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 and close

Description

Description

"Butter’s advantage lies in two areas, its versatility, meaning its ability to be used both in recipes and as a spread, and in its perception of being a more natural option to margarine."

- Joel Gregoire, Senior Food & Drink Analyst

This report covers the following issues:

  • Commodity perception supports price sensitivity
  • Consumers averse to processed foods
  • Pressure to reform current supply management model

For the purposes of this report, Mintel has used the following definitions for consumer feedback:

Butter

  • Regular stick butter – salted
  • Regular stick butter – unsalted
  • Spreadable butter
  • Flavoured butters or spreads (eg garlic, honey)
  • Whipped butter
  • Spray butter
  • Yogurt/butter blend.

Margarine

  • Soft margarine spreads
  • Cholesterol-reduced margarine spreads
  • Stick margarine.

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Commodity perception supports price sensitivity
            • Consumers averse to processed foods
              • Pressure to reform current supply management model
                • The opportunities
                  • Flexibility an opportunity to support margarine sales
                    • Figure 1: Top uses for butter and/or margarine, November 2015
                  • Varied demand for alternative ingredients and flavours
                    • Figure 2: Interest in butter and/or margarine flavours, November 2015
                  • Opportunity to support margin by promoting health benefits
                    • Figure 3: Percent of consumers who are willing to pay more for products with added health benefits, by age, November 2015
                  • What it means
                  • The Market – What You Need to Know

                    • Butter’s growth forecast to continue to outpace margarine’s
                      • A declining Canadian Dollar impacts grocery inflation
                        • Canada’s aging population benefits butter
                        • Market Size and Forecast

                          • Butter sales to continue to outpace margarine sales
                            • Figure 4: Total Canada retail value sales forecast of butter, at current prices, 2010-20
                            • Figure 5: Total Canada retail value sales fan chart forecast of butter, at current prices, 2010-20
                            • Figure 6: Total Canada retail volume sales fan chart forecast of butter, 2010-20
                            • Figure 7: Total Canada retail value sales forecast of margarine, at current prices, 2010-20
                            • Figure 8: Total Canada retail value sales fan chart forecast of margarine, at current prices, 2010-20
                            • Figure 9: Total Canada retail volume sales fan chart forecast of margarine, 2010-20
                        • Market Factors

                          • Canadians feeling the pinch of inflation at grocery
                            • Focus on health and weight management to continue
                              • Figure 10: Body mass index, self-reported rate of being overweight or obese among Canadian adults, by gender, 2009-13
                            • Canada’s aging population supports butter usage
                              • Figure 11: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                          • Key Players – What You Need to Know

                            • Potential liberalization of Canadian market supports need for added innovation
                              • Canadians divided on their perception of butter’s vs margarine’s health
                                • International appeal may be a path to (limited) growth
                                • What’s Working?

                                  • Margarine’s health innovation noted by Canadian consumers
                                    • Figure 12: I Can’t Believe It’s Not Butter (US)
                                  • Butter’s natural appeal supporting growth
                                  • What’s Struggling?

                                    • De-commoditizing butter’s perception
                                      • Figure 13: Summer Butter (US)
                                    • Margarine’s competition from butter and other categories
                                      • Figure 14: Palmia Multi-Purpose Margarine (Indonesia)
                                  • What’s Next?

                                    • Import regulation changes may be on the horizon for butter
                                      • The butter vs margarine health debate likely to continue
                                        • Looking to new ingredients
                                          • Figure 15: Dennree Organic Yogurt Butter (Germany)
                                          • Figure 16: Thrive Culinary Algae OIL (US)
                                        • International appeal in Canada
                                          • Figure 17: Sunshine Farm Artisan Cow Ghee (US)
                                      • The Consumer – What You Need to Know

                                        • Butter is more commonly used than margarine
                                          • Price is the primary driver for choice
                                            • A third of consumers open to flavour innovation
                                            • Butter and Margarine Usage

                                              • Butter surpasses margarine in usage
                                                • Figure 18: Usage of butter and/or margarine, November 2015
                                              • Lower frequency among less commonly used butter and margarines
                                                • Figure 19: Usage of butter and/or margarine, by user group, November 2015
                                              • Usage patterns point to younger consumers’ interest in “butter innovation”
                                                • Figure 20: Usage of butter and/or margarine, under-45s vs over-45s, November 2015
                                              • Men gravitate to less commonly used varieties
                                                • Figure 21: Usage of butter and/or margarine, by gender, November 2015
                                              • Opportunity to promote margarine’s flexibility
                                                • Figure 22: Top uses for butter and margarine, November 2015
                                              • Host food usage suggests opportunities to engage young Millennials
                                                • Figure 23: Use of butter and margarine on popcorn, by age, November 2015
                                            • Perceived Price Sensitivity

                                              • Three quarters of consumers are price-sensitive
                                                • Figure 24: Top factors considered when choosing butter and/or margarine (ranked among top 5), November 2015
                                              • Price sensitivity declines with age
                                                • Figure 25: Price as a factor, by age (ranked among top 5), November 2015
                                              • The influence of price promotion
                                                • Figure 26: Attitudes around price, brand and promotion as purchase influencers, November 2015
                                            • Opportunities for Innovation

                                              • A third of consumers show interest in innovation
                                                • Figure 27: Attitudes around demand for more flavour varieties in butter and margarine, by age, November 2015
                                              • Varied demand for new flavours
                                                • Figure 28: Interest in butter and/or margarine flavours (any rank), November 2015
                                                • Figure 29: Beppino Occelli Butter Spread with Truffle (Italy)
                                                • Figure 30: Tesco Finest Brandy Butter (UK)
                                                • Figure 31: Churn Gourmet Handmade Butter (Canada)
                                                • Figure 32: Vita Coco Coconut Oil (US)
                                              • Demand for blending of margarine and butter
                                                • Figure 33: Interest in spreadable butter and/or margarines that look and taste like butter, November 2015
                                              • Demand for alternative ingredients varies
                                                  • Figure 34: Lurpak Cook’s Range (UK)
                                              • The Importance of Health and Natural for Butters and/or Margarine

                                                • Butter is “naturally” winning
                                                  • Figure 35: Percent of consumers who agree butter is healthier and is more natural than margarine, by age, November 2015
                                                • Older consumers are more sceptical of health claims
                                                  • Figure 36: Percent of consumers who agree products with added health benefits are worth paying more for, by age, November 2015
                                                • Half of consumers perceive butter as being healthier than margarine
                                                • Segmenting the Butter/Margarine Consumer

                                                    • Figure 37: Segmentation of target groups, November 2015
                                                  • Enthusiasts
                                                    • Budget Conscious
                                                      • Brand Adherents
                                                      • Appendix – Data Sources and Abbreviations

                                                        • Data sources
                                                          • Sales data
                                                            • Fan chart forecast
                                                              • Consumer survey data
                                                                • Consumer qualitative research
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                    • Appendix – The Market

                                                                        • Figure 38: Total Canada retail sales and forecast of butter, at inflation-adjusted prices, 2010-20
                                                                        • Figure 39: Total Canada retail sales and forecast of margarine, at inflation-adjusted prices, 2010-20

                                                                    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                    • Market

                                                                      Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                    • Consumer

                                                                      Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                    • Brand/Company

                                                                      Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                    • Data

                                                                      Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                    Trusted by companies. Big and small.

                                                                    • bell
                                                                    • boots
                                                                    • google
                                                                    • samsung
                                                                    • allianz
                                                                    • kelloggs
                                                                    • walgreens
                                                                    • redbull
                                                                    • unilever
                                                                    • Harvard
                                                                    • pinterest
                                                                    • new-york-time