Paddington’s favourite marmalade finds itself in a sticky situation with suppliers looking to other spreads to drive category growth

In the battle of the bears, Winnie the Pooh has soundly beaten his rival Paddington over the past 12 months. Sales of marmalade – the Peruvian bear’s spread of choice – are in the doldrums, with value sales down 5.8% and volumes down 6.2% [Kantar Worldpanel 52 w/e 28 October]. But sales of Pooh’s beloved honey are looking sweet, with value sales up 4.1% and volumes up 3.5% [Kantar].

But is the problem terminal or can marmalade manufacturers do something to get themselves out of this sticky spot? And could other traditional spreads, notably jam, be about to face a similar challenge?