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2017 saw a major European butter crisis unfold with wholesale and retail unit prices of butter increasing sharply. Nonetheless, Macedonia was not significantly affected by this global crisis in either 2017 or 2018.
Besides pure butter and pure margarine and spreads, in the late review period butter and spreads witnessed the significant presence of newly-launched brands which use a combination of butter and vegetable oils, known as blends. There are two major brands competing for share in this hybrid category.
Due to budget limitations, the majority of local households still rely on margarine to spread on bread, the main staple food, and for cooking purposes. Nonetheless, with the increasing role of social media, a growing number of local consumers are learning that butter is much healthier than margarine, most of which contains trans-fats which many studies confirm are very unhealthy.
In 2018, Serbian company Dijamant AD led butter and spreads in Macedonia with a stagnant value share. Despite a minor value share loss in 2018 due to very strong competition in butter and spreads, the company managed to outperform its competitors, mainly due to the stronger performance of margarine and spreads and the underperformance of the leading butter brands.
DMK Deutsches Milchkontor GmbH led butter in Macedonia in 2018 with a moderately decreasing value share. The strength of the company’s most notable butter brands, Oldenburger and Milram, is responsible for the high company and brand ranking.
In 2018, domestic companies continued to increase their presence within butter and spreads. Thanks to the new launch of Bitolski Puter butter brand by IMB Mlekara Bitola ad, domestic companies doubled their combined value share in 2018 and became poised to compete ably against the top five players.
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