Executive Summary

Aug 2018
PROSPECTS
Butter and spreads affected by health trends

The category presented a negative performance in 2018, with the worst results posted by margarine and spreads and by cooking fats. Sales of butter and spreads were affected by consumers’ concerns with regard to cutting down their fat consumption, switching to healthier non-fat alternatives.

Image of margarine and spreads affects sales

With a less negative performance than cooking fats in 2018, margarine and spreads also registered a sales decline as consumers associated these products with being industrialised and processed. As a result, consumers were switching to other alternatives such as soft cheese and butter, which have a more positive image in terms of their naturalness.

Butter consumers look above all for flavour

After some years of decline due to its negative association with high fat levels, butter posted a less negative performance in 2018 when compared with other categories within butter and spreads. The fact that consumers increasingly perceived butter as more natural and less processed when compared with margarine supported this step towards recovery.

COMPETITIVE LANDSCAPE
Unilever Jerónimo Martins is negatively affected by the decline of margarine and spreads

Despite leading the category of butter and spreads in 2018, the decline in consumption of margarine and spreads negatively affected sales of Unilever Jerónimo Martins, in particular for its brand Vaqueiro, but also for Planta and Becel. Becel pro activ also recorded a decline in sales in 2018, which could be related to the growing health trend, as consumers abandoned poor eating habits and purchased specific food that was claimed to help with cholesterol or blood pressure issues.

Private label reinforces its position in margarine and spreads

One of the most significant developments within margarine and spreads in 2017/2018 was the increase in value share for private label. The entry of Pingo Doce, an exclusive line, contributed to private label’s increased share.

Growth of neighbourhood stores favours leading players and private label

With significant growth of small and medium supermarkets, particularly in city centres, consumers are transferring their bigger hypermarket purchases to smaller and more-convenient-sized retailers. The portfolio of products available to consumers is necessarily different due to space limitations, favouring both private label and leading major brands.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine industry in Portugal 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 Portugal, our research will save you time and money while empowering you to make informed, profitable decisions.

The Butter and Margarine in Portugal 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 Portugal?
  • What are the major brands in Portugal?
  • 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.

Packaged Food in Portugal - Industry Overview

EXECUTIVE SUMMARY

Upmarket shift in demand
Health and convenience drive growth
Private label remains strong but loses share
Modern grocery retailing sees share eroded
Positive outlook

FOODSERVICE

Sales to Foodservice
Ongoing volume growth expected
Blurring the boundries between retail and foodservice
Health a key influence on sales
Consumer Foodservice
Positive consumer foodservice environment
Health and convenience shaping demand
Diversification and premiumisation
Category Data
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Penetration of Private Label by Category: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format: % Value 2013-2018
Table 14 Distribution of Packaged Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources