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Sweet and Savoury Spreads - Europe - July 2011

The spreads market continued to grow throughout the recent recession, driven by a desire for indulgence and a demand for new natural and functional spreads. Sweet spreads remain a staple food, although the penetration of jams, for example, is threatened by the growing use of breakfast cereals, lower sales of bread, and even a decline in the frequency of eating breakfast, as a result of hectic lifestyles. Chocolate spreads continue to benefit from their popularity among children and teenagers, although concerns about obesity have impacted on volume demand, leading to low calorie NPD in recent years.

Both sweet and savoury spreads are marked by suppliers trying to increase the use of their products in cooking and baking, in order to boost usage frequency in these highly mature and saturated markets. The markets have seen considerable price hikes recently as a result of the increase in the price of raw materials.

NPD continues to be driven by health and wellness trends, with a growing presence of organic spreads and products suitable for vegetarians and vegans. Ethical and environmental claims are also gaining ground as a way of differentiating products and brands.

In this report we answer the key questions:

· How well have spreads weathered the recession? Will the twin demand for indulgence and health benefits continue to drive growth?

· Recent price increases, caused by the hike in commodity prices, have put brand margins under pressure. Will this have a significant effect on the market?

· How dynamic was NPD in 2010, as manufacturers focused on consolidating and repackaging their lines?

· Both sweet and savoury spreads have good prospects provided they adapt their offers to the changing consumer eating habits and lifestyle trends. How can this be achieved?

· How will traditional segments such as jam and honey respond to the challenge of cereals to defend their place at the breakfast table?

· Will chocolate and nut spreads continue to drive growth due to their high indulgence value and appeal to both children and adults?

· Savoury spreads are likely to move strongly in favour of healthy vegetable spreads and dips with versatile application and lower fat content. How influential is the health trend in the European sweet and savoury spreads markets?

Definition:

GNPD covers all sweet spreads and savoury spreads. Sweet Spreads include: caramel and cream spreads; chocolate spreads; confiture and fruit spreads; honey; nut spreads; and syrups. Savoury spreads include: dips, a common condiment for many types of food; meat pastes and pâtés; sandwich fillers/spreads; savoury vegetable pastes/spreads; and yeast extracts.

Specific GMN definitions are included below. Please note that GMN and TGI data only cover sweet spreads. Please also note that for individual countries, the scope in terms of segmentation or distribution may differ depending on which source data are available.

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Table of contents

  1. Introduction

      • Key points
        • Definition
          • Consumer research
            • Abbreviations
            • Executive Summary

                • The market
                  • Moderate value growth while volumes struggle
                    • Figure 1: Sweet spreads: Spend per capita (population), the Big 5 European countries €m, 2005-14
                  • Demographic trends are favourable
                    • Indulgence to remain a key driver
                      • Strength and weaknesses in brief
                        • Companies, brands and innovations
                          • NPD concentrates on health and wellness trends
                            • Figure 2: New product activity in sweet and savoury spreads, % share by top five claims in the Big 5 European countries, 2010
                          • Organic and green/ethical values come to the fore
                            • Convenience and ease of use
                              • The consumer
                                • Need to increase usage frequency
                                  • Figure 3: Frequency of using marmalade, honey and spreads in the last 12 months, France, Germany, Spain and GB, 2010
                                • The market is biased in favour of older age groups
                                  • Low price sensitivity and high customer loyalty
                                  • European Market Size and Forecast

                                    • Key points
                                      • Declining popularity of breakfast is a challenge for spreads
                                        • Spreading beyond breakfast
                                          • Savoury spreads fit better into modern eating patterns
                                            • Value
                                              • Figure 4: Sweet spreads: Value in local currency, 2004-15
                                            • Volume
                                              • Figure 5: Sweet spreads, by volume, 2004-15
                                            • Spend per capita
                                              • Figure 6: Sweet spreads: Spend per capita (population), 2004-15
                                          • Market Segmentation

                                            • Key points
                                              • France
                                                • Figure 7: France – Sweet spreads: Market segmentation, by volume, 2009
                                                • Figure 8: France – Sweet spreads: Market segmentation, by value, 2009
                                              • Germany
                                                • Figure 9: Germany – Sweet spreads: Market segmentation, by volume, 2010
                                                • Figure 10: Germany – Sweet spreads: Market segmentation, by value, 2010
                                              • Italy
                                                • Figure 11: Italy – Sweet spreads: Market segmentation, by volume, 2010
                                                • Figure 12: Italy – Sweet spreads: Market segmentation, by value, 2010
                                              • Spain
                                                • Figure 13: Spain – Sweet spreads: Market segmentation, by volume, 2010
                                                • Figure 14: Spain – Sweet Spreads: Market segmentation, by value, 2010
                                              • UK
                                                • Figure 15: UK – Sweet and savoury spreads: Market segmentation, by value, 2010
                                            • Companies and Product Innovation

                                              • Key points
                                                • Figure 16: New product activity in sweet and savoury spreads, % share of global region, 2010
                                                • Figure 17: New product activity in sweet and savoury spreads, Europe, % share by country, 2010
                                                • Figure 18: New product activity in sweet and savoury spreads, % Share by category, by country, by top 5 flavours Big 5, 2010
                                                • Figure 19: New product activity in sweet and savoury spreads, % share by top five claims in the Big 5 European countries, 2010
                                              • France
                                                  • Figure 20: New product activity in sweet and savoury spreads, % share of new product launches, France, 2007-10
                                                  • Figure 21: New product activity in sweet and savoury spreads, % share by claim, France, top five, 2007-10
                                                • Most innovative products
                                                  • Additive-free dominates French launches
                                                    • Appealing to traditional values
                                                      • New snack options
                                                        • Ringing changes in savoury segment
                                                          • Germany
                                                              • Figure 22: New product activity in sweet and savoury spreads, % share of new product launches, Germany, 2007-10
                                                              • Figure 23: New product activity in sweet and savoury spreads, % share by claim, Germany, top five, 2007-10
                                                            • Most innovative products – Germany
                                                              • Honey with spicy notes
                                                                • Targeting the café society
                                                                  • Not forgetting children
                                                                    • Exotic notes in savoury spreads
                                                                      • Low calorie spreads for healthier eating
                                                                        • Locally sourced ingredients
                                                                          • Italy
                                                                              • Figure 24: New product activity in sweet and savoury spreads, % share of new product launches, Italy, 2007-10
                                                                              • Figure 25: New product activity in sweet and savoury spreads, % share by claim, Italy, top five, 2007-10
                                                                            • Most innovative products – Italy
                                                                              • Targeting the aperitif hour
                                                                                • Gourmet sandwich filler
                                                                                  • Something for vegetarians
                                                                                    • Inspired by Italian history
                                                                                      • Honey with local roots
                                                                                        • Low calorie trend continues
                                                                                          • Spain
                                                                                              • Figure 26: New product activity in sweet and savoury spreads, % share of new product launches, Spain, 2007-10
                                                                                              • Figure 27: New product activity in sweet and savoury spreads, % share by claim, Spain, top five, 2007-10
                                                                                            • Most innovative products
                                                                                              • Growing interest in organic and ethical spreads
                                                                                                • Using traditional methods
                                                                                                  • Extending the positioning of sweet spreads
                                                                                                    • Convenient for parties and picnics
                                                                                                      • Reducing calories helps to extend appeal of meat spreads
                                                                                                        • Ethical launching in fish-based spreads
                                                                                                          • UK
                                                                                                              • Figure 28: New product activity in sweet and savoury spreads, % share of new product launches, UK, 2007-10
                                                                                                              • Figure 29: New product activity in sweet and savoury spreads, % share by claim, UK, top five, 2007-10
                                                                                                            • Most innovative products – UK
                                                                                                              • Healthy honey with medicinal properties
                                                                                                                • For fans of baking
                                                                                                                  • Pure and traditional
                                                                                                                    • Low fat dips for health conscious
                                                                                                                      • For a gourmet picnic
                                                                                                                        • Healthy sandwich fillers
                                                                                                                        • The Consumer

                                                                                                                          • Key points
                                                                                                                            • Frequency of use
                                                                                                                              • France
                                                                                                                                • Figure 30: Frequency of using marmalade, honey and spreads in the last 12 months, France, 2010
                                                                                                                              • Germany
                                                                                                                                • Figure 31: Frequency of using marmalade, honey and spreads in the last 12 months, Germany, 2010
                                                                                                                                • Figure 32: Frequency of using marmalade, honey and spreads in the last 12 months, Spain, 2010
                                                                                                                                • Figure 33: Frequency of using marmalade, honey and spreads in the last 12 months, GB, 2010
                                                                                                                              • Pan-European analysis of frequency of use
                                                                                                                                • Type analysis
                                                                                                                                  • France
                                                                                                                                    • Figure 34: Types of marmalade, honey and spreads use most often, France, 2010
                                                                                                                                  • Germany
                                                                                                                                    • Figure 35: Types of marmalade, honey and spreads use most often, Germany, 2010
                                                                                                                                  • Spain
                                                                                                                                    • Figure 36: Types of marmalade, honey and spreads use most often, Spain, 2010
                                                                                                                                  • GB
                                                                                                                                    • Figure 37: Types of marmalade, honey and spreads use most often, GB, 2010
                                                                                                                                  • Pan-European analysis of type of spreads used
                                                                                                                                  • Appendix – Demographic Data

                                                                                                                                      • Figure 38: Frequency of using marmalade, honey and spreads in the last 12 months, by demographics, UK, 2010
                                                                                                                                      • Figure 39: Frequency of using marmalade, honey and spreads in the last 12 months, by demographics, UK, 2010
                                                                                                                                      • Figure 40: Frequency of using marmalade, honey and spreads in the last 12 months, by demographics, France, 2010
                                                                                                                                      • Figure 41: Frequency of using marmalade, honey and spreads in the last 12 months, by demographics, Germany, 2010
                                                                                                                                      • Figure 42: Frequency of using marmalade, honey and spreads in the last 12 months, by demographics, Spain, 2010

                                                                                                                                  Companies Covered

                                                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                                                  Sweet and Savoury Spreads - Europe - July 2011

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