Market Outlook for Malt Vinegar Market
Malt vinegar is an English vinegar, generally used as a condiment, manufactured by double fermentation of malted barley. Malt vinegar is commonly used in the preparation of English snacks and cuisines, especially fish and chips. Malt vinegar is available in two forms - distilled and not distilled, which lends a white or brown color to it. Malt vinegar has been used since traditional times and the market is quite saturated. However, the malt vinegar market is still expected to grow owing to different marketing strategies adopted by the manufacturers and rigorous efforts being made to save its declining position within the vinegar industry. In 2016, the company Sarson’s, a major producer of malt vinegar, launched an advertising campaign, which focuses on promoting recipes that use malt vinegar as an essential ingredient. The malt vinegar market is in an extremely threatened position due to the increasing number of consumers switching over to balsamic vinegar.
Reasons for Covering this Title
There are a variety of factors which are responsible for the current unstable position of the malt vinegar market, which is why the market is exhibiting a declining trend in terms of consumption. One of the several threats is that malt vinegar has very limited usage in the food industry. It is used in pickling and salad dressings, while its competing vinegar has a wide range of applications in the food industry. Also, the major end use sector driving the growth of the malt vinegar market is the fish and chips snack. However, declining popularity of fish and chips has led to a decline in the popularity of malt vinegar. The major setback for the malt vinegar market is evaluated to be the growth of the balsamic vinegar market. Balsamic vinegar has become trendier and more number of foodservice providers are promoting it which has led to a greater consumer penetration, as compared to malt vinegar.
Global Malt Vinegar Market: Segmentation
The Malt Vinegar market is segmented on the basis of product type and end use.
On the basis of product type, the Malt Vinegar market is segmented as-
On the basis of end use, the Malt Vinegar market is segmented as-
- Food industry
- Bakery & Confectionery
- Savory snacks
- Spreadable& Dips
- Salad Dressings
- Seasonings, marinades & blends
- Processed Food
- Meat, poultry & seafood
Global Malt Vinegar Market: Key Players
Some of the key players operating in the global Malt Vinegar market are H.J. Heinz Company, L.P, Mizkan Euro Ltd, Holland House Cooking Wines, Manor Vinegar, Ellsey’s, Reinhart Foods Ltd., Instant Trading Co. (Pty) Ltd. t/a Cecil Vinegar Works, Fleischmann's Vinegar Company, Inc., Hong Australia Corporation Pty Ltd., GCL Food Ingredients, Lehmann Food Ingredients Limited, Carolina Ingredients, OCTIM Vinegar, B.I Limited and Bremer Authentic Ingredients, amongst others.
Global Malt Vinegar Market: Key Takeaways
The major strategy adopted by the manufacturers is the marketing strategy. Understanding specific consumer sentiments with respect to malt vinegar and identifying consumers’ buying strategies have allowed manufacturers to achieve better consumer penetration. This also includes the launch of new malt vinegar products which have gained significant consumer attention.
For instance, in February 2016, the company Sarson’s malt vinegar, which operates as the subsidiary of Mizkan Euro Ltd, launched their malt vinegar with a revised packaging. The new packaging is directly aimed at gaining more consumer attention by rekindling their traditional sentiments and needs. The bottle is basically designed to illustrate the traditional relations of vinegar with fish and chips, which is a major snack. This strategy successfully enabled the company to strengthen its consumer base.
Opportunities for Malt Vinegar Market Participants
Growing focus on educational marketing, which creates ample options in the vinegar industry for consumers and enhance their knowledge base about the applications of malt vinegar, is a good strategy that may boost the growth of the malt vinegar market. Other vinegar segments, such as the balsamic vinegar market, are robustly focusing on expanding their product range through new product launches. Malt vinegar market, on the other hand, has witnessed limited launches. Hence, focusing on product developments to encourage more number of product launches will create growth opportunities in the malt vinegar market.
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