While consumers’ tastes are evolving, familiarity remains the most important consideration for Canadians when deciding on what condiments and/or seasonings to use. This represents a potential challenge for companies that operate in the category. Is there room to innovate and yield a return on investments that are made when consumers appear to place greater importance on what is familiar to them rather than what is new? Considering factors around potential cannibalization (eg with different types of barbecue sauce for instance), is innovation in the space worth the investment and does it generate returns? This Report will identify areas of innovation that appear more and less likely to resonate with Canadians to help with making consumer-centric decisions around innovation. This Report also discusses other considerations that are important to consumers such as health and nutrition, demands for all-natural ingredients and convenience, and also identifies population segments for whom these considerations matter more or less. The ultimate aim of this Report is to provide fact-based analysis and perspective reliant on quantitative and qualitative research, product examples from within and outside of Canada, and industry observations.

For the purposes of this Report, Mintel has used the following definitions for condiments and seasonings in collecting quantitative consumer feedback.

• Ketchup

• Mayonnaise

• Mustard

• Syrup (eg maple syrup)

• Barbecue sauce

• Salsa

• Hot sauce (eg Tabasco, Sriracha)

• Relish

• Steak sauce (eg A1)

• Restaurant-inspired sauces (eg Big Mac Sauce)

• Other, please specify

• Pepper

• Salt

• Dried herbs/spices

• Fresh herbs/spices

• Seasoning blends (eg Italian)

• Bouillon (eg cube, granulated)

• Herb/spices in oil

• Rub (eg for meat)

• Salt substitute (eg Biosalt, Windsor Salt Free)

• Other, please specify

For the purposes of this Report, Mintel has used market sizing data for the table sauces category. The definition of table sauces used by Mintel Market Sizes is as follows:

• This market for table sauces covers bottled/packaged ambient; tomato ketchup, salad dressing, mayonnaise, mustard, brown sauce, soy and other table sauces. Market value and volume comprises sales through all retail channels including direct to consumer.

• Included in the definition are: packaged sauces which accompany food at the time of eating. Ketchup, brown sauce, mayonnaise, salad dressings, salad cream, mustard, meat/steak/barbecue/garlic sauces, Worcestershire sauce. Soy sauce, whether used as cooking or table sauce.

• Excluded from the definition is Marinades, anything used in cooking (other than soy), stocks, mixes, seasonings, dips, gravy, vinegar, chutneys and pickles. Sauces that are made from ingredients at home are also excluded.