Sizzling sales

Hellmann’s is the number one brand in the salad dressings market with a value market share of 36.3%.

According to the NBA, we're in for a scorcher of a summer - good news for the barbeque market, now worth over €335 million, with 10% YOY growth

Brand Central

19 May 2009

Share this post:

At a glance: BBQ FOODS

Hellmann’s mayonnaise is the number one selling mayonnaise in the Irish market with 89.1% value share
Hellmann’s is the number one brand in the salad dressings market with a value market share of 36.3%
Heinz Tomato Ketchup is the number one tomato ketchup brand in Ireland with a 60% volume share of the tomato ketchup category in ROI
HJ Heinz, the market leader in barbecue sauce with 33.3% volume share (Nielsen: April 2009), offers two barbecue varieties under the Heinz brand, Original and Hot ‘n’ Sizzling
Colman’s is an established market leader within the mustard and condiments sectors
Reggae Reggae Sauce is currently the second biggest SKU in the hot and barbecue sauces category in the UK (Nielsen Scantrack MAT 29.11.08)
EasiSingles, with a share of 32%, is the driving force in ‘individually wrapped slices’, and is growing the sector by 20% YOY
The soft rolls category has grown 5% annually (AC Nielsen 22 March 2009)
Irish Pride is market leader within soft rolls with a share of 28% (AC Nielsen 22 March 2009).
Florette, Ireland’s number one salad brand, has launched two new variants; Crispy Combination and Deliciously Crunchy
Big Al’s is the number one frozen red meat brand with a 38% share
Big Al’s has the three top burger SKUs in ROI, (AC Nielsen YTD v LY ending 22 February 2009)

The barbecue foods market has shown strong growth over the last five years, says market analyst Mintel. “Consumer interest in outdoor living and alfresco dining is stimulating the consumption of a wider range of foods and the extension of barbecues out of the traditional summer/weekends occasion. A trend to premiumisation and more exotic food tastes has also contributed to growth.” Credit-crunched Irish consumers who have postponed foreign holidays meanwhile, will want to make the most of good weather at home. What’s more, the National BBQ Association (NBA) states: “With the combination of the credit-crunch in full swing, but with a real scorcher of a summer on it’s way, courtesy of the disappearance of the ‘El Nino’ macro-metrological effect which has had a dismal effect on summers over the past two years, there will be a major consumer swing towards ‘at-home’ alfresco.”

NBA forecasts real scorcher

In fact, the NBA states projections for this year are indicating that not only is Ireland in for a much deserved sizzling next few months, but that it will also be a real record-breaking ‘barbi summer’ with the number of barbecue occasions being held topping 2.5 million for the first time-ever. The NBA advises that it’s time to “figure out which promotion goes where or when, forget last year and get ready to barbi!”

Following 2007’s soggiest summer in living memory where Met Éireann statistics showed 50 days of consecutive rain from 11 June to 30 July, and last year’s equally dismal summer, the association believes there is now a real pent-up consumer demand for barbecuing this summer.

The vast majority of consumers still seem to have fully embraced life alfresco with around 1.75 million barbecue occasions being held throughout Ireland last year. Although slightly down on the high of 2006 this still represented an average of 3.9 barbecues per Irish household in 2008 versus 4.5 in 2006 and given the weather this can reasonably be judged a success. Certainly it was an increase on the 2005 figures of 1.3 million barbecues and 3.7 per family.

The overall barbecue market for food and drink is now estimated to be worth in excess of €335 million having shown a year-on-year growth in the region of +10% and a significant proportion of this growth can be directly attributed to the annual Irish National barbecue campaign which has become the focal point for summer promotional activity.

From sausage to swordfish

One of the biggest changes in barbecue culture has been the ‘sausage to swordfish and burger to brochette’ evolution whereby aspirant consumers, whilst still barbecuing burgers and sausages at 33% and 29% respectively, are increasingly widening their repertoires, being just as likely to gastro-grill seafood and prime cuts as anything else. Indeed the average basket value for a barbecue meal occasion has moved up from under €25 to nearly €40 over the last four years, although this may decrease slightly this year as more people opt for mid-week barbecues.

Another big change has been in the timing of the barbecue occasion. Whereas once upon a time barbecues were only held at the weekend, around 87%, now there is an increasing trend towards what has become known as ‘after-work’ barbecues, and indeed from an almost zero base these mid-week grill-ins have now grown to over 23% of the total. However, in spite of this increased spontaneity, planned barbecues still represent 65% of all barbecue occasions although this is down from 83% the previous year.

In terms of fuel, charcoal still remains the most popular at 61% although this is now fast changing in favour of gas and the ease of use of gas barbecues has been a major contributory factor to the growth of barbecues outside of the prime weekend period.

Fifth National BBQ Week

Ireland’s annual National BBQ campaign kick-starts this year with the fifth National BBQ Week, running from Monday 29 June until Sunday 5 July.

The latest National BBQ promotion aims to once again increase the popularity of barbecuing in Ireland and to encourage gastro alfresco dining and entertaining.

Brian George, president of the NBA says that this year aims to be the best ever incorporating a range of activities and promotions including the fifth National BBQ Week, which this year has been moved to a mid summer position to maximise impact; the fifth year of the Ireland’s Best BBQ-er competition, and the first ‘Have a better barbi day’ on Bank Holiday Monday, 3 August.

The National barbecue website www.nationalbbq.ie has lots of barbecue updates for the trade and also useful barbecue tips for that perfect barbecue, health and safety advice and barbecue recipes.

Satisfaction for all tastes

Hellmann’s has a vast range of products for all tastes for those great barbecue day outs, with a portfolio range spanning across mayonnaise, salad dressings and barbecue sauce. So whether consumers are looking for somethi

ng to accompany a burger, salad, hot dog, or anything else they fancy, Hellmann’s has it all.

Hellmann’s mayonnaise is the number one selling mayonnaise in the Irish market and continues to dominate the market with 89.1% value share. The ever popular mayonnaise comes in glass and squeezy formats for consumers’ convenience. Consumers also have the choice between real, light, extra light and garlic mayo for their barbecues.

Dressed to perfection

Hellmann’s is also the number one brand in the salad dressings market with a value market share of 36.3%. The Hellmann’s dressings range includes seven varieties which are Irish favourites, including Caesar, Italian and Balsamic. Hellmann’s salad dressings are being supported in-store with strong consumer promotions and will also be supported during the summer months with a heavy above the line spend.

Finally, the brand claims no barbecue would be complete without the addition of Hellmann’s BBQ Sauce. Hellmann’s believes this sauce’s tangy taste is a welcome accompaniment to any eating occasion.

The Hellmann’s brand will be heavily supported throughout the summer season, with strong in-store activation and above the line activity planned.

Saucy summertime

Heinz Tomato Ketchup is number one in Ireland with a 60% volume share of the tomato ketchup category in ROI

Heinz Ketchup is synonymous with taste and what better accompaniment for summertime barbecues than the extensive Heinz Tomato Ketchup range. Boasting a large variety of sizes, Heinz Tomato Ketchup is available in glass, squeezy and top down formats. Heinz Top Down Tomato Ketchup, available in 460g, 700g and 910KG sizes, offers the benefits of an innovative no mess, no waste, stay-clean cap and all the taste of Ireland’s favourite tomato ketchup. Heinz Tomato Ketchup is the number one selling tomato ketchup brand in Ireland with a 60% volume share of the tomato ketchup category in ROI. (Nielsen: April 2009).

Barbecue sauce is popular indoors all year round but is also the ideal accompaniment to barbecued foods making it a household essential in summer months. HJ Heinz, the market leader in barbecue sauce with 33.3% volume share (Nielsen: April 2009), offers two Heinz barbecue varieties, Original and Hot ‘n’ Sizzling, both in the handy Heinz Top Down format.
The HP range of sauces, from H.J. Heinz, includes HP Classic barbecue in 250g glass along with Classic Woodsmoke and Spicy Woodsmoke varieties in a 430g squeezy pack.

Lea & Perrins, the original Worcestershire Sauce provides the ideal base for homemade marinades. The Lea & Perrins Five-Minute Marinade range in Thai & Coriander and Tomato & Herb are also ideal for summer outdoor eating.

Heinz Salad Cream has been popular with generations of Irish consumers. Heinz Salad Cream offers consumers lots of choice with in regular, light and extra light varieties in a range of pack formats including glass, squeezy and top down. The Heinz salad cream range also includes the highly successful Weight Watchers from Heinz Salad dressing.

Heinz also offers a range of three versatile condiment sauces to compliment and add variety to barbecued foods. Heinz Condiment Sauces come in 180ml ready to use bottles and are available in three contemporary flavours: Heinz Garlic & Chive Sauce, Heinz Sun-Dried Tomato, Basil & Garlic Sauce and Heinz Exotic Sweet and Sour sauce.

Add a little kick

Established market leader within the mustard and condiments sectors, Colman’s has long been synonymous with mustard. Famed for being the original makers of mustard with clout, Colman’s has been a firm favourite with households the country over. Versatile and flavoursome, Colman’s is a key purchase for barbecue season as a flavouring for burgers and hot dogs or a key ingredient to add some kick and spice to marinades and salads. Within the range Colman’s offers consumers a wide variety of choice, from traditional English mustards, to wholegrain and Dijon.

This summer sees Colman’s offer consumers an even bigger and better selection from the range than ever before by introducing a new bigger squeezy pack for its English mustard. Colman’s has also launched new squeezy Hot Dog mustard. This new addition is a tasty, mild flavoured mustard which is sure to appeal to kids, and big kids, alike. The brand advises retailers to stock up and avoid getting caught without this key signpost brand in stores.

Barbecue’s Caribbean roots

“The barbecue season is an extremely important time for the Levi Roots brand,” says Howard Morrish, licence and new business development controller at Levi Roots. “Caribbean food is intrinsically linked to alfresco eating and we know that consumers are always looking for new and exciting ways to spice up their home barbecues.”

“Also with the current economic climate, people are now looking for more and more ways to save money. Dining out at restaurants and even indulging in take away meals is becoming much less popular and consumers are now opting to eat at home, creating their meals from scratch. This trend is certain to increase once we hit the barbecue season as eating alfresco always adds a touch of excitement to a home cooked meal.

“As a brand, we wanted to offer consumers even more reasons to enjoy a home barbecue and have therefore launched Reggae Reggae Tomato Ketchup with this very much in mind. Complimenting Levi’s original condiments range, which includes Fiery Guava, Love Apple Sauce and the classic Reggae Reggae sauce, all of which are ideal for spicing up a burger, marinating a chicken breast or as a dipping sauce, the new Reggae Reggae Tomato Ketchup is a unique Caribbean style of ketchup which comes in a convenient squeezy format, perfect for barbecues.”

A tomato treat

Reggae Reggae ‘Squeezy’ Tomato Ketchup hit Sainsbury’s shelves earlier this year and created an exciting new segment within the category.

“Perfect for all indoor and outdoor eating occasions, Reggae Reggae Tomato Ketchup is a unique Caribbean style of ketchup which includes ingredients such as red ‘scotch bonnet’ chillies, allspice and herbs and comes in a convenient ‘squeeze-able’ format making it ideal for outdoor eating occasions such as barbecues,” says Morrish.

“The condiment has been designed to be used as a mainstream table sauce and add value to the tomato ketchup category which currently accounts for 20% of table sauce sales with a growth of +6% Nielsen (Scantrack MAT 29.11.08) but it has also been created very much with consumers in mind, to offer them increased choice and accessible alternative to traditional tomato ketchup.

“With this new sauce we also hope to capitalise on the popularity of sauces which come in a squeezy format. The latest Nielsen figures show that table sauces are worth £667m in the last year (Nielsen Scantrack MAT 29.11.08), and that the average spending levels are higher on squeezy than glass bottles with 85% of value sales of tomato ketchup coming from squeezy bottles (DunnHumphry).

Condiments that compliment

“Levi Roots’ first condiment, Reggae Reggae Sauce, was launched exclusively in Sainsbury’s stores in March 2007 and has been available for distribution in all major multiples and independent retailers since April 2008. It is currently the second biggest SKU in the hot and barbecue sauces category (Nielsen Scantrack MAT 29.11.08).

“Following the success of the original Reggae Reggae Sauce, Levi Roots launched two new condiments in May 2008; Love Apple Tomato Ketchup and Fiery Guava Dipping Sauce, which are now listed in most supermarkets, with growing distribution.
Available in the Levi Roots barbecue products range are Reggae Reggae Sauce (310g), Love Apple Tomato Ketchup (295g) and Fiery Guava Dipping Sauce (295g).

Chef is the second biggest brand in the table sauces market

Compliments of the Chef

The Chef brand has been helping Irish consumers to enhance their meals since the 1920s with a vast portfolio of sauces and condiments. Chef is the second biggest brand in the table sauces market and is brand leader in many of the segments of this market.

The Chef range of sauces are a must have for many consumers during outdoor dining and the summer BBQ season; with a range of high quality and popular products. Chef BBQ sauce is an ideal accompaniment for any barbecued food, such as steaks, burgers, chicken wings or sausages, with a smoky aroma to enhance consumers’ taste experience.

The brand states its well known Chef Tomato Ketchup and Sauce are much loved by consumers, with a tangy and spicy taste. These are now available in a convenient ‘top down’ squeezy format.

Chef believes it can add some zest to consumers’ summer dining with Chef Beetroot, Mixed Pickles and Silverskin Onions. With their unique vinegary taste, which has proved popular with Irish consumers, these products are an ideal accompaniment to salads and burgers. Chef Beetroot is number one in the market with 52% value share (AC Nielsen, Extended Scantrack, MAT week ending 22nd Mar ’09)

Chef is launching a new Chunky Relish just in time for the summer season. It is an appetizing and versatile chunky tomato relish which is a great accompaniment to burgers, sandwiches, salads and much more.

With a share of 32%, EasiSingles is growing the ‘individually wrapped slices’ sector by 20% YOY.

Easi like a Sunday morning

With barbecue season fast approaching, consumers will be looking to stock up on all their favourite foods for the grill and EasiSingles are a popular choice for many. EasiSingles is the ideal accompaniment for a barbecued burger, offering convenience for all the family. Loved for its melt-ability and taste, the brand believes it is the ideal addition to consumers’ favourite burger and an essential ingredient at barbecue time.

EasiSingles is chosen by families throughout the ROI for its unique taste, texture and convenience, and is the number one ready to eat brand in the market. With a share of 32%, the brand is the driving force in ‘individually wrapped slices’, and is growing the sector by 20% YOY. EasiSingles will be supported heavily throughout the year, with strong bursts of the well-loved “Cloud Advert” on television. This media, combined with various PR initiatives and in-store promotion, marks significant activity and investment in the brand in 2009.

A matter of pride

Irish Pride has become the market leader in the soft rolls category holding a share of 28% (AC Nielsen)

The Irish consumer is seeking alternatives to the standard sliced pan and this is a key driver in the growth of the soft rolls category as well as the increase in the number of barbecue occasions each year. The soft rolls category has grown 5% annually (AC Nielsen 22 March 2009).

For the last year the Irish Pride brand has been the star performer in the category, and following a focused approach to sales development Irish Pride has become the market leader holding a share of 28% (AC Nielsen 22 March 2009). This success has been built on the superior quality of the soft rolls range that is produced by Irish Pride in its state of the art bakery in Taghmon, Co. Wexford.

The Irish Pride range offers consumers both versatility and choice. The Bunsters burger bun range is perfect for any barbecue, while the Irish Pride Bap range can be enjoyed as a healthy snack throughout the day. The Irish Pride Bap range includes the Floury Bap and Healthy Grain Bap allowing consumers to enjoy either the soft texture of the Floury Bap or a healthier high fibre option with the Healthy Grain Bap.

Irish Pride bakeries will continue to focus on growing sales and brand presence in the soft rolls market to help customers to get the best possible performance from the category during 2009.

Florette, Ireland’s number one salad has launched two new variants; Crispy Combination and Deliciously Crunchy

Fresh from Florette

Florette, Ireland’s number one salad brand continues to demonstrate its strength and investment in the bagged salad sector with the launch of two new products, including a market first; designed to re-invigorate some of the most popular salad categories.

The two new products Crispy Combination and Deliciously Crunchy, have been launched to inspire existing customers and engage and attract new consumers ahead of a predicted ‘barbecue summer’ that will be vitally significant to the sector.
The new Deliciously Crunchy mix blends little gem whole-leaves and red batavia. Incorporating a whole leaf into the bag creates a strong point of difference on the shelf, because it isn’t something that is currently available in the crunchy sector, which is largely made up of cabbage and carrot-based products.

Crispy Combinations extends Florette’s crispy franchise by blending the popular crispy mix of leaves with beetroot and chive to create an even more compelling crispiness.

For further information on Florette visit www.florette.com.

Big Al’s is the number one frozen convenient meat brand with a 41% share (AC Nielsen)

A right grilling

With the summer fast approaching we are entering the barbecue season. It is estimated that there are 1.75 million barbecue occasions in Ireland throughout the year, with families averaging 3.9 barbecues each, according to National Barbecue Association statistics. With the unpredictable Irish weather, last-minute barbecues are becoming increasingly popular. To capture this market, retailers are recommended to stock up on staple barbecue products such as burgers.
Burgers remain one of the most popular barbecue foods with a 33% share, second only to sausages with a 37% share (National Barbecue Association).

As number one frozen red meat brand with a 38% share, Big Al’s products offer retailers the chance to capitalise on the 20% increase on frozen burgers typically associated with the summer barbecue season. Key products within the 100% Irish beef burger range include the Big Al’s Beef Burger and Quarter Pounder. The star performer of the Big Al’s range is aptly named Big Al’s Big Eat burger, which serves as the standard bearer in the sector and continues to recruit new consumers to the category.

With the three top burger SKUs in ROI, (AC Nielsen YTD v LY ending 22 February 2009) retailers wanting to capitalise on the key barbecue season are recommended to optimise distribution of the Big Al’s range.

Big Al’s burgers will be heavily supported with a nationwide media and marketing campaign.

Fuss-free foil

Essential for fuss-free cooking. BacoFoil Classic and BacoFoil Non-Stick will help consumer

s rustle up dishes. BacoFoil Non-Stick also meets consumer demand for healthier foods, because it makes recipes even healthier. Its unique coating means there’s no need for additional fat or oil, so it instantly reduces fat content without compromising on taste or appearance. Plus, food doesn’t stick to BacoFoil Non-Stick, so it glides from foil to plate, without tearing or leaving food behind.

For the ultimate in convenience BacoFoil is available as a pack of 25 sheets, so there’s no need for any measuring or cutting. The range is available in all major supermarkets and independents stores. For further information contact Shelton Distributors Ltd on 01 401 8455 or visit www.shelton.ie

Instant success

The Instant BBQ range by Bord na Mona has reportedly been a big success with retailers, as it provides an ultra-convenient year round solution that caters for winter and summer occasions. According to Bord na Mona, its range of barbecue fuel was developed with convenience and ease of display in mind. Both products, Instant Lighting Charcoal and Instant Lighting Trays, are FSC approved, certifying their environmental and safety credentials and attesting their position as efficient solutions for barbecuing with minimum fuss.

NATIONAL BBQ: VITAL STATS

Ireland’s fifth annual National BBQ campaign kick-starts from Monday 29 June until Sunday 5 July
The latest National BBQ promotion, includes National BBQ Week, Ireland’s Best BBQ-er competition, and the first ‘Have a better barbi day’ on Bank Holiday Monday, 3 August
The NBA predicts a record-breaking ‘barbi summer’ with the number of barbecue occasions held topping 2.5 million for the first time
Consumers are barbecuing burgers and sausages at 33% and 29% respectively
Around 1.75 million barbecue occasions were held throughout Ireland last year; an average of 3.9 barbecues per Irish household
The overall barbecue market for food and drink is estimated to be worth in excess of €335 million, showing year-on-year growth in the region of 10%
The average basket value for a barbecue has risen from under €25 to nearly €40 over the last four years
Mid-week barbecues have grown to account for over 23% of total barbecues
Planned barbecues still represent 65% of all occasions, although this is down from 83% the previous year
Charcoal remains the most popular fuel at 61% although this is now fast changing in favour of gas

Share this post: