Savoury Spreads Innova Market Insights December 2009 Introduction This review focuses on global Savoury Spreads product launches tracked by the Innova Database with a separate section dedicated to North America product launch activity. The review contains information regarding new Savoury Spreads product launches from January 2009 to June 2009. Global Market Analysis Global Company Analysis Global Positioning Analysis Global Flavour Analysis Global Savoury Spreads Product Trends Global Packaging Analysis North American Company Analysis North American Positioning Analysis North American Flavour Analysis Conclusion Global Market Analysis Market Analysis: Top 15 Countries Company Analysis: Top 15 Companies Company Products Launched in (%) SAINSBURY 13 ROBERT ROTHSCHILD FARM 10 UNILEVER 8 KRAFT 7 PELICAN BAY 7 REWE 7 ALDI 6 PRINCES 6 LACROIX 6 SANCHEZ ROMERO CARVAJAL JABUGO 5 HEINZ 5 VIRGINIA HIGHLANDS 5 CHOVI 5 HERITAGE 5 PULMUONE 5 Total 100 Global Positioning Analysis Positioning Analysis: Positioning Category Positioning Category Products Launched in (%) Convenience - Ready Prepared 44 Health (Passive) - No Additives/Preservatives 8 Health (Passive) - Allergy 6 Health (Passive) - Gluten Free 6 Pleasure - Traditional 5 Health (Passive) - Natural 5 Choice - Vegetarian 4 Choice - Kosher 3 Convenience - Time Saving 3 Health (Passive) - Organic 3 Convenience - Easy-to-Prepare 3 Convenience - Packaging 3 Pleasure - Indulgent and Premium 2 Health (Passive) - Low Cholesterol 2 Health (Passive) - Low Fat 2 Total 99 No Additives/Preservatives Spreads Germany: Popp Mediterrane Creme Tomate Poland: Jean Brunet Terrine de Lapin: Rabbit Mozzarella: Mediterranean Dip with Tomato Pate with Estragon. Traditional French rabbit and Mozzarella. No preservatives. With pate with estragon, in a glass jar. No 183kcal per serving (9% GDA). preservatives, coloring, and emulsifiers. Natural & Organic Claims Natural and organic positioned products are limited in numbers 5% and 3% respectively and you would expect this to be an area of growth in the future. Netherlands: Supercoop Markant Germany: Rewe Bio Brotaufstrich Lithuania: Just Wholefoods Organic Sandwich Salada Naturel: Natural Meerettich: Horseradish Spread. Houmous. Gluten free. Casein free Sandwich Salad Spread. Natural! Certified organic! diet. Organic. Suitable for vegetarian. Wheat free. Single Serves & Easy Handling Packs for More Convenience Italy: Battuto di Olive e Carciofi: Olives and Artichokes Spread. Olives and artichokes spread, in a plastic film-wrapped tray. Germany: Block House Knoblauch Sauce: Garlic Macedonia: Rio Mare Pate Sauce. Garlic Savoury Tuna Spread. No sauce in a 250ml preservatives. 1 for free. doy pouch Low & No Cholesterol Claims Heart health conscious consumers will be looking out for low and no cholesterol claims. Germany: Pflaum's Fitness Barlauch Fitness Spread with Wild Garlic. Low cholesterol. Rich in vitamin A, C, and E. Less than 15% fat. Rich in rape oil. No added preservatives. Latvia: Hum-Hum Humoss with Mushrooms. No cholesterol! Spain: SoriaNatural Pate Vegetal Germany: Schneekoppe de Alcachofa: Vital Feine Pastete Artichoke Pate. Ungarisch Rein Pflanzlich No - Vegetable Bread Spread preservatives with Hungarian Flavor. and colors. Low cholesterol. 100% vegetable. Cholesterol free. Organic Global Flavour Analysis Flavour Analysis: Flavour Group Flavour Analysis: Flavour Sub-Category Flavour Analysis: Primary Flavour Flavourful Garlic • Garlic is the most popular primary flavour (15%). Croatia: SMS Marinated Garlic and Lemon Spread. Puerto Rico: El Huerto Vietnam: McCormick Garlic Spread. Cosechando Sabor Ajo Molido: Finland: Pirkka Crushed Garlic Spread. Valkosipulidippi: Garlic Dip. Tuna Is Fish Of Choice Tuna is the most popular type of fish used for savoury spreads. Spain: Calvo Rellenisimos Atun: Germany: Italia Bruschetta Slovenia: Spar Bruschetta Tuna Sandwich Filling. Tuna Aufstrich Thunfisch: Fish Flavored Al Tonno: Bruschetta sandwich filling in a glass jar. Spread for Bruschetta Bread Tuna. Spread with Tuna Fish. Pate Delicacies Liver is the primary flavour of 9% of product launches. Spain: Mina Pate de Higado de Cerdo: Cooked Pork Liver Pate. Spain: Pate De Jabugo RT Receta Argentina: Nutrissima Traditional Higado De Cerdo Ahumados Pate de Higado Iberico Puro: Pure Iberian Pork de Cerdo Leberwurst: Pork Liver Pate in Traditional Recipe. Liver Pate. Flavour Analysis: Secondary Flavour Creamy Cheese & Tomato Combined • Cheese is the secondary flavour of 9% of launches and is often combined with tomato/salsa. Germany: Popp Pikanter Brotaufstrich Vegetarisch Tromate Mozzarella: Savoury spread with tomato and mozzarella cheese. Taiwan: Old El Paso Cheese 'n Salsa Dip. Germany: Popp Mediterrane Creme Tomate Mozzarella: Mediterranean Dip with Tomato and Mozzarella. Healthy Olive Spreads Turkey: Zytn Zeytin Ezmesi: Black Germany: Italia Bruschetta Italy: Tenuta Fragassi Olive Spread. Black olive spread Aufstrich Oliven: Olive Flavored Bruschetta Alle Olive: with salt, in a glass jar. Spread for Bruschetta Bread. Olive Spread. Dairy Spreads Germany: CP Petri Petrella Barlauch Germany: Brunch Mini Knoblauch: Deutsch: Milk & Cream Spread with Garlic. Milk Spread with Garlic. Slovenia: Spar Mlecni Namaz z Zelisci: Milk Spread with Herbs. Flavour Analysis: Tertiary Flavour Veggies for Increased Health Benefits Vegetables added to spreads not only enhance the flavor but also increase the nutritional profile of the product. France: D'Aucy Tartine Ratatouillade: Sun-Dried Vegetable Spread. Sun-dried vegetables spread made from dried tomatoes, eggplants and courgettes. Turkey: Dogbes Patlican Receli: Aubergine Jam. Germany: Tartex Karotte Orange: Vegetable Spread with Carrots & Orange. Cholesterol free! Austria: Green Heart Vegetables Spread. Vegetables spread with herbs, in a plastic container. Paprika: Flavour Alternative Germany: CP Petri Petrella Mit Germany: Rewe Bio Brotaufstrich Paprika Deutsch: Milk & Cream Gurke Paprika: Spread with Spread with Paprika. Cucumbers and Bell Pepper. Germany: Italia Bruschetta Aufstrich Paprika:Paprika Flavored Spread for Bruschetta Bread. Mixing Savoury & Sweet With Added Fruit Germany: Rewe Bio Senf Honig Germany: Rewe Bio United Kingdom: Shippam's Gourmet Feige Aufstrich: Spread with Mustard Brotaufstrich Curry Ananas: Coronation Chicken Sandwich Filler. A Honey and Fig. French type organic Organic Spread with Curry gourmet sandwich filler with chicken, spread with mustard honey, fig, and Pineapple Flavor. apricots, mango chutney and spices. cream fraiche, and soft cheese. Ethnic Flavours In Favour Many ethnic choices are widely available. United Kingdom: Sainsbury's Indian Stacker Dip. A selection of three Indian style dips: Slovenia: MDK Prima Namaz coriander raita, tomato and Mediteranski: Meat Spread with Netherlands: Coop Select onion, mango and lime. Mediterranean Herbs Tapenade Mediterranea: Tapenade Mediterranean. Herbs for Fresh, Natural & Healthy Image Germany: Brunch Mini Schnittlauch: Milk Spread with Chives. United Kingdom: Chovi Allioli Spanish Garlic & Herb Dip Australia: Always Fresh With Chives & Parsley. Fusions Basil and Parmesan Tapenade. Basil and parmesan tapenade perfect for antipasto platters, as a pizza topping, with pasta or on foccacias. Global Savoury Spreads Product Trends Limited Edition Specialties Germany: Brunch Teufel Limited Edition Yogurt Spread with Hot Pepper. Germany: Brunch Engel Yogurt Spread with Cucumber and Dill. Limited edition yogurt spread with cucumbers and dill. Limited Edition United Kingdom: Marmite Limited Edition USA: HeluvaGood Limited Edition Spread with Marston's Pedigree Beer. White Cheddar & Bacon Sour Cream Limited edition Marmite spread made with Dip. Limited edition! yeast from Marston's Pedigree, the official beer of England Cricket. Omega-3 Claims Natural sources of Omega-3 fatty acids are included in Savoury Spreads to improve their nutritive profile and appeal. Spain: Officer Mousse de Foie de Morue: Cod Liver Pate. Cod liver pate in an easy-to-open can. With omega 3. Australia: Greenseas Tuna Snackpots Tuna with Creamy Tomato. Australia: John West Spreadable Tuna with creamy Tuna. Tastier recipe. All natural tomato. Ideal as a dip ingredients. Source of omega-3, or spread. Good Dolphin friendly. source of omega-3. Dolphin safe. Tofu Spreads for Vegetarians Estonia: Bon Tofuvoie Tilliga: Tofu Spread with Dill. Spain: Vegetalia Pate de Rovellons - Tofu with Mushroom Pate. Spain: SoriaNatural Pate Vegetal con Tofu Estilo Oriental: Vegetable Pate with Oriental Tofu. Adding Yogurt To Reduce Fat Germany: Pflaum's Fitness Pfefferoni - Fitness Bread Spread with Hot Pepper. Low cholesterol fitness spread with hot pepper, skimmed soft cheese, and probiotic yogurt flavor. Low cholesterol. Rich in vitamin A, C, and E. Less than 15% fat. Rich in rape oil. No added preservatives. Netherlands: Heinz Daily Spread Komkommer - Cucumber Garlic Vegetable Spread. Contains 10% low fat yogurt. Global Packaging Analysis Packaging Analysis Packaging Analysis Argentina: Paladini Pate a Las Finas Hierbas: Pork and Beef Pate with Fine Herbs. Hungary: Dulano Mini Majas - Homemade-Style Liver Paste. Pakistan: Young's French chicken spread in a doy pouch. Italy: Battuto di Olive Piccante: Spicy Olive Spread. Spicy olive spread ideal for toast, crackers, rice, fish and meat. North America Market Analysis Market Analysis – Company Analysis Company Products Launched in (%) ROBERT ROTHSCHILD FARM 17 PELICAN BAY 12 PULMUONE 8 VIRGINIA HIGHLANDS 8 HERITAGE 8 FRIEDAS 7 SANTA BARBARA BAY 7 TASTEFULLY SIMPLE 5 TARGET 5 CACTUS CANDY 5 BARKERS 3 B&G FOODS 3 BRASWELL 3 CEDARS MEDITERRANEAN FOODS 3 CEDARS MEDITERRANEAN 3 Total 97 North America Positioning Analysis Positioning Analysis: Positioning Category Positioning Category Products Launched in (%) Convenience - Ready Prepared 30 Health (Passive) - Natural 11 Choice - Kosher 8 Convenience - Easy-to-Prepare 7 Health (Passive) - Allergy 7 Health (Passive) - Gluten Free 7 Pleasure - Traditional 6 Pleasure - Indulgent and Premium 4 Others - Dry 3 Health (Passive) - Organic 3 Convenience - Time Saving 3 Health (Passive) - No Additives/Preservatives 3 Health (Passive) - No Trans Fats 3 Convenience - Packaging 2 Health (Active) - Digestive/Gut Health 2 Total 99 Natural & Organic Spreads United States: Cedar's Original United States: Pulmuona Wildwood Tahini Hommus. All natural. Wheat Inc Classic Probiotic Hummus. and gluten free. Certified kosher. Suitable for vegan. Organic. Additives/Preservatives Free Canada: Fontaine Sante Roasted Garlic United States: Cibo Naturals Artichoke Hummus. No trans fat. No preservatives. Lemon Pesto Spread. Artichoke lemon pesto spread in a plastic pot. Made fresh using natural ingredients. Non-GMO. No added growth hormones. No preservatives. No genetically modified organisms. Trans Fat Free Salsa Made with Real Cheese Canada: Tostitos Salsa con Queso: Cheese Dip with Japelano Peppers. This goes well with Tostitos Restaurant Style Chips. Gut Friendly Probiotic Spreads United States: Wildwood Organics Probiotic United States: Wildwood Organic Probiotic Roasted Red Pepper Hummus. Roasted red Classic Hummus. The live food advantage. pepper flavored hummus. This is creamy, Promoting healthy digestion. USDA smooth and full of flavor. Organic. Certified organic. Certified kosher. Probiotic. kosher. Promotes healthy digestion. Co-Branding Canada: Ruffles Ranch Dip. Ranch flavored dip in a glass jar. Calcium Supplementation in the Form of Spreads United States: Shedd's Spread Country Crock Calcium Plus Vitamin D Spread. One serving has as much calcium as 1/3 glass of milk or fortified orange juice. Calcium Claims For Kids North America Flavour Analysis Flavour Analysis: Flavour Group Flavour Analysis: Flavour Sub-Category Flavour Analysis: Primary Flavour Garlic: A Common Flavour Favourite Canada: Kraft Miracel Whip Whip Dip: Dried Tomatoes and Garlic. United States: Pelican Bay Homemade Honey Garlic Buffalo Dip Mix. The perfect blend of honey, garlic and buffalo wing sauce are combine to bring you a treat for your palette. Creamy Cheese Please United States: Taco Bell Black Bean Con Queso: Black Bean with Cheese. Ready to heat dip! United States: Culinary Circle Parmesan Pesto Ranch Dip. Parmesan cheese dip made with aged parmesan cheese, cream cheese, basil and pine nuts, in a plastic tub. Flavour Analysis: Secondary Flavour Infusion of Spices & Herbs United States: The Lollipop Tree Hot United States: Casa Corona Green Pepper Jelly. A melange of fiery peppers. Enchilada Sauce. Green enchilada Our hot pepper jelly is ideal as a glaze for sauce made with the blends of grilled salmon and fresh vegetables or as Mexico's freshest diced/chopped a spread for deli sandwich wraps. green chilies and the correct spices. Flavour Analysis: Tertiary Flavour Conclusion United States (29%) is the product launch leader, followed by Germany (16%) and United Kingdom (15%). Sainsbury is the leading company (13%) in regard to product launch numbers, followed by Robert Rothschild Farm (10%). The remaining top 13 companies ranged from 8% - 5%. In terms of product launch activity in North America Robert Rothschild Farm (17%) is leading, followed by Pelican Bay 12%. Savoury spreads ultimately offer the consumer convenience. Passive health claims such as no additives/preservatives, natural and low fat are most common in this category. Functional products are rare, although there are some products which have emerged containing probiotics for digestive health. Omega-3 claims are also relatively new for savoury spreads. Garlic is a popular flavour addition for savoury spreads and the use of other herbs and spices is widespread. The incorporation of fruit and vegetables adds to the flavour and also improves the nutritive profile. Seasonal or limited edition flavours are a current trend also, while ethnic flavours keep growing in popularity. Squeeze packs, single serves and individually wrapped packs are the new packaging innovations for this category.