Sweet and Savoury Spreads - Europe - November 2010
Report description
About this report
This market is a relatively stable one, even recession-proof, as sweet spreads are a great comfort food. Sales depend a lot on sales of bread, and the latter market is mature. However, suppliers seek to convince consumers of other usages, not just on bread, especially as breakfast declines in popularity.
Values sales are very prone to swings as raw material prices fluctuate. Health credentials form an important selling point, as can green/ethical values. Convenience also has its part to play.
Table of contents
Issues in the Market
Definition
Consumer research
Abbreviations
Market in Brief
Spreads can sell on healthiness… or on comfort
Differences in bread eating habits main determinant of sales levels… and a challenge to be met
Sweet spreads likely to keep outselling savoury ones… though the latter may win back ground
Greying of populations bad news for sweet spreads… less so for savoury ones
European Market Size and Forecast
Key points
Spreads and bread
Spreads and the recession
Spreads, changing eating habits, other health considerations
Figure 1: Sweet spreads: Value in local currency, 2004-14
Figure 2: Sweet spreads: Value in local currency, index, 2005-14
Figure 3: Sweet spreads, by volume, 2004-14
Figure 4: Sweet spreads, by volume, index, 2005-14
France
Germany
Russia
Spain
UK
Figure 5: Sweet spreads: Spend per capita (population), 2004-14
Market Segmentation
Key points
Overall
Different tastes in bread shape market segmentation
National differences in spreads
Figure 6: Segmentation percentages, by country, volume, 2009
Figure 7: Segmentation percentages, by country, value, 2009
Figure 8: Segmental average prices, by country, €/kg, 2009
Sweet wins over savoury
Honey
France
Figure 9: France: Sweet spreads: Market segmentation, by volume, 2009
Figure 10: France: Sweet spreads: Market segmentation, by value, 2009
Germany
Figure 11: Germany: Sweet spreads: Market segmentation, by volume, 2009
Figure 12: Germany: Sweet spreads: Market segmentation, by value, 2009
Italy
Figure 13: Italy: Sweet spreads: Market segmentation, by volume, 2009
Figure 14: Italy: Sweet spreads: Market segmentation, by value, 2009
Russia
Figure 15: Russia: Sweet spreads: Market segmentation, by volume, 2009
Figure 16: Russia: Sweet spreads: Market segmentation, by value, 2009
Spain
Figure 17: Spain: Sweet spreads: Market segmentation, by volume, 2009
Figure 18: Spain: Sweet spreads: Market segmentation, by value, 2009
UK
Figure 19: UK: Sweet spreads: Market segmentation, by value, 2009
Companies and Product innovation
Key points
Global region
Figure 20: Percentage of new product launches, by region, 2009
European region
Figure 21: Percentage of new product launches, by top ten European countries, 2009
Figure 22: Percentage of new product launches, by sub-category, by country, 2009
Sweet and savoury spreads by top five claims
Figure 23: Percentage of new product launches, by top five claims, by the ‘Big 5’ European countries, 2009
Sweet and savoury spreads by top five flavours
Figure 24: Percentage of new product launches, by top five flavours, by the ‘Big 5’ European countries, 2009
France
New product launches by category
Figure 25: Percentage of new product launches in sweet and savoury spreads, France, by category, 2006-09
Top claims
Figure 26: Top five claims on new product development, France, 2006-09
Top flavours
Figure 27: Top five flavours on new product development, France, 2006-09
Most innovative products
Germany
New product launches by category
Figure 28: Percentage of new product launches in sweet and savoury spreads, Germany, by category, 2006-09
Top claims
Figure 29: Top five claims on new product development, Germany, 2006-09
Top flavours
Figure 30: Top five flavours on new product development, Germany, 2006-09
Most Innovative products
Italy
New product launches by category
Figure 31: Percentage of new product launches in sweet and savoury spreads, Italy, by category, 2006-09
Top claims
Figure 32: Top five claims on new product development, Italy, 2006-09
Top flavours
Figure 33: Top five flavours on new product development, Italy, 2006-09
Most innovative products
Spain
New product launches by category
Figure 34: Percentage of new product launches in sweet and savoury spreads in Spain, by category, 2006-09
Top claims
Figure 35: Top five claims on new product development, Spain, 2006-09
Top flavours
Figure 36: Top five flavours on new product development, Spain, 2006-09
Most innovative products
UK
New product launches by category
Figure 37: Percentage of new product launches in sweet and savoury spreads in UK, by category, 2006-09
Top claims
Figure 38: Top five claims on new product development, UK, 2006-09
Top flavours
Figure 39: Top five flavours on new product development, UK, 2006-09
Most innovative products
The Consumer
Key points
Sweet and savoury spreads
Figure 40: Penetration of bread, by country, 2009
Figure 41: Penetration of bread alternatives, by country, 2009
Figure 42: Penetration and frequency of consumption of certain spreads, by country, 2009
Trends
Figure 43: Trends in eating jam, honey and spreads, by country, 2005-09
Demographics
Figure 44: Demographics, France, 2009
Figure 45: Demographics, Germany, 2009
Figure 46: Sweet spreads eaten in the past 12 months, by detailed demographics, UK, May 2009
Figure 47: Sweet spreads eaten in the past 12 months, by detailed demographics, UK, May 2009 (continued)
Figure 48: Savoury spreads eaten in the past 12 months, by detailed demographics, UK, May 2009
Figure 49: Attitudes towards eating, by country, 2009
Appendix – Market Size and Forecast Data
Figure 50: Sweet spreads: Value in local currency, 2004-14
Figure 51: Sweet spreads, by volume, 2004-14
Figure 52: Sweet spreads: Spend per capita (population), 2004-14
Definition
Consumer research
Abbreviations
Market in Brief
Spreads can sell on healthiness… or on comfort
Differences in bread eating habits main determinant of sales levels… and a challenge to be met
Sweet spreads likely to keep outselling savoury ones… though the latter may win back ground
Greying of populations bad news for sweet spreads… less so for savoury ones
European Market Size and Forecast
Key points
Spreads and bread
Spreads and the recession
Spreads, changing eating habits, other health considerations
Figure 1: Sweet spreads: Value in local currency, 2004-14
Figure 2: Sweet spreads: Value in local currency, index, 2005-14
Figure 3: Sweet spreads, by volume, 2004-14
Figure 4: Sweet spreads, by volume, index, 2005-14
France
Germany
Russia
Spain
UK
Figure 5: Sweet spreads: Spend per capita (population), 2004-14
Market Segmentation
Key points
Overall
Different tastes in bread shape market segmentation
National differences in spreads
Figure 6: Segmentation percentages, by country, volume, 2009
Figure 7: Segmentation percentages, by country, value, 2009
Figure 8: Segmental average prices, by country, €/kg, 2009
Sweet wins over savoury
Honey
France
Figure 9: France: Sweet spreads: Market segmentation, by volume, 2009
Figure 10: France: Sweet spreads: Market segmentation, by value, 2009
Germany
Figure 11: Germany: Sweet spreads: Market segmentation, by volume, 2009
Figure 12: Germany: Sweet spreads: Market segmentation, by value, 2009
Italy
Figure 13: Italy: Sweet spreads: Market segmentation, by volume, 2009
Figure 14: Italy: Sweet spreads: Market segmentation, by value, 2009
Russia
Figure 15: Russia: Sweet spreads: Market segmentation, by volume, 2009
Figure 16: Russia: Sweet spreads: Market segmentation, by value, 2009
Spain
Figure 17: Spain: Sweet spreads: Market segmentation, by volume, 2009
Figure 18: Spain: Sweet spreads: Market segmentation, by value, 2009
UK
Figure 19: UK: Sweet spreads: Market segmentation, by value, 2009
Companies and Product innovation
Key points
Global region
Figure 20: Percentage of new product launches, by region, 2009
European region
Figure 21: Percentage of new product launches, by top ten European countries, 2009
Figure 22: Percentage of new product launches, by sub-category, by country, 2009
Sweet and savoury spreads by top five claims
Figure 23: Percentage of new product launches, by top five claims, by the ‘Big 5’ European countries, 2009
Sweet and savoury spreads by top five flavours
Figure 24: Percentage of new product launches, by top five flavours, by the ‘Big 5’ European countries, 2009
France
New product launches by category
Figure 25: Percentage of new product launches in sweet and savoury spreads, France, by category, 2006-09
Top claims
Figure 26: Top five claims on new product development, France, 2006-09
Top flavours
Figure 27: Top five flavours on new product development, France, 2006-09
Most innovative products
Germany
New product launches by category
Figure 28: Percentage of new product launches in sweet and savoury spreads, Germany, by category, 2006-09
Top claims
Figure 29: Top five claims on new product development, Germany, 2006-09
Top flavours
Figure 30: Top five flavours on new product development, Germany, 2006-09
Most Innovative products
Italy
New product launches by category
Figure 31: Percentage of new product launches in sweet and savoury spreads, Italy, by category, 2006-09
Top claims
Figure 32: Top five claims on new product development, Italy, 2006-09
Top flavours
Figure 33: Top five flavours on new product development, Italy, 2006-09
Most innovative products
Spain
New product launches by category
Figure 34: Percentage of new product launches in sweet and savoury spreads in Spain, by category, 2006-09
Top claims
Figure 35: Top five claims on new product development, Spain, 2006-09
Top flavours
Figure 36: Top five flavours on new product development, Spain, 2006-09
Most innovative products
UK
New product launches by category
Figure 37: Percentage of new product launches in sweet and savoury spreads in UK, by category, 2006-09
Top claims
Figure 38: Top five claims on new product development, UK, 2006-09
Top flavours
Figure 39: Top five flavours on new product development, UK, 2006-09
Most innovative products
The Consumer
Key points
Sweet and savoury spreads
Figure 40: Penetration of bread, by country, 2009
Figure 41: Penetration of bread alternatives, by country, 2009
Figure 42: Penetration and frequency of consumption of certain spreads, by country, 2009
Trends
Figure 43: Trends in eating jam, honey and spreads, by country, 2005-09
Demographics
Figure 44: Demographics, France, 2009
Figure 45: Demographics, Germany, 2009
Figure 46: Sweet spreads eaten in the past 12 months, by detailed demographics, UK, May 2009
Figure 47: Sweet spreads eaten in the past 12 months, by detailed demographics, UK, May 2009 (continued)
Figure 48: Savoury spreads eaten in the past 12 months, by detailed demographics, UK, May 2009
Figure 49: Attitudes towards eating, by country, 2009
Appendix – Market Size and Forecast Data
Figure 50: Sweet spreads: Value in local currency, 2004-14
Figure 51: Sweet spreads, by volume, 2004-14
Figure 52: Sweet spreads: Spend per capita (population), 2004-14
Related market research by sector
Spreads (in Spreads, sauces & condiments)
Related market research by market
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