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Country Report

Butter and Margarine in

Butter and Spreads in Finland

Aug 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

Innovation remains important in such a mature category

Butter and spreads is a very mature category in Finland and thus strong growth rates are difficult to come by. In 2019, the category continued to record steady retail volume and current value growth, with this largely a result of a manufacturer focus on innovation and offering consumers products with value-added attributes.

Health and wellness trend remains strong in butter and spreads

As in other packaged food categories, health and wellness remained a prominent trend in butter and spreads in 2019, with Finnish consumers being particularly appreciative of fresh domestic ingredients and reduced salt and fat offerings. Valio’s ValSa reduced sodium milk salt innovation continued to be incorporated into Valio Oivariini spreads, reducing the salt content of its products significantly but without sacrificing taste.

Rapeseed considered a local superfood

Rapeseed oil has continued to attract plenty of media attention in Finland due to being considered a local superfood, with many comparing its health benefits to those of olive oil. For example, Bunge Finland’s Keiju 3 Öljyä spread is made with virgin rapeseed oil and is being marketed as containing only “good” fats, while also carrying the Heart symbol.

COMPETITIVE LANDSCAPE

Valio and Unilever Finland together continue to dominate butter and spreads but find it difficult to gain further share

In 2019, the domestic dairy giant Valio and the multinational Unilever continued to dominate butter and spreads in Finland, together accounting for approaching three quarters of overall retail value sales. Nevertheless, further gains in share are proving difficult to achieve for the two leaders due to strong competition from both private label players such as S Group and Lidl and smaller manufacturers such as Bunge Finland.

New product development dominated by free from, naturally healthy and fortified/functional products

Recent new product development in butter and spreads in Finland has been generally dominated by free from, naturally healthy and fortified/functional offerings. In 2018, the majority of new launches were marketed as free from lactose and also suitable for vegans due to being free from dairy, such as Keiju Alentaja 2-Teho 70%, while Valio’s new Valio Oivariini ValSa spread was advertised as not containing any additives.

Manufacturers increasingly focus on digital marketing

In 2019, marketing and advertising remained important to driving sales in the mature butter and spreads category, with manufacturers increasingly focusing on digital channels, particularly social media platforms, to highlight their new product developments and better engage with consumers. For example, Bunge Finland has a Facebook account for its Keiju brand on which it introduces new products, shares news articles and recipes and runs prize competitions.

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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 Finland 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 Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Butter and Margarine in Finland 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 Finland?
What are the major brands in Finland?
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 Finland - Category analysis

HEADLINES

PROSPECTS

Innovation remains important in such a mature category

Health and wellness trend remains strong in butter and spreads

Rapeseed considered a local superfood

COMPETITIVE LANDSCAPE

Valio and Unilever Finland together continue to dominate butter and spreads but find it difficult to gain further share

New product development dominated by free from, naturally healthy and fortified/functional products

Manufacturers increasingly focus on digital marketing

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 Finland - Industry Overview

EXECUTIVE SUMMARY

Sales boom for packaged food however volume growth continues to be a struggle

Competitors stood out by using authentic flavours, domestic ingredients and innovation

In a competitive landscape, players focus on innovation and fulfilling consumer demands

Hypermarkets gain success at the expense of smaller grocery retailers

Players will focus on eco-credentials, health and wellness and innovation to cut-through competition

FOODSERVICE

Sales to Foodservice

Growth is stable as increased purchasing power allows Fins to eat out more often
Taste matters, but so does ethical and social responsibilities
Free-from products are on the rise as foodservice responds to consumer demand

Consumer Foodservice

Foodservice operators adopt new strategies to compete
Foodservice operators increasingly favour locally sourced ingredients
Fast food sees a positive performance and is set to continue growing over the forecast period

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 Finland

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Innovation remains important in such a mature category

Health and wellness trend remains strong in butter and spreads

Rapeseed considered a local superfood

COMPETITIVE LANDSCAPE

Valio and Unilever Finland together continue to dominate butter and spreads but find it difficult to gain further share

New product development dominated by free from, naturally healthy and fortified/functional products

Manufacturers increasingly focus on digital marketing

Overview

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Overview

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Table of Contents

Butter and Spreads in Finland - Category analysis

HEADLINES

PROSPECTS

Innovation remains important in such a mature category

Health and wellness trend remains strong in butter and spreads

Rapeseed considered a local superfood

COMPETITIVE LANDSCAPE

Valio and Unilever Finland together continue to dominate butter and spreads but find it difficult to gain further share

New product development dominated by free from, naturally healthy and fortified/functional products

Manufacturers increasingly focus on digital marketing

CATEGORY DATA

Packaged Food in Finland - Industry Overview

EXECUTIVE SUMMARY

Sales boom for packaged food however volume growth continues to be a struggle

Competitors stood out by using authentic flavours, domestic ingredients and innovation

In a competitive landscape, players focus on innovation and fulfilling consumer demands

Hypermarkets gain success at the expense of smaller grocery retailers

Players will focus on eco-credentials, health and wellness and innovation to cut-through competition

FOODSERVICE

Sales to Foodservice

Consumer Foodservice

Category Data

MARKET DATA

SOURCES

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