Nutrition and sugar reduction are driving innovation in sweet spreads, while brands are also finding new ways to enhance convenience and indulgence.
Zoe Wong, Junior Analyst – Food & Drink, BPCH
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
- Global spotlight: fruit spreads, honey and nut spreads lead innovation
- Graph 1: % of sweet spread launches, by share of sub-categories, 2024-25
- The Future of Sweet Spreads: 2025
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: protein and fibre fuel innovations in sweet spreads
- Consumers are increasingly drawn to food with high protein and fibre
- Sweet spread launches see surge in added protein and fibre
- Graph 2: % of sweet spread launches with select claims, 2020-25
- Boosting protein and fibre in reduced sugar offerings
- Protein spreads from fitness-focused brands and private labels
- Europe: brands dial up texture-led indulgence in sweet spreads
- Consumers see texture as a feel-good factor
- Brands increasingly call out textures in sweet spreads
- Graph 3: % of sweet spread launches with select textures, 2020-25
- Texture as a driver of indulgent positioning
- Pistachio trend thrives in sweet spreads
- The Middle East & Africa (MEA)
- Brands innovate with all-natural sweet spreads
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ASIA PACIFIC (APAC)
- Asia: single-serve packs haven taken off in sweet spreads
- Single-serve packs cater to the rising number of small households
- Flexible stick packs are still niche but gaining share
- Graph 4: % of sweet spread launches with select package types, 2020-25
- Sweet spread brands innovate with convenience in mind
- Brand renovation/innovation: Aohata introduced hyper seasonal jam to celebrate its 55th anniversary
- Asia: brands focus on removing added sugar in sweet spreads
- Consumers are keen to reduce sugar intake
- Sweet spread brands focus on calling out the absence of added sugar
- Graph 5: % of sweet spread launches with select sugar claims, 2020-25
- No added sugar claims linked to health and naturalness
- Australia & New Zealand
- Functional sweet spreads emerge in ANZ
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THE AMERICAS
- North America: confiture and fruit spreads continue to gain market share
- Price matters to sweet spread users
- Fruit spreads surpass nut spreads in launch activity
- Graph 6: % of sweet spread launches with select sub-categories, 2020-25
- Nut butter brands are finding ways to justify value
- North America: sweet spread brands leverage minus claims to enhance health appeal
- Consumers seek balance of health and enjoyment
- Weight-related claims have seen an uptick in sweet spreads
- Graph 7: % of sweet spread launches with select weight-related claims, 2020-25
- Sweet spread brands balance taste and health appeal
- Brand renovation/innovation: One Trick Pony flips the script on natural peanut butter
- Latin America: dulce de leche leads flavour innovations in sweet spreads
- Dulce de leche flavour taps into indulgence and culinary adventure
- Dulce de leche in classic form and beyond
What is 'A Year of Innovation' Report?
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