Heinz Ketchup in decline as shoppers lay off the sauce

Brown sauce and tomato ketchup are failing to cut the mustard with consumers, according to figures seen by The Grocer.

Heinz Tomato Ketchup has suffered a 7% decline in volume sales over the past year, despite hefty investment. Value sales climbed 3.3% [IRI 52 w/e 17 August].

Branston’s sauce range suffered an even steeper decline, with sales falling 3.9% on volumes down 9%. Heinz-owned HP saw sales slump 6.8% on volumes down 5.8%.

Further analysis suggests shoppers could have been put off Heinz Ketchup by an average price rise of 11.1%. In contrast, average prices grew by 3.9% for the sauces & condiments market.