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Ketchup is the leader in the sauce category

23 December 2025
Ketchups have become the only growing segment in the sauce category, with an 8-9% increase in the number of new brands and manufacturers in January—November 2025. Business interest in launching new brands of mayonnaise, horseradish, mustard and other types of sauces has decreased. This is due to the migration of consumer demand: ketchup is perceived as a healthier seasoning and is in demand in popular dishes.
 
The number of brands in the retail ketchup market in Russia in January—November 2025 increased by 8% year-on-year, to 156, Evotor analysts estimated. There were more manufacturers by 9% — 111. This is the only sauce category that has shown an increase in performance. The number of brands of mayonnaise decreased by 2% over the year, mustard and horseradish — by 13%, and other sauces — by 2%. There are also fewer manufacturers in all segments. For example, mustard and horseradish are now produced by 99 companies compared to 109 a year earlier, according to Evotor data.
 
Retail is the main sales channel for sauces. According to Rusprodsoyuz (which unites large food producers), 70% of products are sold this way. The revival in the ketchup segment is being recorded due to the growing demand. Its sales in physical terms in January—November increased by 2% year-on—year, in monetary terms - by 12%, according to Evotor. Analysts at the research company NTech recorded an increase of 2% and 7%, respectively. In the Pyaterochka retail chain in January—September 2025, the demand for ketchups increased by 4% year-on-year, X5 said. The retailer's range of sauces has not changed this year.
 
Experts attribute the increase in ketchup production to the gradual substitution of local brands for products from foreign manufacturers. It is worth paying attention to the growing popularity of food formats where sauce is in demand. These are fast food, delivery, homemade burgers and hot dogs, she lists. The profitability of ketchup production is stable or growing slightly due to economies of scale and sales growth.
 
Despite the increase in figures, according to Evotor, ketchups accounted for only 16% of sales in the sauce category in January—November. Mayonnaise remains the market leader, accounting for 71% of demand. But the mayonnaise market remains under pressure from changing consumer habits and high competition. Although the market participants themselves have not yet recorded a decrease in output. The Fat and Oil Union expects that 927 thousand tons of mayonnaise will be produced in Russia this year. The indicator will grow by 3% year-on-year.
 
The total volume of sales of mayonnaise and sauces based on it through all sales channels in January—November amounted to 734 thousand tons, an increase of 1% year-on-year, OleoScope says. Analysts note that the market as a whole is saturated, and over the past few years consumers have increasingly shifted from mayonnaise to sauces.
 
In the context of limited consumption, there are no opportunities for sauce producers to significantly increase prices.
 
According to Evotor, the average retail cost of ketchup in January—November was 41 rubles per 100 grams, an increase of 11% year-on-year. Mayonnaise showed a similar increase, other sauces added 9%, mustard and horseradish — 7%. It is noted that the profitability of mayonnaise is also decreasing due to the volatility of prices for the main raw material for it - vegetable oil. At the same time, all product categories face increased costs for logistics, packaging, etc.
 
In 2026, the growth of the classic sauce market as a whole will slow down in the context of saturated demand and increased competition from related segments. However, by adapting to new consumer trends, some manufacturers will be able to increase their share. In addition, the lack of noticeable growth in the restaurant market turnover is considered a limiting factor in the development of the sauce market. Consumers will continue to abandon "heavy" sauces and generally strive to optimize spending.
 
👉 Ingredients for sauces and more industry trends — at the Global Ingredients Show and the Ingredients and Additives Forum. Get a free ticket with the promo code NEWS
23 December 2025

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