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Nut-Based Spreads and Sweet Spreads - US - March 2014

Nut-Based Spreads and Sweet Spreads - US - March 2014

Greater competition from other brands both within and outside of the nut-based and sweet spreads market will have an impact on the category. To fight the competition, manufacturers need to promote the versatility of their spreads for use as an ingredient, dip, snack, and beyond to help increase product appeal. Spreads made from natural ingredients that are free from additives, and spreads with nutrition-boosting claims will continue to be important for new product development.

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Table of Content

Scope and Themes

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Abbreviations and terms

Abbreviations

Executive Summary

The market

Sales of nut-based and sweet spreads forecasted to reach $6.5 billion by 2018

Figure 1: Total US sales and fan chart forecast of nut-based spreads and sweet spreads, at current prices, 2008-18

Nut spreads continue strong growth, fruit spreads somewhat stable

Figure 2: Total US retail sales of nut-based spreads and sweet spreads, by segment, at current prices, 2011 and 2013

Market factors

Increased snacking, shifting US demographics, and allergies to impact market

Key players

J.M. Smucker Co. maintains lead, strong growth for Ferrero

Figure 3: MULO sales of nut-based spreads and sweet spreads, by leading companies, rolling 52 weeks 2013

The consumer

Traditional spreads most purchased by US households

Figure 4: Household purchase of nut-based spreads and sweet spreads, December 2013

Meal, snack occasions common across spread types

Figure 5: Nut-based spreads and sweet spreads usage occasions, December 2013

Price most influential on spread purchases overall

Figure 6: Important factors when purchasing nut-based and sweet spreads, top five, December 2013

A preference for natural products

Figure 7: Nutritional attributes considered when purchasing nut-based and sweet spreads, top five, December 2013

Consumers want more products with nutrition, new flavors

Figure 8: Nut-based spreads and sweet spreads interested in seeing more of, top five, December 2013

A need for healthier spreads

Figure 9: Agreement with attitudes toward nut-based spreads and sweet spreads, top five, December 2013

What we think

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Issues and Insights

How can the use of nut-based and sweet spreads be increased?

Issues

Insight: Promote use as an ingredient and offer more portable packaging

What impact will competition from other categories have?

Issues

Insight: Category brands should market versatility and authenticity

How will health concerns impact the category?

Issues

Insight: There is a need for more products with natural, organic, and health-related claims

Trend Applications

Trend: Factory Fear

Trend: Locavore

Mintel Futures: East Meets West

Market Size and Forecast

Key points

Sales forecasted to reach $6.5 billion 2018

Sales and forecast of nut-based spreads and sweet spreads

Figure 10: Total US retail sales and forecast of nut-based spreads and sweet spreads, at current prices, 2008-18

Figure 11: Total US retail sales and forecast of nut-based spreads and sweet spreads, at inflation-adjusted prices, 2008-18

Fan chart forecast

Figure 12: Total US sales and fan chart forecast of nut-based spreads and sweet spreads, at current prices, 2008-18

Market Drivers

Key points

The increased snacking occasion

Declining households with children make room for new targets

Nut allergies and processing concerns

Competitive Context

DIY approach attractive to health-conscious consumers

Other categories dip into the spreads space

Figure 13: Hershey’s spreads website, February 2014

All-in-one breakfast items prove competitive

Figure 14: Eggo Drizzlers print ad, July/August 2013

Segment Performance

Key points

Nut spreads continue strong growth, fruit spreads somewhat stable

Sales of nut-based spreads and sweet spreads, by segment

Figure 15: Total US retail sales of nut-based spreads and sweet spreads, by segment, at current prices, 2011 and 2013

Nut butter sales return to pre price hike levels

Sales and forecast of peanut butter and other nut butters

Figure 16: Total US retail sales of peanut butter and other nut butters, at current prices, 2008-13

Sweet spreads struggle to progress

Sales and forecast of jams, jellies, and fruit butters

Figure 17: Total US retail sales and forecast of jams, jellies, and fruit butters, at current prices, 2008-13

Retail Channels

Key points

Other retail channels gaining traction

Sales of nut-based spreads and sweet spreads, by channel

Figure 18: Total US retail sales of nut-based spreads and sweet spreads, by channel, at current prices, 2011 and 2013

Slowing supermarket sales

Figure 19: US supermarket sales of nut-based spreads and sweet spreads, at current prices, 2008-13

Other retail channels proving competitive

Figure 20: US sales of nut-based spreads and sweet spreads, through other retail channels, at current prices, 2008-13

Leading Companies

Key points

J.M. Smucker Co. maintains lead, strong growth for Ferrero

Manufacturer sales of nut-based spreads and fruit spreads

Figure 21: MULO sales of nut-based spreads and sweet spreads, by leading companies, rolling 52 weeks 2012 and 2013

Brand Share – Nut-based Spreads

Key points

Strong growth for J.M. Smucker brands

Skippy thrives after Hormel acquisition

ConAgra loses market share, Ferrero has increased competition

Manufacturer sales of nut-based spreads

Figure 22: MULO sales of nut-based spreads, by leading companies, rolling 52 weeks 2012 and 2013

Consistent purchase measures across the segment

Figure 23: Key purchase measures for the top brands of peanut butter, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)

Brand Share – Sweet Spreads

Key points

Smucker’s maintains strong segment presence, though sales dip

Welch’s Naturals proves successful

Private label represents second-largest market share

Gourmet interests boost Bonne Maman sales

Manufacturer sales of sweet spreads

Figure 24: MULO sales of sweet spreads, by leading companies, rolling 52 weeks 2012 and 2013

Strongest brand loyalty for private label

Figure 25: Key purchase measures for the top brands of jam, jelly, and preserves, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)

Innovations and Innovators

New products, extensions represent most launches

Figure 26: nut-based spreads and sweet spreads launches, by private label, December 2012-13

Figure 27: Nut-based spreads and sweet spreads product launches, by launch type, December 2012-13

Naturally on trend

Figure 28: Nut-based spreads and sweet spreads product claims, top five, 2009-13

Figure 29: Nut-based spreads and sweet spreads product claims, top 10, December 2012-13

On-the-go packaging

Beyond peanuts

Added nutrition

An Ethnic Influence

Marketing Strategies

Overview of the brand landscape

Theme: Highlighting versatility of spreads with recipes

Figure 30: Smucker’s Pairings website, February 2013

Theme: Focusing on healthier, more natural options

Figure 31: Smucker’s Natural Fruit Spreads print ad, July 2013

Figure 32: Better n’ Butter print ad, June 2013

Theme: An indulgent opportunity

Figure 33: Hershey’s Spreads TV ad, January 2014

Figure 34: Philadelphia Snack Delights print ad, June 2013

Theme: Running multimedia campaigns

Figure 35: Peanut Butter & Co. Vine video, April 2013

Household Consumption and Purchases

Key points

Household consumption nears saturation

Figure 36: Household consumption of peanut butter and jams, jellies, or preserves, July 2012-September 2013

Figure 37: Household purchase of nut-based spreads and sweet spreads, by age, December 2013

Figure 38: Household purchase of nut-based spreads and sweet spreads, by presence of children in household, December 2013

Store brand consumption increasing over time

Figure 39: Brands of peanut butter eaten, July 2007-September 2013

Figure 40: Brands of jams, jellies, or preserves eaten, July 2007-September 2013

Type and Flavor Preferences

Key points

Traditional varieties most popular across segments

Figure 41: Types of peanut butter eaten, by age, July 2012-September 2013

Figure 42: Types of jams, jellies, or preserves eaten, by age, July 2012-September 2013

Opportunity for flavor innovation

Figure 43: Flavors of jams, jellies, or preserves eaten, by age, July 2012-September 2013

Usage Occasions

Key points

Meal occasions most popular

Figure 44: Nut-based spreads and sweet spreads usage occasions, December 2013

Younger consumers use peanut butter as a snack, ingredient

Figure 45: Nut-based spreads and sweet spreads usage occasions – Peanut butter, by age, December 2013

Use of other nut- or seed-based spreads similar across genders

Figure 46: Nut-based spreads and sweet spreads usage occasions – Other nut- or seed-based spread such as almond butter or sunflower seed butter, by gender, December 2013

iGen/Millennials more diverse in use of fruit spreads

Figure 47: Nut-based spreads and sweet spreads usage occasions – Fruit jelly, jam, marmalade, or other fruit preserves, by generations, December 2013

Important Factors When Purchasing

Key points

Price most influential on spread purchases overall

Figure 48: Important factors when purchasing nut-based and sweet spreads, by age, December 2013

Households with children prefer flavor, packaging options

Figure 49: Important factors when purchasing nut-based and sweet spreads, by presence of children in household, December 2013

Price most important for peanut butter purchases

Figure 50: Important factors when purchasing nut-based and sweet spreads, by household purchase of nut-based spreads and sweet spreads, December 2013

Packaging, flavor, more influential on sweet-spread purchases

Figure 51: Important factors when purchasing nut-based and sweet spreads, by household purchase of nut-based spreads and sweet spreads, December 2013

Nutritional Attributes Considered

Key points

A natural preference

Figure 52: Nutritional attributes considered when purchasing nut-based and sweet spreads, December 2013

Households with children more interested in gourmet, nutritious spreads

Figure 53: Nutritional attributes considered when purchasing peanut butter, by presence of children in household, December 2013

iGen/Millennials want organic, premium, and local

Figure 54: Nutritional attributes considered when purchasing peanut butter, by generations, December 2013

Men more likely to consider local, allergen-free spreads

Figure 55: Nutritional attributes considered when purchasing other nut-based or seed-based spreads, by gender and age, December 2013

Sugar-related claims most important for fruit spread purchases

Figure 56: Nutritional attributes considered when purchasing fruit jelly, jam, marmalade, or other fruit preserves, by generations, December 2013

Interest in Nut-based and Sweet-spread Items

Key points

Younger consumers seek more adventurous flavors

Figure 57: Nut-based spreads and sweet spreads interested in seeing more of, by age, December 2013

More innovation needed for other nut-based spreads

Figure 58: Nut-based spreads and sweet spreads interested in seeing more of, by household purchase of nut-based spreads, December 2013

Marmalade purchasers most interested in new varieties

Figure 59: Nut-based spreads and sweet spreads interested in seeing more of, by household purchase of sweet spreads, December 2013

Attitudes Toward Nut-based Spreads and Sweet Spreads

Key points

A need for more healthy, local spreads

Figure 60: Agreement with attitudes toward nut-based spreads and sweet spreads, by age, December 2013

Natural, organic, key for product development

Figure 61: Agreement with attitudes toward nut-based spreads and sweet spreads, by household purchase of nut-based spreads, December 2013

Figure 62: Agreement with attitudes toward nut-based spreads and sweet spreads, by household purchase of sweet spreads, December 2013

Race and Hispanic Origin

Key points

Other races more interested in non-peanut butter spreads

Figure 63: Household purchase of nut-based spreads and sweet spreads, by race and Hispanic origin, December 2013

Non-Whites most impacted by packaging, flavor

Figure 64: Important factors when purchasing nut-based and sweet spreads, by race and Hispanic origin, December 2013

Peanut butter with natural ingredients, vitamins more appealing to non-Whites

Figure 65: Nutritional attributes considered when purchasing peanut butter, by race and Hispanic origin, December 2013

Hispanics most interested in fruit spreads with reduced claims

Figure 66: Nutritional attributes considered when purchasing fruit jelly, jam, marmalade, or other fruit preserves, by race and Hispanic origin, December 2013

Strong ethnic interest in flavor- and function-based innovation

Figure 67: Nut-based spreads and sweet spreads interested in seeing more of, by race and Hispanic origin, December 2013

Ethnic groups more interested in health claims, organic items

Figure 68: Agreement with attitudes toward nut-based spreads and sweet spreads, by race and Hispanic origin, December 2013

Consumer Segmentation

Figure 69: Nut-based spreads and sweet spreads clusters, December, 2013

Group one: The Savvy Spreaders

Demographics

Characteristics

Opportunity

Group two: The Super Spreaders

Demographics

Characteristics

Opportunity

Group three: The Skeptical Spreaders

Demographics

Characteristics

Opportunity

Cluster characteristic tables

Figure 70: Target clusters, December 2013

Figure 71: Household purchase of nut-based spreads and sweet spreads, by target clusters, December 2013

Figure 72: Nut-based spreads and sweet spreads usage occasions – Peanut butter, by target clusters, December 2013

Figure 73: Nut-based spreads and sweet spreads usage occasions – Other nut- or seed-based spread such as almond butter or sunflower seed butter, by target clusters, December 2013

Figure 74: Nut-based spreads and sweet spreads usage occasions – Fruit jelly, jam, marmalade, or other fruit preserves, by target clusters, December 2013

Figure 75: Important factors when purchasing nut-based and sweet spreads, by target clusters, December 2013

Figure 76: Nutritional attributes considered when purchasing peanut butter, by target clusters, December 2013

Figure 77: Nutritional attributes considered when purchasing other nut-based or seed-based spreads, by target clusters, December 2013

Figure 78: Nutritional attributes considered when purchasing fruit jelly, jam, marmalade, or other fruit preserves, by target clusters, December 2013

Figure 79: Nut-based spreads and sweet spreads interested in seeing more of, by target clusters, December 2013

Figure 80: Agreement with attitudes toward nut-based spreads and sweet spreads, by target clusters, December 2013

Cluster demographic tables

Figure 81: Target clusters, by demographic, December 2013

Cluster methodology

Figure 82: Agreement with attitudes toward nut-based spreads and sweet spreads, by target clusters, December 2013

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Correspondence Analysis

Methodology

Other nut-based and seed spreads viewed as recipe ready

Figure 83: Correspondence analysis, March 2014

Figure 84: Nut-based spreads and sweet spreads usage occasions, March 2014

Appendix – Market Drivers

Health and lifestyle

Figure 85: American adults by weight category as determined by body mass index (BMI), 2008-Oct. 28, 2013

Childhood and teen obesity – Highest in decades

Figure 86: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010

Consumer confidence

Figure 87: University of Michigan’s index of consumer sentiment (ICS), 2007-14

Unemployment

Figure 88: US unemployment rate, by month, 2002-14

Figure 89: US unemployment and underemployment rates, 2007-14

Figure 90: Number of employed civilians in US, 2007-14

Retail channels

Figure 91: Distribution of expenditures on food for off-premise consumption, by channel, 1993-2012

Racial, ethnic population growth

Figure 92: US population, by race and Hispanic origin, 2009, 2014, and 2019

Figure 93: Households with children, by race and Hispanic origin of householder, 2013

Shifting US demographics

Figure 94: US population, by age, 2009, 2014, and 2019

Figure 95: US households, by presence of own children, 2003-13

Appendix – Other Useful Consumer Tables

Figure 96: Nutritional attributes considered when purchasing fruit jelly, jam, marmalade, or other fruit preserves, by presence of children in household, December 2013

Figure 97: Types of jams, jellies, or preserves eaten, by race/Hispanic origin, July 2012-September 2013

Figure 98: Nut-based spreads and sweet spreads usage occasions – Fruit jelly, jam, marmalade, or other fruit preserves, by race and Hispanic origin, December 2013

Appendix – Information Resources Inc. Builders Panel Data Definitions

Information Resources Inc. Consumer Network Metrics

Appendix – Trade Associations

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