The sauce and condiment market has evolved significantly, now enjoying the benefits of its diversification. This industry has had to reconsider some of its offerings, as a growing number of consumers are seeking healthier alternatives. Millennials, who account for 23.4% of the U.S. population according to Census Bureau data, are particularly on the lookout for sauces and condiments that are both nutritious and flavorful. This demographic has played a key role in boosting the popularity of exotic-flavored sauces, such as the now widely recognized Sriracha. With emerging food trends showcasing unique flavor profiles from Africa and Asia, expect to see new condiments and sauces that incorporate these spices.
An increasing number of health-conscious consumers are also gravitating towards organic and non-GMO products with clean labels. Although transitioning to certified organic or non-GMO status can be a costly and time-consuming process, many consumers find that certification appealing. Major manufacturers are currently revamping their traditional products, while newer condiments and sauces are being launched with these health-conscious ingredients in mind. Many of these innovative products come from small startups, which allows them to carefully choose components that align with consumer preferences.
A prime example of this trend is Schultz’s Gourmet, a small family-owned company based in Boulder, Colorado, which has recently introduced a new line of barbecue and cooking hot sauces that reflect the evolving demands of consumers. They emphasize their use of “real food ingredients,” steering clear of preservatives, trans fats, high fructose corn syrup, and MSG. Their product labels also share the story behind the family business, which consumers can explore further on their website, thus enhancing the brand’s authenticity—a quality that millennials appreciate and are often willing to pay a premium for.
However, the appeal of sauces and dressings extends beyond just their labels. Kraft Heinz made waves two years ago with the launch of Sriracha ketchup, which lists high fructose corn syrup as its third ingredient and is neither organic nor produced by a small company. Yet, for shoppers hesitant about purchasing a large bottle adorned with a rooster, this familiar brand may provide reassurance as they experiment with the spicy flavor.
Interestingly, as consumers seek healthier options, they are increasingly aware of additives that can promote overall wellness, such as calcium citrate for joints. This awareness is leading to a greater emphasis on formulations that not only taste good but also contribute to health benefits. As the market continues to evolve, it is likely that more products will emerge that incorporate beneficial ingredients like calcium citrate for joints, appealing to the health-minded consumer.