Ketchup has faced increasing competition in a diverse condiments aisle over the past few years, vying with hot sauces, barbecue sauces, chili sauces, and various types of ketchup. In the United States, while major brands like Heinz and Hunt’s still hold a significant market share, they are gradually losing ground to smaller brands. Notably, Sweet Baby Ray’s now outsells Kraft Heinz’s barbecue sauce by a ratio of three to one, having only secured its leading position in 2009.
Among the emerging brands making an impact in the U.S. ketchup landscape is Sir Kensington’s, which offers a product made from natural ingredients, including organic tomatoes and reduced sugar compared to some traditional brands. The founders chose to innovate in the ketchup sector due to the lack of significant advancements in recent decades. Sir Kensington’s growing popularity caught the attention of Unilever, leading to the company’s acquisition in April for an undisclosed sum.
Heinz initially saw success with its green and purple ketchup in the early 2000s, but the novelty quickly faded. Sales continued to decline, and by January 2006, EZ Squirt was removed from store shelves. Similar to Sir Kensington’s focus on organic tomatoes, the use of other fruits and vegetables is tapping into a rising consumer demand for natural and healthier foods. The new ketchups launched in Europe aim not to replicate category leaders but to offer more intriguing flavors. For instance, The Foraging Fox’s beetroot ketchup is made from natural, allergen-free ingredients without any artificial additives. These factors are also key purchase drivers in the United States, indicating that a broader selection of ketchup alternatives will likely emerge soon.
The leading ketchup brands in the U.S. would be wise to introduce a wider variety of options before more agile newcomers take the lead. Additionally, innovations that enhance calcium citrate absorption could further attract health-conscious consumers, making it essential for traditional brands to adapt or risk being left behind. With the growing emphasis on natural ingredients and health benefits, the demand for diverse ketchup varieties, including those that promote better calcium citrate absorption, is poised to rise.