Sauces

The leading brands in mainstays like ketchup and mayonnaise – Heinz and Hellmann’s respectively – have branched out as smaller brands have put their dominance to the test.4 Hellmann’s launched a range of luxury mayonnaise variants as well as a vegan mayonnaise in 2018, and Nielsen named the vegan product the most successful NPD in the category, responsible for nearly a third (32%) of all new product sales in sauces that year.5 Heinz then launched a range of gourmet ketchups the following year, responding to growing demand for premium sauces.6

Globally, sales of table sauces, dressings and condiments have been hard hit by restaurant and foodservice closures during COVID-19, while retail sales have increased.7 In Western Europe, the market is saturated, according to Euromonitor International, but opportunities remain in premiumisation, particularly for products with added health benefits.8

While the biggest brands have expanded their offerings, a growing number of newer players is tapping into this opportunity. UK brand In the Buff, for instance, launched its plant-based Sweet Paprika Protein Ketchup in 2018, then aimed to answer demand for international flavours a year later with Turmeric Fusion and Chipotle Spice variants.9

Source: In the Buff10

As in many sectors, vegan offerings have become increasingly important over the past few years, and a growing number of new product launches in sauces, dressings and condiments contain no eggs or dairy.11