Sales of butter and margarine struggled in the face of of rising concerns from Spaniards regarding their health and diet and increasing preference for healthier products, with many Spaniards preferring to use olive oil on their toast or when cooking instead of butter and margarine. There is also some confusion among Spanish consumers regarding vegetable fat and margarine, with many concerned about the safety of these products and the risks associated with the consumption of margarine containing trans-fats.
Grupo Unilever España SA led sales of butter and margarine in Spain, with a value share of 33% in 2017 and total sales reaching EUR63 million. The leadership of the multinational player within the category was explained by its dominance within margarine and spreads, where it held a value share of 58%. The wide offer of margarine products present in its portfolio under Tulipán and Flora brands as well as the active efforts in advertising and marketing to promote the healthy feature of its offer largely explained the leading position of Grupo Unilever España SA.
The healthy eating trend among Spaniards will continue to affect the sales of butter and margarine in the short and mid-term. During the forecast period, more and more consumers are expected to follow healthier eating patterns, leaning towards wholesome products instead of references containing saturated fat, sugar and other ingredients perceived as unhealthy. Despite the increasing availability of healthier varieties of butter and margarine, the unhealthy perception of these products among the majority of consumers will continue to limit their evolution.
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This report originates from Passport, our Butter and Margarine research and analysis database.
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