Webinar Recap: Exploring the Rising Global Demand for Exotic Spices and Seasonings

Host: Ben Lategan - Global Market Analyst (South Africa)

Presenter: Bojan Mijatovic - Global Market Analyst (Serbia)

Speakers: Alper Akkurt - Global Supply Chain Manager - (Türkiye)

Rahman Shuvo - Assistant Manager - (South Korea)

Victor Langat - Global Market Analyst (Kenya)

Agenda:

• Spices and Seasonings Market Trends
• Country of Origin Analysis
• Panel Discussion

The global spice and seasoning market is growing rapidly, fueled by increasing consumer interest in health-focused, natural, and sustainably sourced products. According to Market Data Forecast, the market was valued at $24.84 billion in 2023 and is expected to grow at a compound annual growth rate (CAGR) of 5.25% through 2032. Popular spices like turmeric, ginger, and garlic are in high demand, thanks to their health benefits. At the same time, consumers are gravitating toward clean-label, organic, and minimally processed products that align with modern wellness trends.

Spices and Seasonings Market Trend

The global spices and seasonings market is driven by growing consumer demand for health-boosting spices, natural ingredients, and convenient products. Functional spices like turmeric, ginger, and garlic are gaining popularity due to their health benefits, with turmeric consumption increasing by 10% annually over the past decade. The pandemic has further accelerated the shift toward clean-label and organic products, with organic spice sales growing by over 12% annually, as certifications like Fair Trade and Rainforest Alliance boost sales by assuring consumers of ethical sourcing and sustainability.

Ethnic and fusion flavors are also reshaping the market, with rising demand for spices like cumin, cardamom, and za'atar in North America and Europe. Fusion cooking and street food trends integrate these flavors into mainstream diets, as seen with McCormick's globally inspired-seasonings. Specific regional adaptations include Mexican street corn scones featuring international seasonings, Asian-inspired tabbouleh with soy sauce and sesame oil, and fusion dishes blending Eastern Mediterranean spices with other cultural influences like lamb tacos topped with tzatziki and pomegranate seeds. Additionally, the spice blends segment, growing at a CAGR of 7.5%, caters to busy consumers seeking ready-to-use products, while eco-conscious packaging solutions are gaining traction among environmentally aware buyers.

Picture 1: McCormick's Street Food Seasonings

Source: McCormick

Country of Origin Analysis

Japan, Italy, and the UK

Japan sources nearly all its spices domestically, reflecting a strong cultural preference for local ingredients. Italy and the United Kingdom (UK) also prioritize locally produced spices. Italy’s spice consumption is deeply tied to its culinary traditions, while the UK’s market emphasizes high-quality products such as Maldon Sea Salt Flakes.

Australia and the US

Both countries balance domestic and imported spices, with foreign origins accounting for 30 to 35% of suppliers. The United States (US) market is driven by clean-label and organic products, while Australia reflects its multicultural society with a mix of local and global flavors.

France and South Korea

France emphasizes high-quality, locally sourced spices, complemented by imported varieties for diversity. South Korea balances traditional staples like red pepper powder with growing demand for premium and international flavors, supported by e-commerce platforms like Coupang.

Figure 1: Country of Origin Cross-Country Analysis

Source: Tridge

Panel Discussion:

Alper Akkurt opened the panel discussion with notes about the biggest challenges in sustainably sourcing spices sustainably. Akkurt highlighted that one of the key challenges is meeting stringent regulations, such as the European Union’s (EU) ethylene oxide limits (EtO). These limits have significantly impacted India’s spice exports, contributing to a 20% decline. The EU’s extremely low maximum residue limits (MRLs) have particularly impacted exports, with Singapore and Hong Kong banning products from major Indian brands like MDH and Everest. The Federation of Indian Spice Stakeholders (FISS) has warned of a potential 40% reduction in exports by the end of fiscal year 2025. While 99.8% of India’s spice exports met quality standards in 2023/24, the reliance on EtO sterilization for up to 70% of whole spices poses compliance challenges as EtO is banned for food use in many countries.

Climate change also poses a threat, with droughts in Brazil reducing black pepper harvests by 15% in 2024 and driving prices up by 18%. Supply chain disruptions, like Guatemala’s cardamom oversupply, have destabilized markets, while political instability in countries like Ethiopia has led to an 8% decline in spice exports.

To address these challenges, businesses must be resilient and diversify sourcing regions, adopting sustainable farming practices and leveraging technology for supply chain transparency. Tools like Tridge’s Data & Analytics empower businesses to make informed, data-driven decisions and diversify sourcing channels effectively.

Rahman Shuvo echoed Akkurt’s sentiments about climate change and also cited supply chain complexity as another big challenge in sustainably sourcing spices.. Climate change disrupts production through unpredictable weather and extreme events. Supply chain complexity arises because many spices are sourced from smallholder farms in remote areas, making traceability difficult. Economic pressures also push farmers to prioritize short-term gains over sustainable practices. Major spice-producing countries like India, Vietnam, Indonesia, and Türkiye face soil degradation, water scarcity, and biodiversity loss.

Solutions involve adopting digital tools like blockchain for traceability and leveraging data-driven platforms like Tridge’s Market Brief to ensure transparency, monitor compliance, and identify sustainable suppliers. These innovations empower stakeholders to build more sustainable and competitive supply chains.

Victor Langat discussed how a major challenge in sourcing spices sustainably is the lack of investment in technology, which affects multiple aspects of the supply chain. Limited technological infrastructure hampers traceability and transparency, making tracking spices from farm to consumer difficult and potentially concealing unethical practices like poor labor conditions and environmental harm. Inefficient supply chain management further exacerbates issues, leading to waste, higher costs, and challenges in maintaining product quality and safety. Additionally, the inability to meet growing consumer and regulatory demands for sustainably sourced spices risks market exclusion for producers. The absence of advanced tools also prevents adopting sustainable farming practices, increasing the environmental impact as farmers rely on less efficient traditional methods.

During the panel discussion, Akkurt noted that rising incomes and a growing middle class are driving demand for high-quality spices in the Asia-Pacific region. At the same time, the Middle East and Africa see increased demand due to expanding food service sectors and a focus on traditional cuisine. Europe and North America are embracing exotic flavors and organic options, boosting demand for unique spices, such as saffron, sumac, za'atar, harissa, and berbere.. Strategically positioned between Europe and the Middle East, Türkiye is enhancing its export potential with value-added products, while India remains a major player in turmeric and cumin production. E-commerce is also transforming the market, enabling smaller producers from regions like Sub-Saharan Africa and Southeast Asia to access global markets. Akkurt added that Tridge supports businesses by providing real-time market intelligence to identify opportunities and tailor strategies.

Shuvo emphasized dynamic growth in regions like South Asia, where India is the largest exporter of dried red pepper, with exports rebounding by 49% in 2023. The red pepper market is projected to grow at a CAGR of 6.11%, reaching USD 2.16 billion by 2029. In Southeast Asia, Indonesia is strong in nutmeg, cinnamon, and clove exports, while Vietnam’s focus on technology and value-added products strengthens its global position. The Middle East and North Africa (MENA) region also sees rising demand for premium spices, with Türkiye increasing spice plant production by 2.3% in 2024. North America and Europe remain key importers of organic herbs, with North America’s e-commerce spice sales growing 15% annually.

Langat focused on several regions that are showing the most growth potential for spices. In India, rising demand for convenience foods and spice blends drives market expansion. Vietnam and Indonesia are also emerging as key players due to increasing import demand from Europe and the US for high-quality, sustainably sourced spices. In China, the spice market is growing, fueled by rising middle-class incomes and an interest in global cuisines. The Middle East presents opportunities, with the United Arab Emirates (UAE) serving as a re-export hub connecting Asia, Europe, and Africa, supported by a booming hospitality and food processing industry. Similarly, Saudi Arabia's growing population and expanding food service sector are boosting spice consumption. In Africa, Ethiopia stands out with high-value export potential as a major producer of cardamom and organic spices like coriander and cumin, benefiting from its proximity to European and Middle Eastern markets. Meanwhile, North America and Europe remain well-developed import markets, with strong consumer interest in sustainable, health-oriented products and spice mixes for convenience cooking.

Finally, about expectations on what the future holds for the global spice and seasoning market, Akkurt focused on health and wellness, culinary globalization, and sustainability which drive the spice market's future. Consumers increasingly seek natural, functional foods and authentic spices inspired by international cuisines. At the same time, ethical sourcing and transparency are becoming essential for brands to meet consumer expectations.

Türkiye, alongside India, Morocco, and Africa, is well-positioned to cater to these trends. Türkiye leverages its rich spice heritage and biodiversity, while other regions focus on innovations like organic turmeric and exotic spices to meet global demand.

Emerging technologies like AI and data analytics are transforming the industry by enabling personalized spice blends and predictive market insights. These tools help businesses anticipate consumer behavior, adapt sourcing strategies, and stay competitive in a rapidly evolving market.

Shuvo continued that the global spice market is growing rapidly, fueled by innovation, sustainability, and evolving consumer preferences. There is rising demand for authentic flavors like saffron and turmeric, as well as ethnic spice blends such as garam masala and berbere, as consumers explore diverse cuisines. Sustainability and traceability are reshaping the market, with organic spice production growing steadily and technology enabling end-to-end tracking for quality and ethical sourcing. These practices are becoming critical as consumers prioritize environmentally friendly products. E-commerce is driving accessibility, with online spice sales projected to grow by 15% annually. Premium and customized offerings are thriving, and the market is expected to reach USD 25 billion by 2030. Businesses that innovate and commit to sustainability will secure their place in this expanding market.

Langat closed the panel discussion mentioning that the global spice and seasoning market is set to grow, driven by several key factors. The rising popularity of convenience foods is increasing demand for ready-to-eat products and pre-mixed spice blends. Technological advancements like blockchain enhance transparency and traceability, enabling consumers and businesses to track spices from farm to table. Additionally, sustainability and ethical sourcing are becoming priorities as eco-conscious consumers and businesses push for environmentally friendly practices, including reducing carbon footprints and adopting ethical sourcing methods.

Click here to view the webinar recording, or click here to see the presentation slides.