Can you tell us a little of the history of your brand?
Sharwood’s is the number one Indian cooking sauces and accompaniments brand in independents1, with over 130 years of brand history in the UK after being established in 1889. The Sharwood’s range has everything consumers need to re-create a restaurant experience at home and serve up excitement at the dining table. Known to take consumers on a taste adventure with its range of Indian, Chinese and Oriental sauces, Sharwood’s continuously innovates to pack its products with the latest world flavours and trends.
How has the cooking sauces category been performing over the last year?
Cooking sauces is a key category, and one to watch as shopper trends and purchasing habits continue to evolve. Sauces is the second biggest sector in the category, accounting for 35% of Indian sales2 – and with the total CSKA category worth £992m3, it provides a huge opportunity for wholesalers to drive basket spend.
When it comes to world flavours, we are seeing Thai and other East Asian cuisines show the biggest growth at +43%4 versus four years ago. This category is also seeing growth from consumers choosing to switch from more established cuisines like Italian, Indian and traditional5 to help broaden home cooked meal options, showing huge potential for retailers.
And how has your brand been performing?
Sharwood’s is the number one Indian cooking sauces and accompaniments brand in independents with 42% share6. Its strong performance is fuelled by its quality credentials combined with the convenience that shoppers constantly look out for to create shortcuts at home. This is a key factor impacting purchasing decisions in the current climate, with around half of all home cooks expected to be cooking from scratch more often now than in 20197 and making smarter swaps in order to reduce luxuries and additional spending8.
The core Indian range from Sharwood’s includes Tikka Masala Sauce, Korma Sauce, Balti Sauce, Plain Poppadoms and Mango Chutney – and they are all household favourites that consumers continue to rely on to create a restaurant quality meal at home. By ranging cooking sauces alongside other ingredients such as meats and sides like rice, breads and poppadom’s will help drive basket spend.
What are the biggest trends in the cooking sauces market?
It is important for wholesalers to offer a wide range of products suited to the meal at home occasion. Consumers continue to look for taste and quality, however, we have also seen an ongoing trend towards healthier and plant-based options, making Sharwood’s a popular choice as a brand they know and trust.
The growing cost of living crisis and health agenda mean that preparing a nutritious, filling and cost-effective meal at home is essential for consumers. Around half of all home cooks are expected to be cooking from scratch more often now than in 20199 which poses an opportunity for the cooking sauces category as it allows consumers to create quick and easy delicious meals at home and conforms to the notion of modern scratch cooking. Our new ‘Best Restaurant in Town’ campaign will demonstrate to consumers how to create delicious meals in their own home, for less than £1 per portion10 using our products.
Not only have we seen shoppers continue to be ‘time-poor’, but people are also spending more time cooking at home rather than eating out. As a result, we’ve seen a shift in purchasing behaviour, with consumers now seeking products that save time in the kitchen, all whilst offering a tasty meal, so convenience remains key in the cooking sauces category.
The ‘fakeaway’ trend has also soared in popularity over the last few years, as consumers look to recreate their favourite restaurant or takeaway dishes in the comfort of their own home. By offering customers Sharwood’s, retailers will be able to meet shopper demand for quality products that can be used to create restaurant meals at home.
How has Sharwood’s been able to find a place in such a highly competitive sector?
With unmatched heritage for Indian, the brand has become a household staple, recognised by consumers as a go-to brand when purchasing Indian sauces. The brand delivers on great taste and quality, from hand rolled poppadom’s to flamed-baked naans. We continue to build Sharwood’s as a modern and authentic brand and are attracting a broader mix of shoppers into the category by offering a diverse range of products.
What are the keys to the success of Sharwood’s?
The Sharwood’s brand has been delivering the very best in Asian cuisine for customers to enjoy at home. Success and growth of the range is due to versatility and products being packed with exotic flavours, with each recipe carefully developed to ensure great taste every time. At Premier Foods we are passionate about the sector and pride ourselves on being a multiple format, customer centric business. We use campaigns such as our activation during National Curry Week where we visited multiple wholesale depots across the country to form part of a longer objective where we can talk to retailers and help educate them on the opportunities that cooking at home with Sharwood’s presents.
What is driving the brand’s success and growth?
The brand has the highest penetration in the cooking sauces category market. It offers a top-quality core range made up of flavours that consumers already know and love such as Korma, Tikka Masala and Sweet & Sour making these top options for retailers, particularly ahead of key calendar events.
Sharwood’s is also leading the way in innovation with products like the Sharwood’s range of East Asian sauces and Reduced Sugar Stir Fry Sauces recently bought to market in light of the growing demand for East Asian sauces and healthier options within the category.
Sharwood’s provides consumers with affordable meals without compromising on taste and nutrition whilst having everything consumers need to re-create the restaurant experience at home and serve up some excitement.
The brand also offers shoppers formats to suit multiple occasions making it particularly versatile and suitable for every type of consumer. Sharwood’s bigger packs have a lot of momentum currently by offering consumers great value, whilst helping cater for a broad range of dine from home moments.
How do you work with wholesalers to help them grow their business?
In October this year, Premier Foods celebrated National Curry Week by taking Sharwood’s on the road to inspire retail customers to maximise incremental sales by making the most of ‘meal at home’ occasions and calendar events. All whilst trialling the delicious products prepared by Premier Food’s expert chefs. This is just one example of how Sharwood’s is engaging with wholesalers to help drive sales within the cooking sauces category whilst educating retailers on the importance of stocking the core range.
Has Sharwood’s dared to be different?
Sharwood’s is able to stand-out from the crowd by including bold flavours within its core range, encouraging consumers to explore Indian cuisine and experiment with new flavours. It has also extended its ambient cooking sauces range this year by rolling out Sharwood’s East Asian and Reduced Sugar Stir Fry sauces.
What is the personality of Sharwood’s?
Sharwood’s is fun and adventurous in personality, full of bold flavours that takes consumers on a taste adventure with its range of Indian, Chinese, Oriental, Thai and Japanese sauces.
What is the profile of the target consumer of Sharwood’s?
The Sharwood’s brand targets a wide range of consumers and offers a solution to cater for all occasions. The versatility of the range makes it a must stock– giving customers the products needed to create a restaurant quality meal at home for individuals, couples, families and large groups.
Do you have any NPD to talk about?
Asian food and flavour specialist, Sharwood’s, expanded its ambient cooking sauces category this summer by rolling out Sharwood’s East Asian sauces. This range is set to help retailers meet increased demand for products that help consumers create East Asian cuisine at home.
East Asian cuisine has experienced a 15.6% year-on-year growth,11 and Sharwood’s is tapping into this exciting consumer trend with its latest sauces that deliver an authentic flavour at an accessible price point. Available in eight variants – Thai Sweet Chilli, Thai Red Curry, Japanese Teriyaki, Japanese Katsu, Thai Green Curry, Thai Rendang, Thai Jungle Curry, Thai Massaman Curry – the range helps unlock delicious dining experiences for less skilful cooks who want to prepare and enjoy home-cooked meals with their families.
How are you supporting your brand this year?
Earlier this year Sharwood’s took to the road during National Curry Week, utilising the key calendar event as a way to drive sales and brand awareness. It was a great opportunity to talk to wholesalers and retailers, and share valuable insights about how together, we can continue to provide shoppers with great tasting and affordable meals. Sharwood’s also launched ‘Fresh Take on Food Waste’ – an online tool aimed at helping consumers to reduce their at-home food waste by creating tasty recipes using leftovers and cooking sauces.
Comments are closed.