Explore the latest innovation globally across the sweet and savoury spreads markets in 2021.

In Europe

Permissible indulgence. While indulgence and flavour remain top priorities in the cookies and crackers categories, consumers are increasingly looking for offerings which balance their indulgent cravings with a twist of healthfulness.

In Asia

Health and the environment. Healthy diets are on the consumer radar, and although high protein and added fibre cookie and cracker launches are emerging, variants which feature health cues are hard to find. Meanwhile, brands are slowly responding to consumers’ demands for more sustainable packaging and production.

In the Americas

Flavours and diets. Consumer demand for more adventurous and indulgent flavours is influencing innovation in cookies and crackers. Meanwhile, brands are innovating around consumers’ heightened interest in more diet-friendly recipes.


Innovation is focusing on more natural and sustainable credentials, while nutrient-boosted and plant-based recipes are growing in prominence.

Mikolaj Kaczorowski, Innovation Analyst

Table of Contents


    • Europe: sustainability is in the spotlight, and innovation is taking inspiration
    • [Graph] Europe: sweet and savoury spreads with an ethical and environmental claim, Apr 2016-Mar 2021
    • Europe: nut spreads are an exciting focus for vegan innovation
    • [Graph] Europe: sweet and savoury spreads with selected nut flavours, Apr 2016-Mar 2021
    • Middle East & Africa (EMEA)

    • Asia: natural claims are booming in Asian spreads
    • [Graph] Asia: sweet and savoury spreads with select natural claims, Apr 2016-Mar 2021
    • Asia: functional benefits can raise the profile of sweet and savoury spreads
    • [Graph] Asia: sweet and savoury spreads with select functional claims, Apr 2016-Mar 2017 vs Apr 2020-Mar 2021
    • Australia and New Zealand

    • North America: more spreads brands cut out artificial content
    • [Graph] North America: sweet and savour spreads with select natural claims, Apr 2016-Mar 2017 vs Apr 2020-Mar 2021
    • North America: brands are showcasing plant-based ingredient composition
    • [Graph] Global: percentage point change of plant-based and vegan claims in sweet and savoury spreads, Mar 2016 -Apr 2017 vs Mar 2020-Apr 2021
    • Latin America: innovation centres around more sustainable and better-for-you spreads
    • [Graph] Latin America: sweet and savoury spreads with select ethical and environmental claims, Apr 2016-Mar 2017 vs Apr 2020-Mar 2021

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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