Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Diverse market retains growth path
- Savory spreads bolster market’s growth during 2009-11
- “All natural” offers growth for many products rather than organic
- Slower population growth and changing demographics challenge market
- Rising food prices and prolonged unemployment tighten budgets
- Private label’s innovation and upscaling increases competition
- Dips and spreads commonplace in households
- Traditional dip flavors top list
- “All-natural” and “low/no” claims most important to users
Insights and Opportunities
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- Key points
- Apple butter lends itself to healthy eating
- Mediterranean diets drive innovation in dips and spreads
- Natural positioning lends itself to the dips and spreads market
Inspire Insights
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- Trend: Snack Society
- Trend: Factory Fear
Market Size and Forecast
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- Key points
- 2009 is the exception to a pattern of steady growth
- Sales and forecast of dips and spreads
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- Figure 1: Total U.S. retail sales of dips and spreads, at current prices, 2006-16
- Figure 2: Total U.S. retail sales of dips and spreads, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 3: Fan chart forecast of dips and spreads, 2006-16
- Walmart sales
Market Drivers
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- Key points
- Population growth slowing
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- Figure 4: U.S. fertility rate, 2005-10*
- Real disposable personal income rises in 2010-11
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- Figure 5: Real disposable income, 2007-11*
- Prolonged unemployment drags on economy and households
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- Figure 6: U.S. unemployment rate, seasonally adjusted civilian population 16 years and over, Jan 2001–July 2011
- Growing diversity and urbanization changes use of dips and spreads
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- Figure 7: Population, by race and Hispanic origin, 2006-16
- Figure 8: Household consumption of dips and spreads, agree summary, February 2010–March 2011
- Food prices rise faster than predicted
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- Figure 9: Changes in Food Price Indexes, 2009 through 2012
Competitive Context
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- Key points
- Private label grows up
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- Figure 10: U.S. private label sales as a share of FDMx sales, 2006-10
- New front-of-package labeling systems appearing
- The haves and the have-nots; HFCS debate continues
Segment Performance
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- Key points
- Sweet fruit spreads see sales lag while flavored spreads flourish
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- Figure 11: Total U.S. sales of dips and spreads, by segment, 2009-11
Segment Performance—Peanut and Other Nut Butters
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- Key points
- Peanut butter faces challenges at schools and on shelves
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- Figure 12: Total U.S. sales of peanut and other nut butters, 2006-16
Segment Performance—Cheese-based Spreads
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- Key points
- BFY products help to improve the nutritional profile of cheese spreads
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- Figure 13: Total U.S. sales and forecast of cheese-based spreads, at current prices, 2006-16
Segment Performance—Dips
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- Key points
- Dips segment ripe for innovation
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- Figure 14: Total U.S. sales and forecast of dips, at current prices, 2006-16
Segment Performance—Jam, Jelly, Fruit Butter, and Preserves
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- Key points
- Catching the consumer’s eye in both private label and branded
- Sweet spreads outlook not as promising as other segments
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- Figure 15: Total U.S. sales and forecast of jams, jellies, fruit butter, and preserves, at current prices, 2006-16
Segment Performance—Flavored Spreads
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- Key points
- Hummus is the name of the game in recent times
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- Figure 16: Total U.S. sales of flavored spreads, 2006-16
Segment Performance—Honey
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- Private labels drive honey segment
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- Figure 17: Total U.S. sales of honey, 2006-16
- User-friendly honey and origin of the product
Retail Channels
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- Key points
- Supermarkets losing out to supercenters and other retailers
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- Figure 18: Total U.S. sales of dips and spreads, by channel, 2009 and 2011
- Figure 19: Total U.S. supermarket/food stores’ sales of dips and spreads, at current prices, 2006-11
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- Figure 20: Total U.S. supercenters and warehouse club sales of dips and spreads, at current prices, 2006-11
- Figure 21: Total U.S. other retailer sales of dips and spreads, at current prices, 2006-11
Retail Channels—Natural Supermarkets
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- Key points
- Insights
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- Figure 22: Natural supermarket sales of spreads and dips, at current prices, 2009-11*
- Figure 23: Natural supermarket sales of spreads and dips, at inflation-adjusted prices, 2009-11*
- Honey and hummus drive growth in natural channel
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- Figure 24: Natural supermarket sales of spreads and dips, by segment, 2009 and 2011*
- Organic sales somewhat polarized by segment
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- Figure 25: Natural supermarket sales of spreads and dips, by organic content, 2009 and 2011*
Leading Companies
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- Key points
- Big brands see modest growth during 2010-11
- Private label and “other” brands prove a competitive force
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- Figure 26: Manufacturer FDMx sales of dips and spreads in the U.S., 2010 and 2011
Brand Share—Peanut Butter and Other Nut Butter
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- Key points
- Segment growth slows as prices are expected to rise
- Peter Pan reverses sales decline
- Product recall reverses positive growth trend for Skippy
- Natural brands from major players experience sluggish growth
- Will Nutella experience consumer backlash from its “Start Your Day” campaign?
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- Figure 27: Selected FDMx brand sales of peanut butter and other nut butter, 2010 and 2011
Brand Share—Cheese-based Spreads
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- Key points
- Kraft Philadelphia creates a cooking community for women
- Bel Brands USA portfolio of brands continues growth streak
- Private label and “other” brands continue strong presence
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- Figure 28: Selected FDMx brand sales of cheese-based spreads, 2010 and 2011
Brand Share—Dips
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- Key points
- Consumers less brand loyal when it comes to dips
- Smaller brands significantly grow sales
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- Figure 29: Selected FDMx brand sales of dips, 2010 and 2011
Brand Share—Jam, Jelly, Fruit Butter, and Preserves
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- Key points
- Jam, jelly, fruit butter, and preserves sales decrease
- “Other” brands outperform private label during 2010-11
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- Figure 30: Selected FDMx brand sales of jam, jelly, fruit butter, and preserves, 2010 and 2011
Brand Share—Flavored Spreads
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- Key points
- Growth opportunities abound for brand leader and private label brands
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- Figure 31: Selected FDMx brand sales of flavored spreads, 2010 and 2011
Brand Share—Honey
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- Key points
- Diversified segment with many players
- Manufacturer and brand sales of honey
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- Figure 32: Selected FDMx brand sales of honey, 2010 and 2011
Innovations and Innovators
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- Key points
- Dips and spreads product launches 2006-11
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- Figure 33: Dips and spreads* product launches, by subcategory, 2006-11
- BFY options lead new product claims
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- Figure 34: Dips and spreads* product launches, by top claims, 2006-11
- Retailers unable to match increased pace of name brand launches
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- Figure 35: Private label share among new dips and spreads* product launches, 2006-11
- Product innovations
- “BFY (BFY)”
- Premium
- Private label
- Convenience
Marketing Strategies
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- Overview
- TV ads
- Nutella
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- Figure 36: Nutella , “Mom serves her three kids breakfast”, TV AD, 2011
- Athenos
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- Figure 37: Athenos Hummus , “Doug and Kathy in a kitchen with kids, YiaYia,” TV AD, 2011
- Jif To Go
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- Figure 38: Jif To Go, “Montage: soccer player, golfer, and cyclists eat peanut butter”, TV AD, 2011
- Online/social media
- J.M Smucker Co.
- Kraft Foods
- Sabra Dipping Company LLC
Household Usage
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- Key points
- Savory dips and spreads
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- Figure 39: Household consumption of savory dips/dipping sauces and spreads, May 2011
- Personal consumption of savory dips/dipping sauces and spreads
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- Figure 40: Personal consumption of savory dips/dipping sauces and spreads, by age, May 2011
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- Figure 41: Personal consumption of savory dips/dipping sauces and spreads, by household income, May 2011
- Nut butters and sweet spreads
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- Figure 42: Household consumption of nut butters and/or sweet spreads, May 2011
- Personal consumption of nut butters and/or sweet spreads
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- Figure 43: Personal consumption of nut butters and/or sweet spreads, by household income, May 2011
Eating Occasions
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- Key points
- Savory dips and spreads
- Savory dips/dipping sauces and spreads eating occasions
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- Figure 44: Savory dips/dipping sauces and spreads eating occasions, by age, May 2011
- Figure 45: Savory dips/dipping sauces and spreads eating occasions, by household income, May 2011
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- Figure 46: Savory dips/dipping sauces and spreads eating occasions, by presence of children, May 2011
- Nut butters and sweet spreads
- Eating occasions with nut butters and/or sweet spreads
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- Figure 47: Eating occasions with nut butters and/or sweet spreads, May 2011
Flavors, Types, and Usage Preferences
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- Key points
- Savory dips and spreads
- Type, flavor, and usage preferences
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- Figure 48: Type, flavor, and usage preferences, by gender, May 2011
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- Figure 49: Type, flavor, and usage preferences, by age, May 2011
- Nut butters and sweet spreads
- Purchase priorities for nut butters and/or sweet spreads users
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- Figure 50: Purchase priorities for nut butters and/or sweet spreads users, May 2011
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- Figure 51: Purchase priorities for nut butters and/or sweet spreads users, by age, May 2011
Claims of Importance
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- Key points
- Savory dips and spreads
- Importance of claims to savory dips/dipping sauces and spreads users
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- Figure 52: Importance of claims to savory dips/dipping sauces and spreads users, by age, May 2011
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- Figure 53: Importance of claims to savory dips/dipping sauces and spreads users, by household income, May 2011
- Nut butters and sweet spreads
- Importance of claims to nut butters and/or sweet spreads users
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- Figure 54: Importance of claims to nut butters and/or sweet spreads users, by age, May 2011
Impact of Race and Hispanic Origin
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- Key points
- Personal consumption of savory dips/dipping sauces and spreads
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- Figure 55: Personal consumption of savory dips/dipping sauces and spreads, by race/Hispanic origin, May 2011
- Personal consumption of nut butters and/or sweet spreads
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- Figure 56: Personal consumption of nut butters and/or sweet spreads, by race/Hispanic origin, May 2011
- Type, flavor, and usage preferences
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- Figure 57: Type, flavor, and usage preferences, by race/Hispanic origin, May 2011
- Purchase priorities for nut butters and/or sweet spreads users
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- Figure 58: Purchase priorities for nut butters and/or sweet spreads users, by race/Hispanic origin, May 2011
Cluster Analysis
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- All Naturals
- Demographics
- Characteristics
- Opportunity
- Ranchers
- Demographics
- Characteristics
- Opportunity
- Organic Avoiders
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 59: Target clusters, May 2011
- Figure 60: Savory dips/dipping sauces and spreads eating occasions, by target clusters, May 2011
- Figure 61: Importance of claims to savory dips/dipping sauces and spreads users, by target clusters, May 2011
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- Figure 62: Type, flavor, and usage preferences, by target clusters, May 2011
- Figure 63: Importance of claims to nut butters and/or sweet spreads users, by target clusters, May 2011
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- Figure 64: Purchase priorities for nut butters and/or sweet spreads users, by target clusters, May 2011
- Cluster demographic tables
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- Figure 65: Target clusters, by gender, May 2011
- Figure 66: Target clusters, by age, May 2011
- Figure 67: Target clusters, by household income, May 2011
- Figure 68: Target clusters, by race, May 2011
- Figure 69: Target clusters, by Hispanic origin, May 2011
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- Figure 70: Target clusters, by presence of children in household, May 2011
- Cluster methodology
Custom Consumer Groups
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- Key points
- Peanut butter, jams, and jellies
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- Figure 71: Peanut butter household usage, by food lifestyle segmentation, February 2010-March 2011
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- Figure 72: Jams, jellies, and/or preserves household usage, by food lifestyle segmentation, February 2010-March 2011
- Cream cheese, spread cheese, and savory dips
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- Figure 73: Cream cheese household usage, by food lifestyle segmentation, February 2010-March 2011
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- Figure 74: Spread cheese household usage, by food lifestyle segmentation, February 2010-March 2011
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- Figure 75: Savory dip household usage, by food lifestyle segmentation, February 2010-March 2011
SymphonyIRI/Builders—Key Household Purchase Measures
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- Peanut butter
- Consumer insights on key purchase measures—peanut butter
- Brand map
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- Figure 76: Brand map, selected brands of peanut butter buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 77: Key purchase measures for the top brands of peanut butter, by household penetration, 2010*
- Refrigerated dips
- Consumer insights on key purchase measures—refrigerated dips
- Brand map
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- Figure 78: Brand map, selected brands of refrigerated dips buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 79: Key purchase measures for the top brands of refrigerated dips, by household penetration, 2010*
- Jams/jellies/preserves
- Consumer insights on key purchase measures—jams/jellies/preserves
- Brand map
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- Figure 80: Brand map, selected brands of jams/jellies/preserves buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 81: Key purchase measures for the top brands of Jams/jellies/preserves, by household penetration, 2010*
Appendix—Other Useful Consumer Tables
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- Figure 82: Trended household usage of dips and spreads, January 2006-March 2011
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- Figure 83: Personal consumption of savory dips/dipping sauces and spreads, by gender, May 2011
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- Figure 84: Personal consumption of nut butters and/or sweet spreads, by age, May 2011
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- Figure 85: Savory dips/dipping sauces and spreads eating occasions, by race/Hispanic origin, May 2011
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- Figure 86: Type, flavor, and usage preferences, by presence of children, May 2011
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- Figure 87: Purchase priorities for nut butters and/or sweet spreads users, by household income, May 2011
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- Figure 88: Purchase priorities for nut butters and/or sweet spreads users, by presence of children, May 2011
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- Figure 89: Importance of claims to savory dips/dipping sauces and spreads users, by race/Hispanic origin, May 2011
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- Figure 90: Importance of claims to nut butters and/or sweet spreads users, by gender, May 2011
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- Figure 91: Importance of claims to nut butters and/or sweet spreads users, by race/Hispanic origin, May 2011
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- Figure 92: Importance of claims to nut butters and/or sweet spreads users, by presence of children, May 2011
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Appendix—Trade Associations
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