Table of Contents
Issues in the Market
-
- Key themes
- Definition
Future Opportunities
-
- Dusting off the jam jar
- Trends from Inspire: Home of the Senses
- Insight
- Personalising preserves (and honey… and spreads…)
- Trend from Inspire: Customization
- Insight
- Selling to seniors
Market in Brief
-
- Overview of the market
- Consumer profile of different spreads
- NPD activity
- Opportunities for growth
- Many consumers are just not interested
Internal Market Environment
-
- Key points
- Targeting more snacking opportunities
-
- Figure 1: Trends in eating snacks, 2004-08
- Focusing on provenance
-
- Figure 2: Trends in attitudes towards ethical foods, 2004-08
- Healthy eating: Will it affect spreads?
-
- Figure 3: Trends in healthy eating habits, 2004-08
- Bread market
-
- Figure 4: Consumption of bread, 2004-08
-
- Figure 5: Most valuable consumers, based on volume importance index*, by selected demographics, 2008
-
- Figure 6: Consumption of bread, by type, 2004-08
Broader Market Environment
-
- Key points
- Influence of population changes on spreads
-
- Figure 7: Structure of the UK population, by age, 2004, 2009 and 2014
-
- Figure 8: Structure of the UK population, by socio-economic group, 2004-14
- Childhood obesity growing
-
- Figure 9: Current and projected levels of overweight and obese children, by age and gender, 2003-10
- Honey – price rises on the horizon?
Competitive Context
-
- Key points
- Competing with other sandwich fillers and simple buttered toast
-
- Figure 10: UK retail value sales of cheese, deli meats, yellow fats and sweet & savoury spreads, 2004-09
- Cheese, butter and dairy spreads
-
- Figure 11: Consumption of cheese, butter and spreads, 2004-08
-
- Figure 12: Consumption of butter and low-fat spreads/dairy spreads/soft margarine, by selected demographics, 2008
Strengths and Weaknesses in the Market
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points
- Honey and sandwich fillers surging in early 2009
-
- Figure 13: NPD activity in sweet spreads, percentage by sector, 2006-09
- Figure 14: NPD activity in savoury spreads*, percentage by type, 2006-09
- Going towards more natural spreads…
-
- Figure 15: NPD activity in sweet and savoury spreads, percentage with natural* positioning, 2006-09
-
- Figure 16: NPD in sweet and savoury spreads, percentage with organic positioning, 2006-09
- … and towards Fairtrade sourcing
-
- Figure 17: NPD in sweet and savoury spreads, percentage with Fairtrade positioning, 2006-09
- Going beyond healthy
- Sweet brands and savoury own-labels
-
- Figure 18: NPD activity in sweet spreads, branded vs own-label, 2006-09
- Figure 19: NPD activity in savoury spreads, branded vs own-label, 2006-09
Market Size and Forecast
-
- Key points
- Savoury spreads taking the lead
-
- Figure 20: UK retail value sales of sweet and savoury spreads, 2004-14
- Figure 21: UK retail value sales of sweet and savoury spreads, percentage by sector, 2004-09
- Future of the market
- Factors used in the forecast
Segment Performance
-
- Key points
- Sweet spreads
-
- Figure 22: UK retail value sales of sweet spreads, 2004-14
-
- Figure 23: UK retail value sales of sweet spreads, by type, 2006-08
- Savoury spreads
-
- Figure 24: UK retail value sales of savoury spreads, 2004-14
- Figure 25: UK retail sales of savoury spreads, by type, 2006-08
Market Share
-
- Key points
- Jam and marmalade
-
- Figure 26: Manufacturers’ value shares in sales of jam and marmalade, 2006-08
- Honey
-
- Figure 27: Manufacturers’ shares in sales of honey, 2006-08
- Cheese spreads
-
- Figure 28: UK retail sales of processed cheese spreads, by brand share, 2007-08
Companies and Products
-
- Manufacturers and brands
-
- Figure 29: Leading companies in the sweet and savoury spreads market and their brands*, 2009
- Andros
- Bel UK
- Ferrero UK
- Kallo Foods
- Kavli
- Kraft
- Premier Foods
- Princes
- Rowse Honey
- Streamline Foods
- Stute Foods
- Unilever
- Wilkin & Sons Limited
Brand Elements
-
- Key points
- Brand map
-
- Figure 30: Attitudes and usage of sweet and savoury spread brands, April 2009
- Brand qualities of sweet and savoury spread brands
- Top brands are traditional
-
- Figure 31: Personalities of various sweet and savoury spread brands, April 2009
- Experience of sweet and savoury spread brands
- Robertson’s most used, but Marmite most addictive
-
- Figure 32: Consumer usage of various sweet and savoury spread brands, April 2009
- Brand intentions for sweet and savoury spread brands
- Marmite – similarly loved and hated
-
- Figure 33: Consideration of various sweet and savoury spread brands, April 2009
- Brand satisfaction for sweet and savoury spread brands
- Marmite most excellent
-
- Figure 34: Satisfaction with various sweet and savoury spread brands, April 2009
- Brand commitment to sweet and savoury spread brands
- Marmite fans most loyal
-
- Figure 35: Commitment to various sweet and savoury spread brands, April 2009
- Marmite
- What the consumer thinks
-
- Figure 36: Attitudes towards the Marmite brand, April 2009
- Bonne Maman
- What the consumer thinks
-
- Figure 37: Attitudes towards the Bonne Maman brand, April 2009
- Robertson’s
- What the consumer thinks
-
- Figure 38: Attitudes towards the Robertson’s brand, April 2009
- Nutella
- What the consumer thinks
-
- Figure 39: Attitudes towards the Nutella brand, April 2009
Brand Communication and Promotion
-
- Key points
- Strong advertising spend in 2008
-
- Figure 40: Main monitored media advertising expenditure on sweet and savoury spreads, 2005-09
-
- Figure 41: Main monitored media advertising expenditure on sweet and savoury spreads, % by media type, 2005-09
- Nutella lifts sweet spreads
-
- Figure 42: Main monitored media advertising expenditure on sweet and savoury spreads, % by sector, 2005-09
- Figure 43: Main monitored media advertising expenditure on sweet spreads, by brand, 2006-09
- Yeast extracts and cheese spreads dominate spend in savoury spreads
-
- Figure 44: Main monitored media advertising expenditure on savoury spreads, by brand, 2006-09
Channels to Market
-
- Key points
- Share of leading food retailers
-
- Figure 45: Leading UK food retailers, by market share, 2007-09
- Waitrose and M&S shoppers like marmalade and honey
-
- Figure 46: Consumption of different sweet spreads, based on grocery store regularly visited, May 2009
- Paste for Morrisons and discounter shoppers
-
- Figure 47: Attitudes towards savoury spreads, by grocery store regularly visited, May 2009
The Consumer – Usage
-
- Key points
- Sweet spreads
-
- Figure 48: Sweet spreads eaten in the past 12 months, May 2009
- Jam for everyone, marmalade for the older ABs
-
- Figure 49: Consumption of jam/jelly, by gender, age, socio-economic group and presence of children, May 2009
-
- Figure 50: Consumption of marmalade, by age, socio-economic group and presence of children, May 2009
- Family favourites: peanut butter and chocolate/nut spreads
-
- Figure 51: Consumption of peanut butter, by gender, age, socio-economic group and presence of children, May 2009
-
- Figure 52: Consumption of chocolate/nut spreads, gender, age, socio-economic group and presence of children, May 2009
- Older adults eat fewer types of sweet spreads
-
- Figure 53: Repertoire of sweet spreads, May 2009
- Savoury spreads
-
- Figure 54: Savoury spreads eaten in the past 12 months, May 2009
- Yeast extracts and meat pâtés eaten by older, more affluent adults
-
- Figure 55: Consumption of yeast extracts and meat pâtés, by gender, age, and socio-economic group, May 2009
- Cheese spreads fun for kids
-
- Figure 56: Consumption of processed cheese spreads, by gender, age, socio-economic group and presence of children, May 2009
- Paste needs to capitalise on value for money
-
- Figure 57: Consumption of meat and fish paste, by gender, age and socio-economic group, May 2009
- Young adults have not formed an attachment to savoury spreads
-
- Figure 58: Repertoire of savoury spreads, May 2009
Attitudes towards Sweet Spreads
-
- Key points
-
- Figure 59: Attitudes towards sweet spreads, May 2009
- Brand is more important than price
-
- Figure 60: Changes in grocery shopping habits, by sweet spreads eaten in last 12 months, May 2009
- Versatile sweet spreads
-
- Figure 61: Adults who use sweet spreads in several ways, by type of sweet spread eaten, age and socio-economic group, May 2009
- How can sweet spreads become more than an ornament in the pantry?
-
- Figure 62: Adults who keep sweet spreads in the cupboard but use them infrequently, by gender, age and household size, May 2009
- What will consumers pay extra for?
-
- Figure 63: Preference for sweet spreads with more natural ingredients (eg high fruit content), by gender, age, and socio-economic group, May 2009
- Packaging preferences
-
- Figure 64: Perception of squeezable bottles as cleaner and easier to use than glass jars, by age, presence of children and type of sweet spreads eaten, May 2009
- Do healthier sweet spreads work for consumers?
-
- Figure 65: Perception of sweet spreads as too high in sugar/calories, by age and type of sweet spreads eaten, May 2009
Attitudes towards Savoury Spreads
-
- Key points
-
- Figure 66: Attitudes towards savoury spreads, May 2009
- Do consumers want healthier savoury spreads?
-
- Figure 67: Perception of savoury spreads as a healthier alternative to other savoury snacks such as crisps, by gender, age and type of savoury spreads eaten, May 2009
-
- Figure 68: Consumers looking for ‘healthy’ varieties of savoury spreads, by socio-economic group and types of savoury spread eaten, May 2009
- Quality vs price
- Families are brand loyal
-
- Figure 69: Adults who usually buy the same savoury spreads brand, by age, presence of children and type of savoury spread eaten, May 2009
- Competition with other sandwich fillers
-
- Figure 70: Perception that using savoury spreads is cheaper than meat/cheese, by socio-economic group and type of savoury spreads eaten, May 2009
- Chilled sandwich spreads are cheaper and convenient
-
- Figure 71: Changes in grocery shopping habits, by savoury spreads eaten, May 2009
The Consumer – Targeting Opportunities
-
- Key points
- Sweet spreads
-
- Figure 72: Attitudes towards sweet spreads, by target group, May 2009
- Multi-Taskers (22%)
- Who are they?
- What do they use?
- Shopping habits
- Marketing message
- Naturally Brand Loyal (18%)
- Who are they?
- What do they use?
- Shopping habits
- Marketing message
- Apathetic (60%)
- Who are they?
- What do they use?
- Shopping habits
- Marketing message
- Savoury spreads
-
- Figure 73: Attitudes towards savoury spreads, by target group, May 2009
- Sandwich Traditionalists (23%)
- Who are they?
- Marketing message
- Spread Savourers (18%)
- Who are they?
- Shopping habits
- Marketing message
- One and Only (59%)
- Who are they?
- Marketing message
Appendix
-
- Abbreviations
- Advertising data
Appendix – Internal Market Environment
-
-
- Figure 74: Trends in eating snacks, by detailed demographics, 2008
-
- Figure 75: Consumption of bread, by detailed demographics, 2008
- Figure 76: Consumption of bread, by type and detailed demographics, 2008
-
Appendix – Competitive Context
-
-
- Figure 77: Consumption of cheese, butter and spreads, by detailed demographics, 2004-08
-
Appendix – The Consumer – Usage
-
-
- Figure 78: Sweet spreads eaten in the past 12 months, by detailed demographics, May 2009
-
- Figure 79: Sweet spreads eaten in the past 12 months, by detailed demographics, May 2009 (continued)
-
- Figure 80: Number of types of sweet spreads eaten, by detailed demographics, May 2009
-
- Figure 81: Sweet spreads eaten in the past 12 months, by number of types, May 2009
-
- Figure 82: Savoury spreads eaten in the past 12 months, by detailed demographics, May 2009
-
- Figure 83: Number of types of savoury spreads eaten, by detailed demographics, May 2009
-
- Figure 84: Savoury spreads eaten in the past 12 months, by number of types, May 2009
-
Appendix – Attitudes towards Sweet Spreads
-
-
- Figure 85: Attitudes towards sweet spreads, by detailed demographics, May 2009
- Figure 86: Attitudes towards sweet spreads, by detailed demographics, May 2009 continued
-
- Figure 87: Attitudes towards sweet spreads, by type of spreads eaten in the past 12 months, May 2009
- Figure 88: Attitudes towards sweet spreads, by type of sweet spreads eaten in the past 12 months, May 2009
-
- Figure 89: Changes in grocery shopping habits, by sweet spreads, May 2009
- Figure 90: Changes in grocery shopping habits, by sweet spreads, May 2009 continued
-
Appendix – Attitudes towards Savoury Spreads
-
-
- Figure 91: Attitudes towards savoury spreads, by detailed demographics, May 2009
- Figure 92: Attitudes towards savoury spreads, by detailed demographics, May 2009 continued
-
- Figure 93: Attitudes towards savoury spreads, by type of savoury spreads eaten in the past 12 months, May 2009
- Figure 94: Attitudes towards savoury spreads, by type of savoury spreads eaten in the past 12 months, May 2009
-
- Figure 95: Changes in grocery shopping habits, by savoury spreads eaten in last 12 months, May 2009
- Figure 96: Changes in grocery shopping habits, by savoury spreads eaten in last 12 months, May 2009
-
Appendix – The Consumer – Targeting Opportunities
-
-
- Figure 97: Sweet spreads target groups, by detailed demographics, May 2009
-
- Figure 98: Sweet spreads eaten in the past 12 months, by target groups, May 2009
-
- Figure 99: Repertoire of sweet spreads, by target groups, May 2009
-
- Figure 100: Changes in grocery shopping habits, by target groups, May 2009
-
- Figure 101: Healthy lifestyle statements, by target groups, May 2009
-
- Figure 102: Eating habits, by target groups, May 2009
-
- Figure 103: Attitudes towards cooking, by target group, May 2009
-
- Figure 104: Savoury spread target groups, by detailed demographics, May 2009
-
- Figure 105: Savoury spreads eaten in the past 12 months, by target groups, May 2009
-
- Figure 106: Repertoire of savoury spreads, by target groups, May 2009
-
- Figure 107: Changes in grocery shopping habits, by target groups, May 2009
-
- Figure 108: Healthy lifestyle statements, by target groups, May 2009
-
- Figure 109: Eating habits, by target groups, May 2009
-
- Figure 110: Change in cooking habits, by target groups, May 2009
-
- Figure 111: Attitudes towards cooking, by target group, May 2009
-
Back to top