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Learn moreAug 2017
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Health and wellness trends shape consumption patterns, with butter growing at the expense of margarine, and a shift towards reduced fat and organic products. Overall products with health and wellness claims continued to perform well and gained share within the category. Within butter products those from cow’s milk were the best performers while soft butter outperformed hard, which highlighted that the key driver for butter’s performance is its use as a spread rather than for cooking/baking.
Elais-Unilever Hellas SA led with 48% of retail value sales in 2017. The company’s share declined because of the fall in the share of margarine and spreads, in which it was the leader. However, within margarine and spreads the company’s Vitam and Flora brands both gained retail value share.
Butter and margarine is expected to register a negative retail value CAGR of 3% at constant 2017 prices over the forecast period and a negative retail volume CAGR of 3%. The decline is anticipated to be slower in comparison to the review period given that consumption of butter and margarine has already dropped to low levels. While Greeks will continue to avoid butter and margarine as spreads they use such products for cooking and baking and because there is a trend favouring home cooking and baking it will contribute to slowing down the decline deriving from the drop in consumption as spreads.
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Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine industry in Greece with research from Euromonitor's team of in-country analysts.
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