings
Key points
Shelf stable pourable dressings sales on the decline
Unilever’s innovative Spritzers see slight growth
Niche brands Ken’s Steakhouse and Newman’s Own growing
Figure 27: FDMx sales of shelf stable pourable dressings, 2007-08
Refrigerated dressings hold their ground
Figure 28: FDMx sales of refrigerated salad dressings, 2007-08
Dressing mixes are a small segment of the market that is not ideally positioned relative to the health driver
Figure 29: FDMx sales of salad dressings mix brands, 2007-08
Coleslaw dressings
Figure 30: FDMx sales of coleslaw dressings mix brands, 2007-08
Brand Qualities
The Fresh Express brand communicates specific qualities that help it to maintain market dominance
Newman’s Own leverages gourmet positioning along with social responsibility, purity and sustainability to create a unique and desirable brand proposition
Innovation and Innovators
Key points
Premium salads help people achieve restaurant-style dining experiences
Salad kits will help take salads from a side dish to an entrée
Salad Sprays change the nature of dressing and effectively leverage demand for lower calorie dressings
Unilever’s Wish-Bone Bountifuls appeal to the desire for pure, whole ingredients
Advertising and Promotion
Key points
Advertisers seek emotional connections with high value customers
In-store marketing can be used to add value by creating perceptions of purity, freshness and a sense of being close to the origin of the food
Kraft appeals to the desire for more wholesome foods with PureKraft
Figure 31: Purepare yourself for a whole new Kraft, 2008
Clorox’s Hidden Valley Ranch ads create a sense of simple pleasures, and appeal to the need to make vegetables appealing to children
Figure 32: Hidden valley ranch salad, 2007
Figure 33: Hidden valley ranch salad, 2007
Unilever’s Wish-Bone Bountifuls emphasize differentiation and a new salad experience
Figure 34: Wish-bone Bountifuls salad, 2007
Packaged Salads Usage and Consumption
Key points
Women, blacks, and Hispanics are heavy users of packaged salad products
Figure 35: Packaged salad or packaged greens use, by children in the household, June 2008
Figure 36: Packaged salad or packaged greens use, by children in the household, June 2008
Figure 37: Packaged salad or packaged greens use, by race/ethnicity, June 2008
Black, Hispanic, and affluent consumers eat more salads per week
Figure 38: Mean number of salads eaten in the past week, by race/ethnicity, June 2008
Figure 39: Average number of salads consumed in the past week, by income, June 2008
Types of Salad and Packaged Greens Used
Key points
Ethnicity drives packaged salad and greens preference
Figure 40: Types of salad greens purchased, by race/ethnicity, June 2008
Affluent consumers tend to eat a wider variety of greens
Figure 41: Type of packaged greens used, by income, June 2008
Salad Dressing Usage and Consumption
Key points
Most households use salad dressing but they are not using as much as before
Figure 42: Trended salad dressings use, by sub-category, 2002-07
Figure 43: Incidence of prepared salad dressings use, by race/ethnicity, January-November 2007
Figure 44: Volume of salad dressings used, by race/ethnicity, January-November 2007
Types of salad dressing used
Figure 45: Type of salad dressings used, by race/ethnicity, January-November 2007
Flavors of salad dressing used
Figure 46: Flavors of prepared salad dressings used, by race/ethnicity, January-November 2007
Brands of Salad Dressing
Ethnicity influences brand usage
Figure 47: Brands of salad dressings used, by race/ethnicity, January-November 2008
Attitudes and Motivations
Key points
18-34s are more likely to eat salad for lunch or a snack
Figure 48: Occasion based packaged salad use, by age, 2008
Blacks and Hispanics are more likely to wash their packaged greens and report only purchasing organic salad greens
Consumers are not convinced of the value of “prewashed”
Packaging is a problem
Organic salads and greens are less popular than expected
Figure 49: Attitudes about packaged salads, by race, 2008
Still mainly for tossed salads
Figure 50: Use for purchased greens, by race, 2008
Why aren’t consumers buying packaged salads? They often prefer to buy greens in bulk
Figure 51: Reasons packaged salad greens are not bought, by income, 2008
Blacks and Hispanics have a slightly higher affinity for salad dressings
Figure 52: Salad greens and dressings attitudes, by race, 2008
Appendix: Simmons cohorts
Figure 68: Married couples cohorts
Figure 69: Single women cohorts
Figure 70: Single men cohorts
Appendix—Useful Consumer Tables
Lifestyle and habits
Figure 71: Attitudes toward health and diet, by gender, May 2005-June 2006
Salad and dressing usage tables
Figure 72: Types of packaged greens purchased, by age, June 2008
Figure 73: Type of salad dressings used, by age, January-November 2007
Figure 74: Flavors of prepared salad dressings used, by age, January-November 2007
Mayonnaise/mayo-type salad dressings
Figure 75: Mayonnaise/mayo-type salad dressings use, by custom consumer groups, January 07-November 07
Figure 76: Fat-free/Non-fat mayonnaise/mayo-type salad dressings use, by custom consumer groups, January 07-November 07
Figure 77: Light/low-fat mayonnaise/mayo-type salad dressings use, by custom consumer groups, January 07-November 07
Figure 78: Low cholesterol mayonnaise/mayo-type salad dressings use, by custom consumer groups, January 07-November 07
Figure 79: Regular mayonnaise/mayo-type salad dressings use, by custom consumer groups, January 07-November 07
Appendix: Trade Associations
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