From Masalas to Spice Shakers, Can our Spice Blends go Main Stream?
I have wondered for the longest time why Shan, National and to some degree Falak do not compete in the seasoning grinder and or shaker market to try and be more mass market and potentially also diversify some products into the higher revenue category, in the US specifically and the Western Markets at large. This dawned on me based on the fact that humble Himalayan salt , point of Origin Pakistan, gets re packed and made premium every day of the week at a 2/3X Multiple of Cost especially at premium retail. Disclaimer is that I am not a CPG expert, just a consumer so I took a look at some data…To see if my hypothesis holds.
Price Comparison by Category (USD)
Summary price ranges across all product categories analyzed.
| Category | Budget | Mid-range | Premium | Ultra-luxury |
| Himalayan salt grinders | $2.47–12 | $15–35 | $45–90 | $150–200 |
| Himalayan salt plastic shakers | $3.13–5 | $5–8 | $8–13 | — |
| Montreal seasonings | $3–6 | $8–15 | $15–25 | — |
| Popcorn seasonings | $3–6 | $8–13 | $15–20 | — |
| Gourmet blends | $4–8 | $10–15 | $15–25 | $30+ (truffle) |
| Ethnic spice shakers | $3–6 | $8–12 | $12–20 | $25+ (artisan) |
Himalayan Pink Salt Plastic Shakers
Basic disposable plastic shakers (non-grinder) — comparable to La Grille/Montreal rub format.
| Product | Price | Size | $/oz |
| McCormick Himalayan Pink Salt Grinder | $2.47 | 2.5 oz | $0.99 |
| Riega Himalayan Pink Salt Shaker | $3.13 | 7 oz | $0.45 |
| Morton Himalayan Pink Salt Shaker | $4.93 | 5.25 oz | $0.94 |
| Himalayan Chef Fine Shaker | $5.10 | 6 oz | $0.85 |
| RIEGA Fine Himalayan Salt Bag | $5.27 | 16 oz | $0.33 |
| Great Value Himalayan Grinder | $5.48 | 8.3 oz | $0.66 |
| Salt 84 Fine Plastic Shaker | $5.99 | 12.5 oz | $0.48 |
| Himalayan Chef Pink Salt Shaker | $6.49 | 12.5 oz | $0.52 |
| Olde Thompson Fine Himalayan Shaker | $7.49 | 12.5 oz | $0.60 |
| McCormick Fine Pink Himalayan Salt | $9.99 | 26 oz | $0.38 |
Himalayan Salt Grinders
Products with built-in grinding mechanisms.
| Product | Price | Type |
| McCormick Himalayan Pink Grinder | $2.47 | Disposable |
| Great Value Himalayan Grinder | $5.48 | Disposable |
| 52USA Himalayan Grinder Set | $8–10 | Refillable |
| Himalayan Secrets Ceramic Grinder | $9–12 | Refillable |
| OXO Good Grips Salt Grinder | $17–22 | Refillable ceramic |
| Cole & Mason Sunderland Mill | $25–30 | Precision acrylic |
| Cole & Mason Hampstead Electric | $45–55 | Electric |
| Peugeot Paris u’Select Salt Mill | $55–65 | French beechwood |
| HexClad HexMill Salt Grinder | $60–70 | Professional aluminum |
| MÄNNKITCHEN Salt Cannon | ~$200 | Ultra-luxury titanium |
Top Gourmet Seasoning Shakers
Best-selling products across Montreal, popcorn, Everything Bagel, and ethnic categories.
| Product | Price | Size | Category |
| McCormick Montreal Steak | $11.95 | 6.37 oz | Montreal |
| McCormick Montreal Chicken | $5.49 | 2.87 oz | Montreal |
| Tone’s Canadian Steak Seasoning | $12.99 | 28 oz | Montreal |
| Kernel Season’s Variety Pack (8) | $12.99 | 0.9 oz ea | Popcorn |
| Gold Medal Flavacol | $8.99 | 35 oz | Popcorn |
| Trader Joe’s Everything But The Bagel | $4.99 | 2.3 oz | Gourmet |
| SPQR Everything Bagel XL | $12.88 | 10 oz | Gourmet |
| The Truffleist Truffle Everything | $14.99 | 4 oz | Premium |
| Tajín Clásico Chili Lime | $4.49 | 9 oz | Ethnic |
| Za’atar Spice Shakers | $9–15 | varies | Ethnic |
Data sourced from Amazon US and Walmart | March 2026 & US Market Price Comparison | March 2026
Looking at the data I realized that a specialty play the Grinder market is more upmarket, but it likely has smaller volume but the shaker market is competitive but large volume, once it hits mainstream. So the real question is how do we move up the value chain, first in the Himalayan Shaker Market, and then how do we take the 50g humble Pakistani BBQ Mixes and others more Ethnic Blends into mass market Shaker Formats. Also the Prices in the US varies significantly by state for Ethnic Brands. More expensive in less ethnically dense location, and cheaper and on sale in more high volume sales markets.
Some quick realization was that perhaps the shaker spice/rub retail space is more premium than the cardboard box items which traditionally sell in the ethnic segments at major retail. My hypothesis is that over time if you move form ethnic aisle to more main stream the volume is for sure destined to grow as is the ability to charge a Premium because right now price parity is almost similar per oz of product, its the volumes that are vastly different.
Pakistani BBQ Brands vs US Local Seasonings
Price Analysis & Market Opportunity | March 2026
Current US Pricing: Shan, National & Falak BBQ Products
| Brand | Product | Size | US Price | $/oz | Format |
| Shan | Tikka Seekh Kabab | 50g (1.76 oz) | $2.50 | $1.42 | Packet in box |
| Shan | Seekh Kabab | 50g (1.76 oz) | $2.50 | $1.42 | Packet in box |
| Shan | Bihari Kabab | 50g (1.76 oz) | $2.50 | $1.42 | Packet in box |
| Shan | Tandoori Masala | 50g (1.76 oz) | $2.50 | $1.42 | Packet in box |
| Shan | Chicken Tikka | 50g (1.76 oz) | $2.50 | $1.42 | Packet in box |
| National | Tikka Boti Seekh Kabab | 46g (1.60 oz) | $2.29 | $1.43 | Packet in box |
| National | Chicken Tikka | 44g (1.55 oz) | $2.29 | $1.48 | Packet in box |
| National | Chicken Tandoori | 41g (1.44 oz) | $2.29 | $1.59 | Packet in box |
| National | Bihari Kabab | 42g (1.48 oz) | $2.29 | $1.55 | Packet in box |
| National | Chapli Kabab | 72g (2.53 oz) | $2.99 | $1.18 | Packet in box |
| Falak | Fries Masala | 75g (2.65 oz) | $3.49 | $1.32 | Plastic shaker |
| Falak | Shawarma Mix | 75g (2.65 oz) | $3.49 | $1.32 | Plastic shaker |
| Falak | Chaat Masala | 75g (2.65 oz) | $3.49 | $1.32 | Plastic shaker |
US Local BBQ/Grill Seasonings (Shaker Format)
| Brand | Product | Size | US Price | $/oz | Format |
| McCormick | Montreal Steak | 3.4 oz | $5.49 | $1.61 | Plastic shaker |
| McCormick | Montreal Steak | 6.37 oz | $7.99 | $1.25 | Plastic shaker |
| McCormick | Montreal Steak | 29 oz | $15.99 | $0.55 | Bulk shaker |
| McCormick | Montreal Chicken | 2.75 oz | $4.99 | $1.81 | Plastic shaker |
| Weber | Chicago Steak | 5.5 oz | $5.99 | $1.09 | Plastic shaker |
| Kinder’s | Buttery Steakhouse | 9.5 oz | $7.99 | $0.84 | Plastic shaker |
| Lawry’s | Seasoned Salt | 8 oz | $4.29 | $0.54 | Plastic shaker |
| Old Bay | Original Seasoning | 6 oz | $6.19 | $1.03 | Plastic shaker |
| Tajín | Clásico | 9 oz | $4.49 | $0.50 | Plastic shaker |
| The Spice Way | Shawarma | 4 oz | $9.99 | $2.50 | Plastic shaker |
| Sadaf | Shawarma | 2 oz | $5.99 | $3.00 | Plastic shaker |
Price Per Ounce Comparison Summary
| Category | Avg $/oz | Format | Position |
| Shan BBQ range | $1.42 | Packet | Ethnic specialty |
| National BBQ range | $1.48 | Packet | Ethnic specialty |
| Falak shakers | $1.32 | Shaker | Crossover |
| McCormick Montreal (avg) | $1.43 | Shaker | Mainstream |
| US mainstream grill seasonings | $0.85 | Shaker | Mainstream |
| Premium ethnic shakers (Sadaf, etc.) | $2.75 | Shaker | Premium ethnic |
Revenue Opportunity: Shaker Format vs Packet
Hypothetical scenario for Shan or National launching 75g shaker line
| Metric | Current (packet) | Shaker (conservative) | Shaker (premium) |
| Product size | 50g (1.76 oz) | 75g (2.65 oz) | 75g (2.65 oz) |
| US retail price | $2.50 | $4.49 | $6.99 |
| Price per ounce | $1.42 | $1.69 | $2.64 |
| $/oz vs current | — | +19% | +86% |
| Revenue per unit | $2.50 | $4.49 (+80%) | $6.99 (+180%) |
| Est. COGS increase | — | +$0.60 | +$0.80 |
| Gross margin uplift | — | +$1.39/unit | +$3.69/unit |
Market Sizing: US BBQ Seasoning Shaker Category
| Metric | Value |
| US spices & seasonings market (2024) | $5.6 billion |
| Meat & seafood seasonings share | 28% = $1.57 billion |
| BBQ/grill seasonings estimate | ~$400 million |
| Ethnic/international segment CAGR | 7.8% |
| Addressable market for Shan/National shakers | $50-80 million opportunity |
Ethnic Food Seasonings — Key Drivers
The year 2024 saw a notable increase in consumer interest toward authentic ethnic cuisines, particularly Indian, Middle Eastern, and Southeast Asian foods, where spices play a central role. The growing multicultural population in the US has introduced diverse flavor profiles and ethnic seasonings into mainstream American cuisine.
The increasing popularity of Indian and Asian cuisines, coupled with a rising inclination toward prepared foods, stands out as the primary catalyst for growth in the North American spices and seasonings market.
Top Ethnic Seasoning Categories:
- Latin American: Tajín, taco seasoning, chipotle, cumin (~$800M+ segment)
- Asian: Sriracha blends, curry powders, za’atar, garam masala
- Mediterranean: Everything bagel, Italian herbs, Greek seasonings
- Indian: Turmeric, ginger, curry blends (fastest-growing)
Market Segmentation (US)
| Segment | Market Share 2024 |
|---|---|
| Spices | 65% |
| Herbs & Seasonings | 22% |
| Salt & Salt Substitutes | 13% |
The South region commands a dominant 33.47% market share in 2024 and is projected to maintain a 6.82% growth rate through 2030, stemming from the region’s demographic diversity and established cultural traditions.
Data sourced from Amazon US, Walmart, and brand websites | & Polaris Research
Key Insights
1. Pricing parity exists: Shan and National BBQ packets sell at $1.42-1.48/oz, virtually identical to McCormick Montreal Steak ($1.43/oz average). They are already competitive on price-per-ounce.
2. Format gap is the barrier: The problem is not price , it is format. Packets are perceived as “ethnic specialty” while shakers are “mainstream convenience.” Same price point, completely different shelf placement and consumer perception.
3. Premium ethnic gap: Brands like Sadaf and The Spice Way sell shawarma seasonings at $2.50-3.00/oz in shaker format, nearly double what Shan/National charge for similar Middle Eastern blends in packet format.
4. Revenue opportunity: Conservative shaker launch at $4.49 (75g) = +80% revenue per unit, +19% per ounce. Premium positioning at $6.99 (75g) = +180% revenue per unit, +86% per ounce.
5. Falak proves the model: Their fries masala and shawarma mix shakers at $3.49/75g demonstrate the shaker format works for Pakistani brands, they are just not in the BBQ kabab space yet. Note, is that from some years ago I do remember seeing a shaker version of Shan in the GCC Market. Even for red chili, turmeric and others.
What I envision this market play to be with the help of AI is the following.
The shaker isn’t just a bottle | It’s a shelf strategy
For decades, Shan, National, and Falak have competed on flavor, authenticity, and price within the ethnic aisle and won. Their BBQ masalas rival or beat any mainstream grill seasoning on taste and value. But the packet format anchors them to a distribution channel with structural limits: low visibility, niche foot traffic, and a ceiling on volume growth. The shaker format breaks that ceiling. It signals “everyday seasoning” to retailers and consumers alike, earning placement in the mainstream spice aisle where 80% of purchases happen. It commands premium pricing not because the spice inside is different, but because the perceived use case shifts from “special recipe ingredient” to “shake on everything.” And critically, it positions Pakistani brands to ride the fastest growing segment in American food: ethnic flavors going mainstream. The question isn’t whether Shan or National can make this transition . Falak is already proving the model works. The question is whether they will, before McCormick and private labels fill the gap with their own “inspired by” tikka and seekh kebab or shawarma or fries blends. The opportunity window is open. The mainstream American grill is ready for Pakistani heat. The only thing missing is the shaker on the shelf with a nuanced re position approach to win over the mainstream market.