Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Challenging market environment
- Many specialty nut butters grow sales through FDM
- Health concerns hinder, but gourmet helps sales of fruit spreads
- Honey use grows and evolves
- Smucker’s dominance grows while recall hurts ConAgra
- Food stores grow share
- Number of one-person households bad for market
- Inflation pressures cause consumers to cut back on spending
- High calorie foods including peanut butter are cheapest
- Health concerns keeping many from the market
- Innovating to make products more convenient and healthier
- Usage of jams, jellies, and preserves among households
- Household usage of peanut butter illustrates challenges
- Consumer attitudes toward jellies, jams, and honey
- Black respondents’ usage of creamy and seedless products high
Insights and Opportunities
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- Convenience packaging such as Jif To Go and nut butters, how about lunch kits?
- HFCS-free products and other new sweeteners
- Getting your daily servings of fruits through spreads
- Healthy fats in peanut butters
Fast Forward Trends
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- An inconvenient fruit
- What’s it all about?
- Answering to locavores
- Trader Joe's—Wild Maine Blueberry Fruit Sauce
- Two Sisters Gourmet Açaí Berry and Cherry Preserves
Market Size and Forecast
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- Key points
- Sales remain flat even as challenges are steep
- Private label products grow prominence
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- Figure 1: Total U.S. sales and forecast of sweet spreads and nut butters, at current prices, 2003-13
- Figure 2: Total U.S. sales and forecast of sweet spreads and nut butters, at inflation-adjusted prices, 2003-13
- Wal-Mart sales
Competitive Context
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- Honey attempts to grow its presence outside the food industry
- Acquisitions grow Smucker’s
- Some schools banning peanuts and peanut butter as food allergies grow
Segment Performance
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- Key points
- Economy trumps desire for healthy food
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- Figure 3: U.S. FDMx sales and forecast of sweet spreads and nut butters, at current prices, by segment, 2003-13
- Peanut butter and honey grow faster than sweet spreads
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- Figure 4: U.S. FDMx sales of sweet spreads and nut butters, by segment, 2006 and 2008
Segment Performance—Peanut Butter and Other Nut Butters
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- Key points
- Recession diet growing sales of staples such as peanut butter but inflation growing faster
- Specialty nut butters grow
- Chunky peanut butter sales a drag on the segment
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- Figure 5: U.S. FDMx sales and forecast of peanut and other nut butters, 2003-13
Segment Performance—Jam, Jelly, Preserves, and Fruit Butter
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- Key points
- Sales slow on health concern and ties to breakfast
- Imported and gourmet brands continue to grow
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- Figure 6: U.S. FDMx sales and forecast of jam, jelly, preserves, and fruit butter, 2003-13
Segment Performance—Honey
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- Key points
- Appellations on honey
- Private label goes upscale
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- Figure 7: U.S. FDMx sales and forecast of honey, 2003-13
Retail Channels
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- Key points
- Food stores grow share
- Drug stores show growth but presence is still small
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- Figure 8: U.S. sales of sweet spreads and nut butters, by retail channel, 2006 and 2008
Retail Channels—Mass Merchandisers and Other Channels
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- Key points
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- Figure 9: U.S. sales of sweet spreads and nut butters through mass merchandisers and other channels, 2003-08
Retail Channels—Food Stores
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- Key points
- Food stores scaling down in size and up in quality
- Aggressive promotion and tiered offerings of PL in food stores
- Consolidation of food stores helps against big-box competitors
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- Figure 10: U.S. sales of sweet spreads and nut butters through food stores, 2003-08
Retail Channels—Drug Stores
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- Key points
- A small player in a large market
- Graying population and reliance on prescriptions help convenience sales
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- Figure 11: U.S. sales of sweet spreads and nut butters through drug stores, 2003-08
Natural Channel/SPINS
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- Figure 12: Natural product supermarket retail sales of sweet spreads, at current prices, 2006-08
- Natural channel sales by segment
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- Figure 13: Natural product supermarket retail sales of sweet spreads, by segment, 2006 and 2008
- Natural supermarket channel sales, peanut and other nut butters
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- Figure 14: Natural product supermarket retail sales of peanut and other nut butters, at current prices, 2006-08
- Natural supermarket channel sales, jams, jellies, preserves and fruit butters
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- Figure 15: Natural product supermarket retail sales of jams, jellies, preserves and fruit butters, at current prices, 2006-08
- Natural supermarket channel sales, honey
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- Figure 16: Natural product supermarket retail sales of honey, at current prices, 2006-08
- Brand tables
- Sweet spreads
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- Figure 17: Manufacturer brand natural supermarket sales of sweet spreads, 2006 and 2008
- Peanut and other nut butters
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- Figure 18: Manufacturer brand natural supermarket sales of peanut and other nut butters, 2006 and 2008
- Jams, jellies, preserves and fruit butters
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- Figure 19: Manufacturer brand natural supermarket sales ofjams, jellies, preserves, and fruit butters, 2006 and 2008
- Natural channel sales of sweet spreads by organic
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- Figure 20: Natural product supermarket retail sales of sweet spreads, by organic, 2006 and 2008
- Peanut and other nut butters by organic as total share of segment
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- Figure 21: Natural product supermarket retail sales of peanut and other nut butters, by organic, 2006 and 2008
- Jams, jellies, preserves and fruit butters by organic as total share of segment
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- Figure 22: Natural product supermarket retail sales of peanut and other nut butters, by organic, 2006 and 2008
- Honey by organic as total share of segment
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- Figure 23: Natural product supermarket retail sales of peanut and other nut butters, by organic, 2006 and 2008
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Market Drivers
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- One-person households bad for sales while more is better
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- Figure 24: U.S. population and usage of peanut butter and jams/jellies/preserves, by size of hosuehold, 2006
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- Figure 25: Households, by size, 1996-2006
- Economics drive consumers to cut back on spending
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- Figure 26: Changes in consumer price indices, 2003-08
- High-calorie foods including peanut butter are cheapest
- Health concerns
- Food allergies increasing in children
- Obesity and diabetes
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- Figure 27: Prevalence of diagnosed diabetes per 100 people per population, by age, United States, 1995-2005
Leading Companies
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- Key points
- J.M. Smucker’s strategy of acquisitions
- Peter Pan recall hurts ConAgra Foods
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- Figure 28: Sales of leading sweet spreads and nut butters companies, 2007 and 2008
Brand Share—Peanut and Other Nut Butters
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- Key points
- Impact of ConAgra peanut butter recall benefits other suppliers
- Jif dominates segment
- Smart Balance growth stays strong
- Specialty nut butters show strong growth
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- Figure 29: FDMx brand sales of peanut and other nut butters in the U.S., 2007 and 2008
Brand Share—Jam, Jelly, Preserves, and Fruit Butter
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- Key points
- Smucker’s continues to grow market share
- Premium imported jams make big gains
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- Figure 30: FDMx brand sales of jam, jelly, preserves, and fruit butter in the U.S., 2007 and 2008
Brand Share—Honey
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- Key points
- Private label
- Fragmented supply system
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- Figure 31: FDMx brand sales of honey in the U.S., 2007 and 2008
Brand Qualities
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- Rebuilding Peter Pan’s image
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- Figure 32: Trended usage of peanut butter brands, January 2003-March 2008
Innovation and Innovators
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- Making honey more user-friendly
- Superfruits growing in fruit spreads
- Omega-3 fatty acids added or emphasized
Advertising and Promotion
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- Overview
- J.M. Smucker’s promotions
- Jif peanut butter
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- Figure 33: Jif peanut butter, 2008
- Figure 34: Jif peanut butter, 2008
- Smucker’s jams
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- Figure 35: Smucker’s jams, 2008
- Figure 36: Smucker’s jams, 2008
- Honey industry promotional activity
- Sue Bee Honey
Usage
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- Usage of jams, jellies, and preserves among households
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- Figure 37: Household usage of jams, jellies, and preserves, by race/Hispanic origin, household income and household size, February 2007-March 2008
- Usage of jams, jellies, and preserves by type
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- Figure 38: Trended usage ofjams, jellies, and preserves, by type, January 2002-March 2008
- Flavors of jams, jellies, and preserves used by household
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- Figure 39: Flavors of jams, jellies, and preserves used by households, by household income, February 2007-March 2008
- Usage of specific sweet spreads
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- Figure 40: Incidence of personal and household consumption of honey, jam, jelly, marmalade, and fruit butter, July 2008
- Meals with which sweet spreads are used
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- Figure 41: With which meal is honey, jam, jelly, marmalade, and fruit butter used, July 2008
- Usage of honey by type
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- Figure 42: Specific types of honey used, by age, July 2008
- Household usage of peanut butter
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- Figure 43: Household usage of peanut butter, by race/Hispanic origin, region, household size and marital status, February 2007-March 2008
- Types of peanut butter used by households
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- Figure 44: Types of peanut butter used by households, by region, February 2007-March 2008
Attitudes and Motivations
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- Consumer attitudes toward jellies, jams, and honey
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- Figure 45: Consumer attitudes toward jellies, jams, and honey, strongly agree summary, by age, July 2008
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- Figure 46: Consumer attitudes toward jellies, jams, and honey, strongly agree summary, by region of residence, July 2008
Teens’ and Kids’ Usage
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- Figure 47: Incidence and frequency of eating jams, jellies, and preserves and peanut butter by teens and kids, January-November 2007
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- Figure 48: Teens’ incidence of eating jams, jellies, and preserves and peanut butter, by gender and age, January-November 2007
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Race and Ethnicity
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- Flavor preferences by race/Hispanic origin
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- Figure 49: Usage of specific flavors of jam and jelly, by race/Hispanic origin, July 2008
- Interest in non-traditional sweet spread flavors
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- Figure 50: Interest in non-traditional flavors of jam, jelly, marmalade, and/or fruit butter, by race/Hispanic origin, July 2008
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- Figure 51: Incidence of personal consumption of honey, jam, jelly, marmalade, and fruit butter, by race/Hispanic origin, July 2008
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- Figure 52: Types of peanut butter used by households, by race/Hispanic origin, February 2007-March 2008
Cluster Analysis
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- Sweet singles
- Safe standards
- Jam-borees
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- Figure 53: Sweet spread user clusters, July 2008
- Figure 54: Sweet spreads usage, by user clusters, July 2008
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- Figure 55: Sweet spread usage by anyone else in household, by user clusters, July 2008
- Figure 56: Types of honey used, by user clusters, July 2008
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- Figure 57: Use of atypical jam flavors, by user clusters, July 2008
- Figure 58: Attitudes towards sweet spreads, by user clusters, July 2008
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- Figure 59: Sweet spreads purchased in the last three months, by user clusters, July 2008
- Cluster demographics
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- Figure 60: Sweet spread user clusters, by gender, July 2008
- Figure 61: Sweet spread user clusters, by age group, July 2008
- Figure 62: Sweet spread user clusters, by income group, July 2008
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- Figure 63: Sweet spread user clusters, by race, July 2008
- Figure 64: Sweet spread user clusters, by Hispanic origin, July 2008
- Methodology
Custom Consumer Groups
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- Race/Hispanic origin and age break-outs
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- Figure 65: Household usage of jams/jellies/preserves and peanut butter, February 2007-March 2008
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- Figure 66: Incidence of personal consumption of honey, jam, jelly, marmalade, and fruit butter, by marital status and presence of children in household, July 2008
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- Figure 67: Specific types of honey used, by marital status and presence of children in household, July 2008
IRI/Builders—Key Household Purchase Measures
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- Consumer insights—jellies, jam, and honey
- Brand map
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- Figure 68: Brand map of selected leading sellers, IRI
- Overview selected sweet spreads
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- Figure 69: Key purchase measures for selected sweet spreads, by household penetration, *2007
- Jellies, jams, and preserves: brand leaders by penetration
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- Figure 70: Key purchase measures for jelly, jam, and preserve brands, by household penetration, *2007
- Honey
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- Figure 71: Key purchase measures for honey brands, by household penetration, *2007
Appendix: Other Useful Consumer Tables
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- Amount of jams, jellies, and preserves used in last 30 days
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- Figure 72: Number of jars of jams, jellies, and preserves used by the household in last 30 days, February 2007-March 2008
- Flavors of jams, jellies, and preserves used
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- Figure 73: Flavors of jams, jellies, and preserves used by households, by race/Hispanic origin, February 2007-March 2008
- Seeds or seedless
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- Figure 74: Incidence of purchase of seedless jams or jellies, by race/Hispanic origin, July 2008
- Incidence of personal consumption of honey, jam, jelly, marmalade, and fruit butter
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- Figure 75: Incidence of personal consumption of honey, jam, jelly, marmalade, and fruit butter, by age, July 2008
- Popularity of brands
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- Figure 76: Brands of jams, jellies, and preserves used by households, by household income, February 2007-March 2008
- Types of honey used
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- Figure 77: Specific types of honey used, by household income, July 2008
- Interest in non-typical flavors of jam, jelly, marmalade, and/fruit butter
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- Figure 78: Consumer attitudes toward jellies, jams, and honey, strongly agree summary, by race/Hispanic origin, July 2008
- Kids’ and teens’ brand preferences
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- Figure 79: Brands of jam/jelly/preserves and peanut butter “liked best” by kids, January-November 2007
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- Figure 80: Brands of jam/jelly/preserves and peanut butter eaten by teens, January-November 2007
- Brand preferences by race/Hispanic origin
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- Figure 81: Brands of jams, jellies, and preserves used by households, by race/Hispanic origin, February 2007-March 2008
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- Figure 82: Brands of peanut butter used in households, by race/Hispanic origin, February 2007-March 2008
Appendix: IRI/Builders Panel Data Definitions
Appendix: Trade Associations
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