Maturity is the main challenge for sweet spreads over the forecast period. To fight maturity, manufacturers should update their offerings, be more active in new product development and offer consumers jams and preserves with higher fruit and berry content.
Seasonal flavours attract consumers who enjoy indulging in the festive atmosphere of different times of year. In 2019, Dronningholm tapped into this trend by launching a fig marmalade, perfect for consuming across the Christmas period.
Free-from marketing messages are helping increase sales as consumers become increasingly health-conscious. Honey leads sweet spreads in 2019, with the most substantial value sales and growth.
Competition is tight in sweet spreads, with private label leading and a host of brands closely competing for market share underneath. Highlighting key selling points works well for domestic manufacturers, who can play on the origin of their products.
New product development in sweet spreads is often focused on the extension of portfolios with new flavours. For example, Dronningholm launched blueberry, raspberry and lemon jams under its new Dronningholm Täyttis line in 2018; a range meant for baking.
Packaging improvements have been a key way to encourage sales of sweet spreads through added convenience. In 2018 Herkkumaa replaced the glass jar lids of its jams and preserves with easy-open twist lids - the outer ring allows consumers to open the jars with greater ease.
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This industry report originates from Passport, our Packaged Food market research database.