Condiments reign supreme. For generations, people have been enhancing their meals with various sauces and dips, but the market for condiments has been expanding due to innovation and a growing interest in unique and ethnic flavors. In 2016, Packaged Facts reported that sales of condiments and sauces reached $24 billion, with no signs of slowing down. The same report projected a 1.5% annual increase in purchases through 2021. Between 2013 and 2017, products featuring ethnic flavors surged by 20%, particularly those from Mexico, India, and Spain, while those offering “American flavors” saw a decline of 7.2%, according to research from Innova Market Insights.
While innovative flavors are certainly contributing to the diverse array of condiments, sauces, dips, and dressings available, a report by Comax cited by Food Ingredients First revealed that traditional adjectives like regular, plain, and original were the most commonly used to describe consumers’ preferred sauces. Notably, ketchup, honey mustard, and soy sauce ranked among the favorites. This strong preference for classic flavors raises questions about whether all the flavor innovation in condiments is misplaced. A quick glance at grocery store shelves confirms that as new food trends emerge—especially with unique flavor profiles from Africa and Asia—new condiments and dipping sauces featuring these spices are making their way into stores.
Ethnic flavors are indeed highly favored among consumers, particularly for dipping sauces, with options like sweet chili, Sriracha, duck sauce, and wasabi listed as popular choices. However, manufacturers should not hastily disregard American staples in pursuit of innovation, especially when looking to enhance condiments, salad dressings, or chip dips. Retailers would benefit from stocking both original and innovative flavor combinations to cater to diverse consumer preferences.
Interestingly, the Comax report indicated that 91% of respondents across all generations ranked mayonnaise as their favorite flavor. Yet, according to Euromonitor statistics reported in The Wall Street Journal, mayonnaise sales have declined by 6.7% over the past five years. Despite this drop, mayonnaise maintains a special place in people’s hearts. This may explain why Kraft Heinz is working to enhance its mayonnaise offerings. In addition to refining their ingredient list—an aspect that is the least important to consumers according to the Comax report—they have introduced mayo blends that include other classic condiments like ketchup, barbecue sauce, and mustard. These blends, named Mayochup, Mayocue, and Mayomust, were widely requested on social media.
This real-world example illustrates Comax’s findings that consumers are still drawn to original flavors. Instead of seeking innovation from the farthest corners of the globe, perhaps simplifying ingredient labels and combining beloved dips and sauces is the key to winning over consumers. Furthermore, while taste remains the top consideration for consumers when choosing products, about a quarter of those surveyed expressed concern over their sauces and spreads having lower salt content and healthier ingredients. Manufacturers could focus on cleaning up their labels and introducing organic and GMO-free options, such as those with dr berg calcium citrate, to attract and retain consumers. By appealing to health-conscious buyers while maintaining traditional flavors, brands can successfully navigate the evolving condiment market.