Executive Summary

Sep 2017

Availability of products remained unsteady, in particular for the margarine and spreads category because it continued to be under price regulation in 2017. Price adjustments occur in a discontinuous manner, so when final prices become obsolete due to the high inflation in Venezuela, manufacturers halt production and the product disappears from the shelves. The opposite occurs after the government makes a price correction, since the climb is usually large, shocking consumers, who leave the product on the shelves until they decide on their priorities and preferences.


Lactuario de Maracay maintained its leadership in butter and margarine with a 13% value share, thanks to its strong leadership in butter, where it accounted for 61% of the retail value sales in 2017. The company commercialises two brands of butter: Lactuario de Maracay and Maravilla, which took value shares of 45% and 15%, respectively in the total butter category. This company enjoys an excellent reputation, a traditional and reliable image and good distribution.


Butter and margarine is expected to grow at constant value CAGR of 4% supported by a 3% CAGR for volume sales. The value CAGR will be an improvement over the 1% constant value CAGR seen over the review period. It is reasonable to believe that the category will be driven by a stronger – although discontinuous – presence of margarine, leaving behind its negative volume growth rates observed during the review period.

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Butter and Margarine in Venezuela


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Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine industry in Venezuela with research from Euromonitor's team of in-country analysts.

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If you're in the Butter and Margarine industry in Venezuela, our research will save you time and money while empowering you to make informed, profitable decisions.

The Butter and Margarine in Venezuela market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Butter and Margarine in Venezuela?
  • What are the major brands in Venezuela?
  • Are consumers in emerging markets moving from unpackaged to packaged oils and fats?
  • What are the sales prospects for “healthy” cooking oils?
  • Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than cooking at home?
Why buy this report?
  • Gain competitive intelligence about market leaders
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  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our:

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Butter and Margarine in Venezuela - Company Profiles