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Five a day is the rallying cry of nutritionists nationwide - and that five (referring to servings of fruits and vegetables) can certainly include a salad. That’s what salad dressing marketers are banking on, as the national obsession with weight loss and health and wellness seems to drive consumer food shopping and eating behavior.

As depicted in Salad Dressings in the U.S., a new report from Packaged Facts, the salad dressing market has been relatively flat over the past five years, and should grow slowly, if not steadily, over the next five years. The market leaders, including Kraft, Unilever and Clorox, have suffered sales losses between 2004 and 2005 (while more niche marketers, such as Ken’s and T. Marzetti, have enjoyed sales upticks).

Certainly any effort to encourage people to eat more vegetables will be a plus to salad dressing marketers. But the response has to be smart - dressings are often associated with fats, calories and sugar. Marketing dressings that are positioned on health, new flavors, and even natural/organic, are but a few of the ways food companies return to their salad days.

Report Methodology
The information in Salad Dressings in the U.S. is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the food market and consultants to the industry. Market size data was derived from Information Resources, Inc. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor. Consumer behavior patterns and data were derived from Simmons Market Research Bureau’s National Consumer Survey for Fall 2005.

What You’ll Get in this Report
Salad Dressings in the U.S. makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Salad Dressings in the U.S. offers. The report addresses the following segments:

• The Market (including market size and composition, and projected market growth)
• The Marketers (including discussions of specific marketer brand and market shares)
• Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
• The Products
• Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the salad dressings industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for salad dressing, as well as projected sales and trends through 2010. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the salad dressing consumer based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for salad dressings.
• Research and development professionals stay on top of competitor initiatives and explore demand for salad dressings.
• Advertising agencies working with clients in the food industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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