Contemporary Kenyan consumers are becoming increasingly demanding in terms of requiring the products they buy to represent a combination of reasonable price and the highest standards of quality and hygiene. One of the ways in which manufacturers are able to deliver such challenging combination of low price and high quality is by offering spreads in large family-sized packs which carry lower unit prices.
Upfield Holdings is expected to maintain its leading position in butter and spreads throughout forecast period due to the very strong position of its Blue Band brand in margarine and spreads. Blue Band has been able to maintain high levels of consumer loyalty over a period of many years due to consistently high quality and a reputation for innovation.
During the forecast period, the average unit price of butter is set to remain somewhat higher than the average unit price of either margarine and spreads or cooking fats and this is set to ensure that demand for butter remains largely confined to affluent middle-income and high-income consumers. In addition, the purported health benefits of butter are generally more widely accepted among more affluent consumers and this is largely based on the fact that butter has only two ingredients: cream and salt.
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Understand the latest market trends and future growth opportunities for the Butter and Spreads industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Butter and Spreads
This is the aggregation of butter, cooking fats and margarine and spreads.
See All of Our DefinitionsThis report originates from Passport, our Butter and Spreads research and analysis database.
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