Encona Sauces, the UK’s number one hot pepper sauce brand*1, is urging retailers to maximise the opportunity for spices and condiments by tapping into growing consumer interest in world foods, new flavours and hotter varieties.
“With increasing interest in both exotic flavours and hotter variants, new consumers are being introduced to the category all the time as they expand their taste horizons,” says Sam Bidgood, Brand Manager at Grace Foods UK.
“This coupled with the burgeoning trend for scratch-cooking means that there’s never been a better time for retailers to look at maximising sales in this area.
“Consumers are travelling to more exotic destinations and looking to bring these flavours to their own home, so retailers should ensure that they are stocked up on the unique and exciting flavours that shoppers are looking for. The Encona Sauces range offers something for everyone, from hot and spicy to sweet and mild variants, giving shoppers the variety that they are seeking while also helping retailers to drive sales and in turn grow the Table Sauces category.”
The Encona Sauces brand has recently undergone a label refresh across the whole range, creating greater standout on-shelf which is designed to attract shoppers to the fixture. Earlier this year, Encona also launched its first ever range of Marinades (180g / RRP £1.99) in three variants; Korean BBQ, Moroccan Harissa and Jamaican Jerk BBQ, with each one inspired by its origins and crafted with authentic ingredients.
Bidgood adds: “The new Encona Marinades have brought the brand into a new usage occasion, offering consumers an authentic taste experience, whilst also giving retailers an opportunity to boost category sales.
“With regards to our most popular Table Sauces, we’ve found that consumer interest in hotter flavours continues to grow. Our Encona West Indian Extra Hot Pepper Sauce remains our third best-selling flavour with sales growing +33.5% YOY*2, and we would expect this interest in hotter variants to continue.
“At the same time, we also recognise that milder sauces have great appeal, with our Indian Sweet Mango Chilli flavour proving popular with families looking for a milder sauce to be enjoyed around the dinner table.
“We would always advise retailers to stock up on those beacon brands that shoppers trust. Merchandising also plays a key role; POS showing price promotions or highlighting usage occasions is very effective when it comes to driving consumer awareness of the condiments offering in-store, and attracting shoppers to the fixture.”
Encona’s range of sauces provides retailers with a diverse selection of flavours from around the world, from mild to extra hot, catering for a broad spectrum of consumer tastes.
Encona Sauces also offer versatility for home cooks as they can be used for a wide range of cooking and eating occasions, whether as a marinade for grilling or barbequing, an added ingredient, a table sauce or simply as a dressing or dip.
Enco Products, a subsidiary of Grace Foods UK, urges retailers to stock up on this market-leading table sauce, to further enhance the table sauces and condiments offering in their store.
*1 IRI UK Chilli Sauces (Chilli & BBQ) MAT 52 w/e 12th September 2015
*2 IRI UK Table Sauces (Chilli & BBQ), Unit Sales, MAT 52 w/e 12th September 2015