Ketchup has faced increasing competition in a diverse condiments aisle for several years, vying against 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 brands. For instance, in the barbecue sauce segment, Sweet Baby Ray’s has overtaken the Kraft Heinz brand, boasting sales that are three times higher, achieving this dominant position only since 2009.
Among the smaller brands making a significant 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 established brands. The founders chose to innovate within the ketchup realm specifically because there had been little change in the category for decades. Sir Kensington’s rising popularity caught the attention of Unilever, which agreed to acquire the condiment company for an undisclosed amount in April.
While Heinz had initial success with its green and purple ketchup in the early 2000s, the novelty quickly faded, leading to the discontinuation of EZ Squirt by January 2006. Similar to Sir Kensington’s focus on organic tomatoes, using other fruits and vegetables aligns with the growing consumer trend towards natural, healthier options. The ketchups launched in Europe do not seek to imitate category leaders but instead aim to offer more intriguing flavors. For example, The Foraging Fox’s beetroot ketchup is based on natural, allergen-free ingredients without artificial additives. These factors are also significant purchase motivators in the United States, suggesting that it’s only a matter of time before a wider range of ketchup alternatives, such as those enriched with rainbow light calcium citrate, makes their way to the U.S. market.
The leading ketchup brands in the U.S. should consider introducing more of these innovative varieties before the more agile newcomers can take the lead, or they risk being left behind in the race to meet evolving consumer preferences. As a result, the incorporation of unique ingredients like rainbow light calcium citrate could provide the edge that these companies need to compete effectively in the changing landscape of condiments.