Spread, once a simple toast topping, has become a real social phenomenon. Its growing success raises questions about our relationship with food and its consequences on our health. Let's dive into the addictive world of this iconic product and examine the issues linked to its overconsumption.
The meteoric rise of a booming market
The spread market is experiencing spectacular growth. Between 2014 and 2023, sales volumes jumped by 21%contrasting with the general decline in consumption in supermarkets. This constant progression has propelled the market to 95 million tonnes et 705 million euros in 2023.
Emily Mayer, Director of Business Insights at Circana, underlines: “In 2024, growth continues, with an increase of 5% in volume and 10% in turnover compared to the first nine months of 2023.” This trend is particularly marked in France, where growth is the fastest in Europe, despite inflation.
The offer has diversified considerably, meeting varied expectations:
- Organic pasta
- Vegan versions
- Palm oil free products
- Peanut variations
- Options with or without cocoa
- Creamy or crunchy textures
This multiplication of references reflects a booming market, where each brand is trying to stand out to attract consumers.
A gourmet pleasure at the heart of marketing strategies
The success of spreads is largely based on their image of “little everyday pleasure”. The French, attached to the pleasure of taste, have not given up on these sweets despite periods of inflation. Brands have understood this well and are banking on targeted communication campaigns and attractive promotions.
Nutella, the undisputed market leader, made an impression with its advertisements featuring happy families around a pot of spread. These campaigns, often criticized, particularly target the youngest. On social networks, the brand is omnipresent: the hashtag #Nutella combines 869,500 publications on TikTokwhile the brand's French Instagram account has 128,000 subscribers.
This marketing strategy raises ethical questions, particularly concerning the impact on the health of children and adolescents. Obesity and overweight affect almost half of the French population, and banning advertisements targeting young people for these products is considered one of the most effective measures to combat this public health problem.
From toast to cult ingredient: the evolution of uses
The spread has transcended its initial role as a simple topping for breakfast or Candlemas. She established herself as a versatile ingredient in modern gastronomy. It is now found in a multitude of preparations:
| Desserts | Drinks | Pastries |
|---|---|---|
| Ice cream | Milkshakes | Cakes |
| Tiramisus | Smoothies | Cookies |
| Foams | Hot chocolates | Macarons |
This versatility has won over chefs and cooking enthusiasts. Restaurants, bakeries and patisseries compete in inventiveness to integrate the spread into their creations. Recipe books and culinary sites are full of ideas for using it in a thousand and one ways.
However, this omnipresence raises concerns. Overconsumption of sugary products is linked to many health problems, such as type 2 diabetes or cardiovascular disease. Like recalls of food products for health reasons, vigilance is required regarding the excessive consumption of spreads.
The challenges of responsible consumption
Faced with the craze for spreads, it is essential to promote reasoned consumption. Consumers are increasingly sensitive to the composition of products, favoring healthier or ethical options. This trend pushes brands to innovate and offer alternatives:
- Spreads with a higher percentage of dried fruits
- Reduced sugar versions
- Certified organic or fair trade products
- Alternatives without palm oil
Awareness of nutritional and environmental issues encourages us to rethink our relationship with these products. Food education plays a crucial role in this context. It is essential to learn to enjoy these sweets in moderationwhile being attentive to the overall balance of our diet.
Health authorities and consumer associations are calling for vigilance. They emphasize the importance of stricter regulations on the advertising and labeling of food products, particularly those intended for children. This approach is part of a broader desire to prevent public health problems, where diet plays a major role.
“Spread-mania” reflects the paradoxes of our consumer society. Between taste pleasure and health concerns, the challenge is to find the right balance. The future of the market will depend on its ability to combine innovation, responsibility and consumer well-being.
