Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Abbreviations
Future Opportunities
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- Handing over control
- Time to leverage trust
- Beyond the traditional
Market in Brief
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- Slowing growth ahead as price rises ease
- Arla holds top position in a concentrated market
- Themes of 2008
- High penetration, perceptions lag reality
Internal Market Environment
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- Key points
- Tapping into the natural trend?
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- Figure 1: Consumers who are prepared to pay more for additive-free foods, by gender, age and socio-economic group, 2008
- Fat – the bad guy
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- Figure 2: Household purchased quantities of food and drink, 2004/05-2007
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- Figure 3: Consumers who avoid fats, by gender, age and socio-economic group, 2008
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- Figure 4: Household purchased quantities of food and drink, 2004/05-2007
- Figure 5: Average UK energy intake per person per day, 2002/03-2007
- Nearly half the population is slimming
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- Figure 6: Trend in slimming, counting calories and checking nutritional content, 2004-08
- Cooking gains ground, treats hold theirs
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- Figure 7: Agreement with statements about cooking, 2004-08
- Figure 8: Consumers who like to eat less healthy foods as ‘treats’, by gender, age and socio-economic group, 2008
Broader Market Environment
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- Key points
- ABs to grow
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- Figure 9: Changes in UK adult population, by socio-economic group, 2004-09 and 2009-14
- Ageing population – cutting back on yellow fats
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- Figure 10: Changes in the UK population, by age, 2004-14
- Cost pressure starting to ease
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- Figure 11: UK farmgate price of milk, January 2004-April 2009
Competitive Context
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- Key points
- Yellow fats in the dairy context
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- Figure 12: UK retail value sales of dairy products, 2004-09
- Competition to yellow fats
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- Figure 13: Index of UK retail value sales of selected competitive markets to yellow fats, 2004-08
- Figure 14: UK retail value sales of selected competitive goods, 2004-08
- Cheese
- Sweet spreads
- Edible oils
- Bread under competition
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- Figure 15: Frequency of eating bread, 2004-08
- Figure 16: UK retail value sales of bread, morning goods and sandwiches*, by sector, 2004-09
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Limited innovation in the mature market
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- Figure 17: NPD activity, by launch type within the UK yellow fats market, 2006-08
- Shift from added benefits to premium
- Pack sizes and spreadables
- Flavoured butters
- International innovation
- Active health spreads
- Usage variety with flavours
- More potential for specialised cooking and baking products?
Market Size and Forecast
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- Key points
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- Figure 18: UK retail value sales of yellow fats, and index of growth, 2004-14
- Easing price inflation to slow value growth
- Volume may benefit from demographics and downturn
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- Figure 19: UK retail value sales of yellow fats, 2004-14
- Butter vs. spreads?
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- Figure 20: UK retail value sales of yellow fats, by type, 2004-14
- Factors used in the forecast
Segment Performance
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- Key points
- Brand activity and demand for natural foods fuel butter
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- Figure 21: UK retail value sales of butter*, 2004-14
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- Figure 22: UK retail value sales of butter, by type, 2004-09
- Consumer move away from weight watching impacts spreads
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- Figure 23: UK retail value sales of spreads, 2004-14
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- Figure 24: Share of functional spreads in total UK retail value sales of spreads, 2004-09
Market Share
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- Key points
- A concentrated market
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- Figure 25: Manufacturers’ shares in UK retail value sales of yellow fats, 2008
- Figure 26: Brand shares in the yellow fats market, 2006-08
- A strong 2008 for Dairy Crest
- Arla gains ground on the back of Lurpak
- Flora under pressure at Unilever
Companies and Products
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- Key points
- Manufacturers and brands
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- Figure 27: Leading companies in the yellow fats market and their brands
- Major players
- Arla Foods
- Dairy Crest Group
- Kerrygold
- McNeil Consumer Nutritionals
- Unilever
- Other brands
Brand Communication and Promotion
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- Key points
- Main media spend contracts in 2008
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- Figure 28: Main monitored media advertising spend on yellow fats, 2004-08
- TV the channel of choice
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- Figure 29: Main monitored media advertising spend on yellow fats, by media type, 2006-08
- Market leaders dominate adspend
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- Figure 30: Manufacturers’ share of adspend vs. share of value sales, 2008
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- Figure 31: Main monitored media advertising spend on yellow fats, by advertiser, 2006-08
- Four fifths of spend on five brands
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- Figure 32: Main monitored media advertising expenditure on yellow fats, by top-spending brands, 2006-08
- Themes
- A necessary reminder of taste
- Provenance can chime with consumers in downturn
- Laughter sells?
Channels to Market
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- Key points
- Leading grocers dominate yellow fats
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- Figure 33: UK retail value sales of yellow fats, by outlet type, 2006-08
- Own-label small, but gaining in downturn
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- Figure 34: Trends in consuming own-label vs. branded butter and spreads most often, 2004-08
- Added health benefits appeal to Co-op and M&S shoppers
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- Figure 35: Statements agree with butter, margarine and spreads, by supermarket used, March 2009
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- Figure 36: Statements agree with butter, margarine and spreads, by supermarket used, March 2009 (continued)
The Consumer – Usage
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- Key points
- Butter wins favour from spreads
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- Figure 37: Trends in consumption of butter, low-fat spreads, dairy spreads and soft margarine in the last 12 months, 2004-08
- Top targets different for butter and spreads
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- Figure 38: Comparison of consumption patterns of butter and low-fat spreads, dairy spreads and soft margarine in the past 12 months, 2008
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- Figure 39: Most valuable consumers for butter and spreads, by age group, 2008
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- Figure 40: Most valuable consumers for butter and spreads, by socio-economic group, 2008
The Consumer – Attitudes and Motivations
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- Key points
- Few positive attitudes towards butter
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- Figure 41: Words/phrases associated with butter and spreads, March 2009
- Convenience is all for spreads
- Attitudes towards yellow fat are determined by age
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- Figure 42: Attitudes towards butter, margarine and spreads, March 2009
- Health messages have made an impact
- The lucrative young
- The promiscuous 25-34s
- Offer-driven 35-44s
- 45-54s go for premium or own-label
- How can spreads win over the over-54s?
The Consumer – Further Analysis
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- Key points
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- Figure 43: Target groups for yellow fats, March 2009
- Gourmets – 37% of adults
- Everydays – 32% of adults
- Cut backs – 31% of adults
Appendix – Internal and Broader Market Environment
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- Figure 44: Trends in healthy lifestyles and eating habits, 2004-08
- Figure 45: Healthy lifestyles and eating habits, by demographics, 2008
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- Figure 46: Healthy lifestyles and eating habits, by demographics, 2008 (continued)
- Calorie intake from fats
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- Figure 47: Energy intake, by source, 2002/03-2007
- Household consumption of fats
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- Figure 48: Household consumption of fats in Great Britain (grams per week), 1942-2000
- Population
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- Figure 49: Structure of the UK population, by age, 2004-14
- Figure 50: Structure of the UK adult population, by socio-economic group, 2004-14
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Appendix – The Consumer – Usage
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- Figure 51: Consumption of butter in the last 12 months, by demographics, 2008
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- Figure 52: Consumption of low-fat spreads, dairy spreads and soft margarine in the last 12 months, by demographics, 2008
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Appendix – The Consumer – Attitudes and Motivations
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- Figure 53: Words/phrases associated with butter, March 2009
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- Figure 54: Words/phrases associated with margarine/spreads, March 2009
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- Figure 55: Words/phrases associated with butter, by demographics, March 2009
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- Figure 56: Words/phrases associated with butter, by demographics, March 2009 (continued)
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- Figure 57: Words/phrases associated with margarine/spreads, by demographics, March 2009
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- Figure 58: Words/phrases associated with margarine/spreads, by demographics, March 2009 (continued)
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- Figure 59: Attitudes towards butter, margarine and spreads, by demographics, March 2009
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- Figure 60: Attitudes towards butter, margarine and spreads, by demographics, March 2009 (continued)
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Appendix – The Consumer – Further Analysis
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- Figure 61: Attitudes towards butter, margarine and spreads, by target groups, March 2009
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- Figure 62: Target groups, by demographics, March 2009
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- Figure 63: Grocery shopping habits, by target groups, March 2009
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- Figure 64: Attitudes towards health and healthy lifestyles, by target groups, March 2009
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- Figure 65: Attitudes towards eating habits, by target groups, March 2009
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- Figure 66: Words/phrases associated with butter, by target groups, March 2009
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- Figure 67: Words/phrases associated with margarine/spreads, by target groups, March 2009
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