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Sweet Spreads - US - October 2006

SCOPE AND THEMES
What you should know
Definition
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
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
Households with children consume more products in the category
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
Figure 2: Meal occasions at which fruit jam is eaten, by presence of children, August 2006
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
Figure 4: Number of food products* launched with peanut butter as a flavor, 2001-06
Breakfast trends
Figure 5: Meal occasions at which specific types of sweet spreads are eaten, August 2006
Figure 6: Whether eat breakfast and when, September 2006
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
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
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
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
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
Figure 13: Most common primary flavors for new sweet spreads launched, 2001-06
MARKET SEGMENTATION
Introduction
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
Figure 15: FDM* sales of peanut and other nut butters, at current and constant prices, 2001-06
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
Figure 17: FDM* sales of jams, jellies, preserves and fruit butters, at current and constant prices, 2001-06
Figure 18: Sales of jams, jellies, preserves and fruit butters through natural food stores, at current and constant prices, 2003-06
Honey
Figure 19: FDM* sales of honey, at current and constant prices, 2001-06
Figure 20: Sales of peanut and other nut butters through natural food stores, at current and constant prices, 2003-06
SUPPLY STRUCTURE
Foreign trade
Honey
Figure 21: Honey imports, by source country, 2001-06
Figure 22: Honey exports, by receiving country, 2001-06
Jams, jellies, and preserves
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
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
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
Figure 27: Manufacturer and brand sales of jam, jellies, preserves and fruit butter at FDM* in the U.S., 2005 and 2006
Honey
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
J. M. Smuckers Inc.
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
Figure 31: Television spot for Welch’s grape juice and squeezable preserves, 2006
Figure 32: Television spot for Smart Balance peanut butter, 2006
RETAIL DISTRIBUTION
Introduction
Figure 33: U.S. sales of sweet spreads and nut butters, by channel, 2004 and 2006
Supermarkets
Figure 34: U.S. sales of sweet spreads and nut butters in supermarkets, at current and constant prices, 2001-06
Mass merchandisers
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
Introduction
Consumer summary
Household usage of jams, jellies and preserves
Figure 36: Household usage of jams, jellies, or preserves, January-September 2005
Types of jam, jelly, and fruit butters used by households
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
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
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
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
Figure 41: Household usage of peanut butter, January-September 2005
Types of peanut butter used by households
Figure 42: Types of peanut butter used by household, by race/ethnicity, January-September 2005
Brands of peanut butter used in households
Figure 43: Brands of peanut butter used by households, January-September 2005
Amount of peanut butter used in households
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
Figure 45: Incidence of personal and household consumption of honey, jam, jelly, marmalade, fruit butter, August 2006
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
Figure 47: Incidence of personal and household consumption of cream cheese and peanut, hazelnut, almond and cashew butters, August 2006
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
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
Figure 50: Consumer attitudes towards jams/jellies, August 2006
Types of honey used in households
Figure 51: Specific types of honey used, by race/ethnicity, August 2006
Figure 52: Specific types of honey used, by number of children, August 2006
Ways of using honey
Figure 53: Ways of using honey, August 2006
Reasons for not eating peanut butter
Figure 54: Reasons for not eating peanut butter, August 2006
Teens’ and kids’ usage of jam/jelly/preserves and peanut butter
Figure 55: Whether eat jam/jelly/preserves and peanut butter, by teens and kids, January-September 2005
Figure 56: Brands of jam/jelly/preserves and peanut butter “liked best” by kids, January-September 2005
Figure 57: Brands of jam/jelly/preserves and peanut butter eaten by teens, January-September 2005
FUTURE AND FORECAST
 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
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
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
Figure 60: Forecast of U.S. FDM sales of jams, jellies, preserves, and fruit butters, at current and constant prices, 2006-11
Honey
Figure 61: Forecast of U.S. FDM sales of honey, at current and constant prices, 2006-11
Forecast factors
APPENDIX: TRADE ASSOCIATIONS
National Honey Board
APPENDIX: NEW PRODUCT BRIEFS
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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