New ways with brown sauce boost sales

The popularity of bottled sauces may be on the slide, but the brown variety is reported to be bucking the trend.

New ways with brown sauce boost sales

According to new research by Mintel, sales of brown sauce rose 9% between 2010 and 2011, from £47m to £51m. Accounting for 18% of all thick and thin sauce sales, it appears that brown sauces have received a real boost from recent new product development.

However, the nation’s favourite remains tomato sauce, which accounts for 57% of all sales – although sales dipped 2% over the period.

Said Mintel’s senior food analyst Amy Lloyd: “Brown sauce has been the surprise star performer of the table sauces market, bucking the downward sales trend experienced by other sauces. New product development shows how brand extensions peripheral to the core brand can attract renewed interest and shift the focus away from relying on promotional activity as a means of engaging consumers.”

Sales of thin sauces have held on to their share of the table sauces market, benefiting from the versatility of products such as soy sauce and chilli, which can be used as a cooking ingredient or an accompaniment to various dishes.

But overall, sales of thick and thin sauces fell by 1% between 2010 and 2011, dropping to £289m.

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