Retailers looking to benefit from the growing consumer interest in world foods should take a closer look at the fast-growing Caribbean market, according to Enco Products home to Encona Sauces, the UK’s number one hot pepper sauce brand.*
“These are exciting times for Caribbean food and drink,” says Lisa Leung, Brand Manager at Enco Products, the Grace Foods UK subsidiary and supplier of more than one third of all Caribbean food and drink sold in the UK.**
“The Caribbean food and drink category is worth £84.2 million and is growing at 7.9%**. This growth is being driven by category loyalists who are buying more than ever before as they become more adventurous with their cooking, plus new consumers are being introduced to the category as they expand their taste horizons.
“Consumer trends show that there is growing demand for hotter flavours and scratch cooking is on the increase. The versatility of the Encona range enables retailers to tap into this trend and generate maximum profits. The range can be used for a wide range of cooking occasions; whether it is as an ingredient for cooking, a marinade before grilling, as a pour over on the BBQ, as a table sauce or simply as a dressing or a dip.
“As well as a move towards hotter flavours, we have also seen growing demand for milder variants within the market. The benefit of the Encona Sauces range is that we currently have 12 products in the range that cater for every taste from mild to extra hot.
“Asian sauces are also performing exceptionally well. The Encona Sauces range includes the Asian-inspired Encona Indian Sweet Mango Chilli Sauce which has been experiencing growth of 38.2%*** in the past year.
“The Encona Indian Sweet Mango Chilli Sauce adds an exotic twist to dishes appealing to consumers who are keen to try new flavours from around the world.”
“Dual-siting key brands is proving beneficial. Caribbean food is no longer the preserve of the Caribbean community and Encona Sauces is now sited on the mainstream Sauces aisle as well as the World Foods aisle.”
In order to guide consumers on how to use their products, Encona Sauces has segmented the range by usage occasions following extensive consumer research and market trends.
The three occasions, Dipping Sauces, Cooking Ingredients and Hot Condiments are packaged in new colour coded trays that clearly communicate the occasion and provide a stronger standout on shelf making the shopping experience easier for consumers.
* IRI Grocery Outlets 52 w/e 22 June 2013
** Symphony IRI – Caribbean Food and Drink, Unit Sales, MAT 52 w/e June 22 2013
*** IRI Grocery Outlets Value Sales 52 w/e 20 July 2013
Grace Foods UK
Tel: 01707 322332