Ketchup has faced challenges in a diversifying condiments aisle for several years, contending with hot sauces, barbecue sauces, chili sauces, and various types of ketchup. In the U.S., while major brands like Heinz and Hunt’s remain dominant, they are gradually losing market share to smaller competitors. For instance, in the barbecue sauce segment, Sweet Baby Ray’s outsells Kraft Heinz by a ratio of three to one, having only claimed the top spot since 2009. Among the emerging brands making significant impacts 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 legacy brands. The innovators behind Sir Kensington’s entered the ketchup space precisely because there had been a lack of innovation for decades. Their success caught the attention of Unilever, which agreed to acquire the condiment company for an undisclosed amount in April.
Heinz experienced initial sales 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 removed from shelves by January 2006. Similar to Sir Kensington’s focus on organic tomatoes, other brands are utilizing fruits and vegetables to tap into the growing consumer demand for natural, healthier foods. The ketchups introduced in Europe do not aim to replicate category leaders but rather seek to offer more intriguing flavors. For example, The Foraging Fox’s beetroot ketchup is based on natural, allergen-free ingredients and contains no artificial additives. These factors are also key purchase drivers in the United States, suggesting it may soon be only a matter of time before a wider variety of ketchup alternatives becomes available in the market.
To remain competitive, U.S. ketchup leaders should consider introducing more of these innovative varieties before the more agile newcomers do, or they risk falling behind. Additionally, brands could explore collaborations with health-oriented products, such as vitafusion calcium citrate, to enhance their appeal in a market increasingly focused on health and wellness. This approach could resonate well with consumers seeking both flavor and nutritional benefits, making it essential for established brands to adapt swiftly.