January 23, 2025 – Globally, sweet spreads are preferred for its taste, convenience, and versatility in their daily meals. Innova’s 360 research analyzes the sweet spreads cluster which highlights latest innovations, top brands, flavors are developing in the global market. It also provides valuable insights about what may develop within the future.
Sweet Spreads Launch Trends
Globally, sweet spreads display an average 69% launches over the past three years. Indulgence drives sweet spread consumption, with 27% of consumers globally choosing them as a treat. At the same time, 35% seek natural or less artificial ingredients to make indulgence healthier. This preference is reflected in the 21% CAGR growth of sweet spreads with natural claims over the past four years.
Products labeled 100% natural highlight real fruits, honey, milk, and nuts, while uncooked and unprocessed honey spreads further emphasize their natural appeal. This aligns with Innova’s annual top food trends of 2024, ‘Indulging in Health,’ where health and indulgence are converging as brands infuse additional benefits into their indulgent offerings.
Confiture and Fruit Spreads Trends
Confiture and fruit spreads is the leading subcategory in the global sweet spreads cluster launches. This is followed by honey, nut spreads, chocolate spreads, and caramel and cream spreads.
Globally, 40% of consumers choose foods that express their heritage through traditions. Confiture and fruit spreads align with this trend, with traditional claims accounting for 17% of new product launches in the past year. It is crafted using traditional methods methods like maceration, stone boiling, and open pot boiling. Authentic varieties from different regions like Asia Pacific, Europe, and the Middle East like gulkand, kaya, İncir reçeli, and Ahlan date jam further enrich this diverse culinary landscape. This offers unique flavors and cultural significance globally.
Leading Regions
Globally, Europe is the top region with 41% sweet spreads cluster launches in the past year. Palm oil drives deforestation and greenhouse gas emissions, intensifying climate change. In Europe, palm oil-free sweet spreads and RSPO certification are gaining traction, encouraging consumers to make eco-friendly choices and urge companies to adopt sourcing practices that protect vital ecosystems and preserve forests. This reflects Innova’s top food trend, ‘Nurturing Nature,’ where brands embracing sustainable practices and eco-friendly certifications are advancing environmental responsibility.
There has been a significant growth in sweet spreads cluster launches in Asia Pacific and the Middle East and Africa over the past four years.
Top Brands and Companies in Sweet Spreads Market
Globally, Ferrero is the key player for sweet spreads launches, highly driven by its brand Nutella. Nutella’s limited-edition launch, part of the ‘Spread Smiles’ campaign, to celebrate its 60-year anniversary. Each jar highlights the unique contributions of individuals from diverse fields in the brand’s hazelnut spread. It features smiles inspired from diverse professionals like photographer, adventurer, artist, and chef. This initiative emphasizes Nutella’s commitment to spreading joy and inspiration through its products.
Other notable companies include Lidl, Andros, St Dalfour, Aldi, Carrefour, and Albert Heijn. Sweet spreads trends display that these top 7 companies account for total 10% of launches globally in the past year.
Claims and Positionings Trends in Sweet Spreads Market
Gluten free, no additives or preservatives, organic, natural, and vegan are the top 5 positionings for sweet spreads cluster launches globally.
Gluten free is the top positioning in the North and Latin America. Apart from the top 5 positionings, other positionings growing across Europe are seasonal – other, vegetarian, and limited edition claims. In Asia Pacific, traditional, high/source of fiber, and seasonal – other claims are preferred whereas in Middle East/Africa energy/alertness, high/source of protein, and antioxidant claims are gaining attention. North American consumers prefer palm oil free, seasonal – other, and no trans fats claims. Low/no/reduced sodium, low/no/reduced fat, and halal claims are growing in Latin America.
Sweet Spreads Flavor Trends
Hazelnut is the top flavor, followed by maple, ginger, milk chocolate, and honey. Globally, 21% of consumers choose sweet spreads to explore new flavors. Combinations like nuts with spices and seeds like almond and cardamom, and walnut and ginger. Brown flavors paired with floral notes, such as maple and rose or honey and chamomile, continue to attract consumers, reflecting the growing demand for unique taste experiences.
What’s Next in Global Sweet Spreads Trends?
Confiture and fruit spreads lead the sweet spreads cluster, with launches driven by traditional methods like maceration and stone boiling. Authentic varieties from Asia Pacific, Europe, and the Middle East have pushed the new product development in the past year.
Globally, 20% of consumers seek low/no/reduced sugar options, boosting a 3% growth in sugar-related claims over the past four years. Brands can cater to this demand with natural sweeteners like coconut sugar, agave syrup, and date sugar, balancing indulgence with health.
Nearly 3 in 5 consumers use sweet spreads on bread, with diverse options ranging from fruit and honey to nuts, chocolate, and caramel-based varieties. As consumers seek both flavor and functionality, future innovations may focus on nutrient-rich spreads with added health benefits to satisfy consumer cravings.
This article is based on Innova’s Overview in Sweet Spreads – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
