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Demand for margarine and spreads will continue to decline in 2020, as the product is expected to continue to struggle due to its less healthy and more processed reputation compared with butter. Originally, margarine benefited from being marketed as containing less fat but the use of preservatives and additives by some products is likely to continue to push consumers towards brands that have more of a natural positioning in 2020, for which more affluent consumers are willing to pay, despite the much cheaper prices offered by margarine.
Butter with 82% fat content will remain popular in 2020, while spreads produced from vegetable oil are losing interest. In addition, the demand for high natural fat content in butter is increasing the popularity of ghee, a cooking fat produced with 100% milk fat originating from India.
Butter will record a positive performance in 2020 with strong retail volume sales. While some consumers previously had doubts over the health and nutritional aspect of butter, education from producers is leading to a greater understanding amongst Lithuanians regarding its more natural and less processed positioning.
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Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine industry in Lithuania with research from Euromonitor's team of in-country analysts.
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