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- Key issues covered in this Report
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Executive Summary
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Consumer Insights
- Consumer fast facts
- Butter, margarine and oil usage
- Graph 1: butter, margarine and oil usage in the past three months, 2023
- Graph 2: repertoire of butter, margarine and oil usage in the past three months, 2023
- Graph 3: butter, margarine and oil usage in the past three months, by generation, 2023
- Graph 4: repertoire of butter, margarine and oil usage in the past three months, by generation, 2023
- Graph 5: plant-based butter usage in the past three months, by generation, 2023
- Graph 6: olive oil and vegetable oil usage in the past three months, by generation, 2023
- Graph 7: butter, margarine and oil usage in the past three months, by household income, 2023
- Graph 8: repertoire of butter, margarine and oil usage in the past three months, by household income, 2023
- Change in consumption of butter, margarine and oil
- Graph 9: anticipated change in consumption of butter, margarine and oil, 2023
- Graph 10: consumers anticipating an increase in the use of butter, margarine or oil, by generation, 2023
- Graph 11: anticipated increase in consumption of butter, margarine and oil, by gender, 2023
- Graph 12: anticipate using the same consumption of butter, margarine and oil, by household income, 2023
- Butter, margarine and oil perceptions
- Graph 13: characteristics associated with butter, margarine and oils, 2023
- Graph 14: characteristics associated with butter, margarine and olive oil, 2023
- Graph 15: characteristics associated with margarine, by generation, 2023
- Graph 16: characteristics associated with plant-based butter, by generation, 2023
- Graph 17: characteristics associated with butter, by various demographics, 2023
- Graph 18: characteristics associated with olive oil, by various demographics, 2023
- Graph 19: characteristics associated with butter, by generation, 2023
- Butter, margarine and oil attitudes
- Graph 20: attitudes toward butter, margarine and oil, 2023
- Graph 21: attitudes toward butter, margarine and oil, by generation, 2023
- Graph 22: attitudes toward butter, margarine and oil, by generation, 2023
- Graph 23: attitudes toward butter, margarine and oil, by HHI and gender, 2023
- Butter, margarine and oil purchase drivers
- Graph 24: important attributes of choice of butter, margarine and oil, 2023
- Graph 25: butter purchase drivers of importance, by generation, 2023
- Graph 26: butter purchase drivers of importance, by generation, 2023
- Graph 27: butter purchase drivers of importance, by HHI and gender, 2023
- Graph 28: olive oil purchase drivers of importance, by generation, 2023
- Graph 29: olive oil purchase drivers of importance, by HII and gender, 2023
- Butter, margarine and oil innovation
- Graph 30: interest in innovation in butter, margarine and oil, 2023
- Graph 31: interest in innovation in butter, margarine and oil, by generation, 2023
- Graph 32: interest in premium flavors in butter, margarine and oil, by household income, 2023
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Competitive Strategies
- Launch activity and innovation
- Graph 33: performance comparison of Kerrygold Pure Irish Butter Unsalted Sticks vs butter, 2023
- Graph 34: [no title]
- Graph 35: launches of butter by claim, 2018-23
- Graph 36: [no title]
- Graph 37: [no title]
- Graph 38: [no title]
- Graph 39: launches of butter and margarine with plant-based/vegan claims, 2018-23
- Graph 40: [no title]
- Graph 41: [no title]
- Graph 42: performance comparison of Land O’ Lakes Salted Butter Balls vs butter, 2023
- Marketing and advertising
- Opportunities
- Graph 43: performance comparison of I Can’t Believe it’s Not Butter It’s Vegan Butter vs margarine and other blends, 2023
- Graph 44: performance comparison of Country Crock Calcium 35% Vegetable Oil Spread vs margarine and other blends, 2023
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The Market
- Market context
- Market drivers
- Graph 45: butter, margarine and oil launches with environmentally friendly claims, 2018-23
- Graph 46: meal time behaviors compared to last year, 2022
- Graph 47: butter, margarine and oil product launches with low/no/reduced fat or low/no/reduced saturated fat, 2018-23
- Market size and forecast
- Market segmentation
- Graph 48: total retail sales and forecast of butter, margarine and oils, by segment, at current prices, 2018-28
- Graph 49: total market share of butter, margarine and oils, by segment, at current prices, 2022
- Market share/brand share
- Graph 50: market share of butter and butter blends, by leading companies and brands, rolling 2023
- Graph 51: market share of margarine and spreads, by leading companies and brands, rolling 2023
- Graph 52: market share of oil, by leading companies and brands, rolling 2023
- Graph 53: market share of shortening, by leading companies and brands, rolling 2023
- Graph 54: percent of margarine and spreads launches, 2018-23
- Graph 55: percent of oil launches by ingredient, 2018-23
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Appendix
- The market
Stay ahead of the curve and secure future growth for your business with Mintel’s US Butter, Margarine, and Oils Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting the yellow fats and oils markets. Get a 360° view of the industry including market size, share and forecasted growth.
Key Issues Covered in this Report
- The short, medium and long-term effects of inflation on butter, margarine and oil sales and consumer behaviour.
- Reported usage and anticipated future usage of butter, margarine and oil types.
- Consumer perceptions of and attitudes towards butter, margarine and oil.
- Purchase drivers of butter, margarine and oil.
- Innovations of interest in butter, margarine and oil.
- Trends in launch activity for butter, margarine and oil and opportunities for further innovation.
US Butter, Margarine and Oils – Current Market Overview
Butter, margarine and oil are staples in US households, with 99% of consumers reporting usage in this category. As a necessity in households, the cooking fats market has performed resiliently in the face of ongoing economic challenges, and has even seen a boost from external factors such as an increase in cooking at home and rising grocery prices. Mintel forecasts the market is likely to continue to grow over the next five years to 2028.
Yellow Fats Industry Trends
Practicality triumphs over novelty
Consumers have established perceptions and beliefs of cooking fats, making successful innovation a challenge. Emphasising simplicity and ease-of-use will go further in meeting consumer needs.
Plant-based butter launches on the rise
But consumers remain unconvinced. Concerns over lack of quality, usability and inferiority to butter are high. As consumers have positive views on plant-based butter’s health and sustainability, leaning into messaging around this could lead to the most success for brands.
Purchase Mintel’s full report for a complete analysis of the US Butter, Margarine and Oils Market, including market dynamics, competitive strategies and consumer insights. Readers of this report may also be interested in A Year of Innovation in the Butter, Spreads and Oils Market.
Expert Analysis from a Food Industry Specialist
This report, written by Julia Mills, a leading Food & Drink analyst, delivers in-depth commentary and analysis to highlight current trends in the US yellow fats and oils market and add expert context to the numbers.
Butter, margarine and oil maintain their status as staples in US households. Leaning into unique benefits of individual segments will drive the category forward.
Julia Mills
Food & Drink Analyst
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