Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

The Yellow Fat and Edible Oil Market - UK - September 2012

  • How can health and wellbeing spreads improve consumer perceptions?
  • How can brands explore ease of use for standout?
  • Is there potential for brands to build engagement online?
  • What attributes can yellow fat brands highlight to target under-25s more effectively?

Estimated to reach £1.79 billion in 2012, the yellow fats and edible oils market has grown by 45% since 2007, driven almost entirely by retail price inflation since volumes have declined by 4% over the 2007-12 period. Usage levels have stalled in butter and fallen in spreads and edible oils, reflecting consumers’ cost and health concerns. Up to 2011, health and wellbeing spreads struggled to win over consumers for whom the number one priority is taste. However, several new ‘lighter’ products launched in 2012 are looking to challenge consumers’ perceptions in this regard and aim to rebuild volume sales with the support of significant above-the-line investment by the leading brands.

What's included in the Yellow Fat and Edible Oil Market Report?

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

  • Yellow fats include butter, margarine and spreads.
  • Health & Wellbeing Spreads refers to spreads described as having a health benefit eg cholesterol reducing, low/reduced fat, low/reduced calorie, light, soya, reduced/low/no salt etc.
  • Cooking & Baking Spreads refer to margarine or white fat intended for cooking or baking, which is generally wrapped or in packet format, or in a plastic tub. Excludes butter.
  • For the purposes of this report, spreadable butter (including variants with vegetable oil) and ‘light’ butter are included as butter in the market segmentation
  • Edible oils include vegetable or rapeseed oil 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.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definition
        • Definitions of yellow fats
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Forecast of UK retail sales of butter, spreads and edible oils, by value, 2007-17
              • Volume sales far outpaced by value sales
                • Figure 2: Growth in UK retail value and volume sales of butter, spreads and edible oils, by segment, 2009-11
              • Butter
                • Spreads
                  • Cooking and baking spreads
                    • Edible oils
                      • Forecast
                        • Market factors
                          • Lacklustre demand for healthy eating products stimulates innovation
                            • Bargain-seeking mentality remains high among frugal shoppers
                              • Growth in two key age groups bodes well for yellow fats and oils
                                • Companies, brands and innovation
                                  • Market share
                                    • Figure 3: Estimated brand shares in the butter and spreads* market, 2011
                                  • Innovation
                                    • Adspend
                                      • The consumer
                                        • Trends in usage
                                          • Purchase of butter and spreads
                                            • Figure 4: Purchase of yellow fats, by type, May 2012
                                          • Important factors influencing choice of butter/spreads
                                            • Figure 5: Factors affecting choice of yellow fats, May 2012
                                            • Figure 6: Factors that would affect choice of yellow fats, May 2012
                                          • Attitudes towards butter and spreads
                                            • Figure 7: Attitudes towards yellow fats, May 2012
                                          • Attitudes towards edible oils
                                            • Figure 8: Attitudes towards edible oils, May 2012
                                          • What we think
                                          • Issues in the Market

                                              • How can health and wellbeing spreads improve consumer perceptions?
                                                • How can brands explore ease of use for standout?
                                                  • Is there potential for brands to build engagement online?
                                                    • What attributes can yellow fat brands highlight to target under-25s more effectively?
                                                    • Trend Application

                                                        • Trend: Minimise Me
                                                          • Trend: Sense of the Intense
                                                            • 2015 Trend: Brand Intervention
                                                            • Market Drivers

                                                              • Key points
                                                                • Small steps towards healthy eating
                                                                  • Figure 9: Household purchased quantities of yellow fat by type, 2006-10
                                                                  • Figure 10: Household purchased quantities of vegetable oils, 2006-10
                                                                • Butter and edible oil users tend to be cooking enthusiasts
                                                                  • Figure 11: Agreement with selected lifestyle statements by usage of butter, low fat spreads, dairy spreads and soft margarine, and oils for cooking and salad, 2011
                                                                • Household incomes remain under pressure
                                                                  • Figure 12: Percentage year-on-year change in average weekly earnings compared to inflation in the UK, January 2006-December 2011
                                                                  • Figure 13: Mintel tracker survey, Agreement with statements on grocery shopping habits, March-June 2012
                                                                  • Figure 14: Retail prices index of butter and oil and fats, January 2007-April 2012
                                                                  • Figure 15: Trends and projections in the UK population (‘000s), by age group, 2007-17
                                                                  • Figure 16: Trends and projections in UK households, by size, 2007-17
                                                              • Strengths and Weaknesses

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • Spreads lead dynamic new product launch activity in 2011
                                                                        • Figure 17: NPD in yellow fats and edible oils, using trends in total dairy as a comparison, 2007-12
                                                                      • Own-label grows its presence
                                                                        • Figure 18: NPD in yellow fats and edible oils, by product category, by brand vs own-label, 2011
                                                                        • Figure 19: NPD in edible oils, branded vs own-label, 2007-12
                                                                      • Trends in new product claims
                                                                        • Figure 20: Top 5 product claims in NPD in yellow fats and edible oils, by sector, 2011
                                                                      • Health is the leading new product claim
                                                                        • ‘Value’ claims target hard-pressed consumers and cooks
                                                                          • Smaller pack sizes help keep costs under control
                                                                            • Premium and organic claims feature mainly in edible oils
                                                                              • Recyclable packs have become more prevalent since 2010
                                                                                • Niche NPD continues in flavoured oils/spreads
                                                                                • Market Size and Forecast

                                                                                  • Key points
                                                                                    • Butter, spreads and edible oils
                                                                                      • Figure 21: UK retail value and volume sales of butter, spreads and edible oils, 2007-12
                                                                                    • Volume growth continues to be a stumbling block for butter and spreads
                                                                                      • Figure 22: Growth in UK retail value and volume sales of butter, spreads and edible oils, by segment, 2009-11
                                                                                    • Forecast
                                                                                        • Figure 23: Forecast of UK retail sales of butter, spreads and edible oils, by value, 2007-17
                                                                                        • Figure 24: Forecast of UK retail sales of butter, spreads and edible oils, by volume, 2007-17
                                                                                      • Forecast methodology
                                                                                      • Market Segmentation

                                                                                        • Key points
                                                                                          • Butter
                                                                                            • Figure 25: UK retail value and volume sales of butter*, 2007-17
                                                                                            • Figure 26: UK retail value sales of butter, by type, 2007-11
                                                                                          • Spreads
                                                                                            • Figure 27: UK retail value and volume sales of spreads, 2007-17
                                                                                            • Figure 28: UK retail value and volume sales of spreads, by type, 2009-11
                                                                                          • Cooking and baking
                                                                                            • Figure 29: UK retail value and volume sales of cooking and baking spreads*, 2007-17
                                                                                          • Edible oils
                                                                                            • Figure 30: UK retail value and volume forecast of edible oils*, 2007-17
                                                                                            • Figure 31: UK retail value and volume sales of edible oils (liquid), by type, 2009-11
                                                                                            • Figure 32: UK retail value sales of edible oils (liquid), by type, 2009-11
                                                                                        • Market Share

                                                                                          • Key points
                                                                                            • Lurpak extends its lead in butter and spreads
                                                                                                • Figure 33: Estimated brand sales and shares in the butter and spreads* market, 2009-11
                                                                                              • Edible oils
                                                                                                • Figure 34: Estimated brand sales and shares in the standard cooking oil* market, 2009-11
                                                                                                • Figure 35: Estimated brand sales and shares in the olive oil market, 2009-11
                                                                                            • Companies and Products

                                                                                              • Adams Foods
                                                                                                • Arla Foods
                                                                                                  • Dairy Crest
                                                                                                    • Filippo Berio
                                                                                                      • Princes Group
                                                                                                        • Unilever
                                                                                                        • Brand Communication and Promotion

                                                                                                          • Key points
                                                                                                            • Adspend lower than 2011 but remains high
                                                                                                              • Figure 36: Above-the-line expenditure in the UK yellow fats and edible oils market, 2008-12*
                                                                                                              • Figure 37: Above-the-line expenditure in the UK yellow fats and edible oils market, by segment, 2007-12*
                                                                                                            • Unilever continues to dominate adspend
                                                                                                              • Figure 38: Above-the-line expenditure in the UK yellow fats and edible oils market, by advertiser, 2009-12*
                                                                                                              • Figure 39: Leading advertisers’ above-the-line expenditure in the UK yellow fats and edible oils market, by brand, 2009-12*
                                                                                                              • Figure 40: Above-the-line expenditure in the UK Yellow fats and edible oils market, by Brand, 2011
                                                                                                              • Figure 41: Above-the-line expenditure in the UK yellow fats and edible oils market, by top ten advertisers, by segment, 2011
                                                                                                              • Figure 42: Above-the-line expenditure in the UK yellow fats and edible oils market, by media, 2008-12*
                                                                                                            • Brands look online for a lifestyle positioning
                                                                                                            • Brand Research

                                                                                                              • Brand map
                                                                                                                  • Figure 43: Attitudes towards and usage of brands in the yellow fats and edible oils sector, June 2012
                                                                                                                • Correspondence analysis
                                                                                                                  • Brand attitudes
                                                                                                                    • Figure 44: Attitudes by yellow fats and edible oils brand, June 2012
                                                                                                                  • Brand personality
                                                                                                                    • Figure 45: Yellow fats and edible oils brand personality – macro image, June 2012
                                                                                                                    • Figure 46: Yellow fats and edible oils brand personality – micro image, June 2012
                                                                                                                  • Brand experience
                                                                                                                    • Figure 47: Yellow fats and edible oils brand usage, June 2012
                                                                                                                    • Figure 48: Satisfaction with various yellow fats and edible oils brands, June 2012
                                                                                                                    • Figure 49: Consideration of yellow fats and edible oils brands, June 2012
                                                                                                                    • Figure 50: Consumer perceptions of current yellow fats and edible oils brand performance, June 2012
                                                                                                                    • Figure 51: Yellow fats and edible oils brand recommendation – Net Promoter Score, June 2012
                                                                                                                  • Brand index
                                                                                                                    • Figure 52: Yellow fats and edible oils brand index, June 2012
                                                                                                                    • Figure 53: Yellow fats and edible oils brand index vs. recommendation, June 2012
                                                                                                                  • Target group analysis
                                                                                                                    • Figure 54: Target groups, June 2012
                                                                                                                    • Figure 55: Yellow fats and edible oils brand usage, by target groups, June 2012
                                                                                                                  • Conformists
                                                                                                                    • Simply the Best
                                                                                                                      • Shelf Stalkers
                                                                                                                        • Habitual Shoppers
                                                                                                                          • Individualists
                                                                                                                          • Channels to Market

                                                                                                                            • Key points
                                                                                                                              • Multiples capture the lion’s share of yellow fat and edible oil sales
                                                                                                                                • Figure 56: UK retail value sales of yellow fats, by outlet type, 2009-11
                                                                                                                                • Figure 57: UK retail value sales of edible oils, by outlet type, 2009-11
                                                                                                                            • Consumer – Trends in Usage

                                                                                                                              • Key points
                                                                                                                                • Spreads used most frequently but cooking oil has the largest user base
                                                                                                                                    • Figure 58: Usage of oils for cooking and salad, spreads (low fat, dairy and soft margarine) and butter, 2011
                                                                                                                                    • Figure 59: Frequency of usage of oils for cooking and salad, spreads (low fat, dairy and soft margarine) and butter, 2011
                                                                                                                                  • Butter user levels have plateaued
                                                                                                                                    • Figure 60: Trends in frequency of usage of butter, 2009-11
                                                                                                                                  • Slightly salted butter dominates, but unsalted butter enjoys biggest increase
                                                                                                                                    • Figure 61: Trends in types of butter used, 2009-11
                                                                                                                                    • Figure 62: Trends in types of butter used, by age, 2011
                                                                                                                                  • Fewer people are using spreads, less often
                                                                                                                                    • Figure 63: Trends in frequency of usage of low fat spreads, dairy spreads and soft margarine, 2009-11
                                                                                                                                  • Cooking oil usage falls
                                                                                                                                      • Figure 64: Trends in frequency of usage of oils for cooking and salad, 2007-11
                                                                                                                                      • Figure 65: Trends in types of oils for cooking and salad used, 2007-11
                                                                                                                                  • Consumer – Usage of Yellow Fats and Edible Oils

                                                                                                                                    • Key points
                                                                                                                                      • Purchase of butter and spreads
                                                                                                                                          • Figure 66: Purchase of yellow fats by type, May 2012
                                                                                                                                          • Figure 67: Purchase of yellow fats by type, by presence of children in the household, % point +/- average, May 2012
                                                                                                                                        • Purchase of edible oils
                                                                                                                                            • Figure 68: Usage of edible oils by type, May 2012
                                                                                                                                          • Extra virgin/virgin olive oil and sunflower oil compete for first place
                                                                                                                                            • Figure 69: Purchase of edible oils by type, May 2012
                                                                                                                                          • Affluent urban consumers show higher usage of specialist oils
                                                                                                                                            • Edible oil users demonstrate larger repertoires
                                                                                                                                              • Figure 70: Purchase repertoire based on number of yellow fat types and edible oils used, May 2012
                                                                                                                                            • Small households represent a gap in the market for edible oils
                                                                                                                                            • Consumer – Factors Affecting Choice of Yellow Fats

                                                                                                                                              • Key points
                                                                                                                                                • Important factors influencing choice of butter/spreads
                                                                                                                                                    • Figure 71: Factors affecting choice of yellow fats, May 2012
                                                                                                                                                  • Taste is top priority
                                                                                                                                                    • Healthy attributes interest a large minority
                                                                                                                                                      • Figure 72: Factors that would affect choice of yellow fats, May 2012
                                                                                                                                                      • Figure 73: Selected health-related factors affecting choice of yellow fats, by age-group, % point +/- average, May 2012
                                                                                                                                                    • One in four are open to supporting farmers and their livestock
                                                                                                                                                      • Youngsters drawn to packaging, older age groups to health
                                                                                                                                                      • Consumer – Attitudes Towards Yellow Fats

                                                                                                                                                        • Key points
                                                                                                                                                          • Attitudes towards butter and spreads
                                                                                                                                                              • Figure 74: Attitudes towards yellow fats, May 2012
                                                                                                                                                            • Reasons for cutting back on butter/spreads
                                                                                                                                                              • Health (38%)
                                                                                                                                                                • Switching products to save money (31%)
                                                                                                                                                                  • Can butter mine a treat image?
                                                                                                                                                                    • Taste/other preferences (28%)
                                                                                                                                                                      • Taste continues to play a key role in yellow fats
                                                                                                                                                                        • Taste is paramount for the majority of yellow fat users
                                                                                                                                                                          • Demand for greater variety of flavours
                                                                                                                                                                            • Health claims face a battle for credibility
                                                                                                                                                                              • Naturally healthier spreads are more appealing than functional benefits
                                                                                                                                                                                • Convenience interests a large minority
                                                                                                                                                                                  • Value for money perceptions override convenience of smaller packs
                                                                                                                                                                                    • Block butter equals messiness
                                                                                                                                                                                    • Consumer – Attitudes Towards Edible Oils

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Attitudes towards edible oils
                                                                                                                                                                                            • Figure 75: Attitudes towards edible oils, May 2012
                                                                                                                                                                                          • Nurturing connoisseurship among oil users
                                                                                                                                                                                            • Ethical considerations spark minority interest
                                                                                                                                                                                              • Calories and cost result in consumers using less oil
                                                                                                                                                                                                • Flavour and packaging can add value
                                                                                                                                                                                                  • Packaging upgrades offer scope to add value
                                                                                                                                                                                                    • Build on oil’s ability to add flavour
                                                                                                                                                                                                    • Targeting Opportunities

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Five target groups
                                                                                                                                                                                                          • Figure 76: Target groups, May 2012
                                                                                                                                                                                                        • Moderates (17%)
                                                                                                                                                                                                          • Disengaged (29%)
                                                                                                                                                                                                            • Healthy Wealthy (19%)
                                                                                                                                                                                                              • British Butter Buffs (17%)
                                                                                                                                                                                                                • Easily Enthused (18%)
                                                                                                                                                                                                                • Appendix – Market Drivers

                                                                                                                                                                                                                    • Figure 77: Trends in agreement with selected lifestyle statements, 2007-11
                                                                                                                                                                                                                    • Figure 78: Agreement with selected lifestyle statements, by usage of butter, 2011
                                                                                                                                                                                                                    • Figure 79: Agreement with selected lifestyle statements, by usage of low fat spreads, dairy spreads and soft margarine, 2011
                                                                                                                                                                                                                    • Figure 80: Agreement with selected lifestyle statements, by usage of oils for cooking and salad, 2011
                                                                                                                                                                                                                    • Figure 81: Agreement with selected lifestyle statements, by demographics, 2011
                                                                                                                                                                                                                    • Figure 82: Agreement with selected lifestyle statements, by demographics, 2011 (continued)
                                                                                                                                                                                                                • Appendix – Who’s Innovating?

                                                                                                                                                                                                                    • Figure 83: NPD in yellow fats as % of total dairy launches, 2007-12
                                                                                                                                                                                                                    • Figure 84: NPD in yellow fats and edible oils, by top 10 product claims, 2007-12*
                                                                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                                                                  • Yellow fats and edible oils
                                                                                                                                                                                                                    • Figure 85: Best- and worst-case forecasts of UK retail sales of yellow fats and edible oils, by value, 2012-17
                                                                                                                                                                                                                    • Figure 86: Best- and worst-case forecasts of UK retail sales of yellow fats and edible oils, by volume, 2012-17
                                                                                                                                                                                                                  • Butter
                                                                                                                                                                                                                    • Figure 87: Forecast of UK retail sales of butter*, by value, 2007-17
                                                                                                                                                                                                                    • Figure 88: Best- and worst-case forecasts of UK retail sales of butter*, by value, 2012-17
                                                                                                                                                                                                                    • Figure 89: Forecast of UK retail sales of butter*, by volume, 2007-17
                                                                                                                                                                                                                    • Figure 90: Best- and worst-case forecasts of UK retail sales of butter*, by volume, 2012-17
                                                                                                                                                                                                                  • Spreads
                                                                                                                                                                                                                    • Figure 91: Forecast of UK retail sales of spreads, by value, 2007-17
                                                                                                                                                                                                                    • Figure 92: Best- and worst-case forecasts of UK retail sales of spreads, by value, 2012-17
                                                                                                                                                                                                                    • Figure 93: Forecast of UK retail sales of spreads, by volume, 2007-17
                                                                                                                                                                                                                    • Figure 94: Best- and worst-case forecasts of UK retail sales of spreads, by volume, 2012-17
                                                                                                                                                                                                                  • Cooking and baking spreads
                                                                                                                                                                                                                    • Figure 95: Forecast of UK retail sales of cooking and baking spreads*, by value, 2007-17
                                                                                                                                                                                                                    • Figure 96: Best- and worst-case forecasts of UK retail sales of cooking and baking spreads*, by value, 2012-17
                                                                                                                                                                                                                    • Figure 97: Forecast of UK retail sales of cooking and baking spreads*, by volume, 2007-17
                                                                                                                                                                                                                    • Figure 98: Best- and worst-case forecasts of UK retail sales of cooking and baking spreads*, by volume, 2012-17
                                                                                                                                                                                                                  • Edible oils
                                                                                                                                                                                                                    • Figure 99: Forecast of UK retail sales of edible oils*, by value, 2007-17
                                                                                                                                                                                                                    • Figure 100: Best- and worst-case forecasts of UK retail sales of edible oils*, by value, 2012-17
                                                                                                                                                                                                                    • Figure 101: Forecast of UK retail sales of edible oils*, by volume, 2007-17
                                                                                                                                                                                                                    • Figure 102: Best- and worst-case forecasts of UK retail sales of edible oils*, by volume, 2012-17
                                                                                                                                                                                                                • Appendix – Brand Research

                                                                                                                                                                                                                    • Figure 103: Brand usage, June 2012
                                                                                                                                                                                                                    • Figure 104: Brand commitment, June 2012
                                                                                                                                                                                                                    • Figure 105: Brand momentum, June 2012
                                                                                                                                                                                                                    • Figure 106: Brand diversity, June 2012
                                                                                                                                                                                                                    • Figure 107: Brand satisfaction, June 2012
                                                                                                                                                                                                                    • Figure 108: Brand recommendation, June 2012
                                                                                                                                                                                                                    • Figure 109: Brand attitude, June 2012
                                                                                                                                                                                                                    • Figure 110: Brand image – macro image, June 2012
                                                                                                                                                                                                                    • Figure 111: Brand image – micro image, June 2012
                                                                                                                                                                                                                    • Figure 112: Profile of target groups, by demographics, June 2012
                                                                                                                                                                                                                    • Figure 113: Psychographic segmentation by target group, June 2012
                                                                                                                                                                                                                    • Figure 114: Brand usage, by target group, June 2012
                                                                                                                                                                                                                  • Brand index
                                                                                                                                                                                                                    • Figure 115: Brand index, June 2012
                                                                                                                                                                                                                • Appendix – Consumer – Trends in Usage

                                                                                                                                                                                                                    • Figure 116: Frequency of usage of butter, by demographics, 2011
                                                                                                                                                                                                                    • Figure 117: Frequency of usage of low fat spreads, dairy spreads and soft margarine, by demographics, 2011
                                                                                                                                                                                                                    • Figure 118: Frequency of usage of oils for cooking and salad, by demographics, 2011
                                                                                                                                                                                                                • Appendix – Consumer – Usage of Yellow Fats and Edible Oils

                                                                                                                                                                                                                    • Figure 119: Most popular yellow fats bought by type, by demographics, May 2012
                                                                                                                                                                                                                    • Figure 120: Next most popular yellow fats bought by type, by demographics, May 2012
                                                                                                                                                                                                                    • Figure 121: Other yellow fats bought by type, by demographics, May 2012
                                                                                                                                                                                                                    • Figure 122: Edible oils bought by type, by demographics, May 2012
                                                                                                                                                                                                                    • Figure 123: Standard oils bought by type, by demographics, May 2012
                                                                                                                                                                                                                    • Figure 124: Specialist oils bought by type, by demographics, May 2012
                                                                                                                                                                                                                    • Figure 125: Solid oils/fats bought by type, by demographics, May 2012
                                                                                                                                                                                                                    • Figure 126: Non-buyers of edible oils in the last six months, by demographics, May 2012
                                                                                                                                                                                                                  • Repertoire analysis
                                                                                                                                                                                                                    • Figure 127: Repertoire on number of yellow fat types bought, by demographics, May 2012
                                                                                                                                                                                                                    • Figure 128: Repertoire on number of edible oils types used, by demographics, May 2012
                                                                                                                                                                                                                • Appendix – Consumer – Factors Affecting Choice of Yellow Fats

                                                                                                                                                                                                                    • Figure 129: Most popular factors affecting choice of yellow fats, by demographics, May 2012
                                                                                                                                                                                                                    • Figure 130: Next most popular factors affecting choice of yellow fats, by demographics, May 2012
                                                                                                                                                                                                                    • Figure 131: Factors that would affect choice of yellow fats, by demographics, May 2012
                                                                                                                                                                                                                    • Figure 132: Factors that would affect choice of yellow fats, by type of yellow fat bought, May 2012
                                                                                                                                                                                                                • Appendix – Consumer – Attitudes Towards Yellow Fats

                                                                                                                                                                                                                    • Figure 133: Attitudes towards yellow fats, May 2012
                                                                                                                                                                                                                    • Figure 134: Agreement with the statements ‘I think butter wrapped in paper/foil is messy’ and ‘I would like to see smaller packs of butter/spreads’, by demographics, May 2012
                                                                                                                                                                                                                    • Figure 135: Agreement with the statements ‘I prefer naturally healthier spreads to those with added functional benefits’ and ‘I would like to see more flavoured butter/spreads for cooking’, by demographics, May 2012
                                                                                                                                                                                                                    • Figure 136: Agreement with the statements ‘I trust spreads that claim to be better for you’ and ‘I’d rather use less butter/spread than a healthier one that tastes bland’, by demographics, May 2012
                                                                                                                                                                                                                    • Figure 137: Agreement with the statements ‘I’m trying to cut back on how much butter/spreads I use for health reasons’ and ‘I use spreads over butter to save money’, by demographics, May 2012
                                                                                                                                                                                                                    • Figure 138: Agreement with the statements ‘I use butter/spreads to bring out the flavour when cooking’ and ‘I use other spreads because they taste better’, by demographics, May 2012
                                                                                                                                                                                                                    • Figure 139: Agreement with the statement ‘Butter is indulgent’, by demographics, May 2012
                                                                                                                                                                                                                • Appendix – Consumer – Attitudes Towards Edible Oils

                                                                                                                                                                                                                    • Figure 140: Most popular attitudes towards edible oils, by demographics, May 2012
                                                                                                                                                                                                                    • Figure 141: Next most popular attitudes towards edible oils, by demographics, May 2012
                                                                                                                                                                                                                    • Figure 142: Other attitudes towards edible oils, by demographics, May 2012
                                                                                                                                                                                                                • Appendix – Target Groups

                                                                                                                                                                                                                    • Figure 143: Target groups, by demographics, May 2012
                                                                                                                                                                                                                    • Figure 144: Usage of yellow fats by type by target groups, May 2012
                                                                                                                                                                                                                    • Figure 145: Usage of edible oils by type by target groups, May 2012
                                                                                                                                                                                                                    • Figure 146: Factors that affect choice of yellow fats, by target groups, May 2012
                                                                                                                                                                                                                    • Figure 147: Factors that would affect choice of yellow fats, by target groups, May 2012
                                                                                                                                                                                                                    • Figure 148: Attitudes towards yellow fats, by target groups, May 2012
                                                                                                                                                                                                                    • Figure 149: Agreement with the lifestyle statements on health, by target groups, May 2012
                                                                                                                                                                                                                    • Figure 150: Statements on cooking and eating habits, by target groups, May 2012

                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                • Adam's Foods
                                                                                                                                                                                                                • Advertising Standards Authority
                                                                                                                                                                                                                • Archer Daniels Midland
                                                                                                                                                                                                                • Arla Foods amba
                                                                                                                                                                                                                • Bank of England
                                                                                                                                                                                                                • Clover Farms Dairy
                                                                                                                                                                                                                • Co-operative Group
                                                                                                                                                                                                                • Dairy Crest Group plc
                                                                                                                                                                                                                • Irish Dairy Board Co-operative Ltd. [Kerrygold]
                                                                                                                                                                                                                • J. Sainsbury
                                                                                                                                                                                                                • MH Foods
                                                                                                                                                                                                                • Montagu Private Equity Limited
                                                                                                                                                                                                                • North Downs Dairy Co Ltd
                                                                                                                                                                                                                • Tesco Plc
                                                                                                                                                                                                                • The Vegan Society
                                                                                                                                                                                                                • Unilever Bestfoods UK Ltd
                                                                                                                                                                                                                • Waitrose
                                                                                                                                                                                                                • Westbury Dairies Ltd
                                                                                                                                                                                                                • Wm Morrison Supermarkets

                                                                                                                                                                                                                The Yellow Fat and Edible Oil Market - UK - September 2012

                                                                                                                                                                                                                £1,995.00 (Excl.Tax)