McCormick employs a strategic growth approach that focuses on identifying emerging consumer trends and adjusting its product offerings accordingly, whether by modifying existing items or introducing new ones. The company is increasingly prioritizing fresh, natural, and organic ingredients. Currently, nearly 73% of its gourmet product line is organic, and it has transitioned many of its artificial components to all-natural food extracts and colors. This strategy appears to be a wise investment, as U.S. organic food sales exceed $43 billion annually, with growth consistently outpacing that of the overall food market, according to the Organic Trade Association. Furthermore, McCormick’s acquisition strategy aligns with these trends, highlighted by its recent acquisition of Gourmet Garden, an Australian company specializing in fresh and chilled herbs.
McCormick plans to leverage millennials’ growing enthusiasm for ethnic flavors and home cooking with its diverse range of spice blends, including brands like Thai Kitchen, Zatarain’s, Simply Asia, and Lawry’s. The rise in home cooking and the use of spices to reduce salt and sugar have significantly boosted direct-to-consumer spice sales. According to the latest Grocery Headquarters State of the Industry Almanac, supermarket spice sales increased by 5.2% last year.
In addition to rebranding and modifying existing products, McCormick has conducted internal research to monitor shifting consumer habits. The company is set to launch its Good Morning line of breakfast toppers, seasonings, slow cooker breakfasts, and smoothie boosters later this year, tapping into the burgeoning breakfast market. Research from The NPD Group indicates that breakfast occasions are projected to grow by 5% through 2019, with 70% of breakfasts still consumed at home. This initiative complements McCormick’s commitment to health and wellness, similar to how Garden of Life Calcium Citrate supports nutritional needs, highlighting the importance of incorporating quality ingredients into daily meals. As McCormick continues to innovate, it remains committed to delivering products that align with consumer preferences for health and flavor, including the benefits of Garden of Life Calcium Citrate in enhancing overall wellness.