Executive Summary

Aug 2019
PROSPECTS
Butter recovers to record strongest performance, benefiting from natural positioning

Butter recorded an improved performance in 2019 with positive retail volume sales after fluctuating demand over the review period, supported by an improved reputation and slowing growth of its average unit price. The latter had experienced skyrocketing prices in 2017 following a butter shortage in Europe which severely impacted sales in Lithuania, with prices almost doubling.

Margarine and spreads continues to suffer from less natural and more processed image

Despite holding marginal higher retail volume share within the overall category, demand for margarine and spreads continued to decline in 2019, as the category continued to struggle due to its reputation as being less healthy and more processed compared to butter. Originally, margarine benefited from being marketed as containing less fat but the use of preservatives and additives by some products is pushing consumers towards brands that have more of a natural positioning, for which more affluent consumers are willing to pay, despite the much cheaper prices offered by margarine.

High fat content butter and healthy positioning of ghee continue to attract consumers

Butter with 82% fat content continued to gain in share while spreads produced from vegetable oil are losing interest, even amongst consumers. This is due to a general negative shift in consumers’ perception regarding dairy products with added vegetable oil.

COMPETITIVE LANDSCAPE
Local butter producers benefit from strong dairy production capacity

The positively performing category of butter continued to be dominated by local manufacturers, Pieno Zvaigzdes AB, Rokiskio Suris AB and Žemaitijos Pienas AB. Lithuania benefits from strong dairy production and an abundant fresh milk supply, resulting in the prevailing belief amongst local consumers that Lithuanian butter offers better quality than imported brands, with the latter continuing to struggle to gain share.

Ghee brand experiences positive performance

Players within the struggling categories of cooking fats and margarine and spreads experienced varying performances in 2019. Saulute by Žemaitijos Pienas AB strengthened its leadership of the latter but recorded declining sales in line with the general performance of the category, while high fat content brand Venta from Pieno Zvaigzdes AB continued to gain ground and record a positive performance.

Significant presence of private label, thanks to price-sensitive consumers

Private label continued to gain value share within butter and spreads with Lidl Lietuva UAB and Maxima LT UAB being highly placed behind branded producers. These retailers are able to offer a wide range of products that target lower-income consumers.

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Butter and Spreads in Lithuania

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Overview

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.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Butter and Margarine industry in Lithuania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Butter and Margarine in Lithuania market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Butter and Margarine in Lithuania?
  • What are the major brands in Lithuania?
  • Are consumers in emerging markets moving from unpackaged to packaged oils and fats?
  • What are the sales prospects for “healthy” cooking oils?
  • Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than cooking at home?
Why buy this report?
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our:

Packaged Food market research database.

Butter and Spreads in Lithuania - Category analysis

HEADLINES

PROSPECTS

Butter recovers to record strongest performance, benefiting from natural positioning
Margarine and spreads continues to suffer from less natural and more processed image
High fat content butter and healthy positioning of ghee continue to attract consumers

COMPETITIVE LANDSCAPE

Local butter producers benefit from strong dairy production capacity
Ghee brand experiences positive performance
Significant presence of private label, thanks to price-sensitive consumers

CATEGORY DATA

Table 1 Sales of Butter and Spreads by Category: Volume 2014-2019
Table 2 Sales of Butter and Spreads by Category: Value 2014-2019
Table 3 Sales of Butter and Spreads by Category: % Volume Growth 2014-2019
Table 4 Sales of Butter and Spreads by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Butter and Spreads: % Value 2015-2019
Table 6 LBN Brand Shares of Butter and Spreads: % Value 2016-2019
Table 7 Distribution of Butter and Spreads by Format: % Value 2014-2019
Table 8 Forecast Sales of Butter and Spreads by Category: Volume 2019-2024
Table 9 Forecast Sales of Butter and Spreads by Category: Value 2019-2024
Table 10 Forecast Sales of Butter and Spreads by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Butter and Spreads by Category: % Value Growth 2019-2024

Packaged Food in Lithuania - Industry Overview

EXECUTIVE SUMMARY

Consistently strong growth seen in most packaged food categories
Health and wellness remains the defining trend in most packaged food categories
Private label an important player across packaged food as value remains paramount
Rising demand for convenience and value boost internet retailing and discounters
Current prevailing trends likely to remain in effect throughout the forecast period

FOODSERVICE

Sales to Foodservice
The rise of specialist coffee shops and strong interest in vegan options boosts sales of milk alternatives
The consumer appetite for Asian foodservice shows no signs of diminishing
Ongoing burger fast food boom supports foodservice volume sales in key table sauces categories

CATEGORY DATA

Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Penetration of Private Label by Category: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources