Insights / Perspectives

Sweet Spreads Insights

The sales value of Sweet Spreads – which includes nut butters, honey, jams and preserves - grew by 5% in the U.S. and 3% in Canada last year. The category has been impacted by inflationary pressures, product recalls, and environmental issues. Consumer focus on health and wellness, interest in unique culinary experiences, and demand for sustainability are the predominant trends that will impact sweet spreads over the next year.

Flavor Novelty

Today’s consumers are more curious and adventurous in their eating and interested in experimenting with unique and unexpected flavors and ingredients. The popularity of savory flavors across snacking categories is fueling the trend toward sweet & savory collaborations in sweet spreads, as demonstrated by the rise of hot honey. With commoditization a potential threat to traditional products like strawberry and grape jelly, brands can introduce premium, niche flavors, and cross-category brand collaborations to appeal to consumers seeking interesting experiences.

Mike's Hot Honey

Health Benefits

Today’s consumers are more proactive when it comes to their health, and this is influencing new diets and behaviors. Products with vegan, vegetarian, and plant-based claims continue to grow in popularity, gaining trust among purchasers. People are prioritizing healthier ingredients and products with health benefits, including those with vitamins, protein, antioxidants, gut support, and more. With rising inflation costs, added benefits can differentiate products and justify purchases. Clear on-pack messaging can quickly communicate functional benefits and differentiate from the competition.

Skippy Protein Peanut Butter

Sugar Shake-up

Driven by the trend toward health-consciousness, consumers are looking for ways to reduce sugar intake and add sweetness without more sugar. According to GlobalData, 45% of global consumers look at sugar content when determining how healthy a product is. And reduced sugar claims, like no sugar, no added sugar and low sugar, saw 53% growth in sweet spreads 2019-2023 (Euromonitor). In addition to the development of no/low sugar nut butters and jams, this trend may benefit honey, a natural sweetener alternative.

Once Again Nut Butter

Ingredient Focus

Consumers are increasingly paying a lot of attention to the ingredients used in the foods they consume. High-quality, natural, and organic ingredients provide value for money, which is important for today’s budget-conscious consumers. Consumers often associate minimal package design with premium or “clean” products with higher quality or fewer ingredients. A recent Journal of Marketing study of 1,300 packages in the largest supermarket chain in the U.S. found that “the simplicity of the package design is positively associated with price,” supporting the case for a “clean label” aesthetic.

Grandma Hoerner's Preserves

By: Moira Stein
Date: September 23, 2024