The US Syrups and Spreads Market: What Consumers Eat and Why?

The US Syrups and Spreads Market: What Consumers Eat and Why?

Product Synopsis

This report provides the results for the Syrups and Spreads market in the US from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Syrups and Spreads market in the US face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and to be able to quantify the impact of consumer trends. This data report solves these problems by providing integrated survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Syrups and Spreads market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
Varying consumption patterns by age and the continued focus on health issues present a challenging market. Marketers need to be aware of which consumers are driving sales and which consumer trends are most important in the overall market in order to maximize future growth potential.

What are the key drivers behind recent market changes?
Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Jams, Jellies and Preserves, Molasses, Savory Spreads, Sweet Spreads, and Syrups.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Savory Spreads and Molasses have a total value share of less than 3% of the overall Syrups and Spreads market in the US. Any changes that can be made to increase consumption will have little impact on market value. In order to significantly improve this situation marketers will have to change their habits, which will be very difficult.

Almost two-thirds of the value of the US Syrups and Spreads market is due to Sweet Spreads; however, this category does not have a particularly high consumer base. The proportion of consumers of Sweet Spreads across age groups varies from just over 50% to just lower than 35%. Marketers need to focus on this market as there is plenty of room for it to grow within the US population and any changes in consumption will have a large effect on market value.

Older Consumers are responsible for almost a quarter of the value of the Syrups and Spreads market in the US. Marketers need to be aware of this and also need to encourage younger consumers so that they do not lose this market value as their Older Consumers age.

Key Highlights

Branded products represent a significant proportion of the Syrups and Spreads market in the US; the maximum share for Private label is 20%. Private Label products are not as common in the US as some other Western economies and have further room to grow as a result. Marketers of national brands need to differentiate themselves in order to maintain their market value shares and defend their positions as a result.

The US population is split fairly evenly between Males and Females; however, the ratio of Male to Female Syrups and Spreads consumers is skewed towards Males. The category with the largest Male consumption proportion is Jams, Jellies and Preserves where the value proportion of the market for Males is more than 13% larger than it is for Females.

A significant “attitude-behavior” gap exists between the share of consumers citing that a trend affects their consumption and the actual share of the market value these trends influence. This is because consumers don't always act on these trends - the result is that overall trend influence is limited, making it essential that marketers assess carefully whether the trends are large enough to warrant specific targeting.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international, program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Syrups and Spreads Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Jams, Jellies and Preserves
3.2.2 Molasses
3.2.3 Savory Spreads
3.2.4 Sweet Spreads
3.2.5 Syrups
3.3 Behavioral Trends and Market Value
3.3.1 Jams, Jellies and Preserves
3.3.2 Molasses
3.3.3 Savory Spreads
3.3.4 Sweet Spreads
3.3.5 Syrups
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Jams, Jellies and Preserves
4.1.2 Molasses
4.1.3 Savory Spreads
4.1.4 Sweet Spreads
4.1.5 Syrups
4.2 Consumer Profiles by Product Category
4.2.1 Jams, Jellies and Preserves
4.2.2 Molasses
4.2.3 Savory Spreads
4.2.4 Sweet Spreads
4.2.5 Syrups
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Syrups and Spreads Brand Choice and Private Label Consumer Penetration
5.2.1 Jams, Jellies and Preserves
5.2.2 Molasses
5.2.3 Savory Spreads
5.2.4 Sweet Spreads
5.2.5 Syrups
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Syrups and Spreads
6.1.2 Jams, Jellies and Preserves
6.1.3 Molasses
6.1.4 Savory Spreads
6.1.5 Sweet Spreads
6.1.6 Syrups
7 Consumption Impact: Market Valuation
7.1 Syrups and Spreads Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Syrups and Spreads Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Syrups and Spreads Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share
8.1 Retailer Volume Share
8.1.1 Retailer Volume Share in Syrups and Spreads
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Jams, Jellies and Preserves
8.2.2 Retail Share by Volume - Molasses
8.2.3 Retail Share by Volume - Savory Spreads
8.2.4 Retail Share by Volume - Sweet Spreads
8.2.5 Retail Share by Volume - Syrups
8.3 Profiles of End-Consumers of Syrups and Spreads, by Retailer Used
8.3.1 Costco
8.3.2 Kroger
8.3.3 Publix
8.3.4 Safeway
8.3.5 Wal-Mart
8.3.6 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Syrups and Spreads Market
Table 2: United States Survey Respondent profile (weighted), 2012
Table 3: United States Syrups and Spreads Value Share (%), by Age Groups, 2012
Table 4: United States Syrups and Spreads Value Share (%), by Gender, 2012
Table 5: United States Syrups and Spreads Value Share (%), by Urban and Rural Dwellers, 2012
Table 6: United States Syrups and Spreads Value Share (%) by Education Level Achieved Groups, 2012
Table 7: United States Syrups and Spreads Value Share (%) by Wealth Groups, 2012
Table 8: United States Syrups and Spreads Value Share (%) by Busy Lives Groups, 2012
Table 9: United States Jams, Jellies and Preserves Consumer Group Share (% market value), 2012
Table 10: United States Molasses Consumer Group Share (% market value), 2012
Table 11: United States Savory Spreads Consumer Group Share (% market value), 2012
Table 12: United States Sweet Spreads Consumer Group Share (% market value), 2012
Table 13: United States Syrups Consumer Group Share (% market value), 2012
Table 14: United States Total Jams, Jellies and Preserves Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: United States Total Molasses Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: United States Total Savory Spreads Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: United States Total Sweet Spreads Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: United States Total Syrups Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: United States Jams, Jellies and Preserves Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 20: United States Jams, Jellies and Preserves Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 21: United States Molasses Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 22: United States Molasses Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 23: United States Savory Spreads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 24: United States Savory Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 25: United States Sweet Spreads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 26: United States Sweet Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 27: United States Syrups Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 28: United States Syrups Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: United States Molasses Consumer Profiles (% consumers by sub-group), 2012
Table 31: United States Savory Spreads Consumer Profiles (% consumers by sub-group), 2012
Table 32: United States Sweet Spreads Consumer Profiles (% consumers by sub-group), 2012
Table 33: United States Syrups Consumer Profiles (% consumers by sub-group), 2012
Table 34: United States Syrups and Spreads Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 35: United States Jams, Jellies and Preserves Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 36: United States Molasses Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 37: United States Savory Spreads Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 38: United States Sweet Spreads Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 39: United States Syrups Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 40: United States Syrups and Spreads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 41: United States Jams, Jellies and Preserves: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 42: United States Molasses: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 43: United States Savory Spreads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 44: United States Sweet Spreads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 45: United States Syrups: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 46: United States Syrups and Spreads Market Value (US$ million), by Category, 2012
Table 47: United States Syrups and Spreads Market Volume (Kg m), by Category, 2012
Table 48: United States Syrups and Spreads Market Value (US$ million), by Category, 2012
Table 49: United States Syrups and Spreads Expenditure Per Capita (US$), by Category, 2012
Table 50: United States Syrups and Spreads Expenditure Per Household (US$), by Category
Table 51: United States Syrups and Spreads Market Volume (Kg m), by Category, 2012
Table 52: United States Syrups and Spreads Consumption Per Capita (Kg m / Population m), by Category, 2012
Table 53: United States Syrups and Spreads Consumption Per Household (Kg m / Households m), by Category, 2012
Table 54: United States Syrups and Spreads Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Table 55: United States Jams, Jellies and Preserves Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 56: United States Molasses Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 57: United States Savory Spreads Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 58: United States Sweet Spreads Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 59: United States Syrups Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 60: United States: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2012
Table 61: United States: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2012
Table 62: United States: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2012
Table 63: United States: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2012
Table 64: United States: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 65: United States: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: United States Syrups and Spreads Value Share (%), by Age Groups, 2012
Figure 3: United States Syrups and Spreads Value Share (%), by Gender, 2012
Figure 4: United States Syrups and Spreads Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: United States Syrups and Spreads Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: United States Syrups and Spreads Value Share (%) by Wealth Groups, 2012
Figure 7: United States Syrups and Spreads Value Share (%) by Busy Lives Groups, 2012
Figure 8: United States Jams, Jellies and Preserves Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: United States Jams, Jellies and Preserves Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: United States Molasses Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: United States Molasses Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: United States Savory Spreads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: United States Savory Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: United States Sweet Spreads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: United States Sweet Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: United States Syrups Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: United States Syrups Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: United States Syrups and Spreads Market Value (US$ million), by Category, 2012
Figure 19: United States Syrups and Spreads Expenditure Per Capita (US$), by Category, 2012
Figure 20: United States Syrups and Spreads Expenditure Per Household (US$), by Category
Figure 21: United States Syrups and Spreads Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Figure 22: United States Jams, Jellies and Preserves Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 23: United States Molasses Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 24: United States Savory Spreads Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 25: United States Sweet Spreads Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 26: United States Syrups Survey-tracked Retailer Shares by Volume (Kg m), 2012

Companies Mentioned

Costco, Kroger, Publix, Safeway, Walmart
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