LONDON--(EON: Enhanced Online News)--Technavio’s latest report on the global fruit spreads market provides an analysis on the most important trends expected to impact the market outlook from 2016-2020. Technavio defines an emerging trend as a factor that has the potential to significantly impact the market and contribute to its growth or decline.
The most popular distribution channels for fruit spreads are supermarkets and hypermarkets due to the growth of organized retail. Developing countries are experiencing increasing urbanization and are adapting to the easy convenience provided by the retail formats of supermarkets and hypermarkets. Independent retailers are witnessing high demands from health-conscious individuals from developed countries like the UK. Convenience stores represent another distribution channel, which are thriving due to changing lifestyles where individuals are hard pressed for time.
The global fruit spreads market was valued at USD 688 million in 2015. In the same year, Europe was leading the global market with a market share of 59.53%. Health conscious individuals are creating a demand for fresh fruits smoothies, salads, and desserts. France, Germany, and the Netherlands account for more than 50% of the market. The demand for 100% fruit-based consumables is expected to drive the market in the forecast period.
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The top four emerging trends driving the global fruit spreads market according to Technavio food and beverage research analysts are:
- Increase in private labels
- Evolving taste preferences
- Demand for natural and organic products
- Rising demand from millennials for new innovative offerings
Increase in private labels
“Organized retail is experiencing growth worldwide, leading to increase in number of private-label brands for fruit spreads. Many new retailers are entering the market space, attracted by the growing popularity of fruit spreads for at-home consumption. Private-label brands are considered to be better, offer higher value for money, and are priced better than their branded counterparts,” says Manjunath Reddy, one of the lead analysts at Technavio for food research.
In 2014, private labels represented about 33% of all fruit spread sales in the UK. In the US, Kroger has introduced private-label products under its Value, Kroger, and private selection product lines. Many large retailers are offering more fruit varieties by expanding into gourmet facilities. Retailers are investing in private-label spreads as consumers are seeking affordable and high-quality products.
Evolving taste preferences
Taste preferences for fruit-based spreads constantly evolve, with consumers eager to experiment and try different flavor spreads. Manufacturers meet this demand by undertaking product innovation, brand extension, and new brand introduction. In response to a growing interest in eclectic choices and styles, manufacturers are expanding their production to meet market demands. Another important factor is the confluence of the local and immigrant flavors resulting in interesting new flavors and tastes.
Manufacturers also utilize the strong cultural influences specific to geographies. International brands customize their offerings locally to be in line with the customer preferences. Manufacturers are innovating through ingredients, flavors, and multiple uses to increase sales.
Demand for natural and organic products
Talking about the increased health benefits provided by natural and organic foods, Manjunath says, “Consumers perceive organic food products to provide better nutritional benefits as they do not contain chemicals, hormones, or pesticides. They are increasingly aware of the harmful effects of pesticide residues in the foods they consume. Urban parents are concerned about their children's health and are seeking organic baby food brands. In 2014, more than 70% of the US families purchased natural and organic food products, which highlights the growth of the global fruit spreads market.”
Discerning and health-conscious consumers spend more time reading labels and searching for information before purchasing food products. This is one of the important factors for increasing demand of organic food products. Farmers also get higher returns for their produce if they are certified organic. This type of farming utilizes advanced ecological approaches to better manage fields and crops. Apart from being better for the environment, this method of farming is also a healthy and safe as it does not use toxic chemicals and pesticides. Hence, many farmers have shifted to organic farming.
Rising demand from millennials for new innovative offerings
Millennials currently constitute the largest workforce and account for a large share of direct consumer spending. Their spending patterns are responsible for shaping entire markets. This generation of individuals insist on consuming premium quality products that do not contain artificial ingredients. They are demanding better-for-you products that are easy to prepare and tasty. The vendors are strategizing in accordance with this demand and rolling out healthier and indulgent offerings. For example, Trailblazer offers several product lines such as Organic Preserves, which contain more fruit and less added sugar than regular preserves, and Agave Nectar which has lower hypoglycemic index than sugar.
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