Table of Contents
Scope and Themes
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- What you should know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The bottom line
- Families are “sweet spot”
- Category sales are nearly $2 billion
- Nut butters control 51% of market share in FDM and natural channels
- Four major suppliers in FDM channels, excluding Wal-Mart
- Type of sweet spread sweetener is a divisive factor
- Opportunity to engage Hispanic market with more flavor variety
- Market players to monitor growth of food allergies
- Forecast
Market Drivers
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- Households with children consume more products in the category
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- Figure 1: Number of jars of sweet spreads and peanut butter consumed in household in last 30 days, by presence of children, January 2005-September 2005
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- Figure 2: Meal occasions at which fruit jam is eaten, by presence of children, August 2006
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- Figure 3: Households with children under age 18 present, 2001-05
- Competition from alternatives
- Competition from other types of spreads
- Competition from convenient alternatives providing similar experience
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- Figure 4: Number of food products* launched with peanut butter as a flavor, 2001-06
- Breakfast trends
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- Figure 5: Meal occasions at which specific types of sweet spreads are eaten, August 2006
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- Figure 6: Whether eat breakfast and when, September 2006
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- Figure 7: Type of and where breakfast eaten, by those who eat breakfast on weekdays and weekends, September 2006
- Health concerns affect the sweet spreads and peanut butter sales
- Lack of innovation by major players—consumers incline towards gourmet brands
- Private labels versus national brands
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- Figure 8: Private label and branded product sales of peanut butter, jam/jelly, and honey in the U.S., 2003 and 2005
Market Size and Trends
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- Figure 9: Sales of sweet spreads and nut butters through FDM channels including Wal-Mart, specialty stores and natural food channels, at current and constant prices, 2001-06
- FDM, specialty and natural store sales excluding Wal-Mart
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- Figure 10: Sales of sweet spreads and nut butters through FDM channels (excluding Wal-Mart), specialty stores, and natural food channels, at current and constant prices, 2001-06
- Market trends
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- Figure 11: New product releases in sweet spreads and nut butters category*, 2001-06
- Figure 12: Positioning claims for new sweet spreads launched January-October 2006
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- Figure 13: Most common primary flavors for new sweet spreads launched, 2001-06
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Market Segmentation
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- Introduction
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- Figure 14: Peanut and other nut butters and sweet spreads sales through FDM* and natural channels, segmented by type, 2004 and 2006
- Peanut butter and other nut butters
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- Figure 15: FDM* sales of peanut and other nut butters, at current and constant prices, 2001-06
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- Figure 16: Sales of peanut and other nut butters through natural food stores, at current and constant prices, 2003-06
- Jams, jellies, preserves, and fruit butters
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- Figure 17: FDM* sales of jams, jellies, preserves and fruit butters, at current and constant prices, 2001-06
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- Figure 18: Sales of jams, jellies, preserves and fruit butters through natural food stores, at current and constant prices, 2003-06
- Honey
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- Figure 19: FDM* sales of honey, at current and constant prices, 2001-06
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- Figure 20: Sales of peanut and other nut butters through natural food stores, at current and constant prices, 2003-06
Supply Structure
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- Foreign trade
- Honey
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- Figure 21: Honey imports, by source country, 2001-06
- Figure 22: Honey exports, by receiving country, 2001-06
- Jams, jellies, and preserves
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- Figure 23: Jam, jelly, and preserve imports, by country, 2001-06
- Figure 24: Jam, jellies, and preserves exports, by receiving country, 2001-06
- Brand sales and market share
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- Figure 25: FDM* sales of major manufacturers in the sweet spread and nut butter market in the U.S., 2005 and 2006
- Peanut and other nut butters
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- Figure 26: Manufacturer and brand sales of peanut/nut butters at FDM* in the U.S., 2005 and 2006
- Jams, jellies, preserves, and fruit butters
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- Figure 27: Manufacturer and brand sales of jam, jellies, preserves and fruit butter at FDM* in the U.S., 2005 and 2006
- Honey
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- Figure 28: Manufacturer and brand sales of honey at FDM* in the U.S., 2005 and 2006
- Manufacturer profiles
- J.M. Smucker Company
- Unilever Bestfoods North America
- ConAgra, Inc.
- Welch Foods
- B&G Foods, Inc.
Advertising and Promotion
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- J. M. Smuckers Inc.
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- Figure 29: Television spot for Jif peanut butter, One to Cut and One to Choose, 2006
- Figure 30: Television spot for Jif peanut butter, Joanna and her Grandfather, 2006
- Welch Foods
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- Figure 31: Television spot for Welch’s grape juice and squeezable preserves, 2006
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- Figure 32: Television spot for Smart Balance peanut butter, 2006
Retail Distribution
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- Introduction
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- Figure 33: U.S. sales of sweet spreads and nut butters, by channel, 2004 and 2006
- Supermarkets
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- Figure 34: U.S. sales of sweet spreads and nut butters in supermarkets, at current and constant prices, 2001-06
- Mass merchandisers
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- Figure 35: U.S. sales of sweet spreads and nut butters in mass merchandisers, excluding Wal-Mart, at current and constant prices, 2001-06
- Wal-Mart
The Consumer
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- Introduction
- Consumer summary
- Household usage of jams, jellies and preserves
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- Figure 36: Household usage of jams, jellies, or preserves, January-September 2005
- Types of jam, jelly, and fruit butters used by households
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- Figure 37: Type of jam, jelly, or preserve used by household, by age of respondent, January-September 2005
- Flavors of jams, jellies and preserves used in households
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- Figure 38: Flavors of jams, jellies, and preserves used by households, by race/ethnicity, January-September 2005
- Brands of jams, jellies and preserves used in households
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- Figure 39: Brands of jams, jellies, and preserves used by households, by race/ethnicity, January-September 2005
- Amount of jam, jelly, and preserves used in households
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- Figure 40: Number of jars of jams, jellies, and preserves used by households in the past 30 days, by race/ethnicity, January-September 2005
- Household usage of peanut butter
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- Figure 41: Household usage of peanut butter, January-September 2005
- Types of peanut butter used by households
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- Figure 42: Types of peanut butter used by household, by race/ethnicity, January-September 2005
- Brands of peanut butter used in households
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- Figure 43: Brands of peanut butter used by households, January-September 2005
- Amount of peanut butter used in households
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- Figure 44: Number of jars of peanut butter used by households in the past 30 days, by race/ethnicity, January-September 2005
- Usage of specific types of sweet spreads
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- Figure 45: Incidence of personal and household consumption of honey, jam, jelly, marmalade, fruit butter, August 2006
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- Figure 46: Incidence of personal consumption of honey, jams, jellies and/or marmalades, by race/ethnicity, August 2006
- Usage of specific types of nut butters/spreads
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- Figure 47: Incidence of personal and household consumption of cream cheese and peanut, hazelnut, almond and cashew butters, August 2006
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- Figure 48: Incidence of personal consumption of cream cheese and peanut, hazelnut, almond and cashew butters, by race/ethnicity, August 2006
- Interest in non-typical sweet spread flavors
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- Figure 49: Interest in non-typical flavors of jam, jelly, marmalade, and/or fruit butter, by race/ethnicity, August 2006
- Consumer attitudes towards jams and jellies
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- Figure 50: Consumer attitudes towards jams/jellies, August 2006
- Types of honey used in households
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- Figure 51: Specific types of honey used, by race/ethnicity, August 2006
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- Figure 52: Specific types of honey used, by number of children, August 2006
- Ways of using honey
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- Figure 53: Ways of using honey, August 2006
- Reasons for not eating peanut butter
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- Figure 54: Reasons for not eating peanut butter, August 2006
- Teens’ and kids’ usage of jam/jelly/preserves and peanut butter
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- Figure 55: Whether eat jam/jelly/preserves and peanut butter, by teens and kids, January-September 2005
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- Figure 56: Brands of jam/jelly/preserves and peanut butter “liked best” by kids, January-September 2005
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- Figure 57: Brands of jam/jelly/preserves and peanut butter eaten by teens, January-September 2005
Future and Forecast
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- Future trends
- More variety in sweet spread flavors
- Market players to monitor growth of food allergies
- Marketing sweet spreads beyond breakfast table
- Market forecast
- Sweet spreads and nut butters
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- Figure 58: Forecast of total U.S. sales of sweet spreads and nut butters, at current and constant prices, 2006-11
- Peanut and other nut butters
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- Figure 59: Forecast of U.S. FDM sales of peanut and other nut butters, at current and constant prices, 2006-11
- Jams, jellies, preserves, and fruit butters
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- Figure 60: Forecast of U.S. FDM sales of jams, jellies, preserves, and fruit butters, at current and constant prices, 2006-11
- Honey
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- Figure 61: Forecast of U.S. FDM sales of honey, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
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- National Honey Board
Appendix: New Product Briefs
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- Small Planet Foods: Cascadian Farms Organic Fruit Spread
- Marantha Natural Foods: Maranatha No-Stir Peanut Butter
- Hero: Hero Apricot Preserve
- Supervalu: Cub Foods Clover Honey
- J.M. Smucker Company: Smucker’s Organic Grape Jelly
- J.M. Smucker Company: Smucker’s Sugar Free Blueberry Preserves
- Williams-Sonoma: Sicilian Pink Grapefruit Marmalade
- Dalmatia Imports: SMS “Original” Dalmatia Fig Spread
- Publix Super Markets: Publix Orange Blossom Honey
- Unilever Bestfoods: Skippy Squeez’ It Creamy Peanut Butter
- Fun Cuisine: Fun Cuisine Spongebob Squarepants Peanut Butter
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