Owing to its healthy image and versatility, honey continued to see the fastest growth in sweet spreads in 2018. There are a growing number of products and a greater level of sophistication is being introduced to meet a multitude of needs.
Whilst peanut butter accounts for the lion’s share of sales in nut- and seed-based spreads, there is a growing product variety, for a number of reasons. First, consumers, particularly the younger demographic, are increasingly seeking unique and interesting experiences, and options beyond the staple of peanut butter are being sought.
As a relatively mature category, peanut butter already has high household penetration in Canada. Aside from the premium-end, focusing on health and wellness and a unique positioning (e.
Kraft Heinz Canada remained the largest brand owner in sweet spreads in value terms in Canada in 2018. The company has a stronghold in nut- and seed-based spreads, particularly peanut butter, and a less prominent presence in jams and preserves.
Kraft Heinz Canada invested a great deal in marketing and consumer communication, hoping to capitalise on its brand equity. One notable example was its “Stick Together” campaign in 2018 for its Kraft brand of peanut butter, which leveraged its signature teddy bears and highlighted the emotional connectivity of the brand.
Already having a significant presence in jams and preserves, Smucker Foods of Canada launched the Jif brand of peanut butter in Canada in 2017, and saw exponential growth, which pushed the brand amongst the top three brands in nut- and seed-based spreads in 2018. The Jif brand is positioned as a premium offering, and its growth was supported by the rapid expansion of retail distribution, as well as offering a full range of products, which include Jif To Go snack packs, which align well with the snacking trend.
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This industry report originates from Passport, our Packaged Food market research database.