COMPETITIVE LANDSCAPE
Heinz Wattie’s reinforces leadership through scale and everyday relevance
Heinz Wattie’s maintains a commanding position through its extensive range of fruit-based spreads, supported by household names such as Craig’s, Rose’s, and Eta. The company’s strength lies in its ability to cover multiple price tiers, offering reliable quality for value-oriented shoppers while maintaining trust built over decades.
Comvita seeks stability through potential acquisition and strategic realignment
New Zealand’s leading manuka-honey producer, Comvita, entered 2025 amid significant financial restructuring following prolonged market pressures. A proposed acquisition by investment firm Florenz signalled both a lifeline and a strategic opportunity to consolidate global leadership in premium honey.
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Overview:
Understand the latest market trends and future growth opportunities for the Sweet Spreads industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Sweet Spreads industry in New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Sweet Spreads in New Zealand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Sweet Spreads in New Zealand?
- Which are the leading brands in Sweet Spreads in New Zealand?
- How are products distributed in Sweet Spreads in New Zealand?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Sweet Spreads?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in New Zealand?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Sweet Spreads in New Zealand - Category analysis
KEY DATA FINDINGS
Honey benefits from healthy and natural image
Honey consolidates its leadership amid wellness and flavour trends
Chocolate, nut, and fruit spreads face cost pressures and evolving expectations
Outlook shaped by innovation, cost management, and global honey dynamics
Honey and functional spreads anchor the “better-for-you” evolution
Heinz Wattie’s reinforces leadership through scale and everyday relevance
Comvita seeks stability through potential acquisition and strategic realignment
Supermarkets remain the anchor but local outlets add vitality
Specialist outlets and local artisans build niche loyalty
Cooking Ingredients and Meals in New Zealand - Industry Overview
Price-sensitivity persists, benefiting private label
KEY DATA FINDINGS
Health and wellness steer product development
Reformulation and transparency reshape sauces and condiments
From “quick fixes” to “fakeaways”
Moderate value growth amid cost and supply pressures
Health and wellness define long-term value
Market reform and digital retail transformation
Heinz Wattie’s maintains market leadership
Foodstuffs drives growth through Pams private label
Supermarkets remain the dominant retail format
E-commerce emerges as the most dynamic channel
COUNTRY REPORTS DISCLAIMER
Sweet Spreads
Excludes: Any products sold unpackaged or in bulk; margarine, butter substitutes, vegetable-oil based, yeast-based, and meat/seafood-based spreads.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Sweet Spreads research and analysis database.
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