Research shows that consumers are hungry for variety and new flavors, despite that many sauce and marinade subcategories were flat during the past year in terms of growth. Consumers’ desire for flavor provides a wealth of opportunity for store brands. This article offers suggestions for sources of inspiration and flavors poised to experience a growth boom over the next few years.
According to data from SymphonyIRI Group, the unit sales for sauces and marinades were up among private label spaghetti and Italian sauces (+6.7%) and Worcestershire sauce (+2.4%) over the past year. Sauces and marinades poised for growth include Jamaican-style jerk sauces, salsas, anything hot such as chipotle or horseradish. Cuisines from India and other parts of Southeast Asia are expected to exert more influence over American tastes.
Adult-only households tend to be more adventurous. There also is a growing population of older adults with less sensitive taste buds. Both of these market segments provide more opportunities for manufacturers to deliver robust, spicy and hot flavors. Consumers insist upon high-quality products, and are turning to celebrity chefs for recipe inspiration.
Manufacturers should observe chefs in high-end restaurants in big cities for inspiration and ensure product packaging tells consumers how the product tastes and how to use the product.