Mayonnaise goes by way of a metamorphosis with a broad vary of flavors and formulations driving world innovation.
Thought of old school by many shoppers, the creamy condiment has been getting a makeover for greater than a decade. This has resulted in an ever-expanding lineup of types from the world’s largest meals producers to the smallest startup CPG corporations.
The worldwide mayonnaise market was valued at a whopping $13.5 billion in 2025 and is predicted to develop by 3.76% yearly to $18.8 billion by 2034, in accordance with IMARC Group, a world analysis and consulting agency.
North America dominates world mayo gross sales with 41.2% of the market, IMARC reported.
Mayo purveyors are capturing new prospects by way of flavors that go a step past chipotle mayo and experiment with worldwide varieties and daring flavors like pickle, sriracha and wasabi.
“These taste variations embody a spectrum of tastes, together with savory, spicy, tangy and candy, permitting shoppers to customise their meals in accordance with their preferences,” in accordance with the IMARC report. “Additionally, worldwide flavors, impressed by world cuisines equivalent to Asian, Mediterranean and Latin American, are gaining reputation, providing shoppers the chance to discover and experiment with completely different style profiles, thus augmenting the market development.”
Meals producers are also making inroads with shoppers by way of better-for-you choices like vegan, low-fat and gluten-free mayo.
Mayo wars
The mayonnaise market already is making headlines in 2026, with multimillion-dollar advertising and marketing campaigns, new merchandise and a $750 million deal that might change the mayo enterprise in Latin America.
Duke’s Mayo kicked off the 12 months with its “Mayo Is Coming” advert marketing campaign, which debuted on the Duke’s Mayo Bowl, a school soccer recreation, on Jan. 2.
The 30-second spot includes a fleet of Duke’s Mayo biplanes parachuting jars of Duke’s Mayo over a mayonnaise-deprived metropolis.
“Duke’s Mayo is coming,” a toddler on a bicycle proclaims, as jars of mayo fall from the sky. Duke’s mentioned the marketing campaign highlights the product’s nationwide rollout past the South.
To not be outdone, mayo market chief Hellman’s Mayonnaise, an estimated $2.4 billion model owned by British multinational shopper items firm Unilever, introduced in late January that it’ll run a 30-second advert through the Tremendous Bowl on Feb. 8.
The advert options Saturday Night time Dwell alum Andy Samberg as a Neil Diamond parody, “Meal Diamond,” who sings “Candy Sandwich Time” to the tune of the Neil Diamond basic “Candy Caroline.”
“The Massive Sport is a stage for unforgettable moments and iconic performances, and for our sixth 12 months we’re bringing that very same vitality,” mentioned Jessica Grigoriou, senior vice chairman of Condiments Advertising and marketing in North America, Unilever. “Music, nostalgia and meals all have a singular manner of making shared moments and ‘Candy Sandwich Time’ is a catchy reminder that Hellmann’s might be the star of any sandwich – or any recreation day celebration.”
As the biggest mayonnaise producer on the planet, Hellmann’s is bringing new flavors to greater than 65 nations and driving innovation that goes past new flavors, in accordance with IMARC.
“These days, [mayonnaise] is included into dips and marinades as a result of its creamy nature throughout the globe. For instance, in August 2024, Unilever expanded its Hellmann’s lineup with new flavored mayonnaise choices, together with Chipotle and Garlic Aioli, aiming to draw Millennial and Gen Z shoppers whereas boosting condiment utilization.”
Mayo is altering
The mayo large’s expanded lineup additionally included mayonnaise dressing with flavors equivalent to Chili Lime, Spicy and Italian Herb and Garlic.
“Our energy model, Hellmann’s, has been an early adopter on this house, launching its first flavored mayo in Brazil, one of many model’s key markets, in 2020,” Hellmann’s mentioned in 2024. “Since then, the market has developed, with flavored mayo now accounting for over 7% of general US mayo gross sales and rising quick. Hellmann’s portfolio of flavored mayonnaise has additionally seen important development, with gross sales virtually doubling in 2023.”
Heinz adopted swimsuit in August with a brand new line of Heinz Mayonnaise-Type Sauces, launched in Canada. The lineup consists of Smoky Bacon, Garlic Parmesan, Mango Habanero and Pickle.
“Whereas mayo could also be within the prime 5 relating to condiments, flavored choices in the marketplace are restricted, inflicting the almost three-quarters of Canadians who dip mayo to have to combine it with different sauces like ketchup or scorching sauce,” Heinz mentioned in a press launch. “With taste as king and nothing stopping irrational mayo lovers from discovering the right combine, these new modern choices take away the additional step and create the right taste pairing.”
South of the border
The Mexican mayo market additionally entered a brand new period starting in 2026, starting with Hunt Valley, Md-based spice maker McCormick & Firm’s $750 million buy of a 25% possession stake in McCormick de Mexico from its longtime companion Grupo Herdez.
The enterprise companions had break up the corporate evenly since its creation in 1947, and the acquisition gave McCormick & Firm a 75% controlling stake in McCormick de Mexico.
The prime motivation was pushed by McCormick de Mexico’s standard Mayonesa con Jugo de Limones, a lime-flavored mayo. McCormick controls about 70% of the Mexican mayonnaise market.
“With this expanded possession, we are going to advance our world taste management and enhance our presence in condiments and sauces,” mentioned McCormick Chairman, President and CEO Brendan Foley. “As well as, the model instructions sturdy loyalty amongst Mexican shoppers and foodservice operators.”
A mayo revolution
Smaller gamers are giving mayo giants a run for his or her cash with new merchandise and advert campaigns launched in January.
Brooklyn, NY-based olive oil maker Graza expanded its product portfolio in January to incorporate three varieties: Unique Mayo, Garlic Aioli and Fancy Mayo, which the corporate described as “the world’s first-ever unrefined, 100% additional virgin olive oil mayo.”
“Designed for on a regular basis use, Graza Mayo is made with cage-free eggs and attracts inspiration from the home made mayo served at a few of Graza’s favourite eating places,” Graza mentioned in a press launch. “With mayo made up of roughly 65% oil, Graza noticed a transparent alternative to disrupt a class nonetheless dominated by industrial seed oils like canola and soybean.”
The lineup will roll out over the subsequent few months at Complete Meals Market, Central Market, Kroger, Publix and Sprouts.
In the meantime, San Diego, Calif-based Chosen Meals launched a nationwide promoting marketing campaign for its Avocado Oil Mayo.
The “Chosen to Save Meals” marketing campaign guarantees to harness the “superpower” of avocado oil to make standard meals wholesome.
“Shoppers are paying nearer consideration than ever to what they put of their our bodies – in search of cleaner, extra reliable substances throughout the grocery retailer,” in accordance with a Chosen Meals press launch. “However whereas extra buyers are meticulously scrutinizing their selection of proteins and produce, they typically overlook the sauces that accompany them. The outcome: higher-quality meals topped with sketchy condiments.”
The corporate is taking a play from the Duke’s and Hellmann’s playbook and operating its animated tremendous hero-themed advertisements on ESPN.
