Table of Contents
Introduction
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- Definition
- Industry definitions of yellow fats
- Abbreviations
Executive Summary
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- The market
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- Figure 1: UK retail value and volume sales of yellow fats and oils, by segment, 2013
- The future
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- Figure 2: UK retail value sales and forecast of yellow fats and oils, by value, 2009-19
- Market factors
- UK wholesale cream and butter prices are lower year on year
- Interest in home baking falls
- Spain sees a bumper year for olive oil production
- Companies, brands and innovation
- Arla Foods holds a third of the UK yellow fats market
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- Figure 3: Leading manufacturers’ shares in the UK yellow fats market, by value, 2013/14*
- Lower share of NPD does not mean butter is failing to innovate
- Margarine and spreads account for half of adspend in yellow fats and edible oils
- The consumer
- Most Brits buy yellow fats
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- Figure 4: Yellow fats bought, by type, July 2013 and May 2014
- 85% buy edible oils
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- Figure 5: Edible oils bought, by type, July 2013 and May 2014
- Usage of spreads becomes less frequent
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- Figure 6: Frequency of usage of butters, spreads, edible oils and solid oils/fats, July 2013 and May 2014
- ‘Oil for pasta’ would interest one in four
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- Figure 7: Attitudes towards edible oils, May 2014
- Improvements to oil bottle design are needed
- One in four consumers favour butter over buttermilk in spreads
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- Figure 8: Attitudes towards yellow fats, May 2014
- What we think
Issues and Insights
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- Spreads brands must address concerns over taste and ease of use
- The facts
- The implications
- Bottle design can offer standout for oil brands
- The facts
- The implications
- Highlighting recipes can help oils to tap into home baking
- The facts
- The implications
Trend Application
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- Trend: Life Hacking
- Trend: Extend My Brand
- Trend: Fauxthenticity
Market Drivers
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- Key points
- Lower UK bulk cream and wholesale butter prices could drive sales
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- Figure 9: UK wholesale prices for unsalted butter and bulk cream, January 2012-June 2014
- Figure 10: Consumer price index of butter, January 2012-June 2014
- Müller Group butter production adds competition into the market
- Decline in wrapped bread sales and usage of other spreads continues to affect usage
- Decline in home baking could lead to lower usage of yellow fats
- EU sees bumper year for olive oil production, driven by Spain
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- Figure 11: EU olive oil production (all types), crop years 2009/10-2013/14
- Butter’s health profile might not be so bad after all…
- Growth in the over-35 age group should support sales of spreads
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- Figure 12: Trends in the age structure of the UK population, 2009-14 and 2014-19
- Figure 13: Usage of butter, spreads and oils at least daily, by age, May 2014
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- One in four launches were spreads in 2013
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- Figure 14: NPD in the UK yellow fats and edible oils market, by segment, 2009-14
- Brands hold a majority share of NPD in every category
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- Figure 15: NPD in the UK yellow fats and edible oils market, by product category, by brand vs own-label, 2013
- Manufacturers and retailers push yellow fats tailored towards cooking
- Butter dishes offer on-shelf standout
- Chilli and garlic oils account for nearly three in 10 launches
- Innovation from abroad
- Flavoured butters
- Brands look to fortification to add a point of difference in spreads and oils
Market Size and Forecast
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- Key points
- Butter, spreads and edible oils
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- Figure 16: UK retail value and volume sales of yellow fats and oils, 2009-19
- Forecast
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- Figure 17: UK retail sales and forecast of yellow fats and oil, by volume, 2009-19
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- Figure 18: UK retail sales and forecast of yellow fats and oil, by value, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Butter increases its share of the yellow fats market
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- Figure 19: UK retail value sales of butter, by type, 2009-13
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- Figure 20: UK retail value and volume sales of butter, 2009-19
- Could butter help save spreads?
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- Figure 21: UK retail value and volume sales of spreads, by type, 2011-13
- Figure 22: UK retail value and volume sales of spreads, 2009-19
- Home baking trend loses momentum, feeding into lower usage of cooking and baking spreads
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- Figure 23: UK retail value and volume sales of cooking and baking spreads, 2009-19
- Volumes fall across standard and olive oils
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- Figure 24: Estimated UK retail value and volume sales of edible oils (liquid), by type, 2011-13
- Figure 25: UK retail value and volume sales of edible oils, 2009-19
Market Share
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- Key points
- Arla Foods accounts for over a third of the UK yellow fats sales
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- Figure 26: Leading manufacturers’ sales and shares in the UK retail yellow fats market, by value and volume, 2012/13 and 2013/14
- Lurpak Spreadable leads the yellow fats market
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- Figure 27: Leading brands’ sales and shares in the UK retail yellow fats market, by value and volume, 2012/13 and 2013/14
- Own-label accounts for two thirds of value in standard cooking oils
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- Figure 28: Leading brands’ sales and shares in the UK retail standard cooking oil market, 2012/13 and 2013/14
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- Figure 29: Manufacturer sales and shares in the UK retail standard cooking oil market, by value and volume, 2012/13 and 2013/14
- Filippo Berio holds a fifth of olive oil value sales
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- Figure 30: Brand sales and shares in the UK retail olive oil market, by value and volume, 2012/13 and 2013/14
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- Figure 31: Manufacturer sales and shares in the UK retail olive oil market, by value and volume, 2012/13 and 2013/14
Companies and Products
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- Adams Foods
- Product range
- Product innovation
- Marketing and advertising
- Arla Foods
- Product range
- Recent activity
- Product innovation
- Marketing and advertising
- Dairy Crest
- Product range
- Recent activity
- Product innovation
- Marketing and advertising
- Unilever
- Product range
- Product innovation
- Marketing and advertising
- Filippo Berio
- Product range and innovation
- Princes Group
- Recent activity
- Product range and innovation
Brand Communication and Promotion
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- Key points
- Margarine and spreads is only sector to increase spend in two years
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- Figure 32: Main monitored advertising expenditure in the UK yellow fats and edible oils market, by segment, 2010-14
- Unilever accounts for nearly half of total category adspend
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- Figure 33: Main monitored advertising expenditure in the UK yellow fats and edible oils market, by advertiser, 2010-14
- Flora Buttery accounts for almost a third of adspend
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- Figure 34: Main monitored advertising expenditure in the UK yellow fats and edible oils market, by leading brands, 2013
- Brands revisit previous ad themes
- Brands offer home bakers the tools for the kitchen
Brand Research
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- Brand map
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- Figure 35: Attitudes towards and usage of brands in the yellow fats and edible oils sector, June 2014
- Correspondence analysis
- Brand attitudes
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- Figure 36: Attitudes, by yellow fats and edible oils brand, June 2014
- Brand personality
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- Figure 37: Yellow fats and edible oils brand personality – Macro image, June 2014
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- Figure 38: Yellow fats and edible oils brand personality – Micro image, June 2014
- Brand experience
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- Figure 39: Yellow fats and edible oils brand usage, June 2014
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- Figure 40: Satisfaction with various yellow fats and edible oils brands, June 2014
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- Figure 41: Consideration of yellow fats and edible oils brands, June 2014
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- Figure 42: Consumer perceptions of current yellow fats and edible oils brand performance, June 2014
- Brand recommendation
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- Figure 43: Recommendation of selected yellow fats and edible oils brands, June 2014
The Consumer – Purchasing Habits and Frequency of Usage
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- Key points
- Some 95% of Brits buy butters or spreads
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- Figure 44: Yellow fats bought, by type, July 2013 and May 2014
- Consumers shrink their usage repertoire
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- Figure 45: Repertoire of yellow fats bought, by type, July 2013 and May 2014
- Some 85% of people buy edible oils
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- Figure 46: Edible oils bought, by type, July 2013 and May 2014
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- Figure 47: Repertoire of edible oils bought, by type, July 2013 and May 2014
- Spreads are on the daily menu for two in five people
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- Figure 48: Yellow fats and edible oils usage frequency, by type, July 2013 and May 2014
- Butter usage peaks among men
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- Figure 49: Usage of butter, spreads and oils at least daily, by age, May 2014
The Consumer – Perception of Yellow Fats and Edible Oils
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- Key points
- Butter excels on taste – But this fails to win over non-users
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- Figure 50: Frequent and rare/non-users’ perceptions of butter and spreads, May 2014
- Spreads are seen as tasty by only one in four heavy users
- Spread brands should do more to push their main USPs against butter
- Spreadable butters should do more to promote their taste
The Consumer – Attitudes Towards Edible Oils
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- Key points
- Scope for developing ‘oils for pasta’
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- Figure 51: Attitudes towards edible oils, May 2014
- A quarter of users find it hard to control oil when pouring
- Nearly one in four would like more guidance on usage of oils by type
- Need for brands to explain why extra virgin is superior
- Recipes that replace butter with oil appeal to one in five
- Olive oil containing olives would appeal most to Londoners and higher earners
The Consumer – Attitudes Towards Butters and Spreads
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- Key points
- Butter is more appealing in a spread than buttermilk for one in four
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- Figure 52: Interest in selected yellow fats product concepts, May 2014
- Spreads containing superfood oil would appeal to one in five users
- Free gifts appeal to a significant minority
- One in seven would be interested in a liquid spread
- ‘Ready-to-bake-with’ products from butter brands would appeal to a quarter of 16-34s
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- Figure 53: Interest in buying chilled cookie dough or icing made by a butter brand, by age, May 2014
Appendix – Market Drivers
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- Figure 54: UK wholesale prices of butter and bulk cream, January 2012-June 2014 (£/tonne)
- Figure 55: Consumer Price Index of butter, January 2012-June 2014
- Figure 56: EU olive oil production (all types), crop years 2009/10-2013/14
- Figure 57: Trends in the age structure of the UK population, 2009-19
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- Figure 58: Agreement with the statement “I try to make sure I eat a low-fat diet”, March 2012- May 2014
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Appendix – Market Size and Forecast
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- Total market
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- Figure 59: Best and worst case forecasts for retail sales of yellow fats and oils, by value, 2014-19
- Figure 60: Best and worst case forecasts for retail sales of yellow fats and oils, by volume, 2014-19
- Butter
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- Figure 61: Forecast of UK retail sales of butter, by value, 2009-19
- Figure 62: Best- and worst-case forecasts for retail sales of butter, by value, 2014-19
- Figure 63: Forecast of UK retail sales of butter, by volume, 2009-19
- Figure 64: Best- and worst-case forecasts for retail sales of butter, by volume, 2014-19
- Spreads
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- Figure 65: Forecast of UK retail sales of spreads, by value, 2009-19
- Figure 66: Best- and worst-case forecasts for retail sales of spreads, by value, 2014-19
- Figure 67: Forecast of UK retail sales of spreads, by volume, 2009-19
- Figure 68: Best- and worst-case forecasts for retail sales of spreads, by volume, 2014-19
- Cooking and baking spreads
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- Figure 69: Forecast of UK retail sales of cooking and baking spreads, by value, 2009-19
- Figure 70: Best- and worst-case forecasts for retail sales of cooking and baking spreads, by value, 2014-19
- Figure 71: Forecast of UK retail sales of cooking and baking spreads, by volume, 2009-19
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- Figure 72: Best- and worst-case forecasts for retail sales of cooking and baking spreads, by volume, 2014-19
- Edible oils
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- Figure 73: Forecast of UK retail sales of edible oils, by value, 2009-19
- Figure 74: Best- and worst-case forecasts for retail sales of edible oils, by value, 2014-19
- Figure 75: Forecast of UK retail sales of edible oils, by volume, 2009-19
- Figure 76: Best- and worst-case forecasts for retail sales of edible oils, by volume, 2014-19
Appendix – Who’s Innovating?
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- Figure 77: NPD in the UK yellow fats and edible oils market, by top claims, 2010-14
- Figure 78: NPD in the UK yellow fats and edible oils market, by company (top 10), 2010-14
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- Figure 79: NPD in the UK edible oils market, by flavour, incl. blend (top 10), 2010-14
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Appendix – Brand Communication and Promotion
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- Figure 80: Share of main monitored advertising expenditure in the UK yellow fats and edible oils market, by segment, 2010-14
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Appendix – Brand Research
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- Figure 81: Brand usage, June 2014
- Figure 82: Brand commitment, June 2014
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- Figure 83: Brand momentum, June 2014
- Figure 84: Brand diversity, June 2014
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- Figure 85: Brand satisfaction, June 2014
- Figure 86: Brand recommendation, June 2014
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- Figure 87: Brand attitude, June 2014
- Figure 88: Brand image – Macro image, June 2014
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- Figure 89: Brand image – Micro image, June 2014
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Appendix – The Consumer – Purchasing Habits and Frequency of Usage
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- Figure 90: Purchasing habits of yellow fats, May 2014
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- Figure 91: Most popular types of yellow fats bought, by demographics, May 2014
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- Figure 92: Next most popular types of yellow fats bought, by demographics, May 2014
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- Figure 93: Repertoire of types of yellow fats bought, May 2014
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- Figure 94: Repertoire of types of yellow fats bought, by demographics, May 2014
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- Figure 95: Types of yellow fats bought, by repertoire of types of yellow fats bought, May 2014
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- Figure 96: Types of edible oils bought, May 2014
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- Figure 97: Most popular types of edible oils bought, by demographics, May 2014
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- Figure 98: Next most popular types of edible oils bought, by demographics, May 2014
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- Figure 99: Other types of edible oils bought, by demographics, May 2014
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- Figure 100: Repertoire of types of edible oils bought, May 2014
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- Figure 101: Repertoire of types of edible oils bought, by demographics, May 2014
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- Figure 102: Purchasing habits of edible oils, by repertoire of edible oils bought, May 2014
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- Figure 103: Frequency of usage of yellow fats and oils, May 2014
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- Figure 104: Frequency of usage of yellow fats and oils, May 2014 (continued)
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- Figure 105: Frequency of usage of yellow fats and oils – Butter, by demographics, May 2014
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- Figure 106: Frequency of usage of yellow fats and oils – Butter, by demographics, May 2014 (continued)
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- Figure 107: Frequency of usage of yellow fats and oils – Spread, by demographics, May 2014
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- Figure 108: Frequency of usage of yellow fats and oils – Spread, by demographics, May 2014 (continued)
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- Figure 109: Frequency of usage of yellow fats and oils – Edible oil, by demographics, May 2014
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- Figure 110: Frequency of usage of yellow fats and oils – Edible oil, by demographics, May 2014 (continued)
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- Figure 111: Frequency of usage of yellow fats and oils – Solid oil/fat, by demographics, May 2014
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- Figure 112: Frequency of usage of yellow fats and oils – Solid oil/fat, by demographics, May 2014 (continued)
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Appendix – The Consumer – Perception of Yellow Fats and Edible Oils
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- Figure 113: Qualities associated with yellow fats and edible oils – Frequent butter users, May 2014
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- Figure 114: Qualities associated with yellow fats and edible oils – Moderate butter users, May 2014
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- Figure 115: Qualities associated with yellow fats and edible oils – Rare butter users, May 2014
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- Figure 116: Qualities associated with yellow fats and edible oils – Frequent spread users, May 2014
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- Figure 117: Qualities associated with yellow fats and edible oils – Moderate spread users, May 2014
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- Figure 118: Qualities associated with yellow fats and edible oils – Rare spread users, May 2014
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Appendix – The Consumer – Attitudes Towards Edible Oils
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- Figure 119: Attitudes towards edible oils, May 2014
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- Figure 120: Most popular attitudes towards edible oils, by demographics, May 2014
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- Figure 121: Next most popular attitudes towards edible oils, by demographics, May 2014
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Appendix – The Consumer – Attitudes Towards Butters and Spreads
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- Figure 122: Interest in selected yellow fats product concepts, May 2014
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- Figure 123: Most popular yellow fats product concepts, by demographics, May 2014
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- Figure 124: Next most popular yellow fats product concepts, by demographics, May 2014
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