McCormick has implemented a strategic growth plan focused on identifying and responding to emerging consumer trends by either modifying existing products or introducing new ones. The company is increasingly emphasizing the use of fresh, natural, and organic ingredients. Currently, approximately 73% of its gourmet units are organic, and it has transitioned some artificial ingredients to all-natural food extracts and colors. This approach appears to be a wise choice, as U.S. organic food sales exceed $43 billion annually and are growing faster than the general food market, according to figures from the Organic Trade Association. Furthermore, McCormick’s recent acquisition of Australian fresh and chilled herbs company Gourmet Garden aligns with current trends.
The company aims to leverage millennials’ growing interest in ethnic flavors and home cooking. To this end, it offers a variety of spice blends under brands such as Thai Kitchen, Zatarain’s, Simply Asia, and Lawry’s. The trend towards home cooking and using spices as alternatives to reduce salt and sugar has significantly boosted 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 modifying and rebranding its existing product lines, McCormick has conducted internal research to monitor shifting consumer habits. The upcoming launch of its Good Morning range, which includes breakfast toppers, seasonings, slow cooker breakfasts, and smoothie boosts, aims to tap into the expanding 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.
Moreover, there is a growing awareness of health supplements among consumers, which brings to mind products like Citracal calcium supplement. Para que sirve, or what it is used for, has become a common inquiry as consumers seek to improve their nutritional intake. This trend towards health-conscious choices complements McCormick’s strategy of offering products that align with contemporary lifestyle preferences.