There was a time when a bottle under the Christmas tree meant champagne or perhaps whisky. This year, it is just as likely to contain olive oil.
From honey to hot sauce, upmarket oils to fancy salt, condiments have become the surprise stars of the festive gift list as shoppers opt for everyday indulgences over perfume, candles or champagne.
Selfridges says that demand for condiments is soaring as shoppers look for presents that feel comforting, useful and quietly luxurious. It reports that sales of olive oil are up 25 per cent on last Christmas and hot sauce has surged by 80 per cent, prompting the retailer to expand its range to more than 100 bottles sourced from around the world.
The change is a shift towards what buyers describe as “little luxuries”, items people use daily but might not normally splurge on. For many, a premium bottle of extra virgin olive oil, elegantly packaged and destined for the kitchen counter, has become more appealing than a bottle of fizz that will disappear by Boxing Day.
Celebrity endorsements have helped to fan the flames. A wave of famous names has entered the condiment market, turning chilli oil and truffle sauce into aspirational products.
Kim Kardashian’s Truff sauce is one of Selfridges’ top five bestsellers. Ed Sheeran, the singer-songwriter, and Glen Powell, the actor, also have their own condiment brands.
Ed Sheeran surprised shoppers in London Colney Sainsbury’s with Tingly Ted’s. Kim Kardashian has backed the creation of Truff, below
JEFF SPICER/PA
Even when celebrities are not investing in their own brands, they are fuelling consumption. Dua Lipa, the singer, songwriter and model, has said she never goes anywhere without a small bottle of Yellowbird hot sauce, pushing sales of the Texan brand.
Social media has done the rest. Instagram is awash with neatly arranged shelves and “condiment bragging”, and the hashtag #condiments has amassed close to 300,000 posts.
Claire Dinhut, better known as @condimentclaire, has built a following of more than a million people on TikTok posting videos about condiments, and has written a book dedicated to the subject.
Salt, too, is having a moment. Gourmet sea salt from Les Terres Blanches, sold in minimalist packaging, is proving popular as a festive gift, and oak barrel-aged balsamic vinegar from La Vecchia Dispensa, designed to mature at home on the kitchen counter, is being snapped up.
Hot drinks are also benefiting from the appetite for cosy gifts. Matcha is the fastest-selling item in Selfridges’ foodhall and sales of hot chocolate have risen by 150 per cent since last year, driven by speciality brands such as Knoops and Angelina.
Even Christmas decorations are reflecting the trend. Shoppers are buying baubles shaped like olives, cheese wedges and bubble tea. Selfridges says that sales of food-themed decorations are up 15 per cent.
Maria Trapani, a senior food buyer at Selfridges, said: “This Christmas, customers are choosing to gift loved ones with little luxuries that they know they will enjoy every day, from a bottle of delicious olive oil to gourmet tea or a new hot sauce find. Not only do they make for fun gifts that look great but they taste amazing, too. And of course they are ideal for those who love to show off their condiment collections on social media.”
Selfridges in London
BEN MONTGOMERY/GETTY IMAGES
Separate research also suggests a broader shift in how Britons are thinking about Christmas generosity. The study by Aviva suggests that younger generations, in particular, are moving away from purely material presents towards gifts that “support wellbeing and connection”.
About two in five adults say they plan to give wellbeing-focused gifts, such as a massage or spa day, this Christmas, rising to nearly six in ten among Gen Zs (born between 1997 and 2012) and millennials (born between 1981 and 1996). Experiences such as meals out and cinema trips are also growing in popularity, and one in three people say they intend to give the “gift of time”, offering practical help such as cooking, cleaning or childcare.
Dr Subashini M, medical director at Aviva UK Health, said: “Our research shows a positive generational shift in how we give. Younger generations are leading the way, choosing gifts that support our health and wellbeing.”
Five celebrity condiments
Cloud23 hot sauce by Brooklyn Beckham: £15.99
Truff original hot sauce, backed by Kim Kardashian: £21.99
Reggae Reggae sauce by Levi Roots: prices vary but £2.40 at Waitrose
Tingly Ted’s hot sauce by Ed Sheeran: £3
Smash kitchen condiments by Glen Powell: prices vary, but hot honey BBQ sauce sells for £12.67
Dining and Cooking