Table of Contents
Scope and Themes
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- What you need to know
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- A mature $3.08 billion market in decline
- Snapshot of the market
- Health issues drag on market
- The old age/heart disease/fats nexus
- Other fat alternatives have found favor
- Changing eating habits contribute to sales decline
- Frequency of dining out adversely affects sales
- On the bright side: moderate use is healthy use
- On the bright side: butter and margarine have a major place on the breakfast table
- Product trends
- While overall sales fall, butter and margarine share remains constant
- Price fluctuations influence segment sales
- Market dominated by Unilever, ConAgra, and Land O’Lakes
- Supermarket channel controls more than three quarters of sales
- Additional consumer insights
Market Drivers
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- Health issues
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- Figure 1: Eating behavior, levels of control, April-May 2006
- Clarifying issues surrounding fats
- The aging population is more health conscious
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- Figure 2: Prevalence of cardiovascular disease in Americans age 20 and older by age and gender, NHANES 1999-2002
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- Figure 3: Uses for butter and margarine, by age, October 2006
- Changing eating habits
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- Figure 4: Usage of shelf stable, refrigerated, and frozen products, January-September 2005
- Meal occasions: breakfast
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- Figure 5: Weekday and weekend breakfast food choices, September 2006
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- Figure 6: Use of specific spreads in the household, August 2006
- Meal occasions: dinner
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- Figure 7: Frequency of dining out in the evening, March 2006
- Other fat alternatives have found favor
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- Figure 8: Consumption patterns for specific edible oil products, January 2006
Market Size and Trends
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- Market size
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- Figure 9: Total U.S. retail sales of butter, margarine, and table spreads, at current and constant prices, 2001-06
- Market trends
- New products focus on three areas
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- Figure 10: FDM sales of functional dairy and margarine, at current and constant prices, 2001-06
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- Figure 11: Butter and margarine new product launches and health claims, 2001-06
Market Segmentation
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- Introduction and overview
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- Figure 12: Sales of butter and margarine, segmented by product type, 2004 and 2006
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- Figure 13: Comparison of butter and margarine dollar sales and share of market, 2001-06 (FDM channels)
- Figure 14: Comparison of butter and margarine price per pound and volume FDM sales,
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- Figure 15: Comparison of price per pound and volume FDM sales, butter, 2001-06
- Figure 16: Comparison of price per pound and volume FDM sales, margarine, 2001-06
- Butter
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- Figure 17: Sales of butter, at current and constant prices, 2001-06
- Margarine and table spreads
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- Figure 18: Sales of margarine and table spreads, at current and constant prices, 2001-06
Supply Structure
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- Foreign trade
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- Figure 19: Butter, margarine, and table spreads imports, by value, 2001-06
- Figure 20: Butter and margarine exports, by value, 2001-06
- Company and brand sales
- Overview
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- Figure 21: Manufacturer FDM sales of butter and margarine in the U.S., 2005 and 2006
- Butter
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- Figure 22: Manufacturer FDM brand sales of butter in the U.S., 2005 and 2006
- Margarine and table spreads
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- Figure 23: Manufacturer FDM brand sales of margarine and table spreads in the U.S., 2005 and 2006
- Major manufacturer profiles
- Unilever
- Land O’Lakes
- ConAgra Foods
- GFA Brands, Inc.
Advertising and Promotion
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- Media: Print vs. television
- Land O’Lakes
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- Figure 24: Television spot: Land O’Lakes Butter—Odors, 2006
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- Figure 25: Television spot: Land O’Lakes Butter—look for the hook, 2006
- GFA Brands, Inc.
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- Figure 26: Television spot: Smart Balance—balance your foods, 2006
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- Figure 27: Television spot: Smart Balance—professional chefs 1, 2006
- Figure 28: Television spot: Smart Balance—professional chefs 2, 2006
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- Figure 29: Television spot: Smart Balance Omega Plus, 2006
- Unilever
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- Figure 30: Television spot: I Can’t Believe It’s Not Butter—new spokesmodel, new product, 2006
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- Figure 31: Television spot: I Can’t Believe It’s Not Butter—free spraychel, 2006
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- Figure 32: Television spot: Promise butter light spread—taking your health to heart, 2006
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- Figure 33: Television spot: Shedd’s Spread Country Crock—Spreads Cold, 2006
Retail Distribution
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- Introduction
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- Figure 34: U.S. retail sales of butter, margarine, and table spreads, by channel, 2004 and 2006**
- Supermarkets
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- Figure 35: U.S. supermarket sales of butter, margarine and table spreads,
The Consumer
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- Introduction
- Key learnings
- Household usage of butter and margarine
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- Figure 36: Household usage of butter and margarine/margarine spreads, May 2005-June 2006
- Amount of butter and margarine/margarine spread used
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- Figure 37: Weekly household usage of butter and margarine, May 2005-June 2006
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- Figure 38: Weekly household usage of butter and margarine, by race/Hispanic origin, May 2005-June 2006
- Light vs. regular margarine
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- Figure 39: Household usage of regular and light margarine, May 2005-June 2006
- Form and type of margarine/margarine spread used
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- Figure 40: Form of margarine/margarine spread used in households, May 2005-June 2006
- Brands: butter and margarine/margarine spreads
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- Figure 41: Brands of butter and margarine/margarine spread used in households, May 2005-June 2006
- Margarine or butter for cooking, baking, and spreading
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- Figure 42: Uses for butter and margarine, October 2006
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- Figure 43: Uses for butter and margarine, by age, October 2006
- Butter users’ attitudes and opinions
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- Figure 44: Attitudes and opinions concerning butter, October 2006
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- Figure 45: Attitudes and opinions concerning butter, by age, October 2006
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- Figure 46: Attitudes and opinions concerning butter, by household income, October 2006
- Butter users’ opinions concerning other fats
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- Figure 47: Usage of butter or other fats in specific situations, October 2006
- Margarine users’ attitudes and opinions
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- Figure 48: Attitudes and opinions concerning margarine, October 2006
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- Figure 49: Attitudes and opinions concerning margarine, by age, October 2006
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- Figure 50: Attitudes and opinions concerning margarine, by household income, October 2006
- Attitudes of householders with children
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- Figure 51: Attitudes and opinions regarding butter/margarine of householders with children, October 2006
Future and Forecast
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- Future trends
- Heart disease incidence will continue to rise with obesity rates
- But “good for you” products will continue to grow
- Eating habits
- Other future trends
- Market forecast
- Butter, margarine, and table spreads
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- Figure 52: Forecast of total U.S. sales of butter, margarine, and table spreads, at current and constant prices, 2006-11
- Butter
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- Figure 53: Forecast of U.S. sales of butter, at current and constant prices, 2006-11
- Margarine and table spreads
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- Figure 54: Forecast of U.S. sales of margarine and table spreads, at current and constant prices, 2006-11
- Forecast Factors
Appendix: Trade Associations
Appendix: New Product Briefs
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