1 / 29

Savory Spreads Subcategory Report - Analysis of Product Launches, Positioning, and Flavor Trends

This report provides a comprehensive analysis of the savory spreads subcategory, including product launches, positioning trends, and flavor preferences. It covers the period from H1 2017 to H1 2018, with a focus on geographic regions and key market players. The report highlights the growth drivers for savory spreads, such as flavor innovation, health claims, and consumer preferences for clean labels and international cuisine.

tdunlap
Download Presentation

Savory Spreads Subcategory Report - Analysis of Product Launches, Positioning, and Flavor Trends

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Savory Spreads Subcategory Report H1 2018 November 2018

  2. Methodology and notes • This report is a product launch analysis for the savory spreads subcategory and initially presents a brief analysis of the spreads category. The report also dives deeper into the product launch, positioning and flavor trends in the savory spreads subcategory. • For the purpose of semi-annual NPD trends, the analysis covers the last 3 bi-annual periods: H1 2017 to H1 2018, where H1 2018 represents the first half of 2018. • Geographic analysis covers six major regions – North America, Europe, Asia, Australia/New Zealand, Latin America, and Middle East/North Africa (MENA). MENA covers all countries under Middle East and Algeria, Egypt, Morocco, Tunisia under North Africa. • Indexed product launch numbers are obtained by assigning ‘100’ to the start year values and using 100 as the base calculating all later values in proportion to the actual product launch numbers. CAGR stands for compounded annual growth rate. Source: Innova Database product launches tracked

  3. NPD trends in savory spreads: summary Lidl is the top company for NPD in H1 2018 High/source of protein, GMO free and low calorie among fastest growing claims in H1 2018 Smaller of two subcategories, with 30% share of spreads NPD in H1 2018 Europe, commanding 60% share of launches, is the biggest region in H1 2018 Salsa, Greek taramasalata and tuna flavors popular in H1 2018 Source: Innova Database product launches tracked

  4. Category Analysis

  5. Global savory spreads’ NPD growth is higher than that of the spreads category • Rising flavor innovation and interest in international cuisine, preference for savory variety due to avoidance of sugary foods, clean labels and other health claims (high/source of protein, omega-3, probiotics), vegan friendly and weight management options are boosting growth of savory spreads. Source: Innova Database product launches tracked

  6. Savory spreads, with an average 31% share, is the second top subcategory Source: Innova Database product launches tracked

  7. Savory spreads’ share of spreads category NPD is the highest in Europe and Australia/New Zealand Source: Innova Database product launches tracked

  8. Savory spreads launches as a percentage of spreads NPD increased (YoY) the most in North America and Latin America Source: Innova Database product launches tracked

  9. Subcategory Analysis

  10. Semi-annual launches exhibited a stable trend during H1 2016 to H1 2018 Source: Innova Database product launches tracked

  11. Europe, with a declining share, is the most active market • During 2016 to 2018(E), Asia is expected to record the highest growth in NPD. Rising western tastes and expat populations, demand for local varieties and health based positionings (no additives/preservatives, low fat, high/source of protein) are stimulating growth in the region. * For 2018, product launches are extrapolated Source: Innova Database product launches tracked

  12. Spotlight on clean label claims and the variety of flavors Mild Guacamole. Jumbo Trio Houmous: Hummus Trio. The Deli Onion & Garlic Dip. • United States, Jun 2018 • Description: Mild guacamole made with 5 hass avocados, in a 454g plastic tray held within a cardboard sleeve. No preservatives. No added MSG.0g trans fat. No certified synthetic colors. Hand prepared. Verified by Non GMO Project. • Netherlands, Mar 2018 • Description: Spreads of chickpeas with beetroot, curry powder and lime coriander, in a plastic tray. Recyclable packaging. • United Kingdom, Jun 2018 • Description: Mayonnaise and soured cream dip with onion, garlic and chives, in a 200g plastic tray held within a cardboard sleeve. Suitable for vegetarians. No artificial colors or flavorings. Makes 4 servings. Recyclable packaging.

  13. Positioning Trends

  14. Ethical – packaging, with an increasing share, is the top positioning • Allergy and gluten free, featuring in the top 5 claims, are gaining prominence due to both strong growth and penetration in H1 2018. • Apart from the top 5 claims, other positionings growing in popularity in H1 2018 are GMO free, high/source of protein, natural, low calorie, omega-3, lactose free and high/source of fiber. Source: Innova Database product launches tracked

  15. Ethical – packaging is the most prominent positioning across most regions Source: Innova Database product launches tracked

  16. Allergy free claims on trend Allos Linsen-Aufstrich Belugalinse Balsamico: Beluga Lentil Balsamico Spread. Baracke Tahini Spiced With Parsley. Cedars Pure Ground Sesame Tahini. • Germany, Jun 2018 • Description: Delicious lentils with selected spices and vegetables make the Allos lentil spread so delicious. Vegetable bread spread with beluga lentil, tomato and balsamic vinegar, in a 140g glass jar. Organic pioneer since 1974. Gluten free. • Israel, May 2018 • Description: Tahini spiced with parsley, in a plastic jar. No preservatives. No cholesterol. No coloring. No trans fat. No gluten. • United States, Apr 2018 • Description: Pure ground sesame tahini in a 454g plastic jar. Verified by Non GMO Project. Kosher pareve certified. Gluten free certified. Suitable for vegans. Recyclable packaging.

  17. More clean label options PC Presidents Choice Chipotle Mayo Sandwich Spread. Maepranom Sweet Chilli Dipping Sauce For Chicken. Kanokwan Sweet Shrimp Paste Dipping. • Canada, Jun 2018 • Description: Chipotle mayo sandwich spread in a 300ml plastic bottle. Spread on sandwiches and burgers or use as a dip for fries. No artificial flavors or artificial colors. Medium spicy. Try it, you'll love it. • Thailand, Jun 2018 • Description: Sweet chilli dipping sauce for chicken, in a 260g glass bottle. Dipping sauce for all kinds of fried, steamed or roasted food. No colors. No MSG. No artificial preservatives. • Thailand, Jun 2018 • Description: Sweet shrimp paste for dipping, in a 225g glass jar. No preservatives. No MSG.

  18. Satisfying the demand for organic claims Vegetalia Pate Vegetal Robellones: Vegetable Pate With Rovellons. Kania Bio Cremiger Brotaufstrich Rote-Bete-Meerrettich: Organic Creamy Beetroot-Horseradish Spread. Abinda Bio And Veggie Tofu Creme Tomaat: Tofu And Tomato Spread. • Spain, Jun 2018 • Description: Vegetable pate with rovellons, in a 210g glass jar. Organic agriculture. CCPAE certified organic. Suitable for vegans. Feeds life. • Germany, Jun 2018 • Description: Organic creamy spread with beetroot and horseradish, in a 180g glass jar. Certified organic. V-Label Vegan logo. Recyclable packaging. • Belgium, May 2018 • Description: Organic tofu and tomato salad spread in a 170g glass jar. Certified organic. Be-BIO-02 EU/ Non EU agriculture.

  19. Popular vegan and vegetarian claims Providence Deli Hummus Dipper With Crunchy Pretzels. Marmite Reduced Salt Yeast Extract. Biocop Pate Cremoso Remolacha: Creamy Beet Pate. • United Kingdom, Jun 2018 • Description: Hummus dip with a separate portion of crunchy pretzels, in a 130g plastic tray. Delicious as healthy, quick snack. Suitable for vegetarians. Recyclable packaging. • United Kingdom, Mar 2018 • Description: Reduced salt yeast extract spread fortified with B vitamins, in a 250g glass jar. Reduced salt. Minimum 25% less salt compared to standard Marmite. 100% vegetarian. Fortified with B vitamins. V-Label Vegan logo. • Spain, Jun 2018 • Description: Creamy beet pate in a 110g glass jar.Organic agriculture. Without soy. Suitable for vegans. Without yeast. Certified organic. This delicious pate is produced in a traditional way. Without preservatives or lactose.

  20. Well-established traditional claims Happy Cow Homemade Tzatziki. Jean Brunet Pate Del Campo: Country Pate. Macha Salsa Nachos Dip. • Thailand, Jun 2018 • Description: Homemade tzatziki in a plastic tray. Homemade dairy product. Made in Phuket. • Spain, Jun 2018 • Description: Country pate in a 180g glass jar. 100 years of tradition since 1895. No colors. No preservatives. Green Dot Certified. Sterilized product. Quality and preservation guaranteed by the manufacturer. • Colombia, May 2018 • Description: A little spicy salsa nachos dip in a 315g glass jar. The original. Enjoy Macha foods. Fresh ingredients. No preservatives.

  21. Flavor Trends

  22. Fragmented flavors during H1 2017 to H1 2018 • Apart from the top 5 flavors, salsa, lemon, sausage, zucchini, cranberry, Greek taramasalata, tuna and green pesto are the other flavors growing in popularity in H1 2018. Source: Innova Database product launches tracked

  23. Top flavors vary across the regions Source: Innova Database product launches tracked

  24. Tahini flavor leads the category Kasih Golden Tahini. Tugba Tahin:Tahini. Lima Tahin Nature: NaturalTahini. • Saudi Arabia, Jun 2018 • Description: Golden tahini in a 450g plastic jar. Premium quality. Made from 100% pure ground sesame seeds. Does not contain any genetically modified ingredients. No preservatives, additives and chemical. Gluten free. • Turkey, Jun 2018 • Description: 100% natural pure tahini made with carefully picked, crusted, peeled and roasted sesame seeds. Comes in a 600g glass jar. ISO 9001 and ISO 22000 certified. • France, Jun 2018 • Description: Tahini in a 225g glass jar. Spread this delicious sesame cream on bread instead of butter, add to desserts or mix into savory sauces to dress up your favorite salad. Suitable for vegans. Rich in selenium and calcium.

  25. Pork shares the lead Monoprix Gourmet Terrine De Campagne: Country Terrine. Annam Gourmet Market Homemade Pate: Pork Pistachio. Coren Pate Iberico Pate De Porco Preto: Iberian Pork Pate. • France, May 2018 • Description: Country terrine made with Certified Red Label farm pork, in a 180g glass jar. Certified Red Label. Guaranteed superior quality. Certified communicating • Vietnam, Mar 2018 • Description: Pork pistachio pate in a 200g glass jar. Use: instant, come with bread, sandwich or process into other dishes. Homemade pate. No coloring added, natural flavorings. Recyclable packaging. • Mexico, Feb 2018 • Description: Iberian pork pate in a 125g glass jar. Sterilized product.

  26. Tomato flavor retains a major role La Vita Bio Crema Di Pomodoro Secco Biologico: Organic Sun Dried Tomato Spread. Earth Fare Tomato Bruschetta. Berni Bruschetta Pomodori Secchi: Sundried Tomato Bruschetta. • Denmark, Apr 2018 • Description: Organic sun dried tomato spread in a 130g glass jar. Ready to pour directly on pasta. Excellent on bruschetta or sandwiches. Certified organic. • United States, Feb 2018 • Description: Tomato bruschetta in cold pressed olive oil. Comes in a 340g glass jar. No sulfates added. Made with non GMO ingredients. • Switzerland, Jan 2018 • Description: Sundried tomato bruschetta in a 195g glass jar. "By nature".

  27. Garlic inclusions find more shelf space Irresistibles Aioli With Roasted Garlic And Caesar. Follow Your Heart Roasted Garlic Vegenaise Dipping Sauce And Spread. Vitakrone Antipasti-Creme Barlauch: Wild Garlic Cream. • Canada, May 2018 • Description: Creamy mayonnaise style aioli with roasted garlic and Caesar, in a 300ml plastic bottle. Dip and spread.No artificial flavors. Satisfaction guaranteed. Recyclable packaging. • Australia, Jan 2018 • Description: Roasted garlic dipping sauce and spread in a 227g glass jar. Fresh product. Egg free. Dairy free. Soy free. Gluten free. Source of omega 3. Certified by Non GMO Project verified. • Germany, Mar 2018 • Description: Wild garlic cream spread is ideal for dipping with fresh vegetables and crispy ciabatta. Excellent for sauces and pasta dishes. Comes in a 150g plastic tray, held in a cardboard sleeve.

  28. What's next - 5 things that could shape/impact the savory spreads subcategory Savory still overshadowed by sweet in spreads category Despite NPD in savory spreads outperforming that in the spreads category as a whole over the past five years, it continues to be by far the smaller subcategory. It accounted for just 30% of category launches in H1 2018, compared with 70% for sweet spreads. This varies between 40% in Europe down to just 11% in Asia over the H1 2017 to H1 2018 period. Dominance of Europe starts to be challenged Although Europe continues to dominate NPD, with 60% of the H1 2018 total, it was the only region to see falling levels of activity over the 2016-2018 period, reflecting rising levels of interest in other regions. Emerging markets saw particular growth, led by Asia, where interest in spreads has traditionally been focused on sweet options. MENA and Latin America also saw growth from relatively small bases. International cuisine driving developments Interest in flavor innovation and international cuisine is influencing NPD, with traditional pates, pastes and sandwich spreads increasingly joined by launches of options such as hummus, taramasalata, tzatziki and guacamole, as well as a range of other dips and dipping sauces with with on trend, often vegetable-based ingredients in increasingly complex and sophisticated recipes. Clean label and free from continue to feature Continued interest in clean labelling is illustrated by the presence of no additives/preservatives and organic in the top five claims in H1 2018 and the growing use of GMO free and natural positionings (but from a lower base). Free from also continues to feature, with allergy and gluten free also in the top five positionings, with rising levels of use. Move from meat to vegetable flavors Flavor use is becoming increasingly fragmented as new flavors move to the fore to join existing favorites. With rising interest in vegetarian and vegan options, the use of traditional favoriteflavors such as pork and liver for NPD is declining, with a greater variety of vegetable-based flavors featuring, including on-trend options such as beetroot joining more established tomato and garlic. Source: Innova Database product launches tracked

  29. INNOVA MARKET INSIGHTS Innova Market Insights has the largest food and drink product database in the world. We pick up and record brands, ingredients, claims, packaging, patents and promotions in every major market. EMAIL helpdesk@innovami.com The information in this document is intended for informational and educational purposes only. Content including trademarks, brands and images are the property of their respective owners. Innova Market Insights is in no way liable for consequences associated with the contents of this document. Innova Market Insights may amend this document at any time without notice and no guarantees are offered in relation to any external links provided. www.innovadatabase.com

More Related