Table of Contents
Introduction and Abbreviations
-
- Introduction
- Other relevant reports
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Hurt by the low-carb trend, sweet spreads must rebuild usage occasions
- Low- and no-sugar variations supporting sales growth
- Use of peanut butter, jam, jelly and honey as flavor notes suggest need for innovation
- Convenience trends hurt sweet spread sales
- Polarization in sweet spreads: a market for high-end and low-end
- Nut butters have half of all sweet spread sales in FDM and natural channels
- Honey is fastest-growing segment
- Smucker’s and Unilever lead sweet spreads
- Mainstream supermarkets lead, but losing share to other channels
- Household penetration higher but amount of consumption relatively low
- Teen girls are brand influencers when it comes to sweet spreads
- Gourmet shows great opportunity for growth
- “Fresh focus” at grocers could mean jam and jellies will be made on site
- Market forecast to grow to $2 billion by 2010; but growth will not outpace inflation
Market Drivers
-
- Diet plans and low-carb fallout
- Peanut butter, honey, and jam flavor notes
-
- Figure 1: Launches of confectionery, desserts/ice cream, snacks, bakery, and breakfast cereal products with peanut butter, honey, or jam/jelly flavor notes, 2000-05
- Convenience and on-the-go eating
-
- Figure 2: Types of breakfast food eaten in the household, 2000/01-2004
- Upscale, gourmet, and specialty purchases
- Store brands vs. national brands
-
- Figure 3: Private-label and total sales of peanut butter, jam/jelly, and honey in the U.S., 2002 and 2004
Market Size and Trends
-
- Market Size
-
- Figure 4: U.S. retail sales of sweet spreads, at current and constant prices, 2000-05
- Market Trends
- New product launch trends (GNPD)
-
- Figure 5: Graph: Sweet spreads new product introductions in U.S., 2002-05
-
- Figure 6: Top five positioning claims among the new sweet spreads released since 2000
Market Segmentation
-
-
- Figure 7: Sales of sweet spread market, segmented by type, 2003 and 2005
- Peanut and other nut butters
-
- Figure 8: Sales of peanut and other nut butters, at current and constant prices, 2000-05
- Jam, jelly, preserves, and fruit butter
-
- Figure 9: Sales of jam, jelly, preserves, and fruit butter, at current and constant prices, 2000-05
- Honey
-
- Figure 10: Sales of honey, at current and constant prices, 2000-05
-
Supply Structure
-
- Foreign trade
-
- Figure 11: Imports and exports of honey, 2000-04
- Figure 12: Imports and exports ofjam and jelly, 2000-04
- Companies and brands
-
- Figure 13: Manufacturer sales of sweet spreads in the U.S., 2002 and 2004
- Peanut and other nut butters
-
- Figure 14: Manufacturer brand sales of peanut and other nut butters in the U.S., 2002 and 2004
- Jam, jelly, preserves, and fruit butter
-
- Figure 15: Manufacturer brand sales of jam, jelly, preserves, and fruit butter in the U.S., 2002 and 2004
- Honey
-
- Figure 16: Manufacturer brand sales of jam, jelly, preserves, and fruit butter in the U.S., 2002 and 2004
- Major Manufacturers
- J.M. Smucker Company
- Unilever
- ConAgra
- Welch Foods
- B&G Foods
- Sioux Honey Association Coop
- John Paxton, Inc.
Advertising and Promotion
-
- J.M. Smucker Inc.
- Unilever
- Welch’s
Retail Distribution
-
- Introduction
-
- Figure 17: U.S. retail sales of sweet spreads, by channel, 2003 and 2005
- Supermarkets
-
- Figure 18: Supermarket sales of sweet spreads, at current and constant prices, 2000-05
- Specialty/department/gift stores
-
- Figure 19: Specialty/department/gift store sales of sweet spreads, at current and constant prices, 2000-05
- Natural supermarkets
-
- Figure 20: Natural supermarket sales of sweet spreads, at current and constant prices, 2000-05
The Consumer
-
- Introduction
- Household usage of jams, jellies, and preserves
-
- Figure 21: Household usage of jams, jellies, and preserves, January-September 2004
- Types of jam, jelly, and preserves used in households
-
- Figure 22: Types of jams, jellies, and preserves used by households, January-September 2004
- Flavors of jam, jelly, and preserves used in households
-
- Figure 23: Flavors of jams, jellies, and preserves used by households, January-September 2004
-
- Figure 24: Flavors of jams, jellies, and preserves used by households, by race/ethnicity, January-September 2004
-
- Figure 25: Flavors of jams, jellies, and preserves used by households, by cross-analysis, January-September 2004
- Brands of jam, jelly, and preserves used in households
-
- Figure 26: Brands of jams, jellies, and preserves used by households, January-September 2004
-
- Figure 27: Brands of jams, jellies, and preserves used by households, by race/ethnicity, January-September 2004
- Amount of jam, jelly, and preserves used in households
-
- Figure 28: Number of jars of jams, jellies, and preserves used by households in the past 30 days, January-September 2004
- Household usage of peanut butter
-
- Figure 29: Household usage of peanut butter, January-September 2004
- eClip
-
- Figure: eClip1: Couple describes their usage of peanut butter for lunch
- Types of peanut butter used in households
-
- Figure 30: Types of peanut butter used by households, January-September 2004
- Brands of peanut butter used in households
-
- Figure 31: Brands of peanut butter used by households, January-September 2004
- eClip
-
- Figure: eClip2: Young mother describes her kids’ experience with cheaper peanut butter brand
-
- Figure 32: Brands of peanut butter used by households, by race/ethnicity, January-September 2004
- Amount of peanut butter used in households
-
- Figure 33: Number of jars of peanut butter used by households in the past 30 days, January-September 2004
- Usage of honey, fruit jam, fruit jelly, and fruit butter
-
- Figure 34: Household usage of honey, fruit jam, fruit jelly, and fruit butter, June 2005
-
- Figure 35: Household usage of honey, fruit jam, fruit jelly, and fruit butter, by age, June 2005
- Uses for sweet spreads
-
- Figure 36: Ways of using jam, jelly, or fruit butter, June 2005
- Using sweet spreads as gifts
-
- Figure 37: Use of specialty jams, jellies, or honeys as gifts, June 2005
-
- Figure 38: Use of specialty jams, jellies, or honeys as gifts, by age, June 2005
- Attitudes/opinions concerning jam and jelly
-
- Figure 39: Opinions regarding jam and jelly, June 2005
-
- Figure 40: Opinions regarding jam and jelly, by age, June 2005
-
- Figure 41: Opinions regarding jam and jelly, by income, June 2005
- eClip
-
- Figure: eClip3: Married mother describes how she chooses which jam or jelly to buy
- Usage of sweet spreads by teenagers
-
- Figure 42: Usage of jams, jellies, and preserves by teenagers, January-September 2004
- Brands of jams, jellies, and preserves used by teenagers
-
- Figure 43: Brands of jams, jellies, and preserves used by teenagers, January-September 2004
-
- Figure 44: Brands of jams, jellies, and preserves used by teenagers, by race/ethnicity, January-September 2004
- Frequency of eating jam and jelly—teenagers
-
- Figure 45: Times per 30 days jam or jelly is eaten by teenagers, January-September 2004
- Teenagers and product choice: jam, jelly, and preserves
-
- Figure 46: Teenagers’ choice of jam, jelly, and preserves, January-September 2004
-
- Figure 47: Teenagers’ choice of jam, jelly, and preserves, by gender and age, January-September 2004
- Usage of peanut butter by teenagers
-
- Figure 48: Usage of peanut butter by teenagers, January-September 2004
- Brands of peanut butter used by teenagers
-
- Figure 49: Brands of peanut butter used by teenagers, January-September 2004
-
- Figure 50: Brands of peanut butter used by teenagers, by race/ethnicity, January-September 2004
- Frequency of eating peanut butter—teenagers
-
- Figure 51: Times per 30 days peanut butter is eaten by teenagers, January-September 2004
-
- Figure 52: Times per 30 days peanut butter is eaten by teenagers, by race/ethnicity, January-September 2004
- Teenagers and product choice: peanut butter
-
- Figure 53: Teenagers’ choice of peanut butter, January-September 2004
-
- Figure 54: Teenagers’ choice of peanut butter, by race/ethnicity, January-September 2004
- Usage of sweet spreads by children
-
- Figure 55: Usage of jams, jellies, and preserves by children, January-September 2004
- Brands of jams, jellies, and preserves used by children
-
- Figure 56: Brands of jams, jellies, and preserves used by children, January-September 2004
-
- Figure 57: Brands of jams, jellies, and preserves used by children, by race/ethnicity, January-September 2004
- Frequency of eating jam and jelly—children
-
- Figure 58: Times per 30 days jam or jelly is eaten by children, January-September 2004
-
- Figure 59: Times per 30 days jam or jelly is eaten by children, by race/ethnicity, January-September 2004
- Usage of peanut butter by children
-
- Figure 60: Usage of peanut butter by children, January-September 2004
- Brands of peanut butter used by children
-
- Figure 61: Brands of peanut butter used by children, January-September 2004
-
- Figure 62: Brands of peanut butter used by children, by race/ethnicity, January-September 2004
- Frequency of eating peanut butter—children
-
- Figure 63: Times per 30 days peanut butter is eaten by children, January-September 2004
- eClip
-
- Figure: eClip4: Mom describes benefit of having healthy food her kids can fix themselves
-
- Figure 64: Times per 30 days peanut butter is eaten by children, by race/ethnicity, January-September 2004
- Summary
Future and Forecast
-
- Future trends
- Eating habits and diets affect consumption of sweet spreads
- Continued appeal of flavor notes
- Jams and jellies made on-premise
- More pre-made PB&J
- Market Forecast
- Sweet spreads
-
- Figure 65: Forecast of total U.S. sales of sweet spreads, at current and constant prices, 2005-2010
- Peanut and other nut butters
-
- Figure 66: Forecast of U.S. sales of peanut and other nut butters, at current and constant prices, 2005-2010
- Jam, jelly, preserves, and fruit butter
-
- Figure 67: Forecast of U.S. sales of jam, jelly, preserves, and fruit butter, at current and constant prices, 2005-2010
- Honey
-
- Figure 68: Forecast of U.S. sales of honey, at current and constant prices, 2005-2010
- Forecast Factors
Appendix: Trade Associations
Appendix: New Product Developments
-
- Category review – Sweet spreads
- Global new product trends
- New products that offer “low carb” and “low in” formulae
- Flavor experimentation
- Packaging focused on portion control and/or mess-free spreading
- New product briefs
- Robert Rothschild Farm: Chai Apple Preserves
- Price Chopper: Concord Grape Preserves
- Mel-O Honey: Fruit ‘N Honey Spread
- Madhava: Mountain Gold Clover Honey
- Target: Peanut Butter with Jelly
- Crabtree & Evelyn: Traditional English Country Lemon Curd
- Price Chopper: Blueberry Premium Flavored Honey
- La Cucina Rustica: Peach Honey
- Honeytree: Sugar-free Imitation Honey
- Chambord: Royal Fig Deluxe Preserves
- Kozlowski Farms: Sonoma County Classics Pumpkin Butter
- Houston Harvest Gift Products: Grandma’s Country Strawberry Jam
- Fruits & Passion: Orange, Cranberry & Cardamom Spread
- Lamb’s Farm: Spiced Peach Preserves
Back to top