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Country Report

Butter and Margarine in

Butter and Spreads in Austria

Sep 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Heuwiesenmilchbutter organic butter highly valued by local consumers

Sustainability, regionalism and animal welfare are global trends affecting most industries, including dairy and butter. So-called Heuwiesenmilchbutter (hayfield butter) is not only driving drinking milk and cheese, in butter, particularly organic butter, it is also increasingly important.

Butter back in favour after earlier health fears, with healthy oils from avocados and other superfruits even being added to it

A few years back, fat was one of the main concerns in terms of eating a healthy diet. It was believed to be a cause of high levels of cholesterol and various cardiovascular diseases.

Although butter remains strong in Austria, there are niche opportunities for butter-like alternatives

Butter is perceived as an authentic and traditional product. Regardless of increasing butter prices or supposedly healthier alternatives being available, Austrian consumers continue to purchase butter.

COMPETITIVE LANDSCAPE

Unilever the leading butter and spreads player, but private label holds the biggest share

Unilever Austria, profiting from being a global producer with well-known brands like Rama, Becel, Thea and Lätta, remained the number one player in butter and spreads in 2019. Although they are international brands, many consumers in Austria associate some of them with their childhood, especially at breakfast time.

Savencia Fromage looking to appeal to health-conscious butter-lovers

Savencia Fromage has relaunched its brand Brunch as an alternative to butter. This is part of a drive by companies to meet the need for reduced-fat butter-like alternatives.

With Brexit fast approaching, Kerrygold is looking for new markets, such as Austria

As Brexit still remains on the horizon, it is causing uncertainty for Irish dairy companies in particular that have hitherto heavily relied on the UK as a major export market. With the UK expected to leave the EU’s Customs Union at some point in the near future, Kerrygold is looking to penetrate German-speaking markets with its products.

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Overview

Why buy this report?

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.

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Overview

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

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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

The Butter and Margarine in Austria 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 Austria?
What are the major brands in Austria?
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
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our:

Packaged Food market research database.

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Butter and Spreads in Austria - Category analysis

HEADLINES

PROSPECTS

Heuwiesenmilchbutter organic butter highly valued by local consumers

Butter back in favour after earlier health fears, with healthy oils from avocados and other superfruits even being added to it

Although butter remains strong in Austria, there are niche opportunities for butter-like alternatives

COMPETITIVE LANDSCAPE

Unilever the leading butter and spreads player, but private label holds the biggest share

Savencia Fromage looking to appeal to health-conscious butter-lovers

With Brexit fast approaching, Kerrygold is looking for new markets, such as Austria

CATEGORY DATA

Table 1 Sales of Butter and Spreads by Category: Volume 2014-2019
Table 2 Sales of Butter and Spreads by Category: Value 2014-2019
Table 3 Sales of Butter and Spreads by Category: % Volume Growth 2014-2019
Table 4 Sales of Butter and Spreads by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Butter and Spreads: % Value 2015-2019
Table 6 LBN Brand Shares of Butter and Spreads: % Value 2016-2019
Table 7 Distribution of Butter and Spreads by Format: % Value 2014-2019
Table 8 Forecast Sales of Butter and Spreads by Category: Volume 2019-2024
Table 9 Forecast Sales of Butter and Spreads by Category: Value 2019-2024
Table 10 Forecast Sales of Butter and Spreads by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Butter and Spreads by Category: % Value Growth 2019-2024

Packaged Food in Austria - Industry Overview

EXECUTIVE SUMMARY

Convenience supports packaged food but consumers also demand healthier, local products

Health trends continue to support demand for organic and plant-based products

Intense competitive landscape led by artisanal and private label

Dominant modern grocery retailers offers convenience but consumers still partial to indulgence, benefiting artisanal bakeries

Higher current value growth supported by demand for perceived healthier products for which consumers are willing to pay

FOODSERVICE

Sales to Foodservice

Foodservice suppliers must increasingly be able to offer convenient, healthy and local meal solutions to outlets
Flexitarian lifestyles mean that suppliers must also be flexible in their foodservice options
Increasing popularity of takeaway and delivery services offer food service providers chance to capture wider audience

Consumer Foodservice

Food trucks address demand for on-the-go fresh innovative meal options
Foodservice providers must look to new opportunities to expand target audience
Time-restricted consumers increasingly turn to retailers’ on-the-go meal solutions offering competition to foodservice

Category Data

Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Penetration of Private Label by Category: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

Megatrends

Country Report

Butter and Spreads in Austria

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Heuwiesenmilchbutter organic butter highly valued by local consumers

Butter back in favour after earlier health fears, with healthy oils from avocados and other superfruits even being added to it

Although butter remains strong in Austria, there are niche opportunities for butter-like alternatives

COMPETITIVE LANDSCAPE

Unilever the leading butter and spreads player, but private label holds the biggest share

Savencia Fromage looking to appeal to health-conscious butter-lovers

With Brexit fast approaching, Kerrygold is looking for new markets, such as Austria

Overview

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Overview

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Table of Contents

Butter and Spreads in Austria - Category analysis

HEADLINES

PROSPECTS

Heuwiesenmilchbutter organic butter highly valued by local consumers

Butter back in favour after earlier health fears, with healthy oils from avocados and other superfruits even being added to it

Although butter remains strong in Austria, there are niche opportunities for butter-like alternatives

COMPETITIVE LANDSCAPE

Unilever the leading butter and spreads player, but private label holds the biggest share

Savencia Fromage looking to appeal to health-conscious butter-lovers

With Brexit fast approaching, Kerrygold is looking for new markets, such as Austria

CATEGORY DATA

Packaged Food in Austria - Industry Overview

EXECUTIVE SUMMARY

Convenience supports packaged food but consumers also demand healthier, local products

Health trends continue to support demand for organic and plant-based products

Intense competitive landscape led by artisanal and private label

Dominant modern grocery retailers offers convenience but consumers still partial to indulgence, benefiting artisanal bakeries

Higher current value growth supported by demand for perceived healthier products for which consumers are willing to pay

FOODSERVICE

Sales to Foodservice

Consumer Foodservice

Category Data

MARKET DATA

SOURCES

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