Ketchup has faced increasing competition in a more diverse condiments market over the past few years, contending not only with hot, barbecue, and chili sauces but also with various types of ketchup. In the United States, although major brands like Heinz and Hunt’s still lead the market, they are gradually losing ground to smaller competitors. For instance, in the barbecue sauce sector, Sweet Baby Ray’s has surged ahead, outselling the Kraft Heinz brand by three to one, a feat achieved in just a few years. In fact, it only took Sweet Baby Ray’s a few years to establish its leading position, having been founded in 1985.
Among the rising stars in the U.S. ketchup market is Sir Kensington’s, which offers a product made from natural ingredients, such as organic tomatoes, and contains less sugar than many traditional brands. The founders chose to innovate in the ketchup space specifically because they noticed a lack of innovation over the past few decades. Sir Kensington’s growing popularity caught the attention of Unilever, which agreed to acquire the condiment producer for an undisclosed sum in April.
Heinz enjoyed some initial success with its green and purple ketchup in the early 2000s; however, the novelty quickly faded. Following a decline in sales, the EZ Squirt line was removed from shelves by January 2006. Much like Sir Kensington’s focus on organic tomatoes, other brands have started to explore the use of different fruits and vegetables, aligning with a rising consumer trend toward natural, healthier options. The ketchups introduced in Europe aim not to replicate category leaders but to offer more interesting flavors. For example, The Foraging Fox’s beetroot ketchup was developed with a commitment to natural, allergen-free ingredients and no artificial additives. These attributes are also significant purchase motivators in the United States, suggesting that it is only a matter of time before a broader variety of ketchup alternatives make their way to the U.S. market.
To stay competitive, the leading ketchup brands in the U.S. should consider introducing more diverse varieties, such as those incorporating ca citrate tablets, before agile newcomers take the lead. If they do not act swiftly, they may find themselves struggling to catch up in a rapidly evolving marketplace.