Explore the latest innovation in sweet and savoury spreads in 2024 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the global spreads market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global sweet and savoury spreads market. Understanding innovation in spreads has never been so easy.
Meet the Expert Behind the Analysis
This report was written by Mikolaj Kaczorowski, Innovation Analyst at Mintel. Mikolaj has 8 years experience working at Mintel and is responsible for analysing new product launches in food, drink and household categories, tying these back to consumer insights, and identifying emerging NPD trends.
Natural and clean label claims are sought-after attributes in sweet and savoury spreads. Meanwhile, private labels are a growing presence in North America.
Mikolaj Kaczorowski
Innovation Analyst
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
- The Future of Sweet & Savoury Spreads: 2024
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: the share of organic claims is declining in sweet and savoury spread launches
- Consumers expect natural and organic ingredients from sweet and savoury spread brands
- Organic claims tumble in sweet and savoury spread launches
- Graph 1: sweet and savoury spread launches, by share of organic claim, 2019-24
- Spread brands are pairing organic production with sustainable and ethical claims
- Brand innovation/renovation: Nutella launches a plant-based version of its famous chocolate spread
- Brand renovation/innovation: Kallø enters the savoury spread category
- Europe: sweet and savoury spreads embrace limited editions and adventurous flavours
- Consumers are keen to see internationally inspired flavours
- Savoury spread brands explore limited-edition and exotic flavours
- Sweet spreads appeal to curious palates with novel ingredients and flavour combinations
- Brand renovation/innovation: Nuccy has launched a selection of nut and chocolate spreads with ashwagandha
- The Middle East & Africa (MEA)
- New and locally made sweet spreads
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Asia Pacific (APAC)
- Asia: sweet and savoury spread producers strive to meet consumer interest in more natural offerings
- Natural recipes with no additives or preservatives appeal to consumers
- Sweet and savoury spreads focus on reducing additives and preservatives
- Graph 2: sweet and savoury spread launches, by select natural claims, 2019-24
- Sweet and savoury spreads highlight their natural credentials
- Asia: nut spreads boasting protein claims are recording a decline
- Health-aware consumers are keen to try nutritious, protein rich nut butters
- Protein claims have declined in nut spread launches
- Graph 3: nut spread launches, by share of select claims, 2019-24
- Peanut butter brands are flagging up protein content
- Australia & New Zealand
- New sweet spread launches in Australia and New Zealand
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the americas
- North America: sweet spread brands are addressing consumer interest in more natural offerings
- Organic spreads are in demand
- Organic claims are growing in sweet spread launches
- Private labels are investing in organic sweet spread launches
- North America: store brands are a growing presence in sweet and savoury spreads
- Consumers are increasingly looking for ways to save money
- Private labels are increasing their presence in the sweet and savoury spreads categories
- Graph 4: sweet and savoury spread launches, by share of private label, 2019-24
- Eye-catching colours, unique and plant-based ingredients help branded spreads stand out from the crowd
- Latin America
- Consumers are looking for more sustainable sweet and savoury spread options
- Graph 5: sweet and savoury spread launches, by share of ethical – sustainable (Habitat/Resources) claim, 2019-24
- Sweet spread brands highlight ethical and sustainable ingredient sourcing and production
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
For a more detailed look at a Year of Innovation report, take a look at a sample PDF report below.
Please Note: All of the figures, graphs, and tables have been redacted.
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