Gravy concerns as sales decline

The gravy market has risen 8% since 2008 and just 2% in the last year to reach a value of £141m in 2013. Conversely, sales of stock are up 51% over the same five-year period with a 10% increase in the last year alone.

In 2013 stock sales were anticipated to reach £131m, meaning a £44m rise since 2008. It is expected to reach £176m by 2018.

People in the North and Scotland are the biggest fans of gravy with a UK average of 65% being regular gravy users. Granules and powders are the most popular type of gravy (57%), with 13% of Brits using gravy pastes and 9% prefering ready-to-use varieties and liquid jelly.

Struggling sales​

"While gravy is the mainstay of traditional British cuisine and acts as an accompaniment to the Christmas dinner or Sunday roast, these mealtimes are far from everyday meals," said senior food and drink analyst Alex Beckett. "The lacklustre performance of many red meat sectors is also likely to have played a role in struggling sales of gravy.

"In contrast, stocks have benefited from an increase in variety of formats such as jelly and liquid, as well as a robust interest in scratch cooking."

"But, as much as we take pride from creating a genuinely scratch-cooked meal, Brits don’t mind using pre-made stock as a time-saving alternative to boiling beef bones themselves.

"Brands have embraced modern formats, with jellies, pouches, pastes and powders grabbing consumers’ interest. The stocks market is also well positioned to benefit from the increase in the number of over-55s, the biggest users of stock."

Gourmet positioning​

Mintel’s research also highlights a consumer interest in provenance with 31% of users prefering stocks made from British ingredients, increasing to 41% of over-55s.

"Looking to the future, elevating the overall status of gravy with more of a gourmet positioning offers an avenue for manufacturers to encourage greater growth and improve usage levels," finished Beckett.