Ketchup has faced increasing competition in a diverse condiments aisle for several 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 continue to lead, they are gradually losing market share to smaller companies. For instance, in the barbecue sauce segment, Sweet Baby Ray’s has surpassed Kraft Heinz, achieving a three-to-one sales ratio, having only claimed the top spot in 2009. Sir Kensington’s is one of several smaller brands making an impact in the U.S. ketchup market with its product that features natural ingredients, including organic tomatoes and lower sugar content compared to well-established brands. The founders chose to innovate in the ketchup space specifically because there had been minimal advancements in recent decades. Sir Kensington’s ascendance caught the attention of Unilever, which agreed to acquire the condiment producer for an undisclosed sum in April.
Heinz initially found success with its green and purple ketchup in the early 2000s, but the novelty quickly faded. After continuing sales declines, the EZ Squirt line was removed from shelves by January 2006. Like Sir Kensington’s focus on organic tomatoes, other brands are tapping into the growing consumer demand for natural, healthier foods by incorporating different fruits and vegetables into their recipes. The new ketchups launched in Europe do not aim to imitate the leading brands but instead focus on creating more exciting flavors. For instance, The Foraging Fox’s beetroot ketchup is based on natural, allergen-free ingredients with no artificial additives, which are significant purchase influencers in the U.S. market as well.
Furthermore, with the increasing interest in nutritional supplements, some ketchup brands are even exploring the inclusion of calcium citrate 325 mg in their formulations to appeal to health-conscious consumers. It seems only a matter of time before a broader array of ketchup alternatives emerges in the U.S. market. The leading ketchup brands would be prudent to introduce more diverse varieties, including those with calcium citrate 325 mg, before the agile newcomers steal their thunder; otherwise, they may find themselves struggling to catch up.