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April 17, 2018

Brits embrace new condiments – latest sauce trends revealed

Some 70% of people would be willing to try a new condiment when eating out, rising to 80% for the over 30s, according to a condiment survey by vinegar maker Mizkan.

By Maria Bracken

Some 70% of people would be willing to try a new condiment when eating out, rising to 80% for the over 30s, according to a condiment survey by vinegar maker Mizkan.

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The survey aimed to gauge the appetite for traditional sauces versus new flavours.

It found that some of the most popular flavour trends at the moment are those with Far Eastern influences, including wasabi, teriyaki, sriracha and sesame.

Of the 1,000 customers questioned, four in five said they were familiar with at least one of these condiments, with wasabi known to 54%, teriyaki to 53% and sriracha to 19%.

Sauces not as widely available on the high street were also found to be familiar, with 17% recognising kimchi (a korean dish of spicy pickled cabbage) and 14% aware of sushi-su (a seasoned vinegar with sugar and salt used to flavour the rice used in sushi making).

Honteri sauce (a non-alcoholic, non-salted mirin or rice wine used to sweeten Japanese dishes like teriyaki) scored the lowest awareness at 6%, but 97% of those surveyed said they would like to try it, climbing to 100% of 16-44 year-olds.

Similarly, only 7% were aware of ponzu sauce (made with citrus juice and soy sauce), yet 94% would be happy to try it.

Mizkan believes operators should trial new condiments based on the team’s advice, factoring in menu changes and seasonality to indicate which condiments should be introduced at which time.

The condiment survey revealed consumers were most likely to try a new, more niche sauce with grilled chicken (five of the 11 sauces listed). Some 55% said they would be willing to try sriracha with grilled chicken, compared to 41% with steak.

Correspondingly, 47% would try honteri sauce with the chicken but only 43% would take a gamble with grilled salmon.

Mizjan says these results indicate operators would be wise to test new condiment flavours alongside more mainstream dishes, such as chicken, while consumers adjust to the additional choices.

Mizkan is home of British brands such as Sarson’s Vinegar and Branston Pickle.

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How are consumer tech and delivery trends impacting the Foodservice sector?

Consumers are now accessing foodservice propositions via mobile and online technology at significant levels. This shift comes as a result of permanent lifestyles changes, accelerated by the COVID-19 pandemic. Such changes hold important implications for foodservice operators and brands. GlobalData’s free report on Consumer Tech and Delivery Trends in Foodservice decodes this new landscape and provides actionable insights for operations, delivery, and marketing – offering customer engagement solutions in the foodservice value chain. Download this free report for:
  • Data and insights into current consumer behavior
  • Market outlook for online delivery in foodservice
  • Case studies of brands who are already successfully leveraging these new tech and delivery trends
Understand the consumer and stay on top – download our report now.
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