The performance of sweet spreads hinges on both the performance of bread as well as innovation and competitive pricing within sweet spreads. Strong volume growth of packaged leavened bread contributed to growth of sweet spreads over the review period.
Consumers’ disposable incomes are increasingly under pressure with rises in fuel prices and an increase in VAT for the first time since the 1990s. These factors lead to inflationary pressures, resulting in consumers cutting back on non-essential products or seeking promotional discounts.
Flavour innovation, particularly in jams and preserves, continued to characterise sweet spreads towards the end of the review period. Tiger Consumer Brands (All Gold brand) and Rhodes Food Group launched jam variants in 2017, with these new flavours contributing to the category’s strong performance in 2018.
Tiger Consumer Brands led sweet spreads in 2018, with its lead attributable 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, while Rhodes Food Group ranked third thanks to its Yum-Yum peanut butter, which ranked second in overall sweet spreads.
Private label accounted for a significant value share within sweet spreads in 2018, offering a range of prices. While the Woolworths private label range is considered premium, Pick ‘n’ Pay offers both premium and economy ranges.
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This industry report originates from Passport, our Packaged Food market research database.