Are families the new trendsetters in the German sauce market?

January 19, 2017
2 min read

Germany’s 8 million households with children are a key demographic for the cooking sauces market. When considering the factors likely to influence cooking sauce buying decisions, German households with and without children aren’t widely differentiated, but those variances raise interesting points. According to Mintel research, German consumers with children are more experimental with new flavours and ethnic recipes. As a result, brands can build on their much more adventurous attitudes towards cooking.

Innovative cooking sauce recipes should have as much, if not more, traction with the core consumer base of families with children rather than households without, and marketing resource should prioritise this demographic. Brands might look to take on more positive family-friendly positioning and promote eating meals together as a family. Given this group’s greater willingness to try new recipes and the desire for new flavours, brands could aim to bring families together with shared taste adventures, especially in terms of less mainstream ethnic and international recipe lines.

An onus on milder ethnic recipes may be needed in order to cater to the different taste preferences of family members, and brands could look to promote alternative means of upping the heat at the table – with spicy condiments, adding fresh chilli as a garnish etc. – in order to cater to those who prefer spicier food. In line with Mintel Trend Make It Mine, these and other custom elements may need to be brought into cooking sauces in order to satisfy family members, with customizable meal kit initiatives already widely appreciated by German families.

Katya Witham is Senior Food and Drink Analyst at Mintel with a dedicated field of focus on Germany. Katya draws on her comprehensive knowledge of the market to identify and explore the major trends across various FMCG categories, providing the insights needed to successfully navigate the German market.

Katya Witham
Katya Witham

Katya Witham is Senior Food & Drink Analyst, identifying and exploring the major trends across various FMCG categories, giving invaluable insights into global markets.

More from Mintel
  • Mintel Store
    Mintel Store
    Get smart fast with our exclusive market research reports, delivering the latest data, innovation, trends and strategic recommendations....
    View reports
  • Mintel Leap
    Mintel Leap is a revolutionary new AI-powered platform that will transform your research process....
    Book a demo
Subscribe to Mintel Spotlight
Related articles
May 13, 2024
Who wants ice cream? Well, if we look at global ice cream consumption, the answer is: almost everyone! According to Mintel’s consumer research, nine in ten UK consumers enjoyed an…
May 10, 2024
As Indian consumers become increasingly health-conscious, the salty snacks market is undergoing a significant transformation. The traditional reliance on palm oil as a key ingredient in snacks is being questioned.
April 26, 2024
Retail
Article
On April 23, 2024, Chicago-based premium convenience stores Foxtrot Market and Dom’s Kitchen & Market permanently and abruptly closed all 35 locations with news of a Chapter 7 filing for…

Download the Latest Market Intelligence