Secret’s in the sauce
We may be coming to the end of what The Food Institute has dubbed the “Year of the Sauce,” but 2025 was more likely the beginning of a new era.
According to 2025 data from Statista, revenue in the Canadian sauce and condiments category amounts to $5 billion and is projected to experience a compound annual growth rate of 4.91% annually through 2030, indicating a strong and consistent overall market.
This staying power may stem partly from more North American consumers eating at home. According to the Innova Lifestyle & Attitudes Survey (2024), 44% of respondents reported dining at home more often. It’s also worth noting that the 2025 Innova Flavour Survey found two out of three North Americans are open to exploring new global cuisines.
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The trend of Canadians looking to explore the culinary world in their own kitchen has created a recipe for sauces and condiments to come to the fore as staple ingredients, not just add-ons.
“We’re seeing a shift from sauces being simple meal accompaniments to becoming essential tools for recreating restaurant-quality, globally inspired dishes at home,” says Caroline Nadeau, vice-president and general manager, Conagra Brands Canada.
Indeed, the Year of the Sauce might just be the jumping-off point for a category headed in exciting new directions.
Sauces of the world
“Canadians have become far more adventurous and increasingly seek global flavours at home,” says Yaseen Hussein, director of purchasing and merchandising for Groupe Adonis, a Metro-owned chain of grocery stores with a distinctly Mediterranean twist.
Adonis stores, which offer tahini, garlic sauces and hummus, feature some of North America’s trendiest tastes. Innova reports 26% growth in Middle Eastern sauces and seasonings between 2020 and 2025, a number that trails only the 33% growth of South Asian flavour enhancers such as masala, tikka and tandoori.
“Canada’s multicultural landscape continues to influence some of the exciting new flavours in our condiment aisles,” says Grant Daisley, category merchant for Whole Foods Market Canada. He cites the Zing Pantry Shortcuts line of globally inspired sauces and Abokichi’s umami-inflected products as examples.
READ: How Zing’s Pantry Shortcuts turned a pandemic project into a zesty business
Nadeau points to the strong performance of Conagra sauce brands VH and P.F. Chang’s—the latter of which enjoyed 19.4% year-over-year growth in dollar sales in the 12 months leading up to October 2025—as evidence not only of consumer interest, but also a clue in how to maximize international sauces and condiments at retail.
“The key is moving beyond the traditional ‘international aisle’ approach and integrating globally inspired products throughout the store,” she says. “This might mean featuring Asian sauces alongside fresh vegetables and proteins or creating in-store displays that highlight complete meal solutions.”
Elevating the old standards
Another notable trend in the sauce and condiment category is new combinations and formulations of established products such as mayonnaise and hot sauce.
“We’ve seen growth in new flavour offerings that tend to follow simple chip and snack flavours like garlic, bacon, dill and chipotle,” says John Hopperton, program manager at Farm Boy. “Mayonnaises are taking on a larger role when it comes to how consumers are using them. With all the new flavours available, they are crossing over into the dip category.”
This shifting usage inspired Heinz’s eight-SKU lineup of flavoured mayos, which was launched earlier this year and includes Mango Habanero, Pickle, and Garlic Parmesan. “Development often involves reimagining classics with a twist, targeting adventurous and multicultural consumers,” says Jenna Zylber, head of innovation at Kraft Heinz Canada, of the company’s approach to innovation.
When it comes to mayos and hot sauces, Whole Foods’ Daisley says many of these adventurous consumers are taking a curatorial approach to their shopping: “A consumer might now stock several hot sauces, each chosen for its unique heat level and taste characteristics, or multiple mayonnaise varieties featuring distinctive flavour combinations.”
Health consciousness
With North American consumers placing heightened emphasis on nutrition—and 35% of them listing weight management as their primary physical health concern, according to Innova’s 2025 Trends Survey—there has been a turn towards better-for-you products.
Zylber notes a growing demand for better-for-you attributes including lower-sugar and reduced-sodium options. She says her company responded by varying its Heinz Tomato Ketchup portfolio to include Organic, No Sugar Added and Less Sodium products.
For Hussein, the trend towards healthy is an ideal fit for the sauces and condiments Adonis specializes in. Hummus, for example, naturally aligns with clean labels, and new varieties such as beet or avocado-infused hummus offer more health and flavour options.
Regardless of what’s trending, Hussein says success in the category depends on tried and tested marketing strategies.
“We merchandise sauces and condiments by focusing on visibility, education and occasion-based placement.”
This article was first published in Canadian Grocer’s December 2025/ January 2026 issue.
