It has to be Heinz. Or does it? The category leader has sold 1.1 million fewer litres of its table sauces as a result of higher prices.
“Inflation has continued to weigh on costs into 2025, with factors like extreme weather pushing up prices for ingredients such as tomatoes,” explains Aditi Hilgers, Kraft Heinz masterbrand director. “This has affected our Tomato Ketchup range. But it’s a category-wide issue. We’re not alone.”
“Branded ketchup is under pressure as cost of living concerns drive shoppers towards private label sauces”, agrees Vignesh Shanmuganathan, NIQ senior analytics executive. Overall, own label table sauces have seen a 3.6% uptick in volumes, while branded lines have dipped 0.1%.
While ketchup prices have risen though, mayo has got cheaper – at the cost of value gains. “Mayonnaise remains the largest sector, outperforming other sectors in volume sales,” Shanmuganathan says. “However, its value growth has been comparatively muted due to a year-on-year price decline.”
Take Hellmann’s. Despite selling 1.3 million extra litres, it has shed £3.5m – the largest absolute loss among the top 30 table sauce brands.
The largest absolute gain, meanwhile, goes to Nando’s. It’s added £3.1m on volumes up 9.5% by playing into Brits’ appetite for spicy options. Chilli sauce “has delivered stronger growth versus last year, driven by increased shelf space and the introduction of innovative, exciting new products”, says Shanmuganathan.
This same trend helped Sauce Shop grow volumes 30.7%. Its Buffalo Hot Sauce has “benefited from a 65% increase in weighted distribution,” says the brand, while its Pineapple Habanero accounted for around one quarter of total value gain.
Condiment brands are also eyeing spicy innovation to drive growth. Having shed 14.8% of volumes, Ocean Spray has expanded its cranberry sauce lineup with Smoked Chilli for Christmas.
In the new year, Shanmuganathan predicts “brands that offer low fat, sugar or additive-free products will likely gain traction”.
Top Launch 2025
Branston Chilli Piccalilli | Mizkan
Brands love to infuse traditional food with a modern twist and pickle past master Branston is no exception. In May, it unveiled the first flavour extension for its Piccalilli. Chilli (rsp: £2.20/360g) combines the original’s “classic mustardy tang” with “an exciting chilli kick”. It was developed to “re-engage with our core audience and bring excitement to the Branston shelf”, according to brand manager Danielle Fairey. Branston shoppers “can be quite traditional” but they “occasionally like a bit of adventure”.
How the psychology of price hikes has played out on shelves
The unwelcome return of inflation has prompted a wide range of tactics. How have shoppers responded and what should brands do next?
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Table sauces 2025: Inflation hits market leader Heinz
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