The trend towards eating a healthy diet and fresh, local ingredients had a strong positive impact on spreads. Despite its maturity, the category managed to record a high current value growth rate in 2017.
Ferrero Ardennes remained the leading player in spreads in 2017. The company’s success is due to the original and traditional recipe for the Nutella brand, which remains a secret guarded by the Ferrero family. In addition, regular advertising campaigns for the Nutella brand contributed to the company’s success. Ferrero’s share saw a marginal decline in 2017.
The health trend and premiumisation are likely to continue boosting demand for spreads over the forecast period 2017-2022, as value sales are set to increase by a CAGR of 3% at constant 2017 prices. As the category reaches saturation, however, manufacturers will have to focus on launching innovative products in order to meet consumers’ demand for both health and indulgence.
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Understand the latest market trends and future growth opportunities for the Spreads industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Spreads research and analysis database.
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