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TABLE SAUCE, SEASONING &

SWEETENERS
Global Annual Review

Observatório | Knowledge Division | PortugalFoods

2º Relatório Periódico 2017

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assim, promover a inovação. added perception" valorizados ativa desse conhecimento, e
pelo consumidor atual. assim, promovendo a
Inovação.

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MARKET OVERVIEW • Despite concerns linking sugar to obesity,
retail sugar and sweetener markets start
grow

• Rising demand for craft sauces drives


natural and allergen free claims

• Sharp increase in seasonings innovation


in North America

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Key Market Data

In 2016 strong growth in emerging markets, most notably As a result, sales of sugar and sweeteners across major
India, South Africa and China, has more than offset slowing global markets will have increased by nearly 1.5% year on
sales in Europe and the Americas. year, rising to 20,580 thousand tonnes in 2016, the highest
recorded sales since 2009.

Sugar and sweeteners, global market performance

Note: The size of each bubble represents the respective size of the market in volume; CAGR figures are based on
the value of the market in the local currency over the last five years
Source: Economist Intelligence Unit, National Bureau of Statistics, Ministry of Commerce, USDA, Asocana, BMELV,
Office of the Economic Advisor, Ministry of Commerce & Industry - Government of India, Badan Pusat Statistik
Republik Indonesia (Statistics Indonesia), Ministry of Agriculture Republic of Indonesia, FSSS, Statistics South
4 Africa, SASA, SAGARPA, Office of the Cane and Sugar Board (OCSB), IAFE-NRI, Mintel
Key Market Data

Globally table sauce, volumes in 2016 are estimated to Though in percentage terms the fastest growing markets
reach 10,928 thousand tonnes, which represents year on come from the emerging economies of Asia, the majority of
year growth of a just under 3%, a continuation of similar mature markets were in growth too. Of the top 10 largest
growth rates seen in each of the last five years. condiment markets by volume only one, the UK, failed to
grow in 2016.

Table sauces, global market performance

The size of each bubble represents the respective size of the market in volume; CAGR figures are based on the value of
the market in the local currency over the last five years
Source: Retail World, Economist Intelligence Unit, The Nielsen Company, China Condiment Association, China
Customs, Information Resources, Inc., Destatis, Detal Dzisiaj, Intesco Research Group, Business Statistics, Progressive
5 Grocer, Office of the Economic Advisor- Ministry of Commerce & Industry, Government of India, Mintel
Overview

The drive for naturalness has been a key trend in retail sauce, seasoning and sweetener markets.
Globally more than one in five launches in 2016 featured a no additive or preservative messages.

Top 5 on pack claims retail condiments*, seasonings and Each category has seen a
sweetener launches, global, 2016 rise in activity from niche,
artisanal producers promising
Condiments* Seasonings Sugar & Sweeteners
extra care in production, or
Claim % Claim % Claim % claiming that their recipes are
free from allergens or other
No Additives / Low/No/Reduced
21 Vegetarian 20 18 “nasty stuff”.
Preservatives Calorie

Low/No/Reduced No Additives / In response brand leaders,


19 18 Organic 18 such as Unilever and
Allergen Preservatives
McCormick's have also
Gluten Free 18 Organic 10 Vegetarian 14 increased the natural
credentials of many of their
Low/No/Reduced
Vegetarian 10 Kosher 10 14 new launches.
Allergen

Kosher 9 Ease of use 9 Gluten-free 14

*includes Table Sauces, Mayonnaise, Dressings and Vinegars

6 Source: Mintel GNPD


• Rise of alternative sugars
THE BIG STORIES
• Clean and simple sauces and seasonings

• Millennial foodies desire to become better


cooks, which is good news for seasonings

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Rise of alternative sugars

Sugar is increasingly in the public, Retail sugar market volume, compound annual
political and media spotlight, overtaking growth rates, last five years, selected markets
fat and salt as a primary consumer
concern. Sugar consumption is Market 5 year CAGR %
increasingly blamed for rising rates of Spain +0.3
obesity and diabetes.
Thailand -0.2
France -0.7
The majority of Western European,
Sweden -1.1
North American and mature Asia Pacific
markets such as Japan, Australia or Poland -1.3
South Korea show at best static sales or Australia -2.9
significant volume declines in the last
Germany -2.9
five years.
US -3.5

This doesn’t mean consumers are Italy -3.9


turning their back on sucrose for other Japan -4.1
sweeteners.
UK -5.2
South Korea -7.0
Rather many are cutting back or
swapping refined cane or beet sugar for
other sources of sucrose, with
alternatives ranging from honey to
agave syrup and coconut sugar.

Source: Statistics Korea, Economist Intelligence Unit, Information Resources, Inc., CBS,
ISMEA, The Nielsen Company, BMELV, Retail World, IAFE-NRI, Office of the Cane and
8 Sugar Board (OCSB), INE, MAGRAMA, Mintel
Rise of alternative sugars

Sugar producers have developed more natural, less processed varieties tapping into the health
halo afforded by natural and organic formulations.

Use of selected natural and suitable for claims on sucrose


launches, global, 2013-16 Natural claims featured on 30% of
global launches of sucrose in
2013 2014 2015 2016 2016, and more than three in 20
% % % %
launches were organic.
Organic 13 15 15 17
No Additives/ Preservatives 9 12 9 11 Sucrose launches are also
Gluten-free 6 6 8 8 increasingly featuring gluten- or
GMO-free and vegan claims.
GMO-free 5 6 6 7
Vegan 2 2 4 6
The potential power of ‘less
processed’ propositions an
increase in the use of “raw” as a
description; featuring on 6% of
sucrose and other natural
sweeteners launches in 2016.

9 Source: Mintel GNPD


Rise of alternative sugars

2016 also saw an increase in


the number of launches
featuring alternative plant-based
sugars, potentially at the
expense of zero or ultra-low
calorie natural non-nutritive
sweeteners.

Biotona Bio Natural and Slow Natural Traditions Lucuma While the number of new
Sugars (Netherlands) Powder (UK) sweetener launches featuring
popular low or no-calorie
ingredients such as stevia,
xylitol and monk fruit fell in
2016, there was a sharp rise in
alternative plant based sugars,
most notably palm sugar.

Cobie Brown Granulated Coconut Nutiva Vitality Coconut Sugar


Flower Sugar (Thailand) (Mexico)

10 Source: Mintel GNPD


Clean and simple sauces and seasonings

Consumer concerns over ingredient transparency are shaping innovations in table sauce and
seasoning segments with scrutiny focussing on products made with simple and easy-to-
understand ingredients

Importance of natural claims on consumers’ “ideal” condiment, The media spotlight on food
by age cohort, US, September 2016 scares is making consumers
wary of the ingredients found in
Free-from certain their food and drink.
No Additives/
Organic ingredients (eg dairy,
Preservatives
% soy, GMOs, gluten)
% Younger US condiment buyers
%
show interest in claims such as
Younger Millennials 32 32 21 organic, gluten- or GMO-free.
Older Millennials 25 32 19
This speaks to a much wider
Non-Millennials 40 21 19
concern with the processed
Base: 2,000 internet users 18+ food industry, namely a fear
over highly processed foods
and a lack of clarity over
ingredient content.

11 Source: Lightspeed/Mintel
Clean and simple sauces and seasonings

The demand for condiments and Attributes consumers link with premium sauce and
seasonings with natural credentials seasoning products, China, August 2016
is not limited to the US. In Europe, All
more than a third of Italian under-34 %
year olds are interested in organic
Organic 52
sauces, GMO-free claims attract
nearly one in four Polish sauce Zero additives 50
buyers. Uses non-GMO ingredients 48

Uses a special processing method (eg cold pressed, Daiginjyo) 44


In Asian markets where food safety Follows the traditional manufacturing method 41
often has a poor record, specific Went through a longer processing time (eg 6 months
natural claims are often linked with 37
fermentation)
added value products.
Formula created by a chef or a restaurant 28
Has stylish package 21
In China around half of all
consumers aged 20-49 associate Has a shorter shelf life 20
organic and GMO-free claims with Halal certified 20
premium sauces and seasonings. Small-batch processed 17
Base: 3,000 internet users aged 20-49

12 Source: QQSurvey/Mintel
Clean and simple sauces and seasonings

Brand leaders in both sauces and


seasonings are now making
natural transparency a
cornerstone of their innovation
platforms.

Unilever has embraced this trend


by dialling up the natural
credentials of their brands, Knorr Natürlich Lecker! Dry McCormick Gourmet Organic
placing emphasis on claims such Seasoning Base for Mild Chicken Crushed Rosemary (USA)
Curry (Germany)
as organic, free-from or
vegetarian and vegan messages.

US seasonings leader
McCormick’s has taken a
leadership position among
natural herbs and spices, setting
itself the target that 80% of its
gourmet herbs & spices business
in the US will be organic and
GMO-free. Hellmann's Organic Spicy Keen's Mustard Creamy Mustard
Chipotle Mayonnaise (Canada) Meatballs Recipe Base (Australia)

13 Source: Mintel GNPD


Millennial foodies desire to become better cooks is
good news for seasonings

One of the biggest boosts to seasoning markets is that consumers are rediscovering their love of
cooking, leading to a preference for home-made foods.

Consumers across many regions claim to want to spend more time in the kitchen and are
comfortable preparing meals themselves.

In the US, the net change in


Cooking styles, selected European markets, Q4 2016 use of store-bought pasta and
France Germany Italy Spain Poland cooking sauce increased by
% % % % % 2% in the last year, compared
to an 11% increase in home
I enjoy experimenting with
ingredients
32 37 36 32 38 made sauces.

I prefer to cook from Across Europe the drive to


scratch so I can control 36 44 38 36 42
contents
control potentially unhealthy
ingredients is an important
Base: 1,000 internet users 16+ in each market
reason to cook from scratch.

For others its about the ability


to be creative; roughly a third
of respondents claim they
love to experiment with
ingredients while cooking.

14 Source: Lightspeed/Mintel
Millennial foodies desire to become better cooks is
good news for seasonings

The perception that home-cooked meals are intrinsically healthier or safer to eat than premade
alternatives isn’t a universal truth globally, in China , just 37% agree that home-made sauces are
safer than packaged sauces.

Net change* in cooking method in last six months, The desire to embrace healthier
China, August 2016 lifestyles is affecting the way
Net change in cooking use Chinese consumers cook.
%
Steamed 42 There is a trend towards less use of
Boiled 33
oil-based cooking (such as sautéing
or deep-frying) and more use of
Stewed 28
steaming and boiling.
Stir-fried 13
Braised 6 Yet the trend for new seasoning
Baked -2 launches tends to be away from
Sautee -32 these cooking styles. In 2016, just
2% of Chinese seasoning launches
Grilled -29
identified use in boiling, steaming or
Deep-fried -41 slow cooking.
Preserved -34
*Net change is an aggregate sum of respondents that stated they claim to be using
each cooking style more or less often in the last year
Base: 3,000 internet users aged 20-49

15 Source: QQSurvey/Mintel
Millennial foodies desire to become better cooks is
good news for seasonings

While consumers claim to want to Santa Maria Asia Asian Liliana's Citrus Spice Rub
experiment with fresh ingredients, Spices Paneng Red Curry
(Sweden) (Australia)
time pressure is still an issue for
many.

The dichotomy between wanting


to be more “hands-on” when
cooking, but still feeling time-
pressured creates opportunities
for seasoning brands to positon
themselves as time saving
culinary short cuts.

By encouraging consumers to
add ingredients, this also
increases the perception of
control over the final dish while
still offering a convenient way of
cooking complex, flavoursome
meals. Just the addition of chicken, These “10-minute-
vegetables and coconut milk to marinades”claim to be a quick
make a complete meal in 15 and authentic way of cooking
minutes Italian inspired foods at home

16 Source: Mintel GNPD


NOTABLE PRODUCTS
OF THE PAST YEAR • Innovative mayonnaise and chutneys
drive value from waste

• Rare sugars promise a sweeter future

• Packaging remains last bastion for lack of


adventure

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Innovative mayonnaise and chutneys drive value from waste

Food waste is rapidly emerging as a key sustainability issue, with increased media scrutiny over the amount
of produce manufactures and consumers throw away each year.

The focus on waste reduction is also encouraging innovative creativity in the sauces market, with new
concepts utilizing ingredients that would have otherwise been discarded.

Sir Kensington's Fabanaise Chipotle Rubies in the Rubble Hot Banana MM Colorado Cucumber Pickles
Vegan Mayo (USA) Handmade Chutney (UK) with Garlic Dill (USA)

18 Source: Mintel GNPD


Rare sugars promise a sweeter future

So called rare sugars such as allulose or tagatose occur in foods such as dates, raisins or jackfruit and are
considered naturally occurring sugars, as opposed to artificially created sweeteners.

However, due to their chemical structure, these sugars aren’t metabolized by the body so they have little
calorific impact.

Beksul Sweetree Allulose Sugar Damhert Nutrition Tagatose Cubes Iansa Cero K Liquid Stevia &
Blend (South Korea) (Germany) Sucralose Sweetener with Tagatose
(Chile)

19 Source: Mintel GNPD


Packaging remains last bastion for lack of adventure

If anything, there was a retrenchment to traditional pack formats in the last year. 2016 saw a 2% increase
year on year in the number of new sweetener, sugar, table sauces, mayonnaise, dressings, seasonings or
pickle launches using jars or bottles, while fewer launches featured flexible pack formats.
Features such as improved freshness, ease of storage or multi-portions can all offer added value benefits to
consumers, and can help sway decisions at point of purchase.

Soso Smoked Sea Salt (Denmark) Yonto Black Garlic (Taiwan) Kraft Lite Balsamic Vinaigrette
Dressing (Puerto Rico)

20 Source: Mintel GNPD


LOOKING TO THE
FUTURE • Seasonings look to the nutritional benefit
of herbs and spices

• Searching for the next Sriracha – trends in


ethnic table sauces

• The future is increasingly fresh

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Seasonings look to the nutritional benefit of herbs and spices

As societies become increasingly multicultural, consumers are often more exposed to wider
number of cuisines. This, in turn, creates opportunities for manufacturers to experiment both with
vibrant flavours from new regions and also the claims and attitudes that different cultures
associate with their food.

Use of functional food or added health claims on new launches, It is unusual for herbs and
seasonings vs wider food and drink market, global by region, 2016 spices in Western markets to
All food and drink Seasonings
feature overt health and
wellbeing benefits yet they
Functional Plus Functional Plus form a rich part of traditional
health claims health claims
% % % %
medicine in many Asian and
Latin American markets.
Europe 5 5 3 2
North America 8 6 1 1 Categories such as drinks or
Latin America 9 7 3 6 tea already base health
claims around herb or
Asia Pacific 8 4 4 3 seasoning content.
Middle East and Asia 6 4 4 6
As natural claims become
ubiquitous, brands are
starting to turn to health and
wellness claims to make a
point of difference

22 Source: Mintel GNPD


Seasonings look to the nutritional benefit of herbs and spices

The battle to be the most natural or least processed sauce is likely to become even more competitive
in 2017. As such, brands looking to differentiate themselves may need to look beyond natural claims
and embrace a wider consumer interest in positive nutrition.

In the autumn of 2016, U.S. seasoning brand leader McCormick unveiled a range of Gourmet Seasoning
Blends based on Asian and Latin American flavours, promising ‘spice blends with benefits’. The range
comes in four flavour varieties that contain between 25% and 50% chia, matcha or flaxseed to add a dose of
nutrition.

Examples include Citrus Chili with Chia Seasoning, Italian Seasoning with Flaxseed, and Matcha Green Tea
with Ginger. The products fit into McCormick’s ‘blends with benefits’ trend outlined in its Flavour Forecast
2016, which predicted that spices will increasingly be used as a versatile, everyday delivery vehicle for
better-for-you ingredients.

Promoting the added health benefits of seasonings would likely benefit markets in emerging economies too.
For instance, in China nearly nine in 10 consumers agree that eating habits are important to living a healthy
lifestyle, according to Mintel’s Trends in Health and Wellness – China, August 2016. However, scratch
cooking in itself is not necessarily considered safer or tastier than premade alternatives for the majority of
the population in China.

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Seasonings look to the nutritional benefit of herbs and spices

Regardless of region, there appears to be considerable potential to highlight the added benefits of herbs
and spices within seasonings. Opportunities exist for producers to move beyond flavour or natural claims to
highlight the nutritional benefits of their ingredients. We can expect to see more launches featuring
“seasonings with benefits” in 2017.

Matcha Love Culinary Matcha (USA) Priméal Mix' Saveurs Lemon Wegmans Food You Feel Good
Flavoured Chia and Flowers About Whole Wheat Panko Bread
(France) Crumbs (USA)

24 Source: Mintel GNPD


Searching for the next Sriracha

One of the most significant savoury flavour trends in many retail markets in recent years has been
the widespread acceptance of spicier foods. As Western palates become more accepting of Asian
and Latin American cuisines more consumers seek out richer and spicier food.

Use of selected “chilli” flavour descriptions, table sauces, global In the US Sriracha use is
by region, 2016 now so widespread that it
was the third most used
Asia Latin North Middle East “hot” flavour description
Europe
Pacific America America & Africa
%
% % % %
after “Hot” and “BBQ”,
used in one in 20 sauce
Chilli (generic) 7 16 6 3 9 launches in 2016.
Sriracha 0.5 1 1 5 1
Habanero 2 0 4 4 1 Yet its use outside the
Jalapeno 2 0 2 3 1 remains low, at around
1% Most spicy sauce
Chipotle 2 0 3 2 0 launches still use generic
Peri-Peri 1 0.5 0.5 0.5 7 descriptions; 16% of
Asian sauce launches
featured a generic “chilli”
description while 6% of
sauces in Europe
described themselves as
“hot”.

25 Source: Mintel GNPD


Searching for the next Sriracha

Looking at European consumer attitudes to flavour, ethnic inspiration remains a key driver in many
markets. Further, when considering condiment or seasoning flavours, Asian flavours have the
greatest appeal.

For Sriracha, while use is likely


Selected attitudes towards flavours, selected European to plateau in the US 2017,
markets, Q3 2016 there remains plenty of
France Germany Italy Spain Poland potential in Europe and other
% % % % % global markets.
I like flavours inspired by
55 61 49 53 74
ethnic cuisines In terms of predicting the next
I like to explore new big flavour, leading US
77 73 75 77 81 Sriracha brand Huy Fong has
flavours
Base: 1,000 internet users 16+ in each market
introduced two new Asian
inspired sauces, Indonesian
inspired Sambal Oelek and
Vietnam’s garlic/hot sauce
Tuong Ot.

Asian sauces are popular in


Europe too, attracting more
than one in five consumers in
Germany, France and Poland.

26 Source: Lightspeed/Mintel
Searching for the next Sriracha

Hot spice flavour development is likely to break into two areas in 2017: the development of a wider range
of sauces, linked primarily to South Asian cuisines; or to promote different pepper varieties.

Momofuku Ssäm Sauce Santa Maria Asia Sambal Kabin Tuong Ot (Vietnam)
Korean Chili Sauce (USA) Oelek (Sweden)

Provinces d'Antan Piment The Fresh Market Ancho Buhitos! Piquin Chili
PDO Organic Espelette Chili Powder (USA) Powder with Lemon
Pepper (France) (Mexico)

27 Source: Mintel GNPD


The future is increasingly fresh

Table sauces, seasonings and sweeteners are all traditionally centre aisle, ambient staples.
However, for sauces and seasonings, chilled aisles are increasingly an area of focus and growth,
though still very much a niche sector.

Merchandising chilled sauces adjacent to fresh produce has helped drive sales in the US, rising by 34% between 2011 and
2016 to $394 million; driven by brands like Marzetti and Bolthouse Farms.

In the UK nearly one in four category buyers are interested in chilled sauces and dressings.

Chilled sauces may well offer the potential to drive added value, as appeal is strongest among more affluent households.

Interest in fresh table sauces and dressings sold chilled, by income, UK, September 2016

Base: 1,830 internet users aged 16+ who have bought condiments and
dressings in the last 6 months
28 Source: Lightspeed/Mintel
The future is increasingly fresh

Categories such as soup, cooking sauces and savoury dips have seen innovation rates and sales
migrate to chilled shelves. Short shelf life products fit in with consumers’ need for simpler, additive
and preservative free foods, with many believing that “fresh” tastes best.

Percentage of chilled table sauce* launches, global by region, Chilled solutions account for
2015-16 more than 7% of all launches
in 2016, up from 6% in 2015.
Table Sauces
2015 2016 This was driven by increases
% % in chilled sauce activity rates
Europe 7 10 in Europe and North America
where chilled variants now
North America 7 12 account for more than 10% of
Asia Pacific 4 4 category new product activity.
Latin America 3 3
McCormick’s $114m
*includes table sauce, mayonnaise and vinegar/dressing launches acquisition of chilled
seasoning producer Botanical
Food Company suggests
fresh may be a growth area
for seasonings in 2017 too.

29 Source: Mintel GNPD


The future is increasingly fresh

Given Millennial consumers’ desire for simple, additive free foods, coupled with the opportunity to position
added value products to higher earners, the chiller is likely to become increasingly hot sector for retail
seasonings and condiment activity.

Gourmet Garden Ginger Ivar's Original Cocktail Schwälbchen Green


Stir-in Paste (Canada) Sauce (USA) Sauce (Germany)

M&S Spirit of Summer JPs Garden Fresh Salad John Cook Deli Meats Hot
BBQ Grill Sweet & Tangy Dressing with Elderberry Chilli Mayo (South Korea)
Carolina-Style Mustard & Olive Oil (Germany)
Sauce (UK)
30 Source: Mintel GNPD
CONCLUSIONS • 2017 promises volatile pricing for sugar
markets

• Resurgent interest in cooking a boon for


seasonings

• Natural, fresh and simple will be the


buzzwords for sauces, mayonnaise and
dressings

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Conclusions: Sugar

In 2017, sugar demand in developed economies will continue to decline as concern over the link to
obesity will again move consumers to either reduce overall consumption or switch to other natural
low-calorie sweeteners.

Rising interest in home baking may mitigate part of this decline, but again there is likely to be a rise in
interest in lower calorie cooking ingredients such as sugar-sweetener blends.

While obesity is, if anything, more of an issue in emerging markets, a rising middle class with improved
access to retail markets will likely continue to drive retail sugar and sweetener markets.

In terms of pricing, 2017 promises to be a year of uncertainty, and prices may fall toward the end of the
year.

2016/17 marks the last year of the sugar quota production system in the EU and the run up to the end of the
quota will likely cause wholesale pricing to fall, as was the case when a similar butter quota ended in 2015.
Production in the US, Mexico and Brazil is expected to be high producing surplus stocks, and as such, it is
likely this will put downward pressure on sugar pricing.

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Conclusions: Sauces and Seasonings

Rising interest in home cooking will continue to drive seasoning markets across Europe and North
America, and added value opportunities exist to drive gourmet ingredients targeted to the food
fanatic.

Strong natural claims such as organic or “free from” claims and a focus on care in production will help
drive added value.

Consumers are likely to continue to be interested in South Asian and Latin American cuisines, but
unfamiliarity with cooking and time pressure means many cooks will be seek seasoning mixes or pastes as
much as individual ingredients.

For sauces, we are likely to see a continuation of the “craft” movement, with leading brands and artisanal
suppliers both striving to communicate their natural credentials to their consumers.

The rise in flexitarian dining is likely to boost interest in condiments that better accompany vegetable or
meat alternatives, such as dressings or mayonnaise.

This in turn suggests that one of the strongest growth areas for condiments is likely to be in chilled aisles,
with more products looking to be merchandised adjacent to fresh vegetables and salads.

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T: (+351) 220 966 021
geral@portugalfoods.org
34 www.portugalfoods.org