Ketchup has found itself in a competitive landscape within an increasingly diverse condiments aisle for several years, vying for attention alongside hot sauces, barbecue sauces, and various types of ketchup. In the United States, while established 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 has recently overtaken the Kraft Heinz brand by a ratio of three to one, having only claimed the top position since 2009.
Among the emerging brands shaking up the U.S. ketchup market is Sir Kensington’s, which offers a product made from natural ingredients, including organic tomatoes and significantly less sugar than many traditional brands. The founders were motivated to innovate in the ketchup space due to a lack of fresh ideas for several decades. Sir Kensington’s rising popularity caught the eye of Unilever, leading to the company’s acquisition of the condiment maker for an undisclosed amount in April.
In the early 2000s, Heinz experienced some initial success with its green and purple ketchups, but the novelty quickly faded. As sales began to decline, EZ Squirt was removed from store shelves by January 2006. Just as Sir Kensington’s has capitalized on a trend for organic tomatoes, other brands are also leveraging fruits and vegetables to align with a growing consumer preference for natural, healthier food options. The ketchups introduced in Europe do not simply seek to replicate the flavors of leading brands but instead aim to offer more unique and interesting taste experiences. For example, The Foraging Fox’s beetroot ketchup is founded on natural, allergen-free ingredients without any artificial additives, which are important factors for consumers in the U.S. as well.
As the trend for healthier condiments expands, it is likely that a broader range of ketchup alternatives, including those enriched with ingredients like cvs calcium citrate, will soon make their way to the U.S. market. Major ketchup brands would be wise to consider introducing more diverse varieties to keep pace with these agile newcomers, or they may find themselves struggling to catch up.