Miriam Tuomey, Food and Beverage Division, Bord Bia – Irish Food Board
The Sweet spreads market in Ireland is worth €46.2million and recorded growth of 2.6% according to Kantar Worldpanel data for the year ending the 19th Feb 2012. The growth in the market has not come for the more traditional areas of jam, marmalade and honey but instead through higher sales of chocolate spreads and peanut butter.
Chocolate spread now accounts for 13% of the sweet spreads market with the market leader accounting for 77% of the chocolate spread market and witnessing growth of 9%. A strong communication focus on a new usage occasion – breakfast – has played a major role in boosting sales.
Annual per capita consumption of breakfast cereals in Europe varies from 0.9 Kg in Italy to 8 Kg in Ireland and therefore the UK and Irish breakfast market are key moments of consumption that will attract many brand owners. Communication strategies for chocolate spreads tap into the consumer lifestyle trend “Fluid lives” where consumers want to stay in control of their busy lives and make sure that they are at their best for whatever the day presents. It also taps into the sub trend of being a “Simple solution”; just spread on toast and go. It claims to give “peak performance” – maximising physical and mental performance during the day.
Using the consumer lifestyle trends to tap into a key consumer need and shaping a new usage occasion around that is clearly a winning idea. This subsector has introduced growth into an otherwise declining grocery category.