Beyond Mustard: Deli is a Condiment Destination

Sweet-heat combinations, smoky profiles, and crunchy, cold-case pickles are expanding what a ‘side’ can do for a sandwich.

Supermarket delis have quietly become condiment destinations. Beyond the expected yellow mustard, mayonnaise and half-sour pickles, today’s cases feature everything from refrigerated krauts and kimchi to spicy brown and stone-ground mustards, hot honey, specialty aiolis, fermented vegetables, and chef-inspired sandwich spreads.

Lauren Eni Canseco, chief marketing officer of Philadelphia, PA-based Dietz & Watson, notes deli complements are a strategic extension of the company’s core deli meats and cheeses, designed to help retailers turn a simple counter stop into a complete meal solution.

“Condiments and accompaniments make it easy for shoppers to envision and build a delicious sandwich or charcuterie plate right in the deli, driving incremental sales and reinforcing the deli as a curated destination, not just a place to buy meat and cheese,” she says. “Our complements portfolio, from mustard varieties to pickles and sandwich spreads, offer quality pairings that naturally enhance the taste experience of our artisan proteins and cheeses, creating a compelling reason to purchase more at every visit.”

While the staples still anchor the offerings with items like classic dill pickles, coleslaw, horseradish sauce, Dijon and traditional mayo, today’s shoppers are increasingly looking for bolder heat levels, global flavors and products that promise freshness or clean labels.

For example, Dietz & Watson Deli Classic Ballpark Style Yellow Mustard and Dietz & Watson Deli Spicy Brown Mustard provide richer and bolder profiles that are gaining traction. Sweet-tangy blends, such as Dietz & Watson Cranberry Honey Mustard and honey-forward options like Dietz & Watson Zesty Honey Mustard, appeal to shoppers looking for something beyond basic yellow.

“Shoppers increasingly want condiments that taste crafted and purposeful, with bold flavor curves (heat, acidity, sweetness) that can stand up to high-quality proteins and cheeses,” says Canseco. “There’s also rising interest in cleaner ingredient decks and recognizable sourcing that aligns with broader wellness trends. While mustard and pickle categories have historically been simple, consumers today are receptive to nuanced profiles that pair well with artisanal meats and cheeses without overpowering them.”

IN VOGUE

At Don’s Prepared Foods, Schwenksville, PA, condiments go beyond the basics, with a portfolio centered on dips and cheese spreads designed for deli versatility.

“Don’s excels with the many dips and cheese spreads we offer,” says Carl H. Cappelli, senior vice president of sales and business development. “The retail delis are increasingly using them on wraps, sandwiches and build-your-own concepts, as well as pairing them with in-store pizza through a range of distinctive dip flavors.”

Peter Steinkrauss, vice president of Sauer Brands, Inc., Richmond, VA, makers of Duke’s Mayo and condiments, has seen continued demand for bold, spicy and savory flavor profiles that add depth to traditional deli offerings.

“Variations featuring chipotle, sriracha-style heat, and even elevated flavors, like truffle, are resonating with consumers who want familiar comfort foods with a more adventurous twist, and these preferences will continue to influence future product innovation for deli use,” he says.

The company has also seen Duke’s Spicy Brown Mustard, Duke’s Southern Sauces, Honey Mustard, and Ranch resonating strongly as complementary dressings, giving delis versatile options to dress everything from classic subs to prepared salads and grab-and-go meals.

IN A PICKLE

Deli operators utilize pickles at the counter the same way chefs use a finishing ingredient. It’s an easy way to add crunch, brightness, and that punch of acidity that makes prepared foods taste fresher.
Ryan M. Downs, president of Oh Snap!, Appleton, WI, notes recent research shows that on average, consumers consume nine pounds of pickles per year.

The research also showed that texture is critical. A strong majority of consumers say the perfect pickle must crunch (86%) and be served cold (85%), underscoring the value of fresh-packed, high-quality pickles in the deli case.

“We see our brand as a great transaction builder for operators,” he says. “It is a natural fit for delis, as operators commonly feature Oh Snap! as a side option for sandwiches. Consumers often use us as an addition to sandwiches and then eating the remaining bites right out of the convenient pouch as a side.”

Across the deli, two formats seem to perform strongest, according to the experts. Grab-and-go jars for shoppers seeking premium pickles to take home, and there’s also growing interest in portion packs, especially for lunch combos and prepared meal programs.

Eric Girard, vice president of sales and marketing for Van Holten’s Pickles, Waterloo, WI, notes pickles can add crunch and brightness to turkey clubs, Italian-style sandwiches and chicken cutlets, while chopped pickles enhance deli staples like potato, tuna and chicken salads with a clean, briny lift.

“Individual portions also fit seamlessly into grab-and-go meal kits and lunch boxes, giving both retailers and at-home consumers a convenient way to balance richer foods with sharp, chef-level flavor,” he says.

Rick’s Picks has been on a pickle journey since winning Best in Show at the Rosendale International Pickle Festival in 2004. In 2019, the company’s Cumin-Lime Dill and Garlic-Dill pickles even made it to space, joining the NASA Expedition 61 crew as part of their mission supplies.

“Today, Rick’s Picks is known for savory, hand-packed, all-natural, non-GMO pickles, made in season with produce from trusted local farmers, crafted for serious crunch and standout flavor,” says Luis Acosta, sales account manager for the New York, NY-based company. “Our best-sellers in supermarket deli cases are our Classic Sours, Sweet Spears and Hotties Pickle Chips. They do really well because they deliver what deli shoppers want most: big flavor, clean ingredients and something that feels a little more ‘chef-made’ than a standard pickle.”

Several recent pickle flavor trends include heat with nuance, meaning layered heat from chiles like habanero, Calabrian peppers and smoked paprika; brighter, cleaner brines; and global flavor mashups, such as “swicy” (sweet + spicy) pickles, with Korean, Mediterranean, or Mexican-inspired notes, which are emerging as a strong trend and resonating with younger shoppers.

MERCHANDISING MATTERS

Merchandising condiments and pickles next to sliced meats, cheeses and prepared foods encourages attachment sales and impulse purchases, especially as shoppers build custom sandwiches or grab-and-go meals.

Dietz & Watson’s Canseco notes in the deli case, condiments should be presented as pairing partners — placed near meats and cheeses with clear suggestion cues. This positioning underscores usage at the decision-making moment and creates a more flavorful, complete solution.

“Sampling remains one of the most effective ways to drive trial, especially when condiments are paired directly with sliced meats, cheeses, or prepared sandwiches so shoppers can immediately taste how the flavors work together,” says Canseco. “Cross-merchandising in the deli case helps reinforce usage ideas at the point of decision, while clear, simple signage can spotlight suggested pairings or sandwich builds.”

A savvy cross-merchandising strategy, Acosta notes, should be focused on three touchpoints.

“Sandwich stations and cut tables, where you place pouches or jars near where shoppers choose their meats and cheeses to trigger impulse add-ons,” he says. “Then meal solution sets, where you place them next to premium breads, sliced deli meats, and grab-and-go salads for easy lunch-at-home messaging. A third area is with signature sandwich programs on in-store menu boards or POS (point-of-sale). When shoppers taste the product in a sandwich, it naturally drives jar sales.”

PACKAGING EVOLUTION

Packaging for condiments is evolving as well, with resealable tubs, squeeze bottles and portion formats designed for convenience and minimal mess.

Steinkrauss, of Sauer Brands, believes a mix of formats works best for deli operations.

“Gallons and large tubs are ideal for high-volume back-of-house prep, while squeeze bottles support speed and consistency during sandwich assembly,” he says. “Portion-control pouches and cups are especially effective for grab-and-go meals and deli-case sales, offering convenience for both operators and shoppers.”

Retailers are also succeeding with deli-case-ready, grab-and-go formats that invite trial and impulse attachment.

“Smaller jars, squeezable bottles and portion pack formats make it easy for shoppers to add condiments at point-of-sale, increasing average basket size,” says Canseco.

Unlike traditional jarred pickles, Oh Snap! does not add brine to its pickle pouches, providing a less-mess option that makes snacking more portable and convenient, which is particularly appealing in delis and other grab-and-go retail environments.

“Our brand also recently refreshed its packaging to improve both the consumer experience and shelf impact,” says Downs. “The updated design features a flying pickle icon for stronger brand recognition, updated product imagery that enhances appetite appeal and a brighter, cleaner layout that makes flavors easier to see and read at a glance.”