Butter and spreads is a saturated and very traditional category, which rarely sees significant trends or strong development. Nonetheless, the category did see some new product development and new brands in 2018.
The health and wellness trend has led to strong development in all dairy categories, except butter and spreads. In 2018, there were no launches of butter and spreads with reduced fat content or healthy claims, such as “natural product” or “100% eco ingredients” on packaging.
A growing number of brands presented butter in plastic composite containers rather than wrapped in paper in 2018: Président Le Motte (Food Master); Khozyaushka (Nizhegorodskiy Maslo-Zhirovoy Kombinat); Emil; Maslo Ot Fermera (VAK Krestyanskoye Khozyaistvo); and AC (Omega Lider). This packaging trend can be explained by the growing demand for convenience.
In Kazakhstan, butter is presented by the large number of companies and brands; therefore, competition is strong between manufacturers. Butter and spreads continued to be led by domestic and Russian brands, such as 3 Zhelaniya, Shedroe Leto, Irtish and Domik v Derevne, which are perceived to offer good quality products at affordable prices.
Significant advertising or promotion of butter and spreads was not observed in Kazakhstan in 2018. Butter and spreads are essential products for home cooking; therefore, consumers do not require additional information or reminding of the existence or properties of established brands.
The long-time leader, Eurasian Foods, continued to lose retail value share in 2018. Strong and growing competition between numerous companies has increased pressure on the leading player.
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