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Country Report

Butter and Margarine in

Butter and Spreads in Austria

21 pages, Aug 2018

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

Butter shortage influences the category’s performance

Due to the abolition of EU milk quotas in 2015, the prices of dairy products fell in 2015 and 2016. This led to many famers curbing their production, which was in line with weaker demand for dairy products across Austria.

Vegan products anticipated to continue to grow in importance

In addition to butter, cooking fats and margarine and spreads also recorded a good performance in 2018, partially profiting from the butter shortage, which led to consumers turning to margarine and cooking fats in order to find a suitable replacement due to the former’s high price A growing number of consumers are opting for vegan cooking fats and margarine, a trend which is expected to continue. The leading brands in butter and spreads, such as Rama and Becel, already offer several purely vegan variants in Austria, for example Rama 100% pflanzlich (literally 100% plant-based or vegetarian) and Becel Vegan.

Demand expected to rise for avocado, coconut and olive oil-based products

Analysts predict a significant future trend towards butter and spreads made from so-called “good” fats, such as olive oil, avocado or coconut. While this trend is closely related to that towards vegan products, it represents a separate category as here consumers are likely to opt for naturally healthy products without specifically looking for ethical claims, such as those found on vegan products.

COMPETITIVE LANDSCAPE

Unilever remains the leading player in butter and spreads

Unilever Austria continued to lead butter and spreads in 2018, profiting from being a global producer which has longstanding experience of manufacturing brands such as Rama, Becel, Thea and Lätta. While these are international brands, many consumers in Austria associate some of them with their childhood, especially during breakfast.

Domestic manufacturers expected to remain strong

Unilever’s main competitors in butter and spreads in 2018 were domestic dairy companies, mainly involved in the production of butter. These included Berglandmilch with its Schärdinger brand, Nöm with its Nöm brand, Tirol Milch Wörgl with its brand Tirol Milch and many other smaller manufacturers.

Strong performance of private label predicted to continue

Private label continued to play an important role in butter and spreads in 2018 thanks to an ongoing focus on product improvement and sophistication, while still offering very competitive prices. Private label producers were almost equally present in butter and margarine and slightly less in cooking fats in 2018.

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Overview

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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

Butter shortage influences the category’s performance

Vegan products anticipated to continue to grow in importance

Demand expected to rise for avocado, coconut and olive oil-based products

COMPETITIVE LANDSCAPE

Unilever remains the leading player in butter and spreads

Domestic manufacturers expected to remain strong

Strong performance of private label predicted to continue

CATEGORY DATA

Table 1 Sales of Butter and Spreads by Category: Volume 2013-2018
Table 2 Sales of Butter and Spreads by Category: Value 2013-2018
Table 3 Sales of Butter and Spreads by Category: % Volume Growth 2013-2018
Table 4 Sales of Butter and Spreads by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Butter and Spreads: % Value 2014-2018
Table 6 LBN Brand Shares of Butter and Spreads: % Value 2015-2018
Table 7 Distribution of Butter and Spreads by Format: % Value 2013-2018
Table 8 Forecast Sales of Butter and Spreads by Category: Volume 2018-2023
Table 9 Forecast Sales of Butter and Spreads by Category: Value 2018-2023
Table 10 Forecast Sales of Butter and Spreads by Category: % Volume Growth 2018-2023
Table 11 Forecast Sales of Butter and Spreads by Category: % Value Growth 2018-2023

Packaged Food in Austria - Industry Overview

EXECUTIVE SUMMARY

Packaged food continues to record a good overall performance in 2018

Consumers opt for less meat, less sugar and for more superfoods

Intense competition and some new niche players

Discounters, supermarkets and hypermarkets dominate distribution

Steady course for packaged food over the forecast period

FOODSERVICE

Sales to Foodservice

Foodservice to profit from consumer willingness to both eat out and order in
The trend towards consuming less meat also visible in foodservice
Domestic suppliers to continue to profit

Consumer Foodservice

The race between independent and chained players to adjust to changes in consumer preferences
Innovative concepts from retail – a more favourable option to eating out
Potential in food trucks and pop-up restaurants

CATEGORY DATA

Table 12 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2013-2018
Table 17 Sales of Packaged Food by Category: Value 2013-2018
Table 18 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 19 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 20 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 21 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 22 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 23 Penetration of Private Label by Category: % Value 2013-2018
Table 24 Distribution of Packaged Food by Format: % Value 2013-2018
Table 25 Distribution of Packaged Food by Format and Category: % Value 2018
Table 26 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 27 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

Megatrends

Country Report

Butter and Spreads in Austria

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Butter shortage influences the category’s performance

Vegan products anticipated to continue to grow in importance

Demand expected to rise for avocado, coconut and olive oil-based products

COMPETITIVE LANDSCAPE

Unilever remains the leading player in butter and spreads

Domestic manufacturers expected to remain strong

Strong performance of private label predicted to continue

Overview

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Overview

Why buy this report?

Want to find out more about this report?

Table of Contents

Butter and Spreads in Austria - Category analysis

HEADLINES

PROSPECTS

Butter shortage influences the category’s performance

Vegan products anticipated to continue to grow in importance

Demand expected to rise for avocado, coconut and olive oil-based products

COMPETITIVE LANDSCAPE

Unilever remains the leading player in butter and spreads

Domestic manufacturers expected to remain strong

Strong performance of private label predicted to continue

CATEGORY DATA

Packaged Food in Austria - Industry Overview

EXECUTIVE SUMMARY

Packaged food continues to record a good overall performance in 2018

Consumers opt for less meat, less sugar and for more superfoods

Intense competition and some new niche players

Discounters, supermarkets and hypermarkets dominate distribution

Steady course for packaged food over the forecast period

FOODSERVICE

Sales to Foodservice

Consumer Foodservice

CATEGORY DATA

MARKET DATA

SOURCES

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