Dips and Sauces Sit at the Intersection of Experience and Versatility and Consumers Expect Both in New Innovation

Home , Baharat, Chimichurri, Harissa, List of spreads, Zhug

TRENDING FLAVORS AND INGREDIENTS

DIPS AND

FLAVOR FLASH SAUCES

“Dips and sauces sit at the intersection of experience and versatility and consumers expect both in new innovation. The pandemic has given rise to positive sales growth for categories specifically tied to cooking and at-home snacking occasions. As consumers transition into their post-pandemic routines, brands will need to reinforce these newly created routines, inspire continued use of their product through new applications, and deliver flavor innovation that rivals the elevated flavors found in foodservice.”— Alyssa Hangartner, Mintel KEY TAKEAWAYS 1 2 3 INCREASED FOOD COSTS BLEND TRADITIONAL WITH MAKE GLOBAL ARE GOOD NEWS FOR BOLD ACCENTS TO INNOVATE FLAVOR PROFILES DIP AND SAUCE BRANDS FOR A WIDE AUDIENCE ACCESSIBLE AT HOME Rising food costs, especially More than half of consumers are Brands can keep for proteins, will put pressure interested in trying traditional sauces consumers engaged through on consumers to stay within with new flavors, indicating that elevated flavor innovation grocery shopping budgets. consumers seek new experiences, that delivers global cuisine Dips and sauces can help: yet don’t want to roam too far out experiences at home delivering versatility to mundane their comfort zones. Smoky and spicy and encourages exploration. and economical meals and flavor profiles top the list of preferred elevating the flavor experience. dip and sauce flavors, suggesting that classics like mayonnaise or ranch may be ready for extension.

HOME MEALS AND SNACKS SUPERCHARGE DIP AND SAUCE SALES Big shifts in consumer routines during 2020 resulted in impressive, sometimes double-digit sales growth for most dip and sauce categories. Going forward, it is inevitable that consumers will return to many of their pre-pandemic behaviors seeking convenience and versatility, yet three quarters of consumers who increased cooking and meal planning anticipate keeping newfound habits.

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$0 Refrigerated/ Shelf-stable Salsa and Ketchup Mustard Mayonnaise Barbeque Dressing Other Frozen Dips and Picante Sauce Sauce Condiments Dips and Spreads Spreads ■ 2018 ■ 2019 ■ 2020

Total U.S. retail sales by segment, at current prices. Note: “Other Condiments” include steak, Worcestershire, Cajun/hot, hollandaise/béarnaise/dill, tartar/cocktail/other seafood, chili/hot dog, and horseradish sauces. Source: Based on IRI InfoScan® Reviews; U.S. Census Bureau, Economic Census/Mintel. ELEVATED COOKING APPLICATIONS INDICATE CONSUMERS OF ANY AGE ARE OPEN CONSUMERS SEEK UNIQUE EXPERIENCES TO68 EXPLORATION70 61 While in a state of flux during the pandemic, with changing Growth for brands can come from two types of new trial: approaches to shopping, cooking and mealtime, consumers flavor and ingredient53 innovation51 in dips and sauces and targeted 44 were still, if not even more, hungry for new ideas and versatility, application development43 of existing products. While43 there are 41 especially with somewhat limited access to foodservice options. established notions that older adults37 are steadfast37 in their habits 34 Going forward, dip and sauce brands and retailers will need to and less open to exploration than younger counterparts, the continue to help consumers find adventure and experience in meal pandemic and its circumstances created meal and snack time preparation and perhaps more so in meal planning, while also changes among consumers of all ages that demonstrated the creating efficiencies that sustain convenient at-home cooking. contrary and benefitted brands. Increased engagement with 9 3 more diverse dip and sauce applications, especially for cooking, “HOW HAVE YOU USED DIPS/SAUCES IN in recipesFor or asAs a a marinade,For demonstratedIn that Asnew a experiencesAs None THE PAST THREE MONTHS? PLEASE areDipping importantCondiment at any age.Cooking Recipes Marinade Appetizers SELECT ALL THAT APPLY.” “HOW HAVE YOU USED DIPS/SAUCES■ 2020 ■ 2021 IN THE PAST THREE In percent MONTHS? PLEASE SELECT ALL THAT APPLY.” In percent

64 68 70 61 61 72 53 45 51 66 44 40 38 34 43 43 41 49 37 37 72 34 40 46 41 59 61 51 50 48 74 62 52 9 3 41 37 42

For As a For In As a As ForNone As a For In As a As Dipping Condiment Cooking Recipes Marinade Appetizers Dipping Condiment Cooking Recipes Marinade Appetizers

■ 2020 ■ 2021 ■ Generation Z ■ Millennials ■ Generation X ■ Baby Boomers

Survey base is 1,934 internet users aged 18+ who have used dips and sauces in the past three months and conducted January 2020 and March 2021. 64 61 HOME72 COOKING ASPIRATIONS HAVE STAYING POWER 45 Dip and sauce use66 diversified, especially in cooking applications, over the past year as consumers 40 38 hunkered down and prepared49 and consumed an increased number34 of meals at home through 72 2020, and some of those behaviors are40 lingering46 and show 41longer term potential. Consumers are motivated to59 keep up the61 habits that make them feel good and organized: a number of elements of convenience will be drivers51 going forward50 that 48support dips and sauces use. 74 62 52 “ WHICH OF THE FOLLOWING ARE YOU41 DOING MORE37 OF NOW42 THAN YOU DID BEFORE THE COVID-19 PANDEMIC?” AND “WHICH OF THE FOLLOWING DO YOU ANTICIPATE CONTINUING For As a For In As a As TODipping DO MORECondiment OF AFTERCooking THE COVID-19Recipes PANDEMIC?”Marinade “PLEASEAppetizers SELECT ALL THAT APPLY.” In percent ■ Generation Z ■ Millennials ■ Generation X ■ Baby Boomers 77 74 72 72 67 66 57 53 48 42

29 29 27 25 21 23 16 8

Cooking from Planning Making Shopping Following a Shopping Eating Using Snacking Scratch Meals Shopping Online for Set Meal Online for with Others Convenience in Advance Lists Delivery Routine Curbside Pick Up Virtually Foods

■ Doing more during the pandemic ■ Anticipate continuing to do more after the pandemic (among those increasing this behavior during)

Survey base is 1,997 internet users aged 18+ who have a meal/snack or shop for food/drinks and conducted October 2020.

Data Source: Lightspeed/Mintel. DIP AND SAUCE VERSATILITY DOES NOT HOMEBOUND COOKS DABBLE IN ASIAN NECESSARILY MEAN BORING FLAVORS PEANUT SAUCE VARIETIES Young adults are value conscious and seek versatility, but they In a year where consumers headed into the kitchen, increased draw the line at boring. These consumers cite interest in trying at-home cooking and cut back on foodservice spending, it seems new, trending flavors, but they need to be made accessible in they were still inspired by favorite Asian flavors made popular format and price point. Gen Z consumers tend to enjoy spicy on menus: peanut sauces. New product introductions of peanut flavors and are interested in dips and sauces with international sauces increased by more than 400% between 2017 and 2020 flavors, but will require usage and occasion inspiration to justify according to GNPD, featuring ingredient varieties like roasted investing in a new product outside of their limited repertoire. garlic, ginger and lemongrass. Spicy ingredients popular in international cuisines, including smoky chipotle, sweet chili, sambal or harissa, can provide a “HOW WOULD YOU DESCRIBE YOUR EXPERIENCE WITH AND new and flavorful spin on classic dip and sauce flavors that are INTEREST IN THE FOLLOWING FLAVORS OR INGREDIENTS already being used in a variety of ways. IN DIPS, SEASONINGS OR SAUCES?” In percent

“ WHICH OF THE FOLLOWING STATEMENTS DO YOU AGREE Generation Z 59 13 16 9 3 WITH? PLEASE SELECT ALL THAT APPLY.” In percent Millennials 65 15 11 6 3

57 Generation X 57 11 14 11 6 53 49 48 45 Baby Boomers 51 8 18 18 5 42 39 40 34 ■ “I have tried this, and I liked it.” ■ “I have tried this, and I didn't like it.” 30 28 28 ■ “I haven't tried this, but I would like to try it.” ■ “I haven't tried this, and I am not interested in trying it.” ■ “I've never heard of this.”

“I only buy dips/sauces “I like dips/sauces “I am interested in trying that can be used with with internationally traditional sauces a variety of foods.” inspired flavors with new flavors (e.g. sriracha, Thai peanut).” (e.g. spicy ranch).”

■ Generation Z ■ Millennials ■ Generation X ■ Baby Boomers

The fastest and most direct route for brands to take a flavor from discovery to awareness to trial may be through younger adults. Gen Z and Millennial consumers are slightly less likely to use flavor as the primary benchmark in product choice, suggesting that other factors, perhaps value, are at play. But, Gen X consumers express elevated interest in trying traditional updates as well as global flavors.

MOVE FERMENTED, SOUR AND HERBAL PROFILES BEYOND BORDERS Consumers show signs that they are ready for some flavor disruption from sauces and dips – especially among more mainstream families that top the list of preferred flavors, like creamy, smoky, savory or even vegetable dips. Fermented flavors are commonly associated with Asian cuisines and also have strong ties with trending BFY (better for you) ingredients or benefits – think apple cider vinegar or gut health. Chimichurri, zhug and za’atar feature fresh (or dried), heavily aromatic herbal profiles that can be used on a variety of dishes and meal and snack occasions.

“WHICH OF THE FOLLOWING STATEMENTS DO YOU AGREE WITH? PLEASE SELECT ALL THAT APPLY.”

35% 31% 27% 28% 23% 25% 18% 11% 13%

People Who Typically Prefer Herbal People Who Typically Prefer Sour People Who Typically Prefer Fermented Dips and Sauces (e.g. pesto, chive) Dips and Sauces (e.g. vinaigrette) Dips and Sauces (e.g. miso, soy)

■ Total Who Like This Flavor Category ■ “I like dips/sauces with internationally inspired flavors (e.g. sriracha, Thai peanut).” ■ “I am interested in trying traditional sauces with new flavors (e.g. spicy ranch).”

Data Source: Lightspeed/Mintel. Survey base is 1,934 internet users aged 18+ who have used dips and sauces in the past three months and conducted March 2021. HIGHLIGHT PLANT-BASED INGREDIENTS FOR THE FUTURE Young consumers are embracing plant-based alternatives and leading the segment of consumers with aspirations to cut back on animal-based ingredients in 2021. Many traditionally dairy-based dips and sauces are seeing plant-based renovations.

“OVER THE NEXT 12 MONTHS, I PLAN TO EAT NO OR FEWER FOODS THAT COME FROM ANIMALS (E.G. MEAT, DAIRY).” POPULAR FLAVOR OFFERINGS

ASIAN REGIONAL % % % % Black Sesame BBQ Sauce – 19 16 13 10 Alabama Carolina, Hoisin Applewood Smoked, Age 18-24 Age 25-44 Age 45-64 Age 65+ Korean BBQ Sauce Bourbon, and Ponzu Mesquite Survey base is 1,000 internet users aged 18+ and conducted March 2021. Sambal Buffalo Sichuan Pepper Cajun Spice Thai Peanut Nashville Hot PLANT-BASED Wasabi Sweet Potato Yuzu Plant-based ingredient claims are growing in dip and sauce innovation with, vegan ITALIAN claims making up the majority among new products. Many dip and sauce varieties CLASSICS AND WITH A TWIST Gorgonzola are already suitable for vegetarians and vegans, which can easily be highlighted as Italian Herb a front-of-pack feature. Blue Cheese Olive Oil Caesar Parmesan Creamy DIP AND SAUCE INNOVATION: NEW PRODUCTS, LINE EXTENSIONS Horseradish Pecorino Romano AND REFORMULATIONS In percent Dijon Mustard San Marzano Tomato French Onion 13.6 13.7 Honey Mustard MEDITERRANEAN 12.5 Hot Mustard Baharat 10.9 Tangy French Dates Thousand Island 8.7 Greek Yogurt Smoky Ranch Harissa 6.7 Spicy Ketchup Kalamata Olive 5.4 Vinaigrette 4.7 Tahini FERMENTED Zhug 2.3 0.8 2.4 1.7 0.2 1.8 0.5 0.6 1.7 1.8 1.8 Apple Cider Vinegar 1.5 HERBS, SPICES Balsamic Vinegar AND SEASONINGS 2016 2017 2018 2019 2020 Black Garlic Basil ■ ■ ■ ■ Gochujang Vegan Dairy Free Vegetarian Plant-Based Black Pepper Kimchi Cayenne Pepper Miso Charred Green Soy Onion BRANDS USE HERBS TO ADD CLEAN FLAVORS TO DIPS AND SAUCES Sriracha Cilantro Tom Yum Goong Aligning with general consumer interest in blending the familiar and traditional with Dill Worcestershire something a little more flavorful, brands are turning to herbal favorites like cilantro Everything Bagel Yellow Pepper and dill to freshen up dips and sauces. According to GNPD, both dill (+67%) and herbs Lemongrass (+15%) increased in new product introductions between 2017 and 2020. Cilantro is a LATIN Lemon Pepper leading dip and sauce flavor on menus and is transitioning to packaged products. Adobo Rosemary Avocado Shallot “ WHICH OF THE FOLLOWING DIPS/SAUCES HAVE YOU USED IN THE PAST THREE Black Bean Smoked Salt MONTHS? PLEASE SELECT ALL THAT APPLY.” Chimichurri Thyme Chipotle Cotija Cheese SWEET 76% Vegetable Dips 74% Elote Agave 78% Protein-based Dips 73% Jalapeño Lemon Mole Peanut 74% 69% Cheese Dips Piquillo Chili Pineapple 73% Condiments 69% Queso Fundido Strawberry Salsa Verde 78% 71% Tamarind Hot Sauces Serrano Chili 73% Dressings 70% Tomatillo VEGETABLE Butternut Squash 79% Marinades 73% INDIAN Carrot Curry – Red, Green, 79% Salsas 73% Yellow and Coconut Cucumber 79% Spreads 74% Garam Masala Red Bell Pepper Tikka Masala Spinach Artichoke People Who Like or People Who Like or Are Interested in Trying Cilantro Are Interested in Trying Dill REQUEST A SAMPLE TODAY

Data Source: Lightspeed/Mintel. Unless otherwise noted, survey base is 1,934 internet users aged 18+ who have used dips and sauces in the past three months and conducted March 2021. DIPS AND SAUCES ARE NATURAL NEXT STEP FOR EVERYTHING BAGEL A MIDDLE EASTERN JOURNEY The pliable flavors that make up “everything”: garlic, salt, sesame and poppy, IS ON THE HORIZON broadly complement a number of food “hosts” from snacks and vegetables to Just one in five U.S. consumers have coatings, suggesting that dips and sauces whose primary role is to add depth and tried Middle Eastern food, but interest flavor are a natural place to grow. is strong for regional Middle Eastern cuisines including Moroccan, “ HOW WOULD YOU DESCRIBE YOUR EXPERIENCE WITH EVERYTHING BAGEL West African and Ethiopian, SEASONING IN DIPS, SEASONINGS OR SAUCES?” In percent especially among younger adults. Middle Eastern sauces align with many “I go out of my way to try new flavors.” 63 13 18 2 4 of the food and ingredient “I sometimes try new flavors.” 42 11 25 10 12 trends that are unfolding today: sauces are often “I rarely try new flavors.” 28 8 21 23 20 plant-based and feature copious herbs. While cur- ■ “I have tried this, and I liked it.” ■ “I have tried this, and I didn't like it.” rent experience with sauces ■ “I haven't tried this, but I would like to try it.” like zhug, tahini, and za’atar is ■ “I haven't tried this, and I am not interested in trying it.” nascent, attention from Gen Z and ■ “I've never heard of this.” Millennials suggest continued growth.

Savory and creamy flavors CLASSICS GET A SMOKY EDGE TO MUSTARD GETS A SWEET AND top the list of preferred dip RECREATE FOODSERVICE FEEL SPICY MAKEOVER 2.0 and sauce flavors, which Smoky flavors have some perpetuated Another veteran variety in the condiment are a perfect base for bold associations with barbecue sauce, but aisle is seeing another round of sweet and the foundation of smoke flavors are spicy flavor renovation. Consumer aware- complements like spicy fundamentally grounded in preparation ness of mustard and its many varietals ingredients and smoky profiles. methods and wood and have been trend- is strong and is a favorite among dip and ing on menus in various forms for years. sauce flavors that has an established According to GNPD, smoke flavors among reputation for versatility. Mustard flavored dip and sauce new product innovation dips and sauces made up 2.1% of all new have increased 10% over the last three product innovation in 2020 including new years, finding a home with sauces that product, new formula, new range extension. not only transcend traditional barbecue Sweet and/or spicy mustard sauces that but are balanced by creamy classics that upgrade standard sweet and spicy with pair well with appetizers, sandwiches inclusions of trending ingredients like and salads. hot honey, habanero and sriracha.

BRANDS TAP INTO TRENDY SPECIALTY SAUCES Dips and sauces are flavor agents that consumers lean on when cooking and in turn, allows for easy access to global flavors. Asian cuisine consumption continues to rise. Japanese, Thai and Indian cuisines are both the most consumed and the fastest growing Asian cuisines and packaged brands are paying attention in their product development pipelines. Tamarind grew 87% in new dip and sauce product introductions between 2017-2020.

“ WHICH OF THE FOLLOWING INTERNATIONAL CUISINES HAVE YOU PURCHASED FOR PERSONAL CONSUMPTION IN THE PAST THREE MONTHS, EITHER AT HOME OR AWAY FROM HOME? PLEASE SELECT ALL THAT APPLY PER LOCATION.” In percent

29 27 27 22 19 20 17 16 14 14 11 10 10 9 10 7 2 7 7 3 3 1 1 Japanese Thai Indian Korean Vietnamese Filipino (e.g. sushi, (e.g. pad thai, (e.g. curry, (e.g. bibimbap, (e.g. bahn mi, (e.g. chicken adobo, ramen) coconut curry) tandoori chicken) kimchi) pho) lumpia)

■ Any Consumption ■ Away from Home ■ At Home ■ Percent Change from Nov 2019 to Nov 2020

Data Source: Lightspeed/Mintel. Survey base is 1,934 internet users aged 18+ who have used dips and sauces in the past three months and conducted March 2021. TRADITIONAL TWISTS BEAT GLOBAL EXPLORATION While the interest in global cuisine exploration through dips and sauces is very strong, more consumers seek traditional innovation blending classics with twists, however the two do not have to be mutually exclusive.

“WHICH OF THE FOLLOWING STATEMENTS DO YOU AGREE WITH? PLEASE SELECT ALL THAT APPLY.” In percent

“Flavor is the top factor I consider when choosing a dip/sauce.” 65 “I am interested in trying traditional sauces with new flavors (e.g. spicy ranch).” 51 “Dips/sauces make it easier to cook at home.” 41

“I like dips/sauces with internationally inspired flavors (e.g. sriracha, Thai peanut).” 40 “I primarily buy dips/sauces for specific occasions (e.g. family party, holidays).” 38

“I only buy dips/sauces that can be used with a variety of foods.” 30

Survey base is 1,934 internet users aged 18+.

CONDIMENT, DRESSING VERSATILITY CUT INTO OTHER DIP/SAUCE OCCASIONS The versatility of dips and sauces overall is a strength not only of individual brands but also across product type. The category as a whole experienced a strong sales performance, but few actually recruited new users. Prior to the pandemic, dressings and condiments were used by a slightly larger percentage of consumers while nearly all other types saw declines in consumer base.

“ WHICH OF THE FOLLOWING HAVE YOU USED IN THE PAST THREE MONTHS? PLEASE SELECT ALL THAT APPLY.” In percent

71 69 64 65 63 58 54 53 52 50 48 47 45 45 43 40 40 36

24 23

Condiments Dressings Salsa Cheese Dips Creamy Dips Hot Sauces Spreads Vegetable Marinades Protein-based Dips Dips ■ 2020 ■ 2021

DIPS ARE PRIME FOR EMERGING FLAVOR INNOVATION Products that are seemingly more suited for occasional use, for events and social gatherings, like cheese dips, vegetable or creamy dips and spreads, are categories where active flavor seekers are among the most active, indicating that these are fertile territory to test new product development with cutting edge flavors. On the other end of the spectrum, dressings and condiments are two product categories where passive flavor seekers are more engaged.

“WHICH OF THE FOLLOWING DIPS/SAUCES HAVE YOU USED IN THE PAST THREE MONTHS? PLEASE SELECT ALL THAT APPLY.” AND “HOW WOULD YOU DESCRIBE YOUR INTEREST IN TRYING NEW FLAVORS?” In percent

75 69 67 67 66 64 62 64 58 57 59 52 51 53 53 52 48 44 38 40 40 35 36 26 29 23 20 21 15 8

Condiments Dressings Salsa Cheese Dips Creamy Dips Hot Sauces Spreads Vegetable Marinades Protein-based Dips Dips ■ “I go out of my way to try new flavors.” ■ “I sometimes try new flavors.” ■ “I rarely try new flavors.”

Data Source: Lightspeed/Mintel. Survey base is 2,000 internet users aged 18+ and conducted January 2020 and March 2021. SMOKEY, SPICY TOP THE LIST OF DIPS AND SAUCES Consumers want bold and adventurous flavor experiences, yet ones that still have connections to familiar dip and sauce tastes and textures. Creamy and savory flavors top the list of preferred flavors in dips and sauces, followed very closely by smoky and spicy. Flavor is the key driver in dip and sauce choice, but for more than half of consumers that means in part new takes on classic flavors.

“ WHICH OF THE FOLLOWING DIP OR SAUCE FLAVORS DO YOU TYPICALLY PREFER? PLEASE SELECT UP TO FIVE.” In percent

55 54 47 44 37 35 27 23 20 19

Creamy Savory Spicy Smokey Sweet Vegetable Herbal Sour Spiced Fruity Fermented

MENU TRENDS EVEN MORE INFLUENTIAL TO PRODUCT DEVELOPMENT Foodservice menus have long been a source of inspiration for CPG product development and may be even more influential following a year of limited access to full operations and menus. Latin cuisine consumption rose 12% between November 2019 and November 2020. Correspondingly, the fastest growing dips and sauces on menus have ties to Latin cuisine, featuring distinctive ingredients like cilantro, chipotle and jalapeño by name in lieu of descriptive terms such as hot or tangy. Brands looking to showcase a variety of regional Latin flavors should keep directionally growing ingredients like tomatillo, avocado, arbol and serrano chili on the radar.

MENU MATRIX OF TOP INSTANCES OF DIP AND SAUCE FLAVORS ON U.S. MENUS, Q4 2017-20

EXPANDING LEADING Spicy

Cilantro Jalapeño Garlic Pepper Mild Sweet Tangy + INCIDENCE - Chipotle Hot Pepper Honey

LAGGING EMERGING

+ PENETRATION - Source: Mintel Menu Insights

Data Source: Lightspeed/Mintel. Survey base is 1,934 internet users aged 18+ who have used dips and sauces in the past three months and conducted March 2021. TRADITIONAL AND FAMILIAR GLOBAL SAUCES/DIPS STRONG WITH ROOM TO GROW Reflecting the diverse nature of products across the dips/sauces market, awareness of many near-to-mainstream flavors is strong, and experience is positive and outweighs negative, reinforcing the notion that dip and sauce consumers enjoy unique flavor experiences and variety. Dip and sauce product innovation inspiration can tap into a number of themes: elevating known flavors, creating global accents and borrowing from trending seasoning blends.

“ HOW WOULD YOU DESCRIBE YOUR EXPERIENCE WITH AND INTEREST IN THE FOLLOWING FLAVORS OR INGREDIENTS IN DIPS, SEASONINGS OR SAUCES?” In percent

Lemon 71 10 11 6 2 Mustard 70 16 6 6 1 Cilantro 58 16 13 10 3 Peanut 58 12 15 12 4 Pineapple 57 12 18 10 4 Chipotle 55 16 14 12 3 Dill 52 18 14 12 3 Sweet Chili 51 13 20 12 5 Everything Bagel Seasoning 45 11 22 10 12

Curry 45 19 15 17 3 Squash 37 15 22 19 8 Smoked Salt 27 10 34 12 17

■ “I have tried this flavor, and I liked it.” ■ “I have tried this flavor, and I did not like it.” ■ “I haven't tried this flavor, but I am interested in trying it.” ■ “I haven't tried this flavor, and I am not interested in trying it.” ■ “I've never heard of this flavor.”

DIPS AND SAUCES ARE A PASSPORT TO TRYING EMERGING CUISINES Trying new cuisines and flavors can be indulgent, expensive and sometimes feel like a bit of a risk. Dips, sauces and even seasonings are a relatively inexpensive, low-risk and convenient way to explore new cuisines at home. Packaged dips, seasonings and sauces have played an enhanced role in meal preparation in 2020 especially with foodservice experiences somewhat limited at least to takeout and delivery for a portion of the year. Many of these flavor profiles share common bases, including savory, spicy and herbal flavors, suggesting that familiar notes, even in the unknown, are influential to trial and acceptance.

“HOW WOULD YOU DESCRIBE YOUR EXPERIENCE WITH, AND INTEREST IN, THE FOLLOWING FLAVORS OR INGREDIENTS IN DIPS, SEASONINGS OR SAUCES?” In percent

Apple Cider Vinegar 49 22 13 13 4 Hoisin 33 8 16 8 35 Tahini 31 9 18 8 35 Chimichurri 29 10 22 11 29 Tamarind 28 9 21 9 33 Kimchi 25 15 20 14 25 Ponzu 16 7 18 8 51 Za’atar 15 6 19 8 52 Harissa 15 8 19 8 50 Gochujang 14 7 18 7 54 Sambal 12 7 19 7 54 Zhug 9 7 17 8 59

Data Source: Lightspeed/Mintel. Survey base is 1,934 internet users aged 18+ who have used dips and sauces in the past three months and conducted March 2021.

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