Sweet Spreads in the US

PROSPECTS

Sweet spreads well-positioned to take advantage of e-commerce growth

Online grocery shopping became a huge topic over the review period, but even with high growth in the channel, e-commerce is still more suitable to some food types than others. Sweet spreads, particularly those that are shelf stable, experienced significant increases in online sales.

Organic and natural spreads perform best

Sweet spreads experienced stable current value growth in 2018, but it is unsurprising that much of the growth stems from organic and natural products. Throughout grocery retailers, consumers are shifting towards healthier food varieties, and sweet spreads offer no exception to this trend.

Some growth for chocolate spreads, but not as strong as before

While retail volume and value sales of chocolate spreads made a recovery in 2018 after multiple years of decline, it is important to look at the current sales in the context of its history. For years prior to the decline in chocolate spreads, it grew strongly.

COMPETITIVE LANDSCAPE

Private label offerings enter premiumisation

Within sweet spreads, private label has traditionally performed well with products such as honey, which do not require much value to be added by the manufacturer. However, there has been an evident shift in product types being offered by private label.

RXBAR expands into sweet spreads with new line of nut butter

Launched in 2013, RXBAR began as a natural and additive-free protein bar brand. After a strategic rebranding several years after launching, consumers quickly began to resonate with RXBAR’s clean packaging and transparent ingredients list.

The JM Smucker Co continues to leads sweet spreads

As sweet spreads are such versatile products, and since local consumers are always looking for unique and natural food, this category offers plenty of opportunity to new brands that can appeal to consumers’ tastes and health interests. However, despite certain changes in the competitive landscape for spreads, The JM Smucker Co continues to gain share and record positive value growth, to retain its leadership of the category.

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