Total consumption of sweet and savoury spreads is declining year-on-year in terms of volume consumed, with drop rates of 5% and 4.3% respectively.
This is out of tune with a market where snacking inside the home is a growing occasion. Overall consumption of sweet variants is now almost twice as large as the savoury equivalent [TNS Family Food Panel].
Value, however, is up for jams, where the total has increased 6% year-on-year to £88.86m, with standard jam still accounting for 48% of that. Premium or extra jam is driving growth with more than 430,000 new households having bought into this sector.
Marmalade is stagnant, coming in at £58m though there has been some gain for the reduced sugar segment, albeit from a small base at 4.7% of total marmalade value.
Some 90% of marmalade is consumed between 6am and noon, unlike jam, which is the heaviest sweet spread consumed after 6pm.
Demographically, marmalade is more popular with older households with 82% of total value sales accounted for by the over 45s.
Females aged 65+ are more important to marmalade consumption than children 16 and under are to honey and jam combined [Family Food Panel].
Although consumption of all sweet spreads declines in the working week, honey is the exception as its consumption peaks on Wednesday.
The honey market is now worth just over £58m, now surpassing total marmalade value and up 12% in value.
This growth is a a result of a 4% growth in volume and value inflation of 8%.
Sainsbury and Tesco outperformed the total honey category, up 18% and 14% respectively, and together account for over 41% of total honey value.
>>Dimitra Spiliotopoulou, TNS Superpanel