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The Future of Butter and Yellow Fats: 2019

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • The rise of ghee
  • More potential for clean label
  • Increasing usage by adding value

What you need to know

The big stories

Changing attitudes towards fat have seen a rise in ghee products. As consumers in some markets are eating less butter and spreads, brands are trying to appeal to more consumers with clean label, natural products, and by trying to add value with added functionality and blends.

In the next two years

Producers will continue to call out health claims and take advantage of the plant-based trend. Sustainability will become increasingly important and butter will continue to gather inspiration from foodservice and become a star ingredient in retail products.

In five years and beyond

As dairy farmers struggle to make a living out of their job, brands will need to get involved to make dairy farming more attractive. As waste and sustainability become bigger issues, there may be a return to products of the past such as dripping. Algae oil may also provide a more sustainable option for the future.

Expert analysis from a specialist in the field

Written by Samantha Moore, a leading analyst in the Food and Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The rise of ghee products and butter's revival in the US can be attributed to a number of factors, like their perceived versatility when cooking and the changing perceptions of fat. However, the unifying quality that connects all brands enjoying significant growth in the market is their focus on naturalness. Samantha Moore
Global Food & Drink Analyst

What you get

What's included

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Table of contents


    • The rise of ghee
    • [Graph] Global: ghee's share of butter NPD in each region, 2014/2018
    • More potential for clean label
    • [Graph] US: perceptions of butter, margarine and other blends, March 2018
    • [Graph] Global: natural claims in margarine and other blends, Dec 2016-Nov 2018
    • Increasing usage by adding value

    • Repositioning spreads to health trends
    • [Graph] Global: penetration of vegetarian and vegan claims on launches of butter, margarine and other blends, Dec 2013-Nov 2018
    • Butter to get star treatment
    • Sustainability is becoming increasingly important


      • [Graph] Global: butter and yellow fats, new product launches, top five countries, Dec 2017-Nov 2018
      • [Graph] Global: butter and yellow fats, retail market per capita consumption (kg), top five markets, 2018 (est)
      • [Graph] Global: butter and yellow fats, new product launches by subcategory, Dec 2017-Nov 2018