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
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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?
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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