Country Report

Butter and Margarine in

Butter and Margarine in Belgium

Aug 2017

US$990

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Executive Summary

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TRENDS

The key trend in 2017 is the influence of cooking television programmes on the way consumers cook. Indeed, in programmes like Top Chef, Goed Volk and De keuken van Sofie, participants mostly use butter to cook with. This had a positive impact on butter sales in 2017 since Belgian consumers copy the chefs and are using more and more butter to cook. Actually, butter registered a decline at the start of the review period because it was perceived as being unhealthy with too much fat. However, Belgians are now returning to butter as it is perceived as being more natural than margarine. Indulgence is also playing a role in the growth of butter for use in cooking due to its better taste. As a result, butter recorded positive current value growth of 1% in 2017, making it the best performing category.

COMPETITIVE LANDSCAPE

Corman SA, the local distributor of Savencia Fromage & Dairy, led butter in Belgium in 2017 with a value share of 34%. Corman SA can relied on the popularity of its two butter brands Balade and Carlsbourg to record a good performance in 2017. Its Solight brand also performed strongly in 2017. In 2017, Corman SA introduced a big innovation in butter under its Carlsbourg brand with it launching the first liquid butter on the market. This launch meets the current trend for cooking with butter. The difficulty with cooking with butter is that it usually begins to burn at 120°C, but this liquid version is capable of reaching 220°C without burning. Carlsbourg liquid butter is sold in a user-friendly top down bottle. To illustrate the impact of cooking television programmes on butter, one can note that Julien Lapraille, ex-Belgian contestant on Top Chef is Carlsbourg liquid butter’s ambassador. To sum up, Carlsbourg is really benefiting from the home cooking trend.

PROSPECTS

Butter and margarine is expected to decline at a value CAGR of 2% at constant 2017 price over the forecast period, which would be a slightly better performance than the one registered over the review period. Nevertheless, although butter is expected to increasingly be used in cooking, this growth is expected to be offset by the declining consumption of bread, and therefore the declining use of butter and margarine as a spread.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine industry in Belgium 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 Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

The Butter and Margarine in Belgium 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 Belgium?
What are the major brands in Belgium?
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 Belgium

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Executive Summary

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TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

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Overview

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