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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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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

                  • Overview
                    • The market
                      • Nut-based spreads and sweet spreads to reach $4.2 billion in 2019
                        • Figure 1: Total US sales and fan chart forecast of nut-based spreads and sweet spreads, at current prices, 2009-19
                      • Nut-based spreads represent nearly three quarters of category sales
                        • Figure 2: Total US retail sales of nut-based spreads and sweet spreads, by segment, at current prices, 2012 and 2014
                      • Key players
                        • J.M. Smucker Co. dominates sales in both segments
                          • Figure 3: MULO sales of nut-based spreads and sweet spreads, by leading companies, rolling 52 weeks 2014
                        • The consumer
                          • Purchase skews toward younger generations, households with children
                            • Figure 4: Purchase of nut spreads and sweet spreads, December 2014
                          • Sweetener important to fruit spread purchases; nutrition, gourmet important for other nut- or seed-based spread purchases
                            • Figure 5: Attributes considered for fruit spreads and nut-based spreads -Correspondence Analysis, December 2014
                          • Room for both health and indulgence
                            • Figure 6: Spreads innovation areas, by purchase of spreads, top five, December 2014
                          • Sugar content, price, influential factors when buying spreads
                            • Figure 7: Behaviors related to nut-based spreads and sweet spreads, top five, by generations, December 2014
                          • Millennial parents especially interested in ingredients, health benefits
                            • Figure 8: Agreement with attitudes toward nut-based spreads and sweet spreads – Any agree, top five, by Millennial parents, December 2014
                          • What we think
                          • Issues and Insights

                              • What can be done to revitalize the sweet spreads segment?
                                • The facts
                                  • The implications
                                    • Where are there innovation opportunities?
                                      • The facts
                                        • The implications
                                          • Which demographics should be an area of focus?
                                            • The facts
                                              • The implications
                                              • Trend Applications

                                                  • Trend: Help Me Help Myself
                                                    • Trend: Make it Mine
                                                      • Trend: Non-Standard Society
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Sales and forecast of nut-based spreads and sweet spreads
                                                            • Figure 9: Total US retail sales and forecast of nut-based spreads and sweet spreads, at current prices, 2009-19
                                                            • Figure 10: Total US retail sales and forecast of nut-based spreads and sweet spreads, at inflation adjusted prices, 2009-19
                                                          • Nut-based spreads and sweet spreads to reach $4.2 billion in 2019
                                                            • Figure 11: Total US sales and fan chart forecast of nut-based spreads and sweet spreads, at current prices, 2009-19
                                                          • Forecast methodology
                                                          • Market Drivers

                                                            • Key points
                                                              • Snacking occasions create demand for convenient, filling foods
                                                                • Concerns about sugar content
                                                                  • Households with children on the decline
                                                                    • Figure 12: Percentage of US households with and without children, 2003-13
                                                                • Competitive Context

                                                                  • Key points
                                                                    • Do-it-yourself options
                                                                      • Other protein sources
                                                                        • Spread use in foodservice grows
                                                                          • Figure 13: Top nut-based spreads and sweet spreads used as an ingredient, Q4 2011- Q4 2014
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Nut-based spreads represent nearly three quarters of category sales
                                                                            • Figure 14: Total US retail sales of nut-based spreads and sweet spreads, by segment share, 2014
                                                                            • Figure 15: Total US retail sales of nut-based spreads and sweet spreads, by segment, at current prices, 2012 and 2014
                                                                          • Nut-based spreads experience incremental growth, sweet spread sales remain fairly stable
                                                                            • Figure 16: Total US retail sales and forecast of nut-based spreads and sweet spreads, at current prices, 2009-19
                                                                        • Retail Channels

                                                                          • Key points
                                                                            • Market share remains fairly stable across retail channels
                                                                              • Sales of nut-based spreads and sweet spreads, by channel
                                                                                • Figure 17: Total US retail sales of nut-based spreads and sweet spreads, by channel, at current prices, 2012 and 2014
                                                                              • Natural channel sales grow 40% from 2012-14
                                                                                • Figure 18: Natural supermarket sales of nut-based spreads and sweet spreads, at current prices, rolling 52 weeks 2012-14
                                                                              • Half of sales of natural channel spreads are organic
                                                                                • Figure 19: Natural supermarket sales of nut-based spreads and sweet spreads, by segment and organic content, at current prices, rolling 52 weeks 2012 and 2014
                                                                              • Sweet spreads with alternative sweeteners grew 68% from 2012-14
                                                                                • Figure 20: Natural supermarket sales of sweet spreads, by presence of alternative sweetener, at current prices, rolling 52 weeks 2012 and 2014
                                                                            • Leading Companies and Brand Analysis

                                                                              • Key points
                                                                                • J.M. Smucker Co. dominates sales in both segments
                                                                                  • Figure 21: MULO sales of nut-based spreads and sweet spreads, by leading companies, rolling 52 weeks 2014
                                                                                • Single-serve formats boost nut-based spread sales
                                                                                  • Figure 22: Jif To Go Dippers, “Everybody Snacks,” September 2014
                                                                                  • Figure 23: Skippy Peanut Butter, “Fun Factory,” September 2014
                                                                                • Manufacturer sales of nut-based spreads
                                                                                  • Figure 24: MULO sales of nut-based spreads, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                • Sales of nearly all leading sweet spreads brands decline
                                                                                  • Figure 25: Smucker’s Natural Fruit Spreads TV Commercial, March 2014
                                                                                  • Figure 26: “Leave it to All Fruit” Polaner All Fruit Commercial, July 2014
                                                                                • Manufacturer sales of sweet spreads
                                                                                  • Figure 27: MULO sales of sweet spreads, by leading companies, rolling 52 weeks 2013 and 2014
                                                                              • Innovations and Innovators

                                                                                • Product launches with new packaging grew 19% from 2010-15
                                                                                  • Figure 28: Nut-based spread and sweet spread product launches, by launch type, 2010-15*
                                                                                • Growth in allergen-free, organic product claims
                                                                                  • Figure 29: Nut-based spread and sweet spread product launches, by top 10 claims, 2010-15*
                                                                                  • Figure 30: Nut-based spread and sweet spread product launches, by private label, 2010-15*
                                                                                • Provenance
                                                                                  • Gourmet/upscale
                                                                                    • Brand extensions
                                                                                    • Purchase of Nut and Fruit Spreads

                                                                                      • Key points
                                                                                        • Household penetration remains high
                                                                                          • Figure 31: Purchase of nut spreads and sweet spreads, December 2014
                                                                                          • Figure 32: Household peanut butter and jams, jellies, or preserves consumption, July 2008-September 2014
                                                                                        • Presence of children in household strong indicator for purchase
                                                                                          • Figure 33: Purchase of nut-based spreads and sweet spreads, by presence of children in household, December 2014
                                                                                      • Foods Eaten with Spreads

                                                                                        • Key points
                                                                                          • Opportunity to improve use with main dishes, cheese, desserts
                                                                                            • Figure 34: Foods eaten with fruit spreads and nut-based spreads - Correspondence Analysis, December 2014
                                                                                          • iGeneration/Millennials more adventurous with nut spread use
                                                                                            • Figure 35: Foods eaten with nut-based spreads, by generations, December 2014
                                                                                          • Men more likely to use fruit spreads with desserts, snacks
                                                                                            • Figure 36: Foods eaten with fruit spreads, by gender, December 2014
                                                                                        • Attributes Considered

                                                                                          • Key points
                                                                                            • Sweetener important to fruit spread purchases; nutrition, gourmet important for other nut or seed-based spread purchases
                                                                                              • Figure 37: Attributes considered for fruit spreads and nut-based spreads -Correspondence Analysis, December 2014
                                                                                            • Men, Millennial parents look for premium positioning, added nutrition with nut-based spreads
                                                                                              • Figure 38: Attributes considered for nut-based spreads, top 10, by gender, December 2014
                                                                                              • Figure 39: Attributes considered for nut-based spreads, top 10, by millennial parents, December 2014
                                                                                          • Spreads Innovation Areas

                                                                                            • Key points
                                                                                              • Room for health and indulgence
                                                                                                • Figure 40: Spreads innovation areas, by purchase of spreads, December 2014
                                                                                            • Behaviors Related to Nut-Based Spreads and Sweet Spreads

                                                                                              • Key points
                                                                                                • Sugar content, price, influential factors when buying spreads
                                                                                                    • Figure 41: Behaviors related to nut-based spreads and sweet spreads, top five, by generations, December 2014
                                                                                                  • Respondents buying more almond, other nut and seed spreads
                                                                                                    • Figure 42: Behaviors related to nut-based and sweet spreads, by purchase of spreads, December 2014
                                                                                                • Attitudes toward Nut-Based Spreads and Sweet Spreads

                                                                                                  • Key points
                                                                                                    • Millennial parents especially interested in ingredients, health benefits
                                                                                                      • Figure 43: Agreement with attitudes toward nut-based spreads and sweet spreads – Any agree, by millennial parents, December 2014
                                                                                                    • Opportunity to improve almond butter, other nut or seed butters
                                                                                                      • Figure 44: Agreement with attitudes toward nut-based and sweet spreads – Any agree, by purchase of spreads, December 2014
                                                                                                      • Figure 45: Agreement with attitudes toward nut-based and sweet spreads – Any agree, by purchase of spreads, December 2014
                                                                                                  • Race and Hispanic Origin

                                                                                                    • Key points
                                                                                                      • Hispanics most likely to buy fruit spreads
                                                                                                        • Figure 46: Purchase of nut-based spreads and sweet spreads, by race and Hispanic origin, December 2014
                                                                                                      • Hispanics want more nutritious, convenient products
                                                                                                        • Figure 47: Spreads innovation areas, by race and Hispanic origin, December 2014
                                                                                                      • Hispanic shoppers willing to splurge on gourmet, organic
                                                                                                        • Figure 48: Agreement with attitudes toward nut-based spreads and sweet spreads – Any agree, by race and Hispanic origin, December 2014
                                                                                                    • Appendix – Market

                                                                                                        • Figure 49: Total US retail sales and forecast of nut-based spreads, at current prices, 2009-19
                                                                                                        • Figure 50: Total US retail sales and forecast of sweet spreads, at current prices, 2009-19
                                                                                                        • Figure 51: Total US retail sales of nut-based spreads and sweet spreads, by channel, at current prices, 2012 and 2014
                                                                                                        • Figure 52: Natural supermarket sales of nut-based spreads and sweet spreads, by segment and type, at current prices, rolling 52 weeks 2012 and 2014
                                                                                                        • Figure 53: Natural supermarket sales of nut-based spreads and sweet spreads, by segment and organic content, at current prices, rolling 52 weeks 2012 and 2014
                                                                                                        • Figure 54: Natural supermarket sales of non-GMO nut-based spreads and sweet spreads, by segment, at current prices, rolling 52 weeks 2012 and 2014
                                                                                                        • Figure 55: Natural supermarket sales of sweet spreads, by presence of alternative sweetener, at current prices, rolling 52 weeks 2012 and 2014
                                                                                                    • Appendix – Key Players

                                                                                                        • Figure 56: MULO sales of nut-based spreads and sweet spreads, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                    • Appendix – Consumer

                                                                                                      • Purchase of nut-based and sweet spreads
                                                                                                        • Figure 57: Purchase of nut-based spreads and sweet spreads, by gender, December 2014
                                                                                                        • Figure 58: Purchase of nut-based and sweet spreads, by age, December 2014
                                                                                                        • Figure 59: Purchase of nut-based spreads and sweet spreads, by generations, December 2014
                                                                                                        • Figure 60: Purchase of nut-based and sweet spreads, by region, December 2014
                                                                                                        • Figure 61: Purchase of nut-based and sweet spreads, by household income, December 2014
                                                                                                      • Teens’ trended consumption
                                                                                                        • Figure 62: Peanut butter consumption, April 2008-June 2014
                                                                                                        • Figure 63: Jams, jellies, or preserves consumption, April 2008-June 2014
                                                                                                      • Kids’ trended consumption
                                                                                                        • Figure 64: Peanut butter consumption, April 2008-June 2014
                                                                                                        • Figure 65: Jams, jellies, or preserves consumption, April 2008-June 2014
                                                                                                      • Household consumption by type
                                                                                                        • Figure 66: Household peanut butter consumption by type, July 2008-September 2014
                                                                                                        • Figure 67: Household jams, jellies, or preserves consumption by type, July 2008-September 2014
                                                                                                      • Foods eaten with spreads
                                                                                                        • Figure 68: Foods eaten with spreads, December 2014
                                                                                                      • Attributes considered
                                                                                                        • Figure 69: Attributes considered, December 2014
                                                                                                        • Figure 70: Attributes considered for nut-based spreads, by generations, December 2014
                                                                                                        • Figure 71: Attributes considered for nut-based spreads, top 10, by millennial parents, December 2014
                                                                                                        • Figure 72: Attributes considered for fruit spreads, by generations, December 2014
                                                                                                        • Figure 73: Attributes considered for fruit spreads, by presence of children in household, December 2014
                                                                                                        • Figure 74: Attributes considered for spreads, by race and Hispanic origin, December 2014
                                                                                                      • Spreads innovation areas
                                                                                                        • Figure 75: Spreads innovation areas, by generations, December 2014
                                                                                                        • Figure 76: Spreads innovation areas, by presence of children in household, December 2014
                                                                                                        • Figure 77: Spreads innovation areas, by purchase of spreads, December 2014
                                                                                                        • Figure 78: Spreads innovation areas, by purchase of spreads, December 2014
                                                                                                      • Behaviors related to nut-based spreads and sweet spreads
                                                                                                        • Figure 79: Behaviors related to nut-based spreads and sweet spreads, by generations, December 2014
                                                                                                        • Figure 80: Behaviors related to nut-based spreads and sweet spreads, by presence of children in household, December 2014
                                                                                                        • Figure 81: Behaviors related to nut-based spreads and sweet spreads, by household income, December 2014
                                                                                                        • Figure 82: Behaviors related to nut-based spreads and sweet spreads, by race and Hispanic origin, December 2014
                                                                                                        • Figure 83: Behaviors related to nut-based and sweet spreads, by purchase of spreads, December 2014
                                                                                                        • Figure 84: Behaviors related to nut-based and sweet spreads, by purchase of spreads, December 2014
                                                                                                      • Attitudes toward nut-based spreads and sweet spreads
                                                                                                        • Figure 85: Agreement with attitudes toward nut-based spreads and sweet spreads – Any agree, by gender, December 2014
                                                                                                        • Figure 86: Agreement with attitudes toward nut-based spreads and sweet spreads – Any agree, by generations, December 2014
                                                                                                        • Figure 87: Agreement with attitudes toward nut-based spreads and sweet spreads – Any agree, by household income, December 2014
                                                                                                    • Appendix – Trade Associations

                                                                                                        • American Institute of Food Distribution (The Food Institute)
                                                                                                          • Food Marketing Institute (FMI)
                                                                                                            • Grocery Manufacturers of America (GMA)
                                                                                                              • National Association for the Specialty Food Trade Inc. (NASFT)
                                                                                                                • Private Label Manufacturers Association (PLMA)

                                                                                                                Companies Covered

                                                                                                                • Walmart Stores (USA)

                                                                                                                Nut-based Spreads and Sweet Spreads - US - March 2015

                                                                                                                £3,277.28 (Excl.Tax)