China Spreads Market Overview, 2031

The Chinese spreads market has undergone a notable evolution, moving from traditional condiments to a rapidly expanding category that incorporates both global and local influences. In the past, the concept of spreads was largely unfamiliar in China, with most consumers using oils and sauces like soy sauce or chili paste as bread or pastry toppings. However, as urbanization surged and Western food culture began to permeate Chinese diets, spreads such as Nutella and peanut butter, products once considered a novelty, began gaining popularity in major cities. Yili, a leading dairy producer, capitalized on this by introducing its own line of creamy spreads, including fruit-flavored variants and those fortified with calcium. Meanwhile, local brands like Hsu Fu Chi, which is more commonly known for its confectionery products, saw an opportunity to diversify into spreads. With the rise of the middle class, there has been a growing demand for premium, imported products. Foreign brands like Skippy and Jif have successfully made inroads into the market, with local retailers such as Alibaba and JD.com facilitating their distribution across the country. On the other hand, health trends are starting to influence the sector, and more Chinese consumers are seeking spreads with fewer artificial additives and healthier profiles, prompting innovations like sugar-free and organic nut butters. As Chinese consumers increasingly gravitate toward diverse, indulgent, and functional food products, the spreads market is rapidly adapting to reflect both local culinary traditions and global food movements.

According to the research report, "China Millets Market Outlook, 2031," published by Bonafide Research, the China Millets market is anticipated to grow at more than 7.41% CAGR from 2026 to 2031. The Chinese spreads market is evolving quickly, driven by rising urbanization, changing consumer preferences, and greater exposure to international food trends. Popular spreads like Nutella, which is now a well-established brand in China, continue to enjoy strong demand, particularly among younger consumers and urban dwellers in cities like Beijing and Shanghai. However, the market is not limited to imported products. Local brands are also making significant strides, with Wanglaoji, a brand traditionally known for its herbal tea, branching into spread offerings that fuse local ingredients like red bean paste with Western concepts. Meanwhile, the increasing health-consciousness of the Chinese population has prompted brands such as Yunnan Baiyao to launch functional spreads, including those fortified with nutrients like iron and vitamins. The plant-based movement, popular worldwide, is also beginning to take root in China. Companies like Greenfield are now offering plant-based butters made from nuts such as almonds and peanuts, catering to the growing vegan and lactose-intolerant consumer base. In terms of packaging, there is an emerging trend for smaller, convenient-sized portions, as busy urbanites seek grab-and-go options for breakfast or snacks. Retailers such as Suning and Metro are capitalizing on this by offering spreads in single-serve packs, increasing accessibility for the on-the-go consumer. As more Chinese consumers adopt Western eating habits, the demand for spreads, both international and local, continues to grow, making it one of the most dynamic sectors within the broader food industry.

In China, the spreads market is evolving with growing demand for both traditional and more innovative options, as consumers become more familiar with Western-style breakfast habits. Spreadable fats such as butter, margarine, and cheese are gaining popularity, though they remain niche compared to other food categories. Mengniu, a leading dairy producer in China, has expanded its butter offerings to meet demand in urban areas, where Western-style breakfasts are more common. Yili, another major dairy brand, has also started offering margarine alternatives, although butter is still considered a premium product in many regions. Fruit jam and preserve spreads are gaining traction, with Xiangpiaopiao, a well-known Chinese brand, producing fruit jams such as strawberry and apricot for local consumers, who prefer familiar tastes. In recent years, there has also been a rise in the popularity of nut-based spreads like peanut butter, with Hupei and Huang Fei Hong offering traditional Chinese peanut butters as well as newer, more innovative formulations. Chocolate spreads are relatively new but growing, with Nutella leading the charge as international brands take a foothold in the market. Local Chinese brands like Yuanqi are also emerging, offering chocolate hazelnut spreads that cater to local palates. Savory spreads such as soybean paste, widely used in traditional Chinese cuisine, are gaining popularity as an alternative to Western spreads. Brands like Haitian produce soybean and sesame-based pastes that are used as spreads, particularly in the northeast regions. Finally, honey-based spreads, such as those produced by Xiangdu and Golden Bee, are becoming a more popular choice for Chinese consumers seeking natural and healthier alternatives to sugary jams.

In China, the spreads market has two primary segments: conventional and organic or plant-based products, both of which are seeing increased attention from consumers. Conventional spreads, including butter, margarine, and fruit jams, remain the dominant category due to their familiarity and affordability. Mengniu Butter and Yili Margarine continue to lead the market with their traditional offerings, catering to consumers who are accustomed to these familiar tastes. Xiangpiaopiao, a major local brand, offers fruit jams in common flavors like strawberry and peach, aligning with the sweet preferences of Chinese consumers. However, there is a noticeable shift toward organic and plant-based spreads, especially in larger cities such as Shanghai and Beijing, where health-conscious consumers are seeking cleaner and more sustainable products. The rise in demand for organic products in China has led to the growth of brands like Zhengda, which produces organic fruit spreads and nut-based spreads, capitalizing on consumer concerns about pesticides and artificial additives. The increasing trend of veganism and plant-based diets in China has also contributed to the demand for plant-based spreads such as nut butters and dairy-free chocolate spreads. Brands like Baiyue are offering plant-based options like almond butter and cashew spreads, while international brands like Justin’s are capitalizing on the plant-based trend by offering natural nut butters in major cities. These organic and plant-based offerings cater to the growing interest in health and wellness, as well as environmental concerns, leading to an expansion in the range of clean-label products available in the Chinese market.

In China, the distribution channels for spreads are varied and increasingly focused on convenience and accessibility, reflecting changing shopping habits among the growing urban population. Hypermarkets and supermarkets play a critical role in the spread distribution in China. Major retail chains such as Walmart, Carrefour, and local giant RT-Mart provide a broad range of spreads, from international brands like Nutella to local products from Mengniu and Xiangpiaopiao. These large stores serve as a one-stop shop for families looking to stock up on everyday spreads and specialty items. In contrast, convenience stores, such as 7-Eleven and FamilyMart, have seen significant growth in urban areas. These stores cater to the on-the-go consumer by offering smaller-sized packaging of popular spreads like peanut butter and chocolate spreads. Their expansion into second and third-tier cities is also growing the market, providing quick access to spreads in areas with fewer large retail options. The rise of e-commerce has dramatically impacted the Chinese spreads market, especially as more consumers turn to online platforms for grocery shopping. JD.com and Tmall are major online retailers in China where consumers can easily access a range of spreads, from premium imported options to local products, with the convenience of home delivery. Additionally, direct sales and foodservice channels are becoming increasingly relevant, with online grocery stores like Freshhema by Alibaba and food delivery services offering spreads as part of meal kits or breakfast packages. These platforms allow consumers to purchase spreads along with other grocery items, tapping into the growing trend of convenience and home delivery services. Furthermore, local farmers' markets and direct sales from artisanal producers in specific regions contribute to the spread market by offering freshly made, locally sourced spreads, such as honey-based or nut-based products, which appeal to more health-conscious and gourmet consumers.



Considered in this report
• Historic Year: 2020
• Base year: 2025
• Estimated year: 2026
• Forecast year: 2031

Aspects covered in this report
• Spreads Market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type
• Spreadable Fats (Butter, Margarine & Cheese)
• Fruit Jam & Preserve Spreads
• Nut Based Spreads
• Chocolate Spreads
• Savory Spreads
• Honey Based Spreads

By Nature
• Conventional
• Organic / Plant Based

By Distribution Channel
• Hypermarket & Supermarket
• Convenience Store
• Online
• Others (Foodserive & Direct Sales)