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Sweet and Savoury Spreads - UK - February 2014

“Despite the openness to jam as part of a healthy snack among families, few brands have actively targeted this occasion with marketing or through specific product formats. Examples from markets such as cheese, where snacking formats have posted rapid growth, show how more specific targeting can help brands drive standout.”

– Heidi Lanschützer, Food & Drink Analyst

Some questions answered in this report include:

  • How can sweet spreads capitalise on young consumers’ enthusiasm for baking?
  • Is there scope for sweet spreads to tap into the after-school snacking occasion?
  • What opportunities are there to attract younger consumers to savoury spreads?
  • How can savoury spreads and dips respond to users’ health concerns?

Sweet and savoury spreads are a household staple among UK consumers, used by 80% and 67%, respectively. The mature market offers little scope for operators to attract new consumers to further drive usage.

While value sales in the market increased by over 2012-13, volumes declined. Future growth of the category will largely depend on encouraging existing users to trade up, and on developing less common usage occasions such as cooking, baking and snacking further.

This report covers all sweet and savoury spreads that can be used to spread on toast, bread, biscuits and crackers, or to make sandwiches.

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Total retail value sales of sweet and savoury spreads/dips, by segment, 2011-13
            • Forecast
              • Figure 2: Total UK retail value sales of sweet and savoury spreads/dips, 2008-18
            • Market factors
              • Growing consumer confidence may have unfavourable impact on savoury spreads
                • Declining bread consumption poses threat to the spreads market
                  • Concerns about sweet spreads’ sugar content have been impacting the market
                    • Soaring cost of raw ingredients puts pressure on the market
                      • Companies, brands and innovation
                        • Own-label has much bigger hold in savoury spreads/dips than in sweet spreads
                          • Figure 3: Leading manufacturers’ shares in the UK sweet and savoury spreads market, by value, 2012-13
                        • Own-label continues to lead NPD activity in 2013
                          • Adspend bounces back in 2013 after an 11% drop in 2012
                            • The consumer
                              • Overall, consumption of sweet and savoury spreads is ingrained in Brits’ diets
                                • Figure 4: Usage of sweet spreads, November 2013
                              • Breakfast and lunch remain key occasions for sweet and savoury spreads
                                • Concerns about sweet spreads’ sugar content remain an issue
                                  • Figure 5: Attitudes towards sweet spreads, November 2013
                                • High fruit content and natural ingredients spark great interest in sweet spreads
                                  • Figure 6: Interest in selected product attributes of sweet spreads, November 2013
                                • Variety is important to savoury spread and dips users
                                  • Figure 7: Attitudes towards savoury spread and dips, November 2013
                                • What we think
                                • Issues in the Market

                                    • How can sweet spreads capitalise on young consumers’ enthusiasm for baking?
                                      • Is there scope for sweet spreads to tap into the after-school snacking occasion?
                                        • What opportunities are there to attract younger consumers to savoury spreads?
                                          • How can savoury spreads and dips respond to users’ health concerns?
                                          • Trend Application

                                              • Trend: Minimize Me
                                                • Trend: Guiding Choice
                                                  • Mintel Futures: East Meets West
                                                  • Market Drivers

                                                    • Key points
                                                      • Consumer confidence on the up
                                                        • Figure 8: Consumer Confidence Index, monthly, 2007-14
                                                      • Declining bread consumption poses threat to the spreads market
                                                        • Figure 9: UK retail volume sales of pre-packed bread, 2008-13
                                                      • Concerns about sweet spreads’ sugar content have been impacting the market
                                                        • Rising cost of raw ingredients put pressure on the market
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Growth in NPD activity
                                                              • Figure 10: Indexed growth of new product launches in the UK sweet and savoury spreads market/dips, by category, 2009-13
                                                              • Figure 11: New product launches in the UK sweet and savoury spreads/dips market, by type, 2009-13
                                                            • Own-label continues to dominate NPD activity in 2013
                                                              • Figure 12: New product development in the UK sweet and savoury spreads/dips market, brands vs own-label, 2009-13
                                                            • Tesco leads NPD activity in 2013 with a focus on dips
                                                              • Figure 13: New product launches in the UK sweet and savoury spreads/dips market, by top 10 companies, 2009-13
                                                            • Morrisons focuses on meat pastes and pâtés
                                                              • Princes launches ethnic sandwich fillers
                                                                • Flavours within sweet spreads remain largely traditional
                                                                  • Figure 14: New product launches in the UK sweet and savoury spreads/dips market, by category, 2009-13
                                                                • Better-for-you variants on the rise
                                                                  • Figure 15: New product launches in the UK sweet and savoury spreads/dips market, by top 10 claims and category, 2009-13
                                                                • Operators go nuts
                                                                  • Confectionery brands move into spreads
                                                                    • International innovation
                                                                      • Flavour innovation
                                                                        • Some nut spreads tap into an energy positioning
                                                                          • Greek yogurt finds its way into dips in the US
                                                                          • Market Size and Forecast

                                                                            • Key points
                                                                              • Volumes decline in 2013 for the first time since 2009
                                                                                • Figure 16: Total UK retail value and volume sales of sweet and savoury spreads/dips, 2008-18
                                                                              • Savoury spreads main cause of volume decline
                                                                                • The future
                                                                                  • Figure 17: Total UK retail value sales of sweet and savoury spreads/dips, 2008-18
                                                                                  • Figure 18: Total UK retail volume sales of sweet and savoury spreads/dips, 2008-18
                                                                                  • Figure 19: UK retail value sales of savoury spreads and dips, 2008-18
                                                                                  • Figure 20: UK retail volume sales of savoury spreads and dips, 2008-18
                                                                                  • Figure 21: UK retail value sales of sweet spreads, 2008-18
                                                                                  • Figure 22: UK retail volume sales of sweet spreads, 2008-18
                                                                                • Forecast methodology
                                                                                • Segment Performance

                                                                                  • Key points
                                                                                    • Savoury spreads/dips continue to dominate the market with a 53% value share
                                                                                      • Figure 23: Total retail value sales of sweet and savoury spreads/dips, by segment, 2011-13
                                                                                    • Dips continue to gain share
                                                                                      • Figure 24: Retail value sales of savoury spreads and dips, by type, 2011-13
                                                                                      • Figure 25: Retail volume sales of savoury spreads and dips, by type, 2011-13
                                                                                    • Ethnic flavours should resonate in savoury spreads
                                                                                      • Growth within sweet spreads largely driven by inflation
                                                                                        • Figure 26: UK retail value sales of sweet spreads, by type, 2011-13
                                                                                        • Figure 27: UK retail volume sales of sweet spreads, by type, 2011-13
                                                                                      • Chocolate spreads and peanut butter are growth engine within sweet spreads
                                                                                        • Honey is hot on jam’s heels
                                                                                          • Marmalade continues to struggle
                                                                                          • Market Share

                                                                                            • Key points
                                                                                              • Own-label has much bigger hold in savoury spreads/dips than in sweet spreads
                                                                                                • Figure 28: Leading manufacturers’ shares in the UK sweet and savoury spreads market, by value, 2012-13
                                                                                              • Rowse is the star-performer in sweet spreads in 2013
                                                                                                • Figure 29: Leading brands in the UK sweet spreads market, by value and volume, 2012-13
                                                                                              • Value slides 5% for market leader Marmite
                                                                                                • Figure 30: Leading brands in the UK savoury spreads market, by value and volume, 2012-13
                                                                                              • Doritos dominates dips
                                                                                                • Figure 31: Leading brands in the UK dips market, by value and volume, 2012-13
                                                                                            • Companies and Products

                                                                                                • Figure 32: Leading companies in the sweet and savoury spreads market and their brands, 2013
                                                                                              • Ferrero Group
                                                                                                • Unilever
                                                                                                  • Andros
                                                                                                    • Kallo Foods
                                                                                                      • Wellness Foods
                                                                                                        • Hain Celestial
                                                                                                          • Princes
                                                                                                            • Wilkin & Sons
                                                                                                              • F Duerr & Sons
                                                                                                              • Brand Communication and Promotion

                                                                                                                • Key points
                                                                                                                  • Adspend bounces back in 2013 after an 11% drop in 2012
                                                                                                                    • Figure 33: Total above-the-line advertising expenditure in the UK sweet and savoury spreads/dips market, 2009-13
                                                                                                                  • Ferrero and Unilever account for 74% of total adspend in 2013
                                                                                                                    • Figure 34: Total above-the-line advertising expenditure in the UK sweet and savoury spreads/dips market, by top five advertisers, 2009-13
                                                                                                                  • Bulk of advertising expenditure spent on jams and other spreads
                                                                                                                    • Figure 35: Total above-the-line advertising expenditure in the UK sweet and savoury spreads/dips market, by category, 2009-13
                                                                                                                  • Spread brands continue to drive less traditional usage occasions
                                                                                                                  • The Consumer – Usage of Sweet and Savoury Spreads/Dips

                                                                                                                    • Key points
                                                                                                                      • Eight in ten adults eat sweet spreads
                                                                                                                        • Figure 36: Usage of sweet spreads, November 2013
                                                                                                                      • Jam is by far the most popular type of sweet spreads
                                                                                                                        • Two in three adults eat savoury spreads, while only one in three eat dips
                                                                                                                          • Figure 37: Usage of savoury spreads and dips, November 2013
                                                                                                                        • Ready-made chilled sandwich fillers tap into the lunchbox market
                                                                                                                          • Dips have a strong female following
                                                                                                                          • The Consumer – Usage Occasions of Sweet and Savoury Spreads/Dips

                                                                                                                            • Key points
                                                                                                                              • Designated cooking/baking ranges could help sweet spreads to further boost usage on these occasions
                                                                                                                                • Figure 38: Usage of sweet spreads, by occasion, November 2013
                                                                                                                              • The cooking occasion is a largely unexplored opportunity in the savoury segment
                                                                                                                                • Figure 39: Usage of savoury spreads and dips, by occasion, November 2013
                                                                                                                              • Cross-merchandising to boost sales of dips
                                                                                                                              • The Consumer – Attitudes Towards Sweet Spreads

                                                                                                                                • Key points
                                                                                                                                  • Concerns about sweet spreads’ sugar content remain an issue
                                                                                                                                      • Figure 40: Attitudes towards sweet spreads, November 2013
                                                                                                                                    • After-school snack occasion represents untapped opportunity for sweet spreads
                                                                                                                                      • Nut butters should harness their high protein content
                                                                                                                                        • Younger consumers seek guidance on how to use sweet spreads
                                                                                                                                          • Sweet spreads lack flavour innovation
                                                                                                                                          • The Consumer – Interest in Selected Product Attributes of Sweet Spreads

                                                                                                                                            • Key points
                                                                                                                                              • High fruit content and natural ingredients are of great interest when it comes to sweet spreads
                                                                                                                                                  • Figure 41: interest in selected products attributes of sweet spreads, November 2013
                                                                                                                                                • Low sugar is more important than low calorie
                                                                                                                                                  • Flavour innovation could help to attract more younger consumers to the sweet spreads market
                                                                                                                                                    • Families are the most keen on easy to open packaging
                                                                                                                                                    • The Consumer – Attitudes Towards Savoury Spreads and Dips

                                                                                                                                                      • Key points
                                                                                                                                                        • Variety is important to savoury spread and dips users
                                                                                                                                                            • Figure 42: Attitudes towards savoury spread and dips, November 2013
                                                                                                                                                          • Fortification represents promising opportunity to create standout
                                                                                                                                                            • There are untapped opportunities in the area of better-for-you variants
                                                                                                                                                            • Appendix – Who’s Innovating?

                                                                                                                                                                • Figure 43: New product launches in the UK sweet and savoury spreads market, by top 10 brands, 2009-13
                                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                                                • Figure 44: UK retail value and volume sales of sweet spreads, 2008-18
                                                                                                                                                                • Figure 45: UK retail value and volume sales of savoury spreads and dips, 2008-18
                                                                                                                                                                • Figure 46: Best- and worst-case forecasts for the UK sweet and savoury spreads/dips market, by value, 2013-18
                                                                                                                                                                • Figure 47: Best- and worst-case forecasts for the UK sweet and savoury spreads/dips market, by volume, 2013-18
                                                                                                                                                                • Figure 48: Best- and worst-case forecasts for the UK sweet spreads market, by value, 2013-18
                                                                                                                                                                • Figure 49: Best- and worst-case forecasts for the UK sweet spreads market, by volume, 2013-18
                                                                                                                                                                • Figure 50: Best- and worst-case forecasts for the UK savoury spreads and dips market, by value, 2013-18
                                                                                                                                                                • Figure 51: Best- and worst-case forecasts for the UK savoury spreads and dips market, by volume, 2013-18
                                                                                                                                                            • Appendix – Market Share

                                                                                                                                                                • Figure 52: Leading manufacturers’ shares in the UK sweet spreads market, by value, 2012 and 13
                                                                                                                                                                • Figure 53: Leading manufacturers’ shares in the UK sweet spreads market, by volume, 2012 and 13
                                                                                                                                                                • Figure 54: Leading manufacturers’ shares in the UK savoury spreads and dips market, by value, 2012 and 13
                                                                                                                                                                • Figure 55: Leading manufacturers’ shares in the UK savoury spreads and dips market, by volume, 2012 and 13
                                                                                                                                                            • Appendix – Brand Communication and Promotion

                                                                                                                                                                • Figure 56: Total above-the-line advertising expenditure in the UK sweet and savoury spreads market, by top 10 advertisers, 2009-13
                                                                                                                                                                • Figure 57: Total above-the-line advertising expenditure in the UK sweet and savoury spreads market, by top 10 brands, 2009-13
                                                                                                                                                                • Figure 58: Total above-the-line advertising expenditure in the UK sweet and savoury spreads market, by media type, 2009-13
                                                                                                                                                            • Appendix – The Consumer – Usage of Sweet and Savoury Spreads/Dips

                                                                                                                                                                • Figure 59: Usage of sweet spreads, November 2013
                                                                                                                                                                • Figure 60: Usage of savoury spreads and dips, November 2013
                                                                                                                                                                • Figure 61: Most popular types of sweet spreads, by demographics, November 2013
                                                                                                                                                                • Figure 62: Next most popular types of sweet spreads, by demographics, November 2013
                                                                                                                                                                • Figure 63: Most popular types of savoury spreads and dips, by demographics, November 2013
                                                                                                                                                                • Figure 64: Next most popular types of savoury spreads and dips, by demographics, November 2013
                                                                                                                                                                • Figure 65: Other types of savoury spreads and dips, by demographics, November 2013
                                                                                                                                                            • Appendix – The Consumer – Usage Occasions of Sweet and Savoury Spreads/Dips

                                                                                                                                                                • Figure 66: Usage occasions of sweet spreads, November 2013
                                                                                                                                                                • Figure 67: Usage occasions of savoury spreads and dips, November 2013
                                                                                                                                                                • Figure 68: Usage occasions of sweet spreads – Jam/conserve, by demographics, November 2013
                                                                                                                                                                • Figure 69: Usage occasions of sweet spreads – Marmalade, by demographics, November 2013
                                                                                                                                                                • Figure 70: Usage occasions of sweet spreads – Honey, by demographics, November 2013
                                                                                                                                                                • Figure 71: Usage occasions of sweet spreads – Nut butter, by demographics, November 2013
                                                                                                                                                                • Figure 72: Usage occasions of sweet spreads – Chocolate or hazelnut spread, by demographics, November 2013
                                                                                                                                                                • Figure 73: Usage occasions of pâté, by demographics, November 2013
                                                                                                                                                                • Figure 74: Usage occasions of yeast extract, by demographics, November 2013
                                                                                                                                                                • Figure 75: Usage occasions of ready-made chilled sandwich fillers, by demographics, November 2013
                                                                                                                                                                • Figure 76: Usage occasions of meat or fish paste, by demographics, November 2013
                                                                                                                                                                • Figure 77: Usage occasions of hummus/houmous, by demographics, November 2013
                                                                                                                                                            • Appendix – The Consumer – Attitudes Towards Sweet Spreads

                                                                                                                                                                • Figure 78: Attitudes towards sweet spreads, November 2013
                                                                                                                                                                • Figure 79: Agreement with the statement ‘I would like to see more variety in the flavours of sweet spreads available’, by demographics, November 2013
                                                                                                                                                                • Figure 80: Agreement with the statement ‘The high sugar content of sweet spreads makes them less appealing to me’, by demographics, November 2013
                                                                                                                                                                • Figure 81: Agreement with the statement ‘I would be interested in buying reduced-sugar sweet spreads made with natural sweeteners’, by demographics, November 2013
                                                                                                                                                                • Figure 82: Agreement with the statement ‘I would use sweet spreads more as a snack if there were more snack packs available’, by demographics, November 2013
                                                                                                                                                                • Figure 83: Agreement with the statement ‘I find it difficult to finish a whole jar of sweet spread before its expiry date’, by demographics, November 2013
                                                                                                                                                                • Figure 84: Agreement with the statement ‘Nut butters are a good way to get protein in my diet’, by demographics, November 2013
                                                                                                                                                                • Figure 85: Agreement with the statement ‘Snacks with sweet spreads are a healthy alternative to other sweet treats’, by demographics, November 2013
                                                                                                                                                                • Figure 86: Agreement with the statement ‘I would like more recipe ideas on how to use sweet spreads in baking and/or cooking’, by demographics, November 2013
                                                                                                                                                                • Figure 87: Agreement with the statement ‘I enjoy making my own jam’, by demographics, November 2013
                                                                                                                                                                • Figure 88: Agreement with the statement ‘Chocolate-flavoured soft cheese tastes just as good as chocolate spreads’, by demographics, November 2013
                                                                                                                                                                • Figure 89: Agreement with the statement ‘Chocolate-flavoured soft cheese is a healthier alternative to chocolate spreads’, by demographics, November 2013
                                                                                                                                                            • Appendix – The Consumer – Users’ Interest in Selected Product Attributes of Sweet Spreads

                                                                                                                                                                • Figure 90: Purchase of sweet spreads, November 2013
                                                                                                                                                                • Figure 91: Purchase of sweet spreads, by demographics, November 2013
                                                                                                                                                                • Figure 92: Users’ interest in selected product attributes of sweet spreads, November 2013
                                                                                                                                                                • Figure 93: Most popular attributes of sweet spreads, by demographics, November 2013
                                                                                                                                                                • Figure 94: Next most popular attributes of sweet spreads, by demographics, November 2013
                                                                                                                                                                • Figure 95: Agreement with the statement ‘I enjoy experimenting with flavours and recipes’, by demographics, October 2013
                                                                                                                                                            • Appendix – The Consumer – Attitudes Towards Savoury Spreads and Dips

                                                                                                                                                                • Figure 96: Attitudes towards savoury spreads and dips, November 2013
                                                                                                                                                                • Figure 97: Most popular attitudes towards savoury spreads and dips, by demographics, November 2013
                                                                                                                                                                • Figure 98: Next most popular attitudes towards savoury spreads and dips, by demographics, November 2013

                                                                                                                                                            Companies Covered

                                                                                                                                                            • F. Duerr & Sons Ltd.
                                                                                                                                                            • Ferrero SpA
                                                                                                                                                            • Ferrero UK Limited
                                                                                                                                                            • Kallo Foods Ltd
                                                                                                                                                            • Premier Foods plc
                                                                                                                                                            • Princes Foods
                                                                                                                                                            • Rowse Honey Ltd.
                                                                                                                                                            • Royal Wessanen nv
                                                                                                                                                            • The Hain Celestial Group, Inc.
                                                                                                                                                            • Tiptree and Wilkin & Sons Limited
                                                                                                                                                            • Unilever Bestfoods UK Ltd
                                                                                                                                                            • Wellness Foods
                                                                                                                                                            • Whole Earth Foods

                                                                                                                                                            Sweet and Savoury Spreads - UK - February 2014

                                                                                                                                                            £1,750.00 (Excl.Tax)