Butter and spreads retail sales were able to profit from the lockdown as more people turned to cooking at home and thus used more butter and margarine in preparing their own meals or baking at home. However, the forced closure of foodservice establishments to contain the spread of the COVID-19 virus had a major impact on gastronomy, as did the travel restrictions put in place.
While butter has come under scrutiny in recent years due to its fat content, the demand for organic and natural products continues to rise. However, higher prices are still a burden for price-sensitive German consumers, who are always looking for promotions, if possible.
With more people on short-time working (Kurzarbeit) or looking for ways to save money in the uncertain times following in the wake of the COVID-19 pandemic, consumers are trying to save money wherever possible. Butter and spreads are often bought depending on promotions and availability, with less brand loyalty shown than with many other food products.
As the pandemic has developed, there has been increasing demand for healthy food. This is due to a change in consumption behaviour and the need to stay at home as well as a general concern about staying healthy against the backdrop of the presence of the COVID-19 virus.
As the pandemic arrived in Germany, many people started stockpiling essential goods, with mainly traditional or well-known brands able to profit from this development. However, the price battle with private label is expected to continue – and even to intensify.
With online sales surging during the pandemic, this development is expected to continue to increase rather than disappear. Supermarkets that are increasing their online offer, such as Rewe Online, will likely continue to attract more consumers that prefer home delivery – which is contactless and convenient.
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Understand the latest market trends and future growth opportunities for the Butter and Margarine industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Butter and Margarine research and analysis database.
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