Sauces, Dressings and Condiments in Spain

PROSPECTS

Further moderate growth ahead for sauces, dressings and condiments

The forecast period is set to see consistent, moderate growth in sales of sauces, dressings and condiments. Among the largest categories, herbs and spices is set to register particularly strong growth and this is set to be due to the rising interest in ethnic cuisine that requires a wider range of herbs and spices to prepare.

Dips continues to register stellar growth on the back of rising demand for hummus

2017 was the year that the word “humus” entered the Spanish language as the Royal Spanish Academy (Reál Academia Espanola – RAE), the body responsible for maintaining the official Spanish language lexicon, added the name of the chickpea-based Middle Eastern dip to the list of the language’s official words. This is a reflection of the rising profile of hummus among the country’s population, which has spurred growth in sales of dips in recent years.

Innovation likely to remain key the generating higher sales

During the forecast period, innovation in sauces, dressing and condiments is likely to focus on the incorporation of fresh and healthier ingredients and the rising consumer interest in ethnic cuisine. Companies and brands have realised that relentlessly focusing on low prices is no longer a viable strategy as the improved economy has led to the interest of consumers shifting toward value added products.

COMPETITIVE LANDSCAPE

Unilever maintains its position as the leading branded player

Unilever remained the leading supplier of branded sauces, dressings and condiments in 2018 and the Anglo-Dutch player’s position is built on its broad positioning across several categories with numerous popular brands, including Hellman’s, Calve and Knorr. In addition to a very large and fiercely loyal consumer base for its products, Unilever is also benefiting from its burgeoning reputation as a socially responsible company.

Private label remains the category’s major player, led by Mercadona

Chained grocery retailer Mercadona remained the leading player in sauces, dressings and condiments in 2018 due to the very broad positioning of its Hacendado private label, which is present in almost all categories of sauces, dressings and condiments. In addition, Hacendado has a very strong reputation in traditional categories such as tomato pastes and purées (tomate frito) and ketchup.

Advertising remains a prominent aspect of sauces, dressings and condiments

It is very common for the leading brands in sauces, dressings and condiments to be advertised in Spain and this includes both traditional local brands such as and Fruco, Solís and Apis and the international brands of Heinz Co, Unilever and Nestlé. Television is generally the preferred medium for these advertising campaigns, with billboards, newspapers and magazines also common.

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