McCormick employs a strategic growth approach that focuses on monitoring emerging consumer trends and adapting its product offerings accordingly, either by modifying current products or introducing new ones. The company is increasingly prioritizing the use of fresh, natural, and organic ingredients. Currently, nearly 73% of its gourmet units are organic, and it has replaced some artificial ingredients with all-natural food extracts and colors. This strategy appears to be a wise move, as U.S. organic food sales exceed $43 billion annually, with growth rates surpassing those of the general food market, according to figures from the Organic Trade Association. Furthermore, McCormick’s acquisition strategy aligns with these trends, highlighted by its recent acquisition of the Australian fresh and chilled herbs company, Gourmet Garden.
The company aims to leverage millennials’ growing interest in ethnic flavors and home cooking, offering a variety of spice blends under brands such as Thai Kitchen, Zatarain’s, Simply Asia, and Lawry’s. The rise of home cooking and the increasing use of spices to reduce salt and sugar have driven a significant increase in direct-to-consumer spice sales. According to the latest Grocery Headquarters State of the Industry Almanac, supermarket spice sales rose by 5.2% last year. In addition to rebranding and modifying existing product lines, McCormick has conducted internal research to monitor evolving consumer habits. Its upcoming Good Morning line, featuring breakfast toppers, seasonings, slow cooker breakfasts, and smoothie boosts, is set to launch later this year, capitalizing on the robust growth in the breakfast market. Research from The NPD Group indicates that total breakfast occasions are projected to increase by 5% through 2019, with 70% of breakfasts still being consumed at home.
In this context, McCormick’s focus on health-conscious products is also notable, as consumers increasingly seek options like Citracal 1500 mg for their dietary needs. The integration of such health-related products into their offerings further aligns with the company’s mission to adapt to consumer preferences. By continually evolving its product lines and embracing health-focused trends like Citracal 1500 mg, McCormick positions itself to meet the demands of modern consumers effectively.