Just in time for World Nutella Day (yes, there is such a thing: American blogger Sara Rosso founded World Nutella Day on February 5, 2007) Roy Morgan has released new research showing which Australians are most likely to go nuts for Nutella and other choc/hazelnut spreads.
In an average seven days, 6.4 per of Australians aged 14 and over, or around 1.2 million Australians, eat Nutella or a similar brand of choc/hazelnut spread. By comparison 40.2 per cent of the population in the same time period consumed Vegemite, Marmite or Promite; 31.5 per cent consumed jam, conserves or marmalade; 30 per cent ate peanut butter and 29.4 per cent consumed honey.
According to Roy Morgan these spreads tend to be most popular with the 50-plus age group making them ‘old favourites’, whereas choc/nut spreads are a hit with a more youthful demographic.
Teenage girls aged 14-17 are the most avid consumers, being almost three times more likely than the average Australian to eat choc/hazelnut spread in any given seven days (18.6 per cent). Their male counterparts are close behind (17.5 per cent), as are young women aged 18-24 (16.0 per cent) .
Andrew Price, general manager – consumer products, Roy Morgan Research, said Nutella and similar choc/hazelnut spreads comprise a small portion of the overall market for spreads, and are much less widely consumed than more established options like honey, jam, peanut butter and yeast-based spreads such as Vegemite.
“As mentioned, however, most of these main players tend to be much more popular among older Australians, while their consumption rate among the all-important youth demographic remains below average. Nutella and similar spreads, on the other hand, see their popularity spike among the under-25 age group.”
Consumption of choc/hazelnut spread by age/gender
Source:Roy Morgan Single Source (Australia), October 2014 – September 2015 (n=15,668).
Innovation in choc/nut spreads
Innovation in the choc/nut spreads has been growing in Australia with several high profile launches in the past year.
Macabella Choc’ Macadamia Spread entered the spreads market at the start of 2015 with a unique product offering to the existing choc hazelnut spreads, instantly winning consumers’ hearts as a premium product using Australian macadamias – often referred to as the ‘king’ of nuts.
Jacqui Price, group marketing manager, told C&I Week, “We continue to receive strong consumer feedback around the rich, silky flavour crafted from the unique inclusion of macadamias. Once people try Macabella, they absolutely love the taste”.
In a survey conducted by Macabella in late 2015, 36 per cent of consumers on the eastern seaboard said they bought Macabella in addition to their normal chocolate spreads product due to its unique point of difference; a clear demonstration of both Macabella’s consumer appeal as well as its role in growing the overall chocolate spreads category.
It seems the popular spread is becoming a sweet favourite with the brand planning several public relations, media and digital campaigns for 2016.
In February 2015, Kraft Nuts announced the addition of eight new products to its range, these included: Kraft Hazelnut Crunchy Spread, Kraft Hazelnut Smooth Spread, Kraft Cashew Nut Spread and Kraft Almond Nut Spread.
At the time, Kraft Peanut Butter sold more than 15 million jars every year, owning 62 per cent of total peanut butter market share (Nielsen Scan MAT 04/01/2015).
Justin Taylor, category marketing manager for spreads at Kraft Nuts, said Australians were seeking more alternate nuts, with this trend seen across a number of categories including milk, snacking and now spreads.
“As the nut category has expanded and shown more functionality as a snack and an ingredient, so too has the push for more variety in nut spreads – with consumers demanding more choice. As the maker of Australia’s favourite Peanut Butter, we’ve launched eight new varieties ranging from Hazelnut to Almond that we know nut fans will love.”