Sector Trend Analysis – Sauces, dips and condiment trends in Mexico

Trade overview of sauces and condiments

Global imports

In 2024, global imports of sauces and condiments totalled a value of US$18.9 billion (6,673.8 thousand tonnes). Leading global value import markets over the year, were the United States (US$2.8 billion), the United Kingdom (US$1.5 billion), and France (US$2.0 billion). Following Germany (US$1.1 billion), Canada was the 5th largest importer of sauces and condiments at a value of US$1.1 billion (372.4 thousand tonnes) in 2024.

Imports of all sauces and condiment products in Mexico have been growing by a total CAGR of 8.7% (2020 to 2024). All leading markets (top 10) showed moderate value growth over this review period - holding a market share of 54.6% in 2024 - which registered imports at CAGRs between 2.5% (Japan) up to as high as a CAGR of 15.6% (United States).

Mexico's imports of sauces and condiments

In 2024, Mexico was a net exporter of sauces and condiments with a trade surplus of US$274.1 million at exports valued at US$774.3 million and imports valued at US$500.2 million. Mexico's imports of sauces and condiments over the year, included preparations of sauces and mixed condiments/seasonings, excluding soya sauce, ketchup and other tomato sauces, prepared mustard/flour or meal (HS: 210390) at a value of US$380.8 million (market share: 76.1%), followed by tomato ketchup and other tomato sauces (HS: 210320) at US$86.8 million (17.4%), soya sauce (HS: 210310) at US$21.2 million (4.2%), and mustard - including flour and meal (HS: 210330) at US$11.5 million (2.3%).

The top three suppliers of sauces and condiments to Mexico was the United States providing a market share of 89.5% (US$447.9 million), followed by 2.1% from Spain (US$10.7 million), and 1.8% from China (US$9.2 million) in 2024. At the same time, Canada was Mexico's 7th largest supplier at a market share of 0.6% (US$3.1 million). Emerging supplier markets to Mexico for sauces and condiments that have been registering high growths were Brazil (CAGR: 56.5%), Costa Rica (+49.3%), India (+45.5%), Thailand (+37.5%), and China (+33.8%) between 2020 and 2024.

Canada's performance

In 2024, Mexico's imports of sauces and condiments from Canada were preparations of sauces and mixed condiments/seasonings (excluding table sauces) at a value of US$1.5 million (market share: 47.7%), closely followed by prepared mustard (including mustard flour and meal) at US$1.3 million (41.8%), soya sauce at US$228.7 thousand (7.4%), and tomato ketchup and other tomato sauces at US$97.3 thousand (3.1%).

Retail sales of sauces, dips and condiments

In 2024, retail sales of sauces, dips, and condiments in the Mexican market has risen by 8% in current terms, which totalled US$5.7 billion and grew at a CAGR of 9.5% (2019-2024). Sales of sauces accounted for 39.4% of the total market share within the sector, followed by pickled products (36.1%), cooking ingredients and condiments (21.2%), dips (0.4%), and other sauces and condiments (2.8%) in 2024.

Cooking ingredients and condiments was the best performing category in 2024, with retail value sales growing by 9% in current terms. Conservas La Costeña SA de CV remains the leading player over the year, much thanks to its long standing tradition within the country, with a retail value share of 25%. Health & wellness trends such as less sodium, source of protein, and foods with healthier ingredient alternatives like the usage of avocado oil, almond oil, or sesame oil are influencing new formulations in popular sauces, dips and condiments products. There are also, new developments from large companies being seen in the sector through acquisitions within a number of popular brands, including Grupo Herdez SAB de CV acquiring brands such as Del Fuerte, Doña María, Herdez, Herdez Salsa Casera, Embasa, and more; along with the Mexican food company that has acquired Interdeli and Deli, Dips & Snacks and Mediterranean now owning brands like Libanius, Flaveur, and Liguria.^{Footnote 1}

Total sauces, dips and condiment sales between 2024 and 2029 are forecast to slightly slow down at a CAGR of 4.9% to reach a value of US$7.2 billion in 2029. Stabilization of prices in the sector is expected to support ongoing sales, following the previous hikes which challenged sales during the review period.^{Footnote 1} Over the forecast period, cooking ingredients and condiments are expected to continue to grow the most at a CAGR of 5.6% by 2029.

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• Sauces (US$2.2B): 39.4%
• Pickled products (US$2.1B): 36.1%
• Cooking ingredients and condiments (US$1.2B): 21.2%
• Dips (US$23.0M): 0.4%
• Other (US$161.7M): 2.8%

Source: Euromonitor International, 2025

Sauces

In Mexico, sauces were the largest category in the sector with retail value sales of US$2.2 billion in 2024. The category grew at a CAGR of 9.7% during the 2019-2024 period, increasing in retail sales from US$1.4 billion in 2019.

Cooking and table sauces brought in the largest sales within the sauce category with retail value sales of US$1.8 billion (market share: 81.1%) in 2024. In Mexico over the year, mayonnaise accounted for 29.1% of the sales within the segment, followed by chili sauces (21.9%), salad dressings (14.8%), ketchup (8.8%), soy sauces (3.4%), mustard (3.1%), and barbecue sauces (0.08%).

Meanwhile, recipe sauces registered retail value sales of US$423.3 million (market share: 18.9%): consisting of pasta sauces (7.4%) and other liquid recipe sauces (11.5%) in 2024. Chili sauces were the highest performing segment, growing at a CAGR of 13.8%, followed by liquid recipe sauces - excluding pasta sauces, and table sauces such as barbeque sauces, and mustard that all grew at a CAGR of 11.2% between 2019 and 2024.

Competitive landscape

In 2024, leading companies (top brand) within the sauces segment in the Mexican market included McCormick & Co Incorporation (McCormick) at a total of US$439.2 million or 19.6% value share, followed by the Grupo - Herdez SAB de CV (Doña María) at US$216.8 million (9.7%), and Conservas La Costeña SA de CV (La Costeña) at US$177.7 million (7.9%).

Private labels in the category held a 2.9% market share at value sales of US$66.0 million in 2024. Hunt's (ConAgra Foods de México SA de CV), a more affordable option was the leading brand in pasta sauces, with Prego (Campbell de México SA de CV) in second place - which competes with the similar priced popular private label option such as Wal-Mart's Great Value pasta sauce.^{Footnote 1}

Dips, pickled products and other sauces and condiments

In Mexico, pickled products were the 2nd largest category in the sector with retail value sales of US$2.1 billion in 2024. Meanwhile, dips registered value sales of US$23.0 million and other sauces and condiments (unreported elsewhere) at US$161.7 million in 2024. The combined dips, pickled products, other sauces/condiments category grew at a CAGR of 9.6% during the 2019-2024 period, increasing in total retail sales from US$1.4 billion in 2019.

Competitive landscape

In 2024, leading company (top brand) within the pickled products segment in the Mexican market was Conservas La Costeña SA de CV (La Costeña) at a total value of US$1.2 billion or 58.8% value share in its segment; with PepsiCo Inc. (Tostitos) at a total value of US$17.3 million (75.2%) in the dips category, and The Mitsubishi Corporation (Crosse & Blackwell) at US$34.4 million (21.2%) within the other sauces/condiments segment.

Cooking ingredients and condiments

In Mexico, cooking ingredients and condiments was the 3rd largest category in the sector with retail value sales of US$1.2 billion in 2024. The category grew at a CAGR of 9.1% during the 2019-2024 period, increasing in total retail sales from US$781.7 million in 2019.

Bouillon brought in the largest sales within the cooking ingredients and condiments category with retail value sales of US$588.6 million (market share: 48.7%) in 2024; especially for stock cubes and powders at sales of US$523.4 million (43.2%), with sales of liquid stocks and fonds totalling US$65.3 million (5.4%).

Tomato pastes and purées were close behind as the second largest segment within the cooking ingredients and condiments category at retail value sales of US$528.7 million (market share: 43.7%), followed by herbs and spices at US$91.8 million (7.6%) in 2024. Herbs and spices were the highest performing segment, growing at a CAGR of 12.0%, along with liquid stocks and fonds at a CAGR of 10.0% between 2019 and 2024.

Competitive landscape

In 2024, leading companies (top brand) within the cooking ingredients and condiments category specifically in the Mexican market included Grupo - Herdez SAB de CV (Del Fuerte) at a total of US$389.5 million or 32.2% value share in its category, followed by the Unilever Group (Knorr) at US$272.4 million (22.5%), and Nestlé SA (Maggi) at US$84.0 million (7.0%). Private labels in the category held a 4.3% market share at value sales of US$51.5 million in 2024.

Private label products have gained some ground in Mexico over the review period (2019 to 2024), with the main name noted as Great Value (Wal-Mart de México SAB de CV), where private labels are expected to gain further ground over the forecast period (2024 to 2029). Although private labels are typically positioned as a more affordable alternative to branded options, within the cooking ingredients and meals segment, there are some cases where private label compete in the high-price segment - whereby Great Value prices its pasta sauce higher, similarly to brand name Prego.^{Footnote 1}

Distribution channels

The majority of Mexico's sauces, dips and condiments market are distributed through grocery retailers versus non-grocery/non-store retailers. Grocery retailers (offline) distribution of sauces, dips and condiments accounted for a 99.0% market share in 2024, totaling sales of US$5.6 billion. The most popular grocery retailers to buy these ingredients were from within small local grocers (46%), supermarket/hypermarkets (33.9%), and discounter stores (10.3%) in 2024. While e-commerce online sales over the year, accounted for a 0.7% share (US$42 million) and non-grocery general merchandise stores at a value share of 0.2% (US$14 million).

New product launch analysis

According to Mintel's Global New Products Database (GNPD), there were 2,400 new sauces and seasoning products (including dips and condiments) launched in the Mexican grocery stores from January 2020 to April 1, 2025. Amongst these food products, 73.8% were labelled as being seasonings (1,771), 10.8% condiments (259), and 3.9% sauces (94).

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Product	2020	2021	2022	2023	2024	January to April 2025	Total
Seasonings	306	323	302	376	359	105	1,771
Condiments	70	46	61	44	30	8	259
Sauces	24	22	20	14	13	1	94
Cooking sauces	11	7	13	12	13	3	59
Pickled condiments	6	5	5	5	3	1	25
Dips	3	10	4	6	0	0	23
Other sauces and condiments	17	30	26	43	43	10	169
Total product item count	420	413	405	457	418	118	2,400

Source: Mintel, 2025

The predominant sub-categories of new sauces, dips and condiment products released over the 5-yr period were meat products (364), corn-based snacks (306), potato snacks (189), poultry products (152) and table sauces (123). Further down the list, these new products launched in the Mexican grocery stores consisted of 59 cooking sauces, pickled condiments (25), and dips (23). The most popular product claims were 38.2% - social media (916), followed by 16.3% - no additives/preservatives (392), 15.3% - microwaveable (367), 13.5% - ease of use (325), and 12.2% - ethical/environmentally friendly package (292).

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• Meat products: 364
• Corn-based snacks: 306
• Potato snacks: 189
• Poultry products: 152
• Table sauces: 123
• Nuts: 121
• Prepared meals: 86
• Fish product: 78
• Pizzas: 69
• Wheat and other grain-based snacks: 59
• Cooking sauces: 59
• Fruit snacks: 55
• Popcorn: 48
• Instant noodles: 42
• Snack mixes: 39
• Sandwiches/wraps: 37
• Salads: 36
• Dressings and vinegar: 36
• Hors d'oeuvres/canapes: 28
• Pickled condiments: 25
• Dips: 23

Source: Mintel, 2025

Total item count: 2,400

Between the period of January 2020 and April 1, 2025, 13.9% of the product launches were new products (334), while 48.7% were products with new packaging (1,168), 28.7% new variety/range extension (689), 8.4% relaunches (202), and 0.3% new formulations (7). Top brands over the same period, were Great Value (67), La Costeña (44), Chata (25), Bachoco (25), and Sabritas (23).

Top companies launching new sauces, condiments, dips, and seasonings (460) in Mexico over the last year [Q2-2024 to Q1-2025] were PepsiCo (38), Walmart (27), Herdez (16), Grupo Bimbo (15), Fritos Totis (14), and JBS (13). New sauces and seasoning brands appearing for the first time within the Mexican market in the last six months that were made domestically in Mexico (not imported) included Banzitos (chipotle flavored crunchy fried chickpeas), Gimini (lime and cricket salt flavored Churritos), and BIF (classic burger meat); along with Van Holten's - made in the USA (spicy garlic flavoring pickle).

Locations of manufacture of these sauces and seasonings over the 5-year period included 1,914 domestically made in Mexico (~80%), followed by the USA (225), Canada (25), Spain (19), China (10), and South Korea (17). When sorted by sub-category, the Canadian products found on Mexico's grocery shelves consisted mainly of 56% of potato chip snacks (14) made by Great Value, Hain Celestial Group (brand: Sensible Garden Veggie Chips), 7-Eleven (7-Select), Operadora de Ciudad Juárez (S-Mart), and Tiendas Soriana (Valley Foods); and 32% of meals & meal centers - mainly pizza products (8) made by Daiya Foods- Flatbread, Tiendas Soriana (Valley Foods Fresh) and spinach artichoke bites (Comercializadora México Americana- Member's Mark). Furthermore there was one Canadian apple pie rolls bakery product with caramel sauce (Fine Choice Foods - Summ!), a spaghetti with Bolognese sauce side dish (Les Aliments- O'Sole Mio) and boneless wings with buffalo style sauce (Maxi Canada - Yummy).

The top growing food categories (Q2-2024 to Q1-2025) for these sauces and seasonings (+118.2%) were soup (+300%), sugar & gum confectionery (+100%), and snacks (22.5%); while declines occurred in side dishes (−100%), bakery (−75%), desserts & ice cream (−33.3%), processed fish, meat & egg products (−9.7%), and meals & meal centers (−5.9%). Over the last year (Q1-2025/2024), top growing claims were plant-based (+350%), ethical - environmentally friendly product (+150%), ethical - sustainable habitat/resources (+137.5%), free from added/artificial colourings (+125%), and low/no/reduced cholesterol (+100%); meanwhile declines occurred by 100% in claims such as diet/light, added calcium, functional - energy, vitamin/mineral fortified, and sugar free.

The most popular sauces and seasonings listed by ingredient type on Mexico's grocery shelves were tomato ketchup (94), mayonnaise (77), barbecue sauce (31), Tajin seasoning (25), and Worcestershire sauce (20). Top flavours/combinations were unflavoured/plain (355), chilli/chilli pepper & lime (83), spice/spicy (67), cheese (66), and tomato (53). Growing flavours (Q2-2023 to Q1-2025) are chilli/chilli pepper - Habanero (+600%), cheddar cheese (+400%), Chamoy (+300%), chicken (+200%), peppercorn (+200%), and tomato (167%). New ingredients appearing in the market for the first time within the last 12 months were cricket flour, Oligosaccarides, artificial chipotle flavour, fish bone, salmon flavour, Cod Roe, Capelin Roe, beef rump, and Amaranth protein.

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• Tomato Ketchup: 94
• Mayonnaise: 77
• Barbecue sauce: 31
• Tajin seasoning: 25
• Dijon mustard: 20
• Worchestershire sauce: 20
• Cheese seasoning: 18
• Caramel sauce: 17
• Hot sauce: 16
• White sauce: 15
• Chamoy sauce: 15
• Pizza sauce: 13
• Apple sauce: 10
• Buffalo sauce: 8
• Spicy sauce: 8
• Bolognese sauce: 7
• Meat seasonings: 7
• Sriracha sauce: 6
• Teriyaki sauce: 6
• Tabasco sauce: 6

Source: Mintel, 2025

Total item count: 2,400

Examples of new products

Opportunities for Canada

Canada currently has preferential access to Mexico and the United States market due to the Canada-United States-Mexico Agreement (CUSMA). The agreement came into force on July 1, 2020 (replacing the North American Free Trade Agreement - NAFTA), and provides Canadian exporters continued tariff-free market access from NAFTA (with few exceptions). The agreement includes updates and new chapters to address modern day trade challenges and opportunities (CUSMA - Summary of outcomes).

CUSMA will preserve existing agriculture commitments between the three countries, and has helped to bring together an already highly integrated North American industry. The agreement revised automobile rules of origin to incentivize production and sourcing on steel and aluminium materials, parts and labour. Canada also, secured a number of new agricultural beneficial outcomes in offerings of tariff free rate quotas for refined sugar and sugar-containing products, as well as, certain dairy products (dairy, poultry, eggs, skim/milk powder/protein concentrates).

Canadian exporters may also, consult the Canada Tariff Finder to obtain tariff information for specific products and countries where Canada has a Free Trade Agreement.

For more information

The Canadian Trade Commissioner Service:

International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice.

Find a Trade Commissioner

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Resources

• Euromonitor International | November 2024. Country report: Sauces, Dips and Condiments in Mexico
• Global Trade Tracker, 2025
• Mintel Global New Products Database, 2025

Sector Trend Analysis – Sauces, dips and condiment trends in Mexico
Global Analysis Report

Prepared by: Erin-Ann Chauvin, Senior Market Analyst

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