Nutella influence spreads

While many nut-based and sweet spreads already have high household penetration rates and have become pantry staples, the data reveals that there is still room for growth, especially with regard to ingredient, flavour and multi-use innovation. Mintel predicts sales of nut-based and sweet spreads category will rise by 65% from 2013–2018 to reach sales of $6.5bn in 2018.

The appeal of indulgent spreads such as Nutella has influenced several non-spread brands to enter the spreads market as well.

Want to see ​

Mintel says one in five consumers wants to see more indulgent nut-based spreads such as raspberry white chocolate or chocolate chip.

From 2009–13 there was a 97.7% rise in the percentage of new products that were new varieties or range extensions.

“Brands are introducing chocolate-based spreads, including brands within the category, such as Jif, but also brands outside the category, like Philadelphia,”​ comments Mintel food analyst Amanda Topper.

Cross-category appeal ​

“This is helping to blur the lines between the use of these products as a spread or dip and demonstrating the product’s cross-category appeal. The perception of peanut butter as a kid’s food has slowly eroded as the category has shown more functionality, as both an ingredient and a snack.”​