Keep Things Spicy

Thanks to culinary shows and magazines and changing demographics, consumers today have more exposure to other cultures’ cuisines than ever before. And according to Jen Tracy, senior marketing services manager with Mizkan Americas, Mount Prospect, Ill., this reality has fostered an openness and curiosity to explore flavors and products from other regions — including Mexican sauces and condiments.

Trends with traction

Adding hot peppers to foods — including Mexican sauces and condiments — used to be only about kicking up the heat. But today, it’s also about exploring spices and building flavor profiles, says Barbara Zatto, director of culinary with Mizkan Americas.

“The fascination with ‘blazing hot’ hasn’t ceased among consumers, but they’re interested in what kind of flavor can be created with the heat level,” she explains.

Another area of interest to consumers lies in better-for-you products. Zatto explains that clean ingredient labels are growing in popularity, and will continue to do so in 2014.

“If the customer does not know what the ingredient is or cannot pronounce it, they will be more likely to pass on the product,” she explains, noting that high-fructose corn syrup, in particular, is being “frowned upon more and more.”

Also of concern is sodium content, says “Category Insight: Table Sauces and Seasonings,” an October 2013 report from global market researcher Mintel.

“U.S. consumers have identified ‘no/low/reduced sodium’ as the most important healthy characteristic of condiment launches,” the report states. “More than half of condiment users ranked it as an important quality when choosing products, which is unsurprising, given that around three-quarters of the population [is] trying to reduce their salt consumption.”

On the packaging side, Jake Garry, Mizkan’s marketing projects manager, expects the category to see more and more product introductions in plastic pouches in 2014.

“Consumers, for their part, see pouches as an alternative to cans because of the conveniences they offer,” he says. “Pouches are more lightweight, are perfect for single-serving consumption occasions, and can be resealed.”

Trends on the horizon

Emerging trends that could start to take hold in 2014 revolve around products with a “more defined and complete” flavor profile, Zatto states. For example, the category will see more “authentic and regional” Mexican flavor profiles and sauces such as Oaxacan moles and pibil sauces and other sauces from the Yucatan.

“We will see more of what Mexico has to offer with the addition of canela, allspice and achiote,” she points out.

Also, green sauces will go beyond salsa verde to include green-chili- and tomatillo-based smother sauces, simmer sauces and slow cooker sauces, Zatto explains.

And according to the Mintel report, the addition of “plus products” — products with added health benefits — could begin to take hold in 2014. Until now, the development of such products has been rather niche in North America, with less than 1 percent of launches in the category between June 2012 and June 2013 having a “plus” claim.

“However, this could be a future trend, with sauces that offer consumers the opportunity to dose their meals with specific healthy attributes likely to have widespread appeal,” the report explains.