Ketchup is the most widely used condiment in the United States. Ketchup can be found in 97% of all kitchens--a showing matched only by salt, pepper, and sugar.
Unlike many other condiments categories, the ketchup category basically consists of one product: tomato ketchup. Variations on classic ketchup have been introduced--low-sodium, light, flavored, and gourmet ketchups--with mixed results.i
H.L. Heinz is the king of Ketchup, claiming 56.7% of the ketchup market in 1994.
The ketchup market is expected to remain flat for the foreseeable future, growing an average of just 1% annually.
Over the last five years, 95% of all ketchup sales have taken place in grocery stores--58% in supermarkets alone.
H.J. Heinz, the only ketchup marketer advertising, spent only $323,300 to advertise its ketchup in 1994, less than 30% of the $1.1 million it spent in 1993.
Children under the age of 13 consume 50% more ketchup than people in other age groups.
Out of several dozen participants, only three marketers have a significant share of ketchup sales.