Abstract
About this report
The spreads market is valued at £590 million in 2008 and is almost evenly split between sweet and savoury products. Sales of honey and chocolate/nut spreads have been particularly buoyant of late in sweet spreads, while in savoury spreads, chilled spreadables, such as sandwich fillers and pates, account for the bulk of sales.
This report assesses the different opportunities that can arise from targeting different occasions, such as snacking or cooking, as well as consumers’ attitudes towards spreads and whether or not they differ depending on the type of spreads.Mintel last examined the Sweet Spreads market in April 2007 and the Savoury Spreads market in March 2001.
Key themes
- What new occasions and opportunities need to be explored in the sweet and savoury spreads market?
- Who eats each type of spread and what are the opportunities that can arise from this?
- Learn about consumers’ attitudes towards sweet and savoury spreads and whether or not they differ depending on the type of spreads.
- Which sectors are most active in terms of sales and NPD?
Table of Contents
- Issues in the Market
- Key themes
- Definition
- 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
- 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 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
- 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
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