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Butter, Margarine and Spreads - US - August 2011

  • Category snapshot: increase in price of butter drives sales
  • Segment snapshot: butter and margarine trade places
  • Factors driving price of butter
  • How have sales private label butter changed?
  • Segment challenges: butter
  • Segment challenges: margarine
  • What is driving consumers purchase decisions?

The products covered in this report include butter, margarine, and other table spreads sold in the dairy aisle that can be used as an alternative to butter or margarine.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Category snapshot: increase in price of butter drives sales
                        • Segment snapshot: butter and margarine trade places
                          • Factors driving price of butter
                            • Sales of private label butter grow
                              • Segment challenges: butter
                                • Segment challenges: margarine
                                  • Interest in flavors is great
                                    • Consumers have an appetite for natural
                                      • Opportunity to capitalize on taste; room to improve spreadability
                                        • Collectible margarine tubs
                                          • Butter and margarine healthy in moderation, but unhealthy otherwise
                                          • Insights and Opportunities

                                            • Tactics you can use
                                              • It’s all about natural
                                                • Figure 1: Comparisons between butter, margarine, and other spreads, by gender, April-May 2011
                                              • A tasty opportunity: flavored products
                                                • Figure 2: Top 10 flavors of butter and margarine/spreads new product launches, 2005-June 2011
                                            • Inspire Insights

                                                • Trend: Free From
                                                  • Trend: Carnivore, Herbivore... Locavore
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Rising price of butter drives category growth
                                                        • Butter is basic
                                                          • Hooked on butter
                                                            • Figure 3: Total U.S. sales of butter and margarine/spreads/blends at current prices, 2006-16
                                                            • Figure 4: Total U.S. sales of butter and margarine/spreads/blends at inflation-adjusted prices, 2006-16
                                                          • Fan chart forecast
                                                              • Figure 5: FDMx sales and fan chart forecast of market, at current prices, 2005-15
                                                            • Walmart sales
                                                            • Market Drivers

                                                              • Key points
                                                                • The rising price of butter…
                                                                  • … cuts consumption
                                                                      • Figure 6: U.S. FDMx sales of butter, by value, volume, and average price, 2006-June 2011
                                                                    • Margarine more marginally affected by price increases
                                                                      • Figure 7: U.S. FDMx sales of margarine, by value, volume, and average price, 2006-June 2011
                                                                      • Figure 8: Price for a metric ton of corn, 2006-June 2011
                                                                    • More Americans are dieting
                                                                      • Figure 9: Percentage of Americans on a diet, 1986-2010
                                                                      • Figure 10: Overweight and obesity rates, 1988-2008
                                                                      • Figure 11: Five most common methods of weight loss, 2010
                                                                    • High cholesterol and aging population favor margarine over butter
                                                                      • Figure 12: Percentage of Americans with high cholesterol, 1988-2008
                                                                      • Figure 13: Population, by age, 2006-16
                                                                    • Examples of trans-fat-free margarine
                                                                      • Figure 14: Margarine without trans fat, launched 2010-11
                                                                  • Competitive Context

                                                                    • Cooking alternatives
                                                                      • Olive oil allures
                                                                        • Figure 15: Types of fat/oil used most often for cooking and baking, April-May 2011
                                                                      • Lard making a comeback
                                                                        • Spreads
                                                                          • Overview
                                                                            • Jam, jellies, and fruit butters
                                                                              • Figure 16: FDMx sales and forecast of jams, jellies, preserves, and fruit butters, 2005-15
                                                                            • Peanut butter
                                                                              • Figure 17: FDMx sales and forecast of peanut butter and other nut butters, 2005-15
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Butter and margarine: trading places
                                                                                • Consumers want natural products
                                                                                  • Sales of butter and margarine/spreads/blends, by segment
                                                                                    • Figure 18: Total U.S. sales of butter and margarine/spreads/blends, by segment, 2009 and 2011
                                                                                    • Figure 19: Total U.S. sales of butter and margarine/spreads/blends, by segment type, 2006-11
                                                                                  • Lack of product innovation hurts margarine
                                                                                    • Figure 20: Butter and margarine/spreads new product launches, 2005-June 2011
                                                                                • Segment Performance—Butter

                                                                                  • Key points
                                                                                    • Sales grow, but not product volume
                                                                                      • Consumers trading down
                                                                                        • A taste for natural products
                                                                                          • Sales and forecast of butter
                                                                                            • Figure 21: Total U.S. sales of butter, 2006-16
                                                                                        • Segment Performance—Margarine/Spreads/Blends

                                                                                          • Key points
                                                                                            • Margarine on the slide
                                                                                              • Private label makes little headway
                                                                                                • Sales and forecast of margarine/spreads/blends
                                                                                                  • Figure 22: Total U.S. sales of margarine/spreads/blends, 2006-16
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • Supermarkets, supercenters and warehouse clubs fry other retailers
                                                                                                    • Sales of butter, margarine, and table spreads, by channel
                                                                                                      • Figure 23: U.S. retail sales of butter, margarine, and table spreads, by channel, 2009-11
                                                                                                  • Retail Channels—Supermarkets

                                                                                                    • Key points
                                                                                                      • Buying butter and spreads at the supermarket
                                                                                                        • Trading down to supermarket private label brands
                                                                                                          • Supermarkets push private label
                                                                                                            • Supermarket sales of butter, margarine, and table spreads
                                                                                                              • Figure 24: U.S. supermarket store sales of butter, margarine, and table spreads, at current prices, 2006-11
                                                                                                          • Retail Channels—Supercenters and Warehouse Clubs

                                                                                                            • Key points
                                                                                                              • Sales in supercenters and warehouse clubs expected to rebound
                                                                                                                • Supercenters and warehouse clubs sales of butter, margarine, and table spreads
                                                                                                                  • Figure 25: U.S. supercenters and warehouse clubs sales of butter, margarine, and table spreads, at current prices, 2006-11
                                                                                                              • Retail Channels—Other Retailers

                                                                                                                • Key points
                                                                                                                  • Price trumps convenience, and hurts the channel
                                                                                                                    • Other retailers sales of butter, margarine, and table spreads
                                                                                                                      • Figure 26: U.S. other retailers store sales of butter, margarine, and table spreads, at current prices, 2006-11
                                                                                                                  • Retail Channels—Natural Supermarkets

                                                                                                                    • Key points
                                                                                                                      • Insights
                                                                                                                        • Sales of butter and margarine in the natural channel
                                                                                                                          • Figure 27: Natural supermarket sales of butter and margarine, at current prices, 2009-11
                                                                                                                          • Figure 28: Natural supermarket sales of butter and margarine, at inflation-adjusted prices, 2009-11
                                                                                                                        • Natural channel sales by segment
                                                                                                                          • Figure 29: Natural supermarket sales of butter and margarine, by segment, 2009-11
                                                                                                                        • Natural channel sales by organic content
                                                                                                                          • Figure 30: Natural supermarket sales of butter and margarine, by organic content, 2009-11
                                                                                                                      • Leading Companies

                                                                                                                        • Key points
                                                                                                                          • Land O’Lakes grows
                                                                                                                            • Unilever and Smart Balance struggle
                                                                                                                              • Manufacturer sales of butter, margarine, and table spreads
                                                                                                                                • Figure 31: FDMx manufacturer sales of butter, margarine, and table spreads in the U.S., 2010-11
                                                                                                                              • Innovation slows… except for private label
                                                                                                                                • Figure 32: New product launches, private label vs. branded, 2005-11
                                                                                                                            • Brand Share—Butter

                                                                                                                              • Key points
                                                                                                                                • Land O’Lakes brand drives growth
                                                                                                                                  • A taste for private label
                                                                                                                                    • Manufacturer and brand sales of butter
                                                                                                                                      • Figure 33: Selected FDMx brand sales and market share of butter in the U.S., 2010-11
                                                                                                                                  • Brand Share—Margarine and Table Spreads

                                                                                                                                    • Key points
                                                                                                                                      • Unilever slips
                                                                                                                                        • As do most brands in the segment
                                                                                                                                          • Manufacturer and brand sales of margarine and table spreads
                                                                                                                                            • Figure 34: Selected FDMx brand sales and market share of margarine and table spreads in the U.S., 2010-11
                                                                                                                                        • Innovation and Innovators

                                                                                                                                          • Hormone-free butters
                                                                                                                                            • Figure 35: Hormone-free butters, launched 2010-11
                                                                                                                                          • Healthier spreads
                                                                                                                                            • Figure 36: New spreads, launched 2010-11
                                                                                                                                          • Flavored products
                                                                                                                                            • Figure 37: New flavored products, launched 2010-11
                                                                                                                                          • Butter and margarine alternatives
                                                                                                                                            • Figure 38: Butter and margarine alternatives, launched 2010-11
                                                                                                                                        • Marketing Strategies

                                                                                                                                          • Overview of the brand landscape
                                                                                                                                            • Brand analysis: Land O’Lakes
                                                                                                                                              • Figure 39: Brand analysis of Land O’Lakes, 2011
                                                                                                                                            • Online initiatives
                                                                                                                                              • Outdoor efforts
                                                                                                                                                • Brand analysis: I Can’t Believe It’s Not Butter
                                                                                                                                                  • Figure 40: Brand analysis of I Can’t Believe It’s Not Butter, 2011
                                                                                                                                                • TV presence
                                                                                                                                                  • Figure 41: I Can’t Believe It’s Not Butter, TV ad, 2010
                                                                                                                                                • Online initiatives
                                                                                                                                                  • Brand analysis: Smart Balance
                                                                                                                                                    • Figure 42: Brand analysis of Smart Balance, 2011
                                                                                                                                                  • TV presence
                                                                                                                                                    • Figure 43: Smart Balance, TV ad, 2010
                                                                                                                                                  • Online initiatives
                                                                                                                                                    • Additional marketing efforts
                                                                                                                                                      • TV
                                                                                                                                                        • Figure 44: BestLife, TV ad, 2010
                                                                                                                                                      • Print and other
                                                                                                                                                        • Online initiatives
                                                                                                                                                        • Butter and Margarine Usage

                                                                                                                                                          • Key points
                                                                                                                                                            • Usage of butter does not affect margarine
                                                                                                                                                              • Figure 45: Household use of butter and margarine, October 2009-December 2010
                                                                                                                                                            • Usage of margarine declines
                                                                                                                                                              • Figure 46: Household use of butter and margarine, trended, 2003, 2005, 2007 and 2010
                                                                                                                                                            • Women use butter, margarine, and oils more than men
                                                                                                                                                              • Figure 47: Past three-month usage of butter, margarine, oils, and other, by gender, April-May 2011
                                                                                                                                                            • 18-34s use spreadable and flavored butter
                                                                                                                                                              • Figure 48: Past three-month usage of butter, margarine, oils, and other, by age, April-May 2011
                                                                                                                                                            • Using butter for baking
                                                                                                                                                              • Figure 49: Types of fat/oil used most often for cooking and baking, April-May 2011
                                                                                                                                                            • Women use oil when cooking; men use butter
                                                                                                                                                              • Figure 50: Types of fat/oil used most often when cooking or sautéing something on the stove, by gender, April-May 2011
                                                                                                                                                            • The young use butter; older respondents, margarine
                                                                                                                                                              • Figure 51: Types of fat/oil used most often when cooking or sautéing something on the stove, by age, April-May 2011
                                                                                                                                                          • Health Rating

                                                                                                                                                            • Key points
                                                                                                                                                              • Olive oil is healthy, lard isn’t
                                                                                                                                                                • Figure 52: Health rating, butter, margarine, oils, and fats, April-May 2011
                                                                                                                                                              • Women think olive oil and cooking spray are healthier
                                                                                                                                                                • Figure 53: Health rating, butter, margarine, oils, and fats, by gender, April-May 2011
                                                                                                                                                              • Age brings more favorable opinions of products
                                                                                                                                                                • Figure 54: Health rating, butter, margarine, oils, and fats, by age, April-May 2011
                                                                                                                                                              • Those with household incomes less than $75K have more favorable impressions
                                                                                                                                                                • Figure 55: Health rating, butter, margarine, oils, and fats, by household income, April-May 2011
                                                                                                                                                            • Consumption Comparison

                                                                                                                                                              • Key points
                                                                                                                                                                • Butter and margarine consumption is down
                                                                                                                                                                    • Figure 56: Consumption of butter, margarine, and spreads to a year ago, April-May 2011
                                                                                                                                                                  • Women using more olive oil and cooking spray
                                                                                                                                                                    • Figure 57: Consuming more butter, margarine, and spreads to a year ago, by gender, April-May 2011
                                                                                                                                                                  • Young using more butter
                                                                                                                                                                    • Figure 58: Consuming more butter, margarine, and spreads to a year ago, by age, April-May 2011
                                                                                                                                                                • Butter Attitudes and Purchase Habits

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Butter in moderation is healthy
                                                                                                                                                                        • Figure 59: Butter attitudes and purchase habits, by gender, April-May 2011
                                                                                                                                                                      • 18-34s like flavored and gourmet butters
                                                                                                                                                                        • Figure 60: Butter attitudes and purchase habits, by age, April-May 2011
                                                                                                                                                                      • Affluent are butter purists
                                                                                                                                                                        • Figure 61: Butter attitudes and purchase habits, by household income, April-May 2011
                                                                                                                                                                      • Parents are price sensitive
                                                                                                                                                                        • Figure 62: Butter attitudes and purchase habits, by presence of children in household, April-May 2011
                                                                                                                                                                    • Margarine/Spreads Attitudes and Purchase Habits

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Women use margarine for price and convenience; men for cholesterol
                                                                                                                                                                          • Figure 63: Margarine/spreads attitudes and purchase habits, by gender, April-May 2011
                                                                                                                                                                        • Older respondents want heart-healthy margarines
                                                                                                                                                                            • Figure 64: Margarine/spreads attitudes and purchase habits, by age, April-May 2011
                                                                                                                                                                          • Parents collect margarine tubs
                                                                                                                                                                            • Figure 65: Margarine/spreads attitudes and purchase habits, by presence of children in the household, April-May 2011
                                                                                                                                                                          • Northeasterners are margarine connoisseurs
                                                                                                                                                                            • Figure 66: Margarine/spreads attitudes and purchase habits, by region, April-May 2011
                                                                                                                                                                        • Product Comparisons

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Butter is best
                                                                                                                                                                                • Figure 67: Comparisons between butter, margarine, and other spreads, by gender, April-May 2011
                                                                                                                                                                              • Young respondents have an open mind toward butter variants
                                                                                                                                                                                • Figure 68: Comparisons between butter, margarine, and other spreads, by age, April-May 2011
                                                                                                                                                                              • The affluent are butter purists
                                                                                                                                                                                • Figure 69: Comparisons between butter, margarine, and other spreads, by household income, April-May 2011
                                                                                                                                                                            • Race and Hispanic Origin

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Asians purchase butter; blacks purchase margarine
                                                                                                                                                                                  • Figure 70: Past three-month usage of butter, margarine, oils, and other, by race/Hispanic origin, April-May 2011
                                                                                                                                                                                • Opinions about health of butter vary by ethnicity
                                                                                                                                                                                  • Figure 71: Health rating, butter, margarine, oils, and fats, by race/Hispanic origin, April-May 2011
                                                                                                                                                                                • Blacks interested in flavored butters
                                                                                                                                                                                  • Figure 72: Butter attitudes and purchase habits, by race/Hispanic origin, April-May 2011
                                                                                                                                                                                • Blacks like healthy margarine
                                                                                                                                                                                  • Figure 73: Margarine/spreads attitudes and purchase habits, by race/Hispanic origin, April-May 2011
                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                  • Health Promoters
                                                                                                                                                                                    • Demographics
                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                          • Indiscriminate Users
                                                                                                                                                                                            • Demographics
                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                  • Fat Shunners
                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Cluster characteristic tables
                                                                                                                                                                                                            • Figure 74: Butter, margarine, and spreads clusters, April-May 2011
                                                                                                                                                                                                            • Figure 75: Past three-month usage of butter, margarine, oils, and other spreads, byclusters, April-May 2011
                                                                                                                                                                                                            • Figure 76: Health rating of butter, margarine, oils and fats, by clusters, April-May 2011
                                                                                                                                                                                                            • Figure 77: Consumption of butter, margarine, and spreads usage in cooking or baking by butter, margarine, and to a year ago, by clusters, April-May 2011
                                                                                                                                                                                                            • Figure 78: Comparisons between butter, margarine, and other spreads, by clusters, April-May 2011
                                                                                                                                                                                                          • Cluster demographic tables
                                                                                                                                                                                                            • Figure 79: Butter, margarine, and spreads clusters by gender, April-May 2011
                                                                                                                                                                                                            • Figure 80: Butter, margarine, and spreads clusters by age, April-May 2011
                                                                                                                                                                                                            • Figure 81: Butter, margarine, and spreads clusters by household income, April-May 2011
                                                                                                                                                                                                            • Figure 82: Butter, margarine, and spreads clusters by race/Hispanic origin, April-May 2011
                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                                            • Married and using sticks, olive oil, and cooking spray
                                                                                                                                                                                                                • Figure 83: Products used in past three months, by marital status and presence of children in household, May 2011
                                                                                                                                                                                                              • Butter is popular with 18-34s
                                                                                                                                                                                                                  • Figure 84: Usage of butter and margarine, by age and race/Hispanic origin, October 2009-December 2010
                                                                                                                                                                                                                • Children make men receptive to health messages
                                                                                                                                                                                                                    • Figure 85: Perceived nutritional value, by gender and presence of children in household, May 2011
                                                                                                                                                                                                                • SymphonyIRI Group Builders Panel Data

                                                                                                                                                                                                                    • Refrigerated butter
                                                                                                                                                                                                                      • Consumer insights on key purchase measures
                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                          • Figure 86: Brand map, selected brands of refrigerated butter buying rate by household penetration, 2010
                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                            • Figure 87: Key purchase measures for the top brands of refrigerated butter, by household penetration, 2010
                                                                                                                                                                                                                          • Margarine, spreads, and butter blends
                                                                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                • Figure 88: Brand map, selected brands of margarine/spreads/butter blends buying rate by household penetration, 2010
                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                  • Figure 89: Key purchase measures for the top brands of margarine/spreads/butter blends, by household penetration, 2010
                                                                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                • 18-34s use butter when baking
                                                                                                                                                                                                                                  • Figure 90: Types of fat/oil used most often when baking, by age, April-May 2011
                                                                                                                                                                                                                                • $100K-149.9K more likely to buy stick butter and oil
                                                                                                                                                                                                                                  • Figure 91: Past three-month usage of butter, margarine, oils, and other, by household income, April-May 2011
                                                                                                                                                                                                                                • Freezing butter in the Northeast
                                                                                                                                                                                                                                  • Figure 92: Butter attitudes and purchase habits, by region, April-May 2011
                                                                                                                                                                                                                                • Less affluent buy less margarine due to price increases
                                                                                                                                                                                                                                  • Figure 93: Margarine/spreads attitudes and purchase habits, by household income, April-May 2011
                                                                                                                                                                                                                                • Northeasterners can tell the difference
                                                                                                                                                                                                                                  • Figure 94: Comparisons between butter, margarine, and other spreads, by region, April-May 2011
                                                                                                                                                                                                                                • Asians use butter more often
                                                                                                                                                                                                                                  • Figure 95: Types of fat/oil used most often when baking, by race/Hispanic origin, April-May 2011
                                                                                                                                                                                                                                • Asians using more olive oil, butter, and more
                                                                                                                                                                                                                                  • Figure 96: Consuming more butter, margarine, and spreads to a year ago, by race/Hispanic origin, April-May 2011
                                                                                                                                                                                                                              • Appendix: SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                                  • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                    • American Butter Institute
                                                                                                                                                                                                                                    • American Heart Association, Inc.
                                                                                                                                                                                                                                    • American Institute of Food Distribution
                                                                                                                                                                                                                                    • Braun GmbH
                                                                                                                                                                                                                                    • Cabot Creamery Cooperative, Inc.
                                                                                                                                                                                                                                    • Centers for Disease Control and Prevention
                                                                                                                                                                                                                                    • Colgate-Palmolive Company
                                                                                                                                                                                                                                    • ConAgra Foods, Inc
                                                                                                                                                                                                                                    • Dairy Farmers of America Inc.
                                                                                                                                                                                                                                    • Dean Foods Company
                                                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                                                    • Food and Drug Administration
                                                                                                                                                                                                                                    • Food Marketing Institute
                                                                                                                                                                                                                                    • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                    • International Dairy Foods Association
                                                                                                                                                                                                                                    • International Food Information Council Foundation (IFIC)
                                                                                                                                                                                                                                    • International Olive Oil Council (IOOC)
                                                                                                                                                                                                                                    • Kashi Co. Inc.
                                                                                                                                                                                                                                    • Keller's Creamery LP
                                                                                                                                                                                                                                    • Land O'Lakes Inc.
                                                                                                                                                                                                                                    • National Association of Margarine Manufacturers (NAMM)
                                                                                                                                                                                                                                    • National Institutes of Health
                                                                                                                                                                                                                                    • Oral B Laboratories Ltd
                                                                                                                                                                                                                                    • Organic Trade Association
                                                                                                                                                                                                                                    • Organic Valley Family of Farms
                                                                                                                                                                                                                                    • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                    • Publix Super Markets
                                                                                                                                                                                                                                    • The New York Times Company
                                                                                                                                                                                                                                    • Tillamook County Creamery Association
                                                                                                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                    • U.S. Bureau of the Census
                                                                                                                                                                                                                                    • U.S. Department of Agriculture
                                                                                                                                                                                                                                    • Unilever USA
                                                                                                                                                                                                                                    • US Department of Commerce
                                                                                                                                                                                                                                    • USA Today
                                                                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                                                                    • Walt Disney Company, The
                                                                                                                                                                                                                                    • Whole Foods Market Inc
                                                                                                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                                                                                                    Butter, Margarine and Spreads - US - August 2011

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