Jam, conserves, marmalade and other sweet spreads are considerably more popular among older Australians than younger generations, according to new findings from market research organisation Roy Morgan Research.

The findings showed that in the year to June 2013, nearly a third (32 per cent) of all Australians aged 14 years or older ate sweet spreads in an average seven-day period, but among Australians aged over 65 that figure jumped to 47 per cent. This was more than double the percentage of those aged 14 to 24 (21 per cent).

The older generation was also fond of honey, with 38 per cent of Australians aged 65 and older consuming it in an average week. Meanwhile, only 22 per cent of 14 to 24 year-olds said they had eaten honey in an average week.

“It’s interesting to note the difference in spread preferences by age, with those aged 65 or older showing a distinct preference for sweeter spreads such as jams and honey compared with those aged 65 and under,” said Angela Smith, Group Account Manager for Roy Morgan Research.

“As the Baby Boomer generation ages, it will be interesting to see if this trend continues,” Ms Smith said. “Will their tastes get sweeter with age or will this generation’s savoury preferences continue into their later years?” she said.

Roy Morgan Research found that 44 per cent of Australians aged between 50 and 64 years had eaten salty spreads such as Vegemite, Promite and Marmite in an average week in the year to June 2013. Australians aged between 14 and 24 were also more likely to have eaten salty spreads.

“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,” Ms Smith said.

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