Country Report

Butter and Margarine in

Butter and Margarine in France

Sep 2017

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Executive Summary

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TRENDS

Butter and margarine registered heterogeneous development given that this family of products are viewed as strong substitutes for each other. On the one hand, butter became more popular over the review period, with consumers being positive about its authentic taste which is associated with pleasure. In the meantime manufacturers largely contributed to this renewal by engaging in positive product innovations, especially in niche segments such as butter created in a traditional mould, raw and other butter certified with protected designation of origin. As a consequence, demand for butter increased at a national level in 2017, as well as at an international level, leading to some shortages of supply in France. Indeed, after the end of EU milk production quotas in 2015, wholesale prices of milk strongly declined, putting farmers under financial pressure which led to difficulties in adjusting the supply after the sudden demand hikes. On the other hand, margarine and spreads lost ground, suffering from a perceived lack of naturalness among consumers and from the negative reputation of palm oil, the production of which is associated with ecological scandals. Last but not least, margarine and spreads manufacturers are subject to higher value added tax on palm oil, reaching 20% of retail selling prices, compared to 5.5% for butter.

COMPETITIVE LANDSCAPE

Groupe Lactalis held the leading position in butter and margarine in 2017 with a 16% retail value share. The player relied on its well established butter brand, Président, which accounted for 15% of butter retail value sales in 2017. Indeed, Président offers a wide variety of butter products from the premium Beurre Gastronomique range to reduced fat butter. In addition to Président, Groupe Lactalis owns Primevère, which has a challenger’s position in margarine and spreads. The second ranking player is uniquely focused on margarine and spreads. Unilever France held a 12% retail value share of butter and margarine in 2017. The player was the leader in margarine and spreads through its Fruit d’Or and Planta brands. Accounting for an 11% retail value share of butter and margarine, St Hubert was the main competitor of Unilever France in margarine and spreads, mainly centred on its flagship St Hubert brand.

PROSPECTS

Butter and margarine is set to witness an ongoing structural decline, which began during the period, due to the growing consumer awareness of fat consumption. The second reason behind the expected decline is linked to the growing popularity of vegetable fats, such as olive oil, which has a positive and healthy image among consumers. Nevertheless, while the overall picture does not appear particularly positive, butter is expected to encounter more favourable market conditions than other categories over the forecast period, supported by product diversification and added value, led by manufacturers which have successfully associated butter consumption with pleasure. There remains significant opportunities for the emergence of product designation of origin labels, such as AOP Poitou Charente, which are requested by consumers. However free trade agreement negotiations in which the EU is engaged with partner countries such as Canada or Japan are likely to lead to the attribution of such labels as being perceived as protectionism.

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Overview

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

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

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TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

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