Sweet and Savoury Spreads - UK - February 2014

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Total retail value sales of sweet and savoury spreads/dips, by segment, 2011-13
Forecast
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
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
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
Figure 5: Attitudes towards sweet spreads, November 2013
High fruit content and natural ingredients spark great interest in sweet spreads
Figure 6: Interest in selected product attributes of sweet spreads, November 2013
Variety is important to savoury spread and dips users
Figure 7: Attitudes towards savoury spread and dips, November 2013
What we think
ISSUES IN THE MARKET
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
Trend: Minimize Me
Trend: Guiding Choice
Mintel Futures: East Meets West
MARKET DRIVERS
Key points
Consumer confidence on the up
Figure 8: Consumer Confidence Index, monthly, 2007-14
Declining bread consumption poses threat to the spreads market
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?
Key points
Growth in NPD activity
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
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
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
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
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
Key points
Volumes decline in 2013 for the first time since 2009
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
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
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
Key points
Savoury spreads/dips continue to dominate the market with a 53% value share
Figure 23: Total retail value sales of sweet and savoury spreads/dips, by segment, 2011-13
Dips continue to gain share
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
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
Key points
Own-label has much bigger hold in savoury spreads/dips than in sweet spreads
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
Figure 29: Leading brands in the UK sweet spreads market, by value and volume, 2012-13
Value slides 5% for market leader Marmite
Figure 30: Leading brands in the UK savoury spreads market, by value and volume, 2012-13
Doritos dominates dips
Figure 31: Leading brands in the UK dips market, by value and volume, 2012-13
COMPANIES AND PRODUCTS
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
BRAND COMMUNICATION AND PROMOTION
Key points
Adspend bounces back in 2013 after an 11% drop in 2012
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
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
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
Key points
Eight in ten adults eat sweet spreads
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
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
Key points
Designated cooking/baking ranges could help sweet spreads to further boost usage on these occasions
Figure 38: Usage of sweet spreads, by occasion, November 2013
The cooking occasion is a largely unexplored opportunity in the savoury segment
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
Key points
Concerns about sweet spreads’ sugar content remain an issue
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
Key points
High fruit content and natural ingredients are of great interest when it comes to sweet spreads
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
Key points
Variety is important to savoury spread and dips users
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?
Figure 43: New product launches in the UK sweet and savoury spreads market, by top 10 brands, 2009-13
APPENDIX – MARKET SIZE AND FORECAST
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
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
APPENDIX – MARKET SHARE
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
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
APPENDIX – BRAND COMMUNICATION AND PROMOTION
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
Figure 58: Total above-the-line advertising expenditure in the UK sweet and savoury spreads market, by media type, 2009-13
APPENDIX – THE CONSUMER – USAGE OF SWEET AND SAVOURY SPREADS/DIPS
Figure 59: Usage of sweet spreads, November 2013
Figure 60: Usage of savoury spreads and dips, November 2013
Figure 61: Most popular types of sweet spreads, by demographics, November 2013
Figure 62: Next most popular types of sweet spreads, by demographics, November 2013
Figure 63: Most popular types of savoury spreads and dips, by demographics, November 2013
Figure 64: Next most popular types of savoury spreads and dips, by demographics, November 2013
Figure 65: Other types of savoury spreads and dips, by demographics, November 2013
APPENDIX – THE CONSUMER – USAGE OCCASIONS OF SWEET AND SAVOURY SPREADS/DIPS
Figure 66: Usage occasions of sweet spreads, November 2013
Figure 67: Usage occasions of savoury spreads and dips, November 2013
Figure 68: Usage occasions of sweet spreads – Jam/conserve, by demographics, November 2013
Figure 69: Usage occasions of sweet spreads – Marmalade, by demographics, November 2013
Figure 70: Usage occasions of sweet spreads – Honey, by demographics, November 2013
Figure 71: Usage occasions of sweet spreads – Nut butter, by demographics, November 2013
Figure 72: Usage occasions of sweet spreads – Chocolate or hazelnut spread, by demographics, November 2013
Figure 73: Usage occasions of pâté, by demographics, November 2013
Figure 74: Usage occasions of yeast extract, by demographics, November 2013
Figure 75: Usage occasions of ready-made chilled sandwich fillers, by demographics, November 2013
Figure 76: Usage occasions of meat or fish paste, by demographics, November 2013
Figure 77: Usage occasions of hummus/houmous, by demographics, November 2013
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS SWEET SPREADS
Figure 78: Attitudes towards sweet spreads, November 2013
Figure 79: Agreement with the statement ‘I would like to see more variety in the flavours of sweet spreads available’, by demographics, November 2013
Figure 80: Agreement with the statement ‘The high sugar content of sweet spreads makes them less appealing to me’, by demographics, November 2013
Figure 81: Agreement with the statement ‘I would be interested in buying reduced-sugar sweet spreads made with natural sweeteners’, by demographics, November 2013
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
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
Figure 84: Agreement with the statement ‘Nut butters are a good way to get protein in my diet’, by demographics, November 2013
Figure 85: Agreement with the statement ‘Snacks with sweet spreads are a healthy alternative to other sweet treats’, by demographics, November 2013
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
Figure 87: Agreement with the statement ‘I enjoy making my own jam’, by demographics, November 2013
Figure 88: Agreement with the statement ‘Chocolate-flavoured soft cheese tastes just as good as chocolate spreads’, by demographics, November 2013
Figure 89: Agreement with the statement ‘Chocolate-flavoured soft cheese is a healthier alternative to chocolate spreads’, by demographics, November 2013
APPENDIX – THE CONSUMER – USERS’ INTEREST IN SELECTED PRODUCT ATTRIBUTES OF SWEET SPREADS
Figure 90: Purchase of sweet spreads, November 2013
Figure 91: Purchase of sweet spreads, by demographics, November 2013
Figure 92: Users’ interest in selected product attributes of sweet spreads, November 2013
Figure 93: Most popular attributes of sweet spreads, by demographics, November 2013
Figure 94: Next most popular attributes of sweet spreads, by demographics, November 2013
Figure 95: Agreement with the statement ‘I enjoy experimenting with flavours and recipes’, by demographics, October 2013
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS SAVOURY SPREADS AND DIPS
Figure 96: Attitudes towards savoury spreads and dips, November 2013
Figure 97: Most popular attitudes towards savoury spreads and dips, by demographics, November 2013
Figure 98: Next most popular attitudes towards savoury spreads and dips, by demographics, November 2013