Country Report

Butter and Margarine in

Butter and Margarine in Austria

Aug 2017

US$990

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Executive Summary

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TRENDS

In 2017, the category was strongly influenced by the ongoing health trend, as consumers pursue healthier nutrition and healthier living. Accordingly, many consumers in Austria are turning to vegan and vegetarian nutrition, and the number of products carrying the V-Label of European Vegetarian Union increased in Austria over the review period. This caused many consumers to opt for products made of herbal fats rather than fats of animal origin in 2017. Another trend observed in butter and margarine over the last two years of the review period was the mixture of margarine and butter or butter and oils.

COMPETITIVE LANDSCAPE

Unilever Austria continued to lead sales in butter and margarine in 2017, holding a value share of 24%. Being a global producer, the company focused on a multi-branding strategy, marketing four brands in Austria: Rama, Becel, Thea and Lätta. For each of the four brands, the company offered several varieties, which provided a wider portfolio for consumers to choose from. The company also invested in new product launches in 2017, and supported the new launches mainly through TV, radio and print ads as well as increasingly online. This led to Unilever Austria posting the biggest increase in value share in 2017.

PROSPECTS

Butter and margarine is anticipated to continue to be influenced by the ongoing health trend in the forecast period. While consumers are not expected to give up on butter and margarine altogether, they are expected to increasingly shift to purely herbal varieties. The trend towards vegan and vegetarian products is thus anticipated to play an important role over the forecast period, with a rising number of producers investing in changing their product formulations as well as in redesigning their packaging in order to include the V-Label seal of approval.

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine industry in Austria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Butter and Margarine industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Butter and Margarine in Austria market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Butter and Margarine in Austria?
What are the major brands in Austria?
Are consumers in emerging markets moving from unpackaged to packaged oils and fats?
What are the sales prospects for “healthy” cooking oils?
Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than cooking at home?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

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Butter and Margarine in Austria

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Executive Summary

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TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

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Overview

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