Grocery & Non Food Category Guide 2025/26

Brought to you by: Plan for Profit DESSERTS, SPREADS & HOME BAKE 53 DESSERTS, SPREADS & HOME BAKE Sources: 1. SmartView Convenience Value & Unit Sales 52w MAT to 18/05/2025 2. Kantar w/e 17th March 2024 3. Premier Foods AAA 14/02/2024 100 Respondents Preserves & Spreads Peak Sales Period Own Label is key in honey, now accounting for 1/3 of sales and growing 47%. 1 3 million more shoppers enter the category in Pancake Day month vs the rest of the year. 3 78% of shoppers celebrated Pancake Day in 2025, up 10% . 3 Stock a core range of trusted brands and make the most of seasonal events year-round. Create a promotional feature with all Pancake Day essentials, using POS materials linked to the occasion. Ambrosia Custard 400g is the No.1 SKU in the category, generating over £5m in sales. 1 With 73% of spreads eaten at breakfast, position near the bakery. 2 +10% There are 320 million sweet baking occasions annually – up 8% , driven by younger shoppers and families. 2 Within Preserves & Spreads, Nutella is the No.1 brand, with Own Label close behind. Together they account for 50% of total sales .1 Home Bake & Desserts PANCAKE DAY 17TH FEB 2026 +8% STOCK LEADING BRANDS & OWN LABEL 73% 3 MILLION MORE SHOPPERS +47%