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Learn moreSep 2017
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Butter and margarine is a mature category that has not showed much activity in terms of promotional campaigns and new product launches. Margarine is larger in size, mainly because it has lower unit prices and does not require refrigeration. Butter, on the other hand, is considered a premium product and is only affordable to mid- to upper-income consumers, which is considerably small in Guatemala.
Unilever de Centroamérica SA, with its margarine brands Mirasol and Mazola, led butter and margarine with a value share of 27% in 2017. The company has a long presence in the category, which has allowed it to create strong brand recognition and fidelity among its consumers. Mirasol is also active in terms of new product development and brand extensions, since it offers a “Light” version, as well as a soft margarine spread.
The forecast performance, in value terms, is expected to be slightly faster than what was registered over the review period. However, butter and margarine is a mature category, with limited room for innovation, which will not enable this category to register stronger volume and value growth rates.
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