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Spices And Seasonings Market
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Apr 1, 1995
154 Pages - Pub ID: LA368
Attention: There is an updated edition available for this report.
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- The Products
Scope of Report
- Spices Sold at Retail, Including Salt
- Products Not Included
Background: Spices
- Brief History of Spices
- Black Pepper
- Chile Peppers
- Spices a Rich and Powerful Trade
- Marco Polo Opens Door to the Orient
- Search for Spice Routes Leads to a New World
- America Enters the Spice Trade
- Today United States Dominates the Spice Trade
- From Port to Package
- The American Spice Trade Association
Background: Salt
- Salt in Ancient Times
- Most Salt Used for Ice Control and Chemical Production
- Salt's Functions in Food
- The Health Debate
- The Salt Institute
Product Categories, Forms, and Types
- Four Product Categories
- Dry, Liquid, and Other Processed Forms
- "Spices" Includes Herbs
- Spices
- Herbs
- Pepper
- Chile (Red) Peppers
- The Scoville Heat Scale
- Varietal Spices
- Vegetable Seasonings
- Seasoning Blends
- Ethnic Flavor Profiles
- Other Seasonings
- How Spices Are Used
- Extracts, Flavorings, and Colorings
- Salt
- Iodized Salt
- Seasoned Salts
- Light Salt and Salt Substitutes
- Salt Alternatives
- Specialized Salts
- How Salt Is Used
Government Regulations
- FDA Definitions and Labeling Requirements for Spices
- Sodium Labeling on Food Packaging
- FDA Definitions of Sodium Labeling
Technology
- The Market
- [Graphic] Estimated Retail Dollar Sales of Spices
- and Seasonings: 1990-1994
Market Size and Growth
- Overall 1994 Retail Sales $1.7 Billion
- Volume Sales Losing Ground
- [Table] Estimated Retail Sales of Spices and
Seasonings: 1990-1994
- Weakness in Salt and Pepper Drag Down Market
- [Table] Estimated Retail Sales and Growth of Spices
and Seasonings by Category: 1990-1994
- [Graphic] United States Per Capita Spice
Consumption: 1974-1993
Factors in Market Growth: Spices
- Americans Eating Up Spices
- A Blip in the Growth Pattern?
- [Table] United States Spice Consumption: 1974-1993
Too Busy to Cook?
- Retail Prices Not Increasing
- Long Shelf Life a Sales Detriment
- Average Spice Rack Has Just a Dozen Spices
- Ethnic Flavors, Hot Spices, and Convenience the
- Major Driving Forces
- Americans' Increasing Appetite for Ethnic Cuisines
- [Table] Frequency of Eating Ethnic Foods: 1993
The Multi-Cultural Society
- Consumers Seek Hot Flavors
- Seasoning Mixes Save Time; Cost More
- Low-Fat Foods Need More Spicing
- Aging Population Eats Up Spices
- Health Benefits of Spices
- Aggressive Marketing
- In the Background: Pricing, Supply Dependent on
- Worldwide Commodities Market
Factors in Market Growth: Salt
- Medical Establishment Still Urges Public to Cut Back on Salt
- Consumer Concerns Over Salt Waning
- Salt Consumption Rising...
- [Table] Sales of Food-Grade Salt
...Yet Consumers Are Purchasing Less Salt
- Salt Marketers Try Other Avenues
Market Projections
- Sales to Near $1.9 Billion in 1999
- [Graphic] Projected Growth in Retail Dollar Sales of
Spices and Seasonings: 1995-1999
Market Composition
- Spices and Seasonings the Largest Product Category
- [Table] Retail Sales by Product Category: 1994
- Special Note: ASTA and Government Figures Reflect
- Entire Food Industry Use
- Top Spices by Volume
- Fastest Growing Spices
- Single Spices vs. Blends
- Salt Relatives Outsell Pure Salt
- Sales by Retail Outlet
- [Graphic] Share of Sales by Retail Outlet: Overall Spices
and Seasonings Market
- Sales by Region
- [Table] Use of Spices and Seasonings: By Region
Seasons of Seasonings
- [Graphic] Dollar Share of U.S. Spice Imports by
Country of Origin: 1993
World Production
- Spices a World Market
- Most Spices Imported
- [Table] Major Spice Supplying Nations: 1993
U.S. the Single Biggest Supplier of Its Own Spices
- Dollar Value of Imports Down in 1993
- Spice Imports by Spice
- Export Trends
- Major Markets for Export Sales
- [Table] United States: Exports of Specified Condiments,
Seasonings, and Flavoring Materials (1991-1993)
- [Table] United States: Imports of Specified Condiments,
Seasonings, and Flavoring Materials (1991-1993)
- The Marketers
The Marketers
- Hundreds of Spice Marketers
- Top Marketers
- Two Major Marketers: McCormick and Specialty Brands
- Second-Tier Marketers
- Major Companies with Niche Products
- Smaller Marketers
- Specialty Marketers
- Value-Priced Lines
- Private-Label and Bulk Seasonings
- Table Salt Marketers
- [Chart] Selected Marketers and Brands of Spices and Seasonings
Marketer and Brand Shares
- McCormick Remains the No. 1 Marketer
- Specialty Brands in Second Place
- Only Five Other Major Marketers
- Private Label a Strong Force
- [Table] Estimated Marketer Share: Overall Spices
and Seasonings Market (1994)
- McCormick Dominates Spices and Seasonings Category
- [Table] Estimated Brand Share: Spices and Seasonings (1994)
Lawry's Leads in Salt/Salt Substitutes Category
- [Table] Estimated Brand Share: Salt/ Salt Substitutes (1994)
McCormick Controls Extracts, Flavorings, Colorings
- [Table] Estimated Brand Share: Extracts, Flavorings,
and Colorings (1994)
- Pepper Marketers
- [Table] Estimated Brand Share: Pepper (1994)
The Competitive Situation
- A Market with Few Major Players
- Companies Often Have Exclusive Contracts with Stores
- Price Positioning Unclear
- Line Pricing vs. Individual Item Pricing
- McCormick Dominates the U.S. Spice Market
- Broad Distribution
- Acquisitions Strategy
- McCormick's International Moves
- McCormick Restructures
- Latest Marketing Thrusts
- Specialty Brands Expands Durkee-French
- Burns Philp Buys Tone Brothers
- Lawry's Strength Is Seasoned Salts
- Morton Dominates the Table Salt Market
- Morton Promotes Table Salt for Non-Food Uses
- Akzo's Diamond Crystal Is the Other Major Salt Brand
- Salt Substitutes
- Alberto-Culver on Top in Salt Seasonings
- Goya Foods Hits the Hispanic Market
- Private Label in Most Supermarkets
Marketing Trends
- Co-Branding
- Convenience Foods Spawn New Seasoning Blends
- Marketers Target the Perimeter of the Store
- Targeting the Hispanic Market
- Repackaging with Botanical Labels
- Striking Package Design and Concept Help Small Firms
Product Trends
- Chiles Still Hot
- Seasoned Peppers
- Garlic and Onion
- Ethnic Flavors Expanding
- Spice Kits
- Refrigerated and Frozen Herbs
- Vegetable Seasonings the Next Frontier
- Fair Game
- Coffee Flavorings
- Lines of Spices
- [Chart] Selected New Product Introductions (1994)
Packaging
- Bottles and Tins the Traditional Packaging for Spices
- Reclosable Plastic Pouches
- New Ways to Seal in Flavors
- Foil Packets for Single-Use Seasonings
- Extracts Packaged in Glass Bottles
- Salt Still a Commodity in Boxes
Measured Advertising Expenditures
- Ad Spending for First Three-Quarters of 1994 Tops All of 1993
- Only Three Major Advertisers
- [Table] Measured Advertising Expenditures: Spices and
Seasonings (1992-1994)
- Alberto-Culver Leads Ad List
- McCormick in Fourth Place
- Smaller Advertisers
- Television the Favorite Medium
Advertising Positioning
- Taste
- Quality
- Versatility
- Convenience and Speed
- Recipe-Related Advertising
- Advertising to Ethnic Markets
- Salt for Household Use
- Salt Substitutes Focus on Taste and Health
- Specialty Ads Target Chile-Lovers
- Examples of Consumer Advertising
Consumer Promotions
- Coupons
- Contests and Sweepstakes
- Recipe Cards and Recipe-Related Promotions
- Merchandise Offers
- Trial Sizes
- Joint Promotions
- Examples of Consumer Promotions
Trade Advertising and Promotions
- Trade Advertising
- Competitive Advertising Positioning
- Many Ads Show Range of Products
- Retail Display and Advertising Contests
- Point-of-Purchase Displays
- Trade Allowances
- Co-Op Advertising Support
- Sampling Programs
- Examples Of Trade Advertising And Promotions
- Distribution And Retail
Distribution
- A Mix of Mass-Market and Specialty Distribution Systems
- Marketers and Distributors Provide Retail Services
Retail Outlets
- Vast Number of Retail Outlets
- Supermarkets Account for Most Sales
- Warehouse Clubs Significant for Salt Substitutes
- Direct Marketing
At the Retail Level
- Shoppers Spend Four Cents of Every Supermarket
- Dollar on Spices
- Margins Vary Widely
- Assortment
- Number of Suppliers
- Private Label
- Merchandising and Display
- Retail Advertising and Promotions
- Retail Prices
- The Consumer
Consumer Use
- Three out of Four Households Use Spices
- No Distinct User Profile
- Use by Brand
- McCormick the Most Widely-Used Brand
- Lawry's Popular in the Midwest and West
- Durkee Has an Upscale Profile
- Only 17% of Households Use Salt Substitutes and Alternatives
- How Used: Table Use vs. Use in Cooking
- Demographics of People Who Use Salt Substitutes
- Use by Brand
- Mrs. Dash
- Morton Lite Users Upscale
- NoSalt Users Downscale
- Demographics of Consumers Who Cook Ethnic Food
- [Table] Shoppers Who Prepare and Eat Ethnic
Food at Home (1993)
- [Chart] Demographic Characteristics Favoring Use
of Spices and Seasonings
- [Chart] Demographic Characteristics Favoring Use of
Salt Substitutes and Salt Alternatives
Appendix I: Company Profiles
Company Profiles
- Akzo Salt, Inc.
- Alberto-Culver Co.
- Burns Philp Foods, Inc. (Specialty Brands, Inc.)
- Cumberland Packing Corp.
- Goya Foods, Inc.
- McCormick & Co., Inc.
- McIlhenny Company
- Morton Salt, Inc.
- Pet, Inc.
- SmithKline Beecham plc
Unilever Group
Appendix II: Examples Of Consumer And Trade
Advertising And Promotions
Appendix III: Addresses Of Selected Marketers
And Trade Associations
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