Whole Foods sees five flavor trends disrupting the condiments category

AUSTIN, TEXAS – The Whole Foods Market Trends Council has identified five flavor trends and sees driving change in the condiments category. Noting that the market researcher Mintel forecasts sales of condiments, marinades and dressings will reach $ 2.9 billion by 2024, the council said consumer desire to experiment will support sales growth.

“Customers are not afraid to experiment with condiments to level up familiar comfort foods or recreate a favorite restaurant dish,” said Rachel Bukowski, senior team leader for exclusive brands with Whole Foods Market, a business of Amazon.com, Inc. “They are also trading out condiment-aisle classics for more elevated versions, and we expect this to continue as we head into summer.”

Global barbecue flavors will play a role in the growth category, according to Whole Foods Market. Products identified by the retailer include Bachan’s Original Barbecue Sauce, a shawarma marinade, berbere seasoning, Korean bulgogi barbecue sauce and a Japanese yuzu miso glaze.

Spicy flavors are also on trend in the condiments category, Whole Foods said. Chilis such as arbol, cayenne and puya are being added to sauces, pastes, oils and honey.

This past February, Daniel Espinoza, corporate research and development chef for OFI, a business of Singapore-based Olam International, told Food Business News that travel restrictions have consumers eager to explore foreign cuisines such as bright, vibrant and spicy sauces.

“As restrictions begin to ease, this desire for interesting new flavors has raised the profile of fiery marinades and table sauces featuring flavorful chili varieties like habanero, ancho and guajillo,” he said.

Whole Foods Market also identified new takes on ketchup and mustard as on trend. Products on retail store shelves that represent this trend include Maille x Mike’s Hot Honey Special Edition Hot Honey Dijon Mustard; Brooklyn Delhi Curry Ketchup, Curry Mustard; Acid League California Ketchup with Saffron and Living ACV, Hot Deli Mustard with ACV; True Made Foods Veggie Ketchup, Bavarian-Style Mustard.

The past April, McCormick & Co., Hunt Valley, Md., Introduced its French’s Creamy Mustards. The products are available in three varieties – yellow, sweet applewood and honey chipotle. And earlier this year Duke’s Mayonnaise, a subsidiary of Sauer Brands, Inc., introduced its line of Southern-inspired mustards with such flavors as brown sugar bourbon, horseradish, smoky chipotle and spicy ground.

And what trends list would be complete without a nod to fermented ingredients.

“We’re seeing tangy fermented ingredients adding flair to vinaigrettes, hot sauces, honeys and mayos,” Whole Foods Market said. “With flavor boosts like miso, kimchi and fermented garlic, these products exponentially expand the flavor possibilities of every summer soirée.”

Products identified as contributing to the trend include Lucky Foods Seoul Kimchi Mayo; Cleveland Kitchen Miso Jalapeño Fermented Dressing & Marinade, Garlic Italian Fermented Dressing & Marinade, Veggie Caesar Fermented Dressing & Marinade; California Olive Ranch Carrot Miso Vinaigrette; Firefly Kitchens Firefly Kimchi Hot Sauce, Firefly Cortido Salt, Firefly Kimchi Salt; Ninja Squirrel Coconut Sriracha Hot Sauce.

Finally, the trends council noted that Ranch flavor dressings and sauces are getting a makeover with the addition of such flavors as habanero and Buffalo. Ranch flavored products are also entering the vegan category after being formulated using oat milk.

“Going forward, we expect to see the continued innovation in condiments for special diets like vegan, keto-friendly, low sugar and low-sodium options, as well as globally inspired condiments with distinct cultural stories,” Ms. Bukowski said.

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