Description

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

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. 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
  3. 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
  4. 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
  5. Appendix

    • The market

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

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Consumer

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Brand/Company

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Data

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