The growth of ready meals and meal kits has hampered New Product Development in the sauces and seasonings category in recent years. Manufacturers have been forced to add value by innovating exotic variations, and premium and organic lines, as Amanda White reports.

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Mintel’s GNPD (Global New Product Database) finds slow growth in the sauces and seasonings sector in recent years. This is primarily due to growth in convenience foods (for example, prepared meals and meal kits) and a subsequent drop in home cooking. On the plus side, in an effort to add value to the market, we have seen increased exotic options, more premium and organic lines, and more food-specific seasonings. Also, lower demand for retail seasonings has been counterbalanced by a growing need for industrial seasonings for prepared meals.


In terms of new product development activity (NPD), the Cooking Sauces segment dominates the Sauces & Seasonings category, this sector accounting for 30% of all new product introductions up until the last quarter of 2002. This is followed by the Seasonings segment (21%) and then the Table Sauces segment (17%).


North America leads in the introduction of Seasonings, accounting for half of all global introductions over the past two years. Seasonings introductions in North America (primarily the US) are so large due to the heavy influence of the gourmet foods industry.


The introduction of ever more exotic and adventurous herb and spice varieties of sauces and seasonings on supermarket shelves not only cater for the “gourmet chef” but also educate less experienced cooks (especially when exotic varieties are marketed under popular mainstream brands).

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Examples of more adventurous lines include:



  • The Santa Maria range in Norway and Denmark including Thai Kaffir Lime Leaves, Thai Lime Wok Spice Mix and Thai Paneng Red Curry Spice Mix; Santa Maria branded Indian spices in Sweden in dish-specific varieties such as Tandoori, Vindaloo, Sumatra, Garam and Tikka
  • Conimex branded Bahmi Goreng Mix in South Africa comprising a spice mix following an Indonesian recipe
  • Knorr-branded, Wereld Mixen range of seasoning mixes from around the world, launched in the Netherlands by Unilever Bestfoods and including Caribische Sweet Chicken, from the Caribbean with a Jerk marinade and herbs; South African Bobotie; Russian Strogonoff; French Coq au Vin; and Indian Chicken Korma
  • East West-branded Tea Rubs in the US from Wildly Delicious Fine Foods as part of the East West line of Asian-inspired cooking ingredients, by award-winning chef Ming Tsai – varieties include Peppercorn Asam, Teriyaki Black Tea, Five Spice Chile, Citrus Herbal and Curry Fruit

Demand for all things organic continues. For seasonings it appears to have been a slow demand. However, both niche and mainstream companies (for example, McCormick) have entered the market. Organic versions will help add value, although organic staples such as breads and milk fare better than seasonings (excluding salt and pepper).


Examples of recent organic seasonings include:



  • McCormick Organic Seasonings within the Gourmet Collection launched in the US and including Organic Basil Leaves, Organic Dill Weed, Organic Garlic Powder, Organic Oregano Leaves, Organic Parsley Flakes, Organic Rosemary Leaves, Organic Sage Rubbed, and Organic Thyme
  • Elements of Spice organic herbs and spices from Profiles in the US, designed for those who aspire to “health, harmony and classic good tastes” in varieties such as Crystal Pools, Atmosphere, Spirit of Fire, and Magic Mushrooms
  • Simply Organic comprehensive seasoning line in the US from Frontier Natural Products
  • Organic Knorr-branded stock cubes in the UK from Unilever Bestfoods

I spy spices


Seasonings are generally used to add flavour to an array of dishes and products. However, there are also many products available to create “exotic” regional dishes such as Thai Paneng curry or Bahmi Goreng. Following on from this, over the years we have also seen seasonings for less exotic, everyday foods. In particular, we have seen ranges of seasonings that cater only for rice, or for potatoes or even for cheese, popcorn and dips. Such developments can help show consumers what they are capable of creating in a simple way, and perhaps bring them back into the kitchen (instead of opting for a ready-made dish).


Examples of such seasonings include:



  • Patak’s Original Spice for Rice in Australia and the UK in varieties such as Garlic & Coriander, and Coconut, available in pots and to be stir fried with rice and water and simmered
  • Spice up Your Rice in South Africa from Robertsons Foods in varieties such as Exotic Thai and Savoury Kernels branded popcorn seasonings in Canada from BrandFusion in BBQ, Salt & Vinegar, Sour Cream & Onion, Ketchup, Nacho and Dill Pickle varieties
  • Ducros branded herb mix for potatoes launched in Belgium
  • Shake ‘n Bake branded Perfect Potatoes seasoning mix for fresh potatoes, launched in Canada by Kraft
  • California style dips seasoning mix from Gourmet Village including 0.5 oz packs each for tzatziki dip, roasted garlic dip and Italian sun-dried tomato
  • Garlic & Seven Herbs Bagel Spread Seasoning from Monks Meadow & Amelia’s in the US said to be salt-free and sold in gourmet food stores
  • Maggi-branded Vegetable Sensations Seasonings in Australia from Nestlé including Cajun Wedges to be added to potatoes, Cheesy Cauliflower and Sweet Chilli Vegetable
  • Aromatica cheese seasonings in Italy comprising Caprese (dried tomatoes and spices), Positano (herbs), and Siciliana (capers and balsamic vinegar)












Expert Analysis





The European Sauces & Dressings Market


This is a detailed study of the market in five major European countries. It highlights changes in the market over the last 5 years and analyses key market forces and growth factors.







 
Salt and Pepper


Finally, salt and pepper are the staples in the seasonings market. The market for salt and pepper is mature and possibly saturated. To innovate, in terms of new product developments, we have seen the emergence of healthier low sodium salt, flavoured/seasoned lines, and more premium sea salt varieties.


Here is a selection of some recent interesting launches.



  • Sal Costa-branded range of salts in Spain in varieties such as Flor de Sal (light and rich in magnesium), Sal de Hierbas (with assorted herbs such as rosemary, thyme, basil and oregano), and Sal Ahumada (said to be ideal for smoked dishes)
  • Sel Matcha in France from Mariage Frères comprising a table salt with green tea to season rice, vegetables and so on
  • Sun-dried, preservative-free, flavoured salts in Spain from Saborisal, with 30% less sodium and in varieties such as celery, oregano, pepper, chilli and garlic
  • Two pepper additions to the Le Moulin range in France comprising Poivre Douceur (mild pepper mixture with black pepper and lemon rind); and Poivre Hot (hot pimento mixture with red pimento, peppercorns and tomato)

By Amanda White, Mintel