Butter is expected to post positive retail volume growth over the forecast period as the category continues to outperform margarine and spreads and cooking fats to underline its position as the largest and most important category of butter and spreads in Georgia. The main driver of sales growth in the category during the forecast period is expected to be the high quality of the butter on offer, which has seen the category maintain its status as a source of premium products, while the widely-held perception that full fat butter is a healthy product despite its very high saturated fat content in excess of 82%.
Margarine and spreads is expected to register a static volume growth over the forecast period, resulting in the sales gap between margarine and spreads and butter opening up further. The leading players in margarine and spreads face numerous challenges competing with butter, not least that butter is seen as a far more natural product than margarine, while many consumers harbour grave concerns about the potential negative health impact of the hydrogenated fat that form the basis of margarine and spreads.
Health and wellness considerations are expected to come to the fore hugely in dairy in general and butter and spreads in particular during the forecast period. Among the most important health and wellness positionings for the category are free from lactose, reduced fat and reduced salt and although there is huge potential for brands categorised under butter, especially, to tap into strong demand for health and wellness products in a category that has been very successful in recent years largely on the basis that butter is a relatively healthy type of spread, it is likely that health and wellness will remain an underdeveloped and unexplored area of butter and spreads throughout the forecast period.
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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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