Spices and seasonings have near universal utilization, with 98% of consumers citing use. More than half of consumers are motivated to try new flavors and ingredients in spices and seasonings if a recipe calls for it, and positive consumer attitudes toward cooking and interest in continued education in the kitchen presents ongoing opportunities to help consumers explore. As economic uncertainty persists, spices and seasonings provide a cost-effective way to enhance meals, with 56% of consumers in agreement that spices and seasonings are an affordable way to elevate a meal’s flavor at home, something that may be threatened by looming tariffs.
Younger consumers show a keen interest in global flavors and innovative seasonings, influenced heavily by social media and foodservice trends. Positive experience and interest in first time trial is highest among Gen Z across emerging flavors like harissa and za’atar to more-mainstream flavors like curry and mushroom. Regional and global exploration continues to drive the category forward.
This report looks at the following areas:
- Dishes enhanced with spices and seasonings
- Important spice and seasoning factors
- New spice and seasoning flavor trial motivators and barriers
- Experience and interest in flavors and ingredients in spices and seasonings
- Spice and seasoning attitudes
- Spice and seasoning innovation and marketing strategies
Consumers rely on spices and seasonings to elevate the flavor of meals, explore regional and international cuisine types and trial new recipes.
Sydney Riebe, Analyst – US Food and Drink
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want and why
- Opportunities
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MARKET DYNAMICS
- Market context
- State of the market
- Half of consumers cook at least four times per week, benefiting spices and seasonings
- Graph 1: cooking frequency, 2025
- Cooking attitudes reflect enjoyment and confidence
- Spice and seasoning utilization differs dramatically by generation
- Graph 2: spice and seasoning usage, by generation, 2025
- Flavors innovation in seasonings continues to go global
- Market drivers
- Proposed tariffs will significantly impact the global spice market
- As the US population grows more diverse so does cuisine
- Climate change is a continual threat to spice production
- Graph 3: Temperatures worldwide, 2008-23
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CONSUMER INSIGHTS
- Consumer fast facts
- Dishes enhanced with spices/seasonings
- Spices and seasoning are strongly utilized
- Graph 4: dishes enhanced with spices/seasonings, 2025
- Graph 5: repertoire of dishes enhanced with spices/seasonings, 2025
- Opportunity to help younger consumers spice up a wider variety of dishes
- Graph 6: dishes enhanced with spices/seasonings, by generation, 2025
- Budget-conscious consumers rely on spices and seasonings to bring the flavor
- Graph 7: dishes enhanced with spices/seasonings, by financial situation, 2025
- Important spice/seasoning factors
- Flavor is at the heart of spices and seasonings
- Graph 8: important spice/seasoning factors, 2025
- Bold flavor innovation will resonate more with younger consumers
- Graph 9: important spice/seasoning factors, by generation, 2025
- Flavor familiarity and versatility are a must for ensuring value
- Graph 10: important spice/seasoning factors, by financial situation, 2025
- New spice/seasoning flavor trial motivators
- Cooking motivates most consumers to trial new spices and seasonings
- Graph 11: new spice/seasoning flavor trial motivators, 2025
- Help parents add easy flavor to family meals
- Graph 12: new spice/seasoning flavor trial motivators, by parental status, 2025
- Social media is the starting point to get Gen Z into the kitchen
- Graph 13: new spice/seasoning flavor trial motivators, by generation, 2025
- Recipes motivate spice purchases across cooking levels
- Graph 14: new spice/seasoning flavor trial motivators, by cooking frequency, 2025
- New spice/seasoning flavor trial barriers
- Brands can help consumers mitigate risk of flavor exploration
- Graph 15: new spice/seasoning flavor trial barrier, 2025
- Millennial and Gen X consumers are most open to building their spice and seasoning collections
- Graph 16: new spice/seasoning flavor trial barriers, by generation, 2025
- Seasoned cooks have stronger objections to risk
- Graph 17: new spice/seasoning flavor trial barriers, by cooking frequency, 2025
- Experience and interest in flavors/ingredients in spices/seasonings
- Strong flavor recognition reveals a benchmark for familiarity
- Graph 18: experience and interest in flavors/ingredients in spices/seasonings, 2025
- Gen Z leads in first time trial interest
- Graph 19: experience and interest in flavors/ingredients in spices/seasonings, by generation, 2025
- Room for global flavors to gain recognition and bring excitement to familiar and new dishes alike
- Graph 20: experience and interest in flavors/ingredients in spices/seasonings, 2025
- Gen Z consumers have caught up with Millennials when it comes to interest in global flavors and ingredients
- Graph 21: experience and interest in flavors/ingredients in spices/seasonings, by generation, 2025
- Spice/seasoning attitudes
- Consumers already find value in spices and seasonings and are open to brand exploration
- Graph 22: spice/seasoning attitudes, 2025
- Opportunity to extend value of spices and seasonings for younger consumers
- Graph 23: spice/seasoning attitudes, by generation, 2025
- Affordability is a key factor for the spice and seasoning market, with brand importance taking a back seat
- Graph 24: spice/seasoning attitudes, by financial situation, 2025
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INNOVATION AND MARKETING STRATEGIES
- Product development – now – what’s trending
- Umami exploration
- Mushroom and truffle flavors see high purchase intent
- Brands focus on flexibility of flavor
- Mediterranean goes mainstream, allowing Middle Eastern flavors to shine
- Mediterranean and Middle Eastern flavors see high purchase intent
- Product development – near – what to watch for
- Emerging seasonings highlight global peppers
- Seasonings and salt move beyond meat
- Variety packs allow consumers to explore regional nuance
- Product development – next – what’s in the pipeline
- Creative spice and seasoning formats showcase how packaging can add value
- Ethical production
- Marketing and advertising
- Tajin is all about customization, creativity and versatility
- Influencer partnerships help consumers visualize recipes
- Brands highlight the flavors of US cities
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APPENDIX
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
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