Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Adapting for the modern consumer
- Umbrella brands
Executive Summary
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- Convenience melts market
- The value push
- The butter revival
- Unilever has the lions share
- Advertising declines
- Space – the final frontier?
- Consumers change allegiance
- The future
Market Drivers
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- Convenience the ultimate driver
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- Figure 1: UK workforce in employment, by gender, 2000-10
- The declining host
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- Figure 2: Retail volume sales of bread, 1999-2004
- Convenience foods taking over
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- Figure 3: Expenditure on food for in-home consumption, 1994-2004
- The role of the traditional breakfast is in decline
- A comparison of lunchtime eating habits
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- Figure 4: Foods usually eaten at lunchtime, 1997-2003
- Weight Watchers
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- Figure 5: Top five ways in which consumers would try to lose weight, 2000-04
- Not just any fat
- TFAs – more bad news
- PDI levels continue to rise
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- Figure 6: PDI and consumer expenditure, at constant 2000 prices, 2000-10
- Moving up and trading up
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- Figure 7: Trends and projections in UK population, by socio-economic group, 2000-10
- The average household size is declining
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- Figure 8: UK households and one-person households, 2000-10
Market Size and Trends
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- Value offsets volume decline
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- Figure 9: UK retail sales of yellow fats, by volume and value, 2000-05
- Figure 10: Breakdown of the total yellow fats market, by value and volume, 2002 and 2004
- Tide turning for butter
- Spreadable – the rising star
- All about health
- Going light
- Dairy-free has considerable growth potential
Market Segmentation
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- Margarine and spreads
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- Figure 11: UK retail sales of spreads and margarine, by volume and value, 2000-05
- Spread the health
- Olive oil spreads reach a plateau
- Decline in dairy
- Butter
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- Figure 12: UK retail sales of butter, by volume and value, 2000-05
- The lesser of two evils?
- A comeback for convenience
- Too everyday?
- Not flavour of the month
The Supply Structure
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- Manufacturer shares
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- Figure 13: Manufacturers' branded shares in margarine and spreads, 2002 and 2004
- Branded breakdown
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- Figure 14: Brand shares in the margarines and spreads market, 2002 and 2004
- Matthew Foods gaining ground
- Own-label losing out
- Branded shares within butter
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- Figure 15: Manufacturers’ branded shares within butter, including spreadable butter, 2002 and 2004
- Anchor in second
- Own-label
- Companies and brands
- Arla Foods UK
- Anchor butter
- Lurpak
- Yorkshire Butter
- Dairy Crest
- Country Life butter
- St Ivel Gold
- Clover
- Utterly Butterly
- Willow
- Golden Churn
- Vitalite
- The Kerrygold Company
- Lactalis UK
- Matthews Foods
- Pure
- Filippo Berio
- Suma Wholefoods
- McNeil Consumer Nutritional
- Benecol
- Pura Foods Ltd
- Unilever UK Foods
- Flora
- Flora pro.activ
- Olivio
- I Can’t Believe It’s Not Butter (ICBINB)
- Stork
- Organic and other speciality brands
- Wyke Farms
- Suma Wholefoods
- St Helen’s Farm
New Product Development
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- Figure 16: New product launches in the UK yellow fats market, by product positioning, June 2004-June 2005
- New product briefs
- Everyday products
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Advertising and Promotion
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- Above-the-line advertising
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- Figure 17: Main monitored media spend on yellow fats, 2000-05
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- Figure 18: Main monitored media expenditure on yellow fats, by manufacturer, 2002-04
- A brand with a challenge
- Arla Foods’ strategy
- Big screen for a big brand
- The Anchor brand
- Dairy Crest
- Margarine & Spreads Association (MSA)
- Below-the-line promotion
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- Figure 19: Selected below-the-line promotional activity through grocery multiples, May-July 2005
- Figure 20: Selected on-pack promotional activity on yellow fats, May-July 2005
- Other promotions
Distribution
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- Figure 21: UK retail sales of yellow fats, by outlet type, 2002 and 2004
- Multiple benefits
- Category management
- Limited space, limited sales
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The Consumer
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- GB penetration levels of butters, spreads and margarine
- Butter usage
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- Figure 22: Usage of butter, 2002-04
- European comparison
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- Figure 23: Frequency of using butter, by country, 2004
- Innovation trends
- Margarine takes a blow
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- Figure 24: Usage of soft margarine, 2002-04
- Spread betting
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- Figure 25: Usage of low-fat spreads/dairy spreads, 2002-04
- Butter
- Margarine
- Low-fat spreads/dairy spreads
- Buying by specific type
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- Figure 26: Types of yellow fat purchased, 2003 and 2005
- The value of convenience
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- Figure 27: Cross-tabulation of yellow fats purchased, May 2005
- The division of salt
- Committing to the zeitgeist
- Lower expectations
- Dietary issues
- Bringing meat and butter together
The Consumer – Detailed Demographics
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- Figure 28: Usage of butter, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel's Special Groups, 2004
- Soft margarine usage by demographic sub-group
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- Figure 29: Usage of soft margarine, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel's Special Groups, 2004
- Usage of low-fat and dairy spreads by demographic sub-group
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- Figure 30: Usage of low-fat spreads/dairy spreads, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel's Special Groups, 2004
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- Figure 31: Types of yellow fat purchased, by gender, age, socio-economic group, region, marital status, working status, tenure, household size, ACORN categories, presence of children, lifestage, Mintel's Special Groups, media usage, commercial TV viewing
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The Consumer – Motivation and Enthusiasm
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- Figure 32: Attitudes towards buying yellow fats, May 2005
- Limited experimentation
- Habit before taste
- Health shows room to grow
- Cross-analysis of attitudes towards yellow fats by type of yellow fat purchased
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- Figure 33: Cross-analysis of atttitudes towards yellow fats, with type of yellow fat purchased using base percents, May 2005
- Assessing consumer target groups
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- Figure 34: Consumer typology group for yellow fat purchasing, May 2005
- Promiscuous Shoppers (21% of main shoppers who buy butter, margarine or spreads)
- Connoisseurs (14% of main shoppers who buy butter, margarine or spreads)
- Habitual Buyers (65% of main shoppers who buy butter, margarine or spreads)
- Consumer typology by type of yellow fat purchased
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- Figure 35: Consumer typology group, by type of yellow fat purchased, May 2005
- Yellow fats and cooking habits
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- Figure 36: Cross-analysis of yellow fat consumer typologies, with cooking habit typology groups, May 2005
- Repertoire of yellow fats purchased by main shopper
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- Figure 37: Repertoire analysis of types of yellow fat purchased by consumers, May 2005
- Demographics of yellow fat buyers by number of variants purchased
- Multiple purchasers of yellow fats
- Buyers of three or more types of yellow fat
- Adapting to the generation change
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Motivation and Enthusiasm – Detailed Demographics
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- Figure 38: Attitudes towards yellow fats, by gender, age, socio-economic group, region, marital and working status, May 2005
- Figure 39: Attitudes towards yellow fats, by tenure, household size, ACORN categories, presence of children, lifestage and Mintel's Special Groups, May 2005
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- Figure 40: Attitudes towards yellow fats, by media usage, commercial TV viewing and supermarket usage, May 2005
- Figure 41: Consumer typology groups, by gender, age, socio-economic group, ACORN categories and lifestage, May 2005
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- Figure 42: Consumer typology groups, by working status, region, presence of children, Mintel's Special Groups and media usage, May 2005
- Figure 43: Consumer typology groups, by supermarket usage and commercial TV viewing, May 2005
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- Figure 44: Repertoire analysis of types of yellow fat purchased by consumers, by gender, age, socio-economic group, ACORN categories and lifestage, May 2005
- Figure 45: Repertoire analysis of types of yellow fat purchased by consumers, by region, presence of children, Mintel's Special Groups and working status, May 2005
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- Figure 46: Repertoire analysis of types of yellow fat purchased by consumers, by supermarket usage, commercial TV viewing and media usage, May 2005
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The Future
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- Convenience will continue to drive market
- Health considerations
- Limited use
- Shifts in consumer demographics will have a positive impact
Forecast
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- Convenience continues to take its toll
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- Figure 47: Forecast for retail value sales of yellow fats, by type, volume & sterling value, 2005-10
- Attaining the £900 million peak…
- …before slipping
- Euro stale mate
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- Figure 48: Forecast for retail value sales of yellow fats, by type, current prices euros, 2005-10
- Saying a long goodbye to margarine
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- Figure 49: Forecast for retail value sales of margarine/spreads, volume & value, 2005-10
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- Figure 50: Forecast for retail value sales of butter, volume & value, 2005-10
- Butter avoiding slippage
- Sophistication does not mean heavy usage
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