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Yellow Fats and Edible Oils - UK - August 2011

This report covers the UK retail market for edible oils and yellow fats.

  • Yellow fats include butter, margarine and spreads.
  • Edible oils include blended vegetable oil (which is usually rapeseed) and single-seed oils such as sunflower and corn, plus olive (including extra virgin) along with groundnut, walnut, sesame and other varieties of speciality oil, for use in domestic food preparation. The market for spray oils (including aerosols) is also included.

Industry definitions of yellow fats

Industry definitions of butter, margarine and spreads are as follows, according to description of the category with an indication of the percentage fat content by weight:

  • Butter – the product with a milk fat content of not less than 80% but less than 90%, a maximum water content of 16% and a maximum dry non-fat milk-material content of 2%
  • Three quarter fat butter – the product with a milk fat content of not less than 60% but not more than 62%
  • Half-fat butter – the product with a milk fat content of not less than 39% but not more than 41%
  • Dairy spread – the product with the following milk fat contents: less than 39%; more than 41% but less than 60%; more than 62% but less than 80%
  • Margarine – the product obtained from vegetable and/or animal fats with a fat content of not less than 80% but less than 90%
  • Three quarter fat margarine – the product obtained from vegetable and/or animal fats with a fat content of not less than 60% but not more than 62%
  • Half-fat margarine – the product obtained from vegetable and/or animal fats with a fat content of not less than 39% but not more than 41%
  • Fat spreads – the product obtained from vegetable and/or animal fats with the following fat contents: less than 39%; more than 41% but less than 60%; more than 62% but less than 80%
  • The product claim ‘High in polyunsaturates/monounsaturates’ (claim is normally accompanied by ‘low in saturates’) refers to a product which contains at least 35% fat by weight, of which at least 45% of the fatty acids are polyunsaturated/monounsaturated and not more than 25% of the fatty acids are saturated and trans-fat
  • The product claim ‘Low in saturates’ refers to a product whose fat contains not more than 25% saturated and trans-fat.

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Table of contents

  1. Introduction

      • Definition
        • Industry definitions of yellow fats
          • Abbreviations
          • Executive Summary

              • The market
                • The mature market posts robust growth
                  • Figure 1: UK retail sales of butter, spreads and edible oils, by value, 2006-11
                • Forecast
                  • Figure 2: Forecast of UK retail sales of butter, spreads and edible oils, by value, 2006-16
                • Market factors
                  • Health concerns continue to put pressure on the market
                    • Rising dairy prices have fuelled inflation in butter
                      • Olive oil benefits from steady prices and industry support
                        • Demographic changes bode well for spreads, but pose challenges to butter
                          • Companies, brands and innovation
                            • Lurpak retains a strong lead in butter and spreads
                              • Figure 3: Estimated brand shares in the butter, spreads and margarine market, 2010
                            • Own-label still the dominant force in liquid oils
                              • Figure 4: Estimated brand shares in the standard cooking oil market, 2010
                              • Figure 5: Estimated brand shares in the olive oil market, 2010
                            • Oils dominate NPD
                              • The consumer
                                • Consumers have become price-driven
                                  • Figure 6: Attitudes towards yellow fats and edible oils, June 2011
                                • Butter leads in yellow fats, olive in oils
                                  • Butter is seen as tasty, spreads as processed
                                    • Figure 7: Qualities associated with butter and spreads, June 2011
                                  • Olive oil enjoys a popular image as natural and healthy in moderation
                                    • Figure 8: Qualities associated with vegetable oil and olive oil, June 2011
                                  • What we think
                                  • Issues in the Market

                                      • What factors can manufacturers leverage to add value to butter and spreads?
                                        • Can brands engage consumers with a healthy proposition?
                                          • How can the market engage the growing group of health-aware over-55s?
                                            • What areas hold development potential for edible oils?
                                            • Future Opportunities

                                                • Premiumization & Indulgence
                                                  • Moral Brands
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Butter’s healthier options attract new users
                                                        • Figure 9: Trends in frequency of using butter, spreads and edible oils in the household in the last 12 months, 2009-10
                                                        • Figure 10: Trends in types of butter used most often in the household in the last 12 months, 2009 and 2010
                                                        • Figure 11: Household purchased quantities of yellow fat, 2005-09
                                                      • Olive oil receives a boost from EU campaign
                                                        • Figure 12: Household purchased quantities of vegetable oils, 2005-09
                                                      • Consequences of a fatty diet
                                                        • Figure 13: Trends in body mass index, 2006-10
                                                      • Public health campaigns raise awareness of saturated fats health risk
                                                          • Figure 14: Average UK energy intake per person per day, 2005-09
                                                        • Cholesterol-lowering plant sterols get the green light from EFSA
                                                        • Broader Market Environment

                                                          • Key points
                                                            • Dairy industry under pressure
                                                              • Figure 15: Retail price indices of butter and oil and fats, January 2005-January 2011 (Jan 2005=100)
                                                            • Oils also subject to significant commodity and retail price volatility
                                                              • Over-55s represent an opportunity for edible oils
                                                                • Figure 16: Volume importance index of using butter, spreads and edible oils in the household in the last 12 months, by age, 2010
                                                                • Figure 17: Projected trends in the UK population, by age, 2011-16
                                                              • The core user base for butter is forecast to shrink in the coming years
                                                                • Figure 18: Volume importance index of using butter, spreads and edible oils in the household in the last 12 months, by socio-economic group, 2010
                                                                • Figure 19: Projected trends in the UK population, by socio-economic group, 2011-16
                                                            • Competitive Context

                                                              • Key points
                                                                • A broad competitive set
                                                                    • Figure 20: UK retail value sales of competing products to edible oils, showing 2010 market size and growth, % change 2008-10
                                                                  • UK consumers’ fondness for toast remains firm
                                                                    • Consumers’ demand for convenience prevents a landslide return to homemade sandwiches
                                                                        • Figure 21: Frequency of bringing lunch from home, by most popular attitudes towards buying lunch on weekdays, March 2011
                                                                    • Strengths and Weaknesses

                                                                      • Strengths
                                                                        • Weaknesses
                                                                        • Who’s Innovating?

                                                                          • Key points
                                                                            • New product launch activity reaches new high in 2010
                                                                              • Figure 22: NPD in yellow fats and edible oils, by product category, 2007-11*
                                                                              • Figure 23: Trends in own-label and branded new product launches across edible oils and fats, January 2007-July 2011*
                                                                              • Figure 24: Trends in own-label-only new product launches across edible oils and fats sub-categories, January 2007-July 2011*
                                                                            • Trends in new product claims
                                                                              • Figure 25: NPD in yellow fats and edible oils, by top ten product claims, by category, 2007-11
                                                                              • Figure 26: NPD in yellow fats and edible oils, by top ten product claims, 2007-11
                                                                            • Leveraging provenance can provide a point of difference consumers can relate to in butter
                                                                              • Ethical – environmental claims
                                                                                • Flora has the lead in functional health claims
                                                                                  • Free-from and cleaner labels
                                                                                    • Positioning salted butter in a more positive and gourmet way
                                                                                    • Market Value and Forecast

                                                                                      • Key points
                                                                                        • Butter, spreads and edible oils
                                                                                          • Figure 27: UK retail value sales of butter, spreads and edible oils, 2006-11
                                                                                        • Butter and spreads
                                                                                          • Edible oils
                                                                                            • Forecast
                                                                                              • Figure 28: Forecast of UK retail sales of butter, spreads and edible oils, by value, 2006-16
                                                                                              • Figure 29: Forecast of UK retail sales of butter, spreads and edible oils, by value, 2006-16
                                                                                            • Forecast methodology
                                                                                            • Segment Performance

                                                                                              • Key points
                                                                                                • Butter, margarine and spreads
                                                                                                  • Figure 30: UK retail value sales of butter, spreads and edible oils, 2006-11
                                                                                                  • Figure 31: UK retail value sales of butter, by type, 2006-11
                                                                                                • Edible oils
                                                                                                  • Figure 32: UK retail value sales of liquid oil, by type, 2008-10
                                                                                                  • Figure 33: UK retail value sales of solid oils and cooking fats, 2007-11
                                                                                              • Market Share

                                                                                                • Key points
                                                                                                  • Brands experience slower growth than in previous years
                                                                                                    • Figure 34: Estimated brand shares in the butter, spreads and margarine market, 2008-10
                                                                                                    • Figure 35: Price comparison of leading brands, 2011
                                                                                                  • Cooking oils
                                                                                                    • Figure 36: Estimated brand sales and shares in the standard cooking oil market, 2008-10
                                                                                                    • Figure 37: Estimated brand sales and shares in the olive oil market, 2008-10
                                                                                                • Companies and Products

                                                                                                  • Key points
                                                                                                    • Manufacturers and brands
                                                                                                      • Figure 38: Selected leading companies in the yellow fats and edible oils market in the UK and their brands, 2011
                                                                                                    • Arla Foods
                                                                                                      • Dairy Crest
                                                                                                        • Filippo Berio
                                                                                                          • Kerrygold
                                                                                                            • Princes Group
                                                                                                              • Unilever
                                                                                                              • Brand Communication and Promotion

                                                                                                                • Key points
                                                                                                                  • Flora leads margarine and spreads as the biggest contributor to above-the-line spend
                                                                                                                    • Figure 39: Above-the-line expenditure in the UK yellow fats and edible oils market, 2008-11
                                                                                                                    • Figure 40: Advertisement expenditure in the UK yellow fats and edible oils market, by brand, 2008-11
                                                                                                                  • Butter brands tend to focus on either taste, health or provenance
                                                                                                                    • Focusing on health – and now taste
                                                                                                                    • Brand Research

                                                                                                                      • Brand map
                                                                                                                          • Figure 41: Attitudes towards and usage of butter and spread brands, June 2011
                                                                                                                        • Brand attitudes
                                                                                                                          • Figure 42: Attitudes, by butter and spread brand, June 2011
                                                                                                                        • Brand personality
                                                                                                                          • Figure 43: Butter and spreads brand personality – macro image, June 2011
                                                                                                                          • Figure 44: Butter and spreads brand personality – micro image, June 2011
                                                                                                                        • Correspondence analysis
                                                                                                                          • Brand experience
                                                                                                                            • Figure 45: Butter and spread brand usage, June 2011
                                                                                                                            • Figure 46: Satisfaction with various butter and spread brands, June 2011
                                                                                                                            • Figure 47: Consideration of butter and spread brands, June 2011
                                                                                                                            • Figure 48: Consumer perceptions of current butter and spread brand performance, June 2011
                                                                                                                            • Figure 49: Butter and spread brand recommendation – Net Promoter Score, June 2011
                                                                                                                          • Brand index
                                                                                                                            • Figure 50: Butter and spread brand index, June 2011
                                                                                                                            • Figure 51: Butter and spread brand index vs. recommendation, June 2011
                                                                                                                          • Target group analysis
                                                                                                                            • Figure 52: Target groups, June 2011
                                                                                                                            • Figure 53: Butter and spread brand usage, by target groups, June 2011
                                                                                                                          • Group One – The Conformists
                                                                                                                            • Group Two – Simply the Best
                                                                                                                              • Group Three – Shelf Stalkers
                                                                                                                                • Group Four – Habitual Shoppers
                                                                                                                                  • Group Five – The Individualists
                                                                                                                                  • Channels to Market

                                                                                                                                    • Key point
                                                                                                                                      • Multiples continue to dominate in both oils and yellow fats
                                                                                                                                          • Figure 54: UK retail value sales of yellow fats, by outlet type, 2008-10
                                                                                                                                          • Figure 55: UK retail sales of edible oils, by outlet type, 2008-10
                                                                                                                                      • Consumer – Purchases by Type

                                                                                                                                        • Key points
                                                                                                                                          • Block butter remains top choice
                                                                                                                                              • Figure 56: Types of yellow fats, solid oils and cooking fats bought, June 2011
                                                                                                                                              • Figure 57: Purchase of buttery taste spreads and spreadable butter, by age, socio-economic group and household income, June 2011
                                                                                                                                              • Figure 58: Purchase of olive spreads and cholesterol-lowering spreads, by age, socio-economic group and household income, June 2011
                                                                                                                                            • Olive leads in oils
                                                                                                                                                • Figure 59: Types of liquid oils bought, June 2011
                                                                                                                                              • Olive oil is a cupboard staple
                                                                                                                                                  • Figure 60: Purchase of olive oil and virgin/extra virgin olive oil, by age, socio-economic group and household income, June 2011
                                                                                                                                                • Sunflower and vegetable oil bought by half
                                                                                                                                                  • Figure 61: Purchase of sunflower oil and vegetable oil, by age, socio-economic group and household income, June 2011
                                                                                                                                                • Speciality oils hold only niche appeal
                                                                                                                                                  • Usage of butter and spreads by occasion
                                                                                                                                                      • Figure 62: Usage of butter and spreads, by occasion, June 2011
                                                                                                                                                  • Consumer – Perceptions of Yellow Fats and Edible Oils

                                                                                                                                                    • Key points
                                                                                                                                                      • Butter shines on taste, spreads are seen as an everyday food
                                                                                                                                                          • Figure 63: Qualities associated with butter and spreads, June 2011
                                                                                                                                                        • Butter excels on taste, but hampered by view as too high in fat
                                                                                                                                                          • Spreads are still dominated by image as processed, a minority see butter as natural
                                                                                                                                                            • Butter becomes a rare treat
                                                                                                                                                              • 16-24-year-olds see spreads in a more positive light
                                                                                                                                                                • Figure 64: Qualities associated with butter and spreads, percentage point difference of 16-24-year-olds compared to average, June 2011
                                                                                                                                                              • Olive oil enjoys an image as healthy and natural
                                                                                                                                                                • Figure 65: Qualities associated with vegetable oil and olive oil, June 2011
                                                                                                                                                              • Vegetable oil is seen most typically as a bland kitchen essential
                                                                                                                                                              • Consumer – Attitudes towards Yellow Fats and Edible Oils

                                                                                                                                                                • Key points
                                                                                                                                                                  • Health concerns and special offers play a key role in butter and spreads
                                                                                                                                                                      • Figure 66: Attitudes towards yellow fats and edible oils, June 2011
                                                                                                                                                                    • Half the nation buy butter and spreads on offer
                                                                                                                                                                      • Health plays a key role in the market
                                                                                                                                                                        • Fair pay to farmers and healthiness can be leveraged to add value
                                                                                                                                                                          • Home cooks and bakers support demand for yellow fats and flavoured oils
                                                                                                                                                                          • Target Groups

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Four target groups
                                                                                                                                                                                • Figure 67: Target groups, June 2011
                                                                                                                                                                              • Engagers (19%)
                                                                                                                                                                                • Switchers (39%)
                                                                                                                                                                                  • Health-awares (23%)
                                                                                                                                                                                    • Price-led (18%)
                                                                                                                                                                                    • Appendix – Internal Market Environment

                                                                                                                                                                                        • Figure 68: Trends in agreement with selected lifestyle statements, 2006-10
                                                                                                                                                                                        • Figure 69: Trends in statements on high salt/sodium content, 2007-10
                                                                                                                                                                                        • Figure 70: Agreement with the lifestyle statements, by demographics, 2010
                                                                                                                                                                                        • Figure 71: Statements on high salt/sodium content, by demographics, 2010
                                                                                                                                                                                    • Appendix – Broader Market Environment

                                                                                                                                                                                        • Figure 72: Retail price indices of butter and oil and fats, January 2005-April 2011
                                                                                                                                                                                    • Appendix – Competitive Context

                                                                                                                                                                                        • Figure 73: UK retail value sales of competing products to edible oils, 2008-10
                                                                                                                                                                                        • Figure 74: Trends in frequency of using packaged sliced breads in the household in the last 12 months, 2009-10
                                                                                                                                                                                        • Figure 75: Trends in frequency of using other type of breads in the household in the last 12 months, 2009-10
                                                                                                                                                                                        • Figure 76: Trends in frequency of using breakfast cereals in the household in the last 12 months, 2009-10
                                                                                                                                                                                    • Appendix – Who’s Innovating?

                                                                                                                                                                                        • Figure 77: New product development in the UK edible oils and fats market, by top claims categories, 2008-11
                                                                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                                                                        • Figure 78: Forecast of UK retail value sales of butter, spreads and edible oils, best and worst case, 2011-16
                                                                                                                                                                                      • Butter
                                                                                                                                                                                        • Figure 79: Forecast of UK retail value sales of butter, 2006-16
                                                                                                                                                                                        • Figure 80: Forecast of UK retail value sales of butter, 2006-16
                                                                                                                                                                                        • Figure 81: Forecast of UK retail value sales of butter, best and worst case, 2011-16
                                                                                                                                                                                      • Spreads
                                                                                                                                                                                        • Figure 82: Forecast of UK retail value sales of spreads, 2006-16
                                                                                                                                                                                        • Figure 83: Forecast of UK retail value sales of spreads, 2006-16
                                                                                                                                                                                        • Figure 84: Forecast of UK retail value sales of spreads, best and worst case, 2011-16
                                                                                                                                                                                      • Edible oils
                                                                                                                                                                                        • Figure 85: Forecast of UK retail value sales of edible oils, 2011-16
                                                                                                                                                                                        • Figure 86: Forecast of UK retail value sales of edible oils, 2011-16
                                                                                                                                                                                        • Figure 87: Forecast of UK retail value sales of edible oils, best and worst case, 2011-16
                                                                                                                                                                                    • Appendix – Brand Communications

                                                                                                                                                                                        • Figure 88: Advertisement expenditure in the UK yellow fats and edible oils market, by product category minor, 2008-11
                                                                                                                                                                                        • Figure 89: Advertisement expenditure in the UK yellow fats and edible oils market, by media type, 2008-11
                                                                                                                                                                                        • Figure 90: Advertisement expenditure in the UK yellow fats and edible oils market, by company, 2008-11
                                                                                                                                                                                        • Figure 91: Advertisement expenditure in the UK yellow fats and edible oils market, by company and media type, 2008-11*
                                                                                                                                                                                    • Appendix – Brand Research

                                                                                                                                                                                        • Figure 92: Brand usage, June 2011
                                                                                                                                                                                        • Figure 93: Brand commitment, June 2011
                                                                                                                                                                                        • Figure 94: Brand momentum, June 2011
                                                                                                                                                                                        • Figure 95: Brand diversity, June 2011
                                                                                                                                                                                        • Figure 96: Brand satisfaction, June 2011
                                                                                                                                                                                        • Figure 97: Brand recommendation, June 2011
                                                                                                                                                                                        • Figure 98: Brand attitude, June 2011
                                                                                                                                                                                        • Figure 99: Brand image – macro image, June 2011
                                                                                                                                                                                        • Figure 100: Brand image – micro image, June 2011
                                                                                                                                                                                        • Figure 101: Psychographic segmentation, by target groups, June 2011
                                                                                                                                                                                        • Figure 102: Psychographic segmentation, by target groups, June 2011
                                                                                                                                                                                        • Figure 103: Brand usage, by target groups, June 2011
                                                                                                                                                                                      • Brand index
                                                                                                                                                                                        • Figure 104: Brand index, June 2011
                                                                                                                                                                                    • Appendix – Trends in Consumer Usage

                                                                                                                                                                                        • Figure 105: Trends in frequency of using butter in the household in the last 12 months, 2009 and 2010
                                                                                                                                                                                        • Figure 106: Trends in frequency of using low-fat spreads, dairy spreads and soft margarine in the last 12 months, 2009 and 2010
                                                                                                                                                                                        • Figure 107: Trends in frequency of using oils for cooking and salad in the last 12 months, 2006-10
                                                                                                                                                                                        • Figure 108: Frequency of using butter in the household in the last 12 months, by demographics, 2010
                                                                                                                                                                                        • Figure 109: Frequency of using low-fat spreads, dairy spreads and soft margarine in the household in the last 12 months, by demographics, 2010
                                                                                                                                                                                        • Figure 110: Frequency of using oils for cooking and salad in the household in the last 12 months, by demographics, 2010
                                                                                                                                                                                    • Appendix – Consumer – Purchase by Type

                                                                                                                                                                                        • Figure 111: Types of yellow fats bought, June 2011
                                                                                                                                                                                        • Figure 112: Most popular types of yellow fats bought, by demographics, June 2011
                                                                                                                                                                                        • Figure 113: Next most popular types of yellow fats bought, by demographics, June 2011
                                                                                                                                                                                        • Figure 114: Other types of yellow fats bought, by demographics, June 2011
                                                                                                                                                                                        • Figure 115: Types of oils bought, June 2011
                                                                                                                                                                                        • Figure 116: Most popular types of oils bought, by demographics, June 2011
                                                                                                                                                                                        • Figure 117: Next most popular types of oils bought, by demographics, June 2011
                                                                                                                                                                                        • Figure 118: Other types of oils bought, by demographics, June 2011
                                                                                                                                                                                        • Figure 119: Usage of butter and spreads, by occasion, June 2011
                                                                                                                                                                                        • Figure 120: Usage of butter and spreads, by occasion, by demographics, June 2011
                                                                                                                                                                                        • Figure 121: Usage of cholesterol-lowering spread and vegetable oil, by occasion, June 2011
                                                                                                                                                                                        • Figure 122: Usage of vegetable oil, by occasion, by demographics, June 2011
                                                                                                                                                                                        • Figure 123: Usage of olive oil and other oil, by occasion, June 2011
                                                                                                                                                                                        • Figure 124: Usage of olive oil, by occasion, by demographics, June 2011
                                                                                                                                                                                        • Figure 125: Usage of other oil, by occasion, by demographics, June 2011
                                                                                                                                                                                        • Figure 126: Usage of spray cooking oil and lard/fat, by occasion, June 2011
                                                                                                                                                                                        • Figure 127: Usage of spray cooking oil, by occasion, by demographics, June 2011
                                                                                                                                                                                    • Appendix – Consumer – Perceptions of Yellow Fats and Edible Oils

                                                                                                                                                                                        • Figure 128: Perceptions of yellow fats and oils, June 2011
                                                                                                                                                                                        • Figure 129: Most common perceptions of butter, by demographics, June 2011
                                                                                                                                                                                        • Figure 130: Next most common perceptions of butter, by demographics, June 2011
                                                                                                                                                                                        • Figure 131: Most common perceptions of spread, by demographics, June 2011
                                                                                                                                                                                        • Figure 132: Next most common perceptions of spreads, by demographics, June 2011
                                                                                                                                                                                        • Figure 133: Most common perceptions of vegetable oil, by demographics, June 2011
                                                                                                                                                                                        • Figure 134: Next most common perceptions of vegetable oil, by demographics, June 2011
                                                                                                                                                                                        • Figure 135: Most common perceptions of olive oil, by demographics, June 2011
                                                                                                                                                                                        • Figure 136: Next most common perceptions of olive oil, by demographics, June 2011
                                                                                                                                                                                        • Figure 137: Perceptions of yellow fats and oils, by most popular types of yellow fats bought, June 2011
                                                                                                                                                                                        • Figure 138: Perceptions of yellow fats and oils, by next most popular types of yellow fats bought, June 2011
                                                                                                                                                                                        • Figure 139: Perceptions of yellow fats and oils, by other types of yellow fats bought, June 2011
                                                                                                                                                                                        • Figure 140: Perceptions of yellow fats and oils, by most popular types of oils bought, June 2011
                                                                                                                                                                                        • Figure 141: Perceptions of yellow fats and oils, by next most popular types of oils bought, June 2011
                                                                                                                                                                                        • Figure 142: Perceptions of yellow fats and oils, by other types of oils bought, June 2011
                                                                                                                                                                                    • Appendix – Consumer – Attitudes towards Yellow Fats and Edible Oils

                                                                                                                                                                                        • Figure 143: Attitudes towards yellow fats and oils, June 2011
                                                                                                                                                                                        • Figure 144: Agreement with statements ‘I buy whatever butter/spread is on special offer’ and ‘I have switched to supermarket own-label butter/spread to save money’, by demographics, June 2011
                                                                                                                                                                                        • Figure 145: Agreement with the statements ‘I have switched from butter to spreads to save money’ and ‘Taste is more important than health when it comes to butter and spreads’, by demographics, June 2011
                                                                                                                                                                                        • Figure 146: Agreement with the statements ‘Health concerns affect my usage/choice of butter and spreads’ and ‘I'm using more butter/spreads, because I'm baking/cooking more at home’, by demographics, June 2011
                                                                                                                                                                                        • Figure 147: Agreement with the statements ‘I use the same brand for different spread/butter needs (eg cooking, baking, for toast)’ and ‘I would pay more for butter that is committed to higher animal welfare’, by demographics, June 2011
                                                                                                                                                                                        • Figure 148: Agreement with the statements ‘I would pay more for butter/spreads that offers a fair price to farmers’ and ‘I buy the healthiest oils possible’, by demographics, June 2011
                                                                                                                                                                                        • Figure 149: Agreement with the statements ‘I buy more expensive (eg extra virgin) oils because they are better for you’ and ‘Flavoured oils are a good way to spice up dishes’, by demographics, June 2011
                                                                                                                                                                                        • Figure 150: Attitudes towards yellow fats and oils, by most popular types of yellow fats bought, June 2011
                                                                                                                                                                                        • Figure 151: Attitudes towards yellow fats and oils, by next most popular types of yellow fats bought, June 2011
                                                                                                                                                                                        • Figure 152: Attitudes towards yellow fats and oils, by other types of yellow fats bought, June 2011
                                                                                                                                                                                        • Figure 153: Attitudes towards yellow fats and oils, by most popular types of oils bought, June 2011
                                                                                                                                                                                        • Figure 154: Attitudes towards yellow fats and oils, by next most popular types of oils bought, June 2011
                                                                                                                                                                                        • Figure 155: Attitudes towards yellow fats and oils, by other types of oils bought, June 2011
                                                                                                                                                                                    • Appendix – Target Groups

                                                                                                                                                                                        • Figure 156: Perceptions of yellow fats and oils, by target groups, June 2011
                                                                                                                                                                                        • Figure 157: Attitudes towards yellow fats and oils, by target groups, June 2011
                                                                                                                                                                                        • Figure 158: Statements on health and healthy lifestyle, by target groups, June 2011
                                                                                                                                                                                        • Figure 159: Target groups, by demographics, June 2011

                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                    • Arla Foods amba
                                                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                                                    • Bank of England
                                                                                                                                                                                    • British Nutrition Foundation
                                                                                                                                                                                    • Clover Farms Dairy
                                                                                                                                                                                    • Co-operative Group
                                                                                                                                                                                    • Dairy Crest Group plc
                                                                                                                                                                                    • Dale Farm Ltd
                                                                                                                                                                                    • Department for Environment, Food & Rural Affairs
                                                                                                                                                                                    • Dualit Limited
                                                                                                                                                                                    • Food Standards Agency
                                                                                                                                                                                    • Irish Dairy Board Co-operative Ltd. [Kerrygold]
                                                                                                                                                                                    • J. Sainsbury
                                                                                                                                                                                    • Lactalis UK & Ireland
                                                                                                                                                                                    • Lakeland Ltd
                                                                                                                                                                                    • Londis (Holdings) Ltd - retail sales
                                                                                                                                                                                    • Marks & Spencer
                                                                                                                                                                                    • Napolina
                                                                                                                                                                                    • Ocado
                                                                                                                                                                                    • South Caernarfon Creameries Ltd
                                                                                                                                                                                    • Tesco Plc
                                                                                                                                                                                    • Unilever Bestfoods UK Ltd
                                                                                                                                                                                    • Waitrose
                                                                                                                                                                                    • Wm Morrison Supermarkets
                                                                                                                                                                                    • Yeo Valley Farms (Production) Ltd

                                                                                                                                                                                    Yellow Fats and Edible Oils - UK - August 2011

                                                                                                                                                                                    £1,995.00 (Excl.Tax)