Sauce brands will respond to consumer demands for greater transparency, value and excitement.

Ayisha Koyenikan, Director – Mintel Food & Drink

Table of Contents

  1. What you need to know

    • Where we are now
    • In the next two years
    • In five years and beyond
  2. in the next two years

    • Mintel's perspective
    • Build trust amidst ultra-processed food concerns
    • Processing will increasingly factor into consumers' purchase decisions
    • Graph 1: consumer agreement with the statement "I have noticed news/social media stories about ultra-processed foods recently", 2024
    • Premade sauces must overcome 'processed' stigma to compete with homemade options
    • Greater transparency and simple formulations will drive trust in processed and ultra-processed foods
    • Highlight the value of beneficial processes
    • Desire for natural, less-processed ingredients will reinforce demand for upcycled ingredients
    • Demand for single-serve options will grow
    • Single-serve sauce innovation is growing in line with the increase in one-person households
    • Graph 2: launches of cooking and pasta sauces where the words 'serves one' with word variants appear on pack, by year of launch, 2022-24
    • Sauce users currently seek single-serve options
    • Solo consumers seek speedy, straightforward, single-dish solutions
    • Graph 3: select consumer behaviours towards purchasing sauces and seasoning products, by living situation – solo, 2022-23
    • Smaller pack sizes will encourage flavour and variety exploration
    • Target busy parents with kid-friendly, single-serve sauces for speedy solo meals
    • Innovative frozen and ambient sauce solutions offer portion control for singles and small households
    • Co-brand to create a buzz with younger consumers
    • Brands must think beyond the sauce aisle to target younger consumers
    • Graph 4: selected behaviours related to cooking and pasta sauces, by generation, 2023
    • Co-branding should be a growing trend across all regions
    • Graph 5: % split of cooking and pasta sauce innovation with a co-branded claim, by region, 2019-24
    • Co-branding will encourage flavour exploration
    • Give heritage brands new relevance to younger consumers via collaboration
    • Collaborate with film makers and streaming services to drive emotional engagement
  3. in five years and beyond

    • Mintel's perspective
    • Sauces will become more 'sensitive' and gentle
    • Parents will welcome breakfast and brunch options
    • AI will disrupt flavour trend trajectory
    • The rise of AI recipe generators and meal planners will pique consumer interest in novel flavours
  4. Key takeaways

    About the report

    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

    The consumer

    What They Want. Why They Want It.

    The Competitors

    Who’s Winning. How To Stay Ahead.

    The Market

    Size, Segments, Shares And Forecasts: How It All Adds Up.

    The Innovations

    New Ideas. New Products. New Potential.

    The Opportunities

    Where The White Space Is. How To Make It Yours.

    The Trends

    What’s Shaping Demand – Today And Tomorrow.

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