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Country Report

Butter and Margarine in

Butter and Spreads in Portugal

Aug 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Butter is strongest performer in declining category due to healthier image

Butter and spreads continued to record overall declining demand in 2019, driven by the weak performance of the largest category in retail volume terms, margarine and spreads. The latter suffers from an unhealthy image in Portugal, with consumers continuing to reduce their consumption of both fat and additives in products.

Category lacks innovation and versatility, limiting consumption occasions

Butter and spreads lacks versatility and suffers somewhat from limited innovation to attract consumers back to the category. Potential to increase demand could be offered by players encouraging a wider range of consumption occasions, in addition to offering healthier less processed products that still offer convenience, while also concentrating on flavour innovation.

Plant-based options could offer some potential for development and growth

To counter claims of offering unhealthy processed food and to address the growing trend for veganism in the country, manufacturers of margarine and spreads are starting to develop plant-based products. Although plant-based alternatives are not a novel concept in Portugal, producers aim to entice consumers back to this category.

COMPETITIVE LANDSCAPE

Unilever retains lead but continues to lose share despite dominating margarine and spreads

Unilever Fima Lda retained its lead of butter and spreads in 2019, although it continued to lose value share and record declining value sales due to its dominance in the largest underperforming category of margarine and spreads. Despite this, the company continues to invest in a wide brand portfolio offering the top six brands in the category led by Planta and Becel.

Competition within butter intensifies, with increasing share for smaller players and private label

Competition continued to intensify within butter, as this category offers stronger growth potential moving forward. This is leading to an increasing number of smaller brands entering the category and recording stronger current value growth.

Cooking fats suffers from lack of variety and innovation

The smaller, declining category of cooking fats severely lacks innovation, with consumers increasingly turning away from these products, with a shift towards healthier perceived cooking oils. Portuguese consumers are just as likely to use Vaqueiro and Becel spreads when cooking, as they also offer two different formats of liquid and solid, giving consumers greater variety and options.

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Overview

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.

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Delivery: Files are delivered directly into your account within a few minutes of purchase.

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.

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Butter and Spreads in Portugal - Category analysis

HEADLINES

PROSPECTS

Butter is strongest performer in declining category due to healthier image

Category lacks innovation and versatility, limiting consumption occasions

Plant-based options could offer some potential for development and growth

COMPETITIVE LANDSCAPE

Unilever retains lead but continues to lose share despite dominating margarine and spreads

Competition within butter intensifies, with increasing share for smaller players and private label

Cooking fats suffers from lack of variety and innovation

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 Portugal - Industry Overview

EXECUTIVE SUMMARY

Stable demand for packaged food driven by time-constrained consumers searching for healthier convenient meal solutions

Rising health concerns lead to greater number of consumers adopting flexitarian lifestyles

Highly fragmented landscape led by private label but increasing search for premium products benefits brands and artisanal

Dominance of modern grocery retailers being slowly eroded

Stronger growth predicted for packaged food over the forecast period driven by demand for healthy high quality meal solutions

FOODSERVICE

Sales to Foodservice

Foodservice suppliers adapt to changing consumption occasions
Flexitarian trend also noticeable in foodservice forcing suppliers to expand offer
Minimising wastage and costs is huge priority for foodservice

Consumer Foodservice

Increasingly confident Portuguese become more adventurous in their foodservice choices
Demand for convenience supports strong growth of online delivery services
Local produce and artisanal ingredients carry premium appeal

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

Megatrends

Country Report

Butter and Spreads in Portugal

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Butter is strongest performer in declining category due to healthier image

Category lacks innovation and versatility, limiting consumption occasions

Plant-based options could offer some potential for development and growth

COMPETITIVE LANDSCAPE

Unilever retains lead but continues to lose share despite dominating margarine and spreads

Competition within butter intensifies, with increasing share for smaller players and private label

Cooking fats suffers from lack of variety and innovation

Overview

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Overview

Why buy this report?

Want to find out more about this report?

Table of Contents

Butter and Spreads in Portugal - Category analysis

HEADLINES

PROSPECTS

Butter is strongest performer in declining category due to healthier image

Category lacks innovation and versatility, limiting consumption occasions

Plant-based options could offer some potential for development and growth

COMPETITIVE LANDSCAPE

Unilever retains lead but continues to lose share despite dominating margarine and spreads

Competition within butter intensifies, with increasing share for smaller players and private label

Cooking fats suffers from lack of variety and innovation

CATEGORY DATA

Packaged Food in Portugal - Industry Overview

EXECUTIVE SUMMARY

Stable demand for packaged food driven by time-constrained consumers searching for healthier convenient meal solutions

Rising health concerns lead to greater number of consumers adopting flexitarian lifestyles

Highly fragmented landscape led by private label but increasing search for premium products benefits brands and artisanal

Dominance of modern grocery retailers being slowly eroded

Stronger growth predicted for packaged food over the forecast period driven by demand for healthy high quality meal solutions

FOODSERVICE

Sales to Foodservice

Consumer Foodservice

CATEGORY DATA

MARKET DATA

SOURCES

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