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.
Contents
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 above image
Rest of World | 73% |
---|---|
U.S. and Canada | 27% |
Source: Global Trade Tracker, 2017.
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. |
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 |
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 |
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. |
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 |
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. |
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 |
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.

Description of above image
2005 | 247 |
---|---|
2006 | 318 |
2007 | 349 |
2008 | 291 |
2009 | 265 |
2010 | 370 |
2011 | 405 |
2012 | 380 |
2013 | 703 |
2014 | 798 |
2015 | 659 |
2016 | 792 |
Source: Mintel, 2017.

Description of above image
New variety/range extension | 42% |
---|---|
New product | 34% |
New packaging | 19% |
Relaunch | 3% |
New formulation | 2% |
Source: Mintel, 2017.
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.
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. |
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 |
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 |
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 |
2. Fruit and vegetables | 7 | |
Pak-choi | 1. Meals and meal centers | 2 |
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 |
2. Pet food | 2 | |
Source: Mintel, 2017. |
Product launch by category

Description of above image
Food | 99% |
---|---|
Pet food | 1% |
Beverages | 0% |
Source: Mintel, 2017.
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.

Description of above image
Sauces and seasonings | 42% |
---|---|
Meals and meal centers | 19% |
Processed fish, meat and egg products | 16% |
Snacks | 9% |
Fruit and vegetables | 4% |
Other | 10% |
Source: Mintel, 2017.
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.

Description of above image
Dog snacks and treats | 85% |
---|---|
Dog food dry | 6% |
Cat food wet | 6% |
Dog food wet | 3% |
Source: Mintel, 2017.
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).

Description of above image
Other beverages | 76% |
---|---|
Juice drinks | 12% |
Carbonated soft drinks | 6% |
Hot beverages | 6% |
Source: Mintel, 2017.
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
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

Description of above image
2005 | 200 |
---|---|
2006 | 263 |
2007 | 281 |
2008 | 253 |
2009 | 213 |
2010 | 295 |
2011 | 281 |
2012 | 253 |
2013 | 440 |
2014 | 456 |
2015 | 369 |
2016 | 481 |
Source: Mintel, 2017.
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.
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 |
Sub-category | 2017E | 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 |
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 |
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

Description of above image
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.
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 |
Categories | 2017E | 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 |
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.

Description of above image
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 |
Source: Mintel, 2017.
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.

Description of above image
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 |
Source: Mintel, 2017.

Description of above image
- USA
- Branded: 2,617
- Private: 1,168
- Canada
- Branded: 1,269
- Private: 523
Source: Mintel, 2017.
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. |
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
© Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2018).
Photo Credits
All photographs reproduced in this publication are used by permission of the rights holders.
All images, unless otherwise noted, are copyright Her Majesty the Queen in Right of Canada.
To join our distribution list or to suggest additional report topics or markets, please contact:
Agriculture and Agri-Food Canada, Global Analysis
1341 Baseline Road, Tower 5, 3rd floor
Ottawa, Ontario
Canada, K1A 0C5
E-mail: aafc.mas-sam.aac@canada.ca
The Government of Canada has prepared this report based on primary and secondary sources of information. Although every effort has been made to ensure that the information is accurate, Agriculture and Agri-Food Canada (AAFC) assumes no liability for any actions taken based on the information contained herein.
Reproduction or redistribution of this document, in whole or in part, must include acknowledgement of Agriculture and Agri-Food Canada as the owner of the copyright in the document, through a reference citing AAFC, the title of the document and the year. Where the reproduction or redistribution includes data from this document, it must also include an acknowledgement of the specific data source(s), as noted in this document.
Agriculture and Agri-Food Canada provides this document and other report services to agriculture and food industry clients free of charge.
Report a problem on this page
- Date modified: