Customized Report Service – Sweet spreads in the European Union and United Kingdom

Overview

This custom report was prepared with a focus on nut and seed-based spreads, but covers all categories of sweet spreads. The top five markets for sales of nut and seed-based spreads in Western Europe were the United Kingdom, the Netherlands, Italy, France and Germany^{Footnote 1}.

Total sweet spreads sales in these five countries stood at US$6.7 billion in 2022, with total nut and seed-based spreads sales totaling US$445 million^{Footnote 2}. Germany was the leading market for sweet spreads, with US$2.2 billion in sales in 2022, followed by France and Italy. The leading country for nut and seed-based spreads sales in 2022 was the United Kingdom, with US$220 million in sales in 2022. Germany had the lowest nut and seed-based spreads sales in 2022, at US$28.3 million. Chocolate spreads were the most popular category for spreads in France, Italy and Germany. Jams and preserves were the most popular category for spreads in the United Kingdom. Nut and seed-based spreads were the most popular category in the Netherlands, with US$89.5 million in sales in 2022, representing 30% of the total sweet spreads market.

Altogether, these five countries imported US$5.7 billion in sweet spreads from the world in 2022, including US$109.8 million from Canada. Canadian imports increased in all five countries, most notably in the Netherlands.

Trade performance

United Kingdom imports

The United Kingdom imported US$1.4 billion in sweet spreads, honey, maple products and peanut butter in 2022, with a total volume of 955 million kilograms. By sales value, the UK's three largest import partners in 2022 were Belgium (US$192 million), Germany (US$165 million) and the Netherlands (US$163 million). The three leading import products were sugar confectionery, cane molasses and natural honey.

The United Kingdom reported US$27.4 million in imports from Canada in 2022, up from US$16.5 million in 2018. Maple sugar, syrup and products represented 92.0% of UK imports from Canada in 2022.

France imports

France imported US$1.2 billion in sweet spreads, honey, maple products and peanut butter in 2022, with a total volume of 562 million kilograms. France's three largest import partners by value were the Netherlands (US$241 million), Belgium (US$178 million) and Spain (US$155 million). The three leading import products were sugar confectionery, jams and jellies, and peanut butter.

France reported US$27.6 million in imports from Canada in 2022, up from US$12.1 million in 2018. Maple sugar, syrup and products represented 97.7% of UK imports from Canada in 2022.

Netherlands imports

The Netherlands imported US$958.6 billion in sweet spreads, honey, maple products and peanut butter in 2022, with a total volume of 546 million kilograms. The Netherlands' three largest import partners were Belgium (US$212 million), Germany (US$188 million) and France (US$59 million). The three leading import products were sugar confectionary, jams and jellies, and solid sugars.

Canadian imports from the Netherlands increased significantly from 2018 to 2022, driven by growth in maple sugar and syrup imports, which accounted for 92.7% of Canadian imports by value in 2022. It is worth noting that Canada accounted for only 42% of the Netherlands' reported maple imports in 2022, behind Germany, which indicates that the Netherlands may be misreporting the origin of its maple imports^{Footnote 3}. If this error was even more pronounced prior to 2020, maple imports in previous years would be significantly understated.

Germany imports

In 2022, Germany imported US$1.7 billion in sweet spreads, honey, maple products and peanut butter, with a total volume of 663 million kilograms. By sales value, Germany's three largest import partners in 2022 were the Netherlands (US$185 million), Belgium (US$164 million) and France (US$126 million). The three leading import products by value were sugar confectionery, natural honey and jams and jellies.

Germany's reported imports from Canada totalled US$29.5 million in 2022, up slightly from US$24.9 million in 2018. The vast majority of this import value (99.3%) was maple sugar and syrup, which grew at 4.6% CAGR from 2018 to 2022.

Italy imports

Italy imported US$530.7 million in sweet spreads, honey, maple products and peanut butter, with a total volume of 309 million kilograms. By sales value, Italy's three largest import partners in 2022 were Germany (US$104 million), Spain (US$72 million) and France (US$45 million). The three leading import products by value were sugar confectionery, natural honey and jams and jellies.

Italy reported US$3.5 million in imports from Canada in 2022, almost all of which (99.1%) were maple sugar and syrup imports. Imports grew at 14.8% CAGR from 2018 to 2022, but remain small compared to other European countries.

Market sizes

United Kingdom market sizes

Retail sales of sweet spreads in the United Kingdom reached US$980.0 million in 2022, with the most popular category being jams and preserves. Retail sales grew in value by 6.8% CAGR from 2017 to 2022, and are forecasted to continue growing by 4.1% CAGR through 2027^{Footnote 4}. Nut and seed based spreads had the fastest growth over this period, at 10.4% CAGR from 2018 to 2022. High growth in this category is forecasted through 2027, at 5.2% CAGR.

France market sizes

Retail sales of sweet spreads in France reached US$1.8 billion in 2022, up from US$1.6 billion in 2017. Sales grew by 2.7% from 2017 to 2022, primarily driven by chocolate spreads, which grew by 4.8% CAGR over this period. Nut and seed-based spreads were the fastest growing category in France, but remain marginal in the market. Growth in sweet spreads is forecasted at 3.0% CAGR from 2022 to 2027, and this will hold across the three major categories, with nut and seed-based spreads having faster growth at 4.7%.

Netherlands market sizes

The Netherlands is not a large market for sweet spreads, with only US$298.6 million in sales in 2022. However, nut and seed-based spreads are the most popular category of spread in the Netherlands, with US$89.5 million in sales (30% of total sweet spread sales). Sweet spread growth is forecasted at 1.9% CAGR through 2027, with growth in nut and seed-based spreads forecasted at 2.3%.

Germany market sizes

Germany was the largest market for sweet spreads in Western Europe in 2022, at US$2.2 billion dollars in retail sales. The German sweet spreads market grew by 7.2% CAGR from 2017 to 2022. Chocolate spreads were the fastest-growing category, with 11.5% CAGR from 2017 to 2022, and they are now the largest category as a result. Nonetheless, sweet spreads sales are fairly evenly divided between honey, chocolate spreads and jams and preserves, with nut and seed-based spreads being a marginal part of the market. Growth in sweet spreads is forecasted at 2.7% CAGR from 2022 to 2027, driven primarily by growth in honey, which is expected to be the second largest spread category in Germany. Chocolate spreads are expected to lose ground, with only 0.9% forecasted CAGR through 2027.

Italy market sizes

Retail sales of sweet spreads in Italy reached US$1.4 billion in 2022. Retail sales grew at 3.7% CAGR from 2017 to 2022. Chocolate spreads were both the most important and fastest-growing market category, with 4.7% CAGR. Growth in sweet spreads is forecasted at 4.1% through 2027, with 5.1% CAGR for chocolate spreads over the same period. Nut and seed-based spreads sales in Italy are small relative to the market, but more important than in France or Germany.

Competitive landscape

United Kingdom competitive landscape

The sweet spreads landscape in the United Kingdom is fairly competitive, both in terms of company and brand share. Certain companies, such as Ferrero, have a flagship product in one market category, while others, such as Hain Celestial, have a flagship product in each market category. Private labels have a high market share, representing 36.4% of the market in 2022.

The nut and seed-based spreads market in the United Kingdom is more concentrated than the overall sweet spreads market. The top 3 brands had a collective market share of 54.9% in 2022. Private labels are still quite present, with 28.4% market share in 2022. This represents a decline from 2017, however, when private labels represented 38.0% of the market. Retail sales of private labels grew by 4.1% CAGR from 2017 to 2022, as opposed to 10.4% for the overall nut and seed-based spreads market.

France competitive landscape

The French sweet spreads market is very concentrated, with the top three companies having a combined 51.9% market share in 2022. Private labels represented 20.8% of the market in 2022, down from 22.2% in 2017.

The nut and seed-based spreads market is extremely concentrated: the top two companies had a combined 76.0% market share in 2022. The leading nut and seed-based spread brand in France is Crème de marrons de l'Ardèche, a sweet chestnut spread. The second leading brand is Jardin Bio Etic, a peanut butter brand whose sales increased by 11.3% CAGR from 2017 to 2022. Private labels are not particularly popular, with only 10.0% market share in 2022, but this market share is still higher than in 2017, when it was 6.0%.

Netherlands competitive landscape

The sweet spreads landscape in the Netherlands is competitive: the top two companies have a combined market share of 20.9%, and private labels had a 33.6% market share in 2022. The market has concentrated slightly, with total growth outpacing growth for private labels and companies outside the top ten experiencing shrinking retail sales.

As is the case for the United Kingdom, each company in the Netherlands has its flagship brand, with company market shares corresponding to brand market shares.

The leading company in the Netherlands for nut and seed-based spreads is Unilever's Calvé, which accounted for 35.2% of the market in 2022. Its market share is stable, with CAGR at 3.8% from 2017 to 2022, slightly higher than overall nut and seed-based spread retail growth of 3.7% over the same period. The only other brand with a large market share is Mister Kitchen's, which accounted for 10.6% of the market in 2022. Private labels represented 39.3% of the Netherlands market in 2022.

Germany competitive landscape

The German sweet spreads retail market is top-heavy. Ferrero's Nutella accounted for nearly a quarter of the market in 2022 (24.9%). Top honey brands such as Breitsamer & Ulrich, Langnese and Bihophar have similar market shares. Private labels are somewhat popular, at 29.2% of the market in 2022, but their popularity has declined since 2017, when they represented 31.1% of the market.

The nut and seed-based spreads market in Germany is highly concentrated. The top brand, Barney's Best (manufactured by Dockhorn & Co), had a 44.0% market share in 2022. The top three brands accounted for 67.8% of the market in 2022. Private labels represented just over a quarter of the market (27.0%).

Italy competitive landscape

Outside of Nutella, which has a dominant market share for chocolate spreads, Italy's sweet spreads market is fairly competitive. No other company had more than 9.7% market share in 2022, and no brand other than Nutella had more than 6.2% market share. Private labels accounted for just over a quarter of all sales in 2022 (25.4%).

The nut and seed-based spreads market in Italy is hard to analyze. In Euromonitor, brand data is only tracked for two companies, both of which have 0.3% market share. It is likely that the nut and seed-based spreads market is therefore highly segmented.

New product launches

According to data from the Mintel Global New Products Database, 8,826 new sweet spread products were launched in our five focal markets between 2018 and 2022. France featured the most new products, with 3,730 launches, followed by Germany, with 2,002. Jams (confitures) and fruit spreads featured the most product launches, with 3,149 launches, followed by honey, with 2,337 launches. There were 1,310 nut spread product launches in our five focal countries between 2018 and 2022.

Between 2018 and 2022, 3,246 organic sweet spreads were launched in our five focal countries, representing 36.8% of total new launches. Environmentally friendly or recyclable packages were very popular, with 2,106 and 2,008 new launches, respectively. There is likely quite a bit of overlap between these two claims, however. 1,388 newly launched products from 2018 to 2022 were labeled as vegan.

Most newly-launched products featured low or moderate prices. 6,670 of the newly launched products (75.8%) were cheaper than US$8.33. A majority of the launches represented new products, either from an entirely new product or from a new variety or range extension. This represented 6,170 launches, or 69.9% of the total.

New launches were highly divided between the different companies. The two leading companies were Lidl and Aldi, both of which primarily market private-label products, but their combined new launches represented 349 new launches.

France accounted for a good portion of new launches for jam and fruits spreads and for honey. It was the leading market for nut spreads, with 408 new launches, but proportionally, the most new launches were in the Netherlands and the United Kingdom, where nut spreads represented 23.0% and 22.3% of new launches, respectively.

Examples of new product launches

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Resources

• Euromonitor International, 2023
• Global Trade Tracker, 2023
• Mintel Global New Products Database, 2023

Customized Report Service – Sweet spreads in the European Union and United Kingdom
Global Analysis Report

Prepared by: Alexandre Holm Perrault, Market Analyst

© His Majesty the King in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2024).

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