BOTTLE.CO

Market Research

This section focuses on investigation of market of the Heinz ketchup sauce by spotting customer needs and points for improvement, assessing market potential, directing design decisions, evaluating competitive scope and reducing profit-oriented and technical risks.

Market Analysis

The company’s audience segment covers a large growth range, from 18 to 64 years (Arcega-Punzalan, 2025). Geographically Heinz company sells their products in over 200 countries, having more intense sales in North America, Europe, Brazil and strong customer growth due to expanding their branches in Asia (Arcega-Punzalan, 2025). Based on the global market share assessment, Heinz ketchup demonstrates approximately 29% of the worldwide volume, which expresses relative dominance in the market (Intelo & More, 2025). Psychographic profiles of Heinz sauces are primarily quality-oriented, health-aware, and brand recognizability (Heinz Ketchup: Segmentation and Positioning | Free essay example, 2023). Consequently, most of the customers base their decisions on familiar flavor, healthier ingredients, and convenience with consistency.

Based on customer research, segment audiences do not cover age gaps under 18 and above 64 years old people. This suggests that one of the existing offering problems could be difficult to access for people with weak grip power, which includes children and the elderly, as well as for people with disabilities. This creates a barrier to the expansion of the clientele and insufficient bottle design, which can lead to a potential decrease in customer segment and profit.

Competitor Analysis

By studying the market of the Heinz sphere (more than 50% in US and one of the two most valuable in Europe), the most competitive companies and their shares in the US and European markets were investigated (ketchup market share by brand: Top Brands in 2025, 2025):

  • Hellmann’s (Unilever) has around 45% share in the US market and shares first place on the market with Heinz in Europe, focusing on mayonnaise and sauces for salads.
  • Hunt’s (Conagra Brands) is considered the second most valuable brand of ketchup in the US and is less well known in Europe.
  • Del Monte Foods is recognizable brand which has significance and is famous for tomato sauces in both US and Europe markets, occupies a middle position among the top.
  • Regional brands which are primarily present next to the famous sauce brands in shops, where North America accounted for about 36-37% of the world’s ketchup market in 2024.
BrandProductKey FeaturePositioning
HeinzOriginal, organic variants of different saucesBrand recognition, global distribution, quality and health-awarenessPremium pricing (around 3-4 euros and more per bottle)
Hunt’s KetchupRegular, flavored ketchupValue pricing, sweeter and more "tomato-forward"Cheaper than Heinz (depending on retailer)
Supermarket BrandsAsda, Aldi, Albert Heijn brandsPackaging, availability, competitive tasteLow price position (around 1 euro and more per bottle)
Regional BrandsRegional sauces linesWild regional distribution, availability, domestic flavor and psychographic profilesPrice varies by region (commonly lower than the average price per bottle)

Recommendation

The final recommendation is to focus product development on widening the age range of customers engaged by redesigning the bottle, making it more convenient and affordable for children and elderly people or those with disabilities. The competitor's analysis shows that Heinz sits in a relatively unique section of the market. They already occupy the luxury section of the market, so it would make sense to engineer a bottle that would not only help to widen the age range but also give an increased luxury experience. In other words, for Heinz it would not be out of character to have a bottle with more of a luxury feeling.

References