Language selection

Search

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.

Canada’s and United States’ export of mustard products % breakdown in the world, 2016
Description of this image follows.
Description of above image
Rest of World 73%
U.S. and Canada 27%

Source: Global Trade Tracker, 2017.

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.

Mustard-containing product launches in the United States and Canada by year, from 2005 to 2016
Description of this image follows.
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.

Mustard-containing product launches in United States and Canada by launch type, from 2005 to 2016
Description of this image follows.
Description of above image
New variety/range extension 42%
New product 34%
New packaging 19%
Relaunch 3%
New formulation 2%

Source: Mintel, 2017.

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
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

Mustard-containing products launched by category, from 2005 to 2016
Description of this image follows.
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.

Top five food sub-categories for mustard-containing products launched, from 2005 to 2016
Description of this image follows.
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.

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.

Pet food sub-categories for mustard-containing products launched, from 2005 to 2016
Description of this image follows.
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).

Beverage sub-categories for mustard-containing products launched, from 2005 to 2016
Description of this image follows.
Description of above image
Other beverages 76%
Juice drinks 12%
Carbonated soft drinks 6%
Hot beverages 6%

Source: Mintel, 2017.

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

Product launches by year in the United States, from 2005 to 2016
Description of this image follows.
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.

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 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

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

Product launches by year in Canada, from 2005 to 2016
Description of this image follows.
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.

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 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

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.

Top ten mustard-containing product claims from 2005 to 2016.
Description of this image follows.
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.

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.

Top ten companies in the U.S. and Canada to launch mustard-containing products, from 2005 to 2016
Description of this image follows.
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.

Mustard-containing products by branded versus private label in the U.S. and Canada, from 2005 to 2016
Description of this image follows.
Description of above image
  • USA
    • Branded: 2,617
    • Private: 1,168
  • Canada
    • Branded: 1,269
    • Private: 523

Source: Mintel, 2017.

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

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
Please select all that apply:

Date modified: