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CATEGORY BREAKDOWN

COOKING SAUCES

Take a look at what’s happening in the Cooking Sauce category with our global insights, opportunities and our predictions for the future.

📙 CATEGORY SNAPSHOT

  • Covid-19 Impact and Consumer Habits:
    • The pandemic led to a surge in at-home meal occasions, boosting cooking sauce sales.
    • Habits formed during lockdown continue to influence consumer choices.

 

  • Resurgence Amidst Economic Pressures:
    • The category saw a resurgence in 2022, driven by the cost of living crisis and increased at-home dining.
    • Rising costs are pushing some consumers back to scratch-cooked meals.

 

  • Convenience and Flavour Innovation:
    • Convenience remains paramount for busy consumers seeking quick meal solutions.
    • Flavour innovation, especially bold and exotic options, is in high demand.

📚  Sub-Categories:

  • Tomato Sauces
  • Other Sauces:
    • Hot Sauces 
    • Soy sauces
    • Barbecue sauces 
    • Oyster sauces 
    • Pasta Sauces

📊  THE NUMBERS

  • Cooking Sauces Category Value*1 
    • Global: $198 Bn (‘23) 
    • US: $19.7 Bn (‘23)
    • UK: $4.0 Bn (‘23)
    • EU: $29.2 Bn (‘23)

  • Cooking Sauces Forecasted Growth / CAGR*2

*1 Tomato based and other sauces

*2 Sauces (Tomato based and other) and spices

⌛️ CATEGORY LANDSCAPE

It’s been a turbulent time for cooking sauces: 

  • The rise: Covid-19 led to a significant increase in at-home meal occasions, which in turn led to growth for cooking sauces and triggered the launch of a number of successful start ups.   

  • The fall: Unsurprisingly, the category suffered losses post-Covid as at-home meal occasions declinedUSA data also showed that much of the growth during Covid came from existing cooking sauce users, i.e sauce users doubled down on their usage, rather than new users entering the market – which resulted in a swift and noticeable loss in sales once life returned to normal.

As the burden of rising costs takes its toll, the category finds itself under mounting pressure, with an increasing number of individuals turning to scratch-cooked meals as a cost-saving measure.  However, it would seem convenience is still king, with 67% of British consumers saying they buy cooking sauces because sauces are difficult to make

CATEGORY GROWTH DRIVERS:

  • Convenience and busy lifestyles continue to influence the market for cooking sauces – they are the ideal solution for those who prefer to cook, but don’t have the time to do everything from scratch.

  • New entrants are also driving growth by spotting gaps in the market and addressing key consumer trends:

💡 WHAT’S IN STORE FOR COOKING SAUCES?

  • Tightening budgets are prompting a shift towards smarter, more adventurous cooking choices with both established and new independent brands seeking to capitalise.

 

 

 

  • Manufacturers will up their claim game to stand out natural, organic, free from additives are just a few of the on pack claims already emerging.

🏁  SOME CATEGORY PLAYERS

UK – Sauce Shop, Mr Organic, Holy Cow, Zest

USA – Homiah, This Little Goat, Red Clay Hot Sauce, Cucuina Antica, Y’all Sauces

Canada – Good Food For Good 

EuropeSauces Papillon (France), Florelli (France), Yuzuki (Spain), Doctor Salsas (Spain), Bi Zentrale (Germany), Wajos (Germany)

🔮  3 PREDICTIONS

  1. Rising energy costs – mean consumers are more conscious of their energy usage.  Expect to see manufacturers emphasising not only the time efficiency, but also the energy efficiency of using cooking sauces. With the increase in slow-cooker ownership, we may even see some manufacturers marketing sauces as ideal for slow cookers.

  2. Expect to see a rise inexotic sauce blends, where two or more flavours are blended together, as manufacturers try to meet consumers’ ever increasing and evolving demand for bold flavours.

  3. Growing vegetarianism and veganism will – drive cooking sauces that highlight their suitability for use with meat free alternatives. Many existing sauces are already suitable, but this benefit could be underlined.

🌈  3 OPPORTUNITIES

  1. Fermented sauces – probiotic containing sauces will likely grow, particularly as the tangy and sour flavour profile grows in popularity. Kimchi and miso are already trending. 

  2. Another way of looking at fusion ingredients could be – the introduction of functional benefits e.g. we’ve already seen CBD in tea and snacks.  Could there be a role for it in cooking sauces to really differentiate and drive incremental growth?

  3. All in one sauces – use as a marinade, a base sauce or a dash to add flavour. Versatility is a great way to become a cupboard stable and also to break down the price barrier.

All data is correct at time of writing. 

BRAND BREAKDOWNS

Check out some of our Brand Breakdowns in the Cooking Sauce Category!

GOOD FOOD FOR GOOD

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