October 16, 2024 – In the US and Canada, sweet spreads are preferred for their convenience and versatility, enjoying them as a quick indulgence that can enhance a variety of meals and snacks. Innova’s 360 research into sweet spreads market trends analyses consumer behaviors about sweet spread consumption and highlights innovations in flavor, health, and sustainability.
Sweet Spreads Consumer Preferences
Sweet spreads market research shows that consumers buy sweet spreads due to their taste, versatility, and convenience, making them a go-to choice for enhancing meals and snacks. In the US and Canada, 60% of consumers purchased honey as their sweet spread of choice in the past year.
Taste, indulgence, and convenience drive consumption and purchasing decisions of sweet spreads. 57% of consumers in the US and Canada consume sweet spreads for breakfast, followed by lunch and afternoon snacks. These spreads are used in many ways, like drizzled, as fillings, in baking, and enjoyed as treats.
As consumers seek indulgence, they also prioritize health, with 1 in 3 wanting to limit non-healthy ingredients or opt for natural ingredients. This aligns with Innova’s top annual trend of 2024, ‘Indulging in Health,’ which highlights that brands merge indulgence with healthier choices, offering comfort with added benefits.
Honey Trends
More than half of consumers enjoy honey more than once a week, drawn to its versatility beyond being a simple bread topping or tea sweetener. Whether drizzled over toast, pancakes, or fruit, honey’s natural sweetness enhances breakfast, snacks, and baking.
Monofloral honey gets its unique flavor and aroma from the specific flowers bees visit, with each type offering distinct characteristics tied to its floral source. Apart from this, there are various flavors of honey. Their versatility extends to charcuterie boards, glazes for poultry, desserts, and even specialty whisky cocktails. The unique flavors like chili, cacao, and truffle mushroom cater to adventurous consumers and food enthusiasts.
Sustainability is also becoming a focus in honey production, reflecting a shift towards promoting biodiversity, healthy bee populations, and sustainable beekeeping practices. Sweet spreads market research shows that apple-based honey, a bee-free alternative, is emerging as a sustainable option. Brands are likely to blend sustainability with innovative flavors.
Nut Spreads Trends
In the US and Canada, 57% of consumers purchased nut-based spreads in the past year. Sweet spreads market research shows that 2 in 3 use nut spreads more than once a week. Nut spreads are versatile, enhancing various meals and snacks.
Ingredients like whey protein isolate, chicory root and spirulina cater to health-conscious consumers, though they remain niche. The rise of flaxseeds, pistachios, cashews and sunflower seeds in spreads reflects a growing focus on nutrition, diverse flavors and eco-friendly choices. Many brands add sugar to enhance the flavor and sweetness, while others do not. Brands like Elavi offer low-sugar options using natural sweeteners like dates and monk fruit, addressing the demand for healthier, transparent food products.
Syrup Trends
In the US and Canada, 56% of consumers purchased syrup as a sweet spread over the past year, with nearly 1 in 2 using it more than once a week. Popular syrups like maple, agave, fruit syrups, and high fructose corn syrup are versatile, adding sweetness to breakfast foods, baking, and desserts.
Maple syrup production, vital in North America, faces climate challenges, but sustainability efforts like USDA Acer grants and the Canadian government invest in equipment and management improvements. Producers in the region maintain sustainable sugarbush practices, tapping trees based on age and allowing time for regeneration.
Innovations in syrups like agave, date, and fruit syrups, seen as natural sugar alternatives, align with the trend toward alternative sweeteners. These syrups offer opportunities beyond traditional maple syrup. Sugar-free syrup options are catering to consumers looking to cut sugar without compromising taste, indicating future growth in sugar reduction trends.
Confiture and Fruit Spreads Trends
Sweet spreads market research shows that 61% of consumers in the US and Canada use confiture and fruit spreads more than once a week. From classic breakfast pairings to creative culinary uses like marinades and salad dressings, confiture and fruit spreads add sweetness and flavor to a variety of dishes.
There has been a 12% growth of sweet spreads launches with sugar reduction claims over the past five years. Consumers view no added sugar claims as naturally sweet, with nothing added. Sweeteners like sucralose, erythritol, and stevia are commonly used to reduce sugar content, with low or no sugar confiture and fruit spreads gaining popularity.
What’s Next in Sweet Spreads Market Trends?
In the US and Canada, taste drives consumer purchases of sweet spreads, with peanut butter remaining the favorite and sunflower seed-based spreads rising in popularity. This growing variety presents opportunities for brands to innovate with new flavors and integrate functional ingredients to attract health-conscious consumers.
In honey, infusions with herbs, spices, or fruits create unique gourmet appeal, and region-specific honey promotion attracts food enthusiasts. Innovative and sustainable practices in the honey industry also address key environmental concerns.
For syrup, diversifying beyond maple aligns with health, flavor, and sustainability trends, offering producers a chance to differentiate and grow. In confiture and fruit spreads, unique flavor blends like strawberry-basil or blueberry-lavender can offer something different from traditional options. Brands can pair spreads with cheeses, breads, and other foods in their launches to inspire culinary creativity. Innovation in flavors and sustainability are likely to continue to shape consumer preferences and sweet spreads market opportunities.
This article is based on Innova’s Trending in Sweet Spreads in US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
