Nut-based Spreads and Sweet Spreads - US - March 2015
“Product innovation by way of added nutrition, natural ingredients, and new flavors, combined with a focus on key demographics, may help boost category sales, especially within the sweet spreads segment.”
– Amanda Topper, Food Analyst
This report answers the following questions:
- What can be done to revitalize the sweet spreads segment?
- Where are there innovation opportunities?
- Which demographics should be an area of focus?
The nut-based spreads and sweet spreads category grew from 2009-14, mostly due to sales of nut-based spreads. While these products continue to be household staples, consumers are demanding more in terms of product innovation. Preferences for natural ingredients, added nutrition, and less sugar should be areas of focus for manufacturers.
Looking forward, category growth will stem from manufacturers’ ability to create these types of spreads, while also focusing on key audiences, including Millennials, Hispanics, and households with children who over index in purchase or are more likely to be buying more spreads this year compared to last.
Mintel provides a comprehensive analysis of the following factors that have the greatest potential to impact the category’s performance:
- Which types of spreads are purchased by adults and how do purchase preferences differ by demographics?
- Which foods do consumers eat with nut-based, seed-based, and sweet spreads? Do these foods differ by type of spread?
- What are the top nutritional attributes consumers look for when buying nut-based spreads and sweet spreads?
- Which types of nut-based spreads and sweet spreads are consumers most interested in seeing more of?
- How does behavior related to nut-based spreads and sweet spreads differ by demographics and spreads purchased?
- How do health, product concerns and preferences impact consumer attitudes toward nut-based spreads and sweet spreads?
For the purposes of this report, nut-based spreads and sweet spreads include the following products:
- Nut and seed butters including peanut, almond, sunflower, and others;
- Shelf-stable and frozen jam, jelly, and fruit spreads, and preserves.
Note: the terms sweet spreads and fruit spreads are used interchangeably in this report.
Butter and margarine spreads are excluded from the scope of this report (please see Mintel’s Butter, Margarines, and Oils – US, July 2014 report).
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