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Nut-based Spreads and Sweet Spreads - US - March 2013

“Four in 10 respondents to Mintel’s survey say they would be interested in gourmet nut and fruit spreads, but most gourmet producers are small brands with little to no advertising clout. Leading brands should spend more time and effort in the category, backed by established processing plants and bigger ad budgets, which could lead to a higher profile for gourmet products.”

– John N. Frank, Category Manager, Food and Drink Reports

Some questions answered in this report include:

  • Will more consumers go for gourmet?
  • Can spread brands do more to alleviate contamination concerns?
  • Can seed-based spreads and nut substitute brands capitalize on consumer fears of contamination or allergens?
  • How can natural/organic products increase market share?

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Table of contents

  1. Scope and Themes

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

                        • Sales of nut and fruit spreads estimated to grow into 2017
                          • Figure 1: Total U.S. sales and fan chart forecast of nut and fruit spreads, at current prices, 2007-17
                        • Demographic and economic factors play heavily on the market
                          • Kids translate to sales of nut and fruit spreads
                            • Figure 2: U.S. child population, 2013-18
                          • Hispanics and Asians report more likelihood than other groups to buy
                            • Economic factors
                              • Figure 3: Runner peanut price per ton, Jan. 4, 2011-Jan. 2, 2013
                            • The consumer
                              • Peanut butter, fruit jelly, and jam most likely to be purchased
                                • Figure 4: Nut spread and fruit spread purchases, November 2012
                              • Presence of children translates to higher likelihood of purchase
                                • Figure 5: Any nut spread and fruit spread purchases, by presence of children in household, November 2012
                              • A majority report buying at supermarkets, but mass and other channels sell most
                                • Figure 6: Where nut and fruit spreads were purchased in last Six months, November 2012
                              • Most use spreads for breakfast, lunch, and snacking
                                • Figure 7: Occasions for using peanut butter, other nut-or seed-based spreads, or fruit spreads, November 2012
                              • Roughly half agree natural/organic products are better for you
                                • Figure 8: Attitudes toward nut spreads and sweet spreads, November 2012
                              • More than six in 10 interested in spreads with no additives/preservatives
                                • Figure 9: Interest in nut spread and fruit spread attributes, November 2012
                              • Hispanics, Asians most likely to buy other nut/seed spreads, almond butter
                                • Figure 10: Any nut spread and fruit spread purchases, by race/Hispanic origin, November 2012
                              • What we think
                              • Issues in the Market

                                  • Will more consumers go for gourmet?
                                    • Can spread brands do more to alleviate contamination concerns?
                                      • Can seed-based spreads and nut substitute brands capitalize on consumer fears of contamination or allergens?
                                        • How can natural/organic products increase market share?
                                        • Insights and Opportunities

                                          • National gone local
                                            • Nut, fruit, and seed spreads as the new super food
                                              • Recipes as a gateway to more use
                                                • Demand for single servings should be met
                                                • Trend Applications

                                                    • Trend: Prove It
                                                      • Trend: The Nouveau Poor
                                                        • 2015 trend: Brand Intervention
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Spreads market growth in 2012 driven by nut butter sales
                                                              • Households with children most likely to buy nut and sweet spreads
                                                                • Hispanics and Asians most likely to buy a range of spreads
                                                                  • Slow economic recovery has dual effect on market
                                                                    • Health concerns may also drive sales, but nut butters have high calories
                                                                      • Nut and fruit spread products market size and forecast
                                                                        • Figure 11: Total U.S. retail sales and forecast of nut and fruit spread products, at current prices, 2007-17
                                                                        • Figure 12: Total U.S. retail sales and forecast of nut and fruit spread products, at inflation-adjusted prices, 2007-17
                                                                      • Fan chart forecast
                                                                          • Figure 13: Total U.S. sales and fan chart forecast of nut and fruit spreads, at current prices, 2007-17
                                                                      • Market Drivers

                                                                        • Key points
                                                                          • Kids drive household purchases of nut butters
                                                                            • Figure 14: Households with children, 2002-12
                                                                          • Hispanics, Asians most likely to buy other seed/nut butters, almond butter
                                                                            • Slowly recovering economy may limit replacement cycles
                                                                              • Consumer confidence fluctuates
                                                                                • Unemployment remains high
                                                                                  • Food costs
                                                                                    • Figure 15: Runner peanut prices per ton, January 2011-January 2013
                                                                                  • Nutritional value of nut/seed butter, low fat in jellies also drive sales
                                                                                    • Obesity rates linked to poor diet
                                                                                      • Figure 16: Nutritional value of peanut butter and jelly
                                                                                    • Food safety scares and higher nut allergy prevalence cause concern
                                                                                    • Competitive Context

                                                                                      • Private label vs. national brands: price, quality, value
                                                                                        • Consumers recognizing the merits of natural/organic
                                                                                        • Segment Performance

                                                                                          • Key points
                                                                                            • Nut spreads jump 44%, fruit spreads manage only 1% growth in 2010-12
                                                                                              • Sales of nut and fruit spread products by segment
                                                                                                • Figure 17: Total U.S. retail sales of selected nut and fruit spread products at current prices, by segment, 2010-12
                                                                                            • Segment Performance—Peanut Butter/Other Nut Butters

                                                                                              • Key points
                                                                                                • Beyond price hikes, natural products have helped segment grow
                                                                                                  • Perceptions of peanut butter as healthy help drive sales
                                                                                                    • Food safety scares, rising incidence of nut allergies have little effect on sales
                                                                                                      • Sales and forecast of peanut butter/other nut butters
                                                                                                        • Figure 18: Total U.S. retail sales and forecast of peanut butter/other nut butters, at current prices, 2007-17
                                                                                                    • Segment Performance—Jams, Jellies, and Fruit Butters

                                                                                                      • Key points
                                                                                                        • Innovation needed to grow sales
                                                                                                          • Sales and forecast of jams, jellies, and fruit butters
                                                                                                            • Figure 19: Total U.S. retail sales and forecast of jams, jellies, and fruit butters, at current prices, 2007-17
                                                                                                        • Retail Channels

                                                                                                          • Key points
                                                                                                            • Other channels, including mass stores, grow sales by more than 50%
                                                                                                              • Supermarkets drop sales slightly, lose substantial share to other retailers
                                                                                                                • Drug stores increase food merchandising, but still fail to gain in 2010-12
                                                                                                                  • Other channels, including mass stores, grow sales by more than 50%
                                                                                                                    • Channel sales of nut and fruit spread products
                                                                                                                      • Figure 20: Total U.S. retail sales of nut and fruit spread products, by channel, at current prices, 2010 and 2012
                                                                                                                    • Supermarkets should highlight their time-saving aspects over mass
                                                                                                                      • Figure 21: Supermarket sales of nut and fruit spreads, at current prices, 2007-12
                                                                                                                    • Drug stores comprise small share of the market
                                                                                                                      • Figure 22: Drug store sales of nut and fruit spreads products, at current prices, 2007-12
                                                                                                                    • Mass stores and dollar stores take advantage of consumer focus on price
                                                                                                                      • Figure 23: Other channel sales of nut and fruit spreads, at current prices, 2007-12
                                                                                                                  • Leading Companies

                                                                                                                    • Key points
                                                                                                                      • J.M. Smucker Co. comprises 41.6% of the MULO market
                                                                                                                        • Unilever sells its Skippy brand to Hormel
                                                                                                                          • ConAgra and Ferrero post more growth than all other companies
                                                                                                                            • National Grape Cooperative up 8.3% due to Welch’s Naturals growth
                                                                                                                              • Private label outsells all national brands except Smucker’s
                                                                                                                                • Leading nut and fruit spread products companies
                                                                                                                                  • Figure 24: MULO sales of leading nut and fruit spread product companies, 2011-12
                                                                                                                              • Brand Share—Nut-based Spreads

                                                                                                                                • Key points
                                                                                                                                  • Smucker’s expands its Jif line
                                                                                                                                    • Top Skippy brands increase across the board
                                                                                                                                      • New Peter Pan products positioned as value added
                                                                                                                                        • Nutella leverages its niche positioning
                                                                                                                                          • Planters more than doubles sales
                                                                                                                                            • Private label peanut butter outperforms most leading brands
                                                                                                                                              • Leading nut-based spread brands
                                                                                                                                                • Figure 25: MULO sales of nut-based spread brands, 2011-12
                                                                                                                                            • Brand Share—Sweet Spreads

                                                                                                                                              • Key points
                                                                                                                                                • Smucker’s also tops fruit spreads segment
                                                                                                                                                  • Welch’s Naturals helps grow sales for National Grape Cooperative
                                                                                                                                                    • Polaner angles for value added
                                                                                                                                                      • Private label again second to Smucker’s
                                                                                                                                                        • Leading sweet spreads products brands
                                                                                                                                                          • Figure 26: MULO sales of leading sweet spreads products brands, 2011-12
                                                                                                                                                      • Innovation and Innovators

                                                                                                                                                        • Kosher, low/no/reduced allergen top nut spread claims in 2009-12
                                                                                                                                                          • Figure 27: Nut spread product claims, 2009-12
                                                                                                                                                        • Kosher is also the top claim for fruit spreads
                                                                                                                                                          • Figure 28: Fruit spread product claims, 2009-12
                                                                                                                                                        • Flavor variations keep the market interesting
                                                                                                                                                          • Gourmet/artisanal products
                                                                                                                                                            • Demand increases for all natural/organic
                                                                                                                                                              • Seed butter products provide an alternative for nut allergies
                                                                                                                                                              • Marketing Strategies

                                                                                                                                                                  • Overview
                                                                                                                                                                    • Jif
                                                                                                                                                                      • Figure 29: Brand analysis of Jif, 2013
                                                                                                                                                                    • Jif TV spot
                                                                                                                                                                      • Figure 30: Jif television ad, 2013
                                                                                                                                                                    • Jif To Go TV spot
                                                                                                                                                                      • Figure 31: Jif To Go television ad, 2013
                                                                                                                                                                    • Online initiatives
                                                                                                                                                                      • Nutella
                                                                                                                                                                        • Figure 32: Brand analysis of Nutella, 2013
                                                                                                                                                                      • Nutella TV spot
                                                                                                                                                                        • Figure 33: Nutella television ad, 2013
                                                                                                                                                                      • Online initiatives
                                                                                                                                                                        • Smucker’s
                                                                                                                                                                          • Figure 34: Brand analysis of Smucker’s, 2013
                                                                                                                                                                        • Smucker’s Jam TV spot
                                                                                                                                                                          • Figure 35: Smucker’s Jam television ad, 2012
                                                                                                                                                                        • Smucker’s Orchard’s Finest TV spot
                                                                                                                                                                          • Figure 36: Smucker’s Orchard’s Finest television ad, 2013
                                                                                                                                                                        • Online initiatives
                                                                                                                                                                          • Welch’s
                                                                                                                                                                            • Figure 37: Brand analysis of Welch’s, 2013
                                                                                                                                                                          • Welch’s Concord Grape Jelly TV spot
                                                                                                                                                                            • Figure 38: Welch’s Concord Grape Jelly television ad, 2013
                                                                                                                                                                          • Online initiatives
                                                                                                                                                                          • Social Media – Nut-based Spreads and Sweet Spreads

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Key social media metrics
                                                                                                                                                                                • Figure 39: Key brand metrics, nut-based spreads and sweet spreads, February 2013
                                                                                                                                                                              • Market overview
                                                                                                                                                                                • Brand usage and awareness
                                                                                                                                                                                  • Figure 40: Usage and awareness of selected nut-based spreads and sweet spreads, November 2012
                                                                                                                                                                                • Interaction with brands
                                                                                                                                                                                  • Figure 41: Interaction with selected nut-based spreads and sweet spreads, November 2012
                                                                                                                                                                                • Online conversations
                                                                                                                                                                                  • Figure 42: Percentage of consumer conversation by nut-based spreads and sweet spreads, Jan. 21, 2013-Feb. 20, 2013
                                                                                                                                                                                  • Figure 43: Online mentions, selected nut-based spreads and sweet spreads, by day, Jan. 21, 2013-Feb. 20, 2013
                                                                                                                                                                                • Where are people talking about nut-based spreads and sweet spreads?
                                                                                                                                                                                  • Figure 44: Mentions by page type, selected nut-based spreads and sweet spreads, Jan. 21, 2013-Feb. 20, 2013
                                                                                                                                                                                • What are people talking about?
                                                                                                                                                                                  • Figure 45: Mentions by type of conversation, selected nut-based spreads and sweet spreads, Jan. 21, 2013-Feb. 20, 2013
                                                                                                                                                                                  • Figure 46: Major areas of discussion surrounding nut-based spreads and sweet spreads, by day, Jan. 21, 2013-Feb. 20, 2013
                                                                                                                                                                                  • Figure 47: Major areas of discussion surrounding nut-based spreads and sweet spreads, by page type, Jan. 21, 2013-Feb. 20, 2013
                                                                                                                                                                                • Brand analysis
                                                                                                                                                                                  • Nutella
                                                                                                                                                                                    • Figure 48: Nutella key social media metrics, February 2013
                                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                                    • What we think
                                                                                                                                                                                      • Jif
                                                                                                                                                                                        • Figure 49: Jif key social media metrics, February 2013
                                                                                                                                                                                      • Key online campaigns
                                                                                                                                                                                        • What we think
                                                                                                                                                                                          • Skippy
                                                                                                                                                                                            • Figure 50: Skippy key social media metrics, February 2013
                                                                                                                                                                                          • Key online campaigns
                                                                                                                                                                                            • What we think
                                                                                                                                                                                              • Smucker’s
                                                                                                                                                                                                • Figure 51: Smucker’s key social media metrics, February 2013
                                                                                                                                                                                              • Key online campaigns
                                                                                                                                                                                                • What we think
                                                                                                                                                                                                  • Justin’s Nut Butter
                                                                                                                                                                                                    • Figure 52: Justin’s Nut Butter key social media metrics, February 2013
                                                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                      • Welch’s
                                                                                                                                                                                                        • Figure 53: Welch’s key social media metrics, February 2013
                                                                                                                                                                                                      • Key online campaigns
                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                        • Consumption and Purchases

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Peanut butter and fruit spread products nearly universal
                                                                                                                                                                                                              • Figure 54: Consumption of peanut butter and jellies, jams, or preserves, August 2011-August 2012
                                                                                                                                                                                                            • More than three quarters personally buy peanut butter
                                                                                                                                                                                                              • Figure 55: Nut spread and fruit spread purchases, November 2012
                                                                                                                                                                                                            • Purchases of almond/other nut butters decline with age
                                                                                                                                                                                                              • Figure 56: Any nut spread and fruit spread purchases, by age, November 2012
                                                                                                                                                                                                            • Households with children more likely to buy nut and fruit spreads
                                                                                                                                                                                                              • Figure 57: Any nut spread and fruit spread purchases, by presence of children in household, November 2012
                                                                                                                                                                                                            • Buyers of nut spreads are good candidates for fruit spread purchases
                                                                                                                                                                                                              • Figure 58: Any fruit spread purchases, by any nut spread purchases, November 2012
                                                                                                                                                                                                          • Types of Peanut Butter and Jellies/Jams/Preserves Eaten

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Most households eat creamy peanut butter
                                                                                                                                                                                                                • Figure 59: Types of peanut butter eaten in household, by age, August 2011-August 2012
                                                                                                                                                                                                              • 18-24s most likely to eat regular-style fruit spreads
                                                                                                                                                                                                                • Figure 60: Types of jellies, jams, or preserves eaten in household, by age, August 2011-August 2012
                                                                                                                                                                                                            • Consumption Frequency

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Nearly three in 10 report eating two jars of peanut butter per month
                                                                                                                                                                                                                  • Figure 61: Number of jars of peanut butter eaten in last 30 days, by age, August 2011-August 2012
                                                                                                                                                                                                                • Six in 10 eat only one jar of fruit spread per month
                                                                                                                                                                                                                  • Figure 62: Number of jars of jellies/jam/preserves eaten in last 30 days, by age, August 2011-August 2012
                                                                                                                                                                                                              • Jelly/Jam/Preserves Flavors and Brands Used

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Strawberry and grape remain consumer favorites
                                                                                                                                                                                                                    • Figure 63: Types of jellies/jam/preserves flavors eaten, by age, August 2011-August 2012
                                                                                                                                                                                                                  • Smucker’s tops brands eaten
                                                                                                                                                                                                                    • Figure 64: Jellies/jam/preserves brands eaten, by age, August 2011-August 2012
                                                                                                                                                                                                                • Where Nut and Sweet Spreads Are Purchased

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • More than seven in 10 buy from supermarkets
                                                                                                                                                                                                                      • Figure 65: Where nut spreads and fruit spreads were purchased in last six months, November 2012
                                                                                                                                                                                                                    • $150K+ most likely to buy nut spreads at natural foods stores
                                                                                                                                                                                                                      • Figure 66: Where nut and fruit spreads were purchased in last six months, by household income, November 2012
                                                                                                                                                                                                                    • Presence of children indicates more use of all channels
                                                                                                                                                                                                                      • Figure 67: Where nut and fruit spreads were purchased in last six months, by presence of children in household, November 2012
                                                                                                                                                                                                                  • Occasions for Eating Nut and Fruit Spreads

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Most use peanut butter for lunch, fruit spreads for breakfast
                                                                                                                                                                                                                        • Figure 68: Occasions for using peanut butter, other nut- or seed-based spreads, or fruit spreads, November 2012
                                                                                                                                                                                                                      • 18-34s most likely to use peanut butter for breakfast, dinner, snacks
                                                                                                                                                                                                                        • Figure 69: Occasions for using peanut butter, by age, November 2012
                                                                                                                                                                                                                      • Presence of children indicates use of peanut butter in meals/snacks
                                                                                                                                                                                                                        • Figure 70: Occasions for using peanut butter, by presence of children in household, November 2012
                                                                                                                                                                                                                      • Men most likely to use other nut/seed spreads for different meal occasions
                                                                                                                                                                                                                        • Figure 71: Occasions for using other nut spreads, by gender, November 2012
                                                                                                                                                                                                                      • 18-34s most likely to use nut/seed spreads for a range of meal occasions
                                                                                                                                                                                                                        • Figure 72: Occasions for using other nut spreads, by age, November 2012
                                                                                                                                                                                                                      • Households with children very likely to use other nut/seed spreads for meal occasions
                                                                                                                                                                                                                        • Figure 73: Occasions for using other nut spreads, by presence of children in household, November 2012
                                                                                                                                                                                                                      • 18-24s most likely to use fruit spreads as a snack or dessert
                                                                                                                                                                                                                        • Figure 74: Occasions for using fruit jelly, jam, marmalade, and other fruit preserves, by age, November 2012
                                                                                                                                                                                                                      • Households with children use fruit spreads for a variety of meal occasions
                                                                                                                                                                                                                        • Figure 75: Occasions for using fruit jelly, jam, marmalade, or other fruit preserves, by presence of children in household, November 2012
                                                                                                                                                                                                                    • Attitudes Toward Nut and Sweet Spreads

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • More than half looking for nutrition in nut and sweet spreads
                                                                                                                                                                                                                            • Figure 76: Attitudes toward nut spreads and sweet spreads, November 2012
                                                                                                                                                                                                                          • 18-34s more open to nutritional, natural/organic, private label products
                                                                                                                                                                                                                            • Figure 77: Attitudes toward nut spreads and sweet spreads, by age, November 2012
                                                                                                                                                                                                                          • Households with kids more open to nutritional, natural/organic, store brands
                                                                                                                                                                                                                            • Figure 78: Attitudes toward nut spreads and sweet spreads, by presence of children in household, November 2012
                                                                                                                                                                                                                        • Interest in Nut and Fruit Spread Attributes

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • A majority look for no additives/preservatives
                                                                                                                                                                                                                                • Figure 79: Interest in nut spread and fruit spread product attributes, November 2012
                                                                                                                                                                                                                              • 18-24s most interested in a range of products
                                                                                                                                                                                                                                • Figure 80: Interest in nut spread and fruit spread product attributes, by age, November 2012
                                                                                                                                                                                                                              • The presence of children means higher interest in a range of products
                                                                                                                                                                                                                                • Figure 81: Interest in nut spread and fruit spread product attributes, by presence of children in household, November 2012
                                                                                                                                                                                                                            • Opinions and Concerns About Nut and Sweet Spreads

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Respondents concerned about food contamination, risk of allergens
                                                                                                                                                                                                                                  • Figure 82: Opinions and concerns about nut spreads and sweet spreads, by age, November 2012
                                                                                                                                                                                                                                • Households with children most concerned about allergens
                                                                                                                                                                                                                                  • Figure 83: Opinions and concerns about nut spreads and sweet spreads, by presence of children in household, November 2012
                                                                                                                                                                                                                              • Impact of Race/Hispanic Origin

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • Asians, Hispanics most likely to use other nut and seed butters
                                                                                                                                                                                                                                    • Figure 84: Any nut spread and fruit spread purchases, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                  • Hispanics most likely to eat reduced-fat peanut butter
                                                                                                                                                                                                                                    • Figure 85: Types of peanut butter eaten in household, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                                                                                                  • Blacks, Hispanics most likely to desire added nutritional value
                                                                                                                                                                                                                                    • Figure 86: Attitudes toward nut spreads and sweet spreads, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                  • Asians most concerned about allergens, food contamination
                                                                                                                                                                                                                                    • Figure 87: Opinions and concerns about nut spreads and sweet spreads, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                                                                                    • Figure 88: Nut and fruit spread consumer cluster groups, November 2012
                                                                                                                                                                                                                                    • Figure 89: Target clusters, June 2012
                                                                                                                                                                                                                                  • Cluster 1: Mixed Nuts
                                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                          • Cluster 2: Reserved Preserves
                                                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                                  • Cluster 3: Sworn Spreaders
                                                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                                          • Cluster characteristic tables
                                                                                                                                                                                                                                                            • Figure 90: Any nut spread and sweet spread purchases, by nut-based spread and sweet spread clusters, November 2012
                                                                                                                                                                                                                                                            • Figure 91: Where nut spreads were purchased in last six months, by nut-based spread and sweet spread clusters, November 2012
                                                                                                                                                                                                                                                            • Figure 92: Occasions for using peanut butter, by nut-based spread and sweet spread clusters, November 2012
                                                                                                                                                                                                                                                            • Figure 93: Occasions for using other nut spreads, by nut-based spread and sweet spread clusters, November 2012
                                                                                                                                                                                                                                                            • Figure 94: Occasions for using fruit jelly, jam, marmalade, or other fruit preserves, by nut-based spread and sweet spread clusters, November 2012
                                                                                                                                                                                                                                                            • Figure 95: Agreement with attitudes toward nut spreads and sweet spreads, by nut-based spread and sweet spread clusters, November 2012
                                                                                                                                                                                                                                                            • Figure 96: Interest in nut spread and fruit spread attributes, by nut-based spread and sweet spread clusters, November 2012
                                                                                                                                                                                                                                                            • Figure 97: Opinions and concerns about nut spreads and sweet spreads, by gender, November 2012
                                                                                                                                                                                                                                                          • Cluster demographic tables
                                                                                                                                                                                                                                                            • Figure 98: Nut and sweet spread clusters, by gender, age, household income, and race/Hispanic origin, November 2012
                                                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                                                          • IRI/Builders Panel Data

                                                                                                                                                                                                                                                            • Jellies/jams/honey
                                                                                                                                                                                                                                                              • Overview of jellies/jams/honey
                                                                                                                                                                                                                                                                • Shelf-stable jam/jelly/preserves
                                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—SS jam/jelly/preserves
                                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                                      • Figure 99: Brand map, selected brands of shelf stable jam/jelly/preserves buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                                        • Figure 100: Key purchase measures for the top brands of shelf stable jam/jelly/preserves, by household penetration, 2012*
                                                                                                                                                                                                                                                                      • Peanut butter
                                                                                                                                                                                                                                                                        • Peanut butter
                                                                                                                                                                                                                                                                          • Consumer insights on key purchase measures—peanut butter
                                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                                              • Figure 101: Brand map, selected brands of peanut butter buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                                                • Figure 102: Key purchase measures for the top brands of peanut butter, by household penetration, 2012*
                                                                                                                                                                                                                                                                            • Appendix – Market Drivers

                                                                                                                                                                                                                                                                              • Shifting U.S. demographics
                                                                                                                                                                                                                                                                                • Figure 103: Population, by age, 2008-18
                                                                                                                                                                                                                                                                              • Racial, ethnic population growth
                                                                                                                                                                                                                                                                                • Figure 104: Population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                                                                                                                • Figure 105: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                                                                                                              • Consumer confidence
                                                                                                                                                                                                                                                                                • Figure 106: Thomson Reuters/University of Michigan Surveys of Consumers Index of Consumer Expectations, January 1978-January 2013
                                                                                                                                                                                                                                                                              • Unemployment
                                                                                                                                                                                                                                                                                • Figure 107: U.S. Unemployment Rate, by month, 2002-13
                                                                                                                                                                                                                                                                                • Figure 108: U.S. Unemployment and under-employment rates, 2007-12
                                                                                                                                                                                                                                                                                • Figure 109: Number of employed civilians in U.S., in thousands, 2007-13
                                                                                                                                                                                                                                                                              • Food cost pressures
                                                                                                                                                                                                                                                                                • Figure 110: Changes in USDA Food Price Indexes, 2010 through 2013
                                                                                                                                                                                                                                                                              • Obesity
                                                                                                                                                                                                                                                                                • Figure 111: U.S. Obesity, by age group, 2008 and 2012
                                                                                                                                                                                                                                                                              • Childhood and teen obesity – highest in decades
                                                                                                                                                                                                                                                                                • Figure 112: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                                                              • Consumption and purchases
                                                                                                                                                                                                                                                                                • Figure 113: Any nut spread and fruit spread purchases, by gender, November 2012
                                                                                                                                                                                                                                                                                • Figure 114: Any nut spread and fruit spread purchases, by household income, November 2012
                                                                                                                                                                                                                                                                              • Where nut and sweet spreads are purchased
                                                                                                                                                                                                                                                                                • Figure 115: Where nut and fruit spreads were purchased in last six months, by age, November 2012
                                                                                                                                                                                                                                                                              • Occasions for eating nut and fruit spreads
                                                                                                                                                                                                                                                                                • Figure 116: Occasions for using peanut butter, by gender, November 2012
                                                                                                                                                                                                                                                                                • Figure 117: Occasions for using peanut butter, by household income, November 2012
                                                                                                                                                                                                                                                                                • Figure 118: Occasions for using other nut spreads, by household income, November 2012
                                                                                                                                                                                                                                                                                • Figure 119: Occasions for using fruit jelly, jam, marmalade, and other fruit preserves, by gender, November 2012
                                                                                                                                                                                                                                                                                • Figure 120: Occasions for using fruit jelly, jam, marmalade, and other fruit preserves, by household income, November 2012
                                                                                                                                                                                                                                                                              • Attitudes toward nut and sweet spreads
                                                                                                                                                                                                                                                                                • Figure 121: Attitudes toward nut spreads and sweet spreads, by gender, November 2012
                                                                                                                                                                                                                                                                                • Figure 122: Agreement with attitudes toward nut spreads and sweet spreads, by household income, November 2012
                                                                                                                                                                                                                                                                              • Opinions and concerns about nut and sweet spreads
                                                                                                                                                                                                                                                                                • Figure 123: Opinions and concerns about nut spreads and sweet spreads, by household income, November 2012
                                                                                                                                                                                                                                                                              • Interest in nut and fruit spread attributes
                                                                                                                                                                                                                                                                                • Figure 124: Interest in nut spread and fruit spread attributes, by gender, November 2012
                                                                                                                                                                                                                                                                                • Figure 125: Interest in nut spread and fruit spread attributes, by household income, November 2012
                                                                                                                                                                                                                                                                              • Opinions and concerns about nut and sweet spreads
                                                                                                                                                                                                                                                                                • Figure 126: Opinions and concerns about nut spreads and sweet spreads, by gender, November 2012
                                                                                                                                                                                                                                                                              • Impact of race/Hispanic origin
                                                                                                                                                                                                                                                                                • Figure 127: Where nut and fruit spreads were purchased in last six months, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                                                                • Figure 128: Occasions for using peanut butter, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                                                                • Figure 129: Other nut spread, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                                                                • Figure 130: Occasions for using fruit jelly, jam, marmalade, or other fruit preserves, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                                                            • Appendix – Social Media – Nut-based Spreads and Sweet Spreads

                                                                                                                                                                                                                                                                              • Brand usage or awareness—nuts and spreads
                                                                                                                                                                                                                                                                                • Figure 131: Brand usage or awareness of nut-based spreads and sweet spreads, November 2012
                                                                                                                                                                                                                                                                                • Figure 132: Jif usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                                                • Figure 133: Skippy usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                                                • Figure 134: Justin's Nut Butter usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                                                • Figure 135: Nutella usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                                                • Figure 136: Smucker's usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                                                • Figure 137: Welch's usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                                              • Activities done – nuts and spreads
                                                                                                                                                                                                                                                                                • Figure 138: Activities done, November 2012
                                                                                                                                                                                                                                                                                • Figure 139: Jif – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                                • Figure 140: Skippy – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                                • Figure 141: Nutella – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                                • Figure 142: Smucker's – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                                • Figure 143: Welch's – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                              • Online conversations
                                                                                                                                                                                                                                                                                • Figure 144: Percentage of consumer conversation by nut-based spreads and sweet spreads, Jan. 21, 2013-Feb. 20, 2013
                                                                                                                                                                                                                                                                                • Figure 145: Online mentions, selected nut-based spreads and sweet spreads, by day, Jan. 21, 2013-Feb. 20, 2013
                                                                                                                                                                                                                                                                                • Figure 146: Mentions by page type, selected nut-based spreads and sweet spreads, Jan. 21, 2013-Feb. 20, 2013
                                                                                                                                                                                                                                                                                • Figure 147: Mentions by type of conversation, selected nut-based spreads and sweet spreads, Jan. 21, 2013-Feb. 20, 2013
                                                                                                                                                                                                                                                                                • Figure 148: Major areas of discussion surrounding nut-based spreads and sweet spreads, by day, Jan. 21, 2013-Feb. 20, 2013
                                                                                                                                                                                                                                                                                • Figure 149: Major areas of discussion surrounding nut-based spreads and sweet spreads, by page type, Jan. 21, 2013-Feb. 20, 2013
                                                                                                                                                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                                                                              • American Institute of Food Distribution
                                                                                                                                                                                                                                                                              • ConAgra Foods, Inc
                                                                                                                                                                                                                                                                              • Ferrero U.S.A. Inc.
                                                                                                                                                                                                                                                                              • Food Marketing Institute
                                                                                                                                                                                                                                                                              • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                                                              • Hormel
                                                                                                                                                                                                                                                                              • International Food Information Council Foundation (IFIC)
                                                                                                                                                                                                                                                                              • National Grape Cooperative Association Inc.
                                                                                                                                                                                                                                                                              • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                                                              • The J. M. Smucker Company
                                                                                                                                                                                                                                                                              • Unilever USA
                                                                                                                                                                                                                                                                              • Welch Foods Inc., A Cooperative

                                                                                                                                                                                                                                                                              Nut-based Spreads and Sweet Spreads - US - March 2013

                                                                                                                                                                                                                                                                              £3,174.67 (Excl.Tax)