The American sweet spreads market was valued at US$2.7 billion in 2010, and is expected to reach US$3.3 billion by 2015.
This market is a relatively stable one, recording steady value growth even through the global economic recession. This may be attributable to the use of sweet spreads (jams and chocolate spreads, for example) as affordable comfort foods.
“Green” or ethical claims and convenience are important selling points for sweet spreads in the United States (U.S.). However, health credentials are becoming increasingly prominent as sales drivers.
Products with high fruit content, antibacterial honey and vegetarian spreads have all posted significant sales growth, and are expected to continue doing so. While sales of peanut butter are positive, growth for this commodity has slowed.
Natural and organic sweet spreads are part of the larger natural and organic food movement, which has evolved from a niche category to a significant market in the last decade.
The consumption of sweet spreads is still largely reliant on bread consumption (many spreads are primarily used as an accompaniment to bread at breakfast time). However, with the maturity of the bread market in the U.S., suppliers need to encourage new, creative uses of spread products to bolster sales growth.
