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Shannon O’Shields, vice president of marketing at Rubix Foods, takes us behind the scenes of the sauces revolution, showing how these once-overlooked menu elements are now driving bold flavours, sparking consumer obsession and unlocking fresh opportunities for growth, innovation and margin expansion.

For too long, sauces have been treated as an afterthought, but in today’s food landscape, they’re no longer just the sidekick used for dips or drizzles. They’ve become the fastest-growing lever of craveability on menus. In fact, the global sauces and condiments market is surging, from over $80 billion in 2024 to a forecasted $104 billion by 2029, tracking at a solid +5% CAGR.

And it’s not the full builds pulling that weight, it’s the sauce itself. Nearly 40% of consumers say they most often try new flavours via sauces, seasonings and toppers, not entire dishes. And younger generations are fuelling that fire. Research shows that global and specialty sauces are among the top drivers of trial for younger consumers, with Gen Z nearly twice as likely as Boomers to order something unfamiliar if it comes in sauce form. More than half of them consider themselves to be 'hot-sauce connoisseurs,' and one in four pack their own condiments when dining out. That’s not simple curiosity and interest; that’s obsession and influence.

In today’s kitchens, sauces have become the vehicles of trend, differentiation and craveability – where global flavours cross borders, indulgence meets clean label and where manufacturing practices work overtime to ensure the magic can be made (and survive) at scale.

Trends defining tomorrow’s sauces

1. Heat with dimension

The sriracha wave taught us something: Americans love heat. But what it really revealed is that straight fire isn’t enough anymore. Heat has to be interesting, layered and it has to tell a story. Consumers today crave more than just a Scoville number; they want sauces that flirt with fruit, linger with smoke or surprise with creamy or crispy textures. Think scotch bonnet cooled by mango, chipotle habanero folded into a crema, or Thai chilli crisps that don’t just add spice but a little crunch too.

For manufacturers, this is where the opportunity lies. Those who can source and formulate with unique raw materials like distinct chili varietals, fruits or florals that complement heat, or carriers that stabilise flavour over shelf life, will be positioned ahead of the curve. It’s not just about finding the next sriracha. It’s about building portfolios of nuanced heat profiles that can flex across foodservice, retail and CPG.

The supply chain matters here, too. Securing access to unique peppers or authentic global flavour bases can differentiate a manufacturer’s offerings and lock in operator partnerships. And with clean label demands rising, natural sources of heat like fermented chilis, smoked peppers or fruit-chili blends deliver an on-trend story and a functional advantage over artificial flavour systems.

At the end of the day, heat has become a language of its own. Operators want sauces that make their menus stand out and consumers want experiences that are bold but not punishing, layered but still approachable. The players who can deliver heat as an experience, not just a Scoville unit, will own the next wave of crave.

2. Global mashups done right

Sauces are the ultimate passport. But the days of 'Asian-inspired' or 'Latin flavours' are over. Consumers have moved past the vague and the generalised and prefer to experience real flavours with real roots, folded into the foods they already know and trust. Salsa macha on pizza, tikka masala BBQ on wings, gochujang ranch on salads… these aren’t gimmicks. They’re the intriguing mashups that keep familiar dishes feeling fresh.

From a marketing standpoint, this gives brands the opportunity to tap into the cultural crossover of consumer palates – a key tactic for those targeting Gen Z, the most diverse generation in history. Global mashups allow operators to signal innovation without completely rebuilding their menus or stripping themselves of their brand identity. But the B2B reality is that authenticity on a flavour deck is useless if the formulation can’t survive scale.

The technical challenge for manufacturers comes down to creating bold flavours that hold up under processing: high heat, retort, freeze-thaw and distribution. Oil-based sauces can oxidise and lose intensity, spice blends can go flat after a few months in storage and emulsions that look gorgeous in the test kitchen can split on a production line. The real winners will be the sauces that deliver authenticity and impact, without cracking under the pressure of modern production.

3. A new kind of creamy

Consumers want indulgence, but they’re also keeping one eye on dairy, fat and sustainability. That tension is reshaping what 'creamy' means. Plant-based creams, starch–protein blends and modern emulsions are stepping in to deliver the richness once reserved for milk, butter and cheese. That’s why we’re seeing cold-foam coffee toppers, carbonated 'dirty sodas' and vegan ranches that don’t split under acid or heat.

Here’s the thing: creamy isn’t just a flavour, it’s a texture. And texture has become the new frontier of sauce innovation. Creaminess is about viscosity, body and mouthfeel – the way a sauce coats your tongue or hugs a fry. Consumers may not know the science, but they know when it feels (and tastes) right.

That’s where oats, chickpeas and even hydrocolloids are coming into play more and more. They give developers the tools to replicate the indulgent body of dairy while ticking boxes for clean label, allergen-friendly or sustainable sourcing. For operators, it means they can offer plant-forward or 'lighter' options without sacrificing the sensory hit people expect from creamy sauces.

4. Sauces with benefits

Consumers crave indulgence – a rich drizzle, a creamy dip, a glossy glaze… but they want it without the baggage. Sugar, sodium, fat and artificial ingredients are all under the microscope these days, especially as wellness trends collide with the rise of GLP-1 use and 'better for you' diets. The next evolution of sauces is clean, functional and guilt-free.

This means sauces that don’t just carry flavour, they carry benefits: Probiotic ranches, antioxidant-rich chili crisps, omega-3 vinaigrettes, you name it. Anything truly clean-label with fewer additives and recognisable ingredients is on the table. The winners will be those who can build functional sauces that don’t taste like a compromise. Because if the sensory experience falls flat, no amount of protein, probiotics, or 'clean' claims will save it.

5. Packaged to perform

Flavour doesn’t move if packaging gets in the way. Sauces aren’t just about what’s inside the pouch, jar or cup. How they move through kitchens, retail shelves and consumer hands is also a key factor to success. Versatile pack sizes have become a quiet but powerful driver of sauce innovation, making it easier for operators and manufacturers to test, scale and cross channels without reengineering entire supply chains.

For foodservice, bulk packs mean consistency and speed in the back of house, while portion-controlled cups let operators add craveable LTOs without disrupting workflows. For retail, multi-serve jars tap into at-home cooking trends, while single-serve sachets meet the snacking and customisation habits of younger consumers. The beauty of sauces is that they flex. A single formulation can live as a pouch for a commissary kitchen, a dip cup at a QSR or a shelf-stable sachet tossed into a delivery bag.

From a business perspective, smaller pack sizes lower the barrier to trial, giving consumers a safe way to explore global or bolder flavours without committing to a full meal. And for manufacturers, flexible packaging means one innovation pipeline can serve multiple channels, growing your total addressable market without adding significant complexity. On the flip side, unique or playful packaging formats can be a big differentiator, sparking social buzz, driving trial and turning a sauce into a shareable moment. So, while the sauce is always the star, versatile packaging is what separates good from great.

Sauce as a strategy

In the end, sauce isn’t a sidekick, it’s a strategy. It’s the cheapest, fastest, most scalable way to create craveability, unlock margin and keep pace with shifting tastes. For operators, it’s the difference between a $5 menu item and an $8 LTO. And it drives trial and repeat traffic.

For manufacturers, sauces can be a growth engine, turning trends into revenue without reinventing the wheel. In a business where menu fatigue is lethal, sauces are the lever that can keep a brand relevant. And in a landscape where consumer expectations shift faster than a quarterly P&L, sauces may be the quickest lever to pull.