Explore the dips and sauces market in the US with this report. Consumers continue to be interested in trying new and trending food flavors and ingredients, and dips and sauces provide a key activation point. Know what consumers want to see in dips and sauces now and next with Mintel.
US Dips and Sauces Market – Current Landscape
Almost half of dip and sauce users agree that dips and sauces are the best way to explore new flavors, and most consumers report looking for new foods and flavors to try at least occasionally. Dips, sauces and dressings can capitalize on this exploration in different ways, from bolder formulations or by way of more differentiated use cases.
Most consumers agree that dips, sauces and dressings are an affordable way to elevate a meal’s flavor at home and offer customizable ways (ie add as much or as little as you want) to customize food to deliver personalized experiences. Still, simplicity can be a shining attribute and convenience and inspiration can work together, by prioritizing applications that are simple in nature and let dips/sauces/dressings to the heavy lifting with flavor.
Comforting flavor and ingredient styles like creamy and homestyle garner the interest of about half of category users, reminding of the value in familiarity, too. However, not far behind is the interest in spicy dips, sauces and dressings by 45% of consumers, led by 55% of Gen Z. In other words: flavor fusions can balance the familiar with bold, just like tweaks can bring an approachable level of excitement to classic formulas and products.
US Dips and Sauces – Market Statistics
- Dips and sauces market driver: Dips and sauces can provide dual purposes: flavor and customization. Consumers show an interest in the ability to customize packaged food and drink flavors. With this brands can consider dip and sauce pairings with products such as frozen pizza and snacks, leaning into the idea of customized flavor experiences.
- Dips and sauces purchase motivator: In-store sampling, a usually leading purchase motivator, is fluctuating as shopping habits modernize. This provides brands with space to encourage dip and sauce trial outside of samples. 24% of consumers are motivated to try a new dip, sauce, or dressing because they saw it on social media.
- Dips and sauces barrier to purchase: Flavor trial carries an element of risk for consumers, particularly as food prices remain elevated. Hesitance persists despite the enthusiasm to try new flavors. This highlights the importance of accessible flavor trial experiences, like smaller formats or brand flavor mashups that bring fun and familiarity to exploration.
US Dips and Sauces Market Report – What’s Inside?
Key Topics Analyzed in the Report
- Trended use of dips/sauces
- New flavor interests by different dip/sauce/dressing applications
- Interest in different flavor/ingredient styles
- Motivators and barriers to purchase dips/sauces/dressings with a new flavor/ingredient
- Experience with and interest in select dip/sauce/dressing flavors/ingredients
- Dip/sauce/dressing attitudes and behaviors
- Dip/sauce/dressing flavor and ingredient innovation – Now, Near and Next
Meet the Expert Behind the Analysis
This report was written by Kelsey Olsen. Kelsey joined Mintel in 2022 as a US Food and Drink Analyst. Kelsey uses her expertise to identify changing consumer behavior, industry trends, and innovation across packaged food and drink categories. Kelsey has a B.A. in Nutrition with a concentration in Food Studies and Business from the College of St. Benedict in Minnesota.
Dips, sauces and dressings are a smooth route to flavor trial. Further embrace accessibility with flavor fusions, familiar bases and simple usage inspiration.
Kelsey Olsen
Food & Drink Analyst
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Executive Summary
- What you need to know
- What consumers want & why
- Opportunities
- Interest in flavor trial spans across simple applications
- Graph 1: interest in dip/sauce/dressing flavor trial by application, 2024
- The future of flavor exploration lies in a fusion of formats for discovery
- Graph 2: motivators to buy a dip/sauce/dressing with a new flavor or ingredient, by generation, 2024
- Dips, sauces and dressings bridge generational gaps in flavor exploration
- Graph 3: experience with an interest in dip, sauce or dressing flavors – NET any positive trial or interest, by generation, 2024
- Bring familiarity to global and regional flavors by way of ingredients
- Graph 4: experience with an interest in dip, sauce or dressing flavors – global and regional flavors and ingredients, 2024
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Market Dynamics
- Market context
- State of the industry
- Dips/sauces/dressings: a look back at retail sales and the current state of the markets
- Graph 5: total US retail sales and forecast of selects dips/spreads/sauces categories, by segment, at current prices, 2019-24
- Younger consumers condiment collections lag
- Graph 6: repertoire of condiments consumed, by age, 2024
- Condiments must cater inspiration to younger users
- Graph 7: interest in more ideas for using condiments, by age, 2022
- Flavor can expand dips and spreads to different day parts
- Graph 8: usage occasions of dips and spreads – NET – any dip or spread, 2022
- When flavor meets function, dips and spreads are deemed more essential
- Graph 9: purchases of dips and savory spreads, NET – any dip/spread purchase, by financial situation, 2022
- At-home cooking and eating paves the way for sauces
- Graph 10: types of cooking sauce, pasta sauce and marinades used in the past six months, 2021-23
- Flavor can satisfy younger generations cravings for sauce variety
- Graph 11: types of cooking sauce, pasta sauce and marinades used in the past six months, by generation, 2023
- Market drivers
- Food prices aren’t dipping
- Graph 12: sales of food at home and away from home, 2010-24
- 43% of consumers are exploring foods and flavors the majority of the time
- Graph 13: frequency of food behaviors – look for new foods/flavours to try*, 2024
- Interest in customizing packaged foods presents more occasion opportunities for dips/sauces/dressings
- Graph 14: flavor and ingredient trial and attitudes – interest in packaged food/drink products with ability to customize flavor*, 2024
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Consumer Insights
- Consumer fast facts
- Flavor segmentation through the dips/sauces/dressings lens
- Four consumer profiles divide dips, sauce and dressings consumers
- Flavor segmentation consumer profiles defined
- Flavor segmentation breakdown of dips, sauces/dressings consumer
- Graph 15: flavor segmentation of dips/sauces/dressing consumers, 2024
- Trended use of dips/sauces
- Balancing approachable and exciting
- Graph 16: trended use of dips/sauces/dressings, 2022-24
- A bit of decadence can take dips/sauces in modern directions
- Graph 17: use of dips/sauces, by generations, 2024
- Flavor and intended usage go hand in hand in meeting adventurous palates
- Graph 18: use of dips/sauces, by flavor segmentation, 2024
- New flavor interest by application
- Interest in flavor trial spans across applications
- Graph 19: interest in dip/sauce/dressing flavor trial by application, 2024
- Trial must fit into current eating routines and life stages
- Graph 20: interest in dip/sauce/dressing flavor trial by application, by generation, 2024
- Start with ‘need to have’ flavor applications
- Graph 21: interest in dip/sauce/dressing flavor trial by application, by flavor segmentation, 2024
- Interest in different flavor/ingredient styles
- Exploration doesn’t mean going far out
- Graph 22: interest in dip/sauce/dressing flavor styles, 2024
- Take (flavor) notes from Gen Z’s swicy preferences
- Graph 23: interest in dip/sauce/dressing flavor styles, by generation, 2024
- Flavor styles can add depth to classic formulations for flavor seekers
- Graph 24: interest in dip/sauce/dressing flavor styles, by flavor segmentation, 2024
- Motivators to purchase a dip/sauce/dressing with a new flavor/ingredient
- Provide a peek into the flavor experience
- Graph 25: motivators to buy a dip/sauce/dressing with a new flavor or ingredient, 2024
- Younger shoppers demand creativity on the path to discovery
- Graph 26: motivators to buy a dip/sauce/dressing with a new flavor or ingredient, by generation, 2024
- Versatility + familiarity = accessibility
- Graph 27: motivators to buy a dip/sauce/dressing with a new flavor or ingredient, by financial situation, 2024
- Barriers to purchase a dip/sauce/dressing with a new flavor/ingredient
- Familiarity doesn’t have to compromise on fun
- Graph 28: barriers to trying a dip/sauce/dressing with a new flavor or ingredient, 2024
- Dips/sauces/dressings can be flavor companions, especially for Gen Z
- Graph 29: barriers to trying a dip/sauce/dressing with a new flavor or ingredient, by generation, 2024
- Flavors can make it easier for Dining Explorers to recreate food service experiences at home
- Graph 30: barriers to trying a dip/sauce/dressing with a new flavor or ingredient, by flavor segmentation, 2024
- Experience with and interest in dip/sauce/dressing flavors and ingredients
- The hardest part of flavor trial is getting your foot in the door
- Graph 31: experience with an interest in dip, sauce or dressing flavors, 2024
- General positivity in flavor trial suggests opportunity across generations
- Graph 32: experience with an interest in dip, sauce or dressing flavors – NET any positive trial or interest, by generation, 2024
- Experience with and interest in dip/sauce/dressing global or regional flavors and ingredients
- Bring familiarity to global and regional flavors by getting into the details
- Graph 33: experience with an interest in dip, sauce or dressing flavors – global and regional flavors and ingredients, 2024
- Convenience can meet comfort with global and regional flavors
- Graph 34: experience with an interest in dip, sauce or dressing flavors – global and regional flavors and ingredients – NET – any positive trial or interest, by generation, 2024
- Dip/sauce/dressing attitudes and behaviors
- Dips, sauces and dressings break up the monotony of everyday meals and snacks
- Graph 35: dip/sauce/dressing attitudes and behaviors, 2024
- Diversify uses with occasion-suggestive flavors and ingredients
- Graph 36: dip/sauce/dressing attitudes and behaviors, by generation, 2024
- Easing tentativity may be closer than it seems
- Graph 37: dip/sauce/dressing attitudes and behaviors, by flavor segmentation, 2024
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Innovation and Marketing strategies
- Launch activity and innovation
- Hot sauce crosses
- Creamy dips, sauces and dressings at the base of brand collaborations
- A little dab will do
- In the time of texture, creamy is on the rise
- Graph 38: textures in dips and sauces new product launches, 2021-24
- Product development: now – what’s trending
- Hot honey makes swicy stick
- …and now swicy is leaning into fruity spice
- There’s always room for garlic
- Product development: near – what to watch out for
- Creamy spice: is ‘cricy’ the next swicy?
- Elevated everyday condiments
- All things aioli
- Herbs offer natural routes to premium flavor
- Citrus brings balance while boosting flavor
- Product development: next – what’s in the pipeline
- Pickles lay foundation for fermented
- Honey paves the way for natural sweeteners
- Convenient meal starters that don’t compromise authenticity
- Unlocking new umami to up the decadence factor
- Bring fresh (literally and figuratively) flavors across the seasons
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Appendix
- Breakdown of dip/sauce/dressing market size and forecast
- Consumer research questions
- Consumer research methodology
- Generations
- Flavor segmentation demographic profiles
- Abbreviations and terms
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