December 5, 2024 – Globally, consumers prefer sauces and seasonings trends for elevating everyday meals with convenience, flavor and taste. Innova’s 360 degree research into sauces and seasonings trends highlights the latest market insights, innovations, consumer preferences, and top flavors in the industry.
Market Size and Trends
Global sauces and seasonings markets have grown consistently over the past five years, with a 6% CAGR in sales and a 5% CAGR in volume. Sauces and seasonings trends research predicts the same projected growth rate in sales and volume in the next five years. Asia leads in sales value, while Latin America and the Middle East regions display significant potential to grow.
Oils are a high demand commodity, accounting for more than half of the global sauces and seasonings sales, especially in Asia, the Middle East, and Africa. Sauces represent a quarter of global sales, with mayonnaise and cooking sauces projected to grow value sales faster than other sauces. Of all subcategories, oils have the fastest value growth over the past five years.
India and China have the largest market value for sauces and seasonings trends. Despite being large value markets, their consumption per capita remains polarized, making these growth opportunity markets. Norway has the largest consumption per capita of sauces and seasonings trends, followed by the United States. This category reflects its significant role in enhancing global culinary experiences.
Brands and Companies
The global sauces and seasonings market is highly fragmented, with no manufacturer accounting for more than 2% of new product launches. Leading companies include Unilever, Schwarz, Aldi, McCormick, and Kraft Heinz, displaying diverse approaches to meet consumer demands.
Unilever leads the global sauces and stock market via a range of brands: Hellmann’s and Knorr. It is targeting many of the key current consumer trends, such as plant-based diets and dietary preferences for reduced sugar, salt, and fat. Sustainability is also a core part of its business, and it has several initiatives underway to improve the sustainability of its products. This focused approach highlights Unilever as leading in aligning product innovation with health, environmental, and lifestyle trends shaping the sauces and seasonings category.
Consumer Preferences
50% of consumers globally purchased table and cooking sauces in the past year, while over one-third bought bouillons, stocks and seasonings. Table sauces have the highest penetration, whereas bouillons and stocks have the lowest. Younger generations purchased more ready-made sauces and dry mixes and less bouillon and stocks than Boomers.
Dinner is the top consumption occasion, followed by lunch. Condiments and table sauces are consumed once a week or more often, while 24% of consumers use seasonings daily. Taste and convenience drive consumption. Indulgence and happiness play significant roles for sauce consumers, and health is crucial for bouillon, stocks, and seasonings.
Consumers prioritize real ingredients, product safety, and claims such as ‘no artificial flavors’ and ‘low sugar’ when making purchase decisions. Garlic leads as the most preferred flavor for sauces, followed by pepper and spices, which appeal to nearly one-third of consumers. Supermarket, convenience stores, and specialty stores are top outlets, and farmers markets are also relevant for seasonings consumers.
Product Launch Trends
Global launches of sauces and seasonings trends have steadily increased over the past five years, maintaining a consistent 10% of total food and beverage new product launches. Seasonings, vinegar, and cooking sauces show the highest growth in launches, with seasonings dominating new product launches across all regions. Asia and West Europe account for nearly 60% of global launches over the past year.
Key claims such as ethical packaging, vegetarian/vegan, halal, and no additives/preservatives claims are growing in new product launches. Plant-based and no added sugar claims are also emerging, reflecting health-conscious and sustainable preferences.
Seasonings Trends
There has been a 7% rise in global seasonings launches over the past five years. Africa and Asia have displayed the most growth in seasonings launches in the past year. Seasonings is the largest subcategory, followed by cooking sauces.
Herbs/spices and botanical ingredients are prominent and growing in this subcategory. Notably, 20% of new seasoning products incorporate nutraceutical and functional ingredients, catering to health-conscious preferences. Pepper, garlic, spices, South Asian flavors, and herbs are the top-growing flavors, highlighting a demand for diverse and dynamic taste profiles in the market.
Cooking and Table Sauces Trends
Global cooking sauces launches have experienced a 7% rise over the past five years. Meanwhile, table sauces launches are waning. Africa is the top region for cooking and table sauces launches over the past year. There has been growth of barbecue base in cooking sauces and mustard base in table sauces. In cooking sauces, fruit and vegetable flavors display the highest growth, reflecting evolving consumer preferences for versatile and natural ingredients. In table sauces and condiments, chili flavor shows a notable rise in the past year, highlighting a demand for bold and spicy options.
What’s Next in the Global Sauces and Seasonings Trends?
Sauces and seasonings trends have lower penetration in Asia, particularly in China and India, presenting an opportunity for brands to tailor products to local tastes and culinary traditions. By incorporating popular regional flavors and ingredients, brands can appeal to consumers. Collaborations with local influencers and chefs can amplify these efforts, offering culturally relevant recipes and cooking demonstrations that highlight convenience and health benefits in everyday meals.
There is a lower consumption frequency for bouillons, stocks and ready-made cooking sauces than for table sauces and condiments. Brands can address this gap by introducing solutions such as flavored bouillons designed for specific recipes or ready-made cooking sauces that simplify entire meal preparation. Leveraging the home-cooking trend and growing interest in international cuisines, they can engage audiences through creative social media content and influencer collaborations.
Indulgence remains a key driver, but health is also gaining importance. Brands can strike a balance by creating indulgent sauces with premium ingredients that offer health benefits. Bouillons and seasonings can feature natural, low-sodium formulations. Adapting regional flavors and packaging while emphasizing both indulgence and health benefits can boost appeal globally. As culinary habits evolve, brands that innovate with meal-focused solutions and personalized flavors are likely to shape the future of this category.
This article is based on Innova’s Now & Next in Sauces & Seasonings – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
