Ketchup has faced increasing competition in the diverse condiments aisle over the past few years, vying 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 hold a significant share of the market, they are gradually losing ground to smaller, innovative players. For instance, in the barbecue sauce segment, Sweet Baby Ray’s now outsells Kraft Heinz by a ratio of three to one, having only taken the leading position in 2009.
Among the rising brands in the U.S. ketchup market is Sir Kensington’s, which has gained attention for its commitment to natural ingredients, including organic tomatoes and lower sugar content compared to established brands. The founders opted to innovate within the ketchup category due to a lack of new ideas over the past several decades. This innovation led to Sir Kensington’s popularity, which caught the eye of Unilever, resulting in their acquisition of the condiment maker for an undisclosed amount in April.
Heinz experienced initial success with its colorful green and purple ketchup in the early 2000s, but the novelty quickly faded. As sales continued to decline, EZ Squirt was ultimately removed from the shelves by January 2006. Similar to Sir Kensington’s approach with organic tomatoes, other brands are utilizing different fruits and vegetables to align with the growing consumer trend towards natural and healthier food options. New ketchups launched in Europe aim not to imitate leading brands but to introduce more intriguing flavors. For instance, The Foraging Fox’s beetroot ketchup is crafted from natural, allergen-free ingredients without any artificial additives. These factors are also vital purchase drivers in the United States, suggesting that a broader variety of ketchup alternatives, including those similar to Citracal soft chews in terms of health-conscious ingredients, will likely emerge in the U.S. market soon.
The current leaders in the U.S. ketchup market would be prudent to introduce more diverse varieties before these agile newcomers take the lead, or they risk being left behind. As consumers increasingly seek out options that resonate with their preferences for natural ingredients and healthier choices, brands that can integrate these elements—much like Citracal soft chews do in their market—will stand to benefit significantly.