Consumers are increasingly looking at the label and preferring products with natural ingredients. Manufacturers have recognised this preference and are packaging margarine and margarine mixes similarly to natural butter. The number of artificial ingredients being used is also decreasing and marketing is focused on the health benefits of the product.
Raisio Nutrition Ltd maintained the leading position in butter and margarine in 2017 with a value share of 23%, decreasing slightly from 2016. This company continues to hold the leading position thanks to intense marketing of the leading brands Keiju and Voimix. Marketing is carried out on television, in printed media and online. Additionally, the company also organises campaigns for consumers, whereby buyers of its products can win money if they register on the company website. Unilever Eesti AS continued to hold second place while Tere AS was third with value shares of 21% and 20% respectively in 2017. Similar to Raisio, there were only slight changes in the shares of these two players.
The forecast period is set to see flat value growth at constant 2017 prices to remain at EUR36 million in 2022. This would represent a slowdown compared to the value CAGR of 2% at constant 2017 prices seen during the review period. This predicted weaker performance is based on this category being mature and the population remaining stable. Additionally, no significant innovation is expected to be seen in the market and there is plenty of competition. The healthy lifestyle trend might also have a negative effect on growth. Moreover, a rapid economic decline or recession might lead to a decrease in value sales, as consumers would likely shift to cheaper alternatives in difficult economic conditions.
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Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine industry in Estonia with research from Euromonitor's team of in-country analysts.
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