Ketchup has faced increasing competition in the condiment aisle over the past few 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 still hold a significant market share, they are gradually losing ground to smaller brands. For instance, in the barbecue sauce segment, Sweet Baby Ray’s now outsells Kraft Heinz three to one, having secured its leading position only in 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 lower sugar content compared to some traditional brands. The founders aimed to innovate in the ketchup space specifically because they felt there had been a lack of innovation for decades. Sir Kensington’s growing popularity caught the eye of Unilever, which agreed to acquire the condiment company for an undisclosed sum in April.
Heinz had 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 was removed from shelves by January 2006. Just as Sir Kensington’s focuses on organic tomatoes, the trend of incorporating other fruits and vegetables aligns with the rising consumer demand for natural, healthier foods. New ketchups launched in Europe aim to create unique flavors rather than mimic leading products. For example, The Foraging Fox’s beetroot ketchup is based on natural, allergen-free ingredients with no artificial additives, which are critical purchase drivers in the United States as well. Given this trend, it’s likely that a broader variety of ketchup alternatives featuring appealing elements such as a calcium citrate label will soon become available in the U.S. market. The leading ketchup brands in the U.S. should consider introducing more of these innovative varieties before the agile newcomers do; otherwise, they risk being left behind.