Table of Contents
Issues in the Market
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- Key themes of the report
- Definition
- Legislation – Product
- Legislation – Packaging
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- Figure 1: EU and UK regulation on weights applicable to the UK sweet spreads market
- Abbreviations
Insights and Opportunities
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- A new angle on healthy eating
- Spreading awareness through licensing opportunities
- Modernising jam
- Going cold could appeal to teens
- Dipping dunking drinking
Market in Brief
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- Bread and breakfast
- Forecasting a struggle ahead
- ‘Food minus’ health
- ‘Food plus’ health
- Indulgence fuels new occasions
- Deflation and category management
Fast Forward Trends
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- Trend 1: Back To My Roots
- Definition
- What’s it about?
- What next?
- Experience Is All
- Definition
- What’s it about?
- What next?
Internal Market Environment
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- Key Points
- Associated products – developing new usage occasions
- The breakfast occasion diminishing
- Health trends work against the market
- Healthy halo for honey
- Squeezing nature’s harvest
Broader Market Environment
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- Key Points
- Diabetes risk increases
- Here today gone tomorrow
- Affluence fuels trade-up
- Heightened interest in food
Strengths and Weaknesses
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- Strengths
- Weaknesses
Competitive Context
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- Key Points
- Associated products demand evolution
- Think laterally for lessons
Who’s Innovating?
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- Key Points
- Product claims show the way to the future
- UK focuses on ‘Food minus’
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- Figure 2: Leading product claims (top ten) in the UK sweet spread market, January 2005-March 2007
- A long way to go to attract ‘food plus’ consumers
- Look to the US for ‘food plus’
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- Figure 3: Leading product claims (top ten) in the US sweet spread market, January 2005-March 2007
- Significant product trends
Market Value and Forecast
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- Key Points
- Sticky sweet spreads
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- Figure 4: Market size and forecast of the sweet spreads market, by value, 2002-12
- Difficult times ahead
- Sliding sales in marmalade
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- Figure 5: UK retail value sales of sweet spreads by sector, 2002-06
- Kids get healthy
- Future trends
Segment Performance
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- Key Points
- A fragile recovery for jam
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- Figure 6: UK retail value sales of jam, 2002-07
- Jam bucks the trend
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- Figure 7: UK retail value sales of jam, by type, 2004-06
- Revamp buys time – mind the gap
- Positive news for honey – but demons lurk
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- Figure 8: UK retail value sales of honey, 2002-07
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- Figure 9: UK retail value sales of honey, by type, 2004-06
- Easy squeezy and positive health
- Problem child
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- Figure 10: UK retail value sales of marmalade, 2002-07
- Figure 11: UK retail value sales of marmalade*, by type, 2004-06
- Differentiation issue?
- Kids health
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- Figure 12: UK retail value sales of peanut butter, 2002-07
- Family indulgences
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- Figure 13: UK retail value sales of chocolate spread, 2002-07
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- Figure 14: UK retail value sales of syrup and treacle used as a sweet spread, 2002-07
- Syrup activity
- Tiny with potential
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- Figure 15: UK retail value sales of fruit and cheese curds, 2002-07
Market Share
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- Key Points
- Jam and marmalade consolidates
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- Figure 16: Manufacturer shares in the jam and marmalade market, by value, 2006
- Figure 17: Manufacturer shares in the jam and marmalalde market*, by value, 2002-06
- Honey focus
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- Figure 18: Manufacturer shares in the honey market, by value, 2002-06
Companies and Brands
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- Key Points
- Andros France
- F Duerr & Sons Ltd
- Premier Foods
- Rowse Honey
- Tate & Lyle
- Other suppliers
- Ferrero
- Kallo Foods Limited
- Streamline Foods Limited
- St Dalfour
- Wilkin and Sons Limited
Brand Communication and Promotion
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- Key Points
- Two voices dominate
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- Figure 19: Main monitored media advertising expenditure on sweet spreads, 2002-06
- Promotions stymied by legislation
Brand Elements
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- Figure 20: Attitudes map of the sweet spread brands, April 2007
- Robertsons
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- Figure 21: Words associated with the Robertsons sweet spread brand, April 2007
- Brand qualities
- Golly, Royal Robertsons is distinctively traditional
- Nutella
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- Figure 22: Words associated with the Nutella sweet spread brand, April 2007
- Brand qualities
- Nutty and nice, it will get you in a fix?
- Streamline
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- Figure 23: Words associated with the Streamline brand, April 2007
- Brand qualities
- Streamlining your diet and your waistband
- Duchy Originals
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- Figure 24: Words associated with the Duchy Originals sweet spreads brand, April 2007
- Brand qualities
- A princely sum for organic aspirations
- Bonne Maman
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- Figure 25: Words associated the Bonne Maman brand, April 2007
- Brand qualities
- Jam and Jerusalem trembles ‘neath French fruit.
- Usage of brands
- Robertsons, Hartley’s and Golden Shred are most experienced
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- Figure 26: Consumer usage of various sweet spread brands, April 2007
- Attitudes towards brands
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- Figure 27: Attitudes to sweet spread brands, April 2007
- Brand satisfaction and performance
- Bonne Maman seen as the most excellent brand
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- Figure 28: Customer rating of sweet spread brands, April 2007
- Brand commitment
- Nutella addicts are focused, determined and highly vocal.
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- Figure 29: Degree of customer commitment to sweet spread brands, April 2007
- Round up
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Channels to Market
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- Key Points
- Space management issues
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- Figure 30: UK retail sales of sweet spreads, by outlet type, by value, 2002-06
- Artisan finds favour
The Consumer – Who is Eating Sweet Spreads?
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- Key Points
- A close up on kids
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- Figure 31: Sweet spreads liked best, 7-19-year-olds, according to +/- % point change, 2002-06
- Hope for jam – but online activity may be necessary
- Mums need convincing
- Childish chocolate spread – a new brand for fridge and empowerment?
- Peanut butter needs sampling
- Marketers may look to education
- Popularity of different types (among adults)
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- Figure 32: Types of sweet spreads purchased in the last three months*, January 2007
- Honey not so sweet?
- Smaller sectors may point the way
- Honey and marmalade – similarities exist
- Targeting non- or lapsed users
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- Figure 33: Non-buyers of sweet spreads, by demographic sub-group, according to % point +/- average, January 2007
- Retail opportunities
Consumer Priorities and Brand Preferences
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- Key Points
- Preferences by lifestage
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- Figure 34: Important factors when purchasing sweet spreads, by lifestage, according to % point +/- average, January 2007
- Why sweet spreads are good for them
- Health has two dimensions – education is key
- Brands lack appeal for pre-/no family
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- Figure 35: Brand preferences when purchasing sweet spreads, by lifestage, according to % point +/- average, January 2007
- Premier Foods attracts older lifestages
- A brand gap for positive health – look to tea for guidance
- Affinities for new product development
- Developing health through ‘Food plus’
- New taste adventures for families
- Significant factors by product type
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- Figure 36: Important factors when purchasing sweet spreads, by product sector, January 2007
- Brand associations
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- Figure 37: Important factors when purchasing sweet spreads, by brand, January 2007
The Consumer – Target Consumer Groups
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- Key Points
- Sweet spreads repertoires – by type
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- Figure 38: Repertoire of types of sweet spreads bought in the last three months, January 2007
- Good penetration but frequency an issue?
- Jam is the category ‘engine’
- Sweet spreads repertoires – by brand
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- Figure 39: Repertoire of sweet spread brands purchased, January 2007
- Loyalty locked
- Own-label for novice buyers
- Robertson’s could drive growth
- Target consumer groups
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- Figure 40: Consumer typologies relating to sweet spreads, January 2007
- Habitual (36% of respondents) – make the fixture easier to shop
- Price conscious (20% of respondents) – value for money is key
- Price/brand unconcerned (31% of respondents) – needs are not met?
- Brand/quality aware (13% of respondents) – squeeze more value!
Appendix
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- Introduction
- Consumer research
- ACORN
- Advertising data
- Internal market environment
- Bread consumption
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- Figure 41: Agreement with the statement ‘I eat a lot of bread’, 2002-06
- Figure 42: Agreement with the statement “I make a conscious effort to eat less bread than I used to”*, November 2006
- Health and lifestyle
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- Figure 43: Attitudes towards children’s diet, February 2005
- Figure 44: Agreement with selected lifestyle statements, 2002-06
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- Figure 45: Adults who are trying to slim, 2002-06
- Figure 46: Adults who are trying to slim, by agreement with selected statements, 2006
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- Figure 47: Frequency of dieting, 2004 & 2006
- Figure 48: Adults who are trying to slim, by demographic sub-group, 2006
- Broader market environment
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- Figure 49: Prevalence of diabetes in England, by gender, 1998-2003
- Figure 50: Prevalence of diagnosed diabetes in England, by age, 2003
- Figure 51: Body mass index segments, by demographic sub-group, 2006
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- Figure 52: Trends and projections in UK population, by age group, 2000-10
- Figure 53: PDI and consumer expenditure, at current and constant prices, 2001-11
- Competitive context
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- Figure 54: UK retail sales of bread, by value, by type, 2002-06
- Figure 55: UK retail sales of bread, by volume, by type, 2002-06
- Figure 56: UK retail sales of bakery snacks and foreign recipe products *, by type, 2000-04
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- Figure 57: UK retail volume and value sales of hot cereal, 2000-05
- Figure 58: UK retail market for home baking products, 2001-06
- Figure 59: UK retail sales of sour pickles, sweet pickles, chutney and relish, by type and value, 2001, 2003 and 2005
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- Figure 60: UK retail sales of tea and herbal tea, by value, 2002-06
- Market value and forecast
- Factors incorporated in the forecast
- Consumer 1 – Detailed demographics
- Youth TGI
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- Figure 61: Sweet spreads eaten and liked best, 7-19-year-olds, 2002-06
- Figure 62: Sweet spreads eaten and liked best, 7-19-year-olds, by demographic sub-group, 2006
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- Figure 63: Agreement with selected lifestyle statements, 11-14-year-olds, by demographic sub-group, 2006
- Figure 64: Agreement with selected lifestyle statements, 11-14-year-olds, by demographic sub-group, 2006
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- Figure 65: Who decides which brands to buy, 11-19-year-olds, 2002-06
- Popularity of different types
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- Figure 66: Types of sweet spreads purchased in the last three months*, January 2007
- Figure 67: Types of sweet spreads purchased in the last three months, 2001, 2002 and 2005*
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- Figure 68: Types of sweet spreads purchased in the last three months, January 2007
- Figure 69: Types of sweet spreads purchased in the last three months, January 2007
- Brand preferences (among adults)
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- Figure 70: Brands of sweet spreads purchased in the last three months, January 2007
- Figure 71: Brands of sweet spreads purchased, January 2007
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- Figure 72: Brands of sweet spreads purchased, January 2007
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- Figure 73: Important factors when purchasing sweet spreads, January 2007
- Figure 74: Important factors when purchasing sweet spreads, January 2007
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- Figure 75: Important factors when purchasing sweet spreads, January 2007
- Figure 76: Purchasing of any branded sweet spreads (excludes supermarket own-label), January 2007
- Family preferences
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- Figure 77: Brands purchased by families & non-families, January 2007
- Figure 78: Brands purchased by families & non-families, January 2007
- Cross-analysis
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- Figure 79: Cross-analysis of types of sweet spread purchased, January 2007
- Figure 80: Cross-analysis of brands of sweet spreads purchased, January 2007
- Figure 81: Cross-analysis important factors, January 2007
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- Figure 82: Cross-analysis important factors, January 2007
- Figure 83: Cross-analysis of types of sweet spread purchased by preferred brands, January 2007
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- Figure 84: Cross-analysis of types of sweet spread purchased by important factors, January 2007
- Figure 85: Cross-analysis of important factors by preferred brands, January 2007
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- Figure 86: Cross-analysis of important factors by preferred brands, January 2007
- Correlations
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- Figure 87: Overlap between important factors when purchasing sweet spreads, January 2007
- The Consumer – Detailed Demographics 3
- Repertoire analysis (types purchased)
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- Figure 88: Repertoire of sweet spreads bought in the last three months, January 2007
- Brand repertoires
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- Figure 89: Repertoire of sweet spreads bought in the last three months, January 2007
- Figure 90: Repertoire of brands purchased, January 2007
- Figure 91: Repertoire of brands purchased, January 2007
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- Figure 92: Repertoire of brands purchased by demographics, January 2007
- Consumer typologies
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- Figure 93: Consumer typologies by types, brands, and important factors when choosing sweet spreads, January 2007
- Figure 94: Consumer typologies by enthusiasm for different types of sweet spread, January 2007
- Figure 95: Consumer typologies by enthusiasm for different brands, January 2007
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- Figure 96: Consumer target groups, January 2007
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