Research Proposal

Cooking Wine Competitive Landscape


Obtain trends in the use of non-alcoholic cooking wine products in U.S. consumers. Determine also how leading brands in this space (Holland House, Pompeian, and Goya) typically communicate about their products and what types of recipes they focus on. Determine also the demographic profiles of their target consumers.

Early Findings

Cooking Wine Trends

  • Cooking wines are usually added to certain dishes to enhance the flavor.
  • Cooking wines are typically added to meat, fish, desserts, sauces, and other food items.
  • It can also be used to marinate meats, added as a cooking liquid, or as a final condiment in a cooked dish.
  • The rise in the use of cooking wine in various household applications is seen to propel the growth of this market.
  • Consumers are now increasingly adding cooking wine in rice dishes and applying it as a preservative.
  • Cooking wine has several health benefits compared to typical cooking oils.
  • It is also typically added in gourmet or artisanal dishes.

Holland House Brand

  • Holland House manufactures several varieties of cooking wine such as red, marsala, white, and sherry.
  • On its website, the brand communicates its value to the consumer by emphasizing that they can make the flavors of their dishes more elegant by adding cooking wine.

Proprietary Research Available

We found some proprietary research from one of our data partners which may be helpful:
Seasonings, Dressings & Sauces North America (MarketLine, $795)
If you'd like us to purchase this report on your behalf, just let us know!

Summary of Findings:

  • Our one hour of research provided some of the trends in the use of non-alcoholic cooking wine in the U.S. and around the world.
  • We also provided some information on the Holland House's brand.
  • However, most of the trends found were from global reports that are also applicable to the U.S. consumers.
  • Some statistics are also applicable to oils or cooking additives in general and not highly specific for cooking wines so we propose to include data points from this general segment.
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