Speciality Food September 2025

‘ 24 TRENDWATCH Sponsored by the end for the pantry stalwart for decades in the Western world, but Rob and his team are passionate about the versatile seasoning’s renaissance. “Put simply, it dials up the flavour on everything,” he says. Its name might sound like the kind of thing we all try to avoid on ingredients lists, but actually it’s been around forever so isn’t something to be frightened of, says Rob. “It’s why sun dried tomatoes and Parmesan taste so good.” Thanks to Honest Umami, flavour- seeking shoppers don’t need to buy kilo bags from their local Asian supermarket to get hold of MSG any more – the brand produces convenient small tubs in Pure MSG, Salt & Pepper, Chilli and 3-2-1 All Purpose varieties. WHAT’S NEXT FOR SEASONINGS IN THE UK MARKET? “We see a future bursting with variety, creativity, and flavour,” concludes Anais. “People want seasoning blends that make their everyday meals exciting, and we’re here for it — crafting, testing, and releasing new products that inspire kitchen adventures for years to come.” SEASONINGS WHY ARE SEASONINGS TRENDING? Offering instantaneous culinary travel from the comfort of shoppers’ kitchens, it’s no wonder that seasonings have taken off in a big way. While some foodies are resolute in their desire to only ever create their seasonings from scratch, there’s a raft of consumers who are hungry for the fuss-free flavour seasonings can provide. From flavoured salts to taste-packed pre- mixes offering the aromas and tastes of everything from a Louisiana- inspired barbecue to a Moroccan souk, there’s plenty for food lovers to get their teeth into. WHY NOW? Shoppers are busier than ever, and if a handy ambient pot is offering something humdrum into a taste sensation it’s going to go down well. Speedy weekday meals can become an adventure, and – thanks to the likes of MSG – you don’t need to spend hours reducing down sauces to ramp up flavour; you can just add a sprinkling of something from your cupboard instead. “Today’s home cooks want instant, effortless flavour – and they don’t want to compromise on quality,” says Anais Hancock, marketing manager at Cornish Sea Salt. “Our seasonings blend the finest ingredients with our signature sea salt, giving you a go-to product that can take a Tuesday-night dinner to the next level in seconds.” HOW HAVE SEASONINGS EVOLVED? “Whereas a few years ago the trend was all about filling spice racks, now it’s about a meeting point between authentic, time-honoured recipes and bold, experimental flavours, bringing something unique to the home kitchen with real simplicity,” says Matt Hopkins, founder and CEO of IND!E!. Seasonings brands are more visible than ever thanks to smart marketing – Lumberjaxe even appeared on the BBC’s Dragons’ Den – and they’re giving people exactly what they want: travel without the time or price tag. The classics like salt and pepper will always be strong sellers for obvious reasons, but THE UK SEASONINGS MARKET IS EXPECTED TO GROW BY 5.8% BETWEEN 2025-2030 GRAND VIEW RESEARCH People want seasoning blends that make their everydaymeals exciting A kaleidoscope of flavour is at shoppers’ fingertips... And there’s plenty for retailers to explore, too once shoppers discover that they can travel the world from their own dining table they’ll be hooked. WHAT’S ON THE MARKET? “Seasonings is one of the most exciting and dynamic categories in UK food right now,” says Matt. “We’re seeing a wave of challenger brands reimagining the spice rack, from bright, adventurous flavour blends to beautifully packaged single-origin salts. For many, seasonings are a low-risk entry point for experimentation in the kitchen, which makes them a high-reward category for independent retailers.” WHY SHOULD INDIES GET IN ON THE ACTION? “Independent retailers have the edge here,” according to Matt. Seasonings are a low-cost, high-margin way to encourage discovery and repeat visits. Stocking an edit of artisan blends, single-origin spices, and contemporary seasoning formats can set a shop apart and build loyalty. Brands like Honest Umami, Lumberjaxe and Field Blends are pushing the boat out when it comes to flavour options and formats, so go wild and see what your customers connect with. WHAT ARE SHOPPERS LOOKING FOR? Matt has his eye on functional blends – health-led seasonings with turmeric, adaptogens, or immunity- boosting ingredients; single-origin storytelling – provenance-forward spices with direct grower connections; creative flavour formats – from seasoning ‘bombs’ to innovative grind mixes; and premium salt experiences – salts as centrepiece ingredients rather than afterthoughts. Ultimately, it comes down to a sense of adventure balanced with convenience, but Asian and swicy flavours are particularly popular right now. WHAT’S THE HYPE AROUND MSG ALL ABOUT? Rob Miller, co-founder of Honest Umami, says that the tide has – finally – turned on MSG (monosodium glutamate)’s negative reputation. After a lifetime of Asian cooks (both in restaurants and at home) using it in their kitchens, one fated letter spelled the beginning of The Life & Soul of the Pantry ORDER AT TRADE.TRACKLEMENTS.CO.UKOR CALL:01666 827044