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Is a longer tooth a sweeter tooth?

Source: Roy Morgan Single Source (Australia), July 2012 – June 2013, n = 20,267.
Nobody wants to get old, but if it means eating more jam, conserves and/or marmalade, then maybe there are some perks after all!  In the 12 months to June 2013, 32% of Australians aged 14+ ate sweet spreads in an average seven-day period — but among Aussies aged over 65, that figure is far higher.

A recent study by Roy Morgan Research has revealed that sweeter spreads such as jam, conserves and marmalade are considerably more popular among older Australians than younger generations. In the year to June 2013, 47% of Australians aged 65+ ate jam, conserves or marmalade in an average seven-day period: more than double the percentage of those aged 14-24 (21%).

The older generation is also extremely fond of honey, with 38% of Aussies aged 65+ consuming it in an average week. Meanwhile, only 22% of 14-24 year-olds did the same (their tastes tend more towards salty spreads like Vegemite).

Sweet Spreads consumed by Australians in an average 7 day period


Source: Roy Morgan Single Source (Australia), July 2012 – June 2013, n = 20,267.

Angela Smith, Group Account Manager, Roy Morgan Research, says:

It’s interesting to note the difference in spread preferences by age, with those aged 65+ showing a distinct preference for sweeter spreads such as jams and honey compared with those aged 65 and under.

“As the Baby Boomer generation ages, it will be interesting to see if this trend continues. Currently, a higher proportion of 50–64 year-olds (44%) eat salty spreads like Vegemite, Marmite and Promite than jams or honey. Will their tastes get sweeter with age or will this generation’s savoury preferences continue into their later years?

“To ensure they remain competitive, it’s important for spreads manufacturers to understand who their customers are, what makes them tick, and what distinguishes them from those of other brands.

Click here to view our extensive range of Spread Profiles, including the  Jam/Conserves/Marmalades Consumer Profile, Honey Consumer Profile, and more, or our range of Media Profiles including internet, social media, television, pay TV, radio and more.  These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

For comments or more information please contact:

Angela Smith, Group Account Manager, Consumer Products

Office: +61 (2) 9021 9100

Please click on this link to the Roy Morgan Online Store

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%