Flavour innovation, particularly in the jam and preservatives, continued to characterise the category in 2017. Tiger Brands (All Gold brand) and Rhodes Food Group launched jam variants, with these new flavours contributing to the category’s strong performance in 2017.
Tiger Consumer Brands led with a 29% retail value share in 2017. This can be attributed to the strength of its Black Cat peanut butter spread and its All Gold brand, both of which led their respective categories. RCL Foods followed in second spot with a 15% share while Pioneer Foods ranked third with a 13% retail value share thanks to tis Bovril and Marmite brands, which dominated yeast-based spreads.
The performance of spreads hinges both on the performance of bread as well as innovation and competitive pricing within spreads. Manufacturers need to ensure that they stimulate consumer interest in spreads or many consumers will drop out. It is difficult for players to launch completely new brands, with such launches requiring considerable expense and possibly seeing only a limited consumer uptake. However, there is room for brand extensions within spreads.
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