Products that are categorised as margarine and spreads according to Euromonitor International definitions but which are marketed as “plant-based butter”, are slated for a strong performance in Denmark during the forecast period. These products are being positioned as plant-based butter, rather than margarine, as brands are looking to cash in on the increasing consumer perception that butter is inherently healthier than margarine due to the product containing only one or two ingredients, fresh cream and in some cases salt, in comparison with the often long lists of ingredients that consumers are confronted with when inspecting the packaging of margarine.
The forecast period is expected to see a further extension of the trend towards free from lactose dairy that has been building in Denmark in recent years. While the free from lactose trend has been focused mainly on drinking milk products, is expected to expand to other dairy categories during the forecast period, including butter.
Another area of health and wellness that is expected to have a greater impact on butter and spreads during the forecast period is fortified/functional products. The harsh realities of the COVID-19 pandemic sharpened the focus of many Danish consumers on the importance of maintaining a robust immune system and this has resulted in higher demand for a wide range of fortified/functional products with an immune-boosting positioning.
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Understand the latest market trends and future growth opportunities for the Butter and Spreads industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Butter and Spreads
This is the aggregation of butter, cooking fats and margarine and spreads.See All of Our Definitions
This report originates from Passport, our Butter and Spreads research and analysis database.
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