January 6, 2025 – Globally, consumers prefer table sauces for their ability to enhance meals with convenience and flavors catering to diverse tastes and dietary preferences. Innova’s 360 research into global sauces industry trends highlights the latest product launches, top brands, flavors, and what may develop in the future.
Table Sauces Market Size and Trends
Table sauces experience a steady 4% CAGR growth in sales value over the past two years, driven by global consumer interest in variety and novelty. Around 30% of consumers have increased their consumption of table and cooking sauces due to the expanding range of options, from ketchup and mustard to barbecue, salsa, aioli, and steak sauces.
Table sauces is the third leading subcategory in global sauces and seasonings category launches, highlighting their importance in the sauces industry. The table sauces subcategory launches display a fluctuating trend with a notable rise in 2023 as a percentage of the sauces and seasonings category.
More than 2 in 3 consumers globally consider inclusivity an important value in their diet, which caters to different needs/cultures. Gluten-free and lactose-free products supporting allergen-sensitive consumers and options catering to the vegan trend have pushed the launches. Additionally, religious faith-compliant options might further drive the demand for inclusive food solutions that prioritize accessibility and diverse dietary preferences.
Leading Table Sauces Markets
Europe is the leading market for table sauces subcategory product launches globally. This is followed by Latin America, Asia Pacific, North America, and the Middle East/Africa.
In Europe, 63% of consumers are open to trying global cuisines, driving the rising popularity of ethnic flavors in table sauces. Over the past year, European table sauces trends have increasingly featured flavors inspired by Latin America, like Mexican taco and Tex Mex, Asia, the Middle East, and American-style mustard.
This growing appeal of international flavors reflects the evolving tastes of European consumers, incorporating global influences into everyday meals. It aligns with Innova’s annual top trend of 2024, ‘Local Goes Global,’ which emphasizes the global reach of local culinary traditions and the integration of authentic, adventurous flavors with ingredients sourced closer to home.
Top Brands and Companies
Heinz is the market leader in table sauce launches over the past year. Notably, 2 in 5 consumers globally seek flavor experimentation in sauces, seasonings, and toppings. The brand addresses this demand with a wide range of options, including bold and spicy flavors like chili, sriracha, and cayenne pepper, as well as sweeter varieties such as red tomato and honey. Additionally, Heinz introduces pickled selections like cucumbers and gherkins alongside limited edition offerings that might engage with evolving consumer preferences.
Unilever, McCormick, Aldi, Lidl, Nestle, and Mcllhenny are other notable companies in the market. These top 7 companies account for 15% of table sauces launches globally in the past year.
Claims and Positionings Trends
The top claim is that the product does not contain additives or preservatives, followed by gluten-free, vegan, vegetarian, and halal.
Global sauces industry trends research shows different claim preferences across the globe. In Europe, natural, lactose-free, and GMO-free claims are on the rise. Asian Pacific consumers are inclined toward natural, indulgent & premium, and seasonal – other claims. In North America, HFCS-free, natural, and traditional claims are growing. Consumers in Latin America prefer no trans fats, GMO-free, and traditional claims. Meanwhile, in the Middle East/Africa, GMO-free, organic, and natural claims are gaining popularity.
Table Sauces Flavor Trends
Chili, garlic, sweet chili, habanero, and Sriracha chili are the top 5 flavors in the table sauces subcategory launches.
Globally, 24% of consumers seek intense and bold flavors in sauces and seasonings, driving innovation in this category. Chili varieties like jalapeño, sriracha, and chipotle, along with pepper options such as cayenne, black, and pink, have pushed the product development to meet this demand.
Herbal flavors, including garlic, dill, basil, and coriander, and smoky profiles like hickory, applewood, and oak, further diversify offerings, providing consumers with an expanded and exciting flavor palette.
What’s Next in the Global Table Sauces Industry Trends?
Nearly half of global consumers are eating at home, reflecting a shift toward home-cooked meals and familiar settings. This creates a significant opportunity for table sauce brands in the sauces industry to position themselves as versatile kitchen essentials. By emphasizing claims on packaging that emphasize their suitability for a range of dishes such as hot dogs, burgers, pretzels, sandwiches, fries, steaks, and grilled meats. Brands can appeal to consumers seeking convenient, all-purpose solutions for home cooking and recipe exploration. This aligns with Innova’s other top trend of 2024, ‘Home Kitchen Heroes,’ where home dining emerges as a new venue for elevated social gatherings, influenced by changing lifestyles and budget-conscious decisions.
Consumers are increasingly focused on preventing health issues through proactive choices. Products that align with the reductionism sauces trend, such as low-fat, cholesterol, and sodium options, empower healthier decisions. Additionally, brands can focus on sugar-related claims, offering low-calorie alternatives that can support this demand for better-for-you products.
Products free from additives and preservatives appeal strongly, with clean labels and natural preservatives like vinegar and rosemary extract gaining popularity. Brands that integrate functional benefits with innovative flavor profiles might shape the future of home dining experiences.
This article is based on Innova’s Overview in Table Sauces – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
