Table of Contents
Executive Summary
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- The market
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- Figure 1: Total retail value sales of sweet and savoury spreads/dips, by segment, 2011-13
- Forecast
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- Figure 2: Total UK retail value sales of sweet and savoury spreads/dips, 2008-18
- Market factors
- Growing consumer confidence may have unfavourable impact on savoury spreads
- Declining bread consumption poses threat to the spreads market
- Concerns about sweet spreads’ sugar content have been impacting the market
- Soaring cost of raw ingredients puts pressure on the market
- Companies, brands and innovation
- Own-label has much bigger hold in savoury spreads/dips than in sweet spreads
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- Figure 3: Leading manufacturers’ shares in the UK sweet and savoury spreads market, by value, 2012-13
- Own-label continues to lead NPD activity in 2013
- Adspend bounces back in 2013 after an 11% drop in 2012
- The consumer
- Overall, consumption of sweet and savoury spreads is ingrained in Brits’ diets
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- Figure 4: Usage of sweet spreads, November 2013
- Breakfast and lunch remain key occasions for sweet and savoury spreads
- Concerns about sweet spreads’ sugar content remain an issue
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- Figure 5: Attitudes towards sweet spreads, November 2013
- High fruit content and natural ingredients spark great interest in sweet spreads
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- Figure 6: Interest in selected product attributes of sweet spreads, November 2013
- Variety is important to savoury spread and dips users
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- Figure 7: Attitudes towards savoury spread and dips, November 2013
- What we think
Issues in the Market
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- How can sweet spreads capitalise on young consumers’ enthusiasm for baking?
- Is there scope for sweet spreads to tap into the after-school snacking occasion?
- What opportunities are there to attract younger consumers to savoury spreads?
- How can savoury spreads and dips respond to users’ health concerns?
Trend Application
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- Trend: Minimize Me
- Trend: Guiding Choice
- Mintel Futures: East Meets West
Market Drivers
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- Key points
- Consumer confidence on the up
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- Figure 8: Consumer Confidence Index, monthly, 2007-14
- Declining bread consumption poses threat to the spreads market
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- Figure 9: UK retail volume sales of pre-packed bread, 2008-13
- Concerns about sweet spreads’ sugar content have been impacting the market
- Rising cost of raw ingredients put pressure on the market
Who’s Innovating?
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- Key points
- Growth in NPD activity
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- Figure 10: Indexed growth of new product launches in the UK sweet and savoury spreads market/dips, by category, 2009-13
- Figure 11: New product launches in the UK sweet and savoury spreads/dips market, by type, 2009-13
- Own-label continues to dominate NPD activity in 2013
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- Figure 12: New product development in the UK sweet and savoury spreads/dips market, brands vs own-label, 2009-13
- Tesco leads NPD activity in 2013 with a focus on dips
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- Figure 13: New product launches in the UK sweet and savoury spreads/dips market, by top 10 companies, 2009-13
- Morrisons focuses on meat pastes and pâtés
- Princes launches ethnic sandwich fillers
- Flavours within sweet spreads remain largely traditional
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- Figure 14: New product launches in the UK sweet and savoury spreads/dips market, by category, 2009-13
- Better-for-you variants on the rise
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- Figure 15: New product launches in the UK sweet and savoury spreads/dips market, by top 10 claims and category, 2009-13
- Operators go nuts
- Confectionery brands move into spreads
- International innovation
- Flavour innovation
- Some nut spreads tap into an energy positioning
- Greek yogurt finds its way into dips in the US
Market Size and Forecast
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- Key points
- Volumes decline in 2013 for the first time since 2009
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- Figure 16: Total UK retail value and volume sales of sweet and savoury spreads/dips, 2008-18
- Savoury spreads main cause of volume decline
- The future
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- Figure 17: Total UK retail value sales of sweet and savoury spreads/dips, 2008-18
- Figure 18: Total UK retail volume sales of sweet and savoury spreads/dips, 2008-18
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- Figure 19: UK retail value sales of savoury spreads and dips, 2008-18
- Figure 20: UK retail volume sales of savoury spreads and dips, 2008-18
- Figure 21: UK retail value sales of sweet spreads, 2008-18
- Figure 22: UK retail volume sales of sweet spreads, 2008-18
- Forecast methodology
Segment Performance
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- Key points
- Savoury spreads/dips continue to dominate the market with a 53% value share
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- Figure 23: Total retail value sales of sweet and savoury spreads/dips, by segment, 2011-13
- Dips continue to gain share
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- Figure 24: Retail value sales of savoury spreads and dips, by type, 2011-13
- Figure 25: Retail volume sales of savoury spreads and dips, by type, 2011-13
- Ethnic flavours should resonate in savoury spreads
- Growth within sweet spreads largely driven by inflation
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- Figure 26: UK retail value sales of sweet spreads, by type, 2011-13
- Figure 27: UK retail volume sales of sweet spreads, by type, 2011-13
- Chocolate spreads and peanut butter are growth engine within sweet spreads
- Honey is hot on jam’s heels
- Marmalade continues to struggle
Market Share
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- Key points
- Own-label has much bigger hold in savoury spreads/dips than in sweet spreads
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- Figure 28: Leading manufacturers’ shares in the UK sweet and savoury spreads market, by value, 2012-13
- Rowse is the star-performer in sweet spreads in 2013
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- Figure 29: Leading brands in the UK sweet spreads market, by value and volume, 2012-13
- Value slides 5% for market leader Marmite
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- Figure 30: Leading brands in the UK savoury spreads market, by value and volume, 2012-13
- Doritos dominates dips
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- Figure 31: Leading brands in the UK dips market, by value and volume, 2012-13
Companies and Products
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- Figure 32: Leading companies in the sweet and savoury spreads market and their brands, 2013
- Ferrero Group
- Unilever
- Andros
- Kallo Foods
- Wellness Foods
- Hain Celestial
- Princes
- Wilkin & Sons
- F Duerr & Sons
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Brand Communication and Promotion
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- Key points
- Adspend bounces back in 2013 after an 11% drop in 2012
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- Figure 33: Total above-the-line advertising expenditure in the UK sweet and savoury spreads/dips market, 2009-13
- Ferrero and Unilever account for 74% of total adspend in 2013
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- Figure 34: Total above-the-line advertising expenditure in the UK sweet and savoury spreads/dips market, by top five advertisers, 2009-13
- Bulk of advertising expenditure spent on jams and other spreads
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- Figure 35: Total above-the-line advertising expenditure in the UK sweet and savoury spreads/dips market, by category, 2009-13
- Spread brands continue to drive less traditional usage occasions
The Consumer – Usage of Sweet and Savoury Spreads/Dips
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- Key points
- Eight in ten adults eat sweet spreads
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- Figure 36: Usage of sweet spreads, November 2013
- Jam is by far the most popular type of sweet spreads
- Two in three adults eat savoury spreads, while only one in three eat dips
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- Figure 37: Usage of savoury spreads and dips, November 2013
- Ready-made chilled sandwich fillers tap into the lunchbox market
- Dips have a strong female following
The Consumer – Usage Occasions of Sweet and Savoury Spreads/Dips
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- Key points
- Designated cooking/baking ranges could help sweet spreads to further boost usage on these occasions
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- Figure 38: Usage of sweet spreads, by occasion, November 2013
- The cooking occasion is a largely unexplored opportunity in the savoury segment
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- Figure 39: Usage of savoury spreads and dips, by occasion, November 2013
- Cross-merchandising to boost sales of dips
The Consumer – Attitudes Towards Sweet Spreads
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- Key points
- Concerns about sweet spreads’ sugar content remain an issue
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- Figure 40: Attitudes towards sweet spreads, November 2013
- After-school snack occasion represents untapped opportunity for sweet spreads
- Nut butters should harness their high protein content
- Younger consumers seek guidance on how to use sweet spreads
- Sweet spreads lack flavour innovation
The Consumer – Interest in Selected Product Attributes of Sweet Spreads
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- Key points
- High fruit content and natural ingredients are of great interest when it comes to sweet spreads
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- Figure 41: interest in selected products attributes of sweet spreads, November 2013
- Low sugar is more important than low calorie
- Flavour innovation could help to attract more younger consumers to the sweet spreads market
- Families are the most keen on easy to open packaging
The Consumer – Attitudes Towards Savoury Spreads and Dips
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- Key points
- Variety is important to savoury spread and dips users
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- Figure 42: Attitudes towards savoury spread and dips, November 2013
- Fortification represents promising opportunity to create standout
- There are untapped opportunities in the area of better-for-you variants
Appendix – Who’s Innovating?
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- Figure 43: New product launches in the UK sweet and savoury spreads market, by top 10 brands, 2009-13
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Appendix – Market Size and Forecast
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- Figure 44: UK retail value and volume sales of sweet spreads, 2008-18
- Figure 45: UK retail value and volume sales of savoury spreads and dips, 2008-18
- Figure 46: Best- and worst-case forecasts for the UK sweet and savoury spreads/dips market, by value, 2013-18
- Figure 47: Best- and worst-case forecasts for the UK sweet and savoury spreads/dips market, by volume, 2013-18
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- Figure 48: Best- and worst-case forecasts for the UK sweet spreads market, by value, 2013-18
- Figure 49: Best- and worst-case forecasts for the UK sweet spreads market, by volume, 2013-18
- Figure 50: Best- and worst-case forecasts for the UK savoury spreads and dips market, by value, 2013-18
- Figure 51: Best- and worst-case forecasts for the UK savoury spreads and dips market, by volume, 2013-18
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Appendix – Market Share
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- Figure 52: Leading manufacturers’ shares in the UK sweet spreads market, by value, 2012 and 13
- Figure 53: Leading manufacturers’ shares in the UK sweet spreads market, by volume, 2012 and 13
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- Figure 54: Leading manufacturers’ shares in the UK savoury spreads and dips market, by value, 2012 and 13
- Figure 55: Leading manufacturers’ shares in the UK savoury spreads and dips market, by volume, 2012 and 13
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Appendix – Brand Communication and Promotion
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- Figure 56: Total above-the-line advertising expenditure in the UK sweet and savoury spreads market, by top 10 advertisers, 2009-13
- Figure 57: Total above-the-line advertising expenditure in the UK sweet and savoury spreads market, by top 10 brands, 2009-13
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- Figure 58: Total above-the-line advertising expenditure in the UK sweet and savoury spreads market, by media type, 2009-13
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Appendix – The Consumer – Usage of Sweet and Savoury Spreads/Dips
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- Figure 59: Usage of sweet spreads, November 2013
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- Figure 60: Usage of savoury spreads and dips, November 2013
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- Figure 61: Most popular types of sweet spreads, by demographics, November 2013
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- Figure 62: Next most popular types of sweet spreads, by demographics, November 2013
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- Figure 63: Most popular types of savoury spreads and dips, by demographics, November 2013
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- Figure 64: Next most popular types of savoury spreads and dips, by demographics, November 2013
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- Figure 65: Other types of savoury spreads and dips, by demographics, November 2013
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Appendix – The Consumer – Usage Occasions of Sweet and Savoury Spreads/Dips
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- Figure 66: Usage occasions of sweet spreads, November 2013
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- Figure 67: Usage occasions of savoury spreads and dips, November 2013
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- Figure 68: Usage occasions of sweet spreads – Jam/conserve, by demographics, November 2013
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- Figure 69: Usage occasions of sweet spreads – Marmalade, by demographics, November 2013
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- Figure 70: Usage occasions of sweet spreads – Honey, by demographics, November 2013
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- Figure 71: Usage occasions of sweet spreads – Nut butter, by demographics, November 2013
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- Figure 72: Usage occasions of sweet spreads – Chocolate or hazelnut spread, by demographics, November 2013
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- Figure 73: Usage occasions of pâté, by demographics, November 2013
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- Figure 74: Usage occasions of yeast extract, by demographics, November 2013
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- Figure 75: Usage occasions of ready-made chilled sandwich fillers, by demographics, November 2013
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- Figure 76: Usage occasions of meat or fish paste, by demographics, November 2013
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- Figure 77: Usage occasions of hummus/houmous, by demographics, November 2013
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Appendix – The Consumer – Attitudes Towards Sweet Spreads
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- Figure 78: Attitudes towards sweet spreads, November 2013
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- Figure 79: Agreement with the statement ‘I would like to see more variety in the flavours of sweet spreads available’, by demographics, November 2013
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- Figure 80: Agreement with the statement ‘The high sugar content of sweet spreads makes them less appealing to me’, by demographics, November 2013
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- Figure 81: Agreement with the statement ‘I would be interested in buying reduced-sugar sweet spreads made with natural sweeteners’, by demographics, November 2013
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- Figure 82: Agreement with the statement ‘I would use sweet spreads more as a snack if there were more snack packs available’, by demographics, November 2013
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- Figure 83: Agreement with the statement ‘I find it difficult to finish a whole jar of sweet spread before its expiry date’, by demographics, November 2013
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- Figure 84: Agreement with the statement ‘Nut butters are a good way to get protein in my diet’, by demographics, November 2013
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- Figure 85: Agreement with the statement ‘Snacks with sweet spreads are a healthy alternative to other sweet treats’, by demographics, November 2013
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- Figure 86: Agreement with the statement ‘I would like more recipe ideas on how to use sweet spreads in baking and/or cooking’, by demographics, November 2013
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- Figure 87: Agreement with the statement ‘I enjoy making my own jam’, by demographics, November 2013
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- Figure 88: Agreement with the statement ‘Chocolate-flavoured soft cheese tastes just as good as chocolate spreads’, by demographics, November 2013
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- Figure 89: Agreement with the statement ‘Chocolate-flavoured soft cheese is a healthier alternative to chocolate spreads’, by demographics, November 2013
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Appendix – The Consumer – Users’ Interest in Selected Product Attributes of Sweet Spreads
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- Figure 90: Purchase of sweet spreads, November 2013
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- Figure 91: Purchase of sweet spreads, by demographics, November 2013
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- Figure 92: Users’ interest in selected product attributes of sweet spreads, November 2013
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- Figure 93: Most popular attributes of sweet spreads, by demographics, November 2013
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- Figure 94: Next most popular attributes of sweet spreads, by demographics, November 2013
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- Figure 95: Agreement with the statement ‘I enjoy experimenting with flavours and recipes’, by demographics, October 2013
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Appendix – The Consumer – Attitudes Towards Savoury Spreads and Dips
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- Figure 96: Attitudes towards savoury spreads and dips, November 2013
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- Figure 97: Most popular attitudes towards savoury spreads and dips, by demographics, November 2013
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- Figure 98: Next most popular attitudes towards savoury spreads and dips, by demographics, November 2013
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