The condiment category is ready for refresh with Spins data showing sales of long-time staples in the space falling – opening the door for brands offering better-for-you options, bolder flavors and elevated experiences.
According to Spins, sales of mayonnaise fell 1% in 2025 alongside a 0.9% drop in ketchup and a whopping 4.6% decline in salad dressing year-over-year.
But that doesn’t mean the end is nigh for the category.
Rather, the market research firm is tracking pockets of innovation that could help the segment rebound, including condiments made with oils consumers perceive as healthier or that include bold spice profiles and layers of acidity alongside health benefits. For example, mayonnaise made with avocado oil is up 23% year-over-year in 2025, organic ketchup is up 2% in the period and natural salad dressings are flat.
A frontrunner in the space is Primal Kitchen, which has been leading the condiment revolution since 2015.
Primal Kitchen blazes trail for healthier condiments and dressings
Out of the gate, the brand helped reshape the condiment aisle by replacing traditional seed oils with avocado oil and focusing on simpler ingredients. Starting with avocado-oil mayonnaise, the company quickly expanded into dressings, ketchup and dipping sauces – positioning better-for-you fats as the next frontier in condiments.
The brand says retailers were initially skeptical, but consumer demand for cleaner ingredients quickly proved there was appetite for a new approach to everyday sauces.
Truff levels up the segment with luxury ingredients
Hot on the heels of Primal Kitchen in the condiment revolution is Truff, which was launched in 2017 when the founders introduced a luxury truffle-infused hot sauce that quickly expanded into pasta sauces, oils, mayonnaise and most recently flavor-infused aioli.
“Truff started online,” and evolved from a social media account to a blog before the company launched its first “hero product” – a truffle infused hot sauce, said Co-founder Nick Ajluni.
He explained that what sets the brand’s products apart from other condiments is the company’s “intense commitment to flavor,” its use of truffle alongside “the highest quality ingredients we could possible come about,” and the brand’s rise in pop culture.
But, according to the founders of Truff, the shift toward elevated condiments isn’t just about luxury ingredients – it is also about how consumers are cooking today.
“Social media culture has turned home cooking into this exploratory world where every day there is a new recipe on TikTok” that inspires consumers, Ajluni said.
“Food has become a canvas for sauces and condiments,” added Co-founder Nick Guillen. “It allows consumers to take something that wouldn’t be an extraordinary meal and really take it to a whole other flavor profile, just by adding some type of aioli or hot sauce or a Japanese barbecue sauce.”
That mindset is also shaping Truff’s newest products, including flavor-infused aiolis designed to add restaurant-level flavor to everyday meals.
“Mayo has been around for many years in America. It is not going anywhere,” but Truff’s sauces and aioli are new ways to use that type of product to boost the flavor profile of dishes, Ajluni said.
Spins sees potential for condiments with digestive benefits and acidity
Other players, like Lucky Foods, also are getting in on the action.
The company’s wide range of Asian-inspired products combine traditional flavors with modern cooking, as in the case of its Seol Kimchi Mayo, which delivers on rising consumer demand that Spins is tracking for condiments with more acidity, fermentation and even texture.
As illustrated by Spins data and what these brands are bringing to the table, the future of the condiment aisle may not lie in the classics, but in bold flavors, better ingredients and a more elevated experience.
