Retail volume sales of butter and spreads are expected to adjust downwards in 2021, following very strong growth well in excess of the review period norms in 2020. In 2020, demand was boosted by consumers staying at home more than usual due to the Coronavirus (COVID-19) restrictions on mobility.
Butter is the only category projected to see positive, if modest, retail volume growth over 2021. It is also the category expected to see the slowest drop in retail current value sales.
The dairy giant Tine is expected to continue to gain retail value share in butter and spreads in 2021, to slightly close the gap on the still strong leading player Mills DA. This development is mainly due to the dynamic between categories, with Mills active in and the dominant player in both cooking fats and margarine and spreads, which are set to see value sales declines over 2021.
Retail volume sales of butter and spreads are projected to see modest, but steady declines over the forecast period. The demand for these products is expected to be negatively impacted by the resumption of cross-border trade, where Norwegians can access lower prices, and a full or fuller return to foodservice.
Despite healthy rebounds in foodservice volume sales in 2021 and 2002, following a slump in 2020, the recovery of butter and spreads sales in the on-trade channel is expected to be slow. As a result, butter and spreads is not anticipated to return to the 2019 level of foodservice volume sales by the end of the forecast period.
Within butter, organic products are set to become more popular in the forecast period. Tine ceased the distribution of its organic butter variant in 2020, leaving Rørosmeieriet as the only significant player.
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Understand the latest market trends and future growth opportunities for the Butter and Spreads industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Butter and Spreads research and analysis database.
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