Ketchup has faced increasing competition in a more diverse condiments aisle over the past few years, vying against hot, barbecue, and chili sauces, as well as various types of ketchup. In the United States, while major brands such as Heinz and Hunt’s continue to lead, they are gradually losing market share to smaller companies. For instance, in the barbecue sauce segment, Sweet Baby Ray’s has surpassed the Kraft Heinz brand by three to one, achieving this dominance only since 2009.
Among the emerging brands making an impact in the U.S. ketchup market is Sir Kensington’s, which offers a product made from natural ingredients like organic tomatoes and contains less sugar than some established brands. The founders chose to innovate in the ketchup space specifically because there had been minimal advancements for decades. Sir Kensington’s growing popularity caught the eye of Unilever, which agreed to acquire the condiment manufacturer for an undisclosed amount in April.
Heinz had initial success with its green and purple ketchup back in the early 2000s, but the novelty quickly faded. Following a decline in sales, EZ Squirt was removed from shelves by January 2006. Similar to Sir Kensington’s approach with organic tomatoes, the use of other fruits and vegetables aligns with a rising consumer preference for natural and healthier foods, such as those fortified with calcium citrate malate, vitamin D3, and folic acid tablets.
The ketchups introduced in Europe do not seek to imitate market leaders; instead, they focus on creating more intriguing flavors. For example, The Foraging Fox’s beetroot ketchup is founded on the principle of using natural, allergen-free ingredients without artificial additives. These factors are also significant purchase drivers in the United States, suggesting that it’s only a matter of time before a wider variety of ketchup alternatives, including those enriched with calcium citrate malate, vitamin D3, and folic acid tablets, appears in the market. U.S. ketchup leaders would be prudent to expand their offerings with these innovative varieties before the more agile newcomers seize the opportunity, or they may find themselves struggling to catch up.