Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Butter, margarine, and oils market size and forecast
-
- Figure 1: Total market sales and fan chart forecast of butter, margarine, and oils, at current prices, 2008-18
- Market factors
- Market drivers
- Increasing prices motivate consumers to buy private label
-
- Figure 2: Store brand oil purchasing behavior, June 2013
- Key players
-
- Figure 3: MULO sales of butter, margarine, and oils by leading companies, rolling 52 weeks 2012 and 2013
- The consumer
- Butter, margarine, spreads, and oils consumption
-
- Figure 4: Change in eating habits of edible fats and oils, by gender, June 2013
- Consumer interest in flavor innovation offers opportunity for growth in butter market
-
- Figure 5: Consumer butter buying behavior, by age, June 2013
- What we think
Issues and Insights
-
- How can edible fats and oils appeal to consumers in light of health trends?
- Insight: Remind consumers of authenticity, experience of edible fats and oils
- What effect do price changes have on consumer purchasing behavior?
- Insight: Brands need to change positioning to counter increased store brand sales
- How can flavor innovation boost category interest?
- Insight: Combine flavor with convenience
Trend Applications
-
- Trend: Slow It All Down
- Trend: Make It Mine
- Mintel Futures: Brand Intervention
Market Size and Forecast
-
- Key points
- Butter, margarine, and oils sales melting away since 2008
-
- Figure 6: Average price of butter, butter blends/spreads/margarine, and oils sold through MULO channels, 2009-13
- Expected growth will be attributed to price inflation
- Sales and forecast of market
-
- Figure 7: Total U.S. retail sales and forecast of butter, margarine, and oils, at current prices, 2008-18
- Figure 8: Total U.S. retail sales and forecast of butter, margarine, and oils, at inflation-adjusted prices, 2008-18
- Fan chart forecast
-
- Figure 9: Total Market sales and fan chart forecast of butter, margarine, and oils, at current prices, 2008-18
Market Drivers
-
- Key points
- Health trends change edible fats consumption patterns
-
- Figure 10: Increase in eating habits of edible fats and oils, by consumers eating less butter or margarine, June 2013
- Edible fats consumption to decline as consumers eat out more
-
- Figure 11: Consumers’ eating out habits, by age, June 2013
- Butter appeals to demand for pure, simple, natural food
-
- Figure 12: Change in eating habits for butter, June 2013
- Aging population challenges edible fats market growth
-
- Figure 13: Consumption of butter, margarine, and oils, by age, June 2013
- Figure 14: Changes in cooking habits in past 12 months, by age, June 2013
Competitive Context
-
- Butter and margarine continue to be each other’s biggest competition
- Cooks get creative in replacing fats and oils
- Pan spray up against non-stick cookware, other cooking tools
Segment Performance
-
- Key points
- Butter, blends/margarine, and cooking oil lead edible fats
- Cooking oils, pan sprays find success in otherwise struggling category
- Sales of market, by segment
-
- Figure 15: Total U.S. retail sales of butter, butter blends/spreads/margarine, and oils, by segment, at current prices, 2011 and 2013
Segment Performance—Butter
-
- Key points
- Butter dollar sales driven by changes in price
-
- Figure 16: Sales and price of butter, at current prices, 2009-13
- Changing cooking habits may decrease butter usage going forward
- Sales and forecast of butter
-
- Figure 17: Sales and forecast of butter, at current prices, 2008-18
Segment Performance—Other Edible Fats
-
- Key points
- Struggling blends, spreads, and margarines weigh down segment
-
- Figure 18: Total U.S. retail sales and forecast of butter blends/spreads/margarine, and oils, by segment, at current prices, 2008-18
- Sales and forecast of other edible fats
-
- Figure 19: Sales and forecast of other edible fats, at current prices, 2008-18
Retail Channels
-
- Key points
- Supermarket channel dominates but losing market share
- One-stop shopping trend may encourage growth in smaller channels
- Sales of edible fats and oils, by channel
-
- Figure 20: Total U.S. retail sales of butter, butter blends/spreads/margarine, and oils, by channel, at current prices, 2011-13
- Figure 21: Total U.S. retail sales of butter, butter blends/spreads/margarine, and oils, by channel, at current prices, 2008-13
Retail Channels—Natural Supermarkets
-
- Key points
- Ultra-premium, organic, and artisanal butters and spreads make strides
- Sales of butter, margarine, and spreads in the natural channel
-
- Figure 22: Natural supermarket sales of butter, margarine, and spreads, at current prices, 2011-13*
- Figure 23: Natural supermarket sales of butter, margarine, and spreads, 2011-13*at inflation-adjusted prices, 2011-13*
- Natural channel sales of butter, margarine, and spreads by segment
-
- Figure 24: Natural supermarket sales of sales of butter, margarine, and spreads, by segment, 2011 and 2013*
- Brands of note
- Natural channel sales of butter, margarine, and spreads by organic
-
- Figure 25: Natural supermarket sales of butter, margarine, and spreads, by organic, 2010 and 2012*
Leading Companies and Brands
-
- Key points
- Margarine/spreads companies Unilever, ConAgra lead category sales
- Private label accounts for a third of category sales, led by oils segment
- Manufacturer sales of edible fats and oils
-
- Figure 26: MULO sales of butter, margarine, and oils, by leading companies, rolling 52 weeks 2012 and 2013
Brand Analysis
-
- Key points
- Land O’Lakes offers convenience, finds success with new Sauté Express
- Manufacturer sales of butter
-
- Figure 27: MULO sales of butter, by leading companies, rolling 52 weeks 2012 and 2013
- Earth Balance appeals to consumer demand for all natural
- Manufacturer sales of margarine/spreads/butter blends
-
- Figure 28: MULO sales of margarine/spreads/butter blends, by leading companies, rolling 52 weeks 2012 and 2013
- Olive oil brands grow despite being under legal fire for quality
- Manufacturer sales of olive oil
-
- Figure 29: MULO sales of olive oil, by leading companies, rolling 52 weeks 2012 and 2013
- Manufacturer sales of cooking oils
-
- Figure 30: MULO sales of cooking oils, by leading companies, rolling 52 weeks 2012 and 2013
- Manufacturer sales of cooking sprays
-
- Figure 31: MULO sales of cooking spray, by leading companies, rolling 52 weeks 2012 and 2013
- Manufacturer sales of shortening
-
- Figure 32: MULO sales of shortening, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
-
- New product introductions up 19.5% in 2007-12 period
-
- Figure 33: New edible fat product introductions, by segment, 2007-13*
- New flavored products grows 50% but much room for more innovation
-
- Figure 34: New flavored product introductions, by segment, 2007-12
- Organic, all natural top claims on new edible fat products
-
- Figure 35: Top 10 new product claims for edible fats, 2007-13*
- Coconut satisfying niche market
Marketing Strategies
-
- Overview of brand landscape
- Brand analysis: Land O’Lakes
-
- Figure 36: Brand analysis of Land O’Lakes, 2013
- Online initiatives
- TV presence
-
- Figure 37: Land O’Lakes TV ad, “Cooking 1-2-3,” 2013
- Figure 38: Land O’Lakes TV ad, “Victorious,” 2013
- Print and other
-
- Figure 39: Land O’Lakes Ad, 2013
- Brand analysis: I Can’t Believe It’s Not Butter
-
- Figure 40: Brand analysis of I Can’t Believe It’s Not Butter, 2013
- Online initiatives
- TV presence
-
- Figure 41: I Can’t Believe It’s Not Butter TV ad, “Zero Trans Fats,” 2013
- Print and other
-
- Figure 42: I Can’t Believe It’s Not Butter Ad, 2013
- Brand analysis: Smart Balance
-
- Figure 43: Brand analysis of Smart Balance, 2013
- Online initiatives
- TV presence
-
- Figure 44: Smart Balance TV ad, “Help Santa,” 2012
- Print and other
-
- Figure 45: Smart Balance Ad, 2013
- Brand analysis: Filippo Berio
-
- Figure 46: Brand analysis of Filippo Berio, 2013
- Online initiatives
-
- Figure 47: Filippo Berio Facebook Post, 2013
- TV presence
-
- Figure 48: Filippo Berio ad, “For All Your Favorite Meals,” 2013
- Print and other
-
- Figure 49: Filippo Berio Ad, June 2013
- Brand analysis: Pam cooking spray
-
- Figure 50: Brand analysis of Pam Cooking Spray, 2013
- Online initiatives
-
- Figure 51: Pam Cooking Spray Website Ad, 2013
- TV presence
-
- Figure 52: PAM ad, “Ghost Of Cookies Past,” 2013
- Print and other
-
- Figure 53: Pam cooking spray Ad, July/August 2013
Social Media—Butter, Margarine, and Oils
-
- Key points
- Key social media metrics
-
- Figure 54: Key brand metrics, butter, margarine, and oil brands, July 2013
- Market overview
- Brand usage and awareness
-
- Figure 55: Usage and awareness of selected butter, margarine, and oil brands, May 2013
- Interaction with brands
-
- Figure 56: Interaction with selected butter, margarine, and oil brands, May 2013
- Online conversations
-
- Figure 57: Online conversations on selected butter, margarine, and oil brands, by day, June 28-July 27, 2013
- Where are people talking about butter, margarine, and oil brands?
-
- Figure 58: Online conversations on selected butter, margarine, and oil brands, by page type, June 28-July 27, 2013
- What are people talking about?
-
- Figure 59: Types of conversations around selected butter, margarine, and oil brands, June 28-July 27, 2013
- Brand analysis
- Earth Balance
-
- Figure 60: Earth Balance key social media indicators, July 2013
- Key online campaigns
- What we think
- Country Crock
-
- Figure 61: Country Crock key social media indicators, July 2013
- Key online campaigns
- What we think
- Kerrygold
-
- Figure 62: Kerrygold key social media indicators, July 2013
- Key online campaigns
- What we think
- Smart Balance
-
- Figure 63: Smart Balance key social media indicators, July 2013
- Key online campaigns
- What we think
- Land O’ Lakes
-
- Figure 64: Land o’ Lakes key social media indicators, July 2013
- Key online campaigns
- What we think
- I Can’t Believe It’s Not Butter
-
- Figure 65: I Can’t Believe It’s Not Butter key social media indicators, July 2013
- Key online campaigns
- What we think
Consumption of Edible Fats and Oils
-
- Key points
- Cooking oils, butter used by more people than margarines are
-
- Figure 66: Consumption of edible fats and oils, June 2013
- Beyond oils, men and women tend to use products at different rates
-
- Figure 67: Consumption of edible fats and oils, by gender June 2013
- Older and lower-income consumers less likely to use edible fats
-
- Figure 68: Consumption of edible fats and oils (any consumption), by age, June 2013
-
- Figure 69: Consumption of edible fats and oils (any consumption), by household income, June 2013
Change in Edible Fats Consumption
-
- Key points
- More than 25% of consumers are using more oil, butter in 2013 than 2012
-
- Figure 70: Change in eating habits for edible fats and oils, June 2013
- No matter the fat, younger consumers are most likely to be eating more
-
- Figure 71: Change in eating habits for butter, by age, June 2013
- Many consumers choosing to use oil in place of butter and margarine
-
- Figure 72: Change in eating habits for cooking oils, by butter and margarine consumption habits, June 2013
- Healthier blends/spreads losing consumer appeal
-
- Figure 73: Change in eating habits for healthier alternatives, June 2013
- Olive oil tops all fats for increased use, stick butter for decreased use
-
- Figure 74: Change in eating habits of edible fats and oils, by frequency of use, June 2013
Important Product Characteristics
-
- Key points
- Natural characteristics, fat content top consumer priorities
-
- Figure 75: Importance of product characteristics, by age, June 2013
- Income plays a role in the importance of product characteristics
-
- Figure 76: Importance of product characteristics, by household income, June 2013
Consumer Butter Buying Behavior
-
- Key points
- Women, older consumers more butter price conscious than others
-
- Figure 77: Consumer butter buying behavior, by gender, June 2013
-
- Figure 78: Consumer butter buying behavior, by age, June 2013
- Brand loyalty more prevalent among older consumers
-
- Figure 79: Consumer butter buying behavior, by age, June 2013
- New butter products, flavors more appealing to younger consumers
-
- Figure 80: Consumer butter buying behavior, by age, June 2013
Consumer Margarine Buying Behavior
-
- Key points
- Margarine users not as brand loyal as butter users
-
- Figure 81: Consumer margarine and spreads buying behavior, by age, June 2013
-
- Figure 82: Consumer margarine and spreads buying behavior, by household income, June 2013
- Spreadable margarines more popular with older consumers
-
- Figure 83: Consumer margarine and spreads buying behavior, by age, June 2013
- One in five margarine users won over by price
-
- Figure 84: Consumer margarine and spreads buying behavior, by household income, June 2013
Consumer Oils Buying Behavior
-
- Key points
- Oil brand loyalty thrives with nearly half of oldest oil users
-
- Figure 85: Consumer cooking oil brand loyalty, by age, June 2013
- Cooking spray, olive oil challenging cooking oil share of the market
-
- Figure 86: Consumer cooking spray buying behavior, June 2013
-
- Figure 87: Consumption of edible fats and oils, June 2013
- Perceived price increases drive store brand oil sales
-
- Figure 88: Store brand oil purchasing behavior, June 2013
-
- Figure 89: Average price of oils sold through MULO channels, 2009-13
- New product innovation appeals to those who entertain more at home
-
- Figure 90: Consumer cooking oil buying behavior, by consumer behavior in past 12 months, June 2013
Race and Hispanic Origin
-
- Key points
- Hispanics more likely than non-Hispanics to use most edible fats and oils
-
- Figure 91: Consumption of edible fats and oils (any consumption), by race/Hispanic origin, June 2013
- Hispanics more brand loyal, less likely to buy store brand
-
- Figure 92: Consumer cooking oil buying behavior, by race/Hispanic origin, June 2013
- Asians place more importance on health attributes of fats and oils
-
- Figure 93: Importance of product characteristics, by race/Hispanic origin, June 2013
-
- Figure 94: Consumer cooking oil buying behavior, by race/Hispanic origin, June 2013
Information Resources Inc. Group Builders Panel Data
-
- IRI/Builders—Key household purchase measures
- Margarine/spreads/butter blends
- Consumer insights on key purchase measures – margarine/spreads/blends
- Brand map
-
- Figure 95: Brand map, selected brands of margarine/spreads/butter blends butter buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
-
- Figure 96: Key purchase measures for the top brands of margarine/spreads/butter blends, by household penetration, 2012*
- Refrigerated butter
- Consumer insights on key purchase measures – refrigerated butter
- Brand map
-
- Figure 97: Brand map, selected brands of refrigerated butter buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
-
- Figure 98: Key purchase measures for the top brands of refrigerated butter, by household penetration, 2012*
Appendix – Market Drivers
-
- Consumer confidence
-
- Figure 99: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
-
- Figure 100: U.S. unemployment rate, by month, 2002-13
- Figure 101: U.S. unemployment and underemployment rates, 2007-13
-
- Figure 102: Number of employed civilians in U.S., in thousands, 2007-13
- Food cost pressures
-
- Figure 103: Changes in USDA food price indexes, 2011 through June 25, 2013
- Obesity
-
- Figure 104: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
- Childhood and teen obesity—highest in decades
-
- Figure 105: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
-
- Figure 106: U.S. population by race and Hispanic origin, 2008, 2013, and 2018
-
- Figure 107: Households with children, by race and Hispanic origin of householder, 2012
- Shifting U.S. demographics
-
- Figure 108: U.S. population, by age, 2008-18
-
- Figure 109: U.S. households, by presence of own children, 2002-12
Appendix – Social Media
-
- Brand usage and awareness
-
- Figure 110: Brand usage or awareness, May 2013
- Figure 111: Land O’Lakes usage or awareness, by demographics, May 2013
-
- Figure 112: Kerrygold usage or awareness, by demographics, May 2013
- Figure 113: Smart balance usage or awareness, by demographics, May 2013
-
- Figure 114: Brand usage or awareness, by I Can’t Believe It’s Not Butter, May 2013
- Figure 115: Country crock usage or awareness, by demographics, May 2013
-
- Figure 116: Earth’s balance usage or awareness, by demographics, May 2013
- Activities done
-
- Figure 117: Activities done, May 2013
- Figure 118: Land O’ Lakes – Activities done, by demographics, May 2013
- Figure 119: Smart Balance – Activities done, by demographics, May 2013
-
- Figure 120: I Can’t Believe It’s Not Butter – Activities done, by demographics, May 2013
- Figure 121: Country Crock – Activities done, by demographics, May 2013
-
- Figure 122: Earth’s Balance – Activities done, by demographics, May 2013
- Online conversations
-
- Figure 123: Online conversations on selected butter, margarine, and oil brands, by day, June 28-July 27, 2013
- Figure 124: Online conversations on selected butter, margarine, and oil brands, by page type, June 28-July 27, 2013
- Figure 125: Types of conversations around selected butter, margarine, and oil brands, June 28-July 27, 2013
-
- Figure 126: Types of conversations around selected butter, margarine, and oil brands, by day, June 28-July 27, 2013
Appendix – Other Useful Consumer Tables
-
-
- Figure 127: Consumption of edible fats and oils, June 2013
-
- Figure 128: Consumption of butter, by gender, June 2013
-
- Figure 129: Consumption of butter, by age, June 2013
-
- Figure 130: Consumption of butter, by race, June 2013
-
- Figure 131: Consumption of margarine and spreads, by age, June 2013
-
- Figure 132: Consumption of margarine and spreads, by income, June 2013
-
- Figure 133: Consumption of oils, by age, June 2013
-
- Figure 134: Consumption of oils, by presence of children in household, June 2013
-
- Figure 135: Importance of product characteristics, June 2013
-
- Figure 136: Importance of product characteristics, by presence of children in household, June 2013
-
- Figure 137: Importance of product characteristics, by consumer behavior in past 12 months, June 2013
-
- Figure 138: Importance of product characteristics, by consumer behavior in past 12 months, June 2013
-
- Figure 139: Consumer butter buying behavior, by age, June 2013
-
- Figure 140: Consumer butter buying behavior, by household income, June 2013
-
- Figure 141: Consumer butter buying behavior, by consumer behavior in past 12 months, June 2013
-
- Figure 142: Consumer butter buying behavior, by consumer behavior in past 12 months, June 2013
-
- Figure 143: Consumer margarine and spreads buying behavior, by consumer behavior in past 12 months, June 2013
-
- Figure 144: Consumer margarine and spreads buying behavior, by consumer behavior in past 12 months, June 2013
-
- Figure 145: Consumer cooking oil buying behavior, by consumer behavior in past 12 months, June 2013
-
- Figure 146: Consumer cooking oil buying behavior, by consumer behavior in past 12 months, June 2013
-
Appendix – Information Resources Inc. Builders Panel Data Definitions
-
- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
Back to top