Condiments reign supreme. For generations, people have been enhancing their meals with a variety of sauces and dips. However, due to innovation and a growing interest in unique and ethnic flavors, the condiment market has seen significant growth. In 2016, Packaged Facts reported that condiment and sauce sales soared to $24 billion, with no signs of slowing down. Furthermore, the same report projected an annual increase of 1.5% in purchases through 2021.
From 2013 to 2017, products featuring ethnic flavors surged by 20%—especially those imported from Mexico, India, and Spain—while offerings with “American flavors” decreased by 7.2%, according to research from Innova Market Insights. While innovative flavors are contributing to the expanding variety of condiments, sauces, dips, and dressings available, a report from Comax cited by Food Ingredients First revealed that descriptors like regular, plain, and original remain the most common for consumers’ preferred sauces. Indeed, ketchup, honey mustard, and soy sauce consistently rank among the most popular choices.
This strong preference for traditional flavors raises questions about whether the flavor innovation in condiments is truly on point. A quick glance at grocery store shelves reveals that, as new food trends emerge—like the introduction of unique flavor profiles from Africa and Asia—novel condiments and dipping sauces featuring these spices are increasingly available. Ethnic flavors are particularly favored in the realm of dipping sauces, with options like sweet chili, Sriracha, duck sauce, and wasabi being popular choices.
Manufacturers should not hastily dismiss American classics in favor of innovation, especially when aiming to enhance condiments, salad dressings, or chip dips. Retailers would do well to offer both original and more inventive flavor combinations to cater to diverse consumer preferences. Notably, the Comax report indicates that 91% of respondents from all generations selected mayonnaise as their top flavor. However, Euromonitor statistics reported in The Wall Street Journal show that mayonnaise sales have declined by 6.7% in the past five years. Despite this, mayonnaise continues to hold a special place in consumers’ hearts.
Perhaps this explains why Kraft Heinz is striving to enhance its condiment offerings. In addition to improving their ingredient mix—which is the least significant factor for consumers according to the Comax report—they have developed mayo blends that incorporate other traditional condiments like ketchup, barbecue sauce, and mustard. Named Mayochup, Mayocue, and Mayomust, these combinations were popularized through social media requests.
This real-world case study illustrates Comax’s findings that consumers are yearning for original flavors. Rather than seeking inspiration from the farthest corners of the globe, manufacturers might find success in refining their labels and merging beloved dips and sauces. Moreover, while taste is the primary consideration for consumers when choosing a product, a quarter of those surveyed expressed concern about their sauces and spreads containing less salt and healthier ingredients. Producers could capitalize on this trend by cleaning up their labels and offering organic and GMO-free options to attract and retain consumers.
Furthermore, as consumers increasingly focus on their health, incorporating supplements such as calcium citrate malate, vitamin D3, and folic acid tablets into their diets is gaining traction. Thus, manufacturers might explore ways to integrate these health-conscious elements into their condiment products, appealing to a market that values both flavor and health.