Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

US Nut-based Spreads and Sweet Spreads Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Nut-based Spreads and Sweet Spreads market, its consumers and the major players who make up that market.

Mintel has the answers you’re looking for

  • What are the key challenges facing the industry?
  • Who is the consumer and what do they want?
  • Where are the opportunities, where are the risks and what lies ahead?

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Covered in this report

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

The terms sweet spreads and fruit spreads are used interchangeably in this Report.

Butter and margarine spreads, syrup, and honey are excluded from the scope of this Report

What you need to know

Products in the $3.9 billion nut-based and sweet spreads category enjoy nearly universal penetration as well as solid consumption frequency, in large part due to the popularity and dominance of peanut butter.

Yet sales growth has been modest in the past five years for both segments, likely an implication of the demonization of sugar and shifting dietary habits among younger adults. Sweet spreads are struggling to gain ground, and the category at large is saddled by steadfast consumer habits both in brand selection and occasion.

To stimulate growth brands will need to inspire consumers to experiment with new products and different ways to enjoy sweet and nut-based spreads.

Expert analysis from a specialist in the field

Written by Michael Averbrook, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Products in the $3.9 billion nut-based and sweet spreads category enjoy nearly universal penetration as well as solid consumption frequency, in large part due to the popularity and dominance of peanut butter. Yet sales growth has been modest in the past five years for both segments, likely an implication of the demonization of sugar and shifting dietary habits among younger adults. Sweet spreads are struggling to gain ground, and the category at large is saddled by steadfast consumer habits both in brand selection and occasion. To stimulate growth brands will need to inspire consumers to experiment with new products and different ways to enjoy sweet and nut-based spreads.Michael Averbrook
Food & Drink Analyst

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Slow growth in both segments
            • Figure 1: Total US sales and fan chart forecast of nut-based spreads and sweet spreads, at current prices, 2013-23
          • Variety of uses are stale
            • Figure 2: Spreads uses, July 2018
          • Consumers seemingly complacent with status quo in category
            • Figure 3: Spreads behaviors – Usage, brand loyalty, and look for different types, July 2018
          • Dominance of peanut butter could stifle other nut-based options
            • Figure 4: Spreads consumption, July 2018
          • The opportunities
            • Reinforce the snacking opportunities
              • Figure 5: Snacking frequency, March 2017
            • Health concerns secondary to the “essentials”
              • Figure 6: Spreads attributes – Any spread, July 2018
            • Brands need to do the heavy lifting to encourage trial
              • Figure 7: Drivers for increased consumption – Any spread, by select features, July 2018
            • What it means
            • The Market – What You Need to Know

              • Slow growth for both segments
                • Category blurring creates opportunity and competition
                  • Impact of sugar revolt not felt as hard in category
                  • Market Size and Forecast

                    • Category grows only moderately in past five years
                      • Figure 8: Total US sales and fan chart forecast of nut-based spreads and sweet spreads, at current prices, 2013-23
                      • Figure 9: Total US retail sales and forecast of nut-based and sweet spreads, at current prices, 2013-23
                  • Market Breakdown

                    • Nut-based spreads dominate the category
                      • Figure 10: Total US retail market size of nut-based spreads and sweet spreads, by segment, at current prices, 2013-23
                      • Figure 11: Total US retail sales and forecast of nut-based spreads and sweet spreads, by segment, at current prices, 2013-23
                    • Other channels gradually make up ground with supermarkets
                      • Figure 12: Total US market size of nut-based and sweet spreads, by channel, at current prices, 2016 and 2018
                  • Market Perspective

                    • Use of spreads in other foods drives competition and opportunity
                      • Perimeter of the store gaining traffic
                        • Figure 13: Attitudes toward the perimeter, any agree, April 2017
                      • Health halo of fruit, nuts
                        • Figure 14: Health perceptions – Fruit and nuts, June 2017
                    • Market Factors

                      • Opportunity to further engage heavy snackers
                        • Figure 15: Snacking frequency, March 2017
                      • Benefits, popular uses keep category rooted in breakfast
                        • Figure 16: Breakfast consumption – Any location and at home, April 2018
                      • Consumers limiting sugar amid rising obesity and diabetes in America
                        • Nut-based spreads can benefit from protein and plant-based boom
                          • Number of households with children rebounds
                            • Figure 17: Households, by presence of own children, 2007-17
                        • Key Players – What You Need to Know

                          • Large brands dominate the category
                            • Private labels find success
                              • Simple spreads flourish
                                • Low/no sugar options lack taste
                                  • Specialized
                                  • Company and Brand Sales of Nut-based Spreads and Sweet Spreads

                                    • JM Smucker Company accounts for two-fifths of market
                                      • Figure 18: SKIPPY TV Advertisement: “Be Smooth Like SKIPPY: Anthem”
                                      • Figure 19: Multi-outlet sales of nut-based spreads and sweet spreads, by leading companies, rolling 52 weeks 2017 and 2018
                                  • What’s Working?

                                    • Store brand value
                                      • Figure 20: Multi-outlet sales of nut-based spreads and sweet spreads, by private label brands, rolling 52 weeks 2017 and 2018
                                      • Figure 21: Select consumer attribute ratings of nut-based and sweet spreads, by private label and name brand, January 2017-July 2018
                                      • Figure 22: Purchase intent of nut-based and sweet spreads, by select private label brands, January 2017-July 2018
                                    • Emphasizing simplicity
                                      • Figure 23: Multi-outlet sales of nut-based and sweet spreads, by select natural brands, rolling 52 weeks 2017 and 2018
                                      • Figure 24: Launches of nut-based spreads and sweet spreads, by select natural claims, 2015-17
                                    • Portion packed
                                      • Figure 25: Drivers for increased consumption – Any spread, by single-serve packaging and packaged with snacks, July 2018
                                  • What’s Struggling?

                                    • Low/no sugar varieties fail to deliver on taste
                                      • Figure 26: Instant reaction, purchase intent, tasty, and good value scores of nut-based spreads and sweet spreads, by spreads with and without low/no/reduced sugar claim, January 2017-July 2018
                                      • Figure 27: Purchase Intent of nut-based and sweet spreads, select brands with low/no/reduced sugar claim, January 2017-July 2018
                                    • Small brands struggle to compete
                                      • Figure 28: Multi-outlet sales of nut-based spreads and sweet spreads, by “other” brands, rolling 52 weeks 2017 and 2018
                                      • Figure 29: MaraNatha TV Advertisement: “Stages of a Breakup: Heartbreak (Extended)”
                                      • Figure 30: Multi-outlet sales of nut-based and sweet spreads, by select “other” brands, rolling 52 weeks 2017 and 2018
                                  • What’s Next?

                                    • Beyond peanuts
                                      • Figure 31: Multi-outlet sales of specialty nut butter, calendar years 2014 and 2017
                                    • Up-and-coming nuts
                                      • Figure 32: Launches of nut-based spreads, by select nut ingredients, 2015-17
                                    • Nut and seed alternatives
                                      • Added nutrition and function
                                        • Figure 33: Launches of nut-based and sweet spreads, by high/added protein claim and functional claims, 2015-17
                                    • The Consumer – What You Need to Know

                                      • Strong penetration fueled by peanut butter
                                        • Despite frequent consumption, snacking can help expand usage
                                          • Category participants stick with what they know
                                            • Consumers prioritize taste, not too worried about health in category
                                            • Spreads Consumption and Frequency

                                              • Peanut butter drives widespread consumption
                                                • Figure 34: Spreads consumption, July 2018
                                              • Frequent consumption, yet could benefit from a reset
                                                • Figure 35: Nut or seed butter/spread frequency, July 2018
                                              • Younger adults, parents consume greatest variety
                                                • Figure 36: Repertoire of nut-based and sweet spread consumption, by age, parental status, and household size, July 2018
                                            • Spreads Behaviors

                                              • Brand allegiance is strong
                                                • Figure 37: Spreads behaviors – Usage, brand loyalty, and look for different types, July 2018
                                              • Dedicated consumers are looking for new types, recipes
                                                • Figure 38: Spreads behaviors – Consumption compared to last year, July 2018
                                                • Figure 39: Spreads behaviors – Use them in the same way and use them in different ways, by spreads behaviors, July 2018
                                              • Target consumers at an early age
                                                • Figure 40: Spreads behaviors, by age, July 2018
                                            • Spreads Uses

                                              • Spreads are mostly consumed with bread
                                                • Figure 41: Spreads uses, July 2018
                                              • 55+ are less adventurous in spread use
                                                • Figure 42: Spreads uses, by age, July 2018
                                              • Larger households = bigger engagement
                                                • Figure 43: Spreads uses, by parental status, number of children under 18 in household, and household size, July 2018
                                            • Spreads Attributes

                                              • Taste and flavor trump all other attributes
                                                • Figure 44: Spreads attributes – Any spread, July 2018
                                              • Expectations beyond taste for more specialized spread types
                                                • Figure 45: Correspondence analysis – Symmetrical map – Spreads attributes, July 2018
                                                • Figure 46: Spreads attributes, July 2018
                                              • Regardless of age, all consumers prioritize taste, flavor
                                                • Figure 47: Spreads attributes – Any spread, by age, July 2018
                                            • Spreads Attitudes

                                              • Nutrition is a nice to have in the category
                                                • Figure 48: Spreads attitudes, July 2018
                                              • Few consumers reducing consumption, driven by sugar/HFCS
                                                • Figure 49: Spreads behaviors – Consumption versus last year, by spreads attitudes – Too much sugar and too much high-fructose corn syrup, July 2018
                                              • Younger women, mothers seek healthy options
                                                • Figure 50: Spreads attitudes – Pay more for healthy varieties, by gender and age and parental status by gender, July 2018
                                              • iGens ripe for guidance
                                                • Figure 51: Spreads attitudes – Pay more for healthy varieties, by gender and age and parental status, July 2018
                                            • Drivers For Increased Consumption

                                              • Sampling can help drive other brand consumption
                                                • Figure 52: Drivers for increased consumption – Any spread, July 2018
                                              • For those eating less, HFCS is a no-no with fruit spreads
                                                • Figure 53: Drivers for increased consumption – No high-fructose corn syrup, July 2018
                                              • Sampling, product features most effective with younger adults
                                                • Figure 54: Drivers for increased consumption – Any spread, by age, July 2018
                                            • Appendix – Data Sources and Abbreviations

                                              • Data sources
                                                • Sales data
                                                  • Fan chart forecast
                                                    • Consumer survey data
                                                      • Abbreviations and terms
                                                        • Abbreviations
                                                          • Terms
                                                          • Appendix – The Market

                                                              • Figure 55: Total US retail sales and forecast of nut-based and sweet spreads, at inflation-adjusted prices, 2013-23
                                                              • Figure 56: Total US retail sales and forecast of nut-based and sweet spreads, by segment, at current prices, 2013-23
                                                              • Figure 57: Total US retail sales of nut-based and sweet spreads, by segment, at current prices, 2016 and 2018
                                                              • Figure 58: Total US retail sales and forecast of nut-based spreads, at current prices, 2013-23
                                                              • Figure 59: Total US retail sales and forecast of nut-based spreads, at inflation-adjusted prices, 2013-23
                                                              • Figure 60: Total US retail sales and forecast of sweet spreads, at current prices, 2013-23
                                                              • Figure 61: Total US retail sales and forecast of sweet spreads, at inflation-adjusted prices, 2013-23
                                                              • Figure 62: Total US retail sales of nut-based and sweet spreads, by channel, at current prices, 2013-18
                                                              • Figure 63: Total US retail sales of nut-based and sweet spreads, by channel, at current prices, 2016 and 2018
                                                              • Figure 64: US supermarket sales of nut-based and sweet spreads, at current prices, 2013-18
                                                              • Figure 65: US sales of nut-based and sweet spreads through other retail channels, at current prices, 2013-18
                                                          • Appendix – Key Players

                                                              • Figure 66: Multi-outlet sales of nut-based spreads, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                              • Figure 67: Multi-outlet sales of sweet spreads, by leading companies and brands, rolling 52 weeks 2017 and 2018