Table of Contents
Introduction
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- Definition
- Definitions of yellow fats
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Forecast of UK retail sales of butter, spreads and edible oils, by value, 2007-17
- Volume sales far outpaced by value sales
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- Figure 2: Growth in UK retail value and volume sales of butter, spreads and edible oils, by segment, 2009-11
- Butter
- Spreads
- Cooking and baking spreads
- Edible oils
- Forecast
- Market factors
- Lacklustre demand for healthy eating products stimulates innovation
- Bargain-seeking mentality remains high among frugal shoppers
- Growth in two key age groups bodes well for yellow fats and oils
- Companies, brands and innovation
- Market share
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- Figure 3: Estimated brand shares in the butter and spreads* market, 2011
- Innovation
- Adspend
- The consumer
- Trends in usage
- Purchase of butter and spreads
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- Figure 4: Purchase of yellow fats, by type, May 2012
- Important factors influencing choice of butter/spreads
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- Figure 5: Factors affecting choice of yellow fats, May 2012
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- Figure 6: Factors that would affect choice of yellow fats, May 2012
- Attitudes towards butter and spreads
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- Figure 7: Attitudes towards yellow fats, May 2012
- Attitudes towards edible oils
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- Figure 8: Attitudes towards edible oils, May 2012
- What we think
Issues in the Market
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- How can health and wellbeing spreads improve consumer perceptions?
- How can brands explore ease of use for standout?
- Is there potential for brands to build engagement online?
- What attributes can yellow fat brands highlight to target under-25s more effectively?
Trend Application
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- Trend: Minimise Me
- Trend: Sense of the Intense
- 2015 Trend: Brand Intervention
Market Drivers
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- Key points
- Small steps towards healthy eating
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- Figure 9: Household purchased quantities of yellow fat by type, 2006-10
- Figure 10: Household purchased quantities of vegetable oils, 2006-10
- Butter and edible oil users tend to be cooking enthusiasts
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- Figure 11: Agreement with selected lifestyle statements by usage of butter, low fat spreads, dairy spreads and soft margarine, and oils for cooking and salad, 2011
- Household incomes remain under pressure
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- Figure 12: Percentage year-on-year change in average weekly earnings compared to inflation in the UK, January 2006-December 2011
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- Figure 13: Mintel tracker survey, Agreement with statements on grocery shopping habits, March-June 2012
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- Figure 14: Retail prices index of butter and oil and fats, January 2007-April 2012
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- Figure 15: Trends and projections in the UK population (‘000s), by age group, 2007-17
- Figure 16: Trends and projections in UK households, by size, 2007-17
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Spreads lead dynamic new product launch activity in 2011
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- Figure 17: NPD in yellow fats and edible oils, using trends in total dairy as a comparison, 2007-12
- Own-label grows its presence
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- Figure 18: NPD in yellow fats and edible oils, by product category, by brand vs own-label, 2011
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- Figure 19: NPD in edible oils, branded vs own-label, 2007-12
- Trends in new product claims
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- Figure 20: Top 5 product claims in NPD in yellow fats and edible oils, by sector, 2011
- Health is the leading new product claim
- ‘Value’ claims target hard-pressed consumers and cooks
- Smaller pack sizes help keep costs under control
- Premium and organic claims feature mainly in edible oils
- Recyclable packs have become more prevalent since 2010
- Niche NPD continues in flavoured oils/spreads
Market Size and Forecast
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- Key points
- Butter, spreads and edible oils
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- Figure 21: UK retail value and volume sales of butter, spreads and edible oils, 2007-12
- Volume growth continues to be a stumbling block for butter and spreads
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- Figure 22: Growth in UK retail value and volume sales of butter, spreads and edible oils, by segment, 2009-11
- Forecast
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- Figure 23: Forecast of UK retail sales of butter, spreads and edible oils, by value, 2007-17
- Figure 24: Forecast of UK retail sales of butter, spreads and edible oils, by volume, 2007-17
- Forecast methodology
Market Segmentation
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- Key points
- Butter
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- Figure 25: UK retail value and volume sales of butter*, 2007-17
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- Figure 26: UK retail value sales of butter, by type, 2007-11
- Spreads
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- Figure 27: UK retail value and volume sales of spreads, 2007-17
- Figure 28: UK retail value and volume sales of spreads, by type, 2009-11
- Cooking and baking
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- Figure 29: UK retail value and volume sales of cooking and baking spreads*, 2007-17
- Edible oils
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- Figure 30: UK retail value and volume forecast of edible oils*, 2007-17
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- Figure 31: UK retail value and volume sales of edible oils (liquid), by type, 2009-11
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- Figure 32: UK retail value sales of edible oils (liquid), by type, 2009-11
Market Share
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- Key points
- Lurpak extends its lead in butter and spreads
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- Figure 33: Estimated brand sales and shares in the butter and spreads* market, 2009-11
- Edible oils
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- Figure 34: Estimated brand sales and shares in the standard cooking oil* market, 2009-11
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- Figure 35: Estimated brand sales and shares in the olive oil market, 2009-11
Companies and Products
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- Adams Foods
- Arla Foods
- Dairy Crest
- Filippo Berio
- Princes Group
- Unilever
Brand Communication and Promotion
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- Key points
- Adspend lower than 2011 but remains high
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- Figure 36: Above-the-line expenditure in the UK yellow fats and edible oils market, 2008-12*
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- Figure 37: Above-the-line expenditure in the UK yellow fats and edible oils market, by segment, 2007-12*
- Unilever continues to dominate adspend
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- Figure 38: Above-the-line expenditure in the UK yellow fats and edible oils market, by advertiser, 2009-12*
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- Figure 39: Leading advertisers’ above-the-line expenditure in the UK yellow fats and edible oils market, by brand, 2009-12*
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- Figure 40: Above-the-line expenditure in the UK Yellow fats and edible oils market, by Brand, 2011
- Figure 41: Above-the-line expenditure in the UK yellow fats and edible oils market, by top ten advertisers, by segment, 2011
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- Figure 42: Above-the-line expenditure in the UK yellow fats and edible oils market, by media, 2008-12*
- Brands look online for a lifestyle positioning
Brand Research
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- Brand map
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- Figure 43: Attitudes towards and usage of brands in the yellow fats and edible oils sector, June 2012
- Correspondence analysis
- Brand attitudes
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- Figure 44: Attitudes by yellow fats and edible oils brand, June 2012
- Brand personality
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- Figure 45: Yellow fats and edible oils brand personality – macro image, June 2012
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- Figure 46: Yellow fats and edible oils brand personality – micro image, June 2012
- Brand experience
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- Figure 47: Yellow fats and edible oils brand usage, June 2012
- Figure 48: Satisfaction with various yellow fats and edible oils brands, June 2012
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- Figure 49: Consideration of yellow fats and edible oils brands, June 2012
- Figure 50: Consumer perceptions of current yellow fats and edible oils brand performance, June 2012
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- Figure 51: Yellow fats and edible oils brand recommendation – Net Promoter Score, June 2012
- Brand index
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- Figure 52: Yellow fats and edible oils brand index, June 2012
- Figure 53: Yellow fats and edible oils brand index vs. recommendation, June 2012
- Target group analysis
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- Figure 54: Target groups, June 2012
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- Figure 55: Yellow fats and edible oils brand usage, by target groups, June 2012
- Conformists
- Simply the Best
- Shelf Stalkers
- Habitual Shoppers
- Individualists
Channels to Market
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- Key points
- Multiples capture the lion’s share of yellow fat and edible oil sales
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- Figure 56: UK retail value sales of yellow fats, by outlet type, 2009-11
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- Figure 57: UK retail value sales of edible oils, by outlet type, 2009-11
Consumer – Trends in Usage
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- Key points
- Spreads used most frequently but cooking oil has the largest user base
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- Figure 58: Usage of oils for cooking and salad, spreads (low fat, dairy and soft margarine) and butter, 2011
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- Figure 59: Frequency of usage of oils for cooking and salad, spreads (low fat, dairy and soft margarine) and butter, 2011
- Butter user levels have plateaued
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- Figure 60: Trends in frequency of usage of butter, 2009-11
- Slightly salted butter dominates, but unsalted butter enjoys biggest increase
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- Figure 61: Trends in types of butter used, 2009-11
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- Figure 62: Trends in types of butter used, by age, 2011
- Fewer people are using spreads, less often
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- Figure 63: Trends in frequency of usage of low fat spreads, dairy spreads and soft margarine, 2009-11
- Cooking oil usage falls
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- Figure 64: Trends in frequency of usage of oils for cooking and salad, 2007-11
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- Figure 65: Trends in types of oils for cooking and salad used, 2007-11
Consumer – Usage of Yellow Fats and Edible Oils
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- Key points
- Purchase of butter and spreads
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- Figure 66: Purchase of yellow fats by type, May 2012
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- Figure 67: Purchase of yellow fats by type, by presence of children in the household, % point +/- average, May 2012
- Purchase of edible oils
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- Figure 68: Usage of edible oils by type, May 2012
- Extra virgin/virgin olive oil and sunflower oil compete for first place
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- Figure 69: Purchase of edible oils by type, May 2012
- Affluent urban consumers show higher usage of specialist oils
- Edible oil users demonstrate larger repertoires
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- Figure 70: Purchase repertoire based on number of yellow fat types and edible oils used, May 2012
- Small households represent a gap in the market for edible oils
Consumer – Factors Affecting Choice of Yellow Fats
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- Key points
- Important factors influencing choice of butter/spreads
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- Figure 71: Factors affecting choice of yellow fats, May 2012
- Taste is top priority
- Healthy attributes interest a large minority
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- Figure 72: Factors that would affect choice of yellow fats, May 2012
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- Figure 73: Selected health-related factors affecting choice of yellow fats, by age-group, % point +/- average, May 2012
- One in four are open to supporting farmers and their livestock
- Youngsters drawn to packaging, older age groups to health
Consumer – Attitudes Towards Yellow Fats
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- Key points
- Attitudes towards butter and spreads
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- Figure 74: Attitudes towards yellow fats, May 2012
- Reasons for cutting back on butter/spreads
- Health (38%)
- Switching products to save money (31%)
- Can butter mine a treat image?
- Taste/other preferences (28%)
- Taste continues to play a key role in yellow fats
- Taste is paramount for the majority of yellow fat users
- Demand for greater variety of flavours
- Health claims face a battle for credibility
- Naturally healthier spreads are more appealing than functional benefits
- Convenience interests a large minority
- Value for money perceptions override convenience of smaller packs
- Block butter equals messiness
Consumer – Attitudes Towards Edible Oils
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- Key points
- Attitudes towards edible oils
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- Figure 75: Attitudes towards edible oils, May 2012
- Nurturing connoisseurship among oil users
- Ethical considerations spark minority interest
- Calories and cost result in consumers using less oil
- Flavour and packaging can add value
- Packaging upgrades offer scope to add value
- Build on oil’s ability to add flavour
Targeting Opportunities
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- Key points
- Five target groups
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- Figure 76: Target groups, May 2012
- Moderates (17%)
- Disengaged (29%)
- Healthy Wealthy (19%)
- British Butter Buffs (17%)
- Easily Enthused (18%)
Appendix – Market Drivers
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- Figure 77: Trends in agreement with selected lifestyle statements, 2007-11
- Figure 78: Agreement with selected lifestyle statements, by usage of butter, 2011
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- Figure 79: Agreement with selected lifestyle statements, by usage of low fat spreads, dairy spreads and soft margarine, 2011
- Figure 80: Agreement with selected lifestyle statements, by usage of oils for cooking and salad, 2011
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- Figure 81: Agreement with selected lifestyle statements, by demographics, 2011
- Figure 82: Agreement with selected lifestyle statements, by demographics, 2011 (continued)
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Appendix – Who’s Innovating?
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- Figure 83: NPD in yellow fats as % of total dairy launches, 2007-12
- Figure 84: NPD in yellow fats and edible oils, by top 10 product claims, 2007-12*
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Appendix – Market Size and Forecast
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- Yellow fats and edible oils
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- Figure 85: Best- and worst-case forecasts of UK retail sales of yellow fats and edible oils, by value, 2012-17
- Figure 86: Best- and worst-case forecasts of UK retail sales of yellow fats and edible oils, by volume, 2012-17
- Butter
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- Figure 87: Forecast of UK retail sales of butter*, by value, 2007-17
- Figure 88: Best- and worst-case forecasts of UK retail sales of butter*, by value, 2012-17
- Figure 89: Forecast of UK retail sales of butter*, by volume, 2007-17
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- Figure 90: Best- and worst-case forecasts of UK retail sales of butter*, by volume, 2012-17
- Spreads
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- Figure 91: Forecast of UK retail sales of spreads, by value, 2007-17
- Figure 92: Best- and worst-case forecasts of UK retail sales of spreads, by value, 2012-17
- Figure 93: Forecast of UK retail sales of spreads, by volume, 2007-17
- Figure 94: Best- and worst-case forecasts of UK retail sales of spreads, by volume, 2012-17
- Cooking and baking spreads
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- Figure 95: Forecast of UK retail sales of cooking and baking spreads*, by value, 2007-17
- Figure 96: Best- and worst-case forecasts of UK retail sales of cooking and baking spreads*, by value, 2012-17
- Figure 97: Forecast of UK retail sales of cooking and baking spreads*, by volume, 2007-17
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- Figure 98: Best- and worst-case forecasts of UK retail sales of cooking and baking spreads*, by volume, 2012-17
- Edible oils
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- Figure 99: Forecast of UK retail sales of edible oils*, by value, 2007-17
- Figure 100: Best- and worst-case forecasts of UK retail sales of edible oils*, by value, 2012-17
- Figure 101: Forecast of UK retail sales of edible oils*, by volume, 2007-17
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- Figure 102: Best- and worst-case forecasts of UK retail sales of edible oils*, by volume, 2012-17
Appendix – Brand Research
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- Figure 103: Brand usage, June 2012
- Figure 104: Brand commitment, June 2012
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- Figure 105: Brand momentum, June 2012
- Figure 106: Brand diversity, June 2012
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- Figure 107: Brand satisfaction, June 2012
- Figure 108: Brand recommendation, June 2012
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- Figure 109: Brand attitude, June 2012
- Figure 110: Brand image – macro image, June 2012
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- Figure 111: Brand image – micro image, June 2012
- Figure 112: Profile of target groups, by demographics, June 2012
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- Figure 113: Psychographic segmentation by target group, June 2012
- Figure 114: Brand usage, by target group, June 2012
- Brand index
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- Figure 115: Brand index, June 2012
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Appendix – Consumer – Trends in Usage
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- Figure 116: Frequency of usage of butter, by demographics, 2011
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- Figure 117: Frequency of usage of low fat spreads, dairy spreads and soft margarine, by demographics, 2011
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- Figure 118: Frequency of usage of oils for cooking and salad, by demographics, 2011
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Appendix – Consumer – Usage of Yellow Fats and Edible Oils
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- Figure 119: Most popular yellow fats bought by type, by demographics, May 2012
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- Figure 120: Next most popular yellow fats bought by type, by demographics, May 2012
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- Figure 121: Other yellow fats bought by type, by demographics, May 2012
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- Figure 122: Edible oils bought by type, by demographics, May 2012
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- Figure 123: Standard oils bought by type, by demographics, May 2012
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- Figure 124: Specialist oils bought by type, by demographics, May 2012
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- Figure 125: Solid oils/fats bought by type, by demographics, May 2012
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- Figure 126: Non-buyers of edible oils in the last six months, by demographics, May 2012
- Repertoire analysis
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- Figure 127: Repertoire on number of yellow fat types bought, by demographics, May 2012
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- Figure 128: Repertoire on number of edible oils types used, by demographics, May 2012
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Appendix – Consumer – Factors Affecting Choice of Yellow Fats
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- Figure 129: Most popular factors affecting choice of yellow fats, by demographics, May 2012
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- Figure 130: Next most popular factors affecting choice of yellow fats, by demographics, May 2012
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- Figure 131: Factors that would affect choice of yellow fats, by demographics, May 2012
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- Figure 132: Factors that would affect choice of yellow fats, by type of yellow fat bought, May 2012
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Appendix – Consumer – Attitudes Towards Yellow Fats
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- Figure 133: Attitudes towards yellow fats, May 2012
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- Figure 134: Agreement with the statements ‘I think butter wrapped in paper/foil is messy’ and ‘I would like to see smaller packs of butter/spreads’, by demographics, May 2012
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- Figure 135: Agreement with the statements ‘I prefer naturally healthier spreads to those with added functional benefits’ and ‘I would like to see more flavoured butter/spreads for cooking’, by demographics, May 2012
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- Figure 136: Agreement with the statements ‘I trust spreads that claim to be better for you’ and ‘I’d rather use less butter/spread than a healthier one that tastes bland’, by demographics, May 2012
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- Figure 137: Agreement with the statements ‘I’m trying to cut back on how much butter/spreads I use for health reasons’ and ‘I use spreads over butter to save money’, by demographics, May 2012
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- Figure 138: Agreement with the statements ‘I use butter/spreads to bring out the flavour when cooking’ and ‘I use other spreads because they taste better’, by demographics, May 2012
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- Figure 139: Agreement with the statement ‘Butter is indulgent’, by demographics, May 2012
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Appendix – Consumer – Attitudes Towards Edible Oils
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- Figure 140: Most popular attitudes towards edible oils, by demographics, May 2012
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- Figure 141: Next most popular attitudes towards edible oils, by demographics, May 2012
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- Figure 142: Other attitudes towards edible oils, by demographics, May 2012
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Appendix – Target Groups
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- Figure 143: Target groups, by demographics, May 2012
- Figure 144: Usage of yellow fats by type by target groups, May 2012
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- Figure 145: Usage of edible oils by type by target groups, May 2012
- Figure 146: Factors that affect choice of yellow fats, by target groups, May 2012
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- Figure 147: Factors that would affect choice of yellow fats, by target groups, May 2012
- Figure 148: Attitudes towards yellow fats, by target groups, May 2012
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- Figure 149: Agreement with the lifestyle statements on health, by target groups, May 2012
- Figure 150: Statements on cooking and eating habits, by target groups, May 2012
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