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Dips and Spreads - US - September 2011

Like other food markets, the $7.2 billion U.S. retail market for dips and spreads has been challenged by the economic recession and subsequent slow recovery. Dips and spreads are further challenged by market saturation. However, growing consumer demand for more exotic savory and sweet flavors, and a focus on better-for-you (BFY) products has helped keep the market growing in each of the last five years (2006-11).

In this report, Mintel utilizes and analyzes its own exclusive custom consumer survey data, Experian Simmons National Consumer Study (NCS) data, as well as other essential market data including sales figures at the segment and leading company/brand level, to identify both challenges and opportunities in the U.S. dips and spreads market.

Discussion topics center on the following:

  • How the Mediterranean diet trend is affecting purchasing patterns for savory dips and spreads and leading innovation
  • Why private label is leaping ahead of branded products in several dips and spreads segments
  • The continued debate about high fructose corn “sugar” syrup (HFCS) and the latest consumer sentiment with regard to its presence in sweet spreads
  • How household income and race/Hispanic origin affect purchases of peanut butter alternatives
  • How usage and flavor preference patterns among blacks challenge the market, and the dips and spreads market’s opportunities and challenges due to the fast-growing Asian and Hispanic populations
  • The primary product-positioning claims that consumers look for in the dips and spreads they buy, and how some suppliers are in a position to exploit what they already have

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer data
              • Advertising clips
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Diverse market retains growth path
                        • Savory spreads bolster market’s growth during 2009-11
                          • “All natural” offers growth for many products rather than organic
                            • Slower population growth and changing demographics challenge market
                              • Rising food prices and prolonged unemployment tighten budgets
                                • Private label’s innovation and upscaling increases competition
                                  • Dips and spreads commonplace in households
                                    • Traditional dip flavors top list
                                      • “All-natural” and “low/no” claims most important to users
                                      • Insights and Opportunities

                                        • Key points
                                          • Apple butter lends itself to healthy eating
                                            • Mediterranean diets drive innovation in dips and spreads
                                              • Natural positioning lends itself to the dips and spreads market
                                              • Inspire Insights

                                                  • Trend: Snack Society
                                                    • Trend: Factory Fear
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • 2009 is the exception to a pattern of steady growth
                                                          • Sales and forecast of dips and spreads
                                                            • Figure 1: Total U.S. retail sales of dips and spreads, at current prices, 2006-16
                                                            • Figure 2: Total U.S. retail sales of dips and spreads, at inflation-adjusted prices, 2006-16
                                                          • Fan chart forecast
                                                              • Figure 3: Fan chart forecast of dips and spreads, 2006-16
                                                            • Walmart sales
                                                            • Market Drivers

                                                              • Key points
                                                                • Population growth slowing
                                                                  • Figure 4: U.S. fertility rate, 2005-10*
                                                                • Real disposable personal income rises in 2010-11
                                                                  • Figure 5: Real disposable income, 2007-11*
                                                                • Prolonged unemployment drags on economy and households
                                                                  • Figure 6: U.S. unemployment rate, seasonally adjusted civilian population 16 years and over, Jan 2001–July 2011
                                                                • Growing diversity and urbanization changes use of dips and spreads
                                                                  • Figure 7: Population, by race and Hispanic origin, 2006-16
                                                                  • Figure 8: Household consumption of dips and spreads, agree summary, February 2010–March 2011
                                                                • Food prices rise faster than predicted
                                                                  • Figure 9: Changes in Food Price Indexes, 2009 through 2012
                                                              • Competitive Context

                                                                • Key points
                                                                  • Private label grows up
                                                                    • Figure 10: U.S. private label sales as a share of FDMx sales, 2006-10
                                                                  • New front-of-package labeling systems appearing
                                                                    • The haves and the have-nots; HFCS debate continues
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Sweet fruit spreads see sales lag while flavored spreads flourish
                                                                          • Figure 11: Total U.S. sales of dips and spreads, by segment, 2009-11
                                                                      • Segment Performance—Peanut and Other Nut Butters

                                                                        • Key points
                                                                          • Peanut butter faces challenges at schools and on shelves
                                                                              • Figure 12: Total U.S. sales of peanut and other nut butters, 2006-16
                                                                          • Segment Performance—Cheese-based Spreads

                                                                            • Key points
                                                                              • BFY products help to improve the nutritional profile of cheese spreads
                                                                                • Figure 13: Total U.S. sales and forecast of cheese-based spreads, at current prices, 2006-16
                                                                            • Segment Performance—Dips

                                                                              • Key points
                                                                                • Dips segment ripe for innovation
                                                                                  • Figure 14: Total U.S. sales and forecast of dips, at current prices, 2006-16
                                                                              • Segment Performance—Jam, Jelly, Fruit Butter, and Preserves

                                                                                • Key points
                                                                                  • Catching the consumer’s eye in both private label and branded
                                                                                    • Sweet spreads outlook not as promising as other segments
                                                                                      • Figure 15: Total U.S. sales and forecast of jams, jellies, fruit butter, and preserves, at current prices, 2006-16
                                                                                  • Segment Performance—Flavored Spreads

                                                                                    • Key points
                                                                                      • Hummus is the name of the game in recent times
                                                                                        • Figure 16: Total U.S. sales of flavored spreads, 2006-16
                                                                                    • Segment Performance—Honey

                                                                                        • Private labels drive honey segment
                                                                                          • Figure 17: Total U.S. sales of honey, 2006-16
                                                                                        • User-friendly honey and origin of the product
                                                                                        • Retail Channels

                                                                                          • Key points
                                                                                            • Supermarkets losing out to supercenters and other retailers
                                                                                              • Figure 18: Total U.S. sales of dips and spreads, by channel, 2009 and 2011
                                                                                              • Figure 19: Total U.S. supermarket/food stores’ sales of dips and spreads, at current prices, 2006-11
                                                                                              • Figure 20: Total U.S. supercenters and warehouse club sales of dips and spreads, at current prices, 2006-11
                                                                                              • Figure 21: Total U.S. other retailer sales of dips and spreads, at current prices, 2006-11
                                                                                          • Retail Channels—Natural Supermarkets

                                                                                            • Key points
                                                                                              • Insights
                                                                                                  • Figure 22: Natural supermarket sales of spreads and dips, at current prices, 2009-11*
                                                                                                  • Figure 23: Natural supermarket sales of spreads and dips, at inflation-adjusted prices, 2009-11*
                                                                                                • Honey and hummus drive growth in natural channel
                                                                                                  • Figure 24: Natural supermarket sales of spreads and dips, by segment, 2009 and 2011*
                                                                                                • Organic sales somewhat polarized by segment
                                                                                                    • Figure 25: Natural supermarket sales of spreads and dips, by organic content, 2009 and 2011*
                                                                                                • Leading Companies

                                                                                                  • Key points
                                                                                                    • Big brands see modest growth during 2010-11
                                                                                                      • Private label and “other” brands prove a competitive force
                                                                                                        • Figure 26: Manufacturer FDMx sales of dips and spreads in the U.S., 2010 and 2011
                                                                                                    • Brand Share—Peanut Butter and Other Nut Butter

                                                                                                      • Key points
                                                                                                        • Segment growth slows as prices are expected to rise
                                                                                                          • Peter Pan reverses sales decline
                                                                                                            • Product recall reverses positive growth trend for Skippy
                                                                                                              • Natural brands from major players experience sluggish growth
                                                                                                                • Will Nutella experience consumer backlash from its “Start Your Day” campaign?
                                                                                                                  • Figure 27: Selected FDMx brand sales of peanut butter and other nut butter, 2010 and 2011
                                                                                                              • Brand Share—Cheese-based Spreads

                                                                                                                • Key points
                                                                                                                  • Kraft Philadelphia creates a cooking community for women
                                                                                                                    • Bel Brands USA portfolio of brands continues growth streak
                                                                                                                      • Private label and “other” brands continue strong presence
                                                                                                                        • Figure 28: Selected FDMx brand sales of cheese-based spreads, 2010 and 2011
                                                                                                                    • Brand Share—Dips

                                                                                                                      • Key points
                                                                                                                        • Consumers less brand loyal when it comes to dips
                                                                                                                          • Smaller brands significantly grow sales
                                                                                                                            • Figure 29: Selected FDMx brand sales of dips, 2010 and 2011
                                                                                                                        • Brand Share—Jam, Jelly, Fruit Butter, and Preserves

                                                                                                                          • Key points
                                                                                                                            • Jam, jelly, fruit butter, and preserves sales decrease
                                                                                                                              • “Other” brands outperform private label during 2010-11
                                                                                                                                • Figure 30: Selected FDMx brand sales of jam, jelly, fruit butter, and preserves, 2010 and 2011
                                                                                                                            • Brand Share—Flavored Spreads

                                                                                                                              • Key points
                                                                                                                                • Growth opportunities abound for brand leader and private label brands
                                                                                                                                  • Figure 31: Selected FDMx brand sales of flavored spreads, 2010 and 2011
                                                                                                                              • Brand Share—Honey

                                                                                                                                • Key points
                                                                                                                                  • Diversified segment with many players
                                                                                                                                    • Manufacturer and brand sales of honey
                                                                                                                                      • Figure 32: Selected FDMx brand sales of honey, 2010 and 2011
                                                                                                                                  • Innovations and Innovators

                                                                                                                                    • Key points
                                                                                                                                      • Dips and spreads product launches 2006-11
                                                                                                                                        • Figure 33: Dips and spreads* product launches, by subcategory, 2006-11
                                                                                                                                      • BFY options lead new product claims
                                                                                                                                        • Figure 34: Dips and spreads* product launches, by top claims, 2006-11
                                                                                                                                      • Retailers unable to match increased pace of name brand launches
                                                                                                                                        • Figure 35: Private label share among new dips and spreads* product launches, 2006-11
                                                                                                                                      • Product innovations
                                                                                                                                        • “BFY (BFY)”
                                                                                                                                          • Premium
                                                                                                                                            • Private label
                                                                                                                                              • Convenience
                                                                                                                                              • Marketing Strategies

                                                                                                                                                • Overview
                                                                                                                                                  • TV ads
                                                                                                                                                    • Nutella
                                                                                                                                                      • Figure 36: Nutella , “Mom serves her three kids breakfast”, TV AD, 2011
                                                                                                                                                    • Athenos
                                                                                                                                                      • Figure 37: Athenos Hummus , “Doug and Kathy in a kitchen with kids, YiaYia,” TV AD, 2011
                                                                                                                                                    • Jif To Go
                                                                                                                                                      • Figure 38: Jif To Go, “Montage: soccer player, golfer, and cyclists eat peanut butter”, TV AD, 2011
                                                                                                                                                    • Online/social media
                                                                                                                                                      • J.M Smucker Co.
                                                                                                                                                        • Kraft Foods
                                                                                                                                                          • Sabra Dipping Company LLC
                                                                                                                                                          • Household Usage

                                                                                                                                                            • Key points
                                                                                                                                                              • Savory dips and spreads
                                                                                                                                                                • Figure 39: Household consumption of savory dips/dipping sauces and spreads, May 2011
                                                                                                                                                              • Personal consumption of savory dips/dipping sauces and spreads
                                                                                                                                                                • Figure 40: Personal consumption of savory dips/dipping sauces and spreads, by age, May 2011
                                                                                                                                                                • Figure 41: Personal consumption of savory dips/dipping sauces and spreads, by household income, May 2011
                                                                                                                                                              • Nut butters and sweet spreads
                                                                                                                                                                • Figure 42: Household consumption of nut butters and/or sweet spreads, May 2011
                                                                                                                                                              • Personal consumption of nut butters and/or sweet spreads
                                                                                                                                                                • Figure 43: Personal consumption of nut butters and/or sweet spreads, by household income, May 2011
                                                                                                                                                            • Eating Occasions

                                                                                                                                                              • Key points
                                                                                                                                                                • Savory dips and spreads
                                                                                                                                                                  • Savory dips/dipping sauces and spreads eating occasions
                                                                                                                                                                    • Figure 44: Savory dips/dipping sauces and spreads eating occasions, by age, May 2011
                                                                                                                                                                    • Figure 45: Savory dips/dipping sauces and spreads eating occasions, by household income, May 2011
                                                                                                                                                                    • Figure 46: Savory dips/dipping sauces and spreads eating occasions, by presence of children, May 2011
                                                                                                                                                                  • Nut butters and sweet spreads
                                                                                                                                                                    • Eating occasions with nut butters and/or sweet spreads
                                                                                                                                                                      • Figure 47: Eating occasions with nut butters and/or sweet spreads, May 2011
                                                                                                                                                                  • Flavors, Types, and Usage Preferences

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Savory dips and spreads
                                                                                                                                                                        • Type, flavor, and usage preferences
                                                                                                                                                                          • Figure 48: Type, flavor, and usage preferences, by gender, May 2011
                                                                                                                                                                          • Figure 49: Type, flavor, and usage preferences, by age, May 2011
                                                                                                                                                                        • Nut butters and sweet spreads
                                                                                                                                                                          • Purchase priorities for nut butters and/or sweet spreads users
                                                                                                                                                                            • Figure 50: Purchase priorities for nut butters and/or sweet spreads users, May 2011
                                                                                                                                                                            • Figure 51: Purchase priorities for nut butters and/or sweet spreads users, by age, May 2011
                                                                                                                                                                        • Claims of Importance

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Savory dips and spreads
                                                                                                                                                                              • Importance of claims to savory dips/dipping sauces and spreads users
                                                                                                                                                                                • Figure 52: Importance of claims to savory dips/dipping sauces and spreads users, by age, May 2011
                                                                                                                                                                                • Figure 53: Importance of claims to savory dips/dipping sauces and spreads users, by household income, May 2011
                                                                                                                                                                              • Nut butters and sweet spreads
                                                                                                                                                                                • Importance of claims to nut butters and/or sweet spreads users
                                                                                                                                                                                  • Figure 54: Importance of claims to nut butters and/or sweet spreads users, by age, May 2011
                                                                                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Personal consumption of savory dips/dipping sauces and spreads
                                                                                                                                                                                    • Figure 55: Personal consumption of savory dips/dipping sauces and spreads, by race/Hispanic origin, May 2011
                                                                                                                                                                                  • Personal consumption of nut butters and/or sweet spreads
                                                                                                                                                                                    • Figure 56: Personal consumption of nut butters and/or sweet spreads, by race/Hispanic origin, May 2011
                                                                                                                                                                                  • Type, flavor, and usage preferences
                                                                                                                                                                                    • Figure 57: Type, flavor, and usage preferences, by race/Hispanic origin, May 2011
                                                                                                                                                                                  • Purchase priorities for nut butters and/or sweet spreads users
                                                                                                                                                                                    • Figure 58: Purchase priorities for nut butters and/or sweet spreads users, by race/Hispanic origin, May 2011
                                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                                    • All Naturals
                                                                                                                                                                                      • Demographics
                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                            • Ranchers
                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                    • Organic Avoiders
                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                            • Cluster characteristic tables
                                                                                                                                                                                                              • Figure 59: Target clusters, May 2011
                                                                                                                                                                                                              • Figure 60: Savory dips/dipping sauces and spreads eating occasions, by target clusters, May 2011
                                                                                                                                                                                                              • Figure 61: Importance of claims to savory dips/dipping sauces and spreads users, by target clusters, May 2011
                                                                                                                                                                                                              • Figure 62: Type, flavor, and usage preferences, by target clusters, May 2011
                                                                                                                                                                                                              • Figure 63: Importance of claims to nut butters and/or sweet spreads users, by target clusters, May 2011
                                                                                                                                                                                                              • Figure 64: Purchase priorities for nut butters and/or sweet spreads users, by target clusters, May 2011
                                                                                                                                                                                                            • Cluster demographic tables
                                                                                                                                                                                                              • Figure 65: Target clusters, by gender, May 2011
                                                                                                                                                                                                              • Figure 66: Target clusters, by age, May 2011
                                                                                                                                                                                                              • Figure 67: Target clusters, by household income, May 2011
                                                                                                                                                                                                              • Figure 68: Target clusters, by race, May 2011
                                                                                                                                                                                                              • Figure 69: Target clusters, by Hispanic origin, May 2011
                                                                                                                                                                                                              • Figure 70: Target clusters, by presence of children in household, May 2011
                                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Peanut butter, jams, and jellies
                                                                                                                                                                                                                    • Figure 71: Peanut butter household usage, by food lifestyle segmentation, February 2010-March 2011
                                                                                                                                                                                                                    • Figure 72: Jams, jellies, and/or preserves household usage, by food lifestyle segmentation, February 2010-March 2011
                                                                                                                                                                                                                  • Cream cheese, spread cheese, and savory dips
                                                                                                                                                                                                                    • Figure 73: Cream cheese household usage, by food lifestyle segmentation, February 2010-March 2011
                                                                                                                                                                                                                    • Figure 74: Spread cheese household usage, by food lifestyle segmentation, February 2010-March 2011
                                                                                                                                                                                                                    • Figure 75: Savory dip household usage, by food lifestyle segmentation, February 2010-March 2011
                                                                                                                                                                                                                • SymphonyIRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                  • Peanut butter
                                                                                                                                                                                                                    • Consumer insights on key purchase measures—peanut butter
                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                        • Figure 76: Brand map, selected brands of peanut butter buying rate, by household penetration, 2010*
                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                          • Figure 77: Key purchase measures for the top brands of peanut butter, by household penetration, 2010*
                                                                                                                                                                                                                        • Refrigerated dips
                                                                                                                                                                                                                          • Consumer insights on key purchase measures—refrigerated dips
                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                              • Figure 78: Brand map, selected brands of refrigerated dips buying rate, by household penetration, 2010*
                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                • Figure 79: Key purchase measures for the top brands of refrigerated dips, by household penetration, 2010*
                                                                                                                                                                                                                              • Jams/jellies/preserves
                                                                                                                                                                                                                                • Consumer insights on key purchase measures—jams/jellies/preserves
                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                    • Figure 80: Brand map, selected brands of jams/jellies/preserves buying rate, by household penetration, 2010*
                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                      • Figure 81: Key purchase measures for the top brands of Jams/jellies/preserves, by household penetration, 2010*
                                                                                                                                                                                                                                  • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                      • Figure 82: Trended household usage of dips and spreads, January 2006-March 2011
                                                                                                                                                                                                                                      • Figure 83: Personal consumption of savory dips/dipping sauces and spreads, by gender, May 2011
                                                                                                                                                                                                                                      • Figure 84: Personal consumption of nut butters and/or sweet spreads, by age, May 2011
                                                                                                                                                                                                                                      • Figure 85: Savory dips/dipping sauces and spreads eating occasions, by race/Hispanic origin, May 2011
                                                                                                                                                                                                                                      • Figure 86: Type, flavor, and usage preferences, by presence of children, May 2011
                                                                                                                                                                                                                                      • Figure 87: Purchase priorities for nut butters and/or sweet spreads users, by household income, May 2011
                                                                                                                                                                                                                                      • Figure 88: Purchase priorities for nut butters and/or sweet spreads users, by presence of children, May 2011
                                                                                                                                                                                                                                      • Figure 89: Importance of claims to savory dips/dipping sauces and spreads users, by race/Hispanic origin, May 2011
                                                                                                                                                                                                                                      • Figure 90: Importance of claims to nut butters and/or sweet spreads users, by gender, May 2011
                                                                                                                                                                                                                                      • Figure 91: Importance of claims to nut butters and/or sweet spreads users, by race/Hispanic origin, May 2011
                                                                                                                                                                                                                                      • Figure 92: Importance of claims to nut butters and/or sweet spreads users, by presence of children, May 2011
                                                                                                                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                    • American Institute of Food Distribution
                                                                                                                                                                                                                                    • Corn Refiners Association, Inc.
                                                                                                                                                                                                                                    • Food Allergy & Anaphylaxis Network (FAAN)
                                                                                                                                                                                                                                    • Food and Drug Administration
                                                                                                                                                                                                                                    • Frito-Lay, Inc
                                                                                                                                                                                                                                    • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                                                    • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                    • Hormel
                                                                                                                                                                                                                                    • International Dairy Foods Association
                                                                                                                                                                                                                                    • International Food Information Council Foundation (IFIC)
                                                                                                                                                                                                                                    • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                    • Lancaster Colony Corporation
                                                                                                                                                                                                                                    • Panera Bread Company
                                                                                                                                                                                                                                    • PepsiCo Inc
                                                                                                                                                                                                                                    • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                    • Sioux Honey Association
                                                                                                                                                                                                                                    • The Kroger Co.
                                                                                                                                                                                                                                    • Unilever USA
                                                                                                                                                                                                                                    • Weight Watchers International Inc.
                                                                                                                                                                                                                                    • Welch Foods Inc., A Cooperative

                                                                                                                                                                                                                                    Dips and Spreads - US - September 2011

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