BRAND SCORECARD;MEXICAN SAUSES ADD SPICE TO CATEGORY

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RankDollar sales to date Market share

'95 '94 Brand 1995 % chg 1995 1994

Mexican sauce

1 1 Pace $189.4 12.0 27.0 27.1

2 2 Old El Paso 116.7 -5.6 16.6 19.8

3 10 Tostitos 81.1 653.9 11.6 1.7

4 3 Chi Chi's 57.5 6.7 8.2 8.7

5 5 Ortega 50.2 1.7 7.1 7.9

6 6 La Victoria 35.0 -6.7 5.0 6.0

7 8 private labels 24.8 92.0 3.5 2.1

8 15 Taco Bell 18.0 412.7 2.6 0.6

9 7 Las Palmas 15.4 8.2 2.2 2.3

10 9 Rosarita 11.5 2.7 1.6 1.8

Total Mexican sauce 701.7 12.6 100.0 100.0

Dollars are in millions for 52 weeks ended Feb. 11, 1995. Barbecue sauce

1 1 Kraft $112.8 1.9 32.7 33.3

2 2 Bulls Eye 51.1 4.7 14.8 14.7

3 3 K.C. Masterpiece 49.2 24.8 14.3 11.8

4 4 Open Pit 22.7 -1.2 6.6 6.9

5 5 Hunt's 21.8 11.0 6.3 5.9

6 6 Heinz 17.2 -7.5 5.0 5.6

7 7 private labels 14.3 2.5 4.2 4.2

8 8 Lea & Perrins 8.8 24.4 2.6 2.1

9 9 Maull's 6.2 1.0 1.8 1.9

10 12 Cookies 3.1 14.9 0.9 0.8

Total barbecue sauce 344.6 3.6 100.0 100.0

Dollars are in millions for 52 weeks ended Feb. 11, 1995. Using flavor combinations and a micro-marketing approach to grow, K.C. Masterpiece is a big gainer in this category, with sales up nearly 25% to $49.2 million. Kraft stays king but static at $112.8 million in sales. Lea & Perrins grows 24.4% through promotional spending.

Fish/seafood sauce

1 1 Kraft $11.0 2.1 15.5 15.4

2 2 Golden Dipt 9.0 4.9 12.7 12.3

3 3 Heinz 8.4 -1.6 11.7 12.1

4 4 Crosse & Blackwell 5.6 -0.4 7.8 8.0

5 5 Bennett's 4.8 -12.5 6.7 7.8

6 6 Hellmann's 4.6 -1.0 6.4 6.6

7 7 private labels 3.6 9.0 5.1 4.8

8 8 Hoffman House 2.5 -1.8 3.5 3.6

9 9 Del Monte 1.5 -2.6 2.2 2.3

10 10 Bookbinders 1.5 2.2 2.1 2.1

Total fish/seafood sauce 71.2 1.8 100.0 100.0

Dollars are in millions for 52 weeks ended Feb. 11, 1995. There are no undefeatable leaders in this close category, where Kraft is up just a tenth of a share, Golden Dipt is up four-tenths and Heinz slipped four-tenths. Private labels gained 9% to $3.6 million but no rankings have changed since last year in this sleepy category.

Meat sauce

1 1 A-1 $123.0 9.7 63.0 61.0

2 2 Heinz 40.6 -0.8 20.8 22.2

3 3 Lea & Perrins 11.2 6.4 5.7 5.7

4 4 private labels 5.0 20.0 2.6 2.3

5 5 Tryme 2.0 7.6 1.0 1.0

6 6 Picka Peppa 1.8 0.3 0.9 1.0

7 11 Country Bob Edson 1.5 41.4 0.8 0.6

8 8 Dawn Fresh 1.3 -4.6 0.7 0.8

9 12 London Pub 1.0 3.1 0.5 0.5

10 10 Saucy Susan 1.0 -2.4 0.5 0.6

Total meat sauce 195.3 6.2 100.0 100.0

Dollars are in millions for 52 weeks ended Feb. 11, 1995. A-1 is the 200 pound gorilla here, with a 63% share of the market, three times that of second-place Heinz. Private labels also showed strong growth, with a 20% increase in sales, getting a boost from micro-marketing. Country Bob Edson saw a 41% increase on small sales.

Worcestershire sauce

1 1 Lea & Perrins $27.2 -2.2 50.7 52.2

2 2 French's 12.1 5.8 22.6 21.5

3 3 Heinz 10.1 -0.4 18.8 19.0

4 4 private labels 3.0 13.2 5.6 5.0

5 5 Angostura 0.6 -0.4 1.1 1.1

6 6 Tryme 0.2 2.5 0.5 0.5

7 7 Crystal 0.1 40.2 0.3 0.2

8 8 C & B 0.1 8.2 0.2 0.2

9 9 generic 0.1 -25.5 0.1 0.1

10 10 Maull's 0.0 -30.6 0.0 0.1

Total worcestershire sauce 53.7 0.7 100.0 100.0

Dollars are in millions for 52 weeks ended Feb. 11, 1995. 0.0 equals rounded to the nearest decimal point. Despite losses of 2.2% on sales of $27.2 million, Lea & Perrins has more than half the market. No. 3 Heinz, with sales down a bit to $10.1 million, is the last big player before a falloff to tiny brands. Again, private label is making inroads with a 13.2% sales gain and No. 4 ranking.

Packaged gravy mixes

1 1 McCormick $32.5 2.4 26.0 26.4

2 2 Schilling 21.1 -1.0 16.9 17.7

3 3 private labels 17.2 12.3 13.8 12.7

4 4 French's 13.7 5.0 11.0 10.8

5 5 Durkee 10.5 -1.4 8.4 8.8

6 6 Pioneer 7.1 15.1 5.7 5.1

7 9 Knorr 4.3 35.1 3.4 2.6

8 8 Williams 3.8 10.3 3.1 2.9

9 7 Pillsbury 3.6 -0.1 2.8 3.0

10 10 Lawry's 3.2 1.7 2.5 2.6

Total packaged gravy mixes 124.9 3.7 100.0 100.0

Dollars are in millions for 52 weeks ended Feb. 11, 1995. McCormick lost 0.4% of a share while it gained 2.4% in sales, while private labels were strong in third place, with a 12.3% sales gain. A switch at the bottom comes from gains by Knorr, up 35.1% in sales and now ranked seventh, and loss at Pillsbury, now in ninth place.

Seasoning mix-chili

1 1 McCormick $16.7 -0.3 26.7 26.5

2 2 French's 7.9 -4.9 12.6 13.1

3 4 Carroll Shelby's 6.6 -3.5 10.5 10.7

4 3 Wick Fowler's 6.4 -10.4 10.2 11.2

5 5 Williams 4.1 -1.5 6.5 6.5

6 6 Schilling 3.8 -4.3 6.0 6.2

7 7 private labels 3.7 3.0 5.9 5.7

8 9 Lawry's 3.2 7.0 5.2 4.8

9 8 Durkee 3.2 0.2 5.1 5.0

10 10 Old El Paso 1.4 -6.3 2.2 2.3

Total seasoning mix - chili 62.6 -1.3 100.0 100.0

Dollars are in millions for 52 weeks ended Feb. 11, 1995. The top six players are off, bringing the category itself down 1.3% over the previous year. Leader McCormick is down the least, while fourth-place Wick Fowler's suffered the greatest sales drop, down 10.4%, losing third place. Private labels, strong elsewhere, only pulled a 3% gain.

Oriental sauce

1 1 Kikkoman $58.1 4.1 43.6 42.8

2 2 La Choy 30.5 -5.4 22.9 24.7

3 3 Chun King 6.1 -1.0 4.6 4.7

4 4 House of Tsang 5.7 42.1 4.3 3.1

5 5 Kraft 3.2 1.9 2.4 2.4

6 6 Ka-Me 2.4 -6.9 1.8 2.0

7 7 Dynasty 2.1 -10.6 1.6 1.8

8 8 Ty Ling 1.8 5.1 1.4 1.3

9 9 private labels 1.7 15.2 1.3 1.2

10 10 San J 1.5 1.7 1.1 1.1

Total Oriental sauce 133.2 2.2 100.0 100.0

Dollars are in millions for 52 weeks ended Feb. 11, 1995. Kikkoman remains the leader in this category, with nearly twice the sales of La Choy and modest growth, up 4.1% to $58.1 million. La Choy and distant third Chun King both lost share, while House of Tsang made great sales strides, up 42.1%, to $5.7 million.

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