Table of Contents
Executive Summary
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- Overview
- The market
- Nut-based spreads and sweet spreads to reach $4.2 billion in 2019
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- Figure 1: Total US sales and fan chart forecast of nut-based spreads and sweet spreads, at current prices, 2009-19
- Nut-based spreads represent nearly three quarters of category sales
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- Figure 2: Total US retail sales of nut-based spreads and sweet spreads, by segment, at current prices, 2012 and 2014
- Key players
- J.M. Smucker Co. dominates sales in both segments
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- Figure 3: MULO sales of nut-based spreads and sweet spreads, by leading companies, rolling 52 weeks 2014
- The consumer
- Purchase skews toward younger generations, households with children
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- Figure 4: Purchase of nut spreads and sweet spreads, December 2014
- Sweetener important to fruit spread purchases; nutrition, gourmet important for other nut- or seed-based spread purchases
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- Figure 5: Attributes considered for fruit spreads and nut-based spreads -Correspondence Analysis, December 2014
- Room for both health and indulgence
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- Figure 6: Spreads innovation areas, by purchase of spreads, top five, December 2014
- Sugar content, price, influential factors when buying spreads
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- Figure 7: Behaviors related to nut-based spreads and sweet spreads, top five, by generations, December 2014
- Millennial parents especially interested in ingredients, health benefits
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- Figure 8: Agreement with attitudes toward nut-based spreads and sweet spreads – Any agree, top five, by Millennial parents, December 2014
- What we think
Issues and Insights
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- What can be done to revitalize the sweet spreads segment?
- The facts
- The implications
- Where are there innovation opportunities?
- The facts
- The implications
- Which demographics should be an area of focus?
- The facts
- The implications
Trend Applications
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- Trend: Help Me Help Myself
- Trend: Make it Mine
- Trend: Non-Standard Society
Market Size and Forecast
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- Key points
- Sales and forecast of nut-based spreads and sweet spreads
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- Figure 9: Total US retail sales and forecast of nut-based spreads and sweet spreads, at current prices, 2009-19
- Figure 10: Total US retail sales and forecast of nut-based spreads and sweet spreads, at inflation adjusted prices, 2009-19
- Nut-based spreads and sweet spreads to reach $4.2 billion in 2019
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- Figure 11: Total US sales and fan chart forecast of nut-based spreads and sweet spreads, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Key points
- Snacking occasions create demand for convenient, filling foods
- Concerns about sugar content
- Households with children on the decline
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- Figure 12: Percentage of US households with and without children, 2003-13
Competitive Context
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- Key points
- Do-it-yourself options
- Other protein sources
- Spread use in foodservice grows
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- Figure 13: Top nut-based spreads and sweet spreads used as an ingredient, Q4 2011- Q4 2014
Segment Performance
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- Key points
- Nut-based spreads represent nearly three quarters of category sales
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- Figure 14: Total US retail sales of nut-based spreads and sweet spreads, by segment share, 2014
- Figure 15: Total US retail sales of nut-based spreads and sweet spreads, by segment, at current prices, 2012 and 2014
- Nut-based spreads experience incremental growth, sweet spread sales remain fairly stable
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- Figure 16: Total US retail sales and forecast of nut-based spreads and sweet spreads, at current prices, 2009-19
Retail Channels
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- Key points
- Market share remains fairly stable across retail channels
- Sales of nut-based spreads and sweet spreads, by channel
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- Figure 17: Total US retail sales of nut-based spreads and sweet spreads, by channel, at current prices, 2012 and 2014
- Natural channel sales grow 40% from 2012-14
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- Figure 18: Natural supermarket sales of nut-based spreads and sweet spreads, at current prices, rolling 52 weeks 2012-14
- Half of sales of natural channel spreads are organic
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- Figure 19: Natural supermarket sales of nut-based spreads and sweet spreads, by segment and organic content, at current prices, rolling 52 weeks 2012 and 2014
- Sweet spreads with alternative sweeteners grew 68% from 2012-14
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- Figure 20: Natural supermarket sales of sweet spreads, by presence of alternative sweetener, at current prices, rolling 52 weeks 2012 and 2014
Leading Companies and Brand Analysis
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- Key points
- J.M. Smucker Co. dominates sales in both segments
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- Figure 21: MULO sales of nut-based spreads and sweet spreads, by leading companies, rolling 52 weeks 2014
- Single-serve formats boost nut-based spread sales
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- Figure 22: Jif To Go Dippers, “Everybody Snacks,” September 2014
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- Figure 23: Skippy Peanut Butter, “Fun Factory,” September 2014
- Manufacturer sales of nut-based spreads
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- Figure 24: MULO sales of nut-based spreads, by leading companies, rolling 52 weeks 2013 and 2014
- Sales of nearly all leading sweet spreads brands decline
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- Figure 25: Smucker’s Natural Fruit Spreads TV Commercial, March 2014
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- Figure 26: “Leave it to All Fruit” Polaner All Fruit Commercial, July 2014
- Manufacturer sales of sweet spreads
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- Figure 27: MULO sales of sweet spreads, by leading companies, rolling 52 weeks 2013 and 2014
Innovations and Innovators
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- Product launches with new packaging grew 19% from 2010-15
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- Figure 28: Nut-based spread and sweet spread product launches, by launch type, 2010-15*
- Growth in allergen-free, organic product claims
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- Figure 29: Nut-based spread and sweet spread product launches, by top 10 claims, 2010-15*
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- Figure 30: Nut-based spread and sweet spread product launches, by private label, 2010-15*
- Provenance
- Gourmet/upscale
- Brand extensions
Purchase of Nut and Fruit Spreads
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- Key points
- Household penetration remains high
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- Figure 31: Purchase of nut spreads and sweet spreads, December 2014
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- Figure 32: Household peanut butter and jams, jellies, or preserves consumption, July 2008-September 2014
- Presence of children in household strong indicator for purchase
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- Figure 33: Purchase of nut-based spreads and sweet spreads, by presence of children in household, December 2014
Foods Eaten with Spreads
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- Key points
- Opportunity to improve use with main dishes, cheese, desserts
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- Figure 34: Foods eaten with fruit spreads and nut-based spreads - Correspondence Analysis, December 2014
- iGeneration/Millennials more adventurous with nut spread use
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- Figure 35: Foods eaten with nut-based spreads, by generations, December 2014
- Men more likely to use fruit spreads with desserts, snacks
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- Figure 36: Foods eaten with fruit spreads, by gender, December 2014
Attributes Considered
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- Key points
- Sweetener important to fruit spread purchases; nutrition, gourmet important for other nut or seed-based spread purchases
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- Figure 37: Attributes considered for fruit spreads and nut-based spreads -Correspondence Analysis, December 2014
- Men, Millennial parents look for premium positioning, added nutrition with nut-based spreads
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- Figure 38: Attributes considered for nut-based spreads, top 10, by gender, December 2014
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- Figure 39: Attributes considered for nut-based spreads, top 10, by millennial parents, December 2014
Spreads Innovation Areas
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- Key points
- Room for health and indulgence
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- Figure 40: Spreads innovation areas, by purchase of spreads, December 2014
Behaviors Related to Nut-Based Spreads and Sweet Spreads
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- Key points
- Sugar content, price, influential factors when buying spreads
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- Figure 41: Behaviors related to nut-based spreads and sweet spreads, top five, by generations, December 2014
- Respondents buying more almond, other nut and seed spreads
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- Figure 42: Behaviors related to nut-based and sweet spreads, by purchase of spreads, December 2014
Attitudes toward Nut-Based Spreads and Sweet Spreads
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- Key points
- Millennial parents especially interested in ingredients, health benefits
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- Figure 43: Agreement with attitudes toward nut-based spreads and sweet spreads – Any agree, by millennial parents, December 2014
- Opportunity to improve almond butter, other nut or seed butters
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- Figure 44: Agreement with attitudes toward nut-based and sweet spreads – Any agree, by purchase of spreads, December 2014
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- Figure 45: Agreement with attitudes toward nut-based and sweet spreads – Any agree, by purchase of spreads, December 2014
Race and Hispanic Origin
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- Key points
- Hispanics most likely to buy fruit spreads
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- Figure 46: Purchase of nut-based spreads and sweet spreads, by race and Hispanic origin, December 2014
- Hispanics want more nutritious, convenient products
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- Figure 47: Spreads innovation areas, by race and Hispanic origin, December 2014
- Hispanic shoppers willing to splurge on gourmet, organic
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- Figure 48: Agreement with attitudes toward nut-based spreads and sweet spreads – Any agree, by race and Hispanic origin, December 2014
Appendix – Market
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- Figure 49: Total US retail sales and forecast of nut-based spreads, at current prices, 2009-19
- Figure 50: Total US retail sales and forecast of sweet spreads, at current prices, 2009-19
- Figure 51: Total US retail sales of nut-based spreads and sweet spreads, by channel, at current prices, 2012 and 2014
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- Figure 52: Natural supermarket sales of nut-based spreads and sweet spreads, by segment and type, at current prices, rolling 52 weeks 2012 and 2014
- Figure 53: Natural supermarket sales of nut-based spreads and sweet spreads, by segment and organic content, at current prices, rolling 52 weeks 2012 and 2014
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- Figure 54: Natural supermarket sales of non-GMO nut-based spreads and sweet spreads, by segment, at current prices, rolling 52 weeks 2012 and 2014
- Figure 55: Natural supermarket sales of sweet spreads, by presence of alternative sweetener, at current prices, rolling 52 weeks 2012 and 2014
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Appendix – Key Players
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- Figure 56: MULO sales of nut-based spreads and sweet spreads, by leading companies, rolling 52 weeks 2013 and 2014
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Appendix – Consumer
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- Purchase of nut-based and sweet spreads
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- Figure 57: Purchase of nut-based spreads and sweet spreads, by gender, December 2014
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- Figure 58: Purchase of nut-based and sweet spreads, by age, December 2014
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- Figure 59: Purchase of nut-based spreads and sweet spreads, by generations, December 2014
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- Figure 60: Purchase of nut-based and sweet spreads, by region, December 2014
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- Figure 61: Purchase of nut-based and sweet spreads, by household income, December 2014
- Teens’ trended consumption
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- Figure 62: Peanut butter consumption, April 2008-June 2014
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- Figure 63: Jams, jellies, or preserves consumption, April 2008-June 2014
- Kids’ trended consumption
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- Figure 64: Peanut butter consumption, April 2008-June 2014
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- Figure 65: Jams, jellies, or preserves consumption, April 2008-June 2014
- Household consumption by type
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- Figure 66: Household peanut butter consumption by type, July 2008-September 2014
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- Figure 67: Household jams, jellies, or preserves consumption by type, July 2008-September 2014
- Foods eaten with spreads
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- Figure 68: Foods eaten with spreads, December 2014
- Attributes considered
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- Figure 69: Attributes considered, December 2014
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- Figure 70: Attributes considered for nut-based spreads, by generations, December 2014
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- Figure 71: Attributes considered for nut-based spreads, top 10, by millennial parents, December 2014
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- Figure 72: Attributes considered for fruit spreads, by generations, December 2014
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- Figure 73: Attributes considered for fruit spreads, by presence of children in household, December 2014
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- Figure 74: Attributes considered for spreads, by race and Hispanic origin, December 2014
- Spreads innovation areas
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- Figure 75: Spreads innovation areas, by generations, December 2014
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- Figure 76: Spreads innovation areas, by presence of children in household, December 2014
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- Figure 77: Spreads innovation areas, by purchase of spreads, December 2014
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- Figure 78: Spreads innovation areas, by purchase of spreads, December 2014
- Behaviors related to nut-based spreads and sweet spreads
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- Figure 79: Behaviors related to nut-based spreads and sweet spreads, by generations, December 2014
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- Figure 80: Behaviors related to nut-based spreads and sweet spreads, by presence of children in household, December 2014
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- Figure 81: Behaviors related to nut-based spreads and sweet spreads, by household income, December 2014
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- Figure 82: Behaviors related to nut-based spreads and sweet spreads, by race and Hispanic origin, December 2014
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- Figure 83: Behaviors related to nut-based and sweet spreads, by purchase of spreads, December 2014
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- Figure 84: Behaviors related to nut-based and sweet spreads, by purchase of spreads, December 2014
- Attitudes toward nut-based spreads and sweet spreads
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- Figure 85: Agreement with attitudes toward nut-based spreads and sweet spreads – Any agree, by gender, December 2014
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- Figure 86: Agreement with attitudes toward nut-based spreads and sweet spreads – Any agree, by generations, December 2014
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- Figure 87: Agreement with attitudes toward nut-based spreads and sweet spreads – Any agree, by household income, December 2014
Appendix – Trade Associations
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- American Institute of Food Distribution (The Food Institute)
- Food Marketing Institute (FMI)
- Grocery Manufacturers of America (GMA)
- National Association for the Specialty Food Trade Inc. (NASFT)
- Private Label Manufacturers Association (PLMA)
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