Executive Summary

Aug 2017
TRENDS

Butter and margarine in Indonesia recorded a slight slowdown in 2017 compared to the overall review period CAGR. The slowdown in butter and margarine was due to its maturity and an increase in health and wellness awareness among Indonesian consumers. They are aware that excess consumption of butter and margarine may lead to unwanted health problems such as obesity and cardiovascular disease. On the other hand, the performance of butter and margarine in foodservice showed faster volume growth compared to retail volume sales in 2017 thanks to the increased popularity of Indonesian traditional snacks such as martabak and the booming of culinary trips.

COMPETITIVE LANDSCAPE

Unilever Indonesia Tbk PT dominated butter and margarine with a 55% value share in 2017. Its robust leading position is supported by its leading brand, Blue Band, which accounts for a 61% value share under margarine and spreads. The success of Blue Band is thanks to its long history in Indonesia and its effort to blend into Indonesian culture. For example, it uses television commercials especially during traditional Indonesian holidays such as Hari Raya, and employs a bundling strategy such as partnering with Roti Sari.

PROSPECTS

Compared to the review period, butter and margarine in the forecast period is expected to grow positively, yet at a slowing down rate, in volume terms. One of the reasons for the slowing down is the increase of health and wellness awareness among Indonesian consumers. Within butter and margarine, a large share of sales come from margarine and spreads which are considered less healthy in the case of excessive consumption.

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Overview

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

The Butter and Margarine in Indonesia 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 Indonesia?
  • What are the major brands in Indonesia?
  • 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

This industry report originates from Passport, our:

Packaged Food market research database.

Butter and Margarine in Indonesia - Company Profiles