While the boom in premium honey, such as manuka honey and raw honey, calmed down towards the end of the review period, the increased popularity of premium honey established a strong consumer base for further development. Moreover, honey continued to benefit from the strong influence of rising consumer health-consciousness.
Rising body-consciousness and increasing interest in low-carb diets negatively impacted sales of sweet spreads in 2019, contributing to decline in jams and preserves, and chocolate spreads. However, the same factors supported the expansion of reduced sugar jams and preserves at the end of the review period.
The consumer move away from sugar and the increasing popularity of savoury breakfasts drove growth in savoury spreads in 2019. Demand for savoury products combined with the increasing interest in high-protein foods to spur growth in nut and seed based spreads towards the end of the review period, making it the most dynamic category in 2019.
Kewpie Corp extended its lead in sweet spreads in 2019, as it increased its value share in both jams and preserves, in which it is the largest player, and nut and seed based spreads, in which it ranks second behind Sonton Food Industry. The company’s Marugoto Kajitsu jam and preserves line, which is sweetened with fruit juices and contains no added sugar, continued to perform well at the end of the review period, bolstered by the introduction of smaller packaging.
Sonton Food Industry, the second largest player in sweet spreads and the leader in nut and seed based spreads, targeted the growing consumer interest in more savoury flavours at breakfast with product innovation in 2019. The company launched Yururi Biyori, sesame spread and Kinako (Japanese traditional baked bean flavour) spread to target consumers who like to have a relaxing, slow morning.
Kato Bros Honey remained the leading player in honey in 2019, though the company saw its share eroded during the year due in part to a lack of new product development and marketing activity. However, the company did launch a new sweet syrup to eat with yoghurt, Yoghurutou, which contains a large amount of the prebiotic, oligosaccharide, known for supporting gut health.
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This industry report originates from Passport, our Packaged Food market research database.