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Yellow Fats and Oils - UK - October 2019

“Taste is more important than anything else in butter and spreads, and more than two thirds of buyers say they eat too little butter/spread to worry about it being healthy. However, this still leaves a sizeable minority of buyers for whom healthiness is an important selling point. Spotlighting low saturated fat content and naturalness will help maximise appeal among those looking for healthy spreads.”
– Richard Caines, Senior Food & Drink Analyst

This Report will cover the following areas:

  • Offering a healthy, tasty and natural combination remains the big challenge for brands in spreads
  • Wealth of attributes can be highlighted to tap into interest in sustainability in yellow fats and oils
  • Flavoured oils and butters for cooking different recipes offer scope to add value to the market

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Declining volumes but growing value sales in butter and spreads
              • Figure 1: Best- and worst-case forecast of UK retail value sales of butter and spreads, 2014-24
            • Oil sales boosted by extra virgin olive and rapeseed oil
              • Figure 2: Best- and worst-case forecast of UK retail value sales of edible oils, 2014-24
            • Declining bread sales spell bad news for butter and spreads
              • Scratch cooking and home baking important drivers of sales
                • Population growth is a key growth driver for yellow fats and oils
                  • Companies and brands
                    • Lurpak retains formidable lead
                      • Figure 3: Leading brands’ shares in the UK retail yellow fats market (including butter, margarine and spreads, and cooking fats), by value, 2018/19*
                    • Dip in value sales for most brands in cooking oils
                      • Figure 4: Leading brands’ shares in the UK retail cooking oils market, by value, 2018/19*
                    • Filippo Berio extends lead in olive oil segment
                      • Figure 5: Leading brands’ shares in the UK retail olive oil market, by value, 2018/19*
                    • More plant-based butter alternatives
                      • New recipes in spreads put focus on naturalness and less fat
                        • New infusions add to variety in edible oils
                          • Extra virgin and cold-pressed oils emphasise quality and purity
                            • The consumer
                              • Nine in 10 people buy butter or spreads
                                • Figure 6: Types of butter and spreads bought in the last 3 months, July 2019
                              • Eight in 10 people buy edible oils
                                • Figure 7: Types of edible liquid oils and solid oils/fats bought in the last 3 months, July 2019
                              • Toast, bread and sandwiches are top uses for spreads
                                • Figure 8: How different types of yellow fats and edible oils were used in the last 3 months, July 2019
                              • Low saturated fat top healthy factor for spreads
                                • Figure 9: Factors judged to make a spread healthy, July 2019
                              • Big focus on price presents challenge to oils
                                • Figure 10: Factors considered important when buying oil, by purpose, July 2019
                              • Need to communicate sustainability in spreads and oils
                                • Brands should tap into interest in more flavours for cooking
                                  • Figure 11: Behaviours and attitudes towards yellow fats and oils, July 2019
                                • What we think
                                • Issues and Insights

                                  • Offering a healthy, tasty and natural combination remains the big challenge for brands in spreads
                                    • The facts
                                      • The implications
                                        • Wealth of attributes can be highlighted to tap into interest in sustainability in yellow fats and oils
                                          • The facts
                                            • The implications
                                              • Flavoured oils and butters for cooking different recipes offer scope to add value to the market
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Declining volumes but growth in value sales in butter and spreads
                                                      • Strong value performance of butter driven by higher prices
                                                        • Growth in sales of edible oils seen in 2018
                                                          • Sales boosted by extra virgin olive and rapeseed oil in 2018
                                                            • Declining bread sales spell bad news for butter and spreads
                                                              • Scratch cooking and home baking important drivers of sales
                                                                • Commodity butter and oil prices impact on retail prices
                                                                  • Population growth is a key driver for yellow fats and oils
                                                                    • Brexit uncertainties make price trends difficult to predict
                                                                    • Market Size and Forecast

                                                                      • Rise in butter prices drives growth in total sales
                                                                        • Figure 12: UK retail value sales of yellow fats and edible oils, 2014-24*
                                                                        • Figure 13: Best- and worst-case forecast of UK retail value sales of yellow fats and edible oils, 2014-24*
                                                                      • Butter boosts value of butter and spreads market
                                                                        • Figure 14: UK retail value and volume sales of butter and spreads, 2014-24*
                                                                        • Figure 15: Best- and worst-case forecast of UK retail value sales of butter and spreads, 2014-24*
                                                                      • Value sales of edible oils boosted by olive and rapeseed oil
                                                                        • Figure 16: UK retail value and volume sales of edible oils, 2014-24
                                                                        • Figure 17: Best- and worst-case forecast of UK retail value sales of edible oils, 2014-24
                                                                      • Forecast methodology
                                                                      • Market Segmentation

                                                                        • Strong value performance of butter driven by higher prices
                                                                          • Figure 18: UK retail value and volume sales of yellow fats, by segment, 2017-19
                                                                        • Extra virgin and rapeseed boost 2018 sales of edible oils
                                                                          • Figure 19: UK retail value and volume sales of edible oils, by type, 2017-19
                                                                      • Market Drivers

                                                                        • Declining bread sales bad news for butter and spreads
                                                                          • Changing breakfast and lunch patterns impacting on demand
                                                                            • Scratch cooking and home baking important drivers of sales
                                                                              • Commodity butter and oil prices impact on retail prices
                                                                                • Total population growth is important for yellow fats and oils which the vast majority buy
                                                                                  • Figure 20: Trends in the age structure of the UK population, 2014-24
                                                                                • Brexit uncertainties make price trends difficult to predict
                                                                                • Companies and Brands – What You Need to Know

                                                                                  • Lurpak retains its formidable lead
                                                                                    • Clover and Utterly Butterly benefit from rising butter prices
                                                                                      • Dip in value sales for most brands in cooking oils
                                                                                        • Filippo Berio extends lead in olive oil segment
                                                                                          • More plant-based butter alternatives
                                                                                            • New recipes in spreads put focus on naturalness and less fat
                                                                                              • Arla launches ‘Softest’ versions for Lurpak and Anchor
                                                                                                • New infusions add to variety in edible oils
                                                                                                  • Extra virgin and cold-pressed oils emphasise quality and purity
                                                                                                    • Lurpak the most trusted brand
                                                                                                    • Market Share

                                                                                                      • Buttery spreads make biggest gains in yellow fats market
                                                                                                        • Lurpak retains its formidable lead
                                                                                                          • KKR and Saputo move into the market
                                                                                                            • Clover and Utterly Butterly benefit from rising butter prices
                                                                                                              • Figure 21: Leading brands’ sales and shares in the UK retail yellow fats market (including butter, margarine and spreads, and cooking fats), by value and volume, 2017/18 and 2018/19
                                                                                                            • Dip in value sales for most brands in cooking oils
                                                                                                              • Figure 22: Leading brands’ sales and shares in the UK retail cooking oils market, by value and volume, 2017/18 and 2018/19
                                                                                                            • Filippo Berio extends lead in olive oil segment
                                                                                                              • Figure 23: Leading brands’ sales and shares in the UK retail olive oil market, by value and volume, 2017/18 and 2018/19
                                                                                                            • No dominant brands in fragmented speciality oils segment
                                                                                                              • Figure 24: Leading brands’ sales and shares in the UK retail speciality oils market, by value and volume, 2017/18 and 2018/19
                                                                                                          • Launch Activity and Innovation

                                                                                                            • Oils account for nearly two thirds of new launches
                                                                                                              • Figure 25: New product launches in the UK butter, spreads and edible oils market, by category, 2014-19
                                                                                                            • More plant-based butter alternatives
                                                                                                              • Recent launches explore unusual ingredients
                                                                                                                • Figure 26: Examples of new launches of plant-based and dairy-free butter alternatives in butter and spreads, 2018/19
                                                                                                              • New recipes in spreads put focus on naturalness and less fat
                                                                                                                • Upfield updates Flora
                                                                                                                  • Clover Light introduces new recipe
                                                                                                                    • Figure 27: Examples of new launches in spreads, 2018/19
                                                                                                                  • Arla launches ‘Softest’ versions for Lurpak and Anchor
                                                                                                                    • New launches in ghee and ghee alternatives
                                                                                                                      • Figure 28: Examples of new ghee and ghee alternative launches in butter and spreads, 2018/19
                                                                                                                    • New infusions add to variety in edible oils
                                                                                                                      • Figure 29: Examples of new launches of infused oils, 2018/19
                                                                                                                    • Blends of two different oils add differentiation
                                                                                                                        • Figure 30: Examples of different blend combinations in new launches of oils, 2018/19
                                                                                                                      • Extra virgin and cold-pressed oils emphasise quality and purity
                                                                                                                        • Figure 31: Examples of cold-pressed and extra virgin new launches in oils, 2018/19
                                                                                                                      • Launches of more niche seed oils
                                                                                                                        • Figure 32: Examples of new launches in seed oils, 2018/19
                                                                                                                      • Rare examples of task-specific oils
                                                                                                                        • Figure 33: Examples of new launches in task-specific oils and sprays, 2018/19
                                                                                                                    • Advertising and Marketing Activity

                                                                                                                      • Decline in spending on main media advertising continues
                                                                                                                        • Figure 34: Total above-the-line, online display and direct mail advertising expenditure on yellow fats and oils, 2015-19
                                                                                                                        • Figure 35: Total above-the-line, online display and direct mail advertising expenditure on yellow fats and oils, by category, 2015-19
                                                                                                                      • Arla Foods biggest spender in 2018
                                                                                                                        • Figure 36: Total above-the-line, online display and direct mail advertising expenditure on yellow fats and oils, by advertiser, 2015-19
                                                                                                                      • Anchor plays up infinite uses of product
                                                                                                                        • Lurpak focuses on great-tasting food message
                                                                                                                          • Flora pushes plant-based nutrition message
                                                                                                                            • Return to TV advertising for Bertolli
                                                                                                                              • Country Life launches digital campaign
                                                                                                                                • Crisp ‘n Dry biggest advertiser in oils
                                                                                                                                  • Nielsen Ad Intel coverage
                                                                                                                                  • Brand Research

                                                                                                                                      • Brand map
                                                                                                                                        • Figure 37: Attitudes towards and usage of selected brands, September 2019
                                                                                                                                      • Key brand metrics
                                                                                                                                        • Figure 38: Key metrics for selected brands, September 2019
                                                                                                                                      • Brand attitudes: Lurpak most worth paying more for
                                                                                                                                        • Figure 39: Attitudes, by brand, September 2019
                                                                                                                                      • Brand personality: All brands seen as accessible by most people
                                                                                                                                        • Figure 40: Brand personality – macro image, September 2019
                                                                                                                                      • Lurpak is seen as the most delicious and indulgent brand
                                                                                                                                        • Figure 41: Brand personality – micro image, September 2019
                                                                                                                                      • Brand analysis
                                                                                                                                        • Lurpak stands for consistently high quality
                                                                                                                                          • Figure 42: User profile of Lurpak, September 2019
                                                                                                                                        • Anchor is seen as the most traditional brand
                                                                                                                                          • Figure 43: User profile of Anchor, September 2019
                                                                                                                                        • Traditional and natural associations are key strengths for Country Life
                                                                                                                                          • Figure 44: User profile of Country Life, September 2019
                                                                                                                                        • Flora seen the most widely as healthy
                                                                                                                                          • Figure 45: User profile of Flora, September 2019
                                                                                                                                        • Clover seen most widely as a family brand
                                                                                                                                          • Figure 46: User profile of Clover, September 2019
                                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                                        • Nine in 10 people buy butter or spreads
                                                                                                                                          • Eight in 10 people buy edible oils
                                                                                                                                            • Toast, bread and sandwiches are top uses for spreads
                                                                                                                                              • Olive oils used most for frying, roasting and on cold food
                                                                                                                                                • Low saturated fat top healthy factor for spreads
                                                                                                                                                  • All-natural ingredients are associated with health by a third
                                                                                                                                                    • Big focus on price when buying oils
                                                                                                                                                      • Health considerations also matter in choice of oils
                                                                                                                                                        • Need to communicate sustainability in spreads and oils
                                                                                                                                                          • Brands should tap into interest in more flavours for cooking
                                                                                                                                                          • Buying of Yellow Fats

                                                                                                                                                            • Nine in 10 people buy butter or spreads
                                                                                                                                                              • Figure 47: Types of butter and spreads bought in the last 3 months, July 2019
                                                                                                                                                            • Nearly two in five rely on an all-round yellow fat
                                                                                                                                                              • Figure 48: Number of different types of butter and spreads bought in the last 3 months, July 2019
                                                                                                                                                            • Younger people more likely to buy butter
                                                                                                                                                            • Buying of Edible Oils

                                                                                                                                                              • Eight in 10 buy edible oils
                                                                                                                                                                • Figure 49: Types of edible liquid oils and solid oils/fats bought in the last 3 months, July 2019
                                                                                                                                                              • Half of people buy more than one type of oil
                                                                                                                                                                • Figure 50: Number of different types of edible oils bought in last 3 months, July 2019
                                                                                                                                                              • Higher-income households more likely to buy most oils
                                                                                                                                                              • How Yellow Fats and Edible Oils Are Used

                                                                                                                                                                • Toast, bread and sandwiches are top uses for spreads
                                                                                                                                                                  • Figure 51: How different types of yellow fats and edible oils were used in the last 3 months, July 2019
                                                                                                                                                                • Olive oil should focus on versatility and health messages
                                                                                                                                                                  • Cooked food and home baking offer opportunities for butter and spread brands
                                                                                                                                                                  • Factors Making a Spread ‘Healthy’

                                                                                                                                                                    • Low saturated fat top healthy factor for spreads
                                                                                                                                                                      • Half of buyers limit saturated fat in their diet on medical advice
                                                                                                                                                                        • Figure 52: Factors judged to make a spread healthy, July 2019
                                                                                                                                                                      • All-natural ingredients are associated with health by a third on health grounds
                                                                                                                                                                        • Functional health benefits also worth highlighting
                                                                                                                                                                        • Factors Considered Important When Buying Oil

                                                                                                                                                                          • Big focus on price when buying oils
                                                                                                                                                                            • Figure 53: Factors considered important when buying oil, by purpose, July 2019
                                                                                                                                                                          • Health considerations matter in choice of oils
                                                                                                                                                                            • Low saturated fat is top health consideration in oils
                                                                                                                                                                              • Minority interest in the nutrients of oils
                                                                                                                                                                                • Reference to production methods and origins adds differentiation among a minority
                                                                                                                                                                                • Consumer Behaviours and Attitudes

                                                                                                                                                                                  • Need to communicate sustainability in spreads and oils
                                                                                                                                                                                      • Figure 54: Behaviours and attitudes towards yellow fats and oils, July 2019
                                                                                                                                                                                    • Organic seen as better for the environment by three in five
                                                                                                                                                                                      • Interest in butter with milk from grass-fed cows
                                                                                                                                                                                        • Brands should tap into interest in more flavours for cooking
                                                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                            • Abbreviations
                                                                                                                                                                                              • Consumer research methodology
                                                                                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                                                                                • Forecast methodology
                                                                                                                                                                                                    • Figure 55: UK retail value and volume sales of butter, 2014-19
                                                                                                                                                                                                    • Figure 56: UK retail value and volume sales of spreads, 2014-19
                                                                                                                                                                                                    • Figure 57: Best- and worst-case forecast of total UK retail value sales of butter and spreads, 2019-24
                                                                                                                                                                                                    • Figure 58: Best- and worst-case forecast of UK retail volume sales of butter and spreads, 2014-24
                                                                                                                                                                                                    • Figure 59: Best- and worst-case forecast of total UK retail volume sales of butter and spreads, 2019-24
                                                                                                                                                                                                    • Figure 60: Best- and worst-case forecast of total UK retail value sales of edible oils, 2019-24
                                                                                                                                                                                                    • Figure 61: Best- and worst-case forecast of UK retail volume sales of edible oils, 2014-24
                                                                                                                                                                                                    • Figure 62: Best- and worst-case forecast of total UK retail volume sales of edible oils, 2019-24
                                                                                                                                                                                                • Appendix – Market Share

                                                                                                                                                                                                    • Figure 63: Leading manufacturers’ sales and shares in the UK retail yellow fats market (including butter, margarine and spreads, and cooking fats), by value and volume, 2017/18 and 2018/19
                                                                                                                                                                                                    • Figure 64: Leading manufacturers’ sales and shares in the UK retail cooking oil market, by value and volume, 2017/18 and 2018/19
                                                                                                                                                                                                    • Figure 65: Leading manufacturers’ sales and shares in the UK retail olive oil market, by value and volume, 2017/18 and 2018/19
                                                                                                                                                                                                    • Figure 66: Leading manufacturers’ sales and shares in the UK retail speciality oils market, by value and volume, 2017/18 and 2018/19
                                                                                                                                                                                                    • Figure 67: Leading brands’ sales and shares in the UK retail butter market, by value and volume, 2017/18 and 2018/19
                                                                                                                                                                                                    • Figure 68: Leading manufacturers’ sales and shares in the UK retail butter market, by value and volume, 2017/18 and 2018/19
                                                                                                                                                                                                    • Figure 69: Leading brands’ sales and shares in the UK retail margarine and spreads market, by value and volume, 2017/18 and 2018/19
                                                                                                                                                                                                    • Figure 70: Leading manufacturers’ sales and shares in the UK retail margarine and spreads market, by value and volume, 2017/18 and 2018/19
                                                                                                                                                                                                    • Figure 71: Leading brands’ sales and shares in the UK retail cooking fats market, by value and volume, 2017/18 and 2018/19
                                                                                                                                                                                                    • Figure 72: Leading manufacturers’ sales and shares in the UK retail cooking fats market, by value and volume, 2017/18 and 2018/19
                                                                                                                                                                                                • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                    • Figure 73: New product launches in the UK butter, margarine and spreads market, by claim (sorted by 2018), 2014-19
                                                                                                                                                                                                    • Figure 74: New product launches in the UK edible oils market, by claim (sorted by 2018), 2014-19
                                                                                                                                                                                                    • Figure 75: New product launches in the UK butter market, by claim (sorted by 2018), 2014-19
                                                                                                                                                                                                    • Figure 76: New product launches in the UK margarine and spreads market, by claim (sorted by 2018), 2014-19
                                                                                                                                                                                                    • Figure 77: New product launches in the UK butter market, by launch type, 2014-19
                                                                                                                                                                                                    • Figure 78: New product launches in the UK margarine and spreads market, by launch type, 2014-19
                                                                                                                                                                                                    • Figure 79: New product launches in the UK oils market, by launch type, 2014-19

                                                                                                                                                                                                Yellow Fats and Oils - UK - October 2019

                                                                                                                                                                                                £1,995.00 (Excl.Tax)