Sweet Spreads in the US

PROSPECTS

Organic and natural features drive greatest growth, prevailing over fat/sugar-free

The trend for organic and naturally formulated products has driven growth in sweet spreads. Within the category, the growth of organic spreads has been dramatic compared to all other types of sweet spreads.

Sustainability may offer opportunity within sweet spreads

As consumers grow more aware of their environmental footprint and shift towards greener habits, sustainably sourced products have become popular across most industries. Since packaged food is no exception to this trend, sustainability preferences may offer a valuable opportunity for the sweet spreads as well.

Nut and seed based spreads dominate but experience only modest growth

Nut and seed based spreads continue to generate the most retail sales value for sweet spreads. However, this subcategory’s current growth is quite modest in comparison to years past.

COMPETITIVE LANDSCAPE

Private label competes with its premium products

Private label continues to exhibit strong performance within sweet spreads by offering more premium products. While private label has a long-standing history as a leader within honey, it has been successful in entering nut and seed spreads.

Leading players plan to boost marketing

The JM Smucker Co and Ferrero USA Inc have remained key leaders in sweet spreads, with the former ranking number one in retail sales for the overall category and the latter dominating chocolate spreads with Nutella. Nonetheless, both companies have expressed plans to bolster their marketing initiatives.

RXBAR expands its nut butter line with new flavours

Since launching its line of nut butters in 2018, RXBAR has doubled its flavour options for the product, displaying innovation that goes beyond its initial health and wellness approach. The brand’s nut butters now come in six permanent flavours, in addition to its first limited edition flavour for autumn 2019: Pumpkin Spice Peanut Butter.

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