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

Butter, Margarine and Oils - US - March 2018

An ingredient or flavor booster in a wide variety of recipes and dishes, butter, margarine, and oils are used by nearly all consumers. While widespread penetration does challenge substantial growth, the overall category did manage a small gain, 1% from 2016-17, stemming from the gains of butter while margarine struggles with perception as processed. With each segment possessing its own set of advantages, brands that effectively communicate and improve these strengths may drive future growth. Brands in all segments can benefit from positioning their products as a good foundation for everyday cooking by highlighting recipe suggestions, high quality ingredients, health benefits, and free-from claims on packaging, online, and/or in advertisements.

This report looks at the following areas:

  • Slow category growth
  • Penetration is nearly capped
  • Continued rise in butter prices may trigger margarine growth
  • Consumers complacent with category’s status quo

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. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Slow category growth
            • Figure 1: Total US retail sales and forecast of butter, margarine, and oils, by segment, at current prices, 2012-22
          • Penetration is nearly capped
            • Figure 2: Butter, margarine, and oil usage, any butter, any oil, and any margarine, December 2017
          • Continued rise in butter prices may trigger margarine growth
            • Figure 3: Price inflation for fats and oils, dairy and related products, and butter, 2014-17
          • Consumers complacent with category’s status quo
            • Figure 4: Butter, margarine, and oil innovation, December 2017
          • The opportunities
            • Play to each segments’ advantages
              • Figure 5: Correspondence Analysis – Butter, margarine, and oil perceptions, December 2017
            • Brand loyalty is strong
              • Figure 6: Butter, margarine, and oil behaviors, by age, December 2017
            • Fat is shedding its bad reputation
              • Figure 7: Butter, margarine, and oil attitudes, health, December 2017
            • What it means
            • The Market – What You Need to Know

              • Growth in category remains modest
                • Category dominated by butter and oil
                  • Cooking enthusiasm
                    • Butter prices continue to climb
                    • Market Size and Forecast

                      • Category continues moderate growth
                        • Figure 8: Total US retail sales and fan chart forecast of butter, margarine, and oils, at current prices, 2012-22
                        • Figure 9: Total US retail sales and forecast of butter, margarine, and oils, at current prices, 2012-22
                    • Market Breakdown

                      • Butter and oil dominate the category
                        • Oils
                          • Butters
                            • Margarines and spreads
                              • Shortening
                                • Figure 10: Total US market share of butter, margarine, and oils, by segment, at current prices, 2017
                                • Figure 11: Total US retail sales and forecast of butter, margarine, and oils, by segment, at current prices, 2012-22
                              • Other channels slowly catching up to supermarkets
                                • Figure 12: Total US market share of butter, margarine, and oils, by channel, at current prices, 2015 and 2017
                            • Market Perspective

                              • Increased interest in cooking
                                • Figure 13: Cooking segments, by cooking enthusiasts, September 2015 and September 2017
                              • Categories compatible with fats, oils can impact growth
                                • Consumers preference for fresh foods on store perimeter
                                  • Figure 14: Attitudes toward the perimeter, any agree, April 2017
                                • Growth of non-dairy
                                  • Figure 15: Total US sales and forecast of non-dairy milk, at current prices, 2012-22
                              • Market Factors

                                • Butter prices rise
                                  • Figure 16: Price inflation for fats and oils, dairy and related products, and butter, 2014-17
                                • Health and weight management
                                  • Figure 17: Growth in health issues in the united states, 2013-15
                              • Key Players – What You Need to Know

                                • No standout leader in the category
                                  • Butter flourishes, margarine struggles
                                    • Private label oils, extra virgin olive oils flourish
                                      • Formulas fit for dietary restrictions
                                      • Company and Brand Sales of Butter, Margarine, and Oils

                                        • Category is highly fragmented
                                          • Figure 18: Mazola TV Advertisement: “Who Said?”
                                          • Figure 19: Multi-outlet sales of butter, margarine, and oils by leading companies, rolling 52 weeks 2016 and 2017
                                        • Private label dominates butter and oil segments
                                          • Figure 20: Multi-outlet market share of butter/butter blends and cooking and salad oils, by leading brands, 52-weeks ending December 3, 2017
                                        • Brands dominate sales in margarine and shortening
                                          • Figure 21: Multi-outlet market share of butter/butter blends and cooking and salad oils, by leading brands, 52-weeks ending December 3, 2017
                                      • What’s Working?

                                        • Land O’Lakes, smaller brands drive sales growth of butter
                                          • Figure 22: Land O’Lakes TV Advertisement: “From Our Dairies, To Your Dinners”
                                          • Figure 23: Organic Valley TV Advertisement: “Our Kind of Innovation?”
                                          • Figure 24: Multi-outlet sales of butter/butter blends, by growing brands, rolling 52 weeks 2016 and 2017
                                          • Figure 25: Multi-outlet sales of butter/butter blends, Land O’ Lakes, and others, rolling 52 weeks 2016 and 2017
                                        • Affordability advantage for store brands
                                          • Figure 26: Multi-outlet sales of butter, margarine, oils, and shortening, by private label brands, rolling 52 weeks 2016 and 2017
                                          • Figure 27: Comparison of oil products, by private label and name brand
                                          • Figure 28: Positive instant reaction and purchase intent of butter, margarine/blends, oils, and shortening, by private label and name brand
                                          • Figure 29: Purchase intent of butter, margarine/blend, and oil products
                                        • Removing controversial ingredients
                                          • Figure 30: Multi-outlet sales of butter/butter blends, by growing brands, rolling 52 weeks 2016 and 2017
                                          • Figure 31: Launches of butter, margarine/blends, oils, and shortening/lard, by GMO-free and no additives/preservatives claims, 2014-2017
                                        • Extra virgin olive oil remains sought after
                                            • Figure 32: Purchase intent and multi-outlet sales of extra virgin olive oil, rolling 52 weeks 2016 and 2017
                                            • Figure 33: Launches of oils, by ingredient, extra virgin olive oil, 2014-2017
                                        • What’s Struggling?

                                          • Processed, poor health perceptions hurt margarine
                                            • Figure 34: I Can’t Believe It’s Not Butter TV Advertisement: “It’s Vegan! & It’s Organic”
                                            • Figure 35: Country Crock TV Advertisement: “Turn Your Little Dino Into a Veggie-Saurus Rex”
                                            • Figure 36: Multi-outlet sales of Margarine/Spreads, by declining brands, rolling 52 weeks 2016 and 2017
                                            • Figure 37: Margarine/margarine spread – household eats, by yes, no, and don’t know/no answer, 2008-2017
                                          • Pricey and premium products
                                            • Figure 38: Positive instant reaction and purchase intent of butter, margarine/blends, and oils
                                            • Figure 39: Good value attribute rating of butter, margarine/blends, and oils
                                            • Figure 40: Purchase intent and good value attribute rating of butter, margarine/blend, and oil products
                                        • What’s Next?

                                          • Suitable for specialized diets
                                            • Figure 41: Launches of butter, margarine/blends, oils, and shortening/lard, by gluten free, vegan, no animal ingredients, low/no/reduced lactose, and dairy free claims, 2014-2017
                                          • Alternative oils
                                            • Figure 42: Launches of butter, margarine/blends, oils, and shortening/lard, by ingredients, coconut oil, avocado oil, and grapeseed oil, 2014-2017
                                          • Local connection
                                            • Figure 43: Organic Valley online video: “The Food Company Crazy Enough To Change Everything”
                                          • Oh my ghee
                                            • Figure 44: Multi-outlet sales of butter/butter blends, by brands with only ghee, rolling 52 weeks 2016 and 2017
                                            • Figure 45: Launches of butter, margarine/blends, oils, and shortening/lard, by ghee, 2014-2017
                                        • The Consumer – What You Need to Know

                                          • Butter and oil drive universal usage
                                            • Cooking experience and income impactful
                                              • Brand loyal yet price sensitive category participants
                                                • Varied segment perceptions influences difference in purchase drivers
                                                  • Lack of interest in innovation
                                                  • Butter, Margarine, and Oil Usage

                                                    • Widespread category participation
                                                      • Figure 46: Butter, margarine, and oil usage, any butter, any oil, and any margarine, December 2017
                                                      • Figure 47: Repertoire of butter, margarine, and oil usage, December 2017
                                                    • Majority use stick butter
                                                      • Figure 48: Butter, margarine, and oil usage, butter types, December 2017
                                                    • Household income and size influence butter usage
                                                      • Figure 49: Butter, margarine, and oil usage, any butter*, by gender, parental status, household income, household size, and race and Hispanic origin, December 2017
                                                    • Olive oil dominates oil usage
                                                      • Figure 50: Butter, margarine, and oil usage, by oil types, December 2017
                                                    • Women, parents most likely to use oil
                                                      • Figure 51: Butter, margarine, and oil usage, any oil*, by gender, parental status, household income, household size, and race and Hispanic origin, December 2017
                                                    • Soft margarine spreads dominate margarine use
                                                      • Figure 52: Butter, margarine, and oil usage, margarine types, December 2017
                                                    • Value, flexibility boosts margarine
                                                      • Figure 53: Butter, margarine, and oil usage, any margarine*, by gender, parental status, household income, household size, and race and Hispanic origin, December 2017
                                                  • Butter, Margarine, and Oil Behaviors

                                                    • Butter used most often
                                                      • Figure 54: Butter, margarine, and oil behaviors, use most often, December 2017
                                                    • Age an indication for usage frequency
                                                      • Figure 55: Butter, margarine, and oil behaviors, use margarine most often, by age, December 2017
                                                    • Consumers habitual in category
                                                      • Figure 56: Butter, margarine, and oil behaviors, December 2017
                                                    • Margarine users look for low prices, familiar brands
                                                      • Figure 57: Butter, margarine, and oil usage, by butter, margarine, and oil behaviors, December 2017
                                                    • Life stage influences how consumers shop in category
                                                      • Figure 58: Butter, margarine, and oil behaviors, by age, December 2017
                                                  • Butter, Margarine, and Oil Purchase Drivers

                                                    • Similar purchase influencers for butter and margarine
                                                      • Figure 59: Butter, margarine, and oil purchase drivers, by butter and margarine, December 2017
                                                    • Purchase drivers differ among oil types
                                                      • Figure 60: Butter, margarine, and oil purchase drivers, by oil types, December 2017
                                                    • Age, gender influential to attributes sought
                                                      • Figure 61: Butter, margarine, and oil usage, any butter, margarine, or oil, by butter, margarine, or oil purchase drivers, by gender and age, December 2017
                                                    • Serving size, brand important to lower income households
                                                      • Figure 62: Butter, margarine, and oil purchase drivers, serving size and brand, by household income, December 2017
                                                  • Butter, Margarine, and Oil Attitudes

                                                    • Opportunity to improve healthfulness
                                                      • Figure 63: Butter, margarine, and oil attitudes, December 2017
                                                    • Healthier, premium options appeal to younger men
                                                      • Figure 64: Butter, margarine, and oil attitudes, by gender and age, December 2017
                                                    • Parents most willing to pay more for healthy, premium options
                                                      • Figure 65: Butter, margarine, and oil attitudes, by parental status, December 2017
                                                  • Butter, Margarine, and Oil Perceptions

                                                    • Segments demonstrate individual strengths
                                                      • Figure 66: Correspondence Analysis – Butter, margarine, and oil perceptions, December 2017
                                                      • Figure 67: Butter, margarine, and oil perceptions, December 2017
                                                    • Women enjoy range of easy uses for butter, men for margarine
                                                      • Figure 68: Butter, margarine, and oil perceptions, butter and margarine, easy to bake with, easy to cook with, useful for flavoring food, and too processed, by gender, December 2017
                                                    • “Other” oils’ healthfulness, quality appealing to younger consumers
                                                      • Figure 69: Butter, margarine, and oil perceptions, olive oil, canola/vegetable oil, “other” oils, healthy and premium, by age, December 2017
                                                  • Butter, Margarine, and Oil Innovation

                                                    • Minimal interest in category innovation
                                                      • Figure 70: Butter, margarine, and oil innovation, December 2017
                                                    • Premium differs among men and women
                                                      • Figure 71: Butter, margarine, and oil innovation, by gender, December 2017
                                                    • Older consumers content with status quo
                                                      • Figure 72: Butter, margarine, and oil innovation, by age, December 2017
                                                    • Opportunity for innovation to appeal to diverse groups of consumers
                                                      • Figure 73: Butter, margarine, and oil innovation, by race and Hispanic origin, December 2017
                                                  • Appendix – Data Sources and Abbreviations

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

                                                                    • Figure 74: Total US retail sales and forecast of butter, margarine, and oils, at inflation-adjusted prices, 2012-22
                                                                    • Figure 75: Total US retail sales and forecast of butter, margarine, and oils, by segment, at current prices, 2012-22
                                                                    • Figure 76: Total US retail sales of butter, margarine, and oils, by segment, at current prices, 2015 and 2017
                                                                    • Figure 77: Total US retail sales and forecast of butter, at current prices, 2012-22
                                                                    • Figure 78: Total US retail sales and forecast of butter, at inflation-adjusted prices, 2012-22
                                                                    • Figure 79: Total US retail sales and forecast of margarine/spreads, at current prices, 2012-22
                                                                    • Figure 80: Total US retail sales and forecast of margarine/spreads, at inflation-adjusted prices, 2012-22
                                                                    • Figure 81: Total US retail sales and forecast of oils, at current prices, 2012-22
                                                                    • Figure 82: Total US retail sales and forecast of oils, at inflation-adjusted prices, 2012-22
                                                                    • Figure 83: Total US retail sales and forecast of Shortening, at current prices, 2012-22
                                                                    • Figure 84: Total US retail sales and forecast of Shortening, at inflation-adjusted prices, 2012-22
                                                                    • Figure 85: Total US retail sales of butter, margarine, and oils, by channel, at current prices, 2012-2017
                                                                    • Figure 86: Total US retail sales of butter, margarine, and oils, by channel, at current prices, 2015 and 2017
                                                                    • Figure 87: US supermarket sales of butter, margarine, and oils, at current prices, 2012-17
                                                                    • Figure 88: US sales of butter, margarine, and oils through other retail channels, at current prices, 2012-17
                                                                • Appendix – Key Players

                                                                    • Figure 89: Multi-outlet sales of cooking and salad oils, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                    • Figure 90: Multi-outlet sales of butter/butter blends, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                    • Figure 91: Multi-outlet sales of margarine/spreads, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                    • Figure 92: Multi-outlet sales of shortening, by leading companies and brands, rolling 52 weeks 2016 and 2017

                                                                Butter, Margarine and Oils - US - March 2018

                                                                US $4,395.00 (Excl.Tax)