Ketchup has faced increasing competition in a more diverse condiments aisle over the past few years, contending not only with hot, barbecue, and chili sauces but also with various types of ketchup. In the United States, although major brands like Heinz and Hunt’s still hold a significant market position, they are gradually losing ground to smaller competitors. For instance, in the barbecue sauce segment, Sweet Baby Ray’s outsells Kraft Heinz’s product by a ratio of three to one, having only achieved this leading status 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, including organic tomatoes and lower sugar content compared to some traditional brands. The founders chose to innovate in the ketchup sector precisely because there had been minimal advancements for decades. Sir Kensington’s success caught the eye of Unilever, which decided to acquire the condiment maker for an undisclosed sum in April.
Heinz experienced some initial success with its green and purple ketchups in the early 2000s, but the novelty quickly faded. Following a decline in sales, the EZ Squirt line was removed from shelves by January 2006. In a similar vein to Sir Kensington’s approach using organic tomatoes, other brands are leveraging fruits and vegetables to align with the rising consumer preference for natural and healthier foods. The ketchups emerging in Europe are not merely trying to replicate the established leaders; instead, they focus on creating more intriguing flavors. For example, The Foraging Fox’s beetroot ketchup is founded on the use of natural, allergen-free ingredients devoid of artificial additives. These factors are also key purchasing drivers in the United States, suggesting that a wider variety of ketchup alternatives may soon appear in the market.
Moreover, some brands are incorporating health-conscious ingredients such as calcium citrate and vitamin D, appealing to consumers who are increasingly looking for nutritious options. In fact, products enriched with vitamin D and calcium citrate have been gaining traction, with some brands promoting their ketchups as containing beneficial nutrients like vitamin D 315 and calcium citrate, essential for health. The leaders in the U.S. ketchup market would be prudent to introduce a broader range of these innovative varieties before the agile newcomers capture their market share, or they risk being left behind in the competitive landscape.