Butter and Spreads in France

2021 DEVELOPMENTS

Mixed performance for butter and spreads as a return to eating outside of the home boosts foodservice volume but impacts retail volume sales

Butter and spreads is expected to record very strong growth in foodservice volume terms in 2021 as local consumers return to eating outside of the home as lockdown restrictions ease and the vaccination programme continues to be rolled out. However, this will likely impact retail volume growth, which is set to see moderate decline.

Groupe Lactalis retails the lead in butter in 2021, but more regional options continue to gain popularity and value share

Groupe Lactalis, one of France’s largest dairy companies, is set to retain its overall leadership of butter and spreads in 2021, due to the popularity of its Président brand of butter, which benefits from a strong brand image and presence across retailers, and a variety of other dairy products in the country, including cheese and cream. Président butter is available in many different formats, including organic, the premium Beurre Gastronomique range, and sea salt flavours.

Convenience stores and e-commerce gain ground thanks to locality and consumer desire to avoid busy retail establishments during the pandemic

Hypermarkets and supermarkets are expected to retain their collective dominance in distribution terms in butter and spreads in 2021, in part supported by their affordable private label ranges during a time of economic uncertainty. However, convenience stores and e-commerce are set to gain ground.

PROSPECTS AND OPPORTUNITIES

Large players will face increasing competition from local artisanal producers in the years ahead

Competition is mounting between large dairy manufacturers and smaller local producers, who are increasingly seeing support from consumers looking to buy local dairy products in order to help support local businesses. As a result, large manufacturers are altering the layout of butter and cream aisles in supermarkets.

Butter is set to be the winner in current volume and value terms, thanks to its natural profile

A return to foodservice outlets in the early part of the forecast period as lockdown measures relax is likely to fuel demand for butter and spreads through this channel, resulting in a slight switch away from retail (including butter) in 2021 and strong foodservice volume growth. However, ongoing travel restrictions, particularly on British tourists, is likely to subdue the potential for a more robust recovery.

Cooking fats will see a decline, while spreads will become increasingly healthy in profile as players seek to compete with butter

A further move away from overly processed products and alternative fats and protein sources will continue to reduce the demand for cooking fats. Whilst margarine and spreads is predicted to record a stronger decline in retail volume terms compared to the review period due to their processed image, vegetable spreads could find support from changing lifestyles such as veganism or even the “flexitarian” diet.