Sweet and savory Filipino spaghetti. Hearty, velvety West African stew. Meaty Hungarian goulash. Every region of the world has its own idea of comfort food, but they all tend to have one thing in common: mouth-watering sauces. Lucky for foodservice and manufacturing companies, custom sauces are one of the easiest, most operationally efficient ways to introduce global flavor trends. And with 71% of consumers reaching for new global flavors in familiar formats (Datassential, 2024), there’s never been a better time to elevate classic comfort foods with an international touch. Below, we’ll explain how sauces can help your company tap into the global flavor movement.
All Eyes on the Global Flavor Movement
Post-pandemic, consumers are in an interesting spot. Sure, they’re craving familiarity and comfort – but, at the same time, they’re excited about new experiences. This might sound like a tricky tightrope for operators to walk, but we’re convinced that it presents a golden opportunity: the opportunity to tap into custom sauces, allowing our food industry partners to offer new experiences without completely reengineering their menus.
The numbers don’t lie: 68% of U.S. consumers say “international sauces make food taste more premium” (Datassential, 2024). Younger demographics in particular are driving the globalization of taste. They’re interested in both cultural storytelling and visual identity, seeking trustworthy deliciousness at the intersection of comfortable and continental. Perhaps that’s why the global sauces & condiments category is projected to grow from $165.8B in 2023 to $237.5B by 2030 (Grand View Research, 2024).
So, how do you take the first step toward establishing your brand as a global player?
Global Sauce Trends to Watch
Before we talk customer strategy, let’s explore some of the top trending global sauce territories. Below are a few of the trends our culinary team has identified through countless hours of on-the-ground research:
- Sweet heat from Latin America: Sour, salty Chamoy, spicy Aji Amarillo, and smoky Guajillo Chili sauces all feature bold flavors and colors, appealing to younger palates. For a comfort-food twist, these Latin-inspired sauces make great protein glazes and wing sauces; they’re also an excellent choice for single-serve drizzle cups in value-added protein entrees, allowing customers to take flavor into their own hands.
- Bright, health-forward Mediterranean and Middle Eastern flavors: Mediterranean and Middle Eastern sauces are endlessly adaptable, offering a premium, healthy accent to dips, bowls, and flatbreads. Think: Harissa Cream Sauce and Yogurt Garlic Sauce, both highly adaptable to warm or cold preparations.
- Hybrid tastes from East and Southeast Asia: Flavors like Gochujang BBQ, Miso Maple, and Yuzu Mayo accent comfort foods with a bit of international intrigue. They’re bold enough to excite but balanced enough to complement any menu.
- A taste of the tropics with African and Caribbean cuisine: Spicy Peri-Peri, tangy Tamarind BBQ, and ever-popular zesty Jerk Glaze are just a few examples from this flavor dimension. Heat and tropical cues from this region add a bit of excitement to poultry, seafood – even value-added rice kits.
Translating Global Trends for Your Unique Consumers
International tastes are fabulous in theory, but how do flavor companies put them into practice? It’s all about balancing adventure and approachability. One way to achieve this is by pairing bold sauces with familiar formats like sandwiches, pizzas, and wings for the “global comfort” approach. In fact, 2024 data shows the term “global comfort” achieving 30% more menu mentions year-over-year (Technomic, 2024). Below are a few more tips to bring world flavors to your consumers’ comfort level:
- Gateway flavors: Fuse familiar bases like Ranch or BBQ Sauce with global notes (Harissa-Ranch, for example, or Chimichurri BBQ). This is also an easy way to adjust heat levels and texture for North American palates.
- LTOs: Limited-time offers and regional test menus are both excellent ways to build consumer comfort and gauge demand in your unique market.
- Optimized manufacturing: Sauces have to be manufactured at scale, which presents a challenge for stability, viscosity, and repeatable flavor. Working with an industrial sauce authority like Giraffe Foods is the best way to optimize both manufacturing and packaging.
Ultimately, global sauces deliver excitement, storytelling, and a sense of the unexpected. They’re one of the best ways to set your product apart, igniting curiosity in consumers of all ages. At Giraffe Foods, our experienced R&D chefs and manufacturing experts can help you seize the moment, delivering international authenticity your consumers will love.
