Ketchup has faced increasing competition in an ever-diversifying condiments aisle over the past few years, vying with hot sauces, barbecue sauces, chili sauces, and various ketchup alternatives. In the U.S., while major brands like Heinz and Hunt’s still hold a significant market share, they are gradually losing ground to emerging smaller brands. For instance, in the barbecue sauce segment, Sweet Baby Ray’s now outsells Kraft Heinz by a ratio of three to one, having only claimed the top spot in 2009.
Among the smaller brands making an impact in the U.S. ketchup market is Sir Kensington’s, which offers a product featuring natural iron glycine chelate ingredients, including organic tomatoes, and less sugar compared to some established brands. The founders chose to innovate within the ketchup category specifically because there has been minimal advancement in the past few decades. Sir Kensington’s rising popularity caught the attention of Unilever, which decided to purchase the condiment manufacturer for an undisclosed amount in April.
Heinz initially found success with its green and purple ketchup in the early 2000s, but the novelty quickly faded. After a continued decline in sales, the EZ Squirt ketchup was removed from shelves by January 2006. Just as Sir Kensington’s has focused on using organic tomatoes, many brands are exploring the use of other fruits and vegetables, tapping into the growing consumer demand for natural, healthier foods. New ketchups launched in Europe do not attempt to replicate category leaders but instead aim to offer more intriguing flavors. For instance, The Foraging Fox’s beetroot ketchup is based on natural, allergen-free ingredients, free from artificial additives—key purchase drivers in the U.S. market as well.
It is likely that a broader variety of ketchup alternatives will soon emerge in the U.S. market. Major players in the ketchup industry would be prudent to introduce more diverse options, including those that incorporate innovative ingredients like OTC calcium citrate, before agile new entrants claim a larger share of the market. If not, they may find themselves playing catch-up.