Specialty Food Magazine

SUMMER 2015

Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.

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Summer Fancy Food Show Booth 4220 last year, according to the Specialty Food Association's 2014 "Today's Specialty Food Consumer" report, up 4 percent from 2011. Still, the category is among the slow- est growing, likely because of its matu- rity. In Mintel's 2014 U.S. condiments and dressings report, the company forecasted 8 percent growth through 2019—a 3 percent decline, in fact, after inf lation. Future sales, the research firm said, will depend on f lavor and usage innovation. The category is highly saturated, with some 86 percent of consumers reporting they use ketchup, 78 percent mustard, and 75 percent mayonnaise, according to the report, which also delved into what con- sumers are looking for in their condiments. Those who identify as foodies reported the greatest interest in international f lavors, including millennials, who are attracted to ingredients like aji amarillo, a Peruvian yel- low chile, and chimichurri, the Argentinean condiment that traditionally accompanies steak. The report encourages condiment producers to experiment with unusual and international f lavors to enhance familiar condiments, like ketchup or mayonnaise, to reach a broader segment of consumers. "Consumers are screaming for innova- tion, bold f lavors, ethnic spins, and healthy alternatives to slather on just about any- thing," says Christine Keller, director of trends at CCD Innovation, a food and bev- erage product development company based in Emeryville, California. Industry experts agree companies are challenging the standards of identity of these kitchen staples with artisanal prod- ucts that have bolder f lavors, cleaner ingre- dients, and all-new tastes. The Trends As people get more adventurous with their palates, the floodgates are opening for classic condiments like ketchup, mustard, mayon- naise, and barbecue sauce to go from ordi- nary to extraordinary. "Being food forward these days is a badge of honor—especially for the millen- nials, who are the drivers of this category," says Keller. "Condiments, by nature, are a perfect way to proliferate food trends, as they can transform the blandest foods into something exciting or healthier with one swipe of the knife." Local production, superior ingredi- ents, and artisanal care are turning stan- dard products "into the condiments that they were meant to be all along," says Reed Buchanan, specialty food buyer at Marx Foods in Seattle. With premium quality comes price. But the higher ring—which can be upwards of $9—doesn't usually deter, especially when a meal calls for something extra. "The category spotlight Top Health Attributes Consumers Want in Condiments The category has an overall cleaner ingredient panel. Local, heirloom, all-natural, small-batch, vegan and non-GMO are headlining labels. 38% Reduced Sodium 34% No Artifcial Ingredients 32% No HFCS 31% Reduced Fat 28% Reduced Sugars 90 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com

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