Executive Summary

Aug 2018
PROSPECTS
Butter benefits from shifting consumer perception

With years of consumer education and communication from the industry, there has been increasing recognition of good fats and their health benefits, with a chief example being butter. As such, the demand for butter is growing, which greatly benefited sales at the end of the review period, with its wide application at breakfast and in cooking.

Rising interest in plant-based fats drives new product development

Whilst the “good” fats in dairy products are now perceived more positively, plant-based fats, such as those in avocado, also enjoyed growing popularity, thanks to the movement towards vegetarian/vegan and flexitarian lifestyles across Canada in recent years. Manufacturers of butter and spreads therefore introduced products with a strong emphasis on the incorporation of plant-based fats, attempting to alter the negative perceptions around products such as margarine with a more natural and less processed image.

Margarine and spreads experiences challenges

In contrast to the steady growth of butter, margarine and spreads experienced an accelerated decline in 2017 and 2018, owing mainly to the negative image associated with such products. Even though manufacturers have been eliminating hydrogenated oils and fats and removing trans-fats from these products, the negativity around margarine and spreads has not gone away.

COMPETITIVE LANDSCAPE
Unilever continues to lead butter and spreads

Unilever Canada held the highest value share in butter and spreads in 2018, thanks to the many leading brands in its portfolio, including Becel, Imperial, I Can’t Believe It’s Not Butter! and Pro Activ. The Becel brand has been actively engaged in new product development, attempting to reverse the decline in the overall category, with the latest examples being the Becel with Avocado Oil range and strong support for its vegan range.

The leader is set to exit butter and spreads

Whilst the measures taken by Unilever saw some positive results, they were not sufficient to change its overall declining trend. For years, it has seen its share slide, as the margarine and spreads category in which it is dominant has been facing headwinds.

Agropur gains share with its flagship brand

In 2018, Unilever Canada was followed by Parmalat Canada, Loblaw and Agropur Cooperative, which were a distance from the other players. These companies have a stronghold in butter, and benefited from the resurgence of interest in this category.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine industry in Canada 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 Canada, our research will save you time and money while empowering you to make informed, profitable decisions.

The Butter and Margarine in Canada 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 Canada?
  • What are the major brands in Canada?
  • 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.

Packaged Food in Canada - Industry Overview

EXECUTIVE SUMMARY

Packaged food sees stable growth while continuing to evolve
Growing impact of clean label movement
Leading players facing challenges, while niche segments attract smaller players
Online retailing, mixed retailers and hypermarkets see most dynamic growth
Moderate growth ahead, with increasing uncertainty

FOODSERVICE

Sales to Foodservice
Foodservice experiences stable and stronger growth amid rising headwinds
Growing demand for plant-based food presents challenges and opportunities
Unique experiences and health positioning increasingly critical
Consumer Foodservice
Demographic change and economy impacting consumer foodservice
New era of customer interaction fast approaching
Key trends in menu design

CATEGORY DATA

Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Penetration of Private Label by Category: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format: % Value 2013-2018
Table 14 Distribution of Packaged Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources