Savory Spreads are considered a dynamic segment in the grocery retail sector, with an increasingly diverse range of products.

Since two out of three purchasing decisions for savory spreads are made spontaneously, the availability of new products and high-visibility placement in stores are especially important for the successful marketing of these items.

• Who uses savory spreads in the household, and when?
• Why are savory spreads used?
• What is the level of willingness to purchase? For which combinations/flavors, formats, and types of packaging?
• What other uses do savory spreads have (e.g. for cooking, eaten plain)?
• Where are savory spreads purchased and by whom?
• How strong is the substitution relationship with other segments?
• How strong is brand loyalty and brand sympathy?
• What are the purchase motivators and expectations for vegetarian/vegan spreads, vegetable-based spreads, or organic spreads?
• How should savory spreads be arranged on the shelf at the point of sale (POS)? (search logic)
• What are the purchase motivators and barriers for savory spreads?
• What are the subjective buying impulses for chilled vs. non-chilled spreads (brand, packaging, pack size, ingredients, flavor, price, vegan/vegetarian, etc.)?
• What changes are occurring in consumer attitudes?

The mafowerk Trend Evaluation Consumer Insights – Savory Spreads 2025 highlights the influence and impact of the three most important factors: POS, product, and consumer.

mafowerk has analyzed the development of this trend over time, comparing it with previous years (2017/2020/2023) – providing valuable insights for the continued successful marketing and development of this growing product category.

Nuremberg/Fürth, April 2025

Image: © murziknata Fotolia/Adobe Stock