Firing up flavor

The spices and seasonings aisle has become a destination shop for consumers looking for healthy culinary adventures.

“BAM!”

That one small word spoken years ago by Emeril Lagasse on his television show, Emeril Live, kicked off a consumer love affair with spices and seasonings. That adoration has only been enhanced as different flavor profiles from across the country and around the world have drawn consumers to the spice aisle.

“People are craving lots of flavor and looking for both more intense versions of flavors they are familiar with and a wider variety of flavor experiences,” says Laurie Harrsen, spokesperson for Hunt Valley, Md.-based McCormick & Co. “And the more authentic the flavors are, the better.”

Sales figures support the spice and seasoning surge. Industry observers estimate that consumers’ spice, herb and seasoning purchases increased about 20% in the past five years. According to Chicago-based IRI, in just the last 52 weeks ended December 28, the spices and seasonings category was up nearly 3.2%, accounting for more than $3.3 billion dollars in sales at supermarkets, drugstores, mass, military commissaries and select club and dollar stores.

“The spice category has significantly evolved,” says Robert Albaugh, western regional sales manager for Opelousas, La.-based Tony Chachere’s Creole Foods. “Consumers have more choices than in the past; for example, packaged spice blends have generated tremendous growth in recent years.”

Emeril Live not only piqued viewers’ interest in new and exciting spices, it also helped spark a renaissance of at-home cooking. Wanna-be chefs began dabbling in cuisines that featured many of the spices and seasonings seen on this and the many other cooking shows that followed.

“Consumers are looking to bring more diversity into their cooking,” says J.R. Rigley, president and CMO of J.R. Watkins, based in Winona, Minn. “We are seeing them try new, multicultural and spicy recipes, in addition to putting new twists on classic dishes by incorporating non-traditional flavors from unique spices and seasonings.”

Some of the more popular cuisines, according to observers, include Thai, Mexican and Indian, incorporating spices such as turmeric, ginger, red chilies and garam masala.

“The spice pantry is truly a gold mine of aromatic flavors and taste profiles,” says Ellen Bouchard, senior brand manager for Simply Organic, a brand of Frontier Natural Products Co-op, based in Norway, Iowa. “Consumers are realizing that they can make delicious, healthy, ethnic dishes right in the comfort of their own kitchen.”

It is the health aspect that is also sending shoppers to retailers’ spice racks. “Herbs and spices are at the forefront of healthier cooking as they add tremendous flavor without adding sodium or fat,” says Erin Hatcher, brand manager, Duke’s Mayonnaise, Sauer Spices and The Spice Hunter for The C.F. Sauer Co., based in Richmond, Va. “Many also offer the additional health benefits of antioxidants and others play a role in regulating blood sugar.”

Flavor Forte

Observers say it is important for retailers to keep up on and understand current cuisine trends, as well as what their specific customers are seeking so they can stock up on the right product mix. This especially includes new products, which are often launched based on mainstream culinary trends and consumer feedback.

For example, Bouchard says Simply Organic recently introduced two products “based on trends we are seeing in the marketplace—organic seasoning blends called Crazy Awesome Veggies and an organic non-alcoholic vanilla flavoring,” adding that the brand is constantly adjusting its offerings to reflect feedback from customers and happenings in the food industry.

The vanilla flavoring, Bouchard notes, was derived from organically grown Madagascar vanilla beans. “The flavor profile is rich, fruity and sweetness-enhancing, without the added alcohol many consumers are looking to avoid. It can be used as a one-for-one equivalent to vanilla extract,” she says.

Category giant McCormick is introducing more than 20 products in a variety of areas, many derived from trends McCormick highlights in its 15th annual McCormick Flavor Forecast. These include flavored sea salt grinders (Smoked Sea Salt, Lemon Zest Sea Salt Blend, Sweet Onion Sea Salt Blend and Chipotle Sea Salt Blend), McCormick Gourmet Chile Peppers (Sriracha Pepper Seasoning, Ground Jalapeno Pepper and Crushed Chipotle Pepper) and alcohol-infused seasoning from the Grill Mates line (Blue Moon Belgian-Style White Ale Seasoning and Brown Sugar Bourbon Seasoning).

Harrsen says McCormick does more than just offer extensive lines of innovative products. In addition to the Flavor Forecast, McCormick works with retail dieticians to help consumers make healthier food choices.

“We offer POS materials, recipe cards and salt-free seasoning samples packs to show how easy it is to use spices to enjoy good-for-you foods. We also keep them updated on the latest research exploring the health benefits of using spices,” she adds.

McCormick is not the only company spicing up the value proposition of the category at retail. J.R. Watkins works with retailers to create activations to help drive sales. This can include, says Rigley, actively marketing new products through a range of marketing channels, including both social media and direct mail, designed to ensure awareness and trial.

Some of these new products include J.R. Watkins expansion of its dry seasoning mixes. The line now features Chicken Gravy, Fajita, Chili, Taco, Brown, Chicken and Turkey Gravy and Country Gravy. The company is also adding gourmet spices, such as Sriracha, and extracts including Salt Caramel and Lavender Berry.

“We have conducted several cross-promotional opportunities within the spice category,” says Rigley. “We use online and print media to create product awareness and drive consumers to stores to find the right products for their needs. Additionally we engage and recommend endcaps and in-store positioning, which may bring together several different brands to provide a recipe solution for the consumer in one stop.”

Cross-promoting herbs and spices with all types of protein sources throughout the store, as well as produce, baking, seasonal and prepared foods, is one way C.F. Sauer’s Hatcher says supermarkets can capitalize on existing global flavor trends.

“We help by sharing our knowledge of the category, offering outstanding products and smart solutions to make it easier for retailers to merchandise behind these trends,” she adds. 

Bold is beautiful

For 15 years McCormick & Co. has played fortune-teller by predicting what flavor profiles consumers will flock to. In the Flavor Forecast 2015, the Hunt Valley, Md.-based company calls for an increasing demand for bolder, more intense flavor experiences, as well as a rise in adventurous global tastes, such as the Japanese 7 Spice Shichimi Togarashi.

McCormick’s Flavor Forecast has identified eight trends rising to popularity in 2015. In the company’s words:

Global Blends On the Move:  Japanese 7 Spice (Shichimi Togarashi) offers a new kind of spicy heat, while Shawarma Spice Blend lends warm, spiced flavor to grilled meats and more.

Middle Eastern Mezze: These distinctive dips and spreads, packed with zesty herbs and seasonings, offer an approachable and delicious introduction to a vibrant global cuisine.

Sour Salt: Combining coarse salt with surprising sours like pickled ginger, sour cherry, dried mango and lemon zest results in a lively finishing flavor that lends brightness and texture to dishes.

Smoked Spices: Smoking spices and herbs deepens their flavor and aroma, adding richness to meals and drinks.

Umami Veggies: For a fresh way to savor the tempting “fifth taste,” look no further than naturally umami-rich veggies like mushrooms, tomatoes, sweet potatoes and nori.

Liquid Revolution: Fresh purees and juices blend with bold spices and herbs to intensify sauces, pasta, dressings and more—providing a fun, delicious way to enjoy an extra serving of fruits and veggies.

Flavor Worth the Wait: Lift the lid to discover the rich flavors from recipes around the world that meld aromatic spices and comforting ingredients into mouthwatering slow-cooked meals.

Cookies Re-imagined: Classic spiced cookie flavors take new form in decadent, imaginative desserts that redefine “milk and cookies.”