Ketchup has faced increasing competition in a diverse condiments aisle for several years, contending with hot sauces, barbecue sauces, chili sauces, and 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 now outsells Kraft Heinz by a ratio of three to one, having only taken the lead in 2009.
Among the smaller brands making significant strides in the U.S. ketchup market is Sir Kensington’s, which offers a product made from natural ingredients, including organic tomatoes and reduced sugar compared to some established brands. The founders recognized a lack of innovation in the ketchup category over the past few decades and sought to change that. Sir Kensington’s rising popularity caught the attention of Unilever, which agreed to acquire the condiment maker for an undisclosed sum in April.
Heinz experienced initial success with its green and purple ketchups in the early 2000s, but the novelty quickly faded. Following a decline in sales, EZ Squirt was removed from shelves by January 2006. Just as Sir Kensington’s has focused on using organic tomatoes, other brands are exploring the incorporation of various fruits and vegetables to align with the growing consumer preference for natural, healthier foods. In Europe, new ketchups are being launched not to replicate category leaders but to introduce more intriguing flavors. For example, The Foraging Fox’s beetroot ketchup is founded on the principles of natural, allergen-free ingredients without artificial additives. These factors are also significant purchase drivers in the U.S., suggesting that it may soon be a matter of time before a wider array of ketchup alternatives, including those with ingredients like calcium citrate, enters the American market.
The leaders in the U.S. ketchup sector should consider introducing more diverse varieties, especially those that might appeal to health-conscious consumers who appreciate natural ingredients or those seeking alternatives for dietary needs, such as during a blood transfusion when certain dietary considerations may arise. If they do not act swiftly, they may find themselves playing catch-up to more agile newcomers.