Appetite for Mustard Grows as Skittles Launches Unlikely New Flavor

Skittles has partnered with French’s to create the first-ever mustard flavored skittle in honor of National Mustard Day which falls on August 5 this year. The yellow skittles are described as having a tangy mustard flavor and will appeal to the candy’s most adventurous fans.

To mark National Mustard Day, we took a closer look at the US mustard market, which is surprisingly robust and expected to grow significantly in the coming years. As of 2023, the market size is estimated to be $6.49 billion, and it is projected to reach $8.60 billion by 2028.

The mustard market’s growth is attributed to various factors, including the increased usage of mustard seeds in food and beverage, pharmaceutical, personal care, cosmetic, and other industries. Mustard seeds are known for their multiple nutritional benefits, including being a source of protein, high fiber content, erucic acid, palmitic acid, tocopherols, tocotrienols, carotene, oryzanol, squalene, and thiamine, among others. As a result, mustard has vast application opportunities, including being used as an alternative to nitrate to preserve meat products and increasing the shelf life of meatballs.

The COVID-19 pandemic also influenced the mustard market positively. The health benefits associated with mustard, such as blocking microbial growth, promoting skin health, and reducing inflammation, have increased consumer awareness and spending on mustard products. This is exemplified by a major player in the industry, McCormick & Company (MKC) reporting a 26% growth in sales of French’s mustard during fiscal year 2021. As people become more health-conscious, the demand for mustard-based products is expected to rise further, contributing to the market’s growth

Overall, the mustard market is poised for considerable growth in the US, driven by its various applications, nutritional benefits, and increased consumer awareness about its health advantages. The forecasted CAGR of 5.80% indicates a strong and promising future for the US mustard market in the coming years.

The top four public companies in the mustard business are:

Conagra Brands (CAG)

Conagra produces the Gulden’s range of mustard products, including Spicy Brown Mustard, Yellow Mustard in tabletop bottles, Country Style Mustard, and Stone Ground Dijon Mustard, among others.

McCormick Foods (MKC)

McCormick produces Yellow Mustard Seed, which is sourced from #1 grade mustard seeds and adds tangy subtle heat to various dishes such as pickling brines, rubs and seafood boils, as well as McCormick Culinary Whole Yellow Mustard Seed and McCormick Mustard Seed Whole.

Kraft Foods Group (KHC)

Kraft Heinz Company has two mustard products in its portfolio: Heinz Yellow Mustard and Grey Poupon mustard, both are well known and enjoyed worldwide.

Unilever (UL)

Unilever produces mustard under its brands Maille and Sir Kensington’s. Maille is known for its high-quality mustard products, while Sir Kensington’s caters to different dietary preferences with products that are Vegetarian, Plant-Based, and/or Certified Vegan.

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Appetite for Mustard Grows as Skittles Launches Unlikely New Flavor

Editor Prism MarketView