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Sweet and Savoury Spreads - UK - February 2013

“Concerns about health are a key factor inhibiting sweet spreads consumption, with two-fifths (39%) of users expressing concern about sugar content, whereas only one in eight has cut back their usage because of cost (13%). Yet only 6% of new products launched in 2012 made a low/no/reduced sugar claim, suggesting there is a relative lack of innovation in this area.”
– Kiti Soininen, Head of UK Food, Drink & Foodservice Research
Some questions answered in this report include:

  • How can the sweet spreads market support usage by responding to consumers’ health concerns?
  • What steps can marmalade brands take to engage a younger audience without alienating their mature user base?
  • What occasions can spreads target to build on usage post-recession?
  • How can nut spreads drive usage by widening their adult user base?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK retail sales of sweet and savoury spreads/dips, by value, 2007-17
            • Sweet spreads
              • Savoury spreads
                • Market factors
                  • Spreads continue to feel the impact of higher input costs 
                    • Frugal spending habits prevail
                      • Lunchtime becomes more competitive
                        • Healthy eating losing its momentum
                          • Companies, brands and innovation
                            • Market share
                              • Figure 2: Share of leading brands in UK retail sales of sweet spreads, by value and volume, 2012*
                              • Figure 3: Share of leading brands in UK retail sales of savoury spreads, by value and volume, 2012*
                            • NPD accelerates fuelled by own-label activity
                              • Adspend falls in 2012
                                • The consumer
                                  • Types of sweet and savoury spread/dip purchased
                                    • Figure 4: Types of sweet spreads purchased for self/household in the last six months, November 2012
                                    • Figure 5: Types of savoury (non-sweet) spreads and dips purchased for self/household in the last six months, November 2012
                                  • Qualities associated with sweet spreads
                                    • Figure 6: Sweet spreads correspondence analysis, December 2012
                                  • High sugar is key concern in sweet spreads
                                    • Figure 7: Attitudes towards sweet spreads, November 2012
                                  • Half of savoury spread/dip users influenced by low price or special deals/promotions
                                    • Figure 8: Factors influencing choice of savoury (non-sweet) spreads and dips, November 2012
                                  • Easy snacking offsets quality concerns in savoury spreads/dips
                                    • Figure 9: Agreement with statements on savoury spreads and dips, November 2012
                                  • What we think
                                  • Issues in the Market

                                      • How can the sweet spreads market support usage by responding to consumers’ health concerns?
                                        • What steps can marmalade brands take to engage a younger audience without alienating their mature user base?
                                          • What occasions can spreads target to build on usage post-recession?
                                            • How can nut spreads drive usage by widening their adult user base?
                                            • Trend Application

                                                • Trend: Many Mes
                                                  • Trend: Fauxthenticity
                                                    • 2015 trend: Old Gold
                                                    • Market Drivers

                                                      • Key points
                                                        • Rising raw material costs drive inflation
                                                          • Figure 10: Consumer Price Index: fruit and sugar, jam, honey, syrups, chocolate and confectionery, January 2009-December 2012
                                                        • Price-sensitive behaviour becoming further entrenched
                                                          • Figure 11: GfK NOP Consumer Confidence Index, monthly, January 2007-October 2012
                                                          • Figure 12: Agreement with selected lifestyle statements, 2008-12
                                                        • Bread and cracker usage influences sales of spreads
                                                          • Figure 13: Trends in ‘Any’ usage and 'Heavy usage – once a day or more' of sweet and savoury spreads, packaged slice and other types of bread, breakfast cereals and savoury biscuits, crispbread, crackers and rice cakes, 2010-12
                                                        • Speciality breads increase penetration
                                                          • Breakfast is a core usage occasion for sweet spreads
                                                            • Packed lunch arena becomes more competitive
                                                              • Figure 14: Agreement with the statement ‘I find I am eating more homemade sandwiches than I did a year ago’, March-August 2012
                                                            • Home baking thrives under the media spotlight
                                                              • Has healthy eating become less of a priority for consumers?
                                                                • Figure 15: Agreement with selected lifestyle statements, 2008-12
                                                                • Figure 16: Agreement with selected lifestyle statements, by gender and age, 2012
                                                              • Instead delegating responsibility to industry
                                                                • Obesity still heads the public health agenda
                                                                • Strengths and Weaknesses

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • Launch activity continues to climb
                                                                          • Figure 17: Indexed growth of new product launches within the sweet and savoury spreads/dips market, by product category, 2008-12
                                                                        • Traditional sectors account for largest share of launches
                                                                          • Figure 18: Share of new product launches within the sweet and savoury spreads/dips market, by sub-sector, 2008-12
                                                                        • Health claims dominate across all sectors
                                                                          • Figure 19: Top ten new product claims in sweet and savoury spread/dips, 2012
                                                                          • Figure 20: Leading health claims as percentage of total new sweet and savoury spread/dip product claims, 2008-12
                                                                        • Agave syrups provide a low-GI option
                                                                          • Packaging plays a key role in rejuvenating this mature market
                                                                            • Figure 21: Types of packaging material used in NPD in sweet and savoury spreads/dips, by product category, 2012
                                                                          • Own-label NPD activity overtakes branded
                                                                            • Figure 22: Share of new product launches in sweet and savoury spreads/dips, branded vs. own-label, 2012
                                                                            • Figure 23: Share of new product launches in honey and chocolate/nut spreads, by top ten ultimate companies, 2012
                                                                          • Own-label puts pressure on brands to step up premium innovation
                                                                            • Limited editions offer established brands room to innovate
                                                                              • Spreads fly the heritage flag
                                                                                • Limited editions
                                                                                  • Nut spreads offer growth potential
                                                                                    • US influence on the UK peanut butter market
                                                                                      • Examples from the US market
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                          • Sweet and savoury spreads performance
                                                                                            • Figure 24: UK retail sales of sweet and savoury (non-sweet) spreads and dips, by value and volume, 2007-17
                                                                                            • Figure 25: UK retail sales of sweet and savoury spreads/dips, by value, 2007-17
                                                                                            • Figure 26: UK retail sales of sweet and savoury spreads/dips, by volume, 2007-17
                                                                                          • Sweet spreads segment
                                                                                            • Figure 27: UK retail sales of sweet spreads, by value and volume, 2007-17
                                                                                            • Figure 28: UK retail sales of sweet spreads, by value, 2007-17
                                                                                          • Savoury spreads and dips segment
                                                                                            • Figure 29: UK retail sales of savoury spreads and dips, by value and volume, 2007-17
                                                                                            • Figure 30: UK retail sales of savoury spreads and dips, by value, 2007-17
                                                                                          • Future outlook
                                                                                            • Methodology
                                                                                            • Market Segmentation

                                                                                              • Key points
                                                                                                • Sweet spreads
                                                                                                  • Flat volume trends reveal impact of inflation on sector
                                                                                                    • Figure 31: UK retail value sales of sweet spreads, by type, 2010-12
                                                                                                    • Figure 32: UK retail volume sales of sweet spreads, by type, 2010-12
                                                                                                    • Figure 33: Change in price per kilogram of sweet spreads, by type, 2011-12
                                                                                                  • Marmalade consumption shows significant drop
                                                                                                    • Growth in honey and peanut butter offsets volume declines in other sub-sectors
                                                                                                      • Peanut butter is a rising star
                                                                                                        • Savoury spreads
                                                                                                          • Figure 34: UK retail value sales of savoury spreads/dips, by type, 2010-12
                                                                                                          • Figure 35: UK retail volume sales of savoury spreads/dips, by type, 2010-12
                                                                                                        • Chilled varieties drive growth
                                                                                                          • Chilled dips gain inspiration from ethnic foods
                                                                                                          • Market Share

                                                                                                            • Key points
                                                                                                              • Sweet spreads
                                                                                                                • Figure 36: UK retail sales of leading brands in sweet spreads, by value and volume, 2011 and 2012
                                                                                                              • Own-label loses ground to brands
                                                                                                                • Figure 37: Share of leading brands in UK retail sales of sweet spreads, by value and volume, 2012*
                                                                                                              • Hain Daniels aims to breathe new life into Premier brands
                                                                                                                • Rowse performance fuelled by natural claims
                                                                                                                  • Nutella keeps own-label competitors at bay
                                                                                                                    • Duerr’s takes on the marmalade challenge
                                                                                                                      • Bonne Maman
                                                                                                                        • Savoury spreads
                                                                                                                          • Figure 38: Share of leading brands in UK retail sales of savoury spreads, by value and volume, 2011 and 2012
                                                                                                                          • Figure 39: Share of leading brands in UK retail sales of savoury spreads, by value and volume, 2012*
                                                                                                                        • Marmite invests in building longer-term brand equity
                                                                                                                          • Heinz spreads benefit from the halo effect
                                                                                                                            • Innovation from Princes fails to inspire sales increase
                                                                                                                              • Doritos ‘sharing solution’ gives it a major competitive advantage
                                                                                                                              • Brand Research

                                                                                                                                • Brand map
                                                                                                                                    • Figure 40: Attitudes towards and usage of brands in the spread sector, November 2012
                                                                                                                                  • Correspondence analysis
                                                                                                                                    • Brand attitudes
                                                                                                                                      • Figure 41: Attitudes, by spread brand, November 2012
                                                                                                                                    • Brand personality
                                                                                                                                      • Figure 42: Spread brand personality – macro image, November 2012
                                                                                                                                      • Figure 43: Spread brand personality – micro image, November 2012
                                                                                                                                    • Brand experience
                                                                                                                                      • Figure 44: Spread brand usage, November 2012
                                                                                                                                      • Figure 45: Satisfaction with various spread brands, November 2012
                                                                                                                                      • Figure 46: Consideration of spread brands, November 2012
                                                                                                                                      • Figure 47: Consumer perceptions of current spread brand performance, November 2012
                                                                                                                                      • Figure 48: Spread brand recommendation – Net Promoter Score, November 2012
                                                                                                                                    • Brand index
                                                                                                                                      • Figure 49: Spread brand index, November 2012
                                                                                                                                      • Figure 50: Spread brand index vs. recommendation, November 2012
                                                                                                                                    • Target group analysis
                                                                                                                                      • Figure 51: Target groups, November 2012
                                                                                                                                      • Figure 52: Spread brand usage, by target groups, November 2012
                                                                                                                                    • Group One – Conformists
                                                                                                                                      • Group Two – Simply the Best
                                                                                                                                        • Group Three – Shelf Stalkers
                                                                                                                                          • Group Four – Habitual Shoppers
                                                                                                                                            • Group Five – Individualists
                                                                                                                                            • Companies and Products

                                                                                                                                                • Figure 53: Leading companies in the sweet and savoury spreads market and their brands*, 2013
                                                                                                                                              • Ferrero Group
                                                                                                                                                • Company background
                                                                                                                                                  • Product range
                                                                                                                                                    • Recent activity and promotion
                                                                                                                                                      • Unilever
                                                                                                                                                        • Company background
                                                                                                                                                          • Product range
                                                                                                                                                            • Recent activity and promotion
                                                                                                                                                              • Andros
                                                                                                                                                                • Company background
                                                                                                                                                                  • Product range
                                                                                                                                                                    • Recent activity and promotion
                                                                                                                                                                      • Kallo Foods
                                                                                                                                                                        • Company background
                                                                                                                                                                          • Product range
                                                                                                                                                                            • Recent activity and promotion
                                                                                                                                                                              • Rowse Honey Ltd
                                                                                                                                                                                • Company background
                                                                                                                                                                                  • Product range
                                                                                                                                                                                    • Recent activity
                                                                                                                                                                                      • Hain Celestial
                                                                                                                                                                                        • Company background
                                                                                                                                                                                          • Product range
                                                                                                                                                                                            • Recent activity and promotion
                                                                                                                                                                                              • Princes
                                                                                                                                                                                                • Company background
                                                                                                                                                                                                  • Product range
                                                                                                                                                                                                    • Recent activity and promotion
                                                                                                                                                                                                      • Wilkin and Sons
                                                                                                                                                                                                        • Company background
                                                                                                                                                                                                          • Product range
                                                                                                                                                                                                            • Recent activity and promotion
                                                                                                                                                                                                              • F Duerr & Sons
                                                                                                                                                                                                                • Company background
                                                                                                                                                                                                                  • Product range
                                                                                                                                                                                                                    • Recent activity and promotion
                                                                                                                                                                                                                    • Brand Communication and Promotion

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Total adspend drops in 2012
                                                                                                                                                                                                                          • Figure 54: Total above-the-line advertising expenditure in the UK sweet and savoury spreads market, 2008-12
                                                                                                                                                                                                                        • Rowse boosts investment in honey
                                                                                                                                                                                                                          • Figure 55: Total above-the-line advertising expenditure in the UK sweet and savoury spreads market, by category, 2008-12
                                                                                                                                                                                                                        • Nutella continues to dominate adspend
                                                                                                                                                                                                                          • Figure 56: Total above-the-line expenditure in the UK sweet and savoury spreads market, by leading advertisers, 2008-12
                                                                                                                                                                                                                        • Rowse Honey targets a younger audience
                                                                                                                                                                                                                          • Marmite steps up promotional activity to celebrate 110th anniversary
                                                                                                                                                                                                                            • Doritos targets young adults with its Mariachi band
                                                                                                                                                                                                                              • TV continues to be medium of choice
                                                                                                                                                                                                                                • Figure 57: Total above-the-line advertising expenditure in the sweet and savoury spreads market, by media type, 2008-12
                                                                                                                                                                                                                            • Channels to Market

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Major multiples remain secure in their dominance of weekly shop
                                                                                                                                                                                                                                  • Figure 58: Main shop and top-up shopping, by retailer, January 2012
                                                                                                                                                                                                                                  • Figure 59: Spending on store cupboard basics, by type of retailer, 2011(est)
                                                                                                                                                                                                                                • Higher prices offer discounters an opportunity to grow share
                                                                                                                                                                                                                                • Consumer – Types of Spreads Purchased

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Sweet spread buying habits
                                                                                                                                                                                                                                        • Figure 60: Types of sweet spreads purchased for self/household in the last six months, November 2012
                                                                                                                                                                                                                                      • Sweet spreads enjoy high penetration
                                                                                                                                                                                                                                          • Figure 61: ‘Any’ type of sweet or savoury spreads/dips purchased for self/household in the last six months, by gender, age, socio-economic group and presence of children, % point +/- average, November 2012
                                                                                                                                                                                                                                        • Families are the primary target
                                                                                                                                                                                                                                          • Figure 62: Types of sweet spreads purchased for self/household in the last six months, by presence of children, November 2012
                                                                                                                                                                                                                                        • Honey attracts Londoners with a healthy outlook
                                                                                                                                                                                                                                            • Figure 63: Attitudes towards healthy lifestyles according to honey vs ‘any’ type of sweet spreads purchased for self/household in the last six months, by % point above/below average, %, November 2012
                                                                                                                                                                                                                                          • Savoury spreads and dips buying habits
                                                                                                                                                                                                                                            • Figure 64: Types of savoury (non-sweet) spreads and dips purchased for self/household in the last six months, November 2012
                                                                                                                                                                                                                                          • Men show greater engagement with savoury spreads
                                                                                                                                                                                                                                              • Figure 65: Types of sweet and savoury spreads/dips purchased for self/household in the last six months, by gender, % point +/- average, November 2012
                                                                                                                                                                                                                                            • Chilled spreads tap into packed lunch boom
                                                                                                                                                                                                                                              • Figure 66: Types of savoury (non-sweet) spreads and dips purchased for self/household in the last six months, by gender, November 2012
                                                                                                                                                                                                                                            • Dips are an indulgent option when dining in
                                                                                                                                                                                                                                                • Figure 67: Types of savoury spreads/dips purchased for self/household in the last six months, by gender, November 2012
                                                                                                                                                                                                                                              • Variety is important to users of spreads/dips
                                                                                                                                                                                                                                                • Figure 68: Repertoire of types of sweet and savoury spreads purchased, November 2012
                                                                                                                                                                                                                                              • Targeting non-users
                                                                                                                                                                                                                                              • Consumer – Qualities Associated with Sweet Spreads

                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                  • Associations with sweet spreads
                                                                                                                                                                                                                                                      • Figure 69: Sweet spreads correspondence analysis, December 2012
                                                                                                                                                                                                                                                    • Jam
                                                                                                                                                                                                                                                      • Marmalade
                                                                                                                                                                                                                                                        • Peanut butter
                                                                                                                                                                                                                                                          • Chocolate spread
                                                                                                                                                                                                                                                            • Honey
                                                                                                                                                                                                                                                              • Methodology
                                                                                                                                                                                                                                                              • Consumer – Attitudes Towards Sweet Spreads

                                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                                  • Sugar content is a concern with sweet spreads
                                                                                                                                                                                                                                                                      • Figure 70: Attitudes towards sweet spreads, November 2012
                                                                                                                                                                                                                                                                    • Health concerns outweigh costs
                                                                                                                                                                                                                                                                      • Chocolate spread buyers cutting back due to cost
                                                                                                                                                                                                                                                                          • Figure 71: Response to the statement ‘I have cut back on sweet spreads because of cost’, by type of spread purchased in the last six months, %, November 2012
                                                                                                                                                                                                                                                                          • Figure 72: Response to the statement ‘I have cut back on sweet spreads because of cost’, by gender, age and socio-economic group, November 2012
                                                                                                                                                                                                                                                                        • Added-value prospects
                                                                                                                                                                                                                                                                            • Figure 73: Response to selected statements, by gender, age and socio-economic group, %, November 2012
                                                                                                                                                                                                                                                                          • Use of spreads in cooking
                                                                                                                                                                                                                                                                              • Figure 74: Response to the statement ‘I use sweet spreads as an ingredient in cooking and baking’, by type of sweet spread purchased in the last six months, %, November 2012
                                                                                                                                                                                                                                                                            • Household size
                                                                                                                                                                                                                                                                              • Brand and product loyalty
                                                                                                                                                                                                                                                                              • Consumer – Factors Influencing Choice of Savoury Spreads and Dips

                                                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                                                  • Savoury spread users are price-conscious
                                                                                                                                                                                                                                                                                      • Figure 75: Factors influencing choice of savoury (non-sweet) spreads and dips, November 2012
                                                                                                                                                                                                                                                                                    • Price and promotions outweigh brand loyalty among savoury spread users
                                                                                                                                                                                                                                                                                        • Figure 76: Low price and promotion/special deal – Factors influencing choice of savoury (non-sweet) spreads and dips, by gender and age, November 2012
                                                                                                                                                                                                                                                                                      • Healthy eating resonates with one in three
                                                                                                                                                                                                                                                                                        • Innovation in flavours and ingredients
                                                                                                                                                                                                                                                                                            • Figure 77: Influence of premium ingredients (eg smoked salmon, truffle) on choice of savoury (non-sweet) spreads and dips, November 2012
                                                                                                                                                                                                                                                                                          • British and farm-assured claims appeal to lapsed organic buyers
                                                                                                                                                                                                                                                                                            • Easy-to-use packaging
                                                                                                                                                                                                                                                                                            • Consumer – Attitudes Towards Savoury Spreads and Dips

                                                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                                                • Easy snacking with savoury spreads
                                                                                                                                                                                                                                                                                                    • Figure 78: Agreement with statements on savoury spreads and dips, November 2012
                                                                                                                                                                                                                                                                                                  • An easy snack
                                                                                                                                                                                                                                                                                                    • Virtues of own-label
                                                                                                                                                                                                                                                                                                      • Quality concerns
                                                                                                                                                                                                                                                                                                        • One in four view savoury spreads as artificial
                                                                                                                                                                                                                                                                                                          • Demand for more child-friendly spreads and chips
                                                                                                                                                                                                                                                                                                            • Pay a premium for chilled
                                                                                                                                                                                                                                                                                                              • Figure 79: Agreement with selected statements on savoury spreads and dips, November 2012
                                                                                                                                                                                                                                                                                                            • Worth paying more for health
                                                                                                                                                                                                                                                                                                              • Premium varieties are in demand
                                                                                                                                                                                                                                                                                                                • Ethnic flavours create excitement in the sector
                                                                                                                                                                                                                                                                                                                  • Savoury spreads and dips contain too much fat for two in five
                                                                                                                                                                                                                                                                                                                  • Target Groups

                                                                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                                                                      • Four target groups
                                                                                                                                                                                                                                                                                                                        • Figure 80: Target groups, November 2012
                                                                                                                                                                                                                                                                                                                      • Experimental Dippers (27%)
                                                                                                                                                                                                                                                                                                                        • Own-label Advocates (28%)
                                                                                                                                                                                                                                                                                                                          • Brand Loyalists (26%)
                                                                                                                                                                                                                                                                                                                            • Healthy Homemakers (19%)
                                                                                                                                                                                                                                                                                                                            • Appendix – Market Drivers

                                                                                                                                                                                                                                                                                                                                • Figure 81: Trends in the age structure of the UK population, 2007-17
                                                                                                                                                                                                                                                                                                                                • Figure 82: Forecast adult population trends, by lifestage, 2007-17
                                                                                                                                                                                                                                                                                                                                • Figure 83: UK households, by size, 2007-17
                                                                                                                                                                                                                                                                                                                                • Figure 84: Agreement with selected lifestyle statements, 2008-12
                                                                                                                                                                                                                                                                                                                                • Figure 85: Agreement with selected lifestyle statements, by demographics, 2012
                                                                                                                                                                                                                                                                                                                                • Figure 86: Agreement with selected lifestyle statements, by demographics, 2012 (continued)
                                                                                                                                                                                                                                                                                                                                • Figure 87: Trends in frequency and usage of bread, 2010-12
                                                                                                                                                                                                                                                                                                                                • Figure 88: Frequency and usage of packaged sliced bread, by demographics, 2012
                                                                                                                                                                                                                                                                                                                                • Figure 89: Frequency and usage of other types of bread, by demographics, 2012
                                                                                                                                                                                                                                                                                                                                • Figure 90: Trends in frequency of eating savoury biscuits and crackers, 2010-12
                                                                                                                                                                                                                                                                                                                                • Figure 91: Frequency of eating savoury biscuits and crackers, by demographics, 2012
                                                                                                                                                                                                                                                                                                                                • Figure 92: Snack of crackers and bread during the day, by demographics, 2012
                                                                                                                                                                                                                                                                                                                                • Figure 93: Frequency and usage of savoury biscuits, crispbread, crackers and rice cakes, by demographics, 2012
                                                                                                                                                                                                                                                                                                                                • Figure 94: Snacking on crackers and bread during the day, 2012
                                                                                                                                                                                                                                                                                                                                • Figure 95: Trends in usage of savoury biscuits, crispbread, crackers and rice cakes, 2010-12
                                                                                                                                                                                                                                                                                                                                • Figure 96: Trends in types of savoury biscuits, crispbread, crackers and rice cakes used most often, 2010-12
                                                                                                                                                                                                                                                                                                                                • Figure 97: Types of savoury biscuits, crispbread, crackers and rice cakes used most often, by demographics, 2012
                                                                                                                                                                                                                                                                                                                                • Figure 98: Trends in usage and frequency of breakfast cereals, 2010-12
                                                                                                                                                                                                                                                                                                                                • Figure 99: Usage and frequency of breakfast cereals, by demographics, 2012
                                                                                                                                                                                                                                                                                                                            • Appendix – Who’s Innovating?

                                                                                                                                                                                                                                                                                                                                • Figure 100: Trends in types of packaging material used in NPD in sweet and savoury spreads/dips, 2008-12
                                                                                                                                                                                                                                                                                                                            • Appendix –Market Forecast

                                                                                                                                                                                                                                                                                                                              • Sweet and savoury spreads/dips
                                                                                                                                                                                                                                                                                                                                • Figure 101: Forecast of UK retail sales of sweet and savoury spreads/dips, best- and worst-case forecast, by value, 2012-17
                                                                                                                                                                                                                                                                                                                                • Figure 102: Forecast of UK retail sales of sweet and savoury spreads/dips, best- and worst-case forecast, by volume, 2012-17
                                                                                                                                                                                                                                                                                                                              • Sweet spreads
                                                                                                                                                                                                                                                                                                                                • Figure 103: Forecast of UK retail sales of sweet spreads, by volume, 2007-17
                                                                                                                                                                                                                                                                                                                                • Figure 104: Forecast of UK retail sales of sweet spreads, best- and worst-case forecast, by value, 2012-17
                                                                                                                                                                                                                                                                                                                                • Figure 105: Forecast of UK retail sales of sweet spreads, best- and worst-case forecast, by volume, 2012-17
                                                                                                                                                                                                                                                                                                                              • Savoury spreads/dips
                                                                                                                                                                                                                                                                                                                                • Figure 106: Forecast of UK retail sales of savoury spreads/dips, best- and worst-case forecast, by volume, 2007-17
                                                                                                                                                                                                                                                                                                                                • Figure 107: Forecast of UK retail sales of savoury spreads/dips, best- and worst-case forecast, by value, 2012-17
                                                                                                                                                                                                                                                                                                                                • Figure 108: Forecast of UK retail sales of savoury spreads/dips, best- and worst-case forecast, by volume, 2012-17
                                                                                                                                                                                                                                                                                                                            • Appendix – Brand Research

                                                                                                                                                                                                                                                                                                                                • Figure 109: Brand usage, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 110: Brand commitment, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 111: Brand momentum, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 112: Brand diversity, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 113: Brand satisfaction, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 114: Brand recommendation, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 115: Brand attitude, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 116: Brand image – macro image, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 117: Brand image – micro image, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 118: Profile of target groups, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 119: Psychographic segmentation, by target groups, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 120: Brand usage, by target groups, November 2012
                                                                                                                                                                                                                                                                                                                              • Brand index
                                                                                                                                                                                                                                                                                                                                • Figure 121: Brand index, November 2012
                                                                                                                                                                                                                                                                                                                            • Appendix – Types of Spreads Purchased

                                                                                                                                                                                                                                                                                                                              • Sweet spreads
                                                                                                                                                                                                                                                                                                                                • Figure 122: Most popular types of sweet spreads purchased for self/household in the last six months, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 123: Next most popular types of sweet spreads purchased for self/household in the last six months, November 2012
                                                                                                                                                                                                                                                                                                                              • Savoury Spreads
                                                                                                                                                                                                                                                                                                                                • Figure 124: Most popular types of savoury (non-sweet) spreads and dips purchased for self/household in the last six months, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 125: Next most popular types of savoury (non-sweet) spreads and dips purchased for self/household in the last six months, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                              • Repertoires of Sweet and Savoury Spreads Purchased
                                                                                                                                                                                                                                                                                                                                • Figure 126: Repertoire of types of sweet spreads purchased for self/household in the last six months, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 127: Repertoire of types of sweet spreads purchased for self/household in the last six months, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 128: Repertoire of types of savoury (non-sweet) spreads and dips purchased for self/household in the last six months, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 129: Repertoire of types of savoury (non-sweet) spreads and dips purchased for self/household in the last six months, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                            • Appendix – Qualities Associated with Sweet Spreads

                                                                                                                                                                                                                                                                                                                                • Figure 130: Words associated with sweet spreads, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 131: Sweet spreads associated with ‘Boring’, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 132: Sweet spreads associated with ‘Taste’, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 133: Sweet spreads associated with ‘Health’, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 134: Sweet spreads associated with ‘Traditional’, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 135: Sweet spreads associated with ‘Artificial’ and ‘natural’, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 136: Sweet spreads associated with ‘Unhealthy’, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 137: Sweet spreads associated with ‘Indulgent’, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 138: Sweet spreads associated with ‘Delicious’, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 139: Sweet spreads associated with ‘Comfort’, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 140: Sweet spreads associated with ‘Childish’, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 141: None of stated words associated with sweet spreads, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 142: Words associated with sweet spreads, by most popular sweet spreads purchased, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 143: Words associated with sweet spreads, by next most popular sweet spreads purchased, November 2012
                                                                                                                                                                                                                                                                                                                            • Appendix – Attitudes Towards Sweet Spreads

                                                                                                                                                                                                                                                                                                                                • Figure 144: Most popular attitudes towards sweet spreads, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 145: Next most popular attitudes towards sweet spreads, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 146: Attitudes towards sweet spreads, by most popular sweet spreads purchased, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 147: Attitudes towards sweet spreads, by next most popular sweet spreads purchased, November 2012
                                                                                                                                                                                                                                                                                                                            • Appendix – Factors Influencing Choice of Savoury Spreads and Dips

                                                                                                                                                                                                                                                                                                                                • Figure 148: Most popular factors influencing choice of savoury (non-sweet) spreads and dips, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 149: Next most popular factors influencing choice of savoury (non-sweet) spreads and dips, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 150: Factors influencing choice of savoury (non-sweet) spreads and dips, by most popular savoury (non-sweet) spreads and dips purchased, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 151: Factors influencing choice of savoury (non-sweet) spreads and dips, by next most popular savoury (non-sweet) spreads and dips purchased, November 2012
                                                                                                                                                                                                                                                                                                                            • Appendix – Attitudes Towards Savoury Spreads and Dips

                                                                                                                                                                                                                                                                                                                                • Figure 152: Agreement with statements on savoury spreads and dips, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 153: Agreement with the statements ‘Savoury spreads and dips make an easy snack’ and ‘I am cautious of the quality of meat and fish paste’, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 154: Agreement with the statements ‘Own-label savoury spreads are as good as branded varieties’ and ‘Savoury spreads and dips contain too much fat’, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 155: Agreement with the statements ‘Ethnic dips (eg hummus) taste more exciting than traditional sandwich fillers’ and ‘I would like to see more premium varieties of savoury spreads’, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 156: Agreement with the statements ‘Healthier varieties of savoury spreads/dips are worth paying more for’ and ‘There aren’t enough child-friendly savoury spreads and dips available’, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 157: Agreement with the statements ‘It is worth paying more for chilled varieties’ and ‘Savoury spreads are too artificial’, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 158: Agreement with statements on savoury spreads and dips, by most popular factors influencing choice of savoury (non-sweet) spreads and dips, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 159: Agreement with statements on savoury spreads and dips, by next most popular factors influencing choice of savoury (non-sweet) spreads and dips, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 160: Agreement with statements on savoury spreads and dips, by most popular savoury (non-sweet) spreads and dips purchased, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 161: Agreement with statements on savoury spreads and dips, by next most popular purchasing habits of savoury (non-sweet) spreads and dips, November 2012
                                                                                                                                                                                                                                                                                                                            • Appendix – Target Groups – Savoury Spreads

                                                                                                                                                                                                                                                                                                                                • Figure 162: Target groups, by demographics, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 163: Types of savoury (non-sweet) spreads and dips purchased, by target groups, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 164: Factors influencing choice of savoury (non-sweet) spreads and dips, by target groups, November 2012
                                                                                                                                                                                                                                                                                                                                • Figure 165: Agreement with statements on savoury spreads and dips, by target groups, November 2012

                                                                                                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                                                                                                            • Andros Group
                                                                                                                                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                                                                                                                                            • Ferrero UK Limited
                                                                                                                                                                                                                                                                                                                            • Kallo Foods Ltd
                                                                                                                                                                                                                                                                                                                            • Raleigh UK Ltd
                                                                                                                                                                                                                                                                                                                            • Rowse Honey Ltd.
                                                                                                                                                                                                                                                                                                                            • Royal Wessanen nv
                                                                                                                                                                                                                                                                                                                            • Selfridges Group
                                                                                                                                                                                                                                                                                                                            • Tate & Lyle
                                                                                                                                                                                                                                                                                                                            • Tesco Express (UK)
                                                                                                                                                                                                                                                                                                                            • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                                                                                                                            • The NPD Group, Inc.
                                                                                                                                                                                                                                                                                                                            • Unilever Plc
                                                                                                                                                                                                                                                                                                                            • Wellness Foods
                                                                                                                                                                                                                                                                                                                            • Whole Earth Foods

                                                                                                                                                                                                                                                                                                                            Sweet and Savoury Spreads - UK - February 2013

                                                                                                                                                                                                                                                                                                                            US $2,648.76 (Excl.Tax)