Sauces, Dressings and Condiments in Sweden

PROSPECTS

What is to follow after turmeric?

Herbs and spices have increasingly gained public attention over the presumed health benefits of spice consumption and spicier food. In particular, turmeric and ginger have been the subjects of blog posts and media articles praising their medical properties, including articles in major Swedish dailies such as Expressen.

Extreme weather and barbecue bans to affect the category

In 2018, Sweden was stricken by drought and rampant wildfires across the country. The early, dry, warm and clear summer initially drove sales of sauces, dressings and condiments, but when the weather turned warmer, bans on barbecues and public debates about the danger of grilling limited later sales.

Vegan and organic potential disruptors

The category of sauces, dressings and condiments has long lacked vegan and vegetarian products of most flavours and types. Animal products – particularly egg-based – are common in most types of sauces, driving away the growing number of vegan and vegetarian consumers and forcing them into home cooking even the most basic of table sauces.

COMPETITIVE LANDSCAPE

Staple products in a stable category

Ketchup, mayonnaise and mustard remain the most popular types of table sauces. All are commonly used in staple dishes, such as meatballs and mashed potatoes.

Fierce competition and poor marketing

Very few players actively advertise to large audiences; instead, the category of sauces, dressings and condiments is heavily reliant on external and independent attention from traditional news and social media sources to provide coverage of and inspiration for new types of spices and recipes, and to provide a general impetus for cooking trends. In this fashion, media-fuelled consumer interest in herbs and spices has continued to raise awareness of and interest in non-domestic recipes and home cooking.

Specialised and diversified

Companies are expected to continue to follow one of two general, successful strategies. In the first approach, a presence in sauces, dressings and condiments is part of a general diversification strategy, intended to create a wide brand presence in a multitude of cooking-related categories.

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