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Consumers have become price sensitive due to high living costs resulting in limited budgets to spend on non-essential products, such as butter and margarine. Consumers only purchase butter and margarine during price promotions and tend to compare prices and brands from each channel. In addition, they do not purchase in bulk given these are non-essential products.
Unilever (M) Holdings leads butter and margarine with a 29% value share and sales of MYR88 million in 2017. The company is the brand owner of Planta and Windmill Ghee Blend, and these brands are widely distributed through most retail channels and are priced as affordable for consumers. In addition, quality assurance and brand establishment support the company’s leading position within butter and margarine.
Butter and margarine is expected to grow at a CAGR of 2% at constant 2017 prices over the forecast period, which is slightly slower than growth posted over the review period. Consumers are expected to make purchases only during price promotions and whenever is necessary, as butter and margarine are non-essential products. Moreover, players may focus more on the foodservice channel and a lack of price promotions within retail will be a factor behind slower growth over the forecast period.
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Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine industry in Malaysia with research from Euromonitor's team of in-country analysts.
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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.