Market Trends of Europe Food Spread Industry
High Demand for Fruit-based Spreads
- Fruit-based spreads, such as jellies, marmalades, conserves, and preserves, are a popular addition to breakfast meals for many consumers. The consistency of these spreads can vary, with some being thicker than others. According to Statistics Sweden, in 2021, the export value of jams, marmalade, fruit jellies, and fruit or nut puree or nut pastes from Sweden was approximately USD 25.64 million. The rise of organized retailing has led to an increase in private-label fruit spread brands, contributing to the growth and consolidation of the retail food industry.
- Fruit spreads are more appealing to older European consumers than to younger consumers. In February 2023, Georgian company, Memoberry launched the production of berry and fruit jams. The jam is made from high-quality fruit and is sold in glass jars of 315 grams. With the introduction of this new product range, Memoberry aims to capitalize on the growing demand for natural and healthy food products in the European market. According to the Swedish Board of Agriculture, in 2020, the per capita consumption of jam, marmalade, and similar products based on fruit in Sweden amounted to 5.2 kilograms. Germany, the United Kingdom, Italy, and Spain are the other major countries that consume fruit spreads.
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United Kingdom is the Fastest Growing Market Segment
- To attract consumers' attention, new premium quality sweet spread products with eco-friendly packaging are being introduced in the UK market. The trend of baking at home has also contributed to the growth of the food spread market, as spreads are used in various baking operations throughout the day. However, sweet spreads face a challenge in terms of health and wellness, as they are often high in sugar, with the exception of honey, which is still popular due to its anti-bacterial properties.
- According to the UN Comtrade, the import value of natural honey in the UK was around USD 117.2 million in 2021, which is an increase from the previous year's import value of approximately USD 113.24 million. This indicates a growing demand for natural honey in the UK market. The UK population's fondness for bread, which is often consumed with spreads such as jams and butter, has led to a growing demand for nut-based spreads as a convenient, on-the-go option. The natural and healthy appeal of nut-based spreads has contributed to the segment's growth, with some products even including seeds to boost their health profiles.
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