Spice Up Their Cooking
Ethnic sauces — including Mexican items — will continue to grow in popularity in 2012.
Quite a few Americans prepare Mexican food in the comfort of their own homes. In fact, nearly six in 10 consumers said they cooked Mexican food at home within the past month, according to an October 2009 report from global research firm Mintel International. And clearly, Mexican sauces and condiments play a critical role in cooking up these dishes.
Thom Blischok, global president of innovation and strategy with Chicago-based SymphonyIRI Group, notes that demand for ethnic sauces — including Mexican items — will continue to grow in the retail sector during 2012.
"I expect definite growth, especially with offerings for unique global flavors and tastes," he says.
Trends with traction
Since the economy went sour, Americans have been trying to pinch every penny. However, many consumers are willing to spend a little more money for a premium Mexican sauce or condiment that can turn an ordinary dish into a gourmet dinner, says Mike Smith, senior vice president of retail sales at Mizkan Americas Inc., Mount Prospect, III. (owner of Border Foods, a Deming, N.M.-based manufacturer of private label green chile and jalapeno pepper products).
"The recent migration by consumers to high-end private label items is expected to grow, driven by financial constraints and increased demand for allnatural, high-quality products," he says.
Research from Mintel International also points to strong consumer interest in all-natural products. According to its Jan. 2011-June 2011 Category
Insight: "Cooking Sauces, Pasta Sauces & Stocks," a review on the firm's Global New Products Database, one in four consumers who cook at least half of their meals at home feels that purity claims such as "natural" or "no additives or preservatives" are important when shopping for cooking sauces and marinades.
Consumers also are seeking — and will continue to seek — multi-purpose Mexican sauces and condiments that can be used as a sauce, marinade and more, Smith notes.
Trends on the horizon
An increasing number of regional Mexican dishes are being added to restaurant menus, says Mary Chapman, director of product innovation at Technomic Inc., a Chicago-based market research firm. And if the foodservice sector is any predictor of the retail sector, consumers should start finding regional Mexican sauces and condiments on store shelves in 2012.
"It feels more authentic if it has a regional descriptor," Chapman notes.
She also expects strong opportunity in 2012 for authentic "rich and creamy sauces," as well as those that are "sweet and fruit-tinged." And even though they might not be as authentic, smoky Tex-Mex sauces will continue to grow in popularity.
Smith agrees, also pointing to green sauces as an area for growth.
"Restaurants are vying for market share through unique innovations of traditional recipes by incorporating new flavors and flavor combinations. Green sauces — based on green chiles or tomatillos — in particular, have recently grown in popularity," he explains. "As more people are preparing meals at home ... these trends are likely to carry over into the retail market."
And in 2012, retailers might want to consider rolling out Mexican sauces and condiments aimed at one-person households. These products could add value to the category, Mintel notes, as consumers are more likely to fork over a little more cash for a convenient product that suits their lifestyle and cuts down on waste. — R. Hofbauer PGSB