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Nut-based Spreads and Sweet Spreads - US - March 2014

“Greater competition from other brands both within and outside of the nut-based and sweet spreads market will have an impact on the category. To fight the competition, manufacturers need to promote the versatility of their spreads for use as an ingredient, dip, snack, and beyond to help increase product appeal. Spreads made from natural ingredients that are free from additives, and spreads with nutrition-boosting claims will continue to be important for new product development.”

– Amanda Topper, Food Analyst

Some questions answered in this report include:

  • How can the use of nut-based and sweet spreads be increased?
  • What impact will competition from other categories have?
  • How will health concerns impact the category?
While many nut-based and sweet spreads already have very high household penetration rates and have become pantry staples, there is still room for growth, especially related to ingredient, flavor, and packaging innovation. Consumers indicate a preference for spreads made with natural ingredients and without the use of additives or unnecessary sugar or salt.
 
Though interest in better-for-you spreads is certainly high, consumers still make room to indulge. The success of sweet spreads such as Nutella has attracted brands both within and outside of the segment to join the chocolate-hazelnut spread craze. Future growth of the category will rely on product innovation, expanded usage occasions, and a focus on new audiences, including ethnic consumers.
 
Mintel here provides a comprehensive analysis of the following factors that have the greatest potential to impact the category’s performance:
  • Types of spreads purchased and how purchase preferences differ by demographics 
  • Occasions in which nut-based and sweet spreads are consumed, including use as snacks, ingredients, and meal components 
  • Interest in gourmet and premium offerings for both nut-based and sweet spreads 
  • Preferences of Asians and Hispanics who over index in use 
  • Impact of fewer households with children and nut allergies 
  • How health concerns, interest in gourmet options, brand preferences and allergy concerns impact consumer attitudes toward nut-based and sweet spreads 
  • The types of nut-based and sweet spreads consumers are most interested in seeing more of 
  • The factors that have the most influence on purchases of nut-based and sweet spreads 
  • Which nutritional attributes are top of mind for consumers when purchasing nut-based and sweet spreads 
  • Current product positioning and what marketing strategies make the most sense given the various target audiences that manufacturers are trying to connect with to maximize sales opportunities 
  • Which brands are gaining, which are losing, and why, within the market 
  • How factors such as increased snacking occasions and shifting US demographics are impacting the market as a whole

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Table of contents

  1. Scope and Themes

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

                    • The market
                      • Sales of nut-based and sweet spreads forecasted to reach $6.5 billion by 2018
                        • Figure 1: Total US sales and fan chart forecast of nut-based spreads and sweet spreads, at current prices, 2008-18
                      • Nut spreads continue strong growth, fruit spreads somewhat stable
                        • Figure 2: Total US retail sales of nut-based spreads and sweet spreads, by segment, at current prices, 2011 and 2013
                      • Market factors
                        • Increased snacking, shifting US demographics, and allergies to impact market
                          • Key players
                            • J.M. Smucker Co. maintains lead, strong growth for Ferrero
                              • Figure 3: MULO sales of nut-based spreads and sweet spreads, by leading companies, rolling 52 weeks 2013
                            • The consumer
                              • Traditional spreads most purchased by US households
                                • Figure 4: Household purchase of nut-based spreads and sweet spreads, December 2013
                              • Meal, snack occasions common across spread types
                                • Figure 5: Nut-based spreads and sweet spreads usage occasions, December 2013
                              • Price most influential on spread purchases overall
                                • Figure 6: Important factors when purchasing nut-based and sweet spreads, top five, December 2013
                              • A preference for natural products
                                • Figure 7: Nutritional attributes considered when purchasing nut-based and sweet spreads, top five, December 2013
                              • Consumers want more products with nutrition, new flavors
                                • Figure 8: Nut-based spreads and sweet spreads interested in seeing more of, top five, December 2013
                              • A need for healthier spreads
                                • Figure 9: Agreement with attitudes toward nut-based spreads and sweet spreads, top five, December 2013
                              • What we think
                              • Issues and Insights

                                  • How can the use of nut-based and sweet spreads be increased?
                                    • Issues
                                      • Insight: Promote use as an ingredient and offer more portable packaging
                                        • What impact will competition from other categories have?
                                          • Issues
                                            • Insight: Category brands should market versatility and authenticity
                                              • How will health concerns impact the category?
                                                • Issues
                                                  • Insight: There is a need for more products with natural, organic, and health-related claims
                                                  • Trend Applications

                                                      • Trend: Factory Fear
                                                        • Trend: Locavore
                                                          • Mintel Futures: East Meets West
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Sales forecasted to reach $6.5 billion 2018
                                                                • Sales and forecast of nut-based spreads and sweet spreads
                                                                  • Figure 10: Total US retail sales and forecast of nut-based spreads and sweet spreads, at current prices, 2008-18
                                                                  • Figure 11: Total US retail sales and forecast of nut-based spreads and sweet spreads, at inflation-adjusted prices, 2008-18
                                                                • Fan chart forecast
                                                                    • Figure 12: Total US sales and fan chart forecast of nut-based spreads and sweet spreads, at current prices, 2008-18
                                                                • Market Drivers

                                                                  • Key points
                                                                    • The increased snacking occasion
                                                                      • Declining households with children make room for new targets
                                                                        • Nut allergies and processing concerns
                                                                        • Competitive Context

                                                                          • DIY approach attractive to health-conscious consumers
                                                                            • Other categories dip into the spreads space
                                                                              • Figure 13: Hershey’s spreads website, February 2014
                                                                            • All-in-one breakfast items prove competitive
                                                                              • Figure 14: Eggo Drizzlers print ad, July/August 2013
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Nut spreads continue strong growth, fruit spreads somewhat stable
                                                                                • Sales of nut-based spreads and sweet spreads, by segment
                                                                                  • Figure 15: Total US retail sales of nut-based spreads and sweet spreads, by segment, at current prices, 2011 and 2013
                                                                                • Nut butter sales return to pre price hike levels
                                                                                  • Sales and forecast of peanut butter and other nut butters
                                                                                    • Figure 16: Total US retail sales of peanut butter and other nut butters, at current prices, 2008-13
                                                                                  • Sweet spreads struggle to progress
                                                                                    • Sales and forecast of jams, jellies, and fruit butters
                                                                                      • Figure 17: Total US retail sales and forecast of jams, jellies, and fruit butters, at current prices, 2008-13
                                                                                  • Retail Channels

                                                                                    • Key points
                                                                                      • Other retail channels gaining traction
                                                                                        • Sales of nut-based spreads and sweet spreads, by channel
                                                                                          • Figure 18: Total US retail sales of nut-based spreads and sweet spreads, by channel, at current prices, 2011 and 2013
                                                                                        • Slowing supermarket sales
                                                                                          • Figure 19: US supermarket sales of nut-based spreads and sweet spreads, at current prices, 2008-13
                                                                                        • Other retail channels proving competitive
                                                                                          • Figure 20: US sales of nut-based spreads and sweet spreads, through other retail channels, at current prices, 2008-13
                                                                                      • Leading Companies

                                                                                        • Key points
                                                                                          • J.M. Smucker Co. maintains lead, strong growth for Ferrero
                                                                                            • Manufacturer sales of nut-based spreads and fruit spreads
                                                                                              • Figure 21: MULO sales of nut-based spreads and sweet spreads, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                          • Brand Share – Nut-based Spreads

                                                                                            • Key points
                                                                                              • Strong growth for J.M. Smucker brands
                                                                                                • Skippy thrives after Hormel acquisition
                                                                                                  • ConAgra loses market share, Ferrero has increased competition
                                                                                                    • Manufacturer sales of nut-based spreads
                                                                                                      • Figure 22: MULO sales of nut-based spreads, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                    • Consistent purchase measures across the segment
                                                                                                      • Figure 23: Key purchase measures for the top brands of peanut butter, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                  • Brand Share – Sweet Spreads

                                                                                                    • Key points
                                                                                                      • Smucker’s maintains strong segment presence, though sales dip
                                                                                                        • Welch’s Naturals proves successful
                                                                                                          • Private label represents second-largest market share
                                                                                                            • Gourmet interests boost Bonne Maman sales
                                                                                                              • Manufacturer sales of sweet spreads
                                                                                                                • Figure 24: MULO sales of sweet spreads, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                              • Strongest brand loyalty for private label
                                                                                                                • Figure 25: Key purchase measures for the top brands of jam, jelly, and preserves, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                            • Innovations and Innovators

                                                                                                              • New products, extensions represent most launches
                                                                                                                • Figure 26: nut-based spreads and sweet spreads launches, by private label, December 2012-13
                                                                                                                • Figure 27: Nut-based spreads and sweet spreads product launches, by launch type, December 2012-13
                                                                                                              • Naturally on trend
                                                                                                                • Figure 28: Nut-based spreads and sweet spreads product claims, top five, 2009-13
                                                                                                                • Figure 29: Nut-based spreads and sweet spreads product claims, top 10, December 2012-13
                                                                                                              • On-the-go packaging
                                                                                                                • Beyond peanuts
                                                                                                                  • Added nutrition
                                                                                                                    • An Ethnic Influence
                                                                                                                    • Marketing Strategies

                                                                                                                      • Overview of the brand landscape
                                                                                                                        • Theme: Highlighting versatility of spreads with recipes
                                                                                                                          • Figure 30: Smucker’s Pairings website, February 2013
                                                                                                                        • Theme: Focusing on healthier, more natural options
                                                                                                                          • Figure 31: Smucker’s Natural Fruit Spreads print ad, July 2013
                                                                                                                          • Figure 32: Better n’ Butter print ad, June 2013
                                                                                                                        • Theme: An indulgent opportunity
                                                                                                                          • Figure 33: Hershey’s Spreads TV ad, January 2014
                                                                                                                          • Figure 34: Philadelphia Snack Delights print ad, June 2013
                                                                                                                        • Theme: Running multimedia campaigns
                                                                                                                          • Figure 35: Peanut Butter & Co. Vine video, April 2013
                                                                                                                      • Household Consumption and Purchases

                                                                                                                        • Key points
                                                                                                                          • Household consumption nears saturation
                                                                                                                            • Figure 36: Household consumption of peanut butter and jams, jellies, or preserves, July 2012-September 2013
                                                                                                                            • Figure 37: Household purchase of nut-based spreads and sweet spreads, by age, December 2013
                                                                                                                            • Figure 38: Household purchase of nut-based spreads and sweet spreads, by presence of children in household, December 2013
                                                                                                                          • Store brand consumption increasing over time
                                                                                                                            • Figure 39: Brands of peanut butter eaten, July 2007-September 2013
                                                                                                                            • Figure 40: Brands of jams, jellies, or preserves eaten, July 2007-September 2013
                                                                                                                        • Type and Flavor Preferences

                                                                                                                          • Key points
                                                                                                                            • Traditional varieties most popular across segments
                                                                                                                              • Figure 41: Types of peanut butter eaten, by age, July 2012-September 2013
                                                                                                                              • Figure 42: Types of jams, jellies, or preserves eaten, by age, July 2012-September 2013
                                                                                                                            • Opportunity for flavor innovation
                                                                                                                              • Figure 43: Flavors of jams, jellies, or preserves eaten, by age, July 2012-September 2013
                                                                                                                          • Usage Occasions

                                                                                                                            • Key points
                                                                                                                              • Meal occasions most popular
                                                                                                                                • Figure 44: Nut-based spreads and sweet spreads usage occasions, December 2013
                                                                                                                              • Younger consumers use peanut butter as a snack, ingredient
                                                                                                                                • Figure 45: Nut-based spreads and sweet spreads usage occasions – Peanut butter, by age, December 2013
                                                                                                                              • Use of other nut- or seed-based spreads similar across genders
                                                                                                                                • Figure 46: Nut-based spreads and sweet spreads usage occasions – Other nut- or seed-based spread such as almond butter or sunflower seed butter, by gender, December 2013
                                                                                                                              • iGen/Millennials more diverse in use of fruit spreads
                                                                                                                                • Figure 47: Nut-based spreads and sweet spreads usage occasions – Fruit jelly, jam, marmalade, or other fruit preserves, by generations, December 2013
                                                                                                                            • Important Factors When Purchasing

                                                                                                                              • Key points
                                                                                                                                • Price most influential on spread purchases overall
                                                                                                                                  • Figure 48: Important factors when purchasing nut-based and sweet spreads, by age, December 2013
                                                                                                                                • Households with children prefer flavor, packaging options
                                                                                                                                  • Figure 49: Important factors when purchasing nut-based and sweet spreads, by presence of children in household, December 2013
                                                                                                                                • Price most important for peanut butter purchases
                                                                                                                                  • Figure 50: Important factors when purchasing nut-based and sweet spreads, by household purchase of nut-based spreads and sweet spreads, December 2013
                                                                                                                                • Packaging, flavor, more influential on sweet-spread purchases
                                                                                                                                  • Figure 51: Important factors when purchasing nut-based and sweet spreads, by household purchase of nut-based spreads and sweet spreads, December 2013
                                                                                                                              • Nutritional Attributes Considered

                                                                                                                                • Key points
                                                                                                                                  • A natural preference
                                                                                                                                    • Figure 52: Nutritional attributes considered when purchasing nut-based and sweet spreads, December 2013
                                                                                                                                  • Households with children more interested in gourmet, nutritious spreads
                                                                                                                                    • Figure 53: Nutritional attributes considered when purchasing peanut butter, by presence of children in household, December 2013
                                                                                                                                  • iGen/Millennials want organic, premium, and local
                                                                                                                                    • Figure 54: Nutritional attributes considered when purchasing peanut butter, by generations, December 2013
                                                                                                                                  • Men more likely to consider local, allergen-free spreads
                                                                                                                                    • Figure 55: Nutritional attributes considered when purchasing other nut-based or seed-based spreads, by gender and age, December 2013
                                                                                                                                  • Sugar-related claims most important for fruit spread purchases
                                                                                                                                    • Figure 56: Nutritional attributes considered when purchasing fruit jelly, jam, marmalade, or other fruit preserves, by generations, December 2013
                                                                                                                                • Interest in Nut-based and Sweet-spread Items

                                                                                                                                  • Key points
                                                                                                                                    • Younger consumers seek more adventurous flavors
                                                                                                                                      • Figure 57: Nut-based spreads and sweet spreads interested in seeing more of, by age, December 2013
                                                                                                                                    • More innovation needed for other nut-based spreads
                                                                                                                                      • Figure 58: Nut-based spreads and sweet spreads interested in seeing more of, by household purchase of nut-based spreads, December 2013
                                                                                                                                    • Marmalade purchasers most interested in new varieties
                                                                                                                                      • Figure 59: Nut-based spreads and sweet spreads interested in seeing more of, by household purchase of sweet spreads, December 2013
                                                                                                                                  • Attitudes Toward Nut-based Spreads and Sweet Spreads

                                                                                                                                    • Key points
                                                                                                                                      • A need for more healthy, local spreads
                                                                                                                                        • Figure 60: Agreement with attitudes toward nut-based spreads and sweet spreads, by age, December 2013
                                                                                                                                      • Natural, organic, key for product development
                                                                                                                                        • Figure 61: Agreement with attitudes toward nut-based spreads and sweet spreads, by household purchase of nut-based spreads, December 2013
                                                                                                                                        • Figure 62: Agreement with attitudes toward nut-based spreads and sweet spreads, by household purchase of sweet spreads, December 2013
                                                                                                                                    • Race and Hispanic Origin

                                                                                                                                      • Key points
                                                                                                                                        • Other races more interested in non-peanut butter spreads
                                                                                                                                          • Figure 63: Household purchase of nut-based spreads and sweet spreads, by race and Hispanic origin, December 2013
                                                                                                                                        • Non-Whites most impacted by packaging, flavor
                                                                                                                                          • Figure 64: Important factors when purchasing nut-based and sweet spreads, by race and Hispanic origin, December 2013
                                                                                                                                        • Peanut butter with natural ingredients, vitamins more appealing to non-Whites
                                                                                                                                          • Figure 65: Nutritional attributes considered when purchasing peanut butter, by race and Hispanic origin, December 2013
                                                                                                                                        • Hispanics most interested in fruit spreads with reduced claims
                                                                                                                                          • Figure 66: Nutritional attributes considered when purchasing fruit jelly, jam, marmalade, or other fruit preserves, by race and Hispanic origin, December 2013
                                                                                                                                        • Strong ethnic interest in flavor- and function-based innovation
                                                                                                                                          • Figure 67: Nut-based spreads and sweet spreads interested in seeing more of, by race and Hispanic origin, December 2013
                                                                                                                                        • Ethnic groups more interested in health claims, organic items
                                                                                                                                          • Figure 68: Agreement with attitudes toward nut-based spreads and sweet spreads, by race and Hispanic origin, December 2013
                                                                                                                                      • Consumer Segmentation

                                                                                                                                          • Figure 69: Nut-based spreads and sweet spreads clusters, December, 2013
                                                                                                                                        • Group one: The Savvy Spreaders
                                                                                                                                          • Demographics
                                                                                                                                            • Characteristics
                                                                                                                                              • Opportunity
                                                                                                                                                • Group two: The Super Spreaders
                                                                                                                                                  • Demographics
                                                                                                                                                    • Characteristics
                                                                                                                                                      • Opportunity
                                                                                                                                                        • Group three: The Skeptical Spreaders
                                                                                                                                                          • Demographics
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Opportunity
                                                                                                                                                                • Cluster characteristic tables
                                                                                                                                                                  • Figure 70: Target clusters, December 2013
                                                                                                                                                                  • Figure 71: Household purchase of nut-based spreads and sweet spreads, by target clusters, December 2013
                                                                                                                                                                  • Figure 72: Nut-based spreads and sweet spreads usage occasions – Peanut butter, by target clusters, December 2013
                                                                                                                                                                  • Figure 73: Nut-based spreads and sweet spreads usage occasions – Other nut- or seed-based spread such as almond butter or sunflower seed butter, by target clusters, December 2013
                                                                                                                                                                  • Figure 74: Nut-based spreads and sweet spreads usage occasions – Fruit jelly, jam, marmalade, or other fruit preserves, by target clusters, December 2013
                                                                                                                                                                  • Figure 75: Important factors when purchasing nut-based and sweet spreads, by target clusters, December 2013
                                                                                                                                                                  • Figure 76: Nutritional attributes considered when purchasing peanut butter, by target clusters, December 2013
                                                                                                                                                                  • Figure 77: Nutritional attributes considered when purchasing other nut-based or seed-based spreads, by target clusters, December 2013
                                                                                                                                                                  • Figure 78: Nutritional attributes considered when purchasing fruit jelly, jam, marmalade, or other fruit preserves, by target clusters, December 2013
                                                                                                                                                                  • Figure 79: Nut-based spreads and sweet spreads interested in seeing more of, by target clusters, December 2013
                                                                                                                                                                  • Figure 80: Agreement with attitudes toward nut-based spreads and sweet spreads, by target clusters, December 2013
                                                                                                                                                                • Cluster demographic tables
                                                                                                                                                                  • Figure 81: Target clusters, by demographic, December 2013
                                                                                                                                                                • Cluster methodology
                                                                                                                                                                  • Figure 82: Agreement with attitudes toward nut-based spreads and sweet spreads, by target clusters, December 2013
                                                                                                                                                              • Correspondence Analysis

                                                                                                                                                                • Methodology
                                                                                                                                                                  • Other nut-based and seed spreads viewed as recipe ready
                                                                                                                                                                    • Figure 83: Correspondence analysis, March 2014
                                                                                                                                                                    • Figure 84: Nut-based spreads and sweet spreads usage occasions, March 2014
                                                                                                                                                                • Appendix – Market Drivers

                                                                                                                                                                  • Health and lifestyle
                                                                                                                                                                    • Figure 85: American adults by weight category as determined by body mass index (BMI), 2008-Oct. 28, 2013
                                                                                                                                                                  • Childhood and teen obesity – Highest in decades
                                                                                                                                                                      • Figure 86: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                    • Consumer confidence
                                                                                                                                                                      • Figure 87: University of Michigan’s index of consumer sentiment (ICS), 2007-14
                                                                                                                                                                    • Unemployment
                                                                                                                                                                      • Figure 88: US unemployment rate, by month, 2002-14
                                                                                                                                                                      • Figure 89: US unemployment and underemployment rates, 2007-14
                                                                                                                                                                      • Figure 90: Number of employed civilians in US, 2007-14
                                                                                                                                                                    • Retail channels
                                                                                                                                                                      • Figure 91: Distribution of expenditures on food for off-premise consumption, by channel, 1993-2012
                                                                                                                                                                    • Racial, ethnic population growth
                                                                                                                                                                        • Figure 92: US population, by race and Hispanic origin, 2009, 2014, and 2019
                                                                                                                                                                        • Figure 93: Households with children, by race and Hispanic origin of householder, 2013
                                                                                                                                                                      • Shifting US demographics
                                                                                                                                                                        • Figure 94: US population, by age, 2009, 2014, and 2019
                                                                                                                                                                        • Figure 95: US households, by presence of own children, 2003-13
                                                                                                                                                                    • Appendix – Other Useful Consumer Tables

                                                                                                                                                                        • Figure 96: Nutritional attributes considered when purchasing fruit jelly, jam, marmalade, or other fruit preserves, by presence of children in household, December 2013
                                                                                                                                                                        • Figure 97: Types of jams, jellies, or preserves eaten, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                                                        • Figure 98: Nut-based spreads and sweet spreads usage occasions – Fruit jelly, jam, marmalade, or other fruit preserves, by race and Hispanic origin, December 2013
                                                                                                                                                                    • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                        • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                                        • Appendix – Trade Associations

                                                                                                                                                                          Companies Covered

                                                                                                                                                                          • Walmart Stores (USA)

                                                                                                                                                                          Nut-based Spreads and Sweet Spreads - US - March 2014

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