Sweet spreads aren’t just child’s play…

Consumer’s love of sweet spreads is spreading nationwide according to a recent survey from Bonne Maman.

More than nine in every 10 adults in the UK eat sweet snacks or spreads on a weekly, and sometimes, daily basis – with four out of 10 of us ‘enjoying the taste’, one in three ‘fancied something sweet’ and one in five saying ‘it’s a reward’.

The brand’s latest introductions, new Salted Butter Caramel Spread and Sweet & Crunchy Peanut Spread also hit the sweet spot; far from being just favourite flavours for children, over 70% choose chocolate, peanut or caramel spreads as adult treats. Some 50% of adults prefer chocolate, one in four choose the caramel spreads and one in five the nut-based flavours – peanut just edging hazelnut for popularity.

Over half those surveyed admitted they’d bought the sweet spread as a treat just for themselves. Whether to be eaten solo or with family and friends an eager one in seven spoon straight from the jar (and if you do you’re twice as likely to be female than male, 18% compared to 9%).

Around a quarter of Brits prefer sweet spreads on brioche or toast, a quarter prefer pancakes, waffles or crumpets and a further quarter would use a biscuit, muffin or slice of cake to ‘carry’ their chosen sweet spread.

An indulgent new choice for a ‘just for me’ moment is Salted Butter Caramel Spread – rich, buttery and creamy caramel made with salted butter, cream and absolutely no palm oil. 

The survey comprised 1,000 UK respondents (Nat Rep), conducted on behalf of Bonne Maman during June 2025 by Censuswide Research Consultants which abides by and employs members of the Market Research Society which is based on ESOMAR principles.