Consumer Trends in the Syrups & Spreads Market in the US

Synopsis

This report provides the results for the Syrups & Spreads market in United States from Canadean’s unique, highly detailed and proprietary survey 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 and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Why was the report written?
Marketers in the Syrups & Spreads market in the US face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting are to know just how valuable specific consumer groups are, and to be able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Syrups & 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 sales across 26 consumer groups – providing through the data 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.

Scope

Consumer survey data for the following specific categories: Jams, Jellies & Preserves, Molasses, Savory Spreads, Sweet Spreads and Syrups.

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

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

Key Highlights

Branded products represent a significant proportion of the Syrups & Spreads market in the US. The maximum share for Private label is about 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 population of the US is split fairly evenly between Males and Females; however the ratio of Male to Female Syrups & 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 10% 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.