Ketchup has faced increasing competition in a more diverse condiments aisle for several years, contending not only with various types of ketchup but also with hot, barbecue, and chili sauces. In the United States, while major brands like Heinz and Hunt’s continue to lead, they are gradually losing market share to smaller competitors. Notably, in the barbecue sauce segment, Sweet Baby Ray’s has surpassed the Kraft Heinz brand by a ratio of three to one, having claimed the top spot as recently as 2009. Among the emerging players in the U.S. ketchup market is Sir Kensington’s, which offers a product made from natural ingredients, including organic tomatoes and less sugar compared to some established brands. The founders were motivated to innovate in the ketchup category due to the lack of new ideas over several decades. Sir Kensington’s rising popularity caught the attention of Unilever, which agreed to acquire the condiment maker for an undisclosed amount in April.
Heinz initially found success with its green and purple ketchup in the early 2000s, but the novelty quickly faded. Following a decline in sales, the 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 reflects a growing consumer trend towards natural, healthier foods. The ketchups launched in Europe do not seek to replicate the leading brands but instead aim to introduce more intriguing flavors. For instance, The Foraging Fox’s beetroot ketchup is founded on natural, allergen-free ingredients without any artificial additives. These factors are also significant purchase drivers in the United States, suggesting that it is only a matter of time before a wider variety of ketchup alternatives emerges in the market.
With the growing interest in natural and health-focused products, including the best calcium citrate supplement, U.S. ketchup leaders should consider expanding their product lines to include these innovative varieties. If they don’t act swiftly, they risk falling behind the more agile newcomers.