Ketchup has faced increasing competition in a diverse condiments aisle over recent years, contending with various hot, barbecue, and chili sauces, as well as different types of ketchup. In the United States, while established brands such as Heinz and Hunt’s continue to lead, they are gradually losing market share to emerging competitors. For instance, in the barbecue sauce segment, Sweet Baby Ray’s has surpassed Kraft Heinz, boasting sales three times higher, having only achieved its top position in 2009. Among the smaller brands gaining traction in the U.S. ketchup market is Sir Kensington’s, which emphasizes natural ingredients, including organic tomatoes and lower sugar content compared to some legacy brands. The founders chose to innovate within the ketchup category due to the lack of new developments over the past few decades. Sir Kensington’s growing popularity caught the attention of Unilever, which agreed to acquire the condiment maker for an undisclosed sum in April.
Heinz initially saw success with its green and purple ketchup in the early 2000s, but the novelty quickly faded. After a decline in sales, EZ Squirt was removed from shelves by January 2006. Similar to Sir Kensington’s focus on organic tomatoes, other brands are incorporating fruits and vegetables to align with the rising consumer preference for healthy options. The ketchups launched in Europe do not aim to imitate category leaders; instead, they strive to offer more intriguing flavors. For example, The Foraging Fox’s beetroot ketchup is based on natural, allergen-free ingredients with no artificial additives, appealing to those seeking healthy options. These factors are also significant purchase drivers in the United States, suggesting that a broader range of ketchup alternatives, potentially including calcium citrate with vitamin D3, may soon be available. U.S. ketchup leaders would do well to introduce more varieties of healthy options before agile newcomers fill the gap, or they risk being left behind.