Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Sweet and Savoury Spreads - UK - March 2012

“With almost half of consumers enjoying trying new flavours/varieties of sweet spreads and more than two fifths of consumers agreeing that own-label savoury spreads taste just as good as branded, flavour innovation can help to maintain engagement by refreshing this long-established and traditional category.”

– Amy Lloyd, Food and Drink Analyst

Some questions answered in this report include:

  • How can marketing based around purity help to differentiate brands?
  • How can the category expand beyond the breakfast/lunch occasions?
  • How can producers leverage the provenance angle?
  • How can format innovation attract consumer interest?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Sales and forecast of the UK retail sweet and savoury (non-sweet) spreads market, by value, 2006-16
            • 2011 sees the market continue slow growth
              • The future
                • Market factors
                  • A growing need to engage the younger population
                    • Fragile consumer confidence to dampen discretionary spend
                      • Companies, brands and innovation
                        • Figure 2: Estimated brands’ shares in the jam and marmalade segment, 2011
                      • Own-label continues to dominate
                        • NPD continues to drive the market
                          • Ferrero ramps up ad investment
                            • The consumer
                              • Penetration at over eight in ten consumers
                                • Figure 3: Sweet and savoury spreads purchasing habits, December 2011
                              • Sweet spreads retain breakfast favour, savoury spreads are most popular as part of lunch
                                • Figure 4: Occasions on which sweet spreads eaten/used, December 2011
                                • Figure 5: Occasions on which savoury spreads eaten/used, December 2011
                              • The majority use sweet spreads in a variety of ways and are habitual in their savoury spreads choice
                                • Figure 6: Agreement with statements on sweet spreads, December 2011
                                • Figure 7: Agreement with statements on savoury spreads, December 2011
                              • What we think
                              • Issues in the Market

                                  • How can marketing based around purity help to differentiate brands?
                                    • How can the category expand beyond the breakfast/lunch occasions?
                                      • How can producers leverage the provenance angle?
                                        • How can format innovation attract consumer interest?
                                        • Future Opportunities

                                            • Minimize Me
                                              • Guiding Choice
                                              • Internal Market Environment

                                                • Key points
                                                  • Appealing to a cost-conscious consumer
                                                    • Figure 8: Agreement with cost-related lifestyle statements, 2007-11
                                                  • Leveraging the breakfast occasion
                                                    • Harnessing snacking trends
                                                      • Figure 9: Time of snacking on crackers and bread, 2009-11
                                                    • Home baking provides a boost to spreads
                                                      • Healthier versions can help to overcome concerns over health
                                                        • Figure 10: Trends in lifestyle statements, 2007-11
                                                      • Provenance and ethical issues appeal to a more discerning consumer
                                                      • Broader Market Environment

                                                        • Key points
                                                          • Fluctuating commodity costs
                                                            • Figure 11: Consumer Price Index: fruit and sugar, January 2009-December 2011
                                                          • Consumers likely to retain a cautious outlook in 2012
                                                            • Figure 12: Consumer Confidence Index, monthly percentage change, January 2010-January 2012
                                                          • Demographic changes
                                                            • Rise in over-55s bodes well
                                                              • Figure 13: Trends in the age structure of the UK population, 2006-11 and 2011-16
                                                            • The growth in ABs and C2s will aid growth in the market
                                                              • Families have high engagement with the sector
                                                                • Figure 14: Forecast adult population trends, by lifestage, 2006-16
                                                            • Competitive Context

                                                              • Key points
                                                                • Cereals pose strong competition to toast at breakfast
                                                                  • Figure 15: Types of foods eaten at breakfast, June 2011
                                                                  • Figure 16: Performance of competing markets, 2007-11
                                                                • Competing with sandwich options for the lunch occasion
                                                                  • Figure 17: Performance of competing markets, 2007-11
                                                                  • Figure 18: Agreement with the statement ‘I find I am eating more homemade sandwiches then I did a year ago’, 2009-11
                                                              • Strengths and Weaknesses

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • Own-label increases pressure on brands by stepping up NPD
                                                                        • Figure 19: Product launches within the UK sweet and savoury spreads market, own-label vs brand, 2009-11
                                                                      • Flavour combinations look to traditional and adventurous tastes
                                                                        • Catering to adventurous consumers
                                                                          • Health, ethical ingredients and provenance trends look to offer added value
                                                                            • Health
                                                                              • Ethical
                                                                                • Provenance
                                                                                  • Format designs look to offer convenience and quality
                                                                                    • Figure 20: New product launches in the UK sweet and savoury spreads market, by package material, 2009-11
                                                                                • Market Size and Forecast

                                                                                  • Key points
                                                                                    • Market to see 18% growth by 2016
                                                                                        • Figure 21: UK retail sales and forecast of sweet and savoury (non-sweet) spreads, by value, 2006-16
                                                                                        • Figure 22: Sales and forecast of the UK sweet and savoury (non-sweet) spreads market, by value, 2006-16
                                                                                      • Segmentation
                                                                                        • Sweet spreads
                                                                                          • Figure 23: UK retail value sales and forecast of sweet spreads, 2006-16
                                                                                          • Figure 24: Sales and forecast of the UK sweet spreads market, by value, 2006-16
                                                                                        • Savoury spreads
                                                                                          • Figure 25: UK retail value sales and forecast of savoury spreads, 2006-16
                                                                                          • Figure 26: Sales and forecast of the UK savoury spreads market, by value, 2006-16
                                                                                        • Methodology
                                                                                        • Segment Performance

                                                                                          • Key points
                                                                                            • Sweet spreads
                                                                                              • Jam continues to dominate
                                                                                                • Figure 27: UK retail value sales of sweet spreads, by type, 2009-11
                                                                                              • Savoury spreads
                                                                                                • Chilled variants prove popular
                                                                                                  • Figure 28: UK retail value sales of savoury spreads, 2009-11
                                                                                              • Market Share

                                                                                                • Key points
                                                                                                  • Jam and marmalade
                                                                                                    • Figure 29: UK retail sales of jam and marmalade, by manufacturer share, 2010 and 2011
                                                                                                  • Honey
                                                                                                    • Figure 30: UK retail sales of honey, by manufacturer share, 2010 and 2011
                                                                                                  • Cheese spreads
                                                                                                    • Figure 31: UK retail sales of cheese spreads, by manufacturer share, 2010 and 2011
                                                                                                • Companies and Products

                                                                                                    • Figure 32: Leading companies in the sweet and savoury spreads market and their brands*, 2012
                                                                                                  • Ferrero UK
                                                                                                    • Bel UK Limited
                                                                                                      • Unilever
                                                                                                        • Andros
                                                                                                          • Kavli UK Limited
                                                                                                            • Kraft Foods
                                                                                                              • Streamline Foods Limited
                                                                                                                • Premier Foods
                                                                                                                  • Princes Foods
                                                                                                                    • Wilkin & Sons Limited
                                                                                                                      • St Dalfour
                                                                                                                        • F Duerr & Sons
                                                                                                                          • Rowse
                                                                                                                            • Kallo Foods Limited
                                                                                                                            • Brand Communication and Promotion

                                                                                                                              • Key points
                                                                                                                                • Spend continues to gather pace
                                                                                                                                  • Figure 33: Main monitored media advertising spend on sweet and savoury spreads, 2007-11
                                                                                                                                • Ferrero’s investment remains consistent
                                                                                                                                  • Figure 34: Main monitored media advertising spend on sweet and savoury spreads, by top ten advertisers, 2007-11
                                                                                                                                  • Figure 35: Main monitored media advertising spend on sweet and savoury spreads, by top five products, 2011
                                                                                                                              • Channels to Market

                                                                                                                                • Key points
                                                                                                                                  • Supermarkets dominate
                                                                                                                                    • Figure 36: Leading UK food retailers’ market shares as share of all food retail specialists’ sales, 2009 and 2010
                                                                                                                                  • Grocers leverage economies of scale
                                                                                                                                  • Consumer – Usage

                                                                                                                                    • Key points
                                                                                                                                      • Penetration at over eight in ten consumers
                                                                                                                                          • Figure 37: Sweet and savoury spreads purchasing habits, December 2011
                                                                                                                                        • Men and the young are disengaged with the category
                                                                                                                                            • Figure 38: Index of purchase of sweet and savoury spreads in the last 12 months, by gender (average = 100), December 2011
                                                                                                                                            • Figure 39: Usage of chocolate spread, peanut butter and chilled spread, by age, December 2011
                                                                                                                                          • Families and larger households show high engagement with the market
                                                                                                                                            • Figure 40: Usage of selected sweet and savoury spreads, by presence of own children, December 2011
                                                                                                                                          • Extensive crossover
                                                                                                                                            • Figure 41: Sweet and savoury spreads purchasing habits, December 2011
                                                                                                                                        • Consumer – Occasions

                                                                                                                                          • Key points
                                                                                                                                            • Sweet spreads retain breakfast favour
                                                                                                                                                • Figure 42: Occasions when sweet spreads are eaten/used, December 2011
                                                                                                                                              • Home baking trend provides a boost to the sweet spreads market
                                                                                                                                                • Figure 43: Index of usage of sweet spreads ‘in baking’, by sweet spreads purchased (average = 100), December 2011
                                                                                                                                              • Savoury spreads are most popular as part of lunch
                                                                                                                                                • Figure 44: Ways in which savoury spreads are eaten/used, December 2011
                                                                                                                                              • Consumers use sweet spreads in a variety of ways, savoury less so
                                                                                                                                              • Consumer – Attitudes Towards Sweet Spreads

                                                                                                                                                • Key points
                                                                                                                                                  • The majority use sweet spreads in a variety of ways
                                                                                                                                                      • Figure 45: Agreement with statements on sweet spreads, December 2011
                                                                                                                                                    • Consumers are habitual towards buying brands...
                                                                                                                                                      • …but adventurous on flavour
                                                                                                                                                        • Figure 46: Index of agreement with the statement ‘I like to try new flavours/varieties of sweet spreads’, by age and socio-economic group (average = 100), December 2011
                                                                                                                                                      • Health concerns focus on sugar content
                                                                                                                                                          • Figure 47: Index of agreement with the statements on sweet spreads, by age, socio-economic group and household income (average = 100), December 2011
                                                                                                                                                        • Formats divide opinion
                                                                                                                                                            • Figure 48: Agreement with the statement ‘I like the convenience of squeezy bottles over glass’, by presence of own children and household size, December 2011
                                                                                                                                                        • Consumer – Attitudes Towards Savoury Spreads

                                                                                                                                                          • Key points
                                                                                                                                                            • Consumers are habitual in their savoury spreads choice…
                                                                                                                                                                • Figure 49: Agreement with statements on savoury spreads, December 2011
                                                                                                                                                              • …although variety of usage is still important
                                                                                                                                                                  • Figure 50: Agreement with statement ‘I use them in a variety of ways’, by types of spreads bought, December 2011
                                                                                                                                                                • Providing an alternative option to other sandwich fillings
                                                                                                                                                                  • Figure 51: Agreement with statements on cost and convenience of savoury spreads, December 2011
                                                                                                                                                                • Health focus on ingredients and fat content
                                                                                                                                                                    • Figure 52: Agreement with statements on savoury spreads, by gender and presence of own children, December 2011
                                                                                                                                                                  • Provenance also plays a role
                                                                                                                                                                    • Format innovation appeals to a small minority of consumers
                                                                                                                                                                        • Figure 53: Agreement with statements on pack sizes and packaging formats in savoury spreads, by savoury spreads purchased, December 2011
                                                                                                                                                                    • Consumer – Targeting Opportunities – Sweet Spreads

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Three target groups
                                                                                                                                                                          • Figure 54: Target groups based on attitudes towards sweet spreads, December 2011
                                                                                                                                                                        • Limited (37%)
                                                                                                                                                                          • Engaged (30%)
                                                                                                                                                                            • Disengaged (33%)
                                                                                                                                                                            • Consumer – Targeting Opportunities – Savoury Spreads

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Four target groups
                                                                                                                                                                                  • Figure 55: Target groups based on attitudes towards savoury (non-sweet) spreads, December 2011
                                                                                                                                                                                • Adventurers (28%)
                                                                                                                                                                                  • Switchers (26%)
                                                                                                                                                                                    • Traditionalists (26%)
                                                                                                                                                                                      • Health-Conscious (20%)
                                                                                                                                                                                      • Appendix – Internal Market Environment

                                                                                                                                                                                          • Figure 56: Selected lifestyle statements, by demographics, 2011
                                                                                                                                                                                          • Figure 57: Trends in frequency and usage for bread, 2009-11
                                                                                                                                                                                          • Figure 58: Time of snacking on crackers and bread, by demographics, 2011
                                                                                                                                                                                      • Appendix – Broader Market Environment

                                                                                                                                                                                          • Figure 59: UK households, by size, 2006-16
                                                                                                                                                                                          • Figure 60: Forecast adult population trends, by socio-economic group, 2006-16
                                                                                                                                                                                      • Appendix – Competitive Context

                                                                                                                                                                                          • Figure 61: Consumption of breakfast cereals, 2009-11
                                                                                                                                                                                      • Appendix – Who’s Innovating?

                                                                                                                                                                                          • Figure 62: Product launches within the UK sweet spreads market, by claims, 2007-11
                                                                                                                                                                                          • Figure 63: Product launches within the UK savoury spreads market, by claims, 2007-11
                                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                                          • Figure 64: Best- and worst-case forecasts for sweet and savoury spreads, 2011-16
                                                                                                                                                                                          • Figure 65: Best- and worst-case forecasts for sweet spreads, 2011-16
                                                                                                                                                                                          • Figure 66: Best- and worst-case forecasts for savoury spreads, 2011-16
                                                                                                                                                                                      • Appendix – Consumer – Usage

                                                                                                                                                                                          • Figure 67: Sweet and savoury spreads purchased, by type, December 2011
                                                                                                                                                                                          • Figure 68: Most popular sweet and savoury spreads purchased, by demographics, December 2011
                                                                                                                                                                                          • Figure 69: Next most popular sweet and savoury spreads purchased, by demographics, December 2011
                                                                                                                                                                                          • Figure 70: Other sweet and savoury spreads purchased, by demographics, December 2011
                                                                                                                                                                                          • Figure 71: Sweet and savoury spreads purchasing habits, by demographics, December 2011
                                                                                                                                                                                          • Figure 72: Repertoire of sweet and savoury spreads eaten/used, by demographics, December 2011
                                                                                                                                                                                      • Appendix – Consumer – Occasions

                                                                                                                                                                                          • Figure 73: Occasions on which sweet spreads eaten/used, December 2011
                                                                                                                                                                                          • Figure 74: Occasions on which sweet spreads eaten/used, by most popular types of sweet spreads purchased, December 2011
                                                                                                                                                                                          • Figure 75: Occasions on which sweet spreads eaten/used, by next most popular sweet spreads purchased, December 2011
                                                                                                                                                                                          • Figure 76: Most popular occasions on which sweet spreads eaten/used, by demographics, December 2011
                                                                                                                                                                                          • Figure 77: Next most popular occasions on which sweet spreads eaten/used, by demographics, December 2011
                                                                                                                                                                                          • Figure 78: Occasions on which savoury spreads eaten/used, December 2011
                                                                                                                                                                                          • Figure 79: Occasions on which savoury spreads eaten/used, by types of savoury (non-sweet) spreads purchased, December 2011
                                                                                                                                                                                          • Figure 80: Most popular occasions on which savoury spreads eaten/used, by demographics, December 2011
                                                                                                                                                                                          • Figure 81: Repertoire of occasions when sweet spreads are eaten/used, by demographics, December 2011
                                                                                                                                                                                          • Figure 82: Repertoire of occasions when savoury spreads are eaten/used, by demographics, December 2011
                                                                                                                                                                                      • Appendix – Consumer – Attitudes Towards Sweet Spreads

                                                                                                                                                                                          • Figure 83: Agreement with statements on sweet spreads, December 2011
                                                                                                                                                                                          • Figure 84: Agreement with statements ‘I use sweet spreads in a variety of ways’ and ‘I tend to buy the same brand(s)’, by demographics, December 2011
                                                                                                                                                                                          • Figure 85: Agreement with statements ‘I like to try new flavours/varieties of sweet spreads’ and ‘I am concerned about the sugar content in sweet spreads’, by demographics, December 2011
                                                                                                                                                                                          • Figure 86: Agreement with statements ‘I would like to see more adventurous flavours of sweet spreads’ and ‘I would like to see a wider variety of sizes available’, by demographics, December 2011
                                                                                                                                                                                          • Figure 87: Agreement with statements ‘I like the convenience of squeezy bottles over glass’ and ‘I have switched to own-label sweet spreads to save money’, by demographics, December 2011
                                                                                                                                                                                          • Figure 88: Agreement with statements ‘I would be willing to pay more for sweet spreads made with British ingredients’ and ‘I prefer to buy sweet spreads with added benefits’, by demographics, December 2011
                                                                                                                                                                                          • Figure 89: Agreement with statement ‘I only buy sweet spreads when they are on promotion’, by demographics, December 2011
                                                                                                                                                                                          • Figure 90: Agreement with statements on sweet spreads, by most popular sweet spreads purchased, December 2011
                                                                                                                                                                                          • Figure 91: Agreement with statements on sweet spreads, by next most popular sweet spreads purchased, December 2011
                                                                                                                                                                                      • Appendix – Consumer – Attitudes Towards Savoury Spreads

                                                                                                                                                                                          • Figure 92: Agreement with statements on savoury spreads, December 2011
                                                                                                                                                                                          • Figure 93: Agreement with statements ‘I tend to buy savoury spreads that I have tried before’ and ‘I use them in a variety of ways’, by demographics, December 2011
                                                                                                                                                                                          • Figure 94: Agreement with statements ‘I am more likely to experiment when they are on promotion’ and ‘I use them as a more convenient alternative to other sandwich fillers’, by demographics, December 2011
                                                                                                                                                                                          • Figure 95: Agreement with statements ‘I look for natural variants’ and ‘I think own-label tastes just as good as branded’, by demographics, December 2011
                                                                                                                                                                                          • Figure 96: Agreement with statements ‘I buy reduced fat varieties whenever possible’ and ‘I would like to see a wider variety of sizes available’, by demographics, December 2011
                                                                                                                                                                                          • Figure 97: Agreement with statements ‘I use them as a cheaper alternative to other sandwich fillers’ and ‘I look for savoury spreads made in specific regions’, by demographics, December 2011
                                                                                                                                                                                          • Figure 98: Agreement with statement ‘I like to try new packaging formats’, by demographics, December 2011
                                                                                                                                                                                      • Appendix – Consumer – Targeting Opportunities – Sweet Spreads

                                                                                                                                                                                          • Figure 99: Sweet spreads target groups, by demographics, December 2011
                                                                                                                                                                                          • Figure 100: Types of sweet and savoury spreads purchased, by sweet spreads target groups, December 2011
                                                                                                                                                                                          • Figure 101: Occasions on which sweet spreads eaten/used, by sweet spreads target groups, December 2011
                                                                                                                                                                                          • Figure 102: Agreement with statements on sweet spreads, by sweet spreads target groups, December 2011
                                                                                                                                                                                      • Appendix – Consumer – Targeting Opportunities – Savoury Spreads

                                                                                                                                                                                          • Figure 103: Savoury spreads target groups, by demographics, December 2011
                                                                                                                                                                                          • Figure 104: Types of sweet and savoury spreads purchased, by savoury spreads target groups, December 2011
                                                                                                                                                                                          • Figure 105: Occasions on which savoury spreads eaten/used, by savoury spreads target groups, December 2011
                                                                                                                                                                                          • Figure 106: Agreement with statements on savoury spreads, by savoury spreads target groups, December 2011

                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                      • Andros Group
                                                                                                                                                                                      • Beattie McGuinness Bungay
                                                                                                                                                                                      • Bel UK
                                                                                                                                                                                      • British Bakeries Ltd
                                                                                                                                                                                      • Castle MacLellan Foods Ltd
                                                                                                                                                                                      • F. Duerr & Sons Ltd.
                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                      • Fairtrade Foundation (The)
                                                                                                                                                                                      • Ferrero SpA
                                                                                                                                                                                      • Ferrero UK Limited
                                                                                                                                                                                      • Green & Black's Ltd
                                                                                                                                                                                      • J. Sainsbury
                                                                                                                                                                                      • JWT London
                                                                                                                                                                                      • Kallo Foods Ltd
                                                                                                                                                                                      • Kalvi Group
                                                                                                                                                                                      • Kraft Foods UK
                                                                                                                                                                                      • LEGOLAND Windsor Park Ltd
                                                                                                                                                                                      • Ocean Spray Cranberries, Inc
                                                                                                                                                                                      • Premier Foods plc
                                                                                                                                                                                      • Princes Foods
                                                                                                                                                                                      • Rowse Honey Ltd.
                                                                                                                                                                                      • Royal Wessanen nv
                                                                                                                                                                                      • St Dalfour Frères
                                                                                                                                                                                      • Streamline Foods Limited
                                                                                                                                                                                      • Tesco Plc
                                                                                                                                                                                      • Tiptree and Wilkin & Sons Limited
                                                                                                                                                                                      • Unilever Bestfoods UK Ltd
                                                                                                                                                                                      • Wellness Foods
                                                                                                                                                                                      • Whole Earth Foods

                                                                                                                                                                                      Sweet and Savoury Spreads - UK - March 2012

                                                                                                                                                                                      £1,995.00 (Excl.Tax)