Making Meals Complete With Condiments and Spreads

Ketchup on a burger. Mustard on a hot dog. This time of year, where would we be without them? Beyond grilling season, however, condiments and spreads have a key role to play in grocers’ assortments, even though condiment sales were largely flat in 2025 amid economic uncertainty, according to Chicago-based market research firm Mintel. The company went on to note that since usage remains universal and frequent, there’s a solid base for future growth.

“Consumers continue to seek products that deliver both value and flavor,” affirms Kevin Stafford, VP, center store operations at K-VA-T Food Stores Inc., the Abingdon, Va.-based operator of more than 150 Food City stores in the Southeast. “We are seeing strong interest in products that help customers create restaurant-quality meals at home, whether through premium sauces, specialty condiments, unique flavor profiles or versatile spreads that can be used across multiple meal occasions. 

"Customers are also looking for convenience, cleaner ingredient statements and products that support emerging cooking trends such as grilling, meal customization and global flavor exploration," he added. "At the same time, value remains important, and shoppers continue to respond well to trusted national brands alongside quality private label alternatives. Food City’s merchandising and promotional plans continue to emphasize both value-oriented and meal solution-driven offerings.”

In keeping with that approach, according to Stafford: “Our assortment strategy focuses on giving customers choices at every price point while also introducing innovative products that align with current flavor and meal trends. We continue to feature products tied to grilling, burgers, hot dogs, sandwiches, breakfast occasions and back-to-school meal preparation through seasonal merchandising programs and promotional events. While performance varies by product segment, these categories remain an important part of basket-building opportunities because they connect directly to meal planning and seasonal events. The continued emphasis on grilling, meal deals and promotional activity supports strong customer engagement throughout the year.”

Adding Excitement

“Today’s consumers are looking for condiments that do more than complement a meal — they want products that transform everyday cooking into something more exciting,” asserts Traci Mishner, VP of marketing and trade operations at Boca Raton, Fla.-based Tabañero, which recently expanded beyond hot sauces with a new line of chef-inspired barbecue sauces. “Whether they’re grilling, meal prepping, entertaining or elevating a weeknight dinner, shoppers are seeking bold flavor, global inspiration, sweet-heat combinations and products that can serve multiple purposes as a topping, marinade, glaze, dip or cooking ingredient.

“At the same time,” Mishner notes, "ingredient transparency has become increasingly important. Consumers are reading labels more closely and looking for recognizable ingredients, lower sugar and products made without unnecessary additives.”

Sweet and savory spread makers are seeing many of the same trends.

“Consumers today are looking for products that balance quality, convenience and indulgence,” says a company representative at Biars-sur-Cère, France-based Bonne Maman, whose U.S. operations are in Rye, N.Y. “Across pantry staples, shoppers are increasingly prioritizing simple ingredients and premium products that deliver an elevated tasting experience. … While preserves remain the core of Bonne Maman’s heritage, consumers are also looking for greater versatility. They are seeking products that can be enjoyed across multiple occasions, from breakfast and snacking to baking, entertaining and creating desserts at home. This evolving consumer demand has inspired the brand’s continued expansion beyond preserves into new categories, including nut and chocolate spreads.”

“Clean labels, recognizable ingredients and better-for-you formulations are top priorities, but shoppers also want bold, globally inspired flavors that elevate everyday meals,” notes Aimee Tsakirellis, EVP of marketing at Haverhill, Mass.-based hummus and dip maker Cedar’s Foods. “They’re increasingly seeking versatile products that can be enjoyed as a dip, spread, sandwich topper, cooking ingredient or as an entertaining staple.”

Make it a Meal

When it comes to merchandising, Stafford has found that “cross-merchandising is extremely effective for these categories because customers typically purchase condiments and spreads as part of a larger meal solution.” Some of Food City’s most successful strategies include:

• Featuring condiments alongside grilling meats during summer events
• Merchandising peanut butter and jelly products together to simplify shopping
• Building secondary displays tied to burgers, hot dogs, sandwiches and tailgating occasions
• Leveraging seasonal and holiday themes to create larger destination displays
• Using promotional programs, digital offers and meal deals that encourage multiple-item purchases

“These strategies work because they help customers visualize complete meal solutions rather than viewing products as stand-alone purchases,” Stafford explains. “Our merchandising plans throughout the summer and back-to-school periods are heavily focused on meal-based solutions and seasonal eating occasions.”

“Strong shelf blocking, clear flavor descriptions, heat-level indicators, recipe inspiration and cross-merchandising alongside complementary foods all help drive trial,” Mishner notes. “Our upcoming packaging redesign is also an important merchandising tool. More prominent ingredient photography, simplified benefit callout and improved shelf readability allow shoppers to understand both the flavor profile and ingredient story from several feet away.”

She adds that “offering a range of heat levels and flavor profiles — from mild and sweet to smoky and extra hot — helps retailers appeal to a broader shopper base while maintaining a cohesive brand presentation.”

“Our products perform best when they’re merchandised to showcase their versatility beyond the dip category,” Tsakirellis points out. “Cross-merchandising alongside naan breads, pita breads, bagels, artisan breads, fresh produce, deli meats, cheeses and prepared meal ingredients helps inspire consumers with multiple usage occasions, from breakfast and lunch to snacking and entertaining. Secondary placements near bakery, produce or prepared foods also reinforce Cedar’s as a convenient, wholesome option for quick meals and snacks.”

She believes that showcasing the products’ various uses “can encourage shoppers to think beyond traditional entertaining occasions and incorporate Mediterranean flavors into their daily routines, ultimately driving trial, repeat purchases and increased basket size.”

In Stores and Online

To keep its condiments and spreads front and center with customers, Food City uses “a combination of weekly ads, digital promotions, digital coupons, recipe content, meal-deal programs, loyalty marketing and seasonal merchandising campaigns,” Stafford says. “We have also incorporated digital promotional events, Buy More Save More programs, digital private label flyers, loyalty rewards and recipe-driven content that helps customers discover new ways to use featured products. We have found that combining strong value messaging with meal inspiration delivers the best results.”

“Our retail marketing strategy focuses on driving awareness, trial and conversion through an integrated mix of retail media, social advertising, influencer partnerships, digital content and product sampling,” Mishner notes. “Early results have shown that pairing compelling creative with retailer-specific messaging and meal inspiration increases shopper engagement and improves store-level performance.”

“One of the most effective ways to drive trial and consumer connection is through in-person sampling,” the Bonne Maman representative says. “As a premium food brand, Bonne Maman allows shoppers to experience the quality, taste and texture of its products firsthand, helping demonstrate the difference and encouraging discovery across the portfolio.”

To that end, the brand has launched a national sampling campaign to introduce shoppers to the its expanded premium spread portfolio at Walmart, Publix, Albertsons/Safeway, Kroger, Wakefern and H-E-B, among others. These programs started with the back-to-school season and are slated to run through early Q4.

“To bring consumers closer to the brand, Bonne Maman continues to invest in both offline and online retail opportunities,” the representative adds. “This includes expanding sampling initiatives, connecting the omnichannel shopping experience and utilizing the various tools provided by our retail partners to introduce our products to shoppers in key markets.”

Beyond refreshing the packaging of its premium Reserve Line, Cedar’s is continuing “to leverage social media, recipe inspiration and educational content that highlights ingredient transparency, authentic family recipes and the versatility of our products,” Tsakirellis says. “We also align product innovation with broader consumer trends, introducing flavors inspired by popular culinary moments while remaining true to our Mediterranean roots.”

The Shape of the Future

Several trends are likely to shape the future of condiments and spreads, according to Stafford, among them the following:

• Continued innovation in flavor profiles, including global and regional influences
• Increased demand for premium and specialty offerings
• Growth in better-for-you products and cleaner ingredient formulations
• Expanded private label opportunities that provide both value and quality
• More cross-category meal solution merchandising
• Increased digital engagement through recipes, loyalty programs and personalized offers

“We also expect continued growth in products that help customers create unique food experiences at home,” he adds. “Consumers increasingly want convenient ways to elevate everyday meals, and condiments, spreads, jams and jellies are well positioned to support that trend.” 

Tabañero Instagram
Tabañero Facebook 

For media inquiries, please contact:

Traci Mishner
Director of Marketing, Tabañero 
sales@tabanero.com
888-443-4224