Nut-based Spreads and Sweet Spreads - US - March 2015
Scope and Themes
 
What you need to know
The $3.9 billion nut-based spreads and sweet spreads category grew 31% from 2009-14, mostly due to sales of nut-based spreads. While these products continue to be household staples, consumers are demanding more in terms of product innovation. Preferences for natural ingredients, added nutrition, and less sugar should be areas of focus for manufacturers.

Looking forward, category growth will stem from manufacturers’ ability to create these types of spreads, while also focusing on key audiences, including Millennials, Hispanics, and households with children who over index in purchase or are more likely to be buying more spreads this year compared to last.

Mintel here provides a comprehensive analysis of the following factors that have the greatest potential to impact the category’s performance:

●	Which types of spreads are purchased by adults and how do purchase preferences differ by demographics?
●	Which foods do consumers eat with nut-based, seed-based, and sweet spreads? Do these foods differ by type of spread?
●	What are the top nutritional attributes consumers look for when buying nut-based spreads and sweet spreads?
●	Which types of nut-based spreads and sweet spreads are consumers most interested in seeing more of?
●	How does behavior related to nut-based spreads and sweet spreads differ by demographics and spreads purchased?
●	How do health, product concerns and preferences impact consumer attitudes toward nut-based spreads and sweet spreads?

Definition
This report builds on the analysis presented in Mintel’s Nut-based Spreads and Sweet Spreads – US, March 2014 and March 2013, as well as Dips and Spreads – US, September 2011, Savory and Sweet Spreads – US, September 2010, Sweet Spreads and Nut Butters – US, September 2008, Sweet Spreads – US, October 2006 and Sweet Spreads – US, September 2005.

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.

Note: the terms sweet spreads and fruit spreads are used interchangeably in this report.

Butter and margarine spreads are excluded from the scope of this report (please see Mintel’s Butter, Margarines, and Oils – US, July 2014 report).

Value figures throughout this report are at rsp (retail selling prices) excluding sales tax unless otherwise stated.

Data sources
Sales data
●	Market Size and Forecast: Total retail sales based on Information Resources, Inc. InfoScan Reviews; US Census Bureau, Economic Census; forecast developed by Mintel.
●	Segment Performance: Total retail sales based on Information Resources, Inc. InfoScan Reviews; US Census Bureau, Economic Census; forecast developed by Mintel.
●	Retail Channels: Based on Information Resources, Inc. InfoScan Reviews; US Census Bureau, Economic Census; except supermarket and drug store sales, which are based on Information Resources, Inc. InfoScan Reviews.
●	Leading Companies and Brand Share: Based on MULO sales data from Information Resources, Inc. InfoScan Reviews. MULO is defined as Multi Outlet, representative of the following channels: total US Grocery, Mass, total US Drug, total Walmart, Dollar, Military, and Club. Note that the values shown in this section differ from the Market Size/Forecast and Segment Performance sections of this report. Companies and brands sales data encompasses only sales through MULO channels, while Market Size/Forecast and Segment Performance sales cover the entire retail market.

Consumer survey data
For the purposes of this report, Mintel commissioned exclusive consumer research through Lightspeed GMI to explore consumer consumption of/attitudes and behaviors toward nut-based spreads and sweet spreads. Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted in December 2014, among a sample of 2,002 adults aged 18+ with access to the internet.

Mintel selects survey respondents by gender, age, household income, and region so that they are proportionally representative of the US adult population using the internet. Mintel also slightly over-samples, relative to the population, respondents that are Hispanic or Black to ensure an adequate representation of these groups in our survey results and to allow for more precise parameter estimates from our reported findings. Please note that Mintel surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in the survey results.

Mintel has also analyzed data from Experian Marketing Services, using the Simmons NCS (National Consumer Study), the Simmons NHCS (National Hispanic Consumer Study), the Simmons NCS Teen Study, and the Simmons NCS Kids Study.

The Experian Marketing Services, Simmons NCS/NHCS was carried out during July 2008-September 2014, and the results are based on the sample of 26,053 adults aged 18+, with results weighted to represent the US adult population. The Experian Marketing Services, Simmons NCS Teen Study was conducted during April 2008-June 2014, and based on a sample of 1,692 teenagers aged 12-17, with results weighted to represent the US teen population. The Experian Marketing Services, Simmons NCS Kids Study was conducted during April 2008-June 2014 and based on a sample of 1,975 kids aged 6-11, with results weighted to represent the US kid population.

While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.

Abbreviations and terms
Abbreviations
The following is a list of abbreviations used in this report.

BFY 	Better-for-you	
CPI 	Consumer Price Index	
GMO 	Genetically modified organism	
GNPD 	Global New Products Database	
MULO 	Multi Outlet, representative of the following channels: total US Grocery, Mass, total US Drug, total Walmart, Dollar, Military, and Club	
NCS/NHCS 	National Consumer Study/National Hispanic Consumer Study (Experian Marketing Services)	
rsp 	Retail selling price	

Generations are discussed within this report, and they are defined as:

World War II/Swing generations 	Members of the WWII generation were born in 1932 or before and are aged 83 or older in 2015. Members of the Swing Generation were born from 1933-45 and are aged 70-82 in 2015.	
Baby Boomers 	The generation born between 1946 and 1964. In 2015, Baby Boomers are between the ages of 51 and 69.	
Generation X 	The generation born between 1965 and 1976. In 2015, Gen Xers are between the ages of 39 and 50.	
Millennials* 	Born between 1977 and 1994, Millennials are aged 21-38 in 2015.	
iGeneration 	Born between 1995 and 2007, members of iGen are aged 8-20 in 2015.	
Emerging generation 	The newest generation began in 2008 as the annual number of births declined sharply with the recession. In 2015 members of this as-yet-unnamed generation are under age eight.	

* Also known as Generation Y or Echo Boomers.

In order to provide an inflation-adjusted price value for markets, Mintel uses the CPI to deflate current prices. The CPI is defined as follows:

CPI 	The Consumer Price Index is a measure of the average change over time in the prices paid by urban consumers for a market basket of consumer goods and services.
The CPI and its components are typically used to adjust other economic series for price changes and to translate these series into inflation-free dollars. Examples of series adjusted by the CPI include retail sales, hourly and weekly earnings, and components of the national income and product accounts. In addition, and in Mintel reports, the CPI is used as a deflator of the value of the consumer’s dollar to find its purchasing power. The purchasing power of the consumer’s dollar measures the change in the value to the consumer of goods and services that a dollar will buy at different dates.
The CPI is generally the best measure for adjusting payments to consumers when the intent is to allow consumers to purchase, at today’s prices, a market basket of goods and services equivalent to one that they could purchase in an earlier period. It is also the best measure to use to translate retail sales into real or inflation-free dollars.
Based on Bureau of Labor Statistics definition.