Country Report

Butter and Margarine in

Butter and Margarine in Germany

Sep 2017

US$990

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Executive Summary

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TRENDS

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.

COMPETITIVE LANDSCAPE

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.

PROSPECTS

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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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 Germany 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 Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

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

Megatrends

Country Report

Butter and Margarine in Germany

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Executive Summary

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TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

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Overview

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