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Sweet and Savoury Spreads - UK - March 2011

"The European sweet and savoury spreads market continued to grow throughout the recession. However, the market is being threatened by a decline in eating occasions. Spreads are a breakfast staple across Europe, but a decline in eating breakfast, the growing popularity of cereals, and lower sales of bread have all contributed to weaken their presence here. Expanding eating occasions is vital for continuing growth in the market. Positioning spreads as a healthy adjunct to all sorts of meals, and as a potential ingredient in cooking and baking, are the avenues that should be explored. This needs to be put in place before the markets reach a point of saturation that can only be followed by decline."
– James Manley, European Food and Drink Analyst

Coverage:
France: This market covers jam, chocolate spreads and honey. Market size is based on sales through all retail channels including direct to consumer.
Germany: This report covers packaged; jam, honey and other sweet spreads. It includes frozen, chilled and ambient products. Market size comprises sales through all retail channels including direct to consumer.
Italy: This report covers packaged; jam, honey and other sweet spreads. It includes frozen, chilled and ambient products. Market size comprises sales through all retail channels including direct to consumer.
Spain: This report covers packaged; jam, honey and other sweet spreads. It includes frozen, chilled and ambient products. Market size comprises sales through all retail channels including direct to consumer.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Issues in the Market

            • Which categories are driving sweet and savoury spreads market growth?
              • How can packaging innovation broaden the consumer base?
                • Who buys sweet and savoury spreads?
                  • Which eating/dining occasions are the most important for spreads?
                    • What do consumers look for in sweet and savoury spreads?
                    • Future Opportunities

                        • A Simple Balance for Health
                          • Extend My Brand
                          • Executive Summary

                              • The market
                                • Figure 1: Sweet and savoury spreads market size and forecast, 2005-15
                              • Spreads market
                                • 2010 easier than 2009
                                  • Future growth ahead
                                    • Newer variants remain key to driving revenue
                                      • Market factors
                                        • Moderate consumption
                                          • Ageing population
                                            • Supply pressures
                                              • Health
                                                • Companies, brands and innovation
                                                  • Figure 2: Jam and marmalade market share, 2010
                                                • Own-label leads the way
                                                  • Brands dominate NPD
                                                    • Brands look to TV to drive awareness
                                                      • The consumer
                                                        • Figure 3: Usage of sweet and savoury spreads, January 2011
                                                      • Penetration remains high
                                                        • Spreads continue to be used for specific occasions
                                                          • Figure 4: Ways in which consumers use sweet spreads, January 2011
                                                        • Reliability and added value attract consumers
                                                          • What we think
                                                          • Internal Market Environment

                                                            • Key points
                                                              • A need to increase consumption
                                                                • Figure 5: Frequency and usage of sweet and savoury spreads, 2010
                                                              • Bread and breakfast can be leveraged to optimise occasions
                                                                • Figure 6: Trends in agreement with the statement “I eat a lot of bread”, 2006-10
                                                              • Home baking provides a boost
                                                                • Snacking provides opportunities for spreads
                                                                  • Figure 7: Trends in agreement with the statement “I often eat between meals, I keep eating snacks”, 2006-10
                                                                • Spreads can play a role in healthy eating
                                                                  • Figure 8: Trends in agreement with selected lifestyle statements, 2006-10
                                                                • Provenance could drive premiumisation
                                                                  • Figure 9: Trends in attitudes towards organic, fair trade and domestic products, 2006-10
                                                              • Broader Market Environment

                                                                • Key points
                                                                  • Rising commodity costs
                                                                    • Consumer confidence dips
                                                                      • Figure 10: Gfk NOP Consumer confidence index, January 2006-January 2011
                                                                    • Demographic changes
                                                                      • Rising number of over-55s and ABs aids growth
                                                                        • Figure 11: Trends in the age structure of the UK population, 2005-10 and 2010-15
                                                                        • Figure 12: Forecast adult population trends, by socio-economic group, 2005-10 and 2010-15
                                                                      • One-person households prove a challenge
                                                                        • Figure 13: UK households, by size, 2005-15
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Breakfast options
                                                                          • Figure 14: Performance of competing markets, 2005-10
                                                                        • Cereals present a healthy and convenient choice
                                                                          • Simple toast remains popular
                                                                            • Competing with out of home
                                                                              • Lunch options
                                                                                • Figure 15: Performance of competing markets, 2005-10
                                                                            • Strengths and Weaknesses

                                                                              • Strengths
                                                                                • Weaknesses
                                                                                • Who’s Innovating?

                                                                                  • Key points
                                                                                    • Premium positioning continues to attract interest
                                                                                      • Brands remain dominant
                                                                                        • Figure 16: New product launches in the UK sweet and savoury spreads market, branded and own-label, 2008-10
                                                                                      • Functional products
                                                                                        • NPD explores ease of use
                                                                                          • Figure 17: New product launches in the UK sweet and savoury spreads market, by package material, 2008-10
                                                                                        • Health-led NPD focuses on quality
                                                                                          • British-made jams leverage interest in provenance
                                                                                            • Exotic varieties spice up NPD
                                                                                            • Market Size and Forecast

                                                                                              • Key points
                                                                                                • The market sees stable growth
                                                                                                  • Figure 18: UK retail sales of sweet and savoury spreads, by value, 2005-15
                                                                                                • Future growth in the market
                                                                                                  • Figure 19: Forecast of the UK sweet and savoury spreads market, by value, 2005-15
                                                                                                • Segmentation
                                                                                                  • Figure 20: Forecast of the UK sweet spreads market, 2005-15
                                                                                                  • Figure 21: Forecast of the UK savoury spreads market, 2005-15
                                                                                                • Methodology
                                                                                                • Segment Performance

                                                                                                  • Key points
                                                                                                    • Sweet spreads
                                                                                                      • Figure 22: UK retail value sales of sweet spreads, 2005-15
                                                                                                      • Figure 23: UK retail value sales of sweet spreads, by type, 2008-10
                                                                                                    • Savoury spreads
                                                                                                      • Figure 24: UK retail value sales of savoury spreads, 2005-15
                                                                                                      • Figure 25: UK retail value sales of savoury spreads, by type, 2008-10
                                                                                                  • Market Share

                                                                                                    • Key points
                                                                                                      • Jam and marmalade
                                                                                                        • Figure 26: UK retail sales of jam and marmalade, by manufacturer share, 2008-10
                                                                                                      • Honey
                                                                                                        • Figure 27: UK retail sales of honey, by manufacturer share, 2009-10
                                                                                                      • Cheese spreads
                                                                                                        • Figure 28: UK retail sales of cheese spreads, by manufacturer share, 2008-10
                                                                                                    • Companies and Brands

                                                                                                        • Andros
                                                                                                          • Bel UK
                                                                                                            • Ferrero UK
                                                                                                              • Kavli
                                                                                                                • Kraft Foods
                                                                                                                  • Premier Foods plc
                                                                                                                    • Princes
                                                                                                                      • Rowse Honey
                                                                                                                        • Unilever
                                                                                                                          • Wilkin & Sons
                                                                                                                          • Brand Research

                                                                                                                            • Brand map
                                                                                                                                • Figure 29: Attitudes towards and usage of spread brands, January 2011
                                                                                                                              • Brand attitudes
                                                                                                                                • Figure 30: Attitudes, by spread brand, January 2011
                                                                                                                              • Brand personality
                                                                                                                                • Figure 31: Spread brand personality – macro image, January 2011
                                                                                                                                • Figure 32: Spread brand personality – micro image, January 2011
                                                                                                                              • Correspondence analysis
                                                                                                                                • Brand experience
                                                                                                                                  • Figure 33: Spread brand usage, January 2011
                                                                                                                                  • Figure 34: Satisfaction with various spread brands, January 2011
                                                                                                                                  • Figure 35: Consideration of spread brands, January 2011
                                                                                                                                  • Figure 36: Consumer perceptions of current spread brand performance, January 2011
                                                                                                                                  • Figure 37: Spread brand recommendation – Net Promoter Score, January 2011
                                                                                                                                • Brand index
                                                                                                                                  • Figure 38: Spread brand index, January 2011]
                                                                                                                                  • Figure 39: Spread brand index vs. recommendation, January 2011
                                                                                                                                • Target group analysis
                                                                                                                                  • Figure 40: Target groups, January 2011
                                                                                                                                  • Figure 41: Spread brand usage, by target groups, January 2011
                                                                                                                                • Group One – The Conformists
                                                                                                                                  • Group Two – Simply the Best
                                                                                                                                    • Group Three – Shelf Stalkers
                                                                                                                                      • Group Four – Habitual Shoppers
                                                                                                                                        • Group Five – The Individualists
                                                                                                                                        • Brand Communication and Promotion

                                                                                                                                          • Key points
                                                                                                                                            • Spend on the rise
                                                                                                                                              • Figure 42: Main monitored media advertising expenditure on sweet and savoury spreads, 2006-10
                                                                                                                                            • Ferrero dominates spend
                                                                                                                                              • Figure 43: Main monitored media advertising expenditure on sweet and savoury spreads, by company, 2006-10
                                                                                                                                              • Figure 44: Proportion of highest spending brands on sweet and savoury spreads, 2006-10
                                                                                                                                          • Channels to Market

                                                                                                                                            • Key points
                                                                                                                                              • Figure 45: Food and drink – estimated channels of distribution, 2009
                                                                                                                                            • Supermarkets dominate
                                                                                                                                              • Figure 46: Index of supermarkets used by sweet and savoury spreads users, (average = 100) January 2011
                                                                                                                                          • Consumer – Usage

                                                                                                                                            • Key points
                                                                                                                                              • Penetration reaches the majority of consumers
                                                                                                                                                • Figure 47: Sweet and savoury spreads used in the last 12 months, January 2011
                                                                                                                                              • Traditional spreads reliant on the older consumer
                                                                                                                                                • Figure 48: Sweet and savoury spreads used in the last 12 months, by age, January 2011
                                                                                                                                              • Newer variants appeal to a younger age group
                                                                                                                                                  • Figure 49: Usage of chocolate spreads, peanut butter and chilled spreads in the last 12 months, by age, January 2011
                                                                                                                                                • All spreads appeal to women
                                                                                                                                                  • Figure 50: Index of usage of sweet and savoury spreads used in the last 12 months, by gender, (average = 100), January 2011
                                                                                                                                                • Extensive crossover
                                                                                                                                                    • Figure 51: Crossover in usage of sweet and savoury spreads, January 2011
                                                                                                                                                • Consumer – Occasions

                                                                                                                                                  • Key points
                                                                                                                                                    • Breakfast is top occasion for sweet spreads
                                                                                                                                                      • Figure 52: Ways in which sweet spreads are used/eaten, January 2011
                                                                                                                                                      • Figure 53: Things eaten for breakfast, 2008-10
                                                                                                                                                    • Savoury spreads are most popular for lunch
                                                                                                                                                      • Figure 54: Ways in which savoury spreads used/eaten, January 2011
                                                                                                                                                    • Nostalgia could provide a boost
                                                                                                                                                      • Home baking drives interest
                                                                                                                                                      • Consumer Attitudes Towards Sweet Spreads

                                                                                                                                                        • Key points
                                                                                                                                                            • Figure 55: Statements on sweet spreads, January 2011
                                                                                                                                                          • Moderate approach to health
                                                                                                                                                              • Figure 56: Index of statements on sweet spreads, by gender, age, socio-economic status and annual household income, (average = 100), January 2011
                                                                                                                                                            • Brand loyalty under pressure from own-label
                                                                                                                                                              • Figure 57: Statements on branded and own-label sweet spreads, January 2011
                                                                                                                                                            • Two in five are adventurous on flavour
                                                                                                                                                              • Figure 58: Statements on sweet spreads, January 2011
                                                                                                                                                            • Greater format choice wanted by chocolate spread users
                                                                                                                                                              • Figure 59: Statements on sweet spreads, by type, January 2011
                                                                                                                                                          • Consumer Attitudes Towards Savoury Spreads

                                                                                                                                                            • Key points
                                                                                                                                                                • Figure 60: Statements on savoury spreads, January 2011
                                                                                                                                                              • Savoury spreads are seen as a cupboard staple
                                                                                                                                                                  • Figure 61: Index of agreement with statements on savoury spreads, by gender, age, socio-economic status, (average = 100), January 2011
                                                                                                                                                                • Savoury spreads play a key role as the alternative option
                                                                                                                                                                  • Figure 62: Agreement with statements on savoury spreads, January 2011
                                                                                                                                                                • A large minority is adventurous on flavour, loyal on brand
                                                                                                                                                                  • Figure 63: Agreement with statements on savoury spreads, January 2011
                                                                                                                                                                • Different formats can cater for demand for choice
                                                                                                                                                                  • Figure 64: Statements on savoury spreads, January 2011
                                                                                                                                                              • Targeting Opportunities – Sweet Spreads

                                                                                                                                                                • Key points
                                                                                                                                                                  • Figure 65: Target groups based on attitudes towards sweet spreads, January 2011
                                                                                                                                                                • Reluctant
                                                                                                                                                                  • Traditional
                                                                                                                                                                    • Promiscuous On A Budget
                                                                                                                                                                    • Targeting Opportunities – Savoury Spreads

                                                                                                                                                                      • Key points
                                                                                                                                                                          • Figure 66: Target groups based on attitudes towards savoury spreads, January 2011
                                                                                                                                                                        • Brand Loyal
                                                                                                                                                                          • Interested Cooks
                                                                                                                                                                            • Disengaged
                                                                                                                                                                              • Engaged
                                                                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                                                                  • Figure 67: Frequency and usage of sweet spreads, by demographics, 2010
                                                                                                                                                                              • Appendix – Broader Market Environment

                                                                                                                                                                                  • Figure 68: GDP, PDI, consumer expenditure and savings, at constant 2010 prices, 2005-15
                                                                                                                                                                                  • Figure 69: Trends in the age structure of the UK population, 2005-15
                                                                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                                                                  • Figure 70: Best and worst case forecasts for sweet and savoury spreads, 2010-15
                                                                                                                                                                              • Appendix – Consumer Usage

                                                                                                                                                                                  • Figure 71: Most popular sweet and savoury spreads used in the last 12 months, by demographics, January 2011.
                                                                                                                                                                                  • Figure 72: Next most popular sweet and savoury spreads used in the last 12 months, by demographics, January 2011.
                                                                                                                                                                                  • Figure 73: Other sweet and savoury spreads used in the last 12 months, by demographics, January 2011.
                                                                                                                                                                              • Appendix – Consumer – Occasions

                                                                                                                                                                                  • Figure 74: Ways in which sweet spreads used/eaten, by sweet spreads used in the last 12 months, January 2011
                                                                                                                                                                                  • Figure 75: Ways in which savoury spreads used/eaten, by savoury spreads used in the last 12 months, January 2011
                                                                                                                                                                                  • Figure 76: Ways in which sweet spreads used/eaten, by demographics, January 2011
                                                                                                                                                                                  • Figure 77: Ways in which savoury spreads used/eaten, by demographics, January 2011
                                                                                                                                                                              • Appendix – Consumer Attitudes Towards Sweet Spreads

                                                                                                                                                                                  • Figure 78: Agreement with the statement “I tend to buy the same brand of sweet spreads”, by demographics, January 2011
                                                                                                                                                                                  • Figure 79: Agreement with the statement “I have switched to own-label sweet spreads to save money”, by demographics, January 2011
                                                                                                                                                                                  • Figure 80: Agreement with the statement “I think branded sweet spreads taste better”, by demographics, January 2011
                                                                                                                                                                                  • Figure 81: Agreement with the statement “I like to try new flavours and varieties of sweet spreads”, by demographics, January 2011
                                                                                                                                                                                  • Figure 82: Agreement with the statement “I always buy the same flavour of sweet spread”, by demographics, January 2011
                                                                                                                                                                                  • Figure 83: Agreement with the statement “I would like to see more single serve products available”, by demographics, January 2011
                                                                                                                                                                                  • Figure 84: Agreement with the statement “I like the convenience of squeezy bottles over glass”, by demographics, January 2011
                                                                                                                                                                                  • Figure 85: Agreement with the statement “I would like to see more multi-packs of sweet spreads available”, by demographics, January 2011
                                                                                                                                                                                  • Figure 86: Agreement with the statement “I look out for sweet spreads with higher fruit content”, by demographics, January 2011
                                                                                                                                                                                  • Figure 87: Agreement with the statement “I worry about the sugar content in sweet spreads”, by demographics, January 2011
                                                                                                                                                                                  • Figure 88: Agreement with the statement “I buy low sugar/fat varieties whenever possible”, by demographics, January 2011
                                                                                                                                                                              • Appendix – Consumer Attitudes Towards Savoury Spreads

                                                                                                                                                                                  • Figure 89: Agreement with the statement “Savoury spreads are a cupboard/fridge staple”, by demographics, January 2011
                                                                                                                                                                                  • Figure 90: Agreement with the statement “I like to try new flavours and varieties of savoury spreads”, by demographics, January 2011
                                                                                                                                                                                  • Figure 91: Agreement with the statement “I always buy the same type(s) of savoury spreads”, by demographics, January 2011
                                                                                                                                                                                  • Figure 92: Agreement with the statement “I use them as an alternative to meat/cheese”, by demographics, January 2011
                                                                                                                                                                                  • Figure 93: Agreement with the statement “I tend to buy the same brand of savoury spreads”, by demographics, January 2011
                                                                                                                                                                                  • Figure 94: Agreement with the statement “I think branded savoury spreads taste better”, by demographics, January 2011
                                                                                                                                                                                  • Figure 95: Agreement with the statement “I like the convenience of squeezy bottles over glass”, by demographics, January 2011
                                                                                                                                                                                  • Figure 96: Agreement with the statement “I would like to see a wider choice of sizes”, by demographics, January 2011
                                                                                                                                                                                  • Figure 97: Agreement with the statement “I buy low fat varieties whenever possible”, by demographics, January 2011
                                                                                                                                                                                  • Figure 98: Agreement with the statement “I use savoury spreads as a healthier alternative to other snacks”, by demographics, January 2011
                                                                                                                                                                              • Appendix – Targeting Opportunities – Sweet Spreads

                                                                                                                                                                                  • Figure 99: Sweet spreads target groups, by demographics, January 2011
                                                                                                                                                                                  • Figure 100: Statements on sweet spreads, by sweet spreads target groups, January 2011
                                                                                                                                                                                  • Figure 101: Sweet spreads used in the last 12 months, by sweet spreads target groups, January 2011
                                                                                                                                                                                  • Figure 102: Ways in which sweet spreads used/eaten, by sweet spreads target groups, January 2011
                                                                                                                                                                              • Appendix – Targeting Opportunities – Savoury Spreads

                                                                                                                                                                                  • Figure 103: Savoury spreads target groups, by demographics, January 2011
                                                                                                                                                                                  • Figure 104: Statements on savoury spreads, by savoury spreads target groups, January 2011
                                                                                                                                                                                  • Figure 105: Savoury spreads used in the last 12 months, by savoury spreads target groups, January 2011
                                                                                                                                                                                  • Figure 106: Ways in which savoury spreads used/eaten, by savoury spreads target groups, January 2011

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                              • Asda Group Ltd
                                                                                                                                                                              • Bank of England
                                                                                                                                                                              • Bel UK
                                                                                                                                                                              • Bon appetit Group
                                                                                                                                                                              • British Retail Consortium
                                                                                                                                                                              • British Sandwich Association
                                                                                                                                                                              • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                              • Britvic Soft Drinks
                                                                                                                                                                              • Castle MacLellan Foods Ltd
                                                                                                                                                                              • Co-operative Group
                                                                                                                                                                              • Costa
                                                                                                                                                                              • Council of Mortgage Lenders
                                                                                                                                                                              • Department for Environment, Food & Rural Affairs
                                                                                                                                                                              • Department of Health
                                                                                                                                                                              • F. Duerr & Sons Ltd.
                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                              • Ferrero UK Limited
                                                                                                                                                                              • Food Standards Agency
                                                                                                                                                                              • Freeview
                                                                                                                                                                              • Gfk NOP
                                                                                                                                                                              • Government Actuary's Department (GAD)
                                                                                                                                                                              • Greggs Plc
                                                                                                                                                                              • HJ Heinz Company UK
                                                                                                                                                                              • J. Sainsbury
                                                                                                                                                                              • Jamie Oliver
                                                                                                                                                                              • Kraft Foods UK
                                                                                                                                                                              • Le Creuset Of America Inc
                                                                                                                                                                              • Lidl (UK)
                                                                                                                                                                              • Marks & Spencer
                                                                                                                                                                              • mmO2 plc
                                                                                                                                                                              • Netto Foodstores Ltd
                                                                                                                                                                              • O. Kavli AS [UK]
                                                                                                                                                                              • Ocado
                                                                                                                                                                              • Orange plc (UK)
                                                                                                                                                                              • Premier Foods plc
                                                                                                                                                                              • Princes Foods
                                                                                                                                                                              • Princes Ltd
                                                                                                                                                                              • Retirement Insurance Advisory Service (RIAS)
                                                                                                                                                                              • Rowse Honey Ltd.
                                                                                                                                                                              • RSPCA
                                                                                                                                                                              • Selfridges Group
                                                                                                                                                                              • Streamline Foods Limited
                                                                                                                                                                              • T-Mobile (UK) Ltd
                                                                                                                                                                              • Tesco Plc
                                                                                                                                                                              • Tiptree and Wilkin & Sons Limited
                                                                                                                                                                              • Tupperware UK & Ireland Ltd
                                                                                                                                                                              • Unilever Bestfoods UK Ltd
                                                                                                                                                                              • Virgin Media Ltd
                                                                                                                                                                              • Virgin Mobile
                                                                                                                                                                              • Vodafone Group Plc (UK)
                                                                                                                                                                              • W Jordans (Cereals) Ltd
                                                                                                                                                                              • Waitrose
                                                                                                                                                                              • Waste & Resources Action Programme (WRAP)
                                                                                                                                                                              • Weight Watchers Ltd. (UK)
                                                                                                                                                                              • Wellness Foods
                                                                                                                                                                              • Whole Earth Foods
                                                                                                                                                                              • Wm Morrison Supermarkets

                                                                                                                                                                              Sweet and Savoury Spreads - UK - March 2011

                                                                                                                                                                              £1,995.00 (Excl.Tax)