Peanut butter set to overtake jam as nation's favourite breakfast spread

·Freelance Writer
Peanut butter
Sorry, jam but peanut butter is being hailed the new breakfast staple [Photo: Getty]

According to new supermarket data collated by Kantar Worldpanel, traditional jam is being pushed off the breakfast table by up-and-coming rival, peanut butter.

Sales of the nutty spread increased by one fifth last year and are set to reach the £100 million mark by 2018.

But what’s behind the nation’s newfound love of the American must-have?

Well, Public Health England introduced a sugar reduction plan and sweet spreads (sorry, jam) are being targeted for their high sugar volume. The overall aim of the scheme is to reduce the amount of sugar in children’s diets by 20 percent in the next two years.

Jam typically contains approximately ten grams of sugar per tablespoon and sales underwent a dip last year, falling by 2.9 percent in 2017.

Peanut butter
Jam is quickly being replaced by peanut butter as a consequence to its heavy sugar contents [Photo: Getty]

And this shift has helped peanut butter to thrive on the supermarket shelves, as new data indicates a 17 percent increase in sales (weighing in at £94 million this year alone).

On the other hand, marmalade has also undergone an identity transformation with sales rising by 2.9 percent to £54.4 million this year all thanks to hit film, Paddington 2.

Brands which are thriving from this shift in the nation’s love of spreads include Whole Earth, Meridian and Manilife.

The surprising success of peanut butter is partially down to the growth in brands which feature less sugar and more organic ingredients in its products.


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