business news in context, analysis with attitude

by Kevin Coupe

Forbes has a story about the growth of the hot sauce industry, noting that according to Quartz, "the industry in America alone has grown by 150% since 2000, which is more than BBQ sauce, ketchup, mustard and mayonnaise combined. Yet what’s even more interesting is that, unlike the ketchup or mustard industries which have or have had a dominant hot market player in the past, one simply hasn’t emerged within hot sauce. The top three companies in terms of market share – Tabasco, Frank’s Red Hot and Huy Fong’s Sriracha – still only make up about one-third of the billion-dollar industry’s sales."

What this means, the story suggests, is that there is a lot of room for continued growth, and also for the many brands that make up the segment to find ways to connect to consumers. The ways in which these connections are made also have changed - no longer can brands be dominant simply by advertising in mass media.

A fragmented yet growing hot sauce category, the story suggests, may be "due more to a shift in marketing media than a shift in the palate."

In other words, it may be less about hot sauce than cool media.

Which may be an Eye-Opening lesson for every brand.
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