2022
9
US Nut-based Spreads and Sweet Spreads Market Report 2022
2022-05-24T04:02:03+01:00
OX1100143
3695
151323
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Report
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“While tradition runs strong in the nut-based and sweet spreads market, there is opportunity for growth through expanded uses and occasions past the breakfast occasion and bread application. Leverage the…

US Nut-based Spreads and Sweet Spreads Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

This report provides comprehensive and current information and analysis of the US nut-based spreads and sweet spreads market including US nut-based spreads and sweet spreads market size, anticipated market forecast, relevant market segmentation, and industry trends for the nut-based spreads and sweet spreads market in the US.

Current market landscape

While consumers are more likely to view both nut-based and sweet spreads as healthy rather than indulgent, the majority of consumers view nut-based and sweet spreads as health neutral. This is great news for brands, as they can serve both healthy and indulgent occasions with a singular product or portfolio. The expansion of occasions and uses will be the key to growth for the market, making this point particularly salient for marketing messaging and branding efforts.

Future market trends in US nut-based spreads and sweet spreads

The nut spread market is a mature market on the move, and there are shifts happening. To leverage an already dedicated base and forge stronger ties with new ones, brands can enhance engagement with consumers through extended applications and dayparts. There is room to grow usage of nut-based and sweet spreads despite their strong associations with breakfast and sandwich applications. With younger consumers most likely to explore different products in this market and to use spreads for a variety of applications, brands will benefit from focusing expansive efforts on these consumers. Staples, however, will need to remain central to brands as tradition and familiarity continue to appeal to the top consumer of peanut butter, the 55+ age group, and are popular with the widest consumer base.

Peanut butter remains the strong leader in the market, but hazelnut spreads have seen success in recent years. With consumption driven by parents, hazelnut spreads were more likely to have been purchased than almond butter. Consumers are looking for spreads that enhance foods by providing a taste experience that appeals to a variety of ages. Position spreads as versatile inclusions to the consumption occasion, as ingredients that can make up a simple snack and also be a part of a more complex recipe.

Rising prices will impact purchasing habits in the category, hampering consumers’ purchasing power of super-premium products, specifically nut spreads that retail at higher price points. For the majority of spreads, though, inflation may bring good news as consumers keep staples in their carts and even trade down to spreads from more expensive products.

Read on to discover more about the US Nut-based Spreads and Sweet Spreads consumer market, read our US Snack, Nutrition, and Performance Bars Market Report 2022, or take a look at our other Food research reports.

Quickly understand

  • Purchasing habits by age and parental status.
  • Purchase patterns and interest of nut-based and sweet spreads packaging types.
  • Consumer perceptions of nut-based and sweet spreads.
  • Opportunities for expanded usage occasions.
  • Features sought in nut-based and sweet spreads.

Covered in this report

Brands include: JM Smucker, Blake Hill, Bonnie’s Jams, Stonewall Kitchen, Fix & Fogg, Hormel Foods, Ferrero, Nati Grape, Sunbutter LLC, Bell Plantation, Betterbody Foods, Jif, Skippy, Justin’s, Nutella, Dalmatia, Bonne Maman, FoodMatch, Welch’s, Andros Foods,  Chobani, Oat Haus, Cinnamon Toast Crunch Spread, Eliot’s, Once Again, Butterfly, Amlu, Natural Way, Healthy Crunch, Deux, Fromage Ami, Manna Organics, Chia Smash, Philosopher, Trader Joe’s, H-E-B.

Expert analysis from a specialist in the nut based spreads and sweet spread market

This report, written by Kelsey Olsen, a leading analyst in the nut based spread  and sweet spread market sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While tradition runs strong in the nut-based and sweet spreads market, there is opportunity for growth through expanded uses and occasions past the breakfast occasion and bread application. Leverage the neutral attitudes consumers have towards nut-based and sweet spreads health associations to inspire versatile occasions and applications that will increase consumption frequency and ultimately increase value in a complex market.

Kelsey Olsen, Food and Drink AnalystKelsey Olsen
Consumer Insights Analyst

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Figure 1: Total US sales and fan chart forecast of market, at current prices, 2016-26
                  • Figure 2: Category outlook, 2022-27
                • Opportunities and challenges
                  • Slow growth can be accelerated through expanded usage
                    • Opportunity with parents comes from willingness to explore
                      • Figure 3: Sweet spreads uses, by parental status, 2022
                    • Neutral health attitudes toward spreads reinforces versatile potential
                      • Figure 4: Nut-based and sweet spreads health perceptions, 2022
                    • Inflation may hamper exploration in the market, but boost value options
                      • Figure 5: attitudes towards larger packaging sizes, by income level, 2022
                    • Take protein interests to next level with plant-based protein movement
                      • The great sugar content debate
                        • Key consumer insights
                          • The future of spreads will combine tradition and exploration
                            • Parents are leaders in innovative use of spreads and drive many leading sub-categories.
                              • Spreads tend to be health neutral in the eyes of consumers
                              • Market Size and Forecast

                                • Market returns to slow and steady growth, yet hold on to 2020 gains
                                  • Figure 6: Total US sales and fan chart forecast of market, at current prices, 2016-26
                                  • Figure 7: Total US sales and forecast of market, at current prices, 2016-26
                              • Segment Performance

                                • Nutty for nut-based spreads
                                  • Figure 8: Total US retail sales of nut-based and sweet spreads, by segment, at current prices, 2021
                                  • Figure 9: Total US retail sales and forecast of nut-based and sweet spreads, by segment, at current prices, 2016-26
                                  • Figure 10: Total US retail sales and forecast of nut-based and sweet spreads, by segment, at current prices, 2016-26
                                • Diversify distribution channels
                                  • Figure 11: Total US retail sales of nut-based and sweet spreads, by channel, at current prices, 2016-21
                              • Market Factors

                                • Rising prices presents a mixed bag of challenges and opportunities
                                  • Figure 12: Mintel’s Global Consumer – Food & Drink, March 2022
                                  • Figure 13: Changes in consumer price indexes for food, 2021-22
                                • Food spend rises at home, and away
                                  • Figure 14: Sales of food at home and away from home, 2010-22
                                • Shifts in household structure, population point to need for strategy updates
                                  • Figure 15: Share of population, by age, 2016-26
                                • Environmental concerns have ripple effect
                                • Market Share/Key Players

                                  • Little to no growth for leading nut-butter and sweet spread brands
                                    • Packaging innovation supports JM Smuckers lead
                                      • Innovative specialty brands find traction
                                        • Sales of nut-based and sweet spreads by company
                                          • Figure 16: Multi-outlet sales of nut-based and sweet spreads, by leading companies, rolling 52 weeks 2021 and 2022
                                        • Alternative butters are driving growth, for the most part
                                          • Hazelnut spreads bring sweet success
                                            • BFY butters tackle nutrition and allergens
                                              • Figure 17: Multi-outlet sales of nut-based spreads, by leading companies and brands, rolling 52 weeks 2021 and 2022
                                            • Sweet spread brands struggle in rebound year
                                              • Premium brands turn to trendy pairing to extend occasions
                                                • Figure 18: Dalmatia Fig Orange Spread
                                                • Figure 19: Multi-outlet sales of sweet spreads, by leading companies and brands, rolling 52 weeks 2021 and 2022
                                            • Competitive Strategies and Market Opportunities

                                              • There is no time like the present for TikTok
                                                • Figure 20: Nut butter hashtag views on TikTok, March 2022
                                                • Figure 21: Justin’s Nutty Tortilla Hack, February 2021
                                              • Brands explore in the spread market
                                                • Figure 22: Expanded product lines
                                              • Packaging connects to brand beyond shelf
                                                • Figure 23: Bonne Maman DIY jar ideas, 2021
                                              • Opportunity lies between the blurred lines in the nut-based and sweet spreads categories
                                                • Figure 24: Oat Haus Granola Butter, Cinnamon Toast Crunch Spread
                                              • Savory flavors of nut-based spreads expand usage opportunities
                                                • Figure 25: Spicy and savory nut butter products
                                              • A better-for-you game of addition and subtraction
                                                • Figure 26: Functional nut-based and sweet spreads products
                                              • On-package messaging inspires usage
                                                • Figure 27: On-package usage messaging product examples
                                              • Sip on sweet spreads
                                                • Figure 28: Sweet spreads beverage occasion Instagram posts
                                              • Appeal to the eco-conscious consumer
                                                • Figure 29: Eco-labeling product examples, 2021
                                            • The Nut-based and Sweet Spreads Consumer – Fast Facts

                                              • PB&J are staples; chocolate hazelnut sweetens the deal
                                                • Neutral identities make way for opportunity through expanded use
                                                  • Extend usage beyond bread and breakfast
                                                    • Packaging can provide versatility and convenience
                                                    • Purchases of Nut-based and Sweet Spreads

                                                      • Peanut butter sticks as familiar favorite
                                                        • Figure 30: Nut based and sweet spreads purchases, 2022
                                                      • Younger adults lead nut spreads exploration
                                                        • Figure 31: Purchase of nut-based spreads, by age, 2022
                                                      • Give sweet spreads an identity to appeal to the ages
                                                        • Figure 32: Consumer purchase of sweet spreads, by age, 2022
                                                      • Parents lead the charge for convenience and diversification of spreads
                                                        • Figure 33: Purchases of nut-based and sweet spreads, parental status, 2022
                                                      • Smaller nut spreads basket size for over-45s
                                                        • Figure 34: Repertoire of nut based spreads purchase, by age, 2022
                                                      • Increase sweet spreads use cases
                                                        • Figure 35: Repertoire of sweet spreads purchase, 2022
                                                    • Purchase Patterns and Interest by Packaging and Spread Type

                                                      • Enhance experience with packaging
                                                        • Figure 36: Nut-based and sweet spreads packaging type purchases and interests, 2022
                                                      • Balance functional packaging with sustainable practices
                                                        • Figure 37: Nut based packaging purchases, net – Any purchase, by age, 2022
                                                      • Sweet spreads’ packaging must encourage neatness and portion control
                                                        • Figure 38: Trader Joe’s PB&J Snack Duo
                                                        • Figure 39: Sweet spread packaging purchases, net – Any purchase, by age, 2022
                                                      • Diverse format purchase demonstrates parents’ need for nut spread versatility
                                                        • Figure 40: Nut-based and sweet spread packaging purchases, by parental status, 2022
                                                    • Nut-based and Sweet Spreads Attitudes

                                                      • Health vs indulgence identity crisis
                                                        • Figure 41: Nut-based and sweet spreads attitudes, 2022
                                                      • Indulgence vs health perceptions vary by age
                                                        • Figure 42: Health perceptions of nut-based and sweet spreads, by age, January 2022
                                                    • Nut-based and Sweet Spreads Behaviors

                                                      • Habits heavily influence spreads behaviors
                                                        • Figure 43: Nut-based and sweet spreads behaviors, 2022
                                                      • As seen on TikTok
                                                        • Figure 44: Nut-based and sweet spreads exploration, by age, 2022
                                                        • Figure 45: TikTok Charcuterie Board Tutorial by HEB, 2021
                                                    • Nut-based and Sweet Spreads Occasions

                                                      • Inspire beyond breakfast time
                                                        • Figure 46: Nut-based and sweet spreads occasions, 2022
                                                      • Consumer association with uses and occasions
                                                        • Figure 47: Correspondence Analysis – Symmetrical map – Nut butter and sweet spread uses and occasions, 2022
                                                    • Nut-based and Sweet Spread Uses

                                                      • PB&Js are not going anywhere
                                                        • Figure 48: Nut based and sweet spreads uses, 2022
                                                      • Expand sweet spread uses with alternative applications
                                                        • Figure 49: Sweet spreads uses, by parental status, 2022
                                                    • Interest in Nut-based Spread Features

                                                      • Basic butters may win more than bells and whistles
                                                        • Figure 50: Nut-based spreads purchase interests, 2022
                                                      • Balance flavor and function to drive parent purchase
                                                        • Figure 51: Nut-based spreads purchase motivators, by parental status, 2022
                                                      • The quest for nutritional qualities that excite the flavor palate
                                                        • Figure 52: TURF Analysis – Nut spread claims interest, 2022
                                                    • Interest in Sweet Spreads Features

                                                      • Low sugar leads interest for sweet spread features
                                                        • Figure 53: Sweet spread purchase motivators, 2022
                                                      • Nutritional and environmental benefits make a sweet combination
                                                        • Figure 54: Sweet spread nutrition purchase motivators, by age, 2022
                                                      • Spice up the vitamins, tone down the sweet
                                                        • Figure 55: TURF Analysis – Sweet spread interest, 2022
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Sales data
                                                          • Forecast
                                                            • Consumer survey data
                                                              • Abbreviations and terms
                                                                • Abbreviations
                                                                  • Terms
                                                                  • Appendix – The Market

                                                                      • Figure 56: Total US retail sales and forecast of nut-based and sweet spreads, at current prices, 2016-26
                                                                      • Figure 57: Total US retail sales and forecast of nut-based and sweet spreads, at inflation-adjusted prices, 2016-26
                                                                      • Figure 58: Total US retail sales and forecast of nut-based and sweet spreads, by segment, at current prices, 2016-26
                                                                      • Figure 59: Average annual household spending on nut-based and sweet spreads, 2016-21
                                                                      • Figure 60: Total US retail sales of nut-based and sweet spreads, by segment, at current prices, 2019 and 2021
                                                                      • Figure 61: Total US retail sales and forecast of nut-based spreads, at current prices, 2016-26
                                                                      • Figure 62: Total US retail sales and forecast of nut-based spreads, at inflation-adjusted prices, 2016-26
                                                                      • Figure 63: Total US retail sales and forecast of sweet spreads, at current prices, 2016-26
                                                                      • Figure 64: Total US retail sales and forecast of sweet spreads, at inflation-adjusted prices, 2016-26
                                                                      • Figure 65: Total US retail sales of nut-based and sweet spreads, by channel, at current prices, 2016-21

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