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.
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.
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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