Article: Finding Favor with Flavors -- October 2010
After slow growth in the mid-2000s, the markets for flavoring products, including seasonings, spices and ethnic foods, are making comebacks. Flavors, it seems, are back and bigger than ever. Mintel (2010)1 reports seasonings are a mature market, but they are making a return, as Americans are cooking at home more often, due to the economic recession. At the CAGNY (Consumer Analyst Group of New York) meetings in early 2010, representatives from H.J.Heinz, General Mills, ConAgra, Campbell and Unilever all suggested value would drive the consumer through 2010, and it has.
But, it is not just about value. A growing popularity of ethnic foods, and the awareness of health benefits of common herbs and spices found as ingredients in many ethnic foods, create the trifecta of opportunity for flavors. Most consumers know flavors can bring both excitement and, sometimes, benefit their health. There has also been new research supporting the existence of high levels of antioxidants in spicy and hot foods.2 Seasoning companies are stepping up to the plate with new mixes of spices and herbs for cooks who want to try new dishes, but are wary of results, if left to their own devices. According to Mintel, ìIndividual spice and seasoning sales have increased 30% for 2004-2009î and will continue to grow through 2014.2 McCormick, a leading seasoning and spice company, is so committed to this concept that in early 2010, it launched ìSpices for Healthî--a marketing campaign aimed at educating consumers ìon how spices can contribute to good health via the high antioxidant content of seven ësuper spices.íî2