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Learn moreSep 2017
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Butter and margarine posted a sluggish performance overall in 2017, with volume sales declining by 2%. This can be attributed to the maturity of the category and the ageing of the population. The category is lacking innovation, while both butter and margarine are widely regarded as products which contribute to weight problems. Strict regulations with regard to health claims make it very difficult for manufacturers to respond to this perception.
While butter was led by private label in 2017 with a 44% value share, margarine and spreads was dominated by Unilever, which held a 54% share. Trailing second in butter was the Irish Ornua Co-op with a 14% share, while in margarine and spreads private label ranked second with a 24% share. Differentiation in both categories is very difficult because these products are hard to distinguish from one another other than by brand name.
Over the forecast period butter and margarine is expected to record a value CAGR of 1% at constant 2017 prices, while remaining flat in volume terms. The price of butter is expected to remain high because of strong global demand for milk fat. The distribution of butter and margarine is not expected to change over the forecast period as both will be readily available in all kinds of modern grocery retailers.
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Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine industry in Germany with research from Euromonitor's team of in-country analysts.
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