How do we use our condiments?
Condiments and sauces contribute to so many tasty recipes from around the world. From the most common and familiar, such as ketchup and mayonnaise, to the more unusual, such as tsuyu and crispy fried shallots – there are many types of condiments and even more ways to use them and give the dishes we enjoy an extra lift.
From a consumer’s perspective, we notice that those who like to use condiments are people who enjoy quick and easy home cooking and who like to cook almost daily, rather than those who prefer to reach for the ready-meals. Condiments are also for those who value convenience, but still pay attention to health benefits when cooking.
How do food trends change the way we use condiments?
As consumers expand their experience to encompass more global flavours and international ingredients, we are also discovering different ways to use condiments.
For instance, traditionally, crispy fried shallot is a condiment for Indonesian cuisines – such as fragrant coconut rice, chicken satay, or meatball soup – and soy sauce is a condiment for most Asian cuisines – such as sushi, dumplings, and various stir-fries. Nowadays, rather than using raw onion, some restaurants in the Netherlands use crispy fried shallots for their beef tartare. Whereas for soy sauce, some people now use it to make a salad dressing, and some even as far as combining it with soft-serve ice cream. These might not be common pairings, but surprisingly the flavours work well together.
As people continue to experiment with different flavours, we will continue to see more unique combinations in the future.
Why is this interesting?
There are many ways consumers interact and use your products. Their behaviour could also be affected by new emerging trends. Understanding your consumers’ actual product usage habits and how it evolves over time could make a difference in your brand’s marketing and product development efforts.
ADK Insights continuously monitors emerging trends in the food industry and translates its impact on consumer behaviours, providing insights to help businesses future-proof their innovation.
To know more about our experience and see what it could mean for your business, please contact Rob.
25 years brand planning and business management experience. Specializes in structuring research insights into clear actionable marketing strategy and brand development opportunities.