Sauces and condiments: rise of the premium products
Sauces; they’re a staple of the British diet. Over 97% of UK consumers will buy sauces or condiments on average 15.7 times a year. Over the pandemic the sauces and condiments sector has grown 20%; an extra £120m in spend [Kantar 52 w/e 18 April 2021]. From traditional family favourites like ketchup to new exotic flavours and concepts, these additions to our meals are becoming the star of the show, according to The Grocer. So how can manufacturers get a ‘splash’ of the action?
Premium ketchups
Following lockdowns and sunny weather in the UK, tomato ketchup delivered an extra £34.6m, growing 21.9% over the pandemic [Kantar 52 w/e 18 April 2021] as 79% of Brits declared they don’t want to run out [Shopper Intelligence]. And even with such strong sales, there’s still room in the category as it seems that increasingly consumers want more. Across the market, new premium, even gourmet, varieties of tomato sauce are hitting the shelves, with both the big brands and smaller players targeting consumers who prefer a spin on the humble tomato.
Adding flavours like honey or chipotle, manufacturers are able to tap into consumer desire for more adventurous, exciting products and capitalise on the growth in the market while at the same time commanding a higher price. We all know that consumers are willing to pay more for a premium product, and these new ketchup varieties certainly hit the mark, appealing to consumers’ taste buds while boosting the bottom line.
Exotic tastes
And it’s not just ketchup. As consumers, particularly millennials and the over-60s, travel more, they’re eager to bring the exotic into their everyday life. Many aim to recreate their favourite dishes in their own kitchen, particularly as home cooking has taken off, and sauces are an easy way to achieve this. This often means that they’re willing to venture further afield with their choice of sauces – from Korea to the Caribbean – as world foods take over the aisles and our diets.
There has been a particular spike in demand for hot sauces, as Fortune Business Insights predicts the global market for them will reach $3.77 billion by 2026. New product launches in this area are gaining traction, as well as products that appeal to the less confident chef, eager to recreate exotic dishes in the home but without the expertise. Yet it’s vital that these products deliver on authenticity to attract discerning consumers.
Meet demand and cut costs
Manufacturers are therefore faced with a challenge; how do I maintain the authenticity of my sauces while keeping up with demand in this ever-growing market and delivering a premium offering that will appeal to consumers? Steam Infusion allows you to achieve all this and more!
When it comes to spices, a key ingredient in many new and popular sauces, Steam Infusion offers unique benefits. From wasabi to chipotle, spices and other aromatics can be reduced by up to 50% with Steam Infusion, all the while maintaining the intense flavour profile that’s needed in today’s premium offerings. This is due to the shortened cooking times and patented Vaction™ technology which allow manufacturers to capture the entirety of the flavours of any spices in your recipe, even the volatile top-notes, which are usually lost during the frying stage, as well as maintaining the bright, glossy colours that so appeal to shoppers. This can result in huge savings as the costs of spices continue to rise as well as delivering a much more visually appealing product – a key factor for manufacturers looking to stand out on the shelf.
What’s more, the extra flavour you can draw out of your spices can help to cut down on those not so popular ingredients, such as salt. Action on Salt revealed that 38% of UK sauces and marinades in the UK exceed the maximum levels of salt but with Steam Infusion you can reformulate your products to cut sodium levels without losing the flavours that consumers have grown to love.
Whether you choose batch or continuous processing, Steam Infusion can help to double your output on your existing equipment to keep up with demand for these highly popular sauces, allowing you to win new contracts without the need for significant investment. The lack of burn-on allows you to produce back-to-back or carry out much quicker CIP as well as reducing your processing time so you can increase volumes and your share of the market.