Mixed to taste – a sauce revolution in the American market

By: Trademagazin Date: 2025. 10. 10. 10:32

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From the ketchup-mustard debate to kimchi mayonnaise: the American sauce market has grown by 50 percent in the past five years, and the trend is not slowing down. Home delivery, home cooking and a desire for personalized taste experiences have brought a new golden age to sauces – and manufacturers are responding to the demand with technological innovations – writes Bloomberg.

From Mustardgate to Sauce Culture

When Barack Obama ordered his burger with Dijon mustard at a Virginia restaurant in 2009, some in the right-wing press considered the choice an elitist gesture. The incident, which became known as “Dijongate,” is now more of an anecdote, as shelves in the United States are full of sauces with a wide variety of flavors – from white pepper and jalapeño mustards to sugar-free, chili, or even pizza-flavored ketchups.

The range is further expanded by fusion innovations: kimchi mayonnaise, barbecue and grill sauces, poultry and “everything” sauces. The sauce revolution is not only visible in stores, but also in online offerings – customers can choose from countless flavor variations, and according to the data, they are taking advantage of this opportunity.

A $12 billion market – and it’s not over yet

According to market researcher Mintel, the US sauce market grew from $8 billion to $12 billion between 2019 and 2024 – a 50 percent increase in five years, well above inflation. Although growth is expected to slow in the coming years, there is no sign of a downturn on the horizon.

The trend is driven by several factors. On the one hand, the protein-focused eating habits of American consumers: beef consumption continues to grow – despite its high price – and with it the demand for various sauces. On the other hand, the eating routine that has changed during the Covid period: in addition to fewer restaurant visits, home cooking and the addition of semi-prepared meals have opened up new territory for sauces.

The psychology of flavors: small joys in everyday life

According to an analysis by Bloomberg, sauces are not only flavor enhancers for Generation Z, but also small rewards. Expressing personal taste preferences – for example, choosing a unique sauce – has become a new form of gastronomic self-expression.

This is also reinforced by the fact that shared meals today bring together groups with much more diverse diets: lactose intolerant people, vegans, and those following a ketogenic diet sit at the same table. This way, everyone chooses their own sauce for the same main course, which allows for a shared, yet personalized experience.