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Butter and Margarine - US - December 2006Published by: Mintel International Group Ltd. Published: Dec. 1, 2006 - 84 Pages Table of ContentsScope and Themes What you need to know Abbreviations and terms Abbreviations Terms Executive Summary A mature $3.08 billion market in decline Snapshot of the market Health issues drag on market The old age/heart disease/fats nexus Other fat alternatives have found favor Changing eating habits contribute to sales decline Frequency of dining out adversely affects sales On the bright side: moderate use is healthy use On the bright side: butter and margarine have a major place on the breakfast table Product trends While overall sales fall, butter and margarine share remains constant Price fluctuations influence segment sales Market dominated by Unilever, ConAgra, and Land O’Lakes Supermarket channel controls more than three quarters of sales Additional consumer insights Market Drivers Health issues Figure 1: Eating behavior, levels of control, April-May 2006 Clarifying issues surrounding fats The aging population is more health conscious Figure 2: Prevalence of cardiovascular disease in Americans age 20 and older by age and gender, NHANES 1999-2002 Figure 3: Uses for butter and margarine, by age, October 2006 Changing eating habits Figure 4: Usage of shelf stable, refrigerated, and frozen products, January-September 2005 Meal occasions: breakfast Figure 5: Weekday and weekend breakfast food choices, September 2006 Figure 6: Use of specific spreads in the household, August 2006 Meal occasions: dinner Figure 7: Frequency of dining out in the evening, March 2006 Other fat alternatives have found favor Figure 8: Consumption patterns for specific edible oil products, January 2006 Market Size and Trends Market size Figure 9: Total U.S. retail sales of butter, margarine, and table spreads, at current and constant prices, 2001-06 Market trends New products focus on three areas Figure 10: FDM sales of functional dairy and margarine, at current and constant prices, 2001-06 Figure 11: Butter and margarine new product launches and health claims, 2001-06 Market Segmentation Introduction and overview Figure 12: Sales of butter and margarine, segmented by product type, 2004 and 2006 Figure 13: Comparison of butter and margarine dollar sales and share of market, 2001-06 (FDM channels) Figure 14: Comparison of butter and margarine price per pound and volume FDM sales, Figure 15: Comparison of price per pound and volume FDM sales, butter, 2001-06 Figure 16: Comparison of price per pound and volume FDM sales, margarine, 2001-06 Butter Figure 17: Sales of butter, at current and constant prices, 2001-06 Margarine and table spreads Figure 18: Sales of margarine and table spreads, at current and constant prices, 2001-06 Supply Structure Foreign trade Figure 19: Butter, margarine, and table spreads imports, by value, 2001-06 Figure 20: Butter and margarine exports, by value, 2001-06 Company and brand sales Overview Figure 21: Manufacturer FDM sales of butter and margarine in the U.S., 2005 and 2006 Butter Figure 22: Manufacturer FDM brand sales of butter in the U.S., 2005 and 2006 Margarine and table spreads Figure 23: Manufacturer FDM brand sales of margarine and table spreads in the U.S., 2005 and 2006 Major manufacturer profiles Unilever Land O’Lakes ConAgra Foods GFA Brands, Inc. Advertising and Promotion Media: Print vs. television Land O’Lakes Figure 24: Television spot: Land O’Lakes Butter—Odors, 2006 Figure 25: Television spot: Land O’Lakes Butter—look for the hook, 2006 GFA Brands, Inc. Figure 26: Television spot: Smart Balance—balance your foods, 2006 Figure 27: Television spot: Smart Balance—professional chefs 1, 2006 Figure 28: Television spot: Smart Balance—professional chefs 2, 2006 Figure 29: Television spot: Smart Balance Omega Plus, 2006 Unilever Figure 30: Television spot: I Can’t Believe It’s Not Butter—new spokesmodel, new product, 2006 Figure 31: Television spot: I Can’t Believe It’s Not Butter—free spraychel, 2006 Figure 32: Television spot: Promise butter light spread—taking your health to heart, 2006 Figure 33: Television spot: Shedd’s Spread Country Crock—Spreads Cold, 2006 Retail Distribution Introduction Figure 34: U.S. retail sales of butter, margarine, and table spreads, by channel, 2004 and 2006** Supermarkets Figure 35: U.S. supermarket sales of butter, margarine and table spreads, The Consumer Introduction Key learnings Household usage of butter and margarine Figure 36: Household usage of butter and margarine/margarine spreads, May 2005-June 2006 Amount of butter and margarine/margarine spread used Figure 37: Weekly household usage of butter and margarine, May 2005-June 2006 Figure 38: Weekly household usage of butter and margarine, by race/Hispanic origin, May 2005-June 2006 Light vs. regular margarine Figure 39: Household usage of regular and light margarine, May 2005-June 2006 Form and type of margarine/margarine spread used Figure 40: Form of margarine/margarine spread used in households, May 2005-June 2006 Brands: butter and margarine/margarine spreads Figure 41: Brands of butter and margarine/margarine spread used in households, May 2005-June 2006 Margarine or butter for cooking, baking, and spreading Figure 42: Uses for butter and margarine, October 2006 Figure 43: Uses for butter and margarine, by age, October 2006 Butter users’ attitudes and opinions Figure 44: Attitudes and opinions concerning butter, October 2006 Figure 45: Attitudes and opinions concerning butter, by age, October 2006 Figure 46: Attitudes and opinions concerning butter, by household income, October 2006 Butter users’ opinions concerning other fats Figure 47: Usage of butter or other fats in specific situations, October 2006 Margarine users’ attitudes and opinions Figure 48: Attitudes and opinions concerning margarine, October 2006 Figure 49: Attitudes and opinions concerning margarine, by age, October 2006 Figure 50: Attitudes and opinions concerning margarine, by household income, October 2006 Attitudes of householders with children Figure 51: Attitudes and opinions regarding butter/margarine of householders with children, October 2006 Future and Forecast Future trends Heart disease incidence will continue to rise with obesity rates But “good for you” products will continue to grow Eating habits Other future trends Market forecast Butter, margarine, and table spreads Figure 52: Forecast of total U.S. sales of butter, margarine, and table spreads, at current and constant prices, 2006-11 Butter Figure 53: Forecast of U.S. sales of butter, at current and constant prices, 2006-11 Margarine and table spreads Figure 54: Forecast of U.S. sales of margarine and table spreads, at current and constant prices, 2006-11 Forecast Factors Appendix: Trade Associations Appendix: New Product Briefs AbstractThis report details the six-year history of the butter, margarine and table spreads market, addressing the issues surrounding the market in general (especially health-related issues such as heart disease) and factors that affect each segment. For example, butter is naturally trans fat free (a dietary positive) but is also naturally high in saturated fat (a dietary negative). New margarine products are both trans fat free and low in saturated fat, but consumers worry they cannot deliver on taste or performance in cooking or baking. Also examined are consumer trends, the most notable of which is the decline in usage of these products by the oldest respondents, those aged 65 and older. Opinions regarding butter and margarine vary, but it seems that respondents loyal to one or the other may not be convinced to switch. The market recorded sales declines of 7% between 2001 and 2006, or 19% in constant 2006 prices. Sales of butter declined somewhat more than sales of margarine. The segment of the population that wavers between choosing butter or margarine based on the latest health news migrated to new margarine products with more healthful ingredient profiles. The emphasis on “good fats” has eroded sales of both butter and margarine. Other fat alternatives, especially for cooking and baking (especially olive oil), have found favor with consumers looking for more healthy options. The biggest challenge for manufacturers lies in the health issues—heart disease and obesity are major problems and consumers will worry more about their health as they age. Trading bad fats for good, or even cutting back on all fats, is a likely outcome, and manufactures must find a way to work with consumers on portion control and other diet-based solutions.
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