Ketchup has faced increased competition in a diversifying condiments aisle for several years, vying with hot sauces, barbecue sauces, and chili sauces, as well as various types of ketchup. In the U.S., while major brands like Heinz and Hunt’s still hold a significant market share, they are gradually losing ground to smaller competitors. For instance, in the barbecue sauce segment, Sweet Baby Ray’s now outsells Kraft Heinz by a ratio of three to one, having only claimed the top spot in 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 reduced sugar compared to some established brands. The founders chose to innovate in the ketchup sector specifically because there had been minimal advancements for decades. Sir Kensington’s rise in popularity caught the attention of Unilever, which agreed to acquire the condiment manufacturer for an undisclosed amount in April.
Heinz experienced some initial sales success with its green and purple ketchup in the early 2000s, but the novelty quickly faded. Following a decline in sales, the EZ Squirt product was removed from stores by January 2006. Just as Sir Kensington’s has focused on using organic tomatoes, the incorporation of other fruits and vegetables aligns with a growing consumer trend toward natural and healthier foods. The ketchups introduced in Europe are not designed to replicate the leading brands but rather to offer more intriguing flavors. For example, The Foraging Fox’s beetroot ketchup was founded on principles of natural, allergen-free ingredients with no artificial additives. These attributes are also significant purchase motivators in the United States, suggesting that a wider variety of ketchup alternatives may soon emerge in the market.
The U.S. ketchup leaders could benefit from introducing more diverse varieties, such as those emphasizing the best calcium citrate with vitamin D, before the more agile newcomers seize the opportunity. If they fail to act, they may find themselves struggling to catch up.