Invasion of the Condiments: When One Flavor of Ketchup Just Won’t Cut It

Condiment consumption in the United States seems to be at an all-time high. Chili crisp and hot honey are flying off shelves faster than Trader Joe’s crew members can restock them.

Market research firm Technavio predicts the condiments market will grow by $44.2 billion between 2024 and 2028. That’s a lot of Tabasco. Or maybe you’re more of a Cholula aficionado. Do you love pickles? Because there is also pickle hot sauce.

The Wall Street Journal recently ran a story about how condiments are overtaking refrigerator space, with bottles and jars of sweet, savory and flaming hot dips and sauces lining shelves and spiking turf wars in households.

What is driving this mad dash for zippy flavors? University of Virginia Assistant Professor of Commerce J. Christine Kim says globalization has a lot to do with it.

Assistant Professor of Commerce J. Christine Kim, who teaches in the McIntire School of Commerce, is an expert in consumer decision-making and behavior. (Contributed photo)

“Globalization has been happening ever since the ‘90s, with the supply chain being everywhere and manufactured goods coming from everywhere,” the McIntire School of Commerce professor said. “But culturally, we weren’t very diversified until very recently. So, I see that happening in terms of food generally. Condiments are just one part of it, but if you just look at what people eat or the restaurants, it’s very global.”

It follows, she said, that having more diversified foods in the marketplace and at restaurants makes people more accepting of international flavors.

The consumer decision-making and behavior expert said, as a Korean-American, she’s noticed the proliferation of Asian condiments. “If you go to Trader Joe’s, there are so many Korean sauces that are available that would have never been available in American grocery stores a couple of decades ago,” she said.

Marketers are exploiting something called “variety seeking,” where consumers crave new experiences by trying alternative products – hence the explosion of different flavors of hot sauce, mayonnaise and BBQ sauce.

“I think another thing is the rise of social media and influencers from all over the world, and they’re clearly not eating the same thing that we are eating in America,” Kim noted. “You will wonder, ‘What are those sauces? That looks pretty interesting.’ So, at least you will want to give it a try. That’s literally what variety seeking means.”

Kim also pointed out buying a new condiment carries very little commitment because most are not expensive.

“It also feels not as bad if you don’t end up finishing all of it,” Kim said. “That’s a psychology of waste that I study. If you end up not finishing the entire food, throwing away that food will make you feel really guilty.”

Not so with condiments. “You’re not gonna feel that bad about not finishing it and throwing it away,” she said.