Health and sustainability are reshaping the jams, spreads and honey category in 2025. Explore the fastest-growing brands, clean-label innovations and palm oil-free trends.

Consumer tastes in the spreads category are shifting. Health, sustainability and clean ingredients are now central to purchasing decisions and it’s driving growth across products like nut butters, honey and premium jams. At UF International, we help global buyers tap into this movement with access to high-performing brands and trending product lines.

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Category Snapshot: Value Growth, But Lower Volumes

The spreads category continues to perform well in terms of value, though many areas are seeing softer volume sales due to inflationary pressure and shifting consumption habits.

• Jams & Preserves: +3.8% in value / -2.9% in volume

• Nut Butters: +5.9% in value / +2.9% in volume

• Honey: +4.6% in value / +8.6% in volume

Notably, honey is one of the fastest-growing categories in the UK food sector right now. This is being driven by broader usage, clean-label demand, and viral trends such as the TikTok-fuelled interest in “hot honey” as a topping for pizza, roasted vegetables and fried chicken.

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Clean Ingredients and Premium Appeal

Today’s consumers are increasingly selective, looking for spreads that align with their health goals, dietary needs and ethical standards.

Trends driving growth include:

• Preference for natural ingredients and lower sugar content

• Increased scrutiny of palm oil usage in food

• Sustainability credentials, such as recyclable packaging and responsibly sourced ingredients

• Greater emphasis on versatile usage occasions from breakfast to cooking to snacking

One-third of UK shoppers now actively avoid products with palm oil. Reflecting this shift, brands that use palm oil are down -15.8%, while palm oil-free brands are up +23.8%.

Retailers are also reshaping their shelf space in response, allocating more room to brands that tick boxes for ethics and health.

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Brand Performance: Who’s Winning in 2025?

Strong performers in the market are those that highlight clean-label formulations and flavourful innovation.

Top Brand Highlights:

Jams & Preserves

• Bonne Maman +10.6%

• Frank Cooper’s +7.7%

• Hartley’s -3.5%

• Mackays -5.0%

• Robertson’s -6.4%

Nut Butters

• Manilife +49.0%

• Pip & Nut +44.1%

• Meridian +12.2%

• Sun-Pat -15.7%

• Whole Earth -7.3%

Honey

• Rowse +12.5%

• Littleover Apiaries +12.5%

• Hilltop Honey -2.6%

• Pure Gold -2.3%

These results indicate that modern consumers are willing to pay more for spreads that offer health, quality, and brand values they can identify with.

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Innovation Spotlight: Pip & Nut Challenges Nutella

In one of the most talked-about launches of the year, Pip & Nut the fastest-growing nut butter brand in the UK has introduced a new chocolate spread designed to rival Nutella. The key difference? This version contains less than one-sixth of the sugar found in the market leader.

Positioned as a cleaner, healthier alternative to traditional chocolate spreads, it reflects growing consumer resistance to ultra-processed products and excessive sugar content. The launch aligns with a wider shift toward plant-based, palm oil-free, and reduced-sugar options in the indulgent spreads space.

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How UF International Supports Retailers and Distributors

UF International works closely with a range of premium and value-led spread brands to ensure a balanced and commercially viable product mix for our partners.

We offer:

• Leading brands in nut butters, jams, honeys and chocolate spreads

• NPD insights and export-ready formats

• Support for clean-label and palm oil-free positioning

• Logistics expertise and compliance support for international buyers

Whether your customers are looking for organic honeys, reduced-sugar chocolate spreads, or ethical nut butters, we can help you deliver.

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Speak to UF International

To learn more about our jams, spreads and honey range or to explore new product listings, get in touch with the UF International team. We are your trusted partner for healthy, sustainable and trending food exports.

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