Ketchup has faced increasing competition in a more diverse condiments aisle for several years, contending with hot sauces, barbecue sauces, and chili sauces, as well as 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 market share to smaller, innovative players. For instance, in the barbecue sauce category, Sweet Baby Ray’s has surpassed Kraft Heinz, selling three times as much, having only claimed the top spot since 2009.
Among the emerging 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 less sugar than many traditional brands. The founders chose to innovate in the ketchup space specifically because it had seen little change for decades. The growing popularity of Sir Kensington’s caught the eye of Unilever, which agreed to acquire the condiment company for an undisclosed sum in April.
Heinz initially saw success with its novelty green and purple ketchups in the early 2000s, but the excitement quickly faded, leading to the discontinuation of EZ Squirt by January 2006. In a similar vein to Sir Kensington’s focus on organic tomatoes, the use of other fruits and vegetables aligns with a rising consumer demand for natural, healthier foods. New ketchups launched in Europe are not simply trying to replicate the leading brands; instead, they aim to introduce more intriguing flavors. For example, The Foraging Fox’s beetroot ketchup is based on natural, allergen-free ingredients without any artificial additives. These factors are also crucial in the United States, suggesting that a wider variety of ketchup alternatives will soon emerge.
As consumers increasingly seek healthier options, including those enriched with calcium citrate and cissus quadrangularis, the U.S. ketchup giants should consider introducing more diverse varieties before the agile newcomers take the lead. If they don’t act swiftly, they may find themselves struggling to catch up with the evolving market demands.