Table of Contents
Introduction
-
- Definition
- Abbreviations
Issues in the Market
-
- Which categories are driving sweet and savoury spreads market growth?
- How can packaging innovation broaden the consumer base?
- Who buys sweet and savoury spreads?
- Which eating/dining occasions are the most important for spreads?
- What do consumers look for in sweet and savoury spreads?
Future Opportunities
-
- A Simple Balance for Health
- Extend My Brand
Executive Summary
-
- The market
-
- Figure 1: Sweet and savoury spreads market size and forecast, 2005-15
- Spreads market
- 2010 easier than 2009
- Future growth ahead
- Newer variants remain key to driving revenue
- Market factors
- Moderate consumption
- Ageing population
- Supply pressures
- Health
- Companies, brands and innovation
-
- Figure 2: Jam and marmalade market share, 2010
- Own-label leads the way
- Brands dominate NPD
- Brands look to TV to drive awareness
- The consumer
-
- Figure 3: Usage of sweet and savoury spreads, January 2011
- Penetration remains high
- Spreads continue to be used for specific occasions
-
- Figure 4: Ways in which consumers use sweet spreads, January 2011
- Reliability and added value attract consumers
- What we think
Internal Market Environment
-
- Key points
- A need to increase consumption
-
- Figure 5: Frequency and usage of sweet and savoury spreads, 2010
- Bread and breakfast can be leveraged to optimise occasions
-
- Figure 6: Trends in agreement with the statement “I eat a lot of bread”, 2006-10
- Home baking provides a boost
- Snacking provides opportunities for spreads
-
- Figure 7: Trends in agreement with the statement “I often eat between meals, I keep eating snacks”, 2006-10
- Spreads can play a role in healthy eating
-
- Figure 8: Trends in agreement with selected lifestyle statements, 2006-10
- Provenance could drive premiumisation
-
- Figure 9: Trends in attitudes towards organic, fair trade and domestic products, 2006-10
Broader Market Environment
-
- Key points
- Rising commodity costs
- Consumer confidence dips
-
- Figure 10: Gfk NOP Consumer confidence index, January 2006-January 2011
- Demographic changes
- Rising number of over-55s and ABs aids growth
-
- Figure 11: Trends in the age structure of the UK population, 2005-10 and 2010-15
- Figure 12: Forecast adult population trends, by socio-economic group, 2005-10 and 2010-15
- One-person households prove a challenge
-
- Figure 13: UK households, by size, 2005-15
Competitive Context
-
- Key points
- Breakfast options
-
- Figure 14: Performance of competing markets, 2005-10
- Cereals present a healthy and convenient choice
- Simple toast remains popular
- Competing with out of home
- Lunch options
-
- Figure 15: Performance of competing markets, 2005-10
Strengths and Weaknesses
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points
- Premium positioning continues to attract interest
- Brands remain dominant
-
- Figure 16: New product launches in the UK sweet and savoury spreads market, branded and own-label, 2008-10
- Functional products
- NPD explores ease of use
-
- Figure 17: New product launches in the UK sweet and savoury spreads market, by package material, 2008-10
- Health-led NPD focuses on quality
- British-made jams leverage interest in provenance
- Exotic varieties spice up NPD
Market Size and Forecast
-
- Key points
- The market sees stable growth
-
- Figure 18: UK retail sales of sweet and savoury spreads, by value, 2005-15
- Future growth in the market
-
- Figure 19: Forecast of the UK sweet and savoury spreads market, by value, 2005-15
- Segmentation
-
- Figure 20: Forecast of the UK sweet spreads market, 2005-15
- Figure 21: Forecast of the UK savoury spreads market, 2005-15
- Methodology
Segment Performance
-
- Key points
- Sweet spreads
-
- Figure 22: UK retail value sales of sweet spreads, 2005-15
-
- Figure 23: UK retail value sales of sweet spreads, by type, 2008-10
- Savoury spreads
-
- Figure 24: UK retail value sales of savoury spreads, 2005-15
- Figure 25: UK retail value sales of savoury spreads, by type, 2008-10
Market Share
-
- Key points
- Jam and marmalade
-
- Figure 26: UK retail sales of jam and marmalade, by manufacturer share, 2008-10
- Honey
-
- Figure 27: UK retail sales of honey, by manufacturer share, 2009-10
- Cheese spreads
-
- Figure 28: UK retail sales of cheese spreads, by manufacturer share, 2008-10
Companies and Brands
-
- Andros
- Bel UK
- Ferrero UK
- Kavli
- Kraft Foods
- Premier Foods plc
- Princes
- Rowse Honey
- Unilever
- Wilkin & Sons
Brand Research
-
- Brand map
-
- Figure 29: Attitudes towards and usage of spread brands, January 2011
- Brand attitudes
-
- Figure 30: Attitudes, by spread brand, January 2011
- Brand personality
-
- Figure 31: Spread brand personality – macro image, January 2011
-
- Figure 32: Spread brand personality – micro image, January 2011
- Correspondence analysis
- Brand experience
-
- Figure 33: Spread brand usage, January 2011
-
- Figure 34: Satisfaction with various spread brands, January 2011
-
- Figure 35: Consideration of spread brands, January 2011
-
- Figure 36: Consumer perceptions of current spread brand performance, January 2011
-
- Figure 37: Spread brand recommendation – Net Promoter Score, January 2011
- Brand index
-
- Figure 38: Spread brand index, January 2011]
- Figure 39: Spread brand index vs. recommendation, January 2011
- Target group analysis
-
- Figure 40: Target groups, January 2011
-
- Figure 41: Spread brand usage, by target groups, January 2011
- Group One – The Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – The Individualists
Brand Communication and Promotion
-
- Key points
- Spend on the rise
-
- Figure 42: Main monitored media advertising expenditure on sweet and savoury spreads, 2006-10
- Ferrero dominates spend
-
- Figure 43: Main monitored media advertising expenditure on sweet and savoury spreads, by company, 2006-10
- Figure 44: Proportion of highest spending brands on sweet and savoury spreads, 2006-10
Channels to Market
-
- Key points
-
- Figure 45: Food and drink – estimated channels of distribution, 2009
- Supermarkets dominate
-
- Figure 46: Index of supermarkets used by sweet and savoury spreads users, (average = 100) January 2011
Consumer – Usage
-
- Key points
- Penetration reaches the majority of consumers
-
- Figure 47: Sweet and savoury spreads used in the last 12 months, January 2011
- Traditional spreads reliant on the older consumer
-
- Figure 48: Sweet and savoury spreads used in the last 12 months, by age, January 2011
- Newer variants appeal to a younger age group
-
- Figure 49: Usage of chocolate spreads, peanut butter and chilled spreads in the last 12 months, by age, January 2011
- All spreads appeal to women
-
- Figure 50: Index of usage of sweet and savoury spreads used in the last 12 months, by gender, (average = 100), January 2011
- Extensive crossover
-
- Figure 51: Crossover in usage of sweet and savoury spreads, January 2011
Consumer – Occasions
-
- Key points
- Breakfast is top occasion for sweet spreads
-
- Figure 52: Ways in which sweet spreads are used/eaten, January 2011
-
- Figure 53: Things eaten for breakfast, 2008-10
- Savoury spreads are most popular for lunch
-
- Figure 54: Ways in which savoury spreads used/eaten, January 2011
- Nostalgia could provide a boost
- Home baking drives interest
Consumer Attitudes Towards Sweet Spreads
-
- Key points
-
- Figure 55: Statements on sweet spreads, January 2011
- Moderate approach to health
-
- Figure 56: Index of statements on sweet spreads, by gender, age, socio-economic status and annual household income, (average = 100), January 2011
- Brand loyalty under pressure from own-label
-
- Figure 57: Statements on branded and own-label sweet spreads, January 2011
- Two in five are adventurous on flavour
-
- Figure 58: Statements on sweet spreads, January 2011
- Greater format choice wanted by chocolate spread users
-
- Figure 59: Statements on sweet spreads, by type, January 2011
Consumer Attitudes Towards Savoury Spreads
-
- Key points
-
- Figure 60: Statements on savoury spreads, January 2011
- Savoury spreads are seen as a cupboard staple
-
- Figure 61: Index of agreement with statements on savoury spreads, by gender, age, socio-economic status, (average = 100), January 2011
- Savoury spreads play a key role as the alternative option
-
- Figure 62: Agreement with statements on savoury spreads, January 2011
- A large minority is adventurous on flavour, loyal on brand
-
- Figure 63: Agreement with statements on savoury spreads, January 2011
- Different formats can cater for demand for choice
-
- Figure 64: Statements on savoury spreads, January 2011
Targeting Opportunities – Sweet Spreads
-
- Key points
-
- Figure 65: Target groups based on attitudes towards sweet spreads, January 2011
- Reluctant
- Traditional
- Promiscuous On A Budget
Targeting Opportunities – Savoury Spreads
-
- Key points
-
- Figure 66: Target groups based on attitudes towards savoury spreads, January 2011
- Brand Loyal
- Interested Cooks
- Disengaged
- Engaged
Appendix – Internal Market Environment
-
-
- Figure 67: Frequency and usage of sweet spreads, by demographics, 2010
-
Appendix – Broader Market Environment
-
-
- Figure 68: GDP, PDI, consumer expenditure and savings, at constant 2010 prices, 2005-15
- Figure 69: Trends in the age structure of the UK population, 2005-15
-
Appendix – Market Size and Forecast
-
-
- Figure 70: Best and worst case forecasts for sweet and savoury spreads, 2010-15
-
Appendix – Consumer Usage
-
-
- Figure 71: Most popular sweet and savoury spreads used in the last 12 months, by demographics, January 2011.
-
- Figure 72: Next most popular sweet and savoury spreads used in the last 12 months, by demographics, January 2011.
-
- Figure 73: Other sweet and savoury spreads used in the last 12 months, by demographics, January 2011.
-
Appendix – Consumer – Occasions
-
-
- Figure 74: Ways in which sweet spreads used/eaten, by sweet spreads used in the last 12 months, January 2011
-
- Figure 75: Ways in which savoury spreads used/eaten, by savoury spreads used in the last 12 months, January 2011
-
- Figure 76: Ways in which sweet spreads used/eaten, by demographics, January 2011
-
- Figure 77: Ways in which savoury spreads used/eaten, by demographics, January 2011
-
Appendix – Consumer Attitudes Towards Sweet Spreads
-
-
- Figure 78: Agreement with the statement “I tend to buy the same brand of sweet spreads”, by demographics, January 2011
-
- Figure 79: Agreement with the statement “I have switched to own-label sweet spreads to save money”, by demographics, January 2011
-
- Figure 80: Agreement with the statement “I think branded sweet spreads taste better”, by demographics, January 2011
-
- Figure 81: Agreement with the statement “I like to try new flavours and varieties of sweet spreads”, by demographics, January 2011
-
- Figure 82: Agreement with the statement “I always buy the same flavour of sweet spread”, by demographics, January 2011
-
- Figure 83: Agreement with the statement “I would like to see more single serve products available”, by demographics, January 2011
-
- Figure 84: Agreement with the statement “I like the convenience of squeezy bottles over glass”, by demographics, January 2011
-
- Figure 85: Agreement with the statement “I would like to see more multi-packs of sweet spreads available”, by demographics, January 2011
-
- Figure 86: Agreement with the statement “I look out for sweet spreads with higher fruit content”, by demographics, January 2011
-
- Figure 87: Agreement with the statement “I worry about the sugar content in sweet spreads”, by demographics, January 2011
-
- Figure 88: Agreement with the statement “I buy low sugar/fat varieties whenever possible”, by demographics, January 2011
-
Appendix – Consumer Attitudes Towards Savoury Spreads
-
-
- Figure 89: Agreement with the statement “Savoury spreads are a cupboard/fridge staple”, by demographics, January 2011
-
- Figure 90: Agreement with the statement “I like to try new flavours and varieties of savoury spreads”, by demographics, January 2011
-
- Figure 91: Agreement with the statement “I always buy the same type(s) of savoury spreads”, by demographics, January 2011
-
- Figure 92: Agreement with the statement “I use them as an alternative to meat/cheese”, by demographics, January 2011
-
- Figure 93: Agreement with the statement “I tend to buy the same brand of savoury spreads”, by demographics, January 2011
-
- Figure 94: Agreement with the statement “I think branded savoury spreads taste better”, by demographics, January 2011
-
- Figure 95: Agreement with the statement “I like the convenience of squeezy bottles over glass”, by demographics, January 2011
-
- Figure 96: Agreement with the statement “I would like to see a wider choice of sizes”, by demographics, January 2011
-
- Figure 97: Agreement with the statement “I buy low fat varieties whenever possible”, by demographics, January 2011
-
- Figure 98: Agreement with the statement “I use savoury spreads as a healthier alternative to other snacks”, by demographics, January 2011
-
Appendix – Targeting Opportunities – Sweet Spreads
-
-
- Figure 99: Sweet spreads target groups, by demographics, January 2011
- Figure 100: Statements on sweet spreads, by sweet spreads target groups, January 2011
-
- Figure 101: Sweet spreads used in the last 12 months, by sweet spreads target groups, January 2011
- Figure 102: Ways in which sweet spreads used/eaten, by sweet spreads target groups, January 2011
-
Appendix – Targeting Opportunities – Savoury Spreads
-
-
- Figure 103: Savoury spreads target groups, by demographics, January 2011
- Figure 104: Statements on savoury spreads, by savoury spreads target groups, January 2011
-
- Figure 105: Savoury spreads used in the last 12 months, by savoury spreads target groups, January 2011
- Figure 106: Ways in which savoury spreads used/eaten, by savoury spreads target groups, January 2011
-
Back to top