September 26, 2025 – In the US food and beverage market, sweet spreads are a classic pantry staple. Despite the backlash against sugar and the relatively stagnant product innovations, the category has remained resilient. However, brands must revitalize the category’s perceived relevance. Some opportunities include increasing perceived product versatility, considering consumers’ key health concerns, putting ingredients first, and catering to younger generations. Innova’s “Sweet Spreads in the US” report examines these new trends and their implications on the future of sweet spreads in the US
Boosting Relevance
Sweet spreads are a classic in US households but not top of mind. A majority of consumers say they reach for sweet spreads once a week or less, but only 14 to 20% consistently say they consume spreads 2 or more times a week. While sweet spreads may not be appropriate for all occasions compared to other foods with similar taste profiles, they can play a bigger role. For example, expanding consumer perceptions of sweet spreads and their usage occasions is key. Sweet spread trends show that breakfast and lunch remain top occasions, yet morning consumption is slowly shrinking. In contrast, consumption of afternoon or evening snacks is increasing. Brands can capitalize on this trend by offering single-serve packaging, bite-sized snacks, individual dipping cups, and snackable combinations. Creative collaborations and easy recipe suggestions can also help position spreads as an ingredient to be used with other breakfast foods, such as cereal or yogurt.
Natural Connections to Taste
A large percentage of sweet spread consumers in the US say they eat sweet spreads because they taste good, and 30% look for sweet spread products with real and natural ingredients. However, very few launches have a natural claim, reflecting current sweet spread trends. Brands don’t necessarily need to reinvent themselves in a healthier fashion, but nutritious pairings or small health cues can help bridge the gap between healthy and indulgent cravings. This can also lead to more usage occasions.
Application and Versatility
The growth of the US sweet spread market can be further propelled by expanding the range of occasions and applications for consumers. An innovation peak in 2021 brought more variety through flavored options, packaging changes, and alternative bases with better-for-you benefits, emphasizing the need for a refresh in the category. Although 6 in 10 consumers eat sweet spreads because they taste good, there is relatively modest penetration, which demonstrates a lack of perceived application versatility. Furthermore, consumers have limited ideas for applications beyond the basics, such as peanut butter and jelly sandwiches, pancake toppers, or tea additives like honey. Category users simply need help finding new ways to enjoy sweet spreads more often. Therefore, promoting simple applications and recipes to consumers, as well as snacking opportunities, could help build value through diverse new uses.
Target Gen Z & Millennials
There has been an increase in consumption of sweet spreads among young consumers. 35% of Gen Z and 27% of Millennials report increasing their consumption of sweet spreads, driving category growth. Consequently, brands must transition from child-centric products to those geared toward the young adult segment, in line with sweet spread trends. For example, they can offer variations on classic combinations and enhance the flavors and textures of existing products.
Brands can also leverage the budding swicy (sweet and spicy) trend to refresh their image and reach younger consumers. Hot honey, the 10th fastest-growing flavor for snacks in the US, saw social media mentions grow between January 2020 and December 2024, highlighting a twist to sweet spreads that could drive growth. Additionally, despite the percentages of these claims decreasing since 2020, organic remains the second-highest ranking criteria for millennials. Therefore, if manufacturers can address texture and inconsistency issues of organic jams and peanut butter options, this can be another way to target younger consumers seeking healthier and more ethical food choices.
Balance Familiar with Creative
US consumers are conflicted. 53% of consumers say they are more inclined to choose familiar flavors than exciting ones. However, many also say they are willing to spend more on products with new flavors. As a result, brands can test the waters with limited edition, seasonal offerings, and breakthrough packaging to drive trial and excitement. For example, Oat Haus launched Sugar Cookie and Cherry Pie variations of their classic granola butter for Valentine’s Day and summer in 2024. Justin’s Nut Butter also released a honey version of their almond butter to celebrate National Pollinator Month in June.
Strategic Ingredient Claims
When asked the most influential claims they consider when buying sweet spreads, US consumers pointed to “made with real ingredients/natural.” This claim is particularly significant for targeting older consumers, who are more aware of issues related to personal health and often seek to actively manage them. Beyond real ingredients, which 51% of boomers say is most influential in their purchasing decisions, “no artificial flavors,” “low or reduced sugar,” and “traditionally crafted” follow close behind.
Additionally, sweet spreads are tapping into the power of inherent antioxidants to promote health benefits. US consumers are incorporating antioxidants into their diet, and because antioxidants are naturally found in fruit and nuts, highlighting these ingredients and their benefits can help to target consumers strategically.
Demonized Ingredients
Demonized ingredients and sweet spreads go hand in hand. Concerns about diabetes, weight, heart disease, and mental health have all imposed negative associations on ingredients like sugar. In the US, 1 in 4 consumers actively limit at least one ingredient in their diet, with 42% pointing to sugar. Artificial sweeteners also receive a large amount of demonization. However, consumers are willing to compromise on natural flavors for taste, underscoring the importance of taste despite ingredient concerns. In line with sweet spread trends, whether brands avoid demonized ingredients entirely or intend to attract consumers while using them, success always requires excellence in taste and overall flavor experience.
What’s Next in Sweet Spreads Market Trends in the US?
Moving forward in the sweet spread category of the US food and beverage market, taste will still be essential to fueling growth. However, brands will also need to prioritize natural ingredients, traditional recipes, and bold flavors to address evolving consumer preferences. In addition, a larger emphasis will be placed on antioxidants promoted as a health benefit. Finally, honey launches, driven by mashups and flavor-infused mixes, are also at a five-year high, indicating that this is another opportunity to tap into.
This article is based on Innova’s Sweet Spreads in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more