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Butter and Spreads - Ireland - August 2015

“With growing attention on the dairy farmer protests both in Ireland and further afield, it will see consumers putting more emphasis on the fair treatment of farmers, and perhaps see butter buyers more likely to search out products that have been made locally and/or claim to ensure farmer welfare.”

- Brian O’Connor, Senior Consumer Analyst

This report looks at the following:

  • What types of butters and spreads do Irish consumers use? 
  • What impact will farmer protests over milk pricing have on the butter industry? 
  • What opportunities are there for manufacturers to engage in NPD in butters and spreads?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definition
          • Market size rationale
            • Consumer research
              • Data sources
                • Abbreviations
                • Executive Summary

                    • The market
                      • Figure 1: Estimated total value of the butter and spreads market, by segment, IoI, 2015
                    • Forecast
                      • Figure 2: Indexed estimated total value of the butter and spreads market, by segment, IoI, 2010-20
                    • Market factors
                      • Declining cost of butter and spreads
                        • Improving confidence and finances could help stimulate use of premium butter and spreads
                          • Enjoyment of cooking and baking to help further boost butter usage
                            • Dairy farmer protests
                              • Innovations
                                • The Consumer
                                  • Butter is the most used spread
                                    • Figure 3: Types of butter and butter-like spreads consumers have bought for home use in the last six months, NI and RoI, June 2015
                                    • Figure 4: Butter and spread brands used by consumers in the last six months, RoI, July 2014 and June 2015
                                    • Figure 5: Butter and spread brands used by consumers in the last six months, NI, July 2014 and June 2015
                                  • Jam used by six in 10
                                    • Figure 6: Types of non-butter spreads consumers have bought for home use in the last six months, NI and RoI, June 2015
                                  • Strong brand loyalty among Irish butter users
                                    • Figure 7: Agreement with statements relating to butter and spreads, NI and RoI, June 2015
                                  • Butter with a free gift more likely to interest consumers
                                    • Figure 8: Types of butter innovations that consumers would be interested in trying, NI and RoI, June 2015
                                • Issues and Insights

                                  • What types of butters and spreads do Irish consumers use?
                                    • The facts
                                      • The implications
                                        • What impact will farmer protests over milk pricing have on the butter industry?
                                          • The facts
                                            • The implications
                                              • What opportunities are there for manufacturers to engage in NPD in butters and spreads?
                                                • The facts
                                                  • The implications
                                                  • Market Overview

                                                    • Key points
                                                      • Lower costs for butter in the wake of Russian sanctions and loss of EU milk quotas
                                                        • Figure 9: Consumer price indices for all food, oils and fats (including butter), sugar, jam, etc, UK (including NI), August 2011-June 2015
                                                        • Figure 10: Consumer price indices for all food, butter, margarine and vegetable fats, jams, marmalades and honey, RoI, August 2011-June 2015
                                                      • Little change in consumer financial health, but confidence improves
                                                        • Figure 11: How consumers rate their current financial situation, NI and RoI, July 2013 and June 2015
                                                        • Figure 12: Consumer confidence index, RoI, September 2008-September 2015
                                                        • Figure 13: Consumer confidence index, NI, September 2008-March 2015
                                                      • Greater confidence could improve prospects for premium functional spreads
                                                        • Butter increasingly seen as being better for you
                                                          • Scratch cooking and baking trend helping to boost butter and spread usage
                                                            • Figure 14: Agreement with statements relating to cooking habits, NI and RoI, July 2013
                                                          • Baking for leisure helping to further boost butter usage
                                                            • Increased focus on payment of dairy farmers
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Butter and spreads market set to see small decline in 2015
                                                                  • Figure 15: Estimated total value of the butter and spreads market, IoI, NI and RoI, 2010-20
                                                                • Butter sales set to decline in 2015
                                                                  • Figure 16: Estimated total value of the butter segment, IoI, NI and RoI, 2010-20
                                                                • Butter-like spreads value continues to decline
                                                                  • Figure 17: Estimated total value of the butter-like spread segment, IoI, NI and RoI, 2010-20
                                                                • NPD helping to drive sweet spread value up in 2015
                                                                  • Figure 18: Estimated total value of the sweet spread segment, IoI, NI and RoI, 2010-20
                                                                  • Figure 19: New product launches, chocolate spread versus nut butters, UK and Ireland, 2010-15
                                                              • Strengths and Weaknesses

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Companies and Innovations

                                                                    • Key points
                                                                      • Manufacturers developing butters and spreads that offer more convenience
                                                                        • Figure 20: Top 10 positioning claims of UK and Ireland butter, margarine and other blend launches, 2013 and 2014
                                                                      • Nuts about nuts!
                                                                        • Butter brands innovate to tap into growing baking market
                                                                          • Increase in no additives/preservatives claims in sweet spreads
                                                                            • Figure 21: Top 10 positioning claims of UK and Ireland sweet spreads launches, 2013 and 2014
                                                                          • Spread the word – adults like chocolate spread
                                                                            • Company Profiles
                                                                              • Adams Foods
                                                                                • Key Facts
                                                                                  • Product Portfolio
                                                                                    • Brand NPD
                                                                                      • Recent Developments
                                                                                        • Unilever
                                                                                          • Key Facts
                                                                                            • Product Portfolio
                                                                                              • Brand NPD
                                                                                                • Recent Developments
                                                                                                  • Key Facts
                                                                                                    • Product Portfolio
                                                                                                      • Brand NPD
                                                                                                        • Recent Developments
                                                                                                          • Dale Farm
                                                                                                            • Key Facts
                                                                                                              • Recent Developments
                                                                                                                • Fane Valley
                                                                                                                  • Key Facts
                                                                                                                    • Product Portfolio
                                                                                                                      • Recent Developments
                                                                                                                        • Connacht Gold
                                                                                                                          • Key Facts
                                                                                                                            • Product Portfolio
                                                                                                                              • Recent Developments
                                                                                                                                • Benecol
                                                                                                                                  • Key Facts
                                                                                                                                    • Product Portfolio
                                                                                                                                      • Brand NPD
                                                                                                                                        • Recent Developments
                                                                                                                                          • Avonmore
                                                                                                                                            • Key Facts
                                                                                                                                              • Product Portfolio
                                                                                                                                                • Recent Developments
                                                                                                                                                  • Arla Foods
                                                                                                                                                    • Key Facts
                                                                                                                                                      • Product Portfolio
                                                                                                                                                        • Brand NPD
                                                                                                                                                          • Recent Developments
                                                                                                                                                          • The Consumer – Butter and Butter-like Spread Usage

                                                                                                                                                            • Key points
                                                                                                                                                              • Butter used by seven in 10 Irish consumers
                                                                                                                                                                • Figure 22: Types of butter and butter-like spreads consumers have bought for home use in the last six months, NI and RoI, June 2015
                                                                                                                                                              • Butter shows strongest usage among affluent consumers
                                                                                                                                                                • Figure 23: Consumers who bought butter for home consumption in the last six months, by social class, NI and RoI, June 2015
                                                                                                                                                              • Half of consumers use butter at least once per day
                                                                                                                                                                • Figure 24: Frequency with which consumers have eaten/used butter in the last six months, NI and RoI, June 2015
                                                                                                                                                              • Half of consumers use spreadable butter
                                                                                                                                                                • Figure 25: Consumers who bought butter spread for home consumption in the last six months, by gender, NI and RoI, June 2015
                                                                                                                                                              • Spread with a ‘buttery taste’
                                                                                                                                                                  • Figure 26: Frequency with which consumers have eaten/used butter-like spread in the last six months, NI and RoI, June 2015
                                                                                                                                                                • NI consumers more likely to use olive spreads
                                                                                                                                                                    • Figure 27: Consumers who bought olive spread for home consumption in the last six months, by age of children in household, NI and RoI, June 2015
                                                                                                                                                                • The Consumer – Other Types of Spread Usage

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Jam used by six in ten
                                                                                                                                                                      • Figure 28: Types of non-butter spreads consumers have bought for home use in the last six months, NI and RoI, June 2015
                                                                                                                                                                    • Consumers use non-butter/butter-like spreads with less frequency
                                                                                                                                                                      • Figure 29: Frequency with which consumers have eaten/used other types of spread in the last six months, NI and RoI, June 2015
                                                                                                                                                                    • Six in 10 bought jam for home use
                                                                                                                                                                      • Figure 30: Consumers who bought jam for home consumption in the last six months, by gender and age, NI and RoI, June 2015
                                                                                                                                                                    • RoI consumers more likely to buy chocolate spread
                                                                                                                                                                      • Figure 31: Consumers who bought chocolate spread for home consumption in the last six months, by gender, NI and RoI, June 2015
                                                                                                                                                                  • The Consumer – Butter and Butter-like Brands Used

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Half of RoI consumers have used Dairygold
                                                                                                                                                                        • Figure 32: Butter and spread brands used by consumers in the last six months, RoI, July 2014 and June 2015
                                                                                                                                                                      • Golden Cow top spread brand in NI
                                                                                                                                                                        • Figure 33: Butter and spread brands used by consumers in the last six months, NI, July 2014 and June 2015
                                                                                                                                                                      • RoI consumers more likely to use own-brand butter and spreads
                                                                                                                                                                          • Figure 34: Consumers who bought any own-brand butter (eg Tesco, Dunnes) in the last six months, by age, NI and RoI, June 2015
                                                                                                                                                                      • The Consumer – Attitudes towards Butter and Spreads

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Strong brand loyalty among butter users
                                                                                                                                                                            • Figure 35: Agreement with statements relating to butter and spreads, NI and RoI, June 2015
                                                                                                                                                                          • Older consumers most likely to stick with one brand of butter
                                                                                                                                                                            • Figure 36: Agreement with the statement ‘I stick to the same brands when buying butter or spreads’, by gender and age, NI and RoI, June 2015
                                                                                                                                                                          • NI consumers more likely to feel prices have increased
                                                                                                                                                                            • Figure 37: Agreement with the statement ‘The price of butter/spreads has gone up noticeably in the last year’, by gender and age, NI and RoI, June 2015
                                                                                                                                                                          • RoI consumers show more positive attitudes towards own-brand butter
                                                                                                                                                                            • Figure 38: Agreement with the statement ‘Supermarket own-label butter and spread is just as good as branded’, by social class, NI and RoI, June 2015
                                                                                                                                                                          • Under a fifth would prefer to buy local butter to support farmers
                                                                                                                                                                            • Figure 39: Agreement with the statement ‘I prefer to buy locally produced butter to support local farmers/producers’, by location, NI and RoI, June 2015
                                                                                                                                                                        • The Consumer – Interest in Butter or Spread Innovations

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Free gifts with butter appeal strongly to consumers
                                                                                                                                                                              • Figure 40: Types of butter innovations that consumers would be interested in trying, NI and RoI, June 2015
                                                                                                                                                                            • Women and young consumers more likely to want free gifts
                                                                                                                                                                              • Figure 41: Consumers who would be interested in trying butter/spreads that offer a free gift (eg a cookery book), by gender and age, NI and RoI, June 2015
                                                                                                                                                                            • Demand for protein-enhanced butters/spreads
                                                                                                                                                                              • Figure 42: Consumers who would be interested in trying butter/spreads that have added protein, by gender, NI and RoI, June 2015
                                                                                                                                                                          • Appendix

                                                                                                                                                                            • NI Toluna tables
                                                                                                                                                                              • Figure 43: Types of butter and butter-like spreads bought for home consumption in the last six months, by demographics, NI, June 2015
                                                                                                                                                                              • Figure 44: Types of butter and butter-like spreads bought for home consumption in the last six months, by demographics, NI, June 2015 (continued)
                                                                                                                                                                              • Figure 45: Types of non-butter spreads bought for home consumption in the last six months, by demographics, NI, June 2015
                                                                                                                                                                              • Figure 46: Types of non-butter spreads bought for home consumption in the last six months, by demographics, NI, June 2015 (continued)
                                                                                                                                                                              • Figure 47: Frequency with which consumers have eaten/used butter in the last six months, by demographics, NI, June 2015
                                                                                                                                                                              • Figure 48: Frequency with which consumers have eaten/used butter in the last six months, by demographics, NI, June 2015 (continued)
                                                                                                                                                                              • Figure 49: Frequency with which consumers have eaten/used butter-like spreads in the last six months, by demographics, NI, June 2015
                                                                                                                                                                              • Figure 50: Frequency with which consumers have eaten/used butter-like spreads in the last six months, by demographics, NI, June 2015 (continued)
                                                                                                                                                                              • Figure 51: Frequency with which consumers have eaten/used other spreads (eg chocolate, jam) in the last six months, by demographics, NI, June 2015
                                                                                                                                                                              • Figure 52: Frequency with which consumers have eaten/used other spreads (eg chocolate, jam) in the last six months, by demographics, NI, June 2015 (continued)
                                                                                                                                                                              • Figure 53: Brands of butter and butter-like spreads used in the last six months, by demographics, NI, June 2015
                                                                                                                                                                              • Figure 54: Brands of butter and butter-like spreads used in the last six months, by demographics, NI, June 2015 (continued)
                                                                                                                                                                              • Figure 55: Brands of butter and butter-like spreads used in the last six months, by demographics, NI, June 2015 (continued)
                                                                                                                                                                              • Figure 56: Agreement with statements relating to butter and spreads, by demographics, NI, June 2015
                                                                                                                                                                              • Figure 57: Agreement with statements relating to butter and spreads, by demographics, NI, June 2015 (continued)
                                                                                                                                                                              • Figure 58: Agreement with statements relating to butter and spreads, by demographics, NI, June 2015 (continued)
                                                                                                                                                                              • Figure 59: Types of butter innovations that consumers would be interested in trying, by demographics, NI, June 2015
                                                                                                                                                                              • Figure 60: Types of butter innovations that consumers would be interested in trying, by demographics, NI, June 2015 (continued)
                                                                                                                                                                              • Figure 61: Types of butter innovations that consumers would be interested in trying, by demographics, NI, June 2015 (continued)
                                                                                                                                                                            • RoI Toluna tables
                                                                                                                                                                              • Figure 62: Types of butter and butter-like spreads bought for home consumption in the last six months, by demographics, RoI, June 2015
                                                                                                                                                                              • Figure 63: Types of butter and butter-like spreads bought for home consumption in the last six months, by demographics, RoI, June 2015 (continued)
                                                                                                                                                                              • Figure 64: Types of non-butter spreads bought for home consumption in the last six months, by demographics, RoI, June 2015
                                                                                                                                                                              • Figure 65: Types of non-butter spreads bought for home consumption in the last six months, by demographics, RoI, June 2015 (continued)
                                                                                                                                                                              • Figure 66: Frequency with which consumers have eaten/used butter in the last six months, by demographics, RoI, June 2015
                                                                                                                                                                              • Figure 67: Frequency with which consumers have eaten/used butter in the last six months, by demographics, RoI, June 2015 (continued)
                                                                                                                                                                              • Figure 68: Frequency with which consumers have eaten/used butter-like spreads in the last six months, by demographics, RoI, June 2015
                                                                                                                                                                              • Figure 69: Frequency with which consumers have eaten/used butter-like spreads in the last six months, by demographics, RoI, June 2015 (continued)
                                                                                                                                                                              • Figure 70: Frequency with which consumers have eaten/used other spreads (eg chocolate, jam) in the last six months, by demographics, RoI, June 2015
                                                                                                                                                                              • Figure 71: Frequency with which consumers have eaten/used other spreads (eg chocolate, jam) in the last six months, by demographics, RoI, June 2015 (continued)
                                                                                                                                                                              • Figure 72: Brands of butter and butter-like spreads used in the last six months, by demographics, RoI, June 2015
                                                                                                                                                                              • Figure 73: Brands of butter and butter-like spreads used in the last six months, by demographics, RoI, June 2015 (continued)
                                                                                                                                                                              • Figure 74: Brands of butter and butter-like spreads used in the last six months, by demographics, RoI, June 2015 (continued)
                                                                                                                                                                              • Figure 75: Agreement with statements relating to butter and spreads, by demographics, RoI, June 2015
                                                                                                                                                                              • Figure 76: Agreement with statements relating to butter and spreads, by demographics, RoI, June 2015 (continued)
                                                                                                                                                                              • Figure 77: Agreement with statements relating to butter and spreads, by demographics, RoI, June 2015 (continued)
                                                                                                                                                                              • Figure 78: Types of butter innovations that consumers would be interested in trying, by demographics, RoI, June 2015
                                                                                                                                                                              • Figure 79: Types of butter innovations that consumers would be interested in trying, by demographics, RoI, June 2015 (continued)
                                                                                                                                                                              • Figure 80: Types of butter innovations that consumers would be interested in trying, by demographics, RoI, June 2015 (continued)

                                                                                                                                                                          Companies Covered

                                                                                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                                                                                          Butter and Spreads - Ireland - August 2015

                                                                                                                                                                          £1,095.00 (Excl.Tax)