Brits preferring peanut butter to jams and marmelade

New research from Mintel shows that British consumers are increasingly turning away from spreads such as jam and marmalade, and are opting for peanut butter. The report said sales of peanut butter have grown by 20% to £56m in the last two years, with volumes up 17% to 14 million kg in the same period. The report also found that sales of chocolate spread grew by 24% to £46m in the same period, although volumes remained flat at 11 million kg. The popularity of these two spreads was underlined by 7% of consumers surveyed by Mintel saying they had switched from jam or marmalade.Mintel noted: “Peanut butter and chocolate spread have become popular choices for the family breakfast, gaining share at the expense of traditional favourites jam and marmalade. Both spreads have benefited from increased innovation and marketing campaigns to widen usage occasions. Moreover, growing economic pressure has forced more consumers to cook at home, so variety has become particularly important especially for households with children.” Overall, sales of sweet spreads rose by 6% to £389m in 2012, up from £367m in 2010. Jam retained the largest market share, with value and volume share of 30% and 36% in 2012, respectively. However, sales remained flat at £118m in the 2010-2012 period. Marmalade accounted for 14% of the market in 2012, but sales declined by 7% to £56m over the two years. Mintel noted: “While sales of marmalade have suffered of late, there is no doubt that the market could benefit from an ageing population. Steps to enhance the health image of marmalade products by incorporating more added health benefits such as vitamins, energising ingredients, antioxidants and added fibre, could offer product standout.” And finally, sales of honey rose by 8% to £107m between 2010 and 2012. while volume sales grew 6% to 18 million kg. The report said: “Honey usage has been driven by its health positioning and natural credentials, as well as premium varieties such as Manuka. Honey’s natural health associations have given it a more up-to-date image, than other more traditional spreads”. Source: NamNews - Wednesday 27th March 2013