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UK: ketchup sales fell 4% over 12 months
The nation's love of mayonnaise is now outspreading ketchup in Britain's battle of the bottles, new figures revealed in early September.
The amount consumers spend on mayonnaise has gradually risen while the amount forked out on tomato ketchup has fallen, as Britons' tastes move away from old fashioned condiments to new flavours and varieties.
The amount consumers spend on mayonnaise has gradually risen while the amount forked out on tomato ketchup has fallen, as Britons' tastes move away from old fashioned condiments to new flavours and varieties.
The latest industry data shows that in the latest twelve month period, to the end of April, ketchup sales fell 2.7% to £145.5 million (Euro 172 million, USD 188 million) in the UK while volumes fell by 4.2%, said analysts Kantar Worldpanel.
At the same time, mayo sales rose by 6.9% to £152.2 million (Euro 180 million, USD 197 million) and 7.3 percent by volume.
It means that for what is thought to be the first time, tomato sauce is playing catch up on the nation's shopping list, affected by rivals in its own market such as peri peri sauce and spicy alternatives.
Meanwhile, mayonnaise has not lost out to any particular rivals and has boosted sales with healthier versions and price wars between makers Hellmann's and Heinz.
Laurie Booker, marketing director for brand design agency Cowan, explained: “There have been some interesting innovations within mayo while ketchup has remained largely the same. A wider flavour choice means mayo has become more appealing and intriguing.”
Mayonnaise is positioning itself as a healthier choice, said experts, emphasising their natural ingredients such as free range eggs and removing artificial colours and preservatives in many brands.
