Is Soy Sauce Becoming the New Olive Oil?

Soy Sauce: The Next Premium Pantry Staple?

For years, olive oil has been the gold standard of pantry staples that retailers can trade up. It went from a bulk item to a premium category built on provenance, beautiful bottles, and “everyday luxury” positioning that consumers justify at higher price points.

Now, soy sauce is showing early signs of following the same path.

Why Retailers Should Pay Attention

The global soy sauce market is projected to grow steadily over the next decade, driven by three key factors:

Mainstream appetite for Asian flavors – Soy sauce isn’t just for stir-fry anymore. It’s showing up in marinades, cocktails, and even snacks.

Umami as a selling point – Shoppers now recognize and seek out “umami” as a benefit.

Premium, better-for-you formats – Gluten-free, low-sodium, organic, and traditionally brewed soy sauces help consumers justify higher prices.

For retailers, that growth signals more than volume. It signals margin opportunity.

What Retailers Are Seeing in Stores

Feedback from Cohere’s retailer network shows soy sauce isn’t staying in the “commodity” bucket. Shoppers are responding when products deliver:

Taste that stands apart – barrel-aged, yuzu-infused, or dashi-based versions.

Packaging that signals premium – sleek bottles that sit comfortably next to olive oil or craft spirits.

A credible story – traditional fermentation, regional sourcing, and cultural authenticity.

Education & trial – recipe cards, demos, or bundle displays that help shoppers understand why it costs more.

In other words: the same levers that turned olive oil into a premium category.

Beyond the Grocery Aisle

Soy sauce is also selling in unexpected channels. Retailers report success when bottles are placed in:

Wine shops as a food-pairing add-on

Cookbook displays where recipes inspire purchase

Workshops or classes (like shoyu pickling) that drive discovery

It’s no longer just a condiment—it’s moving into lifestyle territory.

Brand Signals

Cabi: Strong repeat sales in specialty shops, especially for Umami Dashi. Retailers highlight standout packaging and flavor, but note trial is essential to speed up turns.

Kemushi: Steady soy sauce sales, but the spicy mayo line leads in Southern markets. Packaging gets strong marks, though soy sauce is often seen as niche unless paired with education.

Cohere Commerce Takeaway

Olive oil isn’t losing its spot as the premium pantry staple. But soy sauce is showing the same early cues: trade-up potential, storytelling power, and consumer openness to paying more for authenticity.

For retailers, the lesson is simple: don’t overlook everyday staples. The next high-margin success story may already be sitting quietly on your shelf.