As a result of the closure of restaurants, an increase in the number of employees working from home and families at home with children who could not attend kindergarten or school for weeks on end, demand for sauces, dressings and condiments has risen sharply, especially for products that are often needed for quick cooking. Particularly strong growth has been seen in tomato pastes and purées, cooking sauces and pasta sauces, ie products that can be stored for a long time.
Compared to other dressings and condiments, table sauces that rely more on one season, especially a warm summer and the associated barbecue season, have failed to keep up. Although they have continued to grow, especially due to the decline in foodservice sales, and higher priced barbecue sauces are still popular, such as those from Bull’s Eye or the new range of sauces from Jack Daniel’s, their growth is weaker compared to other sauces.
COVID-19 has not brought about a big change in company shares. In particular, the three large companies Unilever Deutschland, Carl Kühne and Maggi have retained their leading positions, whilst private label has been able to slightly gain share as demand for low-cost products has increased due to the increased uncertainty felt by many people regarding their salary and employment.
Due to the fact that the 2020 barbecue season was not as strong as in previous years, as a result of COVID-19, but also colder weather compared to 2018 and 2019, and scandals in meat plants in summer 2020, BBQ sauces and chili sauces has not grown as much as other categories in 2020. However, the trend towards buying barbecue sauces and chili sauces is expected to continue in the forecast period, and opportunities for new, hip companies will emerge, similar to the sauces from Bull’s Eye.
Due to changes in the world of work and an increasing number of people working from home, sauces, dressings and condiments will grow over the forecast period, even though a decline is expected in 2021. Even ketchup and bouillon will sell more because there is enough room for innovation, for example curry ketchup or together with other spices and chilies.
COVID-19 has dramatically accelerated the trend towards more home cooking, with market potential existing in high-quality categories, as well as spices and exotic sauces, such as soy sauces and fish sauces. This is supported by a growing willingness to experiment with cooking, especially among young people.
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