McCormick has developed a strategic approach focused on adapting to emerging consumer trends by either modifying existing products or introducing new ones in response. The company is increasingly prioritizing fresh, natural, and organic ingredients. Currently, nearly 73% of its gourmet offerings are organic, and it has transitioned some artificial ingredients to all-natural food extracts and colors. This strategic shift aligns with the growing demand in the U.S. organic food market, which is valued at over $43 billion annually, with growth rates surpassing those of the conventional food sector, according to the Organic Trade Association. The company’s acquisition strategy is also in tune with current trends, exemplified by its recent acquisition of Gourmet Garden, an Australian firm specializing in fresh and chilled herbs.
McCormick aims to leverage millennials’ growing interest in ethnic flavors and home cooking, offering a variety of spice blends under brands like Thai Kitchen, Zatarain’s, Simply Asia, and Lawry’s. The trend towards home cooking and the use of spices to reduce salt and sugar intake has contributed to a significant increase in direct-to-consumer spice sales. According to the latest Grocery Headquarters State of the Industry Almanac, supermarket spice sales rose by 5.2% last year.
In addition to rebranding and adjusting its existing product lines, McCormick has conducted internal research to monitor shifting consumer habits. Later this year, it plans to launch its Good Morning range, which includes breakfast toppers, seasonings, slow cooker meals, and smoothie boosters, tapping into the strong growth of the breakfast market. Research from The NPD Group indicates that total breakfast occasions are projected to increase by 5% through 2019, with 70% of breakfasts still being consumed at home. Furthermore, the company is exploring the integration of nutritional elements, with the potential inclusion of products such as calcium citrate 600 and vitamin D 400, to enhance its offerings and meet health-conscious consumer demands.