Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Sales of nut and fruit spreads estimated to grow into 2017
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- Figure 1: Total U.S. sales and fan chart forecast of nut and fruit spreads, at current prices, 2007-17
- Demographic and economic factors play heavily on the market
- Kids translate to sales of nut and fruit spreads
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- Figure 2: U.S. child population, 2013-18
- Hispanics and Asians report more likelihood than other groups to buy
- Economic factors
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- Figure 3: Runner peanut price per ton, Jan. 4, 2011-Jan. 2, 2013
- The consumer
- Peanut butter, fruit jelly, and jam most likely to be purchased
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- Figure 4: Nut spread and fruit spread purchases, November 2012
- Presence of children translates to higher likelihood of purchase
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- Figure 5: Any nut spread and fruit spread purchases, by presence of children in household, November 2012
- A majority report buying at supermarkets, but mass and other channels sell most
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- Figure 6: Where nut and fruit spreads were purchased in last Six months, November 2012
- Most use spreads for breakfast, lunch, and snacking
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- Figure 7: Occasions for using peanut butter, other nut-or seed-based spreads, or fruit spreads, November 2012
- Roughly half agree natural/organic products are better for you
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- Figure 8: Attitudes toward nut spreads and sweet spreads, November 2012
- More than six in 10 interested in spreads with no additives/preservatives
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- Figure 9: Interest in nut spread and fruit spread attributes, November 2012
- Hispanics, Asians most likely to buy other nut/seed spreads, almond butter
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- Figure 10: Any nut spread and fruit spread purchases, by race/Hispanic origin, November 2012
- What we think
Issues in the Market
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- Will more consumers go for gourmet?
- Can spread brands do more to alleviate contamination concerns?
- Can seed-based spreads and nut substitute brands capitalize on consumer fears of contamination or allergens?
- How can natural/organic products increase market share?
Insights and Opportunities
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- National gone local
- Nut, fruit, and seed spreads as the new super food
- Recipes as a gateway to more use
- Demand for single servings should be met
Trend Applications
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- Trend: Prove It
- Trend: The Nouveau Poor
- 2015 trend: Brand Intervention
Market Size and Forecast
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- Key points
- Spreads market growth in 2012 driven by nut butter sales
- Households with children most likely to buy nut and sweet spreads
- Hispanics and Asians most likely to buy a range of spreads
- Slow economic recovery has dual effect on market
- Health concerns may also drive sales, but nut butters have high calories
- Nut and fruit spread products market size and forecast
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- Figure 11: Total U.S. retail sales and forecast of nut and fruit spread products, at current prices, 2007-17
- Figure 12: Total U.S. retail sales and forecast of nut and fruit spread products, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 13: Total U.S. sales and fan chart forecast of nut and fruit spreads, at current prices, 2007-17
Market Drivers
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- Key points
- Kids drive household purchases of nut butters
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- Figure 14: Households with children, 2002-12
- Hispanics, Asians most likely to buy other seed/nut butters, almond butter
- Slowly recovering economy may limit replacement cycles
- Consumer confidence fluctuates
- Unemployment remains high
- Food costs
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- Figure 15: Runner peanut prices per ton, January 2011-January 2013
- Nutritional value of nut/seed butter, low fat in jellies also drive sales
- Obesity rates linked to poor diet
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- Figure 16: Nutritional value of peanut butter and jelly
- Food safety scares and higher nut allergy prevalence cause concern
Competitive Context
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- Private label vs. national brands: price, quality, value
- Consumers recognizing the merits of natural/organic
Segment Performance
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- Key points
- Nut spreads jump 44%, fruit spreads manage only 1% growth in 2010-12
- Sales of nut and fruit spread products by segment
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- Figure 17: Total U.S. retail sales of selected nut and fruit spread products at current prices, by segment, 2010-12
Segment Performance—Peanut Butter/Other Nut Butters
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- Key points
- Beyond price hikes, natural products have helped segment grow
- Perceptions of peanut butter as healthy help drive sales
- Food safety scares, rising incidence of nut allergies have little effect on sales
- Sales and forecast of peanut butter/other nut butters
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- Figure 18: Total U.S. retail sales and forecast of peanut butter/other nut butters, at current prices, 2007-17
Segment Performance—Jams, Jellies, and Fruit Butters
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- Key points
- Innovation needed to grow sales
- Sales and forecast of jams, jellies, and fruit butters
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- Figure 19: Total U.S. retail sales and forecast of jams, jellies, and fruit butters, at current prices, 2007-17
Retail Channels
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- Key points
- Other channels, including mass stores, grow sales by more than 50%
- Supermarkets drop sales slightly, lose substantial share to other retailers
- Drug stores increase food merchandising, but still fail to gain in 2010-12
- Other channels, including mass stores, grow sales by more than 50%
- Channel sales of nut and fruit spread products
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- Figure 20: Total U.S. retail sales of nut and fruit spread products, by channel, at current prices, 2010 and 2012
- Supermarkets should highlight their time-saving aspects over mass
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- Figure 21: Supermarket sales of nut and fruit spreads, at current prices, 2007-12
- Drug stores comprise small share of the market
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- Figure 22: Drug store sales of nut and fruit spreads products, at current prices, 2007-12
- Mass stores and dollar stores take advantage of consumer focus on price
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- Figure 23: Other channel sales of nut and fruit spreads, at current prices, 2007-12
Leading Companies
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- Key points
- J.M. Smucker Co. comprises 41.6% of the MULO market
- Unilever sells its Skippy brand to Hormel
- ConAgra and Ferrero post more growth than all other companies
- National Grape Cooperative up 8.3% due to Welch’s Naturals growth
- Private label outsells all national brands except Smucker’s
- Leading nut and fruit spread products companies
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- Figure 24: MULO sales of leading nut and fruit spread product companies, 2011-12
Brand Share—Nut-based Spreads
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- Key points
- Smucker’s expands its Jif line
- Top Skippy brands increase across the board
- New Peter Pan products positioned as value added
- Nutella leverages its niche positioning
- Planters more than doubles sales
- Private label peanut butter outperforms most leading brands
- Leading nut-based spread brands
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- Figure 25: MULO sales of nut-based spread brands, 2011-12
Brand Share—Sweet Spreads
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- Key points
- Smucker’s also tops fruit spreads segment
- Welch’s Naturals helps grow sales for National Grape Cooperative
- Polaner angles for value added
- Private label again second to Smucker’s
- Leading sweet spreads products brands
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- Figure 26: MULO sales of leading sweet spreads products brands, 2011-12
Innovation and Innovators
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- Kosher, low/no/reduced allergen top nut spread claims in 2009-12
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- Figure 27: Nut spread product claims, 2009-12
- Kosher is also the top claim for fruit spreads
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- Figure 28: Fruit spread product claims, 2009-12
- Flavor variations keep the market interesting
- Gourmet/artisanal products
- Demand increases for all natural/organic
- Seed butter products provide an alternative for nut allergies
Marketing Strategies
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- Overview
- Jif
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- Figure 29: Brand analysis of Jif, 2013
- Jif TV spot
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- Figure 30: Jif television ad, 2013
- Jif To Go TV spot
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- Figure 31: Jif To Go television ad, 2013
- Online initiatives
- Nutella
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- Figure 32: Brand analysis of Nutella, 2013
- Nutella TV spot
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- Figure 33: Nutella television ad, 2013
- Online initiatives
- Smucker’s
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- Figure 34: Brand analysis of Smucker’s, 2013
- Smucker’s Jam TV spot
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- Figure 35: Smucker’s Jam television ad, 2012
- Smucker’s Orchard’s Finest TV spot
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- Figure 36: Smucker’s Orchard’s Finest television ad, 2013
- Online initiatives
- Welch’s
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- Figure 37: Brand analysis of Welch’s, 2013
- Welch’s Concord Grape Jelly TV spot
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- Figure 38: Welch’s Concord Grape Jelly television ad, 2013
- Online initiatives
Social Media – Nut-based Spreads and Sweet Spreads
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- Key points
- Key social media metrics
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- Figure 39: Key brand metrics, nut-based spreads and sweet spreads, February 2013
- Market overview
- Brand usage and awareness
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- Figure 40: Usage and awareness of selected nut-based spreads and sweet spreads, November 2012
- Interaction with brands
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- Figure 41: Interaction with selected nut-based spreads and sweet spreads, November 2012
- Online conversations
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- Figure 42: Percentage of consumer conversation by nut-based spreads and sweet spreads, Jan. 21, 2013-Feb. 20, 2013
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- Figure 43: Online mentions, selected nut-based spreads and sweet spreads, by day, Jan. 21, 2013-Feb. 20, 2013
- Where are people talking about nut-based spreads and sweet spreads?
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- Figure 44: Mentions by page type, selected nut-based spreads and sweet spreads, Jan. 21, 2013-Feb. 20, 2013
- What are people talking about?
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- Figure 45: Mentions by type of conversation, selected nut-based spreads and sweet spreads, Jan. 21, 2013-Feb. 20, 2013
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- Figure 46: Major areas of discussion surrounding nut-based spreads and sweet spreads, by day, Jan. 21, 2013-Feb. 20, 2013
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- Figure 47: Major areas of discussion surrounding nut-based spreads and sweet spreads, by page type, Jan. 21, 2013-Feb. 20, 2013
- Brand analysis
- Nutella
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- Figure 48: Nutella key social media metrics, February 2013
- Key online campaigns
- What we think
- Jif
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- Figure 49: Jif key social media metrics, February 2013
- Key online campaigns
- What we think
- Skippy
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- Figure 50: Skippy key social media metrics, February 2013
- Key online campaigns
- What we think
- Smucker’s
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- Figure 51: Smucker’s key social media metrics, February 2013
- Key online campaigns
- What we think
- Justin’s Nut Butter
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- Figure 52: Justin’s Nut Butter key social media metrics, February 2013
- Key online campaigns
- What we think
- Welch’s
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- Figure 53: Welch’s key social media metrics, February 2013
- Key online campaigns
- What we think
Consumption and Purchases
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- Key points
- Peanut butter and fruit spread products nearly universal
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- Figure 54: Consumption of peanut butter and jellies, jams, or preserves, August 2011-August 2012
- More than three quarters personally buy peanut butter
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- Figure 55: Nut spread and fruit spread purchases, November 2012
- Purchases of almond/other nut butters decline with age
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- Figure 56: Any nut spread and fruit spread purchases, by age, November 2012
- Households with children more likely to buy nut and fruit spreads
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- Figure 57: Any nut spread and fruit spread purchases, by presence of children in household, November 2012
- Buyers of nut spreads are good candidates for fruit spread purchases
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- Figure 58: Any fruit spread purchases, by any nut spread purchases, November 2012
Types of Peanut Butter and Jellies/Jams/Preserves Eaten
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- Key points
- Most households eat creamy peanut butter
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- Figure 59: Types of peanut butter eaten in household, by age, August 2011-August 2012
- 18-24s most likely to eat regular-style fruit spreads
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- Figure 60: Types of jellies, jams, or preserves eaten in household, by age, August 2011-August 2012
Consumption Frequency
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- Key points
- Nearly three in 10 report eating two jars of peanut butter per month
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- Figure 61: Number of jars of peanut butter eaten in last 30 days, by age, August 2011-August 2012
- Six in 10 eat only one jar of fruit spread per month
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- Figure 62: Number of jars of jellies/jam/preserves eaten in last 30 days, by age, August 2011-August 2012
Jelly/Jam/Preserves Flavors and Brands Used
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- Key points
- Strawberry and grape remain consumer favorites
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- Figure 63: Types of jellies/jam/preserves flavors eaten, by age, August 2011-August 2012
- Smucker’s tops brands eaten
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- Figure 64: Jellies/jam/preserves brands eaten, by age, August 2011-August 2012
Where Nut and Sweet Spreads Are Purchased
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- Key points
- More than seven in 10 buy from supermarkets
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- Figure 65: Where nut spreads and fruit spreads were purchased in last six months, November 2012
- $150K+ most likely to buy nut spreads at natural foods stores
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- Figure 66: Where nut and fruit spreads were purchased in last six months, by household income, November 2012
- Presence of children indicates more use of all channels
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- Figure 67: Where nut and fruit spreads were purchased in last six months, by presence of children in household, November 2012
Occasions for Eating Nut and Fruit Spreads
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- Key points
- Most use peanut butter for lunch, fruit spreads for breakfast
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- Figure 68: Occasions for using peanut butter, other nut- or seed-based spreads, or fruit spreads, November 2012
- 18-34s most likely to use peanut butter for breakfast, dinner, snacks
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- Figure 69: Occasions for using peanut butter, by age, November 2012
- Presence of children indicates use of peanut butter in meals/snacks
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- Figure 70: Occasions for using peanut butter, by presence of children in household, November 2012
- Men most likely to use other nut/seed spreads for different meal occasions
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- Figure 71: Occasions for using other nut spreads, by gender, November 2012
- 18-34s most likely to use nut/seed spreads for a range of meal occasions
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- Figure 72: Occasions for using other nut spreads, by age, November 2012
- Households with children very likely to use other nut/seed spreads for meal occasions
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- Figure 73: Occasions for using other nut spreads, by presence of children in household, November 2012
- 18-24s most likely to use fruit spreads as a snack or dessert
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- Figure 74: Occasions for using fruit jelly, jam, marmalade, and other fruit preserves, by age, November 2012
- Households with children use fruit spreads for a variety of meal occasions
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- Figure 75: Occasions for using fruit jelly, jam, marmalade, or other fruit preserves, by presence of children in household, November 2012
Attitudes Toward Nut and Sweet Spreads
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- Key points
- More than half looking for nutrition in nut and sweet spreads
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- Figure 76: Attitudes toward nut spreads and sweet spreads, November 2012
- 18-34s more open to nutritional, natural/organic, private label products
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- Figure 77: Attitudes toward nut spreads and sweet spreads, by age, November 2012
- Households with kids more open to nutritional, natural/organic, store brands
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- Figure 78: Attitudes toward nut spreads and sweet spreads, by presence of children in household, November 2012
Interest in Nut and Fruit Spread Attributes
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- Key points
- A majority look for no additives/preservatives
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- Figure 79: Interest in nut spread and fruit spread product attributes, November 2012
- 18-24s most interested in a range of products
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- Figure 80: Interest in nut spread and fruit spread product attributes, by age, November 2012
- The presence of children means higher interest in a range of products
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- Figure 81: Interest in nut spread and fruit spread product attributes, by presence of children in household, November 2012
Opinions and Concerns About Nut and Sweet Spreads
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- Key points
- Respondents concerned about food contamination, risk of allergens
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- Figure 82: Opinions and concerns about nut spreads and sweet spreads, by age, November 2012
- Households with children most concerned about allergens
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- Figure 83: Opinions and concerns about nut spreads and sweet spreads, by presence of children in household, November 2012
Impact of Race/Hispanic Origin
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- Key points
- Asians, Hispanics most likely to use other nut and seed butters
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- Figure 84: Any nut spread and fruit spread purchases, by race/Hispanic origin, November 2012
- Hispanics most likely to eat reduced-fat peanut butter
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- Figure 85: Types of peanut butter eaten in household, by race/Hispanic origin, August 2011-August 2012
- Blacks, Hispanics most likely to desire added nutritional value
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- Figure 86: Attitudes toward nut spreads and sweet spreads, by race/Hispanic origin, November 2012
- Asians most concerned about allergens, food contamination
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- Figure 87: Opinions and concerns about nut spreads and sweet spreads, by race/Hispanic origin, November 2012
Cluster Analysis
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- Figure 88: Nut and fruit spread consumer cluster groups, November 2012
- Figure 89: Target clusters, June 2012
- Cluster 1: Mixed Nuts
- Demographics
- Characteristics
- Opportunity
- Cluster 2: Reserved Preserves
- Demographics
- Characteristics
- Opportunity
- Cluster 3: Sworn Spreaders
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 90: Any nut spread and sweet spread purchases, by nut-based spread and sweet spread clusters, November 2012
- Figure 91: Where nut spreads were purchased in last six months, by nut-based spread and sweet spread clusters, November 2012
- Figure 92: Occasions for using peanut butter, by nut-based spread and sweet spread clusters, November 2012
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- Figure 93: Occasions for using other nut spreads, by nut-based spread and sweet spread clusters, November 2012
- Figure 94: Occasions for using fruit jelly, jam, marmalade, or other fruit preserves, by nut-based spread and sweet spread clusters, November 2012
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- Figure 95: Agreement with attitudes toward nut spreads and sweet spreads, by nut-based spread and sweet spread clusters, November 2012
- Figure 96: Interest in nut spread and fruit spread attributes, by nut-based spread and sweet spread clusters, November 2012
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- Figure 97: Opinions and concerns about nut spreads and sweet spreads, by gender, November 2012
- Cluster demographic tables
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- Figure 98: Nut and sweet spread clusters, by gender, age, household income, and race/Hispanic origin, November 2012
- Cluster methodology
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IRI/Builders Panel Data
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- Jellies/jams/honey
- Overview of jellies/jams/honey
- Shelf-stable jam/jelly/preserves
- Consumer insights on key purchase measures—SS jam/jelly/preserves
- Brand map
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- Figure 99: Brand map, selected brands of shelf stable jam/jelly/preserves buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 100: Key purchase measures for the top brands of shelf stable jam/jelly/preserves, by household penetration, 2012*
- Peanut butter
- Peanut butter
- Consumer insights on key purchase measures—peanut butter
- Brand map
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- Figure 101: Brand map, selected brands of peanut butter buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 102: Key purchase measures for the top brands of peanut butter, by household penetration, 2012*
Appendix – Market Drivers
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- Shifting U.S. demographics
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- Figure 103: Population, by age, 2008-18
- Racial, ethnic population growth
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- Figure 104: Population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 105: Households with children, by race and Hispanic origin of householder, 2012
- Consumer confidence
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- Figure 106: Thomson Reuters/University of Michigan Surveys of Consumers Index of Consumer Expectations, January 1978-January 2013
- Unemployment
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- Figure 107: U.S. Unemployment Rate, by month, 2002-13
- Figure 108: U.S. Unemployment and under-employment rates, 2007-12
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- Figure 109: Number of employed civilians in U.S., in thousands, 2007-13
- Food cost pressures
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- Figure 110: Changes in USDA Food Price Indexes, 2010 through 2013
- Obesity
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- Figure 111: U.S. Obesity, by age group, 2008 and 2012
- Childhood and teen obesity – highest in decades
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- Figure 112: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Appendix – Other Useful Consumer Tables
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- Consumption and purchases
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- Figure 113: Any nut spread and fruit spread purchases, by gender, November 2012
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- Figure 114: Any nut spread and fruit spread purchases, by household income, November 2012
- Where nut and sweet spreads are purchased
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- Figure 115: Where nut and fruit spreads were purchased in last six months, by age, November 2012
- Occasions for eating nut and fruit spreads
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- Figure 116: Occasions for using peanut butter, by gender, November 2012
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- Figure 117: Occasions for using peanut butter, by household income, November 2012
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- Figure 118: Occasions for using other nut spreads, by household income, November 2012
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- Figure 119: Occasions for using fruit jelly, jam, marmalade, and other fruit preserves, by gender, November 2012
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- Figure 120: Occasions for using fruit jelly, jam, marmalade, and other fruit preserves, by household income, November 2012
- Attitudes toward nut and sweet spreads
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- Figure 121: Attitudes toward nut spreads and sweet spreads, by gender, November 2012
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- Figure 122: Agreement with attitudes toward nut spreads and sweet spreads, by household income, November 2012
- Opinions and concerns about nut and sweet spreads
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- Figure 123: Opinions and concerns about nut spreads and sweet spreads, by household income, November 2012
- Interest in nut and fruit spread attributes
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- Figure 124: Interest in nut spread and fruit spread attributes, by gender, November 2012
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- Figure 125: Interest in nut spread and fruit spread attributes, by household income, November 2012
- Opinions and concerns about nut and sweet spreads
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- Figure 126: Opinions and concerns about nut spreads and sweet spreads, by gender, November 2012
- Impact of race/Hispanic origin
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- Figure 127: Where nut and fruit spreads were purchased in last six months, by race/Hispanic origin, November 2012
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- Figure 128: Occasions for using peanut butter, by race/Hispanic origin, November 2012
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- Figure 129: Other nut spread, by race/Hispanic origin, November 2012
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- Figure 130: Occasions for using fruit jelly, jam, marmalade, or other fruit preserves, by race/Hispanic origin, November 2012
Appendix – Social Media – Nut-based Spreads and Sweet Spreads
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- Brand usage or awareness—nuts and spreads
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- Figure 131: Brand usage or awareness of nut-based spreads and sweet spreads, November 2012
- Figure 132: Jif usage or awareness, by demographics, November 2012
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- Figure 133: Skippy usage or awareness, by demographics, November 2012
- Figure 134: Justin's Nut Butter usage or awareness, by demographics, November 2012
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- Figure 135: Nutella usage or awareness, by demographics, November 2012
- Figure 136: Smucker's usage or awareness, by demographics, November 2012
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- Figure 137: Welch's usage or awareness, by demographics, November 2012
- Activities done – nuts and spreads
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- Figure 138: Activities done, November 2012
- Figure 139: Jif – Activities done, by demographics, November 2012
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- Figure 140: Skippy – Activities done, by demographics, November 2012
- Figure 141: Nutella – Activities done, by demographics, November 2012
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- Figure 142: Smucker's – Activities done, by demographics, November 2012
- Figure 143: Welch's – Activities done, by demographics, November 2012
- Online conversations
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- Figure 144: Percentage of consumer conversation by nut-based spreads and sweet spreads, Jan. 21, 2013-Feb. 20, 2013
- Figure 145: Online mentions, selected nut-based spreads and sweet spreads, by day, Jan. 21, 2013-Feb. 20, 2013
- Figure 146: Mentions by page type, selected nut-based spreads and sweet spreads, Jan. 21, 2013-Feb. 20, 2013
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- Figure 147: Mentions by type of conversation, selected nut-based spreads and sweet spreads, Jan. 21, 2013-Feb. 20, 2013
- Figure 148: Major areas of discussion surrounding nut-based spreads and sweet spreads, by day, Jan. 21, 2013-Feb. 20, 2013
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- Figure 149: Major areas of discussion surrounding nut-based spreads and sweet spreads, by page type, Jan. 21, 2013-Feb. 20, 2013
Appendix – Trade Associations
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