The New Cooking Default
Recipes that use sea salt as a primary ingredient are plentiful and popular. Geneva, Ill.-based FONA International reported in its April “Trend Insight Report” that the website Food.com featured more than 8,300 recipes that contain sea salt as a main ingredient. And the flavor company pointed to a 700 percent increase in the mention of sea salt on restaurant menus between the last quarter of 2008 and the last quarter of 2012. Additionally, during this same timeframe, FONA International identified 719 consumer packaged goods introductions in North America prominently featuring sea salt, including cranberries paired with sea salt and black pepper.
Trends with traction
Current trends within the sea salt category center on flavor. One trend is toward naturally flavored sea salts made without any artificial flavors, colors or additives, says Mark Zoske, CEO of Woodinville, Wash.-based SaltWorks.
A wide range of options is available with flavors such as black truffle, chili lime, espresso, wild blueberry and lavender, adds Louise Kramer, communications director for the Specialty Food Association, New York.
“We’re also seeing a lot of smoked sea salts, such as with Alder wood, which allows cooks to add flavor, texture and adventure to their food with a minimal investment,” she says.
When it comes to smoked salts, Zoske warns that there is a real push back against liquid smoke. Retailers would do better to offer sea salt smoked with real wood. Currently, SaltWorks offers more than 10 different varieties of wood smoked sea salt.
Another trend that will continue to be hot is that toward spicy salts. They can range from a mild chili verde to an extremely hot ghost pepper and are an easy way for consumers to add spice to their everyday cuisine, Zoske says.
“Hot sauces carry a lot of cache and loyal followers, but these spicy salts are really going to give them a run for their money,” he adds.
Trends on the horizon
When it comes to what’s next, Kramer believes that country or region of origin will become an important trend in 2014. Part of the appeal comes from consumers interested in the local food movement, with many salts from areas such as Alaska, Oregon, Long Island and Maine attracting interest, she adds. Additionally, origin can play a large part in how the sea salt tastes and even how it looks. For example, Himalayan salt has a high mineral content and beautiful color which contribute to its worldwide popularity, Zoske says.
When it comes to packaging, opaque cardboard tubes and boxes are about to be replaced, Zoske predicts. Many times, sea salt is sold with impurities such as sea shells, ocean vegetation and sand, but consumers want all-natural unrefined sea salt without those inclusions.
“Clear packaging is going to take over the spice aisle,” he states. “Customers want to see what they are buying.”
In addition, more retailers are expected to begin packaging sea salts in their own deli containers in 2014. Consumers enjoy this “bulk packaging” option because they feel they are getting a deal, Zoske notes.