Explore the latest innovation in butter, dairy and plant-based spreads in 2024 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the spreads market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global butter and spreads market. Understanding innovation in butter has never been so easy.
To discover more about the global butter and dairy spreads market, read The Future of Butter and Margarine or take a look at Mintel’s extensive food market research.
Meet the Expert Behind the Analysis
This report was written by Benedict Lai. Benedict joined the Food & Drink team in March 2025, bringing with him over three years’ experience as a CN-EN translator within the localisation team. Currently, he researches and writes Year of Innovation reports.
Natural and ethical claims gain ground, while fortification remains limited. Brands prioritise repackaging over developing entirely new products.
Benedict Lai
Associate Analyst (Innovation)
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
- The Future of Butter, Dairy & Plant-Based Spreads: 2025
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: fortification claims remain scarce in margarine and spread launches
- Rising health consciousness fuels demand for functional/fortified products
- Vitamin/mineral fortified claims appear to have peaked, while stanols/sterols and added calcium claims remain limited
- Graph 1: launches of margarine and other blends, by select plus claims, 2020-25
- Spreads brands innovate with fortification to meet diverse nutritional needs
- Europe: margarine and spread brands scale back launches with dietary claims
- Specific dietary needs influence how consumers choose food and drink
- Margarine and spread launches see a drop in dietary claims
- Graph 2: launches of margarine and other blends, by select suitable for claims, 2020-25
- Vegan spreads highlight dietary claims and versatility for everyday use
- The Middle East & Africa (MEA)
- Plant-based spread brands offer options to suit diverse culinary preferences
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ASIA PACIFIC (APAC)
- Asia: butter and spread brands focus on new packaging
- Consumers look for innovation within familiar frameworks
- New product innovation declines in favour of packaging refreshes
- Graph 3: launches of butter, margarine and other blends, by launch type, 2020-25
- Innovation examples from APAC butter and spread brands
- Asia: butter brands cut back on launches featuring all-natural and organic claims
- Consumers are embracing organic and natural products
- All-natural and organic claims in butter launches face a downturn
- Butter brands differentiate through breed, convenience and craftsmanship
- Australia & New Zealand
- Butter and spread brands leverage plant-based and ethical claims to attract consumers
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THE AMERICAS
- North America: butter and spread brands tap into growing clean-label demand
- Consumers seek natural and non-GMO claims when choosing food and drink
- Natural-related claims see growth over the past year
- Graph 4: launches of butter, margarine and other blends, by share of select natural claims, 2020-25
- Butter and spread brands highlight GMO-free claims to attract health-conscious consumers
- North America: butter producers focus on ethical claims
- Consumer concerns drive demand for ethical and sustainable options
- Animal welfare and sustainability claims gain traction
- Graph 5: launches of butter, by select ethical & environmental claims, 2020-25
- Butter brands respond to animal welfare concerns
- Latin America
- Eco-conscious packaging gains ground
- Graph 6: launches of butter, margarine and other blends, by share of select ethical & environmental claims, 2020-25
- Butter and spread brands highlight sustainability through packaging revamps
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence. For a more detailed look at these reports, take a look at our sample report below.
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