Mainly due to extensive media coverage on the effects of an unhealthy diet, increasing awareness of the importance of healthy nutrition was witnessed in Switzerland throughout the review period. This development continued during 2017. As such, dairy products perceived as unhealthy suffered. As a result, more consumers reduced their consumption of butter and margarine yet again in 2017.
Branchenorganisation Butter remained the number one player in margarine and butter in 2017 accounting for a substantial part (70%) of value sales. The company owes its success to its outstanding position in butter, though. The company has a long tradition in Switzerland and is renowned for its high-quality products. Branchenorganisation Butter offers a number of brands in butter including the number one brand Floralp, Die Butter and Bratbutter. The company emphasises the Swissness of its products by including the Swiss flag on the packaging.
Butter and margarine value sales are projected to register a continued decline over the forecast period with a CAGR of -1% at constant 2017 prices. The health and wellness trend will most certainly continue to negatively impact butter and margarine sales as consumers will aim to consume less butter and margarine. As a result, the forecast CAGR is weaker compared to the constant value CAGR seen over the review period.
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