Table of Contents
Introduction
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- Key themes of the report
- Definition
- Consumer research
- Data sources
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Segmentation of the butter and spreads market, IoI, 2013
- Forecast
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- Figure 2: Indexed estimated value of total butter and spreads market, NI and RoI, 2009 – 19
- Market factors
- Mixed messages on health credentials of butters and spreads
- Scratch cooking and baking trend boosting butter market
- End of milk quotas offers potential for the export market
- Innovations
- The consumer
- Seven in 10 Irish consumers eat jam
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- Figure 3: Types of butter, butter-like spreads and other spreads consumers have bought for home use in the last six months, NI and RoI, July 2014
- Dairygold most popular brand in RoI
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- Figure 4: Butter and spread brands used by consumers in the last six months, RoI, July 2014
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- Figure 5: Butter and spread brands used by consumers in the last six months, NI, July 2014
- Over a third interested in butter blended spreads
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- Figure 6: Types of butter and butter-like spreads that consumers would be interested in buying, NI and RoI, July 2014
- Almost half think butter enhances the flavour of foods more than edible oils
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- Figure 7: Agreement with statements relating to butter and spreads, NI and RoI, July 2014
- What we think
Issues and Insights
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- How can manufacturers address consumers’ health concerns about butters and spreads?
- The facts
- The implications
- How can brands innovate to add value to the butters and spreads category?
- The facts
- The implications
- How can butter and spread brands encourage brand loyalty?
- The facts
- The implications
Trend Application
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- Trend: Locavore
- Trend: Factory Fear
- Trend: Minimize Me
Market Overview
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- Key points
- Butters and spreads under the spotlight due to healthy eating concerns
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- Figure 8: Agreement with statements relating to healthy eating, NI and RoI, July 2013
- Health focus extending to sweet spreads
- Baking and scratch cooking trend boosting butter usage
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- Figure 9: Frequency of baking from scratch, RoI 2011 and 2013
- Figure 10: Frequency of preparing/cooking meals from scratch, RoI, 2007-13
- The great bake-off effect
- End of milk quotas offering opportunities for butter manufacturers
- Strong opportunities in Mainland Europe for Irish butter
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- Figure 11: Consumers who have bought any butter in the past six months, France, Italy, Poland, Germany and Spain, 2013
- Dairy exports on the increase
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- Figure 12: Distribution of Irish dairy products and ingredients exports, 2012-13
- Russia closes the door on dairy imports
Market Size and Forecast
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- Key points
- Irish butter and spread market sees slight growth in value 2013-14
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- Figure 13: Estimated total value of the butter and spreads market, IoI, NI and RoI, 2009-19
- Butter dominates market
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- Figure 14: Segmentation of the butter and spreads market by value, IoI, 2013
- Butter sees value sales increase
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- Figure 15: Estimated total value of the butter segment, IoI, NI and RoI, 2009-19
- Butter-like spreads market value suffers
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- Figure 16: Estimated total value of the butter-like spread segment, IoI, NI and RoI, 2009-19
- Sweet spreads performing well
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- Figure 17: Estimated total value of the sweet spread segment, IoI, NI and RoI, 2009-19
- Value of NI and RoI markets expected to increase
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- Figure 18: Index value of butter and spreads market, RoI and NI, 2009-19
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Butter blended spreads gaining pace in market
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- Figure 19: Types of butter and butter-like spreads that consumers would be interested in buying, NI and RoI, July 2014
- Packaging innovations may help drive interest in category
- Manufacturers developing products for health-conscious consumers
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- Figure 20: Top 10 positioning claims of UK and Ireland butter, margarine and other blends launches, 2012-13
- Flavoured butters catering for the scratch cooking trend
- Adding a touch of luxury to the category
- Increase in no additive/preservative claims in sweet spreads
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- Figure 21: Top 10 positioning claims of UK and Ireland sweet spread launches, 2012-13
- Sugar in the spotlight
- Stevia being used for some spreads
- Free-from infiltrating chocolate and nut spreads
Companies and Brands
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- Adams Foods
- Key facts
- Product range
- Brand NPD
- Recent developments
- Arla Foods UK
- Key facts
- Product range
- Brand NPD
- Recent developments
- Avonmore
- Key facts
- Product range
- Recent developments
- Benecol
- Key facts
- Product range
- Brand NPD
- Recent developments
- Connacht Gold
- Key facts
- Product range
- Recent developments
- Dale Farm
- Key facts
- Product range
- Recent developments
- Fane Valley
- Key facts
- Product range
- Recent developments
- Kerry Group
- Key facts
- Product range
- Recent developments
- Unilever
- Key facts
- Product range
- Brand NPD
- Recent developments
The Consumer – Frequency and Types of Spread Eaten
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- Key points
- Jam most popular spread amongst Irish consumers
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- Figure 22: Types of butter, butter-like spreads and other spreads consumers have bought for home use in the last six months, NI and RoI, July 2014
- Butter products used most frequently with around half eating them daily
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- Figure 23: Frequency that consumers have eaten butter and spreads in the last six months, NI and RoI, July 2014
- Jams most popular with under-25s
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- Figure 24: Jam bought for home use in the last six months, by age group, NI and RoI, July 2014
- Marmalade has greatest appeal amongst over-55s
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- Figure 25: Marmalade bought for home use in the last six months, by age group and socio-economic group, NI and RoI, July 2014
- Nut and chocolate spreads appealing to women
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- Figure 26: Peanut butter and chocolate spread, bought for home use in the last six months, by gender, NI and RoI, July 2014
The Consumer – Butter and Butter-like Brands Used
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- Key points
- Over a third of RoI consumers use own-brand butter and spreads
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- Figure 27: Butter and spread brands used by consumers in the last six months, RoI, July 2014
- Over half of NI consumers use Flora
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- Figure 28: Butter and spread brands used by consumers in the last six months, NI, July 2014
- Third of RoI consumers use own-brand butters and spreads
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- Figure 29: Any own-brand butter and spread usage by consumers in the last six months, NI and RoI, July 2014
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- Figure 30: Agreement with statements relating to grocery shopping habits in the last 12 months, NI and RoI, July 2013
The Consumer – Attitudes towards Butter and Spreads
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- Key points
- Butter benefiting from flavour-enhancing properties
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- Figure 31: Agreement with statements relating to butter and spreads, NI and RoI, July 2014
- Third of RoI consumers think butter is healthier than oil spreads
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- Figure 32: Agreement with the statement ‘butter is healthier than butter-like spreads (eg those made with vegetable fats, olive spread etc.)’ by age group, NI and RoI, July 2014
- Price rises being felt by consumers
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- Figure 33: Percentage change over 12 months for consumer price index, butter and margarine/other vegetable fats, RoI, Jan 13 – Jul 14
- Money worries of RoI consumers may see them use more own-brand butters and spreads
- One fifth of consumers prefer the taste of locally produced butter
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- Figure 34: Agreement with statements relating to butter, NI and RoI, July 2014
Appendix
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- NI Toluna tables
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- Figure 35: Types of butter, butter-like spreads and other spreads consumers have bought for home use in the last six months, by demographics, NI, July 2014
- Figure 36: Types of butter, butter-like spreads and other spreads consumers have bought for home use in the last six months, by demographics, NI, July 2014 (continued)
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- Figure 37: Types of butter, butter-like spreads and other spreads consumers have bought for home use in the last six months, by demographics, NI, July 2014 (continued)
- Figure 38: Frequency that consumers have eaten butter products in the last six months, by demographics, NI, July 2014
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- Figure 39: Frequency that consumers have eaten butter-like products in the last six months, by demographics, NI, July 2014
- Figure 40: Frequency that consumers have eaten other spreads in the last six months, by demographics, NI, July 2014
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- Figure 41: Butter and spread brands used by consumers in the last six months, by demographics, NI, July 2014
- Figure 42: Butter and spread brands used by consumers in the last six months, by demographics, NI, July 2014 (continued)
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- Figure 43: Butter and spread brands used by consumers in the last six months, by demographics, NI, July 2014 (continued)
- Figure 44: Agreement with statements relating to butter and butter-like spreads, by demographics, NI, July 2014
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- Figure 45: Agreement with statements relating to butter and butter-like spreads, by demographics, NI, July 2014 (continued)
- Figure 46: Agreement with statements relating to butter and butter-like spreads, by demographics, NI, July 2014 (continued)
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- Figure 47: Types of butter and butter-like spreads that consumers would be interested in buying, by demographics, NI, July 2014
- Figure 48: Types of butter and butter-like spreads that consumers would be interested in buying, by demographics, NI, July 2014 (continued)
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- Figure 49: Types of butter and butter-like spreads that consumers would be interested in buying, by demographics, NI, July 2014 (continued)
- RoI Toluna tables
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- Figure 50: Types of butter, butter-like spreads and other spreads consumers have bought for home use in the last six months, by demographics, RoI, July 2014
- Figure 51: Types of butter, butter-like spreads and other spreads consumers have bought for home use in the last six months, by demographics, RoI, July 2014 (continued)
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- Figure 52: Types of butter, butter-like spreads and other spreads consumers have bought for home use in the last six months, by demographics, RoI, July 2014 (continued)
- Figure 53: Frequency that consumers have eaten butter products in the last six months, by demographics, RoI, July 2014
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- Figure 54: Frequency that consumers have eaten butter-like products in the last six months, by demographics, RoI, July 2014
- Figure 55: Frequency that consumers have eaten other spreads in the last six months, by demographics, RoI, July 2014
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- Figure 56: Butter and spread brands used by consumers in the last six months, by demographics, RoI, July 2014
- Figure 57: Butter and spread brands used by consumers in the last six months, by demographics, RoI, July 2014 (continued)
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- Figure 58: Butter and spread brands used by consumers in the last six months, by demographics, RoI, July 2014 (continued)
- Figure 59: Agreement with statements relating to butter and butter-like spreads, by demographics, RoI, July 2014
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- Figure 60: Agreement with statements relating to butter and butter-like spreads, by demographics, RoI, July 2014 (continued)
- Figure 61: Agreement with statements relating to butter and butter-like spreads, by demographics, RoI, July 2014 (continued)
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- Figure 62: Types of butter and butter-like spreads that consumers would be interested in buying, by demographics, RoI, July 2014
- Figure 63: Types of butter and butter-like spreads that consumers would be interested in buying, by demographics, RoI, July 2014 (continued)
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- Figure 64: Types of butter and butter-like spreads that consumers would be interested in buying, by demographics, RoI, July 2014 (continued)
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