Easy ways to make your condiments sell

There are some condiments that will forever be store cupboard stalwarts, from Worcestershire Sauce (more on that later) to mushroom ketchup for those in the know – not to mention mustards – but as popular as those culinary icons have and will forever be, 2026’s shopper is increasingly on the hunt for delicious adventure and your condiments shelf is an excellent launch pad for just that.

“Fine food shoppers are increasingly looking for condiments that deliver big, confident flavour with minimal effort,” begins Kelly Peak, owner of Peak & The Pantry. Worldwide flavours continue to inspire, whether a shopper’s appetite has been piqued by overseas travel or through indulging in street food or restaurant fare. “International flavours continue to be important, but the focus is shifting towards accessible global influences rather than niche or intimidating ones,” she explains. “Shoppers want products that feel exciting but usable.”

Indeed, “almost two thirds of shoppers (67%) are looking for easy ways to make their ‘staple”’ meals tastier and more varied [Blue Marble Research] and condiments are the perfect way to do that,” begins Liz Cuff, marketing director at Tracklements. “The same piece of meat or fish can be transformed with a different condiment – steak with Strong English Mustard one day and with Strong Horseradish Cream the next.”

For useable, read versatile. While many of us are guilty of having a third – or more – of their fridge stacked with condiments of varying descriptions, many consumers recognise that’s not a sustainable approach going forward. Rather than a myriad of jars being forgotten about at the back of cupboards and refrigerators, they’re looking for versatile solutions that pack a punch.

“Versatility is key,” agrees Kelly, and education plays a part too. “People don’t want to buy something for one specific recipe and then leave it at the back of the cupboard. They want to understand how a product earns its place in their kitchen – as a marinade, a dip, a drizzle, a sandwich spread, or a quick flavour boost for midweek meals.”

“Food waste is a subject that remains high in shoppers’ minds,” reminds Liz. “Everyone knows mint sauce is great with roast lamb – retailers giving suggestions of how to use up the rest of the jar and meat after the Sunday roast help with consumers’ desire to not waste food and has them coming back for more. For example, Tracklements Traditional Mint Sauce makes roast lamb…but stir the rest of the jar into Greek yoghurt for a homemade tzatziki the next day is the perfect topping for Greek-style lamb pittas.”

Curation as a selling tool

“We’ve all been into shops where there’s so much choice it’s overwhelming,” says Liz, “but a carefully curated range of condiments can really help bring additional sales through tills. Consider a best-quality range like Tracklements, a selection of locally made if you have a known “market stall” supplier, and keep it simple.”

“Offering a ‘one stop shop’ for condiments is useful for the shopper. There are the traditional selections such as mint sauce, horseradish sauce, strong English mustard, wholegrain mustard; the staples – tomato sauce, mayonnaise, chilli Jam (28% of shoppers eat chilli jam at least once a week*) and what we call “gold mascara” products which offer intrigue and satisfy consumers’ sense of discovery and foodie adventure – Special Edition Sweet Carrot & Pink Peppercorn Relish or Sweet Mustard Ketchup. 63% of shoppers like to try new things that add variety to meal times [Blue Marble Research].”

“There’s a growing appetite for depth of flavour – fermented notes, umami-rich profiles, layered heat, sweet-heat combinations – alongside cleaner labels and recognisable ingredients,” agrees Kelly.

Make it work in your shop

Where retailers have merchandised Tracklements with what they’re most commonly eaten (Tartare next to the fish, Mint Sauce on the butchery counter) they’ve seen increased sales of the product of +60%.

Why younger generations offer a valuable opportunity

Expert view from Emma Macdonald, founder of The Bay Tree

“While we tend to think of chutneys and condiments as being popular with the older generation, it’s the younger generations who offer a valuable opportunity when it comes to this sector as they have a built-in appetite for experimentation and international flavours. The multiples have picked up on this and have extended their ranges, so it’s important that independents do the same.

“It’s a question of how they make the items in their fridge more interesting, for example a garlic pickle for ‘picky plates’ or to jazz up bolognese, or to mix into yoghurt to serve with Indian food.

“Condiments mean that simple, even quite cheap, ingredients can be made into exciting dishes.”

Need to know: condiment-selling tools

Kelly Peak, owner of Peak & The Pantry shares 3 tips

1. Social proof matters: awards, chef endorsements, and clear usage guidance on-pack help build confidence. But perhaps most importantly, brands need to show how their products fit into real life – simple serving suggestions, ‘great with’ ideas, and QR links to recipes all help reduce purchase hesitation.

2. Cross-merchandising is powerful: pairing condiments with cheese, meat, bread, pasta, or tinned fish helps customers immediately visualise how to use them. Clear signage, heat scales, staff recommendations, and sampling where possible all increase confidence and conversion.

3. Curated ranges generally outperform overcrowded shelves. Three distinctive, well-explained products will often outsell a wall of similar jars.