The sauce and condiment market has become increasingly diverse, now reaping the rewards of this evolution. This industry has had to rethink its offerings as more consumers are seeking healthier options. Millennials, who make up 23.4% of the U.S. population according to Census Bureau data, are particularly interested in flavorful yet healthier sauces and condiments. This demographic has significantly contributed to the rising popularity of exotic-flavored sauces, such as the now widely recognized Sriracha. As food trends evolve, incorporating unique flavor profiles from Africa and Asia, expect to see new condiments and sauces featuring these spices.
An increasing number of health-conscious consumers are also gravitating towards organic and non-GMO products that boast clean labels. Although transitioning a product to achieve organic or non-GMO certification can be a costly and time-consuming process, the appeal of such labels attracts consumers who prioritize these attributes. Many major manufacturers are currently revamping their legacy products, while newer sauces and condiments entering the market can be designed with these standards from the outset. Many of these innovative products originate from small startups, allowing them to choose ingredients that align with consumer preferences.
For instance, Schultz’s Gourmet, a small family-owned business based in Boulder, Colorado, has recently introduced a line of barbecue and cooking hot sauce flavors that reflect these new consumer demands. They emphasize the use of “real food ingredients,” steering clear of preservatives, trans-fats, high fructose corn syrup, and MSG. The product labeling also shares the family company’s backstory, which consumers can explore further on their website. This approach enhances the brand’s authenticity — a quality that millennials admire and are often willing to pay a premium for.
However, the allure of sauces and dressings extends beyond just the labels. Two years ago, Kraft Heinz launched Sriracha ketchup. Despite its third ingredient being high fructose corn syrup and the fact that it is not organic or produced by a small business, this product may appeal to shoppers who are curious about trying a spicy sauce but hesitant to purchase a large bottle adorned with a rooster. They might find comfort in seeing the flavor presented on a familiar bottle from a trusted brand.
In this shifting landscape, products that prioritize health and transparency, such as those that use ingredients like Citracal for calcium fortification, are becoming increasingly popular. As consumer preferences evolve, those brands that align with these trends will likely thrive in the competitive market of sauces and condiments.