Demand for good but simple recipes is lifting sales of cooking and pasta sauces in the United States, driven by freshly made. The sales trend remains positive after rising 15% to 5.9 billion dollars between 2012 and 2017, according to estimates by research firm Mintel. Although latest forecasts point to a slower growth pace in the crowded market segment, an important contribution is coming from sauces that are less-processed and fresher, the research said. Mintel forecasts a continued slow but steady growth for the category, with a 12% increase to nearly 2.8 billion dollars by 2022.
DISCOVERING NEW TASTES
“Some of the strongest performing brands and segments have been ones that play to key trends and consumer needs, such as interest in fresher, less-processed foods, exploration of new tastes and cuisines, and desire for simpler, quicker meal preparation,” Mintel said. Tomato sauces for pasta have been largely present in mass US supermarkets, but specialty stores and grocers investing in quality are diversifying their traditional offer of canned tomato sauce by adding specialties from Italy from the smaller and flavorful ‘datterino’ and San Marzano tomatoes to the simple rustic puree sauce without additional flavors that remains the perfect fit for the king of Italian pasta meals: penne with tomato, cheese and basil.
PREMADE VS HOMEMADE SAUCES
“The cooking sauces and marinades category has generated solid growth in recent years, playing into interest in food and flavor exploration,” Mintel said. “Looking ahead, the greatest opportunities are for products that combine the convenience of premade with the freshness and simplicity of homemade. Brands should also look to strengthen their associations with fresh foods sold in the perimeter,” the research firm said. This leaves room to innovation respectful of quality and tradition: something Italian food producers have heavily focused on. Italy’s homemade culinary tradition is a perfect match for those willing to discover new regional recipes while keeping it simple and good.
KEEP IT FRESH
Growing demand for unprocessed food is a driver for freshly made products, including sauces. Nearly six in ten consumers of this category say they would be interested in trying freshly made sauces or marinades. Demand grows to nearly half of category consumers when it comes to handmade. The trend is spreading to refrigerated sauces, where consumers want cleaner labels with a simple list of ingredients clearly visible right on the front of the pack.