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Sweet and Savoury Spreads - UK - July 2009

The spreads market is valued at £590 million in 2008 and is almost evenly split between sweet and savoury products. Sales of honey and chocolate/nut spreads have been particularly buoyant of late in sweet spreads, while in savoury spreads, chilled spreadables, such as sandwich fillers and pâtés, account for the bulk of sales.

This report assesses the different opportunities that can arise from targeting different occasions, such as snacking or cooking, as well as consumers’ attitudes towards spreads and whether or not they differ depending on the type of spreads.

Key themes

  • What new occasions and opportunities need to be explored in the sweet and savoury spreads market?

  • Who eats each type of spread and what are the opportunities that can arise from this?

  • Learn about consumers’ attitudes towards sweet and savoury spreads and whether or not they differ depending on the type of spreads.

  • Which sectors are most active in terms of sales and NPD?

Mintel last examined the Sweet Spreads market in April 2007 and the Savoury Spreads market in March 2001.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
        • Future Opportunities

          • Dusting off the jam jar
            • Trends from Inspire: Home of the Senses
              • Insight
                • Personalising preserves (and honey… and spreads…)
                  • Trend from Inspire: Customization
                    • Insight
                      • Selling to seniors
                      • Market in Brief

                        • Overview of the market
                          • Consumer profile of different spreads
                            • NPD activity
                              • Opportunities for growth
                                • Many consumers are just not interested
                                • Internal Market Environment

                                  • Key points
                                    • Targeting more snacking opportunities
                                      • Figure 1: Trends in eating snacks, 2004-08
                                    • Focusing on provenance
                                      • Figure 2: Trends in attitudes towards ethical foods, 2004-08
                                    • Healthy eating: Will it affect spreads?
                                      • Figure 3: Trends in healthy eating habits, 2004-08
                                    • Bread market
                                      • Figure 4: Consumption of bread, 2004-08
                                      • Figure 5: Most valuable consumers, based on volume importance index*, by selected demographics, 2008
                                      • Figure 6: Consumption of bread, by type, 2004-08
                                  • Broader Market Environment

                                    • Key points
                                      • Influence of population changes on spreads
                                        • Figure 7: Structure of the UK population, by age, 2004, 2009 and 2014
                                        • Figure 8: Structure of the UK population, by socio-economic group, 2004-14
                                      • Childhood obesity growing
                                        • Figure 9: Current and projected levels of overweight and obese children, by age and gender, 2003-10
                                      • Honey – price rises on the horizon?
                                      • Competitive Context

                                        • Key points
                                          • Competing with other sandwich fillers and simple buttered toast
                                            • Figure 10: UK retail value sales of cheese, deli meats, yellow fats and sweet & savoury spreads, 2004-09
                                          • Cheese, butter and dairy spreads
                                            • Figure 11: Consumption of cheese, butter and spreads, 2004-08
                                            • Figure 12: Consumption of butter and low-fat spreads/dairy spreads/soft margarine, by selected demographics, 2008
                                        • Strengths and Weaknesses in the Market

                                          • Strengths
                                            • Weaknesses
                                            • Who’s Innovating?

                                              • Key points
                                                • Honey and sandwich fillers surging in early 2009
                                                  • Figure 13: NPD activity in sweet spreads, percentage by sector, 2006-09
                                                  • Figure 14: NPD activity in savoury spreads*, percentage by type, 2006-09
                                                • Going towards more natural spreads…
                                                  • Figure 15: NPD activity in sweet and savoury spreads, percentage with natural* positioning, 2006-09
                                                  • Figure 16: NPD in sweet and savoury spreads, percentage with organic positioning, 2006-09
                                                • … and towards Fairtrade sourcing
                                                  • Figure 17: NPD in sweet and savoury spreads, percentage with Fairtrade positioning, 2006-09
                                                • Going beyond healthy
                                                  • Sweet brands and savoury own-labels
                                                    • Figure 18: NPD activity in sweet spreads, branded vs own-label, 2006-09
                                                    • Figure 19: NPD activity in savoury spreads, branded vs own-label, 2006-09
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Savoury spreads taking the lead
                                                      • Figure 20: UK retail value sales of sweet and savoury spreads, 2004-14
                                                      • Figure 21: UK retail value sales of sweet and savoury spreads, percentage by sector, 2004-09
                                                    • Future of the market
                                                      • Factors used in the forecast
                                                      • Segment Performance

                                                        • Key points
                                                          • Sweet spreads
                                                            • Figure 22: UK retail value sales of sweet spreads, 2004-14
                                                            • Figure 23: UK retail value sales of sweet spreads, by type, 2006-08
                                                          • Savoury spreads
                                                            • Figure 24: UK retail value sales of savoury spreads, 2004-14
                                                            • Figure 25: UK retail sales of savoury spreads, by type, 2006-08
                                                        • Market Share

                                                          • Key points
                                                            • Jam and marmalade
                                                              • Figure 26: Manufacturers’ value shares in sales of jam and marmalade, 2006-08
                                                            • Honey
                                                              • Figure 27: Manufacturers’ shares in sales of honey, 2006-08
                                                            • Cheese spreads
                                                              • Figure 28: UK retail sales of processed cheese spreads, by brand share, 2007-08
                                                          • Companies and Products

                                                            • Manufacturers and brands
                                                              • Figure 29: Leading companies in the sweet and savoury spreads market and their brands*, 2009
                                                            • Andros
                                                              • Bel UK
                                                                • Ferrero UK
                                                                  • Kallo Foods
                                                                    • Kavli
                                                                      • Kraft
                                                                        • Premier Foods
                                                                          • Princes
                                                                            • Rowse Honey
                                                                              • Streamline Foods
                                                                                • Stute Foods
                                                                                  • Unilever
                                                                                    • Wilkin & Sons Limited
                                                                                    • Brand Elements

                                                                                      • Key points
                                                                                        • Brand map
                                                                                            • Figure 30: Attitudes and usage of sweet and savoury spread brands, April 2009
                                                                                          • Brand qualities of sweet and savoury spread brands
                                                                                            • Top brands are traditional
                                                                                              • Figure 31: Personalities of various sweet and savoury spread brands, April 2009
                                                                                            • Experience of sweet and savoury spread brands
                                                                                              • Robertson’s most used, but Marmite most addictive
                                                                                                • Figure 32: Consumer usage of various sweet and savoury spread brands, April 2009
                                                                                              • Brand intentions for sweet and savoury spread brands
                                                                                                • Marmite – similarly loved and hated
                                                                                                  • Figure 33: Consideration of various sweet and savoury spread brands, April 2009
                                                                                                • Brand satisfaction for sweet and savoury spread brands
                                                                                                  • Marmite most excellent
                                                                                                    • Figure 34: Satisfaction with various sweet and savoury spread brands, April 2009
                                                                                                  • Brand commitment to sweet and savoury spread brands
                                                                                                    • Marmite fans most loyal
                                                                                                      • Figure 35: Commitment to various sweet and savoury spread brands, April 2009
                                                                                                    • Marmite
                                                                                                      • What the consumer thinks
                                                                                                        • Figure 36: Attitudes towards the Marmite brand, April 2009
                                                                                                      • Bonne Maman
                                                                                                        • What the consumer thinks
                                                                                                          • Figure 37: Attitudes towards the Bonne Maman brand, April 2009
                                                                                                        • Robertson’s
                                                                                                          • What the consumer thinks
                                                                                                            • Figure 38: Attitudes towards the Robertson’s brand, April 2009
                                                                                                          • Nutella
                                                                                                            • What the consumer thinks
                                                                                                              • Figure 39: Attitudes towards the Nutella brand, April 2009
                                                                                                          • Brand Communication and Promotion

                                                                                                            • Key points
                                                                                                              • Strong advertising spend in 2008
                                                                                                                • Figure 40: Main monitored media advertising expenditure on sweet and savoury spreads, 2005-09
                                                                                                                • Figure 41: Main monitored media advertising expenditure on sweet and savoury spreads, % by media type, 2005-09
                                                                                                              • Nutella lifts sweet spreads
                                                                                                                • Figure 42: Main monitored media advertising expenditure on sweet and savoury spreads, % by sector, 2005-09
                                                                                                                • Figure 43: Main monitored media advertising expenditure on sweet spreads, by brand, 2006-09
                                                                                                              • Yeast extracts and cheese spreads dominate spend in savoury spreads
                                                                                                                • Figure 44: Main monitored media advertising expenditure on savoury spreads, by brand, 2006-09
                                                                                                            • Channels to Market

                                                                                                              • Key points
                                                                                                                • Share of leading food retailers
                                                                                                                  • Figure 45: Leading UK food retailers, by market share, 2007-09
                                                                                                                • Waitrose and M&S shoppers like marmalade and honey
                                                                                                                  • Figure 46: Consumption of different sweet spreads, based on grocery store regularly visited, May 2009
                                                                                                                • Paste for Morrisons and discounter shoppers
                                                                                                                  • Figure 47: Attitudes towards savoury spreads, by grocery store regularly visited, May 2009
                                                                                                              • The Consumer – Usage

                                                                                                                • Key points
                                                                                                                  • Sweet spreads
                                                                                                                      • Figure 48: Sweet spreads eaten in the past 12 months, May 2009
                                                                                                                    • Jam for everyone, marmalade for the older ABs
                                                                                                                        • Figure 49: Consumption of jam/jelly, by gender, age, socio-economic group and presence of children, May 2009
                                                                                                                        • Figure 50: Consumption of marmalade, by age, socio-economic group and presence of children, May 2009
                                                                                                                      • Family favourites: peanut butter and chocolate/nut spreads
                                                                                                                          • Figure 51: Consumption of peanut butter, by gender, age, socio-economic group and presence of children, May 2009
                                                                                                                          • Figure 52: Consumption of chocolate/nut spreads, gender, age, socio-economic group and presence of children, May 2009
                                                                                                                        • Older adults eat fewer types of sweet spreads
                                                                                                                          • Figure 53: Repertoire of sweet spreads, May 2009
                                                                                                                        • Savoury spreads
                                                                                                                            • Figure 54: Savoury spreads eaten in the past 12 months, May 2009
                                                                                                                          • Yeast extracts and meat pâtés eaten by older, more affluent adults
                                                                                                                              • Figure 55: Consumption of yeast extracts and meat pâtés, by gender, age, and socio-economic group, May 2009
                                                                                                                            • Cheese spreads fun for kids
                                                                                                                                • Figure 56: Consumption of processed cheese spreads, by gender, age, socio-economic group and presence of children, May 2009
                                                                                                                              • Paste needs to capitalise on value for money
                                                                                                                                • Figure 57: Consumption of meat and fish paste, by gender, age and socio-economic group, May 2009
                                                                                                                              • Young adults have not formed an attachment to savoury spreads
                                                                                                                                • Figure 58: Repertoire of savoury spreads, May 2009
                                                                                                                            • Attitudes towards Sweet Spreads

                                                                                                                              • Key points
                                                                                                                                  • Figure 59: Attitudes towards sweet spreads, May 2009
                                                                                                                                • Brand is more important than price
                                                                                                                                    • Figure 60: Changes in grocery shopping habits, by sweet spreads eaten in last 12 months, May 2009
                                                                                                                                  • Versatile sweet spreads
                                                                                                                                    • Figure 61: Adults who use sweet spreads in several ways, by type of sweet spread eaten, age and socio-economic group, May 2009
                                                                                                                                  • How can sweet spreads become more than an ornament in the pantry?
                                                                                                                                      • Figure 62: Adults who keep sweet spreads in the cupboard but use them infrequently, by gender, age and household size, May 2009
                                                                                                                                    • What will consumers pay extra for?
                                                                                                                                      • Figure 63: Preference for sweet spreads with more natural ingredients (eg high fruit content), by gender, age, and socio-economic group, May 2009
                                                                                                                                    • Packaging preferences
                                                                                                                                      • Figure 64: Perception of squeezable bottles as cleaner and easier to use than glass jars, by age, presence of children and type of sweet spreads eaten, May 2009
                                                                                                                                    • Do healthier sweet spreads work for consumers?
                                                                                                                                      • Figure 65: Perception of sweet spreads as too high in sugar/calories, by age and type of sweet spreads eaten, May 2009
                                                                                                                                  • Attitudes towards Savoury Spreads

                                                                                                                                    • Key points
                                                                                                                                      • Figure 66: Attitudes towards savoury spreads, May 2009
                                                                                                                                    • Do consumers want healthier savoury spreads?
                                                                                                                                      • Figure 67: Perception of savoury spreads as a healthier alternative to other savoury snacks such as crisps, by gender, age and type of savoury spreads eaten, May 2009
                                                                                                                                      • Figure 68: Consumers looking for ‘healthy’ varieties of savoury spreads, by socio-economic group and types of savoury spread eaten, May 2009
                                                                                                                                    • Quality vs price
                                                                                                                                      • Families are brand loyal
                                                                                                                                        • Figure 69: Adults who usually buy the same savoury spreads brand, by age, presence of children and type of savoury spread eaten, May 2009
                                                                                                                                      • Competition with other sandwich fillers
                                                                                                                                          • Figure 70: Perception that using savoury spreads is cheaper than meat/cheese, by socio-economic group and type of savoury spreads eaten, May 2009
                                                                                                                                        • Chilled sandwich spreads are cheaper and convenient
                                                                                                                                          • Figure 71: Changes in grocery shopping habits, by savoury spreads eaten, May 2009
                                                                                                                                      • The Consumer – Targeting Opportunities

                                                                                                                                        • Key points
                                                                                                                                          • Sweet spreads
                                                                                                                                            • Figure 72: Attitudes towards sweet spreads, by target group, May 2009
                                                                                                                                          • Multi-Taskers (22%)
                                                                                                                                            • Who are they?
                                                                                                                                              • What do they use?
                                                                                                                                                • Shopping habits
                                                                                                                                                  • Marketing message
                                                                                                                                                    • Naturally Brand Loyal (18%)
                                                                                                                                                      • Who are they?
                                                                                                                                                        • What do they use?
                                                                                                                                                          • Shopping habits
                                                                                                                                                            • Marketing message
                                                                                                                                                              • Apathetic (60%)
                                                                                                                                                                • Who are they?
                                                                                                                                                                  • What do they use?
                                                                                                                                                                    • Shopping habits
                                                                                                                                                                      • Marketing message
                                                                                                                                                                        • Savoury spreads
                                                                                                                                                                          • Figure 73: Attitudes towards savoury spreads, by target group, May 2009
                                                                                                                                                                        • Sandwich Traditionalists (23%)
                                                                                                                                                                          • Who are they?
                                                                                                                                                                            • Marketing message
                                                                                                                                                                              • Spread Savourers (18%)
                                                                                                                                                                                • Who are they?
                                                                                                                                                                                  • Shopping habits
                                                                                                                                                                                    • Marketing message
                                                                                                                                                                                      • One and Only (59%)
                                                                                                                                                                                        • Who are they?
                                                                                                                                                                                          • Marketing message
                                                                                                                                                                                          • Appendix

                                                                                                                                                                                            • Abbreviations
                                                                                                                                                                                              • Advertising data
                                                                                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                                                                                  • Figure 74: Trends in eating snacks, by detailed demographics, 2008
                                                                                                                                                                                                  • Figure 75: Consumption of bread, by detailed demographics, 2008
                                                                                                                                                                                                  • Figure 76: Consumption of bread, by type and detailed demographics, 2008
                                                                                                                                                                                              • Appendix – Competitive Context

                                                                                                                                                                                                  • Figure 77: Consumption of cheese, butter and spreads, by detailed demographics, 2004-08
                                                                                                                                                                                              • Appendix – The Consumer – Usage

                                                                                                                                                                                                  • Figure 78: Sweet spreads eaten in the past 12 months, by detailed demographics, May 2009
                                                                                                                                                                                                  • Figure 79: Sweet spreads eaten in the past 12 months, by detailed demographics, May 2009 (continued)
                                                                                                                                                                                                  • Figure 80: Number of types of sweet spreads eaten, by detailed demographics, May 2009
                                                                                                                                                                                                  • Figure 81: Sweet spreads eaten in the past 12 months, by number of types, May 2009
                                                                                                                                                                                                  • Figure 82: Savoury spreads eaten in the past 12 months, by detailed demographics, May 2009
                                                                                                                                                                                                  • Figure 83: Number of types of savoury spreads eaten, by detailed demographics, May 2009
                                                                                                                                                                                                  • Figure 84: Savoury spreads eaten in the past 12 months, by number of types, May 2009
                                                                                                                                                                                              • Appendix – Attitudes towards Sweet Spreads

                                                                                                                                                                                                  • Figure 85: Attitudes towards sweet spreads, by detailed demographics, May 2009
                                                                                                                                                                                                  • Figure 86: Attitudes towards sweet spreads, by detailed demographics, May 2009 continued
                                                                                                                                                                                                  • Figure 87: Attitudes towards sweet spreads, by type of spreads eaten in the past 12 months, May 2009
                                                                                                                                                                                                  • Figure 88: Attitudes towards sweet spreads, by type of sweet spreads eaten in the past 12 months, May 2009
                                                                                                                                                                                                  • Figure 89: Changes in grocery shopping habits, by sweet spreads, May 2009
                                                                                                                                                                                                  • Figure 90: Changes in grocery shopping habits, by sweet spreads, May 2009 continued
                                                                                                                                                                                              • Appendix – Attitudes towards Savoury Spreads

                                                                                                                                                                                                  • Figure 91: Attitudes towards savoury spreads, by detailed demographics, May 2009
                                                                                                                                                                                                  • Figure 92: Attitudes towards savoury spreads, by detailed demographics, May 2009 continued
                                                                                                                                                                                                  • Figure 93: Attitudes towards savoury spreads, by type of savoury spreads eaten in the past 12 months, May 2009
                                                                                                                                                                                                  • Figure 94: Attitudes towards savoury spreads, by type of savoury spreads eaten in the past 12 months, May 2009
                                                                                                                                                                                                  • Figure 95: Changes in grocery shopping habits, by savoury spreads eaten in last 12 months, May 2009
                                                                                                                                                                                                  • Figure 96: Changes in grocery shopping habits, by savoury spreads eaten in last 12 months, May 2009
                                                                                                                                                                                              • Appendix – The Consumer – Targeting Opportunities

                                                                                                                                                                                                  • Figure 97: Sweet spreads target groups, by detailed demographics, May 2009
                                                                                                                                                                                                  • Figure 98: Sweet spreads eaten in the past 12 months, by target groups, May 2009
                                                                                                                                                                                                  • Figure 99: Repertoire of sweet spreads, by target groups, May 2009
                                                                                                                                                                                                  • Figure 100: Changes in grocery shopping habits, by target groups, May 2009
                                                                                                                                                                                                  • Figure 101: Healthy lifestyle statements, by target groups, May 2009
                                                                                                                                                                                                  • Figure 102: Eating habits, by target groups, May 2009
                                                                                                                                                                                                  • Figure 103: Attitudes towards cooking, by target group, May 2009
                                                                                                                                                                                                  • Figure 104: Savoury spread target groups, by detailed demographics, May 2009
                                                                                                                                                                                                  • Figure 105: Savoury spreads eaten in the past 12 months, by target groups, May 2009
                                                                                                                                                                                                  • Figure 106: Repertoire of savoury spreads, by target groups, May 2009
                                                                                                                                                                                                  • Figure 107: Changes in grocery shopping habits, by target groups, May 2009
                                                                                                                                                                                                  • Figure 108: Healthy lifestyle statements, by target groups, May 2009
                                                                                                                                                                                                  • Figure 109: Eating habits, by target groups, May 2009
                                                                                                                                                                                                  • Figure 110: Change in cooking habits, by target groups, May 2009
                                                                                                                                                                                                  • Figure 111: Attitudes towards cooking, by target group, May 2009

                                                                                                                                                                                              Sweet and Savoury Spreads - UK - July 2009

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