Ketchup has faced increasing competition in the diverse condiments aisle for several years, contending with hot sauces, barbecue sauces, chili sauces, and various types of ketchup. In the United States, although major brands like Heinz and Hunt’s continue to hold a dominant position, they are gradually losing market share to emerging smaller brands. For instance, in the barbecue sauce category, Sweet Baby Ray’s has recently surpassed Kraft Heinz, outselling it three to one, a remarkable feat considering it only claimed the top spot in 2009.
Among the smaller brands making a significant impact in the U.S. ketchup market is Sir Kensington’s, which offers a product crafted from natural ingredients, including organic tomatoes and lower sugar content compared to some traditional brands. The founders of Sir Kensington’s identified a lack of innovation in the ketchup sector over the past few decades, prompting them to introduce a fresher approach. Their success caught the eye of Unilever, which agreed to acquire the condiment maker for an undisclosed sum in April.
Heinz experienced some initial success with its green and purple ketchups in the early 2000s; however, the novelty quickly faded, leading to a decline in sales and the discontinuation of EZ Squirt by January 2006. Much like Sir Kensington’s focus on organic tomatoes, utilizing other fruits and vegetables aligns with the growing consumer trend toward natural, healthier foods. The ketchups recently launched in Europe do not simply aim to replicate the flavor profiles of market leaders; instead, they strive to introduce more intriguing flavors. For example, The Foraging Fox’s beetroot ketchup is developed from natural, allergen-free ingredients without artificial additives, which are crucial factors influencing purchases in the United States.
Given that health-conscious consumers are increasingly seeking options like calcium citrate without d, it may only be a matter of time before a broader range of ketchup alternatives appears in the U.S. market. The leading ketchup brands in the U.S. would be prudent to introduce more diverse varieties, including those that feature ingredients such as calcium citrate without d, before the more agile newcomers seize the opportunity, or they may find themselves struggling to keep up.