Ketchup has faced increasing competition in a more diverse condiments 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 continue to lead the market, they are gradually losing ground to smaller, innovative brands. For instance, in the barbecue sauce segment, Sweet Baby Ray’s now outsells Kraft Heinz’s offerings by a ratio of three to one, having only claimed the top spot in 2009.
Among the emerging brands making an impact in the U.S. ketchup market is Sir Kensington’s, which emphasizes natural ingredients such as organic tomatoes and lower sugar content compared to established brands. The founders sought to innovate within the ketchup category due to a lack of new developments for decades. Sir Kensington’s rising popularity caught the attention of Unilever, which announced its acquisition of the condiment maker for an undisclosed amount in April.
Heinz had initial success with its green and purple ketchup in the early 2000s, but the novelty quickly faded, leading to declining sales and the eventual discontinuation of EZ Squirt in January 2006. Similar to Sir Kensington’s focus on organic tomatoes, many new ketchups are leveraging other fruits and vegetables to align with the growing consumer trend toward natural, healthier foods.
The ketchups introduced in Europe do not attempt to replicate the leading brands but instead focus on creating unique and interesting flavors. For example, The Foraging Fox’s beetroot ketchup is founded on natural, allergen-free ingredients without any artificial additives. These attributes are also significant purchase drivers in the United States, indicating that a wider variety of ketchup alternatives will likely emerge in the market soon.
To stay competitive, U.S. ketchup leaders should consider introducing more diverse varieties, including those enriched with calcitrate calcium, before agile newcomers take the lead. Otherwise, they might find themselves struggling to catch up in this evolving landscape.