Table of Contents
Introduction & Abbreviations
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- INTRODUCTION
- OTHER RELEVANT REPORTS
- DEFINITION
- Abbreviations
- Terms
Executive Summary
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- PRICE HIGHS AND LOWS
- MODEST GROWTH
- SEGMENTS EXPERIENCE MIXED RESULTS
- A FEW KEY PLAYERS
- SUPERMARKETS CONTINUE AS PRIMARY CHANNEL
- CONSUMER PREFERENCES
- FOCUS ON THE FUTURE
- FORECAST FAVORS BUTTER
Market Drivers
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- PRICE FLUCTUATIONS
- HEALTH CONCERNS AND CONFUSION
- EATING WELL
- EATING ON THE RUN
- OUT OF THE KITCHEN
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- Figure 1 U.S. population projections 1998, 2003 and 2008
- A PREMIUM ON TASTE
Market Size & Trends
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- Figure 2 Total FDM retail sales of butter and margarine, at current and constant prices, 1998-2003
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- Graph 1 Total FDM retail sales of butter and margarine, at current and constant* prices, 1998-2003
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- Figure 3 Total FDM sales of butter and margarine, by volume, 1998-2002
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Market Segmentation
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- OVERVIEW
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- Figure 4 FDM sales of butter and margarine, segmented by type, 2001 & 2003
- BUTTER
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- Figure 5 Total FDM retail sales of butter, at current and constant prices, 1998-2003
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- Figure 6 Total FDM sales of butter, by volume, 1998-2002
- MARGARINE
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- Figure 7 Total FDM retail sales of margarine, at current and constant prices, 1998-2003
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- Figure 8 Total FDM sales of margarine, by volume, 1998-2002
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- Figure 9 Average FDM prices of butter and margarine, 1998-2002
Supply Structure
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- FOREIGN TRADE
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- Figure 10 Butter imports, by value, 2000-2002
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- Figure 11 Butter imports, by volume, 2000-2002
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- Figure 12 Butter exports, by value, 2000-2002
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- Figure 13 Butter exports, by volume, 2000-2002
- COMPANIES AND BRANDS
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- Figure 14 Manufacturer sales of butter and margarine in the U.S., 2000 & 2002
- MANUFACTURER AND BRAND SALES BY SEGMENT
- Margarine
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- Figure 15 Manufacturer FDM brand sales of margarine in the U.S., 2000 & 2002
- Butter
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- Figure 16 Manufacturer FDM brand sales of butter in the U.S., 2000 & 2002
- COMPANIES
- Unilever
- Land O’ Lakes
- ConAgra Foods
- Dairy Farmers of America
- California Dairies Inc.
Advertising & Promotion
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- INTRODUCTION
- COMPANY ACTIVITY
- Unilever
- Land O’ Lakes
- ConAgra
- Dairy Farmers of America
Retail Distribution
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- INTRODUCTION
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- Figure 17 FDM retail sales of butter and margarine, by channel, 2001 & 2003
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- Figure 18 U.S. supermarket sales of butter and margarine, 1998-2003
- Supermarket operating data
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- Figure 19 Top supermarket operating statistics, latest financial year-end
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- Figure 20 Percentage change from latest financial year-end versus year prior
The Consumer
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- INTRODUCTION
- BUTTER AND MARGARINE USAGE
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- Figure 21 Butter and margarine usage, June 2002-May 2003Base: 20,802 adults aged 18 and older
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- Figure 22 Butter and margarine usage, by age, June 2002-May 2003“Does anyone in your household use butter or margarine?”Base: 20,802 adults aged 18 and older
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- Figure 23 Butter and margarine usage, by race/ethnicity, June 2002-May 2003“Does anyone in your household use butter or margarine?”Base: 20,802 adults aged 18 and older
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- Figure 24 Butter and margarine usage, by household income, June 2002-May 2003“Does anyone in your household use butter or margarine?”Base: 20,802 adults aged 18 and older
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- Figure 25 Butter and margarine usage, by geographic region, June 2002-May 2003“Does anyone in your household use butter or margarine?”Base: 20,802 adults aged 18 and older
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- Figure 26 Butter and margarine usage, 2001-2003Base: 25,030 adults in 2001; 20,936 adults in 2002; 20,802 adults in 2003, aged 18 and older
- BUTTER USAGE
- Store brand usage
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- Figure 27 Use of store brand butter, June 2002-May 2003Base: 15,688 adults aged 18 and older whose households use butter
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- Figure 28 Use of store brand butter, by age of head of household, June 2002-May 2003"Brands (of butter) used?”Base: 15,688 adults aged 18 and older whose households use butter
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- Figure 29 Use of store brand butter, by race/ethnicity, June 2002-May 2003"Brands (of butter) used?”Base: 15,688 adults aged 18 and older whose households use butter
- Amount used in last 7 days
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- Figure 30 Amount of butter used, June 2002-May 2003Base: 15,688 adults aged 18 and older whose households use butter
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- Figure 31 Amount of butter used, by age of head of household, June 2002-May 2003"Number of pounds used in last 7 days?”Base: 15,688 adults aged 18 and older whose households use butter
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- Figure 32 Amount of butter used, by race/ethnicity, June 2002-May 2003"Number of pounds used in last 7 days?”Base: 15,688 adults aged 18 and older whose households use butter
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- Figure 33 Amount of butter used, by household income, June 2002-May 2003“Number of pounds used in last 7 days?”Base: 15,688 adults aged 18 and older whose households use butter
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- Figure 34 Amount of butter used, by region, June 2002-May 2003“Number of pounds used in last 7 days?”Base: 15,688 adults aged 18 and older
- MARGARINE USAGE
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- Figure 35 Types and kinds of margarine used, June 2002-May 2003Base: 15,990 adults aged 18 and older whose households use margarine
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- Figure 36 Types and kinds of margarine used, by age of head of household, June 2002-May 2003"Types (of margarine) used?Kinds (of margarine) used?Forms (of margarine) used?”Base: 15,990 adults aged 18 and older whose households use margarine
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- Figure 37 Types and kinds of margarine used, by race/ethnicity, June 2003"Types (of margarine) used?Kinds (of margarine) used?Forms (of margarine) used?”Base: 15,990 adults aged 18 and older whose households use margarine
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- Figure 38 Types and kinds of margarine used, by household income, June 2002-May 2003"Types (of margarine) used?Kinds (of margarine) used?Forms (of margarine) used?”Base: 15,990 adults aged 18 and older whose households use margarine
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- Figure 39 Types and kinds of margarine used, by geographic region, June 2002-May 2003"Types (of margarine) used?Kinds (of margarine) used?Forms (of margarine) used?”Base: 15,990 adults aged 18 and older whose households use margarine
- Amount used in last 7 days
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- Figure 40 Amount of margarine used, June 2002-May 2003Base: 15,990 adults aged 18 and older whose households use margarine
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- Figure 41 Amount of margarine used, by age of head of household, June 2002-May 2003"Number of pounds used in last 7 days?”Base: 15,990 adults aged 18 and older whose households use margarine
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- Figure 42 Amount of margarine used, by race/ethnicity, June 2002-May 2003"Number of pounds used in last 7 days?”Base: 15,990 adults aged 18 and older whose households use margarine
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- Figure 43 Amount of margarine used, by household income, June 2002-May 2003"Number of pounds used in last 7 days?”Base: 15,990 adults aged 18 and older whose households use margarine
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- Figure 44 Amount of margarine used, by geographic region, June 2002-May 2003"Number of pounds used in last 7 days?”Base: 15,990 adults aged 18 and older whose households use margarine
- ATTITUDES TOWARDS BUTTER AND MARGARINE
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- Figure 45 Butter and margarine taste preferences, June 2003Base: 1,016 adults aged 18 and older
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- Figure 46 Butter and margarine taste preferences, by age, June 2003"Do you prefer the taste of butter or margarine?”Base: 1,016 adults aged 18 and older
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- Figure 47 Butter and margarine taste preferences, by race, June 2003Base: 1,016 adults aged 18 and older
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- Figure 48 Butter and margarine taste preferences, by household income, June 2003Base: 1,016 adults aged 18 and older
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- Figure 49 Butter and margarine taste preferences, by geographic region, June 2003Base: 1,016 adults aged 18 and older
- Choosing butter or margarine for health
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- Figure 50 Healthiness of butter and margarine, June 2003Base: 1,016 adults aged 18 and older
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- Figure 51 Healthiness of butter and margarine, by age, June 2003"Which do you believe is a healthier choice, butter or margarine?”Base: 1,016 adults aged 18 and older
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- Figure 52 Healthiness of butter and margarine, by race, June 2003"Which do you believe is a healthier choice, butter or margarine?”Base: 1,016 adults aged 18 and older
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- Figure 53 Healthiness of butter and margarine, by household income, June 2003"Which do you believe is a healthier choice, butter or margarine?”Base: 1,016 adults aged 18 and older
- Choosing by convenience
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- Figure 54 Convenience of butter and margarine, June 2003Base: 1,016 adults aged 18 and older
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- Figure 55 Convenience of butter and margarine, by age, June 2003"Which do you find more convenient, butter or margarine?”Base: 1,016 adults aged 18 and older
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- Figure 56 Convenience of butter and margarine, by household income, June 2003"Which do you find more convenient, butter or margarine?"Base: 1,016 adults aged 18 and older
- Concerns and habits with butter and margarine
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- Figure 57 Attitudes towards butter and margarine, June 2003Base: 1,016 adults aged 18 and older
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- Figure 58 Attitudes towards butter and margarine, by gender, June 2003"Please tell me whether you agree or disagree with each of the following statements about butter and margarine?"Base: 1,016 adults aged 18 and older
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- Figure 59 Attitudes towards butter and margarine, by age, June 2003"Please tell me whether you agree or disagree with each of the following statements about butter and margarine?"Base: 1,016 adults aged 18 and older
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- Figure 60Attitudes towards butter and margarine, by race, June 2003"Please tell me whether you agree or disagree with each of the following statements about butter and margarine?"Base: 1,016 adults aged 18 and older
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- Figure 61 Attitudes towards butter and margarine, by household income, June 2003"Please tell me whether you agree or disagree with each of the following statements about butter and margarine?"Base: 1,016 adults aged 18 and older
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- Figure 62 Attitudes towards butter and margarine, by geographic region, June 2003"Please tell me whether you agree or disagree with each of the following statements about butter and margarine?"Base: 1,016 adults aged 18 and older
- RELATIONSHIPS BETWEEN TASTE PREFERENCES, HEALTH ATTRIBUTES AND CONVENIENCE
- Cross-tabulating taste preferences with convenience
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- Figure 63 Relationship between taste preferences and convenience, June 2003 Base: 1,016 adults aged 18 and older
- Cross-tabulating health perceptions with taste preferences
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- Figure 64 Relationship between health attitudes and taste preferences, June 2003Base: 1,016 adults aged 18 and older
- Specific food purchases
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- Figure 65 Foods purchased in the previous three months, August 2003Base: 1,001 adults aged 18 and older
- SUMMARY
Future & Forecast
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- FUTURE TRENDS
- Eating for good health
- Price swings
- Less cooking from scratch
- Labeling regulations
- MARKET FORECAST
- Overview
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- Figure 66 Forecast of U.S. retail sales of butter and margarine, at current and constant prices, 2003-2008
- Graph 2 U.S. retail sales of butter and margarine, at current prices, 1998-2008
- Butter
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- Figure 67 Forecast of U.S. sales of butter, at current and constant prices, 2003-2008
- Margarine
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- Figure 68 Forecast of U.S. sales of margarine, at current and constant prices, 2003-2008
- Forecast Factors
Appendix: Trade Associations
Appendix: New Product Briefs
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- ConAgra: Fleischmann’s Olive Oil Spread
- Kroger: Sweet Salted Light Butter
- Zander’s Creamery: European Style Unsalted Gourmet Butter
- Unilever Bestfoods: Country Crock Yogurt Margarine
- Unilever Bestfoods: I Can’t Believe It’s Not Butter Squeeze Spread
- Land O’ Lakes: Spreadable Margarine
- Unilever Bestfoods: Shedd’s Spread Country Crock Whipped
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