January 7, 2025 – In Japan, cooking sauces are preferred for their ability to simplify meal preparation while adding rich, diverse flavors to everyday dishes. Innova’s 360 research into sauces industry trends highlights the latest product launches, innovations, top flavors, brands, and what may develop in the future.
Cooking Sauces Product Launch and Sales Trends
Japan is the leading country for the cooking sauces subcategory sales value in the sauces industry in Asia Pacific. Notably, 22% of Japanese consumers are increasing their use of table sauces, cooking sauces, and condiments, driven by variety and novelty. Launches featuring diverse bases like soy sauce, barbecue sauce, and fish sauce cater to evolving taste preferences and maintain consumer interest across the nation.
The sales value and volume growth for the cooking sauces subcategory in the sauces industry have averaged at 2% each over the past five years. Texture and flavor indulgence claims significantly influence purchasing decisions, as options with varied textures experienced a 4% CAGR over the past four years. Popular textures that add significance within the subcategory include thick, tender/soft, creamy, and chunky.
While launches in this subcategory fluctuate, there was a notable rise in 2022, reflecting significant consumer interest. Cooking sauces remain the second leading subcategory within sauces and seasonings, underscoring their essential role in Japanese households.
Top Brands and Companies
The cooking sauces market in Japan is penetrated by both branded and private label companies. Branded companies displayed a 3% rise in launches in Japan over the past year.
In Japan, Kikkoman is the leading company for cooking sauces launches. Kikkoman Corporation’s ‘Washoku Lesson’ introduces Japan’s traditional food culture through its ‘Global Cookbook’ recipe page.
This aligns with the Innova’s annual top trend of 2024, ‘Local Goes Global,’ as Kikkoman combines accessible recipes, cultural insights, and practical tips to connect local culinary practices with global food enthusiasts. By showcasing the richness of Japanese cuisine, the brand caters to the rising demand for diverse and authentic cooking experiences, strengthening its appeal in the global market.
Daisho, Moranbong, S&B Foods, and Ajinomoto are other notable companies in the market. These top 5 companies account for 30% of new product launches in Japan.
Claims and Positionings Trends
Low/no/reduced sodium, no additives or preservatives, traditional, indulgent and premium, and organic are the top 5 positionings for the cooking sauces subcategory in Japan.
Clean label claims lead in the cooking sauces subcategory in Japan, with 2 in 5 products emphasizing transparency and natural ingredients. Organic and non-GMO certifications appeal to health-conscious consumers, offering reassurance about product quality.
Formulations featuring natural preservatives like vinegar, lemon juice concentrate, onion extract, and fermented wheat further appeal to these consumers, supporting informed purchasing decisions. This focus on clean labels reflects the growing demand for healthier, more transparent options in the cooking sauces market.
Cooking Sauces Flavor Trends
Nearly 1 in 3 consumers in Japan are most interested in garlic flavor regarding condiments and table sauces. In line with sauces trends, garlic flavor ranks first with 9% of launches in Japan in the past year. Garlic flavors made in combination with other flavors, including ginger, onion, herbs, ponzu, and anchovy, support the launches.
Red tomato, rice wine, Japanese miso, and curry are other notable flavors in the cooking sauces subcategory. Apart from the top 5 flavors, sauces trends show oyster, Chinese, pepper, ginger, and shrimp flavors are gaining prominence in the market.
What’s Next in the Cooking Sauces Trends?
Globally, 43% of consumers claim that they are eating more at home, driving demand for convenient meal solutions. Table and cooking sauces, consumed by 45% of global consumers for their ease of use, are central to sauces trends. Moreover, ranges that claim to be homemade are gaining prominence, as these cooking sauces allow consumers to prepare dishes at home quickly and easily, which aligns well with Innova’s other top trend of 2024, ‘Home Kitchen Heroes.’ This highlights the growing preference for convenient, home-cooked meals that fit busy lifestyles.
In Japan, 22% of consumers have increased their use of table and cooking sauces and condiments due to the growing variety and novelty. These shifts reflect sauces trends, as brands feature diverse bases like soy sauce, barbecue sauce, and fish sauce, which are likely to attract continued interest from consumers.
Texture-focused claims further shape consumer preferences, with sauces emphasizing thickness like four cheese stew, lobster stew, and yakiniku sauce; tenderness such as tomato sauce; creaminess; and chunkiness gaining popularity in the industry. As consumer interest in personalized cooking experiences grows, the development of versatile sauces catering to diverse textures and flavors is likely to lead in the category for sustained innovation and appeal.
This article is based on Innova’s Overview in Cooking Sauces in Japan report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
