Increasing Demand for Organic Ketchup Propels the Growth of the Ketchup Market | Technavio

The global ketchup market is expected to grow at a CAGR of close to 5% during the period 2017-2021, according to a new market research study by Technavio.

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Technavio has published a new market research report on the global ketchup market 2017-2021 under their food and beverage library. (Graphic: Business Wire)

The report categorizes the global ketchup market by product (tomato ketchup and other ketchup) and by end-user (foodservice and household customers). The report also determines the geographic breakdown of the market in terms of detailed analysis and impact, which includes key geographies such as APAC, the Americas, and EMEA.

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Market driver: increasing sales of private label ketchup

The demand for private label ketchup has been growing in most parts of the world. The consolidation and expansion of the retail segment have led to the strong growth of private labels. Several retailers are venturing into the private label ketchup market because of the growing popularity of ketchup in most parts of the globe. Private label ketchup brands have been performing better than well-established brands in many countries such as the UK, France, Germany, and others. This is mainly because many consumers have cut down their spending on non-essential products such as ketchup, sauces, spreads, dressings, and other similar products.

According to Manjunath Reddy, a lead analyst at Technavio for food research, “Private label brands are considered to provide value for money as they are similar in quality to the branded products but are priced lower than branded ketchup. Grocery retailers gain greater profit margins from private label products than from well-established brands. Private labels are reasonably priced and more affordable for the consumers. Despite the cost advantage, consumers still look for quality and safety in private label products.”

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Market trend: increasing demand for organic ketchup

Organic ketchup is made from organic tomatoes. It also contains sweeteners, salt, vinegar, and other organic flavors and spices. It contains organic sugar instead of high-fructose corn syrup. Organic ketchup has a thicker consistency and texture than conventional ketchup and has a deep red color. Organic tomatoes also have higher amounts of beneficial antioxidants such as lycopene, polyphenols, and minerals such as magnesium and iron. Polyphenols assist in reducing the risk of heart problems and Alzheimer's. Furthermore, organic label attracts health-conscious consumers who prefer to consume healthier and safer products. This is because they are produced without the use of any artificial ingredients. Health-conscious consumers perceive non-organic ketchup to be low-quality and high-calorie products

Market challenge: contamination of raw materials

Ketchup is primarily made from tomatoes and contains a sweetener, salt, vinegar, spices, and other ingredients. Tomatoes require proper handling and care because they are susceptible to salmonella contamination. Contamination of raw materials affects the quality and safety of the products. Salmonella infects the digestive system and causes food poisoning in humans. Tomatoes are short-lived products, and if they are not stored properly at a regulated temperature, they can be easily contaminated by salmonella.

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Key vendors in the market:

• Conagra Brands
• Del Monte Food
• Nestlé
• Unilever
• The Kraft Heinz Company

The global ketchup market is subjected to constantly changing consumer needs and choices. The performance of the market players can be affected by the changing consumer spending pattern, varying consumer tastes, demographic trends, and the difference in economic conditions. The change in economic conditions affects the living standards of customers and vendors' businesses. The market is fragmented and has many players who compete on various factors such as innovation, price, quality, brand image, and distribution.

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