Ingredient Focus – Mustard products in the United States and Canada

May 2018

Executive summary

The United States and Canada together made up 27% of the world’s mustard product exports in 2016 at a compound annual growth rate of 5.4% from 2005 to 2016.
From January 2005 to December 2016, there were 5,577 products using mustard products as an ingredient launched in the United States and Canada.
Most mustard-containing products were launched in the food category with 5,526 products launches, 34 in the pet food category, and 17 in the beverages category.
The United States saw the most mustard-containing product launches, with a total of 3,785 products.
Over 77% of mustard-containing products launched used mustard seed as an ingredient.

Trade overview
Mustard product launch analysis
Product examples
For more information
Resources

Trade overview

The United States (U.S.) and Canada together made up 27% of the worlds mustard product exports in 2016 at a compound annual growth rate of 5.4% from 2005 to 2016. Canada is the leading country, exporting the most mustard products, worth US$118.6 million in 2016, increasing at a compound annual growth rate of 4.6% from 2005 to 2016. The United States exported US$60.9 million in mustard products to the world at the highest compound annual growth rate in the region of 7.3% from 2005 to 2016.

Mustard products export to the world from the United States and Canada, excluding intra-trade, made up 50.3% of its world export, while the other 49.6% of intra-trade went to the United States (37.9%) and Canada (11.7%). The top market for mustard products from Canada and the United States were Belgium, with exports worth US$15.1 million in 2016, followed by Japan with US$9.0 million and Mexico with US$6.8 million in 2016.

Mustard seeds made up 54.6% of the region’s mustard product exports, while mustard flour and meal made up 45.4% of the region’s export sales.

Description of this image follows. — **Canada’s and United States’ export of mustard products % breakdown in the world, 2016**

Rest of World	73%
U.S. and Canada	27%

**Canadian and American exports of mustard products to the world in US$ millions, from 2005 to 2016**
Country	2005	2006	2007	2008	2009	2010	2011	2012	2013	2014	2015	2016
Total	100.2	105.3	146.3	229.2	182.8	171.5	171.8	175.9	205.1	199.9	182.9	179.4
Canada	72.1	76.9	114.1	189.9	140.2	127.3	126.1	126.8	150.4	138.7	121.2	118.6
United States	28.1	28.4	32.2	39.3	42.6	44.1	45.7	49.1	54.7	61.2	61.7	60.9
Source: Global Trade Tracker, 2017.

**Canadian and American exports of mustard products to the world by growth and % breakdown**
Country	% breakdown (2016)	CAGR* 2005-2016
Total	100.0%	5.4%
Canada	66.1%	4.6%
United States	33.9%	7.3%
Source: Global Trade Tracker, 2017. CAGR-compound annual growth rate Note:* HS codes used for data include 120750 & 210330

**Top ten export* markets for Canadian and American mustard products in US$ millions, from 2005 to 2016**
Country	2005	2006	2007	2008	2009	2010	2011	2012	2013	2014	2015	2016
World	53.7	55.7	82.5	126.2	91.8	91.9	87.6	87.2	120.1	113.2	96.3	90.3
Belgium	11.9	10.1	12.6	39.2	23.7	24.6	19.8	13.4	18.2	16.2	16.2	15.1
Japan	8.4	5.7	6.9	8.9	10.4	8.5	8.8	8.8	10.2	8.6	8.6	9.0
Mexico	4.4	3.0	1.2	3.3	5.3	5.9	5.7	4.0	6.1	8.4	9.2	6.8
South Korea	4.0	4.7	5.2	4.9	4.9	4.6	4.9	5.3	5.3	4.9	6.4	6.0
United Kingdom	4.2	4.5	5.0	5.3	6.5	6.6	5.8	6.6	7.2	7.3	7.2	5.9
France	0.5	0.3	1.2	1.3	0.2	0.6	0.9	1.3	5.3	5.0	2.0	4.9
Netherlands	3.1	3.4	5.5	12.9	6.6	3.4	3.7	6.1	10.1	9.1	4.1	3.5
Thailand	1.5	1.6	1.8	2.2	4.0	2.4	4.2	2.6	1.4	2.1	2.1	2.6
Brazil	0.3	0.6	0.7	1.6	1.3	1.0	2.1	2.9	4.3	4.9	3.9	2.4
Senegal	0.6	0.4	0.9	0.4	1.3	1.3	1.5	1.6	2.2	3.1	3.1	2.3
Source: Global Trade Tracker, 2017. *Note: Trade data excludes intra-trade

**Top ten export* markets for Canadian and American mustard products % breakdown and growth**
Country	% breakdown (2016)	CAGR* 2005-2016
World	100.0%	4.8%
Belgium	16.7%	2.2%
Japan	9.9%	0.6%
Mexico	7.5%	3.9%
South Korea	6.6%	3.7%
United Kingdom	6.5%	3.2%
France	5.5%	23.2%
Netherlands	3.9%	1.3%
Thailand	2.9%	5.0%
Brazil	2.6%	21.3%
Senegal	2.6%	12.7%
Source: Global Trade Tracker, 2017.

**Trade of mustard products between Canada and the U.S. in US$ million from 2005 to 2016**
Country	2005	2006	2007	2008	2009	2010	2011	2012	2013	2014	2015	2016
Total	46.5	49.6	63.7	103.0	91.0	79.6	84.2	88.7	85.0	86.7	86.6	89.1
United States	34.4	36.5	48.7	86.3	73.1	62.0	66.5	69.6	67.0	66.7	66.9	68.0
Canada	12.2	13.1	15.0	16.7	17.9	17.6	17.7	19.1	18.0	20.0	19.7	21.1
Source: Global Trade Tracker, 2017. CAGR-compound annual growth rate Note:* HS codes used for data include 120750 & 210330

**Trade of mustard products between Canada and the U.S., % breakdown and growth**
Country	% breakdown (2016)	CAGR* 2005-2016
Total	100.0%	6.1%
United States	76.3%	6.4%
Canada	23.7%	5.1%
Source: Global Trade Tracker, 2017.

**Canada’s and the United States’ export of mustard by products in US$ millions, from 2005 to 2016**
Product	2005	2006	2007	2008	2009	2010	2011	2012	2013	2014	2015	2016
Total	100.2	105.3	146.3	229.2	182.8	171.5	171.8	175.9	205.1	199.9	182.9	179.4
Mustard seeds	54.1	56.5	90.8	161.0	114.8	105.4	105.1	102.7	124.4	117.6	97.2	97.9
Mustard flour and meal	46.1	48.9	55.5	68.3	68.0	66.1	66.7	73.3	80.7	82.2	85.7	81.5
Source: Global Trade Tracker, 2017. CAGR-compound annual growth rate Note:* HS codes used for data include 120750 & 210330

**Canada’s and the United States’ export of mustard product by growth and % breakdown**
Product	% breakdown (2016)	CAGR* 2005 to 2016
Mustard products	100.0%	5.4%
Mustard seeds	54.6%	5.5%
Mustard flour and meal	45.4%	5.3%
Source: Global Trade Tracker, 2017. CAGR-compound annual growth rate Note:* HS codes used for data include 120750 & 210330

Mustard product launch analysis

From January 2005 to December 2016, there were 5,577 products mustard-containing products launched in the United States and Canada. Most of which occurred in the food category with 5,526 products launches, 34 product launches in the pet food category, and 17 in the beverages category. Over 76% of mustard-containing products launched were new product introductions, while 24% were relaunches. Of the products that were new introductions, 42% were a range/variety extension to an existing product line/brand. Relaunch mustard-containing products consist of existing products that saw a change in packaging and/or reformulation.

2005	247
2006	318
2007	349
2008	291
2009	265
2010	370
2011	405
2012	380
2013	703
2014	798
2015	659
2016	792

New variety/range extension	42%
New product	34%
New packaging	19%
Relaunch	3%
New formulation	2%

**Mustard-containing products launched by country and category, from 2005 to 2016**
Region	Food	Pet food	Beverages	Total
Total products by category	5,526	34	17	5,577
United States	3,740	31	14	3,785
Canada	1,786	3	3	1,792
Source: Mintel, 2017.

Product launch by mustard ingredients

Over 77% of the mustard-containing products launched used mustard seeds as an ingredient and 19% used mustard flour. The subcategories with the most usage of mustard seeds were sauces and seasonings (1,857 products), meals and meal centers (773 products), processed fish, meat and egg products (693 products), and snacks (419 products). Other mustard ingredients used were Dijon mustard, Mizuna, and yellow mustard seed.

**Mustard ingredients used in product launched in the United States and Canada, from 2005 to 2016**
Ingredient	Number of products
Mustard seeds	4,318
Mustard flour	1,059
Dijon mustard	694
Mizuna	152
Yellow mustard seed	112
Mustard seed oil (food)	88
Black mustard seed	70
Red mustard lettuce	60
Mustard greens	52
White mustard seed	15
Komatsuna	9
Pak-choi	8
Mustard sauce	4
Mustard seed powder	4
Source: Mintel, 2017.

**Mustard ingredients and their use by sub-categories, from 2005 to 2016**
Ingredient	Subcategory	Number of products
Mustard seeds	1. Sauces and seasonings	1,857
	2. Meals and meal centers	773
	3. Processed fish, meat and egg products	693
	4. Snacks	419
	5. Fruit and vegetables	99
	6. Savoury spreads	147
	7. Side dishes	141
	8. Soup	60
	9. Dairy	36
	10. Bakery	48
	11. Pet food	26
	12. Other beverages	7
	13. Sweet spreads	4
	14. Baby food	3
	15. Juice drinks	0
	16. Chocolate confectionery	2
	17. Hot beverages	1
	18. Carbonated soft drinks	1
	19. Sugar and gum confectionery	1
Mustard flour	1. Sauces and seasonings	435
	2. Meals and meal centers	230
	3. Processed fish, meat and egg products	165
	4. Snacks	64
	5. Fruit and vegetables	28
	6. Savoury spreads	69
	7. Side dishes	28
	8. Soup	4
	9. Dairy	26
	10. Bakery	9
	11. Other beverages	1
Dijon mustard	1. Sauces and seasonings	307
	2. Meals and meal centers	189
	3. Processed fish, meat and egg products	69
	4. Snacks	53
	5. Fruit and vegetables	10
	6. Savoury spreads	33
	7. Side dishes	9
	8. Soup	13
	9. Dairy	4
	10. Bakery	2
	11. Other beverages	4
	12. Sweet spreads	1
Mizuna	1. Meals and meal centers	50
Mizuna	2. Fruit and vegetables	102
Yellow mustard seed	3. Sauces and seasonings	62
	4. Meals and meal centers	10
	5. Processed fish, meat and egg products	19
	6. Snacks	4
	7. Fruit and vegetables	1
	8. Savoury spreads	7
	9. Side dishes	1
	10. Dairy	1
	11. Bakery	3
	12. Pet food	3
	13. Other beverages	1
Mustard seed oil	1. Sauces and seasonings	35
	2. Meals and meal centers	5
	3. Processed fish, meat and egg products	11
	4. Snacks	28
	5. Fruit and vegetables	0
	6. Savoury spreads	5
	7. Side dishes	1
	8. Soup	2
	9. Other beverages	1
Black mustard seed	1. Sauces and seasonings	34
	2. Meals and meal centers	11
	3. Processed fish, meat and egg products	3
	4. Snacks	8
	5. Fruit and vegetables	4
	6. Savoury spreads	3
	7. Bakery	3
	8. Other beverages	4
Red mustard lettuce	1. Meals and meal centers	30
Red mustard lettuce	2. Fruit and vegetables	30
Mustard greens	1. Meals and meal centers	22
	2. Processed fish, meat and egg products	1
	3. Snacks	6
	4. Fruit and vegetables	16
	5. Side dishes	1
	6. Soup	1
	7. Pet food	3
	8. Juice drinks	2
White mustard seed	1. Sauces and seasonings	8
	2. Meals and meal centers	1
	3. Processed fish, meat and egg products	2
	4. Savoury spreads	3
	5. Dairy	1
Komatsuna	1. Meals and meal centers	2
Komatsuna	2. Fruit and vegetables	7
Pak-choi	1. Meals and meal centers	2
Pak-choi	2. Fruit and vegetables	6
Mustard sauce	1. Sauces and seasonings	1
	2. Meals and meal centers	1
	3. Processed fish, meat and egg products	2
Mustard seed powder	1. Sauces and seasonings	2
Mustard seed powder	2. Pet food	2
Source: Mintel, 2017.

Product launch by category

Food	99%
Pet food	1%
Beverages	0%

Food

From January 2005 to December 2016, 5,526 food products containing mustard ingredients were launched in the United States and Canada. This category represented 99% of the total mustard-containing product launched in the review period (2005 to 2016).

The subcategories likely to have mustard ingredients were sauces and seasonings with a total of 2,340 products, followed by meals and meal centers (1,019), processed fish meat, and egg (863), snacks (508), and fruit and vegetables (231). The food category experienced a 11% growth rate from 2005 to 2016, with an average of 461 products per year between 2005 to 2016.

Sauces and seasonings	42%
Meals and meal centers	19%
Processed fish, meat and egg products	16%
Snacks	9%
Fruit and vegetables	4%
Other	10%

**Breakdown of mustard-containing product launches by food sub-categories from 2005 to 2016**
Subcategory 1	Subcategory 2	Number of products
Sauces and seasonings - 2,340	Table sauces	984
	Dressings and vinegar	490
	Cooking sauce	309
Meals and meal centers - 1,019)	Meal kits	339
	Prepared meals	280
	Pizzas	162
Processed fish, meat, and egg products - 863	Meat products	427
	Poultry products	211
	Fish products	184
Snacks - 508	Hors d'oeuvres/canapes	161
	Potato snacks	91
	Meat snacks	53
Fruit and vegetables - 231	Vegetables	231
Other - 565	Dips	133
	Potato products	97
	Wet soup	60
Source: Mintel, 2017.

Pet food

From January 2005 to December 2016, 34 pet food products containing mustard were launched in the United States and Canada. Over 91% of these product launches occurred in the United States. The dog snack and treats subcategory witnessed the most product launches containing mustard ingredients which made up 85% of pet food launches. Followed by dry dog food with a 6% representation. On average throughout the review period, there were averages of three product launches per year.

Dog snacks and treats	85%
Dog food dry	6%
Cat food wet	6%
Dog food wet	3%

Beverages

From January 2005 to December 2016, 17 beverage products containing mustard were launched in the United States and Canada. The beverage category represented 0.3% of the mustard-containing product launches. The top beverage subcategories likely to have mustard were other beverages (i.e. beverage concentrate, meal replacements and other drinks and juice drinks). The beverage category saw the most product launches in 2015 (three products) and 2016 (five products).

Other beverages	76%
Juice drinks	12%
Carbonated soft drinks	6%
Hot beverages	6%

**Breakdown of mustard-containing product launches by beverage sub-categories, from 2005 to 2016**
Subcategory 1	Subcategory 2	Number of products
Other beverages* - 13	Beverage concentrates	11
	Meal replacements and other drinks	1
	Beverage mixes	1
Juice drinks - 2	Juice	2
Carbonated soft drinks - 1	Carbonated soft drinks	1
Hot beverages - 1	Tea	1
Source: Mintel, 2017. *Other beverages – includes beverage concentrates, beverage mixes, meal replacements, and other drinks (e.g. nutritional supplements, vinegar drinks, and Kombucha).

Product launch by country

**Mustard-containing product launches and top mustard-containing sub-categories sales, by country**
Country	Mustard-containing product launches (2005 to 2016)	Processed meat and seafood (Retail sales (2016)*)	Ready meals (Retail sales (2016)*)	Sauces, dressings, and condiments (Retail sales (2016)*)
Total	5,577	39,584.8	30,142.4	26,863.7
United States	3,785	34,670.1	26,388.6	24,379.6
Canada	1,792	4,914.7	3,753.9	2,484.2
Source: Euromonitor, 2017. **Note: Value is in US$ millions.

United States

2005	200
2006	263
2007	281
2008	253
2009	213
2010	295
2011	281
2012	253
2013	440
2014	456
2015	369
2016	481

The United States is one of the most dynamic markets for mustard-containing products. During the review period (2005 to 2016), the market saw more mustard-containing product launches than Canada and had the third-largest amount in the world. Furthermore, it is the largest market for all three leading subcategory with products containing mustard ingredients.

From 2005 to 2016, there were 3,785 mustard-containing products launched in the market, which accounted for 68% of the mustard-containing products launched in the United States and Canada. Most of the product launches were entirely new introductions while 21.5% were relaunches.

In 2016, the retail sales of processed meat and seafood were worth US$34.7 billion, ready meals were worth US$26.4 billion, and sauces/dressings/condiments were worth US$24.4 billion. These sectors experienced a compound annual growth rate of 1.9%, 0.8%, and 2.1% respectively (from 2012 to 2016) and made up about 90% of each of the subcategories retail sales (87.6%, 87.5%, and 90.8%). In 2021, the market forecasted retail sales of processed meat and seafood is expected to reach US$38.1 billion, retail sales for ready meals are expected to reach US$29.7 billion, and sauces/dressings/condiments are expected to reach US$28.4 billion, at a compound annual growth rates of 2.5%, 2.6%, and 3.4%.

During the review period, 14% of the mustard-containing products launched in the United States indicated an import status, most of which were manufactured in the United States, while 2% were imported from the world. Of the products that indicated an import status, 37% of the mustard-containing products launched in the United States were imported from Canada such as Giant Eagle’s Honey Hot Wing Sauce, Kroger’s Vindaloo Sauce, and The Original Soupman’s Jambalaya Soup.

**Historical retail sales of the top mustard-containing sub-categories from 2012 to 2016, US$ millions**
Sub-category	2012	2013	2014	2015	2016	CAGR* 2012 to 2016
Processed meat and seafood	32,172.0	33,628.2	34,734.3	35,196.4	34,670.1	1.9%
Ready meals	25,540.2	25,416.5	25,542.4	26,000.2	26,388.6	0.8%
Sauces, dressings and condiments	22,451.7	22,772.2	23,230.0	23,756.1	24,379.6	2.1%
Source: Mintel and Euromonitor, 2017. CAGR- compound annual growth rate

**Forecast retail sales of the top mustard-containing sub-categories from 2017 to 2021, US$ millions**
Sub-category	2017^E	2018	2019	2020	2021	CAGR* 2017 to 2021
Processed meat and seafood	34,513.4	35,101.5	35,952.0	37,006.9	38,137.4	2.5%
Ready meals	26,852.1	27,513.4	28,232.9	28,978.3	29,739.0	2.6%
Sauces, dressings and condiments	24,816.0	25,685.4	26,589.2	27,519.1	28,395.1	3.4%
Source: Mintel and Euromonitor, 2017. CAGR- compound annual growth rate

**Top three mustard-containing product launch sub-categories, from 2005 to 2016**
Subcategory 1	Subcategory 2	Number of products
Sauces and seasonings	Table sauces	721
	Dressings and vinegar	339
	Cooking sauces	226
	Other	385
Meals and meal centers	Meal kits	254
	Prepared meals	206
	Salads	101
	Other	116
Processed fish, meat and egg products	Meat products	223
	Fish products	122
	Poultry products	94
	Other	32
Source: Mintel and Euromonitor, 2017. CAGR- compound annual growth rate

**Top ten countries from which the U.S. imported mustard-containing products, 2005 to 2016**
Country	Number of products
Canada	34
Thailand	10
France	7
Germany	6
UK	6
Ireland	6
China	3
South Africa	3
India	3
Indonesia	2

Canada

2005	47
2006	55
2007	68
2008	38
2009	52
2010	75
2011	124
2012	127
2013	263
2014	342
2015	290
2016	311

From 2005 to 2016, there were 1,792 product launches containing mustard ingredients, most of which were new product introductions.

In 2016, Canada’s retail sales of processed meat and seafood reached US$4.9 billion, ready meals reached US$3.8 billion, and sauces/dressings/condiments reached US$2.5 billion. These sectors grew at a compound annual growth rate of 3.4%, 1.3%, and 2.0% from 2012 to 2016. Retail sales are expected to reach US$5.4 billion for processed meat and seafood, US$4.2 billion for ready meals, and US$2.9 billion by 2021 at a compound annual growth rates of 2.1%, 2.9%, and 3.6% from 2017 to 2021.

During the review period, 17% of the mustard-containing products launched in Canada indicated an import status. Half of the products were imported from the world while 46% were manufactured in Canada. Of the products that indicated an import status, 13% of the mustard-containing products launched in Canada were imported from the United States such as Luvo’s Turkey Meatloaf & Mashed Potatoes, Overwaitea Food’s Coleslaw Dressing, and Apio’s Strawberry Harvest Vegetable Salad Kit.

**Historical retail sales of the top mustard-containing sub-categories from 2012 to 2016, US$ millions**
Categories	2012	2013	2014	2015	2016	CAGR* 2012 to 2016
Processed meat and seafood	4,304.5	4,484.5	4,698.6	4,879.7	4,914.7	3.4%
Ready meals	3,563.3	3,623.0	3,675.1	3,728.5	3,753.9	1.3%
Sauces, dressings and condiments	2,293.2	2,346.2	2,393.6	2,439.4	2,484.2	2.0%
Source: Euromonitor International, 2017. CAGR-compound annual growth rate

**Forecast retail sales of the top mustard-containing sub-categories from 2017 to 2021, US$ millions**
Categories	2017^E	2018	2019	2020	2021	CAGR* 2017 to 2021
Processed meat and seafood	4,927.4	5,025.3	5,132.4	5,245.7	5,363.1	2.1%
Ready meals	3,782.5	3,888.7	4,002.6	4,120.9	4,244.8	2.9%
Sauces, dressings and condiments	2,527.8	2,616.8	2,711.7	2,810.9	2,915.6	3.6%
Source: Euromonitor International, 2017. CAGR-compound annual growth rate

**Top three mustard-containing product launch sub-categories, from 2005 to 2016**
Subcategory 1	Subcategory 2	Number of products
Sauces and seasonings	Table sauces	263
	Dressings and vinegar	151
	Cooking sauces	83
	Other	172
Processed fish, meat and egg products	Meat products	204
	Poultry products	117
	Fish products	62
	Other	9
Meals and meal centers	Pizza	121
	Meal kits	85
	Prepared meals	74
	Other	62
Source: Mintel, 2017.

Product launch by claim

The top claims for mustard-containing products revolve around being kosher, followed by claims that have no additivities/preservatives and highlight a reduction in allergen.

Kosher	1,093
No additives/preservatives	985
Low/no/reduced allergen	934
Gluten free	869
Microwaveable	839
Ease of use	700
Ethical - environmentally friendly package	647
All natural product	643
Premium	455
Low/no/reduced fat	414

**Top ten claims in mustard-containing products by subcategory in the United States and Canada, from 2005 to 2016**
Claim	Sauces and seasonings	Meals and meal centers	Processed fish, meat and egg products	Snacks	Fruit and vegetables
Kosher	752	45	30	154	29
No additives/preservatives	390	161	150	110	58
Low/no/reduced allergen	464	84	148	115	22
Gluten free	449	75	145	110	20
Microwaveable	17	301	308	53	64
Ease of use	65	247	203	55	57
Ethical - environmentally friendly package	119	203	148	52	58
All natural product	395	48	59	64	21
Premium	169	64	111	58	9
Low/no/reduced fat	205	63	45	30	27
Source: Mintel, 2017.

Product launch by company

Loblaws launched the most mustard-containing products with a total of 114 products in the review period (2005 to 2016). Over 84% of the company’s mustard-containing products were new product introductions and brand variety/extensions, while 13% were relaunches and new formulations. All of the company’s product launches occurred in Canada. Most of the company’s products were within the sauces and seasonings subcategory (33%), followed by the processed fish, meat and egg products (28%), and meals and meals centers subcategories. Twenty-eight of the company’s mustard-containing product launched were imported (from the US (18), Spain (4), and India (2)).

Kraft Foods launched the second-largest number of mustard-containing products, with a total of 139 products launched in the review period (2005 to 2016). Kraft Food’s products launched were mostly relaunches due to change in packaging and new formulation, while 40% were new product introductions. The company products were launched in the United States with a total of 138 launches and Canada with a total of 1 product launch. Most of the company’s products were launched in the sauces and seasonings (90), meals and meal centers (20), processed fish, and meat and egg products (13) subcategories.

Aldi ranks third in terms of the most mustard-containing products launched from 2005 to 2016, with a total of 111 products. Over 89% of its mustard-containing products were a new product introductions, 10.8% were relaunches due to change in packaging. All of the Aldi’s mustard-containing product launches occurred in the United States.

Loblaws	144
Kraft Foods	139
Aldi	111
Target	98
Krogger	97
Wal-Mart	95
Sobeys	91
Trader Joe's	82
Williams-Sonoma	72
Safeway	59

**Top ten companies that used mustard ingredients in their product launches, from 2005 to 2016**
Company	Mustard seeds	Mustard flour	Dijon mustard	Mizuna	Yellow mustard seed
Loblaws	110	36	22	2	0
Kraft Foods	63	80	8	0	0
Aldi	79	34	15	2	0
Target	73	29	12	1	5
Kroger	72	30	4	5	0
Wal-Mart	77	12	13	8	1
Sobeys	70	18	19	3	3
Trader Joe's	59	12	15	7	3
Williams-Sonoma	65	5	31	0	7
Safeway	49	11	14	4	0
Source: Mintel, 2017.

**Top five companies and their brands to launch mustard-containing products by country, from 2005 to 2016**
Country	Top five company	Top three brands	Number of products
U.S.	Kraft Foods	Kraft	43
		Oscar Mayer	13
		Kraft Miracle Whip	12
	Aldi	Burman's	12
		Specially Selected	12
		Little Salad Bar	10
	Kroger	Kroger	58
		Simple Truth Organic	9
		Private Selection	6
	Target	Archer Farms	42
		Market Pantry	37
		Simply Balanced	3
	Trader Joe's	Trader Joe's	63
		Trader Joe’s	3
		Trader Giotto's	2
Canada	Loblaws	President's Choice	72
		President's Choice Blue Menu	14
		President's Choice Smokin' Stampede	9
	Sobeys	Compliments	26
		Sensations by Compliments	20
		Compliments Balance	10
	Overwaitea Food	Western Family	41
		Western Family Classics	5
		Western Family Grill Slinger	5
	Federated Co-Operatives	Co-Op Gold	37
		Co-Op Gold Pure	3
		Co-Op Gold Pure Ingredients	2
	Wal-Mart	Great Value	25
		Our Finest	11
		Your Fresh Market	4
Source: Mintel, 2017.

Product examples

Asiago Caesar Dressing

Company	Blue Kettle Specialty Foods
Brand	Blue Kettle
Category	Sauces & Seasonings
Sub-Category	Dressings & Vinegar
Country	Canada
Store Name	Save-On-Foods
Store Type	Supermarket
Date Published	Dec 2016
Launch Type	New Packaging
Price in local currency	CAD7.99
Bar Code	852841000080
Product description	This product is gluten free.
Ingredients	Mayonnaise (vegetable oil (soybean oil, canola oil), water, liquid egg yolk, vinegar, salt, sugar, spice, concentrated lemon juice, calcium disodium EDTA, citric acid), lemon juice (water, concentrated lemon juice, sulphites, lemon oil), onion, asiago cheese (pasteurized milk, salt, bacterial culture, microbial enzyme, lipase, cellulose (to enhance flow)), water, sugar, salt, parmesan cheese (milk, modified milk ingredients, salt, calcium chloride, bacterial culture, microbial enzyme, lipase, cellulose (to prevent caking), natamycin), seasoning, mustard powder (mustard), garlic, potassium sorbate, sodium benzoate

Mustard Tree

Company	Stonewall Kitchen
Brand	Stonewall Kitchen
Category	Sauces & Seasonings
Sub-Category	Table Sauces
Country	Canada
Country of Manufacture	USA
Import Status	Imported product
Store Name	Urban Fare
Store Type	Gourmet Store
Date Published	Dec 2016
Launch Type	New Packaging
Price in local currency	CAD17.99
Bar Code	711381326435
Product description:	The set includes a 99g blue cheese herb mustard - a boldly flavoured mustard that can be used on a roast beef sandwich or as a coating for roast chicken, pork or beef; a 99g horseradish mustard - an all-natural mustard and can be used on a roast beef or brisket sandwich with sautéed red onions and Swiss cheese; and a 99g Maine maple mustard, which can be combined with fresh breadcrumbs, minced garlic and parsley, or generously coated on a pork tenderloin or leg of lamb before roasting.
Ingredients	Blue cheese herb mustard: mustard (water, white distilled vinegar, mustard seed, white wine, garlic, salt, sugar, xanthan gum, spices, natural flavour, citric acid, celery seed, turmeric, annatto), cheese (cultured cream, low fat milk, salt, calcium chloride), blue cheese (cultured milk, calcium chloride), water, lactic acid, disodium phosphate, butter oil, natural flavour

Sweet & Tangy Bourbon Spirited Mickie BBQ Sauce

Company	Sobeys
Brand	Sensations by Compliments
Category	Sauces & Seasonings
Sub-Category	Cooking Sauces
Country	Canada
Store Name	Safeway
Store Type	Supermarket
Date Published	Oct 2016
Launch Type	New Packaging
Price in local currency	CAD3.19
Bar Code	623682117646
Product description:	Sensations by Compliments Sweet & Tangy Bourbon Spirited Mickie BBQ Sauce has been repackaged. This product is said to feature a bold blend of spices and retails in a 375ml pack.
Ingredients	Water, sugar, tomato paste, vinegar, molasses, concentrated apple juice, canola oil, beer (contains barley), salt,worcestershire sauce (malt vinegar (barley), water, blackstrap molasses, glucose, tamarind, white vinegar, sugar, onion, salt, natural flavour, garlic, celery powder, spice), modified corn starch, soya sauce (water, wheat, soybeans, salt, sodium benzoate), spices, tamarind, bourbon whiskey, natural flavour, mustard, ancho chili pepper, garlic powder, coffee, onion powder, sodium benzoate, xanthan gum, citric acid, smoke flavour, caramel colour, dextrose

Mozzarella & Red Pepper Gourmet Smoked Chicken Sausages

Company	Federated Co-Operatives
Brand	Co-Op Gold
Category	Processed Fish, Meat & Egg Products
Sub-Category	Poultry Products
Country	Canada
Country of Manufacture	USA
Import Status	Imported product
Store Name	Co-op
Store Type	Supermarket
Date Published	Sep 2016
Launch Type	New Variety/Range Extension
Price in local currency	CAD5.99
Bar Code	057316173140
Product description	The fully cooked smoked sausages with part-skim pizza mozzarella cheese and red peppers are gluten-free and contain no added nitrites or MSG. They can be microwaved and retail in a 375g pack.
Ingredients	Chicken, part-skim pizza mozzarella cheese (contains milk), red bell peppers, onion, seasoning (sugar, spices, flavour), vinegar, salt, green bell peppers, roasted garlic, cultured celery juice powder, dehydrated parsley, cherry powder, mustard, sugar, smoke, collagen casing.

Dijon Maple Butter Mustard

Company	Aliments Morehouse Foods
Brand	Au Pied de Cochon
Category	Sauces & Seasonings
Sub-Category	Table Sauces
Country	Canada
Country of Manufacture	Canada
Import Status	Not imported
Store Name	IGA
Store Type	Supermarket
Date Published	Sep 2016
Launch Type	New Product
Price in local currency	CAD6.99
Bar Code	884892822021
Product description:	The kosher certified product retails in a 264g pack.
Ingredients	Water, maple butter, mustard seeds, vinegar, sugar, salt, citric acid, sodium metabisulfite.

Butcher's Blend Seasoning

Company	Restaurant Joe Beef
Brand	Joe Beef
Category	Sauces & Seasonings
Sub-Category	Seasonings
Country	Canada
Store Name	Metro
Store Type	Mass Merchandise/Hypermarket
Date Published	Jun 2016
Launch Type	New Packaging
Price in local currency	CAD6.29
Price in US Dollars	4.92
Bar Code	060612435591
Product description:	Joe Beef Butcher's Blend Seasoning has been repackaged and is now available in a newly designed 200g pack. It is described as a bold blend said to be the Joe Beef Restaurant version of the Montreal classic steak seasoning.
Ingredients	Mustard seeds, salt, garlic (dehydrated), low erucic acid rapeseed oil, herbal extracts (extract)

For more information

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.

For additional intelligence on this and other markets, the complete library of Global Analysis reports can be found on the International agri-food market intelligence page, arranged by region.

Resources

Euromonitor International, 2017.
Mintel Global New Products Database, 2017.

Ingredient Focus Series - Mustard Products in the United States and Canada
Global Analysis Report

Prepared by: Ranna Bernard, Market Analyst

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