Mayonnaise is going through a metamorphosis with a broad range of flavors and formulations driving global innovation.
Considered old-fashioned by many consumers, the creamy condiment has been getting a makeover for more than a decade. This has resulted in an ever-expanding lineup of varieties from the world’s largest food manufacturers to the smallest startup CPG companies.
The global mayonnaise market was valued at a whopping $13.5 billion in 2025 and is expected to grow by 3.76% annually to $18.8 billion by 2034, according to IMARC Group, a global research and consulting firm.
North America dominates global mayo sales with 41.2% of the market, IMARC reported.
Mayo purveyors are capturing new customers through flavors that go a step beyond chipotle mayo and experiment with international varieties and bold flavors like pickle, sriracha and wasabi.
“These flavor variations include a spectrum of tastes, including savory, spicy, tangy and sweet, allowing consumers to customize their meals according to their preferences,” according to the IMARC report. “Also, international flavors, inspired by global cuisines such as Asian, Mediterranean and Latin American, are gaining popularity, offering consumers the opportunity to explore and experiment with different taste profiles, thus augmenting the market growth.”
Food manufacturers also are making inroads with consumers through better-for-you options like vegan, low-fat and gluten-free mayo.
Mayo wars
The mayonnaise market already is making headlines in 2026, with multimillion-dollar marketing campaigns, new products and a $750 million deal that could change the mayo business in Latin America.
Duke’s Mayo kicked off the year with its “Mayo Is Coming” ad campaign, which debuted at the Duke’s Mayo Bowl, a college football game, on Jan. 2.
The 30-second spot features a fleet of Duke’s Mayo biplanes parachuting jars of Duke’s Mayo over a mayonnaise-deprived city.
“Duke’s Mayo is coming,” a child on a bicycle proclaims, as jars of mayo fall from the sky. Duke’s said the campaign highlights the product’s nationwide rollout beyond the South.
Not to be outdone, mayo market leader Hellman’s Mayonnaise, an estimated $2.4 billion brand owned by British multinational consumer goods company Unilever, announced in late January that it will run a 30-second ad during the Super Bowl on Feb. 8.
The ad features Saturday Night Live alum Andy Samberg as a Neil Diamond parody, “Meal Diamond,” who sings “Sweet Sandwich Time” to the tune of the Neil Diamond classic “Sweet Caroline.”
“The Big Game is a stage for unforgettable moments and iconic performances, and for our sixth year we’re bringing that same energy,” said Jessica Grigoriou, senior vice president of Condiments Marketing in North America, Unilever. “Music, nostalgia and food all have a unique way of creating shared moments and ‘Sweet Sandwich Time’ is a catchy reminder that Hellmann’s can be the star of any sandwich – or any game day celebration.”
As the largest mayonnaise producer in the world, Hellmann’s is bringing new flavors to more than 65 countries and driving innovation that goes beyond new flavors, according to IMARC.
“Nowadays, [mayonnaise] is incorporated into dips and marinades due to its creamy nature across the globe. For example, in August 2024, Unilever expanded its Hellmann’s lineup with new flavored mayonnaise options, including Chipotle and Garlic Aioli, aiming to attract Millennial and Gen Z consumers while boosting condiment usage.”
Mayo is changing
The mayo giant’s expanded lineup also included mayonnaise dressing with flavors such as Chili Lime, Spicy and Italian Herb and Garlic.
“Our power brand, Hellmann’s, has been an early adopter in this space, launching its first flavored mayo in Brazil, one of the brand’s key markets, in 2020,” Hellmann’s said in 2024. “Since then, the market has developed, with flavored mayo now accounting for over 7% of overall US mayo sales and growing fast. Hellmann’s portfolio of flavored mayonnaise has also seen significant growth, with sales almost doubling in 2023.”
Heinz followed suit in August with a new line of Heinz Mayonnaise-Style Sauces, launched in Canada. The lineup includes Smoky Bacon, Garlic Parmesan, Mango Habanero and Pickle.
“While mayo may be in the top five when it comes to condiments, flavored options on the market are limited, causing the nearly three-quarters of Canadians who dip mayo to have to mix it with other sauces like ketchup or hot sauce,” Heinz said in a press release. “With flavor as king and nothing stopping irrational mayo lovers from finding the perfect mix, these new innovative offerings remove the extra step and create the perfect flavor pairing.”
South of the border
The Mexican mayo market also entered a new era beginning in 2026, beginning with Hunt Valley, Md-based spice maker McCormick & Company’s $750 million purchase of a 25% ownership stake in McCormick de Mexico from its longtime partner Grupo Herdez.
The business partners had split the company evenly since its creation in 1947, and the purchase gave McCormick & Company a 75% controlling stake in McCormick de Mexico.
The prime motivation was driven by McCormick de Mexico’s popular Mayonesa con Jugo de Limones, a lime-flavored mayo. McCormick controls about 70% of the Mexican mayonnaise market.
“With this expanded ownership, we will advance our global flavor leadership and increase our presence in condiments and sauces,” said McCormick Chairman, President and CEO Brendan Foley. “In addition, the brand commands strong loyalty among Mexican consumers and foodservice operators.”
A mayo revolution
Smaller players are giving mayo giants a run for their money with new products and ad campaigns launched in January.
Brooklyn, NY-based olive oil maker Graza expanded its product portfolio in January to include three varieties: Original Mayo, Garlic Aioli and Fancy Mayo, which the company described as “the world’s first-ever unrefined, 100% extra virgin olive oil mayo.”
“Designed for everyday use, Graza Mayo is made with cage-free eggs and draws inspiration from the homemade mayo served at some of Graza’s favorite restaurants,” Graza said in a press release. “With mayo made up of roughly 65% oil, Graza saw a clear opportunity to disrupt a category still dominated by industrial seed oils like canola and soybean.”
The lineup will roll out over the next few months at Whole Foods Market, Central Market, Kroger, Publix and Sprouts.
Meanwhile, San Diego, Calif-based Chosen Foods launched a national advertising campaign for its Avocado Oil Mayo.
The “Chosen to Save Food” campaign promises to harness the “superpower” of avocado oil to make popular foods healthy.
“Consumers are paying closer attention than ever to what they put in their bodies – seeking cleaner, more trustworthy ingredients across the grocery store,” according to a Chosen Foods press release. “But while more shoppers are meticulously scrutinizing their choice of proteins and produce, they often overlook the sauces that accompany them. The result: higher-quality meals topped with sketchy condiments.”
The company is taking a play from the Duke’s and Hellmann’s playbook and running its animated super hero-themed ads on ESPN.
