Table of Contents
Executive Summary
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- The market
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- Figure 1: Estimated total value of the butter and spreads market, by segment, IoI, 2015
- Forecast
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- Figure 2: Indexed estimated total value of the butter and spreads market, by segment, IoI, 2010-20
- Market factors
- Declining cost of butter and spreads
- Improving confidence and finances could help stimulate use of premium butter and spreads
- Enjoyment of cooking and baking to help further boost butter usage
- Dairy farmer protests
- Innovations
- The Consumer
- Butter is the most used spread
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- Figure 3: Types of butter and butter-like spreads consumers have bought for home use in the last six months, NI and RoI, June 2015
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- Figure 4: Butter and spread brands used by consumers in the last six months, RoI, July 2014 and June 2015
- Figure 5: Butter and spread brands used by consumers in the last six months, NI, July 2014 and June 2015
- Jam used by six in 10
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- Figure 6: Types of non-butter spreads consumers have bought for home use in the last six months, NI and RoI, June 2015
- Strong brand loyalty among Irish butter users
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- Figure 7: Agreement with statements relating to butter and spreads, NI and RoI, June 2015
- Butter with a free gift more likely to interest consumers
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- Figure 8: Types of butter innovations that consumers would be interested in trying, NI and RoI, June 2015
Issues and Insights
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- What types of butters and spreads do Irish consumers use?
- The facts
- The implications
- What impact will farmer protests over milk pricing have on the butter industry?
- The facts
- The implications
- What opportunities are there for manufacturers to engage in NPD in butters and spreads?
- The facts
- The implications
Market Overview
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- Key points
- Lower costs for butter in the wake of Russian sanctions and loss of EU milk quotas
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- Figure 9: Consumer price indices for all food, oils and fats (including butter), sugar, jam, etc, UK (including NI), August 2011-June 2015
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- Figure 10: Consumer price indices for all food, butter, margarine and vegetable fats, jams, marmalades and honey, RoI, August 2011-June 2015
- Little change in consumer financial health, but confidence improves
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- Figure 11: How consumers rate their current financial situation, NI and RoI, July 2013 and June 2015
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- Figure 12: Consumer confidence index, RoI, September 2008-September 2015
- Figure 13: Consumer confidence index, NI, September 2008-March 2015
- Greater confidence could improve prospects for premium functional spreads
- Butter increasingly seen as being better for you
- Scratch cooking and baking trend helping to boost butter and spread usage
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- Figure 14: Agreement with statements relating to cooking habits, NI and RoI, July 2013
- Baking for leisure helping to further boost butter usage
- Increased focus on payment of dairy farmers
Market Size and Forecast
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- Key points
- Butter and spreads market set to see small decline in 2015
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- Figure 15: Estimated total value of the butter and spreads market, IoI, NI and RoI, 2010-20
- Butter sales set to decline in 2015
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- Figure 16: Estimated total value of the butter segment, IoI, NI and RoI, 2010-20
- Butter-like spreads value continues to decline
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- Figure 17: Estimated total value of the butter-like spread segment, IoI, NI and RoI, 2010-20
- NPD helping to drive sweet spread value up in 2015
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- Figure 18: Estimated total value of the sweet spread segment, IoI, NI and RoI, 2010-20
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- Figure 19: New product launches, chocolate spread versus nut butters, UK and Ireland, 2010-15
Strengths and Weaknesses
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- Strengths
- Weaknesses
Companies and Innovations
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- Key points
- Manufacturers developing butters and spreads that offer more convenience
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- Figure 20: Top 10 positioning claims of UK and Ireland butter, margarine and other blend launches, 2013 and 2014
- Nuts about nuts!
- Butter brands innovate to tap into growing baking market
- Increase in no additives/preservatives claims in sweet spreads
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- Figure 21: Top 10 positioning claims of UK and Ireland sweet spreads launches, 2013 and 2014
- Spread the word – adults like chocolate spread
- Company Profiles
- Adams Foods
- Key Facts
- Product Portfolio
- Brand NPD
- Recent Developments
- Unilever
- Key Facts
- Product Portfolio
- Brand NPD
- Recent Developments
- Key Facts
- Product Portfolio
- Brand NPD
- Recent Developments
- Dale Farm
- Key Facts
- Recent Developments
- Fane Valley
- Key Facts
- Product Portfolio
- Recent Developments
- Connacht Gold
- Key Facts
- Product Portfolio
- Recent Developments
- Benecol
- Key Facts
- Product Portfolio
- Brand NPD
- Recent Developments
- Avonmore
- Key Facts
- Product Portfolio
- Recent Developments
- Arla Foods
- Key Facts
- Product Portfolio
- Brand NPD
- Recent Developments
The Consumer – Butter and Butter-like Spread Usage
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- Key points
- Butter used by seven in 10 Irish consumers
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- Figure 22: Types of butter and butter-like spreads consumers have bought for home use in the last six months, NI and RoI, June 2015
- Butter shows strongest usage among affluent consumers
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- Figure 23: Consumers who bought butter for home consumption in the last six months, by social class, NI and RoI, June 2015
- Half of consumers use butter at least once per day
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- Figure 24: Frequency with which consumers have eaten/used butter in the last six months, NI and RoI, June 2015
- Half of consumers use spreadable butter
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- Figure 25: Consumers who bought butter spread for home consumption in the last six months, by gender, NI and RoI, June 2015
- Spread with a ‘buttery taste’
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- Figure 26: Frequency with which consumers have eaten/used butter-like spread in the last six months, NI and RoI, June 2015
- NI consumers more likely to use olive spreads
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- Figure 27: Consumers who bought olive spread for home consumption in the last six months, by age of children in household, NI and RoI, June 2015
The Consumer – Other Types of Spread Usage
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- Key points
- Jam used by six in ten
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- Figure 28: Types of non-butter spreads consumers have bought for home use in the last six months, NI and RoI, June 2015
- Consumers use non-butter/butter-like spreads with less frequency
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- Figure 29: Frequency with which consumers have eaten/used other types of spread in the last six months, NI and RoI, June 2015
- Six in 10 bought jam for home use
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- Figure 30: Consumers who bought jam for home consumption in the last six months, by gender and age, NI and RoI, June 2015
- RoI consumers more likely to buy chocolate spread
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- Figure 31: Consumers who bought chocolate spread for home consumption in the last six months, by gender, NI and RoI, June 2015
The Consumer – Butter and Butter-like Brands Used
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- Key points
- Half of RoI consumers have used Dairygold
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- Figure 32: Butter and spread brands used by consumers in the last six months, RoI, July 2014 and June 2015
- Golden Cow top spread brand in NI
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- Figure 33: Butter and spread brands used by consumers in the last six months, NI, July 2014 and June 2015
- RoI consumers more likely to use own-brand butter and spreads
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- Figure 34: Consumers who bought any own-brand butter (eg Tesco, Dunnes) in the last six months, by age, NI and RoI, June 2015
The Consumer – Attitudes towards Butter and Spreads
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- Key points
- Strong brand loyalty among butter users
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- Figure 35: Agreement with statements relating to butter and spreads, NI and RoI, June 2015
- Older consumers most likely to stick with one brand of butter
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- Figure 36: Agreement with the statement ‘I stick to the same brands when buying butter or spreads’, by gender and age, NI and RoI, June 2015
- NI consumers more likely to feel prices have increased
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- Figure 37: Agreement with the statement ‘The price of butter/spreads has gone up noticeably in the last year’, by gender and age, NI and RoI, June 2015
- RoI consumers show more positive attitudes towards own-brand butter
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- Figure 38: Agreement with the statement ‘Supermarket own-label butter and spread is just as good as branded’, by social class, NI and RoI, June 2015
- Under a fifth would prefer to buy local butter to support farmers
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- Figure 39: Agreement with the statement ‘I prefer to buy locally produced butter to support local farmers/producers’, by location, NI and RoI, June 2015
The Consumer – Interest in Butter or Spread Innovations
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- Key points
- Free gifts with butter appeal strongly to consumers
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- Figure 40: Types of butter innovations that consumers would be interested in trying, NI and RoI, June 2015
- Women and young consumers more likely to want free gifts
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- Figure 41: Consumers who would be interested in trying butter/spreads that offer a free gift (eg a cookery book), by gender and age, NI and RoI, June 2015
- Demand for protein-enhanced butters/spreads
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- Figure 42: Consumers who would be interested in trying butter/spreads that have added protein, by gender, NI and RoI, June 2015
Appendix
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- NI Toluna tables
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- Figure 43: Types of butter and butter-like spreads bought for home consumption in the last six months, by demographics, NI, June 2015
- Figure 44: Types of butter and butter-like spreads bought for home consumption in the last six months, by demographics, NI, June 2015 (continued)
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- Figure 45: Types of non-butter spreads bought for home consumption in the last six months, by demographics, NI, June 2015
- Figure 46: Types of non-butter spreads bought for home consumption in the last six months, by demographics, NI, June 2015 (continued)
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- Figure 47: Frequency with which consumers have eaten/used butter in the last six months, by demographics, NI, June 2015
- Figure 48: Frequency with which consumers have eaten/used butter in the last six months, by demographics, NI, June 2015 (continued)
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- Figure 49: Frequency with which consumers have eaten/used butter-like spreads in the last six months, by demographics, NI, June 2015
- Figure 50: Frequency with which consumers have eaten/used butter-like spreads in the last six months, by demographics, NI, June 2015 (continued)
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- Figure 51: Frequency with which consumers have eaten/used other spreads (eg chocolate, jam) in the last six months, by demographics, NI, June 2015
- Figure 52: Frequency with which consumers have eaten/used other spreads (eg chocolate, jam) in the last six months, by demographics, NI, June 2015 (continued)
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- Figure 53: Brands of butter and butter-like spreads used in the last six months, by demographics, NI, June 2015
- Figure 54: Brands of butter and butter-like spreads used in the last six months, by demographics, NI, June 2015 (continued)
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- Figure 55: Brands of butter and butter-like spreads used in the last six months, by demographics, NI, June 2015 (continued)
- Figure 56: Agreement with statements relating to butter and spreads, by demographics, NI, June 2015
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- Figure 57: Agreement with statements relating to butter and spreads, by demographics, NI, June 2015 (continued)
- Figure 58: Agreement with statements relating to butter and spreads, by demographics, NI, June 2015 (continued)
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- Figure 59: Types of butter innovations that consumers would be interested in trying, by demographics, NI, June 2015
- Figure 60: Types of butter innovations that consumers would be interested in trying, by demographics, NI, June 2015 (continued)
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- Figure 61: Types of butter innovations that consumers would be interested in trying, by demographics, NI, June 2015 (continued)
- RoI Toluna tables
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- Figure 62: Types of butter and butter-like spreads bought for home consumption in the last six months, by demographics, RoI, June 2015
- Figure 63: Types of butter and butter-like spreads bought for home consumption in the last six months, by demographics, RoI, June 2015 (continued)
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- Figure 64: Types of non-butter spreads bought for home consumption in the last six months, by demographics, RoI, June 2015
- Figure 65: Types of non-butter spreads bought for home consumption in the last six months, by demographics, RoI, June 2015 (continued)
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- Figure 66: Frequency with which consumers have eaten/used butter in the last six months, by demographics, RoI, June 2015
- Figure 67: Frequency with which consumers have eaten/used butter in the last six months, by demographics, RoI, June 2015 (continued)
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- Figure 68: Frequency with which consumers have eaten/used butter-like spreads in the last six months, by demographics, RoI, June 2015
- Figure 69: Frequency with which consumers have eaten/used butter-like spreads in the last six months, by demographics, RoI, June 2015 (continued)
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- Figure 70: Frequency with which consumers have eaten/used other spreads (eg chocolate, jam) in the last six months, by demographics, RoI, June 2015
- Figure 71: Frequency with which consumers have eaten/used other spreads (eg chocolate, jam) in the last six months, by demographics, RoI, June 2015 (continued)
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- Figure 72: Brands of butter and butter-like spreads used in the last six months, by demographics, RoI, June 2015
- Figure 73: Brands of butter and butter-like spreads used in the last six months, by demographics, RoI, June 2015 (continued)
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- Figure 74: Brands of butter and butter-like spreads used in the last six months, by demographics, RoI, June 2015 (continued)
- Figure 75: Agreement with statements relating to butter and spreads, by demographics, RoI, June 2015
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- Figure 76: Agreement with statements relating to butter and spreads, by demographics, RoI, June 2015 (continued)
- Figure 77: Agreement with statements relating to butter and spreads, by demographics, RoI, June 2015 (continued)
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- Figure 78: Types of butter innovations that consumers would be interested in trying, by demographics, RoI, June 2015
- Figure 79: Types of butter innovations that consumers would be interested in trying, by demographics, RoI, June 2015 (continued)
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- Figure 80: Types of butter innovations that consumers would be interested in trying, by demographics, RoI, June 2015 (continued)
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