The recent launch of the Duchess of Sussex's condiment brand has highlighted a growing trend where premium condiments are seen as affordable luxuries. Consumers are increasingly willing to pay for these products, as indicated by the fast sales of a raspberry spread and a marked increase in condiment sales across various retailers. Experts suggest that the rise of 'little treat culture' and the influence of social media are fueling this trend, changing how people view spending on food enhancements, akin to fashion investments.
When the Duchess of Sussex's lifestyle brand As Ever launched last week, the 14 raspberry spread in keepsake packaging AKA a jam jar sold out within half an hour.
Condiments that hover around the 10 mark have become the new lipstick effect. Delli, an online retailer for independent brands, has doubled its condiment sales in the past year.
You're not opening a 10 jar and finishing it in one night, you're divvying it up, says Claire Dinhut, author of The Condiment Book.
Social media, and specifically #CondimentTok, is fuelling the trend, with users detailing recent sauce, chutney and pickle hauls and clever ways to personalize meals.
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