The overall sweet spreads category is in growth with both penetration and purchasing frequency on the rise. According to latest data from Kantar Worldpanel, the category is worth €49.5m in Ireland and increased in value by 5.7% in the twelve months to Feb 2014.
Honey, marmalade and chocolate spread are all attracting new shoppers, while price increases and a wider choice of products in the category is resulting in customers moving away from jam.
However the launch of health and wellness products such as diabetic, reduced / no sugar and high fruit content spreads is generating renewed interest in the category in line with the consumer lifestyle trend of ‘Quest for health and wellness’.
Honey remains the highest yielding category in terms of sales with a value of €26 million in 2013, growing by 10% from the previous year according to Euromonitor.
Consumers are continuing to see the health benefits of honey and products such as manuka honey are performing well due to the medicinal and anti-bacterial properties. Consumers are also using honey to sweeten their hot cereals and porridge and adding it to drinks as a more natural and healthy sweetener.
Older shoppers are purchasing a higher proportion of marmalade while chocolate spread and peanut butter are atttating younger shoppers with the discounters performing extremely well in these sub categories. Breakfast is the key occasion for most sweet spreads, including jam, honey and marmalade. Chocolate, hazelnut spreads and nut butters are mainly eaten as part of a snack.
Sales of sweet spreads is forecast to grow by 3% per year in value terms with sales set to rise to €66 million by 2018 according to Euromonitor. It is expected that honey will continue to drive growth within the category as consumers continue to seek out health and wellness products.
Bord Bia is currently conducting research into the sweet spreads category to provide manufacturers with key insights into shopper motivations and trends in the category and to identify future trend opportunities. The results of the research will be available in June.
Source: Linda Cullen, Food and Beverage Division, Bord Bia - Irish Food Board, 23rd May 2014
Consumers are continuing to see the health benefits of honey and products such as manuka honey are performing well due to the medicinal and anti-bacterial properties. Consumers are also using honey to sweeten their hot cereals and porridge and adding it to drinks as a more natural and healthy sweetener.
Older shoppers are purchasing a higher proportion of marmalade while chocolate spread and peanut butter are atttating younger shoppers with the discounters performing extremely well in these sub categories. Breakfast is the key occasion for most sweet spreads, including jam, honey and marmalade. Chocolate, hazelnut spreads and nut butters are mainly eaten as part of a snack.
Sales of sweet spreads is forecast to grow by 3% per year in value terms with sales set to rise to €66 million by 2018 according to Euromonitor. It is expected that honey will continue to drive growth within the category as consumers continue to seek out health and wellness products.
Bord Bia is currently conducting research into the sweet spreads category to provide manufacturers with key insights into shopper motivations and trends in the category and to identify future trend opportunities. The results of the research will be available in June.
Source: Linda Cullen, Food and Beverage Division, Bord Bia - Irish Food Board, 23rd May 2014
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