The Taiwan government has introduced new labelling laws for butter and cream, which came into effect in July 2017. The new regulations stipulate products containing at least 80% milk fat are to be called butter, while products with a 10-80% content are to be called cream. The clearer labelling has been expected to fuel sales of “real” butter.
Fonterra Brands (New Young) Pte Ltd remained the dominant player in butter and margarine in Taiwan in 2017, despite a slight decline in its value share. Fonterra has a long-established presence in the Taiwan market and owns the very-well-established, mass-market Anchor butter brand. Snow Brand Taiwan Co Ltd remained the next most significant player, although it ranked much further behind. Some distance behind again was the third-largest player and domestic manufacturer Far East Chemicals Ltd.
Butter and margarine is expected to post healthy growth over the forecast period. Although many consumers do not go out of their way to purchase butter due to concerns over its health impacts, people interested in buying butter are likely to demand better-quality products. The range of brands is set to further fragment as the availability of better-quality products is anticipated to grow, especially through more upmarket supermarkets.
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