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Sector Insight (interactive): sweet and savoury spreads/dips

Value sales of both sweet and savoury spreads are on the rise, writes Jane Bainbridge.

Rowse: market-leading sweet spread

Rowse: market-leading sweet spread

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Trends

Established market. More than eight in 10 consumers bought into this category in the six months to November 2012.

Health concerns. The high sugar content of sweet spreads, and high salt/artificial ingredients of savoury ones, mean shoppers continue to question their health credentials.

Restricted budgets. Household spending remains under pressure, making homemade sandwiches more appealing. The rise in home baking also creates demand for these lines.

Price increases. Value sales of the spreads/dips market increased 24% (2007-12), mainly as a result of commodity inflation. The market was worth £836m in 2012.

Sweet sales. Jam accounts for the biggest share (30% value sales), although honey and peanut butter have enjoyed stronger growth.

Marmalade. With a bias toward users over 55, marmalade brands must engage younger consumers to reverse the decline in sales - down £4m to £56m (2010-12).

Source: Mintel

UK retail value sales of sweet spread by type (£m)

Source: Mintel/based on SymphonyIRI Group InfoScan

Leading sweet-spreads brands by retail value sales (£m)

*MAT 52 w/e 29 Oct 2011 **MAT 52 w/e 29 Oct 2012 Source: Mintel/based on SymphonyIRI Group InfoScan

Main players

Mauro De Felip, marketing director, Ferrero UK

De Felip joined Ferrero UK as marketing director in February 2010 and oversees activity for all its brands, including Nutella, Kinder Chocolate and Tic Tac. He has been involved in the company's European marketing and sales operations for several years, holding roles in Belgium, Luxembourg, France and Italy.

Jon Goldstone, vice-president, brand-building, foods and ice cream, Unilever

Last year Goldstone joined Unilever to head marketing across its food and ice-cream portfolio, which includes yeast-extract spread Marmite. He has a wealth of FMCG marketing experience, having previously worked at Kraft, Coca-Cola, PepsiCo and, most recently, Premier Foods, where he was group marketing director.

Kirstie Jamieson, marketing controller, Rowse Honey

Jamieson joined the company as marketing manager in 2009. Previously she worked for Twinings and Dairy Crest in marketing roles.

Gill Hesketh, head of marketing, Kallo Foods

Hesketh took over the top marketing role at Kallo Foods, owner of the Whole Earth brand, after its parent company, Wessanen, acquired Clipper Teas, where she was commercial director. A former global marketing manager for Bacardi, Hesketh has also worked at GlaxoSmithKline and Britvic.

Winners and losers in the sweet and savoury spreads/dips sector

Rowse. The market-leading sweet spread enjoyed a strong 2012, investing £3m in marketing.

Nutella. With one of the highest growth rates in 2012 (almost 12% in value), it has extended to use- occasions such as Pancake Day.

Hartley's. Part of Premier Foods' portfolio of brands sold to US firm Hain Celestial, Hartley's is the leading jam brand. Promotional activity boosted its market share in 2012.

Princes. The savoury spreads brand has underperformed, despite investment in an integrated campaign along with NPD. Sales have been hit by the popularity of chilled sandwich fillers.

Bonne Maman. The conserves brand had a tough 2012, with value and volume sales falling in the face of Hartley's onslaught. This followed being temporarily delisted by Tesco at the end of 2010 and early in 2011.

Source: Mintel

This article was first published on marketingmagazine.co.uk

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