"As consumers increasingly turn to butter over margarine/spreads for its natural appeal, spread brands are challenged to provide products that more closely align with consumer needs. Spreads that contain only natural ingredients, without artificial preservatives or additives, are likely to hold the most appeal for consumers who dislike the processed nature of spreads."
– Amy Kraushaar, Category Manager, Food & Drink Reports
This report looks at the following issues:
- How can margarine brands establish a healthier profile?
- Can alternative cooking oil brands meet demand for healthy foods?
- How can name brands compete with private label?
This report provides analysis of the following:
- How preference for less processed foods is driving butter sales and what margarine/spread brands are doing to compete
- How olive oil and other alternative oils such as peanut and grapeseed oil can market their cholesterol-lowering attributes to compete with standard vegetable oil brands
- Why households with children help drive sales and what product attributes are important to this demographic
- How a proposed ban on trans-fat will impact the category Organic product innovations and how the natural channel is leading the trend toward more organic products Marketing strategies of leading butter, spread, and oil brands
This report also features examination of Mintel’s exclusive consumer survey, which covers types of products purchased, purchase frequency, ways of use, attitudes toward edible fats, and important purchase attributes.
For the purposes of this report, Mintel has used the following definitions:
- Butter – the USDA requires products sold as butter to be made exclusively from milk, cream, or both, and contain not less than 80% by weight of milkfat; they may contain salt and/or additional coloring matter.
- Butter blends/spreads/margarine – butter blends are a blend of vegetable oil and milkfat, where the milkfat is derived to US specifications of grade A or AA butter, sold in the dairy aisle that can be used as an alternative to butter or margarine; table spreads sold in the dairy aisle that can be used as an alternative to butter or margarine; margarine is a blend of vegetable oil and milk fat with a minimum fat content of 80% the same as butter, but unlike butter, reduced-fat varieties of margarine can also be labeled as margarine.
- Cooking and salad oils -– plant and seed oils that are liquid at room temperature; may be composed of oil from a single type of plant and seed or a combination of plant and seed oils; excludes olive oils, which are a separate segment. Olive oil – oil derived from pressed olives; includes only olive oil used for eating or cooking.
- Pan spray – oils in a container that dispenses the product in a mist; used on cookware to prevent food from sticking or burning and to impart flavor to foods.
- Shortening – solid fat, usually made with hydrogenated or partially hydrogenated vegetable oils; used in cooking and baking.