Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- ACORN
- Abbreviations
Premier Insight
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- Declining sales of standard jams and jellies needs to be stemmed
- Capitalising on honey habits
- Usage needs to be extended beyond breakfast
- Children are seldom the only incentive for purchase
Executive Summary
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- The sweet spreads market experiences modest growth
- Cutting down on sugar has become a priority
- Jam is the largest segment but honey is gaining ground
- ‘Healthy’ jam sectors are driving sales
- Thin cut marmalade survives decline
- Honey sales exceed those of marmalade for first time
- Organic peanut butter showing some growth
- Static sales of chocolate spread
- Budget brands dominate fruit and cheese curds
- Product innovation is helping to stimulate demand
- Branding is key
- Robertson’s is most visible below-the-line promoter
- The consumer
- What does the future hold for sweet spreads?
- Forecast
Market Drivers
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- Shifts in bread eating habits
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- Figure 1: Shifts in consumption of bread, May 2004
- Volume sales of bread within the retail sector are in decline
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- Figure 2: Retail volume sales of bread, 1999-2004
- A decline in the role of the traditional breakfast
- The snacking market is worth over £9 billion in 2004
- Teenagers tend to snack at home rather than at school
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- Figure 3: Where selected products are eaten most, by 11-16-years-olds, 2004
- Over a third of UK adults are trying to slim
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- Figure 4: Adults who are trying to slim, 1998-2004
- Cutting down on sugar remains a significant criterion for losing weight
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- Figure 5: Top five ways in which consumers would try to lose weight, 2000-04
- Consumer confidence is encouraging consumers to trade up
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- Figure 6: Trends and projections in PDI and consumer expenditure, at current and constant 1999 prices, 1999-2009
- Bias towards ABC1s is positive for sweet spreads
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- Figure 7: UK adult population, by socio-economic group, % change 2004-09
- Marmalade will benefit from rise in over 55s
- Children’s packed lunch opportunities
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- Figure 8: Items packed by mothers in children's packed lunches, September 2004
Market Sizes and Trends
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- Market values recover after 3 years decline
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- Figure 9: UK retail sales value of sweet spreads, 2000-05
- Honey fuels growth of sweet spread sales
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- Figure 10: UK retail value sales of sweet spreads by sector, 2000-04
- Chocolate/nut spreads focus on quality
- The trend towards premium spreads continues
- Product innovation is helping to stimulate demand
- Consumers are increasingly diet conscious
- Indulgence trends remains relevant
- Consumers are opting for more exotic flavours
- Fairtrade spreads are making their mark
- The growth in organic spreads has slowed
Market Segmentation
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- Figure 11: Overview of sweet spread shares, by sector, 2004
- Jam market mirrors overall market performance
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- Figure 12: UK retail value sales of jam, 2000-05
- Standard jams are losing out to premium varieties
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- Figure 13: UK retail value sales of jam, by type, 2000-04
- Extra fruit jams are performing well
- No added sugar fruit spreads boost sales
- Reduced sugar spreads double market share
- Jam producers are responding to dietary requirements
- Honey outperforms the sweet spreads sector
- Versatility is honey’s USP
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- Figure 14: UK retail sales of honey, by value, 2000-05
- Clear blended honey constitutes over a third of the market
- Set blended honey in glass jars is declining
- Speciality honey continues to perform well
- Squeezable honeys move into third place
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- Figure 15: UK retail sales of honey, by sector, 2003 and 2004
- Organic honey remains popular
- Can Chinese honey make a successful comeback into the UK?
- Marmalade overtaken by honey for the first time
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- Figure 16: UK retail sales of marmalade, 2000-05
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- Figure 17: UK retail value sales of marmalade, by type, 2000-04
- Peanut butter shows hesitant growth
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- Figure 18: UK retail value sales of peanut butter, 2000-05
- Increased segmentation allows individual sectors to flourish
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- Figure 19: UK retail sales of the volume split of peanut butter, by type, 2002-04
- Innovation required to stimulate static sales of chocolate spreads
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- Figure 20: UK retail value sales of chocolate spread, 2000-05
- Fruit curds struggle to make a living
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- Figure 21: UK retail value sales of fruit and cheese curds, 2000-05
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The Supply Structure
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- Brand shares within the jam market
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- Figure 22: Brand shares in the jam market, by value, 2000-04
- Brand shares within the marmalade market
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- Figure 23: Brand shares of the marmalade market, by value, 2000-04
- Brand shares within the honey market
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- Figure 24: Brand shares in the honey market, by value, 2000-04
- Brand shares within the peanut butter market
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- Figure 25: Brand shares in the peanut butter market, by value, 2002-04
- Brand shares within the chocolate spread market
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- Figure 26: Brand shares in the chocolate spread market, by value, 2002-04
- Brand shares within the fruit/cheese curd market
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- Figure 27: Brand shares in the fruit/cheese curds market, by value, 2002-04
- Company brands
- Baxter’s of Speyside Ltd
- Bonne Maman
- Centura Foods – Robertson’s and Frank Cooper
- F Duerr & Sons
- Ferrero SpA
- Green & Blacks
- Masterfoods
- Premier Foods plc
- Rowse Honey Ltd
- St Dalfour Foods
- Streamline Foods Ltd
- Unilever UK Foods
- Whole Earth Foods Ltd
- Wilkin & Sons Ltd
- Other brands
New Product Development
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- Duerr’s capitalises on low carb trends
- Reduced sugar jams and marmalades
- No added sugar fruit spreads
- More fruit and fewer calories
- Indulgence jam
- A new variety of honey flavours
- Natural pure jams
- Marmalade
- Peanut butter with health benefits
- Wellness spreads
Advertising and Promotion
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- Fluctuating above-the-line support for brands
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- Figure 28: Main monitored media advertising expenditure on sweet spreads, 1999-2004
- Jams receive the biggest proportion of media spend
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- Figure 29: Main monitored media advertising expenditure on sweet spreads, by product sector, 2000-04
- Bonne Maman tops the bill
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- Figure 30: Main monitored media advertising expenditure on sweet spreads, by selected brands, 2000-04
- Multi-buys are most common promotion
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- Figure 31: Type of sweet spread promotions, September 2004-February 2005
- Figure 32: Selected price-based below the line promotional activity by outlet, September 2004-February 2005
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- Figure 33: Selected on-pack and volume related promotional activity on sweet spreads, September 2004-February 2005
- Robertson’s leads by promotion
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- Figure 34: Number of promotions, by top 15 sweet spread brands, September 2004-February 2005
- Examples of promotional campaigns
Distribution
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- Grocery multiples dominate distribution channels
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- Figure 35: UK retail sales of sweet spreads, by outlet type, by value, 2002 and 2004
- Own-label share of fruit/cheese curd and peanut butter grows
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- Figure 36: Own-label performance in the sweet spreads market* by type, 2002 and 2004
The Consumer
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- Jam has the widest appeal
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- Figure 37: Sweet spread preferences of youths aged 7-14, Autumn 2004
- Peanut butter is favoured by 9 to 10 year old boys
- Girls aged 7 to 10 years like chocolate spread best
- Despite market growth, penetration falls
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- Figure 38: Types of sweet spreads purchased in the last 3 months, 2001, 2002 and 2005*
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- Figure 39: Penetration of sweet spread categories, January 2005
- Penetration of sweet spreads has declined
- Standard jam varieties lose out to premium extra fruit spreads
- Gain in popularity for medium cut and shredless marmalade
- Fewer shoppers are buying peanut butter
- Premium jams are popular among retirees
- Households with children are key targets
- Marmalade has a mature consumer base
- Targeting marmalade buyers
- Versatility gives honey a clear advantage
- Buyers of set honey
- Buyers of smooth and crunchy peanut butter
- Buyers of chocolate and/or nut spread
- Targeting non-users of sweet spreads
The Consumer – Detailed Demographics
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- Figure 40: Children who eat jam and like it best, by demographic sub-group, 2004
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- Figure 41: Children who eat peanut butter and like it best, by demographic sub-group, 2004
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- Figure 42: Children who eat chocolate spread and like it best, by demographic sub-group, 2004
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- Figure 43: Purchase of jam in the last 3 months, by gender, age, socio-economic group, region, marital status, working status, presence of children, household size and Mintel’s Special Groups, January 2005
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- Figure 44: Purchase of jam in the last 3 months, by ACORN categories, media usage, Internet usage, commercial TV viewing and supermarket usage, January 2005
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- Figure 45: Purchase of marmalade in the last 3 months, by gender, age, socio-economic group, region, marital status, working status, presence of children, household size and Mintel’s Special Groups, January 2005
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- Figure 46: Purchase of marmalade in the last 3 months, by ACORN categories, media usage, Internet usage, commercial TV viewing and supermarket usage, January 2005
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- Figure 47: Types of sweet spreads purchased in the last 3 months, by gender, age, socio-economic group, region, marital status, working status, presence of children, household size and Mintel’s Special Groups January 2005
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- Figure 48: Types of sweet spreads purchased in the last 3 months, by ACORN categories, media usage, commercial TV viewing, Internet and supermarket usage, January 2005
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The Consumer – Attitudes and Motivations
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- Figure 49: Eating habits with regard to sweet spreads, January 2005
- Sweet spreads primarily associated with breakfast
- Only one in ten consumers claim to eat breakfast on-the-go
- Attitudes towards buying sweet spreads
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- Figure 50: Purchasing habits with regard to sweet spreads, January 2005
- Over a third of consumers always buy the same brand
- Consumers are opting for healthier jams
- Children are seldom the only motivational factor for purchase
- Consumers who like the taste of something sweet in the morning
- Consumers who eat sweet spreads at any time of day
- Consumers who use honey in many different ways
- Sweet spreads are not practical
- Brand loyal consumers
- Consumers who always buy the same flavour or type of sweet spread
- Promotions appeal more to women and the young
- Own-label spreads
- Reduced sugar and lower fat spreads
- Premium and speciality spreads
- Marmalade is stuck in a breakfast rut
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- Figure 51: Cross-analysis of sweet spread preference by eating habits, January 2005
- Value for money is important to brand loyal consumers
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- Figure 52: Cross-analysis of sweet spread preference by purchasing habits, January 2005
- Honey perceived as versatile, premium and healthy
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- Figure 53: Cross-analysis of eating habits by purchasing habits, January 2005
- Assessing consumer target groups
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- Figure 54: Consumer typologies with regard to sweet spreads, January 2005
- Speciality Seekers (18% of sample)
- Reluctant Buyers (55% of sample)
- Brand Loyal (14% of sample)
- Price Savvy (13% of sample)
- Consumer typologies and their choice of sweet spreads
- Third agers seek speciality spreads
- Reluctant single men
- Brand Loyals on a budget
- Price Savvy young families
- Assessing enthusiasm of target groups
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- Figure 55: Repertoire of sweet spreads purchased in the last three months, January 2005
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The Consumer – Attitudes and Motivations: Detailed Demographics
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- Figure 56: Agreements with eating habit statements, by age, socio-economic group, region, marital status, working status, presence of children, household size and Mintel’s Special Groups, January 2005
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- Figure 57: Agreements with eating habit statements, by ACORN categories, media usage, Internet usage, commercial TV viewing and supermarket usage, January 2005
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- Figure 58: Agreement with purchasing habits, by age, socio-economic group, region, marital status, working status, presence of children, household size and Mintel’s Special Groups, January 2005
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- Figure 59: Agreement with purchasing habits, by ACORN categories, media usage, Internet usage, commercial TV viewing and supermarket usage, January 2005
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- Figure 60: Consumer typologies, by gender, age, socio-economic group, lifestage, presence of children, region and Mintel's Special Groups, January 2005
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- Figure 61: Consumer typologies, by marital status, working status, ACORN categories, media usage, supermarket usage and commercial TV viewing, January 2005
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- Figure 62: Consumer typologies and their choice of sweet spread, January 2005
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- Figure 63: Consumer typologies and their attitudes to sweet spread, January 2005
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The Future
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- Family matters
- Obesity concerns to boost sales of ’healthy’ varieties
- Convenient packaging will also help drive sales
Forecast
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- Figure 64: Forecast of the market for sweet spreads, by sector, 2005-10
- Figure 65: Forecast of the market for sweet spreads, by sector, 2005-10
- Exceptional growth for honey and the jam sector
- Static peanut butter and chocolate/nut spread
- Marmalade, fruit and cheese curd in decline
- Factors used in the forecast
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