What are some of the key changes
in this category in the past year?
Consumers are migrating to the
fresh departments of the store.
Categories in the perimeter continue
to grow, and the fresh produce section is no exception, up 2% in dollar
sales.1 Outpacing the fresh produce
section is the refrigerated salad
dressing category (RSD), growing
4% in dollar sales compared to a
year ago.2 RSD is also growing in
household penetration, while shelf
stable continues to decline. There
are several factors driving growth
within the RSD category. First, the
organics segment is the fastest-growing segment, up 47%, within
3 The pourable segment accounts for 35% of the RSD
category and is also growing.
category has also seen a lot of flavor
innovation in avocados. Litehouse
conducted an online, quantitative
survey of potential emerging flavors.
One of the top flavors according
to purchase intent was avocados!
Fifty-two percent of consumers indi-
cated they were very likely to pur-
chase a dressing with avocados as
the key ingredient flavor.
interest in avocado dressing wasn’t
completely surprising, considering
64% of American households buy
avocados annually and avocados
are one of the fastest-growing fresh
fruit categories in the produce section.
7 There is no denying avocados
are the new trend in refrigerated
dressings, as more than a quarter
of growth can be attributed to these
What are some challenges in this
Space is a premium for many refrigerated categories, and the RSD section faces those same space constraints. As consumers migrate from
the center of store to produce, they
see a 4-foot set for RSD, as opposed
to the usual 12 feet devoted to
shelf-stable dressings. As demand
for fresh product grows, so does
the challenge of finding space for all
the necessary refrigeration needed
for these consumer-demanded
products. The growing consumer
demand has created a challenge and
opportunity for many refrigerated
categories, as they typically have to
be smarter with their shelf space.
How has your company been a
category leader in this segment?
Litehouse is a category captain for
many of the top grocery retail-
ers. As a category leader, we work
with our retail partners to ensure
the strongest performing SKUs
are on-shelf, where Litehouse, or
competitor brands, represent the
voice consumer demanded prod-
uct. Litehouse is driving growth
to the RSD category by increasing
dollar sales; Litehouse is up 7%
compared to a year ago.
sales are up in part because of the
recent Litehouse “See the Lite”
consumer engagement integrated
marketing campaign. This market-
ing campaign included television
and radio commercials, billboards,
public transportation wraps, in-store
signage, digital banner ads and a
large social-media presence across
various platforms. The main theme
of this campaign is helping remind
consumers that “cold is where it is
sold” when it comes to dressings.
This campaign benefited the entire
RSD category, not just the Litehouse
brand. Results from the initial 2016
campaign: Litehouse brand growth
increased from 36% to 91% in
dollars sales and more importantly
took the RSD category from a 5%
growth rate prior to the campaign to
an 8% growth rate post-campaign.
Litehouse is helping consumers
migrate from the center of store to
fresh, and overall that’s beneficial for
the entire category. FF
1Nielsen Homescan Total US; 2IRI Infoscan
Total US MULO; 3IRI Infoscan Total US
MULO; 4IRI Infoscan Total US MULO;
5Litehouse Commissioned IPSOS for
Quantitative (Survey) Research Total US
2015 April; 6Litehouse Quantitative (Survey)
Research Total US 2015 May; 7IRI National
Consumer Panel Total US; 8IRI Infoscan Total
US MULO; 9IRI Infoscan Total US MULO
REFRIGERATED SALAD DRESSINGS
According to Litehouse, as demand for fresh product grows, so does the
challenge of finding space for all the necessary refrigeration needed for
these consumer demanded products.