Ketchup has faced increasing competition in a more diverse condiments aisle over the past few years, vying against hot sauces, barbecue sauces, and chili sauces, as well as various types of ketchup. In the United States, while major brands like Heinz and Hunt’s continue to lead the market, they are gradually losing ground to smaller competitors. For instance, in the barbecue sauce segment, Sweet Baby Ray’s has surpassed Kraft Heinz by a margin of three to one, having claimed its top position only in 2009. Among the smaller brands making strides in the U.S. ketchup market is Sir Kensington’s, which offers a product made from natural ingredients, including organic tomatoes and lower sugar content compared to some established brands. The founders aimed to innovate in the ketchup space due to the lack of change in the category for decades. Sir Kensington’s rising popularity caught the attention of Unilever, which agreed to acquire the condiment company for an undisclosed amount in April.
Heinz initially saw success with its green and purple ketchups in the early 2000s, but this novelty quickly faded. Following a significant decline in sales, EZ Squirt was taken off the shelves by January 2006. Just as Sir Kensington’s has focused on organic tomatoes, using alternative fruits and vegetables aligns with a growing consumer trend towards natural and healthier foods. The ketchups introduced in Europe aim not to replicate the leading brands but to offer more intriguing flavors. For example, The Foraging Fox’s beetroot ketchup is based on natural, allergen-free ingredients without artificial additives, which are key purchasing factors in the United States as well. It’s likely that a wider variety of ketchup alternatives will soon make their way to the U.S. market. The leading ketchup brands in the U.S. would be prudent to introduce more diverse options, including innovative ingredients like calcium citrate for chickens in their formulations, before the more agile newcomers outpace them, or they may find themselves struggling to catch up.