New supermarket search and sales data has revealed Brits are no longer content with just tomato sauce, mustard and mayonnaise in the fridge, as shoppers look to add bold flavours and craft sauces to their condiment collections.Stats from Ocado Retail show that searches for condiments have risen 45% year-on-year, driven by growing shopper demand for small-batch artisanal sauces and twists on popular classics. Ocado now stocks more than 430 condiments across its range to cater to evolving customer tastes.
Artisanal condiments have boosted growth, with sales of independent brands up by 22% year-on-year as shoppers seek out new flavours. This comes as research by Ocado and Savanta** reveals half of consumers (49%) describe themselves as more adventurous with sauces than they used to be.
Popular artisanal products include Chimmy’s Argentinian-style chimichurri (sales up +267% YoY), and Foraging Fox’s beetroot-based tomato ketchup (+165% YoY). Sales of Rubies in the Rubble, which makes condiments from surplus fruit and veg, have grown by 146%, while sales of Hunter and Gather’s range of unsweetened, natural condiments are up 90% since last year.
Jeff Webster, co-founder of Hunter & Gather, said: “There’s a real buzz around healthy condiments right now – shoppers are looking for something that brings big flavour and excitement to their plates, without sacrificing on health. They want foods with fewer ingredients which are less processed and more natural; so no unnecessary ingredients, refined sugars or inflammatory seed oils.
“Shoppers are definitely becoming savvier and thinking more about what’s in their usual bottle of ketchup or mayonnaise. For example sales of our award-winning Classic Avocado Oil Mayonnaise are up by 92 per cent versus last year, so we know consumers are making more informed choices when doing their weekly shop. And we’re happy to be driving the real food revolution.”
Newer launches are also gaining momentum, with sales of The Woolf’s Kitchen Tamarind Ketchup – a sweet-sour-spicy twist on a classic – up 40% month-on-month, and Jean Baton White Truffle Mayonnaise – prepared with real truffle – up 87%. Big brands are also innovating to meet the demand for new flavours. Heinz Sriracha Mayonnaise is up 170% year-on-year, while Heinz Tomato Ketchup Smokey Bacon Flavour has grown 145%.
The nation is increasingly embracing condiments as ‘little treats’, as Ocado’s research reveals three quarters (74%) of people say they now have up to seven condiments in the fridge, with 16% stocking up to ten. Almost three in five (59%) say they now have a condiment with nearly every meal.
Younger consumers are driving the trend, influenced by social media and online food content. Among 25 to 34 year olds, two in three (66%) say they now have significantly more condiments than five years ago, and three in four (75%) report using some kind of sauce with most meals. This group is also more open to trying new products, with 72% agreeing they are more adventurous in their condiment choices than they used to be.
The research also highlights changing attitudes towards processed foods. Nearly half (49%) of all respondents aim to buy condiments with the fewest possible ingredients, while three in five (60%) are actively trying to cut back on ultra-processed foods in general. A growing number are turning to smaller brands, with 39% saying they try to support independents when they can, and 42% saying they now buy artisanal condiments as well as big-name staples.
Meri La Bella, buyer for oils, vinegar and sauces at Ocado Retail, said: “Today’s shoppers are curious and willing to explore new flavours, turning to both big brands as well as our smaller, craft producers offering authentic, quality products with a twist on the classic condiments we all know and love. Our customers want variety and the chance to add something special to their meals, as we offer a selection for evolving tastes.”
