Speciality Food Magazine JulyAugust 2024

medium sauce they can use on their sandwiches.” He believes our newfound love of hot sauce has been driven by social media, and that emerging brands are a result of lockdown, which Amrit says saw people buying chilli plants, discovering ways of using the fruits, and sharing their sauces and dips through content online. The super super hot sauces are always big sellers at Christmas, Amrit says, adding that retailers should look beyond the gifting season to ‘get in on’ the trend, offering a breadth of heat to appeal to different customers. “In summer they [consumers] want something to go on their burgers, or a mild sauce to go on their salads,” for example. He also recommends seeking out fermented chilli sauces, which go hand-in-hand with consumer interest in gut health. Keep it swicy An interesting development in the condiments market has been the recent leaning towards ‘swicy’ (sweet and spicy) flavour profiles, which has seen an explosion in products such as hot honey. According to Scott Joynston, product development manager at The Flava People, ‘swicy’ is the ‘one to watch’. TomGatehouse, of Egg Soldiers, says spiced honey is exotic,” he adds, saying that’s why independent makers continue to exist. “Our modus operandi is to fill the gaps the supermarkets can’t.” Becky Vale of Tracklements says the brand has also noticed a shift towards the spicier end of the spectrum. “Hot sauces, in particular, are just such a trend,” she explains. “Our recent quantitive research showed that 44% of shoppers are using hot sauces to go with everyday meals at home, andWaitrose recently reported hot sauce category growth at 55%.” This has led to Tracklements investing further in warmer sauces. Building on the success of its bestselling Fresh Chilli Jam, the brand recently launched a trio of hot sauces (Rocket Hot Sauce, Sriracha Chilli Sauce and Smokin’ Chipotle Sauce) with flavour and heat levels to suit everyone, made with all-natural ingredients. Amrit Madhoo, who bought South Devon Chilli Farm two years ago, says the market for chillies and hot sauces has exploded in the nearly 25 years since the business was founded. Its chilli jam, he says, “helped pave the way for the sauce market in the UK”. In fact, the chilli jam, made to use up a large harvest, was so popular that within just one season the team on the farmhad to begin growing chillies specifically to make the product. Amrit agrees that hot sauces are the ‘next big thing’ in the UK, appealing not only to ‘chilli heads’ who want to display a bit of bravado, but more widely in the mainstream. “People are developing a tolerance for them,” Amrit says. “And things like sriracha are becoming commercialised and popular in the big supermarkets. Everyone wants fermented chilli sauce, or a mild to There’s no difference in quality and variety. I just love them. Whenever I’mhaving a meal, that’s the bit I’m getting excited about. What am I going to dipmy food in? For most people, the sauce is a big part of how good their meal’s going to be. Condiments really imbue food with flavour.” He thinks we’re just beginning to catch up with our continental neighbours when it comes to enhancing our food. “If you go to Germany (my wife, andmy business partner are both German) they have whole aisles dedicated to seasonings and toppings. In Britain we’re now discovering the wonders of seasonings, and people are definitely looking to switch up what they’re eating.” Hot sauce is the one to watch If you add just one thing to your sauces and condiments aisle this year, let it be hot sauce, says Kier. “I’ve been saying for a long time hot sauce is the new craft beer, and it has been for a while,” he explains, adding that he’s seen enormous growth in the category both here, and globally. “It really is like the craft beer scene was 10 years ago. And hot sauce is still in that exciting pre- commercialisation period where there’s a big demand for it, being met by lots of small producers and artisan creators. They’ve got amazing artwork, and stories, and their own way of doing things.” Kier has noticed a tide change in our tastebuds, saying today’s shoppers are muchmore attuned to heat, and prepared to ‘take it up a notch’ when it comes to spice. “Our tastes are definitely gettingmore A r eally good condiment can make or break a meal. That slick of sauce, or drizzle of dip on the side of the plate, has the opportunity to make everymouthful of food pop. Now, clearly, any good retailer should have a decent ketchup, mustard, brown sauce andmayo on their shelves... but what are consumers reaching for beyond these familiar mealtime friends? Globalisation, TikTok trends, and increased travel (particularly food tourism), have led to the average Brit having a muchmore adventurous palate, say insiders. And they’re using condiments in ever-increasingly imaginative ways...looking beyond adding a dollop of the usual suspects to their burger. Mintel data recognises that flavour innovation is crucial in driving the sector, with 53% of consumers happy to shell out a premium for products they consider innovative. They’re thinking more andmore about how ‘clean’ their condiments are too, eschewing products that are ultra processed, or high in sugar or salt. According to Mintel, 42% of consumers worry about the healthiness of condiments, and say they’d be willing to pay more for better quality variants. Sauce and seasoning aficionado Kier Kemp of Condimaniac, has reviewed hundreds of sauces, dips and relishes, and says they are the “underdog” of the speciality food world, adding that they should be taken seriously by retailers, because they really do underpin a goodmeal. “I don’t think we afford the same prestige and attention to condiments as we do to things like wine,” Kier says. “And there’s no reason why. @specialityfood 32 BECKY VALE TRACKLEMENTS AMRIT MADHOO SOUTH DEVON CHILLI FARM TOM GATEHOUSE EGG SOLDIERS RICHARD BAINBRIDGE BENEDICTS COMMENTATORS KIER KEMP CONDIMANIAC THE SPICE OF LIFE When it comes to that ‘bit on the side’ consumers are dialling up the heat, and looking for a twist on the classics in 2024