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
This innovation report is written by Alex Beckett. Alex regularly presents consumer and innovation insights to the world’s biggest soft drink companies. He writes about cutting-edge opportunities within waters, sports & energy drinks and also provides input for the annual food & drink trends. Additionally, Alex manages the creation of Mintel’s hugely popular Food & Drink Year of Innovation reports.
Plant-based spreads remain niche but focus on health boosts and creamy textures. Butters are innovating around flavours and chilled formats, and ghee is thriving.
Alex Beckett
Director – Mintel Food & Drink
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: the share of plant-based and vegan launches returns to positive growth
- Dairy alternatives are more popular but uncertainty remains about their ecological impact
- The share of plant-based and vegan launches records a rise
- Graph 1: launches of butter, margarine and other blends, by select claim, 2019-24
- Butter and spread innovation seeks to assure consumers about health, taste and ethical qualities
- Brand renovation/innovation: Upfield makes Flora’s line-up 100% plant-based and pioneers paper tubs
- Europe: palm oil claims remain niche but are growing and inspiring innovation
- Extreme weather focuses consumer attention on climate change
- Butter and spread producers innovate around sustainable habitat launches, as palm oil-free claims rise
- Graph 2: launches of butter, margarine and other blends, by select claim, 2019-24
- Plant-based brands innovate around palm oil-free recipes with colour, flavour and shea
- Brand renovation/innovation: Anchor Squeezy targets home bakers who can’t wait for butter to soften
- The Middle East & Africa (MEA)
- MEA producers dial up the quality credentials to attract shoppers
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Asia Pacific (APAC)
- Asia: environmentally friendly butters and spreads continue to gain profile in Asia
- Consumers in Asia struggle to fully trust companies’ eco claims
- Environmentally positioned butters and spreads continue to gain profile in Asia
- Graph 3: launches of butter, margarine and other blends, by select environmental claim, 2019-24
- Ghee and butter brands reassure consumers about ethical practices
- Asia: chilled butters and spreads record increased activity in India and have potential elsewhere in Asia
- Butter usage is low in China but the popularity of chilled formats might change this
- Shelf-stable launches dominate, as chilled’s recent growth flatlines
- Graph 4: launches of butter, margarine and other blends, by lead storage type, 2019-24
- Chilled butter and spread innovation dials up premium quality features
- Australia & New Zealand: ethical sourcing elevates quality credentials
- Australian butter and spread brands focus innovation around ethical sourcing
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the americas
- North America: flavoured butters pick up a bigger share of innovation
- US consumers want the basics from their butter but express interest in flavour innovation
- The share of unflavoured butter launches continues to decline as salted and herbal flavours edge up
- Graph 5: launches of butter, by share of flavour component, 2019-24
- Butter launches get imaginative with flavours
- Plant-based spreads receive packaging revamps to encourage usage
- North America: private label records a bigger slice of launch activity
- Price hikes focus consumer attention on private label’s quality, but 18-24s need convincing
- As inflation hits butter and spread prices, private label launches rocket up
- Private label butter and spread launches take the fight to brands
- Latin America: natural claims remain uncommon in butter launches but are growing in share
- Butter launches in Latin America record a small but notable increase in natural-style claims
- Graph 6: butter launches, by share of select natural claims, 2019-24
- Latin American butter innovation addresses consumer interest in naturalness and health
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.
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