JAMS, HONEY & SPREADS BESTSELLERS | ||||||
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IRI: 52 w/e 5th November 2016 | ||||||
Value | Volume | Average price | ||||
£m | y-o-y% | kgs (m) | y-o-y% | £/kg | y-o-y% | |
Nutella | £51.2 | 8.7 | 9.1 | 1.2 | £5.62 | 7.4 |
Rowse | £48.3 | 2.0 | 5.8 | 2.4 | £8.28 | -0.4 |
Marmite | £30.4 | -3.7 | 2.9 | -4.6 | £10.49 | 1.0 |
Bonne Maman | £24.8 | 6.8 | 4.5 | 8.3 | £5.56 | -1.4 |
Hartleys | £22.1 | -13.6 | 6.7 | -14.5 | £3.29 | 1.1 |
Whole Earth | £20.9 | 32.1 | 3.0 | 33.1 | £6.93 | -0.8 |
Sunpat | £18.0 | 5.7 | 3.9 | 7.0 | £4.62 | -1.2 |
Tiptree | £14.2 | -5.8 | 2.0 | -6.3 | £7.21 | 0.6 |
Meridian | £11.2 | 62.7 | 1.1 | 72.7 | £10.01 | -5.8 |
Mackays | £9.5 | 7.3 | 2.6 | 8.4 | £3.62 | -1.0 |
TAKE HOME SHARE | |||||||
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Kantar Worldpanel: 52 w/e 11 September 2016 | |||||||
VALUE | VOLUME | ||||||
£m | y-o-y% | kgs (m) | y-o-y% | ||||
Chocolate Spread | 66.6 | 9.5 | 14.9 | 4.8 | |||
Curd | 7.5 | 0.7 | 3.2 | -5.0 | |||
Honey | 117.6 | -1.5 | 22.3 | 0.3 | |||
Jam | 107.0 | -1.4 | 38.6 | -1.8 | |||
Marmalade | 53.4 | -3.2 | 23.7 | -2.9 | |||
Peanut Butter | 78.4 | 12.7 | 19.1 | 6.1 | |||
Yeast Spread | 46.6 | -1.5 | 5.0 | -1.6 | |||
TOTAL CATEGORY | 477.1 | 1.9 | 126.7 | 0.2 |
BRANDS VS OWN LABEL | ||||||||
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Kantar Worldpanel: 52 w/e 11 September 2016 | ||||||||
VALUE | VOLUME | |||||||
£m | y-o-y% | kgs (m) | y-o-y% | |||||
Branded | 297.9 | 2.6 | 59.4 | 1.8 | ||||
Own label | 179.2 | 0.1 | 67.9 | -1.6 |
RETAIL SHARE | ||||
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Kantar Worldpanel: 52 w/e 11 September 2016 | ||||
TRADING | VALUE | |||
Retailers | grocery | category | index | y-o-y% |
Waitrose | 5.0 | 7.2 | 144 | -4.0 |
Lidl | 3.9 | 5.4 | 138 | 5.7 |
Sainsbury's | 14.4 | 17.1 | 119 | 4.7 |
Tesco | 25.1 | 26.8 | 107 | 1.7 |
Aldi | 5.1 | 5.3 | 104 | -3.3 |
Morrisons | 10.0 | 9.2 | 92 | 0.0 |
The Co-Operative | 5.2 | 4.7 | 90 | 5.4 |
Asda | 13.5 | 11.7 | 87 | -2.3 |
Bargain Stores | 2.1 | 1.8 | 86 | 4.2 |
Independents | 1.1 | 0.7 | 64 | -15.0 |
Marks & Spencer | 3.5 | 2.0 | 57 | 29.3 |
Nutella has overtaken Rowse to become Britain’s top spread. Volumes are up 1.2% in spite of a 7.4% average price rise. Marketing trumpeting its versatility has helped. | ||
Marmite has lost ground as bread’s decline gathers pace (also a factor in jam’s decline).The yeast spreadwhich until 2013 was Britain’s bestselleris trying to revive growth by offering personalised pots and pushing recipe ideas. | ||
Still, Nutella’s £4.1m rise is topped by Whole Earth (up £5.1m) and Meridian (up £4.3m) as nut butter’s popularity grows. There are a number of factors at play here; NPD and the development of new formats are paying offas is health focused marketing. |
Source: IRi
Jams, preserves & spreads continues to grow year on year, albeit at a slower rate than in the preceding year (+6%). Peanut butter and chocolate spread have posted the strongest growth as honey, marmalade and yeast spread sectors have all declined. | |||
Peanut butter is the fastest growing sector. In the past three years growth has been sustained at around 12%-13%. This has been driven by new shoppers entering the market (380k new shoppers in the latest year) and more frequent purchases. Nut butters in general continue to enjoy growing popularity due to their versatility and perceived health benefits. | |||
Chocolate spread managed to grow (albeit to a lesser extent than in previous years)thanks to higher quantities purchased and brands performing especially well - 81% of chocolate spread sold is branded. Although Nutella still has a dominant share of branded purchases (84% ) this has fallen from 89% as a result of several successful rival launches. |