November 26, 2024 – In the UK, sauces and seasonings industry are favored for their ability to enhance flavor, simplify cooking, and add a personalized touch to meals, reflecting evolving tastes and convenience-driven lifestyles. Innova’s 360 research into sauces and seasonings industry trends highlights latest market insights, product launches, and what may develop in the future.
Sauces and Seasoning Consumers Preferences
Condiments and table sauces lead in consumption, with ready-made sauces and dry mixes following closely, with over half of consumers consuming these products 2-3 times a week or more. Bouillons/stocks and seasonings have lower consumption, with many using them only a few times a month. Generation Z purchased ready-made sauces and dry mixes but consumes fewer table sauces and bouillons/stocks than Boomers. Sauces are consumed more at lunch than bouillons and seasonings.
Taste and convenience are top drivers of consumption. Health is more important for bouillon and seasonings consumers, whereas convenience is more important for ready-made sauces/dry mixes. Real ingredients, no artificial flavors, and low sugar are top claims influencing purchases, along with traditionally made and locally produced claims. UK consumers lean toward garlic, red tomato, curry, and salt flavors in condiments, while Asian-inspired flavors appeal to one-tenth of sauces consumers. Supermarkets is the most popular outlet, yet one-quarter buy sauces or seasonings at convenience stores.
Sauces and Seasoning Market Size and Trends
The sales and volume of the UK sauces and seasonings market have been steadily rising throughout the past five years, by 3% CAGR, each. Sauces and seasonings industry trends research predicts a projected growth rate of 3% CAGR in sales and 4% CAGR in volume in the next five years. The UK ranks 10th in global sauces and seasonings market value.
Cooking sauces and table sauces represent more than half of the category market value. Bouillons, stocks and seasonings account for nearly 20% of the UK sauces and seasonings industry market in the past five years.
Aldi is the top company for the UK sauces and seasonings industry launches for top UHCs over the past year. This is followed by Asda, Wm Morrison, and Marks & Spencer. Meanwhile, McCormick and Kraft Heinz led branded launches during the same period.
Seasonings Trends
There has been a 10% CAGR rise in UK seasonings launches over the past five years. It is driven by rising in-home cooking and interest in international cuisines. Over the past two years, new product launches have surged, reflecting consumer demand for diverse and bold flavors. White sugar and floral are the predominant growing seasoning ingredients as spicy-sweet flavor preference increases over the past five years. Chili leads as the top flavor, followed by garlic, South Asia, and spices, highlighting evolving flavor preferences and culinary exploration.
Cooking Sauces and Table Sauces Trends
Cooking sauces display steady growth with a 1% CAGR in launches over the past five years, while table sauces are slowing down. Soy sauce based cooking sauces lead the growth with 10% of launches, while barbecue bases experience growth in both cooking and table sauces. Ketchup also shows increasing popularity in table sauces.
Flavor trends reflect evolving consumer tastes. Asian-inspired and fruit and vegetable are top flavors in cooking sauces, while chili leads in table sauces. Barbecue flavors show the fastest growth across table sauce subcategories, indicating rising interest in bold and versatile options.
Claims and Positionings
Ethical packaging claims appear in 61% of launches, with a focus on recyclable and recycled materials, reflecting growing environmental consciousness. Vegan claims continue to rise as plant-based preferences gain attention. Plant-based claims are emerging as the UK consumer further embraces plant-based foods in their diet. These highlight the sustainability and dietary changes shaping product innovation.
What’s Next in the UK Sauces and Seasonings Trends?
The penetration of ready-made sauces and dry mixes is higher among younger generations, while condiments and table sauces appeal more with Boomers. To expand their reach among younger consumers, brands can combine convenience claims with authenticity and health-focused messaging.
Bouillons and stocks also present an opportunity for growth among Generation Z in the UK. Brands can modernize brand messaging and packaging to reflect health and authenticity. They can engage influencers on relevant social media platforms to showcase product convenience, healthy attributes, and diverse culinary experiences.
Taste and convenience drive consumption across categories, but health plays a significant role, particularly for bouillons and seasonings. Brands can appeal to consumers by emphasizing indulgent flavors, natural ingredients, and health-conscious attributes like low-sodium and organic options. Authenticity remains key, with consumers prioritizing real ingredients, no artificial flavors, and low sugar, low fat claims in their purchase decisions. Highlighting these qualities on transparent packaging and incorporating educational content can help brands connect with health-focused consumers.
This article is based on Innova’s Now & Next in Sauces & Seasonings in the UK report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
