Spreading the love

Bonne Maman has seen a very impressive 25% growth year to date

Preserves and spreads manufacturers are attracting consumers’ attention through highlighting their products' nutrition and health credentials

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Brand Central

At a glance: Preserves and spreads  

• Bonne Maman, the premium French jam, has seen an impressive 25% growth year to date
• Boyne Valley Manuka Active 10+ Honey available in 350g jars is new to the market
• Manuka honey is one of the key drivers of growth in the honey category
• Another new addition to the market, Dairygold Soft Real Butter is more convenient for consumers to use on a daily basis, as it spreads easier
• Fruitfield is the dominant brand in the marmalade market with 50% market share
• Fruitfield Old Time Irish Coarse Cut is the single biggest-selling marmalade in Ireland
• The Laughing Cow has the number one position in the Irish processed cheese portions market with a 71% value share (Nielsen MAT Nov 02/08)
• Ferrero’s £4m “Wake up to Nutella” TV and press campaign has resulted in 1.4 million more households purchasing Nutella versus last year (TNS Panel GB, 52 w/e 18.05.08) and a sales growth of 29% (AC Nielsen MAT to WE 15.11.08.)
• The total Sweet Spreads category is valued at £298m and growing at 7.6% year on year in the UK, meaning Nutella is significantly outperforming the category and is the fastest growing sweet spread (AC Nielsen, MAT to WE 15.11.08)  
• Nutella 400g is the number one sweet spread SKU in the Sweet Spreads category (AC Nielsen Total Coverage, Value Sales 52 w/e 15.11.08)
• Nutella is the second largest sweet spread brand overall and challenging for the number one spot (AC Nielsen Total Coverage, Value Sales 52 w/e 15.11.08)

Preserves and spreads, including chocolate, nut and yeast-based spreads, honey, and fruit jams and marmalades, have increased steadily in the Irish market since 2000, as consumers find new occasions for their use.

Low/No-sugar and all natural variants have grown in tandem with increased interest in health and weight management, and the market for indulgent jams and spreads has also continued to perform well, as consumers enjoy them for treat occasions. This segment particularly has benefited from the premiumisation trend, with NPD centred on value-adding propositions such as ‘more’, ‘rich’, ‘luxury’, driving growth.

Coarse cut marmalade and strawberry jams remain favourites in Ireland, once again with low-sugar, high-fruit content varieties gaining popularity. Studies have also shown that demand for diabetic products are on the rise, which some believe indicates an ageing jam-buying market.

According to a 2007 Mintel report on sweet spreads, honey has been heralded as the star sector within sweet spreads, offering health benefits, and usage versatility with some products commanding a price premium.

An Irish Maman

Bonne Maman, the premium French jam, has full distribution throughout Ireland and has seen a very impressive 25% growth year to date. For many years Bonne Maman has been the uncontested leader in its market with a continuing strategy to sustain growing consumer demand.

Bonne Maman by its unique design and ‘home made’ image is a jam brand that truly stands out in-store and is appealing to consumers. Irish jam-eaters are trading up to premium offerings in jam with an emphasis on quality and Bonne Maman jams boast a minimum of 50% whole fruit per 100g of jam product. 

Bonne Maman is available in strawberry, apricot, blackcurrant, blackberry, raspberry, peach, damson plum, berries and cherries, wild blueberry, orange marmalade and mandarin marmalade flavour. Bonne Maman Jams are a 100% natural product and are free from preservatives, flavouring and colouring. Bonne Maman’s success will continue into 2009 with a heavyweight national promotional campaign. 

New Boyne Valley Manuka Active 10+ Honey

The sweetest thing

Boyne Valley Honey has been available to Irish consumers for almost 50 years and is the most popular brand of honey in Ireland. Boyne Valley Honey is 100% pure and natural. It is available in a range of formats, from the 250g kids squeezy right up to the 907g jar. The 250g squeezy has been specifically developed with young consumers in mind and features the ‘Bizzy Bee’ character.

2009 sees the launch of Boyne Valley Manuka Active 10+ Honey, available in 350g jars. Manuka honey is one of the key drivers of growth in the honey category with consumers recognising the various health benefits.

Also new to launch from Boyne Valley Honey are a range of varietal honeys in 350g squeezy including Organic Acacia, Wildflower, Orange Blossom and Eucalyptus.

Eat it with a spoon

Panda chocolate spread, a favourite with Irish households is so versatile that it can be used for

practically any occasion. This delicious range of panda 400g chocolate spreads comes in a range of three flavours, chocolate, hazelnut and two tone – one to suit even the pickiest of eaters.

Panda peanut butter is another much loved favourite with school children.  Panda peanut butter comes in three flavours, smooth and crunchy and new extra crunchy which are available in both a 1kg and 510g jar.  Whether it is spread over hot crunchy toast or used as a dip, Panda peanut butter is a great accompaniment for all meal times.  

Watch out for some exciting new promotions and developments in the Panda range over the coming months.

Tutti fruity

The dominant brand in the marmalade market with 50% market share, Fruitfield offers a wide selection of marmalades and jams to enhance any occasion. Fruitfield Old Time Irish Marmalade consists of a range of marmalades with intense Seville orange flavour packed with thickly cut slices of orange peel for full flavour. Old Time Irish Coarse Cut is the single biggest-selling marmalade in Ireland; in addition to this traditional favourite, there are also Fine Cut and No Peel varieties available.
The Little Chip Marmalade range tends to have bittersweet citrus flavours and finely cut fruit pieces for a smooth spreadable marmalade. Little Chip Orange Fine Cut is the second best-selling product in the market and so is another must-stock item for retailers. As well as this family favourite, there are also Lemon, Lemon & Lime and Orange No Peel varieties available.
Fruitfield Jam is a range of traditional jams that includes Strawberry, Raspberry and Blackcurrant variants.

The bovine comedy

The Laughing Cow cheese portions are convenient and fun, with a superbly smooth, creamy taste. The cheese is also a natural source of calcium, which is good news for teeth and bones. Laughing Cow Light has long been popular with slimmers; it’s only 7% fat and yet it tastes fantastic. It’s also available in a great tasting Extra Light format with only 3% fat. The Laughing Cow has the number one position in the Irish processed cheese portions market with a 71% value share (Nielsen MAT Nov 02/08). The brand has ongoing support above the line with TV advertising, as well as ongoing trade promotions.

Really spoiling us

Ferrero’s £4m “Wake up to Nutella” TV and press campaign to position the hazelnut spread as part of a balanced breakfast has proved to be a huge success, with 1.4 million more households purchasing Nutella versus last year (TNS Panel GB, 52 w/e 18.05.08) and a sales growth of 29%. (AC Nielsen MAT to WE 15.11.08.)

With the total sweet spreads category valued at £298m and growing at 7.6% year on year, Nutella is significantly outperforming the category and is the fastest growing sweet spread. (AC Nielsen, MAT to WE 15.11.08).

Nutella 400g is now the number one sweet spread SKU in the sweet spreads category and Nutella is the second largest sweet spread brand overall and challenging for the number one spot. (AC Nielsen Total Coverage, Value Sales 52 w/e 15.11.08)
Whereas Nutella was before seen as an occasional treat, mums are now happy to make the spread a regular part of their children’s breakfast. Spread on wholemeal toast, Nutella gives children a good start each morning and provides them with slow release energy for the day ahead. Nutella has one third less fat than most peanut butters, and less sugar than most jams. (Foods Standards Agency (2002) McCance and Widdowson’s The Composition of Foods). Per 15g serving, Nutella contains 2.6g monounsaturated, 1.6g saturated and 0.5g polyunsaturated fats.

Although Nutella under-indexes versus the sweet spreads category at the breakfast occasion, it is the fastest growing segment and continues to close the gap on peanut butter.

A ray of gold

Dairygold has just introduced a great new product to its range, Dairygold Soft Real Butter. Packaged in an innovative new tub, Dairygold Soft Real Butter is 100% pure and delicious. It is more convenient for consumers to use on a daily basis, as it can be stored in the fridge and will spread easier on their choice of bread, toast or scones.

As market leader, Dairygold Original is still the pillar of the brand with Dairygold Soft Real Butter now available for the moments when only a real butter will do.  Rooted in trusted traditional methods, this 100% natural product is a great companion for wholesome foods and a hit with food lovers. There is an endless list of ways to use Dairygold Soft Real Butter, spread on hot toast, used as the perfect compliment to brown bread with smoked salmon, or melted on Irish potatoes to name but a few.

With a heavily target press advertising campaign and strong in store promotion Dairygold Soft Real Butter is a popular choice for customers’ shopping trolleys.

Becoming the cheese

Low Low is one of Ireland’s fastest growing dairy brands. Aligned to the contemporary needs and wants of the Irish consumer, Low Low offers a wide range of dairy spreads and cheese. Low Low’s unique ability to offer healthier, lower in fat foods without compromising on taste is inherent to Low Low’s success.

Born out of butter spreads, Low Low’s success continues in the cheese category. Experiencing double-digit growth for the past number of years, Low Low is now ranked as the number two Cheese brand. Low Low has taken the Irish cheese market by storm, driving growth through innovation, convenience and choice for consumers.

2009 promises to be an exciting year for the brand with new TV advertising for Low Low spreads going live on the 1 January. The brand will also be supported throughout the year with an intensive through the line campaign across radio, press, in-store promotions and POS.

Dairy farmers to increase output by 23%

Dairy farmers will increase their production by 23% between now and 2020, which could require significant extra butter and cheese processing capacity, says Teagasc director, Professor Gerry Boyle.

Speaking at the Teagasc National Dairy Conference held in Athlone, Co Westmeath last November, Professor Boyle said this conservative estimate would see the value of milk output would rise from €1.5 billion to €1.8 billion. Dairy exports meanwhile were expected to grow from about €2.5 billion to just under €4 billion.

Teagasc estimated if milk output increased by 25% between now and 2020 with an unchanged product mix, an additional 30,000 tonnes of cheese-processing capacity would be needed, with 40,000 tonnes of extra butter. He said if all of the additional milk was processed as cheese, a 100% capacity would be needed, amounting to an extra 140,000 tonnes of processing capacity.

Seventeen milk-processing companies in the country had met previously to discuss plans drawn up by the Irish Co-Operative Organisation Society aimed at greater co-operation to achieve better efficiency ahead of the ending of the milk quota system in 2015.

The society’s director general John Tyrrell said: “Up to 2015, the sector will have no difficulty in processing the relatively small increase in the quota but, following its abolition, significant investment in additional processing capacity will be required.”

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