Sweet spreads: consumers’ desire for naturalness is growing

The market for jams, spreads and honey closes the year at +5,7% in value, with the spreads segment driving the acceleration (+10,7%), fuelled by the plant-based boom and the success of flavours such as almond. Discounters, meanwhile, are emerging as the most dynamic channel.

In the last year ending 28 September 2025, the sector generated a total turnover of 1,13 billion euros, recording a positive value trend of 5,7% compared with the previous year. “Value growth,” comments Mattia Carrera of NIQ, “was driven partly by a general increase in the average price per kg (+3,2%), and partly by an increase in the kilograms sold (+2,4% and 136,6 million kg). The number of packs sold also increased (+3,6%) at a faster rate than the kilograms: it can therefore be inferred that the average pack size generally decreased” (NIQ data, Total Italy, Hypermarkets+Supermarkets+Free-service stores+Discounters).

Geographical areas and distribution channels

Area +2,9%, which remains the most important market for the category, accounting for +1,1% of turnover and +8,4% of kilograms sold, recorded a positive value trend (+4,7%), but is the area with the lowest growth among the four in terms of turnover generated; its importance is in fact declining (-0,3% of value sales locations). Area 4 is the fastest-growing area, with an increase of 8,5% in value and 4,9% in volume; this area also has by far the lowest prices compared with the other areas (7,93 €/kg). Area 3 shows good value growth (+5,1%), but records lower growth in kilograms sold (+1,4%); the average price in fact shows the highest increase among the areas (+3,6% €/kg). In Area 2, on the other hand, good turnover growth is observed (+4,8%), together with an increase in kilograms sold, equal to 1,5%. In terms of distribution formats, supermarkets are by far the most important channel, accounting for 46,9% of turnover and 43,6% of kilograms sold; they also recorded good growth (+6,5% in value and +2,8% in volume). “Discounters are the fastest-growing channel,” Mattia Carrera continues in the analysis, “with 0,3% growth in terms of volume sales locations compared with the other channels; their overall importance is particularly significant because they generate 18,2% of the channels’ total turnover and show the best sales performance: +6,7% in value, +3,8% in volume and +5,5% per pack; average prices also increased in discounters, in €/kg and €/pack, while remaining the lowest among the channels. A significant increase in the average number of references should also be noted.”

Segment trends

In Total Italy excluding drugstores, 50,1% of turnover and 45,4% of volumes are accounted for by sweet spreads, which is also confirmed as the fastest-growing segment in terms of turnover (+10,7%), volumes (+4,8%) and packs sold (+7,3%). The strongest exponential growth is seen in almond-based spreads, which recorded increases of 45,6% in value and 90,9% in volume, also aided by a decisive fall in prices (-23,7% €/kg), which also affected peanut and pistachio spreads to varying degrees. However, prices of hazelnut and chocolate spreads increased. Fruit-based spreadable jams account for 36,1% of turnover and 43,6% of volumes sold. They are the segment with the highest number of references (33,4 average references per point of sale) and the highest promotional pressure per pack (25,8%). However, they are also the segment with the lowest turnover growth (+0,2%) and the only one to decline in terms of volumes sold (-0,5%). Honey, on the other hand, is a growing segment in terms of turnover (+3,6%), kilograms (+4,9%) and packs (+5,3%). Single-serve honey is growing in particular (+17,5% in value), while turnover from large jars is declining (-0,9%).

Read more about DM Magazine December 2025

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.