Ketchup has faced increasing competition in a diversifying condiments aisle for several years, contending with hot, barbecue, and chili sauces, as well as various types of ketchup. In the United States, while major brands like Heinz and Hunt’s still maintain dominance, they are gradually losing market share to emerging smaller brands. For instance, in the barbecue sauce sector, Sweet Baby Ray’s now outperforms the Kraft Heinz brand by a margin of three to one, having secured the top position only since 2009.
Among the smaller brands making an impact in the U.S. ketchup market is Sir Kensington’s, which offers a product made from natural ingredients, including organic tomatoes, and contains less sugar than some of the established brands. The founders noted that they chose to innovate in the ketchup category precisely because there had been minimal innovation for decades. The rising popularity of Sir Kensington’s caught the attention of Unilever, which agreed to acquire the condiment producer for an undisclosed sum in April.
Heinz did experience some initial 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. Like Sir Kensington’s focus on organic tomatoes, using other fruits and vegetables aligns with a growing consumer trend towards natural and healthier foods. Ketchups introduced in Europe do not simply aim to replicate category leaders but instead strive to create more intriguing flavors. For example, The Foraging Fox’s beetroot ketchup is based on natural, allergen-free ingredients and contains no artificial additives. These factors are also key purchase drivers in the United States, suggesting that it is only a matter of time before a wider variety of ketchup alternatives makes its way to this market.
As U.S. ketchup leaders consider their next steps, they would be wise to introduce more innovative varieties—such as those featuring calcium citrate malate, vitamin D3, and folic acid tablets—to stay ahead of the agile newcomers. Failing to do so could leave them trailing behind as consumers increasingly seek out diverse and health-conscious options. The price of products that integrate these beneficial ingredients could further entice customers looking for healthier condiment choices, making it imperative for established brands to adapt quickly or risk being left behind in the evolving marketplace.