US Nut-based Spreads and Sweet Spreads Market Report 2025
Spreads are turning from pantry staple status into something more, paving the way for products that satisfy diverse cravings and support versatile occasions.
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EXECUTIVE SUMMARY
- What you need to know
- Market size & forecast
- Market predictions
- What consumers want & why
- Opportunities
- Modern spread users move towards more
- Graph 1: frequency of new product trial, by generation, 2024
- Graph 2: repertoire of nut and sweet spread purchases, by generation, 2024
- Longer list of nut/seed butter considerations offer more connection points with category superusers
- Graph 3: nut/seed-based butter/spread purchase factors, by repertoire of spread purchases, 2024
- Intentional occasions get sweeter for fruit spreads
- Graph 4: typical uses for fruit spreads, by generation, 2024
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MARKET DYNAMICS
- Market context
- Market drivers
- Accessibility of spreads remains divided, yet inflation stretches dollars across households
- Graph 5: nut-based spread and sweet spread purchases, by financial situation, 2024
- Consumers continue to grapple with heightened prices
- Graph 6: consumers who have been affected by select issues in the last two months, 2024
- Graph 7: consumers who are concerned about select issues, 2024
- New bases expand assortments and give consumers more options
- From field to fruit spread: supply chain issues impact inputs
- Skyrocketing cocoa prices pose challenges to chocolate market and beyond
- Graph 8: global price of cocoa, US Dollars per metric ton, monthly, not seasonally adjusted, 2000-24
- Market size and forecast
- Settling of spreads on the horizon
- Retail sales and forecast of nut-based spreads and sweet spreads
- Market segmentation
- Similar trajectory expected across spreads segments
- Graph 9: total retail sales and forecast of nut-based spreads and sweet spreads, by segment, at current prices, 2019-29
- Retail sales of nut-based spreads and sweet spreads, by segment
- Market share/brand share
- Store brands and Andros NA outpace market growth overall
- Sales of nut-based spreads and sweet spreads, by company
- Nut-based spreads growth: a mix of natural formulations and indulgent iterations
- Sales of nut-based spreads, by company
- Store-brand launches speak to hazelnut spread’s move into the mainstream
- Sweet on specialty fruit spreads
- Sales of sweet spreads, by company
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CONSUMER INSIGHTS
- Consumer fast facts
- Spread purchases
- Spreads consumption sees slow and steady diversification
- Graph 10: trended nut-based and sweet spread purchases, 2024
- The sweet spot for repertoires expands with Gen Z and Millennials
- Graph 11: repertoire of nut and sweet spread purchases, 2024
- Graph 12: repertoire of nut and sweet spread purchases, by generation, 2024
- The modern nut spread is one that brings the fun alongside function
- Graph 13: nut-based spread purchases, by generation, 2024
- Beyond the basic fruit spread
- Graph 14: sweet spread purchases, by generation, 2024
- Midwest trails in nut/seed-based spread exploration
- Graph 15: nut-based spread and sweet spread purchases, by region, 2024
- Nut/seed-based spread purchase factors
- There is more room in the pantry for spreads that serve a purpose
- Graph 16: nut/seed-based butter/spread purchase factors, by repertoire of spread purchases, 2024
- Graph 17: nut/seed-based butter/spread purchase factors, by region, 2024
- Variety seeking demands variety in value indicators
- Graph 18: nut/seed-based butter/spread purchase factors, by generation, 2024
- Ease price sensitivity for the mainstream midwestern consumer
- Graph 19: nut/seed-based butter/spread purchase factors, by region, 2024
- Sweet spread purchase factors
- Naturally sweeten the deal
- Graph 20: fruit spread (jam/jelly/preserve) purchase factors, 2024
- Flexible preferences demand dynamic brand identities
- Graph 21: fruit spread (jam/jelly/preserve) purchase factors, by generation, 2024
- Savory/spiced fruit spread consumers explore with intention, not impulse
- Graph 22: fruit spread (jam/jelly/preserve) purchase factors, by types of fruit spreads purchased, 2024
- Frequency of new product trial
- Two-thirds of spreads consumers explore, at least occasionally
- It’s more than just PB&Js these days
- Graph 23: frequency of new product trial, by generation, 2024
- Approachability in indulgence
- Graph 24: frequency of new product trial, by nut/seed-based and sweet spread purchases, 2024
- New product trial motivators
- Freshen up selections to deliver consistent excitement
- Graph 25: new spread trial motivators by spread, 2024
- Flavor excitement becomes a nut/seed spread staple
- Graph 26: new product trial motivators for nut- or seed-based butters/spreads, by generation, 2024
- Gen Z is sweet on fruit spread creativity
- Graph 27: new product trial motivators for fruit spreads, by generation, 2024
- Typical nut/seed-based spread uses and occasions
- Blurred occasions are there for the nut/seed spread taking
- Graph 28: household nut/seed-based spread occasions, 2024
- Graph 29: typical uses for nut/seed-based butters/spreads, 2024
- Spreads have deep-rooted snacking proposition, but that’s not all
- Graph 30: typical uses for nut/seed-based butters/spreads, by generation, 2024
- Mix up classic and creative inspiration to reach across generations
- Graph 31: household nut/seed-based spread occasions, by generation, 2024
- Typical fruit spread uses and occasions
- Fruit spreads break past just breakfast
- Graph 32: household fruit spread occasions, 2024
- Graph 33: typical uses for fruit spreads, 2024
- Play into planned fruit spread applications for Gen Z and Millennials
- Graph 34: typical uses for fruit spreads, by generation, 2024
- Modernize alongside kid-friendly occasions
- Graph 35: fruit spread household occasions, by parental status, 2024
- Attitudes and behaviors
- Stretch and strengthen spread perceptions
- Graph 36: attitudes toward spreads (nut/seed-based, fruit based), 2024
- Indulgent innovation shifts spread perceptions
- Graph 37: attitudes and behaviors toward spreads, by generation, 2024
- Health perceptions give permission to expand engagement
- Graph 38: nut/seed-based and fruit spread attitudes and behaviors, by repertoire of nut and sweet spread purchases, 2024
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Familiar fruit with a twist
- Flavourscape AI: confiture and fruit spreads
- An attention to the sweet in sweet spreads
- From niche brands to dominant retailer private label: pistachio enters the chat
- Texture packs more into the spread experience
- It’s crunch time
- Graph 39: top textures in nut-based spreads new product launches, 2020-24
- Teetering on nut- and fruit-based spreads
- A spoon full of dessert
- S’mores showcases how trending flavors can be taken in different directions
- Fruit spreads pair well with special occasions, too
- Marketing and advertising
- Sweet and savory versatility…
- …the norm for peanut butter
- Drinkables make the most of each jar
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APPENDIX
- Market definition
- Market size methodology
- US: total retail sales and forecast of nut-based spreads and sweet spreads, at inflation-adjusted prices, 2019-29
- US: total retail sales and forecast of nut-based spreads, at current prices, 2019-29
- US: total retail sales and forecast of nut-based spreads, at inflation-adjusted prices, 2019-29
- US: total retail sales and forecast of sweet spreads, at current prices, 2019-29
- US: total retail sales and forecast of sweet spreads, at inflation-adjusted prices, 2019-29
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
Recent years have undoubtedly impacted long-term purchase behaviour in the nuts and sweet spreads market, with increased private label sales remaining stable due to proven quality and value. Simultaneously, diversified product choices and expanded uses are spreading out the market into new flavors, ingredient bases and occasions.
Nuts and Sweet Spreads Market Analysis – Current Market Landscape
9 in 10 consumers purchase from the nut-based and sweet spreads categories, making spreads a pantry staple. The typical pantry is most likely to get stocked with with 1-2 spreads, but younger generations are shifting this with expanded repertoires. Emerging ingredient bases like pistachio butter, indulgent flavored spreads, and the relevance of savory/spiced fruit spreads with younger generations showcase current evolutions in the market that provide refreshing fun and excitement to a market whose ‘bread and butter’ was once just ‘peanut butter and jelly.’
Mintel’s sweet spreads market analysis shows that even as younger generations are expanding their repertoires, growth to the spreads market is steadying as inflation cools. Category superusers suggest that growth to both nut/seed-based spreads and fruit spreads will be driven by a mix of better-for-you products that bring permissibility and nutritional benefits along with flavors and formulations that infuse new product trials with excitement and continue to inspire more diverse spread use cases.
Sweet and Nut Spreads Market Analysis – What’s Inside the Report?
Key Topics Analysed in the Report
- Nut-based and sweet spread purchasing habits and purchase factors.
- Frequency of new product trials and new product trial motivators of nut-based spreads and sweet spreads.
- Typical nut-/sweet-based spread uses and household occasions.
- Attitudes and behaviors towards nut-based spreads and sweet spreads.
- Launch activity, innovation, and marketing strategies and the spreads market.
- Market size and forecast expectations, and market factors.
Report Scope
For the purposes of this report, nut-based spreads and sweet spreads include the following products:
- Nut and seed butters including peanut, almond, sunflower, and others
- Shelf-stable and frozen jam, jelly, and fruit spreads, and preserves
Butter and margarine spreads, syrup and honey are excluded from the scope of this report.
Meet the Expert Behind the Analysis
Spreads are turning from pantry staple status into something more, paving the way for products that satisfy diverse cravings and support versatile occasions.
Kelsey Olsen, Analyst – Food & Drink
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