The time is right to invest in seasonings

A pinch of salt here. A twist of pepper there. A grating of nutmeg or flick of paprika dashed into cheese sauce. Life is more interesting with seasoning. Even the merest sprinkling of spice or pop of herbs can lift the simplest dish, endowing the cook with that extra special bit of kitchen magic, helping to give their ‘signature dinner’ legendary status amongst friends and family.

What we’re adding to our cooking today, though, has changed. The British appetite, fuelled by overseas adventures, and sparked with wanderlust via social media content, has been fired up. Salt and pepper (and that dusty shelf of herbs and spices no one knows the age of) have been levelled up. Consumers are wising up to the fact that an inexpensive blend, rub or marinade can liven anything from cheese on toast, to a roast or vegetables. Largely devoid of ‘nasties’ (additives, preservatives and artificial flavours), these products chime with the modern shopper’s desire to eat better…more cleanly, and to reduce their reliance on cheap ready meals.

According to Markets and Markets’ report on spices and seasonings, the category is set to experience global growth of 5.2% between 2021 and 2026. It’s a multi-billion dollar industry the researcher says has exploded as consumers are willing to pay more for premium spices and blends, have become more health conscious, and are more financially savvy – after all, spices and seasonings will last a seriously long time in the cupboard, giving plenty of bang for their buck.

This uptick in the market shouldn’t go unnoticed by specialist food retailers, who have access to swathes of new seasoning brands, many of which are going viral on Tiktok, Youtube and Instagram, particularly with the next generation shoppers.

Hannah Wheater of The Flava People says she’s definitely noticed a shift in the category as “retailers have voiced their concerns about their seasoning and marinade aisles being dated, and not drawing younger consumers”.

They are looking, she says, for something new and fresh.

One of the leading proponents of the modern British seasoning movement is Condimaniac, founded by condiment fans Kier Kemp and Jen Dreier. The duo’s first seasoning was The Good Bagel in 2020. Hot sauce lover Kier wasn’t sure it would take off. “I was like ‘but we make hot sauce’. But Jen had seen everything bagel seasoning on TikTok and was so sure we had to go for it. I have to say, I was very wrong.”

Sales for the seasoning went stratospheric. “That one product,” Kier reflects, “pretty much allowed us to quit our day jobs. We were one of the first companies in the UK to manufacture it here. Until then, people had been getting the more expensive stuff imported from the US. It also popped off SEO-wise. On TikTok we’ve sold tens of thousands of jars now. I was constantly saying ‘it’s a fad’, ‘it will die off’. And it didn’t really. It’s still one of our biggest sellers.”

One reason for the seasoning’s success, other than its ‘newness’ to a British market with a love for American food culture, is the fact it’s not available in mainstream supermarkets. And this, says Kier, is important. It’s a niche, interesting product, and these belong, he says, in direct to customer sales, and smaller, independent retailers.

Why are seasonings hot right now?

Seasoned Pioneers has seen growing interest in its all-natural seasonings and spice blends says managing director Matt Webster. The fact they are gluten free, he thinks, has a part to play as “people are growing more aware of intolerances. By making sure we never use unwanted extras, our spices also appeal to those who are more health conscious and looking to cook delicious food, free from additives.”

Health certainly is key to unlocking the seasonings trend, he adds, as home cooks are “focusing more on making meals from scratch. The lockdown definitely helped in this respect too, as more people gained an interest in cooking, and had more time on their hands.”

Verena Zander, CEO of Just Spices, agrees the pandemic made lots of us reconsider the way we cook, which has paved the way for a seasoning and spice revolution. “For such a long time we were at home with little in the way of activity, so cooking great food became the go-to hobby for many,” she says. “Since then we have seen that while people don’t have the same time available to cook, they still want great tasting food each evening, and not just for ‘special occasions’. The beauty of seasonings and spice blends is that they boost an otherwise ordinary dish, and give it a burst of flavours quickly and easily.”

Consumers, Verena adds, want maximum flavour and convenience, but also to know they are using natural, good quality produce.

“Study after study shows that consumers are looking to experiment with home cooking and incorporate new flavours,” quips Hannah. “But with dinnertimes being such an important part of the day, they want to take a low-risk option when choosing new flavours. These trends have led to what we’ve coined as ‘elevated flavours’.

“Think of your classic seasoning mixes like chilli con carne, but elevate it. Our brand, Flava It collaborated with Mob to create a range of seasoning sachets based off their best-selling flavours. One of those sachets was our Honey & Chorizo Chilli Con Carne, which was very popular.

“Despite being a one-off drop, we still have customers messaging for its return!”

Tom Gatehouse, senior trends strategist at Egg Soldiers, says the shift to better quality, and more vibrant seasonings and spices is very evident at the moment.

“Historically, from a UK consumer perspective, a great many brilliant seasonings have long been mired in the realms of mystery, with cautious home cooks relying on the more obvious herbs and mainstream spice mixes,” he says, adding that this is changing “with a desire for experimentation and discovery driving consumers towards bold new blends and authentic seasoning staples.”

These consumers are more aware of how to use seasonings now too, says Lee Kesterton of HG Lee. “Seasonings came along a few years ago, and nobody knew what to do with them. They were almost ahead of their time here. In the last six months there has been a re-emergence of people having loaded fries and loaded tacos, and the industry has had another jump-start. It’s snowballed, especially with young people, who are more attuned to different flavours.

“When I was younger, I grew up on standard chips or mash and peas – we were lucky to get gravy!  But the younger generation’s tastebuds are more open. They want to try new flavours. As a nation we have lots of diversity in restaurants and on social media, with Youtube and TikTok crazes. That’s all making an impact, and I think more households will be buying seasonings in.”

For Rob Miller of Honest Umami, the barbecue craze has a lot to answer for in the seasonings market as well. “There’s been a trend in restaurants towards live-fire cooking,” he explains. “This has led to a surge in people investing in home barbecues – think Kamado Joes or Big Green Eggs. Lockdown only accelerated that. I think that’s driven an exploration of dry rubs and other adventurous seasonings.” Beyond this, Rob thinks there’s a general trend towards “sophistication that you see in other categories. UK consumers are becoming more foodie and more adventurous.”

Kier thinks, though, we’re still falling short in the UK, and says there’s definitely a huge amount of room for growth in seasonings, especially when we compare the UK market to its mainland European counterparts such as Germany. “When you go there, there are whole aisles taken over by seasonings and pre-mixed packs for making meals. In the UK we’ve always neglected that corner of the supermarket. But we’ve got to recognise people want variety. And they also want simplicity and ease when they’re cooking.”

There’s the novelty factor to consider too. “We do a lot of powder mixes. Our Ranch Dressing mix, for example. You can add mayo or milk, or use it as a seasoning. That kind of thing is pretty popular in America, and has been for a while.

“I think the British public are cottoning onto it.”

What’s trending in seasonings?

Markets and Markets points to Asian flavours as remaining a hit across the board in the UK, but the Middle East is coming through loud and clear too, says Tom, who reveals the likes of ras el hanout and baharat are fast-becoming popular with shoppers.

“In the more artisanal space brands are emerging at a rate,” Tom continues. “Cameler Spice Co, for example, offers a vibrant range of adventurous blends, including Baqa – an herbaceous and zesty seasoning designed for all manner of savoury dishes, derived from 13th Century Arabia. Then there’s Advieh Mahi – an ancient Persian spice blend for fish dishes.”

This tallies with Seasoned Pioneers’ own experiences, with ras-el-hanout continuing to be a bestseller according to Matt. “It is Nigella Lawson’s magic ingredient after all.”

Convenience, Tom continues, is a clear driver within the category, and some producers are targeting specific occasions to streamline. “Such as Field Blends. The Sheffield-based brand produces a small batch range of seasonings mixes specifically for those cooking outdoors, with options including Smokey Chilli & Coffee BBQ rub, Maple Chilli Salt, and Lemon, Sumac & Green Herb Blend.

“Pimp your Mayo, meanwhile, is looking to put flavoured mayonnaise into the hands of home cooks. It produces a range of seasoning powders to be stirred through standard mayo for an instant burst of flavour, with options including Chipotle & Lime, Mango & Habanero, and Black Truffle & Porcini.”

Looking ahead, Tom sees successful makers in this space being the ones offering authenticity, and a clean, natural approach, drawing consumers away from “more artificial counterparts”.

Kier thinks Americana is ruling at the moment. Condimaniac’s biggest sellers are Pizza The Action, Ranch Dressing and The Good Bagel. “People love those American flavours. We also just launched a dry roasted peanut seasoning a few months ago and it’s doing really really well. People like familiar flavours in a different context. Most people have had dry roasted peanuts, and now they can have the powder to put on their roast potatoes, or do fried chicken with it. That’s what we’re seeing.”

This multi functionality, and being able to use seasonings across a broad range of dishes is a massive part of their appeal, says Lee. “You can season with them, add a bit of oil and make a marinade, make a rub, or shake them over cooking.” Effectively, the seasoning does the hard work for the shopper. 

Succeeding at the moment for the HG Lee brand are Peri Peri, Masala, and Salt & Vinegar seasonings. “That works really well in fish and chip shops,” Lee reveals. 

Innovations, such as multi-tasking products, and flavours that leap out of the box, are what will push forward growth in the category, says Hannah, who believes it’s brands driven by innovation and boldness that will succeed long term.

What about MSG?

Vilified for a long time, MSG (mono sodium glutamate) is powering up, largely thanks to wider conversations around the ingredient and its applications across social media. Scaremongering led to it being removed from products, including seasonings, from the 60s onwards, in a bid to settle consumer nerves.

New brand Honest Umami is leading the charge on turning around perceptions of MSG, which is widely (daily) used throughout Asia. It looks a bit like salt, says Honest Umami’s Rob, explaining in simple terms that it’s a stable form of glutamate – a naturally occurring substance that makes us taste savoury or ‘umami’ flavours. 
“It’s what makes things like soy sauce and mature cheeses taste so great. When you add MSG to food as a seasoning, it makes the food taste more of itself.”

MSG, Rob continues, was “the subject of a bogus health scare” when it was blamed for so-called ‘Chinese restaurant syndrome’. But “there’s MSG in most of the foods people eat every day, and even though perhaps the most MSG-rich dish you could imagine is something like a lasagne - with its glutamate-rich tomatoes and Parmesan cheese - people were all too willing to believe that Asian food was somehow bad for them”.

An MSG renaissance in recent times has been led by cooks such as Heston Blumenthal and David Chang, with Rob saying the ingredient is found in today’s Michelin-starred kitchens. Honest Umami’s version is completely natural, produced by fermenting sugar beets.

Which seasonings are most popular in the UK right now?

The most searched for seasonings in the UK are:

1. Fajita seasoning

2. Cajun seasoning

3. Furikake

4. Old Bay seasoning

5. MSG seasoning

6. Bay seasoning

7. Jerk seasoning

8. Chicken seasoning

9. Aromat

10. Taco seasoning

Why should retailers be stocking more seasonings?

Those in the sector say it’s a win-win for retailers. A long shelf life product…one that’s really captured the imagination of a broad range of shoppers. What’s not to love?

Kier thinks retailers need to be thinking now about widening out their seasoning sections to offer greater variety, adding that they “don’t take up much shelf space, and they don’t cost much. If I was a retailer I would cram the shelves full of these things.”

Modern seasonings are designed to appeal to that farm shop/deli/food hall customer, Kier says. “People who care about cooking and experimenting with food. There’s a whole movement of Millennials and Gen-Z who are turning away from heavily processed food, and who want to cook more and enjoy a slower pace of life, and seasonings are a gateway to cooking.”

“Retailers should 100% be thinking about introducing more lines,” agrees Lee. “They are easy to slot in between your gravies and sauces. They’re a natural progression and there’s so many products out there to try.”

Getting sales right requires inspiration and good placement, adds Verena. “In addition to shelf placement, spice blends can be perfectly integrated into composite placements to increase impulse purchases,” she says. “For example, our Egg Topping in the egg section, or our Pasta Allrounder on the pasta shelf, or Avocado Topping in the fruit and vegetable section.”

“Flavour makes or breaks the meal,” concludes Hannah. And “seasonings, marinades and sauces are the most cost-effective way to deliver on flavour. This is more apparent in the cost-of-living crisis. Seasonings are fuss-free and allow even the most humble chefs to elevate any dish.”