Research identifies new global trends in sauces

Posted by AFN Staff Writers on 24th April 2012

Latest market research by international research body Innova Database has found the table and cooking sauces markets are seeing moves to spicier and more complex flavourings.

Innova’s research focused on new sauce product launches globally over the past five years.

According to Innova, the table sauces market in particular has started to see more in the way of limited edition products with more unusual flavours, or to feature premium ingredients, such as balsamic vinegar, or to use a particular type of tomato.

Innova reported that the range of barbecue sauces is also growing in many markets, with new variants typically introduced for the summer season, but all-year-round use also promoted.

Innova Market Insights’ Research Manager, Lu Ann Williams said, “Increasing use of unusual ingredients has already been in evidence for 2012, including wasabi and tequila, following on from 2011 launches featuring flavourings such as raspberry vodka, bourbon whiskey and blackberries.”

The move to spicier flavours has also been in evidence in the cooking sauces market, Innova reported. A greater variety of pack formats, including single-serve products for smaller households, as well as sachets and pouches in place of the more traditional glass jars, was also reported by Innova.

Sauce sector’s focus on health

The research found that, despite the strong convenience image of the sauces market, there has been ongoing interest in health within the sector.

Nearly 45 per cent of new sauce product launches recorded by Innova Market Insights in 2011 featured health claims of some kind. For salad sauces and dressings,this figure rose to over 50 per cent, compared with 45 per cent for cooking sauces and 38 per cent for table sauces.

The sector has also taken interest in clean-label products on board, according to Innova, with 30 per cent of new sauce product launches in 2011 featuring “natural” recipes and “no additives/preservatives”.

Research sheds lights on international market shares within sauce sector

According to Innova, Asia has the largest global sauces market, reflecting very high per capita consumption levels in comparison with Europe and North America.

The research found that new product development is tending to be driven by the higher-value-added processed food markets in the West.

Europe accounted for nearly half of the sauce product launches recorded by Innova Market Insights in 2011, reflecting the large number of countries and cultures involved. Asia had just under 20 per cent and North America about 14 per cent. Western Europe was particularly strong, accounting for over 40 per cent of the total number of launches, led by the UK with about one-third of the European total and about 15 per cent of the global number.