Consumers Are Craving New Flavors, Global Tastes, and Premium Brands in Sauces & Seasonings

August 20, 2026           5 minute read

Consumers are increasingly seeking flavors such as chili crunch, gochujang, za’atar, tandoori, asada, and makrut lime, alongside premium grilling and all-purpose blends. Through its work with more than 4,000 retail customers, UNFI is seeing continued premiumization in the sauces and seasonings category, particularly through specialty brands, globally inspired influences, and elevated pantry staples. UNFI sales data indicates demand growth across multiple globally inspired and premium subcategories, with regional preferences shaping how the trend appears in local markets.

Key End Consumer Insights

Nielsen Spectra data indicates that rural, blue-collar shoppers over-index in bottled sauces, presenting an opportunity for retailers to feature innovation and targeted promotions within the category¹. At the same time, UNFI data shows strong growth among premium and globally inspired products, suggesting retailers can balance value-oriented merchandising with flavor exploration.

The Trend

Growing demand for globally inspired flavors is creating opportunities for retailers in the sauces and seasonings category.

The Origins

• Once mostly limited to specialty stores or international aisles, globally inspired flavors are expanding into traditional categories across center store aisles. Sauces and seasonings represent an ideal introductory category.
• Consumers are seeking flavors and foods that help them recreate authentic dining experiences at home.
• Amid ongoing economic uncertainty, consumers continue to seek affordable ways to explore new flavors at home. Sauces and seasonings offer a relatively low-cost way to elevate everyday meals, making this category an attractive outlet for experimentation and indulgence.³

The Challenges

• Retailers that already have strong multi-cultural product sets may not want to oversaturate their sauces and seasonings sets with additional global flavor profiles due to risk of internal competition or product displacement. Careful assortment planning can help balance emerging trends with existing category performance.

• Middle Eastern flavors have seen growth in seasonings but are still underrepresented in sauces, presenting a potential area for assortment expansion

“Expo West 2026 featured continued innovation in globally inspired sauces and seasonings, with brands introducing products that balance cultural authenticity, convenience, and premium positioning. These observations align with demand patterns reflected in UNFI sales data across several regional markets.” - Kegan LeFort, Natural Category Manager

The Evidence

UNFI sales data shows this trend takes on unique regional expressions, with local taste preferences creating distinct demand patterns across the country.

• In the past year, UNFI orders for BBQ sauce in Washington state have increased significantly, especially within sweet flavor profiles.²
• UNFI data shows rising demand in North Carolina for spicy and blended condiments like chili crunch, sriracha mayo, and spicy ketchup.²
• In Louisiana, hot sauce is the top-selling condiment category among UNFI supported retailers and delivered +47% year-over-year growth.²

Brands On UNFI’s Radar

Premium & Specialty

Global Flavors

Retailer Takeaways

In categories like sauces and seasonings, local demand data can help retailers identify where premium and globally inspired assortment growth may resonate.

Considerations

• Shopability: Placement of global sauces, seasonings, and condiments into the main shelf set has the potential to increase visibility and encourage trial.
• Basket Growth: Cross-merchandising emerging flavors alongside elevated staples (e.g., premium BBQ, all-purpose blends, and spicy condiments) can help support incremental purchases and category growth.
• Trade-Up Opportunity: Premium brands that align with local shopper preferences may present trade-up opportunities, larger basket sizes, and stronger margins.

Expanding the Trend

Prepared foods and meal kits, particularly within suburban and natural & specialty formats, may provide opportunities to feature globally inspired marinades or rubs, with snacks presenting an additional entry point for introducing new flavors.

Let’s Discuss This Opportunity

For additional category insights and merchandising support, contact UNFI today.

¹ Nielsen Spectra March 2026
² UNFI Fiscal YTD Shipment Data.
³ Emerald Insight.