Research highlights Gen Z find ketchup & brown sauce outdated
Instead, Gen Z prefer using soy sauce (48%), sriracha (45%) and wasabi (17%) on their food. The survey also saw a rise in popularity of fermented condiments, like kimchi (17%) and sauerkraut (8%), which are lower in sugar and contain probiotics.
Overall, 57% of the young Brits surveyed said they preferred healthier sauces than ones that are full of sugar, preservatives or hydrogenated vegetable fats, with 49% avoiding certain condiments because of their lack of nutritional value.
A spicy 77% of the youngsters surveyed said they prefer hotter sauces, while 23% felt there were so many condiments to try now so ketchup is no longer needed. Overall 77% of everyone surveyed enjoy a condiment with every meal.
Founder of Vadasz, Nick Vadasz, commented: “With the average bottle of ketchup containing 78 grams of sugar, it’s no real surprise that we are seeing a trend in younger people turning their back on unhealthier sauces and condiments - and a surge in popularity of super condiments that are packed with natural ingredients, and rich in probiotics; great for the gut health and for immunity.”